I attended a 2-hour mobile workshop put on by HubSpot, called Master Mobile Marketing 2012.  The workshop was incredible, so I thought I’d share some of my learnings and notes.  The slides are embedded below, and the videos of the workshop are accessible here.

The 17 Rs of Mobile Marketing (Jeanne Hopkins from HubSpot)

  • 44% of the US cell phone population, owns a smart phone (up from 35% in August)
  • 17R’s of Mobile
    • Review analyticsmobile phones
    • Relevant
    • Request feedback
    • Recruit customers and prospects
    • Registering for your programs should be easy
    • Rate the usefulness of your campaigns to your subscribers
    • Regional messages can be valuable
    • Reminders about time sensitive information
    • Respect (frequency)
    • Return status information
    • Respond
    • Record – documenting concerns or complaints
    • Responsible – be brief, yet tantalizing
    • Referral – 72% of small businesses have not yet incorporated mobile
    • Rely – rely on right software to deploy. Measurement
    • Reality – growing marketing segment. Need to understand why and how people are using mobile in your market
    • Rapid – be willing to improve on the “fly”
  • Run a test campaign before the full campaign
How To Use Mobile Ads (Matt Duffy from Jumptap)
  • 90% of US population has a cell phone; 44% have a smartphone.
  • 90% of Americans would rather lose their wallet than their smartphone; 33% would rather give up sex than smartphone
  • Mobile Ad spending: $416 in 2009, $743 in 2010, $1,226 in 2011, $1,802 in 2012, $2,523 in 2013
  • Advertising – 1/3 use publishers (to site directly), 50% to ad network (google admob, jumptap, apple iad, millenial media)
  • What do co’s look for in mobile advertiser? 1) targeting, 2) reach, 3) roi 4) price, 5) reputation
  • Exact location targeting is not as easy as companies think. Unless person give permission to an app.
  • Other option for targeting is when people provide their zip code.
  • Geofencing — cool, but not practical at this point. Need to have phone on, looking at phone, etc. Better to target general area
  • 10 tips for mobile advertising…
    • 1) Right-size — Align your mobile spending with the time your target audience spends in mobile
    • 2) Choose wisely – pick a publisher or network that has scale & targeting, branding & performance
    • 3) Advertise Cross-platform – apple, google, RIM, etc
    • 4) Start broad, then optimize – don’t limit yourself to campaign too focused. Broaden at first, do a few targeted, then optimize
    • 5) Use mobile-optimized pages — Don’t send people from ad to non-optimized page. At least create a mobile landing page
    • 6) For branding, use rich media — allows people to interact with the advertising (i.e. wipe glass clean with Ajax)
    • 7) For lead gen, keep forms short — people are less likely to give full info on mobile; capture info later
    • 8) Don’t forget tablets – What % have purchased through these forms? 83% desktop, 63% tablet, 31% mobile phone
    • 9) Clear call to action, don’t clutter with a lot of images, “shop now”, “buy now”
    • 10) Measure — do a brand study, measure engagement, measure downloads, leads
  • Do people trust mobile ads? Rich media (more than just static ad, click) helps with this because they’re interacting with the ad
  • What is good ROI for mobile ads? Depends on your goals — branding, acquisition, etc.
  • Is mobile advertising outbound marketing? Hmm… seems to be, but they’re saying because it’s more targeted/relevant, it’s not.
How to Create a Mobile App (Greg Raiz from RaizLabs)
  • Unique app idea: Need unique partnership, original content, better design, strong brand, existing customers, faster to market, etc
  • Bank of America — app to make your experience better with brand; Fart – it’s just an app for fun — nice but doesn’t generate long term value
  • Need to generate LONG TERM value with your mobile app. Not necessarily sales, but long term value (ie Pizza hut)
  • App store ranking is a weighted function of sales over time (approx 5 days)
  • Introduce a free version of your app when popularity dies down brings it back to life!
  • You keep 70% of revenue, Apple keeps 30% of revenue
  • Developing your app is only 1/2 your battle. Need a message to promote your app.
  •  Is your app solving a problem?
  •  1. Dont make crap 2.Building the app is half the battle 3. Get your message out about your app.
  • Even if you’re not going to optimize site for mobile, consider mobilizing your e-newsletter
  • Webapp — lower friction, easy to acces, but slower; Smart phone app — installed on your phone
  • Are downloadable mobile apps trackable? Yes. But limited
How to Combine Social and Mobile (Jamie Turner)
  • How consumers use smartphones? 82% email, 56% news, 69% directions, 63% social media
  • 72MM access Social Media mobile in August (that’s 37% incr). More than 1/2 of mobile social networkers accessed sites on daily basis
  • FB, Twitter and LI grew mobile audiences by 50% in past year!
  • 1/3 of people received a coupon/offer/deal on mobile (coupon redemption on mobile is 10X of non-mobile)
  • “Hub and spoke” – Use inbound marketing to drive business to you
  • If you’re a marketer and a user of mobile, click “yes” on “track my location” — you need to learn how mobile is being used.
  • Chili’s did a coupon for people within certain area got a coupon for free cheese dip. 
  • Subway program in UK – If you opt in, you’ll get coupon when you’re nearby.
  • Tips on using LBS: claim your bus, reward 1st time vistors, change deals often, promote group checkins (more ppl, better deal)…
  • Social Media is on MOBILE! 55% of Twitter’s traffic is on mobile; 60% of pandora, 43% of FB. Wow.
  • By 2013, mobile will be the #1 way consumers access the internet (per Gardner)
  • Keep things on mobile short and sweet. Drive them to a mobile optimized site or landing page
  • 2D codes/QR codes – can be used to depend relationship with audience
  • To create 2D code: creating mobile landing page, use QR code generator, put in your materials
  • They used QR codes as a scavenger hunt to find ipads hidden around the country. Released 1 clue per day. Nice
  • Real Estate use — QR code on sign shows video of inside of house. 
  • “MEanderthal” app at Smithsonian — shows your pic as a neanderthal. http://t.co/1VlijvnW
  • My takeaway — companies are NOT leveraging QR codes as much as they can. I just see “link to the site”.
  • 5 tipsfor using SM and mobile:
    • 1) target users who are on the go
    • 2) keep social/mobile updates short
    • 3) Make your promotions local
    • 4) if you drive them to mobile, make sure it’s thumb friendly
    • 5) Provide a link to your regular site so people can look at full site
  • Scavenger hunt — http://t.co/tqKPNBDf
  • Now is the time to get into mobile, as fewer people are using it well

 

Did I miss anything? Do you have any key points to add?
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