Mobilizing Your
Marketing Mix
Presented by:
Kent Lewis (@KentLewis)
President & Founder
Anvil Media, Inc.
503.260.6700
About Anvil Media
Anvil Media, Inc. is digital marketing agency specializing in search engine marketing
services, including analytics, search engine optimization, pay-per-click
management, conversion optimization, mobile & social media marketing services.
Agenda
Mobile Marketing Overview
Website
Advertising
Location-based Services
Email & SMS
Apps & Gaming
Measurement
Resources
Mobile Marketing
Overview
Why Mobile
Personal
Targeted
Scalable
Immediate
Actionable
Portable
Interactive
Measurable
Mobile Marketing: New Frontier
Mobile Marketing: Numberpalooza
Websites Visited via Smartphone
Search engine websites
77%
Social networking websites
65%
Retail websites
46%
Video sharing websites
43%
General consumer websites
38%
Brand or manufacturer websites
26%
Review websites, blogs, or msg boards
25%
Health information websites
24%
Finance-related websites
24%
Travel-related websites
23%
Coupon websites
18%
Full length TV programming websites
17%
Magazine websites
15%
Other websites
14%
Mobile Search Growth
Mobile Search by Type
Mobile Marketing Evolution
Mobile: Influencing Purchase Process
Mobile Websites
Mobile Website Optimization
Mobile-friendly Websites
Optimizing for Mobile
No Flash & larger buttons (with spacing)
Contact information in footer
Map & driving directions
Building for Mobile
WordPress plug-ins
Design in CSS (Handheld.css & iPhone.css)
Dedicated website (m.company.com)
Mobile-friendly WordPress Website
Quick and Dirty Mobile Site
Google Mobile Site Builder
Example: I-5.MOBI
Mobile Advertising
Mobile Ad Spend
Mobile Ads: Driving Action
Mobile PPC Advertising: Google
Dedicated Mobile PPC Campaign
Location & Click-to-Call Extensions
Landing Pages & Conversion Funnel (LiveBall)
Mobile Display Advertising: iAds
A recent study released by Campbell’s showed that iAds
were twice as effective as TV advertising, and consumers
who say the iAd were four times more likely to purchase
the product than those who saw the TV ad
Trans-Media Advertising
Used to direct viewers to specific URL
QR Codes (square)
Digimarc Discover (embedded)
Location-based Services
LBS: The Big 3
Virtual Loyalty/Couponing Programs
Utilize cellular, GPS, Bluetooth & NFC technology
Popular: Google & Facebook Places, Foursquare
Alt Platforms: Yelp! Mobile, GoWalla & Loopt
LBS: Growth & Privacy
Mobile Email & SMS
Email on Mobile
20% of email
sent by retailers
is opened on a
mobile device
Mobile Email & SMS
Mobile-friendly email platform (ExactTarget)
Build or buy SMS platform (MobileStorm)
Mobile-friendly content strategy
Ideal for market research/surveys (Opiniator)
Mobile ‘App’lications
Mobile App Stats
Mobile App vs. Website
Example: ChoiceHotels.com
Mobile Gaming
Mobile Gaming Stats
Mobile Gaming Opportunities
Sponsorship
Product Placement
Branded Entertainment
Requires Promotion
Mobile Measurement
Mobile Analytics
Mobile Platforms (AdMob, Bango, Mobilytics)
Analytics Platforms (Google, Omniture, WebTrends)
Apps (Flurry)
Integrated (Unica, Responsys)
Mobile Analytics: Google
Mobile Analytics: Google
Mobile Marketing Resources
Links
Mobile Marketing Association
eBoogie (list of mobile-friendly websites)
Google On Designing Mobile Friendly Websites
11 Excellent Solutions for Making Your Website Mobile Friendly
Mobile Gaming Insights and Statistics
Articles
Mobilizing for 2011 With a Mobile Marketing Strategy
5 Reasons for Brands not to Outsource Social Media Marketing
Why Only Idiots Promote Their Brand’s Facebook Page via Traditional Media
6 Social Media Platforms At-a-Glance
Whitepapers
The Marketer’s Guide to Location-Based Social Networking
The Marketer’s Guide to Optimizing Your Web Content for Search Engines
The Advanced Guide to Pay-Per-Click (PPC) Marketing
The Marketer’s Guide to Getting Started with Social Media Marketing
Q&A & Next Steps
Read Anvil’s blog, articles & white papers
Subscribe to our newsletter or follow us on Twitter
Contact us with questions about mobile marketing
Kent Lewis President
Anvil Media, Inc.
310 NE Failing Street
Portland, OR 97212
O: 503.595.6050 x223
M: 503.260.6700
kent@anvilmediainc.com
Twitter & Skype: @kentjlewis
LinkedIn: kentlewis