Mobile Marketing - MBO 2012 - Ryan Mull of imavex

In Mobile, One Size
Does NOT Fit All
Ryan Mull @RyanMull @imavex

Agenda
• Current Mobile Marketplace &
Projected Growth

• Mobile Website Design &
Picking Best Solution For Your
Organization

• Top Mobile Marketing Options &
Picking Best Solution For Your
Organization

This Is Difficult
• In Mobile, one size does NOT fit all

Recognize most research & data is based on info from BIG AD $$$’s

Take a methodical approach to mobile

Quick Introduction
• Founded 2001
• 1300+ customers
• Mobile capabilities include

• 350+ current mobile site customers
• Many mobile campaign and mobile videos

My experience
2000 - 2005
1999

What Google looked like…

… in Beta!

Why Is Mobile Important
• Mobile has become a necessity now in the US, just like…

OR

OR

• Mobile now holds so many critical functionalities in one
place

OR

• Mobile + Money/Payment = Indispensible

Coming Soon

OR

Someday, this will look funny!
Apple, Amazon, Google & PayPal all making big push….

Mobile Now & In The Future

• 2002, 10% smartphone
penetration. 2012, 75%
smartphone penetration.

• 80% of smartphone users have
their device with them at all times.

• 94% of smartphone users search
for local info on their phone and
90% take action as a result, 70%
within 1 hour


• Mobile search has grow 500% in
the last 2 years

• 57% of smartphone users say they
won’t recommend a business with
a poorly design mobile website

• 40% of smartphone users have
turned to a competitor’s after a bad
mobile site experience

• Last year, more smartphones were sold
than PCs

• Each day, more android phone activated
than babies born

• 5.1 million people own mobile phone,
4.2 million people own toothbrush

• By 2015, more people in the US will be
going online via a mobile device than on
a computer

• The average teen sends over 100 texts a
day.


• 76% watch video on their
smartphone

• 34% watch mobile video at least
once a day

• By 2013, 64% of all mobile IP
traffic will be mobile

• Mobile video ad spend
increased nearly 200% in first
half of 2012.

• Mobile video consumption up
26% in 2012.


• 28 apps installed on average

• 11 apps used in the last 30
days

• 6 paid apps installed on
average

• Top apps – Games & Social
with some music, search/maps,
& weather/news/sports
sprinkled in

• Mobile Sites Help Support Retail Sales
• 51% of consumers are more likely
to purchase from retailers that have
mobile-specific websites.

• Research has shown that web
retailers could increase consumer
engagement by 85% with a mobile-
specific website

• 40% said they’d visit a competitor’s
mobile website instead

• 75% of mobile users do text
messaging

• 73% of smartphone users do email at
least once daily.

• 66% of smartphone users access the
internet at least once daily.

• 62% use a search engine at least
once daily.

• 60% use a social network site/app at
least once daily

Whoa! Hold on there…
• Before you start, is your house in order?

• Website
• Search Engine Optimization / Content
Marketing
• Pay-Per-Click
• Email Newsletter
If these things aren’t 90-100% in order,
then maybe look at mobile marketing in 2013?

Mobile Challenges
• Mobile is still new with very little real research/data to show
results in a diverse set of verticals, most from big brand /
enterprise level.

• Picking the right solution for your organization & then
budgeting is daunting, AND will take time to find right mix

• Internet has brought accountability and measurable marketing,
but this new marketing platform also needs patience, flexibility
for creativity, and trial and error.

• Design & Creative Challenges:
• How to create and design with new and small creative
platform?
• How to create and drive emotion with such small screen?
• Can you inspire or just inform your audience?

Two Questions

• How mobile is our audience?

• How can we serve our mobile
audience?

Mobile Website Design Options
• Mobile specific websites
• Smartphone version
• Tablet version

• What about all the new and constantly changing sized
screens?

• Responsive designed websites solution to multi-screen
• Currently more costly than traditional mobile versions
• Could be better value, as mobile is organically changing,
responsive changes with screens

Top 10 Mobile Website Design Best
Practices
make it fast make it local
1. design your site to load fast and 6. include functionality that helps people
make copy easy to scan find and then get to you

simple navigation use mobile site redirects
2. clear navigation, hierarchy and vertical
scrolling help access to information
7. give users a choice to go back to the
desktop site, AND make it easy to come
back to mobile site

thumb friendly Inspire your audience
3. designed so even large hands can easily
interact with it (i.e.buttons vs links)
8. On such a small platform, creative
marketing design is hard, so use video to
drive emotion and inspire user action

listen, learn & tweak
make it visibility
4. ensure your content can be read 9. good mobile sites are user-centric,
meaning they’re built with input from
or watched at arm’s length your audience

make conversions easy make it seamless
5. what will users want from you, make it 10. bring as much of the functionality of
your desktop site to mobile
easy for them to do that (i.e. phone #)

Responsive Design Examples

Desktop

Responsive Design Examples

Mobile
Tablet Landscape

Tablet Portrait

Mobile Marketing Tactic Options
• Building a branded mobile App
• Text message marketing
• Mobile email
• Mobile video
• Mobile search engine marketing/Pay-per-click
• Social content
• App ads
• Mobile display ads
• Location Based
• Couponing
• Cross-media with offline
• QR Codes

Picking the Best Mobiles Marketing
Tactics
• Good Data - Know your audience

Tactics
• Use Common Sense

Tactics
• Determine user scenarios for each tactic and how YOUR
audience would engage and take action
…and how they may work together

Text of open times & Course details app to provide
discounts for today golfer engaging course info
and promos

Mobile Brand Consistency

Mobile Site Facebook Twitter Google+

Keeping Mobile Brand Consistency in Social Is Important!

Social driving more and more mobile activity

Google+ critical to local search

Mobile search

• Mobile SERPs dominated by paid
search ads

• Mobile specific campaigns
generate much better results.

• Ads take up 2/3 of mobile SERP

• Only 2 top ads, then 3 ads at
bottom of SERP

• 61% only look at first page of
mobile SERP

Text Message Marketing

• Text Message Marketing MAY
be the best tactic that isn’t
utilized

• Over 85% of Facebook posts
never seen, 71% of tweets
ignored, 88% of emails
unopened

• 98% of text message are
opened

• 90% opened and read within 3

Which Mobile Marketing Tactic
Must Do’s Recommended Do’s
• Build a mobile website – NOW! • Basic mobile specific SEM/PPC
campaign minimum for brand and
• Define value proposition by figuring out critical keywords, then track.
how your audience will engage with you
via mobile • Create or utilize current videos and
include in website.
• Search for your brand now and see what
comes up. (check maps and competition
too) • Evaluate your current email efforts
and mobile results
• Optimize and tweak website based on
analytics data • Evaluate basic text sms marketing
opportunities to current customers
• Make sure mobile site is cross functional
and plays well with other marketing • Check your tablet user experience
efforts and monitor that area in your
analytics
• Create or segment out a mobile only
marketing budget

• Create mobile specific campaigns and
segment out mobile analytics

Why Do Mobile Specific Campaigns
Example: Mobile Pay-Per-Click

generate much better results.

generate 29% more clicks vs.
hybrid

generate 11% higher CTR vs
hybrid

• Get cleaner data for better
insights for future efforts

• Safe to assume this applies to all
mobile marketing tactics

How Much To Spend Per Tactic

• Split total budget based on audience media consumption
• Growing: 25% Online, 10%+ Mobile
• Stable: 45% TV
• Declining: 10% Print, 10% Radio 10%

• THEN, use ROI/Results based budgeting with a slant towards future
media consumption growth.

• Again, one size does NOT fit all!

How Much To Spend Per Tactic

• Use Google Analytics to find percentage of direct traffic
is mobile, then use that same percentage of your total
online marketing budget.
• Mobile paid search campaign will quickly show how much
people are looking for you and your products and services

• THEN, use ROI/Results based budgeting with a slant towards future
media consumption growth.

• Again, one size does NOT fit all!

Just a quick note… Do you need an
app?

• Top 25 and 50 apps lists are
dominated by games & social, then
some weather, search/maps, and
music sprinkled in…

• Not one brand app in the top 50 of
paid or free apps.

• SO, if 11 apps used in the last 30
days, then…

• Does your company need an app?

If You Have To App It…
• Solid Mobile App Development firms
• apps start at around $20K

• Before you develop the app, have a predictive model for
promotion, to plan for costs and results. No value if
nobody finds it.

• Offer users utility that is compelling value and can
nurture loyalty. No value if nobody wants to use it.

• Design app for largest mobile platforms to get largest
audience. Little value if audience is little.

Conclusions and Commentary
• Build a mobile website now

• Get your mobile social and local (SoLoMo) presences cleaned
up and aligned with brand

• Mobile design limiting, so utilize video to more effectively
engage and inspire

• Create mobile marketing plan that aligns with your target
audience’s current mobile activities

• Set up analytics goals for mobile - Test, tweak and optimize
your mobile efforts

• Commit to mobile

Thank You

• Ryan Mull
• imavex

• rmull@imavex.com
• sales@imavex.com

• (317) 294-0766
• (317) 774-7460

• @ryanmull
• @imavex

• www.linkedin.com/in/ryanmull • @streamotor

My experience
• There was no “dot com bomb” on the street.
• Results better than predicted, but some things were broken

• What did fail and cause “dot com bomb” perception?
• Then - Businesses & Ad Agencies excited and over-selling
value of banner ads
• Now - Banners can be very solid piece to a good mix, but not
traffic driving, results driven essential ad unit as originally
planned

• Social is the new banner – Mobile could be…
• Social is revolutionary, but has been WAY over promoted, and
will evolve into its proper place in the internet marketing
ecosystem.
• SoLoMo (Social Local Mobile) most likely to become the thing
that makes social the solid piece to a good mix.

Mobile Marketing - MBO 2012 - Ryan Mull of imavex

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