Adding Mobile to Your Advertising/Marketing Mix. by:. Elaina Farnsworth, CEO. Mobile Monday Lansing, MI. WHO IS MOBILE IN THIS ROOM?. WHO IS MOBILE TODAY?. Who is Mobile T oday?. ABI Research, July 2010.
Your Advertising/Marketing Mix
Elaina Farnsworth, CEO
WHO IS MOBILE IN THIS ROOM?
ABI Research, July 2010
According to the CTIA, the U.S. now tops 100% per capita penetration of mobile phone use (103.9%); we have 315M population vs. 327M mobile subscribers
84% of mobile phone users keep their mobile device within 10 feet of them at all times; therefore they are easily accessible by businesses
Consumer use of the Internet via mobile phone has increased over 1200% in the last few years
Average response rate to a mobile offer is between 12 – 15%; though many firms are seeing response rates exceeding 60%
According to the Mobile Marketing Association, Mobile Marketing is defined as a set of practices that enables organizations to communicate and engage with their audience in an INTERACTIVEand RELEVANTmanner through any mobile device or network.
In simpler terms, Mobile marketing is promotional activity designed for delivery to cell phones, smart phones and other handheld devices, usually as a component of a multi-channel campaign.
TEXT THE WORD
97% of consumers read text messages within 15 minutes of receipt, and respond to them within 1 hour
38% said they had taken action based on mobile ads
30% said mobile ads had led them to share information
22% said mobile ads had influenced a purchase decision
1/3 of mobile searches are tied to local
27% of U.S. mobile web users have clicked on a mobile ad
53% of mobile users would share their location to receive relevant ads
Mobile coupon redemption is 10X that of traditional coupons
By 2015, more than 50% of mobile users will participate in mobile banking
Define the goals of what you are trying to accomplish
Decide to “DIY” or get help
Stay TRUE to your brand
Create your mobile website
Establish your Mobile Social Media - “MOSO”
Claim your business on location based services
Immerse yourself in mobile marketing
Run a mobile campaign
ALWAYS GET EXPLICIT PERMISSION
Opt customers in
Tell them specifically what they are ‘opting-in’ to
Give customers the option to ‘opt-out’ in every message
No false advertising
Never use a third party list – PERIOD
Never hold a contest or sweepstakes without legal advice
Never collect data on anyone under 13 years of age
Never use the word FREE unless everything is 100% free in the campaign
Follow MMA’s Best Practices Guidelines
THE WORLD IS MOBILE.