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Mobile Marketing workshop at the License to Steal National Wine Conference, Apr 15, 2010 in Geneva-on-the-Lake, Ohio
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ITI Marketing Inc.Mobile Marketing Solutions
Contact :
[email protected] (912) 434-4546
ITI Marketing (noun)
1. A dynamic group of world class marketers, mobile software and design professionals who provide innovative solutions.
Over 150 Mobile Clients:
Andy Uhlig,Director Business Development
Andy has extensive experience in the travel and tourism sector having worked over 25 years in various sales and marketing capacities in the airline and Convention & Visitors Bureau sectors. Andy ‘s intimate production knowledge has led him to be a leader in new business development.
10 Mistakes in Mobile Marketing
The Power of the Mobile Web
Breaking Free from “Dotcom Thinking”
Ready. Set. Mobilize
Get ready to
10 Mistakes in Mobile Marketing
The Power of the Mobile Web
Breaking Free from “Dotcom Thinking”
Ready. Set. Mobilize
These days, it’s common to hear people describe the mobile web as the biggest thing since the desktop web.
They’re wrong. It’s much, much bigger than that.
The vast potential of the mobile web is also due to the way people think about and use their mobile devices:
They’re always on.
They’re always at hand.
They’re always personal, rarely shared.
No other marketing medium can say any of these things, much less all three
The Power of the Mobile Web
Your Customers are Mobile – as should your Brand
The Power of the Mobile Web
The Power of the Mobile Web
More people have mobile phones than Internet-connected PCs (4 billion) SMS penetration 50% and fully mainstream (82% of users <24 y.o.) 82 million Americans can recall seeing advertising on their phone over last
3 months. Internet Advertising Bureau survey found that 62 percent of agencies,
media planners and advertisers believe mobile ad spending will continue to grow and emerge in marketing budgets
50,000 apps from iTunes App Store and Nokia, RIM, MSFT and other app stores = 1 billion+ app downloads to date
70% of people sleep with their mobile phones More than 60 million mobile views per month for New York Times; one of 4
apps pre-loaded on the Palm Pre Joseph Porus (Harris Interactive) ”Mobility could be recession-proof and be
one of the strongest ways of effectively marketing in tough economic times 35% of mobile advertising campaigns cost less than $10,000
eMarketer, Harris Interactive, Forrester Research, Inc
57% of people now have access to the Internet from their Mobile Phones
AND because of the relatively short time that most people keep handsets
(18 months on average)
This Number is Rising FAST!
The Power of the Mobile Web
The Power of the Mobile Web
Breaking Free from “Dotcom Thinking”
Ready. Set. Mobilize.
Breaking Free from “Dotcom Thinking”
Historically, marketers tend to approach every new medium in much the same way as they approached the previous ones.
Early TV was like radio with heads. Early websites were static brochureware. And early mobile websites have mostly been scaled-down or stripped back
desktop sites (or, worse, the same desktop website stuffed onto a small screen).
This “dotcom thinking” has made for some pretty poor mobile web experiences. But it’s fast giving way to a new generation of mobile websites
that exploit the unique potential of the medium.
Breaking Free from “Dotcom Thinking”
Mobile Web:• Screen size limits text• Information needs are based on
location and situation•Requires information be filtered
so only relevant info is delivered
World Wide Web:• Ability to read voluminous text• Time to search and discover
relevant information• Ability to multi-task on a single
screen
Traditional Web Site Mobile Site
View ExploreGeorgia.org on both your PC and mobile phone to understand the impact of this medium
What is the Difference Between a “Traditional” Website and a Mobile Site?
Breaking Free from “Dotcom Thinking”
Mistake #1: Treating Mobile Users Like PC Users
Breaking Free from “Dotcom Thinking”
The first rule of creating great customer experiences is to think about the kinds of things you want to
do when you’re out and about:
• You want fast access to relevant information. • You want services that recognize you’re on the
move. • You want location-aware, activity-specific
experiences.
Thousands of words, massive images, slow downloads. Lots of clicks - not good.
Mobile users don’t want to download your photo library or navigate seven levels of your website.
Breaking Free from “Dotcom Thinking”
Georgia Tourism/GDEcDm.ExploreGeorgia.org
Visitors may not want to plan their vacation to
Georgia from their phone, but they will
want to find a restaurant or a great place to shop
on-the-go.
BEST PRACTICE
Take into account the mobile user and the mobile device
www.tasteohiowines.com
Breaking Free from “Dotcom Thinking”
Breaking Free from “Dotcom Thinking”
Breaking Free from “Dotcom Thinking”
Breaking Free from “Dotcom Thinking”
• Screen Size
• Navigating without a Mouse
• No Printer
• Small Keyboard
• Bandwidth/Speed
• Data Plans
Mistake #2: Ignoring the Limitations of the Mobile Device
Breaking Free from “Dotcom Thinking”
Phones can do many things PC’s can’t do but there are limitations that marketers need to keep in mind.
BEST PRACTICE
Spanair S.A.www.spanair.mobi
The Spanish airline, lets user check in from
their mobile device, using the screen as a
boarding pass. Who carries a printer around with them?.
Breaking Free from “Dotcom Thinking”
Deliver fast, relevant and real time experiences designed just for mobile
handsets.
• Make phone callsJust click to call
• Take picturesConduct photo contests
• Make video recordingsCreate sweepstakes
• Text messagingExecute polls, votes etc.
• Location-based awarenessLocation specific offers
• Make paymentsGenerate bookings/sales
Mistake #3: Failing to Exploit the Capabilities of the Mobile Device
• Send/receive e-mailsShare/viral distribution
• Listen to musicBranded podcast, ringtone
• Watch videosBranded Trailers, commercials
• Manage calendars“Mark the date”
•Browse the InternetLinking to mobile/social media sites
Breaking Free from “Dotcom Thinking”
The best mobile websites exploit the many things mobile devices can do. BEST
PRACTICE
• HTML Frames don’t work well in mobile design because most devices don’t support them
• Page Orientation – Portrait NOT Landscape
• Second-level domain name – yourbrand.mobi (no www.)
• Use XHTML-Mobile Profile – works across any mobile browser
Mistake #4: Using Frames (and Other Nasty Habits)
Breaking Free from “Dotcom Thinking”
Stick to the Standards: Great Mobile Sites Follow Mobile Web Best Practices.
BEST PRACTICE
www.ready.mobi
Mistake #5: Failing to Test Your Site for Mobile Readiness
Breaking Free from “Dotcom Thinking”
The worst way to find out about usability problems on your mobile site is from your user.
BEST PRACTICE
Mistake #6: Serving the Same Content in the Same Way to Every Mobile Device
Breaking Free from “Dotcom Thinking”
BEST PRACTICE
Solve Device Diversity Problems:
Great Mobile Sites serve up content optimized specifically for each
unique mobile device.
.mobi sites that are device-aware, performs perfectly for every user, no matter what device they’re using.
The Power of the Mobile Web
Breaking Free from “Dotcom Thinking”
Ready. Set. Mobilize.
Ready. Set. Mobilize.
Mistake #7: Using a .com Name for a .mobi Experience
Ready. Set. Mobilize.
BEST PRACTICE
A .mobi name says “this site was designed from the ground up as a mobile
experience.”
Google Search:Georgia State Parks
WITHOUT auto redirect:www.gastateparks.org
WITH auto redirect:www.georgiastateparks.mobi
Ready. Set. Mobilize.
Example:www.broadwayatthebeach.com
Mistake #8: Hiding Your Mobile Website
Example:www.visitblairsvillega.mobi
Ready. Set. Mobilize.
BEST PRACTICE
Maximize Your Audience
Mistake #9: Not Actively Promoting Your Mobile Website
Ready. Set. Mobilize.
People can only spend time on your .mobi if they know it exists!
BEST PRACTICE
Compose SMS Text___________________95495___________________MOUNTAINS
Response:Welcome to Blairsville, GA. For on-the-go info including lodging, dining, events and more click www.VisitBlairsvilleGA.mobi. To STOP, reply STOP
Mistake #10: Running Mobile Campaigns without a .mobi Presence
Ready. Set. Mobilize.
BEST PRACTICE
Make your Mobi Site the Call to Action
Ready. Set. Mobilize.
Ready. Set. Mobilize.
+ +
Ready. Set. Mobilize.
Ready. Set. Mobilize.
Ready. Set. Mobilize.
Ready. Set. Mobilize.
Ready. Set. Mobilize.
Ready. Set. Mobilize.
ITI Marketing Inc.Mobile Marketing Solutions
Contact me for more information:
[email protected] (912) 434-4546
ITI Marketing (noun)
1. A dynamic group of world class marketers, mobile software and design professionals who provide innovative solutions.
Over 150 Mobile Clients:
Andy Uhlig,Director Business Development
Andy has extensive experience in the travel and tourism sector having worked over 25 years in various sales and marketing capacities in the airline and Convention & Visitors Bureau sectors. Andy ‘s intimate production knowledge has led him to be a leader in new business development.