Mobilizing Your Marketing Mix

Presented by:Kent Lewis (@KentLewis)President & FounderAnvil 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

WebsiteAdvertisingLocation-based ServicesEmail & SMSApps & GamingMeasurementResources

Mobile MarketingOverview

Why Mobile

PersonalTargetedScalableImmediateActionablePortableInteractiveMeasurable

Mobile Marketing: New Frontier

Mobile Marketing: Numberpalooza

Websites Visited via SmartphoneSearch engine websites

Social networking websites

Retail websites

Video sharing websites

General consumer websites

Brand or manufacturer websites

Review websites, blogs, or msg boards

Health information websites

Finance-related websites

Travel-related websites

Coupon websites

Full length TV programming websites

Magazine websites

Other websites

77%

65%

46%

43%

38%

26%

25%

24%

24%

23%

18%

17%

15%

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 MobileNo Flash & larger buttons (with spacing)Contact information in footerMap & driving directions

Building for MobileWordPress plug-insDesign 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 CampaignLocation & Click-to-Call ExtensionsLanding 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 URLQR Codes (square)Digimarc Discover (embedded)

Location-based Services

LBS: The Big 3

Virtual Loyalty/Couponing ProgramsUtilize cellular, GPS, Bluetooth & NFC technologyPopular: 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 strategyIdeal 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

SponsorshipProduct PlacementBranded 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 ResourcesLinksMobile Marketing AssociationeBoogie (list of mobile-friendly websites)Google On Designing Mobile Friendly Websites11 Excellent Solutions for Making Your Website Mobile FriendlyMobile Gaming Insights and Statistics

ArticlesMobilizing for 2011 With a Mobile Marketing Strategy5 Reasons for Brands not to Outsource Social Media MarketingWhy Only Idiots Promote Their Brand’s Facebook Page via Traditional Media6 Social Media Platforms At-a-Glance

WhitepapersThe Marketer’s Guide to Location-Based Social NetworkingThe Marketer’s Guide to Optimizing Your Web Content for Search EnginesThe Advanced Guide to Pay-Per-Click (PPC) MarketingThe Marketer’s Guide to Getting Started with Social Media Marketing

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TwitterContact us with questions about mobile

marketing

Q&A & Next Steps

Kent Lewis President Anvil Media, Inc.310 NE Failing StreetPortland, OR 97212O: 503.595.6050 x223M: 503.260.6700 kent@anvilmediainc.comTwitter & Skype: @kentjlewis LinkedIn: kentlewis