Mobile strategy considerations for smb
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Webling Interactive
Mobile Marketing for SME’sStrategies for the future of mobile
Ian Farmer Strategy Director Webling@ifarmer
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More people have access to a Mobile than clean water
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35% of Smartphone users use an app before getting out of bed
Source: Ericsson ConsumerLab study http://www.ericsson.com/thecompany/our-insights/consumerlab
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ELEMENTS OF A MOBILE STRATEGY
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Mobile Strategy: Branded Entertainment
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Mobile Strategy: Mobile Advertising
• 75% Australians comfortable with mobile ads
• Perceived top benefits- Introduced you to
something new 56%- Helped you learn more
about something 37%
Source: “A Global Perspective on Mobile Advertising”
Consider mobile within advertising mix
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Mobile Strategy: QR codes
• From print, outdoor to online• Extend communications
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Mobile Strategy: Payments
• Ebay
• 2.5 million items via mobile (Aust 2010)
• One every 15 seconds or $2M / week
• 8% of Australian eBay transactions - Mobile
• Selling App - simplified experience
• Mobile commerce in Aust $155 million
• = World in 2009
• 4 million PAYPAL users in Australia
04/12/2023 8
Does your business allow for m-commerce?
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Mobile Strategy: Twitter
• >40% of tweets published from mobile device• Establishing relationships with key influencers• Mobile communications channel
– “Special 2 for 1 offer today only”
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Mobile Strategy: Podcast / Vodcasts
• Live / pre-corded broadcasts
• Product instruction• What Mobile friendly
content do you have?• Short 2-3 mins
http://www.dailygrape.net
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Mobile Strategy: Places
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Mobile Strategy: Location based marketing
Engaging your existing customers and prospects to leverage online announcements to reward loyalty, and augment word of mouth marketing and referrals.
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Mobile Strategy: Coupons & Deals
Specials & Last min offers
Facebook DEALS – coming soon
•Drive’s measurable foot traffic•Promotes product trial•Socialises deal redemption via facebook
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CASE STUDY : McDonald’s FourSquare day Campaign
• McDonald’s randomly offered $5 and $10 gift cards to users who checked on foursquare day (4/16)
• Results:– Generated 2,865 total check-ins– Increased check-ins by 33%
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SME TAKEAWAYS FOR MOBILE
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Tip # 1: Mobilise your website
Have you logged into your website via your smartphone?
What core information on mobile?
Include Mobile sitemap
Review metrics
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Tip # 2 Stake your claim to places pages
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Tip # 3: Encourage Testimonials, Rate & ReviewsUnderstand that people will review you, help them
Future mobile web will be dominated by maturing recommendation engines
http://www.facebook.com/socialdinnerclub
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Tip # 4: Encourage and reward check-ins
• Is foot-traffic important for your business?
• Recognise the viral effect of the check-in
• Facebook deals launching soon in Aust
• Connect with mayors, ambassadors, leaders, duchesses, chiefs, poobahs and sheriffs.
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Tip #5 Experiment while you can
• Don’t FAIL to LEARN• DO FAIL to LEARN
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Ian [email protected]: @ifarmer
webling interactiveExtraordinary Brand Experiences Online
www.webling.com.au