Download Mobile Marketing! - Direct Gardening Association

Marketing in a Mobile Era
find.get.keep
sm
Direct Gardening Association
Speaker:
Jeff Spokes
Owner, TruePresence Baltimore
Copyright: The Spokes Agency 2012
Seminar Objectives – come away with
knowledge and tools to market your
business in 2013!
1) Mobile Web - 7 things you need to know to design a good-looking
and functional mobile website
2) Mobile Apps - why or why NOT to create an APP
3) Mobile Advertising - why you should be targeting mobile users
4) Search Marketing - what is the best way to set up a search
campaign today?
5) Website Development - what works in generating customer
involvement and leads
6) Social Media - how best to use Twitter, Facebook and Linkedin with
examples of current approaches.
7) How to combine TV, Print and/or Radio with Online to drive leads for
your business
Copyright: The Spokes Agency 2012
How will 2013 be Different?
Copyright: The Spokes Agency 2012
How will 2013 be Different?
iPhone 5
Copyright: The Spokes Agency 2012
How will 2013 be Different?
iPhone 5
5 Million sold in the first Weekend
100 Million iOS 6 Downloads
Or maybe Samsung? http://youtu.be/ZWGsvcFpwNY
Copyright: The Spokes Agency 2012
Mobile Web!
» Welcome to the year AFTER the year of Mobile
» THIS IS the YEAR of Mobile Marketing!
Copyright: The Spokes Agency 2012
MOBILE – Why is it Important?
By 2013, more consumers will access the web from
mobile devices than desktop or laptop computers.
Source: Morgan Stanley
Copyright: The Spokes Agency 2012
MOBILE – Why is it Important?
By the end of 2012 54.8 million Americans (25% of the
population) will have a Tablet Device.
Source: Mobile Marketing Association
Copyright: The Spokes Agency 2012
72.5 Million Owners and Growing
U.S. Smartphone Market, by Platform
Dec. 2010-March 2011, 3-month average
share
Source: comScore
34.7%
31.6%
28.7%
27.1%
25.0%
25.5%
8.4%
7.5%
3.7%
Google
RIM
Apple
3 months ending Dec. 2010
9
Microsoft
2.8%
Palm
3 months ending March 2011
Copyright: The Spokes Agency 2012
Ranked 4th: Making Phone Calls
Texting
21.6%
Internet
16.7%
Email
15.7%
Call
7.8%
GPS
6.9%
Facebook
Apps
5.9%
4.9%
News
2.0%
Bluetooth
2.0%
Calendar
Top 10 Essential Smartphone Functions
May 2011, % of respondents
Source: Prosper Mobile Insights
1.0%
10
Copyright: The Spokes Agency 2012
Next Smartphone, Android or iOS?
Desired OS of Next Smartphone
2010 v. 2011, % of consumers who plan to
purchase new smartphone
Source: The Nielsen Company
Nielsen data shows that Android has taken the lead on
Apple iOS as the most desired OS for consumers planning
on getting a new smartphone in the next year. 31% of
33%
31%
30%
consumers desire the Android OS, narrowly beating the
26%
30% who want iOS. About one-fifth remain unsure.
18%
12%
11%
7%
6%
2%
Android
iOS
20%
RIM BlackBerry
Microsoft Windows
Mobile
July-Sept. 2010
1%
Palm/WebOS
Not sure
Jan.-Mar 2011
11
Copyright: The Spokes Agency 2012
Apple iOS Has More Share of All Devices
Apple iOS v. Android OS across All Mobile Devices
December-February 2011, Total base (000) / % of
Despite the Android lead in smartphone market
subscribers
Source: comScore
share, when examining the total reach of the Apple
iOS platform, which resides on iPhones, iPads and
234,000
iPod Touches, the combined platform reach of 37.9
million among all US mobile phones, tablets and
other such connected media devices, outreaching
the Android platform by 59%.
Android platform has almost 23.8 million users
16.2%
37,868
Total subscribers
Apple iOS
across all devices. In addition, 14.2% of iPad users
10.2%
had Android phones.
23,763
This report from comScore released in April
Android OS
measured the two platforms across three months.
12
Copyright: The Spokes Agency 2012
Tablets Users are Online Shoppers
Online Shopping via Mobile Device
May 2011, % of respondents
Source: etailing/Coffee Table
A study from the etailing group and Coffee Table, “The ‘Shopping Mindset’ of the
Mobile Consumer,” indicates that tablet users are more likely than smartphone
users to engage in online buying and/or browsing on a daily, weekly, several
times per month, and monthly basis than smartphone users.
25%
19%
16%
19%
17%
15%
11%
10%
12%
10%
9%
7%
6%
Daily
24%
Weekly
Several times Once a month 4 or more
Less than 4
per month
times per year times per year
Smartphone
Tablet
13
Never
Copyright: The Spokes Agency 2012
SmartPhone Users are Online Shoppers
14
Copyright: The Spokes Agency 2012
Still Time to Develop a Mobile Strategy:
15
Copyright: The Spokes Agency 2012
But Mobile Growth is not to be ignored.
16
Copyright: The Spokes Agency 2012
Tablets convert Better than Smartphones:
17
Copyright: The Spokes Agency 2012
What do you need to do to market
yourself?
» Who You Are
» What You Offer
Blank Sheet – Write Down
Copyright: The Spokes Agency 2012
What do you need to do to market
yourself?
» Who You Target
– Age
– Race
– Geography
– Sex
– Psychology
– Transitions?
Add to your Blank Sheet
Copyright: The Spokes Agency 2012
How Can you REACH and SELL to
your Target? This is MARKETING
» MEDIA?
– TV? Radio? Print? Online?
» CONTACT?
– Website? Salesperson? Tel? In
Person?
» SALES PROCESS?
– Online or Offline?
Add to your Formerly Blank Sheet
Copyright: The Spokes Agency 2012
How Can you REACH and SELL to
your Target? This is MARKETING
» MEDIA?
– TV? Radio? Print? Online?
» CONTACT?
– Website? Salesperson? Tel? In
Person?
» SALES PROCESS?
– Online or Offline?
Add to your Formerly Blank Sheet
Copyright: The Spokes Agency 2012
TV Advertising Market
TV is bought by specific shows or Narrow Dayparts
Copyright: The Spokes Agency 2012
TV Advertising Market
TV is bought by specific shows or Narrow Dayparts
Copyright: The Spokes Agency 2012
Radio Advertising Market
Radio is bought by specific Demographic over full day or
larger dayparts.
Copyright: The Spokes Agency 2012
Radio Advertising Market
Radio is bought by specific Demographic over full day or larger
dayparts.
Copyright: The Spokes Agency 2012
Radio Advertising Market
Radio is bought by specific Demographic over full day or larger
dayparts.
Copyright: The Spokes Agency 2012
Radio Advertising Market
Radio is bought by specific Demographic over full day or larger
dayparts.
Copyright: The Spokes Agency 2012
Print Advertising Market
Print is bought by Circulation and Readership in specific
Demographic.
Copyright: The Spokes Agency 2012
Traditional Media
Requires REPETITION and higher
budgets, but can be very
successful.
Goal: Create Top of Mind
Awareness!
In 2013 this is STILL RELEVANT
People want to know “who you are”
Copyright: The Spokes Agency 2012
Online Advertising Market
More time spent online than TV*: 43% of Internet Users
spending 4 or more hours. Only 32% of TV Viewers.
*Source: marketingcharts.com
Copyright: The Spokes Agency 2012
123% Growth in Mobile Purchasing
Oracle and ATG research finds that three in
Consumer Trend in Mobile Purchases
2009-2010, % of consumers making 1 or more m-purchase
Source: Oracle / ATG
10 (29%) US consumers have made at
least one purchase via mobile device --
41%
123% more than the 13% of consumers in
40%
November 2009.
29%
27%
23%
23%
mobile purchase as of December 2010, up
23%
74% from 2009. 27% of 34-54-year-old
17%
13%
11%
consumers had made a mobile purchase
as of December 2010, an increase of 145%
9%
7%
November 2009
18-34
40% of consumers age 18-34 had made a
July 2010
35-54
55 and older
from 11% 13 months earlier.
December 2010
While only 17% of consumers 55 and older
Overall
had made a mobile purchase in 2010, it’s
up 142% from 7% recorded in 2009.
31
Copyright: The Spokes Agency 2012
Social Media Growing Dramatically
Copyright: The Spokes Agency 2012
But this is why we talk about search 1st:
Search is #1 at 52%, Social Networking is at 8%!
Copyright: The Spokes Agency 2012
find.get.keep
Finding Customers
SM
SEARCH MARKETING – Usually the FIRST internet
medium to use. Why? They’re Looking for you!
Copyright: The Spokes Agency 2012
The Search Marketing Landscape
Google 68.5%
Yahoo,
16%
Bing
12.0%
Others 0.1%
Ask 3.4%
*Source: Comscore; December ‘10
Copyright: The Spokes Agency 2012
Paid Search vs. Natural Search
Paid Search
Natural Search
Copyright: The Spokes Agency 2012
Paid Search
Copyright: The Spokes Agency 2012
Paid Search vs. Natural Search
Paid search gives you greater control.
»
»
»
»
The ability to capture all relevant search terms
Immediate results
Greater influence over position
No need for geographic description
Copyright: The Spokes Agency 2012
Geo-Target with Extreme Precision
» Regional and city-level targeting
» Customized targeting by radius or pre-defined
coordinates
Copyright: The Spokes Agency 2012
Getting Started with Paid Search
»
»
»
»
Determine your business objectives
Identify key search terms
Write smart copy
Identify or build landing pages
Copyright: The Spokes Agency 2012
Determine Your Business Objectives
I want to use paid search to…
»
»
»
»
»
Generate Leads
Acquire Offline Customers
Acquire Online Customers
Create Quality Site Traffic
Understand My Ultimate Business Goals
– Cost Per Visitor
– Cost Per Lead
– Cost Per Customer Acquisition
Copyright: The Spokes Agency 2012
Identify Key Search Terms
Use tools like Google and Yahoo—or free tools
like Good Keywords—to identify popular keywords:
–
–
–
–
–
Product/service category names
Brand names
Competitors
All possible variations
Misspellings
Copyright: The Spokes Agency 2012
Write Smart Copy
Make it relevant to the search at hand.
» Include the search term in title
» Give them a compelling reason click
– Discounts and sales
– Special offers like FREE shipping or FREE consultation
Copyright: The Spokes Agency 2012
What Makes Good Copy?
Imagine a user searching for dog toys used the keyword
“rubber toy dog.”
Copyright: The Spokes Agency 2012
Identify or Build Landing Pages
Landing on what?
» A landing page is a specific web page that a visitor
ultimately reaches after clicking a link or advertisement.
Why are they important?
» Connects directly to search result
» Motivates visitors to take action
Copyright: The Spokes Agency 2012
Landing Page Best Practices
Give them what they want.
» Keep the information relevant to the search term that led your
visitors there.
Keep it simple.
» Direct and succinct copy.
» Simple forms to gather only the basics.
» Other contact information should be prominent.
Open new windows.
» All external links should launch in a new window.
Copyright: The Spokes Agency 2012
Copyright: The Spokes Agency 2012
Measure Your Results
Performance counts—not position.
–
–
–
–
–
–
–
–
Impressions
Clicks
Click percentage
Cost per click
Conversions
Cost per conversion
Revenue generated
Return on investment
Copyright: The Spokes Agency 2012
Mobile-Specific Search:
Why?
Desktop Web Search: 78 cents/click
Mobile Web Search: 49 cents/click
(Source: Marin Software)
Copyright: The Spokes Agency 2012
Mobile-Specific Search:
Offer Store Coupons – they may be near
you. Then track redemption rates.
Implement the Click-To-Call feature.
Mobile is good for items priced $75 or less.
Use Model #’s as “Keywords” and in copy
with Details. Users don’t want to read too
much.
Copyright: The Spokes Agency 2012
Mobile-Specific Search:
Urgent Call to Action – Use END Dates “xx%
off on seed. Ends 3/31!” Make sure to use
the Exclamation mark!
Bid on shorter keywords. Average keyword
is 30% shorter on mobile.
Copyright: The Spokes Agency 2012
Mobile-Specific Search:
Use an Entirely separate Campaign for
Mobile and track and optimize bids, search
queries, etc. (maybe keep tablets with
computers and move smartphones to
separate campaign.
Copyright: The Spokes Agency 2012
Actively Manage Your Campaign
» Analyze each search term
» Adjust CPC based on performance
» Eliminate keywords that are not
Adjust
performing
» Modify copy if/when necessary
» Test copy, positions, and match
types
Optimize
Analyze
Copyright: The Spokes Agency 2012
Search Engine Marketing – Return on
Investment
» Sample Program in Baltimore (Painting Contractor):
– Most recent 6 months
– $1,150/month
– 121 phone calls
– 9 e-mails
– 66 Contact Us Submissions
– 196 total leads
– $35/lead!
– Convert 1 in 5 leads, Average Sale $600
– 6 month cost: $6,900, 6 month revenue: $23,520
Copyright: The Spokes Agency 2012
Search Engine Marketing – How do I do it?
» Do it yourself
–
–
–
–
–
–
–
Go to www.adwords.google.com , www.adcenter.microsoft.com .
Create an account for your business
Give them a monthly budget
Provide keywords
Write an Ad
Direct to a Landing Page
Monitor the campaign
» Hire a professional
– Make sure they are actively managing the campaign on your behalf.
Copyright: The Spokes Agency 2012
Natural Search
Copyright: The Spokes Agency 2012
What is Search Engine Optimization (SEO)?
» Making your website more search engine
friendly in order to increase your rankings in
natural search results
» Takes 3-6 months to see noticeable results
Copyright: The Spokes Agency 2012
What makes SEO work?
Content is king.
Strategic copywriting using specific keywords
Copyright: The Spokes Agency 2012
What makes SEO work?
Pay attention to details.
»
»
»
»
Site structure – flash impossible to read
Meta tags – Title and Description; keywords not as much
Links – inside the site
Link popularity – from outside.
Copyright: The Spokes Agency 2012
Natural Search and SEO – How do I actually
do this?
Talk to your webmaster
» Determine the top keywords for your industry and re-write your copy for
various pages of the site – give it to the webmaster to update.
» Meta tags – Title and Description; make sure they are updated. Again, have
your webmaster update them.
» Links – inside the site. Ask the webmaster to add them into copy
Do yourself:
» Link popularity – from outside. Ask suppliers, customers, friends to put links
to your site on their site.
» Start Blogging – go to blogger.com and start a blog about your industry.
» Open a Facebook, Myspace, linkedin account and link to your site.
Get professional help
» Get proposals for outside vendors to help you with the above.
Copyright: The Spokes Agency 2012
Local Search Enhancement
Google Places, Bing and Yahoo
Copyright: The Spokes Agency 2012
Paid Search vs. Natural Search
Paid Search
Local Search
Enhancement
Natural Search
Copyright: The Spokes Agency 2012
Social Media Marketing
Why Social Media?
» Make it easy for people to talk about you and for them
to talk with you in a 2-way conversation.
Copyright: The Spokes Agency 2012
Social Media Marketing
Why is it important?
»This is where people are spending their time – the
average Facebook User spends 55 minutes per day on
Facebook!
»Online PR
»SEO assistance
Facebook user statistics January 2010
Copyright: The Spokes Agency 2012
Social Media Marketing
»Blogging (Wordpress, Blogger)
»Social Networks (Facebook, Linkedin, Eons, Myspace)
»Video and Photo Sharing Site (YouTube, Flickr)
»Microblog (Twitter)
»QR Codes
»Social Media Monitoring – Social Toaster
»Social Bookmarking (digg, deli.cio.us; stumble upon)
»Location-Based Social (Foursquare, Facebook Places)
Copyright: The Spokes Agency 2012
Social Media Marketing Strategies
Lifestyle Blogs
Video Sites
Fan Groups
Your
Website
or
MicroSite
Social Media
(FB, Twitter)
Copyright: The Spokes Agency 2012
Social Media Strategy
»Business to Business?
»Blogging? LinkedIn?
»SEO most important? Directly reaching decision
makers most important?
»Business to Consumer?
»Facebook?
»Viral Most Important?
Copyright: The Spokes Agency 2012
Social Media Marketing Strategies
Blog Page  Search Engine Rankings!
Blog Page  WEBSITE  Google
1) Set up A Blog for Free – blogger.com – easy &
owned by Google, wordpress.com
2) Populate with content on a REGULAR BASIS
1) MR. Beams – integrated in their site
2) Franchise and Business Law Group –
integrated in their site
3) Barefoot Tess – separate Wordpress blog
Important – Must be kept updated. LINK to your
site with keywords that are relevant to your site.
Copyright: The Spokes Agency 2012
Social Media Marketing Strategies
Facebook Fan Page  OTHER USERS!
Facebook Fan Page  WEBSITE  Google
1) Set up Facebook Fan Page
2) Populate with content – examples
1) Mothers
2) Einstein Bros Bagels
3) TruePresence Baltimore
4) The Associated
5) Frank Kratovil
6) Michael’s Deli
Important – your PERSONAL account should be used
Sparingly if at all to promote your business.
Copyright: The Spokes Agency 2012
Social Media Marketing Strategies
Einstein Bros. Bagels
Copyright: The Spokes Agency 2012
Social Media Marketing Strategies
Mother’s Grille
Copyright: The Spokes Agency 2012
Social Media Marketing Strategies
Laser Center of Maryland
Copyright: The Spokes Agency 2012
Social Media Marketing Strategies
Facebook ADS to get traffic to Facebook page OR website
1) EXAMPLES of fb ad – Ira Glass Event May 3
1) 989,000 impressions in 1 week, 99 clicks, $118, just over $1/click
2) Targeted at College Grads within 25 miles of Baltimore.
Copyright: The Spokes Agency 2012
Social Media Marketing Strategies
YouTube Fan Page  OTHER USERS!
YouTube Fan Page  WEBSITE  Google
1) Set up YouTube Page
2) Populate with VIDEOS!
1) http://www.youtube.com/user/TwiddyOuterBanks
2) http://www.youtube.com/user/wbal
Copyright: The Spokes Agency 2012
Organic Marketing Strategies cont
Twitter!
Twitter
compelling
content :
links to your
site and
others
Website
Get your
information
noticed
SEO
Goal is to
improve
visibility
Copyright: The Spokes Agency 2012
Organic Marketing
Twitter
» Set up a twitter ID – this will be the name that you
use, so consider carefully.
» Upload image as background.
» Begin sending tweets.
» Sign up to get other folks tweets, they should sign
up for yours in return.
» Examples:
» Delloutlet
» Franbuslaw
» Bwiairport
» Nytimes
Copyright: The Spokes Agency 2012
Organic Marketing
Twitter
Copyright: The Spokes Agency 2012
Organic Marketing
Twitter – Southwest Airlines. $1,000 in free
travel for a tweet of a holiday-themed photo.
Copyright: The Spokes Agency 2012
Organic Marketing
Twitter Search - search.twitter.com
Copyright: The Spokes Agency 2012
Organic Marketing
Social Media Monitoring - TweetDeck
Copyright: The Spokes Agency 2012
Organic Marketing
Linkedin
» Set up a Linkedin ID – Personal ID used for
personal promotion.
» Create a COMPANY PAGE – used for company
promotion of services.
» Upload image and complete full profile.
» Connect to Twitter.
» Sign up for groups, answer questions.
» Examples:
» Jeff Spokes and the people that I am
connected to.
» Uses: Business People to find people they are
looking to sell to. Writers – find sources. Hiring
Managers – find employees.
Copyright: The Spokes Agency 2012
Organic Marketing
Linkedin
Copyright: The Spokes Agency 2012
Organic Marketing
Linkedin
Examples:
Hospitality Services Inc. – looking for Architects, Commercial
Kitchen, etc.
Search People: Architects, Commercial Kitchen Designers (there
are 3,000!).
Search COMPANIES: “Commercial Kitchen Design” – there are 23.
Search GROUPS: Commercial Kitchen. Join, Answer Questions,
Ask Questions “Who thinks the new …. Is a good looking design”.
Etc.
Copyright: The Spokes Agency 2012
Organic Marketing
Linkedin
Examples:
First Financial – Business Development looking for people with
assetst to invest:
Search People: CEO’s – Link to them. Then post updates
regularly about important financial issues. Have a seminar and
invite your linked in buddies.
Search COMPANIES: Accounting Firms – follow them and see
when they get “new” clients – may be ready to make a move
personally too.
Search GROUPS: “Financial Advice”. Join “Financial Planner
Alliance”, Answer Questions, Ask Questions “Who thinks the new
…. Is a good regulation”. Etc.
Copyright: The Spokes Agency 2012
Organic Marketing
Daily Deals
Immediate Sales – you get 25% of Face
Value - $100 item for $50 ($25 to you, $25
to Daily Deal site)
• Groupon – deal “tips” with minimum # of
participants
• Living Social – you get it free if 3 of your
friends buy
• Chewpons – only Food.
Copyright: The Spokes Agency 2012
Mobile Advertising: Search And Banner Ads
Search: People are LOOKING for your product/service
Copyright: The Spokes Agency 2012
Both Genders Clicking More Ads
Mobile Ad CTR, by Gender, Income
April-May 2011, % of total users
Source: Jumptap
Data from Jumptap’s STAT report suggests that while its network reaches an even
split of men and women, men are more likely to click on ads. Click-through for both
genders increased by about 5% since last month. Not surprisingly, household
income has the most impact on mobile ad click-through rates.
1.01%
0.83%
0.47%0.50%
Male
0.29%0.31%
0.37%
0.32%
Female
Under $50K
CTR April data
Over $50K
CTR May data
87
Copyright: The Spokes Agency 2012
Young React More Frequently to Ads
Reaction to Mobile Advertising, by Age
Q1 2011, % of audience
Source: The Nielsen Company
Mobile advertising is increasingly
Age
13-17
13%
45%
42%
finding its way into mobile apps, and
currently teenagers are much more
Age
6%
18-24
Age
25-34
40%
receptive than their elders.58% of
54%
teens say they “always” or
sometimes” look at mobile ads,
8%
35%
according to Nielsen’s "State of the
57%
Media: Trends in Advertising Spend
Age
7%
35-44
Age
55+
35%
1% 27%
I always look at it
and Effectiveness, Q1 2011."
58%
72%
I sometimes look at it
88
I never look at it
Copyright: The Spokes Agency 2012
Search Advertising:
How to get started:
1) Use Google AND Bing. Bing is delivering search results on
VERIZON phones.
2) Set up an AdWords campaign on Google and an AdCenter
campaign on BING.
3) Target MOBILE devices and send results to your mobile site.
Copyright: The Spokes Agency 2012
Mobile Advertising: Search Ads
How to get started:
1) Keywords: Think about what your customers may be doing
when they start searching. Are they bored in a line (let me take
care of a chore like call my insurance company) or are they
LOOKING for your service (hungry - pizza restaurant).
2) Generally shorter tail – fewer keywords will be typed for the
search
3) Click to call should be enabled so they can skip the click and
call you directly.
Copyright: The Spokes Agency 2012
Overview – Why Banner Ads?
I don’t want my business to be associated with dancing mortgage sellers!
Copyright: The Spokes Agency 2012
Overview – Why Banner Ads?
Because large national retailers AND now local companies have learned
that ads on interesting, highly visited sites work well for Branding and
Direct Response!
Copyright: The Spokes Agency 2012
Marketing Spend to Reach $56.5 Billion
U.S. Mobile Marketing Spend
2010 v. 2015, US$ millions
Source: Mobitrove
$40,731
$15,795
$3,002
$6,272
2010
Advertising
Promotions
2015
93
Copyright: The Spokes Agency 2012
Local Mobile Ads: 51% Share by 2015
Local vs. National Ad Spend in Mobile
2010-2015, US$ billions
Source: BIA/Kelsey
$2.84
$2.03
$1.40
$0.89
$0.99
$0.40
$0.39
$0.49
$0.61
$0.73
$0.92
2010
2011
2012
2013
2014
National
$1.22
2015
Local
94
Copyright: The Spokes Agency 2012
1,342% Growth in Retail, Restaurants
Verticals Growth in Mobile Campaigns
Q1 2010 v. Q1 2011, % growth
Source: Millennial Media
Six verticals experienced triple-digit growth – or greater – year-
over-year according to Millennial Media's Q1 2011 report
released in June.
1342%
Health: Fitness & Wellness is a newcomer on a ranking of top
advertising verticals. This is an indication that advertisers in
723%
new verticals are starting to take a keen interest and to heavily
invest in creating a mobile presence.
379%
242%
Retail &
Restaurants
Automotive
Finance
Telecomm
95
183%
Health: Fitness
& Wellness
130%
Education
Copyright: The Spokes Agency 2012
43% of Marketers Using Mobile Channel
Mobile Marketing Adoption
May 2011, % of respondents
Source: Unica
43% of marketers currently use mobile technology,
according to a study from Unica, “The State of
Marketing 2011.” Another 25% plan to do so within the
43%
next 12 months, and 16% plan to do so in more than
12 months. Only 15% of marketers have no plans to
use mobile technology.
25%
Current activity
Planned activity
(next 12 months)
16%
15%
Planned activity
(>12 months)
No plans
96
Copyright: The Spokes Agency 2012
Smartphone Owners See 5x More Ads
85.0%
82.3%
19.1%
Smartphone, Feature Phone Service Penetration
3-month average share ending March 2011, US mobile
subscribers
Source: comScore
27.5%
15.9%
5.0%
Used Browser
Used App
3.5%
Saw ad on web
or within App
Feature phone
97
7.7%
Responded to SMS ad
Smartphone
Copyright: The Spokes Agency 2012
Apple iOS Has Double CTR of Android
Click-Through Rates by Mobile OS
May 2011, % of users
Source: Jumptap
Apple’s iOS sees the highest
click-through-rate with the
0.72%
0.67%
ads run on iOS devices have
almost double the CTR
(.72%) of those on Android
0.41%
0.41%
0.41%
devices (.41%), according to
the Jumptap STAT. This is
0.32%
despite the fact that Android
is leading in overall market
share.
Android
iOS
Blackberry Symbian
webOS
98
Other
Copyright: The Spokes Agency 2012
What Do I Do to reach my local
audience in a “mass” way?
Television
Radio
Newspaper
Internet
Millions of Page Views
– just in Baltimore!
Copyright: The Spokes Agency 2012
What Do I Do to reach my local
audience in a “mass” way?
Copyright: The Spokes Agency 2012
Goals for Online Advertising:
1) Branding – Bing, Local Auto Dealers
2) Direct Response – Progressive Insurance, Local Restaurants
3) Both of the above – Netflix, Local Retailers
Copyright: The Spokes Agency 2012
Ad Network Features
Reach: Ad networks maintain the industry’s largest reach, providing
mass exposure across leading websites.
Total Internet Reach
Property
% Reach
Mthly UVs
Ad.com
90.2%
133 million
Yahoo!
71.9%
120 million
AOL
66.1%
110 million
Source: comScore Media Metrix, February 2006; Advertising.com, August 2009
Copyright: The Spokes Agency 2012
Ad Network Features
Reach: With the largest reach and impression volume, networks are able to
secure premium inventory across quality content sites at lower costs.
Sample Site List – Advertising.com
ABCNews.com
Career Builder
EW.com
Netscape
AmericanGreetings
Clear Channel
Fortune.com
People.com
Anywho
CNN.com
InStyle.com
Sony
AOL
CNNMoney
Lets Sing It
Space.com
AT&T Worldnet
CompuServe
Mapquest
The WB.com
Autotrader
Dictionary.com
Moviefone
Time.com
Bartleby
Dine Site
MySpace
Weatherbug
BellSouth
Earthlink
NeoPets
Whitepages
Copyright: The Spokes Agency 2012
Technology
Targeting technologies enable marketers to segment the
network based on a variety of factors.
Behavior
Demographic
Content
Channel
Advertiser’s site,
publisher sites,
creative and
search listing
Gender, age,
HHI, education,
lifestyle profiles
and more
Keyword content
descriptors
reveal sites
and pages
One of seven
existing
content
channels
Geography
SIC Code
Daypart
Technology
Country, city,
state, ZIP code,
area code
and DMA
Standard
Industrial
Classification
(industry code)
Time of
day,
day of
week
Browser, domain,
language,
connection
speed, etc.
Copyright: The Spokes Agency 2012
Technology
Leadback
AD Shown
Leads to visit
Site Visitor
Leadback Ad
Visitor views site
then leaves
Ad delivered to
prior visitor
generates
interest
Leadback Ad
Site Visit #2
Leads to another
visit and
purchase!
Copyright: The Spokes Agency 2012
Mobile Display!
» Display Advertising:
» Mobile Display Advertising – Growing by 33%
between 2010 and 2013.
» Almost 2 billion ads delivered to smartphones
» Over $400 million spent in 2009
Copyright: The Spokes Agency 2012
Mobile Marketing!
» Display Advertising:
» Delivered via network – Yahoo!, AOL, Google, etc..
» TruePresence Baltimore relationship with these
vendors can help you succeed.
» Recommended Advertisers:
» Those who can take advantage of a full metro area
» Spending $5k to $10k/month minimum
» Mass appeal/reach
Copyright: The Spokes Agency 2012
Mobile Marketing!
Frontpage
News
Sports
Messenger
Mail
Movies
108
108
Copyright: The Spokes Agency 2012
Maximizing A Media Buying Campaign
» Online Media
» Understanding target audience
» Research and negotiate with relevant websites and advertising networks
»
»
»
»
Effective Creative
Strong offer
Clear call-to-action
Design consistent with brand
»
»
»
»
Landing Page
Relevant to web advertising
Desired action is prominently displayed
Minimize # of clicks to conversion
Copyright: The Spokes Agency 2012
Targeting Capabilities
»
»
»
»
»
Demographic
Age
Gender
Ethnicity (not available on all networks)
Household Income
» Behavioral
» Allows targeting of people who have historically used channels or visited
sites devoted to various content (health, games, personals, etc.).
» Pros: Perfect way to target niche audience
» Cons: Higher premiums on a CPM/CPC level may occur
»
»
»
»
Leadback
Serves ads to people who have already visited the advertiser’s website
Pros: Most cost-effective form of banner advertising available
Cons: Dependent on level of traffic already directed to site
Copyright: The Spokes Agency 2012
Geo-Targeting
» Ad networks can use the following geo-targeting:
•
•
•
•
Regional (by DMA)
National
International
No customized targeting by radius (or cities) is supported
Copyright: The Spokes Agency 2012
Creative
» Display advertising features web banners that consist of static or animated
images, as well as interactive media that may include audio and video
elements (rich media).
» Adobe Flash or .gif (static and animated) are the preferred presentation
formats for such interactive advertisements.
» The Interactive Advertising Bureau, an industry trade group, sets the
standards for online display advertisement sizes and shapes.
Copyright: The Spokes Agency 2012
Creative Examples
Copyright: The Spokes Agency 2012
Landing Page Example:
Simple, Uncluttered – tell you what they want you to do – Find a Center!
Copyright: The Spokes Agency 2012
Developing Your Campaign and Creative:
Identify Your Business Objectives
» Do you want to generate:
– Traffic
– Leads
– Customers
» What are your ultimate business goals?
– Cost Per Thousand Impressions - CPM
– Cost Per Click - CPC
– Cost Per Acquisition - CPA
Copyright: The Spokes Agency 2012
Understanding Business Objectives
Important Metrics
»
»
»
»
»
»
What has worked for you in the past (if they tried before)?
What is your offline and online conversion rate?
What is your average sale amount?
How many purchases does a customer make per year?
What is your profit margin?
What % of profit are you willing to invest to acquire a customer?
Copyright: The Spokes Agency 2012
Budget Recommendations
Factors Involved in Determining Budget:
» Ad Networks used to have $25,000 monthly minimums
» Now $10,000 tests over 3 months are possible with smaller
networks and sometimes the bigger networks.
» Current level of brand awareness – National/Regional
Copyright: The Spokes Agency 2012
Important Metrics
Active Account Management
» Analyze performance by:
– Creative
– Placement
– Conversion
» Provide monthly activity reports:
–
–
–
–
–
–
Impressions
Clicks (and CPC)
Conversions (and CPA)
Revenue generated
Average Sale
Return on investment
Copyright: The Spokes Agency 2012
How Can you REACH and SELL to
your Target? This is MARKETING
» MEDIA?
– TV? Radio? Print? Online?
» CONTACT?
– Website? Salesperson? Tel? In
Person?
» SALES PROCESS?
– Online or Offline?
Add to your Formerly Blank Sheet
Copyright: The Spokes Agency 2012
What are LEADS?
» Calls
» E-Mails
» Form Submissions
Someone RAISES Their hand and says, “Let’s
Talk”
Copyright: The Spokes Agency 2012
find.get.keep
SM
Getting Customers –Web
User Experience: Converting Visitors to Customers
Copyright: The Spokes Agency 2012
What is an Effective Site?
An effective site is one that presents a
positive, professional image, is useful
and informative, and allows the user to
interact, transact, and provides a
reason for users to return.
Copyright: The Spokes Agency 2012
What are the Ingredients for an
Effective Site?
»
»
»
»
»
»
Focus
Purpose
Design
Copy
Coding
Mobile-Specific
Copyright: The Spokes Agency 2012
Focus
You are not your target audience.
Identify who your target audience is before
deciding what your site should accomplish.
Copyright: The Spokes Agency 2012
Purpose
Design and build from the outside in.
Identify how your site can solve your target
audience’s needs.
» Make it faster to get to specific areas
» Make it easy for them to interact
Copyright: The Spokes Agency 2012
Purpose
Copyright: The Spokes Agency 2012
Design
Use design and layout to transform your site into a
powerful customer experience.
» Extend and strengthen your brand
» Evoke trust and emotion
» Encourage interaction
Copyright: The Spokes Agency 2012
Copy
Content is critical to communicating your
message and improving your search positioning.
»
»
»
»
Romance the reader with a powerful message
Connect emotionally and rationally
Compel visitors to take action
Include the most relevant page specific search phrases
Copyright: The Spokes Agency 2012
Coding
Correct coding ensures that your site:
» Displays properly on all modern browsers
» Loads quickly
» Is search engine friendly
Copyright: The Spokes Agency 2012
Mobile-Specific
» Ensure your text displays at a legible size
» Keep the copywriting short and sweet
» Use enticing images and/or graphics
» Show a prominent call to action
» Use popular mobile advertising calls to
action
Copyright: The Spokes Agency 2012
Examples - BAD
Too much zooming and panning.
Copyright: The Spokes Agency 2012
Examples - Mediocre
Pop-up confusing.
Data somewhat focused
Copyright: The Spokes Agency 2012
Examples - Good
Strong Images, One Featured Area, Quick Data Entry
Copyright: The Spokes Agency 2012
MOBILE – What’s Important?
7 Tips to make your website work in Mobile:
1. Style for Mobile – Remember, different size screens
display differently. Use PROPORTIONAL units
rather than ABSOLUTE units. Retain visual
consistency with desktop site. Minimize scrolling.
2. Re-size images so big images are not pushed to
small screens. Link to the big image if they want it.
3. Automatically detect mobile devices and serve the
mobile version of the site.
4. Re-Prioritize Navigation. What’s important in mobile
might be very different from the desktop. Tel # and
address maybe at top instead of at bottom.
Copyright: The Spokes Agency 2012
MOBILE – What’s Important?
7 Tips to make your website work in Mobile:
5. Allow a mobile viewer a link to the FULL SITE. They
may not be able to find what they are looking for on the
mobile site. If they have an iPad, they may want to see
the full site.
6. Don’t Break Links. Show the EXACT content that a
search engine had sent a viewer too or else you may
create frustration.
7. Measure the Audience. Find out what devices your
visitors are using and optimize for those devices. Find
out what content they are viewing and raise that
content.
Copyright: The Spokes Agency 2012
MOBILE – What’s your website look
like right now?
http://mtld.mobi/emulator.php
Download Emulator:
http://mobiforge.com/emulators/page/mobile-emulators
Copyright: The Spokes Agency 2012
MOBILE – HOW?
Mobify.me – move content from a current site to a webenabled site.
Update your Wordpress site to include a “mobile”
template.
From scratch: mobisitegalore.com
Work with a developer like The Spokes Agency to
create your Mobile Website.
Copyright: The Spokes Agency 2012
MOBILE App
What is an “App”?
An App is an Application, meaning Software Program,
that you download from a provider and use on your
mobile device.
Apps are available for iPhone, iPad, Blackberry and
Android.
Apps are single purpose programs that allow your user
to do whatever you pre-determine they can do.
Copyright: The Spokes Agency 2012
Copyright: The Spokes Agency 2012
MOBILE App
Web apps or online apps can be a faster, cheaper, more
efficient way of deploying software in your
business. Rather than buying a software license, having
to install it on your servers or local computers, keeping
up with updates — all of which can be expensive and
take time — you can simply go online and sign up for an
account. In a few minutes you are using the
software. And typically you pay a monthly fee, meaning
that you don’t have to pay license fee up front.
Copyright: The Spokes Agency 2012
Why build an app? +400% increase
in mobile revenue each month –
Hilton
• 57% of travelers want to check in
• 56% want to check out and
• over 50% want to change or cancel reservations on their
handheld
In recent months an exponential increase in mobile revenue helped
spur Hilton’s adventure into the iTunes store. Hilton Hotels have
seen more than 400% month to month increase in mobile
revenue since May, 2009 on their industry leading mobile
Website. Revenue has been $44 for every dollar spent on mobile.
Source: TourismKeys.ca
Copyright: The Spokes Agency 2012
Basics of What to put in an APP:
• Simple, straightforward – one main function (or two or three
like Hilton
• Easy to Use
• Something that is buried in your website or something you
want to make easier.
• Something you want to charge for.
• To be “visible” in the iPhone or Android store!
Source: TourismKeys.ca
Copyright: The Spokes Agency 2012
MOBILE App v. MOBILE Web
Cons?
COST. $5K to $10k for one version of an App. $500 for
a “Mobile” Website.
Developer. You need to hire a developer. You likely
cannot build and put up an App.
Copyright: The Spokes Agency 2012
TEXT MESSAGE Marketing and QR
Codes for Job Search.
» http://abcnews.go.com/Business/JobClub/
high-tech-job-search-virtual-interviewingvideo-resumes/story?id=12745264
Copyright: The Spokes Agency 2012
QR Code Advertising Example
Copyright: The Spokes Agency 2012
QR Codes can be used for:
*
Extending Reach from your existing media –
Print, TV
* Location-Based information (store shelves to
replace sales people)
* Straight to a video/demo/special offer
* Grow customer Database – pre-order items
* Rain-check coupons
Copyright: The Spokes Agency 2012
find.get.keep
SM
Keeping Customers
How to Use Opt-In Email or Text Message Marketing to
Build Customer Loyalty
Copyright: The Spokes Agency 2012
Does Email Marketing Work?
Keeping in touch keeps customers coming
back for more.
» Email will return a whopping $45.65 for every dollar
spent on it in 2008
» Email drove $7.7 billion in consumer sales and $8.8
billion in B2B sales in 2005
» Source: Direct Marketing Association
Copyright: The Spokes Agency 2012
The Email Advantage
» Personalized
» Targeted
» Trackable
» Inexpensive
Copyright: The Spokes Agency 2012
What’s In It For the Subscriber?
Identify the right reasons to opt-in:
»
»
»
»
»
»
New product notifications
New service notifications
Company news and events
Relevant industry news
Promotional offers
Money saving coupons
Copyright: The Spokes Agency 2012
Email Best Practices
Make your email stand out from the spam:
»
»
»
»
»
»
Get and confirm permission
Set content & frequency expectations
Provide content that is relevant and timely
Use a recognizable and short, and “from address”
Promptly remove un-subscribes
Avoid words and phrases associated with spam
Copyright: The Spokes Agency 2012
Analyzing Email Performance
» Delivered
» Open rates
» Hard and soft
bounces
» Spam complaints
» Clicks
»
»
»
»
»
Click percentage
Conversions
Cost per conversion
Revenue generated
Return on investment
Copyright: The Spokes Agency 2012
E-mail Marketing
Next Steps…
» Determine E-mail Sources and Strategy
–
–
–
–
How will you capture e-mail addresses
How many e-mail addresses do you have?
What is your message? Offering?
What is your timeline? How often do you send?
» Determine your Account Management Requirements
– Creative (templates, design, etc.)
– Subscriber services
» Take a look at whether or not you need a landing page
Copyright: The Spokes Agency 2012
Copyright: The Spokes Agency 2012
Keeping Customers – How do I do
this?
Do it Yourself
Suggest a basic E-Mail Marketing program like
Constant Contact or our product, TrueMailer. Create
an account. Determine what template you’d like to
use. Upload a subscriber list. Create the E-Mail.
Send
Hire a Professional
Create an account for you, upload your subscriber
list, create a professional template. Help with copy
and creation of e-mail. Send and report back
Copyright: The Spokes Agency 2012
Define Success. This is Marketing with
ROI for 2013
» LEAD CONVERSIONS
– # of Leads provided based on spending
» SALES/COUPONS REDEEMED?
– # of Sales based on spending
Add to your Formerly Blank Sheet
Copyright: The Spokes Agency 2012
Tying it all together . . .
TV continues to grow
Radio is the ultimate location-based medium
Print/Billboard has an impact.
Example: Tate Automotive
Copyright: The Spokes Agency 2012
Tate Automotive
TV ADS Tell You To PICK YOUR CAR, PICK YOUR
PRICE, PICK YOUR PAYMENT. GO TO
WWW.TATEAUTO.COM.
Online promises to do the same – just give us your
information and we’ll send you right along. (show)
We analyze and see the number of people who come
from TV and can measure one station against
another station to determine how best to spend our
money.
Copyright: The Spokes Agency 2012
Tate Automotive
Online Reporting
Call Tracking
Full Transparency for client.
Copyright: The Spokes Agency 2012
Client Reporting Example
Month:
Mar-12
# of
# of Form
MEDIA
# of Impressions/Ad Size # of Clicks to site Calls
Submissions
Online
PPC google,
Bing,
Yahoo
38228
498
50
TrueSearch
20471
546
35
FB
(over 30 sec)
Total Leads Cost
25
10
Cost Per Lead
75
45
$2,809.00
$2,300.00
$37.45
$51.11
Print
TV
WUTB
Comcast
Radio
WWIN
WZBA
TOTAL:
29
845
18
10
18
10
$1,720.00
$3,144.00
$95.56
$314.40
57
58
72
21
72
21
$2,500.00
$2,000.00
$34.72
$95.24
241 $
14,473.00 $
60.05
59688
1044
206
35
Copyright: The Spokes Agency 2012
Client Reporting Example - Analytics
Copyright: The Spokes Agency 2012
Client Reporting Example 2 - Analytics
Copyright: The Spokes Agency 2012
Staples – E-Mail Call to Action
Copyright: The Spokes Agency 2012
Staples – Leads to FACEBOOK LIKE
Copyright: The Spokes Agency 2012
Staples – Leads to Video and SHAREing
Copyright: The Spokes Agency 2012
2013 – What to do NOW:
Budget – 10% of Sales is usually a good
marketing budget
Plan – Media to use and start creating spots.
Web – Update Websites to have new, relevant
look and feel OR create Landing Pages.
And . . . Do everything else we talked about!
Copyright: The Spokes Agency 2012
Thank you for your time….
Jeff Spokes
The Spokes Agency
410-878-2596
[email protected]
Copyright: The Spokes Agency 2012
Website Review
Is your website doing what you want?
Check coding, structure, color, style etc.
Normally $195 – Today only $FREE
Copyright: The Spokes Agency 2012
Internet Marketing Review
Is your website and your online marketing
doing what you want?
Suggest approach (Search, SEO, etc.)
Normally $495 – Today only $295
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Marketing Review and Strategy
Is your marketing doing what you want?
Suggest Overall Marketing approach
(SWOT Analysis, Media and Creative
recommendations)
Normally $995 – Today only $695
Copyright: The Spokes Agency 2012