Mobile Marketing

Editor's Notes

• #7: Many of them I still work & stay in touch with today, including the senior director of search for eBay and the senior advisor to Barack Obama for Social Media (photos of David Bullock and the eBay guy with snippets of the testimonial)I thought Social Media and tracking its results was a waste of time as you may do, 4 years ago however I kept my mind open to change.I have had to change my business model many times to keep ahead of the competition and focusing on ROI for clients, has really shown what you can achieve when you track & testyour marketing
• #31: Forrester Research has just released a new report this morning projecting U.S. mobile commerce to reach $31 billion by 2016, growing at a 39% compound rate. But the report says that mobile commerce is only expected to be 7% of overall eCommerce sales by 2016 and only 1% of general retail sales
• #47: Pellegrino said the two key trends in the Australian market are the lack of understanding around mobile integration with other communication channels – for example 57% of smartphone users actively searched on their mobile device after seeing an ad on TV. Another issue, according to Pellegrino, is that those agencies and clients who do have a sense of how mobile integrates with other messaging activity, have a “surprising lack of urgency” around the move to mobile compatible platforms, preferring to “wait for the perfect solution in six to nine months time, rather than implementing interim measures straight away,” even though according to Google’s data, 61% of mobile users surveyed said they were unlikely to return to a site that they had trouble accessing from their phone. 
• #52: According to a new report from Forrester Research titled “US Interactive Marketing Forecast,2011 To 2016”, spending on mobile display advertising and search will overtake email and social this year to reach $1.6 billion in revenues. Mobile ad spending will continue to grow at a 38% CAGR to hit $8.2 billion in revenues by 2016 in the United States.
• #54: Use them to put your business in front of people as they use their phones and tablets throughout the dayMobile ads are shown to people searching and browsing the internet on smartphonesThey have the potential to reach people whereever they access the internet on their phone
• #55: When it comes to mobile advertising ‘how’ is now more important than ‘why’To meet the needs of a growing market, Google have developed some great features to help you reach your mobile audience effectivelyConnect your business and customers by phoneDrive local in-store trafficPromote your mobile appEngage with mobile shoppers
• #58: Call extensionsCall extensions enhance ads with a phone number, allowing mobile customers to directly call a business from the mobile adGoogle also offers the option to show ads that only allow calls by selecting ‘allow only click-to-call’ in your extensions settingsLocation extensionsWhen coupled with Call Extensions, Location Extensions help to drive traffic and visits to your local businessSome advertisers value both phone calls and foot traffic to their stores. Location Extensions extend normal text ads with both a phone number and a business addressThe phone number and address associated with a Location Extension will show on all devices
• #59: Call extensionsCall extensions enhance ads with a phone number, allowing mobile customers to directly call a business from the mobile adGoogle also offers the option to show ads that only allow calls by selecting ‘allow only click-to-call’ in your extensions settingsLocation extensionsWhen coupled with Call Extensions, Location Extensions help to drive traffic and visits to your local businessSome advertisers value both phone calls and foot traffic to their stores. Location Extensions extend normal text ads with both a phone number and a business addressThe phone number and address associated with a Location Extension will show on all devices
• #63: There are lots of different ways that you can use to measure mobile ad effectiveness depending on the chosen ad extensionsFor example these include - sales, sign-ups, number of calls, length of calls, conversions, downloads
• #66: Founded by Google in June 2011It has 400 million* registered usersUsers add friends to their ‘circles’ to share content and to video chatThe top branded pages on Google+ have over millions of followers
• #68: Get closer to potential customers when they’re online and engagedIncrease awareness with Google+ recommeandations. Customers’ circles can see the brands and companies that they are following on Google+Build trust – potential customers look favourably on brands if they see that people in their circles like them
• #69: What Google+ can do for you?See an average increase of 5-10%* in search and click-through rates thanks to Google+.
• #70: Link your Google+ page to your ads.Expand your brand presence online.
• #71: By using the +1 Annotations section in Google AdWords Reporting it is easy to see full statistics including clicks, impressions and click-through rates for campaigns linked to your brand’s Google+ page
• #90: When this is executed correctly, permission based mobile marketing will provide you with a much higher response rate and great returns on your investment. The higher response rating comes from the fact that you are targeting only those who are interested in your service or product. This effectively reduces the waste of advertisement because of the specific targeting.  Your greater returns on investments will come from a higher percentage of your subscribers responding to your marketing because of their interest. Statistics show the response and conversion rates are much much higher with business who practice the principles of permission based mobile marketing. Everyone is happy, both the consumer who benefits from the value exchange and the business who is cashing in on the response from the consumer.
• #91: Since consumers have the freedom of choosing the campaigns they receive messaging from, obviously the experience becomes more personal and targeted to them because it is based all around their preferences. Permission based mobile marketing eliminates the interruption that comes to a consumer from unsolicited messaging. A statistic from the MMA shows:
• #92: Once they have made this exchange of consent for something of value, it now becomes the responsibility of the company to maintain the consent of the subscriber.Opt-out information is provided to subscribers when the opt-in, and on every message sent from a campaign, giving them the option of revoking their consent and withdrawing from receiving the messages. In order to maintain the interest and consent of the subscriber, a company must continually communicate the value the subscriber is obtaining from this service. Remind them why they opted-in! Also, make sure to understand the consumers interests and try to target the messages to your consumers interests. Marketing is a constant effort to keep the consumers happy and interested in your product or service.  The third, and perhaps most important thing, is to respect your consumers privacy. Don’t sell their information to other people. By opting-in to receive messages, they are trusting you to keep their data private. A good practice is to continually explain how you value their privacy and that you are keeping their data private.
• #93: Once they have made this exchange of consent for something of value, it now becomes the responsibility of the company to maintain the consent of the subscriber.Opt-out information is provided to subscribers when the opt-in, and on every message sent from a campaign, giving them the option of revoking their consent and withdrawing from receiving the messages. In order to maintain the interest and consent of the subscriber, a company must continually communicate the value the subscriber is obtaining from this service. Remind them why they opted-in! Also, make sure to understand the consumers interests and try to target the messages to your consumers interests. Marketing is a constant effort to keep the consumers happy and interested in your product or service.  The third, and perhaps most important thing, is to respect your consumers privacy. Don’t sell their information to other people. By opting-in to receive messages, they are trusting you to keep their data private. A good practice is to continually explain how you value their privacy and that you are keeping their data private.
• #95: Once they have made this exchange of consent for something of value, it now becomes the responsibility of the company to maintain the consent of the subscriber.Opt-out information is provided to subscribers when the opt-in, and on every message sent from a campaign, giving them the option of revoking their consent and withdrawing from receiving the messages. In order to maintain the interest and consent of the subscriber, a company must continually communicate the value the subscriber is obtaining from this service. Remind them why they opted-in! Also, make sure to understand the consumers interests and try to target the messages to your consumers interests. Marketing is a constant effort to keep the consumers happy and interested in your product or service.  The third, and perhaps most important thing, is to respect your consumers privacy. Don’t sell their information to other people. By opting-in to receive messages, they are trusting you to keep their data private. A good practice is to continually explain how you value their privacy and that you are keeping their data private.
• #96: Building relationships on Google+ may improve other parts of your marketing plan. Google+ is integrating social in all the Google products marketers already use, which can help them drive deeper engagement with their target customers, be more relevant by offering social recommendations when customers need them most and remain accountable by providing transparency of how their ad dollars are performing.  With Google Analytics Social reports you can tie your social media to metrics you care about. Here are some top tips Adam covered in the webinar:
• #97: Find something you can measure (micro or macro-conversions) and sprint in that direction. Focus on how separate channels can drive different types of site actions, which can be tied to a value you determine.Measure success criteria directionally. Benchmarks are uncommon and do not necessarily translate across products, services or industries.Create your social posts with a measurement goal in mind. Be sure to include a call to action to inspire your audience to act.Understand and connect with your audience differently across the different networks. Try not to post the same thing on each platform, customize and use what works best.
• #98: Find something you can measure (micro or macro-conversions) and sprint in that direction. Focus on how separate channels can drive different types of site actions, which can be tied to a value you determine.Measure success criteria directionally. Benchmarks are uncommon and do not necessarily translate across products, services or industries.Create your social posts with a measurement goal in mind. Be sure to include a call to action to inspire your audience to act.Understand and connect with your audience differently across the different networks. Try not to post the same thing on each platform, customize and use what works best.
• #99: Find something you can measure (micro or macro-conversions) and sprint in that direction. Focus on how separate channels can drive different types of site actions, which can be tied to a value you determine.Measure success criteria directionally. Benchmarks are uncommon and do not necessarily translate across products, services or industries.Create your social posts with a measurement goal in mind. Be sure to include a call to action to inspire your audience to act.Understand and connect with your audience differently across the different networks. Try not to post the same thing on each platform, customize and use what works best.