Mobiles

Transcript

1. Ian  Laverty Sales  &  Marke1ng  Director How  to  Use  Mobile  to  Increase Your  Sales  &  Revenue
2. The Television Lean back approach to marketing Direct to your living room Expensive Out of reach for many businesses Millions reached but general non-personalised The  First  Screen
3. The  Second  Screen The personal computer Lean forward approach to marketing Fostered interactivity Enables feedback Moved from mass market to participatory Still not ‘mobile’ and not fully engaged....
4. The  Third  Screen The mobile phone Pull it forward approach to marketing It’s personal It’s fully interactive It’ always on!
5. ‘Approximately  15%  of  all  Web  traffic  now  is  mobile.  That means  not  having  a  mobile  site  is  like  closing  your  website  one day  each  week.’  Google  February  2011. The  Mobile  Web  is  exploding. By  the  end  of  this  year,  it  is predicted  that  at  least  50% of  adults  in  the  UK  will  have  smartphones  and tablets  (such  as  the  iPad) and  so  will  expect  to  view informaFon  from  them  in a  mobile  format.
6. ‘Providing  mobile  formaHed  or  mobile  specific  content can  increase  conversions  by  75%.  -­‐    MicrosoL  2010 Mobile  search makes  my  life easier! Access  to mobile  search has  changed the  way    I gather informa@on I  use  mobile search  engines more  than  I use  search engines  on  my computer 75% 63% 32% Mobile  is  changing  behaviours
7. ‘It’s  Not  Too  Late  to  be  Early’ This  is  Google’s  mobile  mantra.  They  es@mated  in  February  2011  that around  89%  of  big  brands  are  s@ll  ignoring  the  opportuni@es  for  mobile marke@ng  despite  the  hockey  s@ck  graphs  rela@ng  to  growth  in  the  mobile sector. By  the  end  of  2011,  43%  of  the  UK  populaJon  will  have  smartphones  -­‐ Peter  Fitzgerald,  Country  Sales  Director  of  Google  UK  14th  April  2011 ALer  looking  up  a  business  on  their  smart  phone  61%  called  the  business and  59%  visited.  Kelsey  Group  2010,  Google  Behavioural  Study  2010 88%  of  people  looking  for  local  informaJon  have  taken  acJon  within  24 hours.  Google  Think  Mobile  2011 22m  people  access  the  mobile  web  every  month  in  the  UK  –  Commscore Jan  2011
8. So  you  want  to  go  mobile…? What  do  you  need  to  consider...? • An  App? • A  mobile  website? • Mobile  adver@sing? • Loca@on  based  searches? • Text  in? • Text  out? •  QR  Codes
9. An  App  or  mobile  web Source: Canlysis, Q4 2010 Market Share of new Smart phone sales OS
10. An  App  or  mobile  Web? Or best of both worlds...
11. Mobile  Website Opening  Pages  of    Webbers  mobile  site. Non-­‐mobile  site
12. Accessing  via  Google  Mobile Mobile SEO is an increasingly important consideration The majority of people access mobile web sites via Google’s mobile search engine Increase the chances of people finding you – use gateways...
13. Text  in
14. Text  in
15. LBS  e.g.  Text  ‘BarraT  to  84840’. A  Loca@on  Based  Search  (LBS)  is  performed  and  an  SMS  response  is  sent  to  the  enquirer rela@ng  to  their  nearest  development. The  SMS  response  includes  Development  Name,  Development  Descrip@on,  Opening Hours,  Tel  No.  and  a  mobile  URL  to  view  full  details When  the  URL  is  selected  the  mobile  browsing  session  starts.  –  The  brand  logo  and  a map  appear  on  the  top  part  of  this  mobile  page. The  map  numbers  the  closest  developments  to  the  enquirers  loca@on,  the  closest developments  are  listed  below  the  map  with  a  thumbnail  image  of  the  development. The  individual  development  URL  is  selected  by  clicking  on  the development  descrip@on.
16. Text  out  -­‐  alerts
17. Text  out  -­‐  alerts
18. QR  Codes  –  instant  recogni1on
19. QR  Codes  –  instant  recogni1on
20. Summary • Marke@ng  has  changed....  Forever.....! • Mobile  gives  you  the  opportunity  to  interact  with  customers like  never  before. • You  don’t  want  an  app  –  why  limit  your  market?  You  need  a mobile  website. • Use  every  gateway  to  your  site  you  can • Text  in • Text  out • LBS • Alerts • QR • M-­‐power  your  customers..
21. Ian  Laverty Sales  &  Marke1ng  Director London Office: Mulberry House, 583 Fulham Road, London, SW6 5UA Edinburgh Office: 119-121 Leith Walk, Edinburgh, EH6 8NP T: 0870 760 7030 SMS: IML + MSG to 88080 E: ian.laverty@intelligentmobile.com W: www.intelligentmobile.com