GETTING STARTED WITH MOBILE MARKETING

Transcription

1 GETTING STARTED WITH MOBILE MARKETING

2 Why care about mobile?

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6 What universal thing do we all carry? In August 2014, Nielson reported that 70% of all Americans own a smartphone

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8 Smartphone facts According to a leading venture capital firm, on average consumers check their mobile devices 150 times per day 81% browse the internet, 68% use apps and 48% watch videos Over half of s are opened on mobile devices

9 Smartphone facts The average person spends more than 38 hours per month on their smartphone. According to SinglePoint, 90% of the time, mobile users open text messages within 90 seconds of receiving them.

10 Look Familiar? 72% of smartphone owners use their devices while also using other media, a third of those watching TV.

11 What is mobile marketing? Mobile marketing is marketing on or with a mobile device, such as a cell phone.

12 In the past We used TV, Radio, Billboards to talk AT people Now through mobile apps and social media we talk WITH our customers

13 Types of Mobile Marketing 1. Separate Mobile website 2. Responsive website 3. Native Mobile apps 4. opt-in by text 5. SMS 6. Apple s ibeacon

14 1. Separate Mobile website Has a separate domain like: M.winery.com This can hurt your organic search engine results due to copied re-directs Typically does not have all of your content

15 2. Responsive website Auto Adjusts between desktop, tablet and smartphone Same domain Google prefers and ranks this type of website higher than mobile websites

16 New Google Rules Nov The mobile-friendly criteria are: Avoids software that is not common on mobile devices, like Flash Uses text that is readable without zooming Sizes content to the screen so users don t have to scroll horizontally or zoom Places links far enough apart so that the correct one can be easily tapped

17 3. Mobile Apps App created just for your winery Can send push notifications

18 Remember According to SinglePoint, 90% of the time, mobile users open text messages within 90 seconds of receiving them.

19 Push Notifications Push notifications show up on your phones screen, just like a text message. 100% view rate unlike or social media

20 Push Notifications 70% of customers who enable push notifications consider the messages they receive valuable, according to Responsys research. Example: Stop by today before 5 pm to taste our special wine pairing with Godiva chocolate. Example: Special wine case discount today only

21 Good for Directions Can be used without WiFi or cell service Works seamlessly with Google Maps

22 I dream of data Apps give you more data about your customers more accurately than any other marketing tool. Data: When they visit your app, how often they open it, and what their favorite products are. Plus, the ability to ask for a registration, where the customer can put in their address, age, etc.

23 SEO Mobile apps are another opportunity to gain customers through your targeted keyword phrases People searching the App store for Illinois winery or Chicago winery can turn into new customers

24 Social Media integration Mobile Apps now have the ability to send out messages to Facebook and Twitter.

25 Campaigns Some Mobile Apps have the ability to send Campaigns to your winery s subscribers.

26 Winery Ratings When people rate your products within the mobile apps, some have the ability to show those ratings on Facebook, Twitter, and Yelp.

27 Mobile App examples Lynfred Winery Cost = Free Buy Wine Events Wine Club Private Tastings

28 Mobile App examples Indian Hills Winery Cost = Free Directions Rate wines Events About

29 Mobile App examples Missouri Wine Cost = Free Map Passport program Wine varietals Pairing

30 Mobile App examples Shawnee Hills Wine Trail Cost =.99 cents Events Map Note taker

31 Mobile App Best practices 1. Start with permission: No one wants to receive text messages from senders they haven t approved 2. Understand the consumer: Make sure the offer is something they would like

32 Mobile App Best practices 3. Segmentation leads to a more effective approach

33 Mobile App Best practices 4. Be relevant: Right person, right message, right moment When relevant, more than half will take advantage of an immediate discount By respecting the customer, you can develop a deeper positive relationship with your customers.

34 4. opt-into by Text Text DESIGN to 44144

35 4. signup by text Join By Text lets people opt-into your list anywhere they have their phone. Easy stills converts to the highest amount of sales Integrates with your existing management program

36 5. SMS While customer is at your location they see a sign that says Receive 25% off by texting Wine to Receives an SMS text message with a short, branded URL that links to a coupon Plus, in the future you can send them discount alerts

37 6. Apple ibeacon

38 How ibeacon s work Emits a low-level Bluetooth signal to communicate with your smartphone or tablet to transmit messages and prompts.

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40 How ibeacon s work The users have to turn on their mobile device s Bluetooth and enable location services Required: ios7 operating system

41 Look for Other 3 rd party vendors are moving in this direction with their own beacons, like Paypal and Swirl

42 Mobile Marketing Best Practices Branding Be clear and concise Engage your customer Personalization Experiment Analyze

43 Branding Make sure your brand is integrated across all mobile platforms Facebook, Twitter, responsive website and mobile apps, etc. Logo, colors, tone of voice, etc.

44 Branding basics A. Define your target audience B. Define your strategy C. Tell your brand story

45 Be clear and concise Smartphone screens are small Use text sparingly Keep it Super Simple Use photos

46 Engage your customer Surveys Polls Quizzes Offer coupons or discounts Treat like a VIP

47 Personalization Pay attention to preferences and behaviors of your targeted audience Think Amazon how their website knows what you like and don t like

48 Personalization Examples of poor personalization Make sure all communication works together Focus on the consumer s perspective

49 Experiment Try different types of messages to see which gets the best response Look what other wineries are doing Ask your customers what they prefer

50 Analyze Keep track of which message types get the biggest response Is it a contest? Discount? Special Event?

51 I CREATE: Brand Strategy Graphic Design Packaging Design Logo Design Website Design & Development

52 MARKETING: Mobile apps $499 signup fee with $49.99 per month: winerymobileapp.com/becca Power of Wine Marketing: 100% online wine marketing classes

53 CONTACT You can reach me at:

54 FREE CHEAT SHEET Learn 5 key steps to an unforgettable wine brand at powerofwinemarketing.com OR SIGN UP VIA TEXT: Text DESIGN to 44144