HOW CONSUMERS USE MOBILE AND WHAT YOU CAN DO ABOUT IT

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2 HOW CONSUMERS USE MOBILE AND WHAT YOU CAN DO ABOUT IT Mark Sweetnam Fish Window Cleaning Services, Inc Manager, Branding & Technology Deb Evans, CFE Franchise Performance Group Sr Operations Consultant Jeremy LaDuque, CFE ElementsLocal Founder & CEO

3 SHARE WHAT S HAPPENING IN VEGAS Mark Jeremy Deb Use Hash Tag #IFA2013

4 MOBILE MARKETING

5 Source: The Growth of Mobile Marketing MOBILE MARKET

6 ARE YOU MOBILE FRIENDLY?

7 CURRENT TRENDS

8 MOBILE LOCATION BASE STATS 74% of smart phone users claimed having used a locationbased service. This includes things like Google Maps. (May 2012 Pew Internet Study) 18% of smart phone users claimed to have checked into a venue using a service like foursquare or share their location with friends. (May 2012 Pew Internet Study) The leading location-based service, foursquare, has over 25 million users and 42% are active users. (Social Media Informer) Photo sharing service, Instagram (now part of Facebook), has grown to 80 million users in just 18 months (C Net)

9 WHAT S IMPORTANT Building Blocks Mobile Friendly Websites Mobile Search Strategy Mobile Strategy Mobile Advertising, Banners Loyalty & Community Building Mobile Promos and Coupons Mobile Apps

10 BUILDING THE FOUNDATION What will your strategy be for 2013 Mobile website Per Zee? Search and ranking? Advertising? Loyalty? Community?

11 MOBILE SEARCH STRATEGY Create A Content Strategy Create An Strategy Create A Search Strategy

12 MOBILE FRIENDLY WEBSITE Turn visitors into customers with a mobile friendly Website

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15 CREATE A CONTENT STRATEGY Think about where your audience will be Choose the platforms you want to support Think about content and engagement Building content for mobile: Compress images, no small buttons, minimize options Calls To Action for mobile: Reply Option, an address, phone number and website address

16 MOBILE SEARCH 40% OF ALL MOBILE SEARCHES ON GOOGLE HAVE LOCAL INTENT.* Mobile Optimized Sites Location specific keywords Googlebot-Mobile Google/Bing allocate top of search results pages to local listings, when a search has local intent. Source: Google

17 MOBILE ADVERTISING MOBILE AD SPENDING HIT $4B, 180% UP FROM 2011 Still only 2.4% of overall ad spending in US, but expected to rise to 11% in 2016 Who to look at: Google dominates mobile w/ 90%+ iads reaches millions of iphone, ipad and ipod Touch users around the world Facebook - Ad s on 3rd party apps? Twitter 3.5% Source:

18 ADVERTISING & BANNERS

19 MARKETING STRATEGY 37% OF PEOPLE CHECK ON THEIR MOBILE DEVICES Mobile optimized landing pages (websites) are essential Promotions driving to a location are key Clear Call Now buttons within

20 GROW YOUR COMMUNITY Value add and ease of use Promos and coupons Apps Foursquare Instagram Pinterest QR codes

21 PROMOS AND COUPONS

22 MOBILE APP

23 MOBILE ORDERING/PAYMENT

24 FOURSQUARE Check-in Club Connect to Foursquare Earn points for Check-ins

25 INSTAGRAM Search for your brand! Establish an account.

26 QR CODE USES Advertising Mobile Ordering Making Reservations Videos Vcard (business cards) Conferences Surveys

27 EDIBLE QR CODES?

28 STORE HOURS/RESERVATIONS

29 SURVEYS/COUPONS

30 WHAT S NEXT Mobile Payment Mobile Wallet Mobile Reviews & References Ad networks integrating cross channel for consumers who are multiscreening or screen hop Passive advertising will become interactive

31 MOBILE CONTENT RESOURCES White paper Mobile Content 101 via iflymobi Mobile Movement Video: The Third Screen: Marketing To Customers in a World Gone Mobile, Author Chuck Martin Location-Based Marketing for Dummies, Aaron Strout and Mike Schneider

32 THANK YOU! QUESTIONS? Mark Jeremy Deb

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