GETTING STARTED WITH
MOBILE MARKETING
What universal thing do we
all carry?
• In August 2014, Nielson reported that 70%
of all Americans own a smartphone
• 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 emails are opened on mobile devices
• 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.
Look Familiar?
• 72% of smartphone owners use their devices while also using other media, a third of those
What is mobile marketing?
• Mobile marketing is marketing on
or with a mobile device, such as a
cell phone.
In the past
• We used TV, Radio, Billboards to
talk AT people
• Now through mobile apps and
social media we talk WITH our
customers
Types of Mobile Marketing
1. Separate Mobile website
2. Responsive website
3. Native Mobile apps
4. Email opt-in by text
5. SMS
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
2. Responsive website
• Auto Adjusts between desktop, tablet and smartphone
• Same domain
• Google prefers and ranks this type of website higher than mobile websites
New Google Rules Nov. 2014
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
3. Mobile Apps
• App created just for your winery
Remember
• According to SinglePoint, 90% of the time, mobile users open text messages within 90 seconds of
Push Notifications
• Push notifications show up on your phones screen, just like a text message.
• 100% view rate unlike email or social media
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.”
Good for Directions
• Can be used without WiFi or cell service
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 email address, age, etc.
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
Social Media integration
• Mobile Apps now have the ability to send out messages to Facebook and Twitter.
Email Campaigns
• Some Mobile Apps have the ability to send Email Campaigns to your winery’s subscribers.
Winery Ratings
• When people rate your products within the mobile apps, some have the ability to show those ratings on Facebook, Twitter, and Yelp.
Mobile App examples
Lynfred Winery • Cost = Free • Buy Wine • Events • Wine Club • Private TastingsMobile App examples
Indian Hills Winery • Cost = Free • Directions • Rate wines • Events • AboutMobile App examples
Missouri Wine • Cost = Free • Map • Passport program • Wine varietals • PairingMobile App examples
Shawnee Hills Wine Trail • Cost = .99 cents
• Events • Map
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
Mobile App Best practices
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.
4. Email opt-into
by Text
• Text DESIGN
to 44144
4. Email signup by text
• Join By Text lets people opt-into your email list anywhere they have their phone.
• Easy
• Email stills converts to the highest amount of sales • Integrates with your existing email management
5. SMS
• While customer is at your location they see a sign that says “Receive 25% off by texting ‘Wine to 44144.”
• 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
How iBeacon’s work
• Emits a low-level Bluetooth signal
to communicate with your
smartphone or tablet to transmit
messages and prompts.
How iBeacon’s work
• The users have to turn on their
mobile device’s Bluetooth and
enable location services
Look for
• Other 3
rdparty vendors are moving
in this direction with their own
beacons, like Paypal and Swirl
Mobile Marketing Best
Practices
• Branding
• Be clear and concise
• Engage your customer
• Personalization
• Experiment
• Analyze
Branding
• Make sure your brand is integrated
across all mobile platforms – Facebook,
Twitter, responsive website and mobile
apps, etc.
Branding basics
A. Define your target audience
B. Define your strategy
Be clear and concise
• Smartphone screens are small
• Use text sparingly
• Keep it Super Simple
• Use photos
Engage your customer
• Surveys
• Polls
• Quizzes
• Offer coupons or discounts
• Treat like a VIP
Personalization
• Pay attention to preferences and
behaviors of your targeted audience
• Think Amazon – how their website
Personalization
• Examples of poor personalization • Make sure all
communication works together
• Focus on the consumer’s perspective