Go Mobile E-Book

Jeanne Hopkins

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 333

Veröffentlichungsjahr: 2012

Beschreibung

Set-up, run, and measure successful mobile media marketing campaigns Go Mobile is packed with tools, tips, and techniques that will help readers set-up, launch, run, and measure mobile media campaigns. This book will help readers understand the different mobile media platforms, learn how to us SMS for business, incorporate 2D and QR Codes into their campaigns, develop mobile websites and mobile apps, see case studies, and much more. Go Mobile offers practical, step-by-step guidance for implementing a mobile marketing campaign. Readers will learn how to: * Use location-based marketing to get new customers and keep existing ones * Integrate social media with your mobile media campaign * Use mobile E-commerce to improve brand loyalty * Measure the ROI of a mobile media campaign * Develop mobile media business models you can use to grow revenues With these effective, efficient, and integrated mobile marketing campaigns, business owners and marketers will garner enviable response rates and watch their revenue grow more rapidly than ever before.

Leseprobe

Contents

Foreword

Acknowledgments

Introduction

Is Mobile Marketing Right for You?

How We’ve Organized This Book

Part I: The Mobile Marketing Landscape

Chapter 1: How to Jump-Start Your Mobile Marketing Campaign

Six Quick Lessons about Mobile Marketing

The Bottom Line: Get Started Today

Chapter 2: How the Fortune 500 Use Mobile Marketing

The American Red Cross Haiti SMS Campaign

HBO’s True Blood Display Ad Campaign

The North Face Location-Based Marketing Campaign

Intel’s B2B Mobile Paid Search Campaign

Paramount’s Shrek Display Ad Campaign

Starbucks’ E-Commerce Mobile Card

Adidas’ Mobile Tracker Website

History Channel’s Foursquare Campaign

The New Jersey Nets’ Gowalla Campaign

Hiscox’s B2B Location-Based WiFi Campaign

Nissan’s Microsoft Tag Campaign

Fandango and MovieTickets.com Mobile Commerce Apps

Domino’s Pizza Delivery App

Land Rover’s Display Ad Campaign

The Bottom Line

Chapter 3: How Consumers Engage with Mobile

Making the Connection

Forming the Bond

Means of Engagement

Mobile Marketing Engagement

Engaging with Different Devices

Chapter 4: Let’s Talk

Understanding Buying Behavior

Converting a Prospect to a Customer

Other Terms You Should Know

Chapter 5: Nine Ways Businesses Are Using Mobile Marketing

Short Message Service (SMS)

Multimedia Messaging Service (MMS)

Near Field Communications (NFC) and Bluetooth

Mobile Websites

Mobile Display Advertising and Paid Search

Location-Based Marketing

Mobile Apps

QR Codes/2D Codes

Tablet Computing

Chapter 6: Classic Mobile Marketing Mistakes You Can Avoid

Treating the PC and Mobile User the Same

Failing to Recognize Differences in Mobile Equipment

Other Common Mobile Media Mistakes

Part II: Setting Yourself Up for Success

Chapter 7: Laying the Foundation for Successful Mobile Marketing Campaign

The Four Ps and the Five Cs

Why People Buy

Putting Your Differentiators to Work

Stated Importance versus Derived Importance

Building on Your Marketing Foundation

Chapter 8: Getting More Familiar with the Mobile Marketing Landscape

Understanding Smartphone Operating Systems

Google’s Android

Apple’s iOS

Windows Phone

Getting to Know the Carriers and Manufacturers

Apps and App Development

Chapter 9: Thinking Strategically about Your Mobile Marketing Campaign

Benefits of Mobile Marketing

Disadvantages of Mobile Marketing

How to Develop a Mobile Marketing Campaign

Determine Length of Campaign

Budgeting and Scheduling

Content and Production

Choose a Production Strategy

Other Considerations

Why Think Strategically?

Part III: Taking a Deeper Dive into Mobile Marketing Tools Pool

Chapter 10: How to Set Up a Mobile Website

Getting Inside the Mind of Your Customer

Restaurants, Bars, and Coffee Shops

Brick-and-Mortar Retailers

Airlines, Railways, and Other Transportation Services

Law Firms, Accounting Firms, and Other Professional Service Firms

Nonprofit Organizations

Hotels, Spas, and Other Hospitality Organizations

Colleges, Universities, and Other Educational Institutions

Banks, Credit Unions, and Other Financial Institutions

Other Businesses

The Nuts and Bolts of Mobile Web Design

The Language of the Internet

Resources for Mobile Website Development

Chapter 11: Using SMS and MMS to Drive Customers to Your Business

Facts and Figures about SMS

How to Use SMS to Connect with Customers

How to Set Up, Launch, and Run an SMS Campaign

Meet SMS’s Attractive Cousin: MMS

SMS and MMS Best Practices

Chapter 12: How to Use Mobile Display Ads to Grow Your Sales and Revenue

Mobile Ad Network Providers

Mobile Display Ad Specs

Targeting Options for Mobile Display Ads

Buying Mobile Display Ads

Mobile Video

Mobile Display: The Most Important Part of Your Campaign

Chapter 13: How to Use Mobile Paid Search to Drive Customers to Your Business

Is Paid Search Right for You?

Setting Up a Mobile Paid Search Campaign

Keywords: The Foundation of Your Campaign

Creating a Mobile Keyword List

Writing Ads—The Fun Stuff

Measuring the Success of Your Campaign

Chapter 14: Location-Based Marketing

Location-Based Marketing Tools

Sorting through the Location-Based Marketing Maze

How Companies Are Using Location-Based Marketing to Connect with Customers

Location-Based Marketing Best Practices

Chapter 15: Mobile Apps

What’s the Difference Between a Mobile Website and an App?

What Kind of App Is Right for You?

How Coca-Cola Is Using Mobile Apps to Connect with Customers

Generating Revenue with Appvertising

How to Build Your Own App

The App Development Process for Ordinary Humans

Should You Build an App for Your Business?

Chapter 16: How to Use 2D Codes to Connect with Customers

How Businesses Are Using 2D Codes to Engage Customers

2D Code Case Studies

2D Code Best Practices

The Future of 2D Codes

Chapter 17: Tablet Computers

Tablets versus Desktops and Laptops

Tablets Transform Teaching and Education

Putting Tablet Computers to Work for You

Part IV: Expanding Your Horizons

Chapter 18: Using Mobile E-Commerce to Drive Revenue

Develop a Marketing Strategy

Consider Expanding with Discounts and Deals

Utilize Customer Knowledge and Experience

Drive Existing Customer Adoption

Chapter 19: Mobile Marketing for B2B Companies

Getting Off to the Right Start

Small Business Considerations

Chapter 20: How to Measure the ROI of Your Mobile Marketing Campaign

Mobile ROI Starts with Customer Lifetime Value

Putting the Customer Lifetime Value Formula to Work for You

Calculating the ROI of Your Mobile Marketing Campaign

How to Track Your Conversions with Mobile Marketing

Using Your Conversion Rate to Track Your Mobile ROI

Step-by-Step Guide to Calculating Your Mobile Marketing ROI

Chapter 21: The 17 Rs of Mobile Marketing and a Step-by-Step Checklist

The Rs of Mobile Marketing

Mobile Marketing Checklist

Chapter 22: Three Characteristics of Successful Mobile Marketing Campaigns

Characteristic 1: Measurability

Characteristic 2: Customer Insights

Characteristic 3: Innovation

A Few Final Thoughts

Index

Praise for Go Mobile

“A thorough introduction to the next frontier for permission marketing: mobile.”

—Seth Godin, author of We Are All Weird and Permission Marketing

“Mobile marketing is a huge challenge for companies to consider. Learn all you can through books like this, and through diving in yourself.”

—Chris Brogan, president of Human Business Works and coauthor of Trust Agents

“Go Mobile is your must-read road map to the widely traveled road of mobile users. If you want to excel past a basic understanding of mobile marketing and truly connect with on-the-go consumers, study this book!”

—Michael Stelzner, founder of Social Media Examiner and author of Launch

“Mobile is leading the post-PC era of consumer engagement. Without defining a mobile experience, you’re missing an opportunity to connect your business to the future of consumerism.”

—Brian Solis, author of The End of Business as Usual and Engage!

“Go Mobile is an excellent resource to arm advertisers with information about mobile consumer behavior, how companies are tackling the new mobile environment, and ways to jump start their mobile marketing initiatives.”

—Michelle Scruggs, senior account manager, Google

“This book gets to the core of mobile marketing and will be a valuable, go-to reference whether you are just taking the first steps in mobile marketing, or need to further develop your current mobile marketing strategy.”

—Nancy Costopulos, chief marketing officer, American Marketing Association

“Mobile marketing is the next big thing. Go Mobile gives you the tools you need to dive right in!”

—Erik Qualman, digital leader and best-selling author of Socialnomics

“Must-review material for everyone to keep in control of the mobile revolution before it sweeps you off your feet.”

—Anne Holland, publisher, WhichTestWon.com

“Jeanne and Jamie are masters at demystifying the world of mobile marketing and putting thoughts into action. From the very first page you get the idea that anyone can learn to activate this channel—if they know what questions to ask. Fortunately, this book helps them brilliantly with both the questions, and the answers.”

—Andy Goldsmith, VP, Creative and Brand Strategy, American Cancer Society

“With so many consumers depending on mobile technologies but so few businesses taking advantage of what it has to offer, read Go Mobile today to be well ahead of the competition—guaranteed!”

—Tamar Weinberg, Techipedia.com

“Not having a mobile marketing strategy today is like not having a website strategy a decade ago. Read this book.”

—Dharmesh Shah, Cofounder, HubSpot

“Every marketer who is charged with taking their brand mobile needs to read Go Mobile, Hopkins and Turner take the fear out of mobile marketing by supplying simple, actionable items that can be implemented quickly to help take your brand to the next level.”

—Drew James, associate publisher, Target Marketing and Fundraising Success

“Don’t think of mobile devices as smaller, mobile PCs, they’re something completely different. Go Mobile gives you all the tools you need to leverage this new and emerging channel. Better still, Jeanne and Jamie give their advice in an engaging, readable style.”

—Malcolm McRoberts, senior vice president, Deluxe Corporation

Copyright © 2012 by Jeanne Hopkins and Jamie Turner. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Library of Congress Cataloging-in-Publication Data:

Hopkins, Jeanne, 1957-

Go mobile : location-based marketing, apps, mobile optimized ad campaigns, 2D codes, and other mobile strategies to grow your business / Jeanne Hopkins, Jamie Turner.

p. cm.

Includes index.

ISBN 978-1-118-16778-6 (cloth); ISBN 978-1-118-22640-7 (ebk); ISBN 978-1-118-26428-7 (ebk); ISBN 978-1-118-23954-4 (ebk)

1. Internet marketing. 2. Mobile commerce. 3. Mobile communication systems. I. Turner, Jamie, 1961- II. Title.

HF5415.1265.H665 2012

658.8′72—dc23

2011042400

To my parents, Joe and Sarah, who gave me my first library card and instilled in me a love of books, and to my husband, John, and daughters, Julianna and Isabella, who give me the strength and stability to live in this mobile world.

—Jeanne Hopkins

To my wife, Dayna, and my three girls, McKensie, Grace, and Lily. You are all the light of my life. Also dedicated to my sister, Nanci Turner Steveson, an author in her own right, who once said to me, “Get off your arse and write your next book proposal!”

—Jamie Turner

Foreword

Reaching Your Buyers in Real Time—Wherever They Are

In Tokyo’s Roppongi entertainment district, you find several hundred bars within walking distance of the subway station. Yet only a few are visible from the main street; the vast majority are tucked away on the upper floors of back-street buildings. To differentiate, many cater to highly refined customer preferences. So if you want to listen to classic reggae while sipping a Red Stripe, there is a bar for you in Roppongi. But how do you find these establishments when you’re thirsty and confused in an unfamiliar city?

Your mobile device of course!

Because buyers use their mobiles to search for products and services in the time of need (as I do when I’m in some faraway city), you’ve got an opportunity to reach them when they are ready to buy. The elapsed time from firing up a mobile app like foursquare or Google Mobile to a customer walking in the door is now measured in minutes (or even seconds).

Adding GPS (global positioning system) capability to mobiles has transformed a once mundane voice-only mobile phone into a targeted weapon focused on proximate surroundings. With onboard GPS capability, the mobile user gains awareness of nearby people, companies, and locations, even in unfamiliar territory like the bar district of Tokyo. When someone is using his or her mobile with geolocation capability, the location of that person is pinpointed. This is truly revolutionary. That’s why mobile devices comprise the fastest-growing and most fascinating field in real-time market engagement. That’s also why an understanding of mobile marketing is so important.

In my travels, I’ve noticed more and more executives, as well as reporters and analysts, using mobile devices, especially iPads, to take notes during meetings. I’ve also seen these important people on the go with their iPhones, BlackBerrys, and the like in constant use. So it’s not just people working in local businesses like retail shops and restaurants who need to understand mobile marketing; this is essential information for large organizations, B2B outfits, nonprofits, and educational institutions alike.

The challenge is to understand this new landscape in order to get your business into the mix at that precise moment of decision. There are many ways to reach people via mobile, such as applications like foursquare, SMS messaging, image scanning such as QR codes, and others. You will learn about all of these in this book through fascinating examples of success from organizations large and small.

Also discussed is the often-overlooked but essential requirement that you make your website mobile-friendly. As people use mobile web browsers on their iPhones, Androids, or other devices, displaying your content quickly and optimizing it for viewing on smaller screens is how you drive business. Many sites still don’t have a mobile-friendly architecture, and those organizations miss out on opportunities to sell to the many people now accessing their sites from wireless devices. You’ll learn about mobile websites in these pages, too.

Perhaps the fastest-growing aspect of mobile marketing is mobile applications. It seems there really is an app for everything these days. For example, the SitOrSquat bathroom-finder application for iPhone and other devices, as of this writing, indexes more than 100,000 public restrooms, all geolocated and rated for cleanliness. Clean bathrooms receive a Sit rating; dirty ones, a Squat. So after a beer or two in that Tokyo bar, you can find an acceptable potty as you stroll back to your hotel. Heck, I’ve got my own free David Meerman Scott iPhone and iPad applications. My applications deliver my blog posts, Twitter feed, and videos to people in real time, and link to my online bookstore on Amazon.

When I created the New Rules Social Media Book Series with John Wiley & Sons, Inc., I said that it was essential to have a book about mobile marketing. Fortunately, Jeanne Hopkins and Jamie Turner agreed to write Go Mobile. Either one of them alone would have written a great book on mobile marketing; having them collaborate doubles the fun. I learned a great deal by reading this book and I’m confident that you will too.

Mobile offers marketers the power to reach buyers at the exact time and place they’re looking for what you offer. It is a revolutionary tool for building business, and it’s easy to learn. Turn the page to find out how.

—David Meerman Scott

Author of The New Rules of Marketing & PR, and the new book Newsjacking

www.WebInkNow.com

twitter.com/dmscott

Acknowledgments

Hmmmm. This is interesting. This book is packed with insightful marketing tips and, yet, the first thing you read is the Acknowledgments section. That can only mean one of two things—either you’re one of our editors (who are required to read every word of this masterpiece) or you’re someone snooping around to see if we remembered to put your name in the book.

Well, we did put your name in the book. But you’re going to have to read the entire thing to find out where we put it. It’s buried deep inside, so you’ll have to read each and every one of the 59,877 words.

Of course, if you want to save some time, you could just read the next few paragraphs (which seems to be where you’re headed, right?).

Alrighty, then. Let’s get on with the task at hand, which is to acknowledge you and all the other people who have helped us write this book. So here goes.

We’d like to thank each and every one of the 6,875,843,985 people living on the planet.

Seriously. We’d like to thank all the people living on the planet. Come to think of it, we’d like to thank all the nonliving people on the planet, too. After all, if we limited our acknowledgments to the names we wrote on the yellow sticky notes plastered on our computer monitors, we’d invariably miss someone since yellow sticky notes have a tendency to drop off monitors and fall behind desks where they collect dust until we find them next year and say, “Oh, darn. We forgot to acknowledge (fill in your name here).”

So, thank you. All 6,875,843,985 of you who are living. (And all the dead folks. Thank you, too!)

Okay, now that we’ve covered our bases, are you ready for some specific names? Here goes.

In no particular order, we’d like to thank Raphael Rivilla, Nicole Hall, Nanci Turner Steveson, Simms Jenkins, Alan Deeter, Kyle Wegner, Patrick Miller, Mike Turner, Jr., Chuck Smith, Cindy Krum, Tim Miller, David Meerman Scott, Dan Zarrella, Mike Volpe, Dave Stack, Dharmesh Shah, Brian Halligan, the marketing team at Hub-Spot, the team at BKV, the folks at A School Bell Rings, and Janice Borzendowski.

We’d also very specifically like to thank and acknowledge the folks at John Wiley & Sons, Inc. who helped us craft this book. We really couldn’t have done it without your wisdom and guidance. You include Shannon Vargo, Elana Schulman, Lauren Freestone, Kim Dayman, and Heather Condon. Thank you all for your hard work and professionalism!

Finally, we’d both like to acknowledge God’s role in our lives. None of this would have been possible without You.

Introduction

Are you curious about how to use mobile marketing to grow your business? Would you like to know how to use Quick Response (QR) codes, mobile apps, location-based marketing, and other mobile tools to increase your sales and revenue? Are you wondering how companies like Coca-Cola, Delta, and Starbucks use mobile marketing to connect with their customers?

If so, we have some good news. Answering those questions is exactly what we’ve set out to do in Go Mobile. We’ve demystified mobile marketing and repackaged it as a simple, easy-to-understand tool that you can use to grow your sales and revenue. The questions you have about how to set up, launch, and run a mobile marketing campaign we have answer in this book.

It’s worth noting that mobile marketing isn’t just an evolutionary new technology; it’s a revolutionary new technology. More, it’s a once-in-a-generation shift in the way consumers connect with brands. And it’s going to have greater impact than radio, TV, and the personal computer—combined.

How can we say that? How can something as small as a smartphone be as powerful as radio, TV, and the personal computer combined?

Simply, because mobile provides all three of those things—and more—in a small device that can be put in your pocket. There’s no need to be tied down to a big box that needs to be plugged in all the time. Instead, you and your customers can access it whenever you/they want and wherever you/they are.

Research by Morgan Stanley indicated that 91 percent of all mobile phone users have their phones within arm’s reach 24/7.1 Additional research by Nielsen shows that the growth of the iPhone was 10 times faster than the growth of America Online.2

The numbers get even more incredible. According to the 60 Second Marketer, there are 6.8 billion people on the planet, 4.0 billion of whom own a mobile phone. Do you know how many own a toothbrush? 3.5 billion.3 That’s right, more people own a mobile phone than own a toothbrush.

What’s more, Gartner predicts that by 2013 the primary way people will access the Internet will be via their mobile browsers.4 In other words, more than half the time someone accesses the Internet, he or she will be doing it from a mobile phone. That has huge implications for how your business needs to connect with prospects and customers.

Given all that, it’s not surprising that you’re curious about mobile marketing and that you’re reading this book. After all, people like you have realized that mobile is going to be huge. No, wait. Strike that. Mobile is huge. And it’s going to get even huger. (Is “huger” a word? Why, yes. Just Google it from your mobile device if you don’t believe us.)

Is Mobile Marketing Right for You?

The starting point for anyone interested in diving into mobile marketing isn’t to run out and develop an app or set up a mobile website. Instead, the starting point is to begin by asking yourself, “Is mobile marketing right for my business?”

With that in mind, we’ve come up with a handy little checklist designed to help you figure out if mobile is right for you.

Mobile marketing is right for your business if:

You need new customers.You want existing customers to visit more frequently.You want to improve your profit margins.You need to appeal to a broader audience.You want to differentiate your brand.You’d like to improve your marketing return on investment (ROI).You want customers to spend more money each time they buy from you.You’re looking for new distribution channels.You want to grow your market share.You want to be in front of your customers 24/7.

See where we’re going with this? The odds are pretty good that one or more of the items listed here is important to you. Who doesn’t want more customers? Who doesn’t want to improve their marketing ROI? And who doesn’t want to differentiate their brand?

Five More Reasons Mobile Marketing Might Be Right for Your Business

If the reasons just cited weren’t enough to get you started in mobile marketing, here are five more that will almost certainly help you along your way:

1. It’s easier than you think. Setting up, launching, and running a mobile marketing campaign is easier than you may think. If you’re interested in getting a helping hand, reach out to a Short Message Service (SMS) service provider, your digital advertising agency, or a mobile ad network like AdMob, iAd, or Millennial Media. A quick phone call to any one of those entities will help you understand just how easy it is to get started in mobile marketing. Of course, reading this book will help, too.

2. There’s a huge untapped mobile audience. The mobile audience is enormous, which leaves a wide gap between the number of marketers targeting mobile users and the actual number of people using mobile devices, like smartphones. This means that now is the ideal time to test out a mobile marketing campaign for your business, to see how effectively it can build your brand and sell your products.

3. Mobile converts prospects to customers. The conversion rate for many mobile marketing campaigns is dramatically higher than the conversion rate for traditional campaigns. eMarketer reports that 1 in 10 people currently redeem mobile coupons, which is 10 times higher than the redemption rate of some traditional coupons channels.5

4. Mobile marketing costs less than traditional methods. The cost of running a mobile marketing campaign is currently less than the cost of running many traditional marketing campaigns. Therefore, ROI of most mobile campaigns is higher than other marketing channels. What’s wrong with a healthy ROI? Nothing.

5. People respond to mobile. Just as it’s easy to start a campaign on your end, it’s also easy for customers to opt in or respond to an ad through a click of a button on their smartphones. Easy sells; and more people are willing to reply to a text message or a mobile banner ad than are willing to clip a coupon out of a newspaper.

The bottom line is that there are amazing opportunities for any business interested in taking a dive into the mobile marketing pool. Better still, mobile marketing is not that hard. If you have a basic understanding of marketing, it’ll be a piece of cake. And even if you don’t, it’s incredibly easy to learn.

How We’ve Organized This Book

We’ve organized this book so that it covers the key strategies used in mobile marketing today. That said, most of our focus is on tactics—in other words, actionable techniques that you can put to use tomorrow. You won’t read much about “new paradigms” and “quantum leaps” as much as you’ll learn how to “do this” and “do that.”

We’ve organized the book in four distinct segments:

Part I covers the mobile landscape and discusses some of the best practices used in various mobile marketing case studies.Part II outlines how to set up your business for success in mobile media.Part III goes deep into each of the tactics used in mobile marketing.Part IV discusses business-to-business (B2B) mobile marketing, mobile ROI, and the core characteristics of all successful mobile marketing campaigns.

There’s a lot to digest in this book. Ready to get started? Great. So are we.

Notes

1. www.moyostudios.com/news/computers-and-consoles-to-become-obsolete; accessed October 25, 2011.

2. www.slideshare.net/BMGlobalNews/the-state-of-mobile-communications-5068995; accessed October 25, 2011.

3. www.60secondmarketer.com/blog/2011/10/18/more-mobile-phones-than-toothbrushes; accessed October 25, 2011.

4. www.gartner.com/it/page.jsp?id=1278413; accessed October 25, 2011.

5. www.mobilemarketingwatch.com/one-in-ten-users-redeem-mobile-coupons-18438; accessed October 25, 2011.

Part I

The Mobile Marketing Landscape

Chapter 1

How to Jump-Start Your Mobile Marketing Campaign

If you’re reading this right now, you’re probably interested in learning more about mobile marketing and how to use it to grow your business. That’s terrific. But you might also be interested in learning how to jump-start your mobile campaign to get things going quickly.

That’s exactly how we think, too. We’re not the types to spend pages and pages introducing concepts before delivering the meaningful, actionable information. In our opinion, business is moving too quickly to spend time reading broad-stroke overviews before introducing you to the specific tools and techniques.

With that in mind, we’ve decided to kick things off with a first chapter that can get you into mobile marketing without delay. That way, you can fire up your campaign rapidly, then relax while you take a deeper dive into the finer points of mobile marketing outlined in the upcoming chapters.

Six Quick Lessons about Mobile Marketing

Ready to get started? Great. There are six ways you can learn about mobile marketing and begin using it to grow your sales and revenues quickly.

1. Become a mobile marketing power user.

2. Set up and launch your mobile website.

3. Analyze how the Fortune 500 use mobile marketing.

4. Register your business on location-based services.

5. Run a mobile paid search campaign.

6. Run a mobile display campaign.

1. Become a Mobile Marketing Power User

This may seem like a no-brainer, but you’d be surprised how many people talk about mobile marketing but don’t actively use mobile marketing. Oh, sure, they may understand the concept of mobile marketing, but they haven’t used it enough to become a mobile marketing power user.

To begin, we encourage you to go out and scan a Quick Response (QR) code today. And to use Google Voice Search from your smartphone. And to download foursquare, WHERE, or SCVNGR (pronounced Scavenger), and to use one of those apps to check in at your favorite retail store.

How about downloading the Delta Air Lines app and using it as your boarding pass the next time you’re flying with that airline? Or think about using the Starbucks Mobile Card to pay for your next cup of coffee? Or even using the augmented reality apps from Yelp or Lodestone?

Have you clicked through on a mobile paid search ad? Used Skype on your smartphone to talk with a friend? Or scanned a bar code using Amazon’s Price Check app?

To become a mobile marketing power user, you’ll have to take a deep dive into it. In order to really understand mobile marketing, you’re going to have to use mobile marketing. Otherwise, you won’t really have a grasp of all the nuances of this amazing and powerful new tool.

2. Set Up and Launch Your Mobile Website

If you haven’t set up your mobile website already, we have some good news: It’s easier than you might think. All it takes is a basic understanding of a few different approaches and then selecting the one that’s best for you.

First, a little background: After several years during which the industry was trying to figure out whether .mobi sites were going to dominate, it looks as though m. subdomains or regular domains like .com, .org, and .edu, with subdirectories like .com/mobile, will be the primary format for mobile websites.

That’s not to say that there won’t be some .mobi sites; it’s just to say that the landscape has sorted itself out and it looks like m. subdomains or regular domains will be the dominant format.

That leads to the question: How do you actually create a mobile website? What’s the process for doing so? And how complex is it?

There are three simple solutions for setting up and launching your mobile website. The first is to use one of the automated systems offered by many web hosting companies. These systems essentially take your existing content and reformat it for a smaller screen.

Mobile Website Plug-ins for WordPress and Drupal

If you use a content management system like WordPress or Drupal for your blog or website, there are some mobile website plug-ins you can install that reformat your blog nicely so that it’s mobile-friendly. These plug-ins do a surprisingly good job of taking your blog posts and packaging them in a mobile-friendly format.

As you might imagine, the end result is not perfect, because these tools take content that’s written for a regular website and, essentially, repackage it to present on a mobile screen. Since visiting a website from a smartphone is an entirely different experience from doing so via a PC, this system is less than optimal.

For example, mobile visitors aren’t usually interested in the kind of in-depth information they might search for on a desktop. Typically, they’re in their cars, in the lobby of a building, or walking down the street. They’re mobile. Thus, any mobile website that is simply a reconstituted version of your regular website is going to end up being a disappointment for you and, worse still, for your customers. That is why we suggest avoiding any automated system that simply regurgitates your existing website onto a smaller screen. There are better options out there.

One of those options is to use one of the plug-and-play systems provided by a variety of organizations. Some of the best companies for this include Mobify, Wirenode, Mippin Mobilizer, Onbile, and MoFuse. Alternatively, if you run your website using the HubSpot platform, your site is automatically mobile ready. Its system is set up so that your website is recreated for a mobile screen.

The companies just mentioned are very good, and are run by people who really know what they’re doing. Some of them can help you with other aspects of mobile marketing, such as app development or mobile ad campaigns.

That said, there are some real clunkers out there, too. They’re just one step removed from the automated systems mentioned previously. So be sure to investigate these kinds of companies thoroughly. You can start by visiting their mobile websites (from your smartphone, of course). Then take a look at some of their clients: Are they reputable businesses? Are they companies you admire? If so, visit those mobile sites and check them out, as well.

Of course, the best option is to have a web designer create a mobile site specifically for your company. If you have a regular website, you probably already have a web designer. And if you have a web designer, then he or she should be able to add a simple line of code to your home page that “sniffs” out whether your visitor is coming from a PC or smartphone.

Here’s how that line of code works: When someone visits your website from a smartphone, the screen he or she is viewing it on typically is less than 600 pixels wide. If he or she is visiting it from a PC or tablet, the screen is typically more than 600 pixels wide.

Mobile Tip

Mobile marketing is constantly evolving. Here are three e-newsletters that provide very solid daily or weekly mobile marketing tips:

Mobile Marketer DailyMobile Commerce DailyMobile Marketing Watch

For sites that provide a broader range of marketing tips, you might find the HubSpot blog or 60 Second Marketer e-newsletter helpful, too.

By adding a line of code to your home page, your website can sniff out the width of the screen and determine whether the person is coming from a smartphone or PC. If the visitor is coming from a PC, he or she is directed to the regular site. But if the person is coming in from a smartphone, then he or she is directed to pages on the site that are specifically designed to fit on a smartphone.

The smartphone pages should be simple, clean, and easy to navigate. Keep in mind, as we mentioned earlier, a person visiting your site from a smartphone is expecting a very different experience from a person visiting your site from a PC.

3. Analyze How the Fortune 500 Are Using Mobile Marketing

Why should the big companies have all the fun? One of the advantages of mobile marketing is that it can be used by companies of all sizes. Take a look at what the Fortune 500 are doing and borrow liberally from their bag of tricks.

You’ll find that most of them have mobile-optimized websites, and that many of them are using 2D codes, mobile paid search, and display (banner) ads. They’re also probably using foursquare, WHERE, SCVNGR, or some other location-based marketing tool.

Take a look around at what they’re doing and apply it to your own business. There’s no law that says you can’t repurpose their ideas to fit your own company.

4. Register Your Business on Location-Based Services

If you haven’t claimed (or registered) your business on services like foursquare, WHERE, and SCVNGR, you’ll want to do so now.

Is It Worth the Trouble to Claim Your Business?

The short answer is, yes, you should claim your business. You never know when you’ll want do to your own location-based promotion, even if yours is a B2B firm.

Besides, you don’t want someone else claiming your business, do you? (Especially a disgruntled employee.)

Location-based services are mobile marketing platforms that businesses use to engage consumers and develop promotions. According to a study by Pyramid Research, location-based revenue in the United States is expected to climb from $2.8 billion in 2010 to $10.3 billion in 2015.1 What does that mean to you? It means that if you haven’t already jumped on board, you should do so now; your customers are using these services, and you should be, too.

All this begs the question, what does it actually mean to claim your business on a location-based service? Glad you asked. Claiming your business is just your way of raising your hand and saying, “I’m an official representative of this business and I want to claim its position on your service before any unofficial representative does.”

Claiming your business is sort of like in the old days when you’d call up the Yellow Pages to confirm your listing. The only difference is that today you’re confirming your listing online with a digital entity rather than with a traditional print publication.

When customers use foursquare, WHERE, or SCVNGR, they basically check in when they arrive at your business. Checking in is simply the process of opening the app from a smartphone and then clicking on an icon to let the business know the customer is at the location. Chili’s leveraged this system brilliantly when it used foursquare to offer free cheese dip to everyone who checked in at its locations. Better still, the chain offered the same promotion to everyone who checked in at any business within 200 yards of a Chili’s.

Yup, you read right. Chili’s offered free cheese dip to people who checked in at any of the businesses that were within a 200-yard radius of any of its locations. The result was that it was able to draw customers in who might have otherwise eaten at a competitor’s restaurant.

That’s not only smart, it’s downright brilliant.

5. Run a Mobile Paid Search Campaign

According to a research study conducted by BIA/Kelsey Group, once searchers on a smartphone find a local business, 61 percent call the establishment and 59 percent visit the location.2

Those are some really monstrous numbers. Think about it: 59 percent of the people who find your business using mobile search ultimately will visit your location. Since that’s the case, wouldn’t it make complete sense to run a mobile paid search campaign for your business?

Paid search ads show up above the organic search results that are shown when you do a search on Google, Bing, or Yahoo! There are four best practices to keep in mind when you run a mobile paid search ad.

First, you need to “go local” and make sure your ads would appeal to searches from people who are either in their cars, on the sidewalk, or in a shopping mall. This is not to say that 100 percent of the people who do a search using their mobile devices are in their cars, on the sidewalk, or in a shopping mall, but the majority of them are, so it’s a good idea to accommodate that.

The second is to be sure your ads click through to a mobile-optimized landing page. There’s nothing more frustrating than clicking on a mobile paid search ad only to find the landing page isn’t set up to be read on a smartphone.

The third best practice is to be sure your ads target immediate needs. According to MobileMarketer.com, 70 percent of mobile search users complete their tasks after one hour, compared to 30 percent on a PC.3 That means target customers who are looking to fill immediate needs, at restaurants, bars, auto repair shops, big box retail locations, or bookstores.

Fourth, you’ll want to broaden the scope of the keywords you select for your campaign. Since mobile search volume is significantly lower than that of online search, you’ll need to include a broader range of keywords in your campaign in order to get the same kind of “umph” that you get with a traditional paid search campaign. You’ll also want to include the word “locations” in your keyword list, as in “Pizza Hut locations” or “Walmart locations.” And, finally, you’ll want to include urgency terms such as “plumbing emergency repair” or “24-hour pharmacy.”

In the end, you’ll realize two things about mobile paid search: (1) It’s not all that more complex than running a traditional search campaign; and (2) your competitors probably aren’t using it yet, so you have an opportunity to acquire a lot of new customers they are missing.

6. Run a Mobile Display Campaign