Michael C. Robinson, who helps run the Integrated Marketing Summit with Shawn Elledge, recently submitted a video blog to the 60 Second Marketer about mobile media.
In his video, Michael discusses location-based mobile applications such as Gowalla, Foursquare and Yelp. Michael’s 60-second video is definitely worth checking out. With that in mind, here’s an excerpt from “How to Make Money with Social Media” that will serve as an introduction to Michael’s video.
The six most common ways companies use mobile media to connect with prospects and customers:
- SMS (Short Message Service): Neilsen estimates that SMS, usually referred to as texting, is the most common phone-based activity among U.S. cell phone users of all ages. That said, some people feel as though SMS for marketing purposes is equivalent of Mobile Media 1.0. Will Smart phone technology will soon overwhelm SMS as a marketing tool? Who knows. But for now, it’s still a viable mobile media tool for marketers.
- Mobile Websites: The most sophisticated marketers have a sub-domain set up specifically for mobile phones. So, for example, when you type www.ESPN.com into your smart phone, the ESPN site actually figures out that you’re visiting the site from a mobile device and re-directs you to a sub-domain (e.g., www.m.ESPN.com). That way, your experience from a mobile phone is different from your experience at your computer.
- Mobile Ads: Research indicates that mobile ads perform about five times better than internet ads. The most common mobile ads are simple text links and graphical banner and display ads. Banner and display ads are sold on a cost-per-click (CPC), cost-per-acquisition (CPA) and a cost-per-thousand basis (CPM). CPC means you only get charged when someone clicks-through on your ad. It’s the same model that a paid search campaign on Google, Bing or Yahoo uses. CPA means you get charged each time you acquire a lead from your mobile media ad. CPA programs are great if you know how much a lead is worth to your company and what percentage of leads you can convert to a sale. And CPM means you get charged based on the number of times your ad is served up. Typical rates for a CPM program are about $6 to $20 per thousand times your ad is delivered to a mobile device.
- Bluetooth Marketing: This is a form of on-demand mobile marketing that targets users based on precise geographical location. So, for example, if you’re standing within 100 feet of Joe’s Pizza, you might receive a free coupon, wallpaper, ringtone, video or audio file that prompts you to visit Joe’s and order a pizza. (Might we suggest a double pepperoni on thin crust?)
- Smart phone Apps: The primary smart phone platforms include iPhone, Android, Palm and Blackberry. The best way to use apps for marketing is to create something that’s either functional (e.g., a calculator), entertaining (e.g., a game) or provides some sort of social connectedness (e.g., an app just for your community). Many applications are fee-based, but more and more companies are giving away Smart phone Apps as a way to stay connected with customers and prospects.
- QR Codes: These are the two dimensional barcodes that can be found in print ads, in-store posters and even on the jacket cover of our book. They were initially used for tracking parts for vehicle manufacturers, but are now used in magazines, newspapers, signs and even T-shirts to send people to a web page, download an MP3, dial a telephone number or send an email message. Some people are even putting them on business cards so people can download contact information directly into their contact database.
Okay, now that that brief summary introduction to mobile media is behind us, let’s check out Michael’s 60-second video about Gowalla, Foursquare and Yelp, shall we?