Are You Ready to "Go Mobile"? New Marketing Book Shows You How!

by Jeanne Hopkins


Jan 16, 2012 4:46:00 PM

gomobilebook.comThe biggest hurdle most people face with mobile marketing is the intimidation factor. That’s the feeling of fear and awe many people get when they consider diving into the world of mobile marketing.

The problem isn’t as pervasive with social media. For most people, their feeling about social media is “I have a Facebook page and a LinkedIn profile already. How hard can it be to create a social media marketing program?”

But with mobile, the general sentiment is that it’s is complex, technically-challenging and costly-to-execute.

“That’s not accurate,” according to HubSpot VP of Marketing Jeanne Hopkins, who co-authored Go Mobile with Jamie Turner, Founder of the 60 Second Marketer. “The reality is that a mobile campaign is almost as easy and simple to execute as a social campaign.”

“When we wrote the book,” continues Jeanne, “We wanted to provide a step-by-step roadmap on how to get started in mobile marketing quickly and easily. I think most people will be surprised by how simple it is to dive into mobile.”

Equally surprising are some of the facts outlined in the book. For example, out of 6.8 billion people on the planet, 4.0 billion of them have a mobile phone. Do you know how many have a toothbrush? 3.5 million. You heard correct – more people own a mobile phone than own a toothbrush.

Almost as surprising is the fact that half of all smartphone owners have already scanned a QR code, and 18% of them made a purchase after scanning the QR code.

“Your customer is using mobile media,” continued Jeanne. “So if your business isn’t using mobile media, then you’re missing the boat. What’s more, if your competitors are using mobile, then it won’t be long before they’re taking your customers away from you."

Last week, in a mobile marketing webinar that had 7,980 registrants, Jeanne Hopkins, Matt Duffy, Greg Raiz and Jamie Turner covered several different mobile marketing topics that were of particular interest to the small- to mid-sized business person.

Jeanne’s segment discussed the 17 Rs of Mobile Marketing. In it, viewers got an overview of 17 key facts and insights about mobile marketing that can help them dive in easily and quickly. JumpTap V.P. of Marketing Matt Duffy's segment covered mobile ad networks, which are companies that can help place ads on mobile websites around the globe. RaizLabs founder Greg Raiz’s segment reviewed the process of building a mobile app, which is a surprisingly simple thing to do. And Jamie Turner’s segment discussed the intersection of mobile and social and how businesses can use that intersection to sell more of their products and services.

Each of the 30-minute recorded segments can be viewed by clicking here.

The bottom line is that mobile marketing is nothing to be intimidated by. In fact, if you’re a HubSpot user, then your mobile website has already been created. What’s more, taking the next step into QR codes, mobile apps, mobile ads and other tools is quickly and easily outlined in Jeanne’s new book, Go Mobile.

And now, with all that said, here are 5 amazing facts about mobile marketing that should further drive home the point that mobile is coming on strong and here to stay:

1. U.S. adults spend 10.1% of their total media consumption time with mobile, but only .9% of total ad spend is dedicated to mobile. Contrast with TV time spent vs. ad spend, at 42.5% and 42.2%, respectively. eMarketer

2. The average mobile campaign has a positive impact on the five traditional brand metrics and significantly outpaces online, especially in ad awareness, with average exposed-control deltas of +19.9 for mobile vs. +4.2 for online. Dynamic Logic

3. 16% of smartphone users report that they’ve made a purchase as a result of a marketing message they received on their phone. Email was by far most effective, with 55% purchasing as a result of an email received on their mobile device. Exact Target

4. More than half of those who purchased as a result of a marketing message on their smartphone did so on the device itself. Exact Target

5. 1 in 10 American adults have texted a charitable donation from their phones. Of those that contributed to the January 2010 Haiti earthquake relief, 73% of these contributed on the same day they heard about the campaign, and 56% continued to contribute to other disaster reliefs using their mobile device. Pew Research

Interested in buying the book?  Go here.

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