A HIPPO Internet Marketing Training blog by Corey Creed

The Jungle Map, your guide through internet marketing

5 Steps for Getting Started in Mobile Marketing

May 10th, 2010

For years, marketers have been saying that Mobile is the next big thing.  But 2010 is finally the year this becomes a reality.

Mobile marketing is now being heralded as the “seventh mass media”, right after Print, Recordings, Cinema, Radio, Television, and Internet.

Need proof?

Start with apps

  • Between December 08 and December 09, Smart-Phone ownership moved from 11% to 17%.
  • Apple’s iPhone, while only accounting for 25% of the US Smart-Phone market, was responsible for 97% of all mobile app downloads.
  • In January 2010, Apple announced that app sales had topped 3 billion; 2.5 billion of them apparently in 2009.

Don’t forget SMS (texting)

Recently, a UNC professional business fraternity asked me to speak to their members.  I had about 75 intelligent college students in front of me.  So I started asking questions.  (Free market research, right?)  Here’s what I found.

  • Twitter or Facebook?  Almost no Twitter.  (No surprise.)
  • Which phones do they use?  Majority iPhones.  (No surprise.)
  • Do they txt every day?  Yes, duh!  (They literally laughed when I asked that.)
  • How many get marketing messages via txt?  About 75%.
  • Do you mind getting marketing messages via txt?  Almost none did.

I must be getting a little old and out of touch.  Because that last one surprised me.  I know there are more mobile phones than computers.  But did you know that getting marketing messages via SMS is widely accepted by young Americans?

Of course, marketing via SMS needs to be done right.  It is even more personal and intrusive than email.  Obviously, spam is highly offensive.

Make no mistake.  Marketing via TXT and Apps is now mainstream in 2010.  Time to jump in, right?  Join me.

How to get started

I’ve already started.  I hope you have too.  It seems as if New Media (Internet) is not so new after all.  Mobile marketing is even newer.

If you are new to this, here’s what I suggest based on what I’ve learned so far.

1.  Get a smart-phone

No more excuses.

If you get an iPhone, great.  That’s probably ideal.

If you prefer a network that works, you can do what I did.  Get a cheap iPod touch to get comfortable with the iPhone OS.  (News flash: The iPod Touch does almost everything an iPhone can do.)  Then, get an Android phone on a good network.  This will allow you to use the location based stuff.  As a side benefit, you learn both operating systems.

2.  Start using, start learning

Start using your phone – a lot.  Use things you normally wouldn’t.  (Think FourSquare is dumb?  Use it anyway.)  Knowing various apps inside and out puts you at a huge advantage.

For learning, there are plenty of blogs out there.  They are ok.  But IMHO, the books are even better.  Everything changes, but a search on Amazon will reveal some books that have been written in the last six months that are very interesting.

My favorite so far is The Mobile Marketing Handbook by Kim Dunshinski.  It is fantastic.  Go buy it now.  I’ve read a bunch.  This is the best. (Honest.  This is not an affiliate link.)

3.  Get to know app developers

If you’re smart, you’ll start talking with app developers.  These guys are on the cutting edge of the next big thing.  (Even if they don’t know it yet.)

Start by talking to people you already know.  Personally, I joined our local Charlotte iPhone developers group on Meetup.com.  I’m sure you have one locally as well.  I look forward to some interesting discussions with them.

Another e-book I’ll be buying soon is How to Make iPhone Apps with Little or No Experience.  It’s a little more expensive.  But, it has been highly recommended by others.  It shows how to choose a developer and specify what you want done.

4.  Go get a client

Start talking about mobile marketing and I guarantee you know someone who wants an app.  Offer to help them get it built and get it marketed.

Don’t worry if you don’t know how.  Experience is not needed.  Very few have experience in this field as it is so new.  Learn as you go and apply the things you already know about Internet marketing.

As with all marketing, do a killer job once and you’ll never need to look for a client again.

5.  Start using and learning the tools

Once you have a client, you’re not wasting your time when you learn.  You’re getting paid for it!  So don’t stop with reading books and blogs.  Start using and testing the tools.

Personally, I’m going through all the links listed on this post at Search Engine Land.  It shows the various services available.

I’m also bookmarking some other odds and end things I find.  You can see the links I’m saving here.

  • http://www.weaversites.com Fiona Dudley

    Hi Corey,
    Glad you got the itch to write. No doubt about it I’m in complete agreement with you, so thanks for the links and helpful info. I am VERY surprised that the majority of youngsters say they don’t mind the marketing text messages.

    What worries me is, what happens when everyone gets on the bandwagon? Will sms/txt marketing go permission-based???

    Fiona

  • http://www.HippoIM.com Corey Creed

    Oh yes, it already is. I would not suggest sending txt msgs without anyone’s approval first.

  • http://www.HippoIM.com Corey Creed

    Interestingly, I thought I would not want marketing messages via TXT. But then I realized I’ve been getting breaking new from CNN for years. They always mention CNN. Good branding? Sure.

  • http://www.weaversites.com Fiona Dudley

    Sounds like I’ve got a few (ha!) things to learn about sms marketing and how it works. Thanks Corey.

  • http://pulse.yahoo.com/_V6ICIJNZ5LHG3WEECFN2DHRXTM lawrence fajardo

     I totally agree with you, a few limitations to SMS Mobile Marketing is, senders can only make use of a highest of 160 characters, this means delivering a complete marketing ad out can be very hard.