Video Marketing Expert Series with Laura Betterly
We all know where the future of Marketing is headed.
No longer will people be tied down to their computers, but will soon be able to walk out of their house with their mobile smart phone capable of doing everything they need and more. Imagine a world where you can pay your bills, start your car, watch movies, purchase items, read books, talk with friends, and stay instantly connected to your favorite shops and companies. That future is already here. With so much focus on this “Mobile Revolution” have you prepared yourself for the new wave of Mobile Marketing?
Check out this webinar with Laura Betterly of Yada Yada Marketing. She’s got the head start in theindustry, but she is kind of enough to reveal some of her secrets on our Video Expert Series.
A must watch!
Hear More From Laura At: http://yadayadamarketing.com
Video Marketing Expert Series with Laura Betterly:
Cory: Hello, everybody. My name is Cory Michael Sanchez here with Mojo Video Marketing, working on the next instalment of our Video Domination Experts Series. And today, we’re talking with Laura Betterly, a serial Entrepreneur and SMS guru, talk & text messaging; founder of Yada Yada Marketing in 1999. Laura became the co-founder of Visiosonic, in-charge of PR and marketing; and soon, they gained recognition to the first dual MP3 player for DJs which was downloaded more than 9 million times, and that’s awesome.
She also co-founded In Touch Media Group, which engaged in internet marketing and PR. In fact, her father was the inventor of Instant Replay, and installed a sound background in business and technology. At an early age, she’s featured as a speaker at Extensive Advanced [ph] and has been featured in newspapers like the Wall Street Journal and the Washington Post. So Laura has really — She really combines a great deal of experience with a great of understanding of technology and cutting edge marketing materials.
And today, she’s going to be going over SMS and video and how you can really dominate text message and mobile video marketing and monetize it with video. So I’m going to send it all over to you Laura. How are you doing today?
Laura: Great. Thanks for having me. You know, yeah, we made a lot of new friends in the last several months, especially from the Traffic and Conversion Summit. Ryan [ph] is one of our favourite people, and we were so pleased that he added us to the bill, so there you go.
Cory: Oh, I can understand that because you’re doing all kinds of ninja stuff when it comes to monetizing SMS and the mobile element, which is so huge. I know it’s just a video on the mobile phones is — in the next three years, it’s going to increase 66 times, which is huge. And I’m willing to bet you might even do more than that. So you’re just — You’re a wizard when it comes to mobile marketing and it’s such author rights [ph] right now. So I’m really happy we’re on the phone and talking to people about how they can use SMS and video; how they can monetize mobile in this way. So I’ll kind of hand it over to you, Laura; because I know, you have an epic presentation that you want to go over right now here today. So –
Cory: Without further ado let’s do this.
Laura: Yeah. Well, let me give you a little background too because I didn’t just emerge on the mobile end. I’ve been in marketing and I’ve been monitoring trends and hitting trends actually before they got really big. Because when I did PCDJ and the trend was MP3, I did this in 1999 before it blew up and became this huge thing that it is now. And then, in 2002, I did a very similar thing with email marketing before it became huge. And then, in 2002, we became certified for Google in using pay per click and what not. And then, again, in ‘07 was social media.
So I’m kind of calm when I look at what the next trend is going to be. And I tried to do email there — not too early but just in time to make it – to let one that’s going up like myself, and my clients, and my friends that can take advantage of the new technology and how it affects their businesses. And in that case, mobile marketing really is the next frontier for making money online and building your fortunes and building lists and growing business.
The products that I’m going to be releasing are going to have a lot to do with local business and local in presence and what not on mobile. But this is going to give you the basic idea of what you really need not to know, so that you can actually mobile — market well using mobile. And the thing that’s pretty interesting about mobile is you actually aren’t original [ph] technical skills or website or a ton of cash.
And that’s kind of interesting because that actually takes the barrier out for most people. The big thing is that when technology was starting in the late 90s and in the early 2000s. If you want a website, you had to actually hire somebody and it would be thousands of dollars to be able to just get the simples of web’s present is going. Now with WordPress, it’s gotten simpler. But this makes it even simpler than that because there’s a site that you can go to, and you can make yourself a little mobile landing pages or just work with texting and just even using the Google Local gives you website. It gets your page on Google. I mean, how much better can that get?
Laura: And the other thing that you can keep in mind is that, if you’re going to go ahead and market and buy advertising on mobiles, right now we’re seeing clicks, okay? Meaning, visits to a mobile landing page as cheap as $0.02 a click. I haven’t seen that since — in almost ten years. So that’s —
Cory: Oh that’s awesome.
Laura: Yeah, and it’s hugely dramatic, and it’s going to go up, and it’s going to change. And if you’re looking at something like somebody clicking to call, that’s a little bit more expensive but I think that we should spend like $200 bucks and it was able drive something like 15,000 readers to a mobile landing page in the middle of the night. That’s kind of huge.
Cory: Oh wow!
Laura: So you know.
Laura: Yeah, I know.
Cory: And it’s one of those things that people — People are going to have to do it regardless. The questions is this, are you going to start now when you’re on the cutting edge and can really drive the most from a traffic for the lowest amount of cost or are you going to do it later when everybody else is doing it, right? And so I think that the big advantage so we can get started now.
Laura: Oh yeah, absolutely. I mean, here is the thing especially with local businesses. There is an opportunity getting in before your competitors because your competitors just don’t know, and that’s huge, and it’s something that needs to be looked at. But you wonder why mobile, and it seems very, very simple answer to that. There are 5 billion cell phone users and only 1.8 are internet users, which means we’re entering a market that’s already three times larger than the internet.
Cory: Yeah, I was watching the specials the other day and it was all about, I think Indian and they’re infrastructure, and they were talking about it, that more people have cell phones in India that they have access to a restroom, to a toilet, which is pretty crazy to me. But, you know, that’s just the way it is. And more people in developing countries have cell phones even though they might not have like a house. They might have a little shack that they live in but they have cell phones. Why? Because it’s the best way to communicate and it’s best — They’re going to have more cell phones than landlines because there are lot of infrastructures that goes into doing that but with cell phones, all you need is a cell phone and ‘can service’ [ph] rights. So, it should jam pack.
Laura: Yeah, I mean, in developing nations they’re actually — I had a vots [ph] in a lot of different ways because they’ve already enabled and have already adapted M-Commerce, meaning, being able to pay for things with their cell phones. In fact, in the Philippines, it’s really hard to get a checking account but it’s really easy to get a cell phone and be able to have your Filipino pesos added to that [ph] so that when you go shopping, all you have to do is you know swipe your cell phone and put in a pin code, and it comes out of your balance. Yeah, and it’s common, and it’s going to be in the next revo smart phones and iPhones, and what not. You are going to have Apps that will absolutely connect to your credit card, your debit card, and what not. You will not need your wallet for the most part and it’s kind of crazy but it’s going to make a huge difference.
And the price for cell phones and smart phones are going to go down and down to the point like our calling is going to be close to free. And that’s because that new technology and the fees that will be generated from M-Commerce and what not will be shared with Apple, Android, and the cell phone carriers that they have their best in interest in having new — have their phone as cheaply as possible so that they can share on the big pie. There you go.
And here’s the thing, you got to also take a look at that — Mobile has really shifted how people are communicating. Much kids, they text everything, and in fact, they feel that text messaging is more important than being able to talk on the cell phone. And this is the other thing that’s a real kegger because I come out to email marketing world, and we would be happy if we get like 8% or 15% to open up an email. But with text messaging, 95% of them get opened up and read. That’s – Don’t get that and it’s going to back up a little bit. 95%, that’s 95 out of 100 people who get your text message, look at it, and that is huge.
Laura: So, yeah I know, I sometimes do that because I look at it and some people go [unintelligible] are not speaking in the marketing and the percentages as it that I am, so, you know —
Cory: It’s kind like you know, kind of thinking mobile is not the future. It’s kind of like thinking the internet, also that you know, so —
Laura: [Laughs] Yeah and you know 73% of the new mobile phone buyers report their text messaging is the most important feature, you know, typical mobile phone users sent more text messages than actually did mobile phone calls. And kids, they are not really using email. They consider it passe to the point where some universities are actually soft — distributing email accounts and they’re using tablets and iPads and all these mobile technologies. And then, again, as I said, you can buy traffic for $0.02 a click, which is amazing.
Cory: That’s awesome.
Laura: So, yeah. So here’s a graph and you can see — If you look at this graph, if I had done this, and I probably should have, but I’m just going to tell you, if you look at the graph of how the internet grew, it’s in this acting graph [ph] – And it’s almost going to go straight up from this point here. If you look at – yeah, it just can exponentially financially go up.
And then here is the thing, this is from Nielsen; take a look at the Smart’s phones that’s driving a variety of ads and ad revenue.
Laura: And Smart phones are also driving worlds and Android is a smaller percentage in the iPhones, but the usage is impressive and it is growing. So, do I have —
Cory: Awesome. So explain this fact, so what do you think is the — Looking forward here, there’s like the whole battle between Android and iPhone and all these others – It’s like — Is that going to play an important role of un-mobile [ph]? What do you think is going to happen with the old deal?
Laura: Well, if you have flash or Nero [ph], or well – [laughs]
Cory: That’s right.
Laura: That’s my little big TV the fact that Apple has decided wholesale – that they don’t like flash, so that won’t play on iDevices, although they are now using a new technology called HTML5, will allow multiple types of video that show on iDevices as well as regular PCs and Macs.
I think that the iPhone is actually that around longer, and based on the fact that it has that market share, it will be around, especially if they keep up with all the sexy upgrades that they have. Because the Android is a good – [coughs] Excuse me. It’s just with phone, but it doesn’t have a sexy factor that the iPhone has. And —
Cory: It’s not like a machine that —
Laura: No. I mean, I’m on my iPhone 4 now, I had a 2G, then I had a 3, then I have 3G, then I have 3 GF, now I have a 4. I also have teenage boys, so when I’ve stead one,
Laura: — somebody else uses the earlier version. But you know, this iPhone 4 is pretty amazing, because it takes HD pictures and HD video, all right? And it has a flash, which the earlier ones didn’t, which we know is a problem it’s like “Oh, it’s good I can get a picture, but it’s night”. It doesn’t help much.
Laura: It also has, if you were connected via Wi-Fi, been included into a video phone call, very jet finish [ph]. Okay? I don’t know if you guys are – I know you’re much younger than me, but you know, there was a cartoon called The Jetsons, and we thought it was really cool with sets in the future. Everybody had their own little space ships and their little video phone.
Cory: Oh yeah, oh yeah, totally. I remember The Jetsons. You know, Rosie? – She’s my favourite character [laughs] but she had some attitude.
Laura: Yeah, well. Rosie did a good job and she could vacuum like no one really knew. And go ahead –. [laughs]
Laura: But anyway, it’s happening now, I think it’s pretty amazing! I mean, truth be told, I don’t know if I actually want anybody to be looking at me while I’m talking on the phone. You know – I mean, does that mean I have to wear make up everyday and look cute? I’m not that sort of this optima test [ph]. But I just save the time. It’s really cool be able to have that capability.
Cory: Yeah, actually, I walk around in my Endura Axle [ph[. Maybe that’s not a good app for me — I don’t know [laughs].
Laura: Yeah, and maybe I have a little bit of much information for us, but that’s okay [Laughs]
Cory: [Laughs] totally!
Laura: Nonetheless, but nonetheless, because of the technology, and because of what’s happening now, I mean, just to point it down, it’s just that, take a look at what’s happening now and bring it back to what if somebody told you what the internet was going to be a year before it got big. They’d say, they would have invested in Yahoo and Google and think maybe it would be more successful because this is bigger than that and it is the new ‘Wild, Wild West’. It’s the new gold rush. Okay? So, this is as big as not the grown opportunity than what we had in the beginning.
Cory: Yeah, and you know what? People are going to experience this 10 years from now. They’re going to be looking back on this period and say, “_, if only…” You know? And it’s just going to happen and so if people don’t realize that there’s opportunity here. Take a massive action, take advantage of it, and do something. They’re going to be sitting here 10 years from now saying “What if,” which is what we’re trying to combat and that’s why we wanted you on the phone, so –
Laura: Sure, sure.
Cory: So, let’s keep going nuts.
Laura: Yeah, yeah but take a look at this. Okay. So the web – I mean, before the web, okay, I mean I’m getting — I’m going to get myself. When we want to find out something we had to go Google [unintelligible] okay that’s where it — Those are the cards and you go in a little card catalogue and find out which book, and then over book and find the page, there’s a lot of work. Now, you Google whatever and Google is a verb. It’s no longer just the name of a company.
So, it gave us the immediate gratification but you also had to have a computer and an internet connection. Now, what I call the new web, it comes to us wirelessly in our hands, in our smart phones and our mobile devices. In fact, it’s geographically positioned to exactly where you’re located and they actually help you. They become tools. There’s as App called layer, which is known as the augmented reality. Augmented reality is really, pardon my New York accent, bad ass. What augmented reality does is it puts some layer of information as you’re looking at your phone and it just basically opens up your viewers if you’re going to go ahead and take a picture, and they put this layer over and it will actually have a little compass and it will tell you how far you need to walk or what direction to go and to find something.
They’re actually even working on it now and where that when you take a picture or something, it will be recognized. So, rather than type in let’s say, ‘microphone’ in your Google and you take a picture of the microphone and the information will come up. Amazon actually has a barcode scanner that you will go in and scan any barcode at any particular store and it will tell you the price of it in Amazon.com and you can one click buy it. Super just amazing amount of stuff that’s happening now. There are also Apps that will allow you to search locally and see who has the best price on different things. So it’s a big, big deal.
Cory: Last week, I signed up for eBay. I was buying a green screen [ph]. So I just signed up on eBay. All of my mobile phone, I did all of this, I signed up for eBay. I bid on something I wanted and then I paid for it all on my mobile phone and I did it within a couple of minutes. So it’s — you know — That was my first purchase thru eBay because I was with Amazon and other sites but you know that’s kind of cool because that’s something I never even thought was possible up until just recently.
Laura: Oh, and I’ll tell you something else; and this is just from a mom’s perspective. Because it has GPS tracking devices, —
Laura: AT&T has a mobile family find. And I actually have it on all my family’s phone; and not that I’m digitally stalking my teenage boys but you know what? I know where they are all the time.
Cory: But you’re digitally stalking them [laughing].
Laura: Yeah, I mean, look, you know as soon as they allowed me to be their Facebook friend, that was all over for them anyhow.
Cory: [Laughs] Oh, yeah.
Cory: And it’s only my mom has been – she’s on my invite list still.
Cory: I replied to a letter in there, yeah. I’ve done it but still in the friend’s [unintelligible] I love my mom that much.
Laura: Yeah, you know what? I’m actually a pretty cool mom, and I have more friends than they do, yeah [laughter]. All right, yeah. You’re fiddling from hundred friends, I have two thousand. Anyway —
Cory: [Laughs] Cool
Laura: Yeah, anyway. But again, let’s just guess that the cell phones are not just for the rich people anymore. They’re for everybody. And of course, I love my little picture of Michael Douglas from the original Wall Street with that brick phone. It’s shown how rich he was back in the late ‘88. And then I think that thing must have weighed like 9 lbs. Anyway, —
Laura: Yeah and there you go. And this is, —
Laura: Yeah, I mean he’s no way when I don’t need cell phone, I mean I know I do.