how to get started with mobile marketing - greg hickman
DESCRIPTION
Presented at the 2014 Brand+Aid Marketing and Social Media Conference.TRANSCRIPT
Greg Hickman -‐ MobileMixed.com
MOBILE MARKETINGHow To Get Started with
@gjhickman
BY 2015, MORE U.S. INTERNET USERS WILL ACCESS THE INTERNET THROUGH MOBILE DEVICES THAN THROUGH PC’S
OR OTHER WIRELINE DEVICES
MOBILE
PC
2015
40%
OF GLOBAL YOUTUBE VIEWS COME FROM MOBILE
48%
OF ALL EMAIL IS OPENED FROM MOBILE
61%OF ALL THAT FOLLOWED A GROUP/LIKED PAGE CREATED BY BRAND CAME FROM
MOBILE
65%OF ALL WATCHED VIDEO CLIPS ON
FACEBOOK WERE ON MOBILE
68%OF ALL CLICKED FACEBOOK “LIKE”
BUTTONS ARE FROM MOBILE
73%OF ALL UPLOADED & SHARED PHOTOS
ON FACEBOOK ARE FROM MOBILE
88%OF ALL UPLOADED AND SHARED
PHOTOS ON TWITTER CAME FROM MOBILE
90%OF SHARED LINKS TO BLOGS ON
TWITTER CAME FROM MOBILE
“Get your content ready to go anywhere because it’s going to go everywhere”.
Brad Frost
Don’t be confused by the myths of mobile context
Mobile users are distracted and in a rush
86%OF SMARTPHONE
OWNERS USE MOBILE WHILE WATCHING TV
31%OF AMERICANS THAT ACCESS
WEB, DO IT FROM ONLY
THEIR MOBILE DEVICE
41%DO IT EVERYDAY
1.Understand how we consume content
time shifting
dual consumption
focused use
information snacking
focused use
This is where we concentrate all of our attention on the content from one device
at a time.
focused use
This is where we concentrate all of our attention on the content from one device at a time.
People spend more time reading eBooks on smartphones vs. tablets.
dual consumption
Using two or more devices at the same time since the information we’re receiving from
one device is either not sufficiently engaging or we have down time between activities.
Over 85% of tablet and smartphone owners use their device while watching
TV.
This is where we consume pre-scheduled content when we’re available.
time shifting
There are 10.5 Million Read It Later saves each month.
information snacking
This is where we make use of otherwise wasted time with content we might not have
read otherwise.
75% of Americans use their mobile phone while on the toilet.
• Mobile is a part of our consumption
• How does YOUR audience consume YOUR content?
• Is your content snackable?
KEY TAKEAWAYS
2.Review your goals
Goals should be clear, measurable, realistic and associated to a time frame.
3.Develop mobile personas
Know your customer. Know their tools.
images © Jason Travis
4. Acknowledge sh*tloads of resolutions
320 x 240
320 x 480
360 x 480
640 x 940
1024 x 768
How do we deal with different screen sizes?
74%OF CONSUMERS WILL WAIT 5 SECONDS
FOR A WEB PAGE TO LOAD ON THEIR MOBILE BEFORE ABANDONING THE SITE
46%OF CONSUMERS ARE UNLIKELY TO
RETURN TO A MOBILE SITE IF IT DIDN’T WORK PROPERLY DURING LAST VISIT.
71%OF MOBILE BROWSERS EXPECT WEB
PAGES TO LOAD ALMOST AS QUICKLY OR FASTER AS WEB PAGES ON THEIR PC.
• You MUST mobilize your website • Wordpress Plugins - WP Touch Pro • Wordpress Themes - StudioPress etc • Custom Responsive - Outsource • Separate Site - Duda Mobile, Blue
Train Mobile
KEY TAKEAWAYS
• Focus on performance • Google Page Speed Insights • CrazyEgg
KEY TAKEAWAYS
5. Design for touch
When you’re designing mobile interfaces, it’s best to make your targets big so that
they’re easy for users to tap.
6.Optimize your local presence
1 out of every 5 searches has local intent.
Over 40% of searches on a mobile device have local intent.
94% of smartphone users look for local info. 84% take action.
57% of smartphone users look for local info at least once a week.
25% of smartphone users look for local info daily.
65% visited the business they looked up.
47% looked it up on a map and/or got directions.
24% told others. 29% made a purchase in-‐store
How do we optimize for local intent?
• Local Listings: •Google+ Local / Google Pages For Business •Other relevant local directories
•NAP Citations: •Name/Address/Phone # •Make sure they all match. (Local Citation Finder)
• Images: • Storefront • Inside
•Social: •Google + (Connected to Google+ Local Listings. • Facebook: 24% of local search is inside the app
•Reviews: •Yelp, Foursquare, Yahoo Local, Zagat, Google+ Local
7.Communicate with mobile.
•Sender First •Clear sender display name •Avoid [email protected]
•5-‐7 Rule: •5 to 7 words before truncated • 60 characters
•Use headlines, subheads, bullets and numbers • Snackable consumption • Scannable
•Clear Call To Action: •What do you want the user to do? • Large targets for tapping
•Responsive templates: • It’s not just for your website
May 2013: The First Key to Online Business Success
Original Blog Post Visits: 2755 Audioblog Downloads: 28,720
"I didn't even realize you had text blog content.”
!
"Thank you for finally letting me consume all your content in the way
I want.” !
"What an awesome way to create more value. Keep it up!"
QR CODES
Use QR codes wisely…
SMS/MMS
90% of text messages are read within 3 mins
• Loyalty Clubs: •Weekly communications w/ incentives. •Updates on promos, events, products etc.
•Coupons: •10x redemption to traditional coupons • Increase the Average Order Value with Spend & Get’s
•Contests, Sweepstakes, Trivia, Surveys: • Increased engagement •Make informed decisions with customer feedback
•Reminders: •Eliminate no shows • Study: Single Practice Physician = $150k/year in no-‐shows.
• SMS is for timely, exclusive and
targeted messages. (snackable) • Email is for more informational,
long form content. (full meal) • SMS can compliment your email
strategy.
KEY TAKEAWAYS
• Audio is mobile. Think about a
podcast.
• QR codes…well just be careful with them.
KEY TAKEAWAYS
The SMS Marketing Handbook
•eBook: • Step-‐by-‐step how to get started with SMS Marketing
•Video Training: •Up to 7 Video Trainings • Example: How To Sell SMS Services To SMB’s,
•How To Create Call-‐To-‐Actions That Convert
•Resources: •Messaging Calendar •Messaging Scripts
•Complete Package: •$199 w/ offer code “complete”
•Starter Package •$79 w/ offer code “start”
•Just The Book: •$29 w/ offer code “book”
http://www.mobilemixed.com/preorder
• Understand your customers mobile behaviors
• Define your business goals
• Develop mobile personas
• Mobilize your website
• Optimize it for local
• Connect with SMS and email
mobile ~ 7B
web 2.4B
mobile ~ 7B
web 2.4B
CHOOSE MOBILE
Greg Hickman -‐ MobileMixed.com
Questions?
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