Mobile Marketing in 2016

Mobile Marketing in 2016

Table of Contents

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1. Why mobile?3. PPC and Ads,Geo-targeting,Googles AMP 2. Mobile Basics:Strategy, Design,Email4. Testing and Analytics 416266

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Why mobile? Do you have your mobile marketing strategy well planned? If not, here are a few things to consider: 70% of mobile searches lead to online action within 1 hour.75% of Americans admit to bringing their phone to the bathroom.Mid-2015 Google announced half of searches came from mobile.People are 3x more likely to share content on a phone than desktop.

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Mobile Is EssentialIf you dont have a mobile marketing strategy, youre leaving money on the table.Important for B2C, online as well as brick-and-mortar, and also B2B.Key part of pushing out content and reaching buyers and decision makers at the right moment.If searching on mobile, more likely customers are not researching but further down the funnel.

Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitors site instead. (MicKinsey & Company, 2014)

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Mobile Basics: Strategies to OptimizeIn 2015 Google altered its ranking algorithm so that sites not optimized for mobile appear lower.Yet another reason to optimize everything and make it responsive.Responsive means text, images and content automatically shift to fit the screen of any device. Fact: people will leave quickly if your content isnt easy to read.

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Mobile Basics: Strategies to OptimizeOptimized is more than designing to respond to the layout of the device on which they are opened.It also means options for the capabilities of a phone, like calling.It includes location tracking for special offers, personalization and hyper-local targeting.A critical part of optimizing is also stripping down content for faster loading times on mobile devices.

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Mobile Basics: CTAsCTAs as important on mobile, with a few differences.Leverage the immediacy of mobile with click-to-call.Keep in mind the shape of different devices and keep scrolling to a CTA at a minimum.In 2013, 30 billion calls were made to businesses from mobile search.The option to reach a person on mobile increases conversion rates dramatically for some businesses.

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Mobile Basics: Forms, PaymentOptimize forms and payments with as few clicks as possible.Chances of losing customers on mobile is greater per click.Link to log-in or payment options (ex. Facebook or PayPal) to minimize time spent filling in info.Click-to-call is vital for those who want to call, especially those who dont consider these secure.

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Mobile Basics: EmailMore email is read on mobile than on desktop email clients. Stats say 54% of email is now opened on a mobile device Litmus Email Analytics (Nov 2015)Emails must be responsive or your CTR (click-through-rates), open rates, and even trustworthiness, will suffer.Also consider image blocking and load times that may impact email on mobile.

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Mobile Basics: Email TipsThe biggest turnoffs people have with mobile email are: Receiving too many (44%)Not relevant (37%)Too small to read and interact with (32%)Website and landing pages not mobile optimized (26%)Not well formatted for mobile phones (21%)(full list on the next slide)Source: LiveClicker and The Relevancy Group Exploring the Benefits Real-Time Email Driving Marketing Effectiveness (2015)

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Basics for Mobile: Viral marketingDo you want your content to be shared? Or go viral? People need to be able to share content the moment they read it. People are 3x more likely to share on a smart phone than desktop.Sharing is not just for social its a good start but you can do more.Sharing happens across chat as well. Theres a button for sharing on Whatsapp now.

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Mobile Basics: Conversion RatesWhich devices do you think have the highest conversion rates (for add to cart) for mobile?

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Mobile Basics: Conversion Rates

The winner was.

The iPad(from Q4 2014)

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Mobile Basics: Ads and PPC

Google claims 50% of people who complete a mobile search visit a store the same day. Reach the right people with mobile focused effective ads and PPC campaigns.Quick Tips: Keywords can be different from regular keywords. Think of the context of someone searching while on a mobile device when choosing keywords.Use GPS and location services to target people when theyre nearby. Personalize by tailoring content and images and deals according to these different locations.

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17Mobile Basics: Ads and PPCTaco Bell and InstagramInstagrams user data and analytics + location based targeting = Taco Bell delivering ads to a hyper targeted segment when they are near a Taco Bell.

Hopefully theyll be hungry too.

Mobile Basics: Geo-targeting Consider where you are placing the mobile ad itself. This is not just on which sites and social platforms, but geographic locations as well.

Geotargeting can help you tailor your content in these ways:different languagesdifferent currencies Etsy (next slides)tailored content Coca-Cola (to the right, a mobile ad in China for Chinese New Year)relevant, local offers Groupon (next slides)iBeacons to push deals and fulfill orders Starbucks (next slides)

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Different currencies: Etsy

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Local Offers: Groupon

Groupon does a lot with geo-targeting, especially within their mobile app. Well discuss tactics for apps in more depth in an upcoming webinar.

Groupon uses your location and history for highly personalized offers as seen here:They have a nearby tabYou can open a map viewThe distance to the deal is shown in the ad.When you walk by, with the app installed, you get a push notification about a deal there.These two deals are tailored to this individuals purchasing history.20

Pre-orders, faster service: Starbucks

Starbucks wants to make your coffee perfectly and have it ready when you walk in the door.Now thats personalized, attentive customer service.Using ibeacons, you receive a push notification when you are near a Starbucks from their app.You can pre-order your drink with one click, so its ready when you walk in the door.21

Mobile Ads: TrendsSome popular mobile apps Instagram and Pinterest -- are taking steps into mobile advertising and eCommerce.Lines blur between apps, e-Commerce and social.Instagrams Shop Now and Pinterests Buyable Pins.

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Mobile Marketing:The Present and BeyondYouve optimized emails, landing pages, web content, opt-in forms and payment for all devices. Now what?You may have heard Google launched AMP which was announced at the end of 2015. Do you know the impact for digital marketers?Its another step Google is making towards a better mobile experience for users, without intrusive ads.

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Future of Mobile: Googles AMPAccelerated Mobile Pages is a stripped-down version of the mobile web -- a reinvented version of HTML.AMP HTML, strips out most elements which cause web pages to load slower on mobile.Google says an AMP HTML page can load 15 to 85% faster than the non-AMP version. But dont worry, it wont look like this (to the right). This is the first web page ever created! (fun fact).

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SEO and Googles AMPAMP get a boost in search rankings.Search show AMP sites with a little green lightning-bolt, inviting users to experience these faster mobile pages.Click the video for a demo of what it will be like:Video ->There are online tutorials and explanations to help you get started with AMP sites.

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AnalyticsSet your KPIs. Decide which items will measure those.Think about the whole customer journey, and the behavior you want to see.Consider the physical world and context and how they will engage with your content on mobile. Think about when and where.Look at the entire transaction around a mobile moment.

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Analytics Example by Operating System

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Mobile TestingLook at data analytics, develop hypotheses and test them.A/B test images, content, layout. View on different devices.Look for reasons for drop off in engagement and check load times as well.Heat maps (right) and click maps are a great part of testing mobile effectiveness beyond A/B testing. On smaller screens, design and placement of images is perhaps more crucial than desktop.

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Thank you! There is much more to mobile marketing to cover. In two weeks well go beyond the basics of mobile and more in-depth in a webinar.

Well cover some of the topics we only touched upon here, which will include: Push notifications (like email or sms)Beacon/location based marketing and triggersApp store marketing: app stores are not as competitive search for apps is growingDeep linking within apps for marketing and tracking app performanceTesting and analytics

Wed love for you to join us! Stay-in touch by signing up for updates.

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