Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street

#FredNMTwww.woodstreet.com @jonmikelbailey

Mobile Marketing?

Of course… but how?!?

#FredNMTwww.woodstreet.com @jonmikelbailey

Mobile is now a mainstream marketing channel…“…in 2012, the U.S. saw a 55% increase in smartphone subscriptions to …98 million…, representing nearly 42% of all U.S. mobile users.”

-According to Snaphop.com

…And these numbers continue to grow.

#FredNMTwww.woodstreet.com @jonmikelbailey

What we’ll talk about

1. Zero Moment of Truth - ZMOT

2. Responsive Design

3. Mobile Micro-sites

4. Mobile marketing channels…

Social, Email, SMS, QR Codes

#FredNMTwww.woodstreet.com @jonmikelbailey

ZMOT

- Source: http://www.zeromomentoftruth.com/

#FredNMTwww.woodstreet.com @jonmikelbailey

ZMOT and the Mobile User

Simon Salt asks this…

“Experience is the emotional connection you make with the

user. Do you generate feelings of frustration, anxiety, calm,

entertainment, education, information?”

- Shorty Guide To Mobile Marketing, Simon Salt

#FredNMTwww.woodstreet.com @jonmikelbailey

Tweet THIS!

ZMOT is a moment made for mobile. How does your website

perform in this zero moment of truth? #FredNMT

#FredNMTwww.woodstreet.com @jonmikelbailey

What is Responsive Design?

• One website for multiple devices

• The same content repurposed for…

• Desktop

• Mobile

• Tablet

#FredNMTwww.woodstreet.com @jonmikelbailey

What does Responsive look like?

Desktop

#FredNMTwww.woodstreet.com @jonmikelbailey

What does Responsive look like?

Tablet

#FredNMTwww.woodstreet.com @jonmikelbailey

What does Responsive look like?

Smartphone

#FredNMTwww.woodstreet.com @jonmikelbailey

When does Responsive make sense?

• For visitors viewing your

…full website from a mobile device.

• For areas of your full site where

…conversion, not distraction, is

important.

• For areas where mobile is a must

…blogs, contact, directions.

#FredNMTwww.woodstreet.com @jonmikelbailey

What is a Mobile Micro-site?

• A mobile only website

• A sub-domain like m.domain.com or domain.com/mobile

• Limited content and navigation choices

• Usually one call to action

• Links to full site sometimes

#FredNMTwww.woodstreet.com @jonmikelbailey

What does a Micro-site look like?

Discover Frederick

• Limited text

• No link to full site

• Simple form

• Used at bio-tech

trade shows

http://m.discoverfrederickmd.com/

#FredNMTwww.woodstreet.com @jonmikelbailey

What does a Micro-site look like?

Marine Corps Band

• Scrolling images

• Simple navigation

• Link to full site

• Contact info

• Social links

http://www.marineband.usmc.mil/mobile/index.html

#FredNMTwww.woodstreet.com @jonmikelbailey

When does a Micro-site make sense?

• Targeted Campaigns - ads, brochures, posters, displays

• When the user doesn’t need everything

• Event promotion

• At events

• Product support

• Any others?

#FredNMTwww.woodstreet.com @jonmikelbailey

How to Think about Mobile MarketingYour priorities for mobile dictate your approach…

- Source - http://blog.kissmetrics.com/increase-conversions-using-roles

#FredNMTwww.woodstreet.com @jonmikelbailey

Tweet THIS!

The intersection of a mobile user’s needs with your business

goals is what determines your mobile marketing priorities.

#FredNMT

#FredNMTwww.woodstreet.com @jonmikelbailey

Mobile Marketing ChannelsHow do you drive traffic to these mobile properties?

1. Your website and/or Blog using content

2. Email Marketing

3. Social media channels

4. QR Codes and SMS

5. By planning for mobile users

#FredNMTwww.woodstreet.com @jonmikelbailey

Your Website, Blog and ContentFor mobile, focus on Utility Marketing Content…

This is the stuff that your target audience needs.

Put this content up front, using responsive design…

• blog posts

• video or audio

• phone number, directions, etc.

#FredNMTwww.woodstreet.com @jonmikelbailey

Tweet THIS!

When someone has a question or a need, they reach for their

smartphone or tablet. Are you there? #FredNMT

#FredNMTwww.woodstreet.com @jonmikelbailey

Social ChannelsClients using Social do it on mobile…

• Use social to push mobile focused actions

• Consider the social user when constructing

social campaigns

• Have fun using games, contests,

integrated marketing

• Don’t forget to be social on mobile

#FredNMTwww.woodstreet.com @jonmikelbailey

Email MarketingConsider mobile for your newsletter and more…

• How does your newsletter perform on mobile devices?

• How much content are you giving them?

• Did you make use of the preheader?

• Where are you sending them?

• Responsive or mobile micro-site?

• Non-responsive site???

#FredNMTwww.woodstreet.com @jonmikelbailey

QR CodesQR Codes do work…

• Use them where they make sense

• Don’t expect everyone to know

how to use them, explain, have a b/up

• Connect them to the right property

• Responsive landing pages

• Micro-sites

#FredNMTwww.woodstreet.com @jonmikelbailey

SMS CampaignsSMS can be incredibly effective…

• Giveaways – Users text in to win something.

• Mobile coupons – Offering a discount as an

incentive for joining a mobile club.

• Email address capture – Users text in their

email address or a request to add it.

• Trivia & Quizzes – Separate responses

for different answers, or sub-keywords. Content Courtesy of JATXT.com

#FredNMTwww.woodstreet.com @jonmikelbailey

Expect Mobile UsersMobile users will consume your content…

• Take out the frustration

• Control the experience

• Help them in their ZMOT

• Guide them to action

• Keep it going, be creativeAre they doing this with your site?

#FredNMTwww.woodstreet.com @jonmikelbailey

Tweet THIS!

Your mobile channels need to be laser focused on the user

experience. #FredNMT

#FredNMTwww.woodstreet.com @jonmikelbailey

Your Plan of Attack!

Rinse and repeat…

1. See what works. Check your analytics. Check your audience reactions.

2. Test different approaches, A/B test if possible.

3. Repeat the tactics that achieve the best results!

#FredNMTwww.woodstreet.com @jonmikelbailey

QUESTIONS???Suggested resources:

Our Newsletterhttp://gigaom.com/www.zeromomentoftruth.comwww.mediapost.comGoogle “mobile marketing”!

Contact me:

www.woodstreet.com

jbailey@woodst.com

@woodstreetweb

@jonmikelbailey

@myqrosites

Facebook.com/woodstreetweb

301.668.5006 x101