Awesome Mobile Content Marketing

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Chapters 1 and Chapters 8 (on mobile analytics) of this book that is still "in progress" ... I was in the middle of writing this book when Open Marketing (my agency) got acquired by Bislr / Autopilot

Text of Awesome Mobile Content Marketing

  • 1. Awesome Mobile Content Marketing BY, M A R C I A K A DA N O F F & B I L L G O D W I N

2. CHAPTER1Towards Awesome Mobile Content Marketing Is Mobile Content Marketing awesome? Not yet. And it really should be. Todays mobile devices be they smart phones or tablets are always with us, always on, and are fully capable of understanding and predicting context where you are in space and time. 3. Context. Where you are in space and time determines what content you are most receptive to.In the US, we talk about 4 screens as if they are equally valuable: the computer, mobile phone, tablet, and television1. More and more we are realizing that this is false. All four screens are not equally valuable when it comes to the consuming content or providing content that drives people to take action. Mobile phones and tablets are more valuable than desktop computers (or televisions for that matter) when it comes to delivering the content that matters. Delivers a desirable demographic. As of late 2012, the number of people with smart phones in the US exceeded the 70% mark2. Smart phone users tend to be compared to those who carry feature phones 3 richer, younger, better educated, better looking, and more intelligent 4.For some the 4th screen is a television; for others its a dedicated gaming console. We wont argue the point. Both these platforms are dying a slow death of attrition. 1As of Q3 2013 according to two sources: NPD and ComScore: http://www.insidemobileapps.com/2012/11/15/npd-smartphone-penetration-rises-to-70-percent-in-q3/ 2Source: Pew Internet Project. This page is upzdated whenever there is new information: http://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspx 3OK. I made up the better looking and more intelligent. But the other attributes are all real factors as you can see by looking at this analysis of what are called skews. http://openmarketing.com/blog/are-people-who-use-smart-phones-also-smarterbetter-looking-with-brighter-breath-and-better-sex-lives/ 4 4. More intimate. Due to the small and personal nature of the devices themselves. Stronger call to action. While we dont necessarily know why, all the data we have suggests that click through rates on mobile ads a medium that is widely studied and reports is some 10x higher than click through rates on their desktop equivalents. This is after correcting for what many call the fat finger problem meaning the fact that many people erroneous click on a smart phone or tablet 5. Some attribute the higher click through rate to novelty. We actually think it is because of the small screen which makes the call-to-action harder to ignore. Also, multi-tasking on a smart phone or tablet is hard due to the smaller size and limited operating system of these systems. This makes for fewer distractions. More social. Studies show that 55% of social media is read from a mobile phone or tablet 6. More mobile. Duh.5http://www.emarketer.com/Article/Measuring-Fat-Fingers-Problem/1009470http://www.marketingcharts.com/wp/interactive/55-of-social-networking-consumption-occurs-on-a-mobile-device-27327/attachment/comscore-share-of-time-spentonline-pc-v-mobile-feb2013/ 6 5. U.S. Mobile Commerce Sales via Smartphone and Tablet, 2011-2016 M-commerce sales were up 81% in 2012 to $24.66 billion, and theyll rise 55.7% to $38.4 billion in 2013, research firm eMarketer says. 7retail m-commerce sales% change% of retail e-commerceAnd the ecommerce data tells us that mobile phones and tablets are the fastest growing segment when it comes to ecommerce. In short, mobile phones are proving valuable for the delivery of hard-hitting, action-oriented content.http://news.cnet.com/8301-13579_3-57561156-37/ipad-mini-in-hot-demand-inchina-analyst/ 7 6. While the data presented above is limited to the US, the trends are not. In Europe, mobile phones have long been in a leadership position in terms of how people consume content. And in China, the iPad mini is the fastest growing platform by far. Given these trends, you would think that the content marketing industry would be all over mobile as the next big thing. On this youd be partially right. Content marketing professionals are big advocates of mobile. But the advice youll get on the ground is a bit short on specifics. This eBook attempts to jumpstart the conversation by giving you the tools you need to figure out what it takes to be awesome. We start in Chapter 2 with a discussion of what we call Table Stakes. What it takes to make your content available on mobile phones and tablets. To make it fun and engaging, we encourage you to skim through this eBook and then interact with the OChute Game 8, a fun and engaging way to evaluate whether your own content marketing is both awesome and mobile.8http://openmarketing.com/ochute-game/ 7. CHAPTER 2Table Stakes. What it Takes to Deliver Mobile Content.CHAPTER 3What Works When It Comes to Mobile ContentCHAPTER 4What Doesnt. Some Big Surprises Here.CHAPTER 5Earned. Owned. Paid. How to Put Together a Plan That Makes Sense.CHAPTER 6Forms. Who Ever Said This Was Going to Be Easy.CHAPTER 7HTML5 and the Mobile Search ConundrumCHAPTER 8Mobile Analytics & Testing. What You Need to Know.CHAPTER 9Ready, Set, Awesome 8. CHAPTER8Mobile Analytics. What You Need to Know. OK, youve put together a dynamite mobile content marketing program. Everything is going along swimmingly as they say in Britain. Now its time to figure out whether your program is meeting its objectives and/or can be fine-tuned to get you to bigger or better results. After all, awesome mobile content marketing only happens if you get awesome results. 9. Often times the first questions you want to ask and answer are around customer acquisition: Am I visible in search? What search terms are people using to find me on mobile? Are these different search terms than people use to find my site on the desktop web? Are people clicking through on content I placed in Facebook or Twitter? Which site is a better source of referral traffic? 10. The Black Box Problem Sadly, these questions are almost impossible to answer with any precision on mobile. A stunning 86% of search traffic on the Apple iPhone and iPad is encrypted. And encrypted traffic is a black box. You dont know the search terms that were used and you cant get referral information. (Referral information tells you that someone came to your site from another site.). Instead, all data shows up in a single line item in Google Analytics: Referrer Not Provided. This is maddening (to say the least). So our message here is use caution when interpreting data from Google Analytics or any other source that is supposed to tell you what is going on with your mobile traffic. Almost all these charts and graphs capture only about 15% of what is going on and may not be representative at all.This happened with the launch of iOS 6. http://econsultancy.com/us/blog/11188apple-s-ios-6-update-means-86-of-google-referral-traffic-is-encrypted 1 11. Inside Your Mobile Application If you have a mobile application, you are able to break out of the black box a bit so long as you insert a piece of tracking code inside your application. It pays to use someone elses tracking product. This isnt an area where it makes sense to build so much as buy especially as there are a lot of free or nearly free products on the market. Products we like and recommend include: Flurry, Apsalar, and Localytics. These products can be used alone, in combination with each other, or with Google Analytics. These products cannot get around the black box problem exactly but they do allow you to ask and answer questions that can help you understand your engagement, retention, and ultimately your ability to monetize your application, such as: How many people are using my application more than 1x? How many people are using my application more than 3x? Is there a particular profile of people who are using more than 3x? 12. Downloads Dont Matter According to Localytics, many people download and even pay for mobile applications and never bother to launch them even once. And among those who launch their applications 1x, 26% will never launch them again.Without loyalty, you cannot hope to monetize your application. (The mobile app industry is pretty wimpy about loyalty by the way - defining loyalty arbitrarily as 3x usage. Localytics stands alone in defining loyalty as 11x+ usage.) 13. Trend Analysis Perhaps the easiest analysis you can do is look for trends over time in the metrics that matter to you.On the desktop web, analytic products track trends in unique visitors to your website, the number of page views, and time spent. With a mobile application, the comparable metrics are: Number of sessions 1x, 2x, 3x, nth usage Time spent per session With trend analysis, you are looking at these and other metrics over time to see if you can identify trends. What you can see above is that sessions per user and revenue are correlated, so that as sessions per user goes up, revenue also tends to go up. People who wrack up more sessions are more likely to become paying revenue producing customers all things being equal. 14. Natural Experiments A natural experiment is just what it sounds like. Its an experiment that just happened - it wasnt intended to be statistically valid and in fact theres no control group. Results are directional (only) but still better than the alternative which is no data at all. Say on February 8th you launch a content marketing program on Facebook and Twitter and via email. Theres nothing else you did differently on February 8th. Oh, yes, except you killed all paid media for the day. So the only initiative you have going on that day was content marketing on channels you owned. Your application is instrumented with one of the mobile analytics products we mentioned. Included is functionality for cohort analysis the ability to track a group of people who all w