Mobile Marketing

Christina Inge, FounderSleek Marketing University

In the Realm of the Majority

In the Realm of the Majority

Mobile SEOMobile Share of Organic Search in the US, 2013-2015

Brains Are Going MobileCognitive load is higher

watching TV than looking at our phones

CounterintuitiveReading on a tablet uses

different parts of the brain than reading on paper

Could be psychological and extinguished in coming years

What Mobile Marketing is About

Reaching customers at the right moment

Finding mobile solutions for your context

Being strategy

Mobile is About Context

Transformation of the way people engage with technology

Expectation of ambient technology

Not an experience you sit down to

Facilitation when and where you need it

Your Business Needs to Get Social, Local and Mobile- Fast

●Americans are “SoLoMo”:○ Shop socially○ Search locally○ Do it all on mobile

●97% of consumers now search for local businesses online

●61% of Millennials use social media to determine where they go out

●78% of small businesses get at least a quarter of new customers through social media

Examples of Mobile UX FactorsTime

Location

Context

Responds to user behavior, instead of dictating it

Reaching the Mobile Consumer● 57% of users say they won’t recommend a

business with a poorly designed mobile site● 83% of users say that a seamless

experience across all devices is very important

○ A more seamless experience between devices means a more seamless journey for the buyer and increased likelihood of buying

● Mobile email opens have grown by 180% in the last three years

○ More people use their phone to open emails than to make calls

Honey, Who Shrunk Our Site?

Mobile is not about creating a mobile-friendly site and calling it a day

A Great Mobile SiteThoughtful “breakpoints”

Gives people the content they need in context

Personal-saved search history, other user-centered features

Makes desktop content accessible

Gives people what they want, but more of what they need

Mobile Experience

RulesPersonalization over customization

Context over coupons

Don’t “dumb down”

Designing Branded Mobile Apps: Recommendations

5 main business objectives of mobile apps:Communication: sharing brand valuesCRM: Acts as an intermediary between the

brand and its customersSales: aim to increase sales via location

awareness, context and customizationProduct innovation: allows users to generate

product ideasMarket research

We Are Still Marketing Via Email● Most mobile advertising has shown to be

expensive with low conversions- email is the exception

● Despite the proliferation of messaging apps, email continues to be used as a communication medium○ Emailing is the 3rd most popular

activity after texting and going online○ Majority of email opens are on mobile

devices