Mobile Marketing

Backchannel: #mfbsconfMike Whaling

For Today:

•Mobile behaviors

•Channels and tools

•Tactics and tips

•Measuring success

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What IS mobile?

flickr.com/photos/yagankiely/4647067847/

What are people doing via mobile?

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What do YOU do via mobile?

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EVERYTHING

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What are people doing?• Email

• Search

• Browsing

• Shopping (Reviews)

• Audio & Video

• Games

Mobile Behaviors

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• Photos

• Apps

• Social

• Maps/Location

• Text/Chat

• Phone Calls

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Mobile Behaviors

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Mobile Behaviors

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Mobile Behaviors

Email

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Email is dead?

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Litmus, 2012

Mobile Behaviors

Emails are opened most often on mobile.

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ZeroMomentOfTruth.com

54% of iOS Web traffic = Search

54% of iOS web traffic is devoted to search VS the 36% Internet average.

54%

36%

IOS INTERNET AVERAGE

SEARCH THROUGH IOS

SOURCE: CHITIKA, APRIL 2012

Mobile Behaviors

SOURCE: SEARCH ENGINE LAND, 2011

OVER HALF lead to purchase.

9 out of 10 mobile searches lead to action.

Mobile Behaviors

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Over 70% of us look at product reviews before making a purchase.

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70

Look at this

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Mobile Behaviors

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Mobile Behaviors

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The Second Screen

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Mobile Behaviors

Mobile Behaviors

Incorporating Mobile Into Your Marketing

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What can you be doing?• Email

• Search

• Browsing

• Shopping (Reviews)

• Video

• Audio

Tools, Tactics and Tips

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• Photos

• Apps

• Social

• Maps/Location

• Text/Chat

• Phone Calls

Incorporating Mobile

Get equipped #mfbsconf

Build a broad online presence

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Incorporating Mobile

Website & Blog

Social Email Advertising

Directories MultimediaReviews

Your Website

• Keep it simple (Navigation, contact info)

• Create short paths to conversion

• Make it easy to share

• Useable on any device

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Incorporating Mobile

Mobile: Responsive design

Incorporating Mobile

Mobile: Responsive design

Incorporating Mobile

Mobile: Responsive design

Incorporating Mobile

Local Listings: Typical Example

Site Claimed? Google Places YES

Yahoo! Local NO

Bing Local NO

Yelp YES

Foursquare NO

CitySearch NO

Localeze NO

Superpages YES

InsiderPages NO

Niche/Local Sites NO

Incorporating Mobile

Email

• Everyone uses it

• Not going away

• Preferred method of contact

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Incorporating Mobile

Advertising

• Pay per click (Google, Bing)

• Social (Facebook, LinkedIn)

• Target your ads by location, device

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Incorporating Mobile

AdvertisingIncorporating Mobile

Apps

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www.flickr.com/photos/cardopoli/219069323/

Do you need an app?

Get social

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www.flickr.com/photos/cardopoli/219069323/

“Find us on ...”

www.flickr.com/photos/cardopoli/219069323/

Stay connected

www.flickr.com/photos/urbanelife/4687896485/

Try it:Text like 30lines to 32665

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Make your own:j.mp/fbwindowsign

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Location

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Check in with location services

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Multimedia

• Photos (Flickr, Instagram, Pinterest)

• Video (YouTube, Vimeo, Tout)

• Audio (Podcasts, BlogTalkRadio)

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Incorporating Mobile

Incorporating Mobile

Social

• Go where customers hang out

• Show some personality

• Think in visuals

• Let others build your presence for you

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Incorporating Mobile

What about these?

Give the prospect an easy way to take action.

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Tweet this:Use mobile tools (SMS, QR codes, tags) to create strong calls-to-action for your static ads.

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Get them to take action• Call

• Email

• Text

• Scan

• Like

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Incorporating Mobile

• Get directions

• Subscribe

• Share

• Check in

• Like

How do we complementwhat we’re doing with mobile?

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Measure Your Success

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Measuring Success

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Measuring Success

• Establish conversion goals on websites

• Measure traffic/leads by source

• Track links and calls

• Measure outcomes, not outputs

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Measuring Success

Tweet this:

Measure outcomes,not outputs.

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Wrapping Up

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General

• Develop “screen-agnostic” approach

• Optimize “Web presence”

• Complement current efforts with mobile

Recommendations

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Go Mobile• Develop mobile resident center (App?)

• Consider responsive design, geo-location

• Provide relevant “WOW” experience to mobile shoppers

• Get involved in mobile social apps (Instagram, Foursquare, Popset, etc.)

Recommendations

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Other Channels• Reviews: Monitor, respond, incorporate

into your Web presence

• Email: Implement lead nurturing, local outreach programs

• PPC: Use to complement search/social

• QR/SMS: Create location-specific experiences

Recommendations

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Go beyond marketing

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What now?

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Takeaways• Be screen agnostic

• Optimize your website for mobile

• Build a broad presence

• Try targeted ads

• Short, visually rich messages

• Measure > refine > measure > refine

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Let’s talk.

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Text my30to 88000

30lines.com