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Whether you know it or not, mobile is already having an influence on the way people interact with your small business or nonprofit organization. Customers are using mobile devices. A lot. There are now more mobile phones than humans. It's time to start thinking about how your business has to build mobile into its marketing strategy. In this seminar, you will learn: Five tips for what you can do today to start taking advantage of mobile marketing. How to better understand and apply the spread of mobile behavior. How to build your own mobile strategy. How to make the most of your mobile email, website, and social media campaigns. And more... Embracing mobile marketing is about the success of your efforts to communicate with your customers, and the success to connect with them where they are now: on their phone. The case for mobile is getting stronger every click and call.
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© 2013
@constantcontact#ccmobile
© 2014
making the case for mobilebeyond text messages
© 2013
@constantcontact#ccmobile
© 2014 3
Vanessa CabreraPresidentYour Social Media Mentor, Inc.
facebook.com/yoursocialmediamentor
@vanessacabrera
www.yoursocialmediamentor.com
© 2013
@constantcontact#ccmobile
© 2014 4
129,000,000# of smartphones
owned in U.S. in 2012
comscore.com
29%of Americans
use only mobile devices to access the
internet.ondeviceresearch.com
91%of U.S. adults
own a cellphonetheatlantic.com
56%own a
smartphonePewinternet.org
© 2013
@constantcontact#ccmobile
© 2014 5
welcome #2
83%of the audience for this webinar use mobile devices to manage their personal lives
80%of adults 18-44 have
their smartphones with them
22 hoursa day
mediabistro.com
© 2013
@constantcontact#ccmobile
© 2014 8
mobile responsivevs.
mobile friendly mobile friendly
technology
question
marketing +strategy
question
© 2013
@constantcontact#ccmobile
© 2014 9
© 2013
@constantcontact#ccmobile
© 2014 10
US smartphone subscriptions
expected to grow
+28% in 2013
Mary Meeker
© 2013
@constantcontact#ccmobile
© 2014 11
people look at mobile devices
150xper day
people look at smartphones
200xper day
Alan Moore, No Straight Lines
© 2013
@constantcontact#ccmobile
© 2014 12
of Americans under 35 used a mobile device to make a donation.
40%
used a mobile device to browse non-profit websites and emails.
50%
© 2013
@constantcontact#ccmobile
© 2014 13
75%used phone to get real-time,
location-based information
70%who ran a local search via mobile acted within one hour
90%of mobile searcheslead to an action
local search
PewInternet.org
searchengineland.com
CMO Council
© 2013
@constantcontact#ccmobile
© 2014 14
Litm
us.c
om
44%of email is opened on a mobile device.
© 2013
@constantcontact#ccmobile
© 2014 15
Blue Hornet
80%of users delete
mobile email that doesn’t look good.
Blue Hornet
of users
unsubscribefrom email lists after
receiving mobile email that doesn’t look good.
30%
© 2013
@constantcontact#ccmobile
© 2014 16
© 2013
@constantcontact#ccmobile
© 2014 17
66%of small businesses are using mobile for their business.
34%aren’t.
small businessuse of mobile
Constant Contact customer research
© 2013
@constantcontact#ccmobile
© 2014 18
34%aren’t.
• have no plans to adopt mobile in the future65%
• lack of customer demand 56%
• “mobile isn’t relevant to my industry or business” 28%
Constant Contact customer research
© 2013
@constantcontact#ccmobile
© 2014 19
Dorothy S. JonesApril 1, 1947 – April 5, 2013
Services
Dorothy S. Jones, age 66, passed away on Friday, April 5, 2013. She was at home and surrounded by her family.
© 2013
@constantcontact#ccmobile
© 2014 20
why not?
we’re a nonprofit…
not bestfor my
products…
cost is too high…
we’re regulated
by the government…
© 2013
@constantcontact#ccmobile
© 2014 21
mobile for operations82%
calendar ortime management
74%
customercommunications
52%
GPS / mapping
44%
accounting orinvoicing
© 2013
@constantcontact#ccmobile
© 2014 22
© 2013
@constantcontact#ccmobile
© 2014 23
YOU DON'T GET TO DECIDE WHICH DEVICE PEOPLE USE TO ACCESS YOUR CONTENT.
THEY DO.
Karen McGrane, author of Content Strategy for Mobile@karenmcgrane
“
© 2013
@constantcontact#ccmobile
© 2014 24
at the end of the day, it’s
about
success
© 2013
@constantcontact#ccmobile
© 2014 25
© 2013
@constantcontact#ccmobile
© 2014 26
tip#1avoid
using too much text
© 2013
@constantcontact#ccmobile
© 2014 27
avoid multiple columns
tip#2
© 2013
@constantcontact#ccmobile
© 2014 28
tip#3
clear and easy calls to action
© 2013
@constantcontact#ccmobile
© 2014 29
avoidtiny
fonts
tip#4
9-point font, headlines don’t stand out
Minimum: 22-point headlines, 11-point body text, improved contrast
© 2013
@constantcontact#ccmobile
© 2014 30
avoidtiny
fonts
tip#4
Better: 22-point headlines, 16-point body text
© 2013
@constantcontact#ccmobile
© 2014 31
tip#5use
images carefully
@constantcontact#ccmobile
© 2013
@constantcontact#ccmobile
© 2014 32
don’t ignore local
search
bonus
#1
© 2013
@constantcontact#ccmobile
© 2014 33
don’t ask customers or supporters to
turn their phones off!
bonus
#2
© 2013
@constantcontact#ccmobile
© 2014 34
camera on the phone to take shots in-store or with customers, social posts from businesses featuring images, etc. don’t
ignore mobile
tech
bonus
#3youtube.com
100 hoursof video uploaded
per minute
1.4 billion images
taken on mobile per dayNokia’s Vesa Jutila, at DigitalK 2012
© 2013
@constantcontact#ccmobile
© 2014 35
44%
© 2013
@constantcontact#ccmobile
© 2014 36
© 2013
@constantcontact#ccmobile
© 2014 37
less is more. focus – use less text
use a single column
clear and easy calls to action
no small fonts (test, test, test!)
use images carefully (don’t rely on them)
claim your listings: be found on local search!
let your customers use their phones
don’t ignore your phone (pics, video, social)
© 2013
@constantcontact#ccmobile
© 2014 38
next steps
have more questions? check out our answers to 10 of the most popular at the blog…(http://blogs.constantcontact.com/fresh-insights/10-mobile-marketing-questions)
if you’re ready for me to review your email template for mobile, call me today: 847.331.0659
want to learn more? try other live local seminars near you…constantcontact.com/local-learning/seminars.jsp
© 2013
@constantcontact#ccmobile
© 2014
making the case for mobilebeyond text messages