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HalfmoonYogaHalfmoonYoga
B•B•Q
Is My Marketing Mobile Friendly & Why Should I Care?
© 2014
Today’s Agenda
Set the stage and describe the importance of mobile
Why you can’t ignore mobile. Review the data
Use of mobile by businesses and nonprofits
What you can do today to prepare your organization for mobile
Next steps
99%143,000,000# of smartphones
owned in U.S. in 2013
comscore.com
29%of Americans
use only mobile devices to access the
internet.ondeviceresearch.com
91%of U.S. adults
own a cellphonetheatlantic.com
61%own a
smartphoneComscore.com
93%Since 2010
Source: comScore
Source: Litmus, “Email Client Market Share,” April 2012
38%
Source: Chris WardenSpread Effect
10
• 71% of US web audience
• 75% global reach
At the beginning of 2014
4.5 billionMobile users worldwide
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
220,000,000!
99%technology
question marketing +strategy
question
mobile responsivemobile friendly
vs
US smartphone subscriptions
expected to grow
+28% in 2013
Mary Meeker
16
17
6,000,000,000,0002,000,000,000,000
people look at mobile devices
150xper day
people look at smartphones
200xper day
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%
40%Of Shoppers Consult 3 or
More Channels
4 out of 5Consumers use smartphones to shop
Source: Chris WardenSpread Effect
75%used phone to get real-time,
location-based information
90%of mobile searcheslead to an action
local search
PewInternet.org
searchengineland.com
CMO Council
70%who ran a local search via mobile acted within one hour
Source: Chris WardenSpread Effect
Exp
eria
n M
arke
ting
Ser
vice
s
50%of email is opened on a mobile device.
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%
Mobile Marketing
50%+Local searches
were performed on a mobile device
Mobile ads perform 4-5 times better than online ads
Source: iMedia Connection
1st Position
Florist frederick • Keywords are likely to be shorter
• Keywords are likely to have local intent
57% of mobile users won’t recommend poor mobile websites
Source: The Social Media Hat
66%of small businesses are using mobile for their business.
34%aren’t.
small businessuse of mobile
Constant Contact customer research
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
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.
why not?
we’re a nonprofit…
not bestfor my
products…
cost is too high…
we’re regulated
by the government…
mobile for operations82%
calendar ortime management
74%
customercommunications
52%
GPS / mapping
44%
accounting orinvoicing
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
“
at the end of the day, it’s
about
success
tip#1avoid
using too much text
tip#2avoid
multiple columns
tip#3
clear and easy calls to action
tip#4
9-point font, headlines don’t stand out
Minimum: 22-point headlines, 11-point body text, improved contrast
avoidtiny
fonts
avoidtiny
fonts
tip#4
Better: 22-point headlines, 16-point body text
tip#5use
images carefully
bonus
#1don’t
ignore local
search
bonus
#2don’t ask
customers or supporters to
turn their phones off!
camera on the phone to take shots in-store or with customers, social posts from businesses featuring images, etc.
bonus
#3youtube.com
100 hoursof video uploaded
per minute
1.4 billion images
taken on mobile per dayNokia’s Vesa Jutila, at DigitalK 2012
don’t ignore mobile
tech
50%
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)
57
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