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Plain speak about how important mobile is and how businesses can use responsive design, mobile microsites and things like SMS and QR Codes to market their business, organization, or nonprofit. Jon-Mikel Bailey - Wood Street, Inc. - http://www.woodstreet.com
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#FredNMTwww.woodstreet.com @jonmikelbailey
Mobile Marketing?
Of course… but how?!?
#FredNMTwww.woodstreet.com @jonmikelbailey
Mobile is now a mainstream marketing channel…“…in 2012, the U.S. saw a 55% increase in smartphone subscriptions to …98 million…, representing nearly 42% of all U.S. mobile users.”
-According to Snaphop.com
…And these numbers continue to grow.
#FredNMTwww.woodstreet.com @jonmikelbailey
What we’ll talk about
1. Zero Moment of Truth - ZMOT
2. Responsive Design
3. Mobile Micro-sites
4. Mobile marketing channels…
Social, Email, SMS, QR Codes
#FredNMTwww.woodstreet.com @jonmikelbailey
ZMOT
- Source: http://www.zeromomentoftruth.com/
#FredNMTwww.woodstreet.com @jonmikelbailey
ZMOT and the Mobile User
Simon Salt asks this…
“Experience is the emotional connection you make with the
user. Do you generate feelings of frustration, anxiety, calm,
entertainment, education, information?”
- Shorty Guide To Mobile Marketing, Simon Salt
#FredNMTwww.woodstreet.com @jonmikelbailey
Tweet THIS!
ZMOT is a moment made for mobile. How does your website
perform in this zero moment of truth? #FredNMT
#FredNMTwww.woodstreet.com @jonmikelbailey
What is Responsive Design?
• One website for multiple devices
• The same content repurposed for…
• Desktop
• Mobile
• Tablet
#FredNMTwww.woodstreet.com @jonmikelbailey
What does Responsive look like?
Desktop
#FredNMTwww.woodstreet.com @jonmikelbailey
What does Responsive look like?
Tablet
#FredNMTwww.woodstreet.com @jonmikelbailey
What does Responsive look like?
Smartphone
#FredNMTwww.woodstreet.com @jonmikelbailey
When does Responsive make sense?
• For visitors viewing your
…full website from a mobile device.
• For areas of your full site where
…conversion, not distraction, is
important.
• For areas where mobile is a must
…blogs, contact, directions.
#FredNMTwww.woodstreet.com @jonmikelbailey
What is a Mobile Micro-site?
• A mobile only website
• A sub-domain like m.domain.com or domain.com/mobile
• Limited content and navigation choices
• Usually one call to action
• Links to full site sometimes
#FredNMTwww.woodstreet.com @jonmikelbailey
What does a Micro-site look like?
Discover Frederick
• Limited text
• No link to full site
• Simple form
• Used at bio-tech
trade shows
http://m.discoverfrederickmd.com/
#FredNMTwww.woodstreet.com @jonmikelbailey
What does a Micro-site look like?
Marine Corps Band
• Scrolling images
• Simple navigation
• Link to full site
• Contact info
• Social links
http://www.marineband.usmc.mil/mobile/index.html
#FredNMTwww.woodstreet.com @jonmikelbailey
When does a Micro-site make sense?
• Targeted Campaigns - ads, brochures, posters, displays
• When the user doesn’t need everything
• Event promotion
• At events
• Product support
• Any others?
#FredNMTwww.woodstreet.com @jonmikelbailey
How to Think about Mobile MarketingYour priorities for mobile dictate your approach…
- Source - http://blog.kissmetrics.com/increase-conversions-using-roles
#FredNMTwww.woodstreet.com @jonmikelbailey
Tweet THIS!
The intersection of a mobile user’s needs with your business
goals is what determines your mobile marketing priorities.
#FredNMT
#FredNMTwww.woodstreet.com @jonmikelbailey
Mobile Marketing ChannelsHow do you drive traffic to these mobile properties?
1. Your website and/or Blog using content
2. Email Marketing
3. Social media channels
4. QR Codes and SMS
5. By planning for mobile users
#FredNMTwww.woodstreet.com @jonmikelbailey
Your Website, Blog and ContentFor mobile, focus on Utility Marketing Content…
This is the stuff that your target audience needs.
Put this content up front, using responsive design…
• blog posts
• video or audio
• phone number, directions, etc.
#FredNMTwww.woodstreet.com @jonmikelbailey
Tweet THIS!
When someone has a question or a need, they reach for their
smartphone or tablet. Are you there? #FredNMT
#FredNMTwww.woodstreet.com @jonmikelbailey
Social ChannelsClients using Social do it on mobile…
• Use social to push mobile focused actions
• Consider the social user when constructing
social campaigns
• Have fun using games, contests,
integrated marketing
• Don’t forget to be social on mobile
#FredNMTwww.woodstreet.com @jonmikelbailey
Email MarketingConsider mobile for your newsletter and more…
• How does your newsletter perform on mobile devices?
• How much content are you giving them?
• Did you make use of the preheader?
• Where are you sending them?
• Responsive or mobile micro-site?
• Non-responsive site???
#FredNMTwww.woodstreet.com @jonmikelbailey
QR CodesQR Codes do work…
• Use them where they make sense
• Don’t expect everyone to know
how to use them, explain, have a b/up
• Connect them to the right property
• Responsive landing pages
• Micro-sites
#FredNMTwww.woodstreet.com @jonmikelbailey
SMS CampaignsSMS can be incredibly effective…
• Giveaways – Users text in to win something.
• Mobile coupons – Offering a discount as an
incentive for joining a mobile club.
• Email address capture – Users text in their
email address or a request to add it.
• Trivia & Quizzes – Separate responses
for different answers, or sub-keywords. Content Courtesy of JATXT.com
#FredNMTwww.woodstreet.com @jonmikelbailey
Expect Mobile UsersMobile users will consume your content…
• Take out the frustration
• Control the experience
• Help them in their ZMOT
• Guide them to action
• Keep it going, be creativeAre they doing this with your site?
#FredNMTwww.woodstreet.com @jonmikelbailey
Tweet THIS!
Your mobile channels need to be laser focused on the user
experience. #FredNMT
#FredNMTwww.woodstreet.com @jonmikelbailey
Your Plan of Attack!
Rinse and repeat…
1. See what works. Check your analytics. Check your audience reactions.
2. Test different approaches, A/B test if possible.
3. Repeat the tactics that achieve the best results!
#FredNMTwww.woodstreet.com @jonmikelbailey
QUESTIONS???Suggested resources:
Our Newsletterhttp://gigaom.com/www.zeromomentoftruth.comwww.mediapost.comGoogle “mobile marketing”!
Contact me:
www.woodstreet.com
@woodstreetweb
@jonmikelbailey
@myqrosites
Facebook.com/woodstreetweb
301.668.5006 x101