Practical Guide to Mobile Marketing

Sachin Bhatiasachinb@avvo.com

@sachbhat

What is “mobile”?

iPhone

Android

iPad

Nexus 7

Image Attribution: http://www.flickr.com/photos/bispham2/7320367756

86% use mobile while watching TV

Source: http://www.readwriteweb.com/archives/yahoo_86_use_mobile_devices_while_watching_tv.php

Desktop Computer

office after dinner

Source: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/

Mobile Devicescommute couch timebreakfast commute

Source: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/

Desktop Conversion

Source: http://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556

Mobile Conversion

Source: http://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556

How do I handle?

• Prospective clients that want to find my services at all parts of the day

• Prospective clients that want to convert into paying clients quickly

Why mobile matters

Source: http://www.asymco.com/2012/07/03/us-smartphone-market-not-showing-signs-of-saturation/

600k new users a week

“From board meeting to board meeting, we are seeing a similar pattern. Web is flattish. But mobile is growing like a weed.”

- Fred Wilson, Union Square Ventures

“Over the past two years alone, mobile search traffic has

increased five-fold”

- Google (via Google Analytics Blog)

4 Things to Do

1. Build a mobile version of your website

2. Embrace the phone call

3. Try out mobile advertising

4. Check your analytics

Mobile Website

“61% of customers who visit a mobile unfriendly site

will likely go to a competitor's site”

- Karim Temsamani

Source: Karim Temsamani at IABALM 2012 via IAB

Focus

What are the key data & actions?

1. A reason to call

2. A button to call

3. A button to get Directions

DIY Site Audit

Is your phone number clickable?

Is your address clickable?

Is it loading fast?

Does it render correctly?

Is it trying to use Adobe Flash?

Is it usable?

Your Options

Ease Benefits

Mobilization Service ★ ★ ★ ★

Separate Mobile Site ★ ★ ★

Responsive Design ★ ★ ★ ★

Mobilization ServicePros:

• Syncs automatically with your current site

• No custom development needed

• Quick turnaround

Cons:

• Must use a built in template - lose all branding

• Separation of URLs

• Separation of analytics

Price: DudaMobile middle-tier package is $9/month

Custom Mobile SitePros:

• Highly optimized for a mobile device

Cons:

• Two websites to develop

• Two websites to maintain

• Typically, two different URLs (could negatively affect SEO)

• Less flexible for template devices

Price: Cost of custom website ($500 - $5000), plus ongoing maintenance of two site designs

Responsive DesignPros:

• Highly optimized for all devices

• One site to develop

• One site to maintain

• One URL

• Good selection of WordPress themes that are responsive

Cons:

• Expensive to switch an existing site (not impossible, just expensive)

• Still a bit “cutting-edge” - harder to find vendors

Price: Cost of a new website ($500 - $5000)

Buying a New Website?

Is it responsive?

Is it using HTML5?

Is it using CSS3?

Is it using Javascript (not Flash)?

Embrace the Call

easy

hard

Virtual Receptionist

Mobile Advertising

“Approaches like display advertising don’t work as well on

mobile as they do on the web.”

- Fred Wilson, Union Square Ventures

call

call directions

filter

Mobile Analytics

One Question

Are my mobile visitors converting as well as my desktop visitors?

Summary: 4 Things

1. Build a mobile version of your website

2. Embrace the phone call

3. Try out mobile advertising

4. Check your analytics

Questions? sachinb@avvo.com

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@sachbhat