how to get started with mobile marketing - greg hickman

Greg  Hickman  -­‐  MobileMixed.com

MOBILE MARKETINGHow To Get Started with

@gjhickman

BY 2015, MORE U.S. INTERNET USERS WILL ACCESS THE INTERNET THROUGH MOBILE DEVICES THAN THROUGH PC’S

OR OTHER WIRELINE DEVICES

MOBILE

PC

2015

40%

OF GLOBAL YOUTUBE VIEWS COME FROM MOBILE

48%

OF ALL EMAIL IS OPENED FROM MOBILE

61%OF ALL THAT FOLLOWED A GROUP/LIKED PAGE CREATED BY BRAND CAME FROM

MOBILE

65%OF ALL WATCHED VIDEO CLIPS ON

FACEBOOK WERE ON MOBILE

68%OF ALL CLICKED FACEBOOK “LIKE”

BUTTONS ARE FROM MOBILE

73%OF ALL UPLOADED & SHARED PHOTOS

ON FACEBOOK ARE FROM MOBILE

88%OF ALL UPLOADED AND SHARED

PHOTOS ON TWITTER CAME FROM MOBILE

90%OF SHARED LINKS TO BLOGS ON

TWITTER CAME FROM MOBILE

“Get your content ready to go anywhere because it’s going to go everywhere”.

Brad Frost

Don’t be confused by the myths of mobile context

Mobile users are distracted and in a rush

86%OF SMARTPHONE

OWNERS USE MOBILE WHILE WATCHING TV

31%OF AMERICANS THAT ACCESS

WEB, DO IT FROM ONLY

THEIR MOBILE DEVICE

41%DO IT EVERYDAY

1.Understand how we consume content

time shifting

dual consumption

focused use

information snacking

focused use

This is where we concentrate all of our attention on the content from one device

at a time.

focused use

This is where we concentrate all of our attention on the content from one device at a time.

People  spend  more  time  reading  eBooks  on  smartphones  vs.  tablets.

dual consumption

Using two or more devices at the same time since the information we’re receiving from

one device is either not sufficiently engaging or we have down time between activities.

Over  85%  of  tablet  and  smartphone  owners  use  their  device  while  watching  

TV.

This is where we consume pre-scheduled content when we’re available.

time shifting

There  are  10.5  Million  Read  It  Later  saves  each  month.

information snacking

This is where we make use of otherwise wasted time with content we might not have

read otherwise.

75%  of  Americans  use  their  mobile  phone  while  on  the  toilet.

• Mobile is a part of our consumption

• How does YOUR audience consume YOUR content?

• Is your content snackable?

KEY TAKEAWAYS

2.Review your goals

Goals  should  be  clear,  measurable,  realistic  and  associated  to  a  time  frame.

3.Develop mobile personas

Know your customer. Know their tools.

images © Jason Travis

4. Acknowledge sh*tloads of resolutions

320  x  240

320  x  480

360  x  480

640  x  940

1024  x  768

How do we deal with different screen sizes?

74%OF CONSUMERS WILL WAIT 5 SECONDS

FOR A WEB PAGE TO LOAD ON THEIR MOBILE BEFORE ABANDONING THE SITE

46%OF CONSUMERS ARE UNLIKELY TO

RETURN TO A MOBILE SITE IF IT DIDN’T WORK PROPERLY DURING LAST VISIT.

71%OF MOBILE BROWSERS EXPECT WEB

PAGES TO LOAD ALMOST AS QUICKLY OR FASTER AS WEB PAGES ON THEIR PC.

• You MUST mobilize your website • Wordpress Plugins - WP Touch Pro • Wordpress Themes - StudioPress etc • Custom Responsive - Outsource • Separate Site - Duda Mobile, Blue

Train Mobile

KEY TAKEAWAYS

• Focus on performance • Google Page Speed Insights • CrazyEgg

KEY TAKEAWAYS

5. Design for touch

When  you’re  designing  mobile  interfaces,  it’s  best  to  make  your  targets  big  so  that  

they’re  easy  for  users  to  tap.

6.Optimize your local presence

1  out  of  every  5    searches  has  local  intent.

Over  40%  of  searches  on  a  mobile  device  have  local  intent.

94%  of  smartphone  users  look  for  local  info.  84%  take  action.

57%  of  smartphone  users  look  for  local  info  at  least  once  a  week.

25%  of  smartphone  users  look  for  local  info  daily.

65%  visited  the  business    they  looked  up.

47%  looked  it  up  on  a  map  and/or  got  directions.

24%  told  others.      29%  made  a  purchase  in-­‐store

How do we optimize for local intent?

• Local  Listings:  •Google+  Local  /  Google  Pages  For  Business  •Other  relevant  local  directories  

•NAP  Citations:    •Name/Address/Phone  #  •Make  sure  they  all  match.  (Local  Citation  Finder)  

• Images:  • Storefront  • Inside  

•Social:  •Google  +  (Connected  to  Google+  Local  Listings.    • Facebook:  24%  of  local  search  is  inside  the  app  

•Reviews:  •Yelp,  Foursquare,  Yahoo  Local,  Zagat,  Google+  Local

7.Communicate with mobile.

EMAIL

•Sender  First  •Clear  sender  display  name  •Avoid  news@domain.com  

•5-­‐7  Rule:    •5  to  7  words  before  truncated  • 60  characters  

•Use  headlines,  subheads,  bullets  and  numbers  • Snackable  consumption  • Scannable  

•Clear  Call  To  Action:  •What  do  you  want  the  user  to  do?    • Large  targets  for  tapping  

•Responsive  templates:  • It’s  not  just  for  your  website

May  2013:  The  First  Key  to  Online  Business  Success  

Original  Blog  Post  Visits:  2755  Audioblog  Downloads:  28,720

"I didn't even realize you had text blog content.”

!

"Thank you for finally letting me consume all your content in the way

I want.” !

"What an awesome way to create more value. Keep it up!"

QR CODES

Use  QR  codes  wisely…

SMS/MMS

90%  of  text  messages  are  read  within  3  mins

• Loyalty  Clubs:  •Weekly  communications  w/  incentives.    •Updates  on  promos,  events,  products  etc.  

•Coupons:    •10x  redemption  to  traditional  coupons  • Increase  the  Average  Order  Value  with  Spend  &  Get’s  

•Contests,  Sweepstakes,  Trivia,  Surveys:  • Increased  engagement  •Make  informed  decisions  with  customer  feedback  

•Reminders:  •Eliminate  no  shows  • Study:  Single  Practice  Physician  =  $150k/year  in  no-­‐shows.

• SMS is for timely, exclusive and

targeted messages. (snackable) • Email is for more informational,

long form content. (full meal) • SMS can compliment your email

strategy.

KEY TAKEAWAYS

• Audio is mobile. Think about a

podcast.

• QR codes…well just be careful with them.

KEY TAKEAWAYS

The  SMS  Marketing  Handbook

•eBook:    • Step-­‐by-­‐step  how  to  get  started  with  SMS  Marketing  

•Video  Training:    •Up  to  7  Video  Trainings  • Example:  How  To  Sell  SMS  Services  To  SMB’s,    

•How  To  Create  Call-­‐To-­‐Actions  That  Convert  

•Resources:    •Messaging  Calendar  •Messaging  Scripts

•Complete  Package:    •$199  w/  offer  code  “complete”  

•Starter  Package  •$79  w/  offer  code  “start”  

•Just  The  Book:    •$29  w/  offer  code  “book”

http://www.mobilemixed.com/preorder

• Understand  your  customers  mobile  behaviors  

• Define  your  business  goals  

• Develop  mobile  personas    

• Mobilize  your  website  

• Optimize  it  for  local  

• Connect  with  SMS  and  email

mobile ~ 7B

web 2.4B

mobile ~ 7B

web 2.4B

CHOOSE MOBILE

Greg  Hickman  -­‐  MobileMixed.com

Questions?

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