mobile content marketing
DESCRIPTION
What Works and What Doesn't Talk given at Mobile Marketing Strategies Summit in Chicago, April 2013TRANSCRIPT
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Mobile Content Marketing
What Works and What Doesn’t
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Agenda 1. Shared Baseline 2. What Works in MCM 3. What Doesn’t Work in MCM 4. How to Succeed in MCM
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1|| Shared Baseline
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It’s 8am • Do you know where you
content is?
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SHARED BASELINE
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Not Where You Think
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Percep+on
SHARED BASELINE
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Reality
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SHARED BASELINE
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Market Penetration
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SHARED BASELINE 1 h2p://www.emarketer.com/Ar+cle/Smartphones-‐Con+nue-‐Gain-‐Share-‐US-‐Mobile-‐Usage-‐Plateaus/1008958 2 h2p://www.emarketer.com/Ar+cle/One-‐Three-‐Online-‐Consumers-‐Use-‐Tablet-‐by-‐2014/1008701
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Not necessarily “on the go”
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1. SHARED BASELINE
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Smart Phone Owners
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SHARED BASELINE
h2p://openmarke+ng.com/?p=7222
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What’s That Mean?
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SHARED BASELINE
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Rethink Content Marketing • From the ground up – not just content
marketing but mobile content marketing
<Button or visual to click through to motion graphics>
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SHARED BASELINE
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Standard Advice
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SHARED BASELINE
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“Old” Saw #1 • Make your website responsive
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SHARED BASELINE
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“Old Saw” #2 • Make your email viewable on mobile
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SHARED BASELINE
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But beyond that Specific advice and counsel is a bit … well thin
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SHARED BASELINE
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Typical Campaign
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SHARED BASELINE
50% earned, owned media
50% paid media
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2 || What Works
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Video
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WHAT WORKS
How Consumers Use Tablets and Smartphones
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• Loreal
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VIDEO WHAT WORKS
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Email • Email
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WHAT WORKS
h2p://www.mediabistro.com/alltwi2er/mobile-‐content-‐marke+ng_b36744
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Dos and Don’ts • Larger fonts • One column • More contrast in the color palette • Simplify – less really is more • Resources: – https://litmus.com/blog/mastering-the-art-of-mobile-
email-workshop-recap – http://litmus.com/blog/anatomy-mobile-email
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Custom Landing Pages
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WHAT WORKS
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Meme
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WHAT WORKS
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Cartoons
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WHAT WORKS
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Slideshows
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WHAT WORKS h2p://mashable.com/2013/03/05/ipad-‐mini-‐accessories/
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Mobile Advertising • But not necessarily banners
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WHAT WORKS
$2.85 iPhone $4.42 iPad
h2p://www.dailyflux.com/opera-‐adver+sing-‐android-‐effec+ve-‐ios/
$.88 $1.06
$1.28 $0.37
eCPMs
Share of Traffic
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Mobile Advertising
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WHAT WORKS
Display adver+sing on Yelp
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Be wary • Fat finger problem is real!
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h2p://www.npr.org/2012/12/17/167479086/fat-‐fingers-‐blamed-‐for-‐accidental-‐mobile-‐ad-‐clicks
WHAT WORKS
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Mobile Ads
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WHAT WORKS h2p://www.businessinsider.com/how-‐nielsen-‐sees-‐the-‐future-‐of-‐mobile-‐display-‐adver+sing-‐2012-‐6?op=1
h2p://www.businessinsider.com/how-‐nielsen-‐sees-‐the-‐future-‐of-‐mobile-‐display-‐adver+sing-‐2012-‐6?op=1
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Paid Media • Catalog (FreeMyApps) • Incentivized (Tapjoy) • Re-targeting (Apsalar) • Large Display (Millennial) • Social (Facebook, Twitter) • Video (Rhythm, Unruly)
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WHAT WORKS
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Don’t Forget the Basics • Optimize in-store listings • Great icon for your mobile application • Findable in search • Visible in social media • Fresh, relevant, compelling, visual content
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WHAT WORKS
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3 || What Doesn’t Work
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Text Ads • Category specific – YES
• QSR • Local
– NO • B2B • Considered Purchase • Mobile downloads
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WHAT DOESN’T WORK
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INFOGRAPHICS Hard to consume on mobile
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WHAT DOESN’T WORK
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White Papers
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WHAT DOESN’T WORK
Source: h2p://www.johncuneo.com/rip
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Lead Gen Forms*
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WHAT DOESN’T WORK
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Flash
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WHAT DOESN’T WORK
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Example • SFJazz
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WHAT DOESN’T WORK
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4 || How to Succeed in MCM
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Mobile Analysis • Yes you can analyze results – much the
same way you’d analyze results on the desktop web
– Click throughs – Engagement – Conversion
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HOW TO SUCCEED
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Beware “referrer not known” • Huge problem in mobile – making up for
anywhere from 15-40% of your number
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HOW TO SUCCEED
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Workarounds • Field a “natural experiment”
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A natural experiment is "an observa+onal study that nonetheless has the proper+es of an experimental research design.” (Gerring 2007: 216).
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Example
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HOW TO SUCCEED
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Funnel Analysis • Segment by mobile users versus desktop users
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HOW TO SUCCEED
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A/B Testing
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HOW TO SUCCEED
Insert lauren’s visual
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Resources
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HOW TO SUCCEED
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