mobile marketing: a case study by sheridan orr
DESCRIPTION
From the SMX East 2014 Conference in New York City, NY. SESSION: Trends & Tactics In Mobile E-Commerce . PRESENTATION: Mobile Marketing: A Case Study - Given by Sheridan Orr, @SheridanOrr, Head of Global Product Marketing - Channel Advisor. #SMX #33DTRANSCRIPT
Mobile Marke+ng: A Case Study
Sheridan Orr|ChannelAdvisor @sheridanorr
Meet Bob
Meet Bob Bob
Not Bob
Also Not Bob
A Day in a Life of Bob
A Day in a Life of Bob
How Do I Reach Bob?
If he knows me: • Brand terms on mobile Not a clue who you are: • Radius targeGng • Targeted search term “Coffee near me” “NOW”
How Do I Reach Bob?
If he knows me: • Brand terms on mobile Not a clue who you are: • Radius targeGng • Targeted search term “Coffee near me” “NOW”
How Do You Reach Bob?
• Product Level Terms • LocaGon Extensions • Radius TargeGng
How Do I Reach Bob?
• Strategic search terms • Site Links with promoGonal offer “Free AppeGzers!”
• Locator Link • Call extensions (click to call)
How Do I Reach Bob?
• Top Selling Product Term • Easy Check Out with Pay Pal or Google Wallet
• PromoGonal Offer • Apple Pay
How Do I Reach Bob?
• NaGve adverGsing on Mobile
A Case Study -‐Success
Large naGonally known brand with bricks and mortar locaGons. Their tool kit: Full coverage on brand terms and top selling products. Focus bids on being top. Radius targeGng around bricks and mortar stores. Heavy usage of site links for promoGons. Pay Pal and Google Wallet check out.
A Case Study –Mega Success Large naGonally known brand with bricks and mortar locaGons. Their tool kit: Good use review extension Social extensions Link to the mobile app Full coverage on brand terms and top selling products. Focus bids on being top. Radius targeGng around bricks and mortar stores. Heavy usage of site links for promoGons. Pay Pal and Google Wallet check out.
A Case Study –Not So Hot
Regional brand killing it on the desktop: Didn’t buy ads at all, not even brand terms! No locaGon awareness in SEO Scroll-‐worthy SEO
Mobile Friendly SEO
• Create content priori+es for your mobile audience. You may have 40 great deals, 8 value proposiGons and over 400,000 skus. But mobile HTML emails and webpages shouldn’t include all of them.
Tighten the Message
• The most successful mobile email campaigns leverage a merchandiser, designer, copy writer and editor to create a pointed and concise emails. CreaGng a smart mobile email campaign is much like creaGng the front page of a newspaper – it takes a team to decide what makes the cut.
Create a Predictable Rhythm
• Create a clear, predictable rhythm to the page so user know there are more secGons below the fold. Provide a decisive end to the page. Use concise blocks of copy to achieve this goal.
• Completely avoid a highly paginate series of pages it’s unlikely that mobile users will click through.
Master the Images
• Kill the hero image in emails. Remove large mast head images from your webpages.
• Many online retailers like using one large promoGonal image and no text in an email because if the promoGon changes or there is a typo it is easy to swap out the image on the email server. Not only does this create a poor quality score with ISPs it is also miserable for mobile email users.
Know your objective Do you want to drive traffic to your store? Then measure Store Locator Leads Sell more on Mobile? Then measure in ROI. Build Brand on Mobile? Then impressions and clicks macer.
Mobile Success
Remove Friction How easy can you really make it? What would you type on a phone? Is your value proposiGon clear? Can someone check out easily?
Mobile Success
Experiment Experiment with mobile bid adjustment Become a data junkie. Try new things like Yahoo Gemini. Think like those who you are targeGng.
Mobile Success
Paranoia Keep up with the industry and the light-‐speed changes in OS, devices,
Mobile Success
Only the paranoid survive. Andy Grove