mobile marketing: reaching consumers in real time
TRANSCRIPT
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Mobile Marketing
Christina Inge, FounderSleek Marketing University
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In the Realm of the Majority
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In the Realm of the Majority
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Mobile SEOMobile Share of Organic Search in the US, 2013-2015
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Brains Are Going MobileCognitive load is higher
watching TV than looking at our phones
CounterintuitiveReading on a tablet uses
different parts of the brain than reading on paper
Could be psychological and extinguished in coming years
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What Mobile Marketing is About
Reaching customers at the right moment
Finding mobile solutions for your context
Being strategy
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Mobile is About Context
Transformation of the way people engage with technology
Expectation of ambient technology
Not an experience you sit down to
Facilitation when and where you need it
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Your Business Needs to Get Social, Local and Mobile- Fast
●Americans are “SoLoMo”:○ Shop socially○ Search locally○ Do it all on mobile
●97% of consumers now search for local businesses online
●61% of Millennials use social media to determine where they go out
●78% of small businesses get at least a quarter of new customers through social media
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Examples of Mobile UX FactorsTime
Location
Context
Responds to user behavior, instead of dictating it
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Reaching the Mobile Consumer● 57% of users say they won’t recommend a
business with a poorly designed mobile site● 83% of users say that a seamless
experience across all devices is very important
○ A more seamless experience between devices means a more seamless journey for the buyer and increased likelihood of buying
● Mobile email opens have grown by 180% in the last three years
○ More people use their phone to open emails than to make calls
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Honey, Who Shrunk Our Site?
Mobile is not about creating a mobile-friendly site and calling it a day
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A Great Mobile SiteThoughtful “breakpoints”
Gives people the content they need in context
Personal-saved search history, other user-centered features
Makes desktop content accessible
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Gives people what they want, but more of what they need
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Mobile Experience
RulesPersonalization over customization
Context over coupons
Don’t “dumb down”
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Designing Branded Mobile Apps: Recommendations
5 main business objectives of mobile apps:Communication: sharing brand valuesCRM: Acts as an intermediary between the
brand and its customersSales: aim to increase sales via location
awareness, context and customizationProduct innovation: allows users to generate
product ideasMarket research
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We Are Still Marketing Via Email● Most mobile advertising has shown to be
expensive with low conversions- email is the exception
● Despite the proliferation of messaging apps, email continues to be used as a communication medium○ Emailing is the 3rd most popular
activity after texting and going online○ Majority of email opens are on mobile
devices