Is My Marketing Mobile Friendly & Why Should I Care?

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B•B•Q

Is My Marketing Mobile Friendly & Why Should I Care?

© 2014

KimButler@TheURLdr.com

facebook.com/theurldr

@theurldr

#theurldrwebinar

Kim Merritt Butler

Today’s Agenda

Set the stage and describe the importance of mobile

Why you can’t ignore mobile. Review the data

Use of mobile by businesses and nonprofits

What you can do today to prepare your organization for mobile

Next steps

99%143,000,000# of smartphones

owned in U.S. in 2013

comscore.com

29%of Americans

use only mobile devices to access the

internet.ondeviceresearch.com

91%of U.S. adults

own a cellphonetheatlantic.com

61%own a

smartphoneComscore.com

93%Since 2010

Source: comScore

Source: Litmus, “Email Client Market Share,” April 2012

38%

Source: Chris WardenSpread Effect

10

• 71% of US web audience

• 75% global reach

At the beginning of 2014

4.5 billionMobile users worldwide

83%of the audience for this webinar use mobile devices to manage their personal lives

80%of adults 18-44 have

their smartphones with them

22 hoursa day

mediabistro.com

220,000,000!

99%technology

question marketing +strategy

question

mobile responsivemobile friendly

vs

US smartphone subscriptions

expected to grow

+28% in 2013

Mary Meeker

16

17

6,000,000,000,0002,000,000,000,000

people look at mobile devices

150xper day

people look at smartphones

200xper day

of Americans under 35 used a mobile device to make a donation.

40%

used a mobile device to browse non-profit websites and emails.

50%

40%Of Shoppers Consult 3 or

More Channels

4 out of 5Consumers use smartphones to shop

Source: Chris WardenSpread Effect

75%used phone to get real-time,

location-based information

90%of mobile searcheslead to an action

local search

PewInternet.org

searchengineland.com

CMO Council

70%who ran a local search via mobile acted within one hour

Source: Chris WardenSpread Effect

Exp

eria

n M

arke

ting

Ser

vice

s

50%of email is opened on a mobile device.

Blue Hornet

80%of users delete

mobile email that doesn’t look good.

Blue Hornet

of users

unsubscribefrom email lists after

receiving mobile email that doesn’t look good.

30%

Mobile Marketing

50%+Local searches

were performed on a mobile device

Mobile ads perform 4-5 times better than online ads

Source: iMedia Connection

1st Position

Florist frederick • Keywords are likely to be shorter

• Keywords are likely to have local intent

57% of mobile users won’t recommend poor mobile websites

Source: The Social Media Hat

66%of small businesses are using mobile for their business.

34%aren’t.

small businessuse of mobile

Constant Contact customer research

34%aren’t.

• have no plans to adopt mobile in the future65%

• lack of customer demand 56%

• “mobile isn’t relevant to my industry or business” 28%

Constant Contact customer research

Dorothy S. JonesApril 1, 1947 – April 5, 2013

Services

Dorothy S. Jones, age 66, passed away on Friday, April 5, 2013. She was at home and surrounded by her family.

why not?

we’re a nonprofit…

not bestfor my

products…

cost is too high…

we’re regulated

by the government…

mobile for operations82%

calendar ortime management

74%

customercommunications

52%

GPS / mapping

44%

accounting orinvoicing

YOU DON'T GET TO DECIDE WHICH DEVICE PEOPLE USE TO ACCESS YOUR CONTENT.

THEY DO.

Karen McGrane, author of Content Strategy for Mobile@karenmcgrane

“

at the end of the day, it’s

about

success

tip#1avoid

using too much text

tip#2avoid

multiple columns

tip#3

clear and easy calls to action

tip#4

9-point font, headlines don’t stand out

Minimum: 22-point headlines, 11-point body text, improved contrast

avoidtiny

fonts

avoidtiny

fonts

tip#4

Better: 22-point headlines, 16-point body text

tip#5use

images carefully

bonus

#1don’t

ignore local

search

bonus

#2don’t ask

customers or supporters to

turn their phones off!

camera on the phone to take shots in-store or with customers, social posts from businesses featuring images, etc.

bonus

#3youtube.com

100 hoursof video uploaded

per minute

1.4 billion images

taken on mobile per dayNokia’s Vesa Jutila, at DigitalK 2012

don’t ignore mobile

tech

50%

less is more. focus – use less text

use a single column

clear and easy calls to action

no small fonts (test, test, test!)

use images carefully (don’t rely on them)

claim your listings: be found on local search!

let your customers use their phones

don’t ignore your phone (pics, video, social)

57

Value Package for Constant Contact

Today’s Webinar Special

Online Learning System $199

Custom Email Template $ 99

Email Audit $199

Package Value $696

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KimButler@TheURLdr.com facebook.com/theurldr @theurldr

Mobile Website Audit $199