Brand Aid - Charlotte October 2014

@gjhickman

HOW TO GET STARTED WITH

MOBILE MARKETING

www.MobileMixed.com

By Greg Hickman

BEFORE WE GET STARTED…

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M E S S A G E A N D D ATA R AT E S M AY A P P LY.

IT WILL ALSO BE A DEMONSTRATION OF HOW YOU COULD BE USING SMS IN YOUR BUSINESSES…

1 WINNER: FREE 60 MINUTE STRATEGY SESSION

W I N N E R W I L L B E P I C K E D R A N D O M LY T H U R S D AY B Y 5 P M E T A N D N O T I F I E D V I A P H O N E / E M A I L .

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M E S S A G E A N D D ATA R AT E S M AY A P P LY.

HOW IMPORTANT IS MOBILE? H O W L O N G D I D I T TA K E T H E F O L L O W I N G F O R M AT S T O G E T 5 0 M M U S E R S ?

• R A D I O• T E L E V I S I O N

• I N T E R N E T

• FA C E B O O K

• D R A W S O M E T H I N G A P P

MOBILE

PC

JAN 2014

25%OF ALL INTERNET SEARCHES ARE DONE ON A MOBILE DEVICE

40%OF GLOBAL YOUTUBE VIEWS COME FROM MOBILE DEVICES

S o u r c e : Te c h H i v e

40%OF MOBILE SEARCHES HAVE LOCAL INTENT

S o u r c e : G o o g l e M o b i l e M o m e n t s S t u d y

62%OF ALL EMAIL IS OPENED FROM MOBILE

S o u r c e : E c o n s u l t a n c y

68%OF ALL CLICKED “LIKED” BUTTONS ARE FROM MOBILE

S o u r c e : Te c h H i v e

66%OF CONSUMERS SUBSCRIBED TO MOBILE MARKETING INDICATE A PURCHASE AS A RESULT OF RECEIVING HIGHLY RELEVANT MOBILE MESSAGES

S o u r c e : R e s p o n y s

3XINCREASE IN INCREMENTAL IN-STORE SALES

S o u r c e : R e s p o n y s

75%OF USERS ACCESS TWITTER THROUGH MOBILE

S o u r c e : Te c h C r u n c h

70%OF MOBILE SEARCHES LEAD TO ACTION WITHIN ONE HOUR

S o u r c e : h t t p : / / w w w. s u r v e y m o n k e y. c o m / m p / a u d i e n c e /

70%OF CONSUMERS DELETE EMAILS IMMEDIATELY THAT DON’T RENDER WELL ON A MOBILE DEVICE

S o u r c e : h t t p : / / w w w. b l u e h o r n e t . c o m / r e v e a l / r e p o r t

80%OF MOBILE USERS USE THEIR DEVICES WHILE WATCHING TV.

S o u r c e : E x a c t Ta r g e t

90%OF SHARED LINKS TO BLOGS ON TWITTER CAME FROM MOBILE

S o u r c e : Te c h H i v e

99%OF APPS ONLY GETUSED ONCE

S o u r c e : S o c i a l M e d i a H a t

MOBILE TOUCHES EVERY PART OF YOUR CONSUMERS LIFE.

IT’S NONE OF YOUR BUSINESS, HOW, WHEN, WHERE, AND ON WHAT DEVICE OUR CUSTOMERS USE TO CONNECT WITH YOU.

MOBILE TOUCHES EVERY PART OF YOUR CUSTOMERS LIFE.

H o w d o w e b e c o m e p a r t o f t h e i r d a i l y c o n s u m p t i o n h a b i t s ? W h e r e d o w e s t a r t ?

C H A L L E N G E

K n o w y o u r c u s t o m e r s e v e r y d a y d i g i t a l h a b i t s .

B e t h e r e a n d p r o v i d e t h e b e s t e x p e r i e n c e .

MOBILE FRIENDLY VS

MOBILE OPTIMIZED

MOBILE FRIENDLY MOBILE OPTIMIZED

WHICH IS MOBILE-FRIENDLY?

RESPONSIVE DESIGN w w w. c o l o r a d o . c o m

RESPONSIVE DESIGN w w w. t r a v e l o r e g o n . c o m

SEPARATE MOBILE SITE (M-DOT)

74%OF CONSUMERS WILL WAIT 5 SECONDS FOR A WEB PAGE TO LOAD ON THEIR MOBILE DEVICE BEFORE ABANDONING THE SITE

S o u r c e : G o m e z

70%OF CONSUMERS FOUND ALL TYPES OF PUSH NOTIFICATIONS, INCLUDING LOCATION-BASED MESSAGES TO BE VALUABLE

S o u r c e : R e s p o n s y s

90%OF CONSUMERS WHO HAVE JOINED MOBILE LOYALTY PROGRAMS FEEL THEY HAVE GAINED VALUE FROM THEM

S o u r c e : Z o o m e r a n g

46%OF CONSUMERS ARE UNLIKELY TO RETURN TO A MOBILE SITE IF IT DIDN’T WORK PROPERLY DURING THE LAST VISIT

S o u r c e : S o c i a l M e d i a H a t

43%OF CUSTOMERS ARE MORE LIKELY TO MAKE A PURCHASE WHEN MOBILE OFFERS ARE A PART OF AN ORCHESTRATED CAMPAIGN OVER TIME

S o u r c e : R e s p o n s y s

KEY TAKE AWAYS

• CONSUMER EXPECTATION: they want a seamless experience no matter what device.

• GOOGLE: will screw you if you don’t play ball

OPTIMIZE FOR LOCAL

53%OF MOBILE SEARCHES HAVE LOCAL INTENT.

84% OF SMARTPHONE USERS TAKE ACTION AFTER LOOKING FOR SOMETHING LOCALLY

57% OF SMARTPHONE USERS LOOK FOR LOCAL INFO AT LEAST ONCE PER 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

GOOGLE TOOLS• Google My Business

(Google+, Maps, Mobile)• Bing Places for Business• Local.Com

SOCIAL/OTHERDIRECTORIES

• Facebook (Nearby Places)• Yelp!• Foursquare• Citysearch

NAP CITATIONS: • Name/Address/Phone #• Make sure they all match.

(Local Citation Finder)

Google+

YOU’RE ACROSS ALL DEVICES ACROSS THE GOOGLE NETWORK

• Name / Address / Phone #• Make sure they all match• Make sure it’s text and not

image• Setup your your business on

Google, Yelp, Foursquare, Facebook etc.

KEY NOTES

65%OF ALL EMAIL IS OPENEDFROM MOBILE.

65%OF ALL PODCASTS ARE LISTNED TO FROM A SMARTPHONE

S o u r c e : L i b s y n

KEY TAKE AWAYS

• SENDER• Clear sender display name, e.g Amy Brown• Avoid [email protected]

• HEADLINES, SUBHEADS, BULLETS & NUMBERS

• Snackable consumption• Scannable

• CLEAR CALL TO ACTIONS• What do you want the user to do? • Large targets for tapping

• RESPONSIVE TEMPLATES• It’s not just for your website

10x vs. Print

S o u r c e : e M a r k e t e r

90%OF ALL SMS IS READWITHIN 3 MINUTES

S o u r c e : C o n v e r s a t i o n a l A d v e r t i s i n g

95%OF EMAILS ARE OPENED ON ONE DEVICE. VERY FEW GO BACK.

S o u r c e : K n o t i c e

98%OF ALL SMS IS OPENED

98% 22%vs

S o u r c e : Te c h i p e d i a

98% 22%vs

S o u r c e : Te c h i p e d i a

SURVEYS COUPONS/OFFERS

INFO ALERTS

LOYALTYCOUPONSCONTESTSREMINDERS

CAPTURESEGMENTTARGETPERSONALIZE

CROSS PROMOTE

RECAP

1. Mobilize your website 2. Optimize your local presence 3. Make sure your NAP

information is consistent across the web and searchable by Search Engines

4. Use E-Mail and optimize it for Mobile

5. Use SMS for immediate communications, drive loyalty, repeat visits and increase event show up rates

MOBILE USERS WILL DO ANYTHING AND EVERYTHING DESKTOP USERS WILL DO, PROVIDED IT’S DELIVERED IN A USABLE

WAY.

GREG HICKMANSAY HIgreg@mobi lemixed.com

VISITMobi leMixed.com

GET MOBILE STRATEGIES & TIPS

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@gjhickman