Mobile Marketing         Backchannel: #mfbsconf                  Mike Whaling
For Today:• Mobile behaviors• Channels and tools• Tactics and tips• Measuring success                       #mfbsconf
What IS mobile?flickr.com/photos/yagankiely/4647067847/                                             #mfbsconf
What are peopledoing via mobile?                    #mfbsconf
What do YOU do via mobile?                 #mfbsconf
EVERYTHING         #mfbsconf
Mobile BehaviorsWhat are people doing?• Email              • Photos• Search             • Apps• Browsing           • Socia...
Mobile Behaviors   #mfbsconf
Mobile Behaviors   #mfbsconf
Mobile Behaviors   #mfbsconf
Email        #mfbsconf
Email is dead?                 #mfbsconf
Mobile Behaviors   Litmus, 2012
Emails are opened most   often on mobile.                   #mfbsconf
ZeroMomentOfTruth.com
54% of iOS web traffic is devoted tosearch VS the 36% Internet Mobile Behaviors                            average.       ...
Mobile Behaviors                                   9 out of 10                                   mobile searches          ...
70Over 70% of us look atproduct reviews beforemaking a purchase.                         #mfbsconf
Mobile BehaviorsLook at this                  #mfbsconf
Mobile Behaviors   #mfbsconf
#mfbsconf
Mobile BehaviorsThe Second Screen                    #mfbsconf
Mobile Behaviors
Incorporating Mobile Into Your Marketing                  #mfbsconf
Tools, Tactics and TipsWhat can you be doing?• Email              • Photos• Search             • Apps• Browsing           ...
Incorporating MobileGet equipped        #mfbsconf
Build a broadonline presence                  #mfbsconf
Incorporating MobileDirectories      Reviews            Multimedia              Website & Blog  Social          Email     ...
Incorporating MobileYour Website• Keep it simple (Navigation, contact info)• Create short paths to conversion• Make it eas...
Incorporating MobileMobile: Responsive design
Incorporating MobileMobile: Responsive design
Incorporating MobileMobile: Responsive design
Incorporating MobileLocal Listings: Typical ExampleSite                  Claimed?Google Places           YESYahoo! Local  ...
Incorporating MobileEmail• Everyone uses it• Not going away• Preferred method of contact                                  ...
Incorporating MobileAdvertising• Pay per click (Google, Bing)• Social (Facebook, LinkedIn)• Target your ads by location, d...
Incorporating MobileAdvertising
Apps       #mfbsconf
Do you need an app?www.flickr.com/photos/cardopoli/219069323/
Get social             #mfbsconf
“Find us on ...”www.flickr.com/photos/cardopoli/219069323/
Stay connectedwww.flickr.com/photos/cardopoli/219069323/      www.flickr.com/photos/urbanelife/4687896485/
Try it:Text like 30lines to 32665                       #mfbsconf
Make your own:j.mp/fbwindowsign                    #mfbsconf
Location           #mfbsconf
Check in with location services                        #mfbsconf
Incorporating MobileMultimedia• Photos (Flickr, Instagram, Pinterest)• Video (YouTube, Vimeo, Tout)• Audio (Podcasts, Blog...
Incorporating Mobile
Incorporating MobileSocial• Go where customers hang out• Show some personality• Think in visuals• Let others build your pr...
What about these?
Give the prospectan easy way to take action.                        #mfbsconf
Tweet this:Use mobile tools (SMS, QRcodes, tags) to createstrong calls-to-action foryour static ads.                      ...
Incorporating MobileGet them to take action• Call        • Get directions• Email       • Subscribe• Text        • Share• S...
How do we complementwhat we’re doing with mobile?                        #mfbsconf
Measure Your Success                  #mfbsconf
#mfbsconf
#mfbsconf
Measuring Success         #mfbsconf
Measuring SuccessMeasuring Success• Establish conversion goals on websites• Measure traffic/leads by source• Track links an...
Tweet this:Measure outcomes,not outputs.               #mfbsconf
Wrapping Up              #mfbsconf
RecommendationsGeneral• Develop “screen-agnostic” approach• Optimize “Web presence”• Complement current efforts with mobil...
RecommendationsGo Mobile • Develop mobile resident center (App?) • Consider responsive design, geo-location • Provide rele...
RecommendationsOther Channels • Reviews: Monitor, respond, incorporate   into your Web presence • Email: Implement lead nu...
Go beyond marketing                 #mfbsconf
What now?            #mfbsconf
Takeaways • Be screen agnostic • Optimize your website for mobile • Build a broad presence • Try targeted ads • Short, vis...
Let’s talk.              #mfbsconf
Text my30 to 88000
30lines.com
You Can’t Ignore Mobile Anymore! Mobile Marketing Strategies
You Can’t Ignore Mobile Anymore! Mobile Marketing Strategies
You Can’t Ignore Mobile Anymore! Mobile Marketing Strategies
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You Can’t Ignore Mobile Anymore! Mobile Marketing Strategies

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Originally presented at the 2012 Multifamily Brainstorming Sessions by Mike Whaling.

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You Can’t Ignore Mobile Anymore! Mobile Marketing Strategies

  1. 1. Mobile Marketing Backchannel: #mfbsconf Mike Whaling
  2. 2. For Today:• Mobile behaviors• Channels and tools• Tactics and tips• Measuring success #mfbsconf
  3. 3. What IS mobile?flickr.com/photos/yagankiely/4647067847/ #mfbsconf
  4. 4. What are peopledoing via mobile? #mfbsconf
  5. 5. What do YOU do via mobile? #mfbsconf
  6. 6. EVERYTHING #mfbsconf
  7. 7. Mobile BehaviorsWhat are people doing?• Email • Photos• Search • Apps• Browsing • Social• Shopping (Reviews) • Maps/Location• Audio & Video • Text/Chat• Games • Phone Calls #mfbsconf
  8. 8. Mobile Behaviors #mfbsconf
  9. 9. Mobile Behaviors #mfbsconf
  10. 10. Mobile Behaviors #mfbsconf
  11. 11. Email #mfbsconf
  12. 12. Email is dead? #mfbsconf
  13. 13. Mobile Behaviors Litmus, 2012
  14. 14. Emails are opened most often on mobile. #mfbsconf
  15. 15. ZeroMomentOfTruth.com
  16. 16. 54% of iOS web traffic is devoted tosearch VS the 36% Internet Mobile Behaviors average. SEARCH THROUGH IOS 54% 36% IOS INTERNET AVERAGE SOURCE: CHITIKA, APRIL 201254% of iOS Web traffic = Search
  17. 17. Mobile Behaviors 9 out of 10 mobile searches lead to action.OVER HALFlead to purchase. #mfbsconfSOURCE: SEARCH ENGINE LAND, 2011
  18. 18. 70Over 70% of us look atproduct reviews beforemaking a purchase. #mfbsconf
  19. 19. Mobile BehaviorsLook at this #mfbsconf
  20. 20. Mobile Behaviors #mfbsconf
  21. 21. #mfbsconf
  22. 22. Mobile BehaviorsThe Second Screen #mfbsconf
  23. 23. Mobile Behaviors
  24. 24. Incorporating Mobile Into Your Marketing #mfbsconf
  25. 25. Tools, Tactics and TipsWhat can you be doing?• Email • Photos• Search • Apps• Browsing • Social• Shopping (Reviews) • Maps/Location• Video • Text/Chat• Audio • Phone Calls #mfbsconf
  26. 26. Incorporating MobileGet equipped #mfbsconf
  27. 27. Build a broadonline presence #mfbsconf
  28. 28. Incorporating MobileDirectories Reviews Multimedia Website & Blog Social Email Advertising
  29. 29. Incorporating MobileYour Website• Keep it simple (Navigation, contact info)• Create short paths to conversion• Make it easy to share• Useable on any device #mfbsconf
  30. 30. Incorporating MobileMobile: Responsive design
  31. 31. Incorporating MobileMobile: Responsive design
  32. 32. Incorporating MobileMobile: Responsive design
  33. 33. Incorporating MobileLocal Listings: Typical ExampleSite Claimed?Google Places YESYahoo! Local NOBing Local NOYelp YESFoursquare NOCitySearch NOLocaleze NOSuperpages YESInsiderPages NONiche/Local Sites NO
  34. 34. Incorporating MobileEmail• Everyone uses it• Not going away• Preferred method of contact #mfbsconf
  35. 35. Incorporating MobileAdvertising• Pay per click (Google, Bing)• Social (Facebook, LinkedIn)• Target your ads by location, device #mfbsconf
  36. 36. Incorporating MobileAdvertising
  37. 37. Apps #mfbsconf
  38. 38. Do you need an app?www.flickr.com/photos/cardopoli/219069323/
  39. 39. Get social #mfbsconf
  40. 40. “Find us on ...”www.flickr.com/photos/cardopoli/219069323/
  41. 41. Stay connectedwww.flickr.com/photos/cardopoli/219069323/ www.flickr.com/photos/urbanelife/4687896485/
  42. 42. Try it:Text like 30lines to 32665 #mfbsconf
  43. 43. Make your own:j.mp/fbwindowsign #mfbsconf
  44. 44. Location #mfbsconf
  45. 45. Check in with location services #mfbsconf
  46. 46. Incorporating MobileMultimedia• Photos (Flickr, Instagram, Pinterest)• Video (YouTube, Vimeo, Tout)• Audio (Podcasts, BlogTalkRadio) #mfbsconf
  47. 47. Incorporating Mobile
  48. 48. Incorporating MobileSocial• Go where customers hang out• Show some personality• Think in visuals• Let others build your presence for you #mfbsconf
  49. 49. What about these?
  50. 50. Give the prospectan easy way to take action. #mfbsconf
  51. 51. Tweet this:Use mobile tools (SMS, QRcodes, tags) to createstrong calls-to-action foryour static ads. #mfbsconf
  52. 52. Incorporating MobileGet them to take action• Call • Get directions• Email • Subscribe• Text • Share• Scan • Check in• Like • Like #mfbsconf
  53. 53. How do we complementwhat we’re doing with mobile? #mfbsconf
  54. 54. Measure Your Success #mfbsconf
  55. 55. #mfbsconf
  56. 56. #mfbsconf
  57. 57. Measuring Success #mfbsconf
  58. 58. Measuring SuccessMeasuring Success• Establish conversion goals on websites• Measure traffic/leads by source• Track links and calls• Measure outcomes, not outputs #mfbsconf
  59. 59. Tweet this:Measure outcomes,not outputs. #mfbsconf
  60. 60. Wrapping Up #mfbsconf
  61. 61. RecommendationsGeneral• Develop “screen-agnostic” approach• Optimize “Web presence”• Complement current efforts with mobile #mfbsconf
  62. 62. RecommendationsGo Mobile • Develop mobile resident center (App?) • Consider responsive design, geo-location • Provide relevant “WOW” experience to mobile shoppers • Get involved in mobile social apps (Instagram, Foursquare, Popset, etc.) #mfbsconf
  63. 63. RecommendationsOther Channels • Reviews: Monitor, respond, incorporate into your Web presence • Email: Implement lead nurturing, local outreach programs • PPC: Use to complement search/social • QR/SMS: Create location-specific experiences #mfbsconf
  64. 64. Go beyond marketing #mfbsconf
  65. 65. What now? #mfbsconf
  66. 66. Takeaways • Be screen agnostic • Optimize your website for mobile • Build a broad presence • Try targeted ads • Short, visually rich messages • Measure > refine > measure > refine #mfbsconf
  67. 67. Let’s talk. #mfbsconf
  68. 68. Text my30 to 88000
  69. 69. 30lines.com

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