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Toronto&|&June&12–14,&2013&|&#SESTO&|@SESConf&MobileContentMarke.ngConnec:ng&with&your&Audience&on&the&Move&MarciaKadanoffB...
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&About&Me&•  Formerly&CEO&&&Founder&of&Open&Marke:ng&...
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Can&We&Talk&•  You&don’t&have&an&audience,&you&have&...
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Your&Target&•  Is&definitely&using&smart&phones&and&t...
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&But&“on&the&move”&•  Not&so&much&
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&What&Does&This&Mean?&•  Is&mobile&…&best&thought&of&...
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&As&a&Channel&Target&customers&you&reach&on&mobile&wi...
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&As&an&Opportunity&•  Higher&conversion&rates&&&order...
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&As&an&Op:miza:on&•  Website&•  Email&•  Landing&Pages&
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Website&•  Responsive&design&SHARED&UNDERSTANDING&
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Email&SHARED&UNDERSTANDING&
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Op:mizing&Email&
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Email&Op:miza:on&•  Larger&fonts&•  Responsive&desig...
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Landing&Pages&•  Don’t&make&people&pinch&and&zoom&• ...
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&As&a&Strategy&How Consumers Use Tabletsand Smartphones
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&How&to&Connect&
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Content&Marke:ng&•  What&Works&– Video&– Comics&– Me...
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Video&WHAT&WORKS&
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Comics&WHAT&WORKS&
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Meme&Campaign&WHAT&WORKS&
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Slideshow&WHAT&WORKS&
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Facebook&Mobile&Ads&WHAT&WORKS&
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Text&Ads&•  Category&specific&– YES&•  QSR&•  Local&–...
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&To&Make&Text&Ads&Work&•  Op:mize&our&landing&pages&b...
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&White&Papers&Source: http://www.johncuneo.com/ripWHA...
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Lead&Gen&Forms&WHAT&DOESN’T&WORK&
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Flash&WHAT&DOESN’T&WORK&
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Example&•  SF&Jazz&&ecommerce&&engine&WHAT&DOESN’T&W...
Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Mobile&Content&Marke:ng&HOW&TO&SUCCEED&&IN&CLOSING&
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Marcia Kadanoff, CMO, Bislr Inc. Presents: Mobile Content Marketing

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Marcia Kadanoff presents "Mobile Content Marketing: Connecting with your Audience on the Move," at SES Toronto, June 13, 2013

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Transcript of "Marcia Kadanoff, CMO, Bislr Inc. Presents: Mobile Content Marketing"

  1. 1. Toronto&|&June&12–14,&2013&|&#SESTO&|@SESConf&MobileContentMarke.ngConnec:ng&with&your&Audience&on&the&Move&MarciaKadanoffBislrChiefMarke.ngOfficer
  2. 2. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&About&Me&•  Formerly&CEO&&&Founder&of&Open&Marke:ng&•  Recently&“AcquiOhired”&by&Bislr&&–  Modern&websites&for&B2B&customers&–  Intelligent,&mobile,&social,&op:mized&for&lead&gen&–  Integrated&suite&of&dragOnOdrop&tools&for&marke:ng&automa:on&(landing&pages,&call&to&ac:ons,&lead&nurturing&campaigns)&
  3. 3. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Can&We&Talk&•  You&don’t&have&an&audience,&you&have&a&target&
  4. 4. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Your&Target&•  Is&definitely&using&smart&phones&and&tablets&
  5. 5. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&But&“on&the&move”&•  Not&so&much&
  6. 6. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&What&Does&This&Mean?&•  Is&mobile&…&best&thought&of&as&&– A&channel&– An&opportunity&– An&op:miza:on&– A&strategy&
  7. 7. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&As&a&Channel&Target&customers&you&reach&on&mobile&will&also&interact&with&you&at&your&desktop&website&
  8. 8. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&As&an&Opportunity&•  Higher&conversion&rates&&&order&values&
  9. 9. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&As&an&Op:miza:on&•  Website&•  Email&•  Landing&Pages&
  10. 10. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Website&•  Responsive&design&SHARED&UNDERSTANDING&
  11. 11. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Email&SHARED&UNDERSTANDING&
  12. 12. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Op:mizing&Email&
  13. 13. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Email&Op:miza:on&•  Larger&fonts&•  Responsive&design&–  One&column&(smart&phone),&two&columns&(tablet)&•  More&contrast&in&the&color&palede&•  Simplify&–&less&really&is&more&•  Check&your&callsOtoOac:on&and&where&they&fall&•  Resources:&–  hdps://litmus.com/blog/masteringOtheOartOofOmobileOemailOworkshopOrecap&–  hdp://litmus.com/blog/anatomyOmobileOemail&
  14. 14. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Landing&Pages&•  Don’t&make&people&pinch&and&zoom&•  Test&on&both&landscape&and&portrait&views&•  Make&sure&fonts&stand&out&•  Concise&content&is&king&•  Speed&is&of&the&essence&•  Dont&use&FLASH&•  ClickOtoOcall&•  Obey&the&44x44&rule&•  Remember&that&mobile&search&is&local&search&•  Make&sure&forms&are&short&and&simple&•  Single&column&FTW&•  Keep&your&CTA&above&the&fold&http://econsultancy.com/us/blog/62190-12-useful-tips-for-optimising-mobile-landing-pages
  15. 15. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&As&a&Strategy&How Consumers Use Tabletsand Smartphones
  16. 16. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&How&to&Connect&
  17. 17. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Content&Marke:ng&•  What&Works&– Video&– Comics&– Meme&campaigns&– Slideshows&– Facebook&ads*&•  What&Doesn’t&– Text&Ads*&– White&Papers&– Lead&Gen&Forms&– Infographics&– Flash&*category specific
  18. 18. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Video&WHAT&WORKS&
  19. 19. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Comics&WHAT&WORKS&
  20. 20. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Meme&Campaign&WHAT&WORKS&
  21. 21. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Slideshow&WHAT&WORKS&
  22. 22. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Facebook&Mobile&Ads&WHAT&WORKS&
  23. 23. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Text&Ads&•  Category&specific&– YES&•  QSR&•  Local&– NO&•  B2B&•  Considered&Purchase&•  Mobile&downloads&WHAT&DOESN’T&WORK&
  24. 24. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&To&Make&Text&Ads&Work&•  Op:mize&our&landing&pages&by&planorm&•  Give&people&the&op:on&of&returning&to&your&desktop&site&•  Beware&of&the&“fat&finger”&problem&–&it’s&real&WHAT&DOESN’T&WORK&
  25. 25. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&White&Papers&Source: http://www.johncuneo.com/ripWHAT&DOESN’T&WORK&
  26. 26. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Lead&Gen&Forms&WHAT&DOESN’T&WORK&
  27. 27. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Flash&WHAT&DOESN’T&WORK&
  28. 28. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Example&•  SF&Jazz&&ecommerce&&engine&WHAT&DOESN’T&WORK&
  29. 29. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&@twitterhandle@openmk&Mobile&Content&Marke:ng&HOW&TO&SUCCEED&&IN&CLOSING&

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