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“Taking Your Content Mobile: Content Tips for Smartphones, iPads, Tablets and the Next New Thing”

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Content Marketing World 2011 …

Content Marketing World 2011

“Taking Your Content Mobile: Content Tips for Smartphones, iPads, Tablets and the Next New Thing”

Morgan Stewart, CEO, Trendline Interactive

The proliferation of smartphones, iPads, and tablets are driving increased expectations among consumers—now they expect great content while they are on the go. But before you run off and develop a new app, join Morgan Stewart as he shares insights from recent research conducted for ExactTarget on how consumers consume marketing content on mobile devices, what they do as a result, and how approaching mobile as a platform instead of a channel is helping marketers improve their marketing results across the board

Published in: Business, Technology

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  • “Mobile Marketing” is misleading –like focusing on “Laptop Marketing”Mobile represents a series of platforms (Android, iOS, etc.)Each platform provides access to different apps and channels
  • Transcript

    • 1. Taking Your Content Mobile:Content Tips for Smartphones, iPads, Tablets and the Next New Thing
      Morgan Stewart (@mostew)
      Trendline Interactive
    • 2. THE MOBILE MARKET
      Mobile market is growing rapidly
      89% of online consumers (15+) own a cell phone
      41% own a smartphone
      48% own a feature phone
      Feature phones are still the majority, however…
      Smartphones will soon eclipse feature phones
    • 3. What is “mobile marketing”?
      Have you ever heard of “PC Marketing” or “Laptop Marketing” ?
      “Mobile Marketing?”
    • 4. SMARTPHONES: THE BIG 5
      87% use daily
      78% use daily
      66% use daily
      58% use daily
      50% use daily
    • 5. Source: Seven.co.uk, N=1,007 UK iPad owners, published March 2011
    • 6. “I have apps for Facebook, Twitter, and email on my phone, and I check them throughout the day. I check Facebook every two hours. I check Twitter every half hour for news and sports updates, and my email every two hours or so.”
      – Gordon (27, M)
    • 7. EMERGING ACTIVITIES
    • 8. IMPACT ON PURCHASING BEHAVIORS
      16% of US consumers have completed a purchase as a direct result of a marketing message received on their smartphone
    • 9. HOW CONSUMERS COMPLETE THEIR PURCHASES
      VIA SMARTPHONE
      55% have completed at least one purchase on the smartphone itself using a browser, directly through an app, or through the app store.
      ON A COMPUTER
      43% have completed their purchase on a desktop, laptop, or tablet computer.
      IN PERSON
      35% have completed at least one purchase in person after receiving a message on their smartphone.
    • 10. WHERE MOBILE DRIVE PURCHASES
      On smartphones, different channels drive different purchase behavior
      Tracking purchases cross-channel can be very difficult
      Marketers need to tie the call to action to the channel through which messages will be delivered, for example:
      Asking people to complete online purchases via text won’t maximize conversion
      Apps are self-contained – only good at driving in app purchases
    • 11. APPTROPHY
      ExactTarget’ssurvey asked about currently installed apps, which yielded an average of 24 for iPhone users and 21 for Android users.
      By contrast, Nielsen’s September 2010 report asked about the number of apps downloaded—which yielded an average of 40 for iPhone users and 25 for Android users.
      The difference suggests that consumers download far more apps than they ultimately keep.
      In-app communications reach only active app users. Email, text, and smartphone “push” notifications reach both active and inactive users.
    • 12. Content / Entertainment
    • 13. Location / Convenience
    • 14. Habit 1: Be ProactiveHabit 2: Begin with the End in MindHabit 3: Put First Things First
    • 15.
    • 16. Your Website is Priority #1
    • 17. Text Capture
    • 18. Design Email for Mobile
    • 19. Recognize Limitations (At Least)
    • 20. QR Codes – Execute on the Promise!
      Dedicated landing page – clear process to redeem offer.
      Generic landing page –doesn’t deliver on CTA.
    • 21. KEY TAKEAWAYS
      Mobile is not a channel. It’s a platform! When developing your mobile strategy, remember that multiple channels play an important role. Including Email, Text, Facebook, Twitter, Web, and Apps.
      Email, Facebook, and Twitter are more important than ever. Smartphones are driving increased utilization of all three of these channels… including emerging technologies like location based services & QR codes.
      Comprehensive planning is critical. Don’t cut corners in the rush to “mobile marketing” – take first things first, ensure UX is well executed, and test across platforms!
      Fight apptrophy! Smartphone users love apps—but your strategy should include push messages as well as ongoing email and text communications to keep users engaged.
      We’re in a period of transition—albeit rapid transition. Just because YOU have a smartphone doesn’t mean everyone has one. Provide alternatives.
    • 22. Get the research:
      www.exacttarget.com/sff
      Get more of the inside scoop:
      Morgan Stewart
      Web: www.trendlineinteractive.com
      Twitter: @trendlinei or @mostew
      Phone: (512) 879-1761
      Email: morgan@trendlineinteractive