2014: The Year of Mobile Marketing

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With 50% of web use from mobile devices, can your business afford to wait on mobile? This ebook outlines key trends in online presence and shows how mobile can optimize sales and marketing strategies for small businesses.

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2014: The Year of Mobile Marketing

  1. 1. Raise the bar on your marketing strategy when you put mobile marketing in the mix. With 50% of web use from mobile devices, can you afford to wait? 2014: The Year of Mobile Marketing
  2. 2. hoovers.com 2 2014: The Year of Mobile Marketing It’s All about Personalization Shorter Content Will Dominate Save Some Content for the Second Screen Mobile SEO vs. Desktop SEO Shorter Tail Phrases Speedy Page Load Crawling Better User Experience Social Media-Friendly Five Mobile Strategies to Boost Small Business Sales Optimize for Mobile Location-based Marketing Direct Text Messages Mobile App Email Marketing Taking Your Marketing Strategy Mobile Determin Use Cases Interactive Apps Short and Sweet CONTENTS
  3. 3. hoovers.com 3 Mobile marketing is a powerful tool in your marketing belt. In fact, your team is probably already wondering how to better leverage it in 2014. It’s All about Personalization While in the past it was fine to mass market—or splatter one central marketing message across billboards, print publications, and multimedia platforms—today is the age of personalization and customization. Mass marketing no longer works, as consumers crave tailored pitches. There are a variety of ways to demonstrate to your customers that you value their loyalty. For example, your marketing team can embrace tactics such as: Segmented marketing – divide and categorize your distribution lists so that certain groups receive specific messages, promotions, and value-adds Search engine advertising – offer relevant advertisements or services based on search query behavior of consumers 2014: The Year of Mobile Marketing While a company used to be considered cutting-edge for having a blog and some social media accounts, today these avenues are customary—and expected—for everybody. To remain truly bleeding-edge, businesses need to raise the bar when it comes to their marketing strategy and focus on mobile marketing. The fact is, mobile activity is quickly becoming an ingrained behavior for all types of people. Just consider the following statistics shared in an infographic by Polish Marketing firm Super Monitoring: • More than 20 billion mobile devices were shipped globally in 2013 • 50% of people now use mobile as either their primary or exclusive means of going online • Global mobile traffic now accounts for 15% of all Internet traffic; mobile-based searches make up 25% of all search queries, and mobile web adoption is eight times faster than web adoption was in the 1990s and early 2000s Raisethebaronyourmarketingstrategywhenyouputmobile marketing in the mix. With 50% of web use from mobile devices, can you afford to wait? Qualitative surveys – solicit feedback from your target audience to find out which messages resonate with them and what types of communications they would liketoreceivemoreoften Shorter Content Will Dominate With the surge in mobile, marketers understand the importance of shortening marketing copy and 29%of all emails are opened on mobile phones
  4. 4. hoovers.com 4 optimizing for mobile consumption. Nowadays, 29% of all emails are opened on mobile phones and 10% on tablets, according to Super Monitoring’s infographic. These statistics prove that content has to be pithy, original, and impactful. No longer do marketers have a four-page spread in a magazine to sell a product offering and incite change. Conversely, they are now marketing to a group of consumers who have limited attention spans and want immediate gratification with each message. An effective mobile marketing strategy includes: • Compelling,wittysubjectlinesthatdriveopenrates • Succinct body copy that require little scrolling • Images and videos that are of the appropriate width and pixilation and are optimized for mobile • Large buttons for calls to actions • Legible text, images, and videos Short-form content is in and long-form copy is out, so it’s up to you to challenge your marketing team to say more with fewer words and to drive action from the very first scroll. Save Some Content for the Second Screen At the end of the day your mobile marketing message has to be forceful enough to drive action but digestible enough to be consumed across a very small device. Therefore, in 2014 marketers need to consider the power of the second screen—piquing the reader’s interest just enough with the original message to get them to pull up secondary content on an additional screen. As a marketer, before hitting the “send” button, ask yourself: • Are the basics there with your message? • Is your copy truly a teaser? Does it give your audience just enough to push the “read more” button and warrant the need for a second screen? • Is your message simple yet compelling? Will your readers be overwhelmed with too much text, excessive flash, and an overabundance of multimedia elements? • Can any part of the message be omitted and left for a secondary link? The beauty of mobile is that you can rely on less verbiage to tell the same tale. So choose your words wisely, keep it simple, and invite your audience to engage further with your brand by clicking on external links. Mobile SEO vs. Desktop SEO How has Mobile changed the SEO game? Learn more on Mobile SEO Best Practices It’s a simple fact; if you don’t have an online presence, you’re doomed. Today’s consumers heavily research products and services online before making a purchase. In fact, buyers are anywhere from two-thirds of the way through their buying period before they ever reach a sales agent, in large part due to the vast amount of data provided online. This makes it essential for businesses to have a strong online presence. As a result, many companies have made search engine optimization (SEO) an essential part of their marketing strategy. However, today’s consumers aren’t just using their desktop to research brands. Mobile devices have ushered in a whole new set of SEO best practices and standards different from desktop SEO. This has left many marketers
  5. 5. hoovers.com 5 wondering if there’s a difference between mobile SEO and desktop SEO. The simple answer is yes. First, there are different standards and best practices for mobile SEO because the user experience is inherently different. Mobile users want a more user-friendly interface that’s easy to navigate, and while some general SEO practices can be applied to mobile, there are certain measures to take to optimize mobile sites that aren’t used in desktop formats. Shorter Tail Phrases Compared to desktop users, mobile users tend to use shorter tail phrases. Users also search more locally and use Google’s Autocomplete feature to save time. Because of this, when optimizing meta title and descriptions, it’s important for marketers to optimize for short tail queries to ensure high rankings. Speedy Page Load Mobile users are on the go and want quick access to information. However, they are typically on slower connections than a desktop network. That being said, it’s important to ensure that your mobile website or app has quick page load speeds. Do this by reducing the file sizes of rich content, such as videos or images. Crawling According to Google’s suggestions, don’t block the crawling of resources such as CSS and Javascript because they need to be able to construct certain page elements. Better User Experience Typical mobile devices have small touch screens, which often make it difficult for users to browse. Don’t just scale down your desktop website to fit a smaller screen. Instead, develop a fully mobile version of your website that’s easy to use. Place important information toward the top, give users easy click- to-call access, keep content short and sweet, and strategically place links where users can see them. Social Media-Friendly Mobile users are connected to their social media networks 24/7. Your mobile site should have social media links embedded on every page to ensure that content can be easily shared.
  6. 6. hoovers.com 6 5 Mobile Marketing Strategies to Boost Small Business Sales 84% of businesses that have a mobile marketing strategy experienced a boost in sales. Pull your small business strategy together with these five tips With Internet traffic on the rise and more customers using their mobile devices to access information, one would assume that all businesses have jumped on the mobile marketing bandwagon. However, it’s quite the opposite, as small businesses have yet to fully embrace mobile marketing. According to a mobile marketing survey from Web.com of 500 small business owners, only 26% of respondents have a mobile-friendly website and 61% of small businesses don’t have a mobile search strategy in place. But with mobile marketing, small businesses have a unique opportunity to capture more leads at little to no cost. In fact, 84% of businesses surveyed that have a mobile marketing strategy experienced a boost in sales. With advanced mobile search options, businesses are able to locate and serve ads to customers based on location, zip code, or address, helping to reach target audiences where and when it matters most. In order to gain an edge over larger enterprises, it’s time for small businesses to embrace the power of mobile marketing. Below are five tactics owners can use to boost their small business sales and capture more leads. Optimize for Mobile The most frustrating thing for consumers is not being able to read or navigate a website from a mobile device. Your website should be able to function on a smaller screen. Keep the design simple, content short, and place important data, like contact information, visible and near the top of the page. You won’t be able to benefit from mobile marketing if users can’t find your business. Location-based Marketing Deploying location-based mobile ads is an effective way to reach your target market in a specific area, as these ads display on a user’s mobile device based upon their location. Let’s say your retail store is having a blow-out sale or promotional deal for first-time customers. By using location-based mobile ads, you can target and attract consumers within a one-mile radius of your property. Direct Text Messages Using SMS marketing can be tricky, but when used properly (and legally) it can significantly increase small business sales. Text messages are inherently short and to the point – so keep it that way. If your customers give you permission to text them, make it worthwhile. Consider getting your own short code that consumers can use to text you for access to information, deals, or promotions to avoid “spamming” your consumers. Looks clean & efficient Fits small screens Contact info at the top
  7. 7. hoovers.com 7 Mobile App While creating an app is not conducive for every company, it’s a great marketing tactic to increase customer engagement and loyalty. Think of your app as an extension of your website, giving users access to unique mobile content such as promotions, product reviews, and guest blogs. Or use the app to build loyalty by giving those who download it exclusive access to promotions or deals. Taking Your Marketing Strategy Mobile With analysts predicting mobile to overtake fixed Internet access by 2014, it’s critical to take your marketing strategy mobile When it comes to marketing, mobile is the new “it” technique. As technology develops, businesses must adjust their marketing strategy to cater to their target audience and today’s customers are increasingly turning to their smartphones to connect with brands. Infact,theU.Smobileadvertisingmarketwillbecloseto$12billionby2016,accordingtoareportcommissioned by eMarketer. And U.S. mobile ad revenues will increase from $1 billion in 2011 to almost $7 billion in 2014. To effectively reach customers, marketers must embrace the concept of a mobile marketing strategy, which isn’t as simple as it may sound. Mobile marketing has its own set of rules, best practices, and subsequent challenges. Before you go mobile, here are a few important things to consider. Email Marketing One of the most used functions on a mobile device is email. Whether you’re releasing a new product or promoting a webinar, email marketing is an effective way to reach customers on the go. However, there are certain things to keep in mind when crafting a mobile email marketing campaign. For example, make sure your subject line is short and sweet, place any calls to action in the preview pane, and optimize your layouts and graphics properly. Determine Use Cases First, it’s important to determine why your customers are using their mobile devices. Are they using them to find out information on the go? Are they using the devices to purchase products? Or are they using their phonestocompareprices?Answeringthesequestions will help you determine what elements and features your mobile marketing strategy must employ. Interactive Apps Creating a branded app is an effective way to utilize marketing materials. However it’s important to remember that the app should be an extension of your marketing strategy, not the whole. Implementing calls to action is a helpful tactic to direct customers back to your main website. Short and Sweet No one likes to read long-winded copy on a small screen, especially while on the go. Instead of giving your audience all the goods, give them just enough to tide them over. Remember accessibility is the key to a successful mobile marketing campaign so keep it short, simple, and to the point.
  8. 8. About Hoover’s Hoover’s Inc., a subsidiary of The Dun and Bradstreet Corporation (D&B), offers proprietary business information through our online platform and integrated workflow solutions. Whether you are looking for leads, companies, or industries, our data on more than 85 million corporations, 100 million people, and 1,000 industries fuels powerful data cleansing, analysis, list building, and corporate linkage capabilities that accelerate your sales and marketing cycles. About Dun & Bradstreet® Dun & Bradstreet (NYSE:DNB) is the world’s leading source of commercial information and insight on businesses, enabling companies to Decide with Confidence® for 172 years. D&B’s global commercial database contains more than 225 million business records. The database is enhanced by D&B’s proprietary DUNSRight® Quality Process, which provides our customers with quality business information. This quality information is the foundation of our global solutions that customers rely on to make critical business decisions. © Dun & Bradstreet, Inc. 2000-2014. All rights reserved. Hoover’s Inc. 5800 Airport Blvd. Austin, TX 78752 www.hoovers.com

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