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Mastering mobile marketing guide

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  • 1. guide Mastering Mobile Marketing Mastering Mobile Marketing 10:15PM SMS TODAY ONLY! 10% OFF 54 GET VOCUS. VOCUS GETS BUSINESS. GET STARTED NOW AT VOCUS.COM
  • 2. Mastering Mobile Marketing Master Mobile Marketing Mobile sites truly optimized for search engines appear when customers browse for the product on the mobile Web; It might be tempting to scoff at mobile marketing and to view it as yet another that can be redeemed only in the store. Businesses may trend – much like the latest fashion even use QR codes so that customers can scan in-store, statements that incorporate neon 10:15PM they sometimes even display exclusive mobile promotions get product info, compare prices, read customer reviews or colors and leopard prints. But for view videos of the product in action. the first time in 2013, “time spent on non-voice mobile activities Retail stores, for instance, live in an age of showrooming. will surpass time spent online on Potential customers visit their stores and examine products desktop and laptop computers,” but browse for product reviews and deals on their mobile according to eMarketer. 1 devices at the same time. It’s a live second screen experience. Mobile marketing is here to stay. Cus- Google, in its “Mobile In-Store Research” report, says that tomers are using mobile and demanding it 84 percent of smartphone owners use their phones to help through their behaviors. Businesses are responding with them shop while in the store. Some of those customers turn mobile websites, promotions and apps. But are they getting into paying ones, but a number of them complete their pur- it right? chase either at a different store or online. Since the dawn of the iPhone, Android and the iPad, mobile A number of research findings, including usage has been on the rise. comScore reports in “Mobile Fu- ones from Google, Gartner and Pew ture in Focus” that smartphones have surpassed 125 million Internet, suggest that consumers who U.S. consumers, and 50 million people now own tablets. browse on smartphones while in The research agency calls the statistic a “brave new digital the store purchase more. comScore world” that presents a “new paradigm in digital media frag- adds that 46 percent of shoppers are mentation in which consumers are always connected.” less likely to comparison shop when using a mobile app. “Always connected” means more and more people using mobile devices for things as simple as checking work email The growth in mobile usage extends or as complex as purchasing a new refrigerator and arrang- beyond consumers’ personal lives, too. ing pickup at the local Best Buy. Christina Carstensen of the IAB Mobile Center of Excellence remarks, “Users have migrated from the es- Businesses are experiencing increased mobile usage at tablished separation of work and play toward an ‘always on’ work and in their storefronts. Some have responded by mentality reflected in the Bring Your Own Device (BYOD) to making mobile usage part of the culture. For example, many work trend. Today, the lines between private lives and work businesses are upgrading their meeting rooms so that lives are being erased with 41 percent of smartphone users employees can connect personal devices and share content and 37 percent of tablet users saying that they use privately with other people’s devices or on wall mounted screens. purchased smartphones and tablets as business devices.” Businesses with storefronts are making it easier than ever to Employees might review work email on their personal browse their products while on mobile devices, and creat- smartphones while at lunch or at home, but only respond ing seamless mobile and in-store experiences. Those find- to the simpler emails, leaving more complicated ones for ing success often do so through mobile apps and websites when they will be back at their work laptops or desktops. that feature reward programs, reviews and/or an ability to They may access vendor sites on a mobile phone while in pay and even arrange and confirm deliveries via mobile. meetings to provide information on the fly. 1 Read more at http://www.emarketer.com/Article/US-Time-Spent-on-Mobile-Overtake-Desktop/1010095#5WypOuAEBoObREMC.99
  • 3. Mastering Mobile Marketing Do It or Lose It Because mobile usage is a leviathan taking over Web browsing, businesses have a choice to make. They can choose iPad to heed their customers’ changing 10:15PM www behavior patterns or ignore the elephant in the room. But businesses that don’t embrace mobile will join the relics of an era that belongs to the desktop and Yellow Pages. SuperMonitoring says that 57 percent of mobile users “won’t recommend a business with a poorly designed mobile site.” When businesses notice an increase in mobile visits and the corresponding increase in their bounce rate (how quickly someone leaves a website), they need to take necessary steps to evolve their Web presence with mobile-friendly websites featuring responsive design, adaptive design or mobile-only design. Responsive design perhaps is the best-known term due to its prominence in both Web design and email marketing circles. When incorporated into a website or newsletter, responsive design, according to Ryan Boudreaux’s Tech Republic definition, adapts “its layout to viewing device, user agent and environment. The distilled definition of a responsive Web design is that it will fluidly change and respond to fit any screen or device size.” A number of Web design firms and email marketing companies, among them StudioPress and iContact, offer responsive templates to their customers. In addition, many email marketing and other marketing automation solutions, like Vocus, allow businesses to create responsive landing pages. For marketers today, this is an important consideration. If the site doesn’t load quickly or show a relevant medium-friendly message – i.e. a landing page – customers will leave, and the business’s mobile marketing efforts will be for naught. By using a responsive mobile landing page, businesses ensure that their messages will display properly on any and all devices, and increase their chances for conversion. Responsive design isn’t perfect: Fluidity requires a large amount of code. It also means that all of a website’s assets have to be downloaded before content will appear on a mobile device. Both factors can result in slower load times and a sometimes less than optimal viewing experience. Of course, everything comes at a price, and a good responsive design doesn’t come cheap. It can be as much as two and half times more expensive than traditional interactive design. Adaptive designs typically load faster than responsive designs because of a streamlined approach. They first detect the device, and then show only content that fit within the screen or device size so that the best version of a site is delivered to the desktop, tablet or smartphone. Adaptive designs use a “a predetermined set of screen and device sizes” and complement those sizes with three layers of code: a content layer, the HTML, and a client-side scripting layer (JavaScript or JQuery). While that may seem like a lot of code, it often is less code than responsive designs. Adaptive design can also be expensive to create as you should make sure you work with a good UI/UX (user interface/experience) developer. Mobile-only design is not the same as mobile application design. Mobile-only means website designs that are distinctly different from 10:15PM their desktop counterparts. Mobile-only designs can be easier to build than responsive or adaptive designs. They offer more flexibility when it comes to tailoring the user experience, but they are their own sites and require additional maintenance and attention. Marketers that choose mobile-only design are committing to create content for and maintain two websites for one brand. Businesses have to decide where to send traffic, which can be problematic when planning either social updates or working on search engine optimization (SEO) and marketing (SEM). Currently, Google doesn’t recognize the mobile site as part of the main URL; in fact, from a reporting perspective, it views it as a competitor. Promoting on Mobile Mobile promotions, like mobile website design, include huge opportunities. One is advertising within mobile
  • 4. Mastering Mobile Marketing networks. It sounds easy enough, but it’s just as challenging, double-stuffed French toast at 7 p.m. The restaurants would if not more so, than desktop PPC (pay-per-click) ads. rely on “dayparting” – scheduling ads for peak hours so that ads only appeared during targeted times. Matt Sanchez, the founder and CEO of Say Media, says, “There just isn’t enough room […] We can’t get enough ads Similarly, a business promoting a specific product wouldn’t on the page, or they are often so small that they don’t per- serve an ad all day if inventory were too low to meet form, or the reader zooms in on the content and adjusts the demand or if the product were only available at select stores. window so that the ads never show up […] All that matters is The business might promote the “hot” product during spe- what is on screen at any given moment.” cific times and at strategic locations. Mobile advertising isn’t as easily wrangled as desktop Retail TouchPoints suggests, “Digital promotional offers advertising. It is constantly evolving and requires unique can deliver more timely and up-to-the-minute content […] and intelligent mobile content. Business Insider states, Because of the real-time nature of digital media messaging, “The mobile ad ecosystem is not as strictly delineated as the it also can be tied directly to a retailer’s inventory levels. And desktop ecosystem. In mobile advertising, the rules of the digital media technologies can target consumers by time road change with different combinations of device, wire- and location, better engaging shoppers and personalizing less operator and operating system.” Complicating matters, the in-store experience.” there are no standardized protocols, making it difficult to target, deliver and measure ads across platforms. #3 Relevance is the primary factor when it comes to mobile marketing. The point of mobile ads is not to create Mobile advertising relies on three factors: an opportunistic Oreo moment, but to engage strategically, increase sales, and create satisfied, loyal customers longterm. Since mobile promotions work on an opt-in basis – 1. Location they’re only found on the devices carried in people’s pockets or bags and can only be seen when accessing a mobile 2. Time network, site or app – relevance has to be preeminent. Con- 3. Relevance text isn’t an easy element to implement, but it may become easier as mobile technology gets smarter. #1 Location refers to things like “geofencing.” Geofencing creates virtual boundaries for a real-world geographic area. In New York City, a newly opened restaurant wouldn’t serve ads to the entire city, but would instead use a digital “fence” so that its ads only appeared when people entered within a certain radius of the restaurant’s physical location. Those ads would only appear if people opted in to receiving promotions from either the restaurant itself or apps like Yelp, Foursquare or Gravy. #2 Timing is everything. IHOP may serve breakfast all day long, but not every restaurant does. Restaurants without a 24/7 breakfast menu wouldn’t show an ad for their breakfast special at two o’clock in the afternoon. It’s not only a bad investment, but it also creates problems when customers enter the restaurant asking about the blueberry pancakes or Businesses also can implement text message or SMS campaigns. Just because customers may not have the time to fill out a form doesn’t mean they aren’t interested in receiving information from your brand. By offering SMS with proper opt-in, businesses lower the barrier to sharing information. They also gain the capability to send not only a series of text messages that SMS move customers toward completing their profiles, but also messages about upcoming events or specials. A number of companies, such as Tatango and Punchkick Interactive, offer SMS marketing. Text messages are like email marketing; however, text messages offer opportunities for sharing time or geolocation-sensitive information that email marketing some-
  • 5. Mastering Mobile Marketing times cannot. SinglePoint’s study, “Conversational Adver- Domino’s Pizza, Dunkin’ Donuts, Starbucks, Chipotle and tising,” finds that about 90 percent of all text messages are 7-Eleven’s sales numbers validate applications as a sales read within three minutes of arriving on a mobile phone. channel. The companies are just a few big brands that have Text messages also are much more likely to be viewed than created compelling apps and are reporting increased repeat emails. Frost & Sullivan’s study cites SMS open rates in mobile and in-store visits and sales. excess of 97 percent, while email open rates fall somewhere between 22 and 33 percent. SMS marketing isn’t solely for businesses with time-sensi- Landing Pages, Email and Experiences – Working Together tive offerings. Businesses like Sony and Nintendo can take advantage of text messages, too. Customers who go home Businesses with a new PlayStation or Xbox may sign up for text alerts only landing pages. Matthew Kelleher about new games or system updates. As the customers fill of out their profiles, text messages become more personal- “[There’s] ‘not much point in opti- ized, so they receive a notification and link for the latest mizing email if you don’t have a “Call of Duty” game but not the “My Little Pony” one. SMS mobile site, as the journey will isn’t limited to B2C companies – all types of businesses end in disappointment for the are taking advantage of SMS, most notably staffing agen- customer or prospect, earning cies, real estate agents and institutions such as universities you negative brand perception and nonprofits. marks.’ Only 3.3 percent of sub- RedEye have told to consider mobile- eConsultancy, scribers will view a single email Dedicated Apps in more than one environment and 61 percent of users are unlikely to return to a mobile site that they had Another option for mobile promotions are applications. For trouble accessing from their phone. In other these, customer behavior is again dictating the creation of words, you only get one shot to get it right.” the apps. Accenture reports that 43 percent of consumers desire experiences tailored to their It isn’t just the customer experience that is at stake. ion needs and preferences through every interactive notes that mobile-only landing pages impact engagement channel, including conversion rates. If the pages confuse and frustrate, load in-store, online and on mobile de- too slowly, or are in any other way a negative experience, vices. comScore shares a similar open finding: communications consumers bounce, and conversion rates drop. are from Mobile-only landing pages have to be simple and easy to retailers on their mobile devices – 47 use. They cannot be the same as their desktop counterparts; percent want a coupon/promotion transferring a desktop landing page to a mobile-friendly for- sent to them because a retailer knows 54 to “Consumers mat does not a mobile-only landing page make. Transferring they are in-store or nearby.” content without optimizing it for mobile devices or thinking about the customer’s experience only results in a cluttered Deloitte adds, “According to our study, the conversion rate screen and uncertainty or even inability to take action. in the store for shoppers who use a retailer’s dedicated app is 21 percent higher than those who don’t – most likely because The importance of and concerns about mobile-only land- such apps can provide a more relevant and tailored shopping ing pages point to a larger issue when it comes to mobile experience that helps people make an immediate buying marketing: some content works well and some just doesn’t. decision […] A more relevant and tailored in-store shopping Content that does work well is short and to the point. It is experience using a retailer’s dedicated app/site can result in not a lengthy article or a complex form. It is content built for smartphone shoppers that are more loyal and valuable.” mobile and stripped to its most essential form.
  • 6. Mastering Mobile Marketing Rich media works well in general, but video works the best. required medium. It requires new designs, promotions and According to the IAB Center of Mobile Excellence, “90 per- unique content. cent of all tablet users said they watch video content on their device (up from 66 percent in 2012) while 67 percent To be successful, businesses have to understand their cus- indicated that they watch videos on their small-screen tomers much more deeply than they may have had to in smartphones.” the past. They also have to recognize that their customers are “on,” anytime and anywhere. If businesses wish to Mobile users don’t only watch full-length YouTube attract new customers and keep current ones, they will have videos. Extremely short videos of Vine and Instagram to start residing where their customers are, and their cus- length created by friends or brands like Ben and Jerry’s are tomers are living in the land of mobile. just as intriguing. Chris Mahaffy of Gloto remarks, “GM, Doritos, Lowes, Marc Jacobs and many other major brands are regular Vine users […] Instagram’s addition of video to their apps will allow brands to focus on improving visibility by expanding their visual content from static photos into engaging videos intended for multi-social network consumption.” The final three words of Mahaffy’s point are crucial. Any content designed for mobile devices has to have the ability to be shared and to be shared easily. Mobile, after all, is social; almost two-thirds of social activity currently occurs on tablets and smartphones. Many videos, for example, have embedded social links so that viewers can share content to networks like Facebook, Twitter and Pinterest. Other businesses opt to integrate either embedded or pop-up social calls to action with their videos. Still others post their videos to Facebook, Instagram and other social networks to generate “buzz” or to garner audience engagement. Trust Us. Mobile is Here to Stay Consumers and businesses alike have 10:15PM spoken. Mobile marketing is here to stay. There are definitely some challenges ahead, but most marketing methods present challenges. Mobile marketing is a hyper-localized, time-sensitive and relevance- About Vocus Marketing can be hard. To help you succeed and generate more revenue, Vocus offers an integrated suite of the most powerful tools you need. We help you attract and engage prospects on social media, search engines and in the news. We get your message in front of the right prospects at the right time with tools, customized landing pages and targeted emails. Our suite includes a social CRM to manage the activity of your prospects and customers, as well as integrated analytics to discover what drives likes, shares, opens, clickthroughs and conversions. With our marketing consulting and services team ready to help, Vocus delivers marketing success. Find out more at www.vocus.com. Connect with us:

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