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Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
Mobile Marketing: Strategies For Success in a Rapidly Changing World
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Mobile Marketing: Strategies For Success in a Rapidly Changing World

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Presented at the 2013 Vermont Web Marketing Summit

Presented at the 2013 Vermont Web Marketing Summit

Published in: Technology, Business
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  • http://www.flickr.com/photos/matthijsWe’re not just talking about apps here– we’re talking about mobile experiences as a whole. Very few companies can afford to build their own apps, so mobile website design is really the focus.
  • Question for audience: Who here thinks… Is not important really? Having such a site would be nice but not a priority?Having a site that looks good and functions well on mobile is a necessity?
  • http://www.flickr.com/photos/indi
  • Google 8/13
  • eMarketer 10/13 http://www.emarketer.com/Article/Smartphone-Tablet-Uptake-Still-Climbing-US/1010297
  • http://www.emarketer.com/Article/Worldwide-Ad-Growth-Buoyed-by-Digital-Mobile-Adoption/1010244http://www.themobileplaybook.com/en-us/#/chapter4_1
  • - Common Sense Media 10/28, Nielsen 9/13
  • http://www.flickr.com/photos/mager
  • http://www.themobileplaybook.com/en-us/#/chapter2_1
  • http://www.flickr.com/photos/sybrenstuvel/
  • Quick poll- how many people have Analytics on their site? OK, now how many people look at it more than once a month? Once a week? Once a day? All day?
  • http://www.themobileplaybook.com/en-us/ Raise your hands if you have clients. OK put your hands down if you have clients who consider phone calls as conversions.
  • 19% of mobile marketers plan to increase mobile ad spend by 50% or more within next 2 years-eMarketer 9/13http://www.emarketer.com/Article/Advertisers-Begin-Navigate-Mobile-Landscape/1010259
  • http://en.wikipedia.org/wiki/File:Nexus_10.png
  • http://moz.com/blog/seo-guide-to-building-a-great-mobile-sitehttp://moz.com/blog/mobile-seo-processhttp://moz.com/ugc/the-definitive-guide-to-googles-new-mobile-seo-rules
  • http://commons.wikimedia.org/wiki/File:Content-marketing-cycle.jpg
  • http://ssl.gstatic.com/think/docs/creating-moments-that-matter_research-studies.pdf Google & Nielsen study 3/13
  • http://www.flickr.com/photos/dade_f/
  • Don’t think it matters? Is this what your customers see when they go to your site?
  • http://www.flickr.com/photos/rohdesign
  • There are mobile emulators, desktop software that lets you preview sites as if you were using a whole range of different devices. These usually work but aren’t foolproof. Test with physical devices if at all possible, and go for the major ones based on what you see with your site traffic & Analytics.
  • The question really is, are you making the web a better place? Or, more importantly, do you want to stay in business?
  • Deal with it. This is a non-negotiable expense in this day and age. If it’s a consolation, retrofitting with responsive may ultimately be cheaper than developing a tandem mobile-only site.http://www.flickr.com/photos/seadigs
  • Let’s light a fire under ourselves, shall we?
  • You might find the unexpected– 50% of Walgreens site traffic is mobile, but 50% of that came from within the storehttp://www.themobileplaybook.com/en-us/#/chapter1_6
  • You should feel like you’re in the hotseat now.
  • Transcript

    • 1. MOBILE MARKETING Strategies for Success in a Rapidly Changing World
    • 2. Paolo Vidali Director of Technology & Senior Digital Marketing Strategist @PaoloRobot
    • 3. WHAT ARE WE TALKING ABOUT?
    • 4. • Mobile growth is unstoppable and exponential • Your marketing needs to be responsive and mobile ready • You need a strategy for paid, earned and owned media
    • 5. NOW IT’S TIME FOR A HARD DOSE OF REALITY
    • 6. MOBILE QUERIES ARE GROWING 80% YEAR AFTER YEAR.
    • 7. “MOBILE IS GOING TO BE THE PRIMARY WAY TO REACH YOUR CUSTOMERS IN THE NEXT YEAR OR TWO.” - Andy Miller 8/13 Head of Mobile Search Sales & Strategy at Google
    • 8. ¾ OF MOBILE USERS ¾ OF MOBILE USERS IN THE US ARE IN THE US ARE SMARTPHONE USERS SMARTPHONE USERS
    • 9. DON’T ASSUME YOU KNOW MOBILE DEMOGRAPHICS
    • 10. SMARTPHONE & TABLET USERS AREN’T WHO YOU THINK THEY MIGHT BE • 38% of children under 2 use mobile devices • Adoption is not limited to urban/metro areas • 60.7% of the global population are mobile phone users, compared to 40.0% in 2008 • 68% of mobile searches happen at home where there are other, larger devices available
    • 11. TREADING WATER ISN’T GOOD ENOUGH This is all happening very, very fast
    • 12. IF YOU’RE NOT PAYING ATTENTION TO MOBILE, YOU’RE GOING TO BE LEFT BEHIND. SOON.
    • 13. THERE ARE THERE ARE CONSEQUENCES FOR BAD CONSEQUENCES FOR BAD MOBILE EXPERIENCES MOBILE EXPERIENCES
    • 14. CONSEQUENCES • 40% of mobile users turned to a competitor’s site after a bad mobile experience • Organic search penalties • Lower AdWords quality scores • Lost revenue & opportunities
    • 15. AS MARKETERS, WE HAVE TO DO BETTER AT MATCHING ACTUAL CONSUMER NEEDS AND DELIVERING A GREAT MULTI-DEVICE EXPERIENCE.
    • 16. SO WHAT IS TO BE DONE?
    • 17. Paid, Earned and Owned Media Strategies
    • 18. PAID MEDIA
    • 19. MOBILE USERS MAKE THE CALL • With AdWords enhanced campaigns rollout in July, can now have mobile-preferred ads • Can disable website link and force click to call for mobile ads • Google Call Forwarding (AdWords) • Skype Call Forwarding (Bing Ads)
    • 20. GOOGLE ESTIMATES THAT 50% OF MOBILE CONVERSIONS ARE CALLS.
    • 21. DNI – DYNAMIC NUMBER INSERTION • Call tracking for individual campaigns • Some available at the keyword level • Replaces a number throughout your site with Javascript on-the-fly • Remains cached for returning visitors • Attribution isn’t just important to determine return on ad spend (ROAS) but also mobile usage
    • 22. • AdWords removed the ability to WHAT separately target tablets in ABOUT Enhanced Campaign rollout TABLETS? • For all intents and purposes, Google considers tablet traffic congruent to desktop behavior
    • 23. EARNED MEDIA Strategies for SEO
    • 24. • New SEO penalties for having mismatched mobile content versions and slow loading • Poor user experiences can kill your visitors off– unplayable videos, slideshows, bad redirects, app download interstitials • Google has a separate Mobile Smartphone crawler
    • 25. 5 TIPS FOR MOBILE SEO 1. Migrate away from mobile-only sites to responsive design 2. Mobile title optimization: 45 characters for titles vs. 65 characters 3. Webmaster Tools: crawl as Google mobile to uncover issues 4. Localize your content (if applicable) 5. Make sure your video & audio works! Transcribe it
    • 26. OWNED MEDIA
    • 27. CONTENT IS CONSUMED DIFFERENTLY ON MOBILE • The majority of mobile searches occur in the afternoon and evening • 81% of mobile searches are driven by speed and convenience
    • 28. THE CONTENT PEOPLE WANT ON MOBILE IS • Concise and to the point • Fun (killing time) • Actionable (directions, calls) • Fast (load times)
    • 29. TAILOR YOUR CONTENT SO IT CAN BE DIGESTED ON MOBILE
    • 30. THERE IS A UNIVERSAL TRUTH Independent of the type of content THAT IS, DESIGN MATTERS
    • 31. THERE IS A UNIVERS AL TRUTH Independent of the type of content THAT IS, DESIGN MATTERS
    • 32. MOBILE UX PRESENTS CHALLENGES • It needs to be fast. Under 2 second load time fast. • Text has to be legible, and larger than desktop screen text. • Beware of the unintended consequences of design
    • 33. RULES FOR DESIGN & DEVELOPMENT
    • 34. • It has to be clean. It is the ultimate minimalist expression of your brand. • Paring down is difficult and you will need to reprioritize. • We’re in a multiple screen world, not a mobile world. • There are a ton of devices out there, each with their own screen size. Testing can be difficult.
    • 35. RESPONSIVE DESIGN IS YOUR NEW STANDARD Moving forward, scaling for screen sizes is the path to take
    • 36. DESKTOP
    • 37. TABLET
    • 38. MOBILE
    • 39. • Responsive vs. Mobile Only MOBILE-ONLY SITES ARE NO • Yes, Google used to LONGER recommend mobile sites RECOMMENDED • If you already have one you can keep it • Don’t orphan your content or your users
    • 40. BUT DOESN’T BUT DOESN’T THIS COST THIS COST MONEY? MONEY?
    • 41. YES, YES IT DOES.
    • 42. EMBRACE CHANGE
    • 43. DIG DEEP INTO ANALYTICS
    • 44. WERE YOU TAKING NOTES? • Mobile growth is unstoppable and exponential • Your marketing needs to be responsive and mobile ready • You need a strategy strategies for paid, earned and owned media
    • 45. ANY QUESTIONS?
    • 46. THANK YOU KINDLY. Find me @PaoloRobot paolo@dragonsearch.net http://www.slideshare.net/PaoloVidali

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