Mobile Marketing Strategy - SES London 2012

Developing an IntegratedMobile Marketing Strategy SES London 20-24 Feb 2012 - #seslondon Angie Schottmuller @aschottmuller Founder, Interactive Artisan Columnist, Search Engine Watch

Mobile Market Size Source: The Growth of Mobile Marketing & Tagging, Microsoft Tag 2011 London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Global Mobile vs. Desktop Internet Users Source: The Growth of Mobile Marketing & Tagging, Microsoft Tag 2011 London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

The Rise of Mobile • By 2013, more people will use mobile phones than PCs to go online. • Mobile searches have grown 4X since 2010. • There will be 1 mobile device for every person on earth by 2015.Sources: Gartner, 2010; Google Internal Data, 2011; Cisco, 2011 London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

How Consumers Use Smartphones Check and send email (82%) Read news articles (56%) Look up map directions (69%) Listen to music/radio (45%) Watch online videos (41%) Play online games (39%) Manage finances and bills (34%) Look up sports information (38%) Social networking (63%) Source: The Mobile Movement Study, Google London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Mobile Addiction• 2 in 5 mobile owners use their device from the bathroom.• 90% of Americans would rather lose their wallet than their smartphone.• People would rather give up _____ over their mobile phone. – 70% Alcohol – 63% Chocolate – 33% Sex Source: 2011 Smoketip survey and 2011 Telenav national survey London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Mobile Impacts Marketing• 95% search for local information• 65% call a business after searching; 59% visit the location• 90% act within 24 hoursYet less than 1% of all businesses have amobile-ready website. Sources: Google "The Mobile Movement: Understanding Smartphone Users," 2011 London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

The Mobile Experience…Source: Compuware, "What Users Want from Mobile," 2011 London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Non-Mobile-Ready Consequences• 57% would not recommend a business with a bad mobile website• 43% are unlikely to return to a slow-loading site• 40% have turned to a competitor’s site after a bad mobile experience• 23% of adults have cursed at their phone when a site doesn’t workSource: Compuware, "What Users Want from Mobile," 2011 London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Are you Mobile ready? London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

The (Perceived) Road toIntegrated Mobile Strategy London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

YouTube Mobile SyndicationTurn it on! London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Local Optimization:#1 Search Engines1. Claim your business page on Google Places, Yahoo! Local & Bing Business Portal Note: Bing UK business info is fed by 118 Information. See: http://bingforbusiness.com2. Verify and update information (business name, map point, address, phone #, website, email, category)3. Provide high quality content (photos, videos, social links, reviews, coupons, menus, and more!) London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Local Optimization:#2 Online DirectoriesCheck how your listings appear:http://uk.getlisted.org/ London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Local Optimization:#3 Social Networks London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Local Optimization Tips• Optimize for “Citations”• Be accurate• Be consistent (same exact spelling, punctuation)• Be relevant (same domain on email/web, local phone)• Leverage deals and offers• Be responsive London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Smartphone Click-to-CallMake your phone # actionable w/ tel: protocol:<a href="tel:+16515928784" class="phonenumhandheldonly" itemprop="telephone">Call us!</a>Tips:• Use international ph # format• Use CSS to style the link for smartphone & hide it for non-mobile London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Mobile Web Options1. Mobile landing pages2. Mobile web: separate sites3. Mobile web: responsive design w/ CSS London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

WordPress WPtouch PluginStep 1 Go from this.... to this!Step 2 London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

View Mobile Source Code TipViewS Info: http://bit.ly/mobileviewsource1. Create a mobile bookmark with link = javascript:location=http://shauni nman.com/vs/?url=+escape(loc ation)2. Visit the page whose source you want view3. Open the ViewS bookmark4. View the source code! London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

WPtouch Source Code ComparisonBefore WPtouch After WPtouch London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Mobile-Ready Using CSS, UserAgents, & JavaScriptMobile First Responsive Web Designby Luke Wroblewski by Ethan Marcotte London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Mobile-First Web Design London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Responsive Web Design Steps1. Start with mobile. Prioritize content blocks for a single column.2. Evaluate content changes for different context (device and user intention)3. Define wireframe templates for each device4. Develop CSS to manipulate display5. Create server-side code for device-specific rendering6. Implement, test and optimize London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

PrioritizePrioritize Content1 2 content by 3 4 importance regardless of design. Home Example: Page Example: 1. Logo 5 6 2. Search 3. Title Navigation 4. Body Ad 1 5. Related Content Ad 2 6. Navigation Ad 3 7. Ad 147 8. Social Links8 9. Footer London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Responsive Web Design (RWD)Define grid layout for each key width:1024px (Desktop) 768px (iPad portrait) 320px (iPhone portrait) London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Plan Grid Layout By Device• London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Mobile Design Best Practices • Make it Local • Simplify Navigation • Design for Legibility • Make it Seamless • Be Click-Friendly • Keep it Quick • Simplify Forms • Make it SEO-FriendlyTips via Google GoMo website: http://bit.ly/mobilebestpractices London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

What is “Mobile-Friendly”? USABILITY SPEED COST LOCALIZATION LEGIBILITY SMO FUNCTIONALITY SEO CRO London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Mobile Design, Content & SEOConsiderations• Same or separate site• User agent (device) detection• Mobile XML sitemaps• Rel=canonical• Mobile-specific content• User goal differences by device London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Mobile SEO• Mobile Accessibility • Localized Content• Citations • Technical Architecture London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Microdata for Local Search• HTML semantic mark-up• Standard across Google, Bing, & Yahoo!• Available for 100+ data types• Documented at Schema.org• Common types: – Review, AggregateRating – Place, LocalBusiness, Person – Product – Offer, AggregateOffer – ImageObject, VideoObject, AudioObject London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Rich Snippets Testing Tool http://bit.ly/richsnippetstestingtoolProduct Example with Ratings & Reviews:Person Example: London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Local Business Microdata Queen Elizabeth II Conference Centre Broad Sanctuary, London SW1P3EE +44 (0)20 7222 5000 | www.qeiicc.co.uk<div itemscope itemtype="http://schema.org/LocalBusiness"> <span itemprop=”name”>Queen Elizabeth II Conference Centre</span> <div itemprop=”address” itemscopeitemtype=”http://schema.org/PostalAddress”>  <spanitemprop=”streetAddress”>Broad Sanctuary</span>,  <spanitemprop=”addressLocality”>London</span>  <spanitemprop=”postalCode”>SW1P3EE</span> </div> <span itemprop=”telephone”>+44 (0)20 7222 5000</span> |   <aitemprop=”url” href=”http://www.qeiicc.co.uk”>www.qeiicc.co.uk</a></div> London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Mobile SEO Technical ConsiderationsDesktop Tablet Smartphone Feature Phone• Title Tag • User Agent • User Agent • Limited O/S• Linking Detection Detection Rendering Capacity• Content • Mobile/Tablet • Mobile/Handheld • Mobile Doctype:• URL Structure CSS Rendering CSS Rendering XHTML or cHTML• Hover/Interactive • Touch-Friendly • Touch-Friendly • Mobile XML Sitemap Content Display • Scroll-Friendly • Scroll-Friendly • Scroll-Friendly• Page Load Time • Page Load Data • Page Load Data • Page Load Data• Location Data & Time & Time & Time • More Location • More Location Data • More Location Data Data • Click-to-Call same URL “m.” subdomain London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Mobile SEO Testing Tools• W3C mobileOK: http://validator.w3.org/mobile/• Google “Go-Mo Meter”: http://bit.ly/gomometer• Smartphones: http://google.com/m• Feature phones: http://google.com/xhtmlSearch Rank Compare:Mask your desktop browser’s user agent w/the FirefoxUser Agent Switcher plugin and check rank withSEOBook Rank Checker tool. London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Mobile Web vs. Mobile App?A mobile app makes sense if you:• Plan to leverage mobile device features• Plan to develop interactive touch-screen functionality for improved user experience• Desire value-added functionality with heavy page load• Require offline data accessibilityOtherwise… leverage MOBILE WEB! London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Mobile Interaction… Think outside the box! London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

What are Mobile Barcodes?An advanced 2D barcode image... UPC/EAN1D Barcode Numeric Storage Comparison: No Data 1D Barcode (UPC) = 30 2D Barcode (QR) = 7,089 Data QR Code Data Matrix EZcode Microsoft Tag2D Barcode Data Data London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Mobile Barcode Scanning ProcessOpen Reader App Scan Code (Decoding) Content Revealed London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

What Can They Store? Smartphones are…• Text SMART!• URL• Email• MMS/SMS text message• Phone number• Contact record (vCard or meCard)• Calendar entry (vCalendar)• Geolocation / Map London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Mobile Barcode Campaign Tools2D Barcode Generator 2D Barcode Reader (smartphone mobile app) (website service)List of tools and tips: http://bit.ly/qrmarketingjumpstart London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Golden Rules of Mobile Barcode Use1. Serve a business objective (Generate leads, retain customers, drive traffic, etc.)2. Add value for the user  (Save time, provide discounts, enhance experience, mobile-friendly content, etc.)3. Provide contextual assistance (How-to steps, link to get a reader app, call-to-action, barcode link or SMS alternative, etc.)4. Test to ensure codes are scannable (Code size, lighting, Wi-Fi, etc. across different readers and handsets) London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Zoo Records "Hidden Sound“(QR Campaign) Video: http://bit.ly/hiddensound London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Zoo Records "Hidden Sound"(QR Campaign)Results: More than half the albums sold outwithin the first week! London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

MyToys Lego Codes Video: http://bit.ly/mytoyslegocodes London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

MyToys Lego Codes Lego Bricks: Wizard in front of Results:castle a princess 49% of online traffic came via the campaign. Online sales doubled for campaign-featured Lego brick boxes. Lego Bricks: Sea serpent attacking a pirate ship Video: http://bit.ly/mytoyslegocodes London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Taco Bell Receipt FeedbackIncrease the number ofsurvey responses with amobile barcode onreceipts or invoices. London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Foursquare Missed OpportunityInsert QR code here!Direct Link to Venue:http://foursquare.com/venue/<VENUE-ID> London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Mobile Barcodes are aCONVERSION TOOLhttp://bit.ly/qrforconversionConversion optimization targets:• What users want• Where users want it• What users need to act• When users are most likely to act London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Shazam (Mobile App) for AdsAd Options:• TV Show/Commercial• Web Video• Web Commercial• In-Store audio• Radio London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Shazam TV Ad Examples London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Shazam “Tag” / Revealed Content More info: http://bit.ly/shazamads London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Social WiFiBuy WiFi or… “Like” us for WiFi London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Mobile Integration Plan1. Lay the foundation2. Review competitors3. Identify and prioritize opportunities4. Align mobile spending with the time your target audience spends in mobile5. Measure your success6. Continually watch for new mobile trends London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Key Takeaways• Going “mobile” for web is easy with plugins, CSS, and landing page tools.• Mobile SEO is a technical SEO strategy.• Be mindful of diverse, creative interaction opportunities with mobile.• Users love their mobile devices. Leverage it as glue for your overall marketing strategy. London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Questions? Mobile Marketing Strategy Angie Schottmuller @aschottmuller Founder, Interactive Artisan Columnist, Search Engine Watch London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Mobile Marketing Strategy - SES London 2012

by Angie Schottmuller

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