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Mobile Marketing Strategy - SES London 2012
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Mobile Marketing Strategy - SES London 2012

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My "Integrated Mobile Marketing Strategy" presentation from SES London. Topics: Mobile SEO, QR codes, Social WiFi, Shazam Ads, Click-to-Call, and more.

My "Integrated Mobile Marketing Strategy" presentation from SES London. Topics: Mobile SEO, QR codes, Social WiFi, Shazam Ads, Click-to-Call, and more.

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  • Source: http://tag.microsoft.com/community/blog/t/the_growth_of_mobile_marketing_and_tagging.aspx
  • Source: http://tag.microsoft.com/community/blog/t/the_growth_of_mobile_marketing_and_tagging.aspxMobile search will overtake traditional search by 2014. ~GoogleRoughly 90% of US population has a cell phone; 44% have a smartphone
  • Source: Infographic - http://pinterest.com/pin/114349278008584476/
  • Source: Infographic - http://pinterest.com/pin/114349278008584476/
  • Your customers are already mobile. Are you?
  • http://www.google.com/imgres?um=1&hl=en&newwindow=1&biw=1280&bih=638&tbm=isch&tbnid=EmPNowJzTHyQzM:&imgrefurl=http://www.bendib.com/newones/2003/&docid=I7srZC1HMR4VhM&imgurl=http://www.bendib.com/newones/2003/december/small/12-6-Road-map-and-Wall.jpg&w=620&h=450&ei=upg4T96DJJPBtgfs29yqAg&zoom=1&iact=hc&vpx=695&vpy=302&dur=7979&hovh=191&hovw=264&tx=112&ty=94&sig=113098401450923539092&page=1&tbnh=134&tbnw=186&start=0&ndsp=18&ved=1t:429,r:9,s:0
  • Google Places http://google.com/local/add/Bing Business Portal http://bing.com/businessportal(UK Business info fed by 118 Information. See http://bingforbusiness.com/)Yahoo Localhttp://listings.local.yahoo.com/(Yahoo! Upgrade for $9.95)
  • UK Top Local Directories: http://www.seo-doctor.co.uk/local-seo-20-citation-places.html http://searchengineland.com/top-50-citation-sources-for-uk-us-local-businesses-104938
  • Sending DMTF TonesSome devices also allow sending DMTF tones after the call has been answered by the destination. This is useful for accessing tone-controlled services, helpdesk systems, or voicemail; you can say to the link, “call this phone number and, when the call is answered, press 2, wait 2 seconds, and then press 913#”. You do this using the postd parameter after the number: the syntax is ;postd=. You can use numbers, *, # (using the URL-encoded %23 value), as well as p for a one-second pause and w for a wait-for-tone pause.http://www.mobilexweb.com/blog/click-to-call-links-mobile-browsers
  • WPTouch - WordPress Plugin(Free. Paid Pro version starts at $49)MoFuse - Mobile CMS ($89/month)Mobify - Mobile Web & Commerce (Free. Paid Studio version for $249/month)
  • http://iphoneized.com/2009/05/8-ways-view-page-source-code-iphone/
  • http://bradfrostweb.com/blog/web/mobile-first-responsive-web-design/
  • http://www.uxbooth.com/blog/how-to-design-a-mobile-responsive-website/
  • On June 2, 2011, Google, Bing and Yahoo! announced their initiative to support a common set of schemas for structured data markup. Tip: If you have multiple locations, create separate pages for each location and optimize accordingly.Image source: http://www.google.co.uk/imgres?q=nested+wrapping+box&hl=en&newwindow=1&client=safari&rls=en&biw=1280&bih=719&tbm=isch&tbnid=tbw1PQe_ytBM7M:&imgrefurl=http://www.lisastickleylondon.com/gift-wrap/4-nested-gift-boxes/p-156-1215/&docid=5ShD5xx_5ylcmM&imgurl=http://www.lisastickleylondon.com/uploads/images_products_large/1215a.jpg&w=380&h=380&ei=MmxCT-nCOsnW0QW9-5iPDw&zoom=1&iact=hc&vpx=1031&vpy=4&dur=579&hovh=225&hovw=225&tx=162&ty=147&sig=102938355029854708790&page=5&tbnh=172&tbnw=120&start=78&ndsp=21&ved=0CMkDEK0DMFg
  • Image source: http://static.howstuffworks.com/gif/brain-intro.gif, http://www.itechnews.net/wp-content/uploads/2009/04/samsung-i7500-android-smartphone.jpg
  • Ran June 2010
  • Ran August 2010
  • Running August-Sep 2011If you buy a Big Box Remixed or a Large Fountain Drink at Taco Bell from now until September 4th, 2011, you will get a QR code that you can scan with your smartphone. After scanning the code you will be taken to a mobile website set up by Taco Bell and MTV where you can listen and watch exclusive MTV content. Each week the campaign is running, the website will be updated with new content. In total, 6 weeks of engaging content. This campaign should give a lift in sales while also positioning Taco Bell as a hip-music-insider brand. Every week when that content is updated customers may have no choice but to go to Taco Bell and get another Taco Bell product with the QR Code.It appears the restaurant is already feeling the effects of a QR code campaign based off of the claims made by David Javitch, vice present of marketing at Scanbuy (the company that helped Taco Bell launch the QR code campaign).Article source: http://www.sq1agency.com/blog/?p=3192
  • Examples: American Family Insurance, Subway, Progressive Insurance, TJMaxxShazam - Advertisers http://j.mp/shazamads

Mobile Marketing Strategy - SES London 2012 Mobile Marketing Strategy - SES London 2012 Presentation Transcript

  • 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