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From the 11.30.11 ideaLaunch Webinar with BlueTrain Mobile CEO Steffan Berelowitz. Learn best practices for creating and optimizing mobile websites for your business. To watch the full presentation …

From the 11.30.11 ideaLaunch Webinar with BlueTrain Mobile CEO Steffan Berelowitz. Learn best practices for creating and optimizing mobile websites for your business. To watch the full presentation (with audio), view it on our blog: http://bit.ly/s8tR0W.

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  • With 83 million Americans now using smartphones, the mobile channel is huge, and it cannot be ignored. Last year mobile search was up 500%, mobile campaigns have better response rates at a lower cost and you’re competing with fewer advertisers. It’s clear that your advertising plans much include mobile, but how do take your regular online campaigns and create mobile landing pages?
  • 1864: when telegraph lines were used to send investment offers to wealthy Americans
  • With 83 million Americans now using smartphones, the mobile channel is huge, and it cannot be ignored. Last year mobile search was up 500%, mobile campaigns have better response rates at a lower cost and you’re competing with fewer advertisers. It’s clear that your advertising plans much include mobile, but how do take your regular online campaigns and create mobile landing pages?
  • With 83 million Americans now using smartphones, the mobile channel is huge, and it cannot be ignored. Last year mobile search was up 500%, mobile campaigns have better response rates at a lower cost and you’re competing with fewer advertisers. It’s clear that your advertising plans much include mobile, but how do take your regular online campaigns and create mobile landing pages?
  • With 83 million Americans now using smartphones, the mobile channel is huge, and it cannot be ignored. Last year mobile search was up 500%, mobile campaigns have better response rates at a lower cost and you’re competing with fewer advertisers. It’s clear that your advertising plans much include mobile, but how do take your regular online campaigns and create mobile landing pages?
  • With 83 million Americans now using smartphones, the mobile channel is huge, and it cannot be ignored. Last year mobile search was up 500%, mobile campaigns have better response rates at a lower cost and you’re competing with fewer advertisers. It’s clear that your advertising plans much include mobile, but how do take your regular online campaigns and create mobile landing pages?
  • You might think this is relatively, simple, you have a regular online campaign, and you just need to make a smaller version that fits on a mobile phone? Seems pretty simple doesn’t it? Well, as it turns out, it isn’t that simple -- you can’t just take your existing campaign, content, and images, and shrink them to make a smaller version. Allow me to illustrate my point with a better analogy.
  • Here is an original 1967 Shelby GT500. This car has the brand attributes of sporty and cool, and the functional attributes of high performance and fast. If I wanted to make a smaller version of this car that weighed less than 30 lbs and only 3 feet long, I might think of this…
  • A pedal car! it’s under 30 lbs and it’s only about 3 feet long BUT, it no longer meets the brand and functional requirements. If I tried to drive this to work across Cambridge, it would take me hours and I’d look ridiculous! You can’t just shrink what you have and expect it to work. Let me show you a better way to meet our requirements in a more compact way
  • A modern lightweight bicycle. This is actually useful at under 30 lbs and only 3 feet in length. I have recreated the brand attributes of sporty and cool, and the functional attributes of high performance and fast.
  • So what does all this mean. If you’re trying to take a regular online campaign and make it work on mobile, you can’t just shrink it. You’re going to have to completely rethink its design functionality.
  • Will it work on both iPhone and Android platforms? What about the new Nokia and Microsoft partnership? How fast will it load on a mobile device? You need a platform that enables you to quickly and easily build mobile campaigns that are optimized for mobile – and you need all the technical challenges solved for you. That’s exactly what we do at BlueTrain Mobile.
  • Here is an example to illustrate my point. On the left a regular screen shot of a page that isn’t optimized for mobile and on the right, a mobile optimized landing page. The text is legible and there are clear calls to action.

Transcript

  • 1. Prepared by Steffan Berelowitz Byron WhiteConductor and CEO, BlueTrain Mobile CEO Idea LaunchPhone: (888) 595-BLUE Phone: (617) 227-8800E-mail: steffan@bluetrainmobile.com E-mail: byron@idealaunch.com
  • 2. Follow today’s conversation Twitter hashtag: #ideaLaunch29 Share your thoughts and comments: @bluetrainmobile @ideaLaunch hashtag: #IdeaLaunch29
  • 3. Marketing technology innovations1450 Printing press leads to flyers and brochures1730’s Magazines1836 Newspaper advertisements1864 Telegraph1867 Billboard rental1922 Radio advertising1941 TV advertising1980’s Database marketing1984 Guerrilla marketing1985 Desktop publishing democratizes print-advertising1990’s CRM1995 Web marketing1996 Identification of viral marketing2000’s Search marketing2004-6 Facebook, Twitter & Social Media Marketing2010: Mobile marketing
  • 4. The opportunities and perils of innovation
  • 5. Don’t underestimate the size of the change Nielsen’s State of the Media Report, dated Jan. 5, 2011 Morgan Stanley, Internet Trends Report, April 12, 2010
  • 6. 63% 32% 4%This year, there are 83million people onthe mobile Internet! Smartphone Net Share in USA 1% other devices
  • 7. Additional Key Stats The majority of Facebook, Twitter, and Pandora mobile users access these services via the mobile web. Mary Meeker 83% of Americans currently have mobile phones. The percentage of this population that have web-enabled smartphones doubled from 21% in 2010 to 42% in 2011. Pew Research Center; Nielsen Research The Pew report also found that 87% smartphone owners use their device to access the Web or e-mail at least once a day. Pew Research Center http://bits.blogs.nytimes.com/2011/07/11/smartphones-and-mobile-internet-use- grow-report-says/ Revenues from mobile search are projected to reach $3.7 billion in 2012
  • 8. Additional Key Stats The more time people spend on mobile during the day, the more likely it is that mobile is the launching point for other interactions on the web
  • 9. What is a mobile site?Key 1 Visitors enter your regular website address: www.yourname.com 2 They are automatically routed to your mobile site or regular website
  • 10. Mobile Website Publishing Options
  • 11. From Desktop to Mobile
  • 12. • Text and navigation • Text is perfectly menu are too small to legible. read, repeated pan and zoom action is • Content is condensed required to access and gets right to the contents of the site. point.• Heavy javascript • Call to action is clear. image slideshow is • Branding is consistent. lagging. • It takes less than 10• Branding gets lost. seconds to load.• The site takes more than 20 seconds to load on a 3G network.
  • 13. Social media audienceengagement increases by Your Audience is Multitasking4.3% on mobile devices • Prioritize mobile website content & navigation using Googlewhen messages are < 70characters long. Analytics and Common SenseLauren Johnson, MobileMarketer • Keep your copy brief and to-the-point • Skip the intro and top-load your content:Mobile internet usersoften are in transit or • Put the most important information at the top of thewaiting for transit – screen; users will quickly scroll to the bottom if they can’tsmartphones & tablets find what they’re looking for right awaycollectively hold 59% ofairport WiFi Connections. • Place Buttons at Top and Bottom of pagesNesto Bailly, PSFK.com
  • 14. Hook Them With Your Homepage • Make sure your brand or logo is well represented • Choose a captivating focus image or splash image (may be different from your desktop website) • Use Analytics to find most-visited pages from mobile devices; optimize navigation • Include Calls-To-Action on homepage, e.g. Call Us, Contact Us, Sign Up, etc.Other Mobile-Friendly Content: Directions, Events Calendar, Locations, Special Offers Learn More: http://www.bluetrainmobile.com/blog/how-to-prioritize-the-content-on-your-mobile-websites-homepage/
  • 15. Copywriting Guidelines• The average desktop website page has 250-400 words• A typical mobile site should have 75-110 words• Create a template for copywriting that enables you to “see” how much copy will fit on a typical mobile page  This template is set to a width of 4.4in  Font Size = 15pt  Total of 90 words
  • 16. 18% of users who sawan ad with a click-to- Conversion In Contextcall action called the • A core component of mobile content is Conversion Call Outsbusiness.The Mobile Movement Study, • Make it easy for users to click and contactGoogle, Inc. • Click to callGoogle mobile ads withthe click to call feature • Click to emailhave a 6-8% higher • Short, mobile-friendly formsclick through rate thanthose that dont. • Pass form data to your Customer RelationshipSurojit Chatterjee, Senior Management (CRM) SystemProduct Manager of MobileAds for Google, Inc.
  • 17. Conversion Tactics: Do’s and Don’ts Don’t… Do…  No clear branding  Visible branding  Confusing navigation  Simple form  No call-to-action  Strong call-to-action  Scrolling necessary to  Explanation of benefit find content  Top-loaded page Learn More: http://www.bluetrainmobile.com/blog/effective-mobile-landing-page-design/
  • 18. About BlueTrain MobileBlueTrain Mobile lets you easily create abeautiful mobile site that’s optimized forthe world’s most popular mobile devices:iPhone, Android and BlackBerry
  • 19. Easy to set up• The platform is a web app, there’s no software to install• Choose a custom design from BlueTrain Mobile or design your own• Structure your mobile website in minutes• We take care of making your mobile website look great on the latest iPhone, Android and Blackberry devices• Mobile users are automatically redirected to your mobile site - Insert simple code snippet for mobile redirect - Use your own URL such as m.youraddress.com
  • 20. Simple to maintain• It’s easy to make changes and additions• No programming required• Automatic updates keep your mobile website compatible with the newest smartphones• Works seamlessly with your advertising and e-mail campaigns• Easily integrate your blog content, news, events, and social media
  • 21. Reliable & fast• Our platform manages the hosting of your mobile website• Our hosting service is on the cloud, which means your mobile website is served at top speed no matter where your customers are located—New York, London, Tokyo, or anywhere else in the world• And our infrastructure is ready to scale with your business, whether you are making 1 page or 100
  • 22. Sample mobile websites built on our platform
  • 23. Q&ASteffan Berelowitz, ConductorShare your thoughts and comments: Twitter hashtag: #IdeaLaunch2 @bluetrainmobile @ideaLaunchsteffan@bluetrainmobile.com1-888-595-BLUE