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Mobile Marketing and Commerce Forum 2012, Presentation by Brian Klais, CEO Pure Oxygen
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Mobile Marketing and Commerce Forum 2012, Presentation by Brian Klais, CEO Pure Oxygen

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Slides used in Brian Klais' presentation at Internet Retailer's "Mobile Marketing and Commerce Forum" in San Diego, October 2012

Slides used in Brian Klais' presentation at Internet Retailer's "Mobile Marketing and Commerce Forum" in San Diego, October 2012

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  • 1. www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 2. About Brian KlaisSearch and Mobile Practitioner Founded Pure Oxygen 2011 Speaker, Strategist, ColumnistPrior GM / VP Product at Covario Netconcepts COO, led to M&A, 2010 Pioneered Enterprise SEO Automation www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 3. About Pure OxygenPerformance Solutions Mobile-Search Optimization Smart QR Campaigns Mobile-Social Engagement App-Aware CommerceThought Leadership www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 4. Web Marketing: Linearwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 5. Mobile Marketing: 3D Matrixwww.pureoxygenlabs.com
  • 6. Mobile Commerce KeysDominate Mobile SearchLink Physical and DigitalConnect Web and Apps www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 7. Dominate Mobile Searchwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 8. Dominate Mobile SearchInformation Architecture  Conditional redirect deep pages  Use flat, static keyword URLs  Keyword rich title tags www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 9. Dominate Mobile SearchMobile Content  Relevant page copy  Good use of tags (H1, etc)  Crawlable UGC reviewsMobile Links  Internally linked content  Optimal anchor text www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 10. Dominate Mobile SearchMobile Channels Deep “m.” Pages Deep Desktop Links Free Mobile Site Analysis: http://po2.co/msa www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 11. Dominate Mobile SearchTips for ranking your Apps on Page 1:  App pages have supermassive link equity  Feature brand prominently in app name  Avoid linking solely through app icons  Link to profile from home page or footer  Include brand name in anchor text  Cross-promote to mobile users  Optimize press releases  Read more: http://po2.co/app-seo www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 12. Dominate Mobile Searchwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 13. Link Physical and Digitalwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 14. Link Physical and DigitalAim to provide value-added shortcuts  Video content  Download apps  Like/follow social profiles  Access ratings and reviews  Connect to maps/directions www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 15. Link Physical and Digitalwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 16. Link Physical and DigitalBigger bolder pixels are betterUse low density codes (21x21, 25x25)  Easier for more phones to read  Works from greater distances  Can be displayed in less real estateCompress URLs to <30 characters  Strip out unnecessary URL information  Use abbreviated TLDs if necessary  Use the lowest EC (error correction) settings  Free QR generation guide: http://po2.co/qr- guide www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 17. Link Physical and Digital URL Input Error Correction QR Output 21URL: http://xyz.co/aSize: 15 characters 7% 21 25 15% 25 25% 29 30% 29 www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 18. Link Physical and DigitalBrand QR links without “bloating” QR  Secures the click decision  Avoid concerns of QR malware  Increase user confidence • eg http://qr.domain.com/pathEncourages repeat clicks  Makes QR URLs recognizable in QR browser history www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 19. Link Physical and Digital41 21 41 21 1) Desktop website URL: QR-Optimized URL: http://www.fedex.com http://fedex.com/qr2 2) Directory info: /us/ecommerce/index.html 3) Tracking tags: ?cmp=PAC-wecom-qr2-post www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 20. Link Physical and DigitalTrack QR results wisely  Tell your QR what data to feed site analytics  Without tags, QR visitors anonymous  Avoid QR bloat: append tags after redirectOptimize the Landing  Maintain control over QR links  Target users by device or OS • Segment tablet vs smartphones • Route users into app or web page www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 21. Link Physical and Digital Device/OS Landing PageYola’s Café App iOS Android Others www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 22. Connect Web and Appswww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 23. Connect Web and Apps 20x 4x 4xwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 24. Connect Web and Apps Device OS If app’s installed… If not installed…www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 25. Connect Web and AppsURL scheme protocols for social apps:  Facebook -> fb:// • Eg fb://profile/144138275637883  Twitter -> twitter:// • Eg twitter://user?screen_name=CNN  Foursquare -> foursquare://  Pinterest -> pinterest://  Yelp -> yelp://  Read more: http://po2.co/appurls www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 26. Connect Web and AppsLink iPhones / Androids into social app profiles  Learn your profile’s URL within the app  Link mobile users to this URL  If app is not installed, send to mobile web page  See example: http://po2.co/fbMeasure clicks and engagement by deviceGenerate your app-aware Facebook URL:  Type http://twurl.co/facebook/{yourhandle} www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 27. Connect Web and Apps Device-Type Facebook app Mobile webTwURL for Facebook:facebook.twurl.co/mms Smartphone Tablet Desktop web Desktop www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 28. Thank You Brian Klais | Founder, CEO Pure Oxygen | @BrianKlais brian@pureoxygenlabs.comwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012