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Think Mobile First: How to Lead as Smartphones Change Consumers and Marketing Forever
 

Think Mobile First: How to Lead as Smartphones Change Consumers and Marketing Forever

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With half the US now carrying smartphones, 2012 marks the official start to the mobile era. How well are your brands' marketing strategies connecting with consumer expectations?...

With half the US now carrying smartphones, 2012 marks the official start to the mobile era. How well are your brands' marketing strategies connecting with consumer expectations?

In this session, mobile marketing expert Brian Klais, founder of Pure Oxygen Labs, explores the challenges and opportunities of "mobilizing" a marketing strategy.

Brian helps you see your brand through the eyes of mobile consumers, and define a mobile-ready strategy they'll love including:

- The latest trends in mobile Search, Social, Apps, and QR.
- Best practices from leading brands.
-Strategies for gaining internal support and resourcing.
-Techniques of leveraging digital assets for maximum mobile ROI.

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  • http://www.morganstanley.com/views/perspectives/tablets_demand.pdfhttp://tabtimes.com/news/ittech-stats-research/2011/12/16/big-jump-99m-tablet-sales-worldwide-forecast-2012
  • 40M have >5 devices in home Connectedtv: 123M units by 2014Mobile isn’t about the small screen. It’s about the many screens
  • #2 most popular app is Maps

Think Mobile First: How to Lead as Smartphones Change Consumers and Marketing Forever  Think Mobile First: How to Lead as Smartphones Change Consumers and Marketing Forever Presentation Transcript

  • www.pureoxygenlabs.com
  • P P Product Price P P Place Promotionwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Pure Oxygen Bio• Leaders in Mobile Marketing Optimization – Driving Mobile Search, Social, Apps, & QR Performance – Enterprise URL & QR Automation SaaS Platform (beta)• Founded 2011 by Brian Klais – Pioneer in Enterprise SEO Automation – Co-founded Netconcepts/Covario www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 100M US Market. Growing at 50% YoYwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Across All Age Demographicswww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 40M US Tablet Market. Growing at 100% Source: comScore, 2012www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012 Image source: bradfrostweb.com, 2012
  • www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012 Image source: bradfrostweb.com, 2012
  • Consumers Buy Android and iOSwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • 50-40-10 Market Share by Year-Endwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • iOS vs Android Apps Racewww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Mobile: Power to Optimizewww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Our Digital Media is Portablewww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • The Digital World At Our Fingertipswww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • We Search for Valuewww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Mobile Drove 62% of Restaurant Searches on Valentine’s Day 2012 Source: thinkwithgoogle.com, 2012www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • We Act More Immediatelywww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • We Think More Locally• Google Maps is #2 most used app on iOS and Android deviceswww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • We Engage More Socially• Mobile devices drive 50% of Facebook traffic and 55% of Twitter’s• Facebook is most popular app across iOS and Android deviceswww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • We Consume TV Differently• 60% of smartphone owners use it daily while watching TV• 58% of tablet owners use it to "watch TV" in the homewww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • We Take Shortcuts Source: comScore, 2012www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • We Shop Smarter Source: thinkwithgoogle.com, 2012www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • We Abandon More Easily • 81% of retailer web pages are not optimized for smartphone userswww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • “Websites are still largely designed for desktop use. This causes problems … when its finally decided to create a mobile site, and designersand developers are forced to work backwards.’New businesses should build for mobile FIRST.Existing businesses should re-think their sites.” – Eric Schmidt, former Google CEO, 2011 www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Paving New Purchase Paths Source: thinkwithgoogle.com, 2012www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Engaging Multiple Devices Source: thinkwithgoogle.com, 2012www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Across Apps and Web Source: thinkwithgoogle.com, 2012 “Customers dont distinguish between mobile web or app. They must be connected.” -Chris Payne, VP eBay North America, 2011www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Mobile Commerce = Mobile Brands We Have Lift Off! Win Big Mobile Sales or Payment Volume – eBay / PayPal / Amazon.com / Target / Square, 2009-2011E $5 Gross Mobile Sales or Payment $4 eBay PayPal Volume ($B) $3 Target $2 Amazon.com $1 Square $0 2009 2010 2011Note: Amazon.com disclosed 2010 mobile gross sale, 2009 / 2011 data are KPCB estimates.Source: eBay, Amazon.com, Target, Square. Source: Kleiner Perkins, 2012Copyright 2011. All rights reserved. 31 www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Web Marketing: Linearwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Mobile Marketing: 3Dwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Keys to Thinking Mobile First Discovery Measurement Accessibility Engagementwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Dominate Mobile Search• Paid Search – Smartphone CPCs 50% cheaper than desktop CPC – Include device in search ad copy CTR skyrocket – Mobile pages increase CTR 11% and Quality Score• Organic Search – Monopolize Smartphone/Tablet SERPs: • Local listings • App detail pages (iOS, Android, Blackberry) • Social profiles (Facebook, Twitter, Google+) • Video profiles (YouTube)Discovery www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Discovery www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Dominate Mobile Search• Mobile site optimization – Reduces abandonment by 80% – Google’s smartphone bot crawling you now – Desktop, Smartphone, Tablet SERPs diverging – Research current mobile search traffic – Build keywords into mobile site content – Every desktop page needs a mobile equivalentDiscovery www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Dominate Mobile Search• Local listings – Claim and optimize business profiles – Google Places/Maps and Bing Maps – Optimize for social networks that provide location info through apps • Facebook Places • Foursquare • Urban Spoon/YelpDiscovery www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Dominate Mobile Search• Tips for Page 1 App rankings – Feature brand prominently in app name – Link to profile from home page or footer – Include brand name in anchor text – Cross-promote to mobile users – Optimize press releasesDiscovery www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Dominate Mobile SearchDiscovery www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Dominate Mobile Search• Audit your mobile visibility – Where do your assets rank in mobile SERPs? – What phrases do your mobile users search for? – Are deep pages delivering mobile-friendly pages?Discovery www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • QR Your 4P’s Source: Competitrack, 2012 Accessibilitywww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • QR Your 4P’s• Adopted by 2,300 advertisers in 2011 – Up 600%• 20% of mobile users scanned in 2011• Integrate with product packaging: – Make easy to re-order or get support – Link to ingredients, videos, social profiles• QR signage to intercept instore searchers Accessibility www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • • sdsdfsdf Accessibility www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012 Source: Competitrack, 2012
  • QR Your 4P’s Accessibilitywww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • QR Your 4P’s• Increase check-in’s and reviews: – Display QRs on signage – Drive customers to Facebook, FourSquare• Increase app downloads: – Searching the app stores stinks – Display app QRs on site to increase downloading, engagement, and popularity Accessibility www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • QR Your 4P’s Accessibilitywww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • QR Your 4P’s• Help people geo-locate you: – Don’t make people type address into Maps – QR locator pages to load address on Maps• Drive video consumption: – People prefer to watch videos on device – Display QR on catalog pages to launch video, drive viewing and sharing metrics Accessibility www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • QR Your 4P’s• Tips to optimize QR “speed” and “distance” – Aim for 25x25 code or less – URLs should not exceed 25 characters • Avoid cramming tracking information into URL • Strip superfluous characters like ‘www’ – Use lowest Error Correction settings – Lead users to mobile friendly content – Keep control over destination Accessibility www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • QR Your 4P’s Accessibilitywww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Optimize Social Engagement• Drive engagement with mobile social: – From campaigns, site, emails, signage• Mobile users are forced to type a login – Usually not signed-in to the website – 90% abandon login forms• Embedded browsers launch new sessions – eg: QR readers, Twitter, Facebook, etc – No prior session data cached Engagement www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Engagementwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Optimize Social Engagement• Maximize engagement: – Segment device (mobile vs tablet) and OS (iOS vs Android) • Detect if appropriate app is installed – Use URL schemes to launch “landing pages” • eg “fb://” or “twitter://”• Caveats: – All users won’t have the app installed – Some apps use URL schemes inconsistently – Each OS handles errors differently Engagement www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Optimize Social Engagement• Get social profiles on Page 1 in SERPs – Link to profile from home page or footer – Include brand name in anchor text – Link to profile from other profiles • Google Plus  Facebook – Use tracking links to measure outbound clicks to or between profiles • Eg “http://po2.co/facebook”• Give “m.” viewers link to open app – Eg “Open our profile on your Facebook app” Engagement www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Manage Attribution• Apps don’t pass “referrer” traffic data – Web analytics unable to see source• QR codes are unrecognized as source• Embedded browsers = new sessions – Ex: QR readers, Twitter, Facebook – No data cached for personalization• “Direct” traffic is overstated• Mobile gets under-resourced Measurement www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Manage Attribution Measurementwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Manage Attribution• Ways to solve Local & Social “app-tribution:” – Seed location profiles with tracking links – These should be branded URLs • Ex: http://maps.domain.com/madison – These redirect to destination with web tracking parameters appended – Or enable hashtag tracking and seed profile links Measurement www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Manage Attribution Measurementwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Manage Attribution• Optimize QR Tracking – Use branded, abbreviated tracking URLs • Example: qr.domain.com/123 – Never bloat QR density with tracking • Encode source parameters on redirect• Measure off-site profile clicks – Eg http://po2.co/facebook Measurement www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Manage Attribution• Maximize mobile resourcing: – Develop appropriate cross-channel KPIs – Customize ROAS requirements • May vary from desktop ROAS Measurement www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • The Future is Mobilewww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Be Therewww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Think Mobile First Discovery Measurement Accessibility Engagementwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  • Thank You Like us on Facebook’s app @BrianKlais @PureO2Labs po2.co/Facebook po2.co/GooglePlus Powered by Pure xygen brian@pureoxygenlabs.comwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012