The State of Mobile Content Marketing Webinar: Compendium & ExactTarget

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Communication is changing and changing rapidly. Consumers are awash in technology (desktops, laptops, smartphones, and tablets) that facilitates unprecedented mobility and social connectivity. And …

Communication is changing and changing rapidly. Consumers are awash in technology (desktops, laptops, smartphones, and tablets) that facilitates unprecedented mobility and social connectivity. And mobility is leading the charge.

Kyle Lacy of ExactTarget and James Paden of Compendium discuss the trends around mobile content marketing. 2013 will be the year of mobile return on investment (ROI) and Kyle and James show you what the market research shows are the key mobile content marketing data points to consider.

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  • 1. @JKROHRS
  • 2. @JKROHRS
  • 3. • Generate leads• Make it easy for individuals to obtain a quote using a proprietary Mobile Messaging Business Process• Target the Individual Health Insurance Market [ 25 - 44 year olds ]• Use signage at rail and bus stations to invite individuals to obtain an instant insurance quote via text
  • 4. Replies by sending agePrompted to reply with gender Replies with genderPrompted to reply with Zip CodeReplies with Zip CodePrompted to reply with email address
  • 5. She replies with heremail addressReceives an instantquote via textReceives follow-up textannouncing how toapply
  • 6. Auto Reply EmailWhether people receivea quote via Text or viathe Mobile Website,each receives this follow-up email prompting themto apply.Results•Campaign ran 20 Weeks•Generated 449 Inquiries•Produced 201 Leads•Increased Sales 10%
  • 7. Slide via JESS3
  • 8. Content
  • 9. Global mobile data traffic will increase 13-fold between 2012 and 2017. Cisco, 2013
  • 10. Behavior Differences of Mobile Traffic vs Non-Mobile Traffic
  • 11. Case Study: iGoDigital Pages Per Visit: 22% Improvement Bounce Rate: 11% Improvement
  • 12. Case Study: Weblink Pages Per Visit: 8% Improvement Visit Duration: 55% Improvement
  • 13. Best Practices Implement a Responsive Design Create Easily Digestible Content (short paragraphs) Mobile Friendly Emails Share Mobile-Optimized Content via Social and Email Channels Link to Existing Content Include Call to Actions in Content Thumb-Friendly Call to Actions (at least 44x44 pixels) Images Drive Engagement, Content Drives Action
  • 14. PRESENTERS Kyle Lacy James PadenSenior Manager Content Vice President of Product Marketing & Research @kyleplacy @JamesPaden www.exacttarget.com www.compendium.com