Mobile Trends, Strategy & Sites 2012 - DGA

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In-person presentation focused on Mobile at the DGA Conference in San Diego, CA.

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  • 88M Mobile Web Users in U.S.* 1:5 SEARCHES HAVE LOCAL INTENT 1:3 SEARCHES ON MOBILE! 20% Of U.S. Consumers Own Smartphones** Smartphone Market Grew 30% Y/Y Retail: ABI Research: Mobile shopping in the United States increased from about $369 million in 2008 to some $1.2 billion in 2009 and could reach $2.4 billion this year. 54% of users who researched online but bought offline, used their mobile device to search - Google ComScore Study Jan 2010
  • retailers don’t want to pay hefty fees if no consumer demand/usage Expect tech mnfctrs to offer incentives to retailers to use equipment (no fees on contactless transactions) & retailers to offer incentives
  • One of the first discussions you should have with an advertiser or agency is what has already been created in terms of mobile landing pages or mobile applications. It is not necessary to have any of these two to run a mobile campaign, however it is strongly recommended and it will have better results than showing a standard HTML PC site. TALK ABOUT AMAZON, EBAY
  • DIRECT DOWNLOAD OF APPS TURBOTAX
  • Did you know that 1 in 3 mobile search queries have local intent? So a second key mobile strategy is to leverage the phone’s unique location-awareness capabilities to provide users more relevant and useful ad information. One way that you can take advantage of this is by using Google ads with click-to-call phone numbers. Mobile advertising allows you to reach customers who are close to point-of-sale and want to spend now With CTC, an advertiser can use location extensions to include a phone number and business address as a last line of ad text when the user is nearby. If a user clicks on the address link, a map will expand below it. And of course, if the phone number is clicked it will initiate a phone call. And users can still click on the business name to go to the website. CTC can also be used with phone extensions if you want to drive calls to a national number, for example if you have a central call center.
  • Mobile Trends, Strategy & Sites 2012 - DGA

    1. 1. Your Mobile Strategy: Sites, Apps & Marketing “On The Go” Presented By: Danielle Leitch from MoreVisibility
    2. 2. About MoreVisibility • Founded in 1999 as SEO agency. • 6-time Inc. 500/5000 company. • Full-service, interactive agency offering services including: - Search Engine Marketing (Pay-Per-Click) • Google Analytics Certified Partner. • Google AdWords / MSN AdCenter certified company. - Search Engine Optimization (SEO) - Social Media (Facebook, Twitter, LinkedIn, etc…) - Web Analytics / Website Usability (UX) - Website Design & Development … including Mobile/Apps
    3. 3. Audience Poll How many have a Mobile Site for your business? Who’s company has already developed a Mobile App? Complimentary Mobile Site or App Review www.MoreVisibility.com/Garden
    4. 4. Mobile Usage & Trends
    5. 5. Growth of the Mobile Internet 50% Of Web Traffic Will Come Through Mobile Devices Within 3 Years* Google Mobile Searches Have Increased5x in The Past Two Years Mobile web usage is growing 8x faster than Internet usage in mid 90s’ Mobile 50% PC 50% Year 2013 Sources: *IDC, Morgan Stanley Internet Report Google Mobile Search Traffic
    6. 6. 3:30 PM Browses favorite shopping sites on her iPhone while riding the subway home. 11:15 AM Takes break at work to look for coupons on fineliving.com. 12:40 PM Watches video content on YouTube and HGTV.com during lunch. 2:00 PM Looks up a recipe on recipe4living.com. 6:13 PM Gets home and purchases something from PC. 8:30 AM Watches morning program before going to work. Consumers Are Always Engaged
    7. 7. <ul><li>Customers are using multiple devices </li></ul><ul><li>The use for each one peaks at different times throughout the day </li></ul>
    8. 8. F-Commerce <ul><li>By November, 88% of the Internet’s Top 200 </li></ul><ul><li>retailers were integrated with Facebook. </li></ul><ul><li>Major retailers began selling directly through </li></ul><ul><li>Facebook. </li></ul><ul><li>According to TechCrunch, half of visitors to </li></ul><ul><li>ecommerce sites in 2011 were also logged into Facebook, making F-commerce as integral to online shopping as the anchor store is to offline. </li></ul>
    9. 9. Times A Changing (already!) <ul><li>Voice-Activated Apps: </li></ul><ul><li> Siri, iPhone’s voice-controlled personal asst </li></ul><ul><li>In 2012 an Android equivalent </li></ul><ul><ul><li> Android users already have voice-controlled apps like StartTalking, Vlingo & Google’s Voice Actions </li></ul></ul><ul><ul><li>YouTube the Broadcaster: </li></ul></ul><ul><li>From video clips into original content in 2011 </li></ul><ul><li>Launching 100 content channels </li></ul>
    10. 10. AT&T’s New Toggle App Reduces need for multiple devices
    11. 11. BYOD <ul><li>Bring your own device </li></ul><ul><li>Adoption and policies will be necessary, </li></ul><ul><li>similar to challenges surrounding social media </li></ul>
    12. 12. TV Commerce Interactive viewing/shopping ~real-time integration between media channels Product Placement
    13. 15. Mobile Sites
    14. 16. www.united.com > mobile.united.com
    15. 17. Approach <ul><li>Strategy </li></ul><ul><li>Visual Design </li></ul><ul><li>User Experience </li></ul><ul><li>Development </li></ul>
    16. 18. Strategy <ul><li>How does Mobile fit in with your overall web & marketing plan? </li></ul><ul><li>Resources – who will manage and how much time invested? </li></ul><ul><li>What content can you produce vs. what do your customers want </li></ul>
    17. 19. Design/Usability <ul><li>Important to focus on simultaneously </li></ul><ul><li>User Experience is key, everything else will flow </li></ul><ul><li>Different device capabilities may change overall UE – understand those </li></ul>
    18. 20. Development <ul><li>Separate mobile, tablet sites (use sniffer on main site to redirect users) </li></ul><ul><li>Or </li></ul><ul><li>Build site to accommodate the multiple screen-sizes and functionality on all devices (html5) </li></ul><ul><li>Really cool and getting better! </li></ul>
    19. 21. A good experience can be found for all
    20. 22. Other Considerations
    21. 23. Chat Integration on 3 rd Party Sites Viewing your products on Home Depot website, can click to chat w/ your company
    22. 24. Tap n Pay
    23. 25. Security Threats Rise With Use Android highest threat/target
    24. 26. Measuring Usage
    25. 27. What Devices Are YOUR Customers Using?
    26. 28. HINT <ul><li>DO NOT LOSE REFERRAL TRAFFIC SOURCE IN YOUR DATA TRACKING: Code your links for Google Analytics before using a link shortener (i.e., bit.ly) </li></ul><ul><li> MoreVisibility.com/TagLink </li></ul>
    27. 29. Assess Engagement and Usability Good Better HTML Site on iPhone Optimize Mobile Landing Page iPhone App Best
    28. 30. Mobile Marketing
    29. 31. Applications (Apps) <ul><li>Unique from your mobile site </li></ul><ul><li>Compelling reason to create / usability </li></ul><ul><li>Marketing plan to promote </li></ul><ul><li>Maintenance considerations </li></ul><ul><ul><li>Cost to update </li></ul></ul><ul><ul><li>Resources / Expertise </li></ul></ul>
    30. 32. Market Your Application To Drive Downloads Put your iPhone or Android application in front of the users who are likely to download and use it – Mobile Ads via Adwords <ul><li>How it Works: </li></ul><ul><li>Visible URL must include either </li></ul><ul><ul><ul><li>itunes.apple.com </li></ul></ul></ul><ul><ul><ul><li>market.android.com </li></ul></ul></ul><ul><li>Visible url appears as DownloadiPhoneApp or DownloadAndroidApp </li></ul><ul><li>Impressions display only on high-end mobile devices </li></ul>
    31. 33. QR Codes QR Code can be utilized on different collateral pieces promoted in stores, direct mailings or tradeshows/events When the QR code is scanned the user is delivered to a designated mobile landing page that supports the offline marketing message
    32. 34. Mobile Targeting in AdWords
    33. 35. Mobile Click-to-Call Connect with Users through click-to-call ads on Google
    34. 36. <ul><li>View Google Mobile Organic, </li></ul><ul><li>Local, Image and News Results: </li></ul><ul><li>http://www.google.com/m/ </li></ul><ul><li>Create a Mobile Sitemap </li></ul><ul><li>and Submit to Google </li></ul><ul><li>Watch Load Time of site & </li></ul><ul><li>User Experience </li></ul><ul><li>Use HTML5 and jQuery </li></ul>Mobile Search – Google Mobile Organic
    35. 37. Let’s Connect: [email_address] SPECIAL OFFER: Complimentary Mobile Audit www.MoreVisibility.com/Garden

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