Mobile	
  Marke+ng	
  &	
  
Customer	
  Reten+on:	
  
Never	
  Miss	
  the	
  Moment	
  	
  
of	
  Opportunity	
  

@TheTi...
“By the time a B2B
purchaser actually engages
with a company or with a
sales rep from that
company, they’re 57% of
the way...
60%	
  

Americans	
  12+	
  	
  
on	
  smartphones	
  
SOURCES:	
  Nielsen,	
  comScore,	
  Pew,	
  others.	
  	
  	
  	
...
>70%	
  
mobile	
  phone	
  at	
  arm’s	
  length,	
  	
  
24	
  hours/day	
  
SOURCES:	
  Edison	
  Research	
  	
  	
  	...
Print	
  	
  

Voice	
  

SMS	
  

Direct	
  
Mail	
  

MMS	
  
WWW	
  

Outdoor	
  

Digital	
  
Outdoor	
  
Media	
  

E...
Social	
  is	
  Mobile	
  
70%	
  

35%	
  

80%	
  

45%	
  

30%	
  

100%	
  

30%	
  

35%	
  

100%	
  

SOURCES:	
  ...
Facebook	
  
•  VISUAL	
  STORYTELLING	
  (paid!)	
  
– High	
  quality	
  images…go	
  further	
  
• AVOID	
  LARGE	
  FI...
Links	
  to	
  Websites/Blogs	
  
•  Only	
  post	
  links	
  that	
  are	
  mobile-­‐friendly	
  –	
  you	
  
may	
  lose...
Facebook	
  –	
  Tab	
  Apps	
  
Tablet	
  
“sniff”/detect	
  
links	
  
budons	
  

Phone	
  

• 
• 
• 
• 
• 
• 

Polls	
 ...
Facebook	
  Local	
  Search	
  

Loca+on	
  pages	
  

Local	
  Pages	
  
Twider	
  

PosOng/ReposOng	
  aligned	
  with	
  audience	
  behavior	
  
Customer	
  Service	
  
•  On	
  the	
  spot:	
  LocaOon-­‐based	
  listening	
  &	
  acOon.	
  
•  Real-­‐+me:	
  All	
  ...
Don’t	
  forget,	
  it’s	
  s+ll	
  a	
  phone!	
  

Clickable	
  phone	
  #	
  or	
  this	
  
on	
  each	
  page	
  of	
 ...
YouTube	
  
•  In-­‐video	
  text	
  size	
  must	
  be	
  sufficient	
  for	
  
smaller	
  screens.	
  
•  Keep	
  it	
  sh...
YouTube	
  
Drive	
  acOon	
  (website	
  visits,	
  app	
  downloads,	
  online	
  
purchase)	
  through	
  video	
  and	...
Mobile	
  is	
  BUSY	
  
the	
  Mobile	
  Hour	
  

the	
  Desktop	
  Hour	
  
email	
  
email	
  

web	
  

web	
  

soci...
Offline	
  is	
  the	
  New	
  Online	
  

Consider	
  airport,	
  transit	
  and	
  other	
  outdoor	
  adver+sing	
  
with...
Offline	
  is	
  the	
  New	
  Online	
  
•  Direct	
  mail	
  
•  Compelling	
  call-­‐to-­‐acOon	
  
•  Personalized	
  UR...
Mobile	
  Email	
  
Mobile	
  Email	
  
•  Make	
  subject	
  lines	
  are	
  clear	
  calls	
  to	
  acOon	
  or	
  
clear	
  on	
  value	
  ...
Mobile	
  Messaging	
  

	
  
•  Text	
  Messaging	
  (SMS)	
  

–  Reminders	
  for	
  orders,	
  subscrip+ons…	
  
–  Cu...
•  You	
  have	
  a	
  
“desktop”	
  and	
  a	
  
“mobile”	
  
website.	
  

Responsive	
  
•  A	
  website	
  that	
  
co...
Your	
  Website	
  
Mobile	
  Search	
  
•  ARE	
  YOU	
  MOBILE	
  FRIENDLY?	
  
•  ARE	
  YOU	
  NEARBY?	
  
•  DO	
  YOU	
  HAVE	
  VIDEO?	...
Mobile	
  Commerce	
  
Mobile	
  Commerce!	
  
•  2014	
  is	
  the	
  year	
  of	
  mobile	
  commerce.	
  
•  Facebook	
  “payment	
  API”	
  a...
Thinking	
  “Mobile	
  First”	
  
• 
• 
• 
• 

Integra+on	
  
Behavior,	
  before	
  technology	
  
Convenience	
  and	
  ...
Keep	
  it	
  
Simple!	
  
Q&A	
  

Thank	
  you,	
  Marke+ngProfs!	
  
Text	
  “Tim”	
  to	
  44040	
  
	
  
Tim	
  Hayden	
  
@TheTimHayden	
  

Pr...
Mobile Marketing & Customer Retention
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Mobile Marketing & Customer Retention

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Slides use at #MPB2B, MarketingProfs B2B Forum, in Boston on October 10, 2013.

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Mobile Marketing & Customer Retention

  1. 1. Mobile  Marke+ng  &   Customer  Reten+on:   Never  Miss  the  Moment     of  Opportunity   @TheTimHayden   October  10,  2013   Marke+ngProfs  B2B  Forum  -­‐  Boston    
  2. 2. “By the time a B2B purchaser actually engages with a company or with a sales rep from that company, they’re 57% of the way through their decision process.”! - Mike Miller, Director of Business/Industrial Markets, Google !
  3. 3. 60%   Americans  12+     on  smartphones   SOURCES:  Nielsen,  comScore,  Pew,  others.          
  4. 4. >70%   mobile  phone  at  arm’s  length,     24  hours/day   SOURCES:  Edison  Research          
  5. 5. Print     Voice   SMS   Direct   Mail   MMS   WWW   Outdoor   Digital   Outdoor   Media   Email   Digital   Indoor   Media   Your   Brand   Ad   Networks   Social   Media   Apps   Television/ Bluetooth   Console   GPS   Transit   POS   Wallet   Radio   Auto   Near-­‐ Field   Comms  
  6. 6. Social  is  Mobile   70%   35%   80%   45%   30%   100%   30%   35%   100%   SOURCES:  ere.net,  Mashable.com,  TechCrunch.com,  comScore,  Pew,  others.          
  7. 7. Facebook   •  VISUAL  STORYTELLING  (paid!)   – High  quality  images…go  further   • AVOID  LARGE  FILE  SIZE  (data  concerns   and  connecOon  speeds…)   – Right-­‐size  your  images,  rectangles  not   squares  
  8. 8. Links  to  Websites/Blogs   •  Only  post  links  that  are  mobile-­‐friendly  –  you   may  lose  half  of  your  social  audience  over   Ome,  if  you  do  not.   •  Link  directly  to  the  acOon  that  a  social  post   implies,  as  you  will  lose  mobile  users  over   mulOple  clicks!  
  9. 9. Facebook  –  Tab  Apps   Tablet   “sniff”/detect   links   budons   Phone   •  •  •  •  •  •  Polls   Sweeps   Subs   Coupons   Video   App   Download   Emulate  tab  apps  in  posts  using  a  “click  sniffer,”  then  diverOng  to   an  appropriate  responsive  site  (cookies/Facebook  connect  telling   you  “who”  to  make  things  more  relevant  and  personalized).      
  10. 10. Facebook  Local  Search   Loca+on  pages   Local  Pages  
  11. 11. Twider   PosOng/ReposOng  aligned  with  audience  behavior  
  12. 12. Customer  Service   •  On  the  spot:  LocaOon-­‐based  listening  &  acOon.   •  Real-­‐+me:  All  social  –  align  escalaOon  and   “engagement”  protocols,  online-­‐to-­‐offline,   offline-­‐to-­‐online.   •  Face  to  Face:  Consider  Skype  or  FaceTime  for   resolving  customer  issues.  
  13. 13. Don’t  forget,  it’s  s+ll  a  phone!   Clickable  phone  #  or  this   on  each  page  of  site/app.  
  14. 14. YouTube   •  In-­‐video  text  size  must  be  sufficient  for   smaller  screens.   •  Keep  it  short,  to-­‐the-­‐point…   •  Remove  background  noises  in  your  audio   (mobile  viewing/audio  is  compromised).   •  Close-­‐ups  for  clarity.   •  Place  URLs  to  related  videos/sites  within  the   video  descripOon…aids  in  navigaOon.  
  15. 15. YouTube   Drive  acOon  (website  visits,  app  downloads,  online   purchase)  through  video  and  the  video  descripOon:   •  DramaOcally  increase   clickthroughs  by  moving   the  URLs  closer  to  the   beginning  of  your   descripOon.   •  Make  in-­‐video  URLs  as   LARGE  as  possible  to  be   seen  on  handheld  mobile   devices.  
  16. 16. Mobile  is  BUSY   the  Mobile  Hour   the  Desktop  Hour   email   email   web   web   social   social   text   other   app   call  
  17. 17. Offline  is  the  New  Online   Consider  airport,  transit  and  other  outdoor  adver+sing   with  mobile  calls-­‐to-­‐ac+on  
  18. 18. Offline  is  the  New  Online   •  Direct  mail   •  Compelling  call-­‐to-­‐acOon   •  Personalized  URLs   •  QR  Codes   •  Tradeshows   •  Mobile  surveys/polls  for   email  capture    
  19. 19. Mobile  Email  
  20. 20. Mobile  Email   •  Make  subject  lines  are  clear  calls  to  acOon  or   clear  on  value  found  if  the  email  is  opened.   •  Use  preview  text  that  is  legible.   •  Keep  the  body  of  the  email  short,  avoiding   large  images  and  mulOple  paragraphs  of   text.   •  Be  acOonable  when  issuing  coupons  and   discounts,  ensure  that  you  are  providing  a   one-­‐click  path  from  inbox  to  browser  or  app.   •  Don’t  forget,  email  can  have  a  long  shelf-­‐life!  
  21. 21. Mobile  Messaging     •  Text  Messaging  (SMS)   –  Reminders  for  orders,  subscrip+ons…   –  Customer  service,  surveys  and  polls.   •  Rich  Media  Messaging  (MMS)   –  Inbound  images  (photos)  to  fulfill  orders,  consult  on   issues.   –  Outbound  to  deliver  video,  coupons  and  other   content.  
  22. 22. •  You  have  a   “desktop”  and  a   “mobile”   website.   Responsive   •  A  website  that   conforms  to  the   device  on  which   it  is  viewed.     Mobile   Adap+ve   Mobile   Mobile   Your  Website   Reac+ve   •  Responsive,   with  content   that  is   personalized   and  relevant   based  on   locaOon,  Ome,   day  and  user   details.  
  23. 23. Your  Website  
  24. 24. Mobile  Search   •  ARE  YOU  MOBILE  FRIENDLY?   •  ARE  YOU  NEARBY?   •  DO  YOU  HAVE  VIDEO?   •  ARE  YOU  POPULAR?  
  25. 25. Mobile  Commerce  
  26. 26. Mobile  Commerce!   •  2014  is  the  year  of  mobile  commerce.   •  Facebook  “payment  API”  and  iniOal  mobile   payment  partners  PayPal,  Braintree  and  Stripe.   •  Powa  launches  in  US  –  both  a  mobile  commerce   (anywhere)  and  mobile  POS  soluOon.   •  ISIS  goes  naOonwide  in  January.  
  27. 27. Thinking  “Mobile  First”   •  •  •  •  Integra+on   Behavior,  before  technology   Convenience  and  brevity   Content   – Ac+onable   – Visual   – Video,  sparingly   – Local    
  28. 28. Keep  it   Simple!  
  29. 29. Q&A   Thank  you,  Marke+ngProfs!   Text  “Tim”  to  44040     Tim  Hayden   @TheTimHayden   Pre-­‐order   today!  
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