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Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street
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Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street

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Plain speak about how important mobile is and how businesses can use responsive design, mobile microsites and things like SMS and QR Codes to market their business, organization, or …

Plain speak about how important mobile is and how businesses can use responsive design, mobile microsites and things like SMS and QR Codes to market their business, organization, or nonprofit.
Jon-Mikel Bailey - Wood Street, Inc. - http://www.woodstreet.com

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Transcript

  • 1. Mobile Marketing? Of course… but how?!?www.woodstreet.com #FredNMT @jonmikelbailey
  • 2. Mobile is now amainstream marketing channel…“…in 2012, the U.S. saw a 55% increase insmartphone subscriptions to …98 million…,representing nearly 42% of all U.S. mobile users.” -According to Snaphop.com …And these numbers continue to grow. www.woodstreet.com #FredNMT @jonmikelbailey
  • 3. What we’ll talk about 1. Zero Moment of Truth - ZMOT 2. Responsive Design 3. Mobile Micro-sites 4. Mobile marketing channels… Social, Email, SMS, QR Codeswww.woodstreet.com #FredNMT @jonmikelbailey
  • 4. ZMOT - Source: http://www.zeromomentoftruth.com/www.woodstreet.com #FredNMT @jonmikelbailey
  • 5. ZMOT and the Mobile User Simon Salt asks this… “Experience is the emotional connection you make with the user. Do you generate feelings of frustration, anxiety, calm, entertainment, education, information?” - Shorty Guide To Mobile Marketing, Simon Saltwww.woodstreet.com #FredNMT @jonmikelbailey
  • 6. Tweet THIS!ZMOT is a moment made for mobile. How does your websiteperform in this zero moment of truth? #FredNMTwww.woodstreet.com #FredNMT @jonmikelbailey
  • 7. What is Responsive Design? • One website for multiple devices • The same content repurposed for… • Desktop • Mobile • Tabletwww.woodstreet.com #FredNMT @jonmikelbailey
  • 8. What does Responsive look like?Desktop www.woodstreet.com #FredNMT @jonmikelbailey
  • 9. What does Responsive look like?Tabletwww.woodstreet.com #FredNMT @jonmikelbailey
  • 10. What does Responsive look like?Smartphone www.woodstreet.com #FredNMT @jonmikelbailey
  • 11. When does Responsive make sense? • For visitors viewing your …full website from a mobile device. • For areas of your full site where …conversion, not distraction, is important. • For areas where mobile is a must …blogs, contact, directions.www.woodstreet.com #FredNMT @jonmikelbailey
  • 12. What is a Mobile Micro-site? • A mobile only website • A sub-domain like m.domain.com or domain.com/mobile • Limited content and navigation choices • Usually one call to action • Links to full site sometimeswww.woodstreet.com #FredNMT @jonmikelbailey
  • 13. What does a Micro-site look like? Discover Frederick • Limited text • No link to full site • Simple form • Used at bio-tech trade shows http://m.discoverfrederickmd.com/www.woodstreet.com #FredNMT @jonmikelbailey
  • 14. What does a Micro-site look like? Marine Corps Band • Scrolling images • Simple navigation • Link to full site • Contact info • Social linkshttp://www.marineband.usmc.mil/mobile/index.html www.woodstreet.com #FredNMT @jonmikelbailey
  • 15. When does a Micro-site make sense? • Targeted Campaigns - ads, brochures, posters, displays • When the user doesn’t need everything • Event promotion • At events • Product support • Any others?www.woodstreet.com #FredNMT @jonmikelbailey
  • 16. How to Think about Mobile Marketing Your priorities for mobile dictate your approach… - Source - http://blog.kissmetrics.com/increase-conversions-using-roleswww.woodstreet.com #FredNMT @jonmikelbailey
  • 17. Tweet THIS!The intersection of a mobile user’s needs with your businessgoals is what determines your mobile marketing priorities.#FredNMTwww.woodstreet.com #FredNMT @jonmikelbailey
  • 18. Mobile Marketing Channels How do you drive traffic to these mobile properties? 1. Your website and/or Blog using content 2. Email Marketing 3. Social media channels 4. QR Codes and SMS 5. By planning for mobile userswww.woodstreet.com #FredNMT @jonmikelbailey
  • 19. Your Website, Blog and ContentFor mobile, focus on Utility Marketing Content…This is the stuff that your target audience needs.Put this content up front, using responsive design…• blog posts• video or audio• phone number, directions, etc. www.woodstreet.com #FredNMT @jonmikelbailey
  • 20. Tweet THIS!When someone has a question or a need, they reach for theirsmartphone or tablet. Are you there? #FredNMTwww.woodstreet.com #FredNMT @jonmikelbailey
  • 21. Social ChannelsClients using Social do it on mobile…• Use social to push mobile focused actions• Consider the social user when constructing social campaigns• Have fun using games, contests, integrated marketing• Don’t forget to be social on mobile www.woodstreet.com #FredNMT @jonmikelbailey
  • 22. Email MarketingConsider mobile for your newsletter and more…• How does your newsletter perform on mobile devices?• How much content are you giving them?• Did you make use of the preheader?• Where are you sending them? • Responsive or mobile micro-site? • Non-responsive site??? www.woodstreet.com #FredNMT @jonmikelbailey
  • 23. QR CodesQR Codes do work…• Use them where they make sense• Don’t expect everyone to know how to use them, explain, have a b/up• Connect them to the right property • Responsive landing pages • Micro-sites www.woodstreet.com #FredNMT @jonmikelbailey
  • 24. SMS CampaignsSMS can be incredibly effective…• Giveaways – Users text in to win something.• Mobile coupons – Offering a discount as an incentive for joining a mobile club.• Email address capture – Users text in their email address or a request to add it.• Trivia & Quizzes – Separate responses for different answers, or sub-keywords. Content Courtesy of JATXT.com www.woodstreet.com #FredNMT @jonmikelbailey
  • 25. Expect Mobile UsersMobile users will consume your content…• Take out the frustration• Control the experience• Help them in their ZMOT• Guide them to action• Keep it going, be creative Are they doing this with your site? www.woodstreet.com #FredNMT @jonmikelbailey
  • 26. Tweet THIS!Your mobile channels need to be laser focused on the userexperience. #FredNMTwww.woodstreet.com #FredNMT @jonmikelbailey
  • 27. Your Plan of Attack!Rinse and repeat…1. See what works. Check your analytics. Check your audience reactions.2. Test different approaches, A/B test if possible.3. Repeat the tactics that achieve the best results!www.woodstreet.com #FredNMT @jonmikelbailey
  • 28. QUESTIONS???Suggested resources: Contact me:Our Newsletter www.woodstreet.comhttp://gigaom.com/ jbailey@woodst.comwww.zeromomentoftruth.comwww.mediapost.com @woodstreetwebGoogle “mobile marketing”! @jonmikelbailey @myqrosites Facebook.com/woodstreetweb 301.668.5006 x101www.woodstreet.com #FredNMT @jonmikelbailey

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