Mobile content marketing

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What Works and What Doesn't
Talk given at Mobile Marketing Strategies Summit in Chicago, April 2013

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Mobile content marketing

  1. 1. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Mobile Content Marketing What Works and What Doesn’t
  2. 2. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Agenda 1.  Shared Baseline 2.  What Works in MCM 3.  What Doesn’t Work in MCM 4.  How to Succeed in MCM 2  
  3. 3. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing 1|| Shared Baseline 3  
  4. 4. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing It’s 8am •  Do you know where you content is? 4   SHARED  BASELINE  
  5. 5. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Not Where You Think 5   Percep+on   SHARED  BASELINE  
  6. 6. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Reality 6   SHARED  BASELINE  
  7. 7. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Market Penetration 7   SHARED  BASELINE   1  h2p://www.emarketer.com/Ar+cle/ Smartphones-­‐Con+nue-­‐Gain-­‐Share-­‐US-­‐ Mobile-­‐Usage-­‐Plateaus/1008958   2  h2p://www.emarketer.com/Ar+cle/One-­‐ Three-­‐Online-­‐Consumers-­‐Use-­‐Tablet-­‐ by-­‐2014/1008701  
  8. 8. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Not necessarily “on the go” 8   1.  SHARED  BASELINE  
  9. 9. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Smart Phone Owners 9   SHARED  BASELINE   h2p://openmarke+ng.com/?p=7222  
  10. 10. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing What’s That Mean? 10   SHARED  BASELINE  
  11. 11. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Rethink Content Marketing •  From the ground up – not just content marketing but mobile content marketing <Button or visual to click through to motion graphics> 11   SHARED  BASELINE  
  12. 12. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Standard Advice 12   SHARED  BASELINE  
  13. 13. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing “Old” Saw #1 •  Make your website responsive 13   SHARED  BASELINE  
  14. 14. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing “Old Saw” #2 •  Make your email viewable on mobile 14   SHARED  BASELINE  
  15. 15. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing But beyond that Specific advice and counsel is a bit … well thin 15   SHARED  BASELINE  
  16. 16. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Typical Campaign 16   SHARED  BASELINE   50%  earned,  owned  media   50%  paid  media  
  17. 17. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing 2 || What Works 17  
  18. 18. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Video 18   WHAT  WORKS   How Consumers Use Tablets and Smartphones
  19. 19. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing •  Loreal 19   VIDEO WHAT  WORKS  
  20. 20. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Email •  Email 20   WHAT  WORKS   h2p://www.mediabistro.com/alltwi2er/mobile-­‐content-­‐marke+ng_b36744  
  21. 21. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Dos and Don’ts •  Larger fonts •  One column •  More contrast in the color palette •  Simplify – less really is more •  Resources: –  https://litmus.com/blog/mastering-the-art-of-mobile- email-workshop-recap –  http://litmus.com/blog/anatomy-mobile-email 21  
  22. 22. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Custom Landing Pages 22   WHAT  WORKS  
  23. 23. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Meme 23   WHAT  WORKS  
  24. 24. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Cartoons 24   WHAT  WORKS  
  25. 25. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Slideshows 25   WHAT  WORKS   h2p://mashable.com/2013/03/05/ipad-­‐mini-­‐accessories/  
  26. 26. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Mobile Advertising •  But not necessarily banners 26   WHAT  WORKS   $2.85     iPhone     $4.42     iPad   h2p://www.dailyflux.com/opera-­‐adver+sing-­‐android-­‐effec+ve-­‐ios/   $.88   $1.06   $1.28   $0.37   eCPMs   Share  of  Traffic  
  27. 27. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Mobile Advertising 27   WHAT  WORKS   Display  adver+sing  on  Yelp  
  28. 28. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Be wary •  Fat finger problem is real! 28   h2p://www.npr.org/2012/12/17/167479086/fat-­‐fingers-­‐blamed-­‐for-­‐accidental-­‐ mobile-­‐ad-­‐clicks     WHAT  WORKS  
  29. 29. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Mobile Ads 29   WHAT  WORKS   h2p://www.businessinsider.com/how-­‐nielsen-­‐sees-­‐the-­‐future-­‐of-­‐mobile-­‐display-­‐ adver+sing-­‐2012-­‐6?op=1   h2p://www.businessinsider.com/how-­‐nielsen-­‐sees-­‐the-­‐ future-­‐of-­‐mobile-­‐display-­‐adver+sing-­‐2012-­‐6?op=1  
  30. 30. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Paid Media •  Catalog (FreeMyApps) •  Incentivized (Tapjoy) •  Re-targeting (Apsalar) •  Large Display (Millennial) •  Social (Facebook, Twitter) •  Video (Rhythm, Unruly) 30   WHAT  WORKS  
  31. 31. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Don’t Forget the Basics •  Optimize in-store listings •  Great icon for your mobile application •  Findable in search •  Visible in social media •  Fresh, relevant, compelling, visual content 31   WHAT  WORKS  
  32. 32. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing 3 || What Doesn’t Work 32  
  33. 33. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Text Ads •  Category specific – YES •  QSR •  Local – NO •  B2B •  Considered Purchase •  Mobile downloads 33   WHAT  DOESN’T  WORK  
  34. 34. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing INFOGRAPHICS Hard to consume on mobile 34   WHAT  DOESN’T  WORK  
  35. 35. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing White Papers 35   WHAT  DOESN’T  WORK   Source:    h2p://www.johncuneo.com/rip  
  36. 36. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Lead Gen Forms* 36   WHAT  DOESN’T  WORK  
  37. 37. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Flash 37   WHAT  DOESN’T  WORK  
  38. 38. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Example •  SFJazz 38   WHAT  DOESN’T  WORK  
  39. 39. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing 4 || How to Succeed in MCM 39  
  40. 40. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Mobile Analysis •  Yes you can analyze results – much the same way you’d analyze results on the desktop web – Click throughs – Engagement – Conversion 40   HOW  TO  SUCCEED  
  41. 41. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Beware “referrer not known” •  Huge problem in mobile – making up for anywhere from 15-40% of your number 41   HOW  TO  SUCCEED  
  42. 42. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Workarounds •  Field a “natural experiment” 42   A  natural  experiment  is  "an  observa+onal   study  that  nonetheless  has  the  proper+es  of   an  experimental  research  design.”  (Gerring   2007:  216).    
  43. 43. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Example 43   HOW  TO  SUCCEED  
  44. 44. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Funnel Analysis •  Segment by mobile users versus desktop users 44   HOW  TO  SUCCEED  
  45. 45. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing A/B Testing 45   HOW  TO  SUCCEED   Insert  lauren’s  visual  
  46. 46. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Resources 46   HOW  TO  SUCCEED  
  47. 47. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing OpenMarketing Open Marketing is made up of talented professionals prepared to parachute in to solve your toughest content problems. Get the content you need to accelerate sales. And tangible results you can measure. 30 Seventh Street San Francisco, CA 94103 Phone: 1-415-578-7060 Email: getleads@openmarketing.com Facebook: https://facebook.com/openmk Linkedin: http://linkedin.com/company/openmarketing Twitter: http://twitter.com/openmk  

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