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Toronto | June 12–14, 2013 | #SESTO |@SESConf
Mobile Content Marketing
Connecting with your Audience on the Move
Marcia Ka...
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
About Me
• Formerly CEO & Founder of Open Marketing
•...
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Can We Talk
• You don’t have an audience, you have a ...
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Your Target
• Is definitely using smart phones and ta...
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
But “on the move”
• Not so much
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
What Does This Mean?
• Is mobile … best thought of as...
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
As a Channel
Target customers you reach on mobile wil...
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
As an Opportunity
• Higher conversion rates & order v...
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
As an Optimization
• Website
• Email
• Landing Pages
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Website
• Responsive design
SHARED UNDERSTANDING
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Email
SHARED UNDERSTANDING
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Optimizing Email
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Email Optimization
• Larger fonts
• Responsive design...
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Landing Pages
• Don’t make people pinch and 
zoom
• T...
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
As a Strategy
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
How to Connect
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Content Marketing
• What Works
– Video
– Comics
– Mem...
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Video
WHAT WORKS
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Comics
WHAT WORKS
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Meme Campaign
WHAT WORKS
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Slideshow
WHAT WORKS
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Facebook Mobile Ads
WHAT WORKS
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Text Ads
• Category specific
– YES
• QSR
• Local
– NO...
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
To Make Text Ads Work
• Optimize our landing pages by...
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
White Papers
Source: http://www.johncuneo.com/rip
WHA...
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Lead Gen Forms
WHAT DOESN’T WORK
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Flash
WHAT DOESN’T WORK
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Example
• SF Jazz 
ecommerce 
engine
WHAT DOESN’T WORK
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Mobile Content Marketing
HOW TO 
SUCCEED
IN CLOSING
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Connecting with Your Audience on the Move - Marcia Kadanoff - SESToronto2013

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Mobile Content Marketing Connecting with your Audience on the Move

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Transcript of "Connecting with Your Audience on the Move - Marcia Kadanoff - SESToronto2013"

  1. 1. Toronto | June 12–14, 2013 | #SESTO |@SESConf Mobile Content Marketing Connecting with your Audience on the Move Marcia Kadanoff Bislr Chief Marketing Officer
  2. 2. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk About Me • Formerly CEO & Founder of Open Marketing • Recently “Acqui‐hired” by Bislr – Modern websites for B2B customers – Intelligent, mobile, social, optimized for lead gen – Integrated suite of drag‐n‐drop tools for marketing  automation (landing pages, call to actions, lead nurturing  campaigns)
  3. 3. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Can We Talk • You don’t have an audience, you have a target
  4. 4. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Your Target • Is definitely using smart phones and tablets
  5. 5. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk But “on the move” • Not so much
  6. 6. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk What Does This Mean? • Is mobile … best thought of as – A channel – An opportunity – An optimization – A strategy
  7. 7. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk As a Channel Target customers you reach on mobile will also  interact with you at your desktop website
  8. 8. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk As an Opportunity • Higher conversion rates & order values
  9. 9. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk As an Optimization • Website • Email • Landing Pages
  10. 10. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Website • Responsive design SHARED UNDERSTANDING
  11. 11. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Email SHARED UNDERSTANDING
  12. 12. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Optimizing Email
  13. 13. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Email Optimization • Larger fonts • Responsive design – One column (smart phone), two columns (tablet) • More contrast in the color palette • Simplify – less really is more • Check your calls‐to‐action and where they fall • Resources: – https://litmus.com/blog/mastering‐the‐art‐of‐mobile‐email‐ workshop‐recap – http://litmus.com/blog/anatomy‐mobile‐email
  14. 14. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Landing Pages • Don’t make people pinch and  zoom • Test on both landscape and  portrait views • Make sure fonts stand out • Concise content is king • Speed is of the essence • Don't use FLASH • Click‐to‐call • Obey the 44x44 rule • Remember that mobile  search is local search • Make sure forms are short  and simple • Single column FTW • Keep your CTA above the fold http://econsultancy.com/us/blog/62190-12-useful-tips-for-optimising-mobile-landing-pages
  15. 15. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk As a Strategy
  16. 16. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk How to Connect
  17. 17. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Content Marketing • What Works – Video – Comics – Meme campaigns – Slideshows – Facebook ads* • What Doesn’t – Text Ads* – White Papers – Lead Gen Forms – Infographics – Flash *category specific
  18. 18. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Video WHAT WORKS
  19. 19. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Comics WHAT WORKS
  20. 20. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Meme Campaign WHAT WORKS
  21. 21. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Slideshow WHAT WORKS
  22. 22. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Facebook Mobile Ads WHAT WORKS
  23. 23. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Text Ads • Category specific – YES • QSR • Local – NO • B2B • Considered Purchase • Mobile downloads WHAT DOESN’T WORK
  24. 24. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk To Make Text Ads Work • Optimize our landing pages by platform • Give people the option of returning to your  desktop site • Beware of the “fat finger” problem – it’s real WHAT DOESN’T WORK
  25. 25. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk White Papers Source: http://www.johncuneo.com/rip WHAT DOESN’T WORK
  26. 26. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Lead Gen Forms WHAT DOESN’T WORK
  27. 27. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Flash WHAT DOESN’T WORK
  28. 28. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Example • SF Jazz  ecommerce  engine WHAT DOESN’T WORK
  29. 29. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Mobile Content Marketing HOW TO  SUCCEED IN CLOSING
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