Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Mobile Marketing: Strategies For Success in a Rapidly Changing World

835 views

Published on

Presented at the 2013 Vermont Web Marketing Summit

Published in: Technology, Business
  • Be the first to comment

Mobile Marketing: Strategies For Success in a Rapidly Changing World

  1. 1. MOBILE MARKETING Strategies for Success in a Rapidly Changing World
  2. 2. Paolo Vidali Director of Technology & Senior Digital Marketing Strategist @PaoloRobot
  3. 3. WHAT ARE WE TALKING ABOUT?
  4. 4. • Mobile growth is unstoppable and exponential • Your marketing needs to be responsive and mobile ready • You need a strategy for paid, earned and owned media
  5. 5. NOW IT’S TIME FOR A HARD DOSE OF REALITY
  6. 6. MOBILE QUERIES ARE GROWING 80% YEAR AFTER YEAR.
  7. 7. “MOBILE IS GOING TO BE THE PRIMARY WAY TO REACH YOUR CUSTOMERS IN THE NEXT YEAR OR TWO.” - Andy Miller 8/13 Head of Mobile Search Sales & Strategy at Google
  8. 8. ¾ OF MOBILE USERS ¾ OF MOBILE USERS IN THE US ARE IN THE US ARE SMARTPHONE USERS SMARTPHONE USERS
  9. 9. DON’T ASSUME YOU KNOW MOBILE DEMOGRAPHICS
  10. 10. SMARTPHONE & TABLET USERS AREN’T WHO YOU THINK THEY MIGHT BE • 38% of children under 2 use mobile devices • Adoption is not limited to urban/metro areas • 60.7% of the global population are mobile phone users, compared to 40.0% in 2008 • 68% of mobile searches happen at home where there are other, larger devices available
  11. 11. TREADING WATER ISN’T GOOD ENOUGH This is all happening very, very fast
  12. 12. IF YOU’RE NOT PAYING ATTENTION TO MOBILE, YOU’RE GOING TO BE LEFT BEHIND. SOON.
  13. 13. THERE ARE THERE ARE CONSEQUENCES FOR BAD CONSEQUENCES FOR BAD MOBILE EXPERIENCES MOBILE EXPERIENCES
  14. 14. CONSEQUENCES • 40% of mobile users turned to a competitor’s site after a bad mobile experience • Organic search penalties • Lower AdWords quality scores • Lost revenue & opportunities
  15. 15. AS MARKETERS, WE HAVE TO DO BETTER AT MATCHING ACTUAL CONSUMER NEEDS AND DELIVERING A GREAT MULTI-DEVICE EXPERIENCE.
  16. 16. SO WHAT IS TO BE DONE?
  17. 17. Paid, Earned and Owned Media Strategies
  18. 18. PAID MEDIA
  19. 19. MOBILE USERS MAKE THE CALL • With AdWords enhanced campaigns rollout in July, can now have mobile-preferred ads • Can disable website link and force click to call for mobile ads • Google Call Forwarding (AdWords) • Skype Call Forwarding (Bing Ads)
  20. 20. GOOGLE ESTIMATES THAT 50% OF MOBILE CONVERSIONS ARE CALLS.
  21. 21. DNI – DYNAMIC NUMBER INSERTION • Call tracking for individual campaigns • Some available at the keyword level • Replaces a number throughout your site with Javascript on-the-fly • Remains cached for returning visitors • Attribution isn’t just important to determine return on ad spend (ROAS) but also mobile usage
  22. 22. • AdWords removed the ability to WHAT separately target tablets in ABOUT Enhanced Campaign rollout TABLETS? • For all intents and purposes, Google considers tablet traffic congruent to desktop behavior
  23. 23. EARNED MEDIA Strategies for SEO
  24. 24. • New SEO penalties for having mismatched mobile content versions and slow loading • Poor user experiences can kill your visitors off– unplayable videos, slideshows, bad redirects, app download interstitials • Google has a separate Mobile Smartphone crawler
  25. 25. 5 TIPS FOR MOBILE SEO 1. Migrate away from mobile-only sites to responsive design 2. Mobile title optimization: 45 characters for titles vs. 65 characters 3. Webmaster Tools: crawl as Google mobile to uncover issues 4. Localize your content (if applicable) 5. Make sure your video & audio works! Transcribe it
  26. 26. OWNED MEDIA
  27. 27. CONTENT IS CONSUMED DIFFERENTLY ON MOBILE • The majority of mobile searches occur in the afternoon and evening • 81% of mobile searches are driven by speed and convenience
  28. 28. THE CONTENT PEOPLE WANT ON MOBILE IS • Concise and to the point • Fun (killing time) • Actionable (directions, calls) • Fast (load times)
  29. 29. TAILOR YOUR CONTENT SO IT CAN BE DIGESTED ON MOBILE
  30. 30. THERE IS A UNIVERSAL TRUTH Independent of the type of content THAT IS, DESIGN MATTERS
  31. 31. THERE IS A UNIVERS AL TRUTH Independent of the type of content THAT IS, DESIGN MATTERS
  32. 32. MOBILE UX PRESENTS CHALLENGES • It needs to be fast. Under 2 second load time fast. • Text has to be legible, and larger than desktop screen text. • Beware of the unintended consequences of design
  33. 33. RULES FOR DESIGN & DEVELOPMENT
  34. 34. • It has to be clean. It is the ultimate minimalist expression of your brand. • Paring down is difficult and you will need to reprioritize. • We’re in a multiple screen world, not a mobile world. • There are a ton of devices out there, each with their own screen size. Testing can be difficult.
  35. 35. RESPONSIVE DESIGN IS YOUR NEW STANDARD Moving forward, scaling for screen sizes is the path to take
  36. 36. DESKTOP
  37. 37. TABLET
  38. 38. MOBILE
  39. 39. • Responsive vs. Mobile Only MOBILE-ONLY SITES ARE NO • Yes, Google used to LONGER recommend mobile sites RECOMMENDED • If you already have one you can keep it • Don’t orphan your content or your users
  40. 40. BUT DOESN’T BUT DOESN’T THIS COST THIS COST MONEY? MONEY?
  41. 41. YES, YES IT DOES.
  42. 42. EMBRACE CHANGE
  43. 43. DIG DEEP INTO ANALYTICS
  44. 44. WERE YOU TAKING NOTES? • Mobile growth is unstoppable and exponential • Your marketing needs to be responsive and mobile ready • You need a strategy strategies for paid, earned and owned media
  45. 45. ANY QUESTIONS?
  46. 46. THANK YOU KINDLY. Find me @PaoloRobot paolo@dragonsearch.net http://www.slideshare.net/PaoloVidali

×