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 
Marke+ng: 
A 
Case 
Study 
Sheridan 
Orr|ChannelAdvisor 
@sheridanorr
Meet 
Bob
Meet 
Bob 
Bob 
Not 
Bob 
Also 
Not 
Bob
A 
Day 
in 
a 
Life 
of 
Bob
A 
Day 
in 
a 
Life 
of 
Bob
How 
Do 
I 
Reach 
Bob? 
If 
he 
knows 
me: 
• Brand 
terms 
on 
mobile 
Not 
a 
clue 
who 
you 
are: 
• Radius 
targeGng ...
How 
Do 
I 
Reach 
Bob? 
If 
he 
knows 
me: 
• Brand 
terms 
on 
mobile 
Not 
a 
clue 
who 
you 
are: 
• Radius 
targeGng ...
How 
Do 
You 
Reach 
Bob? 
• Product 
Level 
Terms 
• LocaGon 
Extensions 
• Radius 
TargeGng
How 
Do 
I 
Reach 
Bob? 
• Strategic 
search 
terms 
• Site 
Links 
with 
promoGonal 
offer 
“Free 
AppeGzers!” 
• Locator...
How 
Do 
I 
Reach 
Bob? 
• Top 
Selling 
Product 
Term 
• Easy 
Check 
Out 
with 
Pay 
Pal 
or 
Google 
Wallet 
• PromoGon...
How 
Do 
I 
Reach 
Bob? 
• NaGve 
adverGsing 
on 
Mobile
A 
Case 
Study 
-­‐Success 
Large 
naGonally 
known 
brand 
with 
bricks 
and 
mortar 
locaGons. 
Their 
tool 
kit: 
Full ...
A 
Case 
Study 
–Mega 
Success 
Large 
naGonally 
known 
brand 
with 
bricks 
and 
mortar 
locaGons. 
Their 
tool 
kit: 
G...
A 
Case 
Study 
–Not 
So 
Hot 
Regional 
brand 
killing 
it 
on 
the 
desktop: 
Didn’t 
buy 
ads 
at 
all, 
not 
even 
bra...
Mobile 
Friendly 
SEO 
• Create 
content 
priori+es 
for 
your 
mobile 
audience. 
You 
may 
have 
40 
great 
deals, 
8 
v...
Tighten 
the 
Message 
• The 
most 
successful 
mobile 
email 
campaigns 
leverage 
a 
merchandiser, 
designer, 
copy 
wri...
Create 
a 
Predictable 
Rhythm 
• Create 
a 
clear, 
predictable 
rhythm 
to 
the 
page 
so 
user 
know 
there 
are 
more ...
Master 
the 
Images 
• Kill 
the 
hero 
image 
in 
emails. 
Remove 
large 
mast 
head 
images 
from 
your 
webpages. 
• Ma...
Mobile 
Success 
Know your objective 
Do 
you 
want 
to 
drive 
traffic 
to 
your 
store? 
Then 
measure 
Store 
Locator 
...
Mobile 
Success 
Remove Friction 
How 
easy 
can 
you 
really 
make 
it? 
What 
would 
you 
type 
on 
a 
phone? 
Is 
your ...
Mobile 
Success 
Experiment 
Experiment 
with 
mobile 
bid 
adjustment 
Become 
a 
data 
junkie. 
Try 
new 
things 
like 
...
Mobile 
Success 
Paranoia 
Keep 
up 
with 
the 
industry 
and 
the 
light-­‐speed 
changes 
in 
OS, 
devices, 
Only 
the 
...
Mobile Marketing: A Case Study By Sheridan Orr
Mobile Marketing: A Case Study By Sheridan Orr
Mobile Marketing: A Case Study By Sheridan Orr
Mobile Marketing: A Case Study By Sheridan Orr
Mobile Marketing: A Case Study By Sheridan Orr
Upcoming SlideShare
Loading in …5
×

Mobile Marketing: A Case Study By Sheridan Orr

639 views

Published on

From the SMX East 2014 Conference in New York City, NY. SESSION: Trends & Tactics In Mobile E-Commerce . PRESENTATION: Mobile Marketing: A Case Study - Given by Sheridan Orr, @SheridanOrr, Head of Global Product Marketing - Channel Advisor. #SMX #33D

Published in: Mobile
  • Be the first to comment

Mobile Marketing: A Case Study By Sheridan Orr

  1. 1. Mobile Marke+ng: A Case Study Sheridan Orr|ChannelAdvisor @sheridanorr
  2. 2. Meet Bob
  3. 3. Meet Bob Bob Not Bob Also Not Bob
  4. 4. A Day in a Life of Bob
  5. 5. A Day in a Life of Bob
  6. 6. How Do I Reach Bob? If he knows me: • Brand terms on mobile Not a clue who you are: • Radius targeGng • Targeted search term “Coffee near me” “NOW”
  7. 7. How Do I Reach Bob? If he knows me: • Brand terms on mobile Not a clue who you are: • Radius targeGng • Targeted search term “Coffee near me” “NOW”
  8. 8. How Do You Reach Bob? • Product Level Terms • LocaGon Extensions • Radius TargeGng
  9. 9. How Do I Reach Bob? • Strategic search terms • Site Links with promoGonal offer “Free AppeGzers!” • Locator Link • Call extensions (click to call)
  10. 10. How Do I Reach Bob? • Top Selling Product Term • Easy Check Out with Pay Pal or Google Wallet • PromoGonal Offer • Apple Pay
  11. 11. How Do I Reach Bob? • NaGve adverGsing on Mobile
  12. 12. A Case Study -­‐Success Large naGonally known brand with bricks and mortar locaGons. Their tool kit: Full coverage on brand terms and top selling products. Focus bids on being top. Radius targeGng around bricks and mortar stores. Heavy usage of site links for promoGons. Pay Pal and Google Wallet check out.
  13. 13. A Case Study –Mega Success Large naGonally known brand with bricks and mortar locaGons. Their tool kit: Good use review extension Social extensions Link to the mobile app Full coverage on brand terms and top selling products. Focus bids on being top. Radius targeGng around bricks and mortar stores. Heavy usage of site links for promoGons. Pay Pal and Google Wallet check out.
  14. 14. A Case Study –Not So Hot Regional brand killing it on the desktop: Didn’t buy ads at all, not even brand terms! No locaGon awareness in SEO Scroll-­‐worthy SEO
  15. 15. Mobile Friendly SEO • Create content priori+es for your mobile audience. You may have 40 great deals, 8 value proposiGons and over 400,000 skus. But mobile HTML emails and webpages shouldn’t include all of them.
  16. 16. Tighten the Message • The most successful mobile email campaigns leverage a merchandiser, designer, copy writer and editor to create a pointed and concise emails. CreaGng a smart mobile email campaign is much like creaGng the front page of a newspaper – it takes a team to decide what makes the cut.
  17. 17. Create a Predictable Rhythm • Create a clear, predictable rhythm to the page so user know there are more secGons below the fold. Provide a decisive end to the page. Use concise blocks of copy to achieve this goal. • Completely avoid a highly paginate series of pages it’s unlikely that mobile users will click through.
  18. 18. Master the Images • Kill the hero image in emails. Remove large mast head images from your webpages. • Many online retailers like using one large promoGonal image and no text in an email because if the promoGon changes or there is a typo it is easy to swap out the image on the email server. Not only does this create a poor quality score with ISPs it is also miserable for mobile email users.
  19. 19. Mobile Success Know your objective Do you want to drive traffic to your store? Then measure Store Locator Leads Sell more on Mobile? Then measure in ROI. Build Brand on Mobile? Then impressions and clicks macer.
  20. 20. Mobile Success Remove Friction How easy can you really make it? What would you type on a phone? Is your value proposiGon clear? Can someone check out easily?
  21. 21. Mobile Success Experiment Experiment with mobile bid adjustment Become a data junkie. Try new things like Yahoo Gemini. Think like those who you are targeGng.
  22. 22. Mobile Success Paranoia Keep up with the industry and the light-­‐speed changes in OS, devices, Only the paranoid survive. Andy Grove

×