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The Mobile Marketing Race is On!                                      How to ensure you don’t get left behind.Prepared by ...
1       Is there a Bluetrain??!         2       Mobile: Opportunities and Perils    3        How-Tos & Best Practices     ...
You can relax – no worries.3
Marketers not focused on mobile
Actually, your competitors are chasing your tails!
Oops, your customers are racing onto mobile
Read your tide charts    The Eldridge Tide and     Pilot Book was first      published in 1875Confidential,               7
1   Is there a Bluetrain??!              8
9
2   Mobile: Opportunities and Perils              11
Marketing technology innovations     1450     Printing press leads to flyers and brochures12   1730’s   Magazines     1836...
The opportunities and perils of innovation13
Don’t underestimate the size of the change14      Nielsen’s State of the Media Report, dated Jan. 5, 2011   Morgan Stanley...
15
16
Additional Key Stats   The majority of Facebook, Twitter, and Pandora mobile users access these services via the    mobil...
Additional Key Stats   The more time people spend on mobile during the day, the more likely it is    that mobile is the l...
3   How-Tos & Best Practices              19
20     What company did you say     you’re calling from?
Mobile Website vs. App21
22     Mobile Websites are for Lead Generation
23
24
25
26
27
Mobile Website Publishing Options                     28
Example of Content Length From Desktop to Mobile29
30
• Text and navigation     • Text is perfectly       menu are too small to     legible.31     read, repeated pan       and ...
Social media audience   engagement increases by                                Your Audience is Multitasking32 4.3% on mob...
Hook Them With Your Homepage33                                                            • Make sure your brand or logo i...
Copywriting Guidelines• The average desktop website page34 has 250-400 words• A typical mobile site should have   75-110 w...
18% of users who saw   an ad with a click-to-                                 Conversion In Context35 call action called t...
Conversion Tactics: Do’s and Don’ts36                 Don’t…                                                           Do…...
4   What YOU can do now!           37
MobileGrader.comhttp://www.mobilegrader.com
Mobile Marketing Maphttp://get.bluetrainmobile.com/mobile-website-options/
White Paper: How to Build a Mobile WebsiteDownload it at http://get.bluetrainmobile.com/mobile-website-options/
About BlueTrain Mobile41     BlueTrain Mobile lets you easily create a     beautiful mobile site that’s optimized for     ...
Mobile solutions tailored for you   Small business   Medium business   Large organizations   Agencies and marketers   ...
Why BlueTrain Mobile?   Professional and unique design        “Unlike other mobile CMS platforms                         ...
Easy to set up44   • The platform is a web app, there’s no software to install     • Choose a custom design from BlueTrain...
Simple to maintain45   • It’s easy to make changes and additions     • No programming required     • Automatic updates kee...
Reliable & fast46   • Our platform manages the hosting of your mobile website     • Our hosting service is on the cloud, w...
Sample mobile websites built on our platform47
Q&ASteffan Berelowitz, ConductorShare your thoughts and comments: @bluetrainmobilesteffan@bluetrainmobile.com1-888-595-BLUE
The Mobile Race Is On! How to ensure you don’t get left behind.
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The Mobile Race Is On! How to ensure you don’t get left behind.

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Society of Professional Communicators presentation by Steffan Berelowitz, Conductor & CEO of Bluetrain Mobile.

The mobile web is exploding, and people have very different behaviors and needs when on the go. Learn how mobile websites can be created to engage a mobile audience, strengthen your brand, and give you a competitive advantage on any screen size.

Published in: Business, Technology
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The Mobile Race Is On! How to ensure you don’t get left behind.

  1. 1. The Mobile Marketing Race is On! How to ensure you don’t get left behind.Prepared by Steffan Berelowitz, Conductor and CEO, BlueTrain MobilePhone: (888) 595-BLUEE-mail: steffan@bluetrainmobile.comTwitter: @bluetrainmobile
  2. 2. 1 Is there a Bluetrain??! 2 Mobile: Opportunities and Perils 3 How-Tos & Best Practices 4 What YOU can do now! 2
  3. 3. You can relax – no worries.3
  4. 4. Marketers not focused on mobile
  5. 5. Actually, your competitors are chasing your tails!
  6. 6. Oops, your customers are racing onto mobile
  7. 7. Read your tide charts The Eldridge Tide and Pilot Book was first published in 1875Confidential, 7
  8. 8. 1 Is there a Bluetrain??! 8
  9. 9. 9
  10. 10. 2 Mobile: Opportunities and Perils 11
  11. 11. Marketing technology innovations 1450 Printing press leads to flyers and brochures12 1730’s Magazines 1836 Newspaper advertisements 1864 Telegraph 1867 Billboard rental 1922 Radio advertising 1941 TV advertising 1980’s Database marketing 1984 Guerrilla marketing 1985 Desktop publishing democratizes print-advertising 1990’s CRM 1995 WWW Web marketing 1996 Identification of viral marketing 2000’s Search marketing 2004-6 Social Media Marketing: Facebook, Twitter 2010: Mobile marketing
  12. 12. The opportunities and perils of innovation13
  13. 13. Don’t underestimate the size of the change14 Nielsen’s State of the Media Report, dated Jan. 5, 2011 Morgan Stanley, Internet Trends Report, April 12, 2010
  14. 14. 15
  15. 15. 16
  16. 16. Additional Key Stats The majority of Facebook, Twitter, and Pandora mobile users access these services via the mobile web. Mary Meeker 83% of Americans currently have mobile phones. The percentage of this population that have web-enabled smartphones doubled from 21% in 2010 to 42% in 2011. Pew Research Center; Nielsen Research The Pew report also found that 87% smartphone owners use their device to access the Web or e-mail at least once a day. Pew Research Center http://bits.blogs.nytimes.com/2011/07/11/smartphones-and-mobile-internet-use- grow-report-says/ Revenues from mobile search are projected to reach $3.7 billion in 2012 17
  17. 17. Additional Key Stats The more time people spend on mobile during the day, the more likely it is that mobile is the launching point for other interactions on the web 18
  18. 18. 3 How-Tos & Best Practices 19
  19. 19. 20 What company did you say you’re calling from?
  20. 20. Mobile Website vs. App21
  21. 21. 22 Mobile Websites are for Lead Generation
  22. 22. 23
  23. 23. 24
  24. 24. 25
  25. 25. 26
  26. 26. 27
  27. 27. Mobile Website Publishing Options 28
  28. 28. Example of Content Length From Desktop to Mobile29
  29. 29. 30
  30. 30. • Text and navigation • Text is perfectly menu are too small to legible.31 read, repeated pan and zoom action is • Content is condensed required to access and gets right to the contents of the site. point. • Heavy javascript • Call to action is clear. image slideshow is • Branding is consistent. lagging. • It takes less than 10 • Branding gets lost. seconds to load. • The site takes more than 20 seconds to load on a 3G network.
  31. 31. Social media audience engagement increases by Your Audience is Multitasking32 4.3% on mobile devices • Prioritize mobile website content & navigation using Google when messages are < 70 characters long. Analytics and Common Sense Lauren Johnson, Mobile Marketer • Keep your copy brief and to-the-point • Skip the intro and top-load your content: Mobile internet users often are in transit or • Put the most important information at the top of the waiting for transit – screen; users will quickly scroll to the bottom if they can’t smartphones & tablets find what they’re looking for right away collectively hold 59% of airport WiFi Connections. • Place Buttons at Top and Bottom of pages Nesto Bailly, PSFK.com
  32. 32. Hook Them With Your Homepage33 • Make sure your brand or logo is well represented • Choose a captivating focus image or splash image (may be different from your desktop website) • Use Analytics to find most-visited pages from mobile devices; optimize navigation • Include Calls-To-Action on homepage, e.g. Call Us, Contact Us, Sign Up, etc. Other Mobile-Friendly Content: Directions, Events Calendar, Locations, Special Offers Learn More: http://www.bluetrainmobile.com/blog/how-to-prioritize-the-content-on-your-mobile-websites-homepage/
  33. 33. Copywriting Guidelines• The average desktop website page34 has 250-400 words• A typical mobile site should have 75-110 words• Create a template for copywriting that enables you to “see” how much copy will fit on a typical mobile page  This template is set to a width of 4.4in  Font Size = 15pt  Total of 90 words
  34. 34. 18% of users who saw an ad with a click-to- Conversion In Context35 call action called the • A core component of mobile content is Conversion Call Outs business. The Mobile Movement Study, • Make it easy for users to click and contact Google, Inc. • Click to call Google mobile ads with the click to call feature • Click to email have a 6-8% higher • Short, mobile-friendly forms click through rate than those that dont. • Pass form data to your Customer Relationship Surojit Chatterjee, Senior Management (CRM) System Product Manager of Mobile Ads for Google, Inc.
  35. 35. Conversion Tactics: Do’s and Don’ts36 Don’t… Do…  No clear branding  Visible branding  Confusing navigation  Simple form  No call-to-action  Strong call-to-action  Scrolling necessary to  Explanation of benefit find content  Top-loaded page Learn More: http://www.bluetrainmobile.com/blog/effective-mobile-landing-page-design/
  36. 36. 4 What YOU can do now! 37
  37. 37. MobileGrader.comhttp://www.mobilegrader.com
  38. 38. Mobile Marketing Maphttp://get.bluetrainmobile.com/mobile-website-options/
  39. 39. White Paper: How to Build a Mobile WebsiteDownload it at http://get.bluetrainmobile.com/mobile-website-options/
  40. 40. About BlueTrain Mobile41 BlueTrain Mobile lets you easily create a beautiful mobile site that’s optimized for the world’s most popular mobile devices: iPhone, Android and BlackBerry
  41. 41. Mobile solutions tailored for you Small business Medium business Large organizations Agencies and marketers 42
  42. 42. Why BlueTrain Mobile? Professional and unique design “Unlike other mobile CMS platforms I’m not stuck with a cookie cutter Advanced navigation template, I can design a site that Hybrid approach for content has a completely custom look, and yet it’s managed through BlueTrain’s powerful standardized mobile marketing engine.” 43
  43. 43. Easy to set up44 • The platform is a web app, there’s no software to install • Choose a custom design from BlueTrain Mobile or design your own • Structure your mobile website in minutes • We take care of making your mobile website look great on the latest iPhone, Android and Blackberry devices • Mobile users are automatically redirected to your mobile site - Insert simple code snippet for mobile redirect - Use your own URL such as m.youraddress.com
  44. 44. Simple to maintain45 • It’s easy to make changes and additions • No programming required • Automatic updates keep your mobile website compatible with the newest smartphones • Works seamlessly with your advertising and e-mail campaigns • Easily integrate your blog content, news, events, and social media
  45. 45. Reliable & fast46 • Our platform manages the hosting of your mobile website • Our hosting service is on the cloud, which means your mobile website is served at top speed no matter where your customers are located—New York, London, Tokyo, or anywhere else in the world • And our infrastructure is ready to scale with your business, whether you are making 1 page or 100
  46. 46. Sample mobile websites built on our platform47
  47. 47. Q&ASteffan Berelowitz, ConductorShare your thoughts and comments: @bluetrainmobilesteffan@bluetrainmobile.com1-888-595-BLUE

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