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.

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  • While it’s always important to have a first mover advantage in marketing, we found at least 3 marketers who aren’t focused on mobile marketing. CLICK
  • who aren’t focused on mobile marketing today. CLICK Rest assured you’re ahead of the these guys. In fact, you don’t need to worry at all, there’s really no need to rush into mobile marketing, it’s not as if your competition is bearing down on you if you CLICK
  • hot on your heals. You probably have a few weeks before all your competitors build a mobile site, CLICK so no need to jump in today. And if you’re concerned that you’re customers are moving quickly to mobile, 17505781
  • you probably don’t need to worry about that either, (CLICK) there are only 83m Americans using smartphones, there are plenty of others who are perfectly happy with their feature phones…. Ok kidding aside, so now that I’ve taken the pressure off, I’ll tell you briefly about Bluetrain Mobile.
  • 1832 Samuel Morse1864: when telegraph lines were used to send investment offers to wealthy Americans
  • The railroad. Railroads were the perfect partner for telegraph lines, they provided ready conduits through cities and towns across the United States and it was along these train tracks that this transformative new technology thrived. Inspired by the historical relationship between trains and technologies, we decided to call our company…
  • With 83 million Americans now using smartphones, the mobile channel is huge, and it cannot be ignored. Last year mobile search was up 500%, mobile campaigns have better response rates at a lower cost and you’re competing with fewer advertisers. It’s clear that your advertising plans much include mobile, but how do take your regular online campaigns and create mobile landing pages?
  • With 83 million Americans now using smartphones, the mobile channel is huge, and it cannot be ignored. Last year mobile search was up 500%, mobile campaigns have better response rates at a lower cost and you’re competing with fewer advertisers. It’s clear that your advertising plans much include mobile, but how do take your regular online campaigns and create mobile landing pages?
  • With 83 million Americans now using smartphones, the mobile channel is huge, and it cannot be ignored. Last year mobile search was up 500%, mobile campaigns have better response rates at a lower cost and you’re competing with fewer advertisers. It’s clear that your advertising plans much include mobile, but how do take your regular online campaigns and create mobile landing pages?
  • With 83 million Americans now using smartphones, the mobile channel is huge, and it cannot be ignored. Last year mobile search was up 500%, mobile campaigns have better response rates at a lower cost and you’re competing with fewer advertisers. It’s clear that your advertising plans much include mobile, but how do take your regular online campaigns and create mobile landing pages?
  • You might think this is relatively, simple, you have a regular online campaign, and you just need to make a smaller version that fits on a mobile phone? Seems pretty simple doesn’t it? Well, as it turns out, it isn’t that simple -- you can’t just take your existing campaign, content, and images, and shrink them to make a smaller version. Allow me to illustrate my point with a better analogy.
  • Here is an original 1967 Shelby GT500. This car has the brand attributes of sporty and cool, and the functional attributes of high performance and fast. If I wanted to make a smaller version of this car that weighed less than 30 lbs and only 3 feet long, I might think of this…
  • A pedal car! it’s under 30 lbs and it’s only about 3 feet long BUT, it no longer meets the brand and functional requirements. If I tried to drive this to work across Cambridge, it would take me hours and I’d look ridiculous! You can’t just shrink what you have and expect it to work. Let me show you a better way to meet our requirements in a more compact way
  • A modern lightweight bicycle. This is actually useful at under 30 lbs and only 3 feet in length. I have recreated the brand attributes of sporty and cool, and the functional attributes of high performance and fast.
  • So what does all this mean. If you’re trying to take a regular online campaign and make it work on mobile, you can’t just shrink it. You’re going to have to completely rethink its design functionality.
  • Will it work on both iPhone and Android platforms? What about the new Nokia and Microsoft partnership? How fast will it load on a mobile device? You need a platform that enables you to quickly and easily build mobile campaigns that are optimized for mobile – and you need all the technical challenges solved for you. That’s exactly what we do at BlueTrain Mobile.
  • Here is an example to illustrate my point. On the left a regular screen shot of a page that isn’t optimized for mobile and on the right, a mobile optimized landing page. The text is legible and there are clear calls to action.
  • We offer mobile solutions that are tailored to you.If you’re a small business marketer, we offer a self-service product that enables you to build your own website If you’re a professional marketer in a medium sizedbusiness, we offer two options, either build it yourself or we can build it for you with an expert team of partner agencies and designers. For large enterprises,Bluetrain is available with a complete customizable and extensibleSDKAgencies and marketers, we have a partner program that enables you to build multiple mobilewebsites for your clients
  • So what makes us different? There are three hard problems that we solved
  • 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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