Reaching Connected Consumers
- Mobile Marketing Seminar

CLAUS ENEVOLDSEN, SR. MARKETING MANAGER,
NEXT ISSUE MEDIA - @CENE...
What’s the last thing
you touch before
going to bed?
91% U.S. residents with a mobile device within reach 24/7

http://mon...
“If you make a bad decision now, you’re just lazy”
- Jay Baer

3
Who are the Connected Consumers?
 Always on
 Have a need for constant
connectedness

 Easily distracted
 Act of self-e...
The Connected Consumers live at the intersection of SoLoMo

5
They all have smartphones

6

https://intelligence.businessinsider.com/the-future-of-mobile-slide-deck-2013-31#-13 (passwo...
They move seamlessly from device to device

7
They are highly engaged on social networks

8

www.Go-Gulf.com
Social behavior of Connected Consumers

People share
to talk about
themselves; to
“brand”
themselves

39% of Gen
Y’s will ...
For Connected Consumers:

 Media consumption behavior has changed
 The decision making process has changed
 Everything ...
To understand Connected Consumers, you need to:

 Immerse yourself
 Become a digital native

 Embrace change

11
GO! MOBILE
 SMS/MMS
 Web
 Email
 Social
SMS/MMS
“People don’t think about it but
there are two apps on every phone
– phone calling and texting”
- James Citron, CMO Payvia
Uber
“Everyone’s Private Driver™

15
SMS automation

16
Me Too! social sharing

17
Text for more information
1. Signage on location

18

2. Utility SMS

3. Location aware site
SMS Reminders

19
The avg. open rate of
SMS and MMS
promotions/offers is
98%
- Frost & Sullivan
$5 off to receive exclusive SMS offers

21

https://3sixty.exacttarget.com/Portals/0/content/connections2013/mobilesociale...
The results

• Increased rate of opt-in with
introduction of $5 coupon incentive
(260%)
• 700+ SMS opt-ins obtained over t...
What about MMS?
 74 billion MMS messages in 2012
 Growing while the number of minutes of
talk and text messages fell

 ...
MMS campaign from Starbucks
Incentivize, personalize, surprise…

24

http://www.eprize.com/insights/news/articles/2013/05/...
Sunday in the Park With George

Text “Sunday” to 406-79

25
Mobile Web
Percentage of traffic from mobile

Company

Percentage

Walmart

33%

Best Buy

33%

Target

37%

YouTube

40%

Facebook

...
Shoppers are going mobile
•

Mobile sales up 68% over 2012

•

Mobile commerce made up 23.2% of all second-quarter 2013 on...
The number of screen sizes keeps growing
 The more screens, the bigger the challenge to create a one-size-fits-all

29

h...
From desktop to mobile
Mobile Web

 Thinking of yesterday: Give them a “lite” experience on mobile

 90% of web users mo...
What is responsive design?

 Enables a website to adapt its layout to device specific
requirements

 Content and layouts...
Responsive in action

Laptop

32

Tablet

Smartphone
Benefits and pitfalls of responsive design
Benefits

Pitfalls

Gives consistent and optimized customer
experiences across ...
When responsive design might not make sense
E-commerce sites
 Mobile buying is different and the medium is different
- (R...
Mobile Email
48% of emails are opened on mobile

36

https://litmus.com/blog/48-of-emails-are-opened-on-mobile-gmail-opens-down-20-sinc...
iPhone and iPad dominate mobile, but Android is
creeping up

37

https://litmus.com/blog/48-of-emails-are-opened-on-mobile...
They’re unhappy with your emails

38

http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user...
Mobile magnifies content

39

http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experie...
Versus web email

40

http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience
Case Study – 2013 Email & Mobile Testing Awards Winner
Version A: Single column

•

36% increase in unique
clicks

•

Vers...
Social
Facebook is the mobile king
Facebook accounts for more mobile minutes in the U.S. than “Youtube,
Pandora, Yahoo, Twitter, ...
Social is the glue

 Social is the first touch point
you get with Connected
Consumers

 Sometimes it’s the only touch
po...
Social Action Steps

1.
2.
3.
4.
5.
45

Be there
Listen
Be responsive
Post and engage
Add value
Following status correlates with likelihood to purchase

46

https://3sixty.exacttarget.com/Portals/0/content/connections2...
Twitter engagement correlates with higher LTV

47

https://3sixty.exacttarget.com/Portals/0/content/connections2013/mobile...
Straight Acquisition

• Make an offer
• Post a coupon

48
Lead capture through promotions and Me Too! marketing
• Like us for a chance to win
• Optimize for mobile

49
Custom Audiences and Retargeting – now on mobile
•

Custom audiences: Enables you to use customer data (email addresses, p...
Questions?
Appendix
THE CONNECTED
CONSUMER
PERSONA






Highly educated, high income
Married with children
Very active in their spare time
Lives at intersection of SoL...
DECISION MAKING
PROCESS
Customer Journey – it’s complicated

56
57
CONFIDENTIAL
http://www.briansolis.com/2013/04/the-imminent-shift-from-social-to-digital-engagement/
|
First – connected consumers ask their friends

58
And then they seek advice from the crowd

59
Email design tips
Getting started with mobile email
1. Define goals

2. Download code samples
•

http://pages.exacttarget.com/ETDesign

3. P...
Tips
 Resist the kitchen sink
 Ensure all clicks tie back to goals. Be ruthless.
 Focus - 3 questions to ask for your n...
Tips

63

http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience
64

http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience
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Reaching Connected Consumers with Mobile and Social Marketing Tools

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In this presentation you will learn about:
Who the Connected Consumers are and why mobile and social marketing is so important
How Connected Consumers use mobile?
Overview of marketing tools to reach Connected Consumers: SMS/MMS, mobile web and responsive design, organic and paid social media
Easy steps to getting started with mobile

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  • WHO I AM
  • ASK QUESTIONS:So, let’s look around? How many has a smartphone? (Hopefully all of you). How many go on Facebook, Twitter, Instagram. Daily?How many of you have more than 30 apps on your smartphone?How many of you have shopped on your smartphone?How many of you have used Yelp to decide on your restaurant?How many of you use a tablet daily?Etc.
  • Decision – Opportunity for marketersARTICLE ON PLANEUPTILE - Connected fridge, thermostat,You have a computer in your hand. You have more computing power than what brought us to the moon. There are so many things you can do. It’s my bank. It’s localized. Internet of things is the new frontier. Early days it was via RFID, now Tile. Connected devices: Your Up band. Your Pebble Watch.
  • FUNNY STORY - this screenshot is taken from a real iPhone app. They are so connected that they need a texting app, where they can see where they are going while texting. NOT A DEMOGRAPHICThese folks have a hard time putting their phones down at dinner time. They have phantom vibrations happening (no joke, that’s real).It’s reality – so we have to deal with it.Connected Consumers is not only a demographic group. It’s a psychographic group that cuts across age and gender. In the appendix I have a simplified Persona.
  • GOLDEN TRIANGLEFOURSQUARE – NEXT GEN - RELEVANT TO WHERE YOU ARETheConnected Consumers live at the intersection of SoLoMo. Social, Mobile, Local. We’ll cover all of this in the presentation today, but it’s important to understand that you can’t look at mobile in isolation. Or social in isolation as merely marketing tools. They are shaping habits and changing the way you live your life.
  • 62% - 148 MILLION PEOPLEOEM: APPLE 40.6% - SAMSUNG 24.9%OS: ANDROID 51.8% - iOS 40.6% (not much left for BB and Windows)TOP APPS: FACEBOOK - 74.3% GOOGLE PLAY 53.9%GOOGLE SEARCH 53.2%YOUTUBE 49.6%PANDORA 49.3%10. INSTAGRAM 25.9%11. TWITTER 21.1%I’m simplifying a bit here, connected consumers are not just young folks, but a lot of them are. And as you’ll notice smartphone adoption is higher for these younger groups. Smartphone adoption in the U.S. is now at 61% (Mashable). I was looking through my old slides for when I presented in 2010, and back then, the forecast predicted 50% adoption by end of 2011. So, now it’s 61%.
  • 4 SCREENS2ND SCREEN EXPERIENCESPERFORM ACTIVITIES ACROSSThe Connected Consumer is not tied to one device. They have multiple devices and the move seamlessly between them. Heard of “2nd screen experiences”? Means that users can us an app on their smartphone that goes with the TV show (Get Glue, Oscars, Hashtagkiller.com). It means that when I’m watching the latest video from Arcade Fire, I can interact with it on my Smartphone.
  • INSTAGRAM – just introduced ADS – OVER 5% OF INSTAGRAM ADS VIEWS HAVE LED TO LIKES (techcrunch)FACEBOOK A BIT YOUNGERAnd as you would expect they are highly engaged on social networks. Facebook a bit younger.
  • 1. DOPAMINE FIX Why do people share? As it turns out, when you talk about yourself and people respon, dopamine is released in your system. It’s a bit of an addiction, you’re hunting for the next Like to get your dopamine fix.2 & 3. DECISION MAKING PROCESS – APPENDIX - Furthermore, people share everything. They are highly engaged in social and share both positive (47%) and negative (39%) experiences. The whole decision making process has changed. (have a slide on that in the appendix)4. VERY ACTVE - They are on all the time (Facebook 10 times a day minimum), and it’s easy because they have their smartphone with them all the time. 5. FEED IS 50/50 BRAND VS PERSONAL, YOU CO-BRAND -They are not afraid of engaging with brand (23 or more) and they expect a relationship with these brands. They are co-branders. If they engage, they expect a response. 6. AUDIENCE OF AUDIENCES - And they have an audience (300 FB friends) laying the foundation for virality (audience of audiences)
  • SO WHAT? We have to understand that the environment has changed. We cannot communicate to these group like in old days. Everything they do evolves around their connectedness and dependency on technology.
  • SO WHAT? You cannot shy away from the change, embrace it so you can be at the cutting edge. That’s where the Connected Consumers are.
  • LETS GET DOWN TO BRASS TACKS
  • COST OF SMS 3X BUT OPEN RATES ARE HIGHERPERMISSION MARKETINGSMS is Permission marketing and utility marketingSMS works for feature phones as well.
  • BUILT AROUND MOBILEDISRUPTING TAXI – Uber (orLyft)PAYMENTS (Square)MAGAZINES (Next Issue)YELLOW BOOK and Search (Yelp)THERMOSTATS (Nest)A whole company/product built around mobile and localization.Basically disrupting the taxi industry
  • UTILITYVALUEUse of app and SMS in conjunction. At sign up it confirmed my phone number, then proceeded to ask for my address.
  • FITS WITH CONNECTED CONSUMERSRemember, connected consumers share everything. Uber enables users to do what’s in their nature. Share by FB, Twitter, Text or email with a nice incentive. Capaiblity is there, now Uber gets out of the way.
  • Just down the street.
  • HAIR SALONRESTAURANTSDENTISTSDOCTORSATT, Uhaul, conference
  • Think about this in cost terms. Cost can be up to three times higher than email, but open rates are very different.Example of email pricing: $0.01, $0.005, $0.001SMS could be $0.08 per sent text
  • Basic promotion, trying to grow list with incentives. Used an email to promote it.
  • OPT IN BY TEASING w/ TRIVIA ABOUT WHEN FRAPPU WAS INTRODUCEDFIRST 100 GOT FREE COPY OF SOUNDTRACK TO THE GREAT GATSBYALL GOT FOLLOW UP SMS TO RECEIVE SUMMER ALERTSSOCIAL CAMPAIGN + OFFERSent to opted-in subscribers. Teased them with a trivia question about when the Frappucino was originally introduced. First 100 with correct answer would get a free copy of the soundtrack to The Great Gatsby film. Regardless of answer, everyone received a msg encouraging them to reply “READYSET” to receive summer alerts. Two days later, 11-second video featuring different customers sipping Frappucino, part of social media campaign, as well as as a special offer.
  • TRY IT
  • WHY SHOULD WE CARE?So knowing this, we better get ready.A better customer experience for mobile shoppers is going to be crucial than ever in the years ahead
  • WE BETTER GET READY!So knowing this, we better get ready.A better customer experience for mobile shoppers is going to be crucial than ever in the years ahead
  • ITS COMPLICATED TODAYIn 2006, just two screen sizes accounted for 77% of all web usageToday, eight screen sizes account for 77% of all web usage:Laptops, smartphones, tablets, monitors, web-enabled TVNot one screen size has more than 20% of the market share
  • 8 SCREENS ACOUNT FOR 77%JUST BECAUSE YOU’RE ON MOBILE DOESN’T MEAN YOU DON’T WANT TO DO COMPLICATED THINGSOk, let’s go back to a bit of stats here. These folks are on multiple devices and they jump back and forth all day long. Eight screens account for 77%. So we need to keep that in mind when we design and think about the platforms we need to be on.Also, we need to understand the behavior on each screen. It’s a fallacy to think just because they are on a smartphone, they want a “lite” experience.
  • So, how do we deal with that. “Responsive design” could be a solution. Another solution is to create different templates specific to screen size, ie. iPhone, Ipad, but that doesn’t take into account all the different screen sizes out there. And it requires a lot of maintenance.Responsive design works no matter your size.
  • DOWNLOAD TIMESYOU CAN’T HAVE FLASH
  • RICH MOBILE SITES OPTIMIZED FOR MOBILEConsidering the downsides to responsive design (load time, derivative), e-commerce should be looking at building RICH mobile sitesAPI = application program interface – provides the building blocks (hooks) and a programmer can then easily hook it up
  • Desktop increased to 33%, webmail dipped to 19%
  • CLICK-TO-OPEN ABOUT HALF ON MOBILE VERSUS DESKTOPAVOID PINCH AND ZOOMAnd thus, they tap less. Click-to-open-rate for mobile is 13% versus 25% for Desktop.We gotta avoid the pinch and zoom. That’s why people don’t engage.
  • 1 COLUMN DESIGNOPPORTUNITY
  • REFER TO APPENDIX FOR DESIGN TIPS ON RESPONSIVE
  • Look at the staggering amount of mobile only active users. FB, btw, is being really innovative on the global scene and in emerging markets. In the phillipines, they will let smartphone users access the internet for free through FB.
  • SACRED RIDESTHE ATLANTICThis is their news source. Sometimes the sole news source.http://prezi.com/1sibsj4uzbks/the-era-of-the-connected-consumer/?kw=view-1sibsj4uzbks&rc=ref-14768799
  • Be there: Make sure you’re actually set up on all the platforms. Four icons here, but there’s also Pinterest, Vine, Instagram to consider. (don’t stretch yourself too thin though).Listen: You can listen for sentiment, get content ideas, hear what folks are saying about your brand and listen to their conversations around news.Be responsive: They expect a response. Never let questions directed at you hang in the air out there. It’s bad Customer Service. And it’s public. Everyone else can see if you take the platform seriously based on your engagement with your audience.Post and engage: Often. On all platforms.People follow you because you give them value. Never lose focus.
  • And if you follow the rules, and start to get followers, the results will follow. Here, from Cole Haan, regarding Twitter, if they follow you, they will purchase (similarly for Like)
  • And their LTV is higher too.
  • So, moving away from organic, which paid solutions do we have?You’ll have to try to see what results you get. The beauty of it is you can do this inexpensively.
  • CLEAR OBJECTIVESMake sure you have objectives clear. Do you want to increase Likes? Do you want leads? Is the contest relevant to your product? Is it branding?
  • GIFTING EXAMPLE FROM NEXT ISSUECustom audiences: Our publisher partners have had positive results with this targeting their email database for gifts, so we’ll be trying that too.Retargeting:Before you would have to go through Facebook Ad Exchange (FBX). Advertisers will no longer need to manage their FB retargeting campaigns through demand-side platforms (DSP). Advertisers will now be able to manage retargeting directly through FB’s interface. New feature will allow advertisers to target individuals on their moible devices.Affix tracking code on your Website to get going on retargeting.
  • These folks do not separate work life from spare time. They are always working and they are always off work so to speak. When everything melts together, we have to understand it as a lifestyle rather than a job. And thus make strategies that address their lifestyle.
  • Perhaps more importantly are the channels and screens individuals use to make their way along the journey. Mobile, social, web, IRL, they each contribute to a customer experience that either helps or prevents them from moving along in your favor.The most important revelation in the DCJ is how every stage feeds into a discoverable online repository of shared experiences that influence all those who embark upon a similar journey. Without positive influence there is no hope for preference. And, without positive experiences there can be no chance for loyalty or advocacy.
  • Reaching Connected Consumers with Mobile and Social Marketing Tools

    1. 1. Reaching Connected Consumers - Mobile Marketing Seminar CLAUS ENEVOLDSEN, SR. MARKETING MANAGER, NEXT ISSUE MEDIA - @CENEVOLDSEN
    2. 2. What’s the last thing you touch before going to bed? 91% U.S. residents with a mobile device within reach 24/7 http://monetate.com/infographic/responsive-design-the-next-great-hope-or-all-hype/
    3. 3. “If you make a bad decision now, you’re just lazy” - Jay Baer 3
    4. 4. Who are the Connected Consumers?  Always on  Have a need for constant connectedness  Easily distracted  Act of self-expression 4
    5. 5. The Connected Consumers live at the intersection of SoLoMo 5
    6. 6. They all have smartphones 6 https://intelligence.businessinsider.com/the-future-of-mobile-slide-deck-2013-31#-13 (password required)
    7. 7. They move seamlessly from device to device 7
    8. 8. They are highly engaged on social networks 8 www.Go-Gulf.com
    9. 9. Social behavior of Connected Consumers People share to talk about themselves; to “brand” themselves 39% of Gen Y’s will share negative encounters online 40% of Gen Y’s visit Facebook more than 10 times a day 9 47% of Gen Y’s will write about positive experiences online 43% of Gen Y’s have Liked more than 23 brands 50% of Gen Y’s have over 300 Facebook friends http://www.edelman.com/insights/special/8095/8095whitepaper.pdf http://www.meet2015.com/ http://socialcommercetoday.com/why-people-share-its-the-mesolimbic-dopamine-systemstupid-and-its-worth-0-63/ http://www.emediavitals.com/content/peacocking-social-baggage-and-digital-discovery
    10. 10. For Connected Consumers:  Media consumption behavior has changed  The decision making process has changed  Everything gets shared  Everything is public  They’re on every waking hour (online, mobile, tablet, social)  They have an audience of audiences  Brands are co-created by them 10 http://prezi.com/1sibsj4uzbks/the-era-of-the-connected-consumer/?kw=view-1sibsj4uzbks&rc=ref-14768799
    11. 11. To understand Connected Consumers, you need to:  Immerse yourself  Become a digital native  Embrace change 11
    12. 12. GO! MOBILE  SMS/MMS  Web  Email  Social
    13. 13. SMS/MMS
    14. 14. “People don’t think about it but there are two apps on every phone – phone calling and texting” - James Citron, CMO Payvia
    15. 15. Uber “Everyone’s Private Driver™ 15
    16. 16. SMS automation 16
    17. 17. Me Too! social sharing 17
    18. 18. Text for more information 1. Signage on location 18 2. Utility SMS 3. Location aware site
    19. 19. SMS Reminders 19
    20. 20. The avg. open rate of SMS and MMS promotions/offers is 98% - Frost & Sullivan
    21. 21. $5 off to receive exclusive SMS offers 21 https://3sixty.exacttarget.com/Portals/0/content/connections2013/mobilesocialengagement/mobile%20101%20%20fundamentals%20and%20inspiration.pdf (password required)
    22. 22. The results • Increased rate of opt-in with introduction of $5 coupon incentive (260%) • 700+ SMS opt-ins obtained over the course of one week from an email promotion • 50% of Lifetouch emails are opened on a mobile device 22
    23. 23. What about MMS?  74 billion MMS messages in 2012  Growing while the number of minutes of talk and text messages fell  Gets rich engagement content on the consumer’s device But…  Not all mobile devices are MMS-enabled (yet)  Doesn’t provide the tracking an SMS with a URL to a Website does 23 http://mashable.com/2013/10/27/mms-mobile-marketing/
    24. 24. MMS campaign from Starbucks Incentivize, personalize, surprise… 24 http://www.eprize.com/insights/news/articles/2013/05/14/how-starbucks-is-pushing-the-envelope-with-sms,-mms-marketing/
    25. 25. Sunday in the Park With George Text “Sunday” to 406-79 25
    26. 26. Mobile Web
    27. 27. Percentage of traffic from mobile Company Percentage Walmart 33% Best Buy 33% Target 37% YouTube 40% Facebook 48% http://www.mobilecommercedaily.com/the-case-against-responsive-web-design http://allthingsd.com/20131018/youtube-is-going-mobile-first-too/ http://techcrunch.com/2013/10/30/nearly-half-48-of-daily-users-of-facebook-are-now-mobile-only-says-ceo-zuckerberg/
    28. 28. Shoppers are going mobile • Mobile sales up 68% over 2012 • Mobile commerce made up 23.2% of all second-quarter 2013 online sales • Almost 70% of U.S. smartphone owners intend to shop on their smartphones this holiday season 28 http://www.mobilecommercedaily.com/the-case-against-responsive-web-design http://monetate.com/infographic/responsive-design-the-next-great-hope-or-all-hype/
    29. 29. The number of screen sizes keeps growing  The more screens, the bigger the challenge to create a one-size-fits-all 29 http://monetate.com/infographic/responsive-design-the-next-great-hope-or-all-hype/
    30. 30. From desktop to mobile Mobile Web  Thinking of yesterday: Give them a “lite” experience on mobile  90% of web users move between devices to accomplish a goal  That means someone accessing your website from a smartphone likely wants to perform the same action as on desktop 30 http://venturebeat.com/2013/04/01/make-the-mobile-web-better-by-not-making-these-4-responsive-design-mistakes/
    31. 31. What is responsive design?  Enables a website to adapt its layout to device specific requirements  Content and layouts automatically resize to fit the screen  Images grow or shrink, copy reflows itself  End user will have a consistent experience across devices http://monetate.com/infographic/responsive-design-the-next-great-hope-or-all-hype/
    32. 32. Responsive in action Laptop 32 Tablet Smartphone
    33. 33. Benefits and pitfalls of responsive design Benefits Pitfalls Gives consistent and optimized customer experiences across all touchpoints. Slower downloads since one website has to load all image elements on every device. Reduces the need for internal development solos – a unified web team is all that’s needed. Possibly lengthens development time and costs upfront. Creates a single code base and one website for all online customer experiences Content has to be equally available on all platforms and operating systems. Minimizes QA needs for each updated and future website redesigns Reduces maintenance risks and release cycle times Inability to acknowledge mobile-specific keywords could impact the mobile user. Offers better marketing visibility thanks to a device-agnostic URL structure 33 Customers don’t necessarily want the same basic experience everywhere, on every device. Doesn’t replace the need to develop unique experiences for any given touchpoint. http://monetate.com/infographic/responsive-design-the-next-great-hope-or-all-hype/
    34. 34. When responsive design might not make sense E-commerce sites  Mobile buying is different and the medium is different - (Remember: users still don’t want a “lite” experience)  Need to reduce friction (load times)  Need to optimize specifically for mobile rather than be a derivative How?  Build a site based on deep integration with an e-commerce infrastructure using API calls 34 http://www.mobilecommercedaily.com/the-case-against-responsive-web-design
    35. 35. Mobile Email
    36. 36. 48% of emails are opened on mobile 36 https://litmus.com/blog/48-of-emails-are-opened-on-mobile-gmail-opens-down-20-since-tabs
    37. 37. iPhone and iPad dominate mobile, but Android is creeping up 37 https://litmus.com/blog/48-of-emails-are-opened-on-mobile-gmail-opens-down-20-since-tabs
    38. 38. They’re unhappy with your emails 38 http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience
    39. 39. Mobile magnifies content 39 http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience
    40. 40. Versus web email 40 http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience
    41. 41. Case Study – 2013 Email & Mobile Testing Awards Winner Version A: Single column • 36% increase in unique clicks • Version B: Static Width 44% increase in unique clicks in follow up test 41 http://whichtestwon.com/archives/22594 Disclaimer: Version A’s blurriness was not what recipients saw, it was the only image available on the Website.
    42. 42. Social
    43. 43. Facebook is the mobile king Facebook accounts for more mobile minutes in the U.S. than “Youtube, Pandora, Yahoo, Twitter, Pinterest, Tumblr, AOL, Snapchat and LinkedIn – combined.” – Sheryl Sandberg, Facebook COO, 10/30/13 43 http://techcrunch.com/2013/10/30/nearly-half-48-of-daily-users-of-facebook-are-now-mobile-only-says-ceo-zuckerberg/
    44. 44. Social is the glue  Social is the first touch point you get with Connected Consumers  Sometimes it’s the only touch point for a long time Social Mobile  Best place to create engagement and have conversations with audiences Email Desktop 44
    45. 45. Social Action Steps 1. 2. 3. 4. 5. 45 Be there Listen Be responsive Post and engage Add value
    46. 46. Following status correlates with likelihood to purchase 46 https://3sixty.exacttarget.com/Portals/0/content/connections2013/mobilesocialengagement/social%20media%2 0101%20for%20email%20marketers.pdf (password required)
    47. 47. Twitter engagement correlates with higher LTV 47 https://3sixty.exacttarget.com/Portals/0/content/connections2013/mobilesocialengagement/social%20media%2 0101%20for%20email%20marketers.pdf (password required)
    48. 48. Straight Acquisition • Make an offer • Post a coupon 48
    49. 49. Lead capture through promotions and Me Too! marketing • Like us for a chance to win • Optimize for mobile 49
    50. 50. Custom Audiences and Retargeting – now on mobile • Custom audiences: Enables you to use customer data (email addresses, phone numbers) to match to FB users • Lookalike audiences: Similar to a customer list you care about • Retargeting: Allows you to show ads on Facebook to people who have visited your Website or mobile app 1. A user visits your site but leaves without purchase Your Site Your Site 4. User returns to site and makes purchase Your Site $$ 50 2. A cookie is dropped Your Site $$ 3. Retargeting ad will display on Facebook
    51. 51. Questions?
    52. 52. Appendix
    53. 53. THE CONNECTED CONSUMER PERSONA
    54. 54.      Highly educated, high income Married with children Very active in their spare time Lives at intersection of SoLoMo Connected throughout the day and night from multiple devices  Extremely active social users  Learn about news and products from social  Share everything 54
    55. 55. DECISION MAKING PROCESS
    56. 56. Customer Journey – it’s complicated 56
    57. 57. 57 CONFIDENTIAL http://www.briansolis.com/2013/04/the-imminent-shift-from-social-to-digital-engagement/ |
    58. 58. First – connected consumers ask their friends 58
    59. 59. And then they seek advice from the crowd 59
    60. 60. Email design tips
    61. 61. Getting started with mobile email 1. Define goals 2. Download code samples • http://pages.exacttarget.com/ETDesign 3. Pilot • • • • Design Code Launch Repeat Repeat Repeat 4. Launch 61 http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience
    62. 62. Tips  Resist the kitchen sink  Ensure all clicks tie back to goals. Be ruthless.  Focus - 3 questions to ask for your next email: - What is the point of this email? - Why should they care? - How do they take action? 62 http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience
    63. 63. Tips 63 http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience
    64. 64. 64 http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience

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