Share the astounding developments in mobile, EVEN in just the last 12-18 months
Dig into some of the most effective MOBILE strategies to drive your client acquisition and retention efforts
Touch upon the importance of incorporating the right performance management platform / technology
Will also touch upon the differences and similarities of B2C versus B2B from a strategy perspective and
Share my thoughts on what parts of these strategies you may want to own versus partner
WITHOUT FURTHER ADIEU!
I appreciate the opportunity…. share some of the latest MOBILE marketing trends/strategies
Look forward to your own observations and questions
A little bit about me Agency has been operating for the last 5 years serving companies both large and small, both regionally and internationally – but is also a part of a larger organization, WSI, with more than 1,000 resources worldwide We work with companies interested in rapid growth and support that growth through digital marketing solutions and technologies.
As a career consultant my job is to help make the complex easier to understand so if I can’t draw a picture of it, I probably don’t understand it either!
My belief is that the Outcome Of Every Business Initiative Can Be Measured With Today’s Gains In Big Data And With 1000s Of Companies Developing Measurement Tools It’s Easier Than Ever
Let’s catch up with the incredible realities of how our MOBILE is impacting our world and what that means from a business opportunity perspective….
We have all seen these types of numbers and it seems as soon as the next research study is completed these numbers just continue to fly off the page
1 in 7 people worldwide have a smartphone
Regarding how many hours we all spend on our phones every day, the most recent study says, “2 hours”. They obviously didn’t poll me or others like me where the answer would be closer to 4-5 hours per day!
But what’s the MOST INTERESTING is that 1 in 4 searches are done on mobile devices!!!! That is astounding and screams of the opportunity for us as marketers
I’m sure everyone has seen the latest factoid that mobile usage has now surpassed desktop usage in 2014 – an incredible event that speaks to our mobility and how we consume information on the fly and in real time
$400B represents a tripling of revenue generated because of this thing we call MOBILE in the last two years is incredible.
It shouldn’t surprise anyone who is winning the DEVICE race (Apple and Android OS) but did you see the announcement about AMAZON’S Firephone that has 5 camera displays, a 3D display, and a built in shopping cart? And their phone is cheap ($200) and does some things that are very cool.
The bottom line is Apps are a the center of MOBILE usage – whether those be Native or Web in nature.
In the spirit of fun facts, I’ll share the following and ask forgiveness later but THESE ARE REAL STATS, no kidding!
Now, I know some of you out there are going, “that’s stuff’s not true” and others are saying, “hmmm, how’d they know!!”
BUT IN ALL SERIOUSNESS….
…..these are the stats that we care about as marketers and they are amazing…..
Something else I find fascinating is the fact that MOBILE isn’t just a local phenomenon that is primary being used to support local brick and mortar businesses using location based apps and
…..but it’s equally important for reaching out to customers nationally and even globally – think of all of the soccer fans who are getting regular updates of the world cup right now, along with advertising messages from the likes of addidas, nike, and apparel companies……
So what does all this mean……
To me it speaks to how our behavior has changed from doing our research and searches on our home computer in preparation for purchase down the road to……doing our research on our way to actually making that purchase, TODAY!
It also speaks to acceptance recently of how we are “managed” by the apps that sit on our phones and tablets…. The NEW AGE is here!
The new innovations like Google Glass are taking this to the next level of making multitasking even easier so you don’t even have to thumb your phone to death while walking down the street!! HANDS FREE
I wanted to just TOUCH ON something that I call the “Convergence of the B’s”
I hear the statement a lot “we’re a B2B company – this stuff isn’t as relevant to us”. You know what, 2 years ago, they were right.
Not any more – but while B2B and B2C strategies are getting closer and closer, there are definitely some things to appreciate about how their different:
The PRIMARY differences are centered around the definition of CUSTOMER. We think of emotion-driven merchandising as the ballywick of B2C marketing efforts while for B2B our customer is a business buyer that lives within our supply chain.
CUSTOMER’S are PEOPLE and the way you engage with and market to PEOPLE is very similar. Marketing therefore is more about relationships than ever before and CONTENT is king no matter what device, product or service that is being presented.
The obvious medium, TRADITIONALLY, for Social Media marketing for B2C has been Facebook, while it’s LinkedIn for B2B.
But have you noticed that Facebook is becoming LinkedIn and vice versa?? Now there’s “Facebook for Business” which allows you to setup business pages, deploy paid advertising, and sell your products and services through social networks. LinkedIn, with all of it groups, chat rooms, and CONNECTIONS, has softened it’s approach and is becoming a center for social interaction.
The charts are looking more alike every year
APPS do demonstrate a difference
ENOUGH SAID ON ALL OF THAT…..
Let’s look at several strategies that are at the top of the stack when getting serious about mobile marketing
First, let’s set the table a little bit on MOBILE and what it is (and isn’t)
IT ISN’T – about the Device per se, as long as the CONTENT is easy to consume
IT IS – about the USER of that device, the journey they go on specific to them, and our ability to customize our message to that INDIVIDUAL For me that’s about providing me information, with my permission, that is important to ME and only ME
It’s also important to understand, MOBILE COMPATIBLE isn’t MOBILE OPTIMIZED (we will talk about what this means here in a minute)
WE DO KNOW THAT….
Ready, Shoot, Aim doesn’t work in the MOBILE world – intrusive marketing techniques that are not well thought out and don’t consider the INDIVIDUAL behavior of the mobile device user is not only ineffective but damaging
Identifying PERSONAS, targeting what messages you want to deliver to whom, when and where, and how often is a complex but critical process. If you get it right, you will cut through your competitors that didn’t take the time to understand their customers and it happens in REAL TIME.
SO WHAT ARE BUSINESSES DOING TODAY?
By far, the mobile website itself is the dominant focus for companies….and it should be. It’s the foundation for everything else.
Then comes SMS/MMS messaging (both B2C and B2B), QR Code campaigns, Mobile Display Advertising and so on.
Let’s take a deeper dive into just 5 of these strategies, each one of which could consume an entire day of learning and discussion
CREATING A MOBILE “OPTIMIZED” SITE HAS TO BE YOUR #1 PRIORITY…..
There are many “types” of mobile sites from full blown replica’s of your business’s website to single landing pages and everything in between.
A thorough understanding of your Customers and strategy of what you are trying to achieve with them DRIVES the architecture
Dedicated sites may look nothing like your desktop site, it’s built independent from your regular site.
Responsive design is pretty much a given these days….but it means more than the fact the aspect changes to fit different screens…it’s about enhancing the user experience
Be sure to create outstanding CONTENT
VERY BASIC PRINCIPLES OF SITE DESIGN AND LAYOUT
DEVELOP A STRATEGY Throwing up a mobile site just to get one up can do more harm than good. It may not work, or your calls to action may be completely wrong.
PRIORITIZE Top options: click to call, click to map, join our newsletter, go to main website
OPTIMIZE Keyword research is a science, takes the right tools, and requires expertise. Without the right keywords, you will miss a large portion of your market. This applies to your website too!
INCORPORATE Consistency of Brand, logos, look and feel in the small space you have to work with (phones)
OPTIMIZE If you have to wear glasses, it’s too small!
UPDATES The platform you choose must automatically update when your site updates – almost all options have this but if you outsource be DAMN sure!
…..customer driven design
Taking the most critical calls to action from the website, and converting those to the size of a mobile device so that your visitors can A) read it, and b) gain value from it by quickly navigating their way to something that matters (without glasses!) is what RESPONSIVE DESIGN is all about.
SMS/MMS, is also known as text messaging and push messaging
Let’s peel back the onion a little more
THERE ARE 4 different types of SMS messaging but they share a characteristic that the are PERMISSION BASED strategies.
THIS IS WITHOUT A DOUBT A MARKETING CHANNEL THAT YOU SHOULD BE USING, WHETHER YOU ARE B2B OR B2C. It’s still the #1 way people engage with information, discussions, chat, and sharing on mobile devices today.
HOW DOES IT WORK?
A 5 or 6 digit code is the destination that someone would send their MSM or MMS message to, usually in the response to a promotion.
An easier way to send a message than email
EXAMPLES: Enter competitions, request a discount voucher, receive a web link with further information, it’s endless the uses
THERE ARE THICK BOOKS WRITTEN ABOUT MOBILE ADVERTISING
….and the ways in which you can do this are changing as we speak, so we aren’t trying to boil that ocean here.
WE THINK OF THIS AS BANNER ADS PRIMARILY… which by the way, may be the biggest waste of your marketing budget you can conceive due to the general lack of specific audience or individual experience that results. Plus, you are paying for views, not clicks.
SO HOW DO YOU GET MORE BANG FOR YOUR BUCK?
This list is only a partial list of the many options available to you to segment and optimize your paid campaigns. And every day as technology gets smarter, more options are becoming available.
Start slow, TEST everything that you, and hone in on what works best for you. HIRE A CONSULTANT, AGENCY OR EXPERT – you can’t afford not to. This is not easy stuff.
THIS IS THE WORLD OF PAY-PER-CLICK THAT WE KNOW WELL
It is still highly relevant to Mobile Search, but you can run up your budgets in a hurry without the same kind of segmentation as with Display Advertising
Paid search is driven by keywords that the user types into their search screen so optimizing your site for the right keywords is critical
CONVERSIONS are driven by outstanding ad copy, calls to action, and other creative architecture
If you want to maximize SPEED TO MARKET, this is your strategy because it guarantees Page 1 (top 3 position) ranking.
THIS IS NOT FOR THE TIMID – There are SEO professionals that do this every day and don’t do it well. The rules are constantly changing, and REAL SEO experts are worth their weight – maybe not in Gold but definitely Silver.
A HIGHLY INTEGRATE TECHNOLOGY PLATFORM IS A MUST (touch on this later)
LAST (not really last, we just scratched the surface) AND DEFINITELY NOT LEAST IS EMAIL MARKETING ON A MOBILE DEVICE
Immediately after your strategy is well developed, but before you deploy OPTIMZE you email for mobile. Otherwise, expect very high bounce rates
THIS STRATEGY IS SIMPLE!
Don’t overcomplicate this strategy but stick to some fundamentals (1, 2, 3)
Some quick tips
The ONLY WAY you will be successful utilizing any of these MOBILE strategies, is if you can MEASURE WHAT HAPPENS!!!!!!
I’m not talking about “PLATFORM WARS”. I’m talking about “ANALYTICS” This is as important as anything we touched on, probably more important. Most companies won’t build this and you don’t need to – we have finally evolved to higher standards of excellence for marketing platforms at very reasonable investment levels.
For companies that are serious about MULTI-CHANNEL marketing, look for a solution provider that can deliver an integrated platform and single view of your customer across these capabilities.
THIS PAGE COULD BE 10 PAGES – YOU ARE ONLY LIMITED BY YOUR IMAGINATION
But these are some of the most common applications of mobile marketing
LET’S BRING IT TO LIFE
SMS Code Example
Mobile gaming as a marketing tool
Mobile Ad Campaign using recent technology to differentiate from a standard banner ad – you are only limited by your own creativity
Geo-enable ads that are triggered by the weather or location
Use of an App to run a promotion
Step by step example of an SMS signup process
ANOTHER REASON TO ENLIST THE HELP OF EXPERTS
He talks to mobile optimized rules over mobile friendly.
REAL LIFE EXAMPLES OF WHAT’S NEXT:
Wearables The connected car Mobile wallet Mobile health Distance learning Everything as a service Apps till you drop like home controls
Mobile Marketing Strategies 2014
What’s New in Mobile Marketing:
The 5 Most Important Mobile Strategies for
Your Company in 2014
WSI Advanced Web Profits 1
• Darin Swick and WSI
• The Growth and Impact of Mobile
• Mobile for B2C Versus B2B
• Top 5 Strategies for Mobile Marketing
• Supporting Platforms and Technology
• Combining In-House and Outside
• Tools & Resources
• Founder, Global Digital Enterprises, Inc.
• Franchise Owner “WSI” Digital Marketing Agency
• Background: Deloitte Consulting, Ernst & Young, IBM, and EMC
• Work with Business Leaders interested in 3X growth or more
“If You Can’t Draw A Picture Of It,
You Don’t Understand It”
“If You Can’t Measure It, You
Shouldn’t Do It!”
Convenience or Obsession?
Fifteen percent of Americans answer their cell phone
…while having sex
Seventy-five percent of Americans admit to using their
…while in the bathroom
Nine million have shopped using a mobile device
…while in a meeting at work
44% of mobile users
…sleep with their phone next to their bed
because they wanted to make sure they
didn’t miss any calls or texts during the night
Why Do We Care As Marketers ?
In 2014, mobile internet usage…
…exceeded desktop usage
61% of Mobile Searches result in….
…phone calls placed to a business
90% of Mobile Searches lead to an action…
…and more than ½ of these lead to a
80% of Mobile Users use text messaging…
…this was only 58% in 2007
98% of SMS and MMS messages are opened…
…29% Twitter, 16% Facebook, 12% Email
Behavior Drives Strategy
• Consumers spend 15+ hours
per week researching on
• 48% of consumers start
research using search
engines v. branded web
• 69% of consumers expect a
business to be within 5 miles
of where they’re located.
• 55% of consumers want to
purchase within an hour,
83% within a day.
Mobile Myths and Learning's
• It’s NOT about the DEVICE!
• It IS about the USER – specifically the user
• Your USER’s don’t care about the technology,
but you need to
• Mobile “compatible” is not mobile “optimized”
• Your mobile strategy needs to be consistent
and integrated with your multi-channel
Strategy Precedes Action!
1. Understand the User Journey – site, mobile, social
2. Analyze your competitors
3. Set clear business objectives – online sales, offline
4. Set your success criteria and measurement process
5. Select the right supporting technologies and platforms
6. Establish analytics and measurement tools
1. Strategy guides design
2. Select the right architecture
o Dedicated Mobile Site – It’s own website; highly customizable, more
complex to manage.
o Responsive Design – One site that sizes to any device; manage
content in one place.
o Hybrid – Incorporates both Dedicated and Responsive elements;
consistent look on different devices, but flexibility to display different
pages on different sites.
3. Apply modern design principles
o Prioritize your content
o Setup your most important
o Add phone integration
Strategy #1: Create Your Mobile Site
Creating a Mobile Friendly Site
100 words per page MAX
Direct content feed from
desktop website (RSS,
Small and quick to load
best practices for usability
Steps in Creating a Mobile Friendly Site
Basic Steps Comments
Develop a Strategy What will your visitors/customers want the most
from your site? Strive for simplicity | Focus on
Prioritize Hierarchy of Information Pick no more than 5 visible menu options that then
open to additional options – ALL VISIBLE
Optimize with the Right Keywords For SEO purposes, use the most highly searched
Keywords specific to your business so that you are
Incorporate Branding Carry your branding images from you main website
over to your mobile site – be consistent!
Optimize Functionality Buttons should be easy to push, “activate” when
pushed, and should be obvious.
Update Often Mobile site should sync with your main website
automatically and reflect ongoing updates.
Strategy #2: SMS & MMS
o Most common phone-based
activity among all U.S. cell phone
users of all ages
o Used by doctors to remind
patients of appoints and airlines
to update passengers on flight
o Sending images, audio and video
with or without text
o Usually limited to smart phones
SMS & MMS
• SMS – Only appropriate with permission!
o Immediate Response – Discount codes
o Planned Timing – Planned Event
o Triggered Message – Product is shipped
o Newsletter or Promotion – Special offers
Over 99% of SMS messages are opened,
and over 90 percent are opened within
the first 3 minutes
Short Codes are special telephone
numbers, significantly shorter than
full telephone numbers that can be
used to address SMS and MMS
Strategy #3: Mobile Display
• Targeted advertising
purchased through an ad
agency, via mobile
advertising network or
digital marketing consultant
• Popular networks: iAd
(Apple), Millennial Media
(Independent), Ad Mob
(Google) and others
Mobile Display Targeting
• Custom audiences -- TV fans,
telecom switchers, business
• Geographic targeting -- Country,
City, Neighborhood, etc.
• Demographic targeting
• Time of day targeting
• Carrier/handset targeting
• Age of device/profile
• Banners & Videos
• Calls-to-action like click-to-call
Strategy #4: Mobile Paid Search
• Can be highly targeted to get
specific ads to specific mobile users
– high conversion rates
• SPEED – Can be #1 in the search
• Complex – Hire a professional to
o Keyword research
o Create Ad Copy
o Create Features
o Select Targeting Criteria
o Set budgets and bids
Strategy #5: Email Marketing
FIRST, OPTIMIZE FOR MOBILE!
Strategy #5: Email Marketing
Test the Following:
1. Easy to Read?
2. Easy to Scroll?
3. Easy to Click?
Simple, but Effective Tips
Personalize your email content…
1. Segment your messages to smaller, like groups –
send more relevant information!
2. Provide more visually compelling campaigns
3. Make it easy to socially share
4. Make sure your links go to other “optimized”
landing pages also
5. Get to the point QUICKLY and make sure your
primary CTA is front and center
Choose an Integrated Platform
It should integrate data and analytics for:
1. Website engagement and search
2. Landing page campaign performance
3. PPC and Search campaign management
4. Retargeting campaign management
5. Social media engagement and advertising
6. Local listings management
7. Email campaign setup and management
8. Reputation management (reviews platform)
9. MOBILE campaign performance
When it Works:
• Owns the outcome
• Knows their customer
• May lack knowledge
• Limited internal
• Prefers to lease
• Has more than one
• Learns and adopts
Your Team Partner Team
• Shares in outcome
• Deep knowledge of
mobile strategies and
• Proven delivery
• Utilizes and maintains
• Creates acceleration
• Teaches and transfers
Regular communication the
Mobile marketing is limited only by your
imaginationEngage Your Customers
Contests and Sweepstakes
New Product Releases
Item Availability Notices
Text for Callback
Shipping & Delivery Alerts
Text for Customer Care
Re-permission and Win-Back
American Red Cross
• The American Red ross encouraged
donors to text HAITI to 90999 to give $10
to the Haiti Earthquake relief efforts.
• The campaign raised more than $32 million
from 3 million unique donors, 95% of whom
were first time donors.
• Takeaway: Mobile can be used as both a
marketing tool and an operational tool
which can streamline your processes.
Taking advantage of both aspects
increases your likelihood of success.
• In 2010, Heineken launched a mobile
game to coincide with the Champion
League soccer games.
• The game, which could only be accessed
while the UEFA game was being
broadcast, challenged players to predict
what would happen next in the live game.
• Takeaway: people are usually multitasking
while on their phones, if you embrace this
fact instead of trying to fight it, you will
drive higher engagement.
• Prior to launching the third season of
HBO’s True Blood, the show ran a mobile
ad campaign to drive buzz.
• While on sites that featured the ad, finger
taps would appear bloody on the screen,
followed by a stream of blood coming down
the screen and a pop up banner ad for the
• Takeaway: Mobile banners can be hard to
see, so break through the clutter with
innovative and mobile-specific creative.
• The Westin launched geo-enabled ads on
the Weather Channel.
• When in a chilly location, ads would appear
that prompted the user to wipe off the
virtual frost to reveal 8 warm weather
• Takeaway: Take advantage of the fact that
you can receive geographical information
about your users on mobile. Geo-enabled
ads perform 4-5X better than ads that don’t
take geography into account.
• Brisk used popular photo sharing app, Instagram to run a
promotion where users could submit photos through the app
for the chance to have their photo on limited edition cans at
• Takeaway: You don't have to spend millions to get into
mobile. Sites and apps like Instagram, Foursquare and
Gowalla are free and can be used to get your foot in the door
of mobile marketing.
Prediction # 1
“IF YOU ARE NOT MOBILE YOU WILL LOSE”
a purchase with one.
81%of smartphone users
have done product research via
[ research from Prosper Mobile Insights ]