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Converting The Mobile User

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Converting mobile users isn’t rocket science, but it does take laser focus. The truth is, 30% of your mobile traffic just doesn’t matter. It will never become a profitable segment, and the sooner you learn to ignore this 30%, the sooner you'll open up new opportunities for your brand.

I plan to show attendees how to identify their most profitable mobile users, which isn’t by demographics. Targeting by demographics on mobile reduces opportunities to scale a campaign. We should be marketing to people based on their habits, not their age. Targeting users by their mobile brand is far more profitable and allows you to go after similar people spread across a large geographic area, and mobile data from Google Analytics, Facebook and Instagram proves it.

The best users to convert on mobile are those who have already visited your site and are aware of your brand. Trying to convince mobile users to check out your brand is like trying to convince a baby to eat vegetables. If you want a customer to have a deep experience with your brand, save it for desktop. The mobile device is for remarketing to potential customers and getting them to convert (e.g. buy your product or register for an event/webinar).

Once I identified our most profitable consumers and began remarketing to users who hadn't bought but had visited our site, a world of opportunity opened up. We started to understand how mobile advertising on each platform works, and what we needed to do to scale our efforts. I want to share my mobile knowledge with attendees and show them the concrete steps I took to achieve mobile marketing nirvana.

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Converting The Mobile User

  1. 1. #SMX #21B @DuaneBrown Making MORE Money In 2016 Converting The Mobile VISITOR!
  2. 2. #SMX #21B @DuaneBrown Lets Get Real About Mobile & Ecommerce Industry Numbers
  3. 3. #SMX #21B @DuaneBrown Retail Revenue
  4. 4. #SMX #21B @DuaneBrown 60%
  5. 5. #SMX #21B @DuaneBrown 1 Billion
  6. 6. #SMX #21B @DuaneBrown Android Dominates – Growth in Asia & India – Samsung Apple #2 Who’s really buying? Mobile OS Market Share
  7. 7. #SMX #21B @DuaneBrown Missed Opportunity? Was 18.3% in Q2 2014 CR: 1.5% UK vs 1.2% WW Mobile Growth in UK
  8. 8. #SMX #21B @DuaneBrown 65% UK Leading USA Desktop gets more page views vs mobile: 13.6 vs 7.6 Time: 7 vs 5 minutes Mcommerce Traffic Share
  9. 9. #SMX #21B @DuaneBrown How Do I Convert Mobile?
  10. 10. #SMX #21B @DuaneBrown Create The Experience For The Customer You Want To Attract
  11. 11. #SMX #21B @DuaneBrown Garbage traffic What brand converts Take advantage of features Traffic Behaviours What’s Your Mobile Brand?
  12. 12. #SMX #21B @DuaneBrown What Do We Know About Your Mobile Users? Age Platform Location Time of Day Language(s) Browser Return vs New Customer
  13. 13. #SMX #21B @DuaneBrown Build for mobile – What will bring mobile users in? Content Play = Leads – Video – Text – Music – Gaming Facebook: LookALike Targeting Content Play
  14. 14. #SMX #21B @DuaneBrown From Lead to Sale…and making that bell ring!
  15. 15. #SMX #21B @DuaneBrown Build Audience in GA Build out your mobile traffic Traffic Behaviours Display: Google & Facebook
  16. 16. #SMX #21B @DuaneBrown The Dos of Delightful Remarketing
  17. 17. #SMX #21B @DuaneBrown Frequency
  18. 18. #SMX #21B @DuaneBrown Age
  19. 19. #SMX #21B @DuaneBrown Location TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE (SWAP IN YOUR OWN AS NEEDED)
  20. 20. #SMX #21B @DuaneBrown Look Back Window
  21. 21. #SMX #21B @DuaneBrown Creative
  22. 22. #SMX #21B @DuaneBrown Build A Landing Page
  23. 23. #SMX #21B @DuaneBrown More Money. More Problems. Leads are up 100% $26 to sub $3/Lead
  24. 24. #SMX #21B @DuaneBrown LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX
  25. 25. #SMX #21B @DuaneBrown Where My Data Points Came From http://baymard.com/lists/cart-abandonment-rate http://www.idc.com/prodserv/smartphone-os-market-share.jsp http://www.emarketer.com/Article/Two-Thirds-of-UK-Ecommerce-Traffic-Mobile/1013754 http://www.emarketer.com/Article/Most-Mcommerce-Traffic-Europe-Comes-Smartphones/1013323 https://www.emarketer.com/public_media/docs/eMarketer_Mobile_Commerce_Roundup_2016.pdf

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