The document discusses communicating with mobile users and some key considerations. It notes that mobile communication faces structural problems like decreasing signal strength and interference. It then provides statistics on mobile phone and technology usage among average adults, teens, and seniors. It also outlines five common "mobile personas". Additional sections cover the importance of mobile, multi-screening behaviors, the effectiveness of local mobile searches and location-based marketing, A/B testing for mobile, designing sites and emails for mobile, and some pitfalls to avoid in mobile marketing.

1. COMMUNICATING WITH
MOBILE USERS
Are we the Baddies?

2. WHY IS MOBILE
DIFFERENT?
I just noticed something.

3. receiver
transmitter
STRUCTURAL PROBLEMS FOR
MOBILE
Decreasing Signal Strength
High Bit Error Rate
 Interference
 Multi-path (reflecting off of objects)
Rexford, J. (2007). Wireless and Mobile Networks [PowerPoint slides]. Retrieved from
http://www.cs.princeton.edu/courses/archive/spring07/cos461/slides/23Wireless.ppt

4. WHO ARE MOBILE USERS? They’re coming, now we’ll
see.

5. AVERAGE ADULTS
90% have a cell phone
58% have a smartphone
42% have a tablet
67% check for messages even when no notification
44% sleep with phone next to them (really ONLY 44%??)
29% Can’t imagine living with out cell phone.
15% are “cell mostly” internet users
Pew Research (2014). Mobile Technology Fact Sheet. Retrieved from
http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/ on 9/17/14

6. TEENS
78% have cell phones
37% have smartphones
23% have a tablet
74% access internet on cell phones
25% are “cell mostly” internet users
Older girls more likely to be “cell mostly” (34%)
Madden, M., Lenhart, A., Duggan, M., Cortesi, S., Gasser, U. (2013). Teens and Technology 2013.
Retrieved from http://www.pewinternet.org/2013/03/13/teens-and-technology-2013/

7. SENIORS
77% have cell phones
18% have smartphones
18% have a tablet
27% use social networking
23% have difficulty reading
Wealthier, younger and more educated seniors
are more like the average adult in usage patterns.
Smith, A. (4.3.2014). Older Adults and Technology Use [PDF]. Retrieved from
http://www.pewinternet.org/2014/04/03/older-adults-and-technology-use/

8. MOBILE PERSONAS (SMITH.CO)
■ Controller – “Mobile is my Dominatrix.”
■ Empowered – “Mobile is my Exobrain.”
■ Reluctant – “Mobile is my Communicator.”
■ Enabled – “Mobile technology is my Lifeline.”
■ Dissident – “Mobile technology is a Pest.”
Smith (4.25.2014). Five mobile Personas you need to know [PDF]. Retrieved from
http://www.smith.co/what-we-think/point-of-view/~/media/Files/SMITH-POV_Mobile-

9. Smith (4.25.2014). Five mobile Personas you need to know [PDF]. Retrieved from
http://www.smith.co/what-we-think/point-of-view/~/media/Files/SMITH-POV_Mobile-

10. Smith (4.25.2014). Five mobile Personas you need to know [PDF]. Retrieved from
http://www.smith.co/what-we-think/point-of-view/~/media/Files/SMITH-POV_Mobile-

11. Smith (4.25.2014). Five mobile Personas you need to know [PDF]. Retrieved from
http://www.smith.co/what-we-think/point-of-view/~/media/Files/SMITH-POV_Mobile-

12. Smith (4.25.2014). Five mobile Personas you need to know [PDF]. Retrieved from
http://www.smith.co/what-we-think/point-of-view/~/media/Files/SMITH-POV_Mobile-

13. Smith (4.25.2014). Five mobile Personas you need to know [PDF]. Retrieved from
http://www.smith.co/what-we-think/point-of-view/~/media/Files/SMITH-POV_Mobile-

14. WHY CARE ABOUT
MOBILE?
Pirates are fun!

15. OBSESS MUCH?
2013 numbers, for comparison smartphone owners in
2013: 49% in 2014: 58% (see Pew data earlier)
79% have smartphones with them 22 hours a day
80% check smartphone first thing in morning
All Twitter (2013) 79% Of People 18-44 Have Their Smartphones With Them 22 Hours A Day [STUDY].
Retrieved from http://www.mediabistro.com/alltwitter/smartphones_b39001

16. MULTI-SCREENING IS A
THANG.Google Mobile Ads (8.29.2012) Navigating the new multi-screen world: Insights show how consumers
use different devices together. Retrieved from
90% of consumers move
between multiple devices to
accomplish goals.
67% have used multi-screening
to shop

17. LOCAL, LOCAL, LOCAL!
70 % of local searches via a mobile
phone lead to a sale within the hour
RapidoSEO (9.11.2013) Mobile Marketing Strategy: Isn’t It About Time You Had One?. Retrieved from
http://rapidoseo.com/mobile-marketing-strategy-isnt-it-about-time-you-had-one/

18. SHOW ME THE
MARKETING!
What's so good about a
sickle?

19. ADD YOUR LOCATION
Without Location With
Location
200% Click Through Increase!
KISSmetrics (n.d.) How Mobile is Changing Business [Infographic]. Retrieved from
https://blog.kissmetrics.com/mobile-is-changing-business/?wide=1

20. A/B TEST (NO F’S PLEASE)
1. Product Choice and Page Layout
2. Navigation and Funnels
3. Pricing and Shipping Strategy
4. Call to Action Button
5. Checkout Page
KISSmetrics (n.d.) How Mobile is Changing Business [Infographic]. Retrieved from
https://blog.kissmetrics.com/ab-testing-for-mobile-commerce/
ACT

21. DESIGN SITES FOR MOBILE
Know target audience and what they use
Understand usage and behavior patterns
Keep core content the same
Optimize for mobile
Define your content strategy
Deliver content quickly
Embrace change
Creative Bloq (4.4.14) Mobile website design: 30 pro tips. Retrieved from
http://www.creativebloq.com/mobile/mobile-design-912823

22. DESIGN EMAIL FOR MOBILE
1. Eye and Thumb Friendly (large buttons and fonts)
2. Know your device sizes and behaviours (iPhones are small)
3. Call to action front and center
4. Streamline
5. Image blocking happens
6. Cut to the Chase
7. Be obvious
Litmus (n.d.) Anatomy of the Perfect Mobile Email. Retrieved from https://litmus.com/blog/wp-
content/uploads/2011/10/anatomy-mobile-email-24-1000px.png

23. KEEPING UP WITH THE GOOGLES.
91.6% of mobile search is through
Google
So you have to pay attention to how
Google ranks (mobile) websites.
http://developers.google.com/speed/pa
gespeed/insights/
Net Market Share (9.17.14) Realtime Web Analytics With no Sampling. Retrieved from
https://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4&qpcustomd=1

24. PITFALLS Why skulls?

25. CREEPER!
Be aware of how you market, who your
audience is and what annoys or creeps
them!
33% find personalized web content
creepy
21% find remarketing ads creepy
50% of 18-24 year olds think
remarketing ads are annoying
46% of women find time-to-reorder-
product emails annoying (only 23% of
men do)Stacey, H. (9.9.14) Are You Creeping Out Your Customers?. Retrieved from
http://blog.ometria.com/ecommerce-online-marketing-strategy-mistakes

26. BUT ARE WE THE BADDIES?
Mitchell, Webb, (n.d.). Are we the Baddies?. Retrieved from
https://www.youtube.com/watch?v=hn1VxaMEjRU

27. FREE STOCK PHOTOS
Stock photos from
http://offers.hubspot.com/free
-stock-photos
And get more stuff at
http://www.hubspot.com/free-
marketing-resources