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COMMUNICATING WITH
MOBILE USERS
Are we the Baddies?
WHY IS MOBILE
DIFFERENT?
I just noticed something.
receiver
transmitter
STRUCTURAL PROBLEMS FOR
MOBILE
Decreasing Signal Strength
High Bit Error Rate
 Interference
 Multi-...
WHO ARE MOBILE USERS? They’re coming, now we’ll
see.
AVERAGE ADULTS
90% have a cell phone
58% have a smartphone
42% have a tablet
67% check for messages even when no notificat...
TEENS
78% have cell phones
37% have smartphones
23% have a tablet
74% access internet on cell phones
25% are “cell mostly”...
SENIORS
77% have cell phones
18% have smartphones
18% have a tablet
27% use social networking
23% have difficulty reading
...
MOBILE PERSONAS (SMITH.CO)
■ Controller – “Mobile is my Dominatrix.”
■ Empowered – “Mobile is my Exobrain.”
■ Reluctant – ...
Smith (4.25.2014). Five mobile Personas you need to know [PDF]. Retrieved from
http://www.smith.co/what-we-think/point-of-...
Smith (4.25.2014). Five mobile Personas you need to know [PDF]. Retrieved from
http://www.smith.co/what-we-think/point-of-...
Smith (4.25.2014). Five mobile Personas you need to know [PDF]. Retrieved from
http://www.smith.co/what-we-think/point-of-...
Smith (4.25.2014). Five mobile Personas you need to know [PDF]. Retrieved from
http://www.smith.co/what-we-think/point-of-...
Smith (4.25.2014). Five mobile Personas you need to know [PDF]. Retrieved from
http://www.smith.co/what-we-think/point-of-...
WHY CARE ABOUT
MOBILE?
Pirates are fun!
OBSESS MUCH?
2013 numbers, for comparison smartphone owners in
2013: 49% in 2014: 58% (see Pew data earlier)
79% have smar...
MULTI-SCREENING IS A
THANG.Google Mobile Ads (8.29.2012) Navigating the new multi-screen world: Insights show how consumer...
LOCAL, LOCAL, LOCAL!
70 % of local searches via a mobile
phone lead to a sale within the hour
RapidoSEO (9.11.2013) Mobile...
SHOW ME THE
MARKETING!
What's so good about a
sickle?
ADD YOUR LOCATION
Without Location With
Location
200% Click Through Increase!
KISSmetrics (n.d.) How Mobile is Changing Bu...
A/B TEST (NO F’S PLEASE)
1. Product Choice and Page Layout
2. Navigation and Funnels
3. Pricing and Shipping Strategy
4. C...
DESIGN SITES FOR MOBILE
Know target audience and what they use
Understand usage and behavior patterns
Keep core content th...
DESIGN EMAIL FOR MOBILE
1. Eye and Thumb Friendly (large buttons and fonts)
2. Know your device sizes and behaviours (iPho...
KEEPING UP WITH THE GOOGLES.
91.6% of mobile search is through
Google
So you have to pay attention to how
Google ranks (mo...
PITFALLS Why skulls?
CREEPER!
Be aware of how you market, who your
audience is and what annoys or creeps
them!
33% find personalized web conten...
BUT ARE WE THE BADDIES?
Mitchell, Webb, (n.d.). Are we the Baddies?. Retrieved from
https://www.youtube.com/watch?v=hn1Vxa...
FREE STOCK PHOTOS
Stock photos from
http://offers.hubspot.com/free
-stock-photos
And get more stuff at
http://www.hubspot....
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Communicating with Mobile Users

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A Marketing Assessment of who Mobile users are, why we should care about them, and how to market your website/brand to them. Includes mobile personas, and demographics.

Published in: Marketing
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Communicating with Mobile Users

  1. 1. COMMUNICATING WITH MOBILE USERS Are we the Baddies?
  2. 2. WHY IS MOBILE DIFFERENT? I just noticed something.
  3. 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. 4. WHO ARE MOBILE USERS? They’re coming, now we’ll see.
  5. 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. 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. 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. 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. 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. 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. 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. 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. 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. 14. WHY CARE ABOUT MOBILE? Pirates are fun!
  15. 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. 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. 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. 18. SHOW ME THE MARKETING! What's so good about a sickle?
  19. 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. 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. 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. 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. 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. 24. PITFALLS Why skulls?
  25. 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. 26. BUT ARE WE THE BADDIES? Mitchell, Webb, (n.d.). Are we the Baddies?. Retrieved from https://www.youtube.com/watch?v=hn1VxaMEjRU
  27. 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

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