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The mobile experience

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Mobile marketing is becoming a must for marketers. It is not just an app or a mobile site. Mobile is a new way for customers to consume your digital content.

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The mobile experience

  1. 1. Presented by Chris Munz @cmunzproject cmunz@fishbowl.com The mobile experience
  2. 2. Discussion Points • Brief History of the Smartphone • Why Mobile email is important • How Responsive design templates can create both mobile and desktop experience • Mobile experience after the email
  3. 3. WOW! 1994 2013
  4. 4. Why is Mobile Email important? Global Smartphone unit sales are expected to grow 46% this year!
  5. 5. Email is dead……. “Email has had a good run as king of communicators. But its reign is over. “ -The Wall Street Journal 2009
  6. 6. REALLY? •3.9 Billion email users worldwide •Projected to be 4.9 billion by 2017 •Consumer email accounts make up the majority of the accounts 76% •897 million mobile email users, projected to be 1.7 billion by 2017. Email Statistics Report, 2013-2017 Radicati Group, Inc.
  7. 7. Yikes! Mobile email has taken over 43% of emails are read over mobile devices. This is expected to rise to more than 50% by the end of 2013
  8. 8. Fishbowl and Mobile Email 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Quarter 4 2012 Quarter 1 2013 Quarter 2 2013 OpenRate
  9. 9. Mobile and the Fishbowl Restaurant Industry Index 0% 10% 20% 30% 40% 50% 60% Casual Family Fast Casual Fine Dine QSR Q1 Fishbowl Mobile Open Rate Fishbowl Restaurant Industry Index Mobile Open Rate 44% Overall mobile open rate
  10. 10. QSR Campaign sees 64% Mobile Opens 0% 20% 40% 60% 80% Message 1 Message… Message 3 Message 4 Message 5 Message 6 Message 7 Message 8 Strawberry Campaign Mobile Browser Browser Email Client
  11. 11. Casual Dine Campaign sees 46% Mobile Opens 0% 10% 20% 30% 40% 50% 60% Message 1 Message 2 Message 3 Message 4 FATHERS DAY GIFT CARD MAILING Mobile Browser Browser Email Client
  12. 12. What’s the Point? Not all brands have a customer base that is mobile
  13. 13. Bad news for marketers • 3.3% is the percentage of users who have viewed a email in more than one environment • Users who have read an email on their mobile will do so again about 45% of the time. • This means that nearly 97% of the emails are viewed just ONCE.
  14. 14. Most Preferred types of mobile email messages Newsletters Real Time delivery tracking Promos + Vouchers Special Offers Other
  15. 15. How Fishbowl Handles Mobile Email
  16. 16. Mobile Email Marketing practices • Short Subject Lines – 35 characters max. • Take advantage of the Pre-Header – 85 character max. • Less Copy means more • Rethink your creative • Test, Test, and Test again
  17. 17. Research shows almost 70% of subscribers delete badly designed mobile emails and 18% unsubscribe.
  18. 18. Scalable Scalable vs. Responsive the difference • An email design layout that is still 100% readable and 100% clickable when reduced to half its size on a mobile device. • Techniques used: – A grid system for alignment and proportion – A single column – Larger fonts – Touch-friendly buttons Responsive • An email layout that adapts to the proportions of the device it is rendered on by using CSS3 @media queries. • CSS media queries: – Auto- adjust the layout – Content – Text size
  19. 19. Responsive Design Mailings Mobile Desktop
  20. 20. Mobile Email caution Not all mobile email clients support media queries
  21. 21. It just does not stop at the mobile inbox • Google Wallet, Passbook • Apps (online ordering, loyalty, social, games, music, mobile payment etc.) • Mobile optimized landing pages • Mobile Search
  22. 22. Passbook & Google Wallet
  23. 23. Passbook & Google Wallet GeoFencing
  24. 24. Loyalty, Online Ordering, Mobile Payment Oh My! Use your mobile email as a launching pad!
  25. 25. Mobile Sites Non Mobile Site Mobile Optimized Mobile App call to action
  26. 26. Mobile Search • 81% of consumers have searched for restaurants on a mobile device. • Mobile restaurant searches have a 90% conversion rate according to the study. • 70% of all mobile searches result in action within one hour.
  27. 27. #1 of objective is to drive revenue
  28. 28. One last thing marketers are facing
  29. 29. Mobile can no longer be ignored by marketers By Chris Munz Follow @cmunzproject

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