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Mobile Marketing from the Eye of the User - Jon-Mikel Bailey - Wood Street, Inc.


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In this presentation from the DMAW 2012 Social Summit, we discuss... 1. Some Predictions about Mobile 2. ZMOT and the Mobile User 3. How to Think About Mobile Marketing 4. Your Plan of Attack!

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Mobile Marketing from the Eye of the User - Jon-Mikel Bailey - Wood Street, Inc.

  1. 1. Mobile Marketing: From the Eye of the User Jon-Mikel Bailey Wood Street, Inc.
  2. 2. We’ll talk about… 1. Some Predictions about Mobile 2. ZMOT and the Mobile User 3. How to Think About Mobile Marketing 4. Your Plan of Attack! #dmawsocial @jonmikelbailey
  3. 3. Predictions about Mobile1. 1 billion consumers will own smartphones by 20162. U.S. users will own 257 million smartphones and 126 million tablets3. Mobile spending will reach $1.3 trillion by 20164. Businesses expected to double spending on mobile by 2015.- Source: #dmawsocial @jonmikelbailey
  4. 4. Tweet THIS!GigaOm says businesses expected to double spending onmobile by 2015. #dmawsocial @jonmikelbailey
  5. 5. ZMOT - Source: #dmawsocial @jonmikelbailey
  6. 6. ZMOT and the Mobile User ZMOT is… A guy thinking about his future, looking up engagement rings. A woman taking the train to work, looking for career change. A hungry tourist, looking for the best places to eat. A dad at a playground, looking up charter schools in his community. Where are you in these moments? What is the experience? #dmawsocial @jonmikelbailey
  7. 7. ZMOT and the Mobile User Simon Salt asks this… “Experience is the emotional connection you make with the user. Do you generate feelings of frustration, anxiety, calm, entertainment, education, information?” - Shorty Guide To Mobile Marketing, Simon #dmawsocial @jonmikelbailey
  8. 8. Tweet THIS!ZMOT occurs on mobile all the time. Is your business there atTHIS moment of truth? #dmawsocial @jonmikelbailey
  9. 9. How to Think about Mobile MarketingThinking about your buyer personas, ask yourself these questions…1. How will direct marketing send them to mobile?2. How else might they get there?3. What information would be useful to them and drive conversion?4. What information would frustrate them??? #dmawsocial @jonmikelbailey
  10. 10. How to Think about Mobile Marketing What about your priorities for mobile… - Source - #dmawsocial @jonmikelbailey
  11. 11. How to Think about Mobile Marketing Now you have your priorities, what tools do you need? 1. Your website and/or Blog 2. Social media channels 3. Mobile devices 4. A flexible/agile plan of #dmawsocial @jonmikelbailey
  12. 12. Tweet THIS!The intersection of a mobile user’s needs with your businessgoals is what determines your mobile marketing #dmawsocial @jonmikelbailey
  13. 13. Your Plan of Attack! Time to jump in, where to begin? Your website… Heart rate up? check… What happens when a mobile user lands on… YOUR WEBSITE??? #dmawsocial @jonmikelbailey
  14. 14. Your Plan of Attack! Is this your site? #dmawsocial @jonmikelbailey
  15. 15. Your Plan of Attack! Is your site practical? • 44x buttons? • Just the facts? • Obvious direction? • Obvious call to action? #dmawsocial @jonmikelbailey
  16. 16. Your Plan of Attack! The elements of a good mobile page… • Appears automatically on a mobile device • Thumb-proof navigation • Limited choices designed for mobile user • Fast #dmawsocial @jonmikelbailey
  17. 17. Your Plan of Attack! Geoff and Gini put it this way… “Mobile is a medium that lends itself to brevity. Simpler, shorter messaging and graphic design are often less consuming from a creative production standpoint.” - Marketing in the Round, Geoff Livingston and Gini #dmawsocial @jonmikelbailey
  18. 18. Tweet THIS!Your mobile site needs to be laser focused on the userexperience. #dmawsocial @jonmikelbailey
  19. 19. Your Plan of Attack!Do you have a social media marketing strategy? How does mobile fit?1. What are your targeted social channels?2. How does your audience interact with them on their mobile devices?3. Do you drive traffic from social to your site or Blog? What about mobile?4. And what about email marketing? #dmawsocial @jonmikelbailey
  20. 20. Tweet THIS!Social is exploding on mobile. Shouldn’t mobile factor into yoursocial media marketing efforts? (um, yes) #dmawsocial @jonmikelbailey
  21. 21. Your Plan of Attack!Responsive DesignInstead of creating a mobilewebsite, create a websitethat adjusts itself formobile and otherdevices. #dmawsocial @jonmikelbailey
  22. 22. Your Plan of Attack!Tools or tools.Don’t use a tool simplybecause its shiny and new.Use it because it fits,helps you achieve yourgoals, and is useful foryour audience. #dmawsocial @jonmikelbailey
  23. 23. Your Plan of Attack! Strategies instead of tools… 1. Use a QR code to enhance not as your mobile marketing campaign. 2. Use mobile landing pages specific to a campaign 3. Remember that you have an audience with audiences (credit: Brian Solis). Think about content that will be shared. 4. Encourage interaction with the tools #dmawsocial @jonmikelbailey
  24. 24. Tweet THIS!A QR Code is not a mobile marketing strategy. #dmawsocial @jonmikelbailey
  25. 25. Your Plan of Attack!Rinse and repeat…1. See what works. Check your analytics. Check your audience reactions.2. Test different approaches, A/B test if possible.3. Repeat the tactics that achieve the best results! #dmawsocial @jonmikelbailey
  26. 26. QUESTIONS???Suggested Resources: Contact www.woodstreet.com @jonmikelbailey #dmawsocial @jonmikelbailey