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Mobile Marketing?                Of course…                       but how?!?www.woodstreet.com   #FredNMT   @jonmikelbailey
Mobile is now amainstream marketing channel…“…in 2012, the U.S. saw a 55% increase insmartphone subscriptions to …98 milli...
What we’ll talk about  1. Zero Moment of Truth - ZMOT  2. Responsive Design  3. Mobile Micro-sites  4. Mobile marketing ch...
ZMOT            - Source: http://www.zeromomentoftruth.com/www.woodstreet.com             #FredNMT                   @jonm...
ZMOT and the Mobile User Simon Salt asks this… “Experience is the emotional connection you make with the user. Do you gene...
Tweet THIS!ZMOT is a moment made for mobile. How does your websiteperform in this zero moment of truth? #FredNMTwww.woodst...
What is Responsive Design?       • One website for multiple devices       • The same content repurposed for…           • D...
What does Responsive look like?Desktop www.woodstreet.com   #FredNMT   @jonmikelbailey
What does Responsive look like?Tabletwww.woodstreet.com   #FredNMT   @jonmikelbailey
What does Responsive look like?Smartphone  www.woodstreet.com   #FredNMT   @jonmikelbailey
When does Responsive make sense?   •   For visitors viewing your                     …full website from a mobile device.  ...
What is a Mobile Micro-site?   •   A mobile only website   •   A sub-domain like m.domain.com or domain.com/mobile   •   L...
What does a Micro-site look like? Discover Frederick • Limited text • No link to full site • Simple form • Used at bio-tec...
What does a Micro-site look like?       Marine Corps Band       • Scrolling images       • Simple navigation       • Link ...
When does a Micro-site make sense?   •   Targeted Campaigns - ads, brochures, posters, displays   •   When the user doesn’...
How to Think about Mobile Marketing     Your priorities for mobile dictate your approach…     - Source - http://blog.kissm...
Tweet THIS!The intersection of a mobile user’s needs with your businessgoals is what determines your mobile marketing prio...
Mobile Marketing Channels     How do you drive traffic to these mobile properties?     1.   Your website and/or Blog using...
Your Website, Blog and ContentFor mobile, focus on Utility Marketing Content…This is the stuff that your target audience n...
Tweet THIS!When someone has a question or a need, they reach for theirsmartphone or tablet. Are you there? #FredNMTwww.woo...
Social ChannelsClients using Social do it on mobile…• Use social to push mobile focused actions• Consider the social user ...
Email MarketingConsider mobile for your newsletter and more…• How does your newsletter perform on mobile devices?• How muc...
QR CodesQR Codes do work…• Use them where they make sense• Don’t expect everyone to know   how to use them, explain, have ...
SMS CampaignsSMS can be incredibly effective…• Giveaways – Users text in to win something.• Mobile coupons – Offering a di...
Expect Mobile UsersMobile users will consume your content…• Take out the frustration• Control the experience• Help them in...
Tweet THIS!Your mobile channels need to be laser focused on the userexperience. #FredNMTwww.woodstreet.com       #FredNMT ...
Your Plan of Attack!Rinse and repeat…1. See what works. Check your analytics. Check your audience reactions.2. Test differ...
QUESTIONS???Suggested resources:               Contact me:Our Newsletter                     www.woodstreet.comhttp://giga...
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Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street

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Plain speak about how important mobile is and how businesses can use responsive design, mobile microsites and things like SMS and QR Codes to market their business, organization, or nonprofit.
Jon-Mikel Bailey - Wood Street, Inc. - http://www.woodstreet.com

Published in: Technology
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Frederick New Media and Tech Conference 2013 - Mobile Marketing - Jon-Mikel Bailey - Wood Street

  1. 1. Mobile Marketing? Of course… but how?!?www.woodstreet.com #FredNMT @jonmikelbailey
  2. 2. Mobile is now amainstream marketing channel…“…in 2012, the U.S. saw a 55% increase insmartphone subscriptions to …98 million…,representing nearly 42% of all U.S. mobile users.” -According to Snaphop.com …And these numbers continue to grow. www.woodstreet.com #FredNMT @jonmikelbailey
  3. 3. What we’ll talk about 1. Zero Moment of Truth - ZMOT 2. Responsive Design 3. Mobile Micro-sites 4. Mobile marketing channels… Social, Email, SMS, QR Codeswww.woodstreet.com #FredNMT @jonmikelbailey
  4. 4. ZMOT - Source: http://www.zeromomentoftruth.com/www.woodstreet.com #FredNMT @jonmikelbailey
  5. 5. 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 Saltwww.woodstreet.com #FredNMT @jonmikelbailey
  6. 6. Tweet THIS!ZMOT is a moment made for mobile. How does your websiteperform in this zero moment of truth? #FredNMTwww.woodstreet.com #FredNMT @jonmikelbailey
  7. 7. What is Responsive Design? • One website for multiple devices • The same content repurposed for… • Desktop • Mobile • Tabletwww.woodstreet.com #FredNMT @jonmikelbailey
  8. 8. What does Responsive look like?Desktop www.woodstreet.com #FredNMT @jonmikelbailey
  9. 9. What does Responsive look like?Tabletwww.woodstreet.com #FredNMT @jonmikelbailey
  10. 10. What does Responsive look like?Smartphone www.woodstreet.com #FredNMT @jonmikelbailey
  11. 11. When does Responsive make sense? • For visitors viewing your …full website from a mobile device. • For areas of your full site where …conversion, not distraction, is important. • For areas where mobile is a must …blogs, contact, directions.www.woodstreet.com #FredNMT @jonmikelbailey
  12. 12. What is a Mobile Micro-site? • A mobile only website • A sub-domain like m.domain.com or domain.com/mobile • Limited content and navigation choices • Usually one call to action • Links to full site sometimeswww.woodstreet.com #FredNMT @jonmikelbailey
  13. 13. What does a Micro-site look like? Discover Frederick • Limited text • No link to full site • Simple form • Used at bio-tech trade shows http://m.discoverfrederickmd.com/www.woodstreet.com #FredNMT @jonmikelbailey
  14. 14. What does a Micro-site look like? Marine Corps Band • Scrolling images • Simple navigation • Link to full site • Contact info • Social linkshttp://www.marineband.usmc.mil/mobile/index.html www.woodstreet.com #FredNMT @jonmikelbailey
  15. 15. When does a Micro-site make sense? • Targeted Campaigns - ads, brochures, posters, displays • When the user doesn’t need everything • Event promotion • At events • Product support • Any others?www.woodstreet.com #FredNMT @jonmikelbailey
  16. 16. How to Think about Mobile Marketing Your priorities for mobile dictate your approach… - Source - http://blog.kissmetrics.com/increase-conversions-using-roleswww.woodstreet.com #FredNMT @jonmikelbailey
  17. 17. Tweet THIS!The intersection of a mobile user’s needs with your businessgoals is what determines your mobile marketing priorities.#FredNMTwww.woodstreet.com #FredNMT @jonmikelbailey
  18. 18. Mobile Marketing Channels How do you drive traffic to these mobile properties? 1. Your website and/or Blog using content 2. Email Marketing 3. Social media channels 4. QR Codes and SMS 5. By planning for mobile userswww.woodstreet.com #FredNMT @jonmikelbailey
  19. 19. Your Website, Blog and ContentFor mobile, focus on Utility Marketing Content…This is the stuff that your target audience needs.Put this content up front, using responsive design…• blog posts• video or audio• phone number, directions, etc. www.woodstreet.com #FredNMT @jonmikelbailey
  20. 20. Tweet THIS!When someone has a question or a need, they reach for theirsmartphone or tablet. Are you there? #FredNMTwww.woodstreet.com #FredNMT @jonmikelbailey
  21. 21. Social ChannelsClients using Social do it on mobile…• Use social to push mobile focused actions• Consider the social user when constructing social campaigns• Have fun using games, contests, integrated marketing• Don’t forget to be social on mobile www.woodstreet.com #FredNMT @jonmikelbailey
  22. 22. Email MarketingConsider mobile for your newsletter and more…• How does your newsletter perform on mobile devices?• How much content are you giving them?• Did you make use of the preheader?• Where are you sending them? • Responsive or mobile micro-site? • Non-responsive site??? www.woodstreet.com #FredNMT @jonmikelbailey
  23. 23. QR CodesQR Codes do work…• Use them where they make sense• Don’t expect everyone to know how to use them, explain, have a b/up• Connect them to the right property • Responsive landing pages • Micro-sites www.woodstreet.com #FredNMT @jonmikelbailey
  24. 24. SMS CampaignsSMS can be incredibly effective…• Giveaways – Users text in to win something.• Mobile coupons – Offering a discount as an incentive for joining a mobile club.• Email address capture – Users text in their email address or a request to add it.• Trivia & Quizzes – Separate responses for different answers, or sub-keywords. Content Courtesy of JATXT.com www.woodstreet.com #FredNMT @jonmikelbailey
  25. 25. Expect Mobile UsersMobile users will consume your content…• Take out the frustration• Control the experience• Help them in their ZMOT• Guide them to action• Keep it going, be creative Are they doing this with your site? www.woodstreet.com #FredNMT @jonmikelbailey
  26. 26. Tweet THIS!Your mobile channels need to be laser focused on the userexperience. #FredNMTwww.woodstreet.com #FredNMT @jonmikelbailey
  27. 27. 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!www.woodstreet.com #FredNMT @jonmikelbailey
  28. 28. QUESTIONS???Suggested resources: Contact me:Our Newsletter www.woodstreet.comhttp://gigaom.com/ jbailey@woodst.comwww.zeromomentoftruth.comwww.mediapost.com @woodstreetwebGoogle “mobile marketing”! @jonmikelbailey @myqrosites Facebook.com/woodstreetweb 301.668.5006 x101www.woodstreet.com #FredNMT @jonmikelbailey

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