Mobile is becoming the primary message consumption platform•Facebook: 20% of users only on mobile•Twitter: 80% use mobile•Email: 36% of email opened on a mobile device http://venturebeat.com/2012/07/31/facebook-mobile-maus/ http://econsultancy.com/uk/blog/9884-twitter-hits-10m-uk-users-80-use-mobile http://www.emailmonday.com/mobile-email-usage-statistics
Reflected in different click-through rates •Twitter: 1.64% •Facebook: 2.19% •Email: 2.95%
Optimise your directmarketing for mobile devices •Short, simple calls to action •Use media queries to optimise email campaigns •Make sure your ecommerce site is mobile optimised •Make it easy to switch platforms and channels
Personalisation means different things for different channels•Facebook: EdgeRank ﬁlters content•Twitter: Consumers ﬁlter content (follow/unfollow/search)•Email: Sender determines content - users unsubscribe
Timing is criticalDetermined by channel, message and relationship: • Email - provides the most control, use data to optimise • Twitter - very narrow window, repetition can be useful • Facebook - controlled by EdgeRank • Mobile - near instant consumption. Be careful!