This document discusses how mobile devices have become integral to everyday life and business. It notes that over 62% of people in the UK own smartphones, and that mobile devices will outnumber PCs globally this year. It then asks business owners 5 questions about how mobile is challenging their value proposition, impacting their digital destinations, how they are adapting to mobile, how their marketing and infrastructure should change, and how to connect with audiences across multiple screens. Each question is followed by tips, statistics and recommendations for businesses to better engage with customers in the mobile environment.
Future Mobile Strategies You Can't Afford To NeglectEmarketeers
This year, mobile is widely predicted to finally come of age, providing marketers with huge opportunities for monetisation, CRM and extending brand reach.
In this fast evolving landscape, Jeremy Rosenberg, Emarketeers' mobile marketing and comms specialist, reveals the mobile strategies marketers simply cannot afford to miss.
50 Mobile Marketing Facts by Jeanne Hopkins, CMO of SmartBear Software & Jamie Turner, Founder and Chief Content Officer at The 60 Second Marketer
To learn more about mobile marketing, come to HubSpot's INBOUND 2012 conference in August 27-30 in Boston. For more details visit inboundconference.com or inbound2012.eventbrite.com.
This session was hosted by Digital Vidya @SMW Bangalore.
Know more here: http://socialmediaweek.org/bangalore/2015/03/05/social-media-and-mobile-made-for-each-other/
Jen Modarelli, an Ad Age blogger and recent “Marketing to Moms” panelist at ad:tech New York, believes that mobile engagement is ideal for tech savvy moms who continually balance many demands on-the-go.
The deck from her session “Engaging Moms with Emerging Technologies,” examines opportunities for brand engagement with this dynamic audience who influence 85% of household purchases.
Modarelli is Principal at White Horse, a leading digital marketing agency in Portland, OR.
Cord Cutting — the act of canceling cable TV subscriptions in favor of directly delivered video options such as Netflix and Sling — is an increasingly popular trend. There is no doubt we will start seeing waves of people who hit their twenties who haven’t experienced cable or broadcast television and whose media preferences are more driven by YouTube and Snapchat than traditional music labels, TV stations, or movie studios.
What are the media experiences that make most sense as consumption patterns change? What are the UX and product challenges facing these services whose users increasingly live in a multi-screen world? Join Andrew Smith, L4 Digital’s Director of Product Management, to talk about the issues, challenges, and opportunities in the changing field of media experience.
NG Omnichannel: Mobilizing Your Offering Gimbal, Inc.
Learn how Gimbal's location intelligence and mobile engagement solution can help you understand and engage shoppers, and help complete omni-channel strategies.
Future Mobile Strategies You Can't Afford To NeglectEmarketeers
This year, mobile is widely predicted to finally come of age, providing marketers with huge opportunities for monetisation, CRM and extending brand reach.
In this fast evolving landscape, Jeremy Rosenberg, Emarketeers' mobile marketing and comms specialist, reveals the mobile strategies marketers simply cannot afford to miss.
50 Mobile Marketing Facts by Jeanne Hopkins, CMO of SmartBear Software & Jamie Turner, Founder and Chief Content Officer at The 60 Second Marketer
To learn more about mobile marketing, come to HubSpot's INBOUND 2012 conference in August 27-30 in Boston. For more details visit inboundconference.com or inbound2012.eventbrite.com.
This session was hosted by Digital Vidya @SMW Bangalore.
Know more here: http://socialmediaweek.org/bangalore/2015/03/05/social-media-and-mobile-made-for-each-other/
Jen Modarelli, an Ad Age blogger and recent “Marketing to Moms” panelist at ad:tech New York, believes that mobile engagement is ideal for tech savvy moms who continually balance many demands on-the-go.
The deck from her session “Engaging Moms with Emerging Technologies,” examines opportunities for brand engagement with this dynamic audience who influence 85% of household purchases.
Modarelli is Principal at White Horse, a leading digital marketing agency in Portland, OR.
Cord Cutting — the act of canceling cable TV subscriptions in favor of directly delivered video options such as Netflix and Sling — is an increasingly popular trend. There is no doubt we will start seeing waves of people who hit their twenties who haven’t experienced cable or broadcast television and whose media preferences are more driven by YouTube and Snapchat than traditional music labels, TV stations, or movie studios.
What are the media experiences that make most sense as consumption patterns change? What are the UX and product challenges facing these services whose users increasingly live in a multi-screen world? Join Andrew Smith, L4 Digital’s Director of Product Management, to talk about the issues, challenges, and opportunities in the changing field of media experience.
NG Omnichannel: Mobilizing Your Offering Gimbal, Inc.
Learn how Gimbal's location intelligence and mobile engagement solution can help you understand and engage shoppers, and help complete omni-channel strategies.
The why, what and how to use mobile marketing in Africa - MMA SAMerlien Institute
at Market Research in the Mobile World Africa 2014
November 5-6, 2014 Cape Town
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://mrmw.net/
Adapted from Eric Franchi's presentation "Liquid Creativity" at IAB MIXX on September 23, 2013, this deck examines challenges of mobile advertising and the "new rules" the industry needs to adopt. Eric Franchi is co-founder of Undertone.
Business insider digital media strategiesCatchTalk.TV
Full vid hereJulie has a more than a decade of experience running vertical web businesses. Prior to Business Insider, she launched the new NCAA.com web site at CBS College Sports. Previously she ran the magazine-branded web sites at Condé Nast and built the #1 web site for golfers at Time Inc
The growth of mobile devices has permanently changed the world of digital advertising. This deck offers a quick snapshot into some of the major changes that mobile has brought us - and what opportunities this brings.
Mobile Strategy considerations and 5 tips for SMB's (presentation given at Let's Talk Business June 7th, 2011)
http://www.letstalkbusiness.nsw.gov.au/app/articles/articles/view/small-business-and-mobile-marketing
Mobile Strategy considerations and 5 tips for SMB's (presentation given at Let's Talk Business June 7th, 2011)
http://www.letstalkbusiness.nsw.gov.au/app/articles/articles/view/small-business-and-mobile-marketing
Mobile Research – What’s the point - Millward BrownMerlien Institute
at Market Research in the Mobile World Africa 2014
November 5-6, 2014 Cape Town
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://mrmw.net/
Mobile Strategy considerations and 5 tips for SMB's (presentation given at Let's Talk Business June 7th, 2011)
http://www.letstalkbusiness.nsw.gov.au/app/articles/articles/view/small-business-and-mobile-marketing
How Trinity Mobile Apps can increase your businessRaion Seishin
How Trinity Mobile Apps can increase business through effective designing of mobile apps and mobile websites. Trinity Mobile apps is the all in one business solution to drive more traffic via mobile apps and websites.
Mobile Website - Your Secret Weapon in Gaining a Competitive Advantagee-point SA
Why will a mobile website give your business a competitive advantage? Who are prosumers and what are their expectations? What the heck is the difference between a mobile, responsive and desktop website? Find out how to achieve your business objectives in the most dynamically developing sales channel.
The why, what and how to use mobile marketing in Africa - MMA SAMerlien Institute
at Market Research in the Mobile World Africa 2014
November 5-6, 2014 Cape Town
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://mrmw.net/
Adapted from Eric Franchi's presentation "Liquid Creativity" at IAB MIXX on September 23, 2013, this deck examines challenges of mobile advertising and the "new rules" the industry needs to adopt. Eric Franchi is co-founder of Undertone.
Business insider digital media strategiesCatchTalk.TV
Full vid hereJulie has a more than a decade of experience running vertical web businesses. Prior to Business Insider, she launched the new NCAA.com web site at CBS College Sports. Previously she ran the magazine-branded web sites at Condé Nast and built the #1 web site for golfers at Time Inc
The growth of mobile devices has permanently changed the world of digital advertising. This deck offers a quick snapshot into some of the major changes that mobile has brought us - and what opportunities this brings.
Mobile Strategy considerations and 5 tips for SMB's (presentation given at Let's Talk Business June 7th, 2011)
http://www.letstalkbusiness.nsw.gov.au/app/articles/articles/view/small-business-and-mobile-marketing
Mobile Strategy considerations and 5 tips for SMB's (presentation given at Let's Talk Business June 7th, 2011)
http://www.letstalkbusiness.nsw.gov.au/app/articles/articles/view/small-business-and-mobile-marketing
Mobile Research – What’s the point - Millward BrownMerlien Institute
at Market Research in the Mobile World Africa 2014
November 5-6, 2014 Cape Town
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://mrmw.net/
Mobile Strategy considerations and 5 tips for SMB's (presentation given at Let's Talk Business June 7th, 2011)
http://www.letstalkbusiness.nsw.gov.au/app/articles/articles/view/small-business-and-mobile-marketing
How Trinity Mobile Apps can increase your businessRaion Seishin
How Trinity Mobile Apps can increase business through effective designing of mobile apps and mobile websites. Trinity Mobile apps is the all in one business solution to drive more traffic via mobile apps and websites.
Mobile Website - Your Secret Weapon in Gaining a Competitive Advantagee-point SA
Why will a mobile website give your business a competitive advantage? Who are prosumers and what are their expectations? What the heck is the difference between a mobile, responsive and desktop website? Find out how to achieve your business objectives in the most dynamically developing sales channel.
Why Your Business Needs a Mobile Websitee-point SA
Is it necessary for businesses to have a website for smartphones and tablets? Find out who are prosumers and what are their expectations. Check how to boost your business's reach and entice potential customers to contact it. Learn why a mobile website is important for a business.
Mobile Marketing, SEO & Visibility: The Evolving Conversation R2integrated
How can you make the right “mobile” decision for your company and make it it easy for mobile users to find your mobile property? R2i is the exclusive Learning Partner for AMADC and, earlier this week, we gave a presentation on this very topic to a group of marketing professionals in the DC area. Our discussion focused on best practices for structuring mobile sites for optimal search and visibility.
Google: Does your website work for the multi-screen UK consumer?Matt Brocklehurst
In the UK, customers’ buying habits are changing. People now use an average of three devices and with 32% of them making a purchase every month on a smartphone, the UK is now the number one country in Europe for mobile shopping. Now more than ever, consumers use multiple devices to search for, research and buy products while at home, in the office and on the move.
To take advantage of this, your website must work well for users on smartphones, tablets and desktop computers.
This report looks at why a mobile-friendly site is now mandatory and top tips on how to set up or improve your site for all devices.
M-Commerce: Converting Browsers To Buyers On MobileEmarketeers
As mobile continues to grow at a staggering rate, digital marketers, strategists and business owners find themselves under increasing pressure to provide transactional content and services to mobile consumers.
During this free lunchtime webinar, Steffane Aquarone reveals the very latest developments in mobile apps and m-commerce, discussing the business case for m-commerce, how to encourage consumers to purchase on mobiles and issues around gathering customer data.
Social Media & Mobile | Made for each otherSocial Panga
Social Media and mobile go hand in hand when it comes to customer engagement for your product or service. A lack of focus in any of these fields can lead to loss of customers for you. Go through this presentation by Himanshu Arora, Co-founder social panga and make sure you have your mobile strategy in place along with your social media strategy
Top Mobile Booking Strategies for 2016 | Avvio & HSMAI EuropeRobert O' Donoghue
Learn about the most effective techniques used by leading hotels to boost direct revenue through mobile bookings growth.
Avvio: http://www.avvio.com/
HSMAI Europe: http://hsmai-europe.com/
Top Mobile Booking Strategies for 2016 | Avvio & HSMAI EuropeAvvio_Marketing
Learn about the most effective techniques used by leading hotels to boost direct revenue through mobile bookings growth.
Avvio: http://www.avvio.com/
HSMAI Europe: http://hsmai-europe.com/
If you have a website, then you have a site that can be accessed by any mobile device with any browser. Now, the bad: Chances are, that site looks pretty crappy on said mobile device.
Are you still holding back on committing to mobile (smart phone & tablet) in 2013?
If you are, take a look at these slides to see compelling reasons why 2013 is the year you should really be taking mobile seriously.
Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan AnhTuấn Anh Phan
In order to understand mobile user behavior & insight in Asean & Emerging Market in 2016.
Why mobile?
In fact, users think mobile is just mobile, their smartphone
08 critical points for each Marketer in order to develop mobile marketing strategy
The combination of: Mobile Connects Everything + Consumer Decision Journey + Gamification = Mobile Advocacy Journey
For mobile, it's all about interactive + relative
It’s a great step forward, but mobile-first design is no substitute for genuinely mobile-centric planning. Here’s how to put your brand at the heart of the handset.
Similar to Mobile Marketing isn't Optional by Anthony Quigley (20)
From Concept to Conversation: Generating Lead Engagement through B2B Content ...DigitalMarketingShow
Presentation delivered at the Digital Marketing Show 2015 by Chris Field, Fieldworks.
http://www.fieldworksmarketing.co.uk/exclusive-report-how-retailers-choose-technology/
Presentation delivered by Rachael Pollard, Global Performance Marketing Director for JUST EAT at the Digital Marketing Show Refresh on the 30th September 2015.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mobile Marketing isn't Optional by Anthony Quigley
1.
2. Anthony Quigley
Founder & Managing Director
@AnthonyQuigley
@dmigroup
http://ie.linkedin.com/in/anthonyquigley
Google me!
3. Mobile is Integral to our Lives
Mobile everywhere and growing
•Over 62% of UK people now own a smartphone
•Globally, mobile devices will outnumber PCs this year
Mobile now integral to our everyday lives
•6 out of 10 mobile users feel compelled to use their devices at
least once an hour (1 in 7 every 10 minutes)
•7 out of 10 mobile users have their phones next to their bed
•4 out of 10 primetime TV viewers also consume content on
phones and tablets while watching TV
6. 5 Questions 4 Biz Owners
1. How does mobile challenge my value
proposition?
2. How does mobile impact your digital
destinations?
3. Am I adapting to mobile?
4. How should our marketing and infrastructure
adapt to mobile?
5. How can we connect with a modern, multiscreen audience?
10. 91%
SMART
PHONE
Users
internet usage on the
mobile phone
90%
of these people have
taken action as a
result
Source: Google Ipsos “Our Mobile Planet, UK” Study, October 2013
11. USE SMART
PHONES
to check prices at
other locations
68%
of male
57%
of female
Source: Insight Express, 4Q 2012
12. USE SMART
PHONES
to check prices at
other locations
Physical
Retail
Premises
Becoming
Virtual
Showrooms
13.
14. AMAZON
Shoppers can scan in-store
barcodes to create
comparative price lists
“The four walls of the store have become porous.”
18. 55%
How does
your
site appear
to your
mobile
visitors
Source: Sterling Brands & SmithGeiger, June 2013
say a poor mobile
experience hurts their
opinion of a brand
79%
will turn to a competitor’s
site after a bad mobile
experience
23. Ask Yourself ….
Is mobile a key metric?
How often do you review?
What department reviews?
Who know what % traffic comes thru mobile?
Who views the competitions investment in mobile?
Is IT or Marketing the driver?
Are you leading or following with mobile?
Which decisions would change if business owners were given
timely mobile data?
Who is responsible for testing mobile?
Have YOU viewed your own site on various mobile devices?
27. STARWOOD HOTELS
“Hyperlocal” mobile search
campaign tripled mobile traffic
“Increased ROI 20X, increased bookings
by 20%, and tripled mobile traffic.”
29. 05…
How do we connect in a
multi-screen environment?
30. The vast majority of our media interactions
are screen based
90%
of all media interactions are screen based
10%
of all media interactions are non-screen based
33
31. There are two modes of multi-screening
Sequential Usage
Moving from one device to
another at different times
to accomplish a task
Simultaneous Usage
Using more than one device at the same time
for either a related or an unrelated activity
Multi-tasking - Unrelated activity
Complementary Usage - Related activity
Mobile is integral to our lives. Here are 5 data points to that affect, and you are reading 5 more every morning when you open your email and check out your industry newsletters.
Japan has always been ahead of the game in mobile and so looking at what is happening there is in some ways like looking into the crystal ball of what is going to happen here and around the world. And what is happening there is that the mobile and desktop lines are actually going to cross. This has happened in a few instances already, but the data suggests this is going to start happening on a more permanent basis very soon.
It is clear that Mobile represents a sociological shift in how users relate to both the digital and physical world. So my hope is that you are no longer actually asking, "Why should I invest in mobile?" but instead asking, "How should I invest in mobile?” and working with your clients to determine the best mobile strategy. The way we like to look at an overall mobile strategy is by way of these 5 questions.
Here’s a quick overview of the 5 questions we’ll be walking through.
To start, let’s pose the first question, “How does mobile change our value proposition?”
Anecdote: San Francisco taxi driver using Square (late to the airport, click to call ad, old and shabby taxi, no sign of credit card reader, quite skeptical, then… he pulled out Square widget and voila, the transaction was completed). This is just an example of how disruptive mobile can be at every level – even for a taxi driver that now can use this nimble technology to process electronic payments).
Transition:
We know that the mobile consumer is connected everywhere she goes, we know that she’s right around the corner from your store—and this raises pretty fundamental questions for your value proposition. So I want to start with an example of a client who really gets it--that shows an appreciation for the fact that the consumer environment and consumer usage pattern have changed…and that is hotels.com.
Both Hotels.com’s mobile website and the extreme marketing they utilize to promote it (their ads feature a video of a man literally booking a room from his mobile device while skydiving) both demonstrate their firm grasp of their basic value proposition to business travelers: the ability to book rooms quickly and easily.
Your future customers are literally around the corner, and mobile can get them in your door. 89% of smartphone users have searched for local info, 61% called a business after searching, 59% visited in person, and 90% of these users acted within 24 hours.
Our own data suggests that about 44% of all web searches have local intent.
Store Locators: a valuable addition to almost any mobile-enabled website.
Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 59% of men and 45% of women say they use smartphones in-store to check prices at other stores.
Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 59% of men and 45% of women say they use smartphones in-store to check prices at other stores.
Retailers have no choice but to react to this highly disruptive “showrooming,” which turns physical locations into showrooms for products destined to be purchased online or via mobile.
Apps like Amazon’s Price Check let shoppers take product snapshots or scan barcodes to generate comparative price lists from multiple retailers.
IDC Retail Insights summed it up nicely in a recent Wall Street Journal article: “The four walls of the store have become porous.” 39% of walk-out incidents -- the moments when shoppers leave without making a purchase -- were influenced by smartphone usage according to one study.
And this trend will only increase as the information advantage shifts ever further in the direction of the buyer. Over the 2011 holiday season, for instance, Amazon promoted Price Check by offering $5 off any purchase made by scanning a product in-store and then buying it from Amazon via mobile.
Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 59% of men and 45% of women say they use smartphones in-store to check prices at other stores.
Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 59% of men and 45% of women say they use smartphones in-store to check prices at other stores.
To start, let’s pose the first question, “How does mobile change our value proposition?”
Mobile customers are task oriented—they are trying to solve a problem whether that is finding a restaurant, in stock item, they are trying to solve a problem and they want to start with you. What’s happening on mobile is that they may be brand loyal to start—but not brand loyal it you don’t offer them the right experience.
New kind of bounce rate—from your brand to an entirely different brand. So what do you do about it—you build a mobile website…
Otherwise not only will users jump to the competition, but a poor mobile experience tarnishes your brand.
Your mobile site will differ from your desktop site not just because of the size of the device, but because the mobile context reveals a different mindset for your consumers. Visitors to your mobile site may be at a different point of the purchase funnel. How does your site appear to mobile users? Are you making it easy for them to connect with you or putting obstacles between them and what they seek?
Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 59% of men and 45% of women say they use smartphones in-store to check prices at other stores.
To start, let’s pose the first question, “How does mobile change our value proposition?”
Our recommendation, at its most basic level, is a simple one: We encourage the appointment of a Mobile Champion within your organization. This person should gather a cross-functional mobile task force to work to determine your company’s approach for each of the questions listed. Benchmark your competition, understand how your customers use mobile through focus groups and surveys, set aside budget, talk to your agency partners, and brainstorm internally.
Mobile customers are task oriented—they are trying to solve a problem whether that is finding a restaurant, in stock item, they are trying to solve a problem and they want to start with you. What’s happening on mobile is that they may be brand loyal to start—but not brand loyal it you don’t offer them the right experience.
New kind of bounce rate—from your brand to an entirely different brand. So what do you do about it—you build a mobile website…
Otherwise not only will users jump to the competition, but a poor mobile experience tarnishes your brand.
Your mobile site will differ from your desktop site not just because of the size of the device, but because the mobile context reveals a different mindset for your consumers. Visitors to your mobile site may be at a different point of the purchase funnel. How does your site appear to mobile users? Are you making it easy for them to connect with you or putting obstacles between them and what they seek?
To start, let’s pose the first question, “How does mobile change our value proposition?”
Click-to-call ads now drive a majority of mobile search bookings for Starwood Hotels, whose “hyperlocal” mobile search campaign, which delivered a click-to-call phone number and map to the nearest Starwood hotel right in the search ad, multiplied mobile paid search ROI by 20, increased month-on-month mobile bookings by 20% and tripled overall mobile traffic.
Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 59% of men and 45% of women say they use smartphones in-store to check prices at other stores.
To start, let’s pose the first question, “How does mobile change our value proposition?”
More time on Mobile than Print and X together!
There are two main modes of multi-screening: Sequential screening where we move between devices. Simultaneous screening where we use multiple devices at the same time.
TRANSITION
Multi-screen contexts. Since mobile devices are always on and always with us, consumers are increasingly multi-tasking with mobile even while engaged with other media. With the insight that consumers are increasingly engaging with their smartphones and tablets while watching TV, Chevy introduced their Game Time app, effectively hijacking the Super Bowl by adding a second screen. This app gave viewers a reason to engage with Chevy for the entire game and watch their ads closely for the chance to win prizes including a free car.[ video]