SlideShare a Scribd company logo
© 2013 
@constantcontact 
#ccmobile 
© 2014 
making the 
case for 
mobile 
beyond text messages
© 2013 
@constantcontact 
#ccmobile 
© 2014 
making the case 
for mobile 
tips for marketing that’s mobile-friendly
© 2013 
@constantcontact 
#ccmobile 
facebook.com/stellar247 
@stellar247 
#ccmobile 
share 
learn more 
blogs.constantcontact.com/tag/mobile/ 
© 2014 3
© 2013 
@constantcontact 
#ccmobile 
© 2014 
129,000,000 
# of smartphones 
owned in U.S. in 2012 
comscore.com 
4 
29% 
of Americans 
use only 
mobile devices 
to access the 
internet. 
ondeviceresearch.com 
91% of U.S. adults 
own a cellphone 
theatlantic.com 
56% own a 
smartphone 
Pewinternet.org
© 2013 
@constantcontact 
#ccmobile 
© 2014 
83% of the audience for this 
webinar use mobile 
devices to manage their 
personal lives 
80% of adults 18-44 have 
their smartphones with 
them 22 hours a day 
mediabistro.com 
5
© 2013 
@constantcontact 
#ccmobile 
© 2014 
220,000,000! 
6
© 2013 
@constantcontact 
#ccmobile 
35,000,000! 
© 2014 7
© 2013 
@constantcontact 
#ccmobile 
mobile responsive 
vs. 
mobile friendly mobile friendly 
technology 
question 
marketing + 
strategy 
question 
© 2014 8
© 2013 
@constantcontact 
#ccmobile 
© 2014 9
© 2013 
@constantcontact 
#ccmobile 
US smartphone 
subscriptions 
expected to grow 
+28% 
in 2013 
Mary Meeker 
© 2014 10
people look at smartphones 
200x per day 
© 2013 
@constantcontact 
#ccmobile 
people look at mobile devices 
150x per day 
Alan Moore, No Straight Lines 
© 2014 11
© 2013 
@constantcontact 
#ccmobile 
40% 
of Americans under 35 
used a mobile device to 
make a donation. 
50% 
used a mobile device 
to browse non-profit 
websites and emails. 
© 2014 12
70% 
who ran a local 
search via 
mobile acted 
within one hour 
© 2013 
@constantcontact 
#ccmobile 
75% 
used phone to 
get real-time, 
location-based 
information 
90% of mobile searches 
lead to an action 
searchengineland.com 
local search 
PewInternet.org 
CMO Council 
© 2014 13
Litmus.com 
© 2013 
@constantcontact 
#ccmobile 
44% of email is opened 
on a mobile device. 
© 2014 14
© 2013 
@constantcontact 
#ccmobile 
30% 
of users 
unsubscribe 
from email lists after 
receiving mobile email that 
doesn’t look good. 
Blue Hornet 
80% of users delete 
mobile email that 
doesn’t look good. 
Blue Hornet 
© 2014 15
© 2013 
@constantcontact 
#ccmobile 
© 2014 16
© 2013 
@constantcontact 
#ccmobile 
© 2014 
34% 
aren’t. small business 
use of mobile 
66% 
of small businesses are 
using mobile for their 
business. 
17 
Constant Contact customer research
© 2013 
@constantcontact 
#ccmobile 
© 2014 
34% 
aren’t. 
• have no plans to adopt 
mobile in the future 
65% 
• lack of customer 
demand 56% 
• “mobile isn’t relevant to 
my industry or 
business” 28% 
18 
Constant Contact customer research
© 2013 
@constantcontact 
#ccmobile 
© 2014 
Dorothy S. Jones 
April 1, 1947 – April 5, 2013 
Services 
Dorothy S. Jones, age 66, passed away 
on Friday, April 5, 2013. She was at 
home and surrounded by her family. 
19
© 2013 
@constantcontact 
#ccmobile 
© 2014 
why not? 
we’re a 
nonprofit… 
not best 
for my 
products… 
we’re 
regulated 
by the 
government… 
cost is too 
high… 
20
© 2013 
@constantcontact 
#ccmobile 
customer 
communications 
GPS / mapping 
accounting or 
invoicing 
mobile for operations 
82% 
© 2014 
calendar or 
time management 
74% 
52% 
44% 
21
© 2013 
@constantcontact 
#ccmobile 
© 2014 22
© 2013 
@constantcontact 
“ 
#ccmobile 
@karenmcgrane YOU DON'T GET TO DECIDE 
WHICH DEVICE PEOPLE USE TO 
ACCESS YOUR CONTENT. 
THEY DO. 
Karen McGrane, author of Content Strategy for Mobile 
© 2014 23
© 2013 
@constantcontact 
#ccmobile 
© 2014 
at the end of 
the day, it’s 
about 
success 
24
© 2013 
@constantcontact 
#ccmobile 
© 2014 25
© 2013 
@constantcontact 
#ccmobile 
tip 
#1 
avoid 
using too 
much text 
© 2014 
26
© 2013 
@constantcontact 
#ccmobile 
© 2014 
tip 
#2 
avoid 
multiple 
columns 
27
© 2013 
@constantcontact 
#ccmobile 
tip 
#3 
clear and 
easy calls 
to action 
© 2014 
28
© 2013 
@constantcontact 
#ccmobile 
© 2014 
tip 
#4 
avoid 
tiny 
fonts 
29 
9-point font, headlines 
don’t stand out 
Minimum: 22-point 
headlines, 11-point body 
text, improved contrast
© 2013 
@constantcontact 
#ccmobile 
© 2014 
tip 
#4 
avoid 
tiny 
fonts 
30 
Better: 22-point headlines, 
16-point body text
© 2013 
@constantcontact 
#ccmobile 
tip 
#5 
use 
images 
carefully 
© 2014 
31
© 2013 
@constantcontact 
#ccmobile 
© 2014 
bonus 
#1 
don’t 
ignore 
local 
search 
32
© 2013 
@constantcontact 
#ccmobile 
bonus 
#2 
don’t ask 
customers or 
supporters to 
turn their 
phones off! 
© 2014 
33
© 2013 
@constantcontact 
#ccmobile 
© 2014 
bonus 
#3 
1.4 billion 
images 
taken on mobile per day 
Nokia’s Vesa Jutila, at DigitalK 2012 
100 hours 
of video uploaded 
per minute 
camera on the phone to take shots in-store 
or with customers, social posts from 
businesses featuring images, etc. don’t 
ignore 
mobile 
tech 
34 
youtube.com
© 2013 
@constantcontact 
#ccmobile 
44% 
© 2014 35
© 2013 
@constantcontact 
#ccmobile 
© 2014 36
use images carefully 
(don’t rely on them) 
claim your listings: be 
found on local search! 
let your customers 
use their phones 
don’t ignore your 
phone (pics, video, 
social) 
© 2013 
@constantcontact 
#ccmobile 
less is more. focus – 
use less text 
use a single column 
clear and easy calls 
to action 
no small fonts 
(test, test, test!) 
© 2014 37
© 2013 
@constantcontact 
#ccmobile 
© 2014 
next steps 
38 
have more questions? check out our 
answers to 10 of the most popular at the 
blog… 
(http://blogs.constantcontact.com/fresh-insights/10-mobile-marketing-questions) 
if you’re ready to review your email template 
for mobile, call a coach today: 855-816-6508 
want to learn more? try other live local seminars 
near you… 
constantcontact.com/local-learning/seminars.jsp
© 2013 
@constantcontact 
#ccmobile 
© 2014 
making the 
case for 
mobile 
beyond text messages
© 2013 
@constantcontact 
#ccmobile 
© 2014 
data references 
APPENDIX 
40
© 2013 
@constantcontact 
#ccmobile 
© 2014 
Making the case for mobile: data references 
• Slide 3 – intro stats 
– 129 million smartphones owned in U.S. / January 2013: 
http://www.comscore.com/Insights/Press_Releases/2013/3/ 
comScore_Reports_January_2013_U.S._Smartphone_Subscriber_Market_Share 
– 91% U. S adults own smartphone / May 2013: 
http://www.theatlantic.com/technology/archive/2013/06/more-than-90-of-adult- 
americans-have-cell-phones/276615/ 
– 29% of Americans access internet only through mobile: 
http://ondeviceresearch.com/blog/post-pc-era-in-the-us- 
#sthash.gh5XrvB4.dpbs 
• Slide 4 – personal mobile use 
– % of audience mobile use: from webinar registration data 
– 80% have phone up to 22 hours a day / April 2013: 
www.mediabistro.com/alltwitter/smartphones_b39001 
• Slide 7 – % increase in smartphone subscribers 
– +28% expected smartphone subscriber growth / May 2013: Mary Meeker, 
Kleiner Perkins -- 
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013, slide 
40 
• Slide 8 – mobile giving and nonprofit search 
– 40% of Americans (under 35) gave via mobile / January 2012: 
http://wediditnyc.wordpress.com/2013/01/04/giving-trends-in-2012/ 
– 50% used a mobile device to browse NP websites / January 2012: 
http://wediditnyc.wordpress.com/2013/01/04/giving-trends-in-2012/ 
• Slide 9 – Local Search 
– 75% get location based info / May 2012: 
http://www.pewinternet.org/Reports/2012/Location-based-services/ 
Summary-of-findings.aspx 
– 90% of mobile searches lead to action / April 2011: 
http://searchengineland.com/google-50-percent-of-smartphone-users-exposed- 
to-ads-took-action-74760 
– 70% take action in one hour of a mobile search / CMO February 2013 : 
http://www.cmocouncil.org/download-success.php?id=254&doc=summary 
• Slide 10 – % of emails opened on mobile 
– 42% of email opened on mobile / May 2013: 
https://litmus.com/blog/outlook-com-breaks-into-email-client-top-ten-at-6 
• Slide 12 – small business adoption of mobile 
– 66% are using, 34% aren’t – from May 2013 Constant Contact research: 
http://news.constantcontact.com/research/5713-sixty-six-percent-small-business- 
owners-use-mobile-technology 
• Slide 13 – reasons SMBs not using mobile 
– all from Constant Contact research / May 2013: 
http://news.constantcontact.com/research/5713-sixty-six-percent-small-business- 
owners-use-mobile-technology 
• Slide 16 – how SMBs use mobile for their operations 
– all from Constant Contact research / May 2013: 
http://news.constantcontact.com/research/5713-sixty-six-percent-small-business- 
owners-use-mobile-technology 
• Slide 17 – “so what” slide…why SMBs need to consider 
mobile for communication 
– Just 3% of email users view email on more than one device / June 2012: 
https://litmus.com/blog/saving-email-for-later-opens-across-devices-environments 
– 80% delete and 30% unsubscribe from email that doesn’t look good on 
mobile / March 2013: 
http://www.bluehornet.com/news/full/new-survey-reveals-shifting-consumer- 
views-on-email-marketing 
• Slide 28 -- # of images, hours of video, # of Instant Messages 
– # of images: attributed to Nokia’s Vesa Jutila during his talk at DigitalK, 
10.1.12 in Sofia, Bulgaria 
– hours of video: http://www.youtube.com/yt/press/statistics.html 
– # if instant messages expected to be sent by end of 2013: 
http://www.designntrend.com/articles/4791/20130613/whatsapp-news-27- 
billion-messages-sent-one-day.htm 
41

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Making the case for moble

  • 1. © 2013 @constantcontact #ccmobile © 2014 making the case for mobile beyond text messages
  • 2. © 2013 @constantcontact #ccmobile © 2014 making the case for mobile tips for marketing that’s mobile-friendly
  • 3. © 2013 @constantcontact #ccmobile facebook.com/stellar247 @stellar247 #ccmobile share learn more blogs.constantcontact.com/tag/mobile/ © 2014 3
  • 4. © 2013 @constantcontact #ccmobile © 2014 129,000,000 # of smartphones owned in U.S. in 2012 comscore.com 4 29% of Americans use only mobile devices to access the internet. ondeviceresearch.com 91% of U.S. adults own a cellphone theatlantic.com 56% own a smartphone Pewinternet.org
  • 5. © 2013 @constantcontact #ccmobile © 2014 83% of the audience for this webinar use mobile devices to manage their personal lives 80% of adults 18-44 have their smartphones with them 22 hours a day mediabistro.com 5
  • 6. © 2013 @constantcontact #ccmobile © 2014 220,000,000! 6
  • 7. © 2013 @constantcontact #ccmobile 35,000,000! © 2014 7
  • 8. © 2013 @constantcontact #ccmobile mobile responsive vs. mobile friendly mobile friendly technology question marketing + strategy question © 2014 8
  • 9. © 2013 @constantcontact #ccmobile © 2014 9
  • 10. © 2013 @constantcontact #ccmobile US smartphone subscriptions expected to grow +28% in 2013 Mary Meeker © 2014 10
  • 11. people look at smartphones 200x per day © 2013 @constantcontact #ccmobile people look at mobile devices 150x per day Alan Moore, No Straight Lines © 2014 11
  • 12. © 2013 @constantcontact #ccmobile 40% of Americans under 35 used a mobile device to make a donation. 50% used a mobile device to browse non-profit websites and emails. © 2014 12
  • 13. 70% who ran a local search via mobile acted within one hour © 2013 @constantcontact #ccmobile 75% used phone to get real-time, location-based information 90% of mobile searches lead to an action searchengineland.com local search PewInternet.org CMO Council © 2014 13
  • 14. Litmus.com © 2013 @constantcontact #ccmobile 44% of email is opened on a mobile device. © 2014 14
  • 15. © 2013 @constantcontact #ccmobile 30% of users unsubscribe from email lists after receiving mobile email that doesn’t look good. Blue Hornet 80% of users delete mobile email that doesn’t look good. Blue Hornet © 2014 15
  • 16. © 2013 @constantcontact #ccmobile © 2014 16
  • 17. © 2013 @constantcontact #ccmobile © 2014 34% aren’t. small business use of mobile 66% of small businesses are using mobile for their business. 17 Constant Contact customer research
  • 18. © 2013 @constantcontact #ccmobile © 2014 34% aren’t. • have no plans to adopt mobile in the future 65% • lack of customer demand 56% • “mobile isn’t relevant to my industry or business” 28% 18 Constant Contact customer research
  • 19. © 2013 @constantcontact #ccmobile © 2014 Dorothy S. Jones April 1, 1947 – April 5, 2013 Services Dorothy S. Jones, age 66, passed away on Friday, April 5, 2013. She was at home and surrounded by her family. 19
  • 20. © 2013 @constantcontact #ccmobile © 2014 why not? we’re a nonprofit… not best for my products… we’re regulated by the government… cost is too high… 20
  • 21. © 2013 @constantcontact #ccmobile customer communications GPS / mapping accounting or invoicing mobile for operations 82% © 2014 calendar or time management 74% 52% 44% 21
  • 22. © 2013 @constantcontact #ccmobile © 2014 22
  • 23. © 2013 @constantcontact “ #ccmobile @karenmcgrane YOU DON'T GET TO DECIDE WHICH DEVICE PEOPLE USE TO ACCESS YOUR CONTENT. THEY DO. Karen McGrane, author of Content Strategy for Mobile © 2014 23
  • 24. © 2013 @constantcontact #ccmobile © 2014 at the end of the day, it’s about success 24
  • 25. © 2013 @constantcontact #ccmobile © 2014 25
  • 26. © 2013 @constantcontact #ccmobile tip #1 avoid using too much text © 2014 26
  • 27. © 2013 @constantcontact #ccmobile © 2014 tip #2 avoid multiple columns 27
  • 28. © 2013 @constantcontact #ccmobile tip #3 clear and easy calls to action © 2014 28
  • 29. © 2013 @constantcontact #ccmobile © 2014 tip #4 avoid tiny fonts 29 9-point font, headlines don’t stand out Minimum: 22-point headlines, 11-point body text, improved contrast
  • 30. © 2013 @constantcontact #ccmobile © 2014 tip #4 avoid tiny fonts 30 Better: 22-point headlines, 16-point body text
  • 31. © 2013 @constantcontact #ccmobile tip #5 use images carefully © 2014 31
  • 32. © 2013 @constantcontact #ccmobile © 2014 bonus #1 don’t ignore local search 32
  • 33. © 2013 @constantcontact #ccmobile bonus #2 don’t ask customers or supporters to turn their phones off! © 2014 33
  • 34. © 2013 @constantcontact #ccmobile © 2014 bonus #3 1.4 billion images taken on mobile per day Nokia’s Vesa Jutila, at DigitalK 2012 100 hours of video uploaded per minute camera on the phone to take shots in-store or with customers, social posts from businesses featuring images, etc. don’t ignore mobile tech 34 youtube.com
  • 35. © 2013 @constantcontact #ccmobile 44% © 2014 35
  • 36. © 2013 @constantcontact #ccmobile © 2014 36
  • 37. use images carefully (don’t rely on them) claim your listings: be found on local search! let your customers use their phones don’t ignore your phone (pics, video, social) © 2013 @constantcontact #ccmobile less is more. focus – use less text use a single column clear and easy calls to action no small fonts (test, test, test!) © 2014 37
  • 38. © 2013 @constantcontact #ccmobile © 2014 next steps 38 have more questions? check out our answers to 10 of the most popular at the blog… (http://blogs.constantcontact.com/fresh-insights/10-mobile-marketing-questions) if you’re ready to review your email template for mobile, call a coach today: 855-816-6508 want to learn more? try other live local seminars near you… constantcontact.com/local-learning/seminars.jsp
  • 39. © 2013 @constantcontact #ccmobile © 2014 making the case for mobile beyond text messages
  • 40. © 2013 @constantcontact #ccmobile © 2014 data references APPENDIX 40
  • 41. © 2013 @constantcontact #ccmobile © 2014 Making the case for mobile: data references • Slide 3 – intro stats – 129 million smartphones owned in U.S. / January 2013: http://www.comscore.com/Insights/Press_Releases/2013/3/ comScore_Reports_January_2013_U.S._Smartphone_Subscriber_Market_Share – 91% U. S adults own smartphone / May 2013: http://www.theatlantic.com/technology/archive/2013/06/more-than-90-of-adult- americans-have-cell-phones/276615/ – 29% of Americans access internet only through mobile: http://ondeviceresearch.com/blog/post-pc-era-in-the-us- #sthash.gh5XrvB4.dpbs • Slide 4 – personal mobile use – % of audience mobile use: from webinar registration data – 80% have phone up to 22 hours a day / April 2013: www.mediabistro.com/alltwitter/smartphones_b39001 • Slide 7 – % increase in smartphone subscribers – +28% expected smartphone subscriber growth / May 2013: Mary Meeker, Kleiner Perkins -- http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013, slide 40 • Slide 8 – mobile giving and nonprofit search – 40% of Americans (under 35) gave via mobile / January 2012: http://wediditnyc.wordpress.com/2013/01/04/giving-trends-in-2012/ – 50% used a mobile device to browse NP websites / January 2012: http://wediditnyc.wordpress.com/2013/01/04/giving-trends-in-2012/ • Slide 9 – Local Search – 75% get location based info / May 2012: http://www.pewinternet.org/Reports/2012/Location-based-services/ Summary-of-findings.aspx – 90% of mobile searches lead to action / April 2011: http://searchengineland.com/google-50-percent-of-smartphone-users-exposed- to-ads-took-action-74760 – 70% take action in one hour of a mobile search / CMO February 2013 : http://www.cmocouncil.org/download-success.php?id=254&doc=summary • Slide 10 – % of emails opened on mobile – 42% of email opened on mobile / May 2013: https://litmus.com/blog/outlook-com-breaks-into-email-client-top-ten-at-6 • Slide 12 – small business adoption of mobile – 66% are using, 34% aren’t – from May 2013 Constant Contact research: http://news.constantcontact.com/research/5713-sixty-six-percent-small-business- owners-use-mobile-technology • Slide 13 – reasons SMBs not using mobile – all from Constant Contact research / May 2013: http://news.constantcontact.com/research/5713-sixty-six-percent-small-business- owners-use-mobile-technology • Slide 16 – how SMBs use mobile for their operations – all from Constant Contact research / May 2013: http://news.constantcontact.com/research/5713-sixty-six-percent-small-business- owners-use-mobile-technology • Slide 17 – “so what” slide…why SMBs need to consider mobile for communication – Just 3% of email users view email on more than one device / June 2012: https://litmus.com/blog/saving-email-for-later-opens-across-devices-environments – 80% delete and 30% unsubscribe from email that doesn’t look good on mobile / March 2013: http://www.bluehornet.com/news/full/new-survey-reveals-shifting-consumer- views-on-email-marketing • Slide 28 -- # of images, hours of video, # of Instant Messages – # of images: attributed to Nokia’s Vesa Jutila during his talk at DigitalK, 10.1.12 in Sofia, Bulgaria – hours of video: http://www.youtube.com/yt/press/statistics.html – # if instant messages expected to be sent by end of 2013: http://www.designntrend.com/articles/4791/20130613/whatsapp-news-27- billion-messages-sent-one-day.htm 41