Mobile traffic often originates from search engines. Content on mobile websites needs to be condensed with limited navigation and quick load times. Effective mobile marketing considers things like location, device type, and time/date data to personalize the experience. New technologies like augmented reality, mobile wallets, and location-based services are changing the mobile landscape. QR codes, SMS texts, and URLs are all options for calls-to-action, with texts being a popular choice. To be successful, mobile strategies must be brief, capitalize on natural behaviors, and offer multiple online and offline engagement channels.

1. The Mobile Web:
Where Relevance + Decisions Converge
@TheTimHayden
#SocialFresh  Baltimore
November 29, 2011

3. Source: Mobile Marketing Association

4. FACT
Mobile traffic most often
originates from a search engine.

6.  Condensed Content (4-10X reduction of
desktop site)
 Navigation limited to 2-3 actions beyond
landing page
 Quick Load Time (you have <30 seconds!)

7. Location
Search Time/Date
Terms
Context
Device Language
Type

8.  Cross-platform tested!
 Data feed (API – location, device, A-B
testing, time/date) with CRM/profiling
platform
 Responsive Design

11. Carrier Contracts & $

12. Augmented Reality
Near-Field
Communications/
Mobile Wallets
Location-Based
Services
Geo-Fencing
Most Mobile Apps

15. Weather, Games, Social, Maps & Music…Barcodes!
60% “Thinking about the application(s) on your primary cell phone, 250%
which categories of applications have you used in the PAST 3 MONTHS?”
50%
200%
40%
150%
30%
2010
100%
2011
20%
YOY Growth
50%
10%
0% 0%
Base: 5,187 US adult smartphone owners (2010)
Base: 2,420 US adult smartphone owners (2011)
Source: North American Technographics® Benchmark Mail Survey 2010, 2011

18. INFLUENCER

19. Decisions are being made in
dynamic communication
systems, not unlike mesh
networks, where consumers
share experiences and make
decisions together.

27. Scan, Text or Click?
•QR Code Scan 38%
•SMS Text 41%
•URL (browser) 21%
~1MM clicks Jul-Octt 2011 – 44Doors Capture Ciients

28.  Keep inbound/outbound (send/receive) of
texts to a maximum of 3-4 TOTAL actions
 Explore vendors that provide real 10-digit
phone addresses as well as short codes
 Better used at events and in direct
mail, rather than in-store (where time may be
a challenging factor)

29.  The Mobile Web is very different than the
Desktop Web
 Brevity rules the moment, in terms of
connection, copy + call-to-action
 Capitalize on natural, current behavior
 Be pragmatic with new technology
 Offer multiple channels from offline to online
(QR Codes, URLs, SMS)
 Relevancy improves immediate conversion, AND
creates WOM (Word-of-Mouth)

30. tim@44Doors.com
@TheTimHayden