demystifying mobile - marketing on mobile is still marketing

#fredexpowww.woodstreet.com @jonmikelbailey

Demystifying Mobile

Marketing on Mobile is… Still Marketing!

#fredexpowww.woodstreet.com @jonmikelbailey

We’ll talk about…

1. Some Predictions about Mobile

2. ZMOT and the Mobile User

3. How to Think About Mobile Marketing

4. Your Plan of Attack!

#fredexpowww.woodstreet.com @jonmikelbailey

Predictions about Mobile1. 1 billion consumers will own smartphones by 2016

2. U.S. users will own 257 million smartphones and 126 million tablets

3. Mobile spending will reach $1.3 trillion by 2016

4. Businesses expected to double spending on mobile by 2015.

- Source: http://gigaom.com/2012/02/13/preparing-for-a-mobile-first-world

#fredexpowww.woodstreet.com @jonmikelbailey

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GigaOm says businesses expected to double spending on

mobile by 2015. #fredexpo

#fredexpowww.woodstreet.com @jonmikelbailey

ZMOT

- Source: http://www.zeromomentoftruth.com/

#fredexpowww.woodstreet.com @jonmikelbailey

ZMOT and the Mobile UserSimon 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 Salt

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ZMOT occurs on mobile all the time. Is your business there at

THIS moment of truth? #fredexpo

#fredexpowww.woodstreet.com @jonmikelbailey

How to Think about Mobile Marketing

Thinking about your buyer personas, ask yourself these questions…

1. How will direct marketing send them to mobile?

2. How else might they get there? Online Ads? Searches?

3. What information would be useful to them and drive conversion?

4. What information would frustrate them???

#fredexpowww.woodstreet.com @jonmikelbailey

How to Think about Mobile MarketingWhat about your priorities for mobile…

- Source - http://blog.kissmetrics.com/increase-conversions-using-roles

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How to Think about Mobile MarketingNow you have your priorities, what tools do you need?

1. Your website and/or Blog

2. Content

3. Social media channels

4. Mobile devices

5. A flexible/agile plan of attack

#fredexpowww.woodstreet.com @jonmikelbailey

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The intersection of a mobile user’s needs with your business

goals is what determines your mobile marketing priorities.

#fredexpo

#fredexpowww.woodstreet.com @jonmikelbailey

Your Plan of Attack!

Time to jump in, where to begin?

Your website…

Heart rate up? check…

What happens when a mobile user lands on…

YOUR WEBSITE???

#fredexpowww.woodstreet.com @jonmikelbailey

Your Plan of Attack!Is this your site?

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Your Plan of Attack!Is your site practical?

• 44x buttons?

• Just the facts?

• Obvious direction?

• Obvious call to

action?

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Your Plan of Attack!

The elements of a good mobile page…

• Appears automatically on a mobile device

• Thumb-proof navigation

• Limited choices designed for mobile user

• Fast loading

#fredexpowww.woodstreet.com @jonmikelbailey

Your Plan of Attack!

Geoff and Gini put it this way…

“Mobile is a medium that lends itself to brevity. Simpler, shorter messaging

and graphic design are often less consuming from a creative production

standpoint.”

- Marketing in the Round, Geoff Livingston and Gini Dietrich

#fredexpowww.woodstreet.com @jonmikelbailey

Tweet THIS!

Your mobile site needs to be laser focused on the user

experience. #fredexpo

#fredexpowww.woodstreet.com @jonmikelbailey

Your Plan of Attack!

Responsive Design

Instead of creating a mobile website, create a website that adjusts itself for mobile and otherdevices.

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Your Plan of Attack!What about Utility Marketing?

Putting content and information in

your marketing material that your

target audience can utilize.

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Your Plan of Attack!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

• Or simple things like phone number, directions, etc.

#fredexpowww.woodstreet.com @jonmikelbailey

Tweet THIS!

When someone has a question or a need, they reach for their

smartphone or tablet. Are you there? #fredexpo

#fredexpowww.woodstreet.com @jonmikelbailey

Your Plan of Attack!

Tools or tools.

Don’t use a tool simplybecause its shiny and new.Use it because it fits,helps you achieve yourgoals, and is useful foryour audience.

#fredexpowww.woodstreet.com @jonmikelbailey

Your Plan of Attack!Strategies instead of tools…

1. Use a QR code to enhance not as your mobile marketing campaign.

2. Use mobile landing pages specific to a campaign

3. Remember that you have an audience with audiences (credit: Brian

Solis). Think about content that will be shared.

4. Encourage interaction with the tools available.

#fredexpowww.woodstreet.com @jonmikelbailey

Tweet THIS!

Mobile is not an island! It is a powerful piece of your

overall marketing strategy. #fredexpo

#fredexpowww.woodstreet.com @jonmikelbailey

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!

#fredexpowww.woodstreet.com @jonmikelbailey

QUESTIONS???Suggested Resources:

www.woodstreet.comhttp://gigaom.com/www.zeromomentoftruth.comwww.mediapost.comwww.contentrules.comwww.marketingpilgrim.comwww.clickz.com Google “mobile marketing”!

Contact Me:

www.woodstreet.comjbailey@woodst.com@woodstreetweb@jonmikelbaileyFacebook.com/woodstreetweb301.668.5006