mobile marketing & customer retention
DESCRIPTION
Slides use at #MPB2B, MarketingProfs B2B Forum, in Boston on October 10, 2013.TRANSCRIPT
Mobile Marke+ng & Customer Reten+on: Never Miss the Moment
of Opportunity @TheTimHayden October 10, 2013
Marke+ngProfs B2B Forum -‐ Boston
“By the time a B2B purchaser actually engages
with a company or with a sales rep from that
company, they’re 57% of the way through their
decision process.”!- Mike Miller, Director of Business/Industrial Markets, Google !
60% Americans 12+ on smartphones
SOURCES: Nielsen, comScore, Pew, others.
>70% mobile phone at arm’s length,
24 hours/day
SOURCES: Edison Research
Voice SMS
MMS
WWW
Social Media
Apps
Bluetooth
GPS
Wallet
Near-‐Field
Comms Auto Radio
POS
Transit
Television/Console
Ad Networks
Digital Indoor Media
Digital Outdoor Media
Outdoor
Direct Mail
Your Brand
Social is Mobile
SOURCES: ere.net, Mashable.com, TechCrunch.com, comScore, Pew, others.
70% 80% 30% 30% 35%
35% 45% 100% 100%
Facebook • VISUAL STORYTELLING (paid!) – High quality images…go further • AVOID LARGE FILE SIZE (data concerns and connecOon speeds…)
– Right-‐size your images, rectangles not squares
Links to Websites/Blogs
• Only post links that are mobile-‐friendly – you may lose half of your social audience over Ome, if you do not.
• Link directly to the acOon that a social post implies, as you will lose mobile users over mulOple clicks!
Facebook – Tab Apps
Emulate tab apps in posts using a “click sniffer,” then diverOng to an appropriate responsive site (cookies/Facebook connect telling you “who” to make things more relevant and personalized).
links
budons Phone
Tablet • Polls • Sweeps • Subs • Coupons • Video • App
Download
“sniff”/detect
Facebook Local Search
Loca+on pages Local Pages
Twider PosOng/ReposOng aligned with audience behavior
Customer Service • On the spot: LocaOon-‐based listening & acOon.
• Real-‐+me: All social – align escalaOon and “engagement” protocols, online-‐to-‐offline, offline-‐to-‐online.
• Face to Face: Consider Skype or FaceTime for resolving customer issues.
Clickable phone # or this on each page of site/app.
Don’t forget, it’s s+ll a phone!
YouTube • In-‐video text size must be sufficient for smaller screens.
• Keep it short, to-‐the-‐point… • Remove background noises in your audio (mobile viewing/audio is compromised).
• Close-‐ups for clarity. • Place URLs to related videos/sites within the video descripOon…aids in navigaOon.
YouTube Drive acOon (website visits, app downloads, online purchase) through video and the video descripOon:
• DramaOcally increase clickthroughs by moving the URLs closer to the beginning of your descripOon.
• Make in-‐video URLs as LARGE as possible to be seen on handheld mobile devices.
Mobile is BUSY the Desktop Hour
web
social
other
the Mobile Hour
web
social
text
app
call
Offline is the New Online
Consider airport, transit and other outdoor adver+sing with mobile calls-‐to-‐ac+on
Offline is the New Online • Direct mail • Compelling call-‐to-‐acOon • Personalized URLs • QR Codes
• Tradeshows • Mobile surveys/polls for email capture
Mobile Email
Mobile Email • Make subject lines are clear calls to acOon or clear on value found if the email is opened.
• Use preview text that is legible. • Keep the body of the email short, avoiding large images and mulOple paragraphs of text.
• Be acOonable when issuing coupons and discounts, ensure that you are providing a one-‐click path from inbox to browser or app.
• Don’t forget, email can have a long shelf-‐life!
Mobile Messaging • Text Messaging (SMS) – Reminders for orders, subscrip+ons… – Customer service, surveys and polls.
• Rich Media Messaging (MMS) – Inbound images (photos) to fulfill orders, consult on issues.
– Outbound to deliver video, coupons and other content.
Your Website Mob
ile
Adap+ve • You have a “desktop” and a “mobile” website.
Mob
ile
Responsive • A website that conforms to the device on which it is viewed.
Mob
ile
Reac+ve • Responsive, with content that is personalized and relevant based on locaOon, Ome, day and user details.
Your Website
Mobile Search • ARE YOU MOBILE FRIENDLY?
• ARE YOU NEARBY?
• DO YOU HAVE VIDEO?
• ARE YOU POPULAR?
Mobile Commerce
Mobile Commerce! • 2014 is the year of mobile commerce.
• Facebook “payment API” and iniOal mobile payment partners PayPal, Braintree and Stripe.
• Powa launches in US – both a mobile commerce (anywhere) and mobile POS soluOon.
• ISIS goes naOonwide in January.
Thinking “Mobile First” • Integra+on • Behavior, before technology • Convenience and brevity • Content – Ac+onable – Visual – Video, sparingly – Local
Keep it Simple!
Q&A
Text “Tim” to 44040
Tim Hayden @TheTimHayden
Thank you, Marke+ngProfs!
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