With 50% of web use from mobile devices, can your business afford to wait on mobile? This ebook outlines key trends in online presence and shows how mobile can optimize sales and marketing strategies for small businesses.

1. Raise the bar on your marketing strategy
when you put mobile marketing in the
mix. With 50% of web use from mobile
devices, can you afford to wait?
2014: The Year
of Mobile Marketing

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2014: The Year of Mobile Marketing
It’s All about Personalization
Shorter Content Will Dominate
Save Some Content for the Second Screen
Mobile SEO vs. Desktop SEO
Shorter Tail Phrases
Speedy Page Load
Crawling
Better User Experience
Social Media-Friendly
Five Mobile Strategies to Boost Small Business Sales
Optimize for Mobile
Location-based Marketing
Direct Text Messages
Mobile App
Email Marketing
Taking Your Marketing Strategy Mobile
Determin Use Cases
Interactive Apps
Short and Sweet
CONTENTS

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Mobile marketing is a powerful tool in
your marketing belt. In fact, your team
is probably already wondering how to
better leverage it in 2014.
It’s All about Personalization
While in the past it was fine to mass market—or
splatter one central marketing message across
billboards, print publications, and multimedia
platforms—today is the age of personalization and
customization. Mass marketing no longer works, as
consumers crave tailored pitches.
There are a variety of ways to demonstrate to your
customers that you value their loyalty. For example,
your marketing team can embrace tactics such as:
Segmented marketing – divide and categorize your
distribution lists so that certain groups receive specific
messages, promotions, and value-adds
Search engine advertising – offer relevant
advertisements or services based on search query
behavior of consumers
2014: The Year of Mobile Marketing
While a company used to be considered cutting-edge for having a blog and some social media accounts, today
these avenues are customary—and expected—for everybody. To remain truly bleeding-edge, businesses need
to raise the bar when it comes to their marketing strategy and focus on mobile marketing.
The fact is, mobile activity is quickly becoming an ingrained behavior for all types of people. Just consider the
following statistics shared in an infographic by Polish Marketing firm Super Monitoring:
• More than 20 billion mobile devices were shipped globally in 2013
• 50% of people now use mobile as either their primary or exclusive means of going online
• Global mobile traffic now accounts for 15% of all Internet traffic; mobile-based searches make up 25% of
all search queries, and mobile web adoption is eight times faster than web adoption was in the 1990s and
early 2000s
Raisethebaronyourmarketingstrategywhenyouputmobile
marketing in the mix. With 50% of web use from mobile
devices, can you afford to wait?
Qualitative surveys – solicit feedback from your target
audience to find out which messages resonate with
them and what types of communications they would
liketoreceivemoreoften
Shorter Content Will Dominate
With the surge in mobile, marketers understand
the importance of shortening marketing copy and
29%of all
emails are opened
on mobile phones

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optimizing for mobile consumption. Nowadays, 29%
of all emails are opened on mobile phones and 10% on
tablets, according to Super Monitoring’s infographic.
These statistics prove that content has to be pithy,
original, and impactful. No longer do marketers have
a four-page spread in a magazine to sell a product
offering and incite change. Conversely, they are now
marketing to a group of consumers who have limited
attention spans and want immediate gratification
with each message.
An effective mobile marketing strategy includes:
• Compelling,wittysubjectlinesthatdriveopenrates
• Succinct body copy that require little scrolling
• Images and videos that are of the appropriate
width and pixilation and are optimized for mobile
• Large buttons for calls to actions
• Legible text, images, and videos
Short-form content is in and long-form copy is out, so
it’s up to you to challenge your marketing team to say
more with fewer words and to drive action from the
very first scroll.
Save Some Content for the Second Screen
At the end of the day your mobile marketing message
has to be forceful enough to drive action but
digestible enough to be consumed across a very small
device. Therefore, in 2014 marketers need to consider
the power of the second screen—piquing the reader’s
interest just enough with the original message to get
them to pull up secondary content on an additional
screen.
As a marketer, before hitting the “send” button,
ask yourself:
• Are the basics there with your message?
• Is your copy truly a teaser? Does it give your
audience just enough to push the “read more”
button and warrant the need for a second screen?
• Is your message simple yet compelling? Will
your readers be overwhelmed with too much
text, excessive flash, and an overabundance of
multimedia elements?
• Can any part of the message be omitted and left
for a secondary link?
The beauty of mobile is that you can rely on less
verbiage to tell the same tale. So choose your words
wisely, keep it simple, and invite your audience
to engage further with your brand by clicking on
external links.
Mobile SEO vs. Desktop SEO
How has Mobile changed the SEO game? Learn more on
Mobile SEO Best Practices
It’s a simple fact; if you don’t have an online presence, you’re doomed. Today’s consumers heavily research
products and services online before making a purchase. In fact, buyers are anywhere from two-thirds of the
way through their buying period before they ever reach a sales agent, in large part due to the vast amount of
data provided online.
This makes it essential for businesses to have a strong online presence. As a result, many companies have
made search engine optimization (SEO) an essential part of their marketing strategy.
However, today’s consumers aren’t just using their desktop to research brands. Mobile devices have ushered in
a whole new set of SEO best practices and standards different from desktop SEO. This has left many marketers

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wondering if there’s a difference between mobile SEO and desktop SEO. The simple answer is yes.
First, there are different standards and best practices for mobile SEO because the user experience is inherently
different. Mobile users want a more user-friendly interface that’s easy to navigate, and while some general SEO
practices can be applied to mobile, there are certain measures to take to optimize mobile sites that aren’t used
in desktop formats.
Shorter Tail Phrases
Compared to desktop users, mobile users tend to use
shorter tail phrases. Users also search more locally
and use Google’s Autocomplete feature to save time.
Because of this, when optimizing meta title and
descriptions, it’s important for marketers to optimize
for short tail queries to ensure high rankings.
Speedy Page Load
Mobile users are on the go and want quick access to
information. However, they are typically on slower
connections than a desktop network. That being said,
it’s important to ensure that your mobile website or
app has quick page load speeds. Do this by reducing
the file sizes of rich content, such as videos or images.
Crawling
According to Google’s suggestions, don’t block the
crawling of resources such as CSS and Javascript
because they need to be able to construct certain
page elements.
Better User Experience
Typical mobile devices have small touch screens,
which often make it difficult for users to browse.
Don’t just scale down your desktop website to fit a
smaller screen. Instead, develop a fully mobile version
of your website that’s easy to use. Place important
information toward the top, give users easy click-
to-call access, keep content short and sweet, and
strategically place links where users can see them.
Social Media-Friendly
Mobile users are connected to their social media
networks 24/7. Your mobile site should have social
media links embedded on every page to ensure that
content can be easily shared.

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5 Mobile Marketing Strategies to Boost Small Business Sales
84% of businesses that have a mobile marketing strategy
experienced a boost in sales. Pull your small business strategy
together with these five tips
With Internet traffic on the rise and more customers using their mobile devices to access information, one
would assume that all businesses have jumped on the mobile marketing bandwagon.
However, it’s quite the opposite, as small businesses have yet to fully embrace mobile marketing. According
to a mobile marketing survey from Web.com of 500 small business owners, only 26% of respondents have a
mobile-friendly website and 61% of small businesses don’t have a mobile search strategy in place.
But with mobile marketing, small businesses have a unique opportunity to capture more leads at little to no
cost. In fact, 84% of businesses surveyed that have a mobile marketing strategy experienced a boost in sales.
With advanced mobile search options, businesses are able to locate and serve ads to customers based on
location, zip code, or address, helping to reach target audiences where and when it matters most.
In order to gain an edge over larger enterprises, it’s time for small businesses to embrace the power of mobile
marketing. Below are five tactics owners can use to boost their small business sales and capture more leads.
Optimize for Mobile
The most frustrating thing for consumers is not being
able to read or navigate a website from a mobile device.
Your website should be able to function on a smaller
screen. Keep the design simple, content short, and place
important data, like contact information, visible and
near the top of the page. You won’t be able to benefit
from mobile marketing if users can’t find your business.
Location-based Marketing
Deploying location-based mobile ads is an effective
way to reach your target market in a specific area,
as these ads display on a user’s mobile device based
upon their location. Let’s say your retail store is
having a blow-out sale or promotional deal for
first-time customers. By using location-based mobile
ads, you can target and attract consumers within a
one-mile radius of your property.
Direct Text Messages
Using SMS marketing can be tricky, but when used
properly (and legally) it can significantly increase
small business sales. Text messages are inherently
short and to the point – so keep it that way. If your
customers give you permission to text them, make it
worthwhile. Consider getting your own short code
that consumers can use to text you for access
to information, deals, or promotions to avoid
“spamming” your consumers.
Looks clean &
efficient
Fits small
screens
Contact info at
the top

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Mobile App
While creating an app is not conducive for every
company, it’s a great marketing tactic to increase
customer engagement and loyalty. Think of your app
as an extension of your website, giving users access to
unique mobile content such as promotions, product
reviews, and guest blogs. Or use the app to build
loyalty by giving those who download it exclusive
access to promotions or deals.
Taking Your Marketing Strategy Mobile
With analysts predicting mobile to overtake fixed Internet
access by 2014, it’s critical to take your marketing
strategy mobile
When it comes to marketing, mobile is the new “it” technique. As technology develops, businesses must adjust
their marketing strategy to cater to their target audience and today’s customers are increasingly turning to
their smartphones to connect with brands.
Infact,theU.Smobileadvertisingmarketwillbecloseto$12billionby2016,accordingtoareportcommissioned
by eMarketer. And U.S. mobile ad revenues will increase from $1 billion in 2011 to almost $7 billion in 2014.
To effectively reach customers, marketers must embrace the concept of a mobile marketing strategy, which
isn’t as simple as it may sound. Mobile marketing has its own set of rules, best practices, and subsequent
challenges. Before you go mobile, here are a few important things to consider.
Email Marketing
One of the most used functions on a mobile device
is email. Whether you’re releasing a new product or
promoting a webinar, email marketing is an effective
way to reach customers on the go. However, there
are certain things to keep in mind when crafting a
mobile email marketing campaign. For example,
make sure your subject line is short and sweet, place
any calls to action in the preview pane, and optimize
your layouts and graphics properly.
Determine Use Cases
First, it’s important to determine why your customers
are using their mobile devices. Are they using them
to find out information on the go? Are they using the
devices to purchase products? Or are they using their
phonestocompareprices?Answeringthesequestions
will help you determine what elements and features
your mobile marketing strategy must employ.
Interactive Apps
Creating a branded app is an effective way to utilize
marketing materials. However it’s important to
remember that the app should be an extension of
your marketing strategy, not the whole. Implementing
calls to action is a helpful tactic to direct customers
back to your main website.
Short and Sweet
No one likes to read long-winded copy on a small
screen, especially while on the go. Instead of giving
your audience all the goods, give them just enough
to tide them over. Remember accessibility is the key
to a successful mobile marketing campaign so keep it
short, simple, and to the point.

8. About Hoover’s
Hoover’s Inc., a subsidiary of The Dun and Bradstreet Corporation (D&B), offers
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industries, our data on more than 85 million corporations, 100 million people,
and 1,000 industries fuels powerful data cleansing, analysis, list building, and
corporate linkage capabilities that accelerate your sales and marketing cycles.
About Dun & Bradstreet®
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to Decide with Confidence® for 172 years. D&B’s global commercial database contains more than 225 million business records.
The database is enhanced by D&B’s proprietary DUNSRight® Quality Process, which provides our customers with quality business
information. This quality information is the foundation of our global solutions that customers rely on to make critical business decisions.
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