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@JKROHRS
@JKROHRS
•   Generate leads
•   Make it easy for individuals to
    obtain a quote using a
    proprietary Mobile Messaging
    Business Process
•   Target the Individual Health
    Insurance Market
    [ 25 - 44 year olds ]
•   Use signage at rail and bus
    stations to invite individuals to
    obtain an instant insurance
    quote via text
Replies by sending age

Prompted to reply with
      gender

 Replies with gender

Prompted to reply with
     Zip Code

Replies with Zip Code

Prompted to reply with
   email address
She replies with her
email address

Receives an instant
quote via text

Receives follow-up text
announcing how to
apply
Auto Reply Email
Whether people receive
a quote via Text or via
the Mobile Website,
each receives this follow-
up email prompting them
to apply.

Results
•Campaign ran 20 Weeks
•Generated 449 Inquiries
•Produced 201 Leads
•Increased Sales 10%
Slide via JESS3
Content
Global mobile data traffic will increase 13-fold between 2012 and 2017.
                                                             Cisco, 2013
Behavior Differences of Mobile Traffic vs Non-Mobile Traffic
Case Study: iGoDigital


                  Pages Per Visit: 22% Improvement

                  Bounce Rate: 11% Improvement
Case Study: Weblink


                Pages Per Visit: 8% Improvement

                Visit Duration: 55% Improvement
Best Practices
 Implement a Responsive Design
 Create Easily Digestible Content (short paragraphs)
 Mobile Friendly Emails
 Share Mobile-Optimized Content via Social and Email
 Channels
 Link to Existing Content
 Include Call to Actions in Content
 Thumb-Friendly Call to Actions (at least 44x44 pixels)
 Images Drive Engagement, Content Drives Action
PRESENTERS




       Kyle Lacy                        James Paden
Senior Manager Content            Vice President of Product
 Marketing & Research

     @kyleplacy                        @JamesPaden


 www.exacttarget.com              www.compendium.com

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The State of Mobile Content Marketing Webinar: Compendium & ExactTarget

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  • 37. Generate leads • Make it easy for individuals to obtain a quote using a proprietary Mobile Messaging Business Process • Target the Individual Health Insurance Market [ 25 - 44 year olds ] • Use signage at rail and bus stations to invite individuals to obtain an instant insurance quote via text
  • 38. Replies by sending age Prompted to reply with gender Replies with gender Prompted to reply with Zip Code Replies with Zip Code Prompted to reply with email address
  • 39. She replies with her email address Receives an instant quote via text Receives follow-up text announcing how to apply
  • 40. Auto Reply Email Whether people receive a quote via Text or via the Mobile Website, each receives this follow- up email prompting them to apply. Results •Campaign ran 20 Weeks •Generated 449 Inquiries •Produced 201 Leads •Increased Sales 10%
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  • 50. Global mobile data traffic will increase 13-fold between 2012 and 2017. Cisco, 2013
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  • 53. Behavior Differences of Mobile Traffic vs Non-Mobile Traffic
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  • 55. Case Study: iGoDigital Pages Per Visit: 22% Improvement Bounce Rate: 11% Improvement
  • 56. Case Study: Weblink Pages Per Visit: 8% Improvement Visit Duration: 55% Improvement
  • 57. Best Practices  Implement a Responsive Design  Create Easily Digestible Content (short paragraphs)  Mobile Friendly Emails  Share Mobile-Optimized Content via Social and Email Channels  Link to Existing Content  Include Call to Actions in Content  Thumb-Friendly Call to Actions (at least 44x44 pixels)  Images Drive Engagement, Content Drives Action
  • 58. PRESENTERS Kyle Lacy James Paden Senior Manager Content Vice President of Product Marketing & Research @kyleplacy @JamesPaden www.exacttarget.com www.compendium.com