Mobile Marketing from the Eye of the User - Jon-Mikel Bailey - Wood Street, Inc.

Mobile Marketing:
From the Eye of the User
Jon-Mikel Bailey
Wood Street, Inc.
www.woodstreet.com

#dmawsocial

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!

www.woodstreet.com #dmawsocial @jonmikelbailey

Predictions about Mobile
1. 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


Tweet THIS!

GigaOm says businesses expected to double spending on
mobile by 2015. #dmawsocial


ZMOT

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


ZMOT and the Mobile User
ZMOT is…
A guy thinking about his future, looking up engagement rings.
A woman taking the train to work, looking for career change.
A hungry tourist, looking for the best places to eat.
A dad at a playground, looking up charter schools in his community.

Where are you in these moments? What is the experience?


ZMOT and the Mobile User
Simon 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


Tweet THIS!

ZMOT occurs on mobile all the time. Is your business there at
THIS moment of truth? #dmawsocial


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


What about your priorities for mobile…

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


Now you have your priorities, what tools do you need?
1. Your website and/or Blog
2. Social media channels
3. Mobile devices
4. A flexible/agile plan of attack


Tweet THIS!

The intersection of a mobile user’s needs with your business
goals is what determines your mobile marketing priorities.
#dmawsocial


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???


Is this your site?


Is your site practical?
• 44x buttons?
• Just the facts?
• Obvious direction?
• Obvious call to
action?


The elements of a good mobile page…
• Appears automatically on a mobile device
• Thumb-proof navigation
• Limited choices designed for mobile user
• Fast loading


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


Tweet THIS!

Your mobile site needs to be laser focused on the user
experience. #dmawsocial


Do you have a social media marketing strategy? How does mobile fit?

1. What are your targeted social channels?
2. How does your audience interact with them on their mobile devices?
3. Do you drive traffic from social to your site or Blog? What about mobile?
4. And what about email marketing?


Tweet THIS!

Social is exploding on mobile. Shouldn’t mobile factor into your
social media marketing efforts? (um, yes) #dmawsocial



Responsive Design

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



Tools or tools.

Don’t use a tool simply
because its shiny and new.
Use it because it fits,
helps you achieve your
goals, and is useful for
your audience.


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.


Tweet THIS!

A QR Code is not a mobile marketing strategy. #dmawsocial


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!


QUESTIONS???
Suggested Resources: Contact Me:

www.woodstreet.com www.woodstreet.com
http://gigaom.com/ jbailey@woodst.com
www.zeromomentoftruth.com @woodstreetweb
www.mediapost.com @jonmikelbailey
Facebook.com/woodstreetweb
301.668.5006


Mobile Marketing from the Eye of the User - Jon-Mikel Bailey - Wood Street, Inc.

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