Presented at the 2014 Brand+Aid Marketing and Social Media Conference.

1. @gjhickman
How To Get Started with
MOBILE MARKETING
Greg
Hickman
-­‐
MobileMixed.com

3. MOBILE
PC
2015
BY 2015, MORE U.S. INTERNET USERS
WILL ACCESS THE INTERNET THROUGH
MOBILE DEVICES THAN THROUGH PC’S
OR OTHER WIRELINE DEVICES

4. 40%
OF GLOBAL YOUTUBE VIEWS COME
FROM MOBILE

5. 48%
OF ALL EMAIL IS
OPENED FROM MOBILE

6. 61%
OF ALL THAT FOLLOWED A GROUP/LIKED
PAGE CREATED BY BRAND CAME FROM
MOBILE

7. 65%
OF ALL WATCHED VIDEO CLIPS ON
FACEBOOK WERE ON MOBILE

8. 68%
OF ALL CLICKED FACEBOOK “LIKE”
BUTTONS ARE FROM MOBILE

9. 73%
OF ALL UPLOADED & SHARED PHOTOS
ON FACEBOOK ARE FROM MOBILE

10. 88%
OF ALL UPLOADED AND SHARED
PHOTOS ON TWITTER CAME FROM
MOBILE

11. 90%
OF SHARED LINKS TO BLOGS ON
TWITTER CAME FROM MOBILE

12. “Get your content ready to
go anywhere because it’s
going to go everywhere”.
Brad Frost

13. Don’t be confused by
the myths of mobile
context

14. Mobile users are
distracted and in a rush

15. 86% 41% 31%
OF SMARTPHONE
OWNERS USE
MOBILE WHILE
WATCHING TV
DO IT EVERYDAY
OF AMERICANS
THAT ACCESS
WEB, DO IT
FROM ONLY
THEIR MOBILE
DEVICE

16. 1.Understand how we
consume content

17. focused
use
information
snacking
dual
consumption
time
shifting

18. focused
use
This is where we concentrate all of our
attention on the content from one device
at a time.

19. focused
use
People
spend
more
time
reading
eBooks
on
smartphones
vs.
tablets.
This is where we concentrate all of
our attention on the content from
one device at a time.

20. dual
consumption
Using two or more devices at the same time
since the information we’re receiving from
one device is either not sufficiently engaging
or we have down time between activities.

21. Over
85%
of
tablet
and
smartphone
owners
use
their
device
while
watching
TV.

22. time
shifting
This is where we consume pre-scheduled
content when we’re available.

23. There
are
10.5
Million
Read
It
Later
saves
each
month.

24. information
snacking
This is where we make use of otherwise
wasted time with content we might not have
read otherwise.

25. 75%
of
Americans
use
their
mobile
phone
while
on
the
toilet.

26. KEY TAKEAWAYS
• Mobile is a part of our
consumption
• How does YOUR audience
consume YOUR content?
• Is your content snackable?

27. 2.Review your goals

28. Goals
should
be
clear,
measurable,
realistic
and
associated
to
a
time
frame.

29. 3.Develop mobile
personas

30. Know your customer. Know their tools.
images © Jason Travis

31. 4. Acknowledge sh*tloads
of resolutions

32. 1024
x
768
640
x
940
320
x
240
320
x
480
360
x
480

33. How do we deal with
different screen sizes?

38. 74%
OF CONSUMERS WILL WAIT 5 SECONDS
FOR A WEB PAGE TO LOAD ON THEIR
MOBILE BEFORE ABANDONING THE SITE

39. 46%
OF CONSUMERS ARE UNLIKELY TO
RETURN TO A MOBILE SITE IF IT DIDN’T
WORK PROPERLY DURING LAST VISIT.

40. 71%
OF MOBILE BROWSERS EXPECT WEB
PAGES TO LOAD ALMOST AS QUICKLY OR
FASTER AS WEB PAGES ON THEIR PC.

41. KEY TAKEAWAYS
• You MUST mobilize your website
• Wordpress Plugins - WP Touch Pro
• Wordpress Themes - StudioPress etc
• Custom Responsive - Outsource
• Separate Site - Duda Mobile, Blue
Train Mobile

42. KEY TAKEAWAYS
• Focus on performance
• Google Page Speed Insights
• CrazyEgg

43. 5. Design for touch

44. When
you’re
designing
mobile
interfaces,
it’s
best
to
make
your
targets
big
so
that
they’re
easy
for
users
to
tap.

46. 6.Optimize your local
presence

47. 1
out
of
every
5
searches
has
local
intent.

48. Over
40%
of
searches
on
a
mobile
device
have
local
intent.

50. 94%
of
smartphone
users
look
for
local
info.
84%
take
action.
57%
of
smartphone
users
look
for
local
info
at
least
once
a
week.
25%
of
smartphone
users
look
for
local
info
daily.

51. 65%
visited
the
business
they
looked
up.
47%
looked
it
up
on
a
map
and/or
got
directions.
24%
told
others.
29%
made
a
purchase
in-­‐store

52. How do we optimize for
local intent?

53. • Local
Listings:
• Google+
Local
/
Google
Pages
For
Business
• Other
relevant
local
directories
• NAP
Citations:
• Name/Address/Phone
#
• Make
sure
they
all
match.
(Local
Citation
Finder)
• Images:
• Storefront
• Inside
• Social:
• Google
+
(Connected
to
Google+
Local
Listings.
• Facebook:
24%
of
local
search
is
inside
the
app
• Reviews:
• Yelp,
Foursquare,
Yahoo
Local,
Zagat,
Google+
Local

54. 7.Communicate with
mobile.

55. EMAIL

60. • Sender
First
• Clear
sender
display
name
• Avoid
news@domain.com
• 5-­‐7
Rule:
• 5
to
7
words
before
truncated
• 60
characters
• Use
headlines,
subheads,
bullets
and
numbers
• Snackable
consumption
• Scannable
• Clear
Call
To
Action:
• What
do
you
want
the
user
to
do?
• Large
targets
for
tapping
• Responsive
templates:
• It’s
not
just
for
your
website

61. May
2013:
The
First
Key
to
Online
Business
Success
Original
Blog
Post
Visits:
2755
Audioblog
Downloads:
28,720

62. "I didn't even realize you had text
blog content.”
!
"Thank you for finally letting me
consume all your content in the way
I want.”
!
"What an awesome way to create
more value. Keep it up!"

63. QR CODES

65. Use
QR
codes
wisely…

67. SMS/MMS

79. 90%
of
text
messages
are
read
within
3
mins

80. • Loyalty
Clubs:
• Weekly
communications
w/
incentives.
• Updates
on
promos,
events,
products
etc.
• Coupons:
• 10x
redemption
to
traditional
coupons
• Increase
the
Average
Order
Value
with
Spend
&
Get’s
• Contests,
Sweepstakes,
Trivia,
Surveys:
• Increased
engagement
• Make
informed
decisions
with
customer
feedback
• Reminders:
• Eliminate
no
shows
• Study:
Single
Practice
Physician
=
$150k/year
in
no-­‐
shows.

81. KEY TAKEAWAYS
• SMS is for timely, exclusive and
targeted messages. (snackable)
• Email is for more informational,
long form content. (full meal)
• SMS can compliment your email
strategy.

82. KEY TAKEAWAYS
• Audio is mobile. Think about a
podcast.
• QR codes…well just be careful
with them.

83. The
SMS
Marketing
Handbook
• eBook:
• Step-­‐by-­‐step
how
to
get
started
with
SMS
Marketing
• Video
Training:
• Up
to
7
Video
Trainings
• Example:
How
To
Sell
SMS
Services
To
SMB’s,
• How
To
Create
Call-­‐To-­‐
Actions
That
Convert
• Resources:
• Messaging
Calendar
• Messaging
Scripts

84. •Complete
Package:
•$199
w/
offer
code
“complete”
•Starter
Package
•$79
w/
offer
code
“start”
•Just
The
Book:
•$29
w/
offer
code
“book”
http://www.mobilemixed.com/preorder

85. • Understand
your
customers
mobile
behaviors
• Define
your
business
goals
• Develop
mobile
personas
• Mobilize
your
website
• Optimize
it
for
local
• Connect
with
SMS
and
email

86. mobile
~ 7B
web
2.4B

87. mobile
~ 7B
web
2.4B

88. CHOOSE
MOBILE

89. Questions?
Greg
Hickman
-­‐
MobileMixed.com
Subscribe
at
mobilemixed.com/newsletter