The document discusses strategies for mobile marketing success in a rapidly changing mobile landscape. It notes that mobile queries are growing exponentially and that mobile users are increasingly using smartphones. It emphasizes that marketing must be responsive and mobile-ready, and outlines strategies for paid, earned, and owned media, including optimizing mobile ads, content, and website design for a good mobile user experience. Specifically, it recommends responsive design over mobile-only sites and stresses the importance of testing on multiple devices/screen sizes.
5. • Mobile growth is unstoppable
and exponential
• Your marketing needs to be
responsive and mobile ready
• You need a strategy for paid,
earned and owned media
9. “MOBILE IS GOING TO
BE THE PRIMARY WAY
TO REACH YOUR
CUSTOMERS IN THE
NEXT YEAR OR TWO.”
- Andy Miller 8/13
Head of Mobile Search Sales & Strategy at Google
10. ¾ OF MOBILE USERS
¾ OF MOBILE USERS
IN THE US ARE
IN THE US ARE
SMARTPHONE USERS
SMARTPHONE USERS
12. SMARTPHONE & TABLET
USERS AREN’T WHO YOU
THINK THEY MIGHT BE
• 38% of children under 2 use mobile devices
• Adoption is not limited to urban/metro areas
• 60.7% of the global population are mobile phone
users, compared to 40.0% in 2008
• 68% of mobile searches happen at home where
there are other, larger devices available
17. CONSEQUENCES
• 40% of mobile users turned to a
competitor’s site after a bad
mobile experience
• Organic search penalties
• Lower AdWords quality scores
• Lost revenue & opportunities
18.
19. AS MARKETERS, WE
HAVE TO DO BETTER
AT MATCHING
ACTUAL CONSUMER
NEEDS AND
DELIVERING A GREAT
MULTI-DEVICE
EXPERIENCE.
24. MOBILE USERS MAKE THE
CALL
• With AdWords enhanced
campaigns rollout in July, can
now have mobile-preferred ads
• Can disable website link and
force click to call for mobile ads
• Google Call Forwarding
(AdWords)
• Skype Call Forwarding (Bing Ads)
26. DNI – DYNAMIC NUMBER
INSERTION
• Call tracking for individual campaigns
• Some available at the keyword level
• Replaces a number throughout your site with
Javascript on-the-fly
• Remains cached for returning visitors
• Attribution isn’t just important to determine
return on ad spend (ROAS) but also mobile usage
27.
28. • AdWords removed the ability to
WHAT
separately target tablets in
ABOUT
Enhanced Campaign rollout
TABLETS?
• For all intents and
purposes, Google considers
tablet traffic congruent to
desktop behavior
30. • New SEO penalties for having
mismatched mobile content
versions and slow loading
• Poor user experiences can kill
your visitors off– unplayable
videos, slideshows, bad
redirects, app download
interstitials
• Google has a separate Mobile
Smartphone crawler
31. 5 TIPS FOR
MOBILE SEO
1. Migrate away from mobile-only sites to responsive
design
2. Mobile title optimization: 45 characters for titles
vs. 65 characters
3. Webmaster Tools: crawl as Google mobile to
uncover issues
4. Localize your content (if applicable)
5. Make sure your video & audio works! Transcribe it
38. MOBILE UX PRESENTS
CHALLENGES
• It needs to be fast. Under
2 second load time fast.
• Text has to be legible, and
larger than desktop
screen text.
• Beware of the unintended
consequences of design
40. • It has to be clean. It is the ultimate
minimalist expression of your brand.
• Paring down is difficult and you will need to
reprioritize.
• We’re in a multiple screen world, not a
mobile world.
• There are a ton of devices out there, each
with their own screen size. Testing can be
difficult.
45. • Responsive vs. Mobile Only
MOBILE-ONLY
SITES ARE NO
• Yes, Google used to
LONGER
recommend mobile sites
RECOMMENDED • If you already have one you
can keep it
• Don’t orphan your content
or your users
50. WERE YOU TAKING NOTES?
• Mobile growth is unstoppable
and exponential
• Your marketing needs to be
responsive and mobile ready
• You need a strategy strategies
for paid, earned and owned
media
http://www.flickr.com/photos/matthijsWe’re not just talking about apps here– we’re talking about mobile experiences as a whole. Very few companies can afford to build their own apps, so mobile website design is really the focus.
Question for audience: Who here thinks… Is not important really? Having such a site would be nice but not a priority?Having a site that looks good and functions well on mobile is a necessity?
Quick poll- how many people have Analytics on their site? OK, now how many people look at it more than once a month? Once a week? Once a day? All day?
http://www.themobileplaybook.com/en-us/ Raise your hands if you have clients. OK put your hands down if you have clients who consider phone calls as conversions.
19% of mobile marketers plan to increase mobile ad spend by 50% or more within next 2 years-eMarketer 9/13http://www.emarketer.com/Article/Advertisers-Begin-Navigate-Mobile-Landscape/1010259
http://ssl.gstatic.com/think/docs/creating-moments-that-matter_research-studies.pdf Google & Nielsen study 3/13
http://www.flickr.com/photos/dade_f/
Don’t think it matters? Is this what your customers see when they go to your site?
http://www.flickr.com/photos/rohdesign
There are mobile emulators, desktop software that lets you preview sites as if you were using a whole range of different devices. These usually work but aren’t foolproof. Test with physical devices if at all possible, and go for the major ones based on what you see with your site traffic & Analytics.
The question really is, are you making the web a better place? Or, more importantly, do you want to stay in business?
Deal with it. This is a non-negotiable expense in this day and age. If it’s a consolation, retrofitting with responsive may ultimately be cheaper than developing a tandem mobile-only site.http://www.flickr.com/photos/seadigs
Let’s light a fire under ourselves, shall we?
You might find the unexpected– 50% of Walgreens site traffic is mobile, but 50% of that came from within the storehttp://www.themobileplaybook.com/en-us/#/chapter1_6