FredNMT - Taking the Mystery out of Mobile Marketing

www.woodstreet.com #FredNMT @jonmikelbailey

Taking the Mystery Out of Mobile

We’ll talk about…

1. Some Stats2. ZMOT and the Mobile User3. How to Think About Mobile Marketing4. Your Plan of Attack!


Some Stats about Mobile for 20111. More smartphones bought in the U.S. than PCs

2. Six carriers rolled out 4G services

3. Mobile commerce sales saw a 91.4 percent increase over 2010

4. 166 percent increase in Facebook Mobile users in the first half of 2011

5. 103 million wireless tweets were posted each day

6. 1 billion foursquare check-ins- Source: http://www.mobilemarketer.com/cms/news/research/11706.html

http://www.mobilemarketer.com/cms/news/research/11706.html

http://www.mobilemarketer.com/cms/news/research/11706.html


More Stats about Mobile in 20111. 303 million Americans reported that they own a mobile device (CTIA)

2. 26.6% of U.S. households are mobile-only (CTIA)

3. 63.2 million Americans own a smartphone (comScore)

4. 35% of smartphone users access the mobile Internet from their device

(comScore)

5. 2008 – 2010 saw a 2,000% growth in mobile-ready websites. (DotMobi)- Source: http://realtimemarketer.com/61-mobile-stats-any-marketer-can-use/

http://realtimemarketer.com/61-mobile-stats-any-marketer-can-use/


Predictions about Mobile1. 1 billion consumers will own smartphones by 2016

2. U.S. users will own 257 million smartphones and 126 million tablets

3. By 2016, 350 million employees will use smartphones

4. Mobile spending will reach $1.3 trillion by 2016

5. Businesses expected to double spending on mobile by 2015.

- Source: http://gigaom.com/2012/02/13/preparing-for-a-mobile-first-world

http://gigaom.com/2012/02/13/preparing-for-a-mobile-first-world


Tweet THIS!

Businesses are expected to double spending on mobile by 2015

- @GigaOm #FredNMT

http://www.twitter.com/GigaOm



http://frednmt.posterous.com/


ZMOT and the Mobile User

ZMOT or the Zero Moment of Truth is…

The moment between stimulus and the FMOT.

The moment when a thought occurs and the research begins.

The moment when desire meets a mobile phone.

Where are you in that moment?


ZMOT and the Mobile UserZMOT is…

A guy in a bar thinking about his future, looking up engagement rings.

A woman taking the train to work, looking for a career change.

A hungry tourist, looking for the best places to eat.

A dad at a playground, looking up charter schools in his community.


ZMOT and the Mobile User

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

http://www.zeromomentoftruth.com/


Tweet THIS!

ZMOT occurs on mobile all the time. Is your business there at

THIS moment of truth? #FredNMT



How to Think about Mobile MarketingFirst, consider

the mobile user,

who are the

personas?

- Source

http://creatingclassics.blogspot.com/2009/10/personas.html






How to Think about Mobile Marketing

Now you have your personas, ask yourself these questions…

1. What are the users looking for while on their mobile device?

2. For what do you want to be found?

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

4. What information would frustrate them???


How to Think about Mobile MarketingWhat do you end up with? Your priorities for mobile…

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

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


Tweet THIS!

The intersection of user needs with business goals is what

determines your mobile marketing priorities. #FredNMT



How to Think about Mobile Marketing

Now you have your priorities, what tools do you need?

1. Your website and/or blog

2. Social media channels

3. Mobile devices, duh

4. Someone to manage the ZMOT

5. A flexible/agile plan of attack


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???


Your Plan of Attack!Is this your site

on mobile?



The answer is not a completely separate mobile website.

The answer is responsive design.

The question is “what is responsive design?”

Responsive design refers to the practice of designing a website using code that allows the site to adjust or respond to different display scenarios… like mobile.


Your Plan of Attack!Is your site practical?

• 44px buttons?

• Just the facts?

• Obvious direction?

• Obvious call to

action?


Your Plan of Attack!The elements of a good mobile page…

• Displays appropriately on a mobile device

• Thumb-proof navigation

• Limited choices designed for mobile user

• Link to full site

• Mobile friendly search option


Tweet THIS!

Your mobile site needs to be laser focused on the

user experience of your target audience. #FredNMT



Your Plan of Attack!Marketing with social media? How does mobile fit?

1. What are your targeted social channels?

2. How does your personas interact with these on their mobile devices?

3. Do you drive traffic from social to your site or Blog? What about mobile?

4. What can you do with social to stay in the mobile conversation?

5. Think about the mobile user when you post, tweet, share…


Tweet THIS!

Social is exploding on mobile. Shouldn’t mobile factor into your

social media marketing efforts? (um, yes) #FredNMT



Your Plan of Attack!To market on mobile, use mobile…

1. Post to Facebook, Twitter, Google+, etc.

2. Use a mobile device to capture video moments to share in your channels.

3. “Listen” with your mobile device to your channels, set up SMS alerts.

4. Engage and use the tools to understand what a mobile user wants.


Tweet THIS!

The best way to market on mobile is to use mobile. Be your

target audience. #FredNMT




A flexible and agile approach…

1. Use responsive design

2. Use the right tools at the right time for the right audience

3. Measure and adjust


Your Plan of Attack!Responsive Design

Responsive Web design is the approach that suggests that design and development should respond to the user’s behavior and environment based on screen size, platform and orientation.

The practice consists of a mix of flexible grids and layouts, images and an intelligent use of CSS media queries.

- Source - http://coding.smashingmagazine.com/2011/01/12/guidelines-for-responsive-web-design/

http://coding.smashingmagazine.com/2011/01/12/guidelines-for-responsive-web-design/



Responsive Design

Instead of creative a mobile only version of your website, create a website that adjusts itself for mobile and otherscenarios.


Tweet THIS!

With mobile and tablets, don’t segment your marketing, use

responsive design for a holistic approach. #FredNMT




Tools or tools…

Don’t use a tool simplybecause its shiny and new.use it because it fits,helps you achieve yourgoals, and is useful foryour audience.


Your Plan of Attack!Strategies instead of tools…

1. Don’t base your whole mobile marketing campaign on a QR code. Use a

QR code to enhance your mobile marketing campaign.

2. Use mobile landing pages specific to a campaign, target your audience

with the pages you send them to.

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. #FredNMT




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:

www.woodstreet.comhttp://gigaom.com/www.zeromomentoftruth.comwww.mediapost.com

Contact Me:

[email protected]@[email protected]/woodstreetweb301.668.5006 x8452

http://www.woodstreet.com/

http://gigaom.com/

http://gigaom.com/

http://www.zeromomentoftruth.com/

http://www.mediapost.com/

http://www.woodstreet.com/

mailto:[email protected]

http://www.twitter.com/woodstreetweb

http://www.twitter.com/woodstreetweb

http://www.twitter.com/jonmikelbailey

http://www.twitter.com/jonmikelbailey

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FredNMT - Taking the Mystery out of Mobile Marketing

Technology

Transcript of FredNMT - Taking the Mystery out of Mobile Marketing