Making the Case for Mobile Marketing - Beyond Text Messaging!

36
© 2013 @constantcontact #ccmobile © 2014 making the case for mobile beyond text messages

description

Whether you know it or not, mobile is already having an influence on the way people interact with your small business or nonprofit organization. Customers are using mobile devices. A lot. There are now more mobile phones than humans. It's time to start thinking about how your business has to build mobile into its marketing strategy. In this seminar, you will learn: Five tips for what you can do today to start taking advantage of mobile marketing. How to better understand and apply the spread of mobile behavior. How to build your own mobile strategy. How to make the most of your mobile email, website, and social media campaigns. And more... Embracing mobile marketing is about the success of your efforts to communicate with your customers, and the success to connect with them where they are now: on their phone. The case for mobile is getting stronger every click and call.

Transcript of Making the Case for Mobile Marketing - Beyond Text Messaging!

Page 1: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014

making the case for mobilebeyond text messages

Page 2: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 3

Vanessa CabreraPresidentYour Social Media Mentor, Inc.

facebook.com/yoursocialmediamentor

@vanessacabrera

www.yoursocialmediamentor.com

Page 3: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 4

129,000,000# of smartphones

owned in U.S. in 2012

comscore.com

29%of Americans

use only mobile devices to access the

internet.ondeviceresearch.com

91%of U.S. adults

own a cellphonetheatlantic.com

56%own a

smartphonePewinternet.org

Page 4: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 5

welcome #2

83%of the audience for this webinar use mobile devices to manage their personal lives

80%of adults 18-44 have

their smartphones with them

22 hoursa day

mediabistro.com

Page 5: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 8

mobile responsivevs.

mobile friendly mobile friendly

technology

question

marketing +strategy

question

Page 6: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 9

Page 7: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 10

US smartphone subscriptions

expected to grow

+28% in 2013

Mary Meeker

Page 8: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 11

people look at mobile devices

150xper day

people look at smartphones

200xper day

Alan Moore, No Straight Lines

Page 9: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 12

of Americans under 35 used a mobile device to make a donation.

40%

used a mobile device to browse non-profit websites and emails.

50%

Page 10: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 13

75%used phone to get real-time,

location-based information

70%who ran a local search via mobile acted within one hour

90%of mobile searcheslead to an action

local search

PewInternet.org

searchengineland.com

CMO Council

Page 11: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 14

Litm

us.c

om

44%of email is opened on a mobile device.

Page 12: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 15

Blue Hornet

80%of users delete

mobile email that doesn’t look good.

Blue Hornet

of users

unsubscribefrom email lists after

receiving mobile email that doesn’t look good.

30%

Page 13: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 16

Page 14: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 17

66%of small businesses are using mobile for their business.

34%aren’t.

small businessuse of mobile

Constant Contact customer research

Page 15: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 18

34%aren’t.

• have no plans to adopt mobile in the future65%

• lack of customer demand 56%

• “mobile isn’t relevant to my industry or business” 28%

Constant Contact customer research

Page 16: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 19

Dorothy S. JonesApril 1, 1947 – April 5, 2013

Services

Dorothy S. Jones, age 66, passed away on Friday, April 5, 2013. She was at home and surrounded by her family.

Page 17: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 20

why not?

we’re a nonprofit…

not bestfor my

products…

cost is too high…

we’re regulated

by the government…

Page 18: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 21

mobile for operations82%

calendar ortime management

74%

customercommunications

52%

GPS / mapping

44%

accounting orinvoicing

Page 19: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 22

Page 20: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 23

YOU DON'T GET TO DECIDE WHICH DEVICE PEOPLE USE TO ACCESS YOUR CONTENT.

THEY DO.

Karen McGrane, author of Content Strategy for Mobile@karenmcgrane

Page 21: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 24

at the end of the day, it’s

about

success

Page 22: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 25

Page 23: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 26

tip#1avoid

using too much text

Page 24: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 27

avoid multiple columns

tip#2

Page 25: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 28

tip#3

clear and easy calls to action

Page 26: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 29

avoidtiny

fonts

tip#4

9-point font, headlines don’t stand out

Minimum: 22-point headlines, 11-point body text, improved contrast

Page 27: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 30

avoidtiny

fonts

tip#4

Better: 22-point headlines, 16-point body text

Page 28: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 31

tip#5use

images carefully

@constantcontact#ccmobile

Page 29: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 32

don’t ignore local

search

bonus

#1

Page 30: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 33

don’t ask customers or supporters to

turn their phones off!

bonus

#2

Page 31: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 34

camera on the phone to take shots in-store or with customers, social posts from businesses featuring images, etc. don’t

ignore mobile

tech

bonus

#3youtube.com

100 hoursof video uploaded

per minute

1.4 billion images

taken on mobile per dayNokia’s Vesa Jutila, at DigitalK 2012

Page 32: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 35

44%

Page 33: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 36

Page 34: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 37

less is more. focus – use less text

use a single column

clear and easy calls to action

no small fonts (test, test, test!)

use images carefully (don’t rely on them)

claim your listings: be found on local search!

let your customers use their phones

don’t ignore your phone (pics, video, social)

Page 35: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014 38

next steps

have more questions? check out our answers to 10 of the most popular at the blog…(http://blogs.constantcontact.com/fresh-insights/10-mobile-marketing-questions)

if you’re ready for me to review your email template for mobile, call me today: 847.331.0659

want to learn more? try other live local seminars near you…constantcontact.com/local-learning/seminars.jsp

Page 36: Making the Case for Mobile Marketing - Beyond Text Messaging!

© 2013

@constantcontact#ccmobile

© 2014

making the case for mobilebeyond text messages