Mobile content marketing

© 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing

Mobile Content Marketing

What Works and What Doesn’t


Agenda 1.  Shared Baseline 2.  What Works in MCM 3.  What Doesn’t Work in MCM 4.  How to Succeed in MCM

2


1|| Shared Baseline

3


It’s 8am •  Do you know where you

content is?

4

SHARED BASELINE


Not Where You Think

5

Percep+on

SHARED BASELINE


Reality

6

SHARED BASELINE


Market Penetration

7

SHARED BASELINE 1 h2p://www.emarketer.com/Ar+cle/Smartphones-‐Con+nue-‐Gain-‐Share-‐US-‐Mobile-‐Usage-‐Plateaus/1008958 2 h2p://www.emarketer.com/Ar+cle/One-‐Three-‐Online-‐Consumers-‐Use-‐Tablet-‐by-‐2014/1008701


Not necessarily “on the go”

8

1. SHARED BASELINE


Smart Phone Owners

9

SHARED BASELINE

h2p://openmarke+ng.com/?p=7222


What’s That Mean?

10

SHARED BASELINE


Rethink Content Marketing •  From the ground up – not just content

marketing but mobile content marketing

<Button or visual to click through to motion graphics>

11

SHARED BASELINE


Standard Advice

12

SHARED BASELINE


“Old” Saw #1 •  Make your website responsive

13

SHARED BASELINE


“Old Saw” #2 •  Make your email viewable on mobile

14

SHARED BASELINE


But beyond that Specific advice and counsel is a bit … well thin

15

SHARED BASELINE


Typical Campaign

16

SHARED BASELINE

50% earned, owned media

50% paid media


2 || What Works

17


Video

18

WHAT WORKS

How Consumers Use Tablets and Smartphones


•  Loreal

19

VIDEO WHAT WORKS


Email •  Email

20

WHAT WORKS

h2p://www.mediabistro.com/alltwi2er/mobile-‐content-‐marke+ng_b36744


Dos and Don’ts •  Larger fonts •  One column •  More contrast in the color palette •  Simplify – less really is more •  Resources: –  https://litmus.com/blog/mastering-the-art-of-mobile-

email-workshop-recap –  http://litmus.com/blog/anatomy-mobile-email

21


Custom Landing Pages

22

WHAT WORKS


Meme

23

WHAT WORKS


Cartoons

24

WHAT WORKS


Slideshows

25

WHAT WORKS h2p://mashable.com/2013/03/05/ipad-‐mini-‐accessories/


Mobile Advertising •  But not necessarily banners

26

WHAT WORKS

$2.85 iPhone $4.42 iPad

h2p://www.dailyflux.com/opera-‐adver+sing-‐android-‐effec+ve-‐ios/

$.88 $1.06

$1.28 $0.37

eCPMs

Share of Traffic


Mobile Advertising

27

WHAT WORKS

Display adver+sing on Yelp


Be wary •  Fat finger problem is real!

28

h2p://www.npr.org/2012/12/17/167479086/fat-‐fingers-‐blamed-‐for-‐accidental-‐mobile-‐ad-‐clicks

WHAT WORKS


Mobile Ads

29

WHAT WORKS h2p://www.businessinsider.com/how-‐nielsen-‐sees-‐the-‐future-‐of-‐mobile-‐display-‐adver+sing-‐2012-‐6?op=1

h2p://www.businessinsider.com/how-‐nielsen-‐sees-‐the-‐future-‐of-‐mobile-‐display-‐adver+sing-‐2012-‐6?op=1


Paid Media •  Catalog (FreeMyApps) •  Incentivized (Tapjoy) •  Re-targeting (Apsalar) •  Large Display (Millennial) •  Social (Facebook, Twitter) •  Video (Rhythm, Unruly)

30

WHAT WORKS


Don’t Forget the Basics •  Optimize in-store listings •  Great icon for your mobile application •  Findable in search •  Visible in social media •  Fresh, relevant, compelling, visual content

31

WHAT WORKS


3 || What Doesn’t Work

32


Text Ads •  Category specific – YES

•  QSR •  Local

– NO •  B2B •  Considered Purchase •  Mobile downloads

33

WHAT DOESN’T WORK


INFOGRAPHICS Hard to consume on mobile

34

WHAT DOESN’T WORK


White Papers

35

WHAT DOESN’T WORK

Source: h2p://www.johncuneo.com/rip


Lead Gen Forms*

36

WHAT DOESN’T WORK


Flash

37

WHAT DOESN’T WORK


Example •  SFJazz

38

WHAT DOESN’T WORK


4 || How to Succeed in MCM

39


Mobile Analysis •  Yes you can analyze results – much the

same way you’d analyze results on the desktop web

– Click throughs – Engagement – Conversion

40

HOW TO SUCCEED


Beware “referrer not known” •  Huge problem in mobile – making up for

anywhere from 15-40% of your number

41

HOW TO SUCCEED


Workarounds •  Field a “natural experiment”

42

A natural experiment is "an observa+onal study that nonetheless has the proper+es of an experimental research design.” (Gerring 2007: 216).


Example

43

HOW TO SUCCEED


Funnel Analysis •  Segment by mobile users versus desktop users

44

HOW TO SUCCEED


A/B Testing

45

HOW TO SUCCEED

Insert lauren’s visual


Resources

46

HOW TO SUCCEED


OpenMarketing

Open Marketing is made up of talented professionals prepared to parachute in to solve your toughest content problems. Get the content you need to accelerate sales. And tangible results you can measure.

30 Seventh Street San Francisco, CA 94103 Phone: 1-415-578-7060 Email: [email protected] Facebook: https://facebook.com/openmk Linkedin: http://linkedin.com/company/openmarketing Twitter: http://twitter.com/openmk

Mobile content marketing

Business

Transcript of Mobile content marketing