Mobile Marketing - MBO 2012 - Ryan Mull of imavex

In Mobile, One Size Does NOT Fit AllRyan Mull @RyanMull @imavex

Agenda

• Current Mobile Marketplace & Projected Growth

• Mobile Website Design & Picking Best Solution For Your Organization

• Top Mobile Marketing Options & Picking Best Solution For Your Organization

This Is Difficult

• In Mobile, one size does NOT fit all

Recognize most research & data is based on info from BIG AD $$$’s

Take a methodical approach to mobile

Quick Introduction

• Founded 2001• 1300+ customers • Mobile capabilities include

• 350+ current mobile site customers• Many mobile campaign and mobile videos

My experience

19992000 - 2005

What Google looked like…

… in Beta!

Why Is Mobile Important

• Mobile has become a necessity now in the US, just like…

OR

OR


• Mobile now holds so many critical functionalities in one place

OR


• Mobile + Money/Payment = Indispensible

Coming Soon

OR

Someday, this will look funny!

Apple, Amazon, Google & PayPal all making big push….

Mobile Now & In The Future

• 2002, 10% smartphone penetration. 2012, 75% smartphone penetration.

• 80% of smartphone users have their device with them at all times.

• 94% of smartphone users search for local info on their phone and 90% take action as a result, 70% within 1 hour


• Mobile search has grow 500% in the last 2 years

• 57% of smartphone users say they won’t recommend a business with a poorly design mobile website

• 40% of smartphone users have turned to a competitor’s after a bad mobile site experience


• Last year, more smartphones were sold than PCs

• Each day, more android phone activated than babies born

• 5.1 million people own mobile phone, 4.2 million people own toothbrush

• By 2015, more people in the US will be going online via a mobile device than on a computer

• The average teen sends over 100 texts a day.


• 76% watch video on their smartphone

• 34% watch mobile video at least once a day

• By 2013, 64% of all mobile IP traffic will be mobile

• Mobile video ad spend increased nearly 200% in first half of 2012.

• Mobile video consumption up 26% in 2012.


• 28 apps installed on average

• 11 apps used in the last 30 days

• 6 paid apps installed on average

• Top apps – Games & Social with some music, search/maps, & weather/news/sports sprinkled in

• Mobile Sites Help Support Retail Sales

• 51% of consumers are more likely to purchase from retailers that have mobile-specific websites.

• Research has shown that web retailers could increase consumer engagement by 85% with a mobile-specific website

• 40% said they’d visit a competitor’s mobile website instead



• 75% of mobile users do text messaging

• 73% of smartphone users do email at least once daily.

• 66% of smartphone users access the internet at least once daily.

• 62% use a search engine at least once daily.

• 60% use a social network site/app at least once daily

Whoa! Hold on there…

Whoa! Hold on there…

• Before you start, is your house in order?

• Website• Search Engine Optimization / Content

Marketing• Pay-Per-Click• Email Newsletter

If these things aren’t 90-100% in order, then maybe look at mobile marketing in 2013?

Mobile Challenges

• Mobile is still new with very little real research/data to show results in a diverse set of verticals, most from big brand / enterprise level.

• Picking the right solution for your organization & then budgeting is daunting, AND will take time to find right mix

• Internet has brought accountability and measurable marketing, but this new marketing platform also needs patience, flexibility for creativity, and trial and error.

• Design & Creative Challenges:• How to create and design with new and small creative

platform?• How to create and drive emotion with such small screen?• Can you inspire or just inform your audience?

Two Questions

• How mobile is our audience?

• How can we serve our mobile audience?

Start with a mobile website

Mobile Website Design Options

• Mobile specific websites• Smartphone version• Tablet version

• What about all the new and constantly changing sized screens?

• Responsive designed websites solution to multi-screen• Currently more costly than traditional mobile

versions• Could be better value, as mobile is organically

changing, responsive changes with screens

Top 10 Mobile Website Design Best Practices

make it fastdesign your site to load fast and make copy easy to scan

simple navigationclear navigation, hierarchy and vertical scrolling help access to information

thumb friendlydesigned so even large hands can easily interact with it (i.e.buttons vs links)

make it visibilityensure your content can be read or watched at arm’s length

make conversions easywhat will users want from you, make iteasy for them to do that (i.e. phone #)

make it localinclude functionality that helps people find and then get to you

use mobile site redirectsgive users a choice to go back to the desktop site, AND make it easy to come back to mobile site

make it seamlessbring as much of the functionality of your desktop site to mobile

listen, learn & tweakgood mobile sites are user-centric, meaning they’re built with input from your audience

Inspire your audienceOn such a small platform, creative marketing design is hard, so use video to drive emotion and inspire user action

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Responsive Design Examples

Desktop

Responsive Design Examples

Tablet Portrait

MobileTablet Landscape

Mobile Marketing Tactic Options

• Building a branded mobile App• Text message marketing• Mobile email• Mobile video• Mobile search engine marketing/Pay-per-click • Social content• App ads• Mobile display ads• Location Based • Couponing • Cross-media with offline• QR Codes

Picking the Best Mobiles Marketing Tactics• Good Data - Know your audience

Picking the Best Mobiles Marketing Tactics• Use Common Sense

Picking the Best Mobiles Marketing Tactics• Determine user scenarios for each tactic and

how YOUR audience would engage and take action …and how they may work together

Text of open times & discounts for today

Course details app to providegolfer engaging course info and promos

Mobile Brand Consistency

Keeping Mobile Brand Consistency in Social Is Important!

Mobile Site Facebook Twitter Google+

Google+ critical to local search

Social driving more and more mobile activity

Mobile search

• Mobile SERPs dominated by paid search ads

• Mobile specific campaigns generate much better results.

• Ads take up 2/3 of mobile SERP

• Only 2 top ads, then 3 ads at bottom of SERP

• 61% only look at first page of mobile SERP

Text Message Marketing

• Text Message Marketing MAY be the best tactic that isn’t utilized

• Over 85% of Facebook posts never seen, 71% of tweets ignored, 88% of emails unopened

• 98% of text message are opened

• 90% opened and read within 3 minutes

Mobile Marketing Tactic Options

• Building a branded mobile App• Text message marketing• Mobile email• Mobile video• Mobile search engine marketing/Pay-per-click • Social content• App ads• Mobile display ads• Location Based • Couponing • Cross-media with offline• QR Codes

Mobile Marketing

Solutions w/ Best ROI potential

Which Mobile Marketing Tactic

• Basic mobile specific SEM/PPC campaign minimum for brand and critical keywords, then track.

• Create or utilize current videos and include in website.

• Evaluate your current email efforts and mobile results

• Evaluate basic text sms marketing opportunities to current customers

• Check your tablet user experience and monitor that area in your analytics

Must Do’s Recommended Do’s

• Build a mobile website – NOW!

• Define value proposition by figuring out how your audience will engage with you via mobile

• Search for your brand now and see what comes up. (check maps and competition too)

• Optimize and tweak website based on analytics data

• Make sure mobile site is cross functional and plays well with other marketing efforts

• Create or segment out a mobile only marketing budget

• Create mobile specific campaigns and segment out mobile analytics

Why Do Mobile Specific Campaigns

• Mobile specific campaigns generate much better results.

• Mobile specific campaigns generate 29% more clicks vs. hybrid

• Mobile specific campaigns generate 11% higher CTR vs hybrid

• Get cleaner data for better insights for future efforts

• Safe to assume this applies to all mobile marketing tactics

Example: Mobile Pay-Per-Click

How Much To Spend Per Tactic

• Split total budget based on audience media consumption

• Growing: 25% Online, 10%+ Mobile• Stable: 45% TV• Declining: 10% Print, 10% Radio 10%

• THEN, use ROI/Results based budgeting with a slant towards future media consumption growth.

• Again, one size does NOT fit all!

How Much To Spend Per Tactic

• Use Google Analytics to find percentage of direct traffic is mobile, then use that same percentage of your total online marketing budget.• Mobile paid search campaign will quickly show how

much people are looking for you and your products and services

• THEN, use ROI/Results based budgeting with a slant towards future media consumption growth.

• Again, one size does NOT fit all!

Just a quick note… Do you need an app?

• Top 25 and 50 apps lists are dominated by games & social, then some weather, search/maps, and music sprinkled in…

• Not one brand app in the top 50 of paid or free apps.

• SO, if 11 apps used in the last 30 days, then…

• Does your company need an app?

If You Have To App It…

• Solid Mobile App Development firms• apps start at around $20K

• Before you develop the app, have a predictive model for promotion, to plan for costs and results. No value if nobody finds it.

• Offer users utility that is compelling value and can nurture loyalty. No value if nobody wants to use it.

• Design app for largest mobile platforms to get largest audience. Little value if audience is little.

Conclusions and Commentary

• Build a mobile website now

• Get your mobile social and local (SoLoMo) presences cleaned up and aligned with brand

• Mobile design limiting, so utilize video to more effectively engage and inspire

• Create mobile marketing plan that aligns with your target audience’s current mobile activities

• Set up analytics goals for mobile - Test, tweak and optimize your mobile efforts

• Commit to mobile

Thank You

• imavex

• [email protected]

• (317) 774-7460

• @imavex

• @streamotor

• Ryan Mull

• [email protected]

• (317) 294-0766

• @ryanmull

• www.linkedin.com/in/ryanmull

mailto:[email protected]

mailto:[email protected]

My experience

• There was no “dot com bomb” on the street. • Results better than predicted, but some things were broken

• What did fail and cause “dot com bomb” perception? • Then - Businesses & Ad Agencies excited and over-selling

value of banner ads• Now - Banners can be very solid piece to a good mix, but not

traffic driving, results driven essential ad unit as originally planned

• Social is the new banner – Mobile could be…• Social is revolutionary, but has been WAY over promoted,

and will evolve into its proper place in the internet marketing ecosystem.

• SoLoMo (Social Local Mobile) most likely to become the thing that makes social the solid piece to a good mix.

Mobile Marketing - MBO 2012 - Ryan Mull of imavex

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