The State of Mobile Content Marketing Webinar: Compendium & ExactTarget
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Transcript of The State of Mobile Content Marketing Webinar: Compendium & ExactTarget
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@JKROHRS@JKROHRS
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@JKROHRS@JKROHRS
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• Generate leads • Make it easy for individuals to
obtain a quote using a proprietary Mobile Messaging Business Process
• Target the Individual Health Insurance Market [ 25 - 44 year olds ]
• Use signage at rail and bus stations to invite individuals to obtain an instant insurance quote via text
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Replies by sending age
Prompted to reply with gender
Replies with gender
Prompted to reply with Zip Code
Replies with Zip Code
Prompted to reply with email address
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She replies with her email address
Receives an instant quote via text
Receives follow-up text announcing how to apply
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Auto Reply EmailWhether people receive a quote via Text or via the Mobile Website, each receives this follow-up email prompting them to apply.
Results•Campaign ran 20 Weeks•Generated 449 Inquiries•Produced 201 Leads•Increased Sales 10%
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Slide via JESS3
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Content
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Global mobile data traffic will increase 13-fold between 2012 and 2017.Cisco, 2013
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Behavior Differences of Mobile Traffic vs Non-Mobile Traffic
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Case Study: iGoDigital
Pages Per Visit: 22% Improvement
Bounce Rate: 11% Improvement
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Case Study: Weblink
Pages Per Visit: 8% Improvement
Visit Duration: 55% Improvement
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Best PracticesImplement a Responsive Design
Create Easily Digestible Content (short paragraphs)
Mobile Friendly Emails
Share Mobile-Optimized Content via Social and Email
Channels
Link to Existing Content
Include Call to Actions in Content
Thumb-Friendly Call to Actions (at least 44x44 pixels)
Images Drive Engagement, Content Drives Action
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James PadenVice President of Product
@JamesPaden
www.compendium.com
Kyle LacySenior Manager Content
Marketing & Research
@kyleplacy
www.exacttarget.com
PRESENTERS