Mobile Marketing Strategy - SES London 2012

Developing an Integrated
Mobile Marketing Strategy
SES London 20-24 Feb 2012 - #seslondon

Angie Schottmuller
@aschottmuller
Founder, Interactive Artisan
Columnist, Search Engine Watch

Mobile Market Size

Source: The Growth of Mobile Marketing & Tagging, Microsoft Tag 2011

London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

Global Mobile vs. Desktop Internet Users

Source: The Growth of Mobile Marketing & Tagging, Microsoft Tag 2011


The Rise of Mobile

• By 2013, more people will use mobile
phones than PCs to go online.
• Mobile searches have grown 4X since
2010.
• There will be 1 mobile device for
every person on earth by 2015.

Sources: Gartner, 2010; Google Internal Data, 2011; Cisco, 2011


How Consumers Use Smartphones

Check and send email (82%)
Read news articles (56%)
Look up map directions (69%)
Listen to music/radio (45%)
Watch online videos (41%)
Play online games (39%)
Manage finances and bills (34%)
Look up sports information (38%)
Social networking (63%)
Source: The Mobile Movement Study, Google


Mobile Addiction
• 2 in 5 mobile owners use their
device from the bathroom.
• 90% of Americans would rather lose their
wallet than their smartphone.
• People would rather give up _____ over their
mobile phone.
– 70% Alcohol
– 63% Chocolate
– 33% Sex
Source: 2011 Smoketip survey and 2011 Telenav national survey


Mobile Impacts Marketing

• 95% search for local information
• 65% call a business after searching;
59% visit the location
• 90% act within 24 hours

Yet less than 1% of all businesses have a
mobile-ready website.

Sources: Google "The Mobile Movement: Understanding Smartphone Users," 2011


The Mobile Experience…

Source: Compuware, "What Users Want from Mobile," 2011


Non-Mobile-Ready Consequences

• 57% would not recommend a business with a bad
mobile website
• 43% are unlikely to return to a slow-loading site
• 40% have turned to a competitor’s site after a
bad mobile experience
• 23% of adults have cursed at their phone when a
site doesn’t work

Source: Compuware, "What Users Want from Mobile," 2011


Are you Mobile ready?


The (Perceived) Road to
Integrated Mobile Strategy


YouTube Mobile Syndication

Turn it on!


Local Optimization:
#1 Search Engines
1. Claim your business page on
Google Places, Yahoo! Local &
Bing Business Portal
Note: Bing UK business info is fed by 118 Information.
See: http://bingforbusiness.com

2. Verify and update information
(business name, map point, address, phone #, website, email,
category)

3. Provide high quality content
(photos, videos, social links, reviews, coupons, menus, and more!)


Local Optimization:
#2 Online Directories

Check how your listings appear:
http://uk.getlisted.org/


Local Optimization:
#3 Social Networks


Local Optimization Tips

• Optimize for “Citations”
• Be accurate
• Be consistent (same exact spelling, punctuation)
• Be relevant (same domain on email/web, local phone)
• Leverage deals and offers
• Be responsive


Smartphone Click-to-Call
Make your phone # actionable w/ tel: protocol:
<a href="tel:+16515928784" class="phonenum
handheldonly" itemprop="telephone">Call us!</a>

Tips:
• Use international ph # format
• Use CSS to style the link for
smartphone & hide it for
non-mobile


Mobile Web Options
1. Mobile landing pages
2. Mobile web: separate sites
3. Mobile web: responsive design w/ CSS


WordPress WPtouch Plugin
Step 1

Go from this.... to this!

Step 2


View Mobile Source Code Tip
ViewS Info: http://bit.ly/mobileviewsource

1. Create a mobile bookmark with
link =
javascript:location='http://shauni
nman.com/vs/?url='+escape(loc
ation)
2. Visit the page whose source you
want view
3. Open the ViewS bookmark
4. View the source code!


WPtouch Source Code Comparison
Before WPtouch After WPtouch


Mobile-Ready Using CSS, User
Agents, & JavaScript
Mobile First Responsive Web Design
by Luke Wroblewski by Ethan Marcotte


Mobile-First Web Design


Responsive Web Design Steps
1. Start with mobile. Prioritize content blocks for a
single column.
2. Evaluate content changes for different context
(device and user intention)
3. Define wireframe templates for each device
4. Develop CSS to manipulate display
5. Create server-side code for device-specific
rendering
6. Implement, test and optimize


Prioritize
Prioritize Content
1
2 content by
3 4
importance
regardless of
design.
Home Example:
Page Example:
1. Logo
5 6 2. Search
3. Title
Navigation
4. Body
Ad 1
5. Related Content
Ad 2
6. Navigation
Ad 3
7. Ad 14
7 8. Social Links
8 9. Footer


Responsive Web Design (RWD)
Define grid layout for each key width:
1024px (Desktop) 768px (iPad portrait) 320px (iPhone portrait)


Plan Grid Layout By Device

•


Mobile Design Best Practices

• Make it Local • Simplify Navigation

• Design for Legibility • Make it Seamless

• Be Click-Friendly • Keep it Quick

• Simplify Forms • Make it SEO-Friendly

Tips via Google GoMo website: http://bit.ly/mobilebestpractices


What is “Mobile-Friendly”?

USABILITY SPEED
COST
LOCALIZATION
LEGIBILITY SMO
FUNCTIONALITY SEO CRO


Mobile Design, Content & SEO
Considerations
• Same or separate site
• User agent (device) detection
• Mobile XML sitemaps
• Rel=canonical
• Mobile-specific content
• User goal differences by device


Mobile SEO
• Mobile Accessibility • Localized Content
• Citations • Technical Architecture


Microdata for Local Search
• HTML semantic mark-up
• Standard across Google, Bing, & Yahoo!
• Available for 100+ data types
• Documented at Schema.org
• Common types:
– Review, AggregateRating
– Place, LocalBusiness, Person
– Product
– Offer, AggregateOffer
– ImageObject, VideoObject, AudioObject


Rich Snippets Testing Tool
http://bit.ly/richsnippetstestingtool

Product Example with Ratings & Reviews:

Person Example:


Local Business Microdata
Queen Elizabeth II Conference Centre
Broad Sanctuary, London SW1P3EE
+44 (0)20 7222 5000 | www.qeiicc.co.uk

<div itemscope itemtype="http://schema.org/LocalBusiness">
<span itemprop=”name”>Queen Elizabeth II Conference Centre</span>
<div itemprop=”address” itemscope
itemtype=”http://schema.org/PostalAddress”>  <span
itemprop=”streetAddress”>Broad Sanctuary</span>,  <span
itemprop=”addressLocality”>London</span>  <span
itemprop=”postalCode”>SW1P3EE</span>
</div>
<span itemprop=”telephone”>+44 (0)20 7222 5000</span> |   <a
itemprop=”url” href=”http://www.qeiicc.co.uk”>www.qeiicc.co.uk</a>
</div>


Mobile SEO Technical Considerations

Desktop Tablet Smartphone Feature Phone
• Title Tag • User Agent • User Agent • Limited O/S
• Linking Detection Detection Rendering Capacity
• Content • Mobile/Tablet • Mobile/Handheld • Mobile Doctype:
• URL Structure CSS Rendering CSS Rendering XHTML or cHTML
• Hover/Interactive • Touch-Friendly • Touch-Friendly • Mobile XML Sitemap
Content Display • Scroll-Friendly • Scroll-Friendly • Scroll-Friendly
• Page Load Time • Page Load Data • Page Load Data • Page Load Data
• Location Data & Time & Time & Time
• More Location • More Location Data • More Location Data
Data • Click-to-Call

same URL “m.” subdomain


Mobile SEO Testing Tools
• W3C mobileOK: http://validator.w3.org/mobile/
• Google “Go-Mo Meter”: http://bit.ly/gomometer
• Smartphones: http://google.com/m
• Feature phones: http://google.com/xhtml

Search Rank Compare:
Mask your desktop browser’s user agent w/the Firefox
User Agent Switcher plugin and check rank with
SEOBook Rank Checker tool.


Mobile Web vs. Mobile App?
A mobile app makes sense if you:
• Plan to leverage mobile device features
• Plan to develop interactive touch-screen functionality
for improved user experience
• Desire value-added functionality with heavy page load
• Require offline data accessibility

Otherwise… leverage MOBILE WEB!


Mobile Interaction…
Think outside the box!


What are Mobile Barcodes?
An advanced 2D barcode image...
UPC/EAN
1D Barcode

Numeric Storage Comparison:
No Data

1D Barcode (UPC) = 30
2D Barcode (QR) = 7,089
Data

QR Code Data Matrix EZcode Microsoft Tag
2D Barcode

Data

Data


Mobile Barcode Scanning Process

Open Reader App Scan Code (Decoding) Content Revealed


What Can They Store?
Smartphones are…
• Text SMART!
• URL
• Email
• MMS/SMS text message
• Phone number
• Contact record (vCard or meCard)
• Calendar entry (vCalendar)
• Geolocation / Map


Mobile Barcode Campaign Tools

2D Barcode Generator 2D Barcode Reader
(smartphone mobile app)
(website service)

List of tools and tips: http://bit.ly/qrmarketingjumpstart


Golden Rules of Mobile Barcode Use

1. Serve a business objective (Generate leads, retain
customers, drive traffic, etc.)
2. Add value for the user  (Save time, provide
discounts, enhance experience, mobile-friendly content, etc.)
3. Provide contextual assistance (How-to steps, link
to get a reader app, call-to-action, barcode link or SMS
alternative, etc.)
4. Test to ensure codes are scannable (Code size,
lighting, Wi-Fi, etc. across different readers and handsets)


Zoo Records "Hidden Sound“
(QR Campaign)
Video: http://bit.ly/hiddensound


Zoo Records "Hidden Sound"
(QR Campaign)

Results: More than half the albums sold out
within the first week!


MyToys Lego Codes
Video: http://bit.ly/mytoyslegocodes


MyToys Lego Codes
Lego Bricks: Wizard in front of
Results:castle
a princess
49% of online traffic came
via the campaign.
Online sales doubled for
campaign-featured Lego
brick boxes.

Lego Bricks: Sea serpent
attacking a pirate ship
Video: http://bit.ly/mytoyslegocodes


Taco Bell Receipt Feedback

Increase the number of
survey responses with a
mobile barcode on
receipts or invoices.


Foursquare Missed Opportunity

Insert QR code here!

Direct Link to Venue:
http://foursquare.com/venue/<VENUE-ID>


Mobile Barcodes are a
CONVERSION TOOL
http://bit.ly/qrforconversion

Conversion optimization targets:
• What users want
• Where users want it
• What users need to act
• When users are most likely to act


Shazam (Mobile App) for Ads
Ad Options:
• TV Show/Commercial
• Web Video
• Web Commercial
• In-Store audio
• Radio


Shazam TV Ad Examples


Shazam “Tag” / Revealed Content

More info: http://bit.ly/shazamads


Social WiFi

Buy WiFi or…
“Like” us for WiFi


Mobile Integration Plan
1. Lay the foundation
2. Review competitors
3. Identify and prioritize opportunities
4. Align mobile spending with the time your
target audience spends in mobile
5. Measure your success
6. Continually watch for new mobile trends


Key Takeaways
• Going “mobile” for web is easy with plugins,
CSS, and landing page tools.
• Mobile SEO is a technical SEO strategy.
• Be mindful of diverse, creative interaction
opportunities with mobile.
• Users love their mobile devices. Leverage it
as glue for your overall marketing strategy.


Questions?

Mobile Marketing Strategy

Angie Schottmuller
@aschottmuller

Founder, Interactive Artisan
Columnist, Search Engine Watch


Mobile Marketing Strategy - SES London 2012

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