Communication is changing and changing rapidly. Consumers are awash in technology (desktops, laptops, smartphones, and tablets) that facilitates unprecedented mobility and social connectivity. And mobility is leading the charge. Kyle Lacy of ExactTarget and James Paden of Compendium discuss the trends around mobile content marketing. 2013 will be the year of mobile return on investment (ROI) and Kyle and James show you what the market research shows are the key mobile content marketing data points to consider.

17. @JKROHRS

18. @JKROHRS

37. • 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

38. 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

39. She replies with her
email address
Receives an instant
quote via text
Receives follow-up text
announcing how to
apply

40. Auto Reply Email
Whether 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%

46. Slide via JESS3

49. Content

50. Global mobile data traffic will increase 13-fold between 2012 and 2017.
Cisco, 2013

53. Behavior Differences of Mobile Traffic vs Non-Mobile Traffic

55. Case Study: iGoDigital
Pages Per Visit: 22% Improvement
Bounce Rate: 11% Improvement

56. Case Study: Weblink
Pages Per Visit: 8% Improvement
Visit Duration: 55% Improvement

57. Best Practices
 Implement 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

58. PRESENTERS
Kyle Lacy James Paden
Senior Manager Content Vice President of Product
Marketing & Research
@kyleplacy @JamesPaden
www.exacttarget.com www.compendium.com