1. Taking the Mystery Out of Mobile
We’ll talk about…
1. Some Stats
2. ZMOT and the Mobile User
3. How to Think About Mobile Marketing
4. Your Plan of Attack!
www.woodstreet.com #FredNMT @jonmikelbailey

2. Some Stats about Mobile for 2011
1. More smartphones bought in the U.S. than PCs
2. Six carriers rolled out 4G services
3. Mobile commerce sales saw a 91.4 percent increase over 2010
4. 166 percent increase in Facebook Mobile users in the first half of 2011
5. 103 million wireless tweets were posted each day
6. 1 billion foursquare check-ins
- Source: http://www.mobilemarketer.com/cms/news/research/11706.html
www.woodstreet.com #FredNMT @jonmikelbailey

3. More Stats about Mobile in 2011
1. 303 million Americans reported that they own a mobile device (CTIA)
2. 26.6% of U.S. households are mobile-only (CTIA)
3. 63.2 million Americans own a smartphone (comScore)
4. 35% of smartphone users access the mobile Internet from their device
(comScore)
5. 2008 – 2010 saw a 2,000% growth in mobile-ready websites. (DotMobi)
- Source: http://realtimemarketer.com/61-mobile-stats-any-marketer-can-use/
www.woodstreet.com #FredNMT @jonmikelbailey

4. Predictions about Mobile
1. 1 billion consumers will own smartphones by 2016
2. U.S. users will own 257 million smartphones and 126 million tablets
3. By 2016, 350 million employees will use smartphones
4. Mobile spending will reach $1.3 trillion by 2016
5. Businesses expected to double spending on mobile by 2015.
- Source: http://gigaom.com/2012/02/13/preparing-for-a-mobile-first-world
www.woodstreet.com #FredNMT @jonmikelbailey

5. Tweet THIS!
Businesses are expected to double spending on mobile by 2015
- @GigaOm #FredNMT
www.woodstreet.com #FredNMT @jonmikelbailey

6. ZMOT and the Mobile User
ZMOT or the Zero Moment of Truth is…
The moment between stimulus and the FMOT.
The moment when a thought occurs and the research begins.
The moment when desire meets a mobile phone.
Where are you in that moment?
www.woodstreet.com #FredNMT @jonmikelbailey

7. ZMOT and the Mobile User
ZMOT is…
A guy in a bar thinking about his future, looking up engagement rings.
A woman taking the train to work, looking for a career change.
A hungry tourist, looking for the best places to eat.
A dad at a playground, looking up charter schools in his community.
www.woodstreet.com #FredNMT @jonmikelbailey

8. ZMOT and the Mobile User
- Source: http://www.zeromomentoftruth.com/
www.woodstreet.com #FredNMT @jonmikelbailey

9. Tweet THIS!
ZMOT occurs on mobile all the time. Is your business there at
THIS moment of truth? #FredNMT
www.woodstreet.com #FredNMT @jonmikelbailey

10. How to Think about Mobile Marketing
First, consider
the mobile user,
who are the
personas?
- Source
http://creatingclassics.
blogspot.com/2009/10/
personas.html
www.woodstreet.com #FredNMT @jonmikelbailey

11. How to Think about Mobile Marketing
Now you have your personas, ask yourself these questions…
1. What are the users looking for while on their mobile device?
2. For what do you want to be found?
3. What information would be useful to them and drive conversion?
4. What information would frustrate them???
www.woodstreet.com #FredNMT @jonmikelbailey

12. How to Think about Mobile Marketing
What do you end up with? Your priorities for mobile…
- Source - http://blog.kissmetrics.com/increase-conversions-using-roles
www.woodstreet.com #FredNMT @jonmikelbailey

13. Tweet THIS!
The intersection of user needs with business goals is what
determines your mobile marketing priorities. #FredNMT
www.woodstreet.com #FredNMT @jonmikelbailey

14. How to Think about Mobile Marketing
Now you have your priorities, what tools do you need?
1. Your website and/or blog
2. Social media channels
3. Mobile devices, duh
4. Someone to manage the ZMOT
5. A flexible/agile plan of attack
www.woodstreet.com #FredNMT @jonmikelbailey

15. Your Plan of Attack!
Time to jump in, where to begin?
Your website…
Heart rate up? check…
What happens when a mobile user lands on…
YOUR WEBSITE???
www.woodstreet.com #FredNMT @jonmikelbailey

16. Your Plan of Attack!
Is this your site
on mobile?
www.woodstreet.com #FredNMT @jonmikelbailey

17. Your Plan of Attack!
The answer is not a completely separate mobile website.
The answer is responsive design.
The question is “what is responsive design?”
Responsive design refers to the practice of designing a website
using code that allows the site to adjust or respond to different
display scenarios… like mobile.
www.woodstreet.com #FredNMT @jonmikelbailey

18. Your Plan of Attack!
Is your site practical?
• 44px buttons?
• Just the facts?
• Obvious direction?
• Obvious call to
action?
www.woodstreet.com #FredNMT @jonmikelbailey

19. Your Plan of Attack!
The elements of a good mobile page…
• Displays appropriately on a mobile device
• Thumb-proof navigation
• Limited choices designed for mobile user
• Link to full site
• Mobile friendly search option
www.woodstreet.com #FredNMT @jonmikelbailey

20. Tweet THIS!
Your mobile site needs to be laser focused on the
user experience of your target audience. #FredNMT
www.woodstreet.com #FredNMT @jonmikelbailey

21. Your Plan of Attack!
Marketing with social media? How does mobile fit?
1. What are your targeted social channels?
2. How does your personas interact with these on their mobile devices?
3. Do you drive traffic from social to your site or Blog? What about mobile?
4. What can you do with social to stay in the mobile conversation?
5. Think about the mobile user when you post, tweet, share…
www.woodstreet.com #FredNMT @jonmikelbailey

22. Tweet THIS!
Social is exploding on mobile. Shouldn’t mobile factor into your
social media marketing efforts? (um, yes) #FredNMT
www.woodstreet.com #FredNMT @jonmikelbailey

23. Your Plan of Attack!
To market on mobile, use mobile…
1. Post to Facebook, Twitter, Google+, etc.
2. Use a mobile device to capture video moments to share in your channels.
3. “Listen” with your mobile device to your channels, set up SMS alerts.
4. Engage and use the tools to understand what a mobile user wants.
www.woodstreet.com #FredNMT @jonmikelbailey

24. Tweet THIS!
The best way to market on mobile is to use mobile. Be your
target audience. #FredNMT
www.woodstreet.com #FredNMT @jonmikelbailey

25. Your Plan of Attack!
A flexible and agile approach…
1. Use responsive design
2. Use the right tools at the right time for the right audience
3. Measure and adjust
www.woodstreet.com #FredNMT @jonmikelbailey

26. Your Plan of Attack!
Responsive Design
Responsive Web design is the approach that suggests that design
and development should respond to the user’s behavior and environment
based on screen size, platform and orientation.
The practice consists of a mix of flexible grids and layouts,
images and an intelligent use of CSS media queries.
- Source - http://coding.smashingmagazine.com/2011/01/12/guidelines-for-responsive-web-design/
www.woodstreet.com #FredNMT @jonmikelbailey

27. Your Plan of Attack!
Responsive Design
Instead of creative a mobile
only version of your website,
create a website that adjusts
itself for mobile and other
scenarios.
www.woodstreet.com #FredNMT @jonmikelbailey

28. Tweet THIS!
With mobile and tablets, don’t segment your marketing, use
responsive design for a holistic approach. #FredNMT
www.woodstreet.com #FredNMT @jonmikelbailey

29. Your Plan of Attack!
Tools or tools…
Don’t use a tool simply
because its shiny and new.
use it because it fits,
helps you achieve your
goals, and is useful for
your audience.
www.woodstreet.com #FredNMT @jonmikelbailey

30. Your Plan of Attack!
Strategies instead of tools…
1. Don’t base your whole mobile marketing campaign on a QR code. Use a
QR code to enhance your mobile marketing campaign.
2. Use mobile landing pages specific to a campaign, target your audience
with the pages you send them to.
3. Remember that you have an audience with audiences (credit: Brian
Solis). Think about content that will be shared.
4. Encourage interaction with the tools available.
www.woodstreet.com #FredNMT @jonmikelbailey

31. Tweet THIS!
A QR Code is not a mobile marketing strategy. #FredNMT
www.woodstreet.com #FredNMT @jonmikelbailey

32. Your Plan of Attack!
Rinse and repeat…
1. See what works. Check your analytics. Check your audience reactions.
2. Test different approaches, A/B test if possible.
3. Repeat the tactics that achieve the best results!
www.woodstreet.com #FredNMT @jonmikelbailey

33. QUESTIONS???
Suggested Resources: Contact Me:
www.woodstreet.com www.woodstreet.com
http://gigaom.com/ jbailey@woodst.com
www.zeromomentoftruth.com @woodstreetweb
www.mediapost.com @jonmikelbailey
Facebook.com/woodstreetweb
301.668.5006 x8452
www.woodstreet.com #FredNMT @jonmikelbailey