In this presentation from the DMAW 2012 Social Summit, we discuss... 1. Some Predictions about Mobile 2. ZMOT and the Mobile User 3. How to Think About Mobile Marketing 4. Your Plan of Attack!
Mobile Marketing from the Eye of the User - Jon-Mikel Bailey - Wood Street, Inc.
1. Mobile Marketing:
From the Eye of the User
Jon-Mikel Bailey
Wood Street, Inc.
www.woodstreet.com
#dmawsocial
2. We’ll talk about…
1. Some Predictions about Mobile
2. ZMOT and the Mobile User
3. How to Think About Mobile Marketing
4. Your Plan of Attack!
www.woodstreet.com #dmawsocial @jonmikelbailey
3. 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. Mobile spending will reach $1.3 trillion by 2016
4. 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 #dmawsocial @jonmikelbailey
4. Tweet THIS!
GigaOm says businesses expected to double spending on
mobile by 2015. #dmawsocial
www.woodstreet.com #dmawsocial @jonmikelbailey
6. ZMOT and the Mobile User
ZMOT is…
A guy thinking about his future, looking up engagement rings.
A woman taking the train to work, looking for career change.
A hungry tourist, looking for the best places to eat.
A dad at a playground, looking up charter schools in his community.
Where are you in these moments? What is the experience?
www.woodstreet.com #dmawsocial @jonmikelbailey
7. ZMOT and the Mobile User
Simon Salt asks this…
“Experience is the emotional connection you make with the user. Do you
generate feelings of
frustration, anxiety, calm, entertainment, education, information?”
- Shorty Guide To Mobile Marketing, Simon Salt
www.woodstreet.com #dmawsocial @jonmikelbailey
8. Tweet THIS!
ZMOT occurs on mobile all the time. Is your business there at
THIS moment of truth? #dmawsocial
www.woodstreet.com #dmawsocial @jonmikelbailey
9. How to Think about Mobile Marketing
Thinking about your buyer personas, ask yourself these questions…
1. How will direct marketing send them to mobile?
2. How else might they get there?
3. What information would be useful to them and drive conversion?
4. What information would frustrate them???
www.woodstreet.com #dmawsocial @jonmikelbailey
10. How to Think about Mobile Marketing
What about your priorities for mobile…
- Source - http://blog.kissmetrics.com/increase-conversions-using-roles
www.woodstreet.com #dmawsocial @jonmikelbailey
11. 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
4. A flexible/agile plan of attack
www.woodstreet.com #dmawsocial @jonmikelbailey
12. Tweet THIS!
The intersection of a mobile user’s needs with your business
goals is what determines your mobile marketing priorities.
#dmawsocial
www.woodstreet.com #dmawsocial @jonmikelbailey
13. 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 #dmawsocial @jonmikelbailey
14. Your Plan of Attack!
Is this your site?
www.woodstreet.com #dmawsocial @jonmikelbailey
15. Your Plan of Attack!
Is your site practical?
• 44x buttons?
• Just the facts?
• Obvious direction?
• Obvious call to
action?
www.woodstreet.com #dmawsocial @jonmikelbailey
16. Your Plan of Attack!
The elements of a good mobile page…
• Appears automatically on a mobile device
• Thumb-proof navigation
• Limited choices designed for mobile user
• Fast loading
www.woodstreet.com #dmawsocial @jonmikelbailey
17. Your Plan of Attack!
Geoff and Gini put it this way…
“Mobile is a medium that lends itself to brevity. Simpler, shorter messaging
and graphic design are often less consuming from a creative production
standpoint.”
- Marketing in the Round, Geoff Livingston and Gini Dietrich
www.woodstreet.com #dmawsocial @jonmikelbailey
18. Tweet THIS!
Your mobile site needs to be laser focused on the user
experience. #dmawsocial
www.woodstreet.com #dmawsocial @jonmikelbailey
19. Your Plan of Attack!
Do you have a social media marketing strategy? How does mobile fit?
1. What are your targeted social channels?
2. How does your audience interact with them on their mobile devices?
3. Do you drive traffic from social to your site or Blog? What about mobile?
4. And what about email marketing?
www.woodstreet.com #dmawsocial @jonmikelbailey
20. Tweet THIS!
Social is exploding on mobile. Shouldn’t mobile factor into your
social media marketing efforts? (um, yes) #dmawsocial
www.woodstreet.com #dmawsocial @jonmikelbailey
21. Your Plan of Attack!
Responsive Design
Instead of creating a mobile
website, create a website
that adjusts itself for
mobile and other
devices.
www.woodstreet.com #dmawsocial @jonmikelbailey
22. 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 #dmawsocial @jonmikelbailey
23. Your Plan of Attack!
Strategies instead of tools…
1. Use a QR code to enhance not as your mobile marketing campaign.
2. Use mobile landing pages specific to a campaign
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 #dmawsocial @jonmikelbailey
24. Tweet THIS!
A QR Code is not a mobile marketing strategy. #dmawsocial
www.woodstreet.com #dmawsocial @jonmikelbailey
25. 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 #dmawsocial @jonmikelbailey