Plain speak about how important mobile is and how businesses can use responsive design, mobile microsites and things like SMS and QR Codes to market their business, organization, or nonprofit. Jon-Mikel Bailey - Wood Street, Inc. - http://www.woodstreet.com

1. Mobile Marketing?
Of course…
but how?!?
www.woodstreet.com #FredNMT @jonmikelbailey

2. Mobile is now a
mainstream marketing channel…
“…in 2012, the U.S. saw a 55% increase in
smartphone subscriptions to …98 million…,
representing nearly 42% of all U.S. mobile users.”
-According to Snaphop.com
…And these numbers continue to grow.
www.woodstreet.com #FredNMT @jonmikelbailey

3. What we’ll talk about
1. Zero Moment of Truth - ZMOT
2. Responsive Design
3. Mobile Micro-sites
4. Mobile marketing channels…
Social, Email, SMS, QR Codes
www.woodstreet.com #FredNMT @jonmikelbailey

4. ZMOT
- Source: http://www.zeromomentoftruth.com/
www.woodstreet.com #FredNMT @jonmikelbailey

5. 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 #FredNMT @jonmikelbailey

6. Tweet THIS!
ZMOT is a moment made for mobile. How does your website
perform in this zero moment of truth? #FredNMT
www.woodstreet.com #FredNMT @jonmikelbailey

7. What is Responsive Design?
• One website for multiple devices
• The same content repurposed for…
• Desktop
• Mobile
• Tablet
www.woodstreet.com #FredNMT @jonmikelbailey

8. What does Responsive look like?
Desktop
www.woodstreet.com #FredNMT @jonmikelbailey

9. What does Responsive look like?
Tablet
www.woodstreet.com #FredNMT @jonmikelbailey

10. What does Responsive look like?
Smartphone
www.woodstreet.com #FredNMT @jonmikelbailey

11. When does Responsive make sense?
• For visitors viewing your
…full website from a mobile device.
• For areas of your full site where
…conversion, not distraction, is important.
• For areas where mobile is a must
…blogs, contact, directions.
www.woodstreet.com #FredNMT @jonmikelbailey

12. What is a Mobile Micro-site?
• A mobile only website
• A sub-domain like m.domain.com or domain.com/mobile
• Limited content and navigation choices
• Usually one call to action
• Links to full site sometimes
www.woodstreet.com #FredNMT @jonmikelbailey

13. What does a Micro-site look like?
Discover Frederick
• Limited text
• No link to full site
• Simple form
• Used at bio-tech
trade shows
http://m.discoverfrederickmd.com/
www.woodstreet.com #FredNMT @jonmikelbailey

14. What does a Micro-site look like?
Marine Corps Band
• Scrolling images
• Simple navigation
• Link to full site
• Contact info
• Social links
http://www.marineband.usmc.mil/mobile/index.html
www.woodstreet.com #FredNMT @jonmikelbailey

15. When does a Micro-site make sense?
• Targeted Campaigns - ads, brochures, posters, displays
• When the user doesn’t need everything
• Event promotion
• At events
• Product support
• Any others?
www.woodstreet.com #FredNMT @jonmikelbailey

16. How to Think about Mobile Marketing
Your priorities for mobile dictate your approach…
- Source - http://blog.kissmetrics.com/increase-conversions-using-roles
www.woodstreet.com #FredNMT @jonmikelbailey

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

18. Mobile Marketing Channels
How do you drive traffic to these mobile properties?
1. Your website and/or Blog using content
2. Email Marketing
3. Social media channels
4. QR Codes and SMS
5. By planning for mobile users
www.woodstreet.com #FredNMT @jonmikelbailey

19. Your Website, Blog and Content
For mobile, focus on Utility Marketing Content…
This is the stuff that your target audience needs.
Put this content up front, using responsive design…
• blog posts
• video or audio
• phone number, directions, etc.
www.woodstreet.com #FredNMT @jonmikelbailey

20. Tweet THIS!
When someone has a question or a need, they reach for their
smartphone or tablet. Are you there? #FredNMT
www.woodstreet.com #FredNMT @jonmikelbailey

21. Social Channels
Clients using Social do it on mobile…
• Use social to push mobile focused actions
• Consider the social user when constructing
social campaigns
• Have fun using games, contests,
integrated marketing
• Don’t forget to be social on mobile
www.woodstreet.com #FredNMT @jonmikelbailey

22. Email Marketing
Consider mobile for your newsletter and more…
• How does your newsletter perform on mobile devices?
• How much content are you giving them?
• Did you make use of the preheader?
• Where are you sending them?
• Responsive or mobile micro-site?
• Non-responsive site???
www.woodstreet.com #FredNMT @jonmikelbailey

23. QR Codes
QR Codes do work…
• Use them where they make sense
• Don’t expect everyone to know
how to use them, explain, have a b/up
• Connect them to the right property
• Responsive landing pages
• Micro-sites
www.woodstreet.com #FredNMT @jonmikelbailey

24. SMS Campaigns
SMS can be incredibly effective…
• Giveaways – Users text in to win something.
• Mobile coupons – Offering a discount as an
incentive for joining a mobile club.
• Email address capture – Users text in their
email address or a request to add it.
• Trivia & Quizzes – Separate responses
for different answers, or sub-keywords. Content Courtesy of JATXT.com
www.woodstreet.com #FredNMT @jonmikelbailey

25. Expect Mobile Users
Mobile users will consume your content…
• Take out the frustration
• Control the experience
• Help them in their ZMOT
• Guide them to action
• Keep it going, be creative
Are they doing this with your site?
www.woodstreet.com #FredNMT @jonmikelbailey

26. Tweet THIS!
Your mobile channels need to be laser focused on the user
experience. #FredNMT
www.woodstreet.com #FredNMT @jonmikelbailey

27. 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

28. QUESTIONS???
Suggested resources: Contact me:
Our Newsletter www.woodstreet.com
http://gigaom.com/
jbailey@woodst.com
www.zeromomentoftruth.com
www.mediapost.com @woodstreetweb
Google “mobile marketing”!
@jonmikelbailey
@myqrosites
Facebook.com/woodstreetweb
301.668.5006 x101
www.woodstreet.com #FredNMT @jonmikelbailey