Mobile phones and other devices have undoubtedly changed the way we communicate faster than any other societal advance in history. Today, more people own a cell phone than those that own a toothbrush, and nearly 75% of adults reported that they keep their mobile phone within 5 feet of themselves the majority of the time. This has opened a wide range of opportunities for brands and businesses to converse with their customers, but many are still struggling to craft their messaging in a way that's attractive, engaging and non-invasive to these "untethered consumers.” Content strategists and marketers have their work cut out for them, but there are a few strategies you can use to reframe your perspective and take advantage of time, location and personalization to get and keep eyeballs. • Apps aren't the only way to message your audience on mobile. You'll learn about 'The 4 Moments' and several ways you can use them to engage consumers at the right time, in the right place. • Sometimes, getting personal can get creepy. Mistakes are judged particularly harshly in the digital, social and mobile realms; particularly when it comes to compliance with the law! You'll see examples of other's flops so you can avoid similar situations. • And for some inspiration, you'll see award-winning, engaging mobile marketing campaigns, as well as simple, low-cost (and some free!) mobile marketing tactics you can start using today. You can stop chasing after people with their noses in their screens and start getting THEM to follow YOU.

1. Hi there and thank you very much for checking out my presentation!

2. My name is Cassondra Johnson, and I invite you to connect with me to have more discussion on this topic
and others regarding mobile marketing.

3. In this presentation, I’m going to show you how to understand untethered consumers; these are always-
connected people that have access to information, people and networks anytime, any place. They’re moms,
dads, teenagers, grandparents, millennials, blue-collar, white-collar, gay, straight and bi. These are
consumers who might still respond to typical broadcast methods of marketing, but more and more they’re
using time and location to control the marketing they pay attention to and consume. I’m going to identify
specific mobile touchpoints based on the 4 moments consumers have, so you can shape your content strategy
to take advantage of the market opportunities mobile provides.

4. This quote becomes more and more relevant every day.
We pick up our phones to do or find out things like :
What will the weather be like on the weekend?
How late is the library open?
Has my friend texted me back yet?
What’s the latest going on with my friends on Facebook, Twitter, Instagram, or Snapchat?
Or - I’m up for some entertainment from Pandora, YouTube, or Netflix while standing in line forever at the
DMV
Etc.

5. This has resulted in certain expectations being born out of the technology, but not quite yet translating to
marketing and strategy. (see QUOTE)
These four key moments of need that matter to us and determine when we reach for our mobile devices are :

6. We’ll explore each one in turn, starting with -

7. I want to Do.
It seems people are always doing something with their phones - talking into them, texting, watching a
video, sending a status update, playing a game, snapping a photo. But people also use their phones to help
them DO things.
In fact, according to Google, 91% of smartphone users turn to their devices for ideas while completing a
task. And many of those users search YouTube for how-to videos or Pinterest for ideas of what to do.
Don’t know how to make Cookie Monster cupcakes for your son’s 3rd birthday party? I bet you can find
pictures on Pinterest and maybe even a step-by-step tutorial video on YouTube. You’ll probably look it up on
your phone or tablet and prop it up in the kitchen to refer to while baking.
Is your bathroom faucet leaking? I bet you don’t want to pay for a plumbing service call just for a tiny leak,
so you think - I’ll just look up “how to fix a leaky faucet” and try to DIY it. Again - you’ll probably look it
up on your phone so you have it handy while shopping for the parts you need or while wrestling with the
wrench under the sink.
Also according to Google’s data, most millennials believe that they can find a YouTube video on
ANYTHING they want to learn, and nearly one in three say they’ve purchased a product as a result of
watching a how-to video. Those stats, coupled with the fact that the majority of video viewing now happens
on mobile means that, to provide content that appeals to consumers who “want to do” something, you have
to think about what and how they consume it on mobile.

8. According to Google, Home Improvement, Beauty and Cooking are top searches for people looking for
“how-to” instructions online. If your brand lives in one of these categories, you can probably be sure there’s
a market for your how-to content, but probably a lot of competition as well. If your brand doesn’t live in
these categories, don’t despair. The most important thing to realize is that, if you’re there at that moment
when people need you the most, you can win loyalty and sales.
How-to content can be a broad topic. You can cover anything from just the basics of how to start a project,
to mistakes to avoid, to an entire series of content. People regularly subscribe to YouTube channels full of
how-to topics (*cough* my husband!), and come to respect their opinions and advice.
And subscriptions to how-to content are growing. 75% of the growth in subscriptions to food channels on
YouTube are from mobile devices, and you can find many how-to YouTube authors, brands, and businesses
with millions of subscribers.

9. So - how can you take advantage of these “I want to do” micro moments to message customers and potential customers?
Think about your consumer’s “I want to do” moments across the entire consumer journey and determine which of them
intersect with products or services your business does or can provide. If you offer home repair services, can you identify
moments when a customer might need to call you for help? What do they want to fix, make, bake, clean or build?
Think about the questions and concerns people have about your products & services or the projects they’re involved in.
How can you create content that helps them learn something new or serve as a resource? If you help write and edit
resumes for a living, can you post a video that offers tips on how to best present your references on your resume?
Find out where and when how-to searches related to your brand occur. If you’re a tool manufacturer, maybe a contractor
on-site is looking for information on how to properly install an extra-large door frame? If you sell baking supplies,
maybe you see an uptick in people wanting to know how to bake cookies around the holidays? How can you use that
information to make it easy for people to find and use your content on mobile? Going back to the resume references
video, can you add keywords and phrases to the video’s title, details and tags like “how to write references” or “resume
references” to help your content get indexed by search engines?
And finally, how are you going to know when your content has reached and made an impact on your audience? Will you
measure how long they watched a video until they dropped off? Will you offer exclusive advertising in your how-to
content that you can track down the funnel to a conversion? Will you use data to find out how much of your audience
used mobile devices to consume your content? Gathering this information will help you make better decisions in the
future about your how-to content, so don’t forget this important step!

10. There are several mobile touchpoints where you can use relevant and timely messaging to people with “I want to do”
moments.
Brands from Bob’s Plumbing Videos to The Home Depot have created channels with how-to info - basic tool usage
Instagram and Pinterest offer inspiration to those looking for something to do, and with over 80% of their traffic
coming from mobile, you know you’ll have to make your content and strategy mobile-friendly.
Through an app or mobile-friendly website, you can allow customers to check their account balance, renew library
books, refill a prescription and other tasks that can get lost in the hustle and bustle of everyday life, but seem to come to
you at the most inopportune times like waiting to pick up your kids from school.
Sharing information and media with friends - with helpful social sharing buttons and options can help your customers
show off their expertise and knowledge
An app that allows your customers to try on virtual makeup and then purchase the ones they think look the best can
help them save time and (a lot) of money, and make them loyal purchasers of your products - companies like Sephora
and MAC cosmetics have great track records with this kind of “try before you buy” mobile experience.
Text Haiti to 90999 was one of the first text marketing donation campaigns, and had massive success. By allowing
cellphone users to ‘do’ something about the terrible earthquake in haiti by texting in their donations, The American Red
Cross generated over $32 million in relief aid, over 3 million people donated, 20,000 of which opted in to receive
ongoing email communications.

11. When it comes to using mobile to help consumers “do” something - sometimes you can stretch your mind to offer them
something they’d like to do or experience that’s actually physically impossible.
Have you ever wanted to take a trip on a Star Trek transporter?
That’s just what CBS outdoor offered users in 2012 - by turning 2 transit shelters into Star Trek ‘transporters’ using
Augmented Reality and a specially designed app for the Calgary Comic Expo. Their goals were to promote the
convention and drive traffic to their website. As a result, the event sold out, increased engagement with users, had great
social engagement and was shortlisted for an award for innovation.

12. The “I want to go moments” that are easiest to understand are usually of the planned-in-advance variety— travel,
vacation and getaways. Before the internet helped us map our destinations on-the-fly or find coffee shops nearest us, we
either had to know the area in advance or use a map to plan where we wanted to go. We usually used this in
combination with the Yellow Pages, a phone, and previously gathered recommendations from friends.
But in the mobile realm, spontaneous “I want to go” moments are full of potential touchpoints for your brand. Anyone
with a smartphone and a signal can stand in the middle of a bustling city’s downtown and find a place they want to
visit for lunch. Run out of kitty chow unexpectedly? No problem - just pull out your phone, search local pet supply stores
for the brand you buy, check to see if it’s in stock, and run an errand to go get it.
According to Google in 2014 - “50% of consumers who conduct a local search on their smartphone visit a store within
a day, and 18% of those searches lead to a purchase within a day.” Also - “nearly half of people won't search for a
restaurant until within an hour of going” - and that number is more than half for millennials.

13. Near-me searches have become a primary method for people, especially travelers, to find and explore both familiar and
new destinations. Not surprisingly, Google has reported a sharp uptick in Near Me searches around holidays and
weekends - when people step out of their normal routines. The searches also vary from day-to-day, as consumers’ needs
change. For example, “near me” searches for “churches” and “breakfast” rise near the top on Sunday mornings.
Another interesting finding to note is that “near me” searches are mostly generic - meaning people usually aren’t
looking for a particular store or brand in-the-moment, which offers an opportunity for businesses and brands to be in
the right place at the right time to offer consumers a new brand experience.
And finally, locations and directions, search ads and local inventory information and ads can draw consumers into
businesses within their immediate radius. As we’ll get to a little later, some businesses think getting them in the door
isn’t enough. They feel threatened by the rise of “showrooming", which is where people research items on their phones in
stores - usually to find a cheaper price online - and place a purchase online instead of buying the product in front of
them. However, these “near me” searches have been shown to increase reverse-showrooming - which is when people
research items on their phones and make a purchase at a local store.

14. So - how can you take advantage of these “I want to go” micro moments to message customers and potential customers?
If you have a brick-and-mortar store, think about how people interact with your business or brand when they’re located
physically near or in it - do their phones offer new ways you can interact with them?
Think about how you can get your messages in front of untethered customers and make certain the context fits their
needs. Give them compelling reasons and easy pathways to connect with your brand on mobile while they’re on-the-go.
Make it as easy as possible for them to find your location, get directions or see if an item they want is in stock, to
encourage reverse-showrooming.
And decide how you’re going to use the technology to measure, track and monitor how much traffic you’re getting as a
result of your mobile efforts. This one might seem like a no-brainer, but I’ve seen companies throw money at advertising
without following up on whether or not it’s being effective. If you’re using mobile ads, especially, you have data you can
use - so use it!

15. There are several mobile touchpoints where you can use relevant and timely messaging to people with “I want to go”
moments.
Google Local - FREE - claim your business listing and verify it’s ACCURATE. Add as much detail as you can, so terms
can be indexed.
Search Ads - targeted to mobile and keywords people use while on-the-go — coffee shops fargo, pizza fargo
Starbucks - Push notifications in-app, directions in-app, Google Local listings
Mobile Ads on Yelp - use a compelling CTA to catch the eyes of people looking at reviews for similar restaurants/
businesses

16. Turn-by-turn navigation and AR
In 2014, long before Pokemon Go made people “Go” places, the Sunshine Aquarium in Tokyo solved a very big problem
with AR (Augmented Reality). The aquarium’s attendance was suffering, and they determined the cause to be that
people just weren’t stumbling upon it or in some cases weren’t even able to find it in the bustle and constant distractions
of Tokyo. To counter this, they built an app to help people navigate to it’s somewhat hidden location in the big city. They
used marching penguins to help guide you, and the Aquarium claims this fun experience drew in more visitors, to the
tune of a 152% increase.

17. I don’t know about you, but if I was in Tokyo in 2014 and knew about this, I would have tried out the app and told the
aquarium to take my admission fee - just for the experience of following these cute little waddlers on the streets.
Which leads to our next moment

18. I want to Buy
There’s no doubt that consumers’ buying behavior has been changed by mobile. Constant access to information, experts,
reviews and opinions have both interrupted and stretched-out the consumer’s purchasing journey. Instead of walking
into a car dealership with no knowledge of the latest models and listening to a salesperson rave about all the great
features of their vehicles in stock, consumers can increase their bargaining power by pulling up information and pricing
in minute detail before even stepping foot on the lot. They can check reviews and compare products while in-store to help
them decide which to buy. They can also steal micro-moments from their day to research large purchases on their phones
- in the car, at church, in front of the TV.
We’re using our phones to help us make decisions right down to the last possible moment - even while standing in the
checkout line. Like I said before, “showrooming" (researching in-store, then buying online for less) has become a
ubiquitous tool consumers use to help them make decisions. Some businesses feel threatened by the power consumers
now have to research their buying options, but others have harnessed it to add value and grow their customer base.

19. People are using phones in stores to research, take photos of wishlist items and prices and look up reviews. In stores,
82% of smartphone users turn to their devices to help them make a product decision.
Across more than 800 campaigns studied, 65% of campaigns see a significant lift in brand interest after viewers watch
their TrueView ad on YouTube.
People are making decisions to make big purchases, not all in one fell swoop, but by making micro-decisions based on
intermittent research done over time. This means brands need keep their message in front of their customers across a
wide range of channels in order to stay top of mind.

20. So - how can you take advantage of these “I want to buy” micro moments to message customers and potential
customers?
If you haven’t done so already, survey or host focus groups or forums to find out how and when your customers research
and make purchasing decisions, then decide how you’re going to deliver relevant messaging to untethered consumers
looking to buy. Listen to the terms they use, the technology they describe and frustrations they voice - use this
information to answer their questions, allay their fears and squelch any doubts.
Create a holistic, comprehensive strategy that works cross-channel to get relevant information in front of consumers
making purchasing decisions. Think about how you can use social, video, search and display ads on mobile to get and
keep your message in front of consumers using micro moments on their phones to research.
Make it as easy as possible for them to make purchases from you - whether directly on their mobile device or as a result
of using their device for research.
And decide how you’re going to use the technology to measure, track and monitor mobile conversions. Again, maybe a
no-brainer, but decide from the beginning what your goals are and how you’re going to track them so you can see
whether or not your efforts are paying off.

21. There are several mobile touchpoints where you can use relevant and timely messaging to people with “I want to buy”
moments.
You can accept Apple Pay and other accounts tied to mobile phones - allowing users to pay via credit card or their
account - Starbucks
Mobile loyalty rewards - which can encourage repeat visits, can be captured and tallied on a mobile app - Starbucks
again is a master at this - also sending notifications when you can earn bonus points to draw you back in
Text Marketing is an extremely affordable way for businesses to share exclusive deals and information with people.
Coupons, events - when fresh seafood is in stock, etc.
Amazon app - everyone knows their famous “one click” buy button - they make it ridiculously easy to capture a sale
anywhere, anytime.
My students clued me in on this one - Dominoes allows you to order a pizza by sending them a pizza emoji through
Twitter - the epitome of lazy college student life.

22. Taking the pain out of “I want to buy” moments can be tough when you’re wanting to buy furniture. It’s hard to
visualize what a new piece will look like in your house, you have to take measurements and hope you don’t get them
wrong. Then when you do buy something, if it doesn’t work out, you get to haul the thing back or live with
disappointment.
Ikea came up with a clever way to use Augmented Reality to take away a lot of that pain. The ikea catalog app can
“place” items in your home to give you a visual representation of what you “could” have. Not only is it a fun way to
“try out” new furniture in your home without having to buy anything first, this app can help buyers choose and decide
what to purchase.

23. And finally, I want to Know. This is the one everyone thinks about when they think of how mobile phones and tablets
have had an impact on our daily lives. We’re always-connected to the internet - a vast repository of knowledge, ideas
and opinions and can instantly research anything that piques our curiosity.
Again, according to Google data, the three most common types of I want to Know moments are :
General Knowledge - News & Info
Food & Grocery - what are some healthy breakfast choices?
Shopping - what’s the return policy?

24. Touchpoints you can use on mobile to help people with their I want to know monments include, similar to How-to videos
- you can provide content that conveniently informs.
You can offer to remind people of important information : Package deliveries, alerts, invitations, etc.
Let them scan a QR code to find more information about products, view the interior of a house for sale without actually
stepping inside,
Text appointment reminders - chiropractor not only does it send a helpful reminder to patients of their upcoming
appointment automatically, but it also helps reduce the amount of missed appointments, resulting in a more predictable
schedule and more revenue for the business.
Push notifications for sales and unique opportunities - when the seasonal Pumpkin Spice Lattes are available, anyone?

25. So - how can you take advantage of these “I want to know” micro moments to message customers and potential
customers?
Find what FAQs people have about your brand - and where they get their answers from.
Determine how you can look like an expert to consumers and give them an easy path to connect to you on mobile so they
can get answers on their time
Decide how to encourage customers to remember you when they’re looking for information related to your products &
services, especially when they’re on-the-go and hurried.
And determine how you’re going to measure and track your influence on consumers gathering knowledge from you on
mobile.

26. And - I’m sure you’re sick of seeing Augmented Reality campaigns, so the last one I’m going to show you doesn’t involve
AR. You’ve seen the new L’Oreal UV patches you can use with your phone to tell you when to reapply sunscreen? Back in
2014, the sunscreen brand Nivea launched a marketing campaign in Rio de Janeiro that won them an award for best
mobile campaign of the year. It was so successful and popular that, over a year later, people were still asking for the
bracelets. They cleverly tapped into a specific “need to know” moment of their target demographic - mothers of young
kids.

27. Our behavior has been shaped by our mobile devices irrevocably. Today, we expect relevant and timely information to be
at our fingertips 24-7.
This is where modern marketers and strategists have the opportunity to break free from the constraints of campaign and
product launches, milestones and broadcasts. We can use these signals of intent, these four micro-moments, to truly
provide value to consumers, win their loyalty and drive sales. All we have to do is pick up our smartphones and listen.

28. This presentation would not have happened without the support of the Fargo-Moorhead Content Strategy Group,
family, and friends. I love you all very much and Thank You. It also would not have been possible without the
information and data from Google’s mobile marketing moments and other research done for the classes and students I
teach. My gratitude is boundless. And most importantly, Thank you very much for watching.