How Consumers Use Mobile and What You Can Do About It
HOW CONSUMERS USE MOBILE AND WHAT YOU CAN DO ABOUT IT
Fish Window Cleaning Services, Inc
Manager, Branding & Technology
Deb Evans, CFE
Franchise Performance Group
Sr Operations Consultant
Jeremy LaDuque, CFE
Founder & CEO
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MOBILE LOCATION BASE STATS
• 74% of smart phone users claimed having used a location-
based service. This includes things like Google Maps. (May
2012 Pew Internet Study)
• 18% of smart phone users claimed to have checked into a
venue using a service like foursquare or share their location
with friends. (May 2012 Pew Internet Study)
• The leading location-based service, foursquare, has over 25
million users and 42% are active users. (Social Media Informer)
• Photo sharing service, Instagram (now part of Facebook), has
grown to 80 million users in just 18 months (C|Net)
• Building Blocks
– Mobile Friendly Websites
– Mobile Search Strategy
– Mobile Email Strategy
– Mobile Advertising, Banners
• Loyalty & Community Building
– Mobile Promos and Coupons
– Mobile Apps
BUILDING THE FOUNDATION
• What will your strategy be for 2013…
• Mobile website… Per Zee?
• Search and ranking?
MOBILE SEARCH STRATEGY
• Create A Content Strategy
• Create An Email Strategy
• Create A Search Strategy
MOBILE FRIENDLY WEBSITE
Turn visitors into customers with a mobile
CREATE A CONTENT STRATEGY
• Think about where your audience will be
• Choose the platforms you want to support
• Think about content and engagement
• Building content for mobile: Compress
images, no small buttons, minimize options
• Calls To Action for mobile: Reply Option, an
address, phone number and website
40% OF ALL MOBILE SEARCHES ON GOOGLE HAVE
• Mobile Optimized Sites
• Location specific keywords
• Google/Bing allocate top of search results
pages to local listings, when a search has
MOBILE AD SPENDING HIT $4B, 180% UP FROM
• Still only 2.4% of overall ad spending in US, but
expected to rise to 11% in 2016
• Who to look at:
• Google – dominates mobile w/ 90%+
• iAds – reaches millions of iPhone, iPad
and iPod Touch users around the world
• Facebook - Ad‟s on 3rd party apps?
• Twitter – 3.5%
EMAIL MARKETING STRATEGY
37% OF PEOPLE CHECK EMAIL ON THEIR MOBILE
• Mobile optimized landing
pages (websites) are essential
• Promotions driving to a location
• Clear “Call Now” buttons
GROW YOUR COMMUNITY
• Value add and ease of use
– Promos and coupons
– QR codes
• Mobile Payment
• Mobile Wallet
• Mobile Reviews &
• Ad networks integrating cross channel
for consumers who are „multi-
screening‟ or „screen hop‟
• Passive advertising will become
MOBILE CONTENT RESOURCES
• White paper “Mobile Content 101” via iFlyMobi
• Mobile Movement Video:
• The Third Screen: Marketing To Customers in a
World Gone Mobile, Author Chuck Martin
• Location-Based Marketing for Dummies, Aaron
Strout and Mike Schneider
Notes de l'éditeur
DE - Tweet it!
JL 75% of mobile market is represented by Apple and Android74% of users will wait 5 seconds for the Web page to load46% unlikely to return if it doesn’t load properly½ of all searches are done on a mobile deviceMentioning a location in a mobile ad can increase click thru rates up to 200%
JLMobile web adoption is happening 8 times faster than web adoption from late 90’s.
JL29% of all Franchise web traffic is mobile – this is more than the normal average.
DEShow of hands who uses Foursquare – Mayors?Show of hands who knows who their Mayor is at their location?Instragram users?Instragram for your business? – more later
DEFirst three bulletsare building the foundation.Second three bullets leverage that foundation to build community and loyalty.
JLCan your customer make an appointment, find your location or subscribe to all your services?Promote local charities and how customers can participate
DERemember the Seinfeld episode of George stuffing his wallet with another coupon?75% of people prefer to receive offers over any other form of CTAJuniper study – mobile coupons have grown due to the # of channels of availability including the distributors own pages“With the jump in smartphone adoption, mobile coupons need to be included in multiple areas of a campaign and need to be targeted to individual consumers’ shopping habits.”
DEMoes: They have a check-in club that allows customers to connect their foursquare accounts to Moe’s loyalty program. Customers earn points through check-ins and can achieve “rock ‘n’ roll” status on Moe’s leaderboardlike Roadie, Rock Star and Rock God for checking-in. Per their blog: “Dozens of social platforms allow brands to reward guests for checking-in, but we worked with Brandmovers, Inc. to create a platform that aggregates check-ins, allows fans to compete nationwide and earn credit no matter which Moe’s they visit,” says Lauren Barash, director of marketing for Moe’s Southwest Grill. “The leaderboard and status levels make it fun for those who enjoy the gaming aspect of checking in, while those seeking recognition and rewards get what they want as well.”
DESearch instagram to see if others are posting pictures about your brand! Searchinstagram.comDon’t forget to use tools to monitor and manage. Instagram has analytics Ask your customers to follow and tag you by providing the hashtag! Ski resort in Vermont displays the “how to” in their resort and they have thousands of pictures tagged monthly.
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