Think Mobile First: How to Lead as Smartphones Change Consumers and Marketing Forever

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www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

Pure Oxygen Bio
• Leaders in Mobile Marketing Optimization
– Driving Mobile Search, Social, Apps, & QR Performance
– Enterprise URL & QR Automation SaaS Platform (beta)
• Founded 2011 by Brian Klais
– Pioneer in Enterprise SEO Automation
– Co-founded Netconcepts/Covario


100M US Market. Growing at 50% YoY


Across All Age Demographics


40M US Tablet Market. Growing at 100%

Source: comScore, 2012

Consumers Buy Android and iOS


50-40-10 Market Share by Year-End


iOS vs Android Apps Race


Mobile: Power to Optimize


Our Digital Media is Portable


The Digital World At Our Fingertips


We Search for Value


Mobile Drove 62% of Restaurant
Searches on Valentine’s Day 2012

Source: thinkwithgoogle.com, 2012

We Act More Immediately


We Think More Locally

• Google Maps is #2 most used app on
iOS and Android devices


We Engage More Socially

• Mobile devices drive 50% of Facebook
traffic and 55% of Twitter’s
• Facebook is most popular app across
iOS and Android devices


We Consume TV Differently

• 60% of smartphone owners use it daily
while watching TV
• 58% of tablet owners use it to "watch
TV" in the home


We Take Shortcuts

Source: comScore, 2012


We Shop Smarter


We Abandon More Easily

• 81% of retailer web pages are not
optimized for smartphone users

“Websites are still largely designed for desktop
use. This causes problems … when it's finally
decided to create a mobile site, and designers
and developers are forced to work 'backwards.’

New businesses should build for mobile FIRST.
Existing businesses should re-think their sites.”

– Eric Schmidt, former Google CEO, 2011


Paving New Purchase Paths



Engaging Multiple Devices



Across Apps and Web


“Customers don't distinguish between mobile web
or app. They must be connected.”
-Chris Payne, VP eBay North America, 2011

Mobile Commerce =
Mobile Brands
We Have Lift Off!
Win Big
Mobile Sales or Payment Volume –
eBay / PayPal / Amazon.com / Target / Square, 2009-2011E
$5
Gross Mobile Sales or Payment

$4
eBay

PayPal
Volume ($B)

$3
Target
$2
Amazon.com

$1 Square

$0
2009 2010 2011
Note: Amazon.com disclosed 2010 mobile gross sale, 2009 / 2011 data are KPCB estimates.
Source: eBay, Amazon.com, Target, Square. Source: Kleiner Perkins, 2012

Copyright 2011. All rights reserved.
31

Web Marketing: Linear


Mobile Marketing: 3D


Keys to Thinking Mobile First

Discovery

Measurement Accessibility

Engagement


Dominate Mobile Search
• Paid Search
– Smartphone CPCs 50% cheaper than desktop CPC
– Include device in search ad copy CTR skyrocket
– Mobile pages increase CTR 11% and Quality Score
• Organic Search
– Monopolize Smartphone/Tablet SERPs:
• Local listings
• App detail pages (iOS, Android, Blackberry)
• Social profiles (Facebook, Twitter, Google+)
• Video profiles (YouTube)

Discovery

Discovery


• Mobile site optimization
– Reduces abandonment by 80%
– Google’s smartphone bot crawling you now
– Desktop, Smartphone, Tablet SERPs diverging
– Research current mobile search traffic
– Build keywords into mobile site content
– Every desktop page needs a mobile equivalent

Discovery


• Local listings
– Claim and optimize business profiles
– Google Places/Maps and Bing Maps
– Optimize for social networks that
provide location info through apps
• Facebook Places
• Foursquare
• Urban Spoon/Yelp

Discovery


• Tips for Page 1 App rankings
– Feature brand prominently in app name
– Link to profile from home page or footer
– Include brand name in anchor text
– Cross-promote to mobile users
– Optimize press releases

Discovery


Discovery


• Audit your mobile visibility
– Where do your assets rank in mobile SERPs?
– What phrases do your mobile users search for?
– Are deep pages delivering mobile-friendly pages?

Discovery

QR Your 4P’s

Source: Competitrack, 2012

Accessibility

QR Your 4P’s

• Adopted by 2,300 advertisers in 2011
– Up 600%
• 20% of mobile users scanned in 2011

• Integrate with product packaging:
– Make easy to re-order or get support
– Link to ingredients, videos, social profiles
• QR signage to intercept instore searchers

Accessibility

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Accessibility
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012 Source: Competitrack, 2012

QR Your 4P’s

Accessibility

QR Your 4P’s

• Increase check-in’s and reviews:
– Display QRs on signage
– Drive customers to Facebook, FourSquare

• Increase app downloads:
– Searching the app stores stinks
– Display app QRs on site to increase
downloading, engagement, and popularity

Accessibility

QR Your 4P’s

• Help people geo-locate you:
– Don’t make people type address into Maps
– QR locator pages to load address on Maps

• Drive video consumption:
– People prefer to watch videos on device
– Display QR on catalog pages to launch
video, drive viewing and sharing metrics

Accessibility

QR Your 4P’s

• Tips to optimize QR “speed” and “distance”
– Aim for 25x25 code or less
– URLs should not exceed 25 characters
• Avoid cramming tracking information into URL
• Strip superfluous characters like ‘www’
– Use lowest Error Correction settings
– Lead users to mobile friendly content
– Keep control over destination

Accessibility

Optimize Social Engagement

• Drive engagement with mobile social:
– From campaigns, site, emails, signage
• Mobile users are forced to type a login
– Usually not signed-in to the website
– 90% abandon login forms
• Embedded browsers launch new sessions
– eg: QR readers, Twitter, Facebook, etc
– No prior session data cached

Engagement

Engagement

• Maximize engagement:
– Segment device (mobile vs tablet) and OS
(iOS vs Android)
• Detect if appropriate app is installed
– Use URL schemes to launch “landing pages”
• eg “fb://” or “twitter://”
• Caveats:
– All users won’t have the app installed
– Some apps use URL schemes inconsistently
– Each OS handles errors differently
Engagement

• Get social profiles on Page 1 in SERPs
– Link to profile from home page or footer
– Include brand name in anchor text
– Link to profile from other profiles
• Google Plus  Facebook
– Use tracking links to measure outbound
clicks to or between profiles
• Eg “http://po2.co/facebook”
• Give “m.” viewers link to open app
– Eg “Open our profile on your Facebook app”
Engagement

Manage Attribution
• Apps don’t pass “referrer” traffic data
– Web analytics unable to see source
• QR codes are unrecognized as source
• Embedded browsers = new sessions
– Ex: QR readers, Twitter, Facebook
– No data cached for personalization
• “Direct” traffic is overstated
• Mobile gets under-resourced
Measurement

Manage Attribution

Measurement

Manage Attribution

• Ways to solve Local & Social “app-tribution:”
– Seed location profiles with tracking links
– These should be branded URLs
• Ex: http://maps.domain.com/madison
– These redirect to destination with web tracking
parameters appended
– Or enable hashtag tracking and seed profile links

Measurement

Manage Attribution

• Optimize QR Tracking
– Use branded, abbreviated tracking URLs
• Example: qr.domain.com/123
– Never bloat QR density with tracking
• Encode source parameters on redirect
• Measure off-site profile clicks
– Eg http://po2.co/facebook

Measurement

Manage Attribution

• Maximize mobile resourcing:
– Develop appropriate cross-channel KPIs
– Customize ROAS requirements
• May vary from desktop ROAS

Measurement

The Future is Mobile


Be There


Think Mobile First

Discovery

Measurement Accessibility

Engagement


Thank You
Like us on Facebook’s app
@BrianKlais
@PureO2Labs

po2.co/Facebook

po2.co/GooglePlus
Powered by Pure xygen

brian@pureoxygenlabs.com


Think Mobile First: How to Lead as Smartphones Change Consumers and Marketing Forever

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