6 ways to rock mobile marketing in 2017
TRANSCRIPT
6 Ways to Rock Mobile Marketing in 2017
AddShoppers + Power Digital
Your presenters
Peter MessmerDirector + Growth at
AddShoppers
Ryan LarkinPaid Media Account Manager
at Power Digital Marketing
Antonio JohnsonDirector of SEO at Power
Digital marketing
I. Paid Ads
II. Winning Micro-moments
III. Mobile first index for SEO
IV. Personalize multi-channel UX
V. New on-site strategy
VI. Making social work harder
The Breakdown
AddShoppers
The leading On-site Marketing Platform (OMP) for Commerce.
We believe on-site marketing should be as agile + powerful as email marketing. 1,000+ brands worldwide agree with us.
Clients across industries
Marketing on your site shouldn't take a village
Power Digital Marketing
A full service digital marketing agency.
We provide the skills and insights of what clients actually need and what an interactive marketing agency should be. Clients across industries
January 2015: Mobile-friendly sites ID’d in Webmaster Tools
February 2015: Announced mobile-friendly algorithm
April 2015: Mobile-friendly algorithm goes live
September 2015: Google emphasizes micro-moments
October 2015: Accelerated Mobile Pages (AMP) announced
February 2016: AMP news carousel goes live in SERPs
September 2016: AMP no longer only for news publishers
November 2016: Google begins testing mobile-first index
January 2017: Mobile Interstitials Penalty rolls out
History of Mobile Search
How did arrive at this mobile-first world?
Micro Moments
What’s a Micro Moment?
Micro-moments are instances where consumers expect brands to address their needs with real-time relevance. These critical touch points within the consumer journey work in conjunction to ultimately
determine how that journey ends.
➢ I-want-to-know: >51% of smartphone users
have discovered a new company or product
when conducting a search on their
smartphones.
➢ I-want-to-go: 2x increase in “near me”
searches in last year
➢ I-want-to-do: Searches related to”how to”
on YouTube are growing 70% year over year
➢ I-want-to-buy: 82% of smartphone users
consult their phone while in a storeSource: Micro-Moments: Your Guide to Winning the Shift to Mobile
Search in a Mobile-First World
Impact of the Mobile-First Index
Google has come to the realization that majority of
searches are conducted via mobile, but the index is prioritized for desktop.
In an effort to fix this issue, and the inevitable shift to a mobile-first web, Google will look at the content, links, and structured data of the mobile version of your site… if one is available.
If a responsive design or dynamic serving design is in
place, where primary content and markup is
equivalent across mobile and desktop, no changes
should need to be made.
If your content and markup varies across mobile and
desktop, there are some changes to consider:➢ Serve structured markup for both desktop and
mobile version
➢ Verify that mobile version is accessible to
Googlebot
➢ Add and verify your mobile site in Search ConsoleSource: Micro-Moments: Your Guide to Winning the Shift to Mobile
Mobile in Adwords
Ads that Speak to a Mobile User
Mobile Preferred Ads
● Within Adwords, we’ve been able to write text ads that speak to a mobile user with the click of a button
● We’ve been able to use verbiage such as: ○ Buy Now From Your Phone○ Visit Our Mobile Site○ m.example.com or www.example.com/mobile
● With this type of messaging, we’ve been able to instill trust in mobile users with our Ads, which in turn drives higher CTR’s
Expanded Text Ads
● As of January 31, 2017 Google will be sunsetting standard text ads in favor of new ‘Expanded Text Ads’
● This essentially means that ‘Mobile Preferred Ads’ will no longer be an option
● ETA’s were built specifically to resolve better on mobile devices
Device Specific Bidding
● While Google is sunsetting their Standard text ads, they have also reintroduced device specific bid modifications
● In the last few years, we’ve only had bidding modifications available for mobile - now we are able to do this for mobile, desktop and tablets
● Knowing this, we can create a work-around to speak to mobile users
Mobile Specific Ad Extensions
Price Extensions
Price Extensions
● Mobile only feature (won’t show up on desktop)
● Each Link can lead to a different page on-site
● In addition to the ad, the will help dominate all visible real estate in the SERP pre-scroll
Location Extensions
● Will help direct your mobile traffic to visiting your in-store location(s)
● Not direct response focused, however can be a great way to push offline sales
Location Extensions
Affiliate Extensions
Affiliate Extensions
● Work in the same fashion as location extensions, however instead of directing traffic to YOUR store, they direct traffic to a store that sells your product (i.e. Target, Walmart, Ulta)
● Not direct response focused, however can be a great way to push offline sales
Call Extensions
● These extensions allow users to directly contact you via phone calls
● You can use a dynamic call forwarding number, or use your own number if you employ call tracking software
Call Extensions
Message Extensions
● Work like call extensions, but the end user will instead ‘text’ your business
● Can be great for business to consumer models
Message Extensions
Winning Micro-Moments
Integrated Search & The Customer JourneyIn a world of instant accessibility, it is imperative that we obtain a deep understanding about the customer’s journey.
Capitalizing on opportunities to expose our brand to potential customers earlier on in the buyer’s journey places us in the driver’s seat.
From PR to SEM, Search Marketing needs to be integrated.
Identify and optimize for moments when your audience engages via mobile
Understand consumer intent signals
Create mobile-specific content that resonates on the small screen
Bring the consumer along the buyer’s journey with story telling and micro-moments
Optimize mobile design for site speed
Easier said, than done.
I-Want-To-Know
I-want-to-know-momentsFrom Curiosity, to Answers
Search: How to fix scratches on cars
Top 5 Ways People Address I-Want-To-Know Moments:
I-Want-To-Go
I-want-to-go-momentsFrom Search, to Store
Search: Where is the nearest taco shop?Search: Bob’s Red Mill products near me
I-Want-To-Do
I-want-to-do-momentsFrom Home, to Action
YouTube Search: How to make waffles
67% of millennials agree that they can find a YouTube video on anything they want to learn. - Google
I-Want-To-Buy
I-want-to-buy-momentsFrom Interest, to Purchase
Mobile Screenshot:
Combine social + on-site strategies
Making social work harder for your brand on mobile
Social + mobile guides the Shopper Journey
Bri hears about Madewell through a Facebook invite from a friend.
Day
1
Bri follows Madewell on Facebook and checks out their videos.
Day
3
Started following Madewell on Instagram for fashion inspiration.
10Day
10
Madewell posted on Instagram about a holiday gift guide, so Bri joins their newsletter for more information.
12Day
12
Bri receives an email with details about the holiday gift guide, so she heads to their website to check out Madewell’s products.
20Day
20
Bri arrives on the site and notices a Black Friday sale. She places her first mobile order with Madewell after being influenced by the sale.
22Day
22
Bri tells her friend about her steals from Madewell (and now when they shop, she’ll save when they order).
30Day
30
2017 Social Trends: Where to Focus?
Video marketing
Snapchat
1
2
3
Instagram4
Video MarketingBrand growth in 2017 will rely heavily on video content.
What we know:
- 68% of YouTube users watched YouTube to help make a purchase decision
- 34% of B2C marketers say that pre-produced video will be critical to content marketing success
- 28% of smartphone users watch video on their devices at least once a day
SnapchatSnapchatters watch 10 billion videos a day.
Benefits:
- Sponsored Geofilters: Brands can take part in snaps sent based on location
- Analytics: Helping marketers gauge level of attention paid to their video ads
- Higher purchase intent: Snapchat’s purchase intent rate is at 11%
FacebookMore than 75% of Facebook’s ad revenue now comes from mobile.
Key focal points for 2017:
- Dynamic ads: “Advertisers can reach broader audience segments...engaged with multiple websites or content on Facebook looking for similar products...”
- Live 360 Video: Immersive interactive photos.
- Facebook Live: Share content and interact in real-time.
Instagram72% of U.S companies will use Instagram for marketing purposes in 2017 to expand into social commerce with:
- Shop Now: Seamless shopping experience. Hosting PDP then directs to brand’s mobile site.
- Stories + Live video: Offer real-time engagement with followers.
- Paid Ads: Now reach over 600 million users.
Image courtesy of Instagram for Business blog
Personalize multi-channel UX
Personalization is expected.
What are the ingredients for personalization?
1. Data 2. Touchpoints
First Name / Last NamePeter Messmer
Email [email protected]
Male / FemaleMale
Birthday4/17/1988
LocationCharlotte, NC
Klout Score58
Follow Stats✓ Follows You
# Of Social Shares9
Profile Picture
# Of Social Clicks127
Amount Of Social Revenue$497.68
# Of Social Referrals3
Where do you get data? Social media is a great source.
Fact: Mobile devices are used when people travel.
Travelers often spend more and need recommendations (vs at home when they already know everything around them).
Localization based servicing is going to impact 2017 in a few ways:
● Proximity marketing: Since mobile conversion rates are low, this can help drive customers into brick-and-mortar (if a brand has one).
● Geofencing: Used to send text message when customer is about to enter a competitor's store
Localization is another
Personalization will only get deeper.
There’s a shift in the force...
...to smarter experiencesCurrent personalized experiences aren’t truly personal. Artificial Intelligence (AI) and Augmented Reality (AR) will change that.
Already behind in current mobile personalization? Time to catch up.
Here’s what’s coming:
● AI will twist the digital shopping experience by bridging cognitive thought and predictability of the shopper to anticipate their needs.
● AR will be integrated into utility apps. Think “try before you buy” (e.i. Warby Parker, Gap, Modsy).
Prepare for AI72% of US millennials believe that brands using AI will be able to accurately predict what they want.
AI picks up on subtle shopping habits that can be analyzed for proper personalization to uncover better shopping experiences through:
● Deep learning algorithms
● Visual personal shopper
● Visual search
● Merge offline with online
Source: https://www.entrepreneur.com/article/284637
Until then...
New on-site strategyHow it’s redefining mobile UX
3 things you need to know about mobile
1. Mobile Traffic Requires More Touchpoints
1 touchpoint conversions
12+ touchpoint conversions
vs.
2. Mobile conversion rates are lower
Average Conversion Rates by device type
Desktop 4.66%
Tablets 3.89%
Smartphones 1.43% (2.3x lower than desktop!)
US Traffic from Q4 2015
1. Source: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/#gref
3. These are annoying
(Google thinks popups are annoying too.) These are now penalized:
https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
3 Keys for Mobile Optimization
Usability & User Experience
Lead Capture
“Handoff” conversions on desktops
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2
3
What’s the solution?Shoppers UXs are currently disjointed + annoying.
Moving forward, brands must shift to an on-site strategy that brings separate experiences to one penalty-free outlet.
Solution: The Shopper Portal
Why it works
(it’s not just “replacing mobile popups”)
User controlledGesture based swipe & scrolling. Gives users control of when they see promotions.
Personalized + Mobile FriendlyBuilt with 1:1 personalization. Also has mobile styled alerts & notifications.
Google friendlyIt’s non-intrusive -- doesn’t cover up content automatically without user input.
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Offer(s)+ Free Shipping+ 5% off over $100+ $10 off
Experience(s)+ E-mail acquisition + Social login+ Referral campaign+ Videos + content
Audience(s)+ Unidentified new customer+ Customers with carts+ Loyal repeat customers
Auto-Personalization27 variations shown below
SuccessOver 50% of our client, GentlemansBox.com, site traffic comes from mobile.
Mobile user interactions with Portal showed:
- 294% lift in mobile conversions and
- 9% lift in conversion on site abandonment.
To learn more about AddShoppers, talk with us:
addshoppers.com
Additional Questions? Follow Up?
[email protected]@TheBigCatSays
To learn more about Power Digital Marketing, talk with us:
powerdigital.com/request-an-assessment
@TonyToniTonee
To learn more about Power Digital Marketing services:
powerdigitalmarketing.com/services/
@PwrDigMarketing
