brand aid - charlotte october 2014
TRANSCRIPT
1 WINNER: FREE 60 MINUTE STRATEGY SESSION
W I N N E R W I L L B E P I C K E D R A N D O M LY T H U R S D AY B Y 5 P M E T A N D N O T I F I E D V I A P H O N E / E M A I L .
HOW IMPORTANT IS MOBILE? H O W L O N G D I D I T TA K E T H E F O L L O W I N G F O R M AT S T O G E T 5 0 M M U S E R S ?
• R A D I O• T E L E V I S I O N
• I N T E R N E T
• FA C E B O O K
• D R A W S O M E T H I N G A P P
40%OF MOBILE SEARCHES HAVE LOCAL INTENT
S o u r c e : G o o g l e M o b i l e M o m e n t s S t u d y
66%OF CONSUMERS SUBSCRIBED TO MOBILE MARKETING INDICATE A PURCHASE AS A RESULT OF RECEIVING HIGHLY RELEVANT MOBILE MESSAGES
S o u r c e : R e s p o n y s
70%OF MOBILE SEARCHES LEAD TO ACTION WITHIN ONE HOUR
S o u r c e : h t t p : / / w w w. s u r v e y m o n k e y. c o m / m p / a u d i e n c e /
70%OF CONSUMERS DELETE EMAILS IMMEDIATELY THAT DON’T RENDER WELL ON A MOBILE DEVICE
S o u r c e : h t t p : / / w w w. b l u e h o r n e t . c o m / r e v e a l / r e p o r t
IT’S NONE OF YOUR BUSINESS, HOW, WHEN, WHERE, AND ON WHAT DEVICE OUR CUSTOMERS USE TO CONNECT WITH YOU.
MOBILE TOUCHES EVERY PART OF YOUR CUSTOMERS LIFE.
H o w d o w e b e c o m e p a r t o f t h e i r d a i l y c o n s u m p t i o n h a b i t s ? W h e r e d o w e s t a r t ?
C H A L L E N G E
K n o w y o u r c u s t o m e r s e v e r y d a y d i g i t a l h a b i t s .
B e t h e r e a n d p r o v i d e t h e b e s t e x p e r i e n c e .
74%OF CONSUMERS WILL WAIT 5 SECONDS FOR A WEB PAGE TO LOAD ON THEIR MOBILE DEVICE BEFORE ABANDONING THE SITE
S o u r c e : G o m e z
70%OF CONSUMERS FOUND ALL TYPES OF PUSH NOTIFICATIONS, INCLUDING LOCATION-BASED MESSAGES TO BE VALUABLE
S o u r c e : R e s p o n s y s
90%OF CONSUMERS WHO HAVE JOINED MOBILE LOYALTY PROGRAMS FEEL THEY HAVE GAINED VALUE FROM THEM
S o u r c e : Z o o m e r a n g
46%OF CONSUMERS ARE UNLIKELY TO RETURN TO A MOBILE SITE IF IT DIDN’T WORK PROPERLY DURING THE LAST VISIT
S o u r c e : S o c i a l M e d i a H a t
43%OF CUSTOMERS ARE MORE LIKELY TO MAKE A PURCHASE WHEN MOBILE OFFERS ARE A PART OF AN ORCHESTRATED CAMPAIGN OVER TIME
S o u r c e : R e s p o n s y s
KEY TAKE AWAYS
• CONSUMER EXPECTATION: they want a seamless experience no matter what device.
• GOOGLE: will screw you if you don’t play ball
84% OF SMARTPHONE USERS TAKE ACTION AFTER LOOKING FOR SOMETHING LOCALLY
57% OF SMARTPHONE USERS LOOK FOR LOCAL INFO AT LEAST ONCE PER WEEK
25% OF SMARTPHONE USERS LOOK FOR LOCAL INFO DAILY
65% VISITED THE BUSINESS THEY LOOKED UP
47% LOOKED IT UP ON A MAP AND/OR GOT DIRECTIONS
24% TOLD OTHERS
29% MADE A PURCHASE IN-STORE
GOOGLE TOOLS• Google My Business
(Google+, Maps, Mobile)• Bing Places for Business• Local.Com
SOCIAL/OTHERDIRECTORIES
• Facebook (Nearby Places)• Yelp!• Foursquare• Citysearch
NAP CITATIONS: • Name/Address/Phone #• Make sure they all match.
(Local Citation Finder)
• Name / Address / Phone #• Make sure they all match• Make sure it’s text and not
image• Setup your your business on
Google, Yelp, Foursquare, Facebook etc.
KEY NOTES
KEY TAKE AWAYS
• SENDER• Clear sender display name, e.g Amy Brown• Avoid [email protected]
• HEADLINES, SUBHEADS, BULLETS & NUMBERS
• Snackable consumption• Scannable
• CLEAR CALL TO ACTIONS• What do you want the user to do? • Large targets for tapping
• RESPONSIVE TEMPLATES• It’s not just for your website
90%OF ALL SMS IS READWITHIN 3 MINUTES
S o u r c e : C o n v e r s a t i o n a l A d v e r t i s i n g
RECAP
1. Mobilize your website 2. Optimize your local presence 3. Make sure your NAP
information is consistent across the web and searchable by Search Engines
4. Use E-Mail and optimize it for Mobile
5. Use SMS for immediate communications, drive loyalty, repeat visits and increase event show up rates
MOBILE USERS WILL DO ANYTHING AND EVERYTHING DESKTOP USERS WILL DO, PROVIDED IT’S DELIVERED IN A USABLE
WAY.
GREG HICKMANSAY HIgreg@mobi lemixed.com
VISITMobi leMixed.com
GET MOBILE STRATEGIES & TIPS
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@gjhickman