how consumers use mobile and what you can do about it
DESCRIPTION
Learn: mobile trends, mobile strategies and platforms.TRANSCRIPT
HOW CONSUMERS USE MOBILE AND WHAT YOU CAN DO
ABOUT ITMark SweetnamFish Window Cleaning Services, IncManager, Branding & Technology
Deb Evans, CFEFranchise Performance GroupSr Operations Consultant
Jeremy LaDuque, CFEElementsLocalFounder & CEO
SHARE WHAT’S HAPPENING IN VEGAS …
Mark Sweetnam@FishWindowClean
Jeremy LaDuque@ElementsLocal
Deb Evans@DebCE Use Hash Tag
#IFA2013
MOBILE MARKETING
MOBILE MARKET
Source: The Growth of Mobile Marketing
ARE YOU MOBILE FRIENDLY?
CURRENT TRENDS
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)
WHAT’S IMPORTANT
• Building Blocks–Mobile Friendly Websites–Mobile Search Strategy–Mobile Email Strategy–Mobile Advertising, Banners
• Loyalty & Community Building–Mobile Promos and Coupons–Mobile Apps
• What will your strategy be for 2013… • Mobile website… Per Zee?• Search and ranking?• Advertising?• Loyalty?• Community?
BUILDING THE FOUNDATION
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 friendly Website
• 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 address
CREATE A CONTENT STRATEGY
• Mobile Optimized Sites• Location specific keywords• Googlebot-Mobile
• Google/Bing allocate top of search results pages to local listings, when a search has local intent.
40% OF ALL MOBILE SEARCHES ON GOOGLE HAVE LOCAL INTENT.*
MOBILE SEARCH
Source: Google
• 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%
MOBILE ADVERTISING
MOBILE AD SPENDING HIT $4B, 180% UP FROM 2011
Source: www.eMarketer.com
ADVERTISING & BANNERS
• Mobile optimized landing pages (websites) are essential
• Promotions driving to a locationare key
• Clear “Call Now” buttons within Email
37% OF PEOPLE CHECK EMAIL ON THEIR MOBILE DEVICES
EMAIL MARKETING STRATEGY
GROW YOUR COMMUNITY
• Value add and ease of use– Promos and coupons– Apps– Foursquare– Instagram– Pinterest– QR codes
PROMOS AND COUPONS
MOBILE APP
MOBILE ORDERING/PAYMENT
FOURSQUARE
•Check-in Club•Connect to Foursquare•Earn points for Check-ins
QR CODE USES
• Advertising• Mobile Ordering• Making Reservations• Videos• Vcard (business cards)• Conferences• Surveys
EDIBLE QR CODES?
STORE HOURS/RESERVATIONS
SURVEYS/COUPONS
WHAT’S NEXT
• Mobile Payment• Mobile Wallet• Mobile Reviews &
References• Ad networks integrating cross channel
for consumers who are ‘multi-screening’ or ‘screen hop’
• Passive advertising will become interactive
MOBILE CONTENT RESOURCES
• White paper “Mobile Content 101” via iFlyMobi
• Mobile Movement Video: http://www.youtube.com/watch?v=2D2ThRaJIxo
• The Third Screen: Marketing To Customers in a World Gone Mobile, Author Chuck Martin
• Location-Based Marketing for Dummies, Aaron Strout and Mike Schneider
THANK YOU!
QUESTIONS?
Mark Sweetnam@FishWindowClean
Jeremy LaDuque@ElementsLocal
Deb Evans@DebCE
