reaching your customers through mobile marketing
TRANSCRIPT
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Reaching Your
Customers Through Mobile
Marketing
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Mobile Device Usage Has
Surpassed Desktop Usage
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Most of That Growth Has Come
From Mobile Apps
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Why?
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Because…
• Except for a few mobile sites (mostly e-
commerce and social media), mobile web
experience is inferior
• Apps offer a much richer experience
• App usage is goal-driven, while most websites’
goals are diffuse
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Which Leads to an Opportunity
for You…
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Build a Better Mobile Website,
and They Will Come.
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Mobile Websites
Two types:
• Responsive design
• Dedicated mobile site
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Responsive design
Desktop and mobile sites have same URL, approximate look
Mobile Websites
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Dedicated mobile
Desktop and mobile sites have different URL, different look
Mobile Websites
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• Customize your home
page to satisfy
informational needs
• Use alternate navigation
layout
• Reduce clutter
Mobile Site Design
First, Understand What Your Visitors are Seeking
Access
my
account
Interest
rates
Locations
Full site
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• Shrink or eliminate
photos
• Limited text per screen
• Prominent call to
action
Mobile Site Design
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• Large buttons - 44 x 44
pixels minimum
• Keep links in text far apart
• Pre-selected choices
• Give users opportunities to
TAP rather than TYPE
- checkboxes, radio
buttons, dropdowns,
buttons, date scroll
wheels, etc.
Mobile Site Design
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Mobile Response Forms
• Large fields and buttons,
with plenty of space
between them.
• Field names ABOVE
fields, not to their left.
• Use appropriate
keyboard - email,
numbers, etc.
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Mobile Device Usage
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Smartphone vs. Tablet Usage
• Pocketable
• Personal
• Used at home, office, car,
stores, while traveling…
• Used for communication,
content, apps
• Low m-commerce
conversion
• Portable
• Shared with others
• Used primarily at home
• Used to consume media
and content
• Better m-commerce
conversion
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Most Popular Devices Used to
Search the Internet
0
10
20
30
40
50
60
70
80
90
100
PC/Laptop Smartphone Tablet Games Console
Source: Global Web Index
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Search Market Share, Oct. 2014
Source: comScore
Google, 67.0%
Yahoo!, 10.3%
Bing, 19.5%
Ask, 1.9% Others, 1.3%
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Search Engine Optimization
Search engine optimization (SEO) is building or modifying your
website so it appears near the top of search results pages.
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Keywords
Searcher’s intent is informational or transactional
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How to Optimize Your Site
Optimization efforts fall into two
broad categories:
•What you say about yourself
•What others say about you
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What You Say
•Text on page
•Text in headings, titles, “metadata”
•Content
•Social media interaction
•Proper code
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Embed Links in Your Content
Arun Sinha is president of Access Communications, a
marketing communications, technical writing and web
development company in Stamford, Connecticut, USA. Visit
http://www.accessc.com for more information on copy writing,
websites, and Internet marketing.
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What Others Say
• Incoming links
•Some sites have
heavier weighting
• Interaction on social
media
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• Access via google.com/analytics
• Tells you information such as:
Number of visitors
Location
Top pages viewed
Top entry pages
Top exit pages
Operating system
Mobile device
Browser
Which links on your site were clicked
...And much more
• You will need to add code to your website
Google Analytics
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Google Analytics
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Google Analytics
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Google Analytics