Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion
Post on 13-Jan-2015
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DESCRIPTIONThis webinar, presented by former Sony Senior VP of mobile marketing, Jason Wells, discusses what businesses must do to prepare for the mobile marketing explosion. Specifically, how to measure leads with call tracking, improve close rates, optimize conversion rates and track success.
- 1. 7 Ways to Prepare for the MobileMarketing ExplosionJason Wells, CEO, ContactPoint
2. Mobile Marketing Explosion Mobile search will surpass desktop search by2013.- Google, 2012 In three years time, desktop search will beirrelevant,- John Herligy, VP of Global Ads, Google (2010). @logmycalls 3. Mobile Poll Poll Question: If you were on vacation whichwould stress you out more, to lose yoursmartphone, your wedding ring, or yourwallet? Results from June 2012 study: 77% said losing smartphone would be severely anxiety inducing 55% said losing wedding ring would be severely anxiety inducing 88% said losing wallet would be severely anxiety inducing- Taylor Nelson Sofres, 2012 @logmycalls 4. Mobile Marketing Explosion Yearly U.S. mobile U.S. Mobile Ad Spendad spend will12(Billions)10.6increase by over 10300% by the end of 8.62016.8 $ Billion6.4- Morgan Stanley, 2012 6 4.3 42.6 2 1.40.7 02010 20112012 20132014 2015 2016 @logmycalls 5. Mobile Marketing Effectiveness Mobile marketing is the most effectivemarketing channel ever seen before. 90% of smartphone searchers have takenaction as a result of a smartphone search - Google, 2011 70% of mobile searchers take actionwithin 1 hour - Mobile Marketer 2012 53% of smartphone searchers purchase - Google, 2011@logmycalls 6. Why is mobile so effective? We are a captive audience, hopelesslyaddicted to our smartphones 91% of U.S. citizens have their mobile phone within arms reach 24/7. - Mobile Marketer, 2012 89% of smartphone users use their phone to search multiple times each day. - Google, 2012 @logmycalls 7. Why is mobile so effective? Smartphone users are action-oriented searchersOver 90% of leadsgenerated via adesktop computer Awarenessenter the sales funnelNOT ready to buy. EvaluationOver 90% of mobileDecisionleads take actionimmediately. @logmycalls 8. Why is mobile so effective? Smartphone users are action-orientedsearchers Two groups of people conduct mobile searchesand respond to mobile ads: 1 People whove already conducted extensive research. 2 People who conduct an impluse search The bottom line: Mobile searchers are ready tobuy when they interact with a business. @logmycalls 9. The Facts: Critical to Prepare Now Fact: If you dont have a mobile optimized site(or at least landing page) you will be muchharder to find via a search by the end of 2013. Fact: If you dont have mobile specific offersyour site will fail to convert. Fact: If you arent running mobile campaignsyoull miss out on traffic and conversions.@logmycalls 10. I. Develop a Mobile Strategy Dont just start decide what you want toaccomplish through mobile marketing What is your goal? Phone calls Purchase Gathering email addresses Distributing couponsMobile success hinges on delivering aconvenient and fast customer experience. - Forrester Research, 2012 @logmycalls 11. I. Develop a Mobile Strategy Do something. The VAST majority (65% to 75%) of small businesses dont have a mobile site or landing page. Many (35% to 44%) of medium and large businesses dont have a mobile site or landing page. Forresters Advice on Starting Mobile Marketing Once youve established goals and a strategy for mobile, other decisions will fall naturally. The best mobile services deliver value through immediacy .and simplicity. Plan the user scenarios end-to-end. Think about natural actions on a mobile phone.- Forrester Research, 2012 @logmycalls 12. II. Think Phone Call The most natural form of mobile engagementwith a business is a phone call. 61% of mobile searches result in a phone call.- Google, 2012 52% of all mobile ads result in a phone call.- xAd, 2012 @logmycalls 13. II. Think Phone Call Phone Calls are High Value Leads Only 2% - 8% of inbound web leads areready to buy in 3 months.- MECLabs, 2012 Inbound phone call rates are 15 20 timeshigher than inbound web leads.- ContactPoint, 2012 65% of companies say phone calls are theirhighest quality lead source.- BIA/Kelsey, 2010 @logmycalls 14. II. Think Phone Call BIA/Kelsey Report (released June 2012) Mobile calls to businesses will almost tripleby the end of 2013. Businesses that learn how to handle, trackand leverage phone calls will make moremoney.@logmycalls 15. II. Think Phone Call Case Study Roys Hawaiian Fusion Focused on generatingcalls from mobile devices Tactics Put ONLY phonenumbers on landingpages and used GoogleAdwords call extensionsPay-Per-Call GoogleAdwords Results 40% increase in calls Budget was 67% lower @logmycalls 16. II. Think Phone Call Action Items Track Calls Use call tracking numbers for Adwords, landing pages and your website It is as critical to track calls via mobile as it is to track web traffic via desktop. Prepare for Calls Make sure youre staffed to receive more calls (because youre going to get them). Gather Data from Calls Make sure you have call analytics (conversion rate, close rate, detailed metrics) @logmycalls 17. II. Create a Mobile Landing Page If you dont want to create a mobile site, thatsfine, for nowbut at least create a mobilelanding page Simplify your call-to action Headline length of three to five words Keep content concise No form fields Phone number Video is great@logmycalls 18. II. Create a Mobile Landing Page Goal = Get people to visit Two short form fields Simple, simple, simple They also have other mobile landing pages with phone numbers and one with an email form field@logmycalls 19. II. Create a Mobile Landing Page Goal = Get people tocall or watch the video. No form fields, nothingto fill out The phone number is acall tracking number sowe know how manycalls our mobile landingpage is generating. @logmycalls 20. III. Understand Mobile MetricsHow to Measure Traditional online marketers measure: Mobile Calls CTR, abandon rate, pageviews, etc.- Put phone numbers Mobile should measure in PPC ads Purchase (remember they enter funnel lower) - Put phone numbers Calls on landing pages Opt-ins from simple forms - Ensure those phonenumbers have calltracking enabledUse and measure phone calls for mobile lead- Record calls and usegeneration. analytics to score - Forrester Research, 2012 leads- Optimize and adjust @logmycalls 21. IV. Mobile SEO and PPC Mobile SEO Get position #1 or #2 CTR dropped 90% from position #1 to #3 (Google 2012) For standard SEO, drop off is 50% to 60% Mobile SEO will become more fierce and competitive@logmycalls 22. IV. Mobile SEO and PPC Mobile PPC Getting started Define your mobileconversion. Lead-Gen, AppDownload, BuyNow, Phone Call or In-Store Visit Start fresh. Dontassume any similaritieswith desktop campaigns@logmycalls 23. IV. Mobile SEO and PPC: Keys1. Mobile searches include more misspellings and shorter keyword phrases2. Start broad to discover mobile keyword phrases then use negative keywords and phrase matching to optimize3. Do mobile specific research using advanced options and filters4. Lower bids than normal PPC5. Geo-Targeting Take advantage of location awareness6. Device Targeting Tablets, smartphones7. Day-Parting Desktop off-hours are mobile on-hours.@logmycalls 24. Adwords & Call Extensions Call extensions make it easier forCall Extensions Setupcustomers to call you directly via your ad 1. Select the campaign forand allow you to measure the phone callswhich you want toenable call extensions.that your ads generate. 2. Go to the Adextensions tab. Call extensions are an ad feature that 3. Select the Callallows advertisers to include additionalExtensions view fromthe drop-down list.information about their offers within text 4. Click New extensionads. 5. Type your businessphone number or yourLogMyCalls tracking Call extensions give you additional realnumber, and theestate within a search result, and allowcountry where thesearchers a way to connect with yournumber is based.business.6. Click Save andContinue. Call extensions increase both your CTRand your close rates. @logmycalls 25. IV. Mobile SEO and PPC Case Study Esurance Focused on generating callsfrom Adwords campaign Tactics Use call extension in ads(phone numbers in ads) Used Call now and Calltoday in ad copy. Results Saved 30% compared toother marketing channels Calls were 4 to 5 timesmore likely to convert@logmycalls 26. V. Mobile Offers Dont Offer Do Offer White Papers Click-to-Call Ebooks Location locator Research Social Media Long articles engagement Full-scale pricing Email opt in and sign-up Video@logmycalls 27. VI. Think LocalMobile Behavior is Different 70% of people use their phone to search for products in a store - Google, 2011 58% of travelers search within 2 miles of their hotel - Priceline, 2011 80% of mobile searches have local intent - Google, 2012 @logmycalls 28. VI. Think LocalWhat does this mean for you? Utilize Geo-Targeting for Adwords and socialmedia Encourage integration with Foursquare andFacebook check-in Prepare for phone calls (locals will searchand call small businesses) Prepare for more walk-in business @logmycalls 29. VIII. SMS Marketing 7.8 trillion text messages were sent in 2011. Thenumber will be 9.6 trillion in 2012. - Portio Research, 2012 Consumers will read a text message from abusiness 94% of the time. They will respond23% of the time. - Consumer Preference, 2012 95% of texts that are read will be read within 15minutes - Moto Messaging, 2012@logmycalls 30. VIII. SMS Marketing and LogMyCalls Within LogMyCalls you can senda text to any mobile caller Set up different text messagesassociated with differenttracking numbers One text for website caller, another for direct mail callers, PPC callers, etc. Just type it. What should you say? Include links, coupons, offers, phon e numbers, social media links, or even just say thank you to them for@logmycalls 31. Mobile Marketing 15 Minute Custom Demo logmycalls.com/request-demo Call us at (866) 811-8880 @logmycalls 32. Next Webinar Thursday, July 19 2 PM EDT Title: 6 Keys to Successful Click-to-CallMobile Marketing How