The document discusses strategies for mobile marketing success in a rapidly changing mobile landscape. It notes that mobile queries are growing exponentially and that mobile users are increasingly using smartphones. It emphasizes that marketing must be responsive and mobile-ready, and outlines strategies for paid, earned, and owned media, including optimizing mobile ads, content, and website design for a good mobile user experience. Specifically, it recommends responsive design over mobile-only sites and stresses the importance of testing on multiple devices/screen sizes.

1. MOBILE
MARKETING
Strategies for Success in a Rapidly Changing World

2. Paolo Vidali
Director of Technology &
Senior Digital Marketing
Strategist
@PaoloRobot

3. WHAT ARE WE
TALKING
ABOUT?

5. • Mobile growth is unstoppable
and exponential
• Your marketing needs to be
responsive and mobile ready
• You need a strategy for paid,
earned and owned media

7. NOW IT’S
TIME FOR A
HARD DOSE
OF REALITY

8. MOBILE
QUERIES ARE
GROWING 80%
YEAR AFTER
YEAR.

9. “MOBILE IS GOING TO
BE THE PRIMARY WAY
TO REACH YOUR
CUSTOMERS IN THE
NEXT YEAR OR TWO.”
- Andy Miller 8/13
Head of Mobile Search Sales & Strategy at Google

10. ¾ OF MOBILE USERS
¾ OF MOBILE USERS
IN THE US ARE
IN THE US ARE
SMARTPHONE USERS
SMARTPHONE USERS

11. DON’T ASSUME YOU KNOW
MOBILE DEMOGRAPHICS

12. SMARTPHONE & TABLET
USERS AREN’T WHO YOU
THINK THEY MIGHT BE
• 38% of children under 2 use mobile devices
• Adoption is not limited to urban/metro areas
• 60.7% of the global population are mobile phone
users, compared to 40.0% in 2008
• 68% of mobile searches happen at home where
there are other, larger devices available

14. TREADING
WATER ISN’T
GOOD ENOUGH
This is all happening very, very fast

15. IF YOU’RE NOT PAYING
ATTENTION TO MOBILE,
YOU’RE GOING TO BE
LEFT BEHIND. SOON.

16. THERE ARE
THERE ARE
CONSEQUENCES FOR BAD
CONSEQUENCES FOR BAD
MOBILE EXPERIENCES
MOBILE EXPERIENCES

17. CONSEQUENCES
• 40% of mobile users turned to a
competitor’s site after a bad
mobile experience
• Organic search penalties
• Lower AdWords quality scores
• Lost revenue & opportunities

19. AS MARKETERS, WE
HAVE TO DO BETTER
AT MATCHING
ACTUAL CONSUMER
NEEDS AND
DELIVERING A GREAT
MULTI-DEVICE
EXPERIENCE.

20. SO WHAT IS TO BE DONE?

22. Paid, Earned and Owned
Media Strategies

23. PAID
MEDIA

24. MOBILE USERS MAKE THE
CALL
• With AdWords enhanced
campaigns rollout in July, can
now have mobile-preferred ads
• Can disable website link and
force click to call for mobile ads
• Google Call Forwarding
(AdWords)
• Skype Call Forwarding (Bing Ads)

25. GOOGLE ESTIMATES THAT
50% OF MOBILE
CONVERSIONS ARE CALLS.

26. DNI – DYNAMIC NUMBER
INSERTION
• Call tracking for individual campaigns
• Some available at the keyword level
• Replaces a number throughout your site with
Javascript on-the-fly
• Remains cached for returning visitors
• Attribution isn’t just important to determine
return on ad spend (ROAS) but also mobile usage

28. • AdWords removed the ability to
WHAT
separately target tablets in
ABOUT
Enhanced Campaign rollout
TABLETS?
• For all intents and
purposes, Google considers
tablet traffic congruent to
desktop behavior

29. EARNED
MEDIA
Strategies for SEO

30. • New SEO penalties for having
mismatched mobile content
versions and slow loading
• Poor user experiences can kill
your visitors off– unplayable
videos, slideshows, bad
redirects, app download
interstitials
• Google has a separate Mobile
Smartphone crawler

31. 5 TIPS FOR
MOBILE SEO
1. Migrate away from mobile-only sites to responsive
design
2. Mobile title optimization: 45 characters for titles
vs. 65 characters
3. Webmaster Tools: crawl as Google mobile to
uncover issues
4. Localize your content (if applicable)
5. Make sure your video & audio works! Transcribe it

32. OWNED
MEDIA

33. CONTENT IS
CONSUMED
DIFFERENTLY ON
MOBILE
• The majority of mobile searches
occur in the afternoon and evening
• 81% of mobile searches are driven
by speed and convenience

34. THE CONTENT PEOPLE WANT
ON MOBILE IS
• Concise and to the point
• Fun (killing time)
• Actionable (directions, calls)
• Fast (load times)

35. TAILOR YOUR CONTENT SO IT
CAN BE DIGESTED ON MOBILE

36. THERE IS A
UNIVERSAL TRUTH
Independent of the type of content
THAT IS,
DESIGN MATTERS

37. THERE IS
A
UNIVERS
AL
TRUTH
Independent of the type
of content
THAT IS, DESIGN MATTERS

38. MOBILE UX PRESENTS
CHALLENGES
• It needs to be fast. Under
2 second load time fast.
• Text has to be legible, and
larger than desktop
screen text.
• Beware of the unintended
consequences of design

39. RULES FOR
DESIGN &
DEVELOPMENT

40. • It has to be clean. It is the ultimate
minimalist expression of your brand.
• Paring down is difficult and you will need to
reprioritize.
• We’re in a multiple screen world, not a
mobile world.
• There are a ton of devices out there, each
with their own screen size. Testing can be
difficult.

41. RESPONSIVE
DESIGN IS YOUR
NEW STANDARD
Moving forward, scaling for
screen sizes is the path to take

42. DESKTOP

43. TABLET

44. MOBILE

45. • Responsive vs. Mobile Only
MOBILE-ONLY
SITES ARE NO
• Yes, Google used to
LONGER
recommend mobile sites
RECOMMENDED • If you already have one you
can keep it
• Don’t orphan your content
or your users

46. BUT DOESN’T
BUT DOESN’T
THIS COST
THIS COST
MONEY?
MONEY?

47. YES, YES IT DOES.

48. EMBRACE
CHANGE

49. DIG DEEP INTO ANALYTICS

50. WERE YOU TAKING NOTES?
• Mobile growth is unstoppable
and exponential
• Your marketing needs to be
responsive and mobile ready
• You need a strategy strategies
for paid, earned and owned
media

51. ANY QUESTIONS?

52. THANK YOU
KINDLY.
Find me
@PaoloRobot
paolo@dragonsearch.net
http://www.slideshare.net/PaoloVidali