Society of Professional Communicators presentation by Steffan Berelowitz, Conductor & CEO of Bluetrain Mobile.
The mobile web is exploding, and people have very different behaviors and needs when on the go. Learn how mobile websites can be created to engage a mobile audience, strengthen your brand, and give you a competitive advantage on any screen size.
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The Mobile Race Is On! How to ensure you don’t get left behind.
1. The Mobile Marketing Race is On!
How to ensure you don’t get left behind.
Prepared by Steffan Berelowitz, Conductor and CEO, BlueTrain Mobile
Phone: (888) 595-BLUE
E-mail: steffan@bluetrainmobile.com
Twitter: @bluetrainmobile
2. 1 Is there a Bluetrain??!
2 Mobile: Opportunities and Perils
3 How-Tos & Best Practices
4 What YOU can do now!
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14. Don’t underestimate the size of the change
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Nielsen’s State of the Media Report, dated Jan. 5, 2011 Morgan Stanley, Internet Trends Report, April 12, 2010
17. Additional Key Stats
The majority of Facebook, Twitter, and Pandora mobile users access these services via the
mobile web. Mary Meeker
83% of Americans currently have mobile phones. The percentage of this population that have
web-enabled smartphones doubled from 21% in 2010 to 42% in 2011. Pew Research Center; Nielsen Research
The Pew report also found that 87% smartphone owners use their device to access the Web
or e-mail at least once a day. Pew Research Center http://bits.blogs.nytimes.com/2011/07/11/smartphones-and-mobile-internet-use-
grow-report-says/
Revenues from mobile search are projected to reach $3.7 billion in 2012
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18. Additional Key Stats
The more time people spend on mobile during the day, the more likely it is
that mobile is the launching point for other interactions on the web
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31. • Text and navigation • Text is perfectly
menu are too small to legible.
31 read, repeated pan
and zoom action is • Content is condensed
required to access and gets right to the
contents of the site. point.
• Heavy javascript • Call to action is clear.
image slideshow is • Branding is consistent.
lagging. • It takes less than 10
• Branding gets lost. seconds to load.
• The site takes more
than 20 seconds to
load on a 3G network.
32. Social media audience
engagement increases by
Your Audience is Multitasking
32 4.3% on mobile devices • Prioritize mobile website content & navigation using Google
when messages are < 70
characters long.
Analytics and Common Sense
Lauren Johnson, Mobile
Marketer
• Keep your copy brief and to-the-point
• Skip the intro and top-load your content:
Mobile internet users
often are in transit or • Put the most important information at the top of the
waiting for transit – screen; users will quickly scroll to the bottom if they can’t
smartphones & tablets find what they’re looking for right away
collectively hold 59% of
airport WiFi Connections. • Place Buttons at Top and Bottom of pages
Nesto Bailly, PSFK.com
33. Hook Them With Your Homepage
33 • Make sure your brand or logo is well
represented
• Choose a captivating focus image or splash
image (may be different from your desktop
website)
• Use Analytics to find most-visited pages
from mobile devices; optimize navigation
• Include Calls-To-Action on homepage, e.g.
Call Us, Contact Us, Sign Up, etc.
Other Mobile-Friendly Content: Directions, Events Calendar, Locations, Special Offers
Learn More: http://www.bluetrainmobile.com/blog/how-to-prioritize-the-content-on-your-mobile-websites-homepage/
34. Copywriting Guidelines
• The average desktop website page
34 has 250-400 words
• A typical mobile site should have
75-110 words
• Create a template for copywriting
that enables you to “see” how
much copy will fit on a typical
mobile page
This template is set to a width
of 4.4in
Font Size = 15pt
Total of 90 words
35. 18% of users who saw
an ad with a click-to-
Conversion In Context
35 call action called the
• A core component of mobile content is Conversion Call Outs
business.
The Mobile Movement Study, • Make it easy for users to click and contact
Google, Inc.
• Click to call
Google mobile ads with
the 'click to call' feature
• Click to email
have a 6-8% higher • Short, mobile-friendly forms
click through rate than
those that don't. • Pass form data to your Customer Relationship
Surojit Chatterjee, Senior Management (CRM) System
Product Manager of Mobile
Ads for Google, Inc.
36. Conversion Tactics: Do’s and Don’ts
36
Don’t… Do…
No clear branding Visible branding
Confusing navigation Simple form
No call-to-action Strong call-to-action
Scrolling necessary to Explanation of benefit
find content
Top-loaded page
Learn More: http://www.bluetrainmobile.com/blog/effective-mobile-landing-page-design/
40. White Paper: How to Build a Mobile Website
Download it at http://get.bluetrainmobile.com/mobile-website-options/
41. About BlueTrain Mobile
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BlueTrain Mobile lets you easily create a
beautiful mobile site that’s optimized for
the world’s most popular mobile devices:
iPhone, Android and BlackBerry
42. Mobile solutions tailored for you
Small business
Medium business
Large organizations
Agencies and marketers
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43. Why BlueTrain Mobile?
Professional and unique design “Unlike other mobile CMS platforms
I’m not stuck with a cookie cutter
Advanced navigation template, I can design a site that
Hybrid approach for content has a completely custom look, and
yet it’s managed through BlueTrain’s
powerful standardized mobile
marketing engine.”
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44. Easy to set up
44 • The platform is a web app, there’s no software to install
• Choose a custom design from BlueTrain Mobile or design your
own
• Structure your mobile website in minutes
• We take care of making your mobile website look great on the
latest iPhone, Android and Blackberry devices
• Mobile users are automatically redirected to your mobile site
- Insert simple code snippet for mobile redirect
- Use your own URL such as m.youraddress.com
45. Simple to maintain
45 • It’s easy to make changes and additions
• No programming required
• Automatic updates keep your mobile website compatible
with the newest smartphones
• Works seamlessly with your advertising and e-mail campaigns
• Easily integrate your blog content, news, events, and social
media
46. Reliable & fast
46 • Our platform manages the hosting of your mobile website
• Our hosting service is on the cloud, which means your mobile
website is served at top speed no matter where your
customers are located—New York, London, Tokyo, or
anywhere else in the world
• And our infrastructure is ready to scale with your business,
whether you are making 1 page or 100
While it’s always important to have a first mover advantage in marketing, we found at least 3 marketers who aren’t focused on mobile marketing. CLICK
who aren’t focused on mobile marketing today. CLICK Rest assured you’re ahead of the these guys. In fact, you don’t need to worry at all, there’s really no need to rush into mobile marketing, it’s not as if your competition is bearing down on you if you CLICK
hot on your heals. You probably have a few weeks before all your competitors build a mobile site, CLICK so no need to jump in today. And if you’re concerned that you’re customers are moving quickly to mobile, 17505781
you probably don’t need to worry about that either, (CLICK) there are only 83m Americans using smartphones, there are plenty of others who are perfectly happy with their feature phones…. Ok kidding aside, so now that I’ve taken the pressure off, I’ll tell you briefly about Bluetrain Mobile.
1832 Samuel Morse1864: when telegraph lines were used to send investment offers to wealthy Americans
The railroad. Railroads were the perfect partner for telegraph lines, they provided ready conduits through cities and towns across the United States and it was along these train tracks that this transformative new technology thrived. Inspired by the historical relationship between trains and technologies, we decided to call our company…
With 83 million Americans now using smartphones, the mobile channel is huge, and it cannot be ignored. Last year mobile search was up 500%, mobile campaigns have better response rates at a lower cost and you’re competing with fewer advertisers. It’s clear that your advertising plans much include mobile, but how do take your regular online campaigns and create mobile landing pages?
With 83 million Americans now using smartphones, the mobile channel is huge, and it cannot be ignored. Last year mobile search was up 500%, mobile campaigns have better response rates at a lower cost and you’re competing with fewer advertisers. It’s clear that your advertising plans much include mobile, but how do take your regular online campaigns and create mobile landing pages?
With 83 million Americans now using smartphones, the mobile channel is huge, and it cannot be ignored. Last year mobile search was up 500%, mobile campaigns have better response rates at a lower cost and you’re competing with fewer advertisers. It’s clear that your advertising plans much include mobile, but how do take your regular online campaigns and create mobile landing pages?
With 83 million Americans now using smartphones, the mobile channel is huge, and it cannot be ignored. Last year mobile search was up 500%, mobile campaigns have better response rates at a lower cost and you’re competing with fewer advertisers. It’s clear that your advertising plans much include mobile, but how do take your regular online campaigns and create mobile landing pages?
You might think this is relatively, simple, you have a regular online campaign, and you just need to make a smaller version that fits on a mobile phone? Seems pretty simple doesn’t it? Well, as it turns out, it isn’t that simple -- you can’t just take your existing campaign, content, and images, and shrink them to make a smaller version. Allow me to illustrate my point with a better analogy.
Here is an original 1967 Shelby GT500. This car has the brand attributes of sporty and cool, and the functional attributes of high performance and fast. If I wanted to make a smaller version of this car that weighed less than 30 lbs and only 3 feet long, I might think of this…
A pedal car! it’s under 30 lbs and it’s only about 3 feet long BUT, it no longer meets the brand and functional requirements. If I tried to drive this to work across Cambridge, it would take me hours and I’d look ridiculous! You can’t just shrink what you have and expect it to work. Let me show you a better way to meet our requirements in a more compact way
A modern lightweight bicycle. This is actually useful at under 30 lbs and only 3 feet in length. I have recreated the brand attributes of sporty and cool, and the functional attributes of high performance and fast.
So what does all this mean. If you’re trying to take a regular online campaign and make it work on mobile, you can’t just shrink it. You’re going to have to completely rethink its design functionality.
Will it work on both iPhone and Android platforms? What about the new Nokia and Microsoft partnership? How fast will it load on a mobile device? You need a platform that enables you to quickly and easily build mobile campaigns that are optimized for mobile – and you need all the technical challenges solved for you. That’s exactly what we do at BlueTrain Mobile.
Here is an example to illustrate my point. On the left a regular screen shot of a page that isn’t optimized for mobile and on the right, a mobile optimized landing page. The text is legible and there are clear calls to action.
We offer mobile solutions that are tailored to you.If you’re a small business marketer, we offer a self-service product that enables you to build your own website If you’re a professional marketer in a medium sizedbusiness, we offer two options, either build it yourself or we can build it for you with an expert team of partner agencies and designers. For large enterprises,Bluetrain is available with a complete customizable and extensibleSDKAgencies and marketers, we have a partner program that enables you to build multiple mobilewebsites for your clients
So what makes us different? There are three hard problems that we solved