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Mobile marketing secrets your competitors won't like
- 1. Sameer Khan Digital marketing lead @Rackspace Entrepreneur, speaker and blogger Mobile Marketing Tactics Your Competitors Won’t like!
- 2. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Quick Intro 2 Twitter :: @sameerkhan Blog :: Keywebmetrics.com Blog :: Rackspace.com/blog/author/skhan/
- 3. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Agenda 3 Mobile opportunity Mobile website Advertising Mobile Apps SMS Marketing
- 4. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Mobile Will Surpass Desktops by 2013 Source: Emarketer.com.
- 5. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Smart Phone Usage in the US 78% Adoption 47% 7 day usage 75% Carry it all the time Source: Google, Inc and Emarketer.com.
- 6. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Smartphone Usage Locations Source: Google, Inc.
- 7. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Smartphone Internet Usage Source: Google, Inc.
- 8. RACKSPACE® HOSTING | WWW.RACKSPACE.COM What are Users Looking for? Source: Google, Inc.
- 9. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Mobile Purchase Funnel Awareness Engagement Consideration Acquisition Retention Mobile display ads, SEO, PPC, Qcode, Social Mobile website, apps, chat Coupon, Free offer, Click to call, Geo targeted apps Mcommerce, Lead forms Apps, Social Media Followup
- 10. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Mobile Site
- 11. RACKSPACE® HOSTING | WWW.RACKSPACE.COM The Need for Business Mobile Site 37% Visited business website 17% Made a purchase from business online 23% Got contact information and store locations 28% Recommended the business to others Source: Google, Inc.
- 12. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Building Mobile Site : Research • Leadership insight • Audit (Content + Tech) • Google Analytics Analysis of your Mobile traffic (opportunity analysis) Mobile traffic % Traffic by Device Mobile conversion % Mobile OS Traffic Bounce rate
- 13. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Persona, Audience and Messaging 13 Who? Why? How? What platform?
- 14. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Mobile Exclusive Vs Responsive Design ResponsiveFull mobile •Full design /UX control •Easy to manage •Loads Faster •Good for smaller sites •Limited flexibility •Load time issues in most cases •Cross platform functionality •Good for larger websites
- 15. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Other Design Consideration Hosting provider (cloud vs dedicated vs vendor hosting) Universal vs Smarphone vs Tablet UI CMS platform
- 16. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Building Mobile Site using Templates •Theme Forest mobile themes •Dudamobile •Mofuse •Google GOMO templates •Joosee
- 17. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Outsourcing Mobile Site • 99designs • Odesk • Fiverr • Elance • Sweb Apps (San Antonio Based • Ninja Marketing (My company)
- 18. RACKSPACE® HOSTING | WWW.RACKSPACE.COM SEO for Mobile Site 301 Redirects Robot.txt (allow all) Mobile sitemap Keyword Page Title Interlinking Google Places Bing Local Pages
- 19. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Mobile Advertising Source: Google, Inc.
- 20. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Mobile Advertising: Targeting Location Carrier Device Publisher Keywords
- 21. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Mobile Advertising: Ad Buys Mobile Display Ads
- 22. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Google Search Ad Extensions Click to Call Mobile App Extension Mobile Site-Links Location Extension
- 23. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Mobile Advertising: Best Practices • 300x50 • Animated Banners • No Flash • CPC model works best • 30-40% are unintentional clicks • Test a lot Prosper202.com, Hasoffers.com, MobaffTracker.com • Use Ad server Mediamind.com • Bid on position #1 and #2 for Google PPC
- 24. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Mobile Advertising: KPIS • Clicks to call • Clicks to maps or location extension • App downloads • Orders placed • Downloads completed • Conversions • Videos viewed • Contact form submits
- 25. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Mobile Apps Statistics Downloads 250Bn+ 10Bn+ 217M+ App Store Apps 585K 450K 82K
- 26. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Mobile Apps Usage
- 27. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Mobile Apps Revenue Structure • Membership / Subscription • Fee based • In app purchase • Trial • Ads
- 28. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Mobile Apps Categories (Top)
- 29. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Build Your First App: Launch Plan Research App Store Identify App Category Profit Structure Platform Low Cost High Cost Beta Launch Business/Games/ Ecomm. In app purchase/Subscription iOS / Andriod / Windows Friends, Family, Freemiums, Geekdom App Marketing Paid Ads / SEO / Display / Existing Customers / Social Media / SMS
- 30. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Resources Less Customizable Less Expensive Swebapps.com Buildanapp.com Appbreeder.com More Customizable More Expensive Elance.com Odesk.com 99Designs.com
- 31. RACKSPACE® HOSTING | WWW.RACKSPACE.COM SMS Marketing: Why? • Cell phone is a lifeline • Traditional media channels are dying • Internet is few clicks away • Cost effective • Text messages popup!
- 32. RACKSPACE® HOSTING | WWW.RACKSPACE.COM SMS Marketing: What? • Promos / Deals • Local Marketing • Events • News / Alerts Note - Please consult appropriate local laws before sending out messages. User consent is important.
- 33. RACKSPACE® HOSTING | WWW.RACKSPACE.COM SMS Marketing: Best Practices • Once a week to 10 days • Short and easy • Allow users to opt in • Use short codes • Auto responders • Contests • DO NOT SPAM!
- 34. RACKSPACE® HOSTING | WWW.RACKSPACE.COM SMS Marketing: Top Providers
- 35. RACKSPACE® HOSTING | WWW.RACKSPACE.COM SMS Marketing: Flow Chart Find a Provider Strategy Messaging Analysis Short code / Lead form / Contest One time / Auto responder ROI / CTR / Leadsmob / Timing
- 36. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Questions? 36
- 37. RACKSPACE® HOSTING | WWW.RACKSPACE.COM Upcoming Geekdom Events 37 Seven steps to Social Marketing success for Startups – May 29th 7pm. (Today!!)
Notas del editor
- I am going to start the presentation with a question. Raise your hand if you use smart phone for business. Keep your hands up if you worship your phone after work. Inst it amazing how mobile technology has transformed out lives. 20 years ago I didn’t even had a computer and the only computer that I had access to work a dos based 386 machine at my school. Fast forward today, emarketer and comsource (leading research agencies have predicted mobile users to exceed desktop users by the end of this year. When it comes to marketing platforms, mobile exceed the growth rate than any other media.
- Let’s look at few more facts and figures. 120 million users in Us of which 75% carry their phones all the time
- Here are various locations where we use our mobile devices. Any guesses where we use our mobile device most. Home is the #1 places where we
- What are we using mobile for? Google continues to be the leading mobile platform. No doubt about this one because their free Android OS distribution strategy was to capture mobile market.
- Here are few interesting use cases for mobile. Notice how finding about new products is more popular than looking for a restaurant.
- Are you familiar with the demand generation funnel? What we are going to do here is apply the same funnel to mobile commerce and discuss each major section of the mobile demand generation funnel in details. There is a mobile counterpart to each phases of this funnel. You can use mobile display, mobile seo or ppc in awareness phase. Mobile site or app in engagement phase. Some type of offer in consideration. Mobile shopping cart in acquisition phase and social media in retention phase.
- Why does a business needs a mobile site. We discuss few data points before but here is what users do through a mobile site. On top of using mobile for multiple tasks users expect the mobile experience to be as good as desktop if not better.
- Before you starting developing mobile site there are several key research areas. First you need to get buy in from the owner or the leadership team. I remember back in 2011, when I first started with the a mission to built our first mobile site for Rackspace.com it was not an easy process. The way I approached it was I took as much data as I could find from web analytics and revenue metrics and pitched the idea to our leadership. My case went from should have to must have because we were clearly leaving a revenue on the table. Then I recruited an external agency to work on the project due to the work load on our internal web team. It took us 4-5 months to go from not having a mobile site to having a full blown mobile experience.
- Once you have the initial information the next step is to understand your target audience. In most cases your person audience and messaging will be similar to the website. However, there are several other considerations such as what is the most active segment on mobile. What devices do they use (android, iphone, tablet).
- There are multiple types of mobile site but at a foundational level it falls under two categories. First is having an dependant mobile site which is not connect to your desktop content vs having a responsive design. Responsive design is the latest buzz word mainly because the site design automatically adjusts to the platform.