Mobile First Digital Marketing [Webcast]

#AISMediaEdu

Sean Jones Vice President, Design & Development

Your presenter

TRANSFORMATION 2015 | #AISMediaEdu

MOBILE FIRST Digital Marketing

Interactive Webinar Agenda

Live Polls

Online Survey

Q & A Session

Tweeting LIVE #AISMediaEdu Special Offer

Our Offices

Digital Marketing Strategy

User Experience (UX) Design

Lead Generation & Online Sales Programs

Digital Marketing (SEO / PPC / Email)

Conversion Rate Optimization (CRO)

CRM Selection & Implementation

Marketing Automation

Sales Process Alignment

Content Journey Mapping

Lead Management

Founded 1997

Atlanta Dallas

Award-Winning Team



Featured Clients & Attendees



Where Our Content Has Been Featured



Lift

Delivered. TRANSFORMATION 2015 | #AISMediaEdu

Brand Awareness

Buyer Engagement

Sales Performance


SOCIAL

CRM & MA

ANALYTICS

SEARCH EMAIL

CONTENT

DESIGN

STRATEGY



Not Just Mobile-First, but

Multi-Screen First


70% - 80% of purchase

decisions are now

significantly influenced by

digital channels.*


*2012 PWC, LLP Understanding US Online Shopping and the Retail Experience




Mobile Users > Desktop Users Within 5 Years

Morgan Stanley Research



“Too many companies think in terms of

digital marketing. Instead, they should

be thinking in terms of marketing in a

digital world.” – Avi Dan, Forbes


Live Webinar Poll Results

Question #2 Are you confident that your current

website and marketing message meets

the needs of your audience?

38%

62%

Yes

No

Question #1 Are you a B2B marketer or B2C

Marketer?

57% 24%

19% B2B

B2C

Neither


Not Just Mobile-First, but

Multi-Screen First






55% of consumers using mobile

to research want to purchase

within the hour.

Source: Nielsen & Google, Mobile Path to Purchase, Five Key Findings, 11/2013



Today’s consumers demand a

consistent online experience,

regardless of what device they use.



“Location” is the new cookie. It represents a way to

track the movements of consumers over time and

media types. Geolocation, geofencing and beacon

technologies make real-time, 1-on-1 marketing a

reality.



“Multi-screen centric”

digital marketing is now a

mandate for all digital

initiatives.

1. Content

2. Website

3. Search

4. Email

5. Social Media




Question #4 Have you already implemented a

responsive or adaptive framework for

your website or landing pages?

33%

13% 33%

21%

In Progress

Now

No

Yes

Unsure

Question #3 Do you currently send emails or targeted

messaging specifically oriented to the

mobile audience?

75%

25% No

Yes


Context-Focused Marketing


Who is your audience?

Ask Yourself:

• What devices are most used?

• Where are users on those devices

bouncing, sticking or giving up?

• Are you delivering your message to a

platform that your audience isn’t on?




Use insights to understand the customer

journey and unify engagement

throughout the user experience.



85%

15%

Visits

New Returning

60%

35%

5%

Content Sought

Recipes Nutrition Other

61%

39%

Platform

Desktop Mobile


In addition to

analytics, website

heat maps

illustrate how well

your content

engages your

audience.


Awareness Consideration Decision

Videos

Trend Reports

Live Events

Demo Videos

Interactive Videos

Calculators

eBooks & Guides

eNewsletters

Testimonials

Analyst Reports

Case Studies

Whitepapers

Feature Guides

Infographics Articles

Webinars

Quizzes & Widgets

Possible Solution

Interest

Researching Options

Evaluating Products

Narrowing Field

Social Vetting

Negotiation

Decision

Photos

Buye

r Com

mitm

ent L

evel

Ratings & Reviews

Copyright AIS Media, Inc. 2014


Deliver the right content to the right audience in the right

format at the right time.



Social-Mobile Rules

• 60% of social media time is spent not on desktop

computers but on smartphones and tablets.

• Facebook attracts roughly seven times the engagement

that Twitter does, when looking at both smartphone and PC

usage, in per-user terms.

• Pinterest, Tumblr and LinkedIn made major successful

pushes last year to increase engagement on their mobile

sites and apps. The new race in social media is not for

audience per se, but for multi-device engagement.

Source: Business Insider 2014



MOBILE FIRST Digital Marketing What does this

mean to you?

• Understand audience device preferences

• Review your site data

• Clear message across all devices

• Avoid clutter



Question #6 How far along are you in terms of

developing a mobile-first strategy for

your digital marketing?

52% 35%

13%

Haven't Started

Greater Than 30Days

Less Than 30 Days

Question #5 Have you verified that your mobile site

passes Google’s mobile-test?

18%

82%

Yes

No


Design & Optimization

Considerations



Responsive design is an approach to

web page creation that makes use of

flexible layouts, flexible images and

cascading style sheet media queries.

The goal of responsive design is to

build web pages that fluidly change

based upon a visitor's screen size

and orientation.


MOBILE FIRST Digital Marketing Design Considerations


MOBILE FIRST Digital Marketing Adaptive Web Design



VS



Adaptive Design Several layouts for multi screens

• Simplified Design and Control

Content Placement

• Very Fast Load Speed

• Occasional maintenance to

adapt to changing screen sizes

Responsive Design One layout that works on any screen

• Can Be Harder to Make

• Site Load Slower, with More

Overhead

• Guaranteed to adapt to changing

screen sizes

ULTIMATELY the decision between adaptive and responsive is less

important than ensuring your site/landing page is mobile-friendly




MOBILE FIRST Digital Marketing Calls to Action


Sites that are not optimized for mobile via

a responsive web design risk losing

customers from the outset.

Source: Nielsen & Google, Mobile Path to Purchase, Five Key Findings, 11/2013




https://www.google.com/webmasters/tools/mobile-friendly/?url=www.aismedia.com

Does your site pass Google’s mobile-friendly

test?







Big changes to Google’s

search algorithms are

coming: beginning April

21, the company will

increase the ranking of

sites that are mobile-

friendly and surface app

results much higher.

http://thenextweb.com/insider/2015/02/26/google-will-rank-your-site-higher-if-its-mobile-friendly-starting-april-21/



Email

Formatting

For Multi-

Screen



Avg open rate is 20%, 23.45% higher than industry avg

Avg click rate is 4%, 73.91% higher than industry avg



Increased open rate by 91.17%, to 30.4%

Increased click rate by 357.89%, to 8.9%



Question #8 Who here has conducted a content

review and gap analysis to evaluate

content delivery?

70%

25%

5%

No

Yes

I don't Know

Question #7 How many of you are currently using

heatmaps to measure interaction across

your site, landing pages and emails?

80%

12%

8%

No

Yes

I Don't Know


Wrap-Up

MOBILE FIRST

DIGITAL MARKETING

INITIATIVES TOP 2015 1. It’s a digital, multi-screen world. We must market accordingly.

2. Site design increasingly drives digital marketing performance.

3. Location is the new “cookie”.

4. Mobile-friendly design improves search rankings.

5. Content strategy must cater to the new customer buying journey.



FREE EXCLUSIVELY FOR WEBINAR ATTENDEES

Multi-Screen Experience Assessment • Multi-device compatibility

• Site / landing page speed

• Call-to-action (CTA) analysis

• Typography / readability

Call: 404.751.1043 | Email: [email protected]

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