Reaching Connected Consumers- Mobile Marketing Seminar

CLAUS ENEVOLDSEN, SR. MARKETING MANAGER,

NEXT ISSUE MEDIA - @CENEVOLDSEN

What’s the last thing you touch before going to bed?

91% U.S. residents with a mobile device within reach 24/7

http://monetate.com/infographic/responsive-design-the-next-great-hope-or-all-hype/

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“If you make a bad decision now, you’re just lazy”- Jay Baer

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Always on

Have a need for constant connectedness

Easily distracted

Act of self-expression

Who are the Connected Consumers?

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The Connected Consumers live at the intersection of SoLoMo

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They all have smartphones

https://intelligence.businessinsider.com/the-future-of-mobile-slide-deck-2013-31#-13 (password required)

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They move seamlessly from device to device

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They are highly engaged on social networks

www.Go-Gulf.com

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Social behavior of Connected Consumers

http://www.edelman.com/insights/special/8095/8095whitepaper.pdf http://www.meet2015.com/

http://socialcommercetoday.com/why-people-share-its-the-mesolimbic-dopamine-system-stupid-and-its-worth-0-63/

http://www.emediavitals.com/content/peacocking-social-baggage-and-digital-discovery

People share to talk about themselves; to “brand”

themselves

47% of Gen Y’s will write

about positive experiences

online

39% of Gen Y’s will share

negative encounters

online

50% of Gen Y’s have over 300 Facebook

friends

43% of Gen Y’s have

Liked more than 23 brands

40% of Gen Y’s visit

Facebook more than 10 times a day

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Media consumption behavior has changed

The decision making process has changed

Everything gets shared

Everything is public

They’re on every waking hour (online, mobile, tablet, social)

They have an audience of audiences

Brands are co-created by them

For Connected Consumers:

http://prezi.com/1sibsj4uzbks/the-era-of-the-connected-consumer/?kw=view-1sibsj4uzbks&rc=ref-14768799

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Immerse yourself

Become a digital native

Embrace change

To understand Connected Consumers, you need to:

GO! MOBILE SMS/MMS

Web

Email

Social

SMS/MMS

“People don’t think about it but there are two apps on every phone – phone calling and texting”

- James Citron, CMO Payvia

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Uber

“Everyone’s Private Driver™

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SMS automation

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Me Too! social sharing

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Text for more information

3. Location aware site2. Utility SMS1. Signage on location

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SMS Reminders

The avg. open rate of SMS and MMS promotions/offers is 98%

- Frost & Sullivan

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$5 off to receive exclusive SMS offers

https://3sixty.exacttarget.com/Portals/0/content/connections2013/mobilesocialengagement/mobile%20101%20-%20fundamentals%20and%20inspiration.pdf

(password required)

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The results

• Increased rate of opt-in with introduction of $5 coupon incentive (260%)

• 700+ SMS opt-ins obtained over the course of one week from an email promotion

• 50% of Lifetouch emails are opened on a mobile device

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What about MMS?

74 billion MMS messages in 2012

Growing while the number of minutes of talk and text messages fell

Gets rich engagement content on the consumer’s device

But…

Not all mobile devices are MMS-enabled (yet)

Doesn’t provide the tracking an SMS with a URL to a Website does

http://mashable.com/2013/10/27/mms-mobile-marketing/

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MMS campaign from Starbucks

http://www.eprize.com/insights/news/articles/2013/05/14/how-starbucks-is-pushing-the-envelope-with-sms,-mms-marketing/

Incentivize, personalize, surprise…

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Sunday in the Park With George

Text “Sunday” to 406-79

Mobile Web

Percentage of traffic from mobile

Company Percentage

Walmart 33%

Best Buy 33%

Target 37%

YouTube 40%

Facebook 48%

http://www.mobilecommercedaily.com/the-case-against-responsive-web-designhttp://allthingsd.com/20131018/youtube-is-going-mobile-first-too/

http://techcrunch.com/2013/10/30/nearly-half-48-of-daily-users-of-facebook-are-now-mobile-only-says-ceo-zuckerberg/

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Shoppers are going mobile

http://www.mobilecommercedaily.com/the-case-against-responsive-web-design http://monetate.com/infographic/responsive-design-the-next-great-hope-or-all-hype/

• Mobile sales up 68% over 2012

• Mobile commerce made up 23.2% of all second-quarter 2013 online sales

• Almost 70% of U.S. smartphone owners intend to shop on their smartphones this holiday season

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The number of screen sizes keeps growing

The more screens, the bigger the challenge to create a one-size-fits-all

http://monetate.com/infographic/responsive-design-the-next-great-hope-or-all-hype/

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Mobile Web

Thinking of yesterday: Give them a “lite” experience on mobile

90% of web users move between devices to accomplish a goal

That means someone accessing your website from a smartphone likely wants to perform the same action as on desktop

From desktop to mobile

http://venturebeat.com/2013/04/01/make-the-mobile-web-better-by-not-making-these-4-responsive-design-mistakes/

What is responsive design?

Enables a website to adapt its layout to device specific requirements

Content and layouts automatically resize to fit the screen

Images grow or shrink, copy reflows itself

End user will have a consistent experience across devices

http://monetate.com/infographic/responsive-design-the-next-great-hope-or-all-hype/

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Responsive in action

Laptop Tablet Smartphone

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Benefits and pitfalls of responsive design

Benefits

Gives consistent and optimized customer experiences across all touchpoints.

Reduces the need for internal development solos – a unified web team is all that’s needed.

Creates a single code base and one website for all online customer experiences

Minimizes QA needs for each updated and future website redesigns

Reduces maintenance risks and release cycle times

Offers better marketing visibility thanks to a device-agnostic URL structure

Pitfalls

Slower downloads since one website has to load all image elements on every device.

Possibly lengthens development time and costs upfront.

Content has to be equally available on all platforms and operating systems.

Customers don’t necessarily want the same basic experience everywhere, on every device.

Inability to acknowledge mobile-specific keywords could impact the mobile user.

Doesn’t replace the need to develop unique experiences for any given touchpoint.

http://monetate.com/infographic/responsive-design-the-next-great-hope-or-all-hype/

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When responsive design might not make sense

E-commerce sites Mobile buying is different and the medium is different

- (Remember: users still don’t want a “lite” experience)

Need to reduce friction (load times)

Need to optimize specifically for mobile rather than be a derivative

How? Build a site based on deep integration with an e-commerce infrastructure using

API calls

http://www.mobilecommercedaily.com/the-case-against-responsive-web-design

Mobile Email

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48% of emails are opened on mobile

https://litmus.com/blog/48-of-emails-are-opened-on-mobile-gmail-opens-down-20-since-tabs

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iPhone and iPad dominate mobile, but Android is creeping up

https://litmus.com/blog/48-of-emails-are-opened-on-mobile-gmail-opens-down-20-since-tabs

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They’re unhappy with your emails

http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience

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Mobile magnifies content

http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience

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Versus web email

http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience

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Case Study – 2013 Email & Mobile Testing Awards Winner

http://whichtestwon.com/archives/22594Disclaimer: Version A’s blurriness was not what recipients saw, it was the only image available on the Website.

• 36% increase in unique clicks

• 44% increase in unique clicks in follow up test

Version A: Single column Version B: Static Width

Social

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Facebook is the mobile king

Facebook accounts for more mobile minutes in the U.S. than “Youtube, Pandora, Yahoo, Twitter, Pinterest, Tumblr, AOL, Snapchat and LinkedIn – combined.”

– Sheryl Sandberg, Facebook COO, 10/30/13

http://techcrunch.com/2013/10/30/nearly-half-48-of-daily-users-of-facebook-are-now-mobile-only-says-ceo-zuckerberg/

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Social is the glue

Social is the first touch point you get with Connected Consumers

Sometimes it’s the only touch point for a long time

Best place to create engagement and have conversations with audiences

Social

Mobile

Email

Desktop

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1. Be there

2. Listen

3. Be responsive

4. Post and engage

5. Add value

Social Action Steps

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Following status correlates with likelihood to purchase

https://3sixty.exacttarget.com/Portals/0/content/connections2013/mobilesocialengagement/social%20media%20101%20for%20email%

20marketers.pdf (password required)

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Twitter engagement correlates with higher LTV

https://3sixty.exacttarget.com/Portals/0/content/connections2013/mobilesocialengagement/social%20media%20101%20for%20email%

20marketers.pdf (password required)

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Straight Acquisition

• Make an offer• Post a coupon

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Lead capture through promotions and Me Too! marketing

• Like us for a chance to win• Optimize for mobile

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Custom Audiences and Retargeting – now on mobile

• Custom audiences: Enables you to use customer data (email addresses, phone numbers) to match to FB users

• Lookalike audiences: Similar to a customer list you care about

• Retargeting: Allows you to show ads on Facebook to people who have visited your Website or mobile app

Your Site$$ Your

Site$$

1. A user visits your site but leaves without purchase 2. A cookie is dropped

3. Retargeting ad will display on Facebook4. User returns to site and makes purchase

Your Site Your Site

Questions?

Appendix

THE CONNECTED CONSUMER PERSONA

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Highly educated, high income

Married with children

Very active in their spare time

Lives at intersection of SoLoMo

Connected throughout the day and night from multiple devices

Extremely active social users

Learn about news and products from social

Share everything

DECISION MAKING PROCESS

Customer Journey – it’s complicated

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57 | CONFIDENTIALhttp://www.briansolis.com/2013/04/the-imminent-shift-from-social-to-digital-engagement/

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First – connected consumers ask their friends

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And then they seek advice from the crowd

Email design tips

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Getting started with mobile email

1. Define goals

2. Download code samples

• http://pages.exacttarget.com/ETDesign

3. Pilot• Design• Code• Launch• Repeat Repeat Repeat

4. Launch

http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience

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Tips

Resist the kitchen sink

Ensure all clicks tie back to goals. Be ruthless.

Focus - 3 questions to ask for your next email:

- What is the point of this email?

- Why should they care?

- How do they take action?

http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience

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Tips

http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience

64 http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience