Embed Size (px)
DESCRIPTION
As smartphone and tablet use continues to increase, going mobile has become top of mind for more and more business owners and marketers. As with any developing marketing channel, the possibilities are many, but it can also be easy to make mistakes in this rapidly evolving space. In this webinar we’ll talk about developing a strategic plan that starts with the basics of who, what and why. Then we’ll delve into the how – specific tools and approaches including mobile web sites, apps, coupons and ads. You can view a full recording of this webinar online here: http://www.hallme.com/webinars/developing-a-mobile-strategy-for-your-business-228.php
Citation preview
Developing a Mobile Strategy for Your Business
Hall Internet MarketingPortland, MaineIn business over 13 years@hall_web
Jessica WallaceDigital Marketing Analyst@jesscswallace
Who we are
Got Questions?
• Use GoToWebinar “Ask a Question”
• Twitter with @hall_web
• Email [email protected]
Adults spend more media time on mobile than newspapers and magazines combined.
Photo Credit: http://www.flickr.com/photos/andrewrennie/5305466633/Source: http://www.emarketer.com/Article.aspx?R=1008728
We’re all going mobile
• 44% Americans now own a smartphone
• 66% of smartphone owners use it to access the Internet on a daily basis
• 94% use smartphones to search for local info
• 96% have researched a product or service on their device
Source: Google's Our Mobile Planet - http://www.thinkwithgoogle.com/mobileplanet/en/
…But Are Your Customers Mobile?
• First look at basic demographics.
• Then think about behavior, lifestyle.
• B2B business? Chances are, your customers are mobile users.
Source: Neilsen, STATE OF THE MEDIA: U.S. Digital Consumer Report Q3-Q4, 2011
Determine Mobile Visitors
1. Visitors Overview
2. Mobile Overview
3. Mobile Devices
Building a Strategy
Who are your customers?
What are people looking for?What are their needs?What are YOUR goals?
Why do they need your content on-the-go?
How are they using the technology?Which devices are they using?
Connect and Reconnect
1. Mobile Web Sites2. Apps3. Coupons4. Search and
Display Ads
Photo Credit: http://www.flickr.com/photos/unloveable/2396019222
#1 Must Have: a mobile-optimized web site
61% of customers who visit a mobile unfriendly site arelikely to go to a competitor’s site
A good mobile site… is streamlined with user needs in mind loads quickly
Source: KarimTemsamaniat IABALM 2012 via IAB
Your Website vs. Your Mobile Website
• More Content• Longer Content• More Calls to Action• Added functionality• Variety of reasons to
visit the site
• Less Content• Simpler Content• Less Calls to Action• Simplistic functionality• Focused reasons to visit
Useful Mobile Tools
http://pagespeed.googlelabs.com/
http://validator.w3.org/mobile/
The Year of the App? 82% of mobile phone time is
spent on apps (comScore)
One third access apps before even getting out of bed in the morning (Ericsson)
Half of smartphone and tablet users are using apps to find local information (comScore)
42% of tablet owners use apps while watching TV (Neilson)
Photo Credit: http://www.flickr.com/photos/broxsg/5707655932/
Do You Need an App?
1. Is there a specific service that you can provide to your customers?
2. Is it of value? Would they use it?3. How will you stand out?4. How will it help you meet your goals?
A good app is functional and updated with fresh content – to keep them engaged and coming back.
Learn more - http://www.hallme.com/blog/does-your-business-need-a-mobile-app-what-kind/
Coupons & Location-Based Marketing
Consumers are accessing and redeeming deals on the go now more than ever…
…and making decisions based on what deals are available nearby.
Location-Based Coupon Apps
Other Coupons
Email – weekly coupon email
SMS Text Messages – users can opt in to receive coupons/promo texts
QR Codes – scan to download offer
Mobile Paid Search
1. Lower cost-per-click option for some sectors
2. Good way to capture leads
3. Target comparison shoppers
Mobile Display Advertising
Users spend more than 80% of their time on apps (ComScore)
Almost half of shoppers research purchases while in store (PEW Research Center)
Interstitial ads are great for lead capture
Source: Cristiano Betta
Low Hanging Fruit
1.Optimize your Local Search Presence94% use smartphones to search for local info
Boost your visibility - Get listed on sites like Yelp and Google+ Local and make sure your mobile site SEO is hyper localhttp://getlisted.org/
2.Mobile-friendly site
3.Make sure your email marketing is mobile-friendly too!
Measure & Adjust!
Keep an eye on your goals – are they being met?
Rethink tactics that aren’t working, build upon those that are
Keep an eye on analytics Watch for trends
Get Started!
1. Use the technology – become a power user
2. Look at how Fortune 500 companies are using mobile
3. Build your strategy - define your audience and goals
4. Create a mobile web site or tune up an existing one
5. List your business on location-based services
6. Run a mobile paid search and/or display campaign
Learn more – How to Grow Your Mobile Presence [INFOGRAPHIC] http://www.hallme.com/blog/how-to-grow-your-mobile-presence-infographic/
Questions?
Learn More
Twitter: @hall_web @jesscswallace
• Blog – http://www.hallme.com/blog/• Webinars – http://www.hallme.com/webinars
• 9/4 - How to Optimize the Most Important Pages on Your Site • 9/18 - Getting Found and Optimizing for Local Search • Archived webinars - http://www.hallme.com/archived-webinars
1-877-425-5932 (HALL-WEB)[email protected]
Download our free eBook: http://bit.ly/hall-ebook
