A master class in mobile strategy 06 18 2015
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For consumers, mobile is at the center of modern life. It’s the engine that powers how we shop, how we socialize, how we navigate the world around us. And, for modern marketers, mobile is the beating heart pumping vitality into every consumer touch point. This Webinar provides a strategic framework for seeing the highest return possible from your mobile audience. Hosted by: Michael Becker | Co-founder and Managing Partner of mCordis, prior board member Mobile Marketing Association Adam Lavine | Founder and CEO of FunMobility, founding chair of the Mobile Coupon Standards Committee, MMA
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A master class in mobile strategy 06 18 2015
- 1. TM A Master Class in Mobile First Strategy A Master Class in Mobile First Strategy Webinar will begin shortly 11B2A Mobile Engagement Putting mobile at the heart of your marketing TMTM
- 2. TM A Master Class in Mobile First Strategy Hosted by: Adam Lavine Founder and CEO of FunMobility, founding chair of the Mobile Coupon Standards Committee, MMA Michael Becker Co-founder and Managing Partner of mCordis, founding board member of the Mobile Marketing Association 22 TM A Master Class in Mobile First Strategy 1
- 3. TM A Master Class in Mobile First Strategy Overview 1. Why adopt a mobile first strategy? 2. Building a strategic mobile framework 3. Mobile Content Creation 4. Creating engagement at every touch point 3 TM A Master Class in Mobile First Strategy 2
- 4. TM A Master Class in Mobile First Strategy 1. Why adopt a mobile first strategy? 44 TM A Master Class in Mobile First Strategy 3
- 5. TM A Master Class in Mobile First Strategy What is “mobile first?” 5 TM A Master Class in Mobile First Strategy 4
- 6. TM A Master Class in Mobile First Strategy Why put mobile first? 6 TM A Master Class in Mobile First Strategy Modern consumers are always connected 5
- 7. TM A Master Class in Mobile First Strategy 2 hours 48 min Even television, the great American pastime, now trails mobile in terms of daily average consumer attention Average daily consumer attention, Q4 2014: TV MOBILE Why put mobile first? Mobile share of consumer media consumption: 51%75%84%66% Email* In-store Shopping** Social Media*** YouTube**** 2 hours 57 min *Venturebeat **Google Shopper Marketing Council ***Wallstreet Journal ****Recode.net *****24/7 Wall St ***** 7 TM A Master Class in Mobile First Strategy 6
- 8. TM A Master Class in Mobile First Strategy Why put mobile first? June 12th, 2015 - The New York Times now sees so much mobile traffic, editors bar all employees from accessing their desktop homepage while at the office. “There’s a disconnect between the creation of our journalism, and the consumption of it,” – Clifford Levy, The New York Times* *digiday.com 8 TM A Master Class in Mobile First Strategy 7
- 9. TM A Master Class in Mobile First Strategy Pop-Quiz: Does your marketing team put mobile first or mobile last? 99 TM A Master Class in Mobile First Strategy 8
- 10. TM A Master Class in Mobile First Strategy 2. Building a strategic framework around mobile 1010 TM A Master Class in Mobile First Strategy 9
- 11. TM A Master Class in Mobile First Strategy B2A Mobile Engagement Re-think your relationship with media channels 11 TM A Master Class in Mobile First Strategy 10 Paid Media Owned Media Earned Media
- 12. TM A Master Class in Mobile First Strategy B2A Mobile Engagement Break your media down into four categories 1. Paid 2. In-Store 3. Owned 4. Social 1 2 3 4 1 2 3 4 12 TM A Master Class in Mobile First Strategy 11
- 13. TM A Master Class in Mobile First Strategy Consumer Touchpoints Within each media category, assign specific consumer touch points. 13 TM A Master Class in Mobile First Strategy 12
- 14. TM A Master Class in Mobile First Strategy14 TM A Master Class in Mobile First Strategy 13
- 15. TM A Master Class in Mobile First Strategy Build a solid foundation of HTML5 mobile web content • Flexibility • Reach • SEO 15 TM A Master Class in Mobile First Strategy 14
- 16. TM A Master Class in Mobile First Strategy 3. Mobile Content Creation 1616 TM A Master Class in Mobile First Strategy 15
- 17. TM A Master Class in Mobile First Strategy Introducing… The Elemental Table of Mobile Engagement 1717 TM A Master Class in Mobile First Strategy 16
- 18. The Elemental Table of Mobile Engagement Offers & Coupons Games, Prizes & Fun Data Capture & CRM Branded Content TM
- 19. TM A Master Class in Mobile First Strategy Pop-Quiz: How many ways are you currently engaging your mobile audience? 1919 TM A Master Class in Mobile First Strategy 17
- 20. TM A Master Class in Mobile First Strategy 4. Creating engagement at every touch point 2020 TM A Master Class in Mobile First Strategy 18
- 21. TM A Master Class in Mobile First Strategy Let’s look at best practices for publishing mobile content to individual touch points in each media category. 2121 TM A Master Class in Mobile First Strategy 19
- 22. TM A Master Class in Mobile First Strategy TV & Radio, Video Ads Desktop Display Ads Mobile Display Ads Search Integrate an SMS call to action into the narrative, incentivizing your audience to text a keyword to opt-into a mobile database Don’t stop at the click. Create responsive cross-screen landing pages built around an interactive post-click experience Publish mobile-optimized landing pages designed for keywords relevant to your mobile audience Paid Media 2222 TM A Master Class in Mobile First Strategy 20
- 23. TM A Master Class in Mobile First Strategy On-Pack End Caps Print Ads Demos & Events Capture mobile numbers & emails at demo stations via SMS opt-in & incentivized lead generation Replace that QR code with a clearly-incentivized SMS call to action, creating an experience that fits the consumer’s natural mobile behavior Drive foot traffic to the shelf with the promise of engaging digital content like product selectors, games, & multimedia Generate leads and drive your print audience to engaging digital content & promotions with a printed SMS call to action In-Store Media 2323 TM A Master Class in Mobile First Strategy 21
- 24. TM A Master Class in Mobile First Strategy Brand Website Mobile App Email SMS Employ a responsive, mobile- friendly design. Embedding iframes into the page offers an easy tactic to ensure mobile first content renders correctly on desktop devices Integrate rich media HTML5 web content with push notifications to create a seamless brand story across the mobile consumer experience Enhance emails with mobile-optimized layout & engaging post-click content that collects actionable data Build, segment, & regularly engage an SMS opt-in list with personalized post- click content to see 98% open rates Owned Media 2424 TM A Master Class in Mobile First Strategy 22
- 25. TM A Master Class in Mobile First Strategy Facebook Twitter Instagram Pinterest Create Facebook-specific mobile landing pages with calls to action designed to drive social share Make sure your campaign story and mobile-call-to action are streamlined enough to be delivered in 140 characters Collect followers and promote earned reach with mobile campaigns that encourage user generated content & social participation Social Media 2525 TM A Master Class in Mobile First Strategy 23
- 26. TM A Master Class in Mobile First Strategy The next step is analyzing your audience and tracking performance across marketing channels. Google Analytics uses UTM (Urchin Tracking Module) strings with custom URLs to accomplish this. 26 TM A Master Class in Mobile First Strategy 24
- 27. TM A Master Class in Mobile First Strategy27 TM A Master Class in Mobile First Strategy 25 Campaign Medium Refers to the context in which the consumer interacts with the content (e.g. Paid Media, Earned, Owned, or In-Store). Campaign Term Identifies CTAs, offers (e.g. Shoes, Pants, 15% off, etc.) & Paid Search Terms. Campaign Source The point of interaction. (e.g if Social Media is your Campaign Medium, the Campaign Source would be Facebook, Twitter, etc.) Campaign Name Encompasses the entire campaign (e.g. Spring Sale, December Product Release, etc.) Campaign Content Define the different creative units promoting the campaign (e.g. ad size, color, messaging, etc.) Creating a Custom URL – UTM Parameters
- 28. TM A Master Class in Mobile First Strategy Takeaways • Your product is now a collection of experiences – not just a good or a service • The modern consumer is always connected • Put mobile at the center of your marketing operations • Integrate and measure HTML5 content at every touch point 28 TM A Master Class in Mobile First Strategy 26
- 29. TM A Master Class in Mobile First Strategy Questions? Contact us: Adam Lavine adam@funmobility.com Michael Becker michael.becker@mcordis.com 2929 TM A Master Class in Mobile First Strategy