Mobile is the New Local: How to Compete presented at Big Design 2016

MOBILE IS THE NEW
LOCAL…
HOW TO COMPETE
ABOUT INCREASING AWARENESS, ENGAGEMENT &
CONVERSIONS WITH MOBILE MARKETING
@BernieColeman / @Advice_Local www.AdviceLocal.com#BIGD16

My Name Is Bernadette Coleman…
I Am A Cell Phone Addict!
Why you ask…What’s the addiction?
Well, with a smartphone:
I can not only communicate instantly
with a friend half a world away,
I can check who is saying what on
social media,
 Listen to music
 Watch a movie.
These are amazing devices, full of
endless possibilities. No wonder people
spend so much time using them.

Nomophobia
The study suggests that at least
some of these people have what is
called “nomophobia,” defined as
the phobia of being out of contact
with someone via mobile phone.
The researchers of the newest
study reported that four years ago,
53 percent of people said that
they are afraid of losing or being
without their phones, and now the
number has risen to 66 percent.

Are You A Nomophobe?
Let’s Take A Test to
Find Out!

1. You First Check Your Phone…
A.As soon as you wake up (8 points)
B. During Breakfast (6 points)
C. On the way to work (4 points)
D.When you get a message (2 points)

2. How Often do you check it?
A.Every 5 minutes (8 points)
B. Every 30 minutes (6 points)
C. Every hour (4 points)
D.Couple times a day (2 points)

3. Where do you keep your mobile
phone while you sleep?
A.Under your pillow (8 points)
B. Beside the bed (6 points)
C. Other side of the room (4 points)
D.In another room (2 points)

4. Do you take your phone to the
bathroom?
A.Usually (8 points)
B. Sometimes (6 points)
C. You have considered it.
(4 points)
D.Never (2 points)

4. What do you mostly use your phone for?
A. Social Media (8 points)
B. Emails (6 points)
C. Music and games (4 points)
D. Text and Calls (2 points)

“OMG, Mobile
Changes Everything!”
IN CASE YOU HAVEN'T FIGURED IT OUT YET!

Do you know any
adult who doesn’t
have a cell
phone?

No Mobile Phones!
“You see, Danny, in the old days
people didn’t have mobile
phones…”

Once Upon a Time There
Were No Cell Phones
I continued to walk
through the mall
and I started to
notice something…

Once Upon a Time There
Were No Cell Phones
I remember in the old
days a man walking
down the street with
his mobile was
practically advertising
that he was a drug
dealer.

More people own a cell phone
than a toothbrush.
There are over 7 billion people in the world.
An estimated 4 billionof them own
mobile phones, but only around
3.5 billion own toothbrushes.

“I PRETTY MUCH CALL MY PHONE MY LIFELINE.
I USE IT ALL DAY, EVERY DAY. IF I EVER LEAVE
HOME WITHOUT IT, I FEEL NAKED.”
That device in your pocket
or sitting next to you on
the desk: how would you
describe its role in your life?

When we asked people this question
recently, they used phrases like
“attached to my hip,” “butler,” and
“lifeline.” Let’s face it: those are
pretty strong statements.

That Brings Us to
“The Culture of
Availability”

Always on and Always
Available
Today seeing a rise of this
availability (always on) being
driven by mobile, globally, across
all social strata.
We're seeing, along with the
proliferation of mobile devices, an
expectation of availability.
And, with that, comes the
obligation -- and an obligation to
be available.

Always Available Tactics and
Strategies
And the problem is, we're still working through, from a societal
standpoint, how we allow people to be available. There's a significant
delta, in fact, between what we're willing to accept.

The Chicken Tactic
This is where you are in a
meeting where you play
sort of meeting
"chicken,"
Where you are waiting
for them to look
away, and then quickly
checking the device.

I Don’t Give A Crap Tactic
Screw you, I'm going to
check my device
anyway no matter how
important the meeting
is…

I’m Way To Important to Miss
Anything Tactic

Sweet Gravy! Stop Me Before I
Get Killed!

Love You … mean it!

Is this Socially Acceptable?
When you're with other people, and
you're on your mobile device, effectively
what you're saying to them is, "You are not
as important as, literally, almost anything
that could come to me through this
device."

Look around you.
THERE MIGHT BE SOMEBODY RIGHT
NOW, PARTICIPATING IN MULTI-DIMENSIONAL
ENGAGEMENT.

I Like Small Screens And I
Cannot Lie…
Did you know the average person spends more than three hours a day
on mobile devices (that includes both smartphones and tablets),
making up nearly two-thirds of digital media time spent.

All of That is the
OPPORTUNITY Today
Mobile is becoming not only the new digital hub, but also the bridge to
the physical world. That’s why mobile will affect more than just your
digital operations — it will transform your entire business.

What Is Mobile
Marketing & Why
Should I Care?

They Are
Personal…
Mobile marketing
is arguably the
closest you can get
to the consumer.

Tell me more about the mobile
user
Mobile is personal, more so than any other device. In fact, nearly 80
percent of smartphone users have their phone on, or near them, for all
but two hours of their waking day (Marketo).
This means that SMB’s and
brands have the opportunity to be
at their customer’s fingertips
nearly…
24/7.

What About Millennials?
They’re really attached.
 That little device by our sides is
transforming our lives, whether
we actively notice it or not.
 It’s enabling new ways of doing
and learning things.
 It’s helping us discover new
ideas and new businesses.
 It’s helping us manage our to-
dos, tackle our problems, and
inspire our plans.

It’s like we’re speed dating
with our phones.
We spend 177 minutes on our phones
per day: mobile sessions that average
a mere 1 minute and 10 seconds long,
dozens and dozens of times per day.
Mobile bursts are countless
interactions,
like texting a spouse with a carpool
update,
dropping a quick work email while
waiting in the ATM line,
or posting a Bermuda vacation photo
to make friends jealous.

It’s The Small Moments That
Really Matter
They’re the moments when we turn to a device—often a smartphone—
to take action on whatever we need or want right now. These moments
are loaded with:
intent,
context, and
immediacy.

What We Know…

The Mobile Consumer
More people are spending their lives on
multiple screens..

Understanding Consumers’
Local Search Behavior
directions to a local
store/business
 checking local store hours
 or searching for local stores
that have a product in stock.
 A host of other things…

CONSUMERS SEARCH WITH LOCAL
INTENT ACROSS DEVICES

CONSUMERS SEARCH FOR A
VARIETY OF LOCAL INFORMATION

CONSUMERS SEARCH FOR LOCAL
INFORMATION IN A VARIETY OF PLACES

My Ipic Story

CONSUMERS ACT QUICKLY
AFTER THEIR LOCAL SEARCH

CONSUMERS CHOOSE STORES
CLOSE TO THEIR LOCATION

CONSUMERS WANT
PERSONILZATION

You Need To Be There
You need to be there for them.
You get a shot at your competitor’s customers
Your presence can drive brand awareness goals

CONSUMERS USE LOCATION
INFORMATION

So What Does ALL This Mean?
Mobil web marketing will become the MOST important thing for SMB’s
If there’s one “meta” theme (besides get going now!), it’s this:
“SMBs must make it smooth and easy for customers to find,
understand, contact, browse, learn and purchase from them, both
online and in person. “

The Mobile Tipping Point
As we approach this global mobile tipping
point, even local businesses will need to
move towards a ‘mobile first’ approach to
marketing.
Mobile will no longer be just another
medium in the marketing mix; rather it
will be THE primary platform for
communication.

I Get It So Now
What?

#1 - You Need a Location Data
Strategy
Businesses need to think beyond listing
management, and transform their location data into
a scalable asset that is accessible and actionable.

Managing your local listings is no
longer about controlling your brand
To accelerate the velocity of the customer journey, businesses should
take greater ownership of their location data.

# 2Make Your Data
Actionable
Buy Buttons
Redeeming a mobile coupon.
Try our Free Trial
Click to Tweet
Scheduling Widget
Prominent “Contact Us” Info
Share Buttons

#3 For God’s Sake…Be Mobile
Consumers today demand fast, cheap, anytime, anywhere access on
multiple devices.

Test your website to see how
mobile-friendly it is.
This test assesses factors such as:
Text is easy to read without zooming in
Content fits the screen
No scrolling
Enough white space
buttons and hyperlinks are easy to tap
NO software, such as Flash

#4 - Use mobile to improve on-
location and online experience
Onsite
 Customer comment/suggestion board for feedback for the SMB
 Mobile-based payment options including tablet-based e-receipts
 Mobile-only promotions
(check in, redeem in-store):
bringing customers to the door
with in-app deals and
exclusive direct alerts

#5 - Bargain-Hungry Buyers
Buyers love mobile bargains. Specifically, coupons and special deal emails
and texts delivered to their smartphones and tablets for printing or in-
store scanning.
104.11 Million Adults Redeem Coupons
53% of Tablet Users
40% Smartphone users

#5 - Social Buying: New Norm
Shoppers consulting other shoppers via social media and online review
sites is not new. It’s just more important than ever, both for consumers
and small and medium businesses courting them.
Whether SMB marketers like it or not, “social buying” is the new norm.
Fortunately, more are recognizing the new necessity.

The Good News
It’s easier than ever for SMBs to add social features to smartphone
apps and mobile websites.
Clicking on an app’s “Tell-A-Friend” feature, for example, lets
customers take a business viral with built-in sharing capabilities over
email, Facebook, Twitter and SMS.
Another click connects the business with users on these popular social
networks. This visibility is critical in gaining buyer consideration and all-
important customer endorsements.

#6 – Try SMS (Simple Message
Service)
SMS (Simple Message Service) deserves special note here.
Why?
It’s cheap,
quick,
favored by many younger buyers,
easily personalized
suitable for marketing, ads & customer service. And they work.
In fact, industry researcher and consultant Forrester predicts that text will
be a key part of an emerging trend to “push” streams of bundled
communications through a single app to consumers. One big reason is that
for many people, texts feel less invasive than emails or (gasp!) calls.
97% of Texts are
read within 3
minutes of being
received!

#7 – Don’t Forget Content
Marketing
Examples:
A local wine shop might publish a short weekly or monthly video about
choosing and appreciating the best new wines.
A restaurant could share cooking techniques in a live workshop.
A realtor, personal trainer,
can write a short advice blog
or send a short, targeted text
asking a helpful or provocative
question.

#8- ASSESS THE COMPETITION
Visit your competitors’ websites on your mobile device/s. Use a variety
of devices and platforms, and see how user-friendly your competition’s
website is. You can also sign up to get email from your competitors, visit
their social media accounts on your mobile device/s, and see if they
offer any mobile apps.
What is the mobile experience like from the
perspective of your competitors’ customers?
What are the weaknesses that you can capitalize on.
And what are your competitors doing right that you
could learn from?

# 9 - USE CLICK TO CALL
Use click-to-call to capture
customers.
When customers find your
website via mobile search, do
they have to quickly jot down
your business phone number,
close the browser and type in
your phone number? No one has
time for that.
Capture leads while they’re hot
by using a click-to-call button in
the search results. All customers
have to do is tap to dial you
directly. You can also incorporate
a click for directions button
customers can use to get GPS
directions via Google Maps.

# 10 - OPTIMIZE FOR LOCAL
SEARCH
With most searches now occurring on mobile devices, optimizing your
website for mobile local search is essential if you want to attract
customers. Need convincing just how valuable mobile searchers are?
Consider these numbers:
83 percent of mobile local searchers plan to purchase within one day.
50 percent of local mobile searches lead to a store visit or phone call
within one day.
70 percent of mobile searches lead to website visits within one hour.

#11 - SEND MOBILE-FRIENDLY
EMAIL
7 in 10 consumers say they delete
emails that don’t render well on
their mobile devices.
To create mobile-friendly email
messages, use the same principles
as mobile website design.
Include lots of white space,
images optimized to load quickly,
clean layouts
large buttons/hyperlinks that are
easy to click on.
(Make sure that any hyperlinks go
to a mobile-friendly landing page, of
course!)

#12 - TAP INTO GEO-TARGETING
Geo-targeting uses information about
consumers’ locations to direct marketing
messages to customers within certain
geographic areas.
For example, you can reach out to customers
within a certain radius of your store, or to those
near your competitor’s store to attract them to
your business instead.
You can use geo-targeting with a wide range of
mobile search tools, from Facebook and Twitter
to Google AdWords and Bing Ads.

#13 - EXPLORE MOBILE AD
OPTIONS
Boost your reach by using mobile
advertising to capture customers
who are searching for what you
sell on their mobile devices.
Mobile ads, as the name implies,
only show up on mobile devices,
making them ideal for reaching
customers who are ready to visit a
business and/or make a purchase
immediately.
Mobile ads get an average of three
times more clicks than traditional
online PPC ads.
Investigate mobile advertising
options at Google Mobile Ads, Bing
Mobile Ads and Facebook Mobile
Ads.

#14 - CONSIDER DEVELOPING
A MOBILE APP
Some 80 percent of U.S.
consumers’ mobile online time is
spent using apps, according to
comScore. Simpler to use than
even a mobile-friendly website,
apps are tools that enable users to
do something faster and more
easily than they could on your
mobile website.
For example, a mobile app might
enable customers to order pizza
from your restaurant or schedule
an appointment with your
consulting service.
Or a plumber could…

#15 - USE MOBILE OPTIMIZED
VIDEO
40 percent of YouTube views take
place on a mobile device.
When creating marketing videos for
your business, think first how they
will look on a tiny smartphone
screen.
If you include too many people or
make your video too busy, it will just
confuse viewers.
Also pay attention to how the video
thumbnail looks on a tiny screen—
something that attracts attention on
a PC may not read well on a
smartphone.

#16 - USE MOBILE LOYALTY
TOOLS
Consumers love mobile loyalty program apps: Some 90 percent of
consumers who belong to mobile loyalty programs say they get value
from the programs. Search online and you’ll find plenty of digital loyalty
programs your business can use to engage and reward frequent
customers. Many even let you monitor customer behavior, track
purchases and execute marketing campaigns to reach out to loyalty
program members on their mobile phones.

#17 - INTEGRATE MOBILE AND
TRADITIONAL ADVERTISING
Today’s consumers have their
smartphones in hand just about all
the time.
In fact, 80 percent of mobile users
use mobile devices while watching
television (it’s called second
screening).
Keep these mobile maniacs in mind
when crafting your traditional
marketing messages.
For example, if you place ads on
cable TV or radio, include a call-to-
action such as a URL that goes to a
mobile-friendly landing page.

#18 - CAPITALIZE ON
SMARTPHONE USE IN-STORE
If you own a retail location, you probably
already know that 60 percent of consumers
use their smartphones in stores.
But did you know that smartphone use
influences 39 percent of instances where
customers walk out of stores without
purchasing?
Instead of getting upset when customers
use smartphones to compare prices,
research information or look up other
retailers who sell the same product, use it
as an opportunity to build relationships.
Train your sales staff to offer in-person
assistance and additional product
information to help make the sale, and
provide the tools they need, such as
tablets, to assist customers by looking up
information that answers their questions.

Path to Success with “Mobile
First”
With these mobile marketing ideas
to choose from, there are surely
several you can implement right
away to grow your business.
By incorporating mobile marketing
into your business plan, you’ll put
your business on the path to success
this year and beyond.
All things considered, mobile first is
changing the landscape of the
Internet. It is a strategy that we
cannot ignore. Examine mobile first
as a new approach to designing the
best user experiences possible.

IT’S ALL ABOUT TARGETING THE INDIVIDUAL—NOT
EVERYBODY—WITH RELEVANT MESSAGES. MAKING IT
PERSONAL SHOWS THAT AN SMB IS WORKING FOR THEIR
CUSTOMER, SPOTTING THEIR INTERESTS, INTERACTING NOT
JUST TO SELL BUT TO SOMEHOW MAKE THEIR LIVES BETTER.
WHO DOESN’T WANT THAT?

www.advicelocal.com
www.advicemobile.com
THANK YOU

Mobile is the New Local: How to Compete presented at Big Design 2016

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Mobile is the New Local: How to Compete presented at Big Design 2016

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