Mobile Marketing & Customer Retention
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Transcript of Mobile Marketing & Customer Retention
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Mobile Marke+ng & Customer Reten+on: Never Miss the Moment
of Opportunity @TheTimHayden October 10, 2013
Marke+ngProfs B2B Forum -‐ Boston
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“By the time a B2B purchaser actually engages
with a company or with a sales rep from that
company, they’re 57% of the way through their
decision process.”!- Mike Miller, Director of Business/Industrial Markets, Google !
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60% Americans 12+ on smartphones
SOURCES: Nielsen, comScore, Pew, others.
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>70% mobile phone at arm’s length,
24 hours/day
SOURCES: Edison Research
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Voice SMS
MMS
WWW
Social Media
Apps
Bluetooth
GPS
Wallet
Near-‐Field
Comms Auto Radio
POS
Transit
Television/Console
Ad Networks
Digital Indoor Media
Digital Outdoor Media
Outdoor
Direct Mail
Your Brand
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Social is Mobile
SOURCES: ere.net, Mashable.com, TechCrunch.com, comScore, Pew, others.
70% 80% 30% 30% 35%
35% 45% 100% 100%
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Facebook • VISUAL STORYTELLING (paid!) – High quality images…go further • AVOID LARGE FILE SIZE (data concerns and connecOon speeds…)
– Right-‐size your images, rectangles not squares
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Links to Websites/Blogs
• Only post links that are mobile-‐friendly – you may lose half of your social audience over Ome, if you do not.
• Link directly to the acOon that a social post implies, as you will lose mobile users over mulOple clicks!
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Facebook – Tab Apps
Emulate tab apps in posts using a “click sniffer,” then diverOng to an appropriate responsive site (cookies/Facebook connect telling you “who” to make things more relevant and personalized).
links
budons Phone
Tablet • Polls • Sweeps • Subs • Coupons • Video • App
Download
“sniff”/detect
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Facebook Local Search
Loca+on pages Local Pages
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Twider PosOng/ReposOng aligned with audience behavior
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Customer Service • On the spot: LocaOon-‐based listening & acOon.
• Real-‐+me: All social – align escalaOon and “engagement” protocols, online-‐to-‐offline, offline-‐to-‐online.
• Face to Face: Consider Skype or FaceTime for resolving customer issues.
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Clickable phone # or this on each page of site/app.
Don’t forget, it’s s+ll a phone!
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YouTube • In-‐video text size must be sufficient for smaller screens.
• Keep it short, to-‐the-‐point… • Remove background noises in your audio (mobile viewing/audio is compromised).
• Close-‐ups for clarity. • Place URLs to related videos/sites within the video descripOon…aids in navigaOon.
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YouTube Drive acOon (website visits, app downloads, online purchase) through video and the video descripOon:
• DramaOcally increase clickthroughs by moving the URLs closer to the beginning of your descripOon.
• Make in-‐video URLs as LARGE as possible to be seen on handheld mobile devices.
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Mobile is BUSY the Desktop Hour
web
social
other
the Mobile Hour
web
social
text
app
call
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Offline is the New Online
Consider airport, transit and other outdoor adver+sing with mobile calls-‐to-‐ac+on
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Offline is the New Online • Direct mail • Compelling call-‐to-‐acOon • Personalized URLs • QR Codes
• Tradeshows • Mobile surveys/polls for email capture
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Mobile Email
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Mobile Email • Make subject lines are clear calls to acOon or clear on value found if the email is opened.
• Use preview text that is legible. • Keep the body of the email short, avoiding large images and mulOple paragraphs of text.
• Be acOonable when issuing coupons and discounts, ensure that you are providing a one-‐click path from inbox to browser or app.
• Don’t forget, email can have a long shelf-‐life!
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Mobile Messaging • Text Messaging (SMS) – Reminders for orders, subscrip+ons… – Customer service, surveys and polls.
• Rich Media Messaging (MMS) – Inbound images (photos) to fulfill orders, consult on issues.
– Outbound to deliver video, coupons and other content.
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Your Website Mob
ile
Adap+ve • You have a “desktop” and a “mobile” website.
Mob
ile
Responsive • A website that conforms to the device on which it is viewed.
Mob
ile
Reac+ve • Responsive, with content that is personalized and relevant based on locaOon, Ome, day and user details.
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Your Website
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Mobile Search • ARE YOU MOBILE FRIENDLY?
• ARE YOU NEARBY?
• DO YOU HAVE VIDEO?
• ARE YOU POPULAR?
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Mobile Commerce
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Mobile Commerce! • 2014 is the year of mobile commerce.
• Facebook “payment API” and iniOal mobile payment partners PayPal, Braintree and Stripe.
• Powa launches in US – both a mobile commerce (anywhere) and mobile POS soluOon.
• ISIS goes naOonwide in January.
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Thinking “Mobile First” • Integra+on • Behavior, before technology • Convenience and brevity • Content – Ac+onable – Visual – Video, sparingly – Local
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Keep it Simple!
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Q&A
Text “Tim” to 44040
Tim Hayden @TheTimHayden
Thank you, Marke+ngProfs!
Pre-‐order today!