Taking Your Content Mobile:Content Tips for Smartphones, iPads,

Tablets and the Next New Thing

Morgan Stewart (@mostew)Trendline Interactive

THE MOBILE MARKET• Mobile market is growing

rapidly• 89% of online consumers

(15+) own a cell phone– 41% own a

smartphone– 48% own a feature

phone• Feature phones are still

the majority, however…• Smartphones will soon

eclipse feature phones

WHAT IS “MOBILE MARKETING”?

• Have you ever heard of “PC Marketing” or “Laptop Marketing” ?

“Mobile Marketing?”

SMARTPHONES: THE BIG 5

66% use daily

78% use daily

87% use daily

58% use daily

50% use daily

Source: Seven.co.uk, N=1,007 UK iPad owners, published March 2011

“I have apps for Facebook, Twitter, and email on my phone, and I check them throughout the day. I check Facebook every two hours. I check Twitter every half hour for news and sports updates, and my email every two hours or so.”

– Gordon (27, M)

EMERGING ACTIVITIES

IMPACT ON PURCHASING BEHAVIORS

16% of US consumers have completed a purchase as a direct result of a marketing message received on their smartphone

HOW CONSUMERS COMPLETE THEIR PURCHASES

VIA SMARTPHONE• 55% have completed at least

one purchase on the smartphone itself using a browser, directly through an app, or through the app store.

ON A COMPUTER• 43% have completed their

purchase on a desktop, laptop, or tablet computer.

IN PERSON• 35% have completed at least

one purchase in person after receiving a message on their smartphone.

WHERE MOBILE DRIVE PURCHASES

CHANNELSmartphone

BrowserSmartphone

App StoreSmartphone

In App Computer In PersonEmail X X X

Facebook X X X

Twitter X X X

Texting X

Apps X

• On smartphones, different channels drive different purchase behavior

• Tracking purchases cross-channel can be very difficult• Marketers need to tie the call to action to the channel through which

messages will be delivered, for example:– Asking people to complete online purchases via text won’t

maximize conversion– Apps are self-contained – only good at driving in app purchases

APPTROPHY• ExactTarget’s survey asked about

currently installed apps, which yielded an average of 24 for iPhone users and 21 for Android users.

• By contrast, Nielsen’s September 2010 report asked about the number of apps downloaded—which yielded an average of 40 for iPhone users and 25 for Android users.

• The difference suggests that consumers download far more apps than they ultimately keep.

• In-app communications reach only active app users. Email, text, and smartphone “push” notifications reach both active and inactive users.

Content / Entertainment

Location / Convenience

Habit 1: Be Proactive

Habit 2: Begin with the End in Mind

Habit 3: Put First Things First

Your Website is Priority #1

Text Capture

Design Email for Mobile

Recognize Limitations (At Least)

QR Codes – Execute on the Promise!

Generic landing page –doesn’t deliver on CTA.

Dedicated landing page – clear process to redeem offer.

KEY TAKEAWAYS

1. Mobile is not a channel. It’s a platform! When developing your mobile strategy, remember that multiple channels play an important role. Including Email, Text, Facebook, Twitter, Web, and Apps.

2. Email, Facebook, and Twitter are more important than ever. Smartphones are driving increased utilization of all three of these channels… including emerging technologies like location based services & QR codes.

3. Comprehensive planning is critical. Don’t cut corners in the rush to “mobile marketing” – take first things first, ensure UX is well executed, and test across platforms!

4. Fight apptrophy! Smartphone users love apps—but your strategy should include push messages as well as ongoing email and text communications to keep users engaged.

5. We’re in a period of transition—albeit rapid transition. Just because YOU have a smartphone doesn’t mean everyone has one. Provide alternatives.

Get more of the inside scoop:

Morgan StewartWeb: www.trendlineinteractive.com

Twitter: @trendlinei or @mostew

Phone: (512) 879-1761

Email: morgan@trendlineinteractive

Get the research:

www.exacttarget.com/sff