The State of Mobile in Digital Marketing...Social Media, Mobile and Reputation Management Aug. 24–...
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pace.oregonstate.edu The State of Mobile in Digital Marketing Rachel Freeman August 11, 2015
Transcript of The State of Mobile in Digital Marketing...Social Media, Mobile and Reputation Management Aug. 24–...
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The State of Mobile in Digital MarketingRachel FreemanAugust 11, 2015
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Social Media, Mobile and Reputation Management
Aug. 24– Oct. 11, 2015
Build strategies to boost your social media and mobile performance!
Join this 7-week online course featuringdigital marketing expert, Rachel Freeman!
pace.oregonstate.edu/SEO
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Rachel Freeman
10 years digital marketing experience Specializing in SEO Past contributor to
SearchEngineJournal.com, instructor for Online Marketing Institute and PSU, spoken at various conferences including Search Marketing Expo (SMX)
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“Mobile is over. I think it’s just a screen. You’ll absolutely need a screen, but you’ll need more than one.”
- Matias Duarte, Android design head, April 2014
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Mobile Searchers Have Intent
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Key Trends in Mobile
1. More than three-fourths of US consumers are multiplatform users
2. Smartphone penetration still growing at an astonishing rate
3. Micro-Moments
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Micro-MomentsThe new digital reflexes that have ended the act of “going online”.
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Micro-MomentsMobile has fractured the consumer journey into hundreds of real-time, intent driven micro-moments. Each represents an opportunity for brands to shape preference and consumer action.
• Of leisure travelers who are smartphone users, 69% search for travel ideas during spare moments, like when they're standing in line or waiting for the subway. Nearly half of those travelers go on to book their choices through an entirely separate channel.
• Of smartphone users, 91% look up information on their smartphones while in the middle of a task.
• Of smartphone users, 82% consult their phones while they're standing in a store deciding which product to buy. One in 10 of those end up buying a different product than they had planned.
• Of online consumers, 69% agree that the quality, timing, or relevance of a company's message influences their perception of a brand.
https://www.thinkwithgoogle.com/articles/how-micromoments-are-changing-rules.html
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https://think.storage.googleapis.com/docs/4-new-moments-every-marketer-should-know.pdf
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Despite these trends…
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How to Win from Micro-MomentsWhat does this have to do with you and your brand strategy?
https://www.thinkwithgoogle.com/articles/how-micromoments-are-changing-rules.html
Micro Moment Action & ContentWhat is the closest… Local SEOI want to buy… Product/Service InfoHow do I… YouTube How To ContentWhat is the best… Reviews
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Users Start with Search
Mobile SEO = Success
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Mobile SEO Best Practices Optimize for page speed Don’t block CSS, JavaScript or
images Don’t use flash Design for the FAT FINGER Optimize titles and meta
descriptions (and keep them short!)
Use responsive web design
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App Usage
http://www.nielsen.com/us/en/insights/reports/2014/an-era-of-growth-the-cross-platform-report.html
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App Store Optimization (ASO)
Why?• Drive more downloads• Get found in app store search
more frequently• Beat competition• Increase rank and visibility for
specific keywords
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App Store Optimization (ASO)
How?• Title• Description• Keyword Field• Icon (increase CTR)• Screen shots• Social proof, ratings & reviews
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Advertising $$ Follows Audiences
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Advertising $$ Follows Audiences
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TakeawaysWhat to remember from today?
1. Begin by exploring your brand’s relevant micro moments2. Mobile optimization and user experience is mission critical3. Seek to create a more seamless experience across touchpoints4. Mobile advertising typically represents a significant competitive advantage
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ResourcesStart learning today.
1. Calculate the full value of mobile: http://fvm.withgoogle.com/fvm/en/d/
2. Check to see if your website is mobile friendly: https://www.google.com/webmasters/tools/mobile-friendly/
3. Mobile trends of 2015: http://mashable.com/2015/01/02/mobile-trends-2015/
4. Google Webmasters guide to building a mobile friendly site: https://developers.google.com/webmasters/mobile-sites/
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Questions
Rachel FreemanSenior Marketing Manager, Jive Software
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Q&A
Want to learn more from Rachel Freeman?Enroll in our online Social Media, Mobile, and Reputation Management course, starting August 24! pace.oregonstate.edu/social-media
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Thank you!
