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TRANSFORMATION 2015 | #AISMediaEdu
MOBILE FIRST Digital Marketing
Interactive Webinar Agenda
Live Polls
Online Survey
Q & A Session
Tweeting LIVE #AISMediaEdu Special Offer
Our Offices
Digital Marketing Strategy
User Experience (UX) Design
Lead Generation & Online Sales Programs
Digital Marketing (SEO / PPC / Email)
Conversion Rate Optimization (CRO)
CRM Selection & Implementation
Marketing Automation
Sales Process Alignment
Content Journey Mapping
Lead Management
Founded 1997
Atlanta Dallas
Where Our Content Has Been Featured
TRANSFORMATION 2015 | #AISMediaEdu
MOBILE FIRST Digital Marketing
Lift
Delivered. TRANSFORMATION 2015 | #AISMediaEdu
Brand Awareness
Buyer Engagement
Sales Performance
MOBILE FIRST Digital Marketing
SOCIAL
CRM & MA
ANALYTICS
SEARCH EMAIL
CONTENT
DESIGN
STRATEGY
TRANSFORMATION 2015 | #AISMediaEdu
MOBILE FIRST Digital Marketing
TRANSFORMATION 2015 | #AISMediaEdu
70% - 80% of purchase
decisions are now
significantly influenced by
digital channels.*
MOBILE FIRST Digital Marketing
*2012 PWC, LLP Understanding US Online Shopping and the Retail Experience
TRANSFORMATION 2015 | #AISMediaEdu
Mobile Users > Desktop Users Within 5 Years
Morgan Stanley Research
MOBILE FIRST Digital Marketing
TRANSFORMATION 2015 | #AISMediaEdu
“Too many companies think in terms of
digital marketing. Instead, they should
be thinking in terms of marketing in a
digital world.” – Avi Dan, Forbes
TRANSFORMATION 2015 | #AISMediaEdu
Live Webinar Poll Results
Question #2 Are you confident that your current
website and marketing message meets
the needs of your audience?
38%
62%
Yes
No
Question #1 Are you a B2B marketer or B2C
Marketer?
57% 24%
19% B2B
B2C
Neither
MOBILE FIRST Digital Marketing
TRANSFORMATION 2015 | #AISMediaEdu
55% of consumers using mobile
to research want to purchase
within the hour.
Source: Nielsen & Google, Mobile Path to Purchase, Five Key Findings, 11/2013
MOBILE FIRST Digital Marketing
TRANSFORMATION 2015 | #AISMediaEdu
Today’s consumers demand a
consistent online experience,
regardless of what device they use.
MOBILE FIRST Digital Marketing
TRANSFORMATION 2015 | #AISMediaEdu
“Location” is the new cookie. It represents a way to
track the movements of consumers over time and
media types. Geolocation, geofencing and beacon
technologies make real-time, 1-on-1 marketing a
reality.
MOBILE FIRST Digital Marketing
TRANSFORMATION 2015 | #AISMediaEdu
“Multi-screen centric”
digital marketing is now a
mandate for all digital
initiatives.
1. Content
2. Website
3. Search
4. Email
5. Social Media
MOBILE FIRST Digital Marketing
TRANSFORMATION 2015 | #AISMediaEdu
Live Webinar Poll Results
Question #4 Have you already implemented a
responsive or adaptive framework for
your website or landing pages?
33%
13% 33%
21%
In Progress
Now
No
Yes
Unsure
Question #3 Do you currently send emails or targeted
messaging specifically oriented to the
mobile audience?
75%
25% No
Yes
MOBILE FIRST Digital Marketing
MOBILE FIRST Digital Marketing
Who is your audience?
Ask Yourself:
• What devices are most used?
• Where are users on those devices
bouncing, sticking or giving up?
• Are you delivering your message to a
platform that your audience isn’t on?
TRANSFORMATION 2015 | #AISMediaEdu
TRANSFORMATION 2015 | #AISMediaEdu
MOBILE FIRST Digital Marketing
Use insights to understand the customer
journey and unify engagement
throughout the user experience.
TRANSFORMATION 2015 | #AISMediaEdu
MOBILE FIRST Digital Marketing
85%
15%
Visits
New Returning
60%
35%
5%
Content Sought
Recipes Nutrition Other
61%
39%
Platform
Desktop Mobile
TRANSFORMATION 2015 | #AISMediaEdu
In addition to
analytics, website
heat maps
illustrate how well
your content
engages your
audience.
MOBILE FIRST Digital Marketing
Awareness Consideration Decision
Videos
Trend Reports
Live Events
Demo Videos
Interactive Videos
Calculators
eBooks & Guides
eNewsletters
Testimonials
Analyst Reports
Case Studies
Whitepapers
Feature Guides
Infographics Articles
Webinars
Quizzes & Widgets
Possible Solution
Interest
Researching Options
Evaluating Products
Narrowing Field
Social Vetting
Negotiation
Decision
Photos
Buye
r Com
mitm
ent L
evel
Ratings & Reviews
Copyright AIS Media, Inc. 2014
TRANSFORMATION 2015 | #AISMediaEdu
Deliver the right content to the right audience in the right
format at the right time.
MOBILE FIRST Digital Marketing
TRANSFORMATION 2015 | #AISMediaEdu
Social-Mobile Rules
• 60% of social media time is spent not on desktop
computers but on smartphones and tablets.
• Facebook attracts roughly seven times the engagement
that Twitter does, when looking at both smartphone and PC
usage, in per-user terms.
• Pinterest, Tumblr and LinkedIn made major successful
pushes last year to increase engagement on their mobile
sites and apps. The new race in social media is not for
audience per se, but for multi-device engagement.
Source: Business Insider 2014
MOBILE FIRST Digital Marketing
TRANSFORMATION 2015 | #AISMediaEdu
MOBILE FIRST Digital Marketing What does this
mean to you?
• Understand audience device preferences
• Review your site data
• Clear message across all devices
• Avoid clutter
TRANSFORMATION 2015 | #AISMediaEdu
Live Webinar Poll Results
Question #6 How far along are you in terms of
developing a mobile-first strategy for
your digital marketing?
52% 35%
13%
Haven't Started
Greater Than 30Days
Less Than 30 Days
Question #5 Have you verified that your mobile site
passes Google’s mobile-test?
18%
82%
Yes
No
MOBILE FIRST Digital Marketing
TRANSFORMATION 2015 | #AISMediaEdu
MOBILE FIRST Digital Marketing
Responsive design is an approach to
web page creation that makes use of
flexible layouts, flexible images and
cascading style sheet media queries.
The goal of responsive design is to
build web pages that fluidly change
based upon a visitor's screen size
and orientation.
TRANSFORMATION 2015 | #AISMediaEdu
MOBILE FIRST Digital Marketing
Adaptive Design Several layouts for multi screens
• Simplified Design and Control
Content Placement
• Very Fast Load Speed
• Occasional maintenance to
adapt to changing screen sizes
Responsive Design One layout that works on any screen
• Can Be Harder to Make
• Site Load Slower, with More
Overhead
• Guaranteed to adapt to changing
screen sizes
ULTIMATELY the decision between adaptive and responsive is less
important than ensuring your site/landing page is mobile-friendly
TRANSFORMATION 2015 | #AISMediaEdu
Sites that are not optimized for mobile via
a responsive web design risk losing
customers from the outset.
Source: Nielsen & Google, Mobile Path to Purchase, Five Key Findings, 11/2013
MOBILE FIRST Digital Marketing
TRANSFORMATION 2015 | #AISMediaEdu
MOBILE FIRST Digital Marketing
https://www.google.com/webmasters/tools/mobile-friendly/?url=www.aismedia.com
Does your site pass Google’s mobile-friendly
test?
TRANSFORMATION 2015 | #AISMediaEdu
MOBILE FIRST Digital Marketing
Big changes to Google’s
search algorithms are
coming: beginning April
21, the company will
increase the ranking of
sites that are mobile-
friendly and surface app
results much higher.
http://thenextweb.com/insider/2015/02/26/google-will-rank-your-site-higher-if-its-mobile-friendly-starting-april-21/
TRANSFORMATION 2015 | #AISMediaEdu
MOBILE FIRST Digital Marketing
Formatting
For Multi-
Screen
TRANSFORMATION 2015 | #AISMediaEdu
MOBILE FIRST Digital Marketing
Avg open rate is 20%, 23.45% higher than industry avg
Avg click rate is 4%, 73.91% higher than industry avg
TRANSFORMATION 2015 | #AISMediaEdu
MOBILE FIRST Digital Marketing
Increased open rate by 91.17%, to 30.4%
Increased click rate by 357.89%, to 8.9%
TRANSFORMATION 2015 | #AISMediaEdu
Live Webinar Poll Results
Question #8 Who here has conducted a content
review and gap analysis to evaluate
content delivery?
70%
25%
5%
No
Yes
I don't Know
Question #7 How many of you are currently using
heatmaps to measure interaction across
your site, landing pages and emails?
80%
12%
8%
No
Yes
I Don't Know
MOBILE FIRST Digital Marketing
MOBILE FIRST
DIGITAL MARKETING
INITIATIVES TOP 2015 1. It’s a digital, multi-screen world. We must market accordingly.
2. Site design increasingly drives digital marketing performance.
3. Location is the new “cookie”.
4. Mobile-friendly design improves search rankings.
5. Content strategy must cater to the new customer buying journey.
TRANSFORMATION 2015 | #AISMediaEdu
MOBILE FIRST Digital Marketing
FREE EXCLUSIVELY FOR WEBINAR ATTENDEES
Multi-Screen Experience Assessment • Multi-device compatibility
• Site / landing page speed
• Call-to-action (CTA) analysis
• Typography / readability
Call: 404.751.1043 | Email: [email protected]
TRANSFORMATION2015 | 4-Part Webinar Series
Apr 1st 11am EST
TRANSFORMATION 2015 | #AISMediaEdu