Mobile  Marke+ng  &  Customer  Reten+on:  Never  Miss  the  Moment    

of  Opportunity  @TheTimHayden  October  10,  2013  

Marke+ngProfs  B2B  Forum  -­‐  Boston    

“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 !

60%  Americans  12+    on  smartphones  

SOURCES:  Nielsen,  comScore,  Pew,  others.          

>70%  mobile  phone  at  arm’s  length,    

24  hours/day  

SOURCES:  Edison  Research          

Voice  SMS  

MMS  

WWW  

Email  

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  

Print    

Your  Brand  

Social  is  Mobile  

SOURCES:  ere.net,  Mashable.com,  TechCrunch.com,  comScore,  Pew,  others.          

70%   80%   30%   30%   35%  

35%   45%   100%   100%  

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  

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!  

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  

Facebook  Local  Search  

Loca+on  pages   Local  Pages  

Twider  PosOng/ReposOng  aligned  with  audience  behavior  

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.  

Clickable  phone  #  or  this  on  each  page  of  site/app.  

Don’t  forget,  it’s  s+ll  a  phone!  

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.  

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.  

 

Mobile  is  BUSY  the  Desktop  Hour  

email  

web  

social  

other  

the  Mobile  Hour  

email  

web  

social  

text  

app  

call  

Offline  is  the  New  Online  

Consider  airport,  transit  and  other  outdoor  adver+sing  with  mobile  calls-­‐to-­‐ac+on  

Offline  is  the  New  Online  •  Direct  mail  •  Compelling  call-­‐to-­‐acOon  •  Personalized  URLs  • QR  Codes  

•  Tradeshows  • Mobile  surveys/polls  for  email  capture  

 

Mobile  Email  

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!  

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.  

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.  

Your  Website  

Mobile  Search  •  ARE  YOU  MOBILE  FRIENDLY?  

•  ARE  YOU  NEARBY?  

•  DO  YOU  HAVE  VIDEO?  

•  ARE  YOU  POPULAR?  

Mobile  Commerce  

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.  

Thinking  “Mobile  First”  •  Integra+on  •  Behavior,  before  technology  •  Convenience  and  brevity  •  Content  – Ac+onable  – Visual  – Video,  sparingly  – Local    

Keep  it  Simple!  

Q&A  

Text  “Tim”  to  44040    

Tim  Hayden  @TheTimHayden  

Thank  you,  Marke+ngProfs!  

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