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Presentation from my #SoMeT talk on how to leverage the mobile web to drive engagement and traffic with in/out-of-market visitors/prospective visitors.
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Where It’s At How to Drive In/Out-of-Market Visitors With Two Turntables [Social and Mobile] and a Microphone
@TheTimHayden � November 9, 2011 � #SoMeT
There's a destination a little up the road
From the habitations and the towns we know
A place we saw the lights turn low
The jig-saw jazz and the get-fresh flow
Pulling out jives and jamboree handouts…
Two turntables and a microphone
✚
Bottles and cans…
…and just clap your hands and just clap your hands
I’ve got two turntables and a microphone
SMS/MMS
www.com
www.com
Mobile Experience Solutions: Technology + Strategy
Source: IDC
Mobile Experience Solutions: Technology + Strategy
Augmented Reality Mobile Wallets Location-‐Based Services Near-‐Field Communications Geo-‐Fencing Retinal Scans Some Mobile Apps
Mobile Experience Solutions: Technology + Strategy
Non-‐Mobile 87%
Mobile 13%
12,000,000 Visitors to DMO websites in 2011
Data: GetSmartContent.com
12,000,000 Visitors to DMO websites in 2011
View Fewer Pages: 3.18 vs. 4.63 Spend Less Time on Site: 2.51 vs. 4.18 Bounce at higher rate 52.62% vs. 41.1%
Data: GetSmartContent.com
“MOBILE” is – What we Do
Where we Go How we Live
HOW WE ROLL
Mobile Experience Solutions: Technology + Strategy
• Condensed Content (4-10X reduction of desktop site)
• Navigation limited to 2-3 actions beyond landing page
• Quick Load Time (you have <30 seconds!)
• Responsive Design • Data feed (API – location, device, A-B
testing, time/date) with CRM/profiling platform
• Cross-platform tested!
Mobile traffic most often originates from a search engine.
FACT
Context
Location
Time/Date
Language Device Type
Search Terms
Sent from my shiny new
iPhone, please excuse typos
Mobile Experience Solutions: Technology + Strategy
0%
50%
100%
150%
200%
250%
0%
10%
20%
30%
40%
50%
60%
2010
2011
YOY Growth
“Thinking about the application(s) on your primary cell phone, which categories of applications have you used in the PAST 3 MONTHS?”
Base: 2,420 US adult smartphone owners (2011)
Weather, Games, Social, Maps & Music…Barcodes!!
Source: North American Technographics® Benchmark Mail Survey 2010, 2011
Base: 5,187 US adult smartphone owners (2010)
Mobile Experience Solutions: Technology + Strategy
Mobile Experience Solutions: Technology + Strategy
• QR Code Scan 35%
• SMS Text 40%
• URL (browser) 25%
• Unique QR code/URL 11% • IP Address 98%
• GPS shared 60%
1,000,000 Clicks, Scans and Texts
~1MM clicks Jun-‐Sept 2011 – 44Doors Capture
¡ Keep inbound/outbound (send/receive) of texts to a maximum of 3-4 TOTAL actions
¡ With first outbound text, consider delivering rich media MMS (video, coupon, “call to action” content)
¡ Explore vendors that provide real 10-digit phone addresses as well as short codes
¡ Better used at events and in direct mail, rather than in-store (where time may be a challenging factor)
Mobile Experience Solutions: Technology + Strategy
¡ “Mobile Computing” is changing everything ¡ Brevity rules the moment, in terms of
connection + copy + call-to-action ¡ Capitalize on natural, current behavior ¡ Be pragmatic with new devices and platforms ¡ Offer multiple channels from offline to online
(QR Codes, URLs, SMS) ¡ Relevancy improves immediate conversion,
AND creates WOM (Word-of-Mouth)
[email protected] @TheTimHayden
