Post on 04-Aug-2015
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Mobile-centric version of the addition of local entries to search engine results.
SoLoMo emerged as a result of the growth of
smartphones and the greater local precision they provide.
So MOBILE is the key!
Think SoLoMO!
Smart Phones Are Already
The Dominant Platform & Will Only Become
Larger
Source: IDC. Mar. 2013
Why Are We Here?
On average 30% of visits to websites are by users on mobile
devices
Why Are We Here?• Website visits on
mobile devices growing exponentially
• Consumer-oriented sectors are as high as 50%
Source: Snap. Nov. 2014
43% of all Google Searches Are Local
Local Searches Drive Higher Engagement Throughout The Purchase Process
It’s no longer just “last mile” engagement!Source: Google/Ipsos. May. 2014
Why Are We Here?
SHOCK NEWS!!! SHOCK NEWS!!! SHOCK NEWS!!! SHOCK NEWS!!!
Mobile search accelerates at the weekends and in the evenings
People use their mobile devices to search when they are away from their PC!
Source: Google. June. 2011N.B. the scales of the two lines are different and so volumes of searches are not proportional in this graph.They are aligned simply to highlight the differing trends between them
Why Are We Here?
Mobile Visitors Have HighExpectations
No Mobile Website=
Bad Customer Service
Source: Google. Sept. 2012
30% / 61%=
18% Of All Visitors
Why Are We Here?
Responsive Design
Mobile First
Apps
SMS
Mobile Ads
QR Codes
Mobile Content
Click-To-Call/Email
Places/Location
Analytics
Check-ins/Sharing
Mobile Marketing Strategy• Sometimes “just diving in” is a good
idea...but not for long-term marketing• Follow The 4 Key Implementation Steps• Step 1 - Define Your Goals
– Attract New Customers– Generate Repeat Business– Increase Sales– Drive Website Traffic– Drive Foot Traffic– Increase Engagement With Competitions,
Coupons, Downloads– Generate Event Registrations– More Likes, Fans, Followers, Advocates– Promote Your Services/Knowledge/Appeal
• Step 2 - Determine What Activities/Channels Will Help Achieve Those Goals
• Step 3 - Implement the plan• Step 4 - Analyse and adjust
1. Goals
2.Channels
3.Implement
4.Analyse
Source: https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html. November. 2014
You’re Wasting Your Money!
If you spend time and money on social and location marketing with
no mobile site...
Mobile/Responsive Website• Having a website that is optimised for
mobile visitors is your #1 Priority
• When was the last time you checked your website on all major devices?
• Did you review the UI and flow throughout the site?
• Are you displaying the key CTAs?
• Do you have a Click-To-Call prominently displayed?
• Is the experience broken?i.e. Mobile homepage, non-mobile booking page.
• If your site is not mobile-friendly then DO SOMETHING NOW!
• Analyze your traffic through analytics and review mobile specific visitor data
m.snap.ie
You Have Two Options• Mobile-Specific
– Design for Smartphone and Tablet separately
– A more dedicated experience for visitors
– Faster load time– Higher initial cost– Easier to maintain
independently of desktop site
– Harder to maintain entire web suite
• Responsive/Adaptive
– Easier to maintain entire web suite
– One-Size fits all
– Generic Experience
– Typically slower to load– Lower initial cost– Harder to maintain
independently of desktop site
SMS (The Twitter For Everyone)
• If you haven’t considered SMS, YOU SHOULD!– Open Rates of >95% (compared to average
25% with email)– Conversion Rates are up to 8X higher than
email– Texts are read within 4 – 15 minutes– SMS messages are trusted (<1% SMS Spam)– Even the oldest mobile can receive SMS
SMS (The Twitter For Everyone)
• You can run campaigns based on many factors– Time
– Location
– Gender
– Age
– Income
– Credit Rating
– Home/Car Owners
– Roaming
– More
– Combination
m.snap.ie
• How can you benefit?– Send targeted, time-sensitive,
important messages– Use location-based targeting if
appropriate– Piggy back off twitter messages
(very complementary)– Use short codes and encourage
opt-ins/engagement & send coupons
– Give special incentives for opt-ins
– Reserve SMS for your advocates and key customers (make it a privilege)
m.snap.ie
SMS (The Twitter For Everyone)
Check-Ins/Location/Reviews• Make sure you are listed on all major
social sharing/Review sites– Facebook– Google+– Twitter– Foursquare– TripAdvisor– Yelp
• If you don’t create the listing a random person will and might get details wrong – so multiple listings
• Encourage/Incentivise visitors to check-in and leave reviews (EVERY TIME)
– Create Check-In VIP Club
– Discounts
– Competition
– Donations To CharitySource: Beyond. May. 2011
Check-Ins/Location/Reviews• Encourage Reviews
– Visitors can write it there and then on their smartphones
– Check-Ins are mini reviews in themselves!
Source: BrightLocal. June. 2013
Mobile Optimised Email• If you don’t do email
newsletters, you should re-think now
• If you do, but you don’t optimise for mobile, you need to
– 90% of smartphone owners access the same email account on mobile and desktop
– Mobile email opens grew 21% in 2013, from 43% in January to 51% in December
– More email is read on mobile than on a desktop email client
– Typically, more than 25% of email is read on a smartphone.
Source: Litmus. October. 2013 & Linx. April. 2014
Mobile Optimised Email• The 4 Steps
1. Reduce image file sizes for faster loading.
2. Set image sizes by proportion of screen not pixels
3. Make links and CTA buttons much bigger
4. Use a responsive design/template.
Not Optimised
Optimised
Mobile Ads
• Mobile advertising provides amazing opportunities
• They benefit from:– Growing impressions
share (although still lower overall)
– Higher CTR– Lower CPC
Source: The Search Agency. April. 2014 & Google Insights. 2013
Mobile Ads
• When advertising on mobile platforms, use all the options available– Click-To-Call– Create mobile preferred ad
with specific ad text pointing to mobile site
– Ad Location Extensions– Mobile adjusted bids– Use ad scheduling & adjust
bids by time of day• You can even bid by weather
conditions in your target area
Step 1 - Dreaming• Travellers are not
actively planning• Their brains are like
sponges• They are open to
ideas and interesting things
• Engage Them – Tempt Them
• Not just offers, but what’s happening in your area
• Get engagement from past & current visitors too
Activity Type LOcal
Step 2 - Planning
• Travellers are in detail mode
• Give them as much information as you can
• Can they get all the info they want on all platforms?
• Use comparison tools to help them decide
• They may not be ready to book yet, but offers and strong CTA is key
• MANAGE YOUR ONLINE REPUTATION!!!
Activity Type
SOcial-LOcal-MObile
Step 3 - Booking• Travellers have
decided and they want to book NOW!
• Don’t get in the way• Make it as easy as
possible on all platforms
• Don’t give them a broken experience
• Think upsells and upgrades
• Think complementary sales (other services from 3rd parties)
Activity Type MObile
Step 4 - Anticipating• Trip is booked!• They want to (and
will) tell everyone• Make it easy for them• Give them cool
content to share• Make it shareable• Send them
emails/texts about the things they’ll enjoy
• Let them know about upsells and cross-sells
Activity Type
SOcial
Step 5 - Travelling
• Travelling can be stressful – so help them
• Send important reminders a day or two before travel
• Send useful information (directions, maps, etc.)
• Send coupons and vouchers for complementary services
• Make the experience easy!
• Ensure all content is mobile-friendly
Activity Type
MObile
Step 6 - Destination• They have arrived• They want to let
people know & share their experience
• LET THEM• Give them Wi-Fi• Be visible on location
services• Promote check-ins,
sharing, reviews and likes and incentivise action
• Send messages about what they can do each day and local news
Activity Type SOcial-LOcal-MObile
Step 7 - Sharing
• When traveller returns home they continue sharing
• Encourage it and get involved
• Encourage them to like and share to your pages
• Send messages asking them to tell you what they loved and write a review on major sites
• Send shareable content with offers for return visits or new customers
• Ask them to share
Activity Type
SOcial
Mobile Marketing Commandment 2
Thou Shalt Not Put Any Other Form Of Marketing Before Mobile Marketing
Mobile Marketing Commandment 3
Thou Shalt Have A Reasonable &
Appropriate Budget For Mobile Marketing
Mobile Marketing Commandment 5
Thou Shalt Not Expect Your
Customers To Put Up With Non Mobilised
Content
Mobile Marketing Commandment 7
Thou Shalt Not Create A Mobile App
Unless There Is A Really Good Reason
To Do So (And You Have Really, Really
Thought About It!)
Mobile Marketing Commandment 8
Honour Thy Mobile Marketing
Campaigns By Analysing The
Results Carefully (At Least Occasionally!)
Mobile Marketing Commandment 10
Thou Shalt Not Covet Thy Competitor’s Mobile Campaign
(Unless You Can Prove Its Merits)