Marketing KIT Mobile Market

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MarketingSherpas Top 5 Mobile Marketing CaseStudies & How-tos

Copyright 2011 by MarketingSherpa LLC

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http://www.hubspot.com/free-trial/?source=hspd-marketingsherpa-mobilecasestudies-201103


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MarketingSherpas Top 5 Mobile Marketing Case Studies & How-tos 2010-2011 MarketingSherpa LLC

1

TableofContents

INTRODUCTIONFROM

HUBSPOT .............................................................................................2

PAGETESTSCUTMOBILEBOUNCES22%:3STEPSTOIMPROVEEXPERIENCEFOR

MOBILEVISITORS ......................................................................................................................3

ONETWOCAMPAIGNPUNCHGROWSEMAIL&MOBILELISTS:SEGMENTATION

DELIVERS40%LIFTINCTR.......................................................................................................11

DIRECTMAIL

AND

SMS

COMBO

LIFTS

REWARDS

PROGRAM

MEMBERSHIP

5%:

5STEPS...19

MOBILEWEBSITEADVICEFROMTACOBELL:5CONSIDERATIONSTOREACHMORE

MOBILEDEVICES......................................................................................................................25

GETSTARTEDINMOBILEMARKETING:4INSIGHTSTOGUIDEYOURSTRATEGY.................33


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IntroductionfromHubSpot

AccordingtoMorganStanley,infiveyearstherewillbemoremobileinternetusersthan

desktopinternetusers.

Thatisjustoneofthemanyreasonswearetakingmobilemarketingveryseriously.In

fact,wearecurrentlybetatestingourmobileplatformandprettysoonallwebsitesthat

areontheHubSpotinboundmarketingsoftwareplatformwillhavemobileoptimized

viewingenabled.

However,likeeverythinginmarketing,havinganeffectivemobilestrategytakesmore

thanjustmakingyourwebsitemobilefriendly.Goingmobilecallsforanintegrated

approach.

OurfriendsatMarketingSherpahavebeenstudyingthegrowthofmobilesinfluenceon

marketingstrategies

for

several

years.

Weve

picked

four

of

their

most

recent

case

studiesaswellasagreathowtoarticleongettingstartedinmobilemarketing.

Inthiscollectionyoullfindout:

Howatravelwebsitetestedmobileversionsofselectedpages,andincreased

pageviewsandconversions.

Howonesportsonlineretailersetouttocleanuptheiremaillistandinthe

processalsobirthedamobilemarketingprogram.

HowapizzarestaurantchainusedSMS(ShortMessageService),acontestand

directmailtoincreasemembershipinaloyaltyprogramby5%.

WhatideasTacoBellconsideredwhencreatingtheirmobilewebsite.

Additionally,inthehowtoarticleyoullgainsomekeyinsightsfromamobilemarketing

expert.

Ifyouarethinkingmobile,wehopethesecasesstudieswillprovideyouwithgreatideas

on

how

to

succeed

in

marketing

your

products

and

services

to

the

growing

market

of

mobileusers.

Enjoy,

TheHubSpotTeam


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PageTestsCutMobileBounces22%:3Stepsto

ImproveExperienceforMobileVisitors

SUMMARY:ConsumersusingmobileWebbrowsersarevisitingyoursite whetheryou

havepagesdesignedforthemornot.Iftheydon'tfindwhattheywant,theirvisitswill

beshortbeforetheygosomewhereelse.

Seehowatravelwebsiterespondedtogrowingmobiletrafficbytestingmobileversions

ofselectedpages.Thenewpagesdecreasedbouncerate22%,whileincreasingpage

viewsandconversions.

CHALLENGE

MikeBrown,VP,InternetOptimization,Vegas.com,andhisteamnoticedthatmobile

visitorstotheirdestinationbasedtravelandentertainmentbookingwebsiteweren't

stayingverylong.

"People[onmobilephones]whohitthesiteeitherwerelikelytoabandonafterviewing

onepage,ortheygotoneortwopagesinandsaid'Gosh,thisistoohard'and

abandoned,"hesays.

Thebouncerateofmobilevisitorswasabout50%higherthanthatofnormalvisitors.

Theirtimespentandconversionratesweresignificantlylower,too.

Hadmobiletrafficbeenanegligiblepercentageofoverallsitetraffic,theteammightnot

havecared.However,about7%ofthesite'strafficcamefrommobilevisitors,anditwas

growingfast.

Theteamrealizeditwastimetopaymoreattentiontomobilevisitors.Theywantedto

determinewhethershowingthemtailoredcontentwouldimprovetheirexperience,

encouragethemtostaylongeronthesite,andincreasesales.

CAMPAIGN

BrownandhisteambuiltmobileversionsofVegas.com'shomepageandspecific

categorypages,suchthoseforgambling,golf,dining,etc.

Theythenranatestthatservedmobilevisitorseitherthemobilespecificpagesorthe

standardwebpages,tomonitorthedifferenceinperformancemetrics.


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Herearethethreestepstheytook.

Step#1.Limitscopeoftesttoproveconcept

TheteamcreatedmobileversionsofthefollowingareasonVegas.com:

Homepage

Categorypages

Hotelroomsearchtool

Thisessentiallygavetheteammobileversionsofthewebsite'stoptwolayers,which

representthetopofitsfunnel,Brownsays.

Theteamchosethesepagesfortworeasons:

1. Theycoulddirectlyimpactbounceratesandtimespentbyimmediatelysevering

mobile

visitors

tailored

content.

2. Creatingthesepageswasrelativelysimple,Brownsays.

TheteamdidnotchangeVegas.com'secommercearchitecture,meaningmobilevisitors

whoclickeddeeperintothesitethanacategorypage,suchastomakeareservation,

wouldbeusingthetraditionalwebsite'sarchitecture.

Brownrecognizedthissetupwouldlikelycausemanymobilevisitorstoabandontheir

sessionsafterreachingdeeperpages,hobblingthetest'sconversionrates.

However,testingthesite'secommercearchitecturewouldrequiresignificant

investment,and

the

team

wanted

to

determine

whether

mobile

specific

pages

increasedvisitorengagementbeforededicatingtoomanyresourcestotheproject.

Step#2.Designpagesformobilevisitors

Brown'steamcreatedautilitarianversionofitshomepagetoshowmobilevisitors(see

CreativeSamplesbelow).Itincluded:

Vegas.comlogo

Phonenumbertocallforbooking

Displayadwithspecialoffer

Linksto

adozen

of

Vegas.com's

most

popular

category

pages,

such

as

Hotel,

Flight+Hotel,ShowsandNightlife

TheteamdesignedthepagetodisplaycleanlyoniPhone,thetopmobiledeviceusedto

accessthesite.Linkswerelargeenoughtobeeasilyreadandclickedonatouchscreen.

Theteamavoidedusingtoomanyimagestoensurethesitewouldhaveanefficient

loadingtime.


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Thecategorypagestheteamcreatedweresimilartodirectories.Theyincludedlinksto

allrelevantinformation.Forexample:

The"Shows"pagelistedshowsplayingintownwithlinkstomoreinformation.

The"Hotel"pagelistedhotelsintown,andalsohostedasimplesearchtoolto

findavailablehotelrooms.

Oncevisitorsclickedbeyondthecategorypages,theyarrivedonrelevantwebpagesin

thetraditionalwebsite'sformat.

"Ittookabouttwoweeksoftimefromwhenweweretalkingaboutittowhenthetest

wasready,"Brownsays."Honestly,ifwehadknownhoweasyitwasgoingtobe,we

wouldhavedoneitalongtimeago."

Step#3.Detectdevices,splittrafficandmonitorresults

Brownandtheteamusedathirdpartytooltotestthepages.Theydetectedwhich

visitorstoVegas.comwereusingmobiledevicesandroutedthemtoeitherthe

traditionalpageorthemobiletestpages.Theteamchosea5050split,sendinghalfof

allmobilevisitorstothetraditionalhomepage,andhalftothetestpage.

Theteamsplitthemobilevisitorstoensureitcouldcompareperformanceforthesame

sitetraffic.Also,Brownwantedtoplayitsafe.Ifthetestpageswereaflop,hedidn't

wantitnegativelyimpact100%ofVegas.com'smobiletraffic.

"Whenyou'retesting,60%ofthetimeyouguessrightaboutwhat'sgoingtowork,and

40%ofthetimeyoudon't,eventhoughwhenyou'rewrongitcanprovidevalue."

RESULTS

Theteamproveditshypothesisthatvisitorsonmobiledevicesneededatailoredweb

experience.

Theteamranthetestforjustundertwomonths.Comparingmobiletrafficontestpages

tomobile

traffic

on

the

traditional

pages,

the

test

pages

realized:

22%lowerbouncerate

16%morepageviews

4%higherconversionrate

"People[onmobilephones]arespendingmoretimeonthesite,"Brownsays."They're

notaslikelytoabandon,andpeoplearegoingtothebigproductcategorypages


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significantlymoreoften."

Whilethetestdid"marginallybetter"intermsofconversionrates,Brownsays,itwasa

resultheexpected.Theteamdidnottestthesite'sconversionarchitecture,onlythetop

halfofitsfunnel.

Prioritizingmobileecommercepages

Brownconsidersthetestproofthatservingmobilevisitorstailoredincreasesresults.

Sincethen,histeamdecidedtorollupitssleevesandstartcustomizingpagesdeeperin

thesitethatareusedtobooktripsandbuytickets.Theyexpectthissecondroundof

teststoboostconversionratesmoredramatically.

"Wefasttrackedthedevelopmentofmobilebookingpages,whichwereoutsidethis

test'sscope,"Brownsays."Thosewillbereadyinthefall."


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TraditionalHomepageTraditionalHomepage


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MobileCategoryPage:HotelsMobileCategoryPage:Hotels


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MobileCategoryPage:Shows


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OneTwoCampaignPunchGrowsEmail&Mobile

Lists:SegmentationDelivers40%LiftinCTR

SUMMARY:Improvedlistqualityandlistgrowthcansometimesseemlikecompeting

endeavorsforemailers.Seehowonesportseretailersetouttocleanuptheirlistand

discoveredhowtoaddthousandsofnamesalongtheway.

Thisprocessalsobirthedamobilemarketingprogram.Andtheydiditwithjusttwo

emailsthatprovideda40%liftinclickthroughrate.

CHALLENGE

Lastsummer,

Greg

Moser,

Web

Director,

Nytro

Multisport,

and

his

team

were

charged

withturningtheirincreasinglystagnantemaillistintoahighlyrelevant,targetedemail

program.Theyalsohadfallenwoefullybehindmostretailerswhenitcametothe

emergingchannelofadvertisingtomobilephonesandhandsets.

"Wehadawholelotofoldemailaddressesfromthelast10to15yearsofbusiness,"

Mosersays."Wehadlittleotherdatathantheemailaddress.Andwehadthedesireto

beginmobilemarketingbecausewehadjustlaunchedamobileversionofourwebsite.

Wewantedtodotextmessaging.Weknewtheonlywaytodoitwashavepeople

subscribe."

Theonlyproblemwastheirhouseemaillistoftensofthousandsofnameshadbecomewearyofstalemessaging.

CAMPAIGN

Theteamspicedthingsupwithapairofsweepstakesdrivencampaignsdesignedto

growtheirlistwhileincrementallysegmentingtheiraudience.

Inacarefulonetwofashion,theyranthesecampaigns:

Campaign#1.

Run

sweeps/learn

more

about

current

subscribers

Evenwithoutmuchbackenddata,Mosercouldextrapolatefromanecdotaltakeaways

andsalessheetsthattheirdatabasehadtwokeyconsumersegments:

Triathletes

Cyclingonlyenthusiasts


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Buttheydidntknowwhichsubscribersbelongedinthosesegments,orforthatmatter,

wheretheylived.

InAugust,toencouragepeopletoprovidemoreinformation,theysentanemailthat

promotedachancetowinoneoftwohighendroadbicycles.Theemailcampaignwas

supportedby

the

following

aspects

during

the

sweepstakes

40

day

run:

Displayadsviaselectcyclingorientedsites.

FacebookandTwitterposts,whichannouncedthesweepstakesanditswinners.

Inordertoenterthecontest,registrantshadtoenterthefollowinginformationonthe

landingpage:

Fullname

Emailaddress

City/state/zipcode

Country

Birthday

Bikeofchoice

Optincheckboxesforemailandmobilealerts

Mosersaysthatoneoftheprizebikeswasafavoriteoftriathletesandtheotherwas

morelikelytobepurchasedbyaroadcyclist.Thisiswhytheteamgaveregistrantsa

choiceaboutwhichprizetheydprefer.

"Somepeoplewontcomeoutandtellyourightawayiftheyarearoadcyclistoratri

athlete,"Moserexplains."Throughthatkindofbikeselection[intheregistration

process],itwasmeanttogiveusmoreofanideaofwhatkindofenthusiastheorshe

reallyis."

Campaign#2.Segmentlistandtestcreative

Next,Moserandhisteamaimedtousetheinformationgainedfromthefirstcampaign

inamoretargetedeffort.

Theyseparatedactivesfrominactivesandaddedthemtothenewnamesthatendedup

enteringthroughthedisplayadsorthroughviralemailpassalong.

Mosersays

the

second

campaign

went

to

just

half

as

many

names

as

the

first.

"Itwasdefinitelysomethingthatwasthenextstep,somethingthatbuiltoffthefirst

campaign,intermsofbeingabletotargetouraudience."


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Thiscampaign,whichlasted45days,includedthesamepushofdisplayadsacrosscycle

orientedsitesthatthefirsteffortdid,aswellasthemodestFacebook/Twitter

promotion.

Theemailportionofthecampaignmirroredthecreativestyleoftheprioreffort.Here

arethe

key

elements

conjoining

the

two

emails

look

and

feel:

Alandingpagethatincludedcheckboxestojointhemobilelistandemail

program

Subjectlinessimilarinstyleandcharacterlength

Aredcoloredtopnavigationbarintheemailbody

Animagehyperlinkedtothelandingpageunderneaththenavigationbar

Twosmallerboxesshowingotheroffersoradvertisements

Aforwardtofriendfeature

Theonlymajorcreativedifferencewashowthefirstmessageutilizedasuggestive

pictureof

ayoung

woman

as

the

top

image,

while

the

second

email

showed

awell

knownfemalecyclistinaction.Wouldasexyimagetrumpanactionimagewhenitcame

toclickthroughsforthisathleticaudience?

RESULTS

Moserandhisteamsawoutstandingsuccessesandintriguingtakeawaysfromthe

campaigns.

Theopenandclickthroughratesforeachcampaignweresignificantlyhigherthanthe

brandsprevious

averages.

And

the

list

growth

was

considerable

for

the

email

program,

showingthattherewaslikelyaviraleffectinconjunctionwithahealthyperformanceby

thedisplayads.

Resultsfromthefirstcampaign:

Openrateincreased112%

Clickthroughsincreased6%

9,877newpeoplesignedupforemails

2,318optedinfortextmessages

Resultsfrom

the

second

campaign:

Openrateincreased142%

Clickthroughsincreased40%

10,045newpeoplesignedupforemails

3,634optedinfortextmessages


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Mosersaystheimprovedperformanceofthesecondcampaignindicatedasignificant

advantage higherrelevance.Inthiscase,sexdidntappeartosell,astheactionbased

imagehandilysurpassedthesuggestiveimageintermsofclickthroughs.

Healsolaudstheleadgenproduction(almost20,000newnames)fromthetwosends.

"Wemorethandoubledoursubscriberlistovernight."

Thecampaignsboostedthemobilemarketingprogram,buildingtheteamsmobilelist

toalmost6,000names,withjustasmallnumberofemailsandafewweeksoftargeted

banners.

"Itwasdefinitelyasuccess,"Mosersays.

Thewinningnatureofthesecondcampaignalsoledtoarecentspinoffemailthatcould

helpMoserandhisteamtakethenextstepinturningemailandmobilesendsinto

somethingotherthanlistbuildingorviralefforts.

Inthemessage,Nytrooffersanexclusive,limitedtime$1,900discountforpreorderson

anewbikemodelpremieringthiswinter.TheonlyreasonNytrospromotionalidea

passedmusterwiththebicyclemanufacturer atriskofupsettingitsotherretail

partners wasbecausetheeffortcouldbehighlytargetedviaemailduetothefirsttwo

campaigns,Mosersays.

"Soattheendoftheday,thewholethingstartedasleadgeneration,"headds."Butits

probablygoingtocreatesalesforaverytargetedproduct."


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FirstEmail


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FirstLandingPage


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SecondEmail


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SecondLandingPage


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DirectMailandSMSComboLiftsRewardsProgram

Membership5%:5Steps

SUMMARY:Ifyouwanttobuildastrongmembershipbaseforyourcustomerloyaltyor

rewardsprogram,youhavetomakeitaseasyaspossibleforcustomerstosignup.

SeehowapizzarestaurantchainusedSMS,acontestanddirectmailtogetcustomers

toregisterfortheirloyaltyprogram.Totalmembershipincreased5%,andtheteam

savedenoughmoneytorollintolatercampaigns.

CHALLENGE

ChrisBright,

President,

zpizza,

and

his

marketing

team

have

one

major

business

goal:

Theywantatleast1,000heavyusecustomersforeachoftheirrestaurantlocations.

Theteamdefinesaheavyusecustomerassomeonewhospendsatleast$50permonth

atarestaurantandvisitsatleasttwiceamonth.Thetroubleis,itcanbedifficultto

identifythesecustomers.

SotheteamcreateditszTribeloyaltyprogramtohelpidentifyregularcustomersandto

rewardthemfortheirpatronage.Inordertocontinuallyattractnewmembers(and

identifymoreheavyusers),theteamwantedtomakesigningupforzTribeas

convenientaspossible.TheysawanopportunityinSMSmessaging.

"SMStextrightnowseemstobetheeasiestwaytogetsomeoneonboardwithaloyalty

program,"Brightsays.

CAMPAIGN

Brightandhisteamcombinedacashprize,directmailandSMSmessagingtoencourage

customerstoregisterforzTribe,andtointroducenewproductstothepublic.

Herearethefivestepstheyfollowed:

Step#1.Buildregistrationarchitecture

TheteamasksallcustomerssigningupforzTribetocompleteasurvey.Ratherthan

reinventthewheel,theyusedthesamesurveyforthiseffort.

TheWebbasedsurveytakesaboutfivetosixminutestocomplete,Brightsays,andasks


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visitorsquestionsabouttheirzpizzaorderinghabitsandtheircontactinformation.The

lastframeofthesurveyasksvisitorstooptintotheteamspromotionalemaillist.

Step#2.Designcontestanddirectmailpiece

Theteam

set

up

a$5,000

cash

giveaway

contest

tied

to

adirect

mail

postcard.

Contestantsenteredbyscratchingaportionofthecardandtextingtherevealed

keywordandtheiremailaddresstoaprovidedmobileshortcodenumber.Theteam

thenemailedcontestantstotellthemiftheyhadwon,andtoencouragethemto

registerforzTribe.

Herearethekeypartstothecontest:

Prize

The

$5,000

grand

prize

was

tied

to

a

specific

keyword

on

one

of

the

postcards.

If

apersonreceivedthepiecebutdidnotenterthecontest,thegrandprizewould

notbeawarded.Theteamalsoawardedlesserprizessuchassmallfooditems.

Shortcode

Theteamneededashort,simplenumberforrecipientstotextintheirkeywords

andemailaddresses.

CommonShortCodesareleasedfromtheCommonShortCodeAdministration

onathree,six,or12monthbasis.Thefeeisanonrefundable$1,000per

monthfor"select"codesand$500permonthforrandomcodes.(Formore

informationabout

the

CSCA

see

links

below).

Postcardandkeywords

Thedirectmailpieceservedseveralfunctions.First,thegraphicheavyfront

introducedthreenewproductstorecipients.Thereverseside:

o Mentionedthatrestaurantswereacceptingdonationsforanonprofit

organization

o Providedtwocoupons

o Explainedhowtoenterthe$5,000giveawaycontest

Thepostcard

featured

a"scratch

off"

section.

When

scratched,

it

revealed

akeywordthattheuserwouldtexttotheshortcodetoenterthecontest.The

teammostlyusedbrandrelatedwordssuchas"fresh,"Brightsays.

TIP:Althoughnotemployedforthiscampaign,youcansegmentyourSMS

keywordstotrackresponsebyregion.


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Also,itisessentialthattheshortcodeonthepostcardistheexactcode

registeredwiththeCSCA.Otherwisethenumberwillnotworkforconsumers,

andcouldwastetheentirecostofadirectmailing.Brighthasseenthishappen.

Email

Aftercontestants

messaged

their

keyword

and

email

address,

the

team

sent

a

replyemailtellingthemwhattheydwon,andencouragingthemtosignupfor

thezTribeloyaltyprogram.

Step#3.Disseminatepostcards

TheteammailedthecardsinOctobertoresidentswithintwomilesofeachzpizza

restaurant approximately3,000peopleperlocation.Theyalsosentthecardstoeach

restauranttobehandedouttocustomersastheyorderedinthestore.

Step

#4.

Promote

Aswithmostoftheirmarketingcampaigns,theteammentionedthiseffortintwo

additionalplaces:

Homepage

Theycreatedasimpledisplayimagethattoldvisitorstheycouldvisittheirlocal

zpizzalocationtoreceiveagamepiece.Thiswasastaticimagethatdidnotlink

toanotherpage.

Facebook

Theteam

also

mentioned

the

contest

on

their

Facebook

profile

page,

and

includedaproductimage.

Step#5.MonitorSMSentries

Forthemostpart,thecampaignwentsmoothly.However,anissuedidsurfacerelated

tothekeywordtheyhadselectedforcertaingamepieces.

Theteamusedaproductnameforonekeyword,"zBread."Afterscratching,some

customersthoughttheyhadwonafreezBreadandtriedtoredeemthecardinstores

withoutfirst

texting

to

see

what

theyd

won,

per

contest

rules.

"Thatwasalessonlearned,"Brightsays."Dontuseproductnamesinthescratchoff

becausetheycancreatealotofconfusion."


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RESULTS

"WewerepleasedwiththeresultsandwiththeliftinzTribememberships,"Brightsays.

ComparedtotheirnormalzTriberegistrationrate,therateduringthesixweek

campaigngrew

by

17%.

Total

registrations

increased

5%.

Theteamrealizeda1.06%conversionratefromthemailing.

NograndprizeawardedTheoverallcostofthecampaignwaskeptdownsincenooneredeemedthegrandprize

winningpostcard.

"Wellberollingthat$5,000intoanothercampaignthisyear."


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Postcard1

Postcard2


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Email


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MobileWebsiteAdvicefromTacoBell:5ConsiderationstoReachMoreMobileDevices

SUMMARY:Seeminglyeachday,wehearmoretalkofnewmobiledevices,andmore

consumersaremakingtheswitchtoadvancedsmartphonesthatquicklybrowsethe

Web.Isyourbrandready?

WespokewithTacoBellsteamandseveralmobilesitedesignexpertstouncoverwhat

todo andwhatnottodo whencreatingyourmobilewebsite.Findoutwhyyou

mightnotwantthemostadvancedmobilesitepossible.

CHALLENGE

Inlate2008,DanielleWolfson,AssociateManager,InteractiveMarketing,TacoBell,and

herteamhadamostlyFlashbasedwebsite,makingituselesstomostmobilevisitors.

TheteamrespondedinFebruary2009andlaunchedamobilesitewherevisitorscould

easilyfindamenuandanearbylocation.

"Wewantedtoreachour'outandabout'TacoBellconsumersandprovidethemain

informationtheyarelookingfor,"Wolfsonsays.

WesatdownwithWolfsonandothermobilewebsitedesignexpertstobetter

understandwhatittakestobuildastrongmobilesite.

CAMPAIGN

Herearefiveconsiderationstheyprovidedtohelpyourteamdesignasiteyour

audiencewilluse:

Consideration#1.Visitorsgoalsareapriority

Agoodmobilewebsitegivesvisitorstheinformationtheyneedtofulfilltheirgoals.

Beforecreatingasite,yourteamshouldask,"Whywouldsomeonevisitourmobile

site?"

Commonusergoalsinclude:

Findinganearbylocation

Findingcompanycontactinformation

Lookingfordealsandcoupons

Learningmoreaboutproducts


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Understandingusersintentwillhelpyoubuildausefulsitethatyouraudiencewillseek

out.TacoBellsteamfoundthisinformation,inpart,bylookingattraditionalwebsite

analyticstoseewheremobilevisitorsclicked.

"Allthisworkisreallydoneupfront,"saysBrianEaster,CEO,NeboWeb."Thatsactually

moreeffort

many

times

than

doing

the

design

or

development."

Consideration#2.Sizematters

Mobilewebsitescannotaffordtobeaslargeastraditionalwebsites.Thedevices,the

networksandtheconsumerstimearemuchmorelimitedinmobilebrowsers.This

meansyoucannotfulfillmobilevisitorseverygoal.

Wolfsonsteam,forexample,knewthemobilesitesobjective"wasntentertainment,"

shesays.Theteamsmobilehomepagemostlyconsistsoflinksto:

Store

locator

Menu

Nutritionalinfo

Allergyinfo

Ringtones

Mobileapps

Bycomparison,theteamstraditionalwebsitehasastorelocator,menuandnutritional

information,butalsoincludesbrandedcontentsuchasfunnyvideosanddietary

information.Thatsiteisalsoaveryvisualexperiencewithawealthofimages,which

wouldn'tworkwellformobiledevices.

"Wereallyhadtopare[ourtraditionalhomepage]downtothecoreconsumer

information[mobilevisitors]werelookingfor,"Wolfsonsays.

Everyexpertweaskedagreed:mobilewebsitesshouldbesimpleandutilitariantoallow

visitorstoquicklygettheinformationtheyneedandmoveon.

Consideration#3.Designdetailsareimportant

ThemobileenvironmentharkensbacktotheInternetsearlydays,whendialupwas

king.Mobile

networks

and

device

technology

often

extend

loading

times

well

beyond

thatofadesktopbrowsingexperience.Yoursitehastoloadquicklyenoughtosatisfy

consumers ortheywillleaveandnotreturn.


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Smartphonetechnologyisbetterequippedtohandlemoreadvancedmobilesites,buta

muchbroaderaudienceaccessesthewebonlessadvancedfeaturephones.Thesizeof

theaudienceyouretryingtoreachshoulddictatehowfartoparedownyour

experience.

Designconsiderations

include:

Efficientcodingandtailoreddisplay

Fastloadtimerequirementsmeanyourteamsdeveloperswillhavetocode

efficiently.Yoursitesdesignwillalsohavetouseimagesandvideosparingly.

AvoidFlash

Thisdevelopingplatformprovidesarichvisualexperiencetousers,butislargely

incompatiblewithmobilephonebrowsers.TheexpertssuggestavoidingFlash

formobile.

Redirecting

Mostexpertsweinterviewedsuggestedmarketersredirectmobilevisitorsfrom

theirmainwebsitestoamobilesitewitha"m.yourbrand.com"address.This

ensuresmobilevisitorswhouseyourmainsitesURLwillarriveatyourmobile

experience.

"Amethodologythatallowstheusertousetheexistingwebsiteandtheexisting

searchenginesgoesalongway,"saysSkipDavis,Director,Development,

DevelopmentNow.

Rendering

Therearemanydifferentmobilephoneswithvaryingbrowsersandscreensizes.

Yourmobilesitewillrenderdifferentlyacrossdevices.Forexample,TacoBells

sitehasatwocolumndesignonApplesiPhoneandaonecolumndesignon

Blackberrydevices(seecreativesamplesbelow).

Yourteammusttesttoensureyoursiteappearscorrectlyonalltargetdevices.

Somemobiledeveloperplatforms(usedtocreatemobilewebsites)have

emulatingfeaturestotestasitesappearanceacrossdifferentbrowsers.Other

teamsusemobilehardwaretomanuallytesttheirsitesappearance.

Consideration#4.Brandshouldbeconsistent

Partofthereasonsomemarketersenjoyinteractiveandhighlyvisualwebsitesisthe

brandingexperiencetheycanprovide.Thisapproachpresentsachallengewhen

creatingamobilewebsite,sinceyourteamneedstorepresentitsbrandwithlimited

technology.


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TacoBellsteambrandsitsmobilesitethrough:

Brandscolors

Logo

Productimage

URL

Eventhesebasicelementscanhelpcommunicatetovisitorsthattheyvearrivedonthe

rightpage.

Reachyourfullaudience

Also,TacoBellsbrandisrelevanttoawiderangeofconsumers,andtheteamwanted

asmanyconsumersaspossibletohaveaccessitsmobilesite.Theteamcreatedand

testeditssiteforhundredsofdevices.

HadTacoBellchosentocreateasitethatonlyworkedwithsmartphones,itcouldhave

providedaricherexperienceattheriskofdrasticallyreducingthesizeofitspotential

audience.

Consideration#5.Sitemaintenanceisrequired

Itspoormarketingtoletyoursitegostale.Youneedtoregularlyupdateyourmobile

websitewithfreshinformationtokeepitlookingprofessionalandtogivevisitorsa

reasontoreturn.

TacoBells

team

does

this

by

featuring

limited

time

products

and

offers

in

the

homepagessoleimage,andlinkingtheimagetoadescriptivelandingpage.TacoBell

changesthesiteeveryfiveweeksasitsentiremarketingprogramshiftstoanew

limitedtimeoffering.

"Itreallyfeedsintoouroverallmarketingcalendar,"Wolfsonsays."Soitfollowsthe

sameschedulewedowitheverythingelse."

Updatearchitecture

Newtechnology

constantly

enters

the

market.

Your

teams

developers

should

stay

abreastofanynewplatformsyoursiteneedstoaccommodate.Otherwiseyoursite

mightnotloadonthelatestandgreatestdevice.

"Ifyouhaveasixmonthdevelopmentcycle,youhavetolookheadsixmonthstosee

whatthesituationisgoingtobe,"saysJoopRijk,CEO,AdvancedMediaProductions.


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RESULTS

Amonthafterlaunch,theTacoBellsmobiletrafficdoubled"withoutanyreal

promotion."Now,theteamisbetteratmeetingmobilevisitorsneedsandhasmade

thebrandsinformationavailabletomoremobileconsumers.


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TacoBellMobilePageoniPhone


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TacoBellMobilePageonBlackberry


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Menu


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GetStartedinMobileMarketing:4Insightsto

GuideYourStrategy

SUMMARY:Mobilemarketingisbecomingmoreattractiveassmartphonesandmobile

Webbrowsinggainpopularity.Manymarketersare,orsoonwillbe,experimentingin

thischannelforthefirsttime.

Beforelaunchingyourfirstmobilemarketingtests,considerthesekeyinsightsfroma

mobilemarketingexpert.Includesabreakdownofmobilewebsitecategories,alistof

mobilecommunicationoptionsandadviceforplanningyourstrategy.

THEMARKET

Technologyalwaysincreasesinpoweranddecreasesinpriceovertime.The

multimilliondollarsupercomputerofyesterdayistoday'sfivedollarpocketcalculator.

Mobilephonetechnologyisnodifferent.

Morepeoplecarrysmartphonesthaneverbefore:

31.9%ofallmobilesubscribersusedaWebbrowseronamobiledeviceinthe

threemonthsendinginMay2010,accordingtocomScore.Thatsupfrom26%in

comScoresSeptember2009threemonthaverage.

30%downloadedamobileappinthethreemonthsendinginMay,comparedto

6.7%intheSeptember2009threemonthaverage,accordingtocomScore.

"We'redefinitelypastthediscussionofwhethermobileismainstream.It'shere,"says

MatthewSnyder,CEOandFounder,ADObjects,amobilestrategyconsultancyand

agency.

Snyderhasworkedinmobileandconsumerelectronicsformorethantwodecades.He

spent12yearswithNokiaandeightyearswithSony,basedmostlyinJapan,amobile

technologyhotspot.Henowhelpscompaniesunderstandhowmobilechannelscan

improvebusinessandmarketingperformance.

WespokewithSnydertogethistakeonwhatmarketersneedtoconsiderbeforetesting

mobilemarketinginitiatives.Herearethefiveinsightsheprovided.

Insight#1.StartwithamobileWebpresence

SnyderisastrongbelieverintheWeb.Thecornerstoneofanymobilestrategyshould


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beaWebpresence,hesays,whetheritisasinglelandingpageorafullmobilesite.Even

ifamarketerisexperimentingwithsendingSMSmessages,thesemessagesshould

includealinktoapagewheremobileuserscanlearnmore.

HerearefourtypesofmobileWebpresencesSnydersees:

1.Mobileversionsofexistingsites

Companieshavebuiltmobilewebsiteswhichoffernearlythesamefeaturesastheir

traditionalwebsites,butwhichareadaptedtoahandheldformat.Atextbookexample

isFacebook'smobilewebsite(seeUsefulLinksbelow).

2.Pluginbasedmobilesites

Similartothefirstcategory,blogsandwebsitesbasedonWordPress,Drupalorsimilar

opensourceplatformscanusefreepluginswhichformatsitesformobileaudiences

(seeusefullinksbelow).

3.Mobilelandingpages

Asthenamesuggests,thesesinglepageentitiescanbecreatedquicklytoaddamobile

Webpresencetoamarketingcampaign.

4.Dedicatedmobilesites

Thesesitesarestandalone,multipageentities,notmobileversionsofatraditional

website.Theyhavetheirowndesignsandstrategiestomeettheneedsofmobile

visitors.

Insight#2.Considerallmobileoptions

Mobilenetworksanddevicesprovidearangeofwaystoreachanaudience suchas

text,voiceandemail.Whenyourteamisconsideringhowbesttoincorporatemobile

intoitsmarketing,considerallthemajorpossibilities:

ShortMessageService(SMS)

SMSiscapableofsendingminimal,textbasedmessagestoyouraudience,which

canincludelinkstocallaphonenumberorvisitawebsite.

MultimediaMessageService(MMS)

MMSis

similar

to

SMS

technology,

but

can

also

send

content

such

as

images,

videoandaudiofilessuchasringtones.

Voice

Mobilephoneshaveclicktocallfunctionalitythatenablesaudiencestoreach

youdirectly,ortoclicktorequestacallfromyourteam.


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Web

SimilartotraditionalWebbrowsing,themobileWebiscontinuallyaddingpages

ofcontentdesignedforeasyaccessfromhandhelddevices.

Proximitymarketing

Smartphoneswith

GPS

and

similar

technologies

are

capable

of

broadcasting

locations.Somemarketersaretakingtheopportunitytodeliveradstomobile

usersinspecificlocations,suchaswhenthey'renearbrickandmortarstores.

Applications

Computerprogramsspeciallydesignedforsmartphonesarewidelyavailableand

havetheirownmarketplaces.Somemarketershavedirectlyintegrated

campaignsintotheiraudiences'phonesbydesigningandofferingabranded

mobileapp.

Content

Brandedcontent includingringtones,images,videosandebooks arejusta

fewofthemanydifferenttypesofdigitalinformationmarketerscanprovideina

mobileformat.

Email

AsanybusinessprofessionalwithaBlackberrywilltellyou,emailisamobile

channel.Peoplefrequentlyreceiveandsenddigitallettersthroughhandheld

devices.

Insight#3.Mobiledoesnotstandalone

Mobilemarketingdoesnotsucceedasanisolatedchannel,Snydersays.Instead,it

worksbestwhenintegratedwithotherchannelsandtacticstoformacrossplatform

strategy.

Examplesinclude:

CombiningSMSorbarcodecallstoactionintraditionaladvertising

Mobileappsthatintegratewithtelevisionshows

Mobilecouponsforinstoresales

Mobilepromotions

should

also

be

integrated

with

other

channels.

For

example,

mobile

contentshouldbepromotedonyourwebsite e.g.ifyou'readvertisingafree

whitepaperdownloadandit'savailableinamobileformat,mentionthisinyourwebsite

ads.


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"Mobile,ingeneral,isthegluethatconnectsallmedia,"Snydersays,"Assmartphones

becomemoreprevalent,themoretheywillbeassociatedandattachedwithexisting

mediachannels."

Insight#4.Mobilerequiresawellplannedstrategy

Itcanbetemptingtoquicklytestproximitymarketingoramobilewebsitejusttosee

whathappens.Butmobilemarketinginitiativesshouldbecarefullyplanned,Snyder

says.Otherwise,youriskwastingtimeandmoney,andpossiblydamagingyourbrand.

Areastoconsider:

OverallmarketingstrategyMobiledevicesareextremelypersonal.Ownerscarrythemeverywhere,andduringall

stagesofthebuyingprocess.

Givenmobile's"constantlyconnected"attributes,youmustunderstandtheimpactof

makingmobileinformationavailablethroughoutyourentiremarketingstrategy.Your

teamshouldknow:

Whichspecificgoalsyouwanttoachieve

Howthetacticwillhelpachievethosegoals

Whatpossiblenegativeimpactitcouldhave

UsagecasesforyouraudienceDeterminethewaysinwhichyouraudiencewould,oralreadydoes,interactwithyour

companyonmobiledevices.Putyourselfintheirshoes howcouldtheyusea

smartphoneto

learn

more

about

you?

Bycheckingyourwebsite'sanalyticsyoumayfindmobilevisitorsarealreadyaccessing

yoursite. "I'veseenanywherefrom5%to20%ofexistingwebsitesgettinghitby

phonestoday,"Snydersays.

MediabuyingandbudgetYourteamalsowillhavetoconsiderwheremobilemarketingfitsintoitsmediabudget

andpriorities.Youwillhavetogaugeinvestmentandpotentialreturnwhileensuring

theoverallmediaplaniscapableofmeetingitstargets.

Somemobilechannelsareinexpensivetotest.Forexample,yourteamcouldeasilyadd

acalltoactiontoyourtraditionaladvertisingtoaskviewerstosendyouanSMS

messageorvisityourmobilesite.Othersaremoreexpensive,suchasmobile

applications,whichcancostbetween$20,000and$100,000todevelopaquality

product,Snydersays.

Date post:	05-Apr-2018
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