MOBILE MARKETINGStrategies for Success in a Rapidly Changing World

Paolo VidaliDirector of Technology & Senior Digital Marketing Strategist @PaoloRobot

WHAT ARE WE TALKING ABOUT?

•Mobile growth is unstoppable and exponential•Your marketing needs to be responsive and mobile ready•You need a strategy for paid, earned and owned media

NOW IT’S TIME FOR A HARD DOSE OF REALITY

MOBILE QUERIES ARE GROWING 80% YEAR AFTER YEAR.

“MOBILE IS GOING TO BE THE PRIMARY WAY TO REACH YOUR CUSTOMERS IN THE NEXT YEAR OR TWO.”

- Andy Miller 8/13Head of Mobile Search Sales & Strategy at Google

¾ OF MOBILE USERS IN THE US ARE SMARTPHONE USERS

¾ OF MOBILE USERS IN THE US ARE SMARTPHONE USERS

DON’T ASSUME YOU KNOW MOBILE DEMOGRAPHICS

• 38% of children under 2 use mobile devices

• Adoption is not limited to urban/metro areas

• 60.7% of the global population are mobile phone users, compared to 40.0% in 2008

• 68% of mobile searches happen at home where there are other, larger devices available

SMARTPHONE & TABLET USERS AREN’T WHO YOU THINK THEY MIGHT BE

TREADING WATER ISN’T GOOD ENOUGHThis is all happening very, very fast

IF YOU’RE NOT PAYING ATTENTION TO MOBILE, YOU’RE GOING TO BE LEFT BEHIND. SOON.

THERE ARE CONSEQUENCES FOR BAD MOBILE EXPERIENCES

THERE ARE CONSEQUENCES FOR BAD MOBILE EXPERIENCES

•40% of mobile users turned to a competitor’s site after a bad mobile experience•Organic search penalties• Lower AdWords quality scores• Lost revenue & opportunities

CONSEQUENCES

AS MARKETERS, WE HAVE TO DO BETTER AT MATCHING ACTUAL CONSUMER NEEDS AND DELIVERING A GREAT MULTI-DEVICE EXPERIENCE.

SO WHAT IS TO BE DONE?

Paid, Earned and Owned Media

Strategies

PAID MEDIA

• With AdWords enhanced campaigns rollout in July, can now have mobile-preferred ads

• Can disable website link and force click to call for mobile ads

• Google Call Forwarding (AdWords)

• Skype Call Forwarding (Bing Ads)

MOBILE USERS MAKE THE CALL

GOOGLE ESTIMATES THAT 50% OF MOBILE CONVERSIONS ARE CALLS.

• Call tracking for individual campaigns• Some available at the keyword level• Replaces a number throughout your

site with Javascript on-the-fly• Remains cached for returning visitors• Attribution isn’t just important to

determine return on ad spend (ROAS) but also mobile usage

DNI – DYNAMIC NUMBER INSERTION

• AdWords removed the ability to separately target tablets in Enhanced Campaign rollout

• For all intents and purposes, Google considers tablet traffic congruent to desktop behavior

WHAT ABOUT TABLETS?

Strategies for SEO

EARNED MEDIA

• New SEO penalties for having mismatched mobile content versions and slow loading• Poor user experiences can

kill your visitors off– unplayable videos, slideshows, bad redirects, app download interstitials• Google has a separate

Mobile Smartphone crawler

1. Migrate away from mobile-only sites to responsive design

2. Mobile title optimization: 45 characters for titles vs. 65 characters

3. Webmaster Tools: crawl as Google mobile to uncover issues

4. Localize your content (if applicable)5. Make sure your video & audio works!

Transcribe it

5 TIPS FOR MOBILE SEO

OWNED MEDIA

• The majority of mobile searches occur in the afternoon and evening• 81% of mobile searches are driven by speed and convenience

CONTENT IS CONSUMED DIFFERENTLY ON MOBILE

• Concise and to the point• Fun (killing time)• Actionable (directions, calls)• Fast (load times)

THE CONTENT PEOPLE WANT ON MOBILE IS

TAILOR YOUR CONTENT SO IT CAN BE DIGESTED ON MOBILE

THERE IS A UNIVERSAL TRUTH

Independent of the type of content

THAT IS,DESIGN MATTERS

THERE IS A UNIVERSAL TRUTH

Independent of the type of content

THAT IS, DESIGN MATTERS

• It needs to be fast. Under 2 second load time fast.• Text has to be legible, and larger than desktop screen text.• Beware of the unintended consequences of design

MOBILE UX PRESENTS CHALLENGES

RULES FOR DESIGN & DEVELOPMENT

• It has to be clean. It is the ultimate minimalist expression of your brand.• Paring down is difficult and you will need to reprioritize.•We’re in a multiple screen world, not a mobile world.• There are a ton of devices out there, each with their own screen size. Testing can be difficult.

RESPONSIVE DESIGN IS YOUR NEW STANDARDMoving forward, scaling for screen sizes is the path to take

DESKTOP

TABLET

MOBILE

• Responsive vs. Mobile Only• Yes, Google used to

recommend mobile sites• If you already have

one you can keep it• Don’t orphan your

content or your users

MOBILE-ONLY SITES ARE NO LONGER RECOMMENDED

BUT DOESN’T THIS COST MONEY?

BUT DOESN’T THIS COST MONEY?

YES, YES IT DOES.

EMBRACE CHANGE

DIG DEEP INTO ANALYTICS

•Mobile growth is unstoppable and exponential•Your marketing needs to be responsive and mobile ready•You need a strategy strategies for paid, earned and owned media

WERE YOU TAKING NOTES?

ANY QUESTIONS?

THANK YOU KINDLY.

Find me@PaoloRobotpaolo@dragonsearch.nethttp://www.slideshare.net/PaoloVidali