Mobile Marketing
Christina Inge, FounderSleek Marketing University
In the Realm of the Majority
In the Realm of the Majority
Mobile SEOMobile Share of Organic Search in the US, 2013-2015
Brains Are Going MobileCognitive load is higher
watching TV than looking at our phones
CounterintuitiveReading on a tablet uses
different parts of the brain than reading on paper
Could be psychological and extinguished in coming years
What Mobile Marketing is About
Reaching customers at the right moment
Finding mobile solutions for your context
Being strategy
Mobile is About Context
Transformation of the way people engage with technology
Expectation of ambient technology
Not an experience you sit down to
Facilitation when and where you need it
Your Business Needs to Get Social, Local and Mobile- Fast
●Americans are “SoLoMo”:○ Shop socially○ Search locally○ Do it all on mobile
●97% of consumers now search for local businesses online
●61% of Millennials use social media to determine where they go out
●78% of small businesses get at least a quarter of new customers through social media
Examples of Mobile UX FactorsTime
Location
Context
Responds to user behavior, instead of dictating it
Reaching the Mobile Consumer● 57% of users say they won’t recommend a
business with a poorly designed mobile site● 83% of users say that a seamless
experience across all devices is very important
○ A more seamless experience between devices means a more seamless journey for the buyer and increased likelihood of buying
● Mobile email opens have grown by 180% in the last three years
○ More people use their phone to open emails than to make calls
Honey, Who Shrunk Our Site?
Mobile is not about creating a mobile-friendly site and calling it a day
A Great Mobile SiteThoughtful “breakpoints”
Gives people the content they need in context
Personal-saved search history, other user-centered features
Makes desktop content accessible
Gives people what they want, but more of what they need
Mobile Experience
RulesPersonalization over customization
Context over coupons
Don’t “dumb down”
Designing Branded Mobile Apps: Recommendations
5 main business objectives of mobile apps:Communication: sharing brand valuesCRM: Acts as an intermediary between the
brand and its customersSales: aim to increase sales via location
awareness, context and customizationProduct innovation: allows users to generate
product ideasMarket research
We Are Still Marketing Via Email● Most mobile advertising has shown to be
expensive with low conversions- email is the exception
● Despite the proliferation of messaging apps, email continues to be used as a communication medium○ Emailing is the 3rd most popular
activity after texting and going online○ Majority of email opens are on mobile
devices