Mobile marketing copy
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Mobile optimization is a top priority for companies in 2013 according to surveys. The document discusses various methods for mobile optimization including responsive design, dedicated mobile websites, mobile apps, and mobile landing pages. Responsive design allows one website to adapt to different devices but can be complex and slow. Dedicated mobile websites are optimized specifically for mobile but require more maintenance. Mobile apps are useful if they make tasks easier for users. Landing pages are effective for mobile advertising campaigns to capture leads. Case studies show that simplifying the mobile user experience can significantly increase conversions.
![“Of the firms on the 2012 AmLaw 200 list, 22 firms (11%) have mobile apps.
This is an increase of 38% from last year [16 firms]. As a point of reference, 54
AmLaw200 firms (27%) have mobile compatible web sites.
•“Of the firms on the Global 100 list, 23 firms (23%) have mobile apps. This is
an increase of 35% from last year [17 firms]. As a point of reference, 29
Global100 firms (29%) have mobile compatible web sites.
•“AmLaw 200 and Global 100 firms have collectively produced a total of 42
apps. This is an increase of 54% from last year.”
Source: Law Firm Mobile Blog
http://lawfirmmobile.com/2013/03/amlaw-200global-100-mobile-app-report-for-2013/](https://image.slidesharecdn.com/mobilemarketingcopy-130502140338-phpapp02/85/Mobile-marketing-copy-23-320.jpg)
Mobile marketing copy
- 1. Make Mobile Optimization: TOP Priority for 2013 Are you making your clients pinch and zoom?
- 2. TOP PRIORITIES FOR DIGITAL IN 2013 % SOURCE: ECONSULTANCY.COM IN ASSOCIATION WITH ADOBE MOBILE OPTIMIZATION IS IN THE TOP THREE PRIORITIES FOR OUTSIDE AGENCIES THAT SERVE COMPANIES -TOP SEVEN FOR COMPANIES 700 SURVEYED
- 3. Mobile Optimization means that every web page, blog post, ebook, newsletter, video, podcast, form, social interaction, etc, will adapt to 7 common (or 17 optional) mobile operating systems and dozens of screen sizes. 1.3 BILLION SMART PHONES* WORLD WIDE *DEVICES WITH INTERNET CONNECTIVITY, WEB BROWSER AND CELLULAR VOICE
- 4. “An increasing number of in-house counsel are reading daily general business media on their smart phones (53%), tablets (39%), or mobile apps (23%). Signaling their growing consumption of media on the go! SOURCE: 2013 IN-HOUSE COUNSEL SURVEY BY GREEN TARGET, INSIDE COUNSEL MAGAZINE AND ZEUGHAUSER GROUP MOBILE CONSUMPTION IS RISING
- 5. Business people consume content in a highly distracting environment. On smart phones they are looking for a snippet of practical information... They want to find it...quickly, easily, and move on.
- 6. Mobile Optimization Provide a positive experience from any device, screen size, OS, or browser with... 1. Responsive Design 2. Dedicated Mobile Websites 3. Mobile Apps 4. Mobile Landing Pages 5. Mobile Friendly Email Campaigns
- 7. Responsive Design Adaptive version of your primary website Opens in a browser Does not reside on the device Needs an Internet connection - (typically loads slower than a mobile website) Dedicated Mobile Website Built to display on various devices, screens, and operating systems Opens in a browser No part of the site or content resides on the device Needs an Internet connection - (typically optimized for faster load) Mobile Application Downloaded to a device from an App store Does not open in a browser Sits on the user’s home screen Can be used without a connection - with limitation THREE COMMON MOBILE CONTENT-DELIVERY-METHODS MOBILE WEBSITES - MOBILE APPLICATIONS - RESPONSIVE DESIGN
- 8. Customizing gets expensive Slower load time Content clutter - mobile users are not looking for deep information Outdated sites don’t adapt nicely - frustrating for users Limited things you can do compared to a dedicated mobile website One website - adaptive design CONSIDERATIONS: #1 RESPONSIVE WEB DESIGN
- 9. Responsive web designs are inherently complex because they are trying to support many viewing experiences without necessarily optimizing the experience for one particular device (or genre of devices) To speed up a responsive site would require remove specific scripts from running, avoid loading certain CSS, and downloading large images A responsive website tuned for best performance would still not be as fast as a dedicated mobile website that’s implemented equally well Complexity of customizing involves greater cost
- 10. FREE: Responsive design Wordpress plug-in WPTouch allows More customization than Jet Pack mobile plugin TURN YOUR WORDPRESS BLOG INTO A RESPONSIVE DESIGN FOR FREE!
- 11. #2 Dedicated Mobile Web Design A website that is specifically designed for mobile - separate from your desktop site
- 12. Click to call Click to email button 44x44px thumbprint sized with space around Above the fold - top 100px No pinch & zoom Concise content - avoid clutter Choose fonts/colors with contrast Speed Strip out large images No Flash Single column view Forms should be short Test on landscape and portrait views Include maps link to google maps open embedded map app in your site YOU CAN encourage visitor behavior BY THE PRECISE LAYOUT OF YOUR Dedicated MOBILE WEBSITE DESIGN TEST ON ALL OPERATING SYSTEMS, DEVICES AND MORE....
- 13. Faster Load Speeds – Dedicated mobile websites use less code and smaller images than desktop sites, making their page load speed much faster. Responsive design sites contain far more code, content, and larger image files, which can slow down page load speeds. Designed for Specific Purpose – A dedicated mobile site can enable specific actions, i.e. allow clients to easily and conveniently book an appointment on the go. (You could alternately contain that function in an app.) Usability - Some desktop site features do not work properly on mobile devices. When a visitor encounters this, they can become frustrated with the experience, which can result in lost business. With a dedicated mobile site, you can potentially provide your visitors with a more user-friendly, specific mobile experience. Less Content - A dedicated site will contain only the most important mobile content and thus, clutter. PROS
- 14. Dedicated mobile sites require multiple URLs for each page optimized for mobile. This results in redirects, potential search engine optimization issues and the potential for errors between devices. Dedicated site content is stripped down - attorney bios would ideally be truncated. Dedicated sites sometimes look, feel and function differently than the full site - not necessarily wrong if it serves a user’s purpose. A dedicated mobile site requires that content be replaced, changed and updated on multiple urls. Content management may be an issue. CONS
- 15. How are law firm mobile sites measuring up?
- 16. welcome to our “mobile site”? Seriously? visitors do not need to be told They’re viewing the site on their mobile... “Welcome” IS FALL BACK TO 1997 WHEN PROTOCOL WAS TO WELCOME EVERYONE TO THEIR WEBSITE...QUAINT - FAR FROM INTERESTING
- 17. Lead with experience Less is more...EDIT to SAVE REAL ESTATE - It can make all the difference - view more vs. View All experience KEEP IN MIND: ON MOBILE....
- 18. Lead with search... Do not make the user delay gratification while “find” pages load up. AVoid extra clicks. GOOD BETTER
- 19. lead with brand clear concise above the fold branding. Choate adds intuitive access to search and menu options using icons GOOD VERY GOOD
- 20. Lead with CALL to action Don’t make visitors think and click, click, click. Make it easy for them - click to call or click to email you! OR CLICK CLICK CLICK CLICK TO CALL!DON’T MAKE ME THINK! Where do I go to call you? Pick a door!
- 21. Why will people download our APP? it serves a function - what? it makes life easier - how? it’s entertaining -why? IF YOU THINK YOU NEED AN APP, ASK... #3 MOBILE APPS
- 22. Apps should Make important things Interesting, easier or entertaining Apps are a WEb application downloaded to a device for special purposes
- 23. “Of the firms on the 2012 AmLaw 200 list, 22 firms (11%) have mobile apps. This is an increase of 38% from last year [16 firms]. As a point of reference, 54 AmLaw200 firms (27%) have mobile compatible web sites. •“Of the firms on the Global 100 list, 23 firms (23%) have mobile apps. This is an increase of 35% from last year [17 firms]. As a point of reference, 29 Global100 firms (29%) have mobile compatible web sites. •“AmLaw 200 and Global 100 firms have collectively produced a total of 42 apps. This is an increase of 54% from last year.” Source: Law Firm Mobile Blog http://lawfirmmobile.com/2013/03/amlaw-200global-100-mobile-app-report-for-2013/
- 24. Yet...60% of mobile/tablet users prefer reading news on a mobile website, not an APP...according to Pew Research Center 87% in-house counsel use the Internet for getting their news & information... Sidley app provides push notifications users select from by practice focus Possibly important, easier for companies that have lots of legal issues...
- 25. Apps that enlighten users about important issues may influence them to pick up the phone and call you!
- 26. Your APP is cr-app If your app does not make important things easier, more interesting or entertaining...save your money, time, and reputation. If you have only occasional newsletter content or blog posts, attorney “list” or dense content that can be found elsewhere on a website, you are not app-worthy.
- 27. Your clients may want your app IF.... ...your app provides a client portal to make online payments, contact personnel with one click, schedule a meeting, access court resources, view calendar deadlines, receive reminders, calculate something, or push notifications of breaking industry news...you might be app worthy, but only if your clients perceive value. If not... • Better to co-brand the next Angry Birds, with your client’s tech start up, than to waste time inventing something that isn’t going to fly...pun intended. • Better to build an effective mobile site and some landing page campaigns to learn how you might address an unknown need with an app that isn’t crap!
- 28. A Mobile LandingLanding Page is...Page is... QR CODE READER A SIMPLE MOBILE PAGE THAT IS THE DESTINATION OF A LINK FROM MOBILE ADVERTISING, TEXT MESSAGING, QR CODE, OR EMAIL NEWSLETTER CAMPAIGN IPHONE: QRREADER BY TAP MEDIA - FREE #4 MOBILE LANDING PAGES
- 29. Landing Pages are used for: campaigns coupons opt ins lead capture test newsletter effectiveness test visitor experience for improvement convert leads
- 30. Case study Ritz-Carlton Destination Club brand sent an email offer to it’s list to learn about user behavior on specific devices... SOURCE: MARKETINGSHERPA.COM :-) WHAT THEY LEARNEDWHAT THEY LEARNED SURPRISED THEMSURPRISED THEM
- 31. iPhone subscribers were directed to a specfic custom landing page with only Company logoCompany logo One sentence of copyOne sentence of copy Vertical form fieldsVertical form fields Button to sendButton to send
- 32. Standard all other email newsletter subscribers were linked to a standard page with typical, rich images, dense copy, and a book now button
- 33. The iPhone page had starkly higher conversions than the standard page. Conversions jumped from 5% to 7% for iPhone users.
- 34. Second email offer Expanded the campaign to include offer for 2 complimentary nights package in Vail.
- 35. logo Headline Bullets and Buttons to request info or view images iPhone subscribers were given three options on their landing page...
- 36. REQUEST INFO FORM: Keep It Short. MOBILE USERS MAYBE “ALL THUMBS!”
- 37. View Images: custom gallery page This landing page option on email #2 was sent only to iphone users
- 38. Mobile email traffic increased 243% from the 2nd campaign, over all. iPhone visitors converting at a higher rate 8% of all landing page traffic 15% of form completions
- 39. The fact that law firms cannot offer coupons, two for one deals or “sell” product does not exclude them from building email campaigns and landing pages to test client sentiment, evaluate actions or build client loyalty, for example. Really, the opportunities are limited only by the questions you want to answer, the creativity you employ and Bar rules on advertising and ethics.
- 40. Law firms are leaving significant opportunities on the table if they do not have a mobile website Email marketing and mobile landing pages - used in certain business cases - can support the client experience in important ways For the right reasons, mobile Apps can provide value to clients--make something easier, more interesting or entertaining--and build brand loyalty
- 41. TIP:TIP: free google mobile landing page creator google.com/sites/help/mobile-landing-pages HAVE FUN AND TRY MOBILE LANDING PAGES free!
- 42. CONTACT JAYNE NAVARRE [email protected] 786.208.9108 VIRTUALMARKETINGOFFICER.COMLINKEDIN.COM/IN/JAYNENAVARRE LAWGRAVITY.COM WE ARE AN EMAIL MARKETING PARTNER OF FIND US @