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Mobile Marketing & Customer Retention
The document discusses how mobile marketing and customer retention are increasingly important opportunities. Some key points include: - By the time a B2B purchaser engages with a company, they are 57% through their decision process - Over 60% of Americans age 12+ use smartphones and people have their phone within arm's reach for over 70% of the day - Social media is highly mobile-centric, with 70-100% of activities on most major platforms happening on mobile devices - Websites need to be responsive and optimized for mobile to retain customers accessing on their phones - Mobile opens opportunities across many channels including email, messaging, search, commerce and more.
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Mobile Marketing & Customer Retention
- 1. Mobile Marke+ng & Customer Reten+on: Never Miss the Moment of Opportunity @TheTimHayden October 10, 2013 Marke+ngProfs B2B Forum -‐ Boston
- 2. “By the timea B2B purchaser actually engages with a company or with a sales rep from that company, they’re 57% of the way through their decision process.”! - Mike Miller, Director of Business/Industrial Markets, Google !
- 3. 60% Americans 12+ on smartphones SOURCES: Nielsen, comScore, Pew, others.
- 4. >70% mobile phone at arm’s length, 24 hours/day SOURCES: Edison Research
- 5. Print Voice SMS Direct Mail MMS WWW Outdoor Digital Outdoor Media Email Digital Indoor Media Your Brand Ad Networks Social Media Apps Television/ Bluetooth Console GPS Transit POS Wallet Radio Auto Near-‐ Field Comms
- 6. Social is Mobile 70% 35% 80% 45% 30% 100% 30% 35% 100% SOURCES: ere.net, Mashable.com, TechCrunch.com, comScore, Pew, others.
- 7. Facebook • VISUAL STORYTELLING (paid!) – High quality images…go further • AVOID LARGE FILE SIZE (data concerns and connecOon speeds…) – Right-‐size your images, rectangles not squares
- 8. Links to Websites/Blogs • Only post links that are mobile-‐friendly – you may lose half of your social audience over Ome, if you do not. • Link directly to the acOon that a social post implies, as you will lose mobile users over mulOple clicks!
- 9. Facebook – Tab Apps Tablet “sniff”/detect links budons Phone • • • • • • Polls Sweeps Subs Coupons Video App Download Emulate tab apps in posts using a “click sniffer,” then diverOng to an appropriate responsive site (cookies/Facebook connect telling you “who” to make things more relevant and personalized).
- 10. Facebook Local Search Loca+on pages Local Pages
- 11. Twider PosOng/ReposOng aligned with audience behavior
- 12. Customer Service • On the spot: LocaOon-‐based listening & acOon. • Real-‐+me: All social – align escalaOon and “engagement” protocols, online-‐to-‐offline, offline-‐to-‐online. • Face to Face: Consider Skype or FaceTime for resolving customer issues.
- 13. Don’t forget, it’s s+ll a phone! Clickable phone # or this on each page of site/app.
- 14. YouTube • In-‐video text size must be sufficient for smaller screens. • Keep it short, to-‐the-‐point… • Remove background noises in your audio (mobile viewing/audio is compromised). • Close-‐ups for clarity. • Place URLs to related videos/sites within the video descripOon…aids in navigaOon.
- 15. YouTube Drive acOon (website visits, app downloads, online purchase) through video and the video descripOon: • DramaOcally increase clickthroughs by moving the URLs closer to the beginning of your descripOon. • Make in-‐video URLs as LARGE as possible to be seen on handheld mobile devices.
- 16. Mobile is BUSY the Mobile Hour the Desktop Hour email email web web social social text other app call
- 18. Offline is the New Online Consider airport, transit and other outdoor adver+sing with mobile calls-‐to-‐ac+on
- 19. Offline is the New Online • Direct mail • Compelling call-‐to-‐acOon • Personalized URLs • QR Codes • Tradeshows • Mobile surveys/polls for email capture
- 20.
- 21. Mobile Email • Make subject lines are clear calls to acOon or clear on value found if the email is opened. • Use preview text that is legible. • Keep the body of the email short, avoiding large images and mulOple paragraphs of text. • Be acOonable when issuing coupons and discounts, ensure that you are providing a one-‐click path from inbox to browser or app. • Don’t forget, email can have a long shelf-‐life!
- 22. Mobile Messaging • Text Messaging (SMS) – Reminders for orders, subscrip+ons… – Customer service, surveys and polls. • Rich Media Messaging (MMS) – Inbound images (photos) to fulfill orders, consult on issues. – Outbound to deliver video, coupons and other content.
- 23. • You have a “desktop” and a “mobile” website. Responsive • A website that conforms to the device on which it is viewed. Mobile Adap+ve Mobile Mobile Your Website Reac+ve • Responsive, with content that is personalized and relevant based on locaOon, Ome, day and user details.
- 24.
- 25. Mobile Search • ARE YOU MOBILE FRIENDLY? • ARE YOU NEARBY? • DO YOU HAVE VIDEO? • ARE YOU POPULAR?
- 26.
- 27. Mobile Commerce! • 2014 is the year of mobile commerce. • Facebook “payment API” and iniOal mobile payment partners PayPal, Braintree and Stripe. • Powa launches in US – both a mobile commerce (anywhere) and mobile POS soluOon. • ISIS goes naOonwide in January.
- 28. Thinking “Mobile First” • • • • Integra+on Behavior, before technology Convenience and brevity Content – Ac+onable – Visual – Video, sparingly – Local
- 29.
- 30. Q&A Thank you, Marke+ngProfs! Text “Tim” to 44040 Tim Hayden @TheTimHayden Pre-‐order today!