Marcia Kadanoff presents "Mobile Content Marketing: Connecting with your Audience on the Move," at SES Toronto, June 13, 2013

1. Toronto&|&June&12–14,&2013&|&#SESTO&|@SESConf&
Mobile'Content'Marke.ng'
Connec:ng&with&your&Audience&on&the&Move&
Marcia'Kadanoff'
Bislr'
Chief'Marke.ng'Officer'

2. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
About&Me&
• Formerly&CEO&&&Founder&of&Open&Marke:ng&
• Recently&“AcquiOhired”&by&Bislr&
&
– Modern&websites&for&B2B&customers&
– Intelligent,&mobile,&social,&op:mized&for&lead&gen&
– Integrated&suite&of&dragOnOdrop&tools&for&marke:ng&
automa:on&(landing&pages,&call&to&ac:ons,&lead&nurturing&
campaigns)&

3. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
Can&We&Talk&
• You&don’t&have&an&audience,&you&have&a&target&

4. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
Your&Target&
• Is&definitely&using&smart&phones&and&tablets&

5. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
But&“on&the&move”&
• Not&so&much&

6. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
What&Does&This&Mean?&
• Is&mobile&…&best&thought&of&as&
&
– A&channel&
– An&opportunity&
– An&op:miza:on&
– A&strategy&

7. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
As&a&Channel&
Target&customers&you&reach&on&mobile&will&also&
interact&with&you&at&your&desktop&website&

8. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
As&an&Opportunity&
• Higher&conversion&rates&&&order&values&

9. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
As&an&Op:miza:on&
• Website&
• Email&
• Landing&Pages&

10. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
Website&
• Responsive&design&
SHARED&UNDERSTANDING&

11. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
Email&
SHARED&UNDERSTANDING&

12. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
Op:mizing&Email&

13. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
Email&Op:miza:on&
• Larger&fonts&
• Responsive&design&
– One&column&(smart&phone),&two&columns&(tablet)&
• More&contrast&in&the&color&palede&
• Simplify&–&less&really&is&more&
• Check&your&callsOtoOac:on&and&where&they&fall&
• Resources:&
– hdps://litmus.com/blog/masteringOtheOartOofOmobileOemailO
workshopOrecap&
– hdp://litmus.com/blog/anatomyOmobileOemail&

14. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
Landing&Pages&
• Don’t&make&people&pinch&and&
zoom&
• Test&on&both&landscape&and&
portrait&views&
• Make&sure&fonts&stand&out&
• Concise&content&is&king&
• Speed&is&of&the&essence&
• Don't&use&FLASH&
• ClickOtoOcall&
• Obey&the&44x44&rule&
• Remember&that&mobile&
search&is&local&search&
• Make&sure&forms&are&short&
and&simple&
• Single&column&FTW&
• Keep&your&CTA&above&the&fold&
http://econsultancy.com/us/blog/62190-12-useful-tips-for-optimising-mobile-landing-pages

15. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
As&a&Strategy&
How Consumers Use Tablets
and Smartphones

16. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
How&to&Connect&

17. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
Content&Marke:ng&
• What&Works&
– Video&
– Comics&
– Meme&campaigns&
– Slideshows&
– Facebook&ads*&
• What&Doesn’t&
– Text&Ads*&
– White&Papers&
– Lead&Gen&Forms&
– Infographics&
– Flash&
*category specific

18. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
Video&
WHAT&WORKS&

19. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
Comics&
WHAT&WORKS&

20. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
Meme&Campaign&
WHAT&WORKS&

21. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
Slideshow&
WHAT&WORKS&

22. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
Facebook&Mobile&Ads&
WHAT&WORKS&

23. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
Text&Ads&
• Category&specific&
– YES&
• QSR&
• Local&
– NO&
• B2B&
• Considered&Purchase&
• Mobile&downloads&
WHAT&DOESN’T&WORK&

24. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
To&Make&Text&Ads&Work&
• Op:mize&our&landing&pages&by&planorm&
• Give&people&the&op:on&of&returning&to&your&
desktop&site&
• Beware&of&the&“fat&finger”&problem&–&it’s&real&
WHAT&DOESN’T&WORK&

25. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
White&Papers&
Source: http://www.johncuneo.com/rip
WHAT&DOESN’T&WORK&

26. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
Lead&Gen&Forms&
WHAT&DOESN’T&WORK&

27. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
Flash&
WHAT&DOESN’T&WORK&

28. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
Example&
• SF&Jazz&&
ecommerce&&
engine&
WHAT&DOESN’T&WORK&

29. Toronto&|&June&12–14,&2013&|&#SESTO&|&@SESConf&&'
@twitterhandle@openmk&
Mobile&Content&Marke:ng&
HOW&TO&
SUCCEED&
&
IN&CLOSING&