Mobile activity has exploded and is constantly evolving. From the introduction of the smart phone, to tablets, and upcoming devices likes watches, marketers need to stay on top of trends. We have reached a tipping point where people are viewing some content on mobile more than desktop, like emails. In these slides we go over trends and strategies to help marketers maximize their effectiveness with mobile tactics.

1. Mobile Marketing
in 2016

2. Table of Contents
2
1. Why mobile?
3. PPC and Ads,
Geo-targeting,
Google’s AMP
2. Mobile Basics:
Strategy, Design,
Email
4. Testing
and
Analytics
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4. Why mobile?
Do you have your mobile marketing strategy well planned?
If not, here are a few things to consider:
1. 70% of mobile searches lead to online action within 1 hour.
2. 75% of Americans admit to bringing their phone to the bathroom.
3. Mid-2015 Google announced half of searches came from mobile.
4. People are 3x more likely to share content on a phone than desktop.
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5. Mobile Is Essential
• If you don’t have a mobile marketing strategy, you’re
leaving money on the table.
• Important for B2C, online as well as brick-and-mortar,
and also B2B.
• Key part of pushing out content and reaching buyers
and decision makers at the right moment.
• If searching on mobile, more likely customers are not
“researching” but further down the funnel.
Google says 61% of users are
unlikely to return to a mobile
site they had trouble
accessing and 40% visit a
competitor’s site instead.
(MicKinsey & Company, 2014)
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6. Mobile Basics: Strategies to Optimize
• In 2015 Google altered it’s ranking algorithm so that
sites not optimized for mobile appear lower.
• Yet another reason to optimize everything and make it
responsive.
• Responsive means text, images and content
automatically shift to fit the screen of any device.
• Fact: people will leave quickly if your content isn’t easy
to read.
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7. Mobile Basics: Strategies to Optimize
• Optimized is more than designing to respond to the layout
of the device on which they are opened.
• It also means options for the capabilities of a phone, like
calling.
• It includes location tracking for special offers,
personalization and hyper-local targeting.
• A critical part of optimizing is also stripping down content
for faster loading times on mobile devices.
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8. Mobile Basics: CTAs
• CTAs as important on mobile, with a few differences.
• Leverage the immediacy of mobile with “click-to-call.”
• Keep in mind the shape of different devices and keep
scrolling to a CTA at a minimum.
• In 2013, 30 billion calls were made to businesses from mobile
search.
• The option to reach a person on mobile increases conversion
rates dramatically for some businesses.
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9. Mobile Basics: Forms, Payment
• Optimize forms and payments with as few clicks as
possible.
• Chances of losing customers on mobile is greater per
click.
• Link to log-in or payment options (ex. Facebook or
PayPal) to minimize time spent filling in info.
• “Click-to-call” is vital for those who want to call,
especially those who don’t consider these secure.
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10. Mobile Basics: Email
• More email is read on mobile than on desktop email clients.
• Stats say 54% of email is now opened on a mobile device
Litmus –”Email Analytics” (Nov 2015)
• Emails must be responsive or your CTR (click-through-rates),
open rates, and even trustworthiness, will suffer.
• Also consider image blocking and load times that may
impact email on mobile.
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11. Mobile Basics: Email Tips
The biggest turnoffs people have with mobile email are:
1. Receiving too many (44%)
2. Not relevant (37%)
3. Too small to read and interact with (32%)
4. Website and landing pages not mobile optimized (26%)
5. Not well formatted for mobile phones (21%)
(full list on the next slide)
Source: LiveClicker and The Relevancy Group “Exploring the Benefits Real-Time Email – Driving
Marketing Effectiveness” (2015)
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13. Basics for Mobile: Viral marketing
• Do you want your content to be shared? Or go
viral?
• People need to be able to share content the
moment they read it.
• People are 3x more likely to share on a smart
phone than desktop.
• Sharing is not just for social – it’s a good start but
you can do more.
• Sharing happens across chat as well. There’s a
button for sharing on Whatsapp now.
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14. Mobile Basics: Conversion Rates
• Which devices do you think have the highest conversion rates (for add to cart) for
mobile?
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15. Mobile Basics:
Conversion Rates
The winner was….
The iPad
(from Q4 2014)
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16. Mobile Basics: Ads and PPC
• Google claims 50% of people who complete a mobile search visit a store the same day.
• Reach the right people with “mobile focused” effective ads and PPC campaigns.
Quick Tips:
1. Keywords can be different from regular keywords. Think of the context of someone
searching while on a mobile device when choosing keywords.
2. Use GPS and location services to target people when they’re nearby. Personalize by
tailoring content and images and deals according to these different locations.
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17. 17
Mobile Basics:
Ads and PPC
Taco Bell and Instagram
Instagram’s user data and
analytics + location based
targeting = Taco Bell
delivering ads to a hyper
targeted segment when
they are near a Taco Bell.
Hopefully they’ll be
hungry too.

18. Mobile Basics: Geo-targeting
Consider where you are placing the mobile ad itself. This is
not just on which sites and social platforms, but geographic
locations as well.
Geotargeting can help you tailor your content in these ways:
1) different languages
2) different currencies – Etsy (next slides)
3) tailored content – Coca-Cola (to the right, a mobile ad in
China for Chinese New Year)
4) relevant, local offers – Groupon (next slides)
5) iBeacons to push deals and fulfill orders – Starbucks
(next slides)
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19. Different
currencies:
Etsy
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20. Local Offers: Groupon
Groupon does a lot with geo-targeting, especially
within their mobile app. We’ll discuss tactics for
apps in more depth in an upcoming webinar.
Groupon uses your location and history for highly
personalized offers as seen here:
1) They have a “nearby” tab
2) You can open a “map view”
3) The distance to the deal is shown in the ad.
4) When you walk by, with the app installed, you
get a push notification about a deal there.
5) These two deals are tailored to this individual’s
purchasing history.
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21. Pre-orders, faster service: Starbucks
• Starbucks wants to make your
coffee perfectly and have it
ready when you walk in the
door.
• Now that’s personalized,
attentive customer service.
• Using ibeacons, you receive a
push notification when you are
near a Starbucks from their
app.
• You can pre-order your drink
with one click, so it’s ready
when you walk in the door.
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22. Mobile Ads: Trends
• Some popular mobile apps – Instagram
and Pinterest -- are taking steps into
mobile advertising and eCommerce.
• Lines blur between apps, e-Commerce
and social.
• Instagram’s “Shop Now” and Pinterest’s
“Buyable Pins.”
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23. Mobile Marketing:
The Present and Beyond
• You’ve optimized emails, landing pages, web
content, opt-in forms and payment for all devices.
Now what?
• You may have heard Google launched AMP which
was announced at the end of 2015.
• Do you know the impact for digital marketers?
• It’s another step Google is making towards a better
mobile experience for users, without intrusive ads.
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24. Future of Mobile: Google’s AMP
• Accelerated Mobile Pages is a stripped-down version of
the mobile web -- a reinvented version of HTML.
• AMP HTML, strips out most elements which cause web
pages to load slower on mobile.
• Google says an AMP HTML page can load 15 to 85%
faster than the non-AMP version.
• But don’t worry, it won’t look like this (to the right).
This is the first web page ever created! (fun fact).
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25. SEO and Google’s AMP
• AMP get a boost in search rankings.
• Search show AMP sites with a little green lightning-bolt,
inviting users to experience these faster mobile pages.
• Click the video for a demo of what it will be like:
• Video ->
• There are online tutorials and explanations to help you
get started with AMP sites.
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26. Analytics
• Set your KPIs. Decide which items will measure those.
• Think about the whole customer journey, and the
behavior you want to see.
• Consider the physical world and context and how they
will engage with your content on mobile. Think about
when and where.
• Look at the entire transaction around a mobile
moment.
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27. Analytics Example by Operating System
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28. Mobile Testing
• Look at data analytics, develop hypotheses and test them.
• A/B test images, content, layout. View on different devices.
• Look for reasons for drop off in engagement and check load times
as well.
• Heat maps (right) and click maps are a great part of testing mobile
effectiveness beyond A/B testing.
• On smaller screens, design and placement of images is perhaps
more crucial than desktop.
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29. Thank you!
There is much more to mobile marketing to cover. In two weeks we’ll go beyond the
basics of mobile and more in-depth in a webinar.
We’ll cover some of the topics we only touched upon here, which will include:
1. Push notifications (like email or sms)
2. Beacon/location based marketing and triggers
3. App store marketing: app stores are not as competitive search for apps is growing
4. Deep linking within apps for marketing and tracking app performance
5. Testing and analytics
We’d love for you to join us! Stay-in touch by signing up for updates.
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