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1. Mastering Mobile
Marketing

2. Why Mobile?
For the first time in 2013, “time
spent on non-voice mobile
activities will surpass time spent
online on desktop and laptop
computers,” according to
eMarketer.

3. Mobile Usage
• Smartphones have surpassed 125 million U.S.
consumers, and 50 million people now own
tablets.
• It’s a “brave new digital world” that presents a
“new paradigm in digital media fragmentation in
which consumers are always connected.” –
comScore

4. Do It or Lose It
SuperMonitoring says that 57
percent of mobile users
“won’t recommend a
business with a poorly
designed mobile site.”

5. Design Types
• Responsive design: If the site doesn’t load quickly or show a
relevant medium-friendly message – i.e. a “landing page” –
customers will leave, and the businesses’ mobile marketing
efforts will be for naught.
• Responsive vs. adaptive: Adaptive designs typically load faster
than responsive designs, and use “a predetermined set of
screen and device sizes.”
• Mobile-only design: Mobile-only means website designs that
are distinctly different from their desktop counterparts.
Marketers that choose mobile-only design are committing to
create content for and maintain two websites for one brand.

6. Promoting on Mobile
Mobile advertising relies on three factors:

7. Other mobile tactics
Text message/SMS: use proper opt-in to lower the
barrier to sharing info.

8. Dedicated Apps
“The conversion rate in the
store for shoppers who use a
retailer’s dedicated app is 21
percent higher than those
who don’t –such apps
provide a more relevant and
tailored shopping experience
that helps people make an
immediate buying decision.”
-Deloitte

9. Landing Pages, Email and
Experiences
• Matthew Kelleher of RedEye told eConsultancy,
“[There’s] not much point in optimizing email if
you don’t have a mobile site, as the journey will
end in disappointment for the customer or
prospect, earning you negative brand perception
marks.”
• Mobile-only landing pages impact conversion
rates. If the pages confuse and frustrate, load too
slowly, or are in any other way a negative
experience, consumers bounce, and conversion
rates drop.

10. Incorporating Rich Media
• Rich media works well in
general, but video works
the best. Mobile users don’t
only watch full-length
YouTube videos. Extremely
short videos of Vine and
Instagram length are
intriguing.
• General
Motors, Doritos, Lowes, Ma
rc Jacobs and many other
major brands are regular
Vine users

11. Want to become a mobile
marketing master?
Download a copy of our
Mastering Mobile Marketing
Guide at the Vocus Blog!