6 Ways to Rock Mobile
Marketing in 2017
AddShoppers + Power Digital

Your presenters
Peter Messmer
Director + Growth at
AddShoppers
Ryan Larkin
Paid Media Account Manager
at Power Digital Marketing
Antonio Johnson
Director of SEO at Power
Digital marketing

I. Paid Ads
II. Winning Micro-moments
III. Mobile first index for SEO
IV. Personalize multi-channel UX
V. New on-site strategy
VI. Making social work harder
The
Breakdown

AddShoppers
The leading On-site Marketing Platform
(OMP) for Commerce.
We believe on-site marketing should be
as agile + powerful as email marketing.
1,000+ brands worldwide agree with us.
Clients across industries
Marketing on your site shouldn't take a village

Power Digital
Marketing
A full service digital marketing agency.
We provide the skills and insights of
what clients actually need and what an
interactive marketing agency should be. Clients across industries

January 2015: Mobile-friendly sites ID’d in Webmaster Tools
February 2015: Announced mobile-friendly algorithm
April 2015: Mobile-friendly algorithm goes live
September 2015: Google emphasizes micro-moments
October 2015: Accelerated Mobile Pages (AMP) announced
February 2016: AMP news carousel goes live in SERPs
September 2016: AMP no longer only for news publishers
November 2016: Google begins testing mobile-first index
January 2017: Mobile Interstitials Penalty rolls out
History of Mobile Search
How did arrive at this
mobile-first world?

Micro Moments

What’s a Micro Moment?
Micro-moments are instances where consumers expect brands to address their needs with real-time
relevance. These critical touch points within the consumer journey work in conjunction to ultimately
determine how that journey ends.
➢ I-want-to-know: >51% of smartphone users
have discovered a new company or product
when conducting a search on their
smartphones.
➢ I-want-to-go: 2x increase in “near me”
searches in last year
➢ I-want-to-do: Searches related to”how to”
on YouTube are growing 70% year over year
➢ I-want-to-buy: 82% of smartphone users
consult their phone while in a store
Source: Micro-Moments: Your Guide to Winning the Shift to Mobile

Search in a
Mobile-First World

Impact of the
Mobile-First Index
Googlehas come to the realization that majority of
searches are conducted via mobile, but the index is prioritized
for desktop.
In an effort to fix this issue, and the inevitable shift to a
mobile-first web, Google will look at the content, links, and
structured data of the mobile version of your site… if one is
available.
Ifa responsive design or dynamic serving design is in
place, where primary content and markup is
equivalent across mobile and desktop, no changes
should need to be made.
If your content and markup varies across mobile and
desktop, there are some changes to consider:
➢ Serve structured markup for both desktop and
mobile version
➢ Verify that mobile version is accessible to
Googlebot
➢ Add and verify your mobile site in Search ConsoleSource: Micro-Moments: Your Guide to Winning the Shift to Mobile

Mobile in Adwords

Ads that Speak to a
Mobile User

Mobile Preferred Ads
● Within Adwords, we’ve been able to write text ads that speak to a mobile user with the click of a button
● We’ve been able to use verbiage such as:
○ Buy Now From Your Phone
○ Visit Our Mobile Site
○ m.example.com or www.example.com/mobile
● With this type of messaging, we’ve been able to instill trust in mobile users with our Ads, which in turn drives
higher CTR’s

Expanded Text Ads
● As of January 31, 2017 Google will be sunsetting standard text ads in favor of new ‘Expanded Text Ads’
● This essentially means that ‘Mobile Preferred Ads’ will no longer be an option
● ETA’s were built specifically to resolve better on mobile devices

Device Specific Bidding
● While Google is sunsetting their Standard text ads, they have also reintroduced device specific bid modifications
● In the last few years, we’ve only had bidding modifications available for mobile - now we are able to do this for
mobile, desktop and tablets
● Knowing this, we can create a work-around to speak to mobile users

Mobile Specific Ad
Extensions

Price Extensions
Price Extensions
● Mobile only feature (won’t show up on desktop)
● Each Link can lead to a different page on-site
● In addition to the ad, the will help dominate all visible
real estate in the SERP pre-scroll

Location Extensions
● Will help direct your mobile traffic to
visiting your in-store location(s)
● Not direct response focused,
however can be a great way to push
offline sales
Location Extensions

Affiliate Extensions
Affiliate Extensions
● Work in the same fashion as location
extensions, however instead of
directing traffic to YOUR store, they
direct traffic to a store that sells your
product (i.e. Target, Walmart, Ulta)
● Not direct response focused,
however can be a great way to push
offline sales

Call Extensions
● These extensions allow users to directly contact
you via phone calls
● You can use a dynamic call forwarding number,
or use your own number if you employ call
tracking software
Call Extensions

Message Extensions
● Work like call extensions, but the end
user will instead ‘text’ your business
● Can be great for business to
consumer models
Message Extensions

Winning Micro-Moments

Integrated Search & The Customer Journey
In a world of instant accessibility, it is imperative that
we obtain a deep understanding about the customer’s
journey.
Capitalizing on opportunities to expose our brand to
potential customers earlier on in the buyer’s journey
places us in the driver’s seat.
From PR to SEM, Search Marketing needs to be
integrated.
Identify and optimize for moments when your audience engages
via mobile
Understand consumer intent signals
Create mobile-specific content that resonates on the small screen
Bring the consumer along the buyer’s journey with story telling
and micro-moments
Optimize mobile design for site speed
Easier said, than done.

I-Want-To-Know
I-want-to-know-moments
From Curiosity, to Answers
Search: How to fix scratches on cars
Top 5 Ways People Address
I-Want-To-Know Moments:

I-Want-To-Go
I-want-to-go-moments
From Search, to Store
Search: Where is the nearest taco shop?
Search: Bob’s Red Mill products near me

I-Want-To-Do
I-want-to-do-moments
From Home, to Action
YouTube Search: How to make waffles
67% of millennials agree that they can find
a YouTube video on anything they want to
learn. - Google

I-Want-To-Buy
I-want-to-buy-moments
From Interest, to Purchase
Mobile Screenshot:

Combine social + on-site
strategies
Making social work harder for your brand on mobile

Social + mobile guides the
Shopper Journey

Bri hears about Madewell
through a Facebook invite
from a friend.
Day
1

Bri follows Madewell on
Facebook and checks out
their videos.
Day
3

Started following Madewell
on Instagram for fashion
inspiration.
10
Day
10

Madewell posted on
Instagram about a holiday
gift guide, so Bri joins their
newsletter for more
information.
12
Day
12

Bri receives an email with
details about the holiday
gift guide, so she heads to
their website to check out
Madewell’s products.
20
Day
20

Bri arrives on the site and
notices a Black Friday sale.
She places her first mobile
order with Madewell after
being influenced by the
sale.
22
Day
22

Bri tells her friend about her
steals from Madewell (and
now when they shop, she’ll
save when they order).
30
Day
30

2017 Social Trends: Where to Focus?
Video marketing
Snapchat
Facebook
1
2
3
Instagram4

Video Marketing
Brand growth in 2017 will rely heavily on
video content.
What we know:
- 68% of YouTube users watched
YouTube to help make a purchase
decision
- 34% of B2C marketers say that
pre-produced video will be critical to
content marketing success
- 28% of smartphone users watch video
on their devices at least once a day

Snapchat
Snapchatters watch 10 billion videos a day.
Benefits:
- Sponsored Geofilters: Brands can
take part in snaps sent based on
location
- Analytics: Helping marketers gauge
level of attention paid to their video ads
- Higher purchase intent: Snapchat’s
purchase intent rate is at 11%

Facebook
More than 75% of Facebook’s ad revenue
now comes from mobile.
Key focal points for 2017:
- Dynamic ads: “Advertisers can reach
broader audience segments...engaged
with multiple websites or content on
Facebook looking for similar products...”
- Live 360 Video: Immersive interactive
photos.
- Facebook Live: Share content and
interact in real-time.

Instagram
72% of U.S companies will use Instagram for
marketing purposes in 2017 to expand into
social commerce with:
- Shop Now: Seamless shopping
experience. Hosting PDP then directs to
brand’s mobile site.
- Stories + Live video: Offer real-time
engagement with followers.
- Paid Ads: Now reach over 600 million
users.
Image courtesy of Instagram for Business blog

Personalize multi-channel UX

Personalization is expected.

What are the ingredients for
personalization?
1. Data 2. Touchpoints

First Name / Last Name
Peter Messmer
Email Address
peter@addshoppers.com
Male / Female
Male
Birthday
4/17/1988
Location
Charlotte, NC
Klout Score
58
Follow Stats
✓ Follows You
# Of Social Shares
9
Profile Picture
# Of Social Clicks
127
Amount Of Social Revenue
$497.68
# Of Social Referrals
3
Where do you get data? Social media is a
great source.

Fact: Mobile devices are used when
people travel.
Travelers often spend more and need
recommendations (vs at home when they
already know everything around them).
Localization based servicing is going to
impact 2017 in a few ways:
● Proximity marketing: Since mobile
conversion rates are low, this can help
drive customers into brick-and-mortar (if
a brand has one).
● Geofencing: Used to send text
message when customer is about to
enter a competitor's store
Localization is another

Personalization will
only get deeper.

There’s a shift in the force...

...to smarter
experiences
Current personalized experiences aren’t
truly personal. Artificial Intelligence (AI)
and Augmented Reality (AR) will change
that.
Already behind in current mobile
personalization? Time to catch up.
Here’s what’s coming:
● AI will twist the digital shopping
experience by bridging cognitive
thought and predictability of the shopper
to anticipate their needs.
● AR will be integrated into utility apps.
Think “try before you buy” (e.i. Warby
Parker, Gap, Modsy).

Prepare for AI
72% of US millennials believe that brands
using AI will be able to accurately predict
what they want.
AI picks up on subtle shopping habits that
can be analyzed for proper personalization
to uncover better shopping experiences
through:
● Deep learning algorithms
● Visual personal shopper
● Visual search
● Merge offline with online
Source: https://www.entrepreneur.com/article/284637

Until then...

New on-site strategy
How it’s redefining mobile UX

3 things you need to know
about mobile

1. Mobile Traffic Requires More Touchpoints
1 touchpoint
conversions
12+ touchpoint
conversions
vs.

2. Mobile conversion rates are lower
Average Conversion Rates by device type
Desktop 4.66%
Tablets 3.89%
Smartphones 1.43% (2.3x lower than desktop!)
US Traffic from Q4 2015
1. Source: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/#gref

3. These are annoying

(Google thinks popups are annoying too.)
These are now penalized:
https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html

3 Keys for Mobile
Optimization
Usability & User Experience
Lead Capture
“Handoff” conversions
on desktops
1
2
3

What’s the
solution?
Shoppers UXs are currently disjointed +
annoying.
Moving forward, brands must shift to an
on-site strategy that brings separate
experiences to one penalty-free outlet.

Solution:
The Shopper Portal

Why it works
(it’s not just “replacing mobile
popups”)
User controlled
Gesture based swipe & scrolling. Gives
users control of when they see
promotions.
Personalized + Mobile
Friendly
Built with 1:1 personalization. Also has
mobile styled alerts & notifications.
Google friendly
It’s non-intrusive -- doesn’t cover up
content automatically without user input.
1
2
3

Offer(s)
+ Free Shipping
+ 5% off over $100
+ $10 off
Experience(s)
+ E-mail acquisition + Social login
+ Referral campaign
+ Videos + content
Audience(s)
+ Unidentified new customer
+ Customers with carts
+ Loyal repeat customers
Auto-Personalization
27 variations shown below

Success
Over 50% of our client, GentlemansBox.com,
site traffic comes from mobile.
Mobile user interactions with Portal showed:
- 294% lift in mobile conversions and
- 9% lift in conversion on site
abandonment.

To learn more about AddShoppers,
talk with us:
addshoppers.com
Additional Questions? Follow Up?
peter@addshoppers.com
@TheBigCatSays
To learn more about Power Digital
Marketing, talk with us:
powerdigital.com/request-an-a
ssessment
antonio@powerdigitalmar
keting.com
@TonyToniTonee
To learn more about Power Digital
Marketing services:
powerdigitalmarketing.com/ser
vices/
ryan@powerdigitalmarketi
ng.com
@PwrDigMarketing