Engaging A Mobile Audience
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From the 11.30.11 ideaLaunch Webinar with BlueTrain Mobile CEO Steffan Berelowitz. Learn best practices for creating and optimizing mobile websites for your business. To watch the full presentation (with audio), view it on our blog: http://bit.ly/s8tR0W.
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Engaging A Mobile Audience
- 1. Prepared by Steffan Berelowitz Byron White Conductor and CEO, BlueTrain Mobile CEO Idea Launch Phone: (888) 595-BLUE Phone: (617) 227-8800 E-mail: steffan@bluetrainmobile.com E-mail: byron@idealaunch.com
- 2. Follow today’s conversation Twitter hashtag: #ideaLaunch29 Share your thoughts and comments: @bluetrainmobile @ideaLaunch hashtag: #IdeaLaunch29
- 4. Marketing technology innovations 1450 Printing press leads to flyers and brochures 1730’s Magazines 1836 Newspaper advertisements 1864 Telegraph 1867 Billboard rental 1922 Radio advertising 1941 TV advertising 1980’s Database marketing 1984 Guerrilla marketing 1985 Desktop publishing democratizes print-advertising 1990’s CRM 1995 Web marketing 1996 Identification of viral marketing 2000’s Search marketing 2004-6 Facebook, Twitter & Social Media Marketing 2010: Mobile marketing
- 5. The opportunities and perils of innovation
- 6. Don’t underestimate the size of the change Nielsen’s State of the Media Report, dated Jan. 5, 2011 Morgan Stanley, Internet Trends Report, April 12, 2010
- 7. 63% 32% 4% This year, there are 83 million people on the mobile Internet! Smartphone Net Share in USA 1% other devices
- 10. Additional Key Stats The majority of Facebook, Twitter, and Pandora mobile users access these services via the mobile web. Mary Meeker 83% of Americans currently have mobile phones. The percentage of this population that have web-enabled smartphones doubled from 21% in 2010 to 42% in 2011. Pew Research Center; Nielsen Research The Pew report also found that 87% smartphone owners use their device to access the Web or e-mail at least once a day. Pew Research Center http://bits.blogs.nytimes.com/2011/07/11/smartphones-and-mobile-internet-use- grow-report-says/ Revenues from mobile search are projected to reach $3.7 billion in 2012
- 11. Additional Key Stats The more time people spend on mobile during the day, the more likely it is that mobile is the launching point for other interactions on the web
- 17. What is a mobile site? Key 1 Visitors enter your regular website address: www.yourname.com 2 They are automatically routed to your mobile site or regular website
- 18. Mobile Website Publishing Options
- 19. From Desktop to Mobile
- 21. • Text and navigation • Text is perfectly menu are too small to legible. read, repeated pan and zoom action is • Content is condensed required to access and gets right to the contents of the site. point. • Heavy javascript • Call to action is clear. image slideshow is • Branding is consistent. lagging. • It takes less than 10 • Branding gets lost. seconds to load. • The site takes more than 20 seconds to load on a 3G network.
- 22. Social media audience engagement increases by Your Audience is Multitasking 4.3% on mobile devices • Prioritize mobile website content & navigation using Google when messages are < 70 characters long. Analytics and Common Sense Lauren Johnson, Mobile Marketer • Keep your copy brief and to-the-point • Skip the intro and top-load your content: Mobile internet users often are in transit or • Put the most important information at the top of the waiting for transit – screen; users will quickly scroll to the bottom if they can’t smartphones & tablets find what they’re looking for right away collectively hold 59% of airport WiFi Connections. • Place Buttons at Top and Bottom of pages Nesto Bailly, PSFK.com
- 23. Hook Them With Your Homepage • Make sure your brand or logo is well represented • Choose a captivating focus image or splash image (may be different from your desktop website) • Use Analytics to find most-visited pages from mobile devices; optimize navigation • Include Calls-To-Action on homepage, e.g. Call Us, Contact Us, Sign Up, etc. Other Mobile-Friendly Content: Directions, Events Calendar, Locations, Special Offers Learn More: http://www.bluetrainmobile.com/blog/how-to-prioritize-the-content-on-your-mobile-websites-homepage/
- 24. Copywriting Guidelines • The average desktop website page has 250-400 words • A typical mobile site should have 75-110 words • Create a template for copywriting that enables you to “see” how much copy will fit on a typical mobile page This template is set to a width of 4.4in Font Size = 15pt Total of 90 words
- 25. 18% of users who saw an ad with a click-to- Conversion In Context call action called the • A core component of mobile content is Conversion Call Outs business. The Mobile Movement Study, • Make it easy for users to click and contact Google, Inc. • Click to call Google mobile ads with the 'click to call' feature • Click to email have a 6-8% higher • Short, mobile-friendly forms click through rate than those that don't. • Pass form data to your Customer Relationship Surojit Chatterjee, Senior Management (CRM) System Product Manager of Mobile Ads for Google, Inc.
- 26. Conversion Tactics: Do’s and Don’ts Don’t… Do… No clear branding Visible branding Confusing navigation Simple form No call-to-action Strong call-to-action Scrolling necessary to Explanation of benefit find content Top-loaded page Learn More: http://www.bluetrainmobile.com/blog/effective-mobile-landing-page-design/
- 27. About BlueTrain Mobile BlueTrain Mobile lets you easily create a beautiful mobile site that’s optimized for the world’s most popular mobile devices: iPhone, Android and BlackBerry
- 28. Easy to set up • The platform is a web app, there’s no software to install • Choose a custom design from BlueTrain Mobile or design your own • Structure your mobile website in minutes • We take care of making your mobile website look great on the latest iPhone, Android and Blackberry devices • Mobile users are automatically redirected to your mobile site - Insert simple code snippet for mobile redirect - Use your own URL such as m.youraddress.com
- 29. Simple to maintain • It’s easy to make changes and additions • No programming required • Automatic updates keep your mobile website compatible with the newest smartphones • Works seamlessly with your advertising and e-mail campaigns • Easily integrate your blog content, news, events, and social media
- 30. Reliable & fast • Our platform manages the hosting of your mobile website • Our hosting service is on the cloud, which means your mobile website is served at top speed no matter where your customers are located—New York, London, Tokyo, or anywhere else in the world • And our infrastructure is ready to scale with your business, whether you are making 1 page or 100
- 31. Sample mobile websites built on our platform
- 32. Q&A Steffan Berelowitz, Conductor Share your thoughts and comments: Twitter hashtag: #IdeaLaunch2 @bluetrainmobile @ideaLaunch steffan@bluetrainmobile.com 1-888-595-BLUE
Editor's Notes
- With 83 million Americans now using smartphones, the mobile channel is huge, and it cannot be ignored. Last year mobile search was up 500%, mobile campaigns have better response rates at a lower cost and you’re competing with fewer advertisers. It’s clear that your advertising plans much include mobile, but how do take your regular online campaigns and create mobile landing pages?
- 1864: when telegraph lines were used to send investment offers to wealthy Americans
- With 83 million Americans now using smartphones, the mobile channel is huge, and it cannot be ignored. Last year mobile search was up 500%, mobile campaigns have better response rates at a lower cost and you’re competing with fewer advertisers. It’s clear that your advertising plans much include mobile, but how do take your regular online campaigns and create mobile landing pages?
- With 83 million Americans now using smartphones, the mobile channel is huge, and it cannot be ignored. Last year mobile search was up 500%, mobile campaigns have better response rates at a lower cost and you’re competing with fewer advertisers. It’s clear that your advertising plans much include mobile, but how do take your regular online campaigns and create mobile landing pages?
- With 83 million Americans now using smartphones, the mobile channel is huge, and it cannot be ignored. Last year mobile search was up 500%, mobile campaigns have better response rates at a lower cost and you’re competing with fewer advertisers. It’s clear that your advertising plans much include mobile, but how do take your regular online campaigns and create mobile landing pages?
- With 83 million Americans now using smartphones, the mobile channel is huge, and it cannot be ignored. Last year mobile search was up 500%, mobile campaigns have better response rates at a lower cost and you’re competing with fewer advertisers. It’s clear that your advertising plans much include mobile, but how do take your regular online campaigns and create mobile landing pages?
- You might think this is relatively, simple, you have a regular online campaign, and you just need to make a smaller version that fits on a mobile phone? Seems pretty simple doesn’t it? Well, as it turns out, it isn’t that simple -- you can’t just take your existing campaign, content, and images, and shrink them to make a smaller version. Allow me to illustrate my point with a better analogy.
- Here is an original 1967 Shelby GT500. This car has the brand attributes of sporty and cool, and the functional attributes of high performance and fast. If I wanted to make a smaller version of this car that weighed less than 30 lbs and only 3 feet long, I might think of this…
- A pedal car! it’s under 30 lbs and it’s only about 3 feet long BUT, it no longer meets the brand and functional requirements. If I tried to drive this to work across Cambridge, it would take me hours and I’d look ridiculous! You can’t just shrink what you have and expect it to work. Let me show you a better way to meet our requirements in a more compact way
- A modern lightweight bicycle. This is actually useful at under 30 lbs and only 3 feet in length. I have recreated the brand attributes of sporty and cool, and the functional attributes of high performance and fast.
- So what does all this mean. If you’re trying to take a regular online campaign and make it work on mobile, you can’t just shrink it. You’re going to have to completely rethink its design functionality.
- Will it work on both iPhone and Android platforms? What about the new Nokia and Microsoft partnership? How fast will it load on a mobile device? You need a platform that enables you to quickly and easily build mobile campaigns that are optimized for mobile – and you need all the technical challenges solved for you. That’s exactly what we do at BlueTrain Mobile.
- Here is an example to illustrate my point. On the left a regular screen shot of a page that isn’t optimized for mobile and on the right, a mobile optimized landing page. The text is legible and there are clear calls to action.