What Works and What Doesn't Talk given at Mobile Marketing Strategies Summit in Chicago, April 2013

1. © 2013. Open Marketing Solutions, LLC. All rights reserved.
OpenMarketing
Mobile Content Marketing
What Works and What Doesn’t

2. © 2013. Open Marketing Solutions, LLC. All rights reserved.
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Agenda
1. Shared Baseline
2. What Works in MCM
3. What Doesn’t Work in MCM
4. How to Succeed in MCM
2

3. © 2013. Open Marketing Solutions, LLC. All rights reserved.
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1|| Shared Baseline
3

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It’s 8am
• Do you know where you
content is?
4
SHARED
BASELINE

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Not Where You Think
5
Percep+on
SHARED
BASELINE

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Reality
6
SHARED
BASELINE

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Market Penetration
7
SHARED
BASELINE
1
h2p://www.emarketer.com/Ar+cle/
Smartphones-­‐Con+nue-­‐Gain-­‐Share-­‐US-­‐
Mobile-­‐Usage-­‐Plateaus/1008958
2
h2p://www.emarketer.com/Ar+cle/One-­‐
Three-­‐Online-­‐Consumers-­‐Use-­‐Tablet-­‐
by-­‐2014/1008701

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Not necessarily “on the go”
8
1.
SHARED
BASELINE

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Smart Phone Owners
9
SHARED
BASELINE
h2p://openmarke+ng.com/?p=7222

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What’s That Mean?
10
SHARED
BASELINE

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Rethink Content Marketing
• From the ground up – not just content
marketing but mobile content marketing
<Button or visual to click through to motion
graphics>
11
SHARED
BASELINE

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Standard Advice
12
SHARED
BASELINE

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“Old” Saw #1
• Make your website responsive
13
SHARED
BASELINE

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“Old Saw” #2
• Make your email viewable on mobile
14
SHARED
BASELINE

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But beyond that
Specific advice and counsel is a bit …
well thin
15
SHARED
BASELINE

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Typical Campaign
16
SHARED
BASELINE
50%
earned,
owned
media
50%
paid
media

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2 || What Works
17

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Video
18
WHAT
WORKS
How Consumers Use Tablets
and Smartphones

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• Loreal
19
VIDEO
WHAT
WORKS

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Email
• Email
20
WHAT
WORKS
h2p://www.mediabistro.com/alltwi2er/mobile-­‐content-­‐marke+ng_b36744

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Dos and Don’ts
• Larger fonts
• One column
• More contrast in the color palette
• Simplify – less really is more
• Resources:
– https://litmus.com/blog/mastering-the-art-of-mobile-
email-workshop-recap
– http://litmus.com/blog/anatomy-mobile-email
21

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Custom Landing Pages
22
WHAT
WORKS

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Meme
23
WHAT
WORKS

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Cartoons
24
WHAT
WORKS

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Slideshows
25
WHAT
WORKS
h2p://mashable.com/2013/03/05/ipad-­‐mini-­‐accessories/

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Mobile Advertising
• But not necessarily banners
26
WHAT
WORKS
$2.85
iPhone
$4.42
iPad
h2p://www.dailyflux.com/opera-­‐adver+sing-­‐android-­‐effec+ve-­‐ios/
$.88
$1.06
$1.28
$0.37
eCPMs
Share
of
Traffic

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Mobile Advertising
27
WHAT
WORKS
Display
adver+sing
on
Yelp

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Be wary
• Fat finger problem is real!
28
h2p://www.npr.org/2012/12/17/167479086/fat-­‐fingers-­‐blamed-­‐for-­‐accidental-­‐
mobile-­‐ad-­‐clicks
WHAT
WORKS

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Mobile Ads
29
WHAT
WORKS
h2p://www.businessinsider.com/how-­‐nielsen-­‐sees-­‐the-­‐future-­‐of-­‐mobile-­‐display-­‐
adver+sing-­‐2012-­‐6?op=1
h2p://www.businessinsider.com/how-­‐nielsen-­‐sees-­‐the-­‐
future-­‐of-­‐mobile-­‐display-­‐adver+sing-­‐2012-­‐6?op=1

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Paid Media
• Catalog (FreeMyApps)
• Incentivized (Tapjoy)
• Re-targeting (Apsalar)
• Large Display (Millennial)
• Social (Facebook, Twitter)
• Video (Rhythm, Unruly)
30
WHAT
WORKS

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Don’t Forget the Basics
• Optimize in-store listings
• Great icon for your mobile application
• Findable in search
• Visible in social media
• Fresh, relevant, compelling, visual content
31
WHAT
WORKS

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3 || What Doesn’t Work
32

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Text Ads
• Category specific
– YES
• QSR
• Local
– NO
• B2B
• Considered Purchase
• Mobile downloads
33
WHAT
DOESN’T
WORK

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INFOGRAPHICS
Hard to
consume on
mobile
34
WHAT
DOESN’T
WORK

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White Papers
35
WHAT
DOESN’T
WORK
Source:
h2p://www.johncuneo.com/rip

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Lead Gen Forms*
36
WHAT
DOESN’T
WORK

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Flash
37
WHAT
DOESN’T
WORK

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Example
• SFJazz
38
WHAT
DOESN’T
WORK

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4 || How to Succeed in MCM
39

40. © 2013. Open Marketing Solutions, LLC. All rights reserved.
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Mobile Analysis
• Yes you can analyze results – much the
same way you’d analyze results on the
desktop web
– Click throughs
– Engagement
– Conversion
40
HOW
TO
SUCCEED

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Beware “referrer not known”
• Huge problem in mobile – making up for
anywhere from 15-40% of your number
41
HOW
TO
SUCCEED

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Workarounds
• Field a “natural experiment”
42
A
natural
experiment
is
"an
observa+onal
study
that
nonetheless
has
the
proper+es
of
an
experimental
research
design.”
(Gerring
2007:
216).

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Example
43
HOW
TO
SUCCEED

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Funnel Analysis
• Segment by mobile users versus desktop users
44
HOW
TO
SUCCEED

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A/B Testing
45
HOW
TO
SUCCEED
Insert
lauren’s
visual

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Resources
46
HOW
TO
SUCCEED

47. © 2013. Open Marketing Solutions, LLC. All rights reserved.
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