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Developing an IntegratedMobile Marketing Strategy  SES London 20-24 Feb 2012 - #seslondon             Angie Schottmuller  ...
Mobile Market Size    Source: The Growth of Mobile Marketing & Tagging, Microsoft Tag 2011                                ...
Global Mobile vs. Desktop Internet Users       Source: The Growth of Mobile Marketing & Tagging, Microsoft Tag 2011       ...
The Rise of Mobile                  • By 2013, more people will use mobile                    phones than PCs to go online...
How Consumers Use Smartphones                    Check and send email (82%)                    Read news articles (56%)   ...
Mobile Addiction• 2 in 5 mobile owners use their  device from the bathroom.• 90% of Americans would rather lose their  wal...
Mobile Impacts Marketing• 95% search for local information• 65% call a business after searching;  59% visit the location• ...
The Mobile Experience…Source: Compuware, "What Users Want from Mobile," 2011                                         Londo...
Non-Mobile-Ready Consequences• 57% would not recommend a business with a bad  mobile website• 43% are unlikely to return t...
Are you Mobile ready?         London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
The (Perceived) Road toIntegrated Mobile Strategy           London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
YouTube Mobile SyndicationTurn it on!              London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
Local Optimization:#1 Search Engines1. Claim your business page on   Google Places, Yahoo! Local &   Bing Business Portal ...
Local Optimization:#2 Online DirectoriesCheck how your listings appear:http://uk.getlisted.org/                   London |...
Local Optimization:#3 Social Networks              London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
Local Optimization Tips•   Optimize for “Citations”•   Be accurate•   Be consistent (same exact spelling, punctuation)•   ...
Smartphone Click-to-CallMake your phone # actionable w/ tel: protocol:<a href="tel:+16515928784" class="phonenumhandheldon...
Mobile Web Options1. Mobile landing pages2. Mobile web: separate sites3. Mobile web: responsive design w/ CSS             ...
WordPress WPtouch PluginStep 1                   Go from this.... to this!Step 2            London | 20–24 Feb, 2012 | #se...
View Mobile Source Code TipViewS Info: http://bit.ly/mobileviewsource1. Create a mobile bookmark with   link =   javascrip...
WPtouch Source Code ComparisonBefore WPtouch        After WPtouch                 London | 20–24 Feb, 2012 | #seslondon | ...
Mobile-Ready Using CSS, UserAgents, & JavaScriptMobile First                 Responsive Web Designby Luke Wroblewski      ...
Mobile-First Web Design             London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
Responsive Web Design Steps1. Start with mobile. Prioritize content blocks for a   single column.2. Evaluate content chang...
PrioritizePrioritize Content1             2                            content by    3                            4       ...
Responsive Web Design (RWD)Define grid layout for each key width:1024px (Desktop)    768px (iPad portrait)       320px (iP...
Plan Grid Layout By Device•             London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
Mobile Design Best Practices • Make it Local                       • Simplify Navigation • Design for Legibility          ...
What is “Mobile-Friendly”?  USABILITY SPEED                                            COST   LOCALIZATION     LEGIBILITY ...
Mobile Design, Content & SEOConsiderations•   Same or separate site•   User agent (device) detection•   Mobile XML sitemap...
Mobile SEO• Mobile Accessibility           • Localized Content• Citations                      • Technical Architecture   ...
Microdata for Local Search•   HTML semantic mark-up•   Standard across Google, Bing, & Yahoo!•   Available for 100+ data t...
Rich Snippets Testing Tool                                    http://bit.ly/richsnippetstestingtoolProduct Example with Ra...
Local Business Microdata  Queen Elizabeth II Conference Centre  Broad Sanctuary, London SW1P3EE  +44 (0)20 7222 5000 | www...
Mobile SEO Technical ConsiderationsDesktop               Tablet                Smartphone                Feature Phone• Ti...
Mobile SEO Testing Tools• W3C mobileOK: http://validator.w3.org/mobile/• Google “Go-Mo Meter”: http://bit.ly/gomometer• Sm...
Mobile Web vs. Mobile App?A mobile app makes sense if you:• Plan to leverage mobile device features• Plan to develop inter...
Mobile Interaction… Think outside the box!          London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
What are Mobile Barcodes?An advanced 2D barcode image...                          UPC/EAN1D Barcode                       ...
Mobile Barcode Scanning ProcessOpen Reader App   Scan Code                       (Decoding)     Content Revealed          ...
London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
What Can They Store?                                               Smartphones are…•   Text                               ...
Mobile Barcode Campaign Tools2D Barcode Generator                    2D Barcode Reader                                    ...
Golden Rules of Mobile Barcode Use1. Serve a business objective
(Generate leads, retain   customers, drive traffic, etc.)2...
Zoo Records "Hidden Sound“(QR Campaign)                 Video: http://bit.ly/hiddensound                London | 20–24 Feb...
Zoo Records "Hidden Sound"(QR Campaign)Results: More than half the albums sold outwithin the first week!                  ...
MyToys Lego Codes          Video: http://bit.ly/mytoyslegocodes             London | 20–24 Feb, 2012 | #seslondon | @ascho...
MyToys Lego Codes                                 Lego Bricks: Wizard in front of                                Results:c...
Taco Bell Receipt FeedbackIncrease the number ofsurvey responses with amobile barcode onreceipts or invoices.             ...
Foursquare Missed OpportunityInsert QR code here!Direct Link to Venue:http://foursquare.com/venue/<VENUE-ID>              ...
Mobile Barcodes are aCONVERSION TOOLhttp://bit.ly/qrforconversionConversion optimization targets:• What users want• Where ...
Shazam (Mobile App) for AdsAd Options:•   TV Show/Commercial•   Web Video•   Web Commercial•   In-Store audio•   Radio    ...
Shazam TV Ad Examples            London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
Shazam “Tag” / Revealed Content      More info: http://bit.ly/shazamads                     London | 20–24 Feb, 2012 | #se...
Social WiFiBuy WiFi or… “Like” us for WiFi                      London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
Mobile Integration Plan1. Lay the foundation2. Review competitors3. Identify and prioritize opportunities4. Align mobile s...
Key Takeaways• Going “mobile” for web is easy with plugins,  CSS, and landing page tools.• Mobile SEO is a technical SEO s...
Questions?             Mobile Marketing Strategy             Angie Schottmuller             @aschottmuller             Fou...
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Mobile Marketing Strategy - SES London 2012

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My "Integrated Mobile Marketing Strategy" presentation from SES London. Topics: Mobile SEO, QR codes, Social WiFi, Shazam Ads, Click-to-Call, and more.

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Mobile Marketing Strategy - SES London 2012

  1. 1. Developing an IntegratedMobile Marketing Strategy SES London 20-24 Feb 2012 - #seslondon Angie Schottmuller @aschottmuller Founder, Interactive Artisan Columnist, Search Engine Watch
  2. 2. Mobile Market Size Source: The Growth of Mobile Marketing & Tagging, Microsoft Tag 2011 London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  3. 3. Global Mobile vs. Desktop Internet Users Source: The Growth of Mobile Marketing & Tagging, Microsoft Tag 2011 London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  4. 4. The Rise of Mobile • By 2013, more people will use mobile phones than PCs to go online. • Mobile searches have grown 4X since 2010. • There will be 1 mobile device for every person on earth by 2015.Sources: Gartner, 2010; Google Internal Data, 2011; Cisco, 2011 London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  5. 5. How Consumers Use Smartphones Check and send email (82%) Read news articles (56%) Look up map directions (69%) Listen to music/radio (45%) Watch online videos (41%) Play online games (39%) Manage finances and bills (34%) Look up sports information (38%) Social networking (63%) Source: The Mobile Movement Study, Google London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  6. 6. Mobile Addiction• 2 in 5 mobile owners use their device from the bathroom.• 90% of Americans would rather lose their wallet than their smartphone.• People would rather give up _____ over their mobile phone. – 70% Alcohol – 63% Chocolate – 33% Sex Source: 2011 Smoketip survey and 2011 Telenav national survey London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  7. 7. Mobile Impacts Marketing• 95% search for local information• 65% call a business after searching; 59% visit the location• 90% act within 24 hoursYet less than 1% of all businesses have amobile-ready website. Sources: Google "The Mobile Movement: Understanding Smartphone Users," 2011 London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  8. 8. The Mobile Experience…Source: Compuware, "What Users Want from Mobile," 2011 London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  9. 9. Non-Mobile-Ready Consequences• 57% would not recommend a business with a bad mobile website• 43% are unlikely to return to a slow-loading site• 40% have turned to a competitor’s site after a bad mobile experience• 23% of adults have cursed at their phone when a site doesn’t workSource: Compuware, "What Users Want from Mobile," 2011 London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  10. 10. Are you Mobile ready? London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  11. 11. The (Perceived) Road toIntegrated Mobile Strategy London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  12. 12. YouTube Mobile SyndicationTurn it on! London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  13. 13. Local Optimization:#1 Search Engines1. Claim your business page on Google Places, Yahoo! Local & Bing Business Portal Note: Bing UK business info is fed by 118 Information. See: http://bingforbusiness.com2. Verify and update information (business name, map point, address, phone #, website, email, category)3. Provide high quality content (photos, videos, social links, reviews, coupons, menus, and more!) London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  14. 14. Local Optimization:#2 Online DirectoriesCheck how your listings appear:http://uk.getlisted.org/ London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  15. 15. Local Optimization:#3 Social Networks London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  16. 16. Local Optimization Tips• Optimize for “Citations”• Be accurate• Be consistent (same exact spelling, punctuation)• Be relevant (same domain on email/web, local phone)• Leverage deals and offers• Be responsive London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  17. 17. Smartphone Click-to-CallMake your phone # actionable w/ tel: protocol:<a href="tel:+16515928784" class="phonenumhandheldonly" itemprop="telephone">Call us!</a>Tips:• Use international ph # format• Use CSS to style the link for smartphone & hide it for non-mobile London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  18. 18. Mobile Web Options1. Mobile landing pages2. Mobile web: separate sites3. Mobile web: responsive design w/ CSS London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  19. 19. WordPress WPtouch PluginStep 1 Go from this.... to this!Step 2 London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  20. 20. View Mobile Source Code TipViewS Info: http://bit.ly/mobileviewsource1. Create a mobile bookmark with link = javascript:location=http://shauni nman.com/vs/?url=+escape(loc ation)2. Visit the page whose source you want view3. Open the ViewS bookmark4. View the source code! London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  21. 21. WPtouch Source Code ComparisonBefore WPtouch After WPtouch London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  22. 22. Mobile-Ready Using CSS, UserAgents, & JavaScriptMobile First Responsive Web Designby Luke Wroblewski by Ethan Marcotte London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  23. 23. Mobile-First Web Design London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  24. 24. Responsive Web Design Steps1. Start with mobile. Prioritize content blocks for a single column.2. Evaluate content changes for different context (device and user intention)3. Define wireframe templates for each device4. Develop CSS to manipulate display5. Create server-side code for device-specific rendering6. Implement, test and optimize London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  25. 25. PrioritizePrioritize Content1 2 content by 3 4 importance regardless of design. Home Example: Page Example: 1. Logo 5 6 2. Search 3. Title Navigation 4. Body Ad 1 5. Related Content Ad 2 6. Navigation Ad 3 7. Ad 147 8. Social Links8 9. Footer London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  26. 26. Responsive Web Design (RWD)Define grid layout for each key width:1024px (Desktop) 768px (iPad portrait) 320px (iPhone portrait) London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  27. 27. Plan Grid Layout By Device• London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  28. 28. Mobile Design Best Practices • Make it Local • Simplify Navigation • Design for Legibility • Make it Seamless • Be Click-Friendly • Keep it Quick • Simplify Forms • Make it SEO-FriendlyTips via Google GoMo website: http://bit.ly/mobilebestpractices London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  29. 29. What is “Mobile-Friendly”? USABILITY SPEED COST LOCALIZATION LEGIBILITY SMO FUNCTIONALITY SEO CRO London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  30. 30. Mobile Design, Content & SEOConsiderations• Same or separate site• User agent (device) detection• Mobile XML sitemaps• Rel=canonical• Mobile-specific content• User goal differences by device London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  31. 31. Mobile SEO• Mobile Accessibility • Localized Content• Citations • Technical Architecture London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  32. 32. Microdata for Local Search• HTML semantic mark-up• Standard across Google, Bing, & Yahoo!• Available for 100+ data types• Documented at Schema.org• Common types: – Review, AggregateRating – Place, LocalBusiness, Person – Product – Offer, AggregateOffer – ImageObject, VideoObject, AudioObject London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  33. 33. Rich Snippets Testing Tool http://bit.ly/richsnippetstestingtoolProduct Example with Ratings & Reviews:Person Example: London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  34. 34. Local Business Microdata Queen Elizabeth II Conference Centre Broad Sanctuary, London SW1P3EE +44 (0)20 7222 5000 | www.qeiicc.co.uk<div itemscope itemtype="http://schema.org/LocalBusiness"> <span itemprop=”name”>Queen Elizabeth II Conference Centre</span> <div itemprop=”address” itemscopeitemtype=”http://schema.org/PostalAddress”>
 <spanitemprop=”streetAddress”>Broad Sanctuary</span>,
 <spanitemprop=”addressLocality”>London</span>
 <spanitemprop=”postalCode”>SW1P3EE</span> </div> <span itemprop=”telephone”>+44 (0)20 7222 5000</span> | 
 <aitemprop=”url” href=”http://www.qeiicc.co.uk”>www.qeiicc.co.uk</a></div> London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  35. 35. Mobile SEO Technical ConsiderationsDesktop Tablet Smartphone Feature Phone• Title Tag • User Agent • User Agent • Limited O/S• Linking Detection Detection Rendering Capacity• Content • Mobile/Tablet • Mobile/Handheld • Mobile Doctype:• URL Structure CSS Rendering CSS Rendering XHTML or cHTML• Hover/Interactive • Touch-Friendly • Touch-Friendly • Mobile XML Sitemap Content Display • Scroll-Friendly • Scroll-Friendly • Scroll-Friendly• Page Load Time • Page Load Data • Page Load Data • Page Load Data• Location Data & Time & Time & Time • More Location • More Location Data • More Location Data Data • Click-to-Call same URL “m.” subdomain London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  36. 36. Mobile SEO Testing Tools• W3C mobileOK: http://validator.w3.org/mobile/• Google “Go-Mo Meter”: http://bit.ly/gomometer• Smartphones: http://google.com/m• Feature phones: http://google.com/xhtmlSearch Rank Compare:Mask your desktop browser’s user agent w/the FirefoxUser Agent Switcher plugin and check rank withSEOBook Rank Checker tool. London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  37. 37. Mobile Web vs. Mobile App?A mobile app makes sense if you:• Plan to leverage mobile device features• Plan to develop interactive touch-screen functionality for improved user experience• Desire value-added functionality with heavy page load• Require offline data accessibilityOtherwise… leverage MOBILE WEB! London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  38. 38. Mobile Interaction… Think outside the box! London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  39. 39. What are Mobile Barcodes?An advanced 2D barcode image... UPC/EAN1D Barcode Numeric Storage Comparison: No Data 1D Barcode (UPC) = 30 2D Barcode (QR) = 7,089 Data QR Code Data Matrix EZcode Microsoft Tag2D Barcode Data Data London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  40. 40. Mobile Barcode Scanning ProcessOpen Reader App Scan Code (Decoding) Content Revealed London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  41. 41. London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  42. 42. What Can They Store? Smartphones are…• Text SMART!• URL• Email• MMS/SMS text message• Phone number• Contact record (vCard or meCard)• Calendar entry (vCalendar)• Geolocation / Map London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  43. 43. Mobile Barcode Campaign Tools2D Barcode Generator 2D Barcode Reader (smartphone mobile app) (website service)List of tools and tips: http://bit.ly/qrmarketingjumpstart London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  44. 44. Golden Rules of Mobile Barcode Use1. Serve a business objective
(Generate leads, retain customers, drive traffic, etc.)2. Add value for the user 
(Save time, provide discounts, enhance experience, mobile-friendly content, etc.)3. Provide contextual assistance
(How-to steps, link to get a reader app, call-to-action, barcode link or SMS alternative, etc.)4. Test to ensure codes are scannable
(Code size, lighting, Wi-Fi, etc. across different readers and handsets) London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  45. 45. Zoo Records "Hidden Sound“(QR Campaign) Video: http://bit.ly/hiddensound London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  46. 46. Zoo Records "Hidden Sound"(QR Campaign)Results: More than half the albums sold outwithin the first week! London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  47. 47. MyToys Lego Codes Video: http://bit.ly/mytoyslegocodes London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  48. 48. MyToys Lego Codes Lego Bricks: Wizard in front of Results:castle a princess 49% of online traffic came via the campaign. Online sales doubled for campaign-featured Lego brick boxes. Lego Bricks: Sea serpent attacking a pirate ship Video: http://bit.ly/mytoyslegocodes London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  49. 49. Taco Bell Receipt FeedbackIncrease the number ofsurvey responses with amobile barcode onreceipts or invoices. London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  50. 50. Foursquare Missed OpportunityInsert QR code here!Direct Link to Venue:http://foursquare.com/venue/<VENUE-ID> London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  51. 51. Mobile Barcodes are aCONVERSION TOOLhttp://bit.ly/qrforconversionConversion optimization targets:• What users want• Where users want it• What users need to act• When users are most likely to act London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  52. 52. Shazam (Mobile App) for AdsAd Options:• TV Show/Commercial• Web Video• Web Commercial• In-Store audio• Radio London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  53. 53. Shazam TV Ad Examples London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  54. 54. Shazam “Tag” / Revealed Content More info: http://bit.ly/shazamads London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  55. 55. Social WiFiBuy WiFi or… “Like” us for WiFi London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  56. 56. Mobile Integration Plan1. Lay the foundation2. Review competitors3. Identify and prioritize opportunities4. Align mobile spending with the time your target audience spends in mobile5. Measure your success6. Continually watch for new mobile trends London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  57. 57. Key Takeaways• Going “mobile” for web is easy with plugins, CSS, and landing page tools.• Mobile SEO is a technical SEO strategy.• Be mindful of diverse, creative interaction opportunities with mobile.• Users love their mobile devices. Leverage it as glue for your overall marketing strategy. London | 20–24 Feb, 2012 | #seslondon | @aschottmuller
  58. 58. Questions? Mobile Marketing Strategy Angie Schottmuller @aschottmuller Founder, Interactive Artisan Columnist, Search Engine Watch London | 20–24 Feb, 2012 | #seslondon | @aschottmuller

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