making the case for moble
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© 2013
@constantcontact #ccmobile
© 2014
making the case for mobile beyond text messages
© 2013
@constantcontact #ccmobile
© 2014
making the case for mobile tips for marketing that’s mobile-friendly
© 2013
@constantcontact #ccmobile
© 2014 3
facebook.com/stellar247
#ccmobile
@stellar247 share
learn more
blogs.constantcontact.com/tag/mobile/
© 2013
@constantcontact #ccmobile
© 2014
129,000,000 # of smartphones
owned in U.S. in 2012 comscore.com
4
29% of Americans
use only mobile devices to access the
internet. ondeviceresearch.com
91% of U.S. adults
own a cellphone theatlantic.com
56% own a
smartphone Pewinternet.org
© 2013
@constantcontact #ccmobile
© 2014
83% of the audience for this webinar use mobile devices to manage their personal lives
80% of adults 18-44 have
their smartphones with them
22 hours a day
mediabistro.com
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© 2013
@constantcontact #ccmobile
© 2014
220,000,000!
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@constantcontact #ccmobile
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35,000,000!
USE FOR BING…or MICROSOFTAUDIENCE
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@constantcontact #ccmobile
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mobile responsive vs.
mobile friendly mobile friendly
technology
question marketing + strategy question
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@constantcontact #ccmobile
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© 2013
@constantcontact #ccmobile
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US smartphone subscriptions
expected to grow
+28% in 2013
Mary Meeker
© 2013
@constantcontact #ccmobile
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people look at mobile devices
150x per day
people look at smartphones
200x per day
Alan Moore, No Straight Lines
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@constantcontact #ccmobile
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of Americans under 35 used a mobile device to make a donation.
40% used a mobile device to browse non-profit websites and emails.
50%
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@constantcontact #ccmobile
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75% used phone to get real-time,
location-based information
70% who ran a local search via mobile acted within one hour
90% of mobile searches lead to an action
local search
PewInternet.org
searchengineland.com
CMO Council
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@constantcontact #ccmobile
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Litm
us.c
om
44% of email is opened on a mobile device.
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@constantcontact #ccmobile
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Blue Hornet
80% of users delete
mobile email that doesn’t look good.
Blue Hornet
of users unsubscribe from email lists after
receiving mobile email that doesn’t look good.
30%
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@constantcontact #ccmobile
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© 2013
@constantcontact #ccmobile
© 2014
66% of small businesses are using mobile for their business.
34% aren’t.
small business use of mobile
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Constant Contact customer research
© 2013
@constantcontact #ccmobile
© 2014
34% aren’t.
• have no plans to adopt mobile in the future 65%
• lack of customer demand 56%
• “mobile isn’t relevant to my industry or business” 28%
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Constant Contact customer research
© 2013
@constantcontact #ccmobile
© 2014
Dorothy S. Jones April 1, 1947 – April 5, 2013
Services
Dorothy S. Jones, age 66, passed away on Friday, April 5, 2013. She was at home and surrounded by her family.
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© 2013
@constantcontact #ccmobile
© 2014
why not?
we’re a nonprofit…
not best for my
products… cost is too
high…
we’re regulated
by the government…
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© 2013
@constantcontact #ccmobile
© 2014
mobile for operations 82%
calendar or time management
74%
customer communications
52%
GPS / mapping
44%
accounting or invoicing
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Con
stan
t Con
tact
cus
tom
er re
sear
ch
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@constantcontact #ccmobile
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© 2013
@constantcontact #ccmobile
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YOU DON'T GET TO DECIDE WHICH DEVICE PEOPLE USE TO ACCESS YOUR CONTENT. THEY DO.
Karen McGrane, author of Content Strategy for Mobile @karenmcgrane
“
© 2013
@constantcontact #ccmobile
© 2014
at the end of the day, it’s
about
success
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© 2013
@constantcontact #ccmobile
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© 2013
@constantcontact #ccmobile
© 2014
tip #1 avoid
using too much text
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© 2013
@constantcontact #ccmobile
© 2014
avoid multiple columns
tip #2
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© 2013
@constantcontact #ccmobile
© 2014
tip #3
clear and easy calls to action
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© 2013
@constantcontact #ccmobile
© 2014
avoid tiny
fonts
tip #4
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9-point font, headlines don’t stand out
Minimum: 22-point headlines, 11-point body text, improved contrast
© 2013
@constantcontact #ccmobile
© 2014
avoid tiny
fonts
tip #4
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Better: 22-point headlines, 16-point body text
© 2013
@constantcontact #ccmobile
© 2014
tip #5 use
images carefully
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@constantcontact #ccmobile
© 2013
@constantcontact #ccmobile
© 2014
don’t ignore local
search
bonus
#1
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© 2013
@constantcontact #ccmobile
© 2014
don’t ask customers or supporters to
turn their phones off!
bonus
#2
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© 2013
@constantcontact #ccmobile
© 2014
camera on the phone to take shots in-store or with customers, social posts from businesses featuring images, etc. don’t
ignore mobile
tech
bonus
#3
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youtube.com
100 hours of video uploaded
per minute
1.4 billion images
taken on mobile per day Nokia’s Vesa Jutila, at DigitalK 2012
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@constantcontact #ccmobile
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44%
© 2013
@constantcontact #ccmobile
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© 2013
@constantcontact #ccmobile
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less is more. focus – use less text
use a single column
clear and easy calls to action
no small fonts (test, test, test!)
use images carefully (don’t rely on them)
claim your listings: be found on local search!
let your customers use their phones
don’t ignore your phone (pics, video, social)
© 2013
@constantcontact #ccmobile
© 2014
next steps
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have more questions? check out our answers to 10 of the most popular at the blog… (http://blogs.constantcontact.com/fresh-insights/10-mobile-marketing-questions)
if you’re ready to review your email template for mobile, call a coach today: 855-816-6508
want to learn more? try other live local seminars near you… constantcontact.com/local-learning/seminars.jsp
© 2013
@constantcontact #ccmobile
© 2014
making the case for mobile beyond text messages
© 2013
@constantcontact #ccmobile
© 2014
APPENDIX data references
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© 2013
@constantcontact #ccmobile
© 2014
Making the case for mobile: data references • Slide 3 – intro stats
– 129 million smartphones owned in U.S. / January 2013: http://www.comscore.com/Insights/Press_Releases/2013/3/comScore_Reports_January_2013_U.S._Smartphone_Subscriber_Market_Share
– 91% U. S adults own smartphone / May 2013: http://www.theatlantic.com/technology/archive/2013/06/more-than-90-of-adult-americans-have-cell-phones/276615/
– 29% of Americans access internet only through mobile: http://ondeviceresearch.com/blog/post-pc-era-in-the-us-#sthash.gh5XrvB4.dpbs
• Slide 4 – personal mobile use – % of audience mobile use: from webinar registration data – 80% have phone up to 22 hours a day / April 2013:
www.mediabistro.com/alltwitter/smartphones_b39001 • Slide 7 – % increase in smartphone subscribers
– +28% expected smartphone subscriber growth / May 2013: Mary Meeker, Kleiner Perkins -- http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013, slide 40
• Slide 8 – mobile giving and nonprofit search – 40% of Americans (under 35) gave via mobile / January 2012:
http://wediditnyc.wordpress.com/2013/01/04/giving-trends-in-2012/ – 50% used a mobile device to browse NP websites / January 2012:
http://wediditnyc.wordpress.com/2013/01/04/giving-trends-in-2012/
• Slide 9 – Local Search – 75% get location based info / May 2012:
http://www.pewinternet.org/Reports/2012/Location-based-services/Summary-of-findings.aspx
– 90% of mobile searches lead to action / April 2011: http://searchengineland.com/google-50-percent-of-smartphone-users-exposed-to-ads-took-action-74760
– 70% take action in one hour of a mobile search / CMO February 2013 :
http://www.cmocouncil.org/download-success.php?id=254&doc=summary • Slide 10 – % of emails opened on mobile
– 42% of email opened on mobile / May 2013: https://litmus.com/blog/outlook-com-breaks-into-email-client-top-ten-at-6
• Slide 12 – small business adoption of mobile – 66% are using, 34% aren’t – from May 2013 Constant Contact research:
http://news.constantcontact.com/research/5713-sixty-six-percent-small-business-owners-use-mobile-technology
• Slide 13 – reasons SMBs not using mobile – all from Constant Contact research / May 2013:
http://news.constantcontact.com/research/5713-sixty-six-percent-small-business-owners-use-mobile-technology
• Slide 16 – how SMBs use mobile for their operations – all from Constant Contact research / May 2013:
http://news.constantcontact.com/research/5713-sixty-six-percent-small-business-owners-use-mobile-technology
• Slide 17 – “so what” slide…why SMBs need to consider mobile for communication
– Just 3% of email users view email on more than one device / June 2012: https://litmus.com/blog/saving-email-for-later-opens-across-devices-environments
– 80% delete and 30% unsubscribe from email that doesn’t look good on mobile / March 2013: http://www.bluehornet.com/news/full/new-survey-reveals-shifting-consumer-views-on-email-marketing
• Slide 28 -- # of images, hours of video, # of Instant Messages – # of images: attributed to Nokia’s Vesa Jutila during his talk at DigitalK,
10.1.12 in Sofia, Bulgaria – hours of video: http://www.youtube.com/yt/press/statistics.html – # if instant messages expected to be sent by end of 2013:
http://www.designntrend.com/articles/4791/20130613/whatsapp-news-27-billion-messages-sent-one-day.htm
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