the mobile marketing race is on!

The Mobile Marketing Race is On!5 ways to ensure you don’t get left behind.

Prepared by Steffan Berelowitz, Conductor and CEO, BlueTrain MobilePhone: (888) 595-BLUEE-mail: steffan@bluetrainmobile.comTwitter: @steffanb @bluetrainmobile

#mktgtech

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Is there a Bluetrain??!

Mobile: Opportunities and Perils

How-Tos & Best Practices

What YOU can do now, don’t get left behind!

You can relax – no worries.

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Marketers not focused on mobile

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Actually, your competitors are chasing your tails!

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Oops, your customers are racing onto mobile

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And the year of mobile is…2011!!

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97million9out of10

USA smartphone users(Source: comScore 2012 Mobile Future in Focus)

mobile searchers havetaken action as a resultof a smartphone search.(Source: Google)

42%USA smartphone users(Source: comScore 2012 Mobile Future in Focus)

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1 Is there a Bluetrain??!

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2 Mobile: Opportunities and Perils

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A tidal shift…

1450 Printing press leads to flyers and brochures1730’s Magazines1836 Newspaper advertisements1864 Telegraph1867 Billboard rental1922 Radio advertising1941 TV advertising1980’s Database marketing1984 Guerrilla marketing1985 Desktop publishing democratizes print-advertising1990’s CRM1995 WWW Web marketing1996 Identification of viral marketing2000’s Search marketing2004-6 Social Media Marketing: Facebook, Twitter2010: Mobile marketing

Marketing technology innovations

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The opportunities and perils of innovation

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Don’t underestimate the size of the change

Nielsen’s State of the Media Report, dated Jan. 5, 2011Morgan Stanley, Internet Trends Report, April 12, 2010

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A story about pies…

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Mobile users are your Super-Customers

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Mobile users are always “on”

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Mobile Users Aren’t Dumb

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Mobile is increasingly the launching point for other interactions on the web

Key Stats

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12.6% of total website traffic was mobile (Q4 2011)

Up 102% from the 6.3% recorded a year earlier

(Source Walker Sands Quarterly Web Traffic Report)

Is it higher on your website?

Find out here

Key Stats

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12.6%

1 in 8 Requests are Mobile

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3 How-Tos & Best Practices

What company did you say you’re calling from?

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Mobile Website vs. App

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Mobile Website vs. App

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Mobile Websites are for Lead Generation

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Know Your Options: Hybrid is Best

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Example of Content Length From Desktop to Mobile

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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

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• Text and navigation menu are too small to read, repeated pan and zoom action is required to access contents of the site.

• Heavy javascript image slideshow is lagging.

• Branding gets lost.• The site takes more

than 20 seconds to load on a 3G network.

• Text is perfectly legible.

• Content is condensed and gets right to the point.

• Call to action is clear.• Branding is consistent.• It takes less than 10

seconds to load.

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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/

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Conversion In Context• Use Conversion Call Outs• Make it easy for users to click and contact

• Click to call• Click to email

• Use short, mobile-friendly forms

18% of users who saw an ad with a click-to-call action called the business.The Mobile Movement Study, Google, Inc.

Google mobile ads with the 'click to call' feature have a 6-8% higher click through rate than those that don't.Surojit Chatterjee, Senior Product Manager of Mobile Ads for Google, Inc.

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Conversion Tactics: Do’s and Don’ts

Visible branding

Simple form

Strong call-to-action

Explanation of benefit

Top-loaded page

No clear branding

Confusing navigation

No call-to-action

Scrolling necessary to find content

Don’t… Do…

Learn More: http://www.bluetrainmobile.com/blog/effective-mobile-landing-page-design/

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4 What YOU can do now!

1. MobileGrader.comhttp://www.mobilegrader.com

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2. Mobile Marketing Maphttp://get.bluetrainmobile.com/mobile-website-options/

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3. White Paper: How to Build a Mobile WebsiteDownload it at http://get.bluetrainmobile.com/mobile-website-options/

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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

4. Build a Mobile Website45

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Small business Medium business Large organizations Agencies and marketers

Mobile solutions tailored for you

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Small business Medium business Large organizations Agencies and marketers

Mobile solutions tailored for you

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Small business Medium business Large organizations Agencies and marketers

Mobile solutions tailored for you

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Small business Medium business Large organizations Agencies and marketers

Mobile solutions tailored for you

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Professional and unique design Advanced navigation Hybrid approach for content

Why BlueTrain Mobile?

“Unlike other mobile CMS platformsI’m not stuck with a cookie cuttertemplate, I can design a site thathas a completely custom look, and yet it’s managed through BlueTrain’spowerful standardized mobile marketing engine.”

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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

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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

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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

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Sample mobile websites built on our platform

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Live Examples….

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5. Take advantage of our offer

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When you sign up for a plan on Bluetrain Mobile for just $99/mo

E-mail info@bluetrainmobile.com, subject: NEDMA

OR stop by our exhibit!

Free Mobile Site

Q&ASteffan Berelowitz, Conductor@bluetrainmobile steffan@bluetrainmobile.com

Free Mobile SiteWhen you sign up for our monthly plan, just $99/mo

E-mail info@bluetrainmobile.com

Subject: NEDMA