reaching your customers through mobile marketing
TRANSCRIPT
Reaching Your
Customers Through Mobile
Marketing
Mobile Device Usage Has
Surpassed Desktop Usage
Most of That Growth Has Come
From Mobile Apps
Why?
Because…
• Except for a few mobile sites (mostly e-
commerce and social media), mobile web
experience is inferior
• Apps offer a much richer experience
• App usage is goal-driven, while most websites’
goals are diffuse
Which Leads to an Opportunity
for You…
Build a Better Mobile Website,
and They Will Come.
Mobile Websites
Two types:
• Responsive design
• Dedicated mobile site
Responsive design
Desktop and mobile sites have same URL, approximate look
Mobile Websites
Dedicated mobile
Desktop and mobile sites have different URL, different look
Mobile Websites
• Customize your home
page to satisfy
informational needs
• Use alternate navigation
layout
• Reduce clutter
Mobile Site Design
First, Understand What Your Visitors are Seeking
Access
my
account
Interest
rates
Locations
Full site
• Shrink or eliminate
photos
• Limited text per screen
• Prominent call to
action
Mobile Site Design
• Large buttons - 44 x 44
pixels minimum
• Keep links in text far apart
• Pre-selected choices
• Give users opportunities to
TAP rather than TYPE
- checkboxes, radio
buttons, dropdowns,
buttons, date scroll
wheels, etc.
Mobile Site Design
Mobile Response Forms
• Large fields and buttons,
with plenty of space
between them.
• Field names ABOVE
fields, not to their left.
• Use appropriate
keyboard - email,
numbers, etc.
Mobile Device Usage
Smartphone vs. Tablet Usage
• Pocketable
• Personal
• Used at home, office, car,
stores, while traveling…
• Used for communication,
content, apps
• Low m-commerce
conversion
• Portable
• Shared with others
• Used primarily at home
• Used to consume media
and content
• Better m-commerce
conversion
Most Popular Devices Used to
Search the Internet
0
10
20
30
40
50
60
70
80
90
100
PC/Laptop Smartphone Tablet Games Console
Source: Global Web Index
Search Market Share, Oct. 2014
Source: comScore
Google, 67.0%
Yahoo!, 10.3%
Bing, 19.5%
Ask, 1.9% Others, 1.3%
Search Engine Optimization
Search engine optimization (SEO) is building or modifying your
website so it appears near the top of search results pages.
Keywords
Searcher’s intent is informational or transactional
How to Optimize Your Site
Optimization efforts fall into two
broad categories:
•What you say about yourself
•What others say about you
What You Say
•Text on page
•Text in headings, titles, “metadata”
•Content
•Social media interaction
•Proper code
Embed Links in Your Content
Arun Sinha is president of Access Communications, a
marketing communications, technical writing and web
development company in Stamford, Connecticut, USA. Visit
http://www.accessc.com for more information on copy writing,
websites, and Internet marketing.
What Others Say
• Incoming links
•Some sites have
heavier weighting
• Interaction on social
media
• Access via google.com/analytics
• Tells you information such as:
Number of visitors
Location
Top pages viewed
Top entry pages
Top exit pages
Operating system
Mobile device
Browser
Which links on your site were clicked
...And much more
• You will need to add code to your website
Google Analytics
Google Analytics
Google Analytics
Google Analytics
