A master class in mobile strategy 06 18 2015

TM

A Master Class in Mobile First Strategy


Webinar will begin shortly

1 1 B2A Mobile Engagement Putting mobile at the heart of your marketing TMTM

TM


Hosted by:

Adam Lavine Founder and CEO of FunMobility, founding chair of the Mobile Coupon Standards Committee, MMA

Michael Becker Co-founder and Managing Partner of mCordis, founding board member of the Mobile Marketing Association

2 2 TM

A Master Class in Mobile First Strategy 1

TM


Overview

1.  Why adopt a mobile first strategy?

2.  Building a strategic mobile framework

3.  Mobile Content Creation

4.  Creating engagement at every touch point

3 TM


TM


1. Why adopt a mobile first strategy?

4 4 TM


TM


What is “mobile first?”

5 TM


TM


Why put mobile first?

6 TM


Modern consumers are always connected

5

TM


2 hours 48 min

Even television, the great American pastime, now trails mobile in terms of daily average consumer attention

Average daily consumer attention, Q4 2014:

TV

MOBILE


Mobile share of consumer media consumption:

51% 75% 84% 66%

Email* In-store Shopping** Social Media*** YouTube****

2 hours 57 min

*Venturebeat **Google Shopper Marketing Council

***Wallstreet Journal ****Recode.net

*****24/7 Wall St

*****

7 TM


TM



June 12th, 2015 - The New York Times now sees so much mobile traffic, editors bar all employees from accessing their desktop homepage while at the office.

“There’s a disconnect between the creation of our journalism, and the consumption of it,” – Clifford Levy, The New York Times*

*digiday.com

8 TM


TM


Pop-Quiz: Does your marketing team put mobile first or mobile last?

9 9 TM


TM


2. Building a strategic framework around mobile

10 10 TM


TM

A Master Class in Mobile First Strategy B2A Mobile Engagement

Re-think your relationship with media channels

11 TM


Paid Media

Owned Media

Earned Media

TM

A Master Class in Mobile First Strategy B2A Mobile Engagement

Break your media down into four categories 1.  Paid 2.  In-Store 3.  Owned 4.  Social

1 2

3 4

1

2

3

4

12 TM


TM


Consumer Touchpoints

Within each media category, assign specific consumer touch points.

13 TM


TM

A Master Class in Mobile First Strategy 14 TM


TM


Build a solid foundation of HTML5 mobile web content •  Flexibility •  Reach •  SEO

15 TM


TM


3. Mobile Content Creation

16 16 TM


TM


Introducing…

The Elemental Table of

Mobile Engagement

17 17 TM


The Elemental Table of Mobile Engagement

Offers & Coupons

Games, Prizes & Fun

Data Capture & CRM

Branded Content

TM

TM


Pop-Quiz: How many ways are you currently engaging your mobile audience?

19 19 TM


TM


4. Creating engagement at every touch point

20 20 TM


TM


Let’s look at best practices for publishing mobile content to individual touch points in each media category.

21 21 TM


TM


TV & Radio, Video Ads

Desktop Display Ads Mobile Display Ads Search

Integrate an SMS call to action into the narrative, incentivizing your audience to text a keyword to opt-into a mobile database

Don’t stop at the click. Create responsive cross-screen landing pages built around an interactive post-click experience

Publish mobile-optimized landing pages designed for keywords relevant to your mobile audience

Paid Media

22 22 TM


TM


On-Pack End Caps Print Ads

Demos & Events

Capture mobile numbers & emails at demo stations via SMS opt-in & incentivized lead generation

Replace that QR code with a clearly-incentivized SMS call to action, creating an experience that fits the consumer’s natural mobile behavior

Drive foot traffic to the shelf with the promise of engaging digital content like product selectors, games, & multimedia

Generate leads and drive your print audience to engaging digital content & promotions with a printed SMS call to action

In-Store Media

23 23 TM


TM


Brand Website Mobile App Email SMS

Employ a responsive, mobile-friendly design. Embedding iframes into the page offers an easy tactic to ensure mobile first content renders correctly on desktop devices

Integrate rich media HTML5 web content with push notifications to create a seamless brand story across the mobile consumer experience

Enhance emails with mobile-optimized layout & engaging post-click content that collects actionable data

Build, segment, & regularly engage an SMS opt-in list with personalized post-click content to see 98% open rates

Owned Media

24 24 TM


TM


Facebook Twitter Instagram

Pinterest

Create Facebook-specific mobile landing pages with calls to action designed to drive social share

Make sure your campaign story and mobile-call-to action are streamlined enough to be delivered in 140 characters

Collect followers and promote earned reach with mobile campaigns that encourage user generated content & social participation

Social Media

25 25 TM


TM


The next step is analyzing your audience and tracking performance across marketing channels. Google Analytics uses UTM (Urchin Tracking Module) strings with custom URLs to accomplish this.

26 TM


TM

A Master Class in Mobile First Strategy 27 TM


Campaign Medium Refers to the context in which the consumer interacts with the content (e.g. Paid Media, Earned, Owned, or In-Store).

Campaign Term Identifies CTAs, offers (e.g. Shoes, Pants, 15% off, etc.) & Paid Search Terms.

Campaign Source The point of interaction. (e.g if Social Media is your Campaign Medium, the Campaign Source would be Facebook, Twitter, etc.)

Campaign Name Encompasses the entire campaign (e.g. Spring Sale, December Product Release, etc.)

Campaign Content Define the different creative units promoting the campaign (e.g. ad size, color, messaging, etc.)

Creating a Custom URL – UTM Parameters

TM


Takeaways •  Your product is now a collection of experiences – not just a good

or a service •  The modern consumer is always connected •  Put mobile at the center of your marketing operations •  Integrate and measure HTML5 content at every touch point

28 TM


TM


Questions? Contact us: Adam Lavine [email protected] Michael Becker [email protected]

29 29 TM


A master class in mobile strategy 06 18 2015

Marketing

Transcript of A master class in mobile strategy 06 18 2015