Connecting with Your Audience on the Move - Marcia Kadanoff - SESToronto2013
-
Upload
marcia-kadanoff -
Category
Business
-
view
104 -
download
0
description
Transcript of Connecting with Your Audience on the Move - Marcia Kadanoff - SESToronto2013
Toronto | June 12–14, 2013 | #SESTO |@SESConf
Mobile Content MarketingConnecting with your Audience on the Move
Marcia KadanoffBislrChief Marketing Officer
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
About Me
• Formerly CEO & Founder of Open Marketing• Recently “Acqui‐hired” by Bislr
– Modern websites for B2B customers– Intelligent, mobile, social, optimized for lead gen– Integrated suite of drag‐n‐drop tools for marketing automation (landing pages, call to actions, lead nurturing campaigns)
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Can We Talk
• You don’t have an audience, you have a target
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Your Target
• Is definitely using smart phones and tablets
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
But “on the move”
• Not so much
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
What Does This Mean?
• Is mobile … best thought of as
– A channel– An opportunity– An optimization– A strategy
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
As a Channel
Target customers you reach on mobile will also interact with you at your desktop website
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
As an Opportunity
• Higher conversion rates & order values
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
As an Optimization
• Website• Email• Landing Pages
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Website
• Responsive design
SHARED UNDERSTANDING
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
EmailSHARED UNDERSTANDING
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Optimizing Email
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Email Optimization• Larger fonts• Responsive design
– One column (smart phone), two columns (tablet)• More contrast in the color palette• Simplify – less really is more• Check your calls‐to‐action and where they fall• Resources:
– https://litmus.com/blog/mastering‐the‐art‐of‐mobile‐email‐workshop‐recap
– http://litmus.com/blog/anatomy‐mobile‐email
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Landing Pages
• Don’t make people pinch and zoom
• Test on both landscape and portrait views
• Make sure fonts stand out• Concise content is king• Speed is of the essence• Don't use FLASH• Click‐to‐call
• Obey the 44x44 rule• Remember that mobile search is local search
• Make sure forms are short and simple
• Single column FTW• Keep your CTA above the fold
http://econsultancy.com/us/blog/62190-12-useful-tips-for-optimising-mobile-landing-pages
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
As a Strategy
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
How to Connect
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Content Marketing
• What Works– Video– Comics– Meme campaigns– Slideshows– Facebook ads*
• What Doesn’t– Text Ads*– White Papers– Lead Gen Forms– Infographics– Flash
*category specific
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
VideoWHAT WORKS
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
ComicsWHAT WORKS
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Meme CampaignWHAT WORKS
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
SlideshowWHAT WORKS
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Facebook Mobile AdsWHAT WORKS
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Text Ads
• Category specific– YES
• QSR• Local
– NO• B2B• Considered Purchase• Mobile downloads
WHAT DOESN’T WORK
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
To Make Text Ads Work
• Optimize our landing pages by platform• Give people the option of returning to your desktop site
• Beware of the “fat finger” problem – it’s real
WHAT DOESN’T WORK
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
White Papers
Source: http://www.johncuneo.com/rip
WHAT DOESN’T WORK
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Lead Gen FormsWHAT DOESN’T WORK
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
FlashWHAT DOESN’T WORK
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Example
• SF Jazz ecommerce engine
WHAT DOESN’T WORK
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Mobile Content Marketing
HOW TO SUCCEED
IN CLOSING