Marketing KIT Mobile Market

T P MO I MA KT G O 5 B E R EI L N C S SU I &H W- S A E T DE S O T O
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MarketingSherpas Top 5 Mobile Marketing Case Studies & How-tos

Copyright 2011 by MarketingSherpa LLC All rights reserved. No part of this report may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, faxing, emailing, posting online or by any information storage and retrieval system, without written permission from the Publisher. To purchase copies of other benchmark reports, please visit http://www.SherpaStore.com Yes, bulk discounts are available for multiple copies. Contact: Customer Service MarketingSherpa LLC +1 (877) 895-1717 (outside US, call +401-247-7655) Service@SherpaStore.com 499 Main Street Warren, RI 02885 USA
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TableofContents
INTRODUCTIONFROMHUBSPOT .............................................................................................2 PAGETESTSCUTMOBILEBOUNCES22%:3STEPSTOIMPROVEEXPERIENCEFOR MOBILEVISITORS ......................................................................................................................3 ONETWOCAMPAIGNPUNCHGROWSEMAIL&MOBILELISTS:SEGMENTATION DELIVERS40%LIFTINCTR.......................................................................................................11 DIRECTMAILANDSMSCOMBOLIFTSREWARDSPROGRAMMEMBERSHIP5%:5STEPS...19 MOBILEWEBSITEADVICEFROMTACOBELL:5CONSIDERATIONSTOREACHMORE MOBILEDEVICES......................................................................................................................25 GETSTARTEDINMOBILEMARKETING:4INSIGHTSTOGUIDEYOURSTRATEGY.................33
MarketingSherpas Top 5 Mobile Marketing Case Studies & How-tos 2010-2011 MarketingSherpa LLC
IntroductionfromHubSpot
AccordingtoMorganStanley,infiveyearstherewillbemoremobileinternetusersthan desktopinternetusers. Thatisjustoneofthemanyreasonswearetakingmobilemarketingveryseriously.In fact,wearecurrentlybetatestingourmobileplatformandprettysoonallwebsitesthat areontheHubSpotinboundmarketingsoftwareplatformwillhavemobileoptimized viewingenabled. However,likeeverythinginmarketing,havinganeffectivemobilestrategytakesmore thanjustmakingyourwebsitemobilefriendly.Goingmobilecallsforanintegrated approach. OurfriendsatMarketingSherpahavebeenstudyingthegrowthofmobilesinfluenceon marketingstrategiesforseveralyears.Wevepickedfouroftheirmostrecentcase studiesaswellasagreathowtoarticleongettingstartedinmobilemarketing. Inthiscollectionyoullfindout: Howatravelwebsitetestedmobileversionsofselectedpages,andincreased pageviewsandconversions. Howonesportsonlineretailersetouttocleanuptheiremaillistandinthe processalsobirthedamobilemarketingprogram. HowapizzarestaurantchainusedSMS(ShortMessageService),acontestand directmailtoincreasemembershipinaloyaltyprogramby5%. WhatideasTacoBellconsideredwhencreatingtheirmobilewebsite. Additionally,inthehowtoarticleyoullgainsomekeyinsightsfromamobilemarketing expert. Ifyouarethinkingmobile,wehopethesecasesstudieswillprovideyouwithgreatideas onhowtosucceedinmarketingyourproductsandservicestothegrowingmarketof mobileusers. Enjoy, TheHubSpotTeam 2
PageTestsCutMobileBounces22%:3Stepsto ImproveExperienceforMobileVisitors
SUMMARY:ConsumersusingmobileWebbrowsersarevisitingyoursitewhetheryou havepagesdesignedforthemornot.Iftheydon'tfindwhattheywant,theirvisitswill beshortbeforetheygosomewhereelse. Seehowatravelwebsiterespondedtogrowingmobiletrafficbytestingmobileversions ofselectedpages.Thenewpagesdecreasedbouncerate22%,whileincreasingpage viewsandconversions. CHALLENGE MikeBrown,VP,InternetOptimization,Vegas.com,andhisteamnoticedthatmobile visitorstotheirdestinationbasedtravelandentertainmentbookingwebsiteweren't stayingverylong. "People[onmobilephones]whohitthesiteeitherwerelikelytoabandonafterviewing onepage,ortheygotoneortwopagesinandsaid'Gosh,thisistoohard'and abandoned,"hesays. Thebouncerateofmobilevisitorswasabout50%higherthanthatofnormalvisitors. Theirtimespentandconversionratesweresignificantlylower,too. Hadmobiletrafficbeenanegligiblepercentageofoverallsitetraffic,theteammightnot havecared.However,about7%ofthesite'strafficcamefrommobilevisitors,anditwas growingfast. Theteamrealizeditwastimetopaymoreattentiontomobilevisitors.Theywantedto determinewhethershowingthemtailoredcontentwouldimprovetheirexperience, encouragethemtostaylongeronthesite,andincreasesales. CAMPAIGN BrownandhisteambuiltmobileversionsofVegas.com'shomepageandspecific categorypages,suchthoseforgambling,golf,dining,etc. Theythenranatestthatservedmobilevisitorseitherthemobilespecificpagesorthe standardwebpages,tomonitorthedifferenceinperformancemetrics.
Herearethethreestepstheytook. Step#1.Limitscopeoftesttoproveconcept TheteamcreatedmobileversionsofthefollowingareasonVegas.com: Homepage Categorypages Hotelroomsearchtool Thisessentiallygavetheteammobileversionsofthewebsite'stoptwolayers,which representthetopofitsfunnel,Brownsays. Theteamchosethesepagesfortworeasons: 1. Theycoulddirectlyimpactbounceratesandtimespentbyimmediatelysevering mobilevisitorstailoredcontent. 2. Creatingthesepageswasrelativelysimple,Brownsays. TheteamdidnotchangeVegas.com'secommercearchitecture,meaningmobilevisitors whoclickeddeeperintothesitethanacategorypage,suchastomakeareservation, wouldbeusingthetraditionalwebsite'sarchitecture. Brownrecognizedthissetupwouldlikelycausemanymobilevisitorstoabandontheir sessionsafterreachingdeeperpages,hobblingthetest'sconversionrates. However,testingthesite'secommercearchitecturewouldrequiresignificant investment,andtheteamwantedtodeterminewhethermobilespecificpages increasedvisitorengagementbeforededicatingtoomanyresourcestotheproject. Step#2.Designpagesformobilevisitors Brown'steamcreatedautilitarianversionofitshomepagetoshowmobilevisitors(see CreativeSamplesbelow).Itincluded: Vegas.comlogo Phonenumbertocallforbooking Displayadwithspecialoffer LinkstoadozenofVegas.com'smostpopularcategorypages,suchasHotel, Flight+Hotel,ShowsandNightlife TheteamdesignedthepagetodisplaycleanlyoniPhone,thetopmobiledeviceusedto accessthesite.Linkswerelargeenoughtobeeasilyreadandclickedonatouchscreen. Theteamavoidedusingtoomanyimagestoensurethesitewouldhaveanefficient loadingtime.
Thecategorypagestheteamcreatedweresimilartodirectories.Theyincludedlinksto allrelevantinformation.Forexample: The"Shows"pagelistedshowsplayingintownwithlinkstomoreinformation. The"Hotel"pagelistedhotelsintown,andalsohostedasimplesearchtoolto findavailablehotelrooms. Oncevisitorsclickedbeyondthecategorypages,theyarrivedonrelevantwebpagesin thetraditionalwebsite'sformat. "Ittookabouttwoweeksoftimefromwhenweweretalkingaboutittowhenthetest wasready,"Brownsays."Honestly,ifwehadknownhoweasyitwasgoingtobe,we wouldhavedoneitalongtimeago." Step#3.Detectdevices,splittrafficandmonitorresults Brownandtheteamusedathirdpartytooltotestthepages.Theydetectedwhich visitorstoVegas.comwereusingmobiledevicesandroutedthemtoeitherthe traditionalpageorthemobiletestpages.Theteamchosea5050split,sendinghalfof allmobilevisitorstothetraditionalhomepage,andhalftothetestpage. Theteamsplitthemobilevisitorstoensureitcouldcompareperformanceforthesame sitetraffic.Also,Brownwantedtoplayitsafe.Ifthetestpageswereaflop,hedidn't wantitnegativelyimpact100%ofVegas.com'smobiletraffic. "Whenyou'retesting,60%ofthetimeyouguessrightaboutwhat'sgoingtowork,and 40%ofthetimeyoudon't,eventhoughwhenyou'rewrongitcanprovidevalue." RESULTS Theteamproveditshypothesisthatvisitorsonmobiledevicesneededatailoredweb experience. Theteamranthetestforjustundertwomonths.Comparingmobiletrafficontestpages tomobiletrafficonthetraditionalpages,thetestpagesrealized: 22%lowerbouncerate 16%morepageviews 4%higherconversionrate "People[onmobilephones]arespendingmoretimeonthesite,"Brownsays."They're notaslikelytoabandon,andpeoplearegoingtothebigproductcategorypages
significantlymoreoften." Whilethetestdid"marginallybetter"intermsofconversionrates,Brownsays,itwasa resultheexpected.Theteamdidnottestthesite'sconversionarchitecture,onlythetop halfofitsfunnel. Prioritizingmobileecommercepages Brownconsidersthetestproofthatservingmobilevisitorstailoredincreasesresults. Sincethen,histeamdecidedtorollupitssleevesandstartcustomizingpagesdeeperin thesitethatareusedtobooktripsandbuytickets.Theyexpectthissecondroundof teststoboostconversionratesmoredramatically. "Wefasttrackedthedevelopmentofmobilebookingpages,whichwereoutsidethis test'sscope,"Brownsays."Thosewillbereadyinthefall."
MobileHomepage
TraditionalHomepage
MobileCategoryPage:Hotels
MobileCategoryPage:Shows
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OneTwoCampaignPunchGrowsEmail&Mobile Lists:SegmentationDelivers40%LiftinCTR
SUMMARY:Improvedlistqualityandlistgrowthcansometimesseemlikecompeting endeavorsforemailers.Seehowonesportseretailersetouttocleanuptheirlistand discoveredhowtoaddthousandsofnamesalongtheway. Thisprocessalsobirthedamobilemarketingprogram.Andtheydiditwithjusttwo emailsthatprovideda40%liftinclickthroughrate. CHALLENGE Lastsummer,GregMoser,WebDirector,NytroMultisport,andhisteamwerecharged withturningtheirincreasinglystagnantemaillistintoahighlyrelevant,targetedemail program.Theyalsohadfallenwoefullybehindmostretailerswhenitcametothe emergingchannelofadvertisingtomobilephonesandhandsets. "Wehadawholelotofoldemailaddressesfromthelast10to15yearsofbusiness," Mosersays."Wehadlittleotherdatathantheemailaddress.Andwehadthedesireto beginmobilemarketingbecausewehadjustlaunchedamobileversionofourwebsite. Wewantedtodotextmessaging.Weknewtheonlywaytodoitwashavepeople subscribe." Theonlyproblemwastheirhouseemaillistoftensofthousandsofnameshadbecome wearyofstalemessaging. CAMPAIGN Theteamspicedthingsupwithapairofsweepstakesdrivencampaignsdesignedto growtheirlistwhileincrementallysegmentingtheiraudience. Inacarefulonetwofashion,theyranthesecampaigns: Campaign#1.Runsweeps/learnmoreaboutcurrentsubscribers Evenwithoutmuchbackenddata,Mosercouldextrapolatefromanecdotaltakeaways andsalessheetsthattheirdatabasehadtwokeyconsumersegments: Triathletes Cyclingonlyenthusiasts 11 MarketingSherpas Top 5 Mobile Marketing Case Studies & How-tos
2010-2011 MarketingSherpa LLC
Buttheydidntknowwhichsubscribersbelongedinthosesegments,orforthatmatter, wheretheylived. InAugust,toencouragepeopletoprovidemoreinformation,theysentanemailthat promotedachancetowinoneoftwohighendroadbicycles.Theemailcampaignwas supportedbythefollowingaspectsduringthesweepstakes40dayrun: Displayadsviaselectcyclingorientedsites. FacebookandTwitterposts,whichannouncedthesweepstakesanditswinners. Inordertoenterthecontest,registrantshadtoenterthefollowinginformationonthe landingpage: Fullname Emailaddress City/state/zipcode Country Birthday Bikeofchoice Optincheckboxesforemailandmobilealerts Mosersaysthatoneoftheprizebikeswasafavoriteoftriathletesandtheotherwas morelikelytobepurchasedbyaroadcyclist.Thisiswhytheteamgaveregistrantsa choiceaboutwhichprizetheydprefer. "Somepeoplewontcomeoutandtellyourightawayiftheyarearoadcyclistoratri athlete,"Moserexplains."Throughthatkindofbikeselection[intheregistration process],itwasmeanttogiveusmoreofanideaofwhatkindofenthusiastheorshe reallyis." Campaign#2.Segmentlistandtestcreative Next,Moserandhisteamaimedtousetheinformationgainedfromthefirstcampaign inamoretargetedeffort. Theyseparatedactivesfrominactivesandaddedthemtothenewnamesthatendedup enteringthroughthedisplayadsorthroughviralemailpassalong. Mosersaysthesecondcampaignwenttojusthalfasmanynamesasthefirst. "Itwasdefinitelysomethingthatwasthenextstep,somethingthatbuiltoffthefirst campaign,intermsofbeingabletotargetouraudience."
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Thiscampaign,whichlasted45days,includedthesamepushofdisplayadsacrosscycle orientedsitesthatthefirsteffortdid,aswellasthemodestFacebook/Twitter promotion. Theemailportionofthecampaignmirroredthecreativestyleoftheprioreffort.Here arethekeyelementsconjoiningthetwoemailslookandfeel: Alandingpagethatincludedcheckboxestojointhemobilelistandemail program Subjectlinessimilarinstyleandcharacterlength Aredcoloredtopnavigationbarintheemailbody Animagehyperlinkedtothelandingpageunderneaththenavigationbar Twosmallerboxesshowingotheroffersoradvertisements Aforwardtofriendfeature Theonlymajorcreativedifferencewashowthefirstmessageutilizedasuggestive pictureofayoungwomanasthetopimage,whilethesecondemailshowedawell knownfemalecyclistinaction.Wouldasexyimagetrumpanactionimagewhenitcame toclickthroughsforthisathleticaudience? RESULTS Moserandhisteamsawoutstandingsuccessesandintriguingtakeawaysfromthe campaigns. Theopenandclickthroughratesforeachcampaignweresignificantlyhigherthanthe brandspreviousaverages.Andthelistgrowthwasconsiderablefortheemailprogram, showingthattherewaslikelyaviraleffectinconjunctionwithahealthyperformanceby thedisplayads. Resultsfromthefirstcampaign: Openrateincreased112% Clickthroughsincreased6% 9,877newpeoplesignedupforemails 2,318optedinfortextmessages Resultsfromthesecondcampaign: Openrateincreased142% Clickthroughsincreased40% 10,045newpeoplesignedupforemails 3,634optedinfortextmessages
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Mosersaystheimprovedperformanceofthesecondcampaignindicatedasignificant advantagehigherrelevance.Inthiscase,sexdidntappeartosell,astheactionbased imagehandilysurpassedthesuggestiveimageintermsofclickthroughs. Healsolaudstheleadgenproduction(almost20,000newnames)fromthetwosends. "Wemorethandoubledoursubscriberlistovernight." Thecampaignsboostedthemobilemarketingprogram,buildingtheteamsmobilelist toalmost6,000names,withjustasmallnumberofemailsandafewweeksoftargeted banners. "Itwasdefinitelyasuccess,"Mosersays. Thewinningnatureofthesecondcampaignalsoledtoarecentspinoffemailthatcould helpMoserandhisteamtakethenextstepinturningemailandmobilesendsinto somethingotherthanlistbuildingorviralefforts. Inthemessage,Nytrooffersanexclusive,limitedtime$1,900discountforpreorderson anewbikemodelpremieringthiswinter.TheonlyreasonNytrospromotionalidea passedmusterwiththebicyclemanufactureratriskofupsettingitsotherretail partnerswasbecausetheeffortcouldbehighlytargetedviaemailduetothefirsttwo campaigns,Mosersays. "Soattheendoftheday,thewholethingstartedasleadgeneration,"headds."Butits probablygoingtocreatesalesforaverytargetedproduct."
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FirstEmail
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FirstLandingPage
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SecondEmail
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SecondLandingPage
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DirectMailandSMSComboLiftsRewardsProgram Membership5%:5Steps
SUMMARY:Ifyouwanttobuildastrongmembershipbaseforyourcustomerloyaltyor rewardsprogram,youhavetomakeitaseasyaspossibleforcustomerstosignup. SeehowapizzarestaurantchainusedSMS,acontestanddirectmailtogetcustomers toregisterfortheirloyaltyprogram.Totalmembershipincreased5%,andtheteam savedenoughmoneytorollintolatercampaigns. CHALLENGE ChrisBright,President,zpizza,andhismarketingteamhaveonemajorbusinessgoal: Theywantatleast1,000heavyusecustomersforeachoftheirrestaurantlocations. Theteamdefinesaheavyusecustomerassomeonewhospendsatleast$50permonth atarestaurantandvisitsatleasttwiceamonth.Thetroubleis,itcanbedifficultto identifythesecustomers. SotheteamcreateditszTribeloyaltyprogramtohelpidentifyregularcustomersandto rewardthemfortheirpatronage.Inordertocontinuallyattractnewmembers(and identifymoreheavyusers),theteamwantedtomakesigningupforzTribeas convenientaspossible.TheysawanopportunityinSMSmessaging. "SMStextrightnowseemstobetheeasiestwaytogetsomeoneonboardwithaloyalty program,"Brightsays. CAMPAIGN Brightandhisteamcombinedacashprize,directmailandSMSmessagingtoencourage customerstoregisterforzTribe,andtointroducenewproductstothepublic. Herearethefivestepstheyfollowed: Step#1.Buildregistrationarchitecture TheteamasksallcustomerssigningupforzTribetocompleteasurvey.Ratherthan reinventthewheel,theyusedthesamesurveyforthiseffort. TheWebbasedsurveytakesaboutfivetosixminutestocomplete,Brightsays,andasks
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visitorsquestionsabouttheirzpizzaorderinghabitsandtheircontactinformation.The lastframeofthesurveyasksvisitorstooptintotheteamspromotionalemaillist. Step#2.Designcontestanddirectmailpiece Theteamsetupa$5,000cashgiveawaycontesttiedtoadirectmailpostcard. Contestantsenteredbyscratchingaportionofthecardandtextingtherevealed keywordandtheiremailaddresstoaprovidedmobileshortcodenumber.Theteam thenemailedcontestantstotellthemiftheyhadwon,andtoencouragethemto registerforzTribe. Herearethekeypartstothecontest: Prize The$5,000grandprizewastiedtoaspecifickeywordononeofthepostcards.If apersonreceivedthepiecebutdidnotenterthecontest,thegrandprizewould notbeawarded.Theteamalsoawardedlesserprizessuchassmallfooditems. Shortcode Theteamneededashort,simplenumberforrecipientstotextintheirkeywords andemailaddresses. CommonShortCodesareleasedfromtheCommonShortCodeAdministration onathree,six,or12monthbasis.Thefeeisanonrefundable$1,000per monthfor"select"codesand$500permonthforrandomcodes.(Formore informationabouttheCSCAseelinksbelow). Postcardandkeywords Thedirectmailpieceservedseveralfunctions.First,thegraphicheavyfront introducedthreenewproductstorecipients.Thereverseside: o Mentionedthatrestaurantswereacceptingdonationsforanonprofit organization o Providedtwocoupons o Explainedhowtoenterthe$5,000giveawaycontest Thepostcardfeatureda"scratchoff"section.Whenscratched,itrevealeda keywordthattheuserwouldtexttotheshortcodetoenterthecontest.The teammostlyusedbrandrelatedwordssuchas"fresh,"Brightsays. TIP:Althoughnotemployedforthiscampaign,youcansegmentyourSMS keywordstotrackresponsebyregion.
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Also,itisessentialthattheshortcodeonthepostcardistheexactcode registeredwiththeCSCA.Otherwisethenumberwillnotworkforconsumers, andcouldwastetheentirecostofadirectmailing.Brighthasseenthishappen. Email Aftercontestantsmessagedtheirkeywordandemailaddress,theteamsenta replyemailtellingthemwhattheydwon,andencouragingthemtosignupfor thezTribeloyaltyprogram.
Step#3.Disseminatepostcards TheteammailedthecardsinOctobertoresidentswithintwomilesofeachzpizza restaurantapproximately3,000peopleperlocation.Theyalsosentthecardstoeach restauranttobehandedouttocustomersastheyorderedinthestore. Step#4.Promote Aswithmostoftheirmarketingcampaigns,theteammentionedthiseffortintwo additionalplaces: Homepage Theycreatedasimpledisplayimagethattoldvisitorstheycouldvisittheirlocal zpizzalocationtoreceiveagamepiece.Thiswasastaticimagethatdidnotlink toanotherpage. Facebook TheteamalsomentionedthecontestontheirFacebookprofilepage,and includedaproductimage. Step#5.MonitorSMSentries Forthemostpart,thecampaignwentsmoothly.However,anissuedidsurfacerelated tothekeywordtheyhadselectedforcertaingamepieces. Theteamusedaproductnameforonekeyword,"zBread."Afterscratching,some customersthoughttheyhadwonafreezBreadandtriedtoredeemthecardinstores withoutfirsttextingtoseewhattheydwon,percontestrules. "Thatwasalessonlearned,"Brightsays."Dontuseproductnamesinthescratchoff becausetheycancreatealotofconfusion."
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RESULTS "WewerepleasedwiththeresultsandwiththeliftinzTribememberships,"Brightsays. ComparedtotheirnormalzTriberegistrationrate,therateduringthesixweek campaigngrewby17%.Totalregistrationsincreased5%. Theteamrealizeda1.06%conversionratefromthemailing. Nograndprizeawarded Theoverallcostofthecampaignwaskeptdownsincenooneredeemedthegrandprize winningpostcard. "Wellberollingthat$5,000intoanothercampaignthisyear."
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Postcard1
Postcard2
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Email
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MobileWebsiteAdvicefromTacoBell: 5ConsiderationstoReachMoreMobileDevices
SUMMARY:Seeminglyeachday,wehearmoretalkofnewmobiledevices,andmore consumersaremakingtheswitchtoadvancedsmartphonesthatquicklybrowsethe Web.Isyourbrandready? WespokewithTacoBellsteamandseveralmobilesitedesignexpertstouncoverwhat todoandwhatnottodowhencreatingyourmobilewebsite.Findoutwhyyou mightnotwantthemostadvancedmobilesitepossible. CHALLENGE Inlate2008,DanielleWolfson,AssociateManager,InteractiveMarketing,TacoBell,and herteamhadamostlyFlashbasedwebsite,makingituselesstomostmobilevisitors. TheteamrespondedinFebruary2009andlaunchedamobilesitewherevisitorscould easilyfindamenuandanearbylocation. "Wewantedtoreachour'outandabout'TacoBellconsumersandprovidethemain informationtheyarelookingfor,"Wolfsonsays. WesatdownwithWolfsonandothermobilewebsitedesignexpertstobetter understandwhatittakestobuildastrongmobilesite. CAMPAIGN Herearefiveconsiderationstheyprovidedtohelpyourteamdesignasiteyour audiencewilluse: Consideration#1.Visitorsgoalsareapriority Agoodmobilewebsitegivesvisitorstheinformationtheyneedtofulfilltheirgoals. Beforecreatingasite,yourteamshouldask,"Whywouldsomeonevisitourmobile site?" Commonusergoalsinclude: Findinganearbylocation Findingcompanycontactinformation Lookingfordealsandcoupons Learningmoreaboutproducts 25 MarketingSherpas Top 5 Mobile Marketing Case Studies & How-tos
Understandingusersintentwillhelpyoubuildausefulsitethatyouraudiencewillseek out.TacoBellsteamfoundthisinformation,inpart,bylookingattraditionalwebsite analyticstoseewheremobilevisitorsclicked. "Allthisworkisreallydoneupfront,"saysBrianEaster,CEO,NeboWeb."Thatsactually moreeffortmanytimesthandoingthedesignordevelopment." Consideration#2.Sizematters Mobilewebsitescannotaffordtobeaslargeastraditionalwebsites.Thedevices,the networksandtheconsumerstimearemuchmorelimitedinmobilebrowsers.This meansyoucannotfulfillmobilevisitorseverygoal. Wolfsonsteam,forexample,knewthemobilesitesobjective"wasntentertainment," shesays.Theteamsmobilehomepagemostlyconsistsoflinksto: Storelocator Menu Nutritionalinfo Allergyinfo Ringtones Mobileapps Bycomparison,theteamstraditionalwebsitehasastorelocator,menuandnutritional information,butalsoincludesbrandedcontentsuchasfunnyvideosanddietary information.Thatsiteisalsoaveryvisualexperiencewithawealthofimages,which wouldn'tworkwellformobiledevices. "Wereallyhadtopare[ourtraditionalhomepage]downtothecoreconsumer information[mobilevisitors]werelookingfor,"Wolfsonsays. Everyexpertweaskedagreed:mobilewebsitesshouldbesimpleandutilitariantoallow visitorstoquicklygettheinformationtheyneedandmoveon. Consideration#3.Designdetailsareimportant ThemobileenvironmentharkensbacktotheInternetsearlydays,whendialupwas king.Mobilenetworksanddevicetechnologyoftenextendloadingtimeswellbeyond thatofadesktopbrowsingexperience.Yoursitehastoloadquicklyenoughtosatisfy consumersortheywillleaveandnotreturn.
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Smartphonetechnologyisbetterequippedtohandlemoreadvancedmobilesites,buta muchbroaderaudienceaccessesthewebonlessadvancedfeaturephones.Thesizeof theaudienceyouretryingtoreachshoulddictatehowfartoparedownyour experience. Designconsiderationsinclude: Efficientcodingandtailoreddisplay Fastloadtimerequirementsmeanyourteamsdeveloperswillhavetocode efficiently.Yoursitesdesignwillalsohavetouseimagesandvideosparingly. AvoidFlash Thisdevelopingplatformprovidesarichvisualexperiencetousers,butislargely incompatiblewithmobilephonebrowsers.TheexpertssuggestavoidingFlash formobile. Redirecting Mostexpertsweinterviewedsuggestedmarketersredirectmobilevisitorsfrom theirmainwebsitestoamobilesitewitha"m.yourbrand.com"address.This ensuresmobilevisitorswhouseyourmainsitesURLwillarriveatyourmobile experience. "Amethodologythatallowstheusertousetheexistingwebsiteandtheexisting searchenginesgoesalongway,"saysSkipDavis,Director,Development, DevelopmentNow. Rendering Therearemanydifferentmobilephoneswithvaryingbrowsersandscreensizes. Yourmobilesitewillrenderdifferentlyacrossdevices.Forexample,TacoBells sitehasatwocolumndesignonApplesiPhoneandaonecolumndesignon Blackberrydevices(seecreativesamplesbelow). Yourteammusttesttoensureyoursiteappearscorrectlyonalltargetdevices. Somemobiledeveloperplatforms(usedtocreatemobilewebsites)have emulatingfeaturestotestasitesappearanceacrossdifferentbrowsers.Other teamsusemobilehardwaretomanuallytesttheirsitesappearance. Consideration#4.Brandshouldbeconsistent Partofthereasonsomemarketersenjoyinteractiveandhighlyvisualwebsitesisthe brandingexperiencetheycanprovide.Thisapproachpresentsachallengewhen creatingamobilewebsite,sinceyourteamneedstorepresentitsbrandwithlimited technology.
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TacoBellsteambrandsitsmobilesitethrough: Brandscolors Logo Productimage URL Eventhesebasicelementscanhelpcommunicatetovisitorsthattheyvearrivedonthe rightpage. Reachyourfullaudience Also,TacoBellsbrandisrelevanttoawiderangeofconsumers,andtheteamwanted asmanyconsumersaspossibletohaveaccessitsmobilesite.Theteamcreatedand testeditssiteforhundredsofdevices. HadTacoBellchosentocreateasitethatonlyworkedwithsmartphones,itcouldhave providedaricherexperienceattheriskofdrasticallyreducingthesizeofitspotential audience. Consideration#5.Sitemaintenanceisrequired Itspoormarketingtoletyoursitegostale.Youneedtoregularlyupdateyourmobile websitewithfreshinformationtokeepitlookingprofessionalandtogivevisitorsa reasontoreturn. TacoBellsteamdoesthisbyfeaturinglimitedtimeproductsandoffersinthe homepagessoleimage,andlinkingtheimagetoadescriptivelandingpage.TacoBell changesthesiteeveryfiveweeksasitsentiremarketingprogramshiftstoanew limitedtimeoffering. "Itreallyfeedsintoouroverallmarketingcalendar,"Wolfsonsays."Soitfollowsthe sameschedulewedowitheverythingelse." Updatearchitecture Newtechnologyconstantlyentersthemarket.Yourteamsdevelopersshouldstay abreastofanynewplatformsyoursiteneedstoaccommodate.Otherwiseyoursite mightnotloadonthelatestandgreatestdevice. "Ifyouhaveasixmonthdevelopmentcycle,youhavetolookheadsixmonthstosee whatthesituationisgoingtobe,"saysJoopRijk,CEO,AdvancedMediaProductions.
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RESULTS Amonthafterlaunch,theTacoBellsmobiletrafficdoubled"withoutanyreal promotion."Now,theteamisbetteratmeetingmobilevisitorsneedsandhasmade thebrandsinformationavailabletomoremobileconsumers.
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TacoBellMobilePageoniPhone
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TacoBellMobilePageonBlackberry
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Menu
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GetStartedinMobileMarketing:4Insightsto GuideYourStrategy
SUMMARY:Mobilemarketingisbecomingmoreattractiveassmartphonesandmobile Webbrowsinggainpopularity.Manymarketersare,orsoonwillbe,experimentingin thischannelforthefirsttime. Beforelaunchingyourfirstmobilemarketingtests,considerthesekeyinsightsfroma mobilemarketingexpert.Includesabreakdownofmobilewebsitecategories,alistof mobilecommunicationoptionsandadviceforplanningyourstrategy. THEMARKET Technologyalwaysincreasesinpoweranddecreasesinpriceovertime.The multimilliondollarsupercomputerofyesterdayistoday'sfivedollarpocketcalculator. Mobilephonetechnologyisnodifferent. Morepeoplecarrysmartphonesthaneverbefore: 31.9%ofallmobilesubscribersusedaWebbrowseronamobiledeviceinthe threemonthsendinginMay2010,accordingtocomScore.Thatsupfrom26%in comScoresSeptember2009threemonthaverage. 30%downloadedamobileappinthethreemonthsendinginMay,comparedto 6.7%intheSeptember2009threemonthaverage,accordingtocomScore. "We'redefinitelypastthediscussionofwhethermobileismainstream.It'shere,"says MatthewSnyder,CEOandFounder,ADObjects,amobilestrategyconsultancyand agency. Snyderhasworkedinmobileandconsumerelectronicsformorethantwodecades.He spent12yearswithNokiaandeightyearswithSony,basedmostlyinJapan,amobile technologyhotspot.Henowhelpscompaniesunderstandhowmobilechannelscan improvebusinessandmarketingperformance. WespokewithSnydertogethistakeonwhatmarketersneedtoconsiderbeforetesting mobilemarketinginitiatives.Herearethefiveinsightsheprovided. Insight#1.StartwithamobileWebpresence SnyderisastrongbelieverintheWeb.Thecornerstoneofanymobilestrategyshould 33 MarketingSherpas Top 5 Mobile Marketing Case Studies & How-tos
beaWebpresence,hesays,whetheritisasinglelandingpageorafullmobilesite.Even ifamarketerisexperimentingwithsendingSMSmessages,thesemessagesshould includealinktoapagewheremobileuserscanlearnmore. HerearefourtypesofmobileWebpresencesSnydersees: 1.Mobileversionsofexistingsites Companieshavebuiltmobilewebsiteswhichoffernearlythesamefeaturesastheir traditionalwebsites,butwhichareadaptedtoahandheldformat.Atextbookexample isFacebook'smobilewebsite(seeUsefulLinksbelow). 2.Pluginbasedmobilesites Similartothefirstcategory,blogsandwebsitesbasedonWordPress,Drupalorsimilar opensourceplatformscanusefreepluginswhichformatsitesformobileaudiences (seeusefullinksbelow). 3.Mobilelandingpages Asthenamesuggests,thesesinglepageentitiescanbecreatedquicklytoaddamobile Webpresencetoamarketingcampaign. 4.Dedicatedmobilesites Thesesitesarestandalone,multipageentities,notmobileversionsofatraditional website.Theyhavetheirowndesignsandstrategiestomeettheneedsofmobile visitors. Insight#2.Considerallmobileoptions Mobilenetworksanddevicesprovidearangeofwaystoreachanaudiencesuchas text,voiceandemail.Whenyourteamisconsideringhowbesttoincorporatemobile intoitsmarketing,considerallthemajorpossibilities: ShortMessageService(SMS) SMSiscapableofsendingminimal,textbasedmessagestoyouraudience,which canincludelinkstocallaphonenumberorvisitawebsite. MultimediaMessageService(MMS) MMSissimilartoSMStechnology,butcanalsosendcontentsuchasimages, videoandaudiofilessuchasringtones. Voice Mobilephoneshaveclicktocallfunctionalitythatenablesaudiencestoreach youdirectly,ortoclicktorequestacallfromyourteam.
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Web SimilartotraditionalWebbrowsing,themobileWebiscontinuallyaddingpages ofcontentdesignedforeasyaccessfromhandhelddevices. Proximitymarketing SmartphoneswithGPSandsimilartechnologiesarecapableofbroadcasting locations.Somemarketersaretakingtheopportunitytodeliveradstomobile usersinspecificlocations,suchaswhenthey'renearbrickandmortarstores. Applications Computerprogramsspeciallydesignedforsmartphonesarewidelyavailableand havetheirownmarketplaces.Somemarketershavedirectlyintegrated campaignsintotheiraudiences'phonesbydesigningandofferingabranded mobileapp. Content Brandedcontentincludingringtones,images,videosandebooksarejusta fewofthemanydifferenttypesofdigitalinformationmarketerscanprovideina mobileformat. Email AsanybusinessprofessionalwithaBlackberrywilltellyou,emailisamobile channel.Peoplefrequentlyreceiveandsenddigitallettersthroughhandheld devices.
Insight#3.Mobiledoesnotstandalone Mobilemarketingdoesnotsucceedasanisolatedchannel,Snydersays.Instead,it worksbestwhenintegratedwithotherchannelsandtacticstoformacrossplatform strategy. Examplesinclude: CombiningSMSorbarcodecallstoactionintraditionaladvertising Mobileappsthatintegratewithtelevisionshows Mobilecouponsforinstoresales Mobilepromotionsshouldalsobeintegratedwithotherchannels.Forexample,mobile contentshouldbepromotedonyourwebsitee.g.ifyou'readvertisingafree whitepaperdownloadandit'savailableinamobileformat,mentionthisinyourwebsite ads.
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"Mobile,ingeneral,isthegluethatconnectsallmedia,"Snydersays,"Assmartphones becomemoreprevalent,themoretheywillbeassociatedandattachedwithexisting mediachannels." Insight#4.Mobilerequiresawellplannedstrategy Itcanbetemptingtoquicklytestproximitymarketingoramobilewebsitejusttosee whathappens.Butmobilemarketinginitiativesshouldbecarefullyplanned,Snyder says.Otherwise,youriskwastingtimeandmoney,andpossiblydamagingyourbrand. Areastoconsider: Overallmarketingstrategy Mobiledevicesareextremelypersonal.Ownerscarrythemeverywhere,andduringall stagesofthebuyingprocess. Givenmobile's"constantlyconnected"attributes,youmustunderstandtheimpactof makingmobileinformationavailablethroughoutyourentiremarketingstrategy.Your teamshouldknow: Whichspecificgoalsyouwanttoachieve Howthetacticwillhelpachievethosegoals Whatpossiblenegativeimpactitcouldhave Usagecasesforyouraudience Determinethewaysinwhichyouraudiencewould,oralreadydoes,interactwithyour companyonmobiledevices.Putyourselfintheirshoeshowcouldtheyusea smartphonetolearnmoreaboutyou? Bycheckingyourwebsite'sanalyticsyoumayfindmobilevisitorsarealreadyaccessing yoursite."I'veseenanywherefrom5%to20%ofexistingwebsitesgettinghitby phonestoday,"Snydersays. Mediabuyingandbudget Yourteamalsowillhavetoconsiderwheremobilemarketingfitsintoitsmediabudget andpriorities.Youwillhavetogaugeinvestmentandpotentialreturnwhileensuring theoverallmediaplaniscapableofmeetingitstargets. Somemobilechannelsareinexpensivetotest.Forexample,yourteamcouldeasilyadd acalltoactiontoyourtraditionaladvertisingtoaskviewerstosendyouanSMS messageorvisityourmobilesite.Othersaremoreexpensive,suchasmobile applications,whichcancostbetween$20,000and$100,000todevelopaquality product,Snydersays.
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T P MO I MA KT G O 5 B E R EI L N C S SU I &H W- S A E T DE S O T O

MarketingSherpas Top 5 Mobile Marketing Case Studies & How-tos

E s &Itgae i A o tob Mo i a y ne rtd s b u t e bl e

o Taf C M Itgain rfc R ne rt i A ayis n lt c

RESULTS Amonthafterlaunch,theTacoBellsmobiletrafficdoubled"withoutanyreal promotion."Now,theteamisbetteratmeetingmobilevisitorsneedsandhasmade thebrandsinformationavailabletomoremobileconsumers.

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