Mobile content marketing
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The document discusses mobile content marketing strategies. It begins with establishing a shared baseline of mobile device usage statistics. It then outlines what content strategies are most effective for mobile, including video, email, memes, cartoons and slideshows. Text ads and infographics are given as examples of what does not work well. The document concludes with recommendations for how to analyze mobile marketing results and overcome challenges like "referrer not known" through experimentation and funnel analysis.
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Mobile content marketing
- 1. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Mobile Content Marketing What Works and What Doesn’t
- 2. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Agenda 1. Shared Baseline 2. What Works in MCM 3. What Doesn’t Work in MCM 4. How to Succeed in MCM 2
- 3. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing 1|| Shared Baseline 3
- 4. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing It’s 8am • Do you know where you content is? 4 SHARED BASELINE
- 5. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Not Where You Think 5 Percep+on SHARED BASELINE
- 6. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Reality 6 SHARED BASELINE
- 7. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Market Penetration 7 SHARED BASELINE 1 h2p://www.emarketer.com/Ar+cle/ Smartphones-‐Con+nue-‐Gain-‐Share-‐US-‐ Mobile-‐Usage-‐Plateaus/1008958 2 h2p://www.emarketer.com/Ar+cle/One-‐ Three-‐Online-‐Consumers-‐Use-‐Tablet-‐ by-‐2014/1008701
- 8. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Not necessarily “on the go” 8 1. SHARED BASELINE
- 9. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Smart Phone Owners 9 SHARED BASELINE h2p://openmarke+ng.com/?p=7222
- 10. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing What’s That Mean? 10 SHARED BASELINE
- 11. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Rethink Content Marketing • From the ground up – not just content marketing but mobile content marketing <Button or visual to click through to motion graphics> 11 SHARED BASELINE
- 12. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Standard Advice 12 SHARED BASELINE
- 13. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing “Old” Saw #1 • Make your website responsive 13 SHARED BASELINE
- 14. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing “Old Saw” #2 • Make your email viewable on mobile 14 SHARED BASELINE
- 15. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing But beyond that Specific advice and counsel is a bit … well thin 15 SHARED BASELINE
- 16. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Typical Campaign 16 SHARED BASELINE 50% earned, owned media 50% paid media
- 17. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing 2 || What Works 17
- 18. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Video 18 WHAT WORKS How Consumers Use Tablets and Smartphones
- 19. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing • Loreal 19 VIDEO WHAT WORKS
- 20. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Email • Email 20 WHAT WORKS h2p://www.mediabistro.com/alltwi2er/mobile-‐content-‐marke+ng_b36744
- 21. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Dos and Don’ts • Larger fonts • One column • More contrast in the color palette • Simplify – less really is more • Resources: – https://litmus.com/blog/mastering-the-art-of-mobile- email-workshop-recap – http://litmus.com/blog/anatomy-mobile-email 21
- 22. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Custom Landing Pages 22 WHAT WORKS
- 23. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Meme 23 WHAT WORKS
- 24. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Cartoons 24 WHAT WORKS
- 25. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Slideshows 25 WHAT WORKS h2p://mashable.com/2013/03/05/ipad-‐mini-‐accessories/
- 26. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Mobile Advertising • But not necessarily banners 26 WHAT WORKS $2.85 iPhone $4.42 iPad h2p://www.dailyflux.com/opera-‐adver+sing-‐android-‐effec+ve-‐ios/ $.88 $1.06 $1.28 $0.37 eCPMs Share of Traffic
- 27. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Mobile Advertising 27 WHAT WORKS Display adver+sing on Yelp
- 28. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Be wary • Fat finger problem is real! 28 h2p://www.npr.org/2012/12/17/167479086/fat-‐fingers-‐blamed-‐for-‐accidental-‐ mobile-‐ad-‐clicks WHAT WORKS
- 29. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Mobile Ads 29 WHAT WORKS h2p://www.businessinsider.com/how-‐nielsen-‐sees-‐the-‐future-‐of-‐mobile-‐display-‐ adver+sing-‐2012-‐6?op=1 h2p://www.businessinsider.com/how-‐nielsen-‐sees-‐the-‐ future-‐of-‐mobile-‐display-‐adver+sing-‐2012-‐6?op=1
- 30. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Paid Media • Catalog (FreeMyApps) • Incentivized (Tapjoy) • Re-targeting (Apsalar) • Large Display (Millennial) • Social (Facebook, Twitter) • Video (Rhythm, Unruly) 30 WHAT WORKS
- 31. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Don’t Forget the Basics • Optimize in-store listings • Great icon for your mobile application • Findable in search • Visible in social media • Fresh, relevant, compelling, visual content 31 WHAT WORKS
- 32. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing 3 || What Doesn’t Work 32
- 33. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Text Ads • Category specific – YES • QSR • Local – NO • B2B • Considered Purchase • Mobile downloads 33 WHAT DOESN’T WORK
- 34. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing INFOGRAPHICS Hard to consume on mobile 34 WHAT DOESN’T WORK
- 35. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing White Papers 35 WHAT DOESN’T WORK Source: h2p://www.johncuneo.com/rip
- 36. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Lead Gen Forms* 36 WHAT DOESN’T WORK
- 37. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Flash 37 WHAT DOESN’T WORK
- 38. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Example • SFJazz 38 WHAT DOESN’T WORK
- 39. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing 4 || How to Succeed in MCM 39
- 40. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Mobile Analysis • Yes you can analyze results – much the same way you’d analyze results on the desktop web – Click throughs – Engagement – Conversion 40 HOW TO SUCCEED
- 41. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Beware “referrer not known” • Huge problem in mobile – making up for anywhere from 15-40% of your number 41 HOW TO SUCCEED
- 42. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Workarounds • Field a “natural experiment” 42 A natural experiment is "an observa+onal study that nonetheless has the proper+es of an experimental research design.” (Gerring 2007: 216).
- 43. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Example 43 HOW TO SUCCEED
- 44. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Funnel Analysis • Segment by mobile users versus desktop users 44 HOW TO SUCCEED
- 45. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing A/B Testing 45 HOW TO SUCCEED Insert lauren’s visual
- 46. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing Resources 46 HOW TO SUCCEED
- 47. © 2013. Open Marketing Solutions, LLC. All rights reserved. OpenMarketing OpenMarketing Open Marketing is made up of talented professionals prepared to parachute in to solve your toughest content problems. Get the content you need to accelerate sales. And tangible results you can measure. 30 Seventh Street San Francisco, CA 94103 Phone: 1-415-578-7060 Email: [email protected] Facebook: https://facebook.com/openmk Linkedin: http://linkedin.com/company/openmarketing Twitter: http://twitter.com/openmk