Making Your Marketing Mobile
GETTING STARTED GUIDE:Making Your MarketingMobilefollow us on:www.verticalresponse.com
GETTING STARTED GUIDE: MAKING YOUR MARKETING MOBILE2The mobile era has more than arrived, and thatmeans marketers and business owners needto tweak their messages, media and metricsfor mobile devices. As the usage of mobilephones and tablets continues to surge—marketresearch firm IDC forecasts that over a billionnew smartphones will be purchased this yearalone—marketing only to those on desktopcomputers or laptops is no longer an option forbusinesses large and small.The mobile phone market grew 7.3%in 2013, marking a sharp reboundfrom a flat 2012, the IDC says.THE MOBILE PHONEMARKET GREWWorldwide smartphone makers willship more than 1.8 billion mobilephones this year, growing to over 2.3billion mobile phones by 2017.The growth of mobile devicesaffects more than just how peoplecommunicate, it’s also changing howthey consume everything from newsto entertainment to advertising.follow us on:www.verticalresponse.com
GETTING STARTED GUIDE: MAKING YOUR MARKETING MOBILE3According to the Pew Research Center’s Internet Project, over a thirdof those who access the Internet from their phones mostly go online usingtheir mobile phone. For lower-income Americans, the mobile device is fastbecoming their primary portal to the online world, “ a development thathas particular relevance to companies and organizations seeking to reachthese groups,” says the Pew report.This shift has affected marketingstrategies, specifically for small tomedium businesses with limitedmarketing dollars. According tothe Mobile Marketing Association(MMA)’s Mobile MarketingEconomic Impact Study, themobile marketing ecosystem generated 139 billion in 2012, a figureexpected to rise to 400 billion over the next five years.“Mobile advertising alone is projected to climb to 9.2 billion over the nextfive years,” the MMA stated recently.Designing websites for small screensThe first step for most businesses looking to adapt to the mobile era ismaking sure their website, blog and other online content is easily viewableon mobile devices. Depending on the approach you take, that can be aquick, inexpensive task or a more challenging one.follow us on:www.verticalresponse.com
GETTING STARTED GUIDE: MAKING YOUR MARKETING MOBILE4The easiest way to design a websitethat works across mobile devicesRESPONSIVE DESIGNis to use responsive design.Simply put, responsive designautomatically adapts itself to thesize of the screen that’s being usedto view the page, rearranging itselffrom, say, three columns down totwo on a tablet and one on a mobilephone. Responsive design uses agrid system to adjust its layout and size based on “media queries,” whichallow your server to detect the device making the request for a page.Web developer and designer Ethan Marcotte, considered the inventorof responsive Web design, wrote a book on the topic in 2011. “The thingthat excites me the most about the web is its ubiquity,” Marcotte says. “Icould design something that’s viewable anywhere in the world regardlessof the device the person has in their hand.”If you’re planning on using WordPress for your website, or already have aWordPress site, the simplest way to access responsive design is to use (orswitch to) a responsive WordPress theme. Responsive themes will usuallysay so in their description; some popular responsive WordPress themes areWordPress’ own 2012 and 2013 themes. If you’re hiring a designer to buildyour website, work with someone who has experience with responsivedesign and can show you examples of his or her work.follow us on:www.verticalresponse.com
GETTING STARTED GUIDE: MAKING YOUR MARKETING MOBILE5Build a mobile site or appMobile-native sites or apps aren’t incompatible with responsive webdesign, and may be useful depending on your budget and the type ofbusiness you have.Mobile strategist Curt Prinsrecommends separate mobile sitesfor those not updating their websitesmore than monthly, especiallyretailers and restaurants, sincepeople looking for locations orphone numbers want informationquickly, and responsive sites are a bit slower than dedicated mobile ones.Natedogs, a food truck based in the Twin Cities, has a website, mobile site(complete with easily accessible social media buttons) and an app.Sites that do update regularly, specifically ones that are not location-based,may be better off with a responsive design rather than a separate mobilesite to avoid duplicating their efforts by having to re-post content to severalsites.Some full-fledged news sites that have a lot of multimedia often haveseparate mobile sites, but others are slowly testing out responsive designon some areas of their site while working out the kinks. For example, theBBC is working on slowly rolling out a responsive site but is temporarilylimiting it to users on handheld devices.follow us on:www.verticalresponse.com
GETTING STARTED GUIDE: MAKING YOUR MARKETING MOBILEOptimizing the mobile experience1. Bring device testing into the design process.“I think we tend to think of websites in isolation from actual browsers,”Marcotte says, adding that many designers do work in Adobe Photoshop,for example, build and only then test a prototype. Instead, test earlyversions on multiple mobile devices and tablets.2. Put important information first.If you have limited screen real estate, make sureIMPORTANTINFORMATIONthe most critical pieces of information are frontSHOULD BEand center. This could be your location, phoneFRONT & CENTERnumber or other contact information. It’ll varyby business.Examples of great responsive designs(from Ethan Marcotte)Make sure to shrink your web browser window if viewing on acomputer to see how the columns rearrange depending on the sizeof your device. 8 Faces Magazine BiowareB Hello Geri Jessica Hische Nismo Performance Academy NPR Stuff & Nonsense Ugmonk Verge buying guidefollow us on:www.verticalresponse.com6
GETTING STARTED GUIDE: MAKING YOUR MARKETING MOBILE73. Keep the experience as light as possible.Clean, light code better mobile experienceSome websites will overload visitorswith unnecessary code they won’tbenefit from. Ask your designer/developer to make sure the designdoesn’t have unnecessary JavaScriptthat’s not appropriate for the devicethat renders it, and that it only loads ifcertain conditions are met (for example,if a screen is above a certain size).4. Consider a ‘performance budget.’“Site load times and pageperformance directly impactsconversion rates, visit durationand bounce rates,” Marcotte says.Adhere to a‘performance budget’to increase conversion.Some businesses are responding bycreating a performance budget—for example, aiming to have pagesload in less than 10 seconds on a3G connection, or keeping themunder 300KB in size. “When [thosefirms] add new graphics, content orfunctionality, they test it against thatperformance budget,” Marcotte explains.follow us on:www.verticalresponse.com
GETTING STARTED GUIDE: MAKING YOUR MARKETING MOBILE8CASE STUDY:Mobilizing a brewpubOne local business that mobilestrategist Curtis Prins helped make apush into mobile was NorthboundSmokehouse & Brewpub, located inMinneapolis, Minnesota.“Northbound’s owners were open to experiment with mobile marketingand, after a year, mobile has become a core marketing tool for gainingloyalists and tracking results,” says Prins. “Nearly all of the promotionaltools, internal and external to the brewpub, use an SMS call-to-action witha unique keyword for tracking. This included magazine and transit ads,beer coasters and contests.”The brewpub used an SMS (text message) campaign to allow thecommunity to vote for the two nonprofits who’d benefit from their annualBeer4Life giveaway. The restaurant sold raffle tickets at the bar, andallowed the organizations to sell tickets themselves, and raised 10,000 forthe charities.“They chose to have both a main website and a separate mobile sitebecause they understood how customers use them—for directions, menusand the phone number,” Prins says.follow us on:www.verticalresponse.com
GETTING STARTED GUIDE: MAKING YOUR MARKETING MOBILEOptimizing email marketing for mobileIt’s no longer safe to assume that the majority of your email recipientswill be reading newsletters or promotional messages on their laptops ordesktops, so make sure that you’re optimizing your email marketing formobile, as well.1. Pay attention to your subject lineand headlines so that they getpeople’s attention.2. Put the most relevant andimportant information first. Makesure you’ve said what you wantclients to read before somethingelse pulls at their attention.3. Use buttons for calls to actioninstead of links. These areeasier for people to click ontouchscreens and less likely to beoverlooked in a small setting.4. Break up your text. Avoid overlylong paragraphs, and don’tcrowd too many hyperlinkstogether at once.5. Make sure your design is cleanand simple, and that your emailsare about 500 to 600 pixels wideso that they’ll be easy to scrollthrough.COMPANYOMPANY LOGOLINK 1 LINKINK 2 LINK 3HEADLINENE TEXTText large enough toread on mobile.LARGE BUTTONfollow us on:www.verticalresponse.com9
GETTING STARTED GUIDE: MAKING YOUR MARKETING MOBILE10An important aspect of good mobile marketing has to dowith images in email and on your web page:6. Don’t use images that are toobig and take too long to load.Keeping photos and picturesunder 25KB is a good rule ofthumb.7. Don’t use too many images.Aim to use three quarters of thespace in an email message fortext with about a quarterdevoted to images.8. Give your images ‘alt tags,’ oralternative text, that pop upwhen an image is not displayedon a device.Images should be25KB or lessand only25% of theemail layoutAdvertising on mobile platformsGood options for mobile advertising for small businesses include videoads, social campaigns, search (those ads that show up when searching aspecific word or phrase in a search engine such as Google), and displayadvertising (such as a banner ad). Some proximity-based or location-basedmarketing options send location-specific mobile phone advertisementsto users within a specific geographical location, but other ads operatesimilarly on mobile devices as they do on a desktop or laptop computer.Often, mobile ads are included in cross-media promotion, which engagesaudiences across multiple spectrums.follow us on:www.verticalresponse.com
GETTING STARTED GUIDE: MAKING YOUR MARKETING MOBILENFC11SALE 30% OFF!Near Field Communication, or NFC, isTouch phone here to save!another way that mobile marketing servicescan send data to users’ mobile phones. Theuser simply uses their phone to tap a chipthat’s been strategically placed on an ad,and the phone responds by making a call oropening a specific website.Text message (SMS) campaignsOne innovative way to take your advertising mobile is to use a textmessage, or SMS campaign. But beware: while SMS campaigns can beultra-effective, getting customers to part with their personal informationis tricky. “There are two numbers that people are reticent to give out: theirsocial security number and their mobile phone number,” says Prins. “So ifyou can get that person to text for an offer or to get more information andyou use a specific keyword, you can track where that contact point is and,depending on how good your SMS platform is, how these people are atconverting.”follow us on:www.verticalresponse.com
GETTING STARTED GUIDE: MAKING YOUR MARKETING MOBILEAs Prins mentioned, using akeyword to tie text responses tooffline or online ads or contentis key. By typing a keyword to aspecific ad, you can determine12Track coversion ratesusing a keyword-basedSMS campaign.what’s most effective. For example,if you’re running a campaign askingpeople to text a number for freetickets, you may have them text inthe keyword, TICKETS, whereasanother campaign may have aMessagesTICKETSdifferent keyword. Your mobileadvertising service will be able toprovide you information on how many people used that specific keyword,and possibly what their conversion rate is, to help you use your advertisingdollars more effectively in the future.Why gather your customers phone numbers? Not to bother them atdinnertime: many small businesses use text messages to remind clientsof appointments (a dentist office struggling with no-shows, for example),or to update clients on what’s happening, such as with food trucks orperformers who need to keep people informed of upcoming locations orevents.follow us on:www.verticalresponse.com
GETTING STARTED GUIDE: MAKING YOUR MARKETING MOBILE13CASE STUDY: Mobile-enabled brownbagsthe Sheridan StoryThe Sheridan Story is a non-profit organization that provides free weekendmeals to students on school lunch programs. “Their funding largely comesfrom communities of faith—groups that are largely insular,” Prins explains.To add some virality to their marketing, the organization purchasedthousands of brown bags for donors and volunteers, much in the same waythat voters or blood donors receive stickers to confirm their participation.Through lunchroom conversations across the Twin Cities, these bagsand stickers drive interest and increase donations to the non-profitorganization. Each bag has a sticker with QR codes, a phone number for anSMS campaign, and a website URL. (These various methods all take usersto a mobile-friendly landing page and traffic is tracked by entry channel tosee which is most effective.)“Donors can purchase the bags or get one when they first donate. Bybringing it to their lunch room or filling it full of goodies for guests,these bags function as a conversation piece. The mobile tools moveconversations to further engagements and donations,” Prins explains.follow us on:www.verticalresponse.com
GETTING STARTED GUIDE: MAKING YOUR MARKETING MOBILE14Go forth and mobilizeWhat’s important for every small business to remember, says Prins, is tomake sure all channels have at least a basic level of optimization for mobileuse today. That can mean a responsive design theme, email newsletterswithout huge image files and a small mobile-friendly campaign driven bySMS, for example. Bigger investments, such as a mobile app or extensivemobile-only advertising, can come later. And surely there will be moredevices, more networks and more opportunities to reach customers in thenear future.This guide was written by Yael Grauer and edited and produced byVerticalResponse.follow us on:www.verticalresponse.com
marketing dollars. According to the Mobile Marketing Association (MMA)’s Mobile Marketing Economic Impact Study, the mobile marketing ecosystem generated 139 billion in 2012, a figure expected to rise to 400 billion over the next fi
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