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2013 mobile firsteec_final
This document discusses the importance of mobile-first marketing. Some key points: - Smartphones are an indispensable part of daily life for most people and are used in many contexts. - Behavior on smartphones indicates intent to take action, like searching for local information or making purchases. - Marketers need to understand audiences' mobile experiences and expectations in order to effectively engage customers on their preferred devices and channels. - Companies should plan mobile email campaigns first and optimize the entire inbox experience for smartphones.
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2013 mobile firsteec_final
- 1.
- 2. John Edwards Wacarra Yeomans Director, Digital CRM Director, Creative Services Verizon Wireless Responsys john.edwards@verizonwireless.com @wac_intosh wyeomans@responsys.com
- 3. Smartphones are anindispensable part of our daily lives.
- 4. Smartphones are indispensable — 62% Are using their smartphone everyday — 80% Don’t leave home without it Smartphones are used everywhere Home 97% On the go 83% In a store 78% Restaurant 71% Work 71% At a social gathering 60% Doctor’s office 56% Café or coffee shop 50% Airport 49% Public Transport 36% School 30% (Source: Google Mobile Planet Report)
- 5. Behavior indicates intent — 94% have looked for local information — 90% have taken action as a result Research t hat St art s on Smart phones Leads t o Purchases Across Channels Research on smartphone 65% then purchased 37% then purchased via comput er still prefer to shop on their PC/tablet for a 32% then purchased it o! ine better experience Base: Private sm artphone users who use the internet in general, Smartphone n= 1.000 Google Con! dential and Proprietary 29 Q48: Listed below are various products or services. For each of these products or services please indicate which statem ent applies (Source: Google Mobile Planet Report) to you.
- 6. Are you repellingcustomers? (Source: SmartInsights)
- 7. Your customer ismobile and you should be, too.
- 8. Phones larger, tabletssmaller Motorola Razr iPhone 5 Samsung iPad Mini Amazon Maxx HD Galaxy Nexus Kindle Fire HD
- 9. How we reademail
- 10. Other constraints • Connectivity:wifi, 3G, 4G, 4G LTE – Google: Slow load times can lead decrease customer activities for up to 5 weeks • Limited attention span – Multi-tasking
- 11. We’re a brandfirst and a channel second.
- 12.
- 14. Mobilizing our contentmade us better marketers.
- 15. Understand your audience EmailOpeners by Device Type 26% 40% Mobile 35% Desktop Webmail
- 16.
- 17. Create an experience. Campaign Engagement Activation Rate Mobile Vs. Desktop Performance ↑ 2X ↑ 87% Mobile VzW.com Triggered Mobile Save Cart Shopping Path / Save Cart Flow Email (Day 1)
- 18. Mobilizing our contentmade us better marketers. • Redesign from the ground up. • Think about every interaction. • Be direct. Keep it simple. • Ruthlessly prioritize. • Compromise is your enemy.
- 19. Mobile First: Decidewhat matters most
- 21. Clearly define yourobjective Which of these is more clear? • Drive conversions • We need to upsell hotels to people who have purchased airline tickets. • Currently 5% of our customers who purchase flights also purchase hotels. We’d like to see 10% by the end of this campaign.
- 22. Ask what’s init for me? Effort Pay-Off Perception
- 23. Mobile First: Review yourmobile customer experience
- 25. Mobile First: Plan yourmobile email first
- 27. Plan your mobileemail first
- 28. Plan your mobileemail first
- 29. Mobile First: Consider theentire inbox experience
- 30. Don’t forget yoursubject line • You only have 20 words to make an impact. • Make. • Them. • Count.
- 31.
- 32.
- 33. You know you’veachieved perfection in design, not when you have nothing more to add, but when you have nothing more to take away. - Antoine de Saint-Exupery
- 34. Thanks! John Edwards Wacarra Yeomans Director, Digital CRM Director, Creative Services Verizon Wireless Responsys john.edwards@verizonwireless.com @wac_intosh wyeomans@responsys.com
Editor's Notes
- #10 Screen Size – 20% of the space you used to have to get your message acrossPeople spend 1-3 seconds on smartphones, 3-5 on desktops
- #11 Your customer is moving around, they may not have a network connection or could be using public wifiSmartphones have the processing power of a 98 PC and the graphic card of a 2013 Macbook ProWe need to balance image size with the devices ability to render that image