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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
MarketingSherpas Top 5 Mobile Marketing Case Studies & How-tos 2010-2011 MarketingSherpa LLC
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.
MarketingSherpas Top 5 Mobile Marketing Case Studies & How-tos 2010-2011 MarketingSherpa LLC
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.
MarketingSherpas Top 5 Mobile Marketing Case Studies & How-tos 2010-2011 MarketingSherpa LLC
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
MarketingSherpas Top 5 Mobile Marketing Case Studies & How-tos 2010-2011 MarketingSherpa LLC
significantlymoreoften." Whilethetestdid"marginallybetter"intermsofconversionrates,Brownsays,itwasa resultheexpected.Theteamdidnottestthesite'sconversionarchitecture,onlythetop halfofitsfunnel. Prioritizingmobileecommercepages Brownconsidersthetestproofthatservingmobilevisitorstailoredincreasesresults. Sincethen,histeamdecidedtorollupitssleevesandstartcustomizingpagesdeeperin thesitethatareusedtobooktripsandbuytickets.Theyexpectthissecondroundof teststoboostconversionratesmoredramatically. "Wefasttrackedthedevelopmentofmobilebookingpages,whichwereoutsidethis test'sscope,"Brownsays."Thosewillbereadyinthefall."
MarketingSherpas Top 5 Mobile Marketing Case Studies & How-tos 2010-2011 MarketingSherpa LLC
MobileHomepage
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TraditionalHomepage
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MobileCategoryPage:Hotels
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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
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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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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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Postcard1
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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
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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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TacoBellMobilePageoniPhone
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TacoBellMobilePageonBlackberry
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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
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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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