mobile marketing

We’ve come a long way, baby. This is one of my first web pages, from 1998.

Soft Reality Home Page from 1998

Soft Reality Home Page from 1998. It was Web 1.0.

This was Web 1.0. Looking back, we have to cringe. But guess what: we’re in Mobile Web 1.0 and it feels like 1998 all over again.
In 1998, Web 1.0 was on the verge of becoming Web 2.0, which fueled a bubble that would bring stock markets down and rearrange the tech landscape.
Conversion Conference Top Speaker 2014 badge joel harvey

Is Mobile Web 1.0 Like Web 1.0?

Mobile Web 1.0 may not have such a violent transition, but what we’re learning from testing mobile optimized websites is that we will look back at Mobile Web 1.0 and cringe, just like when we look at Web 1.0 sites.
What are we doing with the mobile web that are the equivalents of blinking text, myriad fonts and crazy background patterns?
Conversion Scientist Joel Harvey will attempt to answer some of those questions in his Conversion Conference presentation Mobile Optimization Essentials.
He’s going to reviewing several of the tests we’ve performed here at Conversion Sciences and let you in on how Mobile Web 2.0 is shaping up.
This won’t be some humdrum presentation either. Joel is one of the highest rated speakers at Conversion Conference, and he has the badge to prove it.

43 Reasons to Attend Conversion Conference

If Joel’s presentation wasn’t enough, you’ll learn from and meet speakers doing 43 sessions covering all aspects of online conversion.

  • The psychology for persuading people to take action
  • Conversion copywriting
  • UX design
  • Testing techniques
  • Analytics
  • Social CRO
  • Email Testing
  • CRO Tools
  • Optimizing ads

And the list goes on and on. It’s a complete dose of getting more revenue from the audience you already have.

Save $100 with Code JOEL100

Because we have sway with the organizers of Conversion Conference, we can get you a sweet deal on the price of a ticket: $100 off.
Conversion Conference is just around the corner – only a month away. By mid-May, you’ll have a new perspective on how to make online marketing hum for your business.
And it’s in Las Vegas.
Tickets are going fast. Grab your ticket soon before they sell out. Don’t forget to use your discount code: JOEL100.

If the Zombie Apocalypse struck tomorrow, and the only way not to become the walking dead was to throw away your mobile device, who would be the winners and losers?
According to an intriguing infographic, you’d be more likely to be file-swapping on Dropbox than binge-watching on Netflix. You’d be more likely to get your news the same way your grandparents do. You’d be back to reading the New York Times online instead of Buzzfeed, which now interprets world events by comparing them to your favorite episodes of Friends.
Would you have predicted that Sears would suddenly be more popular than Pandora.  I guess we’ll be needing somewhere to buy a new Walkman to take to the gym.
Somehow Google would still manage to rule the Internet world which is hardly surprising since [pullquote]“Encarta it” just doesn’t have the same ring as “Google it.”[/pullquote]  (In case you’re wondering where Encarta falls into the mix, I had to Google it to read a Wikipedia article about it.)
This little thought exercise underscores the winners and losers in the mobile game. Many businesses claim that mobile isn’t important enough yet, or that their offering doesn’t lend itself to mobile. Netflix and Buzzfeed dominate their marketplace in part because they embraced mobile early and often.
If you believe your visitors are hunched over a desktop when they visit your site, you are setting yourself up to be the mobile-unfriendly loser in your marketplace. Are you creating your own Zombie Apocalypse?
Ask Conversion Sciences how we turn low-converting mobile visitors into leads and sales.
And let’s all breathe a collective sigh of relief that Craigslist would still be a solid option for finding your next creepy roommate since its popularity doesn’t take quite the hit of more fashion-forward websites in this mobile-devoid alternate universe.
Who would rule the web if mobile didn't exist?  Infographic shared from WebpageFX.
Thanks to WebpageFX for sharing.
Photo Credit: the_steve_cox via Compfight cc

The folks at have put together a very complete infographic on mobile advertising.
We like articles and infographics that support their findings with research and case studies.
One thing we’d like to put a fine point on is this:

Formula: Number of mobile site visitors divided by the number of actions taken, all multiplied by 100 to give the conversion rate.

Responsive vs. Dedicated Mobile Site

We are seeing in the literature more evidence that responsive designs suppress mobile conversion rates. The primary culprit is load times. We are currently recommending the Native Mobile Website approach for phone-sized screens.
Furthermore, many sites are displaying mobile sites on tablets and phablets that have the resolution to show more. This may be suppressing conversion rates as well.
Everything You Need to Know about Mobile Ads - Via Who Is Hosting This: The Blog

Tim Hayden is one of those dynamic idea guys, and knows how to execute for his clients. It was a pleasure to present along side him at the University of Texas McCombs School of Business Conference and Alumni Reunion recently.

He gave us a thought provoking presentation on the integration of the live, mobile and online life of our prospects and customers, including some important tips on the use of QR Codes and email.

Email is the currency of the Web.

Here is my Infograph of that presentation captured with Instagraph technology.

Mobile Social Intelligence

Tim Hayden infographic mobile marketingINFOGRAPH: Tim Hayden-Mobile Social Intelligence Part 2

21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three
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Jen Wojcik and Brian Massey at the Austin AMA

Jen Wojcik and Brian Massey at the Austin AMA

If you follow me, you know I’m not big on “safe” marketing.
I turn things up a few notches in this open discussion at the American Marketing Association.
I apologize in advance for my language.
Tom Myer herds the cats: Yours Truly, the Conversion Scientist, Tom Hayden of Blue Clover and Jen Wojcik of Pinqued in a panel discussion entitled “Show Me the Money: Make Marketing Work for You.”
Tim was our mobile marketing expert, Jen handled social media. I just played Devil’s Advocate.
I hope you will enjoy the audio of this slide-free discussion.
Subscribe to the Podcast

NOTE: Portions of this article originally appeared on ClickZ.
I had the pleasure of being on a panel with Tim Hayden recently, and overheard him talking real-life targeted banner advertising: billboards that connected with your mobile phone as you passed by.
I could only imagine what a billboard would say to me.
But the more I listened to Tim, the more I became intrigued with his vision for the future and the present.
Tim was nice enough to answer some questions on his birthday, of all days, and my summary of what I learned can be found in my ClickZ column “Mobile Marketing and Your Digital Geo-relevance.”
My favorite quote didn’t make the editing process:
“We aren’t wired to sit on our asses all day and stare at Twitter,” says Hayden.

Tim asks businesses the question, “How can we have compelling touchpoints, beyond the device that will bring people back to the device to engage us?”

Einstein has given me some doubts about where I am. He demonstrated that time and space is really quite malleable. It leads to the conclusion that you can never really be sure that you are where you think you are; you can also never really be sure you are when you think you are.
Fortunately, we have these little computers we carry around called mobile phones to tell us both when and where we are…relatively. It turns out that these devices are fine for fixing us in time and space, unless you are standing too close to a neutron star.
These devices are also good at telling advertisers where we are, where we want to be, and where we’ll be in between.
Is “Mobile” Necessary?
The term “mobile” already seems a bit quaint. It’s like calling an automobile “out-of-home transportation.” It’s not necessary. It’s a car, and we “drive.”
Likewise, a device that is with us always really doesn’t need to be called “mobile.” All we have to do is “be” somewhere. The rest is implied. When I turn on a device that has GPS capability, I begin to “be” somewhere in the digital sense of the word.
Famed VC John Doerr admitted that we don’t have a word for the next mobile/social/new commerce “wave.”
“Geo-relevance” is written more frequently these days. And I like the double entendre: we can know what businesses are relevant to us geographically, but mobile device users are also making themselves more relevant wherever they are “being.”
Tim Hayden prefers the term “mobile lifestyle” to describe what he calls “passionate and influential” smartphone users. He also likes the term “digital out of home.” My personal mobile strategy has been limited to adding a mobile theme plug-in to my blog, so I’ve asked Tim to give me his view of the mobile space.
Just as mobile devices determine where individuals are “being,” business can “be” somewhere in a digital sense as well. Let’s consider some ways businesses can use their “being” to connect with customers.
All we need is some intermediary to figure out when we are “being” in the same place as a business is “being,” and magic starts to happen. Because of the Internet, that business can send a message through this intermediary suggesting that I start “being” in their store instead of nearby. Coupons, menus, and hot new products may entice me to shift my location, and my digital beingness along with it.
Intermediaries find interesting ways to connect where a business is being to where a prospect is being.
Though subtle, the distinction is important.
You “are” where you physically stand. You are “being” where the Internet thinks you are. Where you “be” is different from where you live or where your computer is. As a business you can “be” in many places.
Tim imagines a day not too far in the future when a smart roadside billboard can be a place where your business is “being,” reaching out to passing mobile devices.
Your Friends
We tell our friends where we are “being” by communicating a business’s location. An e-mail with a link to a map is sufficient to establish a bar, coffee shop, or restaurant’s geo-relevance to others. There are some other, more interesting ways of borrowing a customer’s geo-relevance to enhance your businesses digital location.
Foursquare is a popular “being broker,” encouraging visitors to build a business’s being by associating it with their being, sharing it with all of their social connections.
As a business, you should start by encouraging customers to check in through Foursquare or Gowalla. Install Wi-Fi. “Being” somewhere does not an ad make, so check out Foursquare for Business for opportunities to advertise to visitors and their social network. Brightkite is another, more venerable being broker.
Search and Place
Search engines with geographic features such as maps and routing act as the intermediary for your future being. If you want a hamburger; if you need a new dry cleaner; if you want to know where to buy a lab coat in a strange city, search combines prospect intent via keywords with their location. Search is your place intermediary.
Search engines do their best to establish a business’s digital being automatically, but you should help them legitimize and optimize your locations. David Mihm of packed a great amount of local search strategy into his presentation at InnoTech Portland this month.
Mobile Devices “Wire” Our Touchpoints
Tim offers the example of a nightclub that issues cards with RFID chips in them. When a card-carrying patron comes to the door, the host can see on her terminal who has come and their preferences for seating, drinks, and appetizers. Tim believes that these “smart touchpoints” are well suited to leverage the digital location defined by our phones.
Tim asks businesses the question, “How can we have compelling touchpoints, beyond the device that will bring people back to the device to engage us?”
Mobile Applications
“I applaud anyone who is reaching out to mobile users who are passionate and influential,” says Tim when I ask about the value of mobile apps.
He prefers promotional microsites designed for the small screen. They can have more impact and are often easier to implement.
Some businesses are a natural fit for apps. There are services, such as MobBase, Kyte, and Mobile Roadie that can make it easy for any business to develop a third-screen presence.
Ad Networks
As I write this, I’m receiving the news that the Google AdMob merger has been approved. The Mobile Marketer article, “Google becomes world’s largest mobile ad network: 9 implications,” spells out the implications.
Because of Google’s self-service search advertising model, this merger bodes well for small and medium-sized businesses that want to begin leveraging mobile advertising.
Tim falls squarely into the “privacy is dead” camp. While we should have more control of our privacy on our personal devices, Tim acknowledges that where we “be” reveals plenty about us.
Influential smartphone users leverage the wholesale transparency implied by this utter lack of privacy. These users produce “earnest to visceral” user-generated content. They are building a public personal brand for themselves, and are exactly the people that businesses of all sizes should reach out to.
It’s hard to think about mobile marketing when we’re just getting our heads around search and display advertising. Still, businesses must do what they can to establish their digital “being” now and keep an eye on the intermediaries that can connect them with passionate, influential mobile device junkies.
“Let your mind go” image: