The State of Mobile in Digital Marketing

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1 The State of Mobile in Digital Marketing Rachel Freeman August 11, 2015

2 Social Media, Mobile and Reputation Management Aug. 24 Oct. 11, 2015 Build strategies to boost your social media and mobile performance! pace.oregonstate.edu/seo Join this 7-week online course featuring digital marketing expert, Rachel Freeman!

3 Rachel Freeman 10 years digital marketing experience Specializing in SEO Past contributor to SearchEngineJournal.com, instructor for Online Marketing Institute and PSU, spoken at various conferences including Search Marketing Expo (SMX)

4 Mobile is over. I think it s just a screen. You ll absolutely need a screen, but you ll need more than one. - Matias Duarte, Android design head, April 2014

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6 Mobile Searchers Have Intent pace.oregonstate.edu

7 Key Trends in Mobile 1. More than three-fourths of US consumers are multiplatform users 2. Smartphone penetration still growing at an astonishing rate 3. Micro-Moments

8 Micro-Moments The new digital reflexes that have ended the act of going online.

9 Micro-Moments Mobile has fractured the consumer journey into hundreds of real-time, intent driven micromoments. Each represents an opportunity for brands to shape preference and consumer action. Of leisure travelers who are smartphone users, 69% search for travel ideas during spare moments, like when they're standing in line or waiting for the subway. Nearly half of those travelers go on to book their choices through an entirely separate channel. Of smartphone users, 91% look up information on their smartphones while in the middle of a task. Of smartphone users, 82% consult their phones while they're standing in a store deciding which product to buy. One in 10 of those end up buying a different product than they had planned. Of online consumers, 69% agree that the quality, timing, or relevance of a company's message influences their perception of a brand.

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11 Despite these trends pace.oregonstate.edu

12 How to Win from Micro-Moments What does this have to do with you and your brand strategy? Micro Moment What is the closest I want to buy How do I What is the best Action & Content Local SEO Product/Service Info YouTube How To Content Reviews

13 Users Start with Search Mobile SEO = Success

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15 Mobile SEO Best Practices Optimize for page speed Don t block CSS, JavaScript or images Don t use flash Design for the FAT FINGER Optimize titles and meta descriptions (and keep them short!) Use responsive web design

16 App Usage

17 App Store Optimization (ASO) Why? Drive more downloads Get found in app store search more frequently Beat competition Increase rank and visibility for specific keywords

18 App Store Optimization (ASO) How? Title Description Keyword Field Icon (increase CTR) Screen shots Social proof, ratings & reviews

19 Advertising $$ Follows Audiences

20 Advertising $$ Follows Audiences

21 Takeaways What to remember from today? 1. Begin by exploring your brand s relevant micro moments 2. Mobile optimization and user experience is mission critical 3. Seek to create a more seamless experience across touchpoints 4. Mobile advertising typically represents a significant competitive advantage

22 Resources Start learning today. 1. Calculate the full value of mobile: 2. Check to see if your website is mobile friendly: 3. Mobile trends of 2015: 4. Google Webmasters guide to building a mobile friendly site:

23 Questions Rachel Freeman Senior Marketing Manager, Jive Software

24 Q&A Want to learn more from Rachel Freeman? Enroll in our online Social Media, Mobile, and Reputation Management course, starting August 24! pace.oregonstate.edu/social-media

25 Thank you! pace.oregonstate.edu