By 2012, according to eMarketer, 50 percent of mobile devices will be smart phones. Nine out of 10 smart phone users are already using their devices to find local information and connect with local businesses. Will they find YOU?
IF YOU want to compete in and Dominate YOUR Local Market you must ensure that when YOUR local prospects are searching using mobile devices they can find YOU at exactly at the precise time and in the exact location they are looking for YOUR Product or Service. Optimising YOUR URL to detect the connection to a mobile device and redirect to the mobile version of YOUR website is ESSENTIAL. As more and more consumers use mobile devices to search for products or services you must align YOUR marketing strategies with social media, mobile and local search.
Ask yourself; CAN I AFFORD TO OMIT MOBILE MARKETING FROM MY STRATEGY?
Why you should do this NOW
The Future is Mobile
• Mobile data traffic will increase ten-fold over the next 5 years
• Mobile broadband subscriptions increased by 60% in the last 12 months
• Smart Phone traffic is expected to triple this year
• It is estimated that 60% of mobile traffic will come from urban areas
• Mobile shopping has grown 44 % since 2010
• We are seeing a massive shift away from PC’s to Mobile Search. As Smart Phone Technology advances, apps become smarter, we will see search and shopping directly from mobile devices exponentially increase.
• Nearly all Smart Phones have GPS making them the perfect medium for Location-Based Marketing and Location-Based Services.
• Mobile marketing provides YOUR business with direct timely access to YOUR potential customers. It can provide an excellent return on investment as it cuts out the middleman.
• Voice recognition software will enable consumers to request information from businesses as they move from one location to another by simply speaking to their mobile devices. Take a glimpse into the future and look at how the new Siri voice recognition works on the new Apple iphone4S.
• Social Networks and Social Media will become an integral part of search as savvy consumers look for local business recommendations and product advice, reviews and deals. Ignoring social media is not an option.
• Mobile users will seek out instant deals in the locations they are frequenting.
• Consumers will connect to brands and businesses from Smart Posters via QR Codes and Near Field Communication Technology. They will use QR Codes and the contactless payments afforded by NFC to shop directly from their mobile devices. The latest batch of Nokia phones have NFC installed as have many of the Smart Phones coming to market.
• Nearly all mobile device users seek local information, and plenty of it: they ask questions about local restaurants and coffee shops; sports results; takeaway food establishments; travel; shopping and weather will dominate mobile search patterns. Mobile information searching is action-oriented and users want what they are looking for there and then. If you are a retailer or a service based business then YOU can be sure mobile users will be looking for you on their mobile devices.
• Context-based computing will collect data from social networks and mobile devices making unified communication environments possible
Will YOU be ready to seize the opportunity and capitalise on this shift in consumer’s habits or will you wait as your competitors grab a bigger slice of the pie?
The Rule of Thumb
Simplicity, Speed and the Mobile Customer Experience
• Understand that mobile sites and mobile landing pages should be optimised with the user experience at the forefront of the design process.
• Realise that aesthetics and design should be aligned with the wants and needs of the consumer.
• Realise customers have an immediate need.
• Design for thumb not mice.
• Keep the layout simple.
• Make sure content is viewable at arm’s length.
• Design to prevent accidental clicks.
• Provide an action orientated experience.
• Make it search easy.
• Make it easy to convert.
• Keep forms simple.
• Keep pinch and zoom to a minimum.
• Install auto detect so YOUR site knows it is being accessed by a mobile device.
• Ensure YOUR most relevant information is positioned at the top of the page.
• Make the navigation through the mobile site pages effortless.
• The mobile site landing pages should be easily accessible with simple scroll and tap to functionality.
• Use vertical scrolling.
• Present content in a single column.
• Make sure fonts are neither too small nor too large.
• Keep your content relevant and to the point with strong calls to action.
• Make sure the titles are short and descriptive.
• Code YOUR Mobile site in HTML5 as it will help your site display properly on all platforms.
• Use separate CSS files for mobile and on screen rendering.
• Use schemas and rich snippets of micro data so that local searchers will find YOUR business in search engines.
• Use %s for sizes instead of pixels to help ensure that things scale down correctly.
• Hide items in the mobile CSS (cascading style sheets) or re-arrange items to make sure content isn’t pushed too far down your mobile pages.
• Produce KML files for Google Maps Mobile.
• Install Google Analytics.
• Make sure you have a mobile site map.
• Encourage opt-in for Location-Based Services.
• Encourage opt-in for GPS.
• Encourage sharing on social networks with Twitter, Facebook and LinkedIn Buttons.
• Include relevant info for mobile users. Things like phone, address and hours of business in the header and/or footer to ensure every page is local search friendly.
• Make phone numbers Tapable so users can effortlessly tap and call.
• Make sure buttons and links are large enough and are tap to go friendly.
• Use jump links to drive traffic down to content areas on your mobile site.
• Avoid Flash or other custom applications as not all phones will support all plug-ins.
• Understand device rotation is an important part of the mix as it allows mobile sites to be viewed in landscape and portrait modes.
• Keep to WC3 standards.
• Ensure your mobile landing pages are optimised for local search using Google Places and Google Maps.
• Ensure your keywords are optimised for local search.
• Use Google page speed tool.
• Use Adwords for mobile.
• Use QR Codes as an enabler to get people to your site.
• Use a QR Code system to track and trace user behaviour
• Test, Test and Test again so YOUR mobile landing pages are 100% user friendly, deliver a great customer experience and are compatible with all devices.
Methodology for Mobile Local and Social Search Optimisation
How we Drive Traffic to YOUR Mobile Platform and YOUR Business
• Keywords: We check all keyword variants and analyse your competition. Long Tail Keywords that are very specific to the location work extremely well for localised mobile search.
• Meta Tags: We create suitable Meta Title tags and Meta descriptions using relevant local keywords.
• Alt Tags: We create suitable Alt Tags. Alt tags are very relevant to mobile SEO as many people turn of image download to preserve bandwidth.
• Anchor Text: We create Anchor Text links using relevant specific keywords in the text.
• Meta Descriptions: We format your Meta descriptions for mobile spiders.
• LLP’s: We recommend you use a local landing page as the URL to increase the ‘geographic scent’.
• Location Targeting: Traditional online marketing reaches out to everyone who can access a website. To ensure YOUR marketing reaches its intended audience and to avoid unnecessary Adwords burn we set regional parameters for your mobile campaigns.
• Images: We understand images and videos are really important to the mix and encourage their use.
• Local SEO: We understand that local optimisation requires a totally different mind-set from traditional SEO – Traditional SEO is about optimizing websites; Local SEO is about optimising web sites for location-based mobile marketing.
• NAP: We advise you do not use tracking phone numbers as this upsets the Name-Address-Phone (NAP)
• Reviews and Citations: As feedback should be part of your everyday business processes we encourage you to get reviews and citations regularly, but we don’t advise you attempt to manipulate the numbers.
• We make sure your Google account email domain matches your places domain.
• Despite what many SEO companies preach, value for local search comes from the content and relevance of posts on social networks not the volume of posts. Posts must be quality and newsworthy so they spread naturally. Following or liking a link is not as powerful as content that compels others to share it with friends in social communities. Reposting of links from Facebook to Twitter does help as it is telling the search engines the degree of popularity of the link.
• We submit YOUR mobile site’s local URL to hundreds of social bookmarking sites.
• We submit YOUR mobile sites local URL to relevant local directories.
• We help YOU construct relevant, engaging informative content to get you noticed and engage YOUR prospects.
• All our optimisation work is white-hat. We build Relevant High Quality Contextual links and we always adhere to SEO Best practices
Acronym Glossary for Mobile Marketing
AIM: Audience Investment Management
CP: Content provider
CPA: Cost per thousand acquisitions
CPC: Cost per thousand clicks
CPD: Cost per Download
CPI: Cost per Install
CRM: Customer relationship management
CSC: Common short code
CSS: Cascading style sheets
CTA: call to action
CTR: Click through Rate
D2C: Direct to consumer
DMB: Digital multimedia broadcasting
DOOH: Digital out-of-home media
DSP: Demand Side Platform
EPP: Electronic proof of purchase (loyalty card-QR Code Scan)
IVR: Interactive voice response
J2ME: Java2 Platform, micro edition
LBS: Location based services
LBM: Location based marketing
LLP: Local landing page
Lo-so: Local and social integration
MNO: Mobile network operators
MNVO: Mobile virtual network operator
MMS: Multimedia messaging service
OOH: Out-of-home media (smart posters, billboards etc)
OPM: online preference marketing
OTA: Over the air delivery of mobile content
POP: Point of Purchase
PSMS: Premium short message service
Pull Media: Media measured on interactive impression
Push Media: Media measured on passive impression
QR : QR Codes, Quick Response Codes, 2d barcodes
ROA: Return on advertising
ROI: return on investment
RSS: Really Simple Syndication
SEM: Search engine marketing
SEO: Search Engine Optimisation
SERP: Search engine results page
SMPP: Sort message peer-to peer protocol
Shelftalkers: In store advertising
NFC: Near Field Communication
SMS: Short messaging service
So-lo-mo: Social local mobile integration
RFID: Radio frequency identifier
VAD: Value added service
WML: Wireless Mark up language
XHTML: Extensible hypertext mark up language
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