[Mobile Tipping Point and Your Strategy] Sharing bits of what I shared with a class at my local university last week - when I began at California State University-Chico in 1994, the Internet and Netscape were the big disruptions no one saw. I shared with the class that they were in the midst of the next biggest disruption since then, and how this all works out is up to them, and us. (pardon the simplicity of some which follows, simple is the key) Its about mobile, multiple screens, with so much content created by companies and people every day. How do they find you is more relevant than ever....each part of the puzzle is connected to the other. Social to search, search to social, social to email, email to social...and even email to search. For the visitor, these are parts of their world; for businesses, these are the multiple contact points well encounter/leverage in the upcoming years. ==> Most often we talk about tipping points in the past, thats easy. This mobile tipping point is difficult to pinpoint, because social is leading the way, and for most sites, were seeing close to 50% mobile usage. Many sites are seeing this, yet not enough over 50%, or maybe better put, most are not even looking or understanding the mobile impact. Even with a good responsive page, you have to put the right copy, the right visuals, and keep it simple - while simple is really hard to do.... ==> Mobile is not just about a responsive site, its your language, simplifying calls to action - think 2-3 on a page tops. Your headline doesnt smack them in the face, it invites them in, segments them by choices (CTAs and links) they make when they visit you, and once they contact you. ==> Facebooks mobile usage is well known, and in moving beyond 50%: the world of the PC is fast becoming a minority. #BenedictEvans from Twitter Your ads, landing pages, and copy have to emulate this shift if you buy FB ads or drive traffic from your posts, groups, and pages.... - Ive seen landing pages for Desktop computers shown to mobile audiences (crazy but true), and people left instantly. Facebooks algorithm, just like Googles, doesnt like a high bounce rate, and does like time spent on a page. (And the need for those selling mobile solutions to slow down, stop pushing responsive sites as some complex process, and simplify it....with copy that sounds like we speak, not like we pitch. ==> Now look at the Net Mobile Revenue Report from eMarketer and you see something powerful - Google and Facebook, after costs, own almost 3/4 of the mobile advertising market. Worldwide (Im always suspect of that claim). Theres 20% for the rest of us outside of that market Amazon will also surely grow, but theyve got to catch up to Twitter. Key Takeaways ==> When you look at these numbers, how does your strategy define the tactics you will use to reach your audience? ==> How will you reach them on mobile, and when are they on mobile? This means integrating search, social, and email into a cohesive strategy, for the purposes of what I was teaching. Its also means grabbing their attention in a Bright Shiny Object social world....scheduling your posts out to social wont do the trick. ==> Do you test your mobile visits, separately from your web site visitors? Do both see the same page? (Ive been amazed in limited tests to see a responsive design way outpull a Desktop based design, but lots more testing going on...have some B2B audiences who are/will be Desktop based for a long time, and love responsive sales copy.) ==> Have you tested different headlines, calls to action, visuals, and/or copy between mobile and desktop audiences? Do you use video and/or audio? Looking back 5 years from today, according to Mark Zuckerberg, were going to be moving to a new way of doing business, and what that new world looks like will likely not be based on great collections of content we sift through, searches and social posts with high quality - they will be tailored to us like algorithms based on behavior, habits, and a bunch of other data. Mobile may not be the right word of it, its becoming embedded into different parts of your life. Try to get anything from Facebook or Google these days that doesnt require desktop and mobile, even SMS (or at least try really hard to get you to surrender all that). The new digital world is not only defined by browsers, but by permission to contact you, wherever you are - social, search, email, and even SMS). ==> Instead of just choosing tactics, create a strategy then pick the tactics that serve your strategy, one tactic at a time if possible. Then do it, study 20% and do it 80% at least. Like learning a language, you learn more by practicing than memorizing someone elses teaching experience.... Someone like me, teaching this short class ;-)
Posted on: Sun, 02 Nov 2014 20:47:31 +0000
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