Executive Insight: Mobile Marketing Revolution

PRESENTER
Beverly W. Jackson
Vice President
Social Media and Content Strategy
MGM Resorts International





SESSION ABSTRACT
The explosive growth of mobile marketing in B2C campaigns is well documented and as best practices have evolved they’ve become tried and true. B2B marketers looking to leverage mobile as a tactic are facing greater uncertainty related to how best to use the platforms and tools, resource allocation and overall metrics.

Yet, despite the crowded and maturing B2C mobile marketing space, there are still a great number of opportunities and upsides to help differentiate, generate leads and gain market share for B2B marketers looking to exploit the mobile marketing channel. This presentation focused on how best to use platforms and tools, while considering resource allocations and overall metrics.


KEY TAKE-AWAYS

• Best practices for optimizing mobile marketing techniques to create B2B campaigns based on examples and proven strategies
• Perspectives and specific recommendations on platform selections based on sample content plans
• Action items and steps for evaluating useful and relevant metrics, data and insights for successful B2B campaigns
• Mobile is the future of online marketing — currently people are spending up to 6 hours  a day online, up from 4.5 hours in 2014. Most of the growth is coming from mobile
• People don’t go on line anymore, they are online. This is requiring marketers to Think about “mobile first” when developing plans, strategies and tactics
• Mobile marketing is playing an increasingly significant role in the sales conversation process

BEST PRACTICE

• Consumers expect a frictionless experience when switching between devices, so the mobile experience must be fully integrated with the desktop
• Consumers also expect device compatibility, speed, good design, good functionality and relevant content
• Consumer expectations for the mobile experience: site is optimized for mobile, there’s relevant content, an app, ease of usage, rich media, a way to interact with others and a simple call to action
• Everything must contribute to the speed of the experience: 52% of mobile users say fast is critical to the experience, 47% expect maximum 2 seconds to download, 40% will abandon the site at 3 seconds
• The mobile experience must be developed with responsive media Keep the navigation simple, include search features and use keywords to attract and retain usageMake the call to action icons for call, text or email actionable
  

ACTION ITEM

• In a mobile-first world, speed, content and design are critical to success
• Use mobile advertising to help monetize the investment
• Build in a strong focus on conversion and analytics
• Incorporate social media and build in an engagement multiplier
• Mobile is an important medium to increase effectiveness, alignment, and advantage for offline activities, such as trade shows and conferences
• Track time spent on all devices, and include the where and when
• Listen to your users
  

TAKE-AWAY

• Mobile usage is rising year over year. Desktop is down 2.2%
• In the travel industry, 128.8 million people will research trips online
• 47.4% will research trips on mobile
• 75% of leisure travelers use devices while searching
• 55% use mobile to search content
• 44% use mobile for booking

FINAL THOUGHT
This dynamic, fact-filled presentation detailed the rise of mobile and its continuing and undeniable influence on marketing. Today’s marketer needs to get fully on board and make sure they devote the resources necessary to deliver the mobile experience their customers expect.