mobile marketing; trends, strategies and statistics with simon heseltine

Simon Heseltine, Director of SEO at AOL/Huffington Post Media Group Guest Speaking at DragonSearch – Part 1

Mobile marketing is certainly a hot topic. Mobile usage trends and statistics are proving to marketers that mobile is not the future, it’s here right now. Strategies must integrate mobile into our overall digital marketing campaigns today. DragonSearch’s guest speaker, AOL’s Director of SEO Simon Heseltine has been digging deep into mobile marketing trends and strategies, event marketing and understanding “the perfect comment”. When Simon was visiting DragonSearch he shared his enthusiasm and experiences and got #usDragons excited with his presentation and knowledge sharing on these topics.

Read more about Simon’s presentation at DragonSearch in the following post:

Simon Heseltine presents at DragonSearch.

Simon Heseltine guest speaking at DragonSearch.

Mobile marketing strategies need to think of how audiences use their mobile devices.

Focus on understanding and connecting your mobile marketing efforts with how your audience uses their mobile devices.

Simon is well recognized and valued in the digital marketing community. He writes for several industry publications, including Search Engine Watch, Huffington Post, Search Engine Land, Search Engine Guide, Search Engine Gurus, and teaches at Georgetown University. He has grown an “organic audience development team,” the new phrase used at AOL to describe the gatekeepers who cover SEO and Social, keep everyone up to date on what’s going on in the industry, provide training for the brands, do deep technical audits, and in some cases take on editorial tasks. They work very closely with the various AOL brands’ teams, share information and help each other out. Simon’s team is actually like an internal agency working across all the different brands.

Mobile Marketing Trends & Statistics

You’ve probably seen many mobile marketing trends and stats like the ones below. Consumers spend 10% of their media time on mobile devices yet mobile ad spend is only at 1%. That means there is a missed opportunity to use AdWords Enhanced Campaigns to set-up mobile-preferred ads.

  • People use mobile for everything; shopping, weather, food, social, music, news, entertainment, etc.
  • 40% of Facebook’s revenue comes from mobile.
  • Mobile traffic from Google will pass desktop traffic from Google in the next two years.
    • AOL predicts mobile will surpass their desktop traffic next year.
    • In India 55% of internet traffic is from mobile.
Nielsen Connected Devices Study Q2 2012 presenting mobile device simultaneous usage statistics.

Nielsen’s study showing stats on simultaneous usage of mobile devices.


AOL’s Consumer Research Studies

AOL wanted to better understand how people use mobile devices and what really drives them to use certain apps and websites, so they created a research study. 1,000 smart phones users were asked to record 3 mobile phone touch points/interactions, or “mobile moments” as the research team named them, of what they use their phones for, for 30 days. AOL’s team studied how users engaged with the web content, what they were trying to accomplish, their physical locations, etc.

7 Shades of Mobile

The research study team segmented the users’ touch points/moments into “Moment Markets” to get an understanding of the usage landscape. Based on the feedback received from users, the team found 7 mobile moments:

  1. Accomplish – activities that give a feeling of accomplishment
  2. Socialize – interacting with others
  3. Prepare – researching and planning to prepare for something
  4. Me Time – looking for entertainment, pass the time, relax
  5. Discover – learning about new things
  6. Shop – finding and buying
  7. Express Myself – sharing passion and opinions with others
The 7 mobile moments segments found by the AOL research study.

The 7 Shades of Mobile – the snapshot of mobile usage landscape.


“Me Time” and “Home” are Not Being Targeted Well

Results showed that ads are quite effective with most types of mobile device usage but not with “Me time.” “Me time” is what Simon’s team defined as passing the time, amusing ourselves, alleviating boredom, and connecting with others. Why is that happening? Ads are easy to ignore and forget, they are not relevant to what I’m doing, they are in my way… they are not connecting with users. Home and “Me time” are areas that are underutilized when looking at ways of interacting with mobile users.

  • People are using their phones at home
    • 68% of mobile time is actually spent in people’s homes.
    • 60% of moments/interactions are in home.
    • People use their mobile devices for “Me time”
      • 46% of their total mobile time
      • 75% of “Me time” is happening at home
      • 7% of “Me time” is at work.
      • People consume more content now that they are using tablets.
        • 43% of people read more magazines.
        • 40% of them read more tech news.
The results of the 7 Shades of Mobile research study.

“Me Time” is the largest mobile touch point for users.

What are people looking for during “Me time”? Entertain me, make me laugh, be relevant, grab my attention, engage me.

What Should Be Your Strategy for Mobile Marketing?

The message is very clear:

  • The first step is to make sure you have a mobile ready site with responsive design, which is easily navigated and has mobile friendly content.
  • Realize that it is critical that you understand the customer and their needs and what motivates them. Don’t be afraid to use surveys and actively solicit feedback.
  • Think about creative ways you can connect with your audience for the various ways they are using their mobile devices using tailored content.
  • Experiment with mobile ads. Try different messages for the different mobile moments the study found, considering how people are using their devices. Mobile users are often in a different place in the buying cycle than other users.
  • What kind of content can you create for “Me Time”? How can you connect with users when they are looking for entertainment, relaxation and fulfillment?
  • Keep in mind that mobile users are on their mobile devices at home more than on the go. How will you engage with them during that “home time”?

What creative ways are you using in your mobile marketing to connect with your audiences?

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