MindWorks Marketing Communications

6 steps to mobile landing page optimisation The rules for mobile landing page optimisation and standard landing page optimisation are fundamentally different. The goals are different. The metrics use to track success of landing page conversion are different. Even the definition of “conversion” is different. Beyond the tech guidelines, here are 6 steps to implement as you create a mobile landing page. 1. Mobile users want instant gratification Mobile users want to immediately call, buy, download or visit. Quick. Quick. Quick. They are not doing research. They want something that will immediately solve their problem. Research shows that 90 percent of mobile searches lead to action.  2. Define your goal Is it lead generation, application download, immediate purchase, phone call generation or coupon redemption? The answer to this question will define the type of landing page you create. In standard (PC) landing page creation, lead-gen or immediate purchase is the most common ...

One of Direct Marketing (DM) key benefits is its measurability. Marketers know whether the campaign has been a success or failure very quickly – almost instantly for some online campaigns – by measuring the ROI. In most cases the key measurability of DM is sales - did the revenue generate a profit after costs. However there is a growing acceptance that as markets become more cluttered and consumers more targeted other metrics need to be considered when determining campaign success or failure. The challenge for marketers is to broaden their view beyond measuring just the ROI on each and every DM campaign. A number of scenarios may exist which drive marketing decisions to only focus on ROI: Marketers are focused on the virtue of their products and the reasons why they believe the product will benefit prospects Marketers are pressured in today’s market to strive for short-term goals ie sales Marketers may view the fact that product has been previously purchased suggests ‘it will again’ an...

When Drayton Bird, David Ogilvy and Bob Stone started to talk about direct marketing would they have imagined an employee writing a 140 characters in a social network could help a company connect with millions of people – instantly. And that a lone consumer with a video camera and a sleeping ‘cable guy’ could turn public opinion away from one of the worlds biggest communications companies – in the comfort of the consumers living room? So who is using what? Twitter’s traffic has grown tremendously in the past year, but how many people are actively using the service versus casually passing by? According to the latest research from eMarketer, that number will be at around 18 million by the end of 2009. eMarketer considers “users” as people who access Twitter via any platform – Web, client, mobile or otherwise – at least once per month. The study was also US-only, and the research firm calls its estimates “conservative” in light of other stats that show Twitter has a high abandonment ...