The Case For Mobile First Marketing

The Case For Mobile
First Marketing

Succeed and thrive in a world
where customers demand to
be serviced on their mobile
devices

A major shift has happened in our
lives. It is a shift which has major
implications for businesses and
business professionals—especially
marketers.
A Major Shift Is
Impacting You and Your
Business
Photo by rgieseking

Most of us haven’t figured out how
to reformulate our thinking and our
doing in response to the shift. That
puts you at risk of being beaten by
your competitors—both in business
and in your career.
Reformulate Your
Thinking
Photo by _DJ_

The Shift? Mobile is quickly
becoming the primary way people
communicate, get answers, and
consume media.
The Shift To Mobile
Photo by xristine_faulkner

A realization that most of us have had …

Mark Kersteen, Incite Marketing and
Communications
Someone was telling me today
that ‘I am constantly thinking
about mobile, and how to get
our content on mobile’.
“

Most of us grew us experiencing
the internet through our desktop
browser, so it is hard to imagine it
is turning into something only
“grandpa” uses.
The desktop browser is
becoming the radio of our
generation.“

I barely ever look at my laptop
anymore. I communicate with
people more because I have so
many channels to connect with
people.
Now I find my whole life being
shaped by what I can do with
my phone.“

Another example that illustrates the
role of mobile devices in our lives …

To see what has happened in well
under a decade, search the
internet for “2013 Vatican mobile
phones” on your computer (or
more likely your mobile device)
Pictures of St. Peter’s
Square
Graphic by Bhupinder Nayyar

The pictures make it so clear that a
major change occurred in those 8
years. it is more than just the rise
of the smartphone, and later the
tablet. It’s the shift in human
behavior that is so significant.
Shift In Human Behavior
Photo by Ed Yourdon

by Ted Schadler, Josh Bernoff,
and Julie Ask
The Mobile Mind Shift
Available at Amazon and other bookstores

INTERMISSION: What is Mobile First
Marketer All About?

Publisher MobileTechCreate
@brockbutler
brock at mobiletechcreate dot com
Brock Butler, Creator

Unravel the intricacies of mobile
marketing into relatable lessons
you understand and apply in your
own lives.
Dissect Mobile
Marketing
Photo by Sam Warren

We hope to demystify mobile
technology and provide you with a
balanced, yet unique, perspective
on the industry.
Demystify Mobile
Technology
Photo by Juan Eduardo Donoso

Back to The Mobile Mind Shift book and
our shifting behaviors resulting from
the rise of mobile devices …

Lets start with the expectations we
have as owners of mobile devices.
What Is Happening
Right Now?
Photo by Cyberslayer

Anything we need will be
available anywhere, at any
time, on our smartphones.
Your ability to control your
personal sphere, the things
you care about both in your
life and in your work, has
dramatically improved. Your
mind has shifted to expect all
that and more …
“

… and you have made the shift
without even thinking about
it. Your control over things is
so ubiquitous and natural as
to be invisible. You expect to
have apps (and mobile sites)
that empower you with
information and service as a
fundamental privilege of
living. (The Mobile Mind
Shift)
“

It means it is not just a nice-to-
have—it is a need-to-have for any
business who serves people,
which applies to customers and
employees for just about every
business in existence.
Mobile information
and service as a
fundamental privilege
of living!
Photo by niXerKG

This has some significant
implications for businesses.
Power has shifted from
Institutions to
Customers
Photo by 401(K) 2012

Your sales efforts must
acknowledge a powerful
customer who can choose
from a virtually infinite set of
suppliers. Your marketing
must be focused on utility.
And your decisions must
acknowledge this shift in
power. In short, you must
become customer obsessed.
(The Mobile Mind Shift)
“

Provide an optimal mobile
experience
How?
Photo by Dave Morris

Mobile is the biggest, most
pervasive, most powerful, and
most global trend driving us
toward the age of the
customer. It creates demands
not only on customer-facing
parts of businesses, but also
on the systems that
technology managers own.
(The Mobile Mind Shift)
“

Providing an optimal mobile
experience is not so easy. Entire
systems have to be re-designed. In
fact, entire mindsets have to
change.
System Re-Design for
Mobile
Photo by Sonny Abesamis

Some companies have recognized
the need to run mobile first, and as
a result, they have made major
changes to the way the run their
business.
Mobile First Businesses
Photo by Dave Catchpole

If 2012 was the year where we
turned our core product into a
mobile product, then 2013
was the year where we turned
our business into a mobile
business.
“
Mark Zuckerberg, Facebook
Recode.net
Photo by Thomas Hawk

Making a good mobile product
wasn’t enough. Facebook had to be
a total mobile first business in
order to succeed in this new world.
Mobile First at Facebook
Photo by Sean MacEntee

Everything at Facebook is
mobile first, with mobile
engineers integrated in every
product team so we can think
consistently across every
platform …
“
Ted Zagat, Local Product Marketing
Manger at Facebook
Source: Technorati

Twenty two percent of all
mobile time spent is spent on
Facebook and its sister
company, Instagram. That’s
bigger than all the others
combined. It’s mind boggling
how fast it is happening and
the broader implications for
every business.
“
Ted Zagat, Local Product Marketing
Manger at Facebook

These two points come up again
and again: It is happening so fast,
and it has huge implications for
every business.
Businesses Being Caught
Off Guard
Photo by Chris Hunkeler

A surprising number of U.S.
Internet companies still
operate without a real mobile-
first strategy, though nearly
everyone thinks they have
one.
“
Alec Oxenford, CEO of OLX, from an
April 2014 recode.net article

Whether they know it or not,
their businesses are on a
respirator, especially if they
have any thoughts about
growing outside the U.S.
“

In emerging markets,
consumers aren’t shifting
from desktop computers to
mobile devices like we’ve seen
in the U.S. Instead, for many
of these populations, mobile
is the Internet, and often
provides their first online
experience.
“

Mobile has leapfrogged the
desktop internet in many emerging
countries, so mobile is the internet
for a large percentage of the
world’s population.
Mobile Leapfrogging
Desktop
Photo by Eirik Newth

Mobile can not be an “add-on” to
business.
Conclusion
Photo by Jamie McCaffrey

Mobile has moved beyond a
‘channel’ and become a
behavior. A verb. A necessity.
It’s safe to say that if you
haven’t moved to mobile in
some form — advertising,
app, responsive site, you
name it — you've fallen way
behind.
“
Ashley Eckel, VP of Marketing for
Crossboard Media, CMS Wire

It doesn’t matter
No matter where you are, you can
do more with mobile. Actually, you
need to do more with mobile.
Have you fallen way
behind?
Photo by The Happy Rower

Something to keep you up at night …

In The Mobile Mind Shift, Schadler,
Bernoff, and Ask call our attention
to something they term a “mobile
moment”
Are you there for your
customers’ mobile
moments?
Photo by Roland Tanglo

A mobile moment is a point in
time and space when
someone pulls out a mobile
device to get what he or she
wants immediately, in context.
If a customer wants
information or service in a
mobile moment, that is your
moment to shine …
“

…. Be there, and your
customers will come to
depend on you, deepening
their loyalty and providing
valuable information that
your company can use to
further improve the
relationship. (The Mobile
Mind Shift)
“

This is good news, but it is both a
blessing and a curse.
Blessing and a Curse
Photo by melanie cook

Serving customers now means
serving them in their mobile
moments. If you are absent in
those moments, they will turn
to someone else who is
providing a better mobile
service. Who is ready to serve
them in a mobile moment?
Increasingly, it is an
entrepreneur. (The Mobile
Mind Shift)
“

What does that mean for your
business?
An Entrepreneur!
Photo by Philippe Lewicki

Your customers now spend
more time on the phone
screen, and have higher
expectations for that, than ever
before. If your thinking is still
stuck on the PC, the Web, and
traditional media, some
entrepreneur or competitor will
swoop in and take over that
mobile moment. That's what
should keep you up at night.
“
Josh Bernoff, SVP of
Idea Development
for Forrester
Research

You, as a business leader or
marketer (or both), have the ability
to adapt and learn fast. Faster than
your competitors. There is still
some time to be among the first to
truly understand and succeed with
mobile marketing.
With every disruption
comes opportunities
Photo by Olearys

INTERMISSION: What Can You Expect
From This Podcast?

Lessons on mobile marketing that
aim to be useful, relatable, and
hopefully somewhat entertaining.
Relatable, Entertaining
Lessons

We are aiming for 20-25 minutes in
length, and a frequency of one
episode every two weeks.
Podcast + Article + YouTube Video +
SlideShare Presentation
Format

The latest news, advice, and expert
commentary to deliver fresh and
relevant information. If you want to
contribute to the podcast, please
feel free to get in touch on twitter
or email.
Live interviews and
many contributors

Back to Mark Kersteen, Content
Manager at Incite Marketing and
Communications

At Incite, we have been trying
to push this data driven
journalism thing, so to do that,
we have been doing a lot of
surveys with our audience. We
send out an email once a week
to our collaborators. The list is a
couple thousand …
“
Mark Kersteen, Incite MC

… It is a quick survey we send
out over email and we keep it
really short — usually three
questions on some marketing
topic. We have recently done
surveys on content, marketing
channels, and we have one on
mobile next week …
“

… It is our way to find out what
our audience is interested in,
what they respond to, and what
they want to learn more about.
We filter that information and
share it with the rest of our
audience. It provides valuable
information that people can’t
really get in any other place.
“

Mark’s latest survey-based report
asked marketers about the
channels they felt most confident
using.
Confidence Level With
Marketing Channels
Source: Incite MC

What we found was that, in
terms of what marketers are
most confident in using, it was
a three-way split between
Traditional (TV, radio, outdoor
display, etc.), Digital (web, blog,
etc.), and Social (Twitter,
Facebook, etc.), with Mobile in
distant and dead last …
“

The majority also said they
were “least confident” in
mobile. Across all channels,
people felt digital was where
they could deliver their most
consistent messages. Again,
mobile was last in this category.
“

Traditional, digital, and social
channels all had about 30% of the
audience stating it was their most
comfortable channel. Mobile came
in at under 5%.
It Wasn’t Even Close
Source: Incite MC

I didn’t expect mobile to be the
most confident channel, but I
didn’t think it would be so far
behind.
Marketers were just not into
mobile, at least not the ones we
were speaking to.
“

This isn’t the only data point that
suggests marketers are struggling
with the mobile mind shift.
Wait, There is More

A July 2014 AdWeek article by
Melissa Hoffmann includes an
infographic that indicates huge
increase in mobile spending this year,
but most marketers are struggling to
keep up with technology changes.
Everyone Loves An
Infographic
Source: AdWeek

While a whopping 91 percent of
the advertisers polled by data
company Jivox said their
companies will spend more on
mobile ads this year,
many reported feeling
frustrated by new technology
and the need for better
insights.
“
Melissa Hoffman, AdWeek

Marketers are not capitalizing on
the changing consumer mobile
behaviors
Why Not?

Tracey Stokes, a
Forrester analyst
serving CMO’s, from
Forrester blog
Mobile’s marketing moment
has not yet arrived. While
consumers continue the rapid
shift to mobile, marketers have
not yet realized mobile’s brand
building potential — because
for too many marketers, mobile
remains a tactical underfunded
offshoot disconnected from a
CMO's brand building efforts.
“

Succeeding In A Mobile First World …

Too many businesses are stuck in a
world where they just serve
customers and employees in a
static Web and physical world—
most likely including yours. This is
not the reality.
Move Beyond Web and
Physical World Thinking
Photo by quas

In every little moment of our day,
we can turn to our mobile devices
to solve a problem, get
information, entertain ourselves,
and get things done.
So what does it take to
engage people on their
smartphones and
tablets?

Re-engineering your
company’s technology
platforms, business processes,
and the way people work is
like moving a mountain—it’s
where the bulk costs lie. But
you have no choice. (The
Mobile Mind Shift)
“

It isn’t for everyone. That’s why the
people who can do it—and I’m
taking about the marketers, the IT
professionals, the executives—are
exceptionally valuable to
businesses.
Moving mountains is a
tough job
Photo by @Doug88888

A preview of what tends to separate
success from failure, from my email
interview with Josh Bernoff …

Idea Development
for Forrester
Research
The mobile mind shift requires
a completely new way of
thinking . . . thinking in terms of
the mobile moments in the
customer journey. The ones
who fail start by trying to
‘mobilize’ some element of
their existing Web site …
“

Idea Development
for Forrester
Research
… Those who succeed do so by
thinking in terms of points of
friction or opportunity in their
customers' lives and
relationships with the company.
The people I've seen succeed
often have a background in
customer experience (or strong
connections with a customer
experience function) rather
than traditional marketing.
“

You already know that your
succeed depends on putting
customer experience at the
forefront of your efforts
Don’t Worry Marketers

Just one last quote from Mark Kersteen
that reinforces the need to be customer
centric

Don’t be creepy, marketers.
Now you have to think when
you are sending messages to
mobile, or through email, that
those messages are coming to
me, not my house. My person
…
“

… Now that you have this
information of location, habits,
and the times I do things (and it
is the coolest space for
marketers), please don’t be
creepy with it. Respect it.
Because it gives you a lot of
power …
“

… It gives you more power than
you every dreamed of. You
need to respect it. Every phone
is attached to a person. Don’t
make your customers
uncomfortable.
“

A transcript, including all links is
posted at mobiletechcreate.com. I
would love your feedback via the
comments there, on twitter
(@brockbutler) or via email.
Please Provide Feedback

Consider subscribing to the podcast
on iTunes or Stitcher.
Or, check it out the content on
YouTube and SlideShare
Other Ways To Get
Mobile First Marketer

More great information is lined up
for the next episode, and I’ll also be
doing some international travel
where I will get the perspective of
marketers in China and India,
among other places.
What is Next?

All shows and articles are posted at
www.mobiletechcreate.com
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The Case For Mobile First Marketing

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