An overview of the state of the mobile industry as it pertains to online marketing. The industries priority for 2012 based on a mobile web approach from http://www.domain7.com/mobile. Presentation content from a workshop session presented in Vancouver in January 2012 for HTCE.org (http://www.htce.org/2011/12/23/why-mobile-matters-to-your-online-marketing-strategy/)

1. Tuesday, 10 January, 12

2. Why Mobile Matters to Your
Online Marketing Strategy
Tuesday, 10 January, 12

3. The Next 60 Minutes
Why do I need a mobile strategy?
And what does it look like?
Tuesday, 10 January, 12

4. The Next 60 Minutes
Why do I need a mobile strategy?
And what does it look like?
Mobile Landscape
Mobile Strategy
– Content
– Marketing
Mobile Tech Choices
– Responsive Web
Future of Mobile
Next Steps
Questions and Discussion
Tuesday, 10 January, 12

5. The Mobile Landscape
Tuesday, 10 January, 12

6. People are
adopting
mobile
8 times faster
than they got
on the Web
a decade ago.
Source: http://www.consafelogistics.com/en/KnowledgeCenter/News/2011/September/07/Mobility_trends.aspx
Tuesday, 10 January, 12

7. Mobile’s taking over Facebook
500
Non-mobile users
Mobile users
375
250
125
0
2010 2011
Source: http://www.facebook.com/press/info.php?statistics
Tuesday, 10 January, 12

8. In 2 to 4
years, half
your site’s
visitors
will be via
mobile.
Source: http://www.idc.com/getdoc.jsp?containerId=prUS23028711
Tuesday, 10 January, 12

9. 85% of
mobile
devices will
be web-
enabled by
this year.
Source: http://www.thinkwithgoogle.com/insights/featured/understanding-mobile-users/
Tuesday, 10 January, 12

10. What kind of mobile?
Web traffic by device in Canada
Other
2.0%
iPod Touch
14.9%
Feature phone
1.5% iPad
33.5%
Other smartphone
3.6%
Android Phone
8.2%
Android Tablet
0.4%
Other Tablets
iPhone 1.3%
34.6%
Source: http://searchengineland.com/comscore-the-ipad-owns-97-percent-of-us-tablet-traffic-82855
Tuesday, 10 January, 12

11. Who is on mobile?
Tuesday, 10 January, 12

12. Who is on mobile?
Tuesday, 10 January, 12

13. Tuesday, 10 January, 12

14. Where are people on mobile?
Home 84%
Downtime 80%
In lines 76%
Shopping 69%
Work 62%
TV 62%
Commute 47%
0 22.5 45 67.5 90
Tuesday, 10 January, 12

15. What are they doing on their
mobile phone?
• Browsing the web • Local business
information-seeking (1 in
• Using a search engine 3 searches)
• Using an app • While shopping
• Watching videos • Gaming (125 years of
Angry Birds is played
every day)
• Social networking
• Consuming other media
(reading, watching TV,
listening to music)
Tuesday, 10 January, 12

16. What makes mobile unique/
different?
• Location Aware • Relevant and present at
decision/consideration
• Intimate and Interactive points
including physical
intelligence
• Social and personal with
contacts always right
there
Tuesday, 10 January, 12

17. Let’s Bring Some
Strategy to the Chaos
Tuesday, 10 January, 12

18. Basics of a Strategic
Framework
Objectives
Understand, articulate and then define them
People
Uncover the human dynamics at play: physical needs and emotional
benefits to the people you serve
Measures
Define how you’re going to tell if your connecting with people and
meeting your objectives
Tactics
Choose the best techniques and tools that will deliver
Tuesday, 10 January, 12

19. So what’s changing?
Strategy
The dynamic of fundamental space in which we are working has shifted.
CONTROL UNCERTAINTY
Tuesday, 10 January, 12

20. StrategyContent is the Cornerstone of
Mobile
Mobile Strategy now pivots and centres on Content Strategy.
CONTENT UNCERTAINTY
Tuesday, 10 January, 12

21. Strategy
What makes the new strategy
different?
• Content is your position of strength and predictability
• Medium is increasingly unpredictable
• The points of connection with people are more intimate
and human
• Social dynamics are stronger
• Your content is relevant and present when and where
people are making decisions
• Allows you to address a matrix of user goals relative to
their device
Tuesday, 10 January, 12

22. Mobile Content Strategy
Tuesday, 10 January, 12

23. Learn how your audience uses
their devices.
Home 84%
Downtime 80%
In lines 76%
Shopping 69%
Work 62%
TV 62%
Commute 47%
0 22.5 45 67.5 90
http://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/
Tuesday, 10 January, 12

24. Don’t assume users’ current
situation.
Tuesday, 10 January, 12

25. Supply the same content
to all devices.
Tuesday, 10 January, 12

26. Represent content differently
across different devices.
Tuesday, 10 January, 12

27. Highlight crucial
content.
Tuesday, 10 January, 12

28. Entice visitors into long-form
content.
Source: http://www.useit.com/alertbox/page-abandonment-time.html
Tuesday, 10 January, 12

29. Split
content
into
smaller
chunks.
Tuesday, 10 January, 12

30. Adapt to
observed
behaviour.
Tuesday, 10 January, 12

31. Use mobile to improve the
desktop.
David Leggett : “The most reasonable case for
omitting objects from a mobile site is when the object
wasn’t essential to the desktop site in the first place.”
http://www.uxbooth.com/blog/considerations-for-mobile-design-part-2-dimensions/
Tuesday, 10 January, 12

32. Let the
constraints
spur your
imagination.
Tuesday, 10 January, 12

33. Mobile Marketing Strategy
Tuesday, 10 January, 12

34. Reasons for Mobile Marketing
1. Get new customers
2. Increase branding presence to all touch points
3. Increase traffic on mobile website
4. Stimulate users during the pre-purchase and research
phase
5. Increase traffic on stationary website
6. Ability to target certain demographics based on devices
7. Alignment with other marketing initiatives
Source: http://www.gstatic.com/ads/research/en/2011_Google_MMA_Global_Perspectives.pdf
Tuesday, 10 January, 12

35. Mobile Marketing Funnel
1. Awareness
• Mobile advertising
• Check-in rewards and offers
• QR Codes and NFC
2. Consideration
• Geo-targeted opt-in offers
• Information Resource
• Augmented reality
• SMS and MMS Notifications
3. Intent
• Point-of-purchase
• ‘Recommendations’ based on user-history
• Local-social opportunities
4. Purchase
• In-store (Starbucks app)
• E-commerce
5. Support
6. Loyalty and Advocacy
• Social influence
Tuesday, 10 January, 12

36. Mobile Tech Choices
Tuesday, 10 January, 12

37. Mobile-Native App
Camera
Accelerometer
GPS
Graphics
Monetization
Advanced UI
Full screen Calendar
Contacts
Tuesday, 10 January, 12

38. 80%
of branding apps
never reach
1000
downloads
Source: http://www.lukew.com/ff/entry.asp?1402
Tuesday, 10 January, 12

39. Hybrid App
Tuesday, 10 January, 12

40. Dedicated Web
App
Tuesday, 10 January, 12

41. Mobile Website
Linkable Searchable
No 30% cut Single platform
Quick to market
Don’t need
Steve’s
Cheap
approval
No updates No installation
Tuesday, 10 January, 12

42. People looking for
information about you
are more likely to
Google you than
open the App Store.
Tuesday, 10 January, 12

43. What do users prefer?
Facebook Mobile Posts
by Client
Blackberry
13%
iPhone
14%
m.facebook.com
59%
Android
14%
http://danzarrella.com/new-data-on-mobile-facebook-posting.html
Tuesday, 10 January, 12

44. So unless you
absolutely must,
go Web.
Tuesday, 10 January, 12

45. 79% of large online
advertisers do not have a
mobile-optimized site
Tuesday, 10 January, 12

46. The Mobile Manifesto
www.domain7.com/mobile
Tuesday, 10 January, 12

47. Mobile Manifesto
A set of principles to guide our approach.
Tuesday, 10 January, 12

48. Mobile Manifesto
A set of principles to guide our approach.
1. Open standards over single software vendors
2. Mobile websites over device-specific apps
3. Plaintext and indexable content whenever possible
4. Plaintext source code when possible
5. Start with market research before beginning any project
6. Make mobile a central part of the development process
7. Treat mobile and online strategies as linked
Tuesday, 10 January, 12

49. Tuesday, 10 January, 12

50. Responsive Web
Tuesday, 10 January, 12

51. Responsive Web
Advocates for web standards are charting a new direction
Tuesday, 10 January, 12

52. Responsive Web
What factors have lead to this new approach?
1. It’s getting very expensive to accommodate existing and new
devices
2. Managing content across platforms and devices is getting
complex
3. User experience improvements in HTML5 make the browser
more dynamic
4. New skill set and tools required for different platforms
5. Treat mobile and online strategies has become difficult and
fragmented
Tuesday, 10 January, 12

53. Tuesday, 10 January, 12

54. Responsive Web
What is Responsive Web?
1. Fluid vs. Fixed
2. Responsive vs. Fluid
3. Benefits of the Web
4. Single system reduces cost, complexity
5. Content is Consistent
Tuesday, 10 January, 12

55. Tuesday, 10 January, 12

56. Responsive Design
Why would you choose it?
1. You’re starting from scratch
2. You want to keep cost and complexity manageable
3. You don’t need access to the hardware (i.e. camera)
4. You want to future proof your investment
Tuesday, 10 January, 12

57. What is the Future of Mobile?
Tuesday, 10 January, 12

58. Mobile Trends
1. Seamless media 5. Mobile advertising hits the
consumption experience “tipping point”
cross-device
6. Social channels for media
2. Apps powering the consumption
desktop media experience
7. HTML5 powering the
3. Personalized media mobile App economy
experience for consumers
8. Location based
4. Mobile traffic passes the promotions
desktop
9. Inside the firewall going
Mobile
Source: http://blog.polarmobile.com/2012/01/how-technology-will-transform-the-media-industry-in-2012/
Tuesday, 10 January, 12

59. Next Steps
Tuesday, 10 January, 12

60. The Future
The trend is toward convergence of apps and web.
1. Start with the web
2. Build a business model
3. Extend online marketing strategies to mobile.
4. Be searchable.
5. Be social.
6. Have a mobile-optimized website.
Tuesday, 10 January, 12

61. Invest. Make decisions to go
mobile.
Tuesday, 10 January, 12

62. Invent. Be creative.
Tuesday, 10 January, 12

63. Integrate. Include mobile in
your marketing plans.
Tuesday, 10 January, 12

64. Iterate. Track using analytics.
Tuesday, 10 January, 12

65. Thank you!
Questions / Discussion
Twitter: @snd7
Email: shawn@domain7.com
Tuesday, 10 January, 12