Presented at the American Press Institute's "Mobile Media: Opportunities on the Move" conference July 18-19 in Washington, DC.
Pete's talk discussed the inevitability of adopting a mobile strategy for your business. A successful mobile strategy must have reaching your customers and your market as its central goal (and this doesn't necessarily require developing a native application). Pete shared several important elements to consider when developing a mobile strategy, including methods for connecting with a mobile audience, effective audience engagement, mobile platform differences and the impact this can have on market reach.
As applications continue to migrate toward the web, mobile devices are becoming inextricably linked with our everyday lives. According to The Mobile Internet Report released by Morgan Stanley, within five years, more users will connect to the web via mobile devices than desktop computers.
2. Overview
Adopting a mobile strategy for your business is inevitable. Your
mobile strategy must be aligned with your overall business
strategy, and this doesn't necessarily mean you need to
develop an application.
3.
4. Phone Types
Smart Phones account for only 38% of total
devices
Feature Phones
Smart Phones
Source: Nielsen
5. Smart Phone Platforms
January 2010
RIM (43%)
Apple (25.1%)
Microsoft (15.7%)
Google (7.1%)
Palm (5.7%)
Source: comScore MobiLens
6. Smart Phone Platforms
February 2011
Google (33%)
RIM (28.9%)
Apple (25.2%)
Microsoft (7.7%)
Palm (2.8%)
Source: comScore MobiLens
7. Takeaway
Don’t get hung up on platform market share and
popularity. Your goal is to reach your consumer.
8. What are People Doing?
February 2011, Total U.S. Age 13+
Texting (68.8)
Browsing (38.4)
Used Apps (36.6)
Social Networking (26.8)
Played Games (24.6)
Listen to Music (17.5)
Source: comScore MobiLens
9. What is Mobile?
“Mobile does not fit into the traditional marketing mindset, and trying to
figure out mobile this way turns into nothing more than a smaller, crappier
version of the display advertised internet” – Helge Tennø
http://www.slideshare.net/helgetenno/mobile-abilities-map
10. What is Mobile?
“Mobile as a term is just a reference to an eco-
system that phones are a part of”
– Kevin Slavin
http://blip.tv/file/2037784/
11. Ecosystem of Channels
Entertainment
Product
Communication
Fulfillment
Research &
Community Mobile Shopping
12.
13. Not Strategic
You look around at what your competitors are
doing and read about the current stats for
mobile usage and you say "we need one of
those [mobile strategy] too".
14. Not Strategic
“I just got a [phone type]. It would be cool to
have an application for it.”
20. Visual Strategic Plan
Objectives Build Trust in Brand Attain New Customers
Goals 1000 newsletter signups 25% referral business 20 new clients 15% increase in sales
22. Visual Strategic Plan
Objectives Build Trust in Brand Attain New Customers
Goals 1000 newsletter signups 25% referral business 20 new clients 15% increase in sales
Community Increase Expertise
Strategy Involvement
Proactive Listening Social Media Outreach
Message
23. Visual Strategic Plan
Objectives Build Trust in Brand Attain New Customers
Goals 1000 newsletter signups 25% referral business 20 new clients 15% increase in sales
Community Increase Expertise
Strategy Involvement
Proactive Listening Social Media Outreach
Message
Create Community Establish Listening Communicate Directly Increase Event
Tactics Manager Role Posts with Users Participation
Monthly Newsletter Monitor Forums Facebook Page Active Blogging
Contests
Maintain Post-Sale
Dialog
24. Takeaways
The tactics are the candidate requirements for
your mobile solution.
Involve key players in each department –
news, advertising, marketing, digital – early.
31. Platform Demographics
Smartphone ownership by age (percent respondents in each age group):
18-24 (49 percent)
25-34 (58 percent)
35-44 (44 percent)
45-54 (28 percent)
55-64 (22 percent)
65 or older (11 percent)
CiOInsight.com
32. Platform Demographics
BlackBerry - Business user who uses the phone primarily for e-mail, instant
messages and viewing attachments.
Android - 33% of users are single and, by Ad Mob’s count, 73% are male.
iPhone - Tech-obsessed, wealthy, less likely to have kids than other
smartphone users… also more likely to buy things from their
phones, download apps and content, according to Nielsen.
iPod Touch - According to AdMob, 65% of users are under 17 — and likes to
game and listen to music.
33. Native Applications - Pros
• Rich context capabilities, will appeal to your advertisers
(location-aware, augmented reality).
• Leverages device capabilities (GPS, camera, local
storage/offline access).
• Will appeal to your advertisers.
36. Native Applications - Cons
• Expensive to develop
• Platform-specific development effort
• Limited Reach
• App Market Noise
37. Retail Example
Objectives Build Trust in Brand Attain New Customers
Goals 1000 newsletter signups 25% referral business 20 new clients 15% increase in sales
Community Establish Domain
Strategy Involvement
Proactive Listening Social Media Outreach
Expertise
Create Community Establish Listening Communicate Directly Increase Event
Tactics Manager Role Posts with Users Participation
Monthly Newsletter Monitor Forums Facebook Page Active Blogging
Support Runners
42. Mobile Web - Pros
• Available on most smart phone web browsers*.
• Inexpensive relative to native applications.
• Appears in search results.
43. Mobile Web - Cons
• Cannot leverage device capabilities (until HTML 5).
• *No Flash on iPhone.
• Has to be bookmarked to appear on device home screen.
• Not available while offline (until HTML 5).
44. SMS - Pros
Widest reach, available on every data-enabled
device.
This will be the focus of our talk. Room to make a bad spend.The focus is not what is the coolest iPhone feature that you absolutely must implement or why you HAVE to integrate your social media presence into your appllication. Should you take advantage of these things? Yes, but ONLY if it makes sense based on your goals.Wouldn’t just open a new location, or hire 30 people, but with Mobile, that’s what happens. People forget that the mobile application is an extension of their goals. It is a tactic, or a collection of tactics.
4 parts
Was 79/21 last yearTrending away from feature phones
We encounter this all the time.
Not just smart phones
Don’t take your current digital presence, your website, and stuff it into a screen this bigIt is not their desktop and they are OK with that.
Don’t stuff this big thing onto this small screen. Start to think about the ecosystem, not the device.
Understand the Potential of MobileMany of today’s mobile initiatives are born exclusively out of a company’s IT or marketing department, but mobile shouldn’t just be a fancy gimmick relegated to serving a marketing function. Ignoring the needs of the company’s bottom line business objectives excludes one of the most important steps in the process, which is identifying precisely where mobile can have the greatest impact within an organization. From training staff to streamlining operations, mobile can extend into every part of a company. Failure to bring every department to the table during the initial planning phases often results in applications that fail to meet critical business objectives.
Used this to illustrate for talk.Simple, maybe overly abstract, but it makes the point.
Tactics – pick one or two, this is the stuff that your mobile solution will be based on.A mobile app isn’t a Swiss Army knife; it’s a carving blade. It should be designed to do a limited number of things extremely well. Many of the companies who have launched successful apps have recognized that an app can only deliver a portion of their full service list before it becomes prohibitively expensive to produce and unwieldy to use. Best Buy, for example, has at least five different apps, each addressing one specific functionality. Define exactly what your app’s objective will be and focus on those features that will directly address that objective.Jot.
Different departments will need to adjust to the mobile solution
This is important for you as your sales teams work with your advertisers, they will want to know who you are targeting. http://www.comscoredatamine.com/2011/06/us-smartphone-owners-by-age
http://blog.signalhq.com/2010/03/15/smartphone-demographics-mobile-strategy/Smartphone ownership by age (percent respondents in each age group):18-24 (49 percent)25-34 (58 percent)35-44 (44 percent)45-54 (28 percent)55-64 (22 percent)65 or older (11 percent)CiOInsight.comThis is important for you as your sales teams work with your advertisers, they will want to know who you are targeting. http://www.comscoredatamine.com/2011/06/us-smartphone-owners-by-age/
This is important for you as your sales teams work with your advertisers, they will want to know who you are targeting. http://www.comscoredatamine.com/2011/06/us-smartphone-owners-by-age/
Universal Insurance
Not he full site crammed down.
Parts Town
ADD PARTS TOWN MOBILE WEBMENTION HOW THEY INSISTED ON A NATIVE APP
This is not field of dreams, just building it does not mean they will come.
Let your users have some control over how they interact with your content…saving, sharing, favoriting, voting,