Overview of need to rethink marketing spend to reflect the trends toward mobile; to develop an understanding of the difference between mobile web and mobile apps; to consider actions to revitalize customer connection.

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2. Who is Polymash?
A creative agency
integrating mobile,
app & marketing strategies
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4. The Trend Towards Mobile
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5. The Trend Towards Mobile
some contextual perspective
• Daily Newspapers - about 480 Million
• Cars on the planet - 800 Million
• Cable and Sat TV Subscriptions - 850 Million
• Personal Computers - 1 Billion
• Internet Users - 1.4 Billion
5.6 Billion mobile phone subscribers!!!
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6. The Trend Towards Mobile
• 5.6 billion mobile subscribers globally,
327 Million in the US
• Almost half (49.7%) of U.S. mobile
subscribers now own smartphones, as of
February 2012
(Source: Nielsen, up by 38% percent over last year)
103% of the USA have a mobile phone
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7. Mobile Behaviors & games
beyond voice, emails, texting
• 33% of Facebook
• 10% of Google
• 55% of Twitter
Mobile traffic will overtake web traffic in 2014
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8. Mobile Behaviors & games
beyond voice, emails, texting
• Mobile devices daily use
• 53% of American
consumers use
smartphones to access
search engines at least
once a day
(Source: Google and Mobile Source: INMOBI.com
Marketing Association Survey)
How well does your site work on a smartphone?
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9. Mobile Behaviors & games
beyond voice, emails, texting
67% of consumers use their smartphones to
find store locations, 59% to compare prices,
51% to obtain product information, 46% to
check product availability, 45% to read
reviews, 45% to shop online, 41% to find and
use coupons, 40% to scan bar codes
(Source: Deloitte’s 2011 Annual Holiday Survey)
Shopping Support today, M-Commerce tomorrow
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10. So what does this mean?
think of rebalancing your marketing $
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11. So what does this mean?
traditional $ opportunity $
• print • mobile web
• web • apps
• email
• mobile marketing
• social
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12. So what does this mean?
the decline of print advertising
• 9.3% decline in 2011
(Source: eMarketer, Wall Street Journal)
• Interpretation - It’s not just the
economy
• Driven by a proliferation of tablets
and mobile devices
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13. So what does this mean?
the decline of print advertising
source: R.O.I. Media, March 2012
Rebalancing $ - Mobile Marketing & Video
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14. Sosites don’t work for mean?use
full
what does this mobile
• Constant “Pinch and
Zoom” to do anything
• Loss of page context
• Complex & confusing
navigation
• High abandon rates
Smartphone users expect a Mobile Experience!
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15. So what does & mobile first design
mobile optimized web
this mean?
Smartphone users EXPECT a Mobile Experience!
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16. So what does & mobile first design
mobile optimized web
this mean?
before after • Intuitive
• Reduced features
• No “Pinch and
Zoom”
• No loss of
context
• One finger
navigation
Smartphone users EXPECT a Mobile Experience!
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17. The Trend Towards Apps
785,165 apps 425,000 apps
25 Billion downloads 10 Billion downloads
March 2012 March 2012
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18. The Trend Towards Apps
Mobile Web vs. Apps
• Apps utilize device hardware for
notifications, GPS, camera,
bluetooth, microphone,
WIFI etc.
• No network access required,
local data performance &
navigation experience
• Active Mobile Marketing vs.
Passive
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19. The Trend Towards Apps
Business Apps Key Benefits
• Connection with customers through
“Push” notifications
• +90% effective open rate vs. 4% with email
• Constant branding
• GPS features, location based coupons &
directions
• Integrated Facebook,Twitter,YouTube,
Photo sharing
For a full mobile experience, you’ll need an App!
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20. Restaurant Real Estate College Golf Course
Reach, Slow Nights, Reach, contact w. Reach, news alerts,
Objective Customer Loyalty, prospects, open houses, events, student Member engagement,
listing alerts, “goto” news, events, offers
Marketing ROI location source engagement
Offer specials, discounts Push notifications on News alerts, event alerts, Alerts, event reminders,
Push Notifications & free drinks via push open houses, events, event calendar, campus
notifications on slow special offers
nights... new listings... guide...
Listings maps, location
GPS Integration Directions, proximity maps, open house Campus maps, location GPS detailed course
coupons & discounts details, event maps map
directions
Display in restaurant & Display in print ads, Display in print & Loyalty check-ins for
QR Codes ads - links to download of magazines, and listings - bulletins - links to special course & other services
the app - menu details, links to easy download of events, assignments...
specials the app usage, range
Other Food Ordering, Dynamic Mobile route planning, Social event sharing, Mobile reservations
(& Advanced)
Menus, Reservations, picture & video recording, personal class schedule,
Social Integration house hunting database iPad integration, alumni brochureware, calendar
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21. Farmers’ Market App
Atlantic Highlands
iPhone, Android, iPad
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22. Farmers’ Market App
Atlantic Highlands
Goals:
• Increase awareness &
visits to the town
• Mobile Marketing & push
reminders
• Special offers and
discounts
• Engage vendors through
listings offering specials
• Engage Sponsors through
ad space
• Position Atlantic
Highlands as app-savvy
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23. Features listings
individual vendor
Vendors have a detailed listing with web links, social media links, one-touch calling etc. 23
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24. Features ad space
weekly specials & sponsored
Push notification reminders and offers for weekly specials, sponsored by local businesses in exchange for in-app ad space 24
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25. Features Integration
Misc. Shopping & Social Media
Social Features like Facebook, Send a Photo, Fan Wall, Youtube Channel 25
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26. Polymash Services
We help our clients build a scalable mobile strategy
Mobile Strategy Mobile Development Mobile Marketing
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27. some questions to leave you with
What are your top business challenges?
What is the utility & assets of your brand?
Is your marketing spend balanced?
Business goals for mobile now vs in 12 months?
Social habits of your customers / audience?
What new groups would you like to reach?
Plans for loyalty programs?
www.polymash.com 27
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