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Rebecca lieb
- 1. 1
Pub Apps: You Have No Idea
How Much You Don’t Know
(But asking these 10 questions can help)
Rebecca Lieb
@lieblink
Analyst, Altimeter Group
- 2. 2
Agenda
1. Competition
2. Technology & Platform
3. Content & Audience
© 2011 Altimeter Group
- 3. 3
Agenda
1. Competition
2. Technology & Platform
3. Content & Audience
© 2011 Altimeter Group
- 5. 5
Content marketers plan to
beef up their mobile strategy
in the next one to three years.
Where will you be?
© 2011 Altimeter Group
- 6. 6
Recommendations
What can you offer that a 500 lb. gorilla can’t?
• Subject matter expertise
• Presentation
• Speed-to-market
• A more compelling experience
© 2011 Altimeter Group
- 8. 8
“Content types we’ll be adding
within the next three years?
Mobile’s the easy answer”
– David Berkowitz, 360i
© 2011 Altimeter Group
- 9. 9
Recommendations
Remember that agencies are frenemies
Keep them close, but don’t show all your cards too early
© 2011 Altimeter Group
- 10. 10
Agenda
1. Competition
2. Technology & Platform
3. Content & Audience
© 2011 Altimeter Group
- 13. 13
Recommendations
Experiment. Be flexible.
Develop new models & explore custom solutions.
Test, test, and test some more.
© 2011 Altimeter Group
- 16. 16
Recommendations
If you put all your eggs into one basket, pick that basket very
carefully.
Content for Mac fans? iPhone!
Business users? Blackberry
Largest smartphone user base? Android
© 2011 Altimeter Group
- 19. 19
Recommendations
Determine what mobile is – it shapes what you publish.
© 2011 Altimeter Group
- 21. 21
Who will you turn to for
mobile strategy and app
development? An agency,
internal resources, or both?
© 2011 Altimeter Group
- 22. 22
Recommendations
Build strategy into technology considerations for scale
Simple as a mobile-enabled CMS?
Vastly more complex & multiplatform?
© 2011 Altimeter Group
- 23. 23
Agenda
1. Competition
2. Technology & Platform
3. Content & Audience
© 2011 Altimeter Group
- 26. 26
Recommendations
Apps don’t conform to classic editorial models
• Functionality & utility
• Hyperlocal relevance
• Ultra-vertical search engine
• Gamification
© 2011 Altimeter Group
- 29. 29
Recommendations
Research your audience to make determinations on platform,
content, pricing and functionality.
© 2011 Altimeter Group
- 31. 31
26% of apps downloaded in
2010 were only used once.
Number of downloads, like
ratings, are an inaccurate
measure of success.
© 2011 Altimeter Group
- 32. 32
Recommendations
Don’t measure everything.
Determine KPIs.
• Establish a measurement plan
•Target metrics that indicate desired behaviors
• Gather feedback
© 2011 Altimeter Group
- 35. 35
Recommendations
What’s the multiplier effect that will increase reach and
awareness without colliding into platform issues?
© 2011 Altimeter Group
- 36. 36
Question Checklist
1. Who is your competition – brand side?
2. Who is your competition - agency side?
3. What will mobile advertising look like?
4. Who will win the format war?
5. Apps are mobile. So what's mobile, anyway?
6. Who supports development efforts - internally and externally?
7. What is “publishing” on an app?
8. Who's your audience?
9. How will you measure success?
10. How will mobile apps fit into your cross-media strategy?
© 2011 Altimeter Group
- 37. 37
WHAT ARE YOUR QUESTIONS?
Rebecca Lieb
rebecca@altimetergroup.com
rebeccalieb.com/blog
Twitter: lieblink
With assistance from Researcher Jaimy Szymanski & Industry Analyst Chris SIlva
© 2011 Altimeter Group