1.
Mobile Marketing
Rob Coneybeer
Managing Director, Shasta Ventures
@robconeybeer
http://280.vc

2.
Why is Mobile Different?
• Effect of geography is more pronounced
• Having a top search ranking matters more on mobile than on the web
• Web presence must be optimized for the mobile screen
http://280.vc 2

3.
Why is Mobile Different?
• Instant-on
• Sensors
• Apps
• Reach
• Word of Mouth
http://280.vc 3

4.
Instant-On
• Enables snacking
• Not possible on the web if PC wasn’t on
• Consumers have extremely short attention spans
• If something takes more than a few seconds … they may
skip altogether
• Instant-on leads to a great product experience (buying or
ordering something can take less time than adding it to a
“to-do” list)
http://280.vc 4

5.
Sensors
• Mobile devices are loaded with sensors
• Location (GPS) & accelerometers (motion, activity)
• Photography & microphone
http://280.vc 5

6.
Apps
• Native applicatons lead to top end-user engagement
• Mobile apps are essentially specialized browsers
• On mobile, consumers think in terms of Applications
• … versus websites on the wired web
• To make the most of smartphone sensors … develop a native
application
• The chiclet icon matters – A LOT
• Navigational high ground
• Emotional attachment to the graphical representation
http://280.vc 6

7.
Reach
• Over 1 billion people are on either Android or iOS today
• Vast majority are hooked up to payment systems
• Combined with instant-on, consumers can take impulsive
action immediately when tempted – think of supermarket
check-out aisles
• Problem becomes awareness and brand-building, not fulfillment
http://280.vc 7

8.
Word of Mouth
• Completely different than the wired Web
• Combining portability and a great screen with instant-on, mobile
makes it easy for customers to “show, not tell”
http://280.vc 8

9.
Implications
• Can build huge businesses faster than ever before
• Huge direct impact on real-world businesses that haven’t been
disrupted in the past – due to free distribution
http://280.vc 9

10.
Mobile Trends We’re Looking At
• Intersection of the Real World and the Internet
• Internet-Powered Hardware
http://280.vc 10

11.
Have a Great Story
• Starting with a great product
• Makes it easier for your customers to help you!
– customers – word of mouth via social media
– advisors – fundraising, recruiting, introductions
– friends
http://280.vc 11

12.
Elements of a Great Product
• Delivers high value to users
• Huge market
• Easy to describe
• Doesn’t require a lot of capital to test & initially scale
• Wasn’t possible until recently
http://280.vc 12

13.
Great Products…
• Enable Promotion
– great products drive Word of Mouth and free PR
• Enable Distribution
– great products are welcomed by channels of distribution
– great products leverage new channels like smartphones and the web
• Enable Pricing
– great products leverage new technologies keeps costs as low as possible
– great products provide opportunities to disrupt conventional pricing strategies
http://280.vc 13

14.
Never Forget the Marketing Mix
• Price
• Product
• Place (distribution)
• Promotion
What about the phrase “the best product doesn’t always win?”
That’s becoming a lot less true with the rise of social media and its ability to
amplify word of mouth about great products
http://280.vc 14

15.
@robconeybeer
http://280.vc
http://280.vc 15

16.
Rob Coneybeer
Managing Director, Shasta Ventures
@robconeybeer
http://280.vc