Mobile Marketng Boot Camp 2012

Mobile Marketing Bootcamp

Gene Ehrbar Dave Wieneke
Director of Mobile Solutions Director of Digital Strategy
ISITE Design ISITE Design
@PDXGene @UsefulArts

#OMS12 | @PDXGene | @UsefulArts | @ISITE_Design

The Next 3 Hours is All About You

• Goals for Today
• The Case for Mobile 1st
• Crash Course: Mobile Web
• Crash Course: Mobile Apps
• Mobile Measurement

http://www.foreflight.com


Who Are These Guys?

Gene Ehrbar Dave Wieneke
Builds Mobile Customer Experiences Connects Digital to Business Plan
– Mobile Strategy – Thomson Reuters
– Mobile Web Development – Christian Science Monitor
– Mobile App Development – Harvard Kennedy School
– Moen
– Sokolove Law
– Mass.gov


A Digital Experience Agency (20 second nod.)

• Founded in 1997

• Boston MA, Portland OR, Los Angeles CA

• Full-service digital agency, 60+ employees

• Blending strategy, design, development, optimization

• Recognized by MITX, Webby Awards, IxDA

• International client base


What Do You Want to Know Today?


The Next 3 Hours is All About You

• Goals for Today
• The Case for Mobile
• Crash Course: Mobile Web
• Crash Course: Mobile Apps
• Mobile Measurement
• Deep Dive: Financial Services
http://www.foreflight.com


Three Huge Waves

Mobile Application Integrated
Delivery Design Data

Ubiquity & User
Context Experience Interoperability


Mobile
Delivery

Ubiquity
& Context


Happy Christmas Mobile Marketers

• Tablet Ownership Near Doubled in a Month {1}

• Mobile Sales and Session Doubled Y/Y {2}


Mobile Won Super Bowl XLVI

• Advertiser Fixation
• Audience Engagement
• Brand Extension
• List Building


Revolutions Ride on Behavior

• Harris Interactive: 50% of Superbowl viewers
used mobile devices 10 or more times during
the game.
• Velti survey showed 60% of viewers planned
to use their mobile device during the game.


Super Bowl XLVI Commemorative App


End of PC Dominance

•IDC & Gartner show PC sales eroding (4.8-6.6%)
•Goldman Sachs predicts tablets will cannibalize one in three US PC
sales this year.
•Smart Phones to Out Ship PC’s in 2012. (Meeker)
•Smart Phones to out consume PC’s in bandwidth 2013 (Gartner)

http://gene.is/OMS1
http://gene.is/OMS2

Dave Wieneke – www.usefularts.us

“Mobile Only” Segment on 56x
900
Growth Path
788
800

700

600

Mobile Only Internet
500
420
Asia Pacific
400

300 North America

200

100 55
13
2
0 http://gene.is/OMS3
2010 2015


App Sales Opportunity: $150 Billion by 2014

Gartner projects mobile app sales:

2010: sales topped $5.2bn
2011: explosion to $15.1bn
2014: Exponential growth to $150bn

= $65Bn annual sales.
Stephanie Baghdassarian
Research Director at Gartner
= $62Bn annual sales.

http://gene.is/OMS4


Channel “Heat” Doesn’t Insure
Success
• Driven by business goals?
• How known is the audience and its needs?
• Is this a one off or evolving property?
• Is there a marketing plan / promotional budget?
• Can you manage it from shared platform?


Autodesk’s
Disruptive App
• $2.5B high end
firm launches $3
so what?
• 15M revenue, yawn…
• Consumer entry –
gaining 1M downloads
in 50 days.
• Name recognition,
experience in new
product category.


Application
Design

User
Experience


Design Is Highly Interactive
User UX Bar is Headed Up


The Best Digital is Pageless

PERSON

Personalization


Location Based Marketing

• Place puts Product, Price and Promotion in
motion.
• Man walks in to a bar…and a mix triangulating
his iTunes and others comes on the iJukebox.
• Geo-Targeted Messages


Geo-Target Messages


Embed Icons in Local Search

• Visitors select brands they
want to see.
• Or, ad driven alternatives
may be offered as part of
search.


Location & Check In Driven Branding


Click to Locate


Augmented Reality


Mobile Changes Business

http://gene.is/OMS5


The Automotive Dealing Desk of Death


Stay in the Car!


Mobile Changes Search

• Exact: mobile searches have twice the
keywords.
• Local: 40%-53% have local keywords.
• Prone to act: 90% lead to site visit.
(Average purchase w/in an hour vs. week)
• Increases over day (vs work day)
• Prone to errors.

Citation


Integrated
Data

Interoperability


Data is the New Oil Of Commerce


Content Enrichment is Ongoing

Old: content to delivery model

Write Post Archive

New: content enriched toward app experience

Enrichment Analytics
Post
Programmatic calls,
Tagging, auto links, behavioral enrichment
Write production enrichment
Delivery


How to Get Started
1. Ready your website for mobile traffic
(Adaptive or Specialized Design)
2. Stake out any physical turf on Google / 4sq…
3. How can SMS
4. Experiment w/Mobile Ads (Search / Banner)
5. Assess substantial app business opportunity.
(Products, Controls, Interface, Location)
“Think Relationship Pipe.
6. Don’t jump to QR’s (use them wisely.)

The Case for Mobile 1st

• The most sophisticated brand experiences
• Reaching straight to the shelf
• Grabbing an engaged mobile search audience
• Who are on a faster purchase path
• More likely to share your message
• And use an app as owned media connection


Crash Course: Mobile Web

Image: ronmartin.net


Mobile First!

http://gene.is/OMS6


Web First!

• Competing app
SDKs
• Open standards
• Greater reach
• Lower TCO


The Web was young once


The Mobile Web is growing up FAST


Growing Pains
• Increased expectations/higher UX standards
• Fragmented device/browser landscape
• Slow adoption of standards & practices


Maybe it’s the Phone’s DNA?

• Reliability is at the core of the phone
• Expectations for mobile reliability
based on prior experience


Or the Web’s Long Adolescence…


Evolution of Mobile Web Awareness

Image: thinkgeek.com


Stage 0: Malfunction
• Flash required
• Image-heavy,
text-light
• Bad practice on
web, disasterous
on mobile

http://gene.is/OMS7


Stage 1: Denial

Image: jimunro.blogspot.com


Stage 2: Acceptance


Stage 3: Triage


Stage 4: Purging

• Mobile first
approach
• Benefits:
constraints,
advanced device
capabilities


Stage 5: Synthesis

• Responsive Web
Design approach
• Benefits: one set
of assets to
maintain, future-
friendly code

http://gene.is/OMS7


Mobile Web Best (and worst!)
Practices


Rule #1, 2 and 3: Keep it Simple


Rule #4: Design for Touch


Rule #5: Streamline User Inputs


Seven Deadly Sins


Clutter


Disconnect


Bother


Awkwardness


Neglect


Incapacity


Assumptions


Context: Myth and Reality


Mobile Mindsets

• Microtasking
• Bored
• Local

• Time for a refresh?


Case Study: ODS Health Plans


Why App?


Classes of App Experience


Shifting Game Revenues


Habits of Highly Effective Apps

Source: @caseorganic


What Makes You So Special?

Avoid clichés like the plague.
Samuel Goldwyn


Image: awesomestream.wordpress.com, HT: Giles Bowkett


Budget Guidance

• Costs are all over the map
• Instagram & Twitterriffic rules of thumb
• Think program, not project
• Distributed data adds complexity

http://gene.is/OMS8

Case Study: City of Cambridge, MA


Trends to watch
• Customer empowerment
• Boundary-crossing / convergence
• Game elements
• Location-based marketing


Native Mobile Measurement Tools

http://flurry.com

Mobile Web Measurement Tools


Exercise!


Mobile Marketng Boot Camp 2012

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