Do I Need A Mobile App for Business?

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Senior Business Consultant Tracey Busch considers how businesses can answer the question "Do I need a mobile app for business?" at the Blue Fountain Media Expert Seminar Series on September 24th, 2013.

In this presentation the idea of a mobile app for businesses is considered and deconstructed. When does a business need a mobile app? When does it not? This app aims to clarify these two situations and help businesses better understand when developing an app is worth their time and money and when they should spend their time optimizing their business online through other means.

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  • There’s a visual for ya. (CLICK)
  • Please hold up your smartphones or smart devices! Or raise your hand if you own one.
  • Mobile has been on a steady rise and is passing PCs. Mobile is not the future. It is now.
  • February 2013
  • September 1 2013
  • Strategy is so important. That is how we determine the right pathway for each business and how you know you are making the right investment. (CLICK)
  • So you want to know, What are my options? (CLICK)
  • We’re going to talk about three today. Mobile websites – how many of your businesses have a mobile website? Ok. (CLICK)
  • Responsive design. How many people have heard this phrase floating around lately? (CLICK)
  • And mobile apps. (CLICK)
  • Look at your analytics! (CLICK)
  • Find someplace to go (CLICK)
  • Ability to make a call or find a number (CLICK)
  • Fill out a form or find quick information (CLICK)
  • Download or view a menu on the go (CLICK)
  • A good choice when it might be too expensive to redesign responsively.A mobile site is essentially a copy of your website--- Server does the work to deliver an optimized page that’s smaller and easier to navigate. ---The solution can really customize a unique experience for mobile users. (CLICK)
  • With a mobile site, you must create a different domain (CLICK)
  • Many companies choose to differentiate theirs by “m.domain.com”.This can:Dilute domain and hurt organic search traffic. Can add to website management because you have to maintain two separate silos of content(CLICK)
  • Avoid this if you can. But if you have a mobile domain or decide this is still the right option…. (CLICK)
  • Get an marketing specialist to help you set it up right. (CLICK)
  • Look at your analytics… If they look like this (CLICK)
  • Something like this…. (CLICK)
  • A very good and flexible solution but is based on pixels. Typically 2-3 “breakpoints”Unlike a mobile site, in responsive design, the device does the work and automatically adjusts according to a device’s screen size (large or small) and orientation (landscape or portrait). It switches between these options on-the-fly.(CLICK)
  • So if you go to Starbucks and you minimize your browser, you will get this type of effect…. (CLICK)
  • (CLICK)
  • (CLICK)
  • (CLICK)
  • (CLICK)
  • (CLICK)
  • And I don’t mean like twinkies (CLICK)
  • But like TIME has done…. Adopting a plan that allows for easy adaptation as technology and devices continues to evolve. The technology is more forward-thinking A better return on your investment.Mobile sites can require more maintenance and expense in order to stay current with next-generation phones and mobile browsers.(CLICK)
  • Google likes responsive, mainly for domain protection and link equity (CLICK)
  • (READ QUOTE) Moral of the story (CLICK)
  • Link Equity:Because a mobile site uses a separate domain, links shared from mobile browsers will not count as search link equity toward your primary site.Not as good for search. (CLICK)DO NOT READ:What is link equity? A measure of how strong a site is based on its inbound link popularity and the authority [link:] of the sites providing those links (i.e. the total number and overall quality of the links pointing to your website).
  • So maybe you need a mobile app. (CLICK)
  • So maybe you need a mobile app. (CLICK)
  • If you are a law firm who primarily interacts via in-person consultations or over the phone(CLICK)
  • Or a restaurant owner with one or two locations then you may not need an app. (CLICK)
  • But if you are looking to educate and provide access to lots of data (CLICK)
  • Or use geo-location services, accept payments, allow users to create and maintain accounts, then an app maybe a great solution along with these other reasons (CLICK)
  • Talk about high level engagement…. Radar is a features on foursquare that you can turn on and will buzz in your purse or pants pocket as you pass by specific locations. Nice. (CLICK)
  • Zendesk, Service Cloud, PayPal
  • Pandora, ESPN Score Center, Social media apps, etc…
  • Nick’s Fresh Market is giving dessert out today…. Also sites like Gilt and Hautelook tell you when new sales are starting. Push notifications can be used to notify people based on location as well as shown here. (CLICK)
  • This is not just for brick and mortar stores, but can also include sites like Groupon, Amazon, etc… as well as The Shelf, Shoptiques, The Fancy and others.
  • Commerce is a tricky area for the mobile versus app debate because the answer can really vary depending on the type of products being sold and the audience for the products. (CLICK)
  • Seeing a slow spike: look at your analytics, before choosing ANY of these options. See what people are doing.Few actions are needed: mobile users are going to certain key pages such as contact, find a location, etc…Entry level investment: definitely the lowest costMarketing mix:
  • Seeing a slow spike: look at your analytics, before choosing ANY of these options. See what people are doing.Few actions are needed: mobile users are going to certain key pages such as contact, find a location, etc…Entry level investment: definitely the lowest costMarketing mix:
  • More than half of these mobile local searchers said they researched on the devices because they wereon the go and needed immediate information. 
  • A lesser, but still notable, 59% of local PC searchers also converted.
  • Only 35% of American’s own a smartphone, so that leaves 65% of consumers that can’t use an app. If you want to reach the masses, you should first evaluate how many of your consumers are actually using these devices and if they are which platform they perfer.
  • Do you ever get really excited to download an app, then you finally get into it and are like “oh”. So disappointed!! Give your customers value – make sure you app delivers something unique; Starbucks did it right with their loyalty program and downloads from iTunes. Do it right like starbucks. (CLICK)
  • It needs to be fed, maintained and fresh (CLICK)
  • You still need a strategy and a marketing plan. You need a great design and experience. (CLICK)
  • HTML5Best industries for mobile:---Travel bookings made through mobiles will amount to about $25 Billion by 2014 in the US, according to Google.--- Commerce
  • Do I Need A Mobile App for Business?

    1. 1. Do I Need A Mobile App For My Business?
    2. 2. There are over 1 million more mobile devices activated every day across the world than there are babies born. ““
    3. 3. Hold ‘um High
    4. 4. By 2017, 87% of the worldwide smart connected device market will be tablets and smartphone, with PCs (both desktop and laptop) being 13% of the market. ““
    5. 5. So, Who’s Running The Show?
    6. 6. 79%
    7. 7. So, What’s A Business To Do?!?!
    8. 8. 1. Cry Choices
    9. 9. 1. Cry 2. Don’t worry about it and continue to advertising in the yellow pages (the paper version) Choices
    10. 10. 1. Cry 2. Don’t worry about it and continue to advertising in the yellow pages (the paper version) 3. Create a strategy, find what option is best for you, execute and evolve! Choices
    11. 11. What Are My Options?
    12. 12. Options Mobile Website
    13. 13. Options Mobile Website Responsive or Fluid Design
    14. 14. Options Mobile Website Responsive or Fluid Design Native Mobile Apps
    15. 15. When You Need A….. Mobile Website
    16. 16. When You Need A….. Mobile Website  Seeing a slow spike in mobile traffic
    17. 17. When You Need A….. Mobile Website  Seeing a slow spike in mobile traffic  Few actions are needed
    18. 18. When You Need A….. Mobile Website  Seeing a slow spike in mobile traffic  Few actions are needed  Looking to make an entry level investment
    19. 19. When You Need A….. Mobile Website  Seeing a slow spike in mobile traffic  Few actions are needed  Looking to make an entry level investment  Your marketing mix is less focused on on SEO
    20. 20. www.yourdomain.com
    21. 21. www.yourdomain.com m.yourdomain.com
    22. 22. www.yourdomain.com m.yourdomain.com
    23. 23. www.yourdomain.com m.yourdomain.com
    24. 24. When You Need A….. Responsive or Fluid Design
    25. 25. When You Need A….. Responsive or Fluid Design  Seeing a steady increase or large spike in mobile traffic
    26. 26. You Are Here. Holy smokes. How did this happen?
    27. 27. When You Need A….. Responsive or Fluid Design  Seeing a steady increase or large spike in mobile traffic  You want to accommodate specific devices (responsive) or all devices (fluid)
    28. 28. When You Need A….. Responsive or Fluid Design  Seeing a steady increase or large spike in mobile traffic  You want to accommodate specific devices  Looking to make a longer-term investment and withstand the test of time; Be future ready
    29. 29. When You Need A….. Responsive or Fluid Design  Seeing a steady increase or large spike in mobile traffic  You want to accommodate specific devices  Looking to make a longer-term investment; Be future ready  Your marketing mix includes SEO, Social Media and several other components; You want to please Google.
    30. 30. Responsive design lets you keep your own domain; nothing changes except code on the back-end. ““ ...Maintaining a single shared site preserves a canonical URL, avoiding any complicated redirects, and simplifies the sharing of web addresses... - Google
    31. 31. Google thinks is the better option. Especially for Search.
    32. 32. When You Need A….. Native Mobile (or Tablet) Application
    33. 33. (Not to be confused with Mobile Web Apps)  Built around HTML5  Run in a web browser tab  More widely known  App-like interactive experience  Don’t work offline
    34. 34. When You Need A….. Mobile Application  Need for higher level consumer engagement
    35. 35. When You Need A….. Mobile Application  Need for higher level consumer engagement  Customer service and support
    36. 36. When You Need A….. Mobile Application  Need for higher level consumer engagement  Customer service and support  High data usage
    37. 37. When You Need A….. Mobile Application  Need for higher level consumer engagement  Customer service and support  High data usage  Promotions
    38. 38. When You Need A….. Mobile Application  Need for higher level consumer engagement  Customer service and support  High data usage  Promotions  Digital Commerce
    39. 39. “ “In April, eMarketer predicted that by 2017, 25% of online retail transactions will take place on mobile.
    40. 40. When You Need A….. Mobile Application  Need for higher level consumer engagement  Customer service and support  High data usage  Promotions  Digital Commerce  Offline capabilities are needed
    41. 41. When You Need A….. Mobile Application  Need for higher level consumer engagement  Customer service and support  High data usage  Promotions  Digital Commerce  Offline capabilities are needed  You like the added visibility
    42. 42. Imagine Yourself Here.
    43. 43. Or Here!
    44. 44. Still Not Convinced?
    45. 45. In December 2012, comScore found that nearly 86 million people searched for information on local businesses via mobile, a 25% increase over the Beginning of [an] eight-month period... ““
    46. 46. ““ ….Around 77% of those who conducted a local search on either a mobile phone or tablet went on to make a purchase either in-store, online or over the phone. (eMarketer, April 2013)
    47. 47. Time to Make Your Move
    48. 48. As you review your overall mobile marketing strategy, it is important to remember that it’s more than just building an application. An app can be a great engagement medium, but it isn’t necessarily the right solution for each business type and each business need. “ “
    49. 49. Make Your Move  Evaluate what your users are using
    50. 50. Make Your Move  Reach the masses, but first evaluate what they are using…  Establish your budget and find the right fit.
    51. 51. Make Your Move  Reach the masses, but first evaluate what they are using…  Establish your budget and find the right fit.  Ask yourself: Are you giving value to your customers?
    52. 52. Make Your Move  Reach the masses, but first evaluate what they are using…  Establish your budget and find the right fit.  Are you giving value to your customers?  Do you have time to care and feed your app?
    53. 53. Make Your Move  Reach the masses, but first evaluate what they are using…  Establish your budget and find the right fit.  Are you giving value to your customers?  Do you have time to care and feed your app?  This is only one part of the equation
    54. 54. And Now, It’s Your Turn
    55. 55. @TraceyBusch linkedin.com/in/traceybusch tracey@bluefountainmedia.com Questions?

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