Barber -- Mobile Super Forum

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Barber -- Mobile Super Forum

  1. 1. The “Mobile” Revenue Channel<br />How Your Agency Can Create New Opportunities via Mobile Solutions<br />Michael Barber<br />@michaeljbarber<br />BOLO 2011/#bolo2011<br />
  2. 2. MUM<br />aka. MTPB My <br />Tipping Point Barometer <br />
  3. 3. Smartphones are outselling PCs.*<br />*IDC Report<br />
  4. 4.
  5. 5.
  6. 6.
  7. 7. Key Takeaways<br />My Mum has an iPhone and iPad, no more PC.<br />Forget post PC, we’re post phone. <br />Smartphone growth up 200% through 2015<br />But, consumption matters to us, right?<br />
  8. 8. Consumption patterns are changing, dramatically.<br />
  9. 9.
  10. 10. 15%<br />Financial<br />17%<br />Auto<br />30%<br />Food & Bev<br />
  11. 11. 59%<br />of mobile phone searches result in the person visiting the store. <br />*Google<br />
  12. 12. Revenue Opportunity<br />Pre-Click Revenue Opportunities<br />Mobile paid search strategy, planning, and execution<br />Mobile search optimization strategy, planning, and execution<br />Post-Click Revenue Opportunities<br />Mobile landing page development<br />Management, analysis and reporting<br />
  13. 13. 1 in 5 emails are now read on a mobile device<br />Source: eMarketer<br />
  14. 14.
  15. 15. Revenue Opportunity<br />Pre-Click Revenue Opportunities<br />Research & understanding of mobile email audience<br />Creative & development of mobile optimized emails<br />Post-Click Revenue Opportunities<br />Landing page/customer experience from mobile email<br />Reporting/analysis<br />
  16. 16. 91% of mobile users consume social media on their device; 71% via desktop<br />Source: Ruder Finn<br />
  17. 17.
  18. 18.
  19. 19. Revenue Opportunity<br />Content strategy, planning, and creation for mobile audience<br />Analysis/reporting<br />Design and development of mobile optimized experience from social content<br />
  20. 20. By 2013, 50% of web traffic will come through mobile devices. <br />Source: IDC<br />Image by Johnny Does on flickr<br />
  21. 21. Amazon sells one product every second via a mobile device. <br />$2 billion, or 20% of their revenue, will come from sales on mobile device. <br />
  22. 22.
  23. 23. So, what’s the problem?<br />
  24. 24. The customer experience blows.<br />*IDC Report<br />
  25. 25. Execution Needs Help?<br />
  26. 26.
  27. 27.
  28. 28. 79%<br />of large advertisers do not have a mobile-optimized site.<br />*Google<br />
  29. 29. How do we fix the experience?<br />
  30. 30. Build a friendly<br />mobile destination.<br />
  31. 31. I NEED AN APP!<br />Photo: mdanys on flickr<br />
  32. 32. You must have a mobile site, optimized or otherwise. If your customers can’t find the most important info on the go. You are failing. <br />
  33. 33. Questions to Ask<br />Do you want your app in the iStore/Android store? Then, app. <br />Do the app need to store data on the device after first login? Then, app.<br />Do you need to regularly update functionality? Yes, web. No, app.<br />Will customers care if they can’t get information when not connected? Yes, app. No, web.<br />Do you need to leverage native features? Yes, app. No, web.<br />
  34. 34. Mobile Problems Facing Brands<br />App store is not for distribution, not discovery.<br />Schizophrenic customers & environment<br />Lack of education around mobile<br />
  35. 35. Revenue Opportunity<br />Client education and research <br />Mobile web development<br />App development<br />
  36. 36. The mobile planning process<br />
  37. 37. 1<br />Develop & integrate mobile into business and marketing strategy<br />
  38. 38. Goals & objectives.<br /><ul><li>What are you trying to achieve?
  39. 39. Downloads
  40. 40. Customer acquisition
  41. 41. Commerce
  42. 42. Education
  43. 43. Walk the store or the current customer process
  44. 44. Determine & integrate across the business</li></li></ul><li>2<br />Develop your mobile destination<br />
  45. 45.
  46. 46. 3<br />Connect to your users<br />
  47. 47. Mobile organic search<br />Mobile paid search<br />Mobile email<br />Mobile display advertising<br />Mobile social<br />Mobile games<br />Mobile web<br />Mobile commerce<br />
  48. 48. 4<br />Mobilize your business with data<br />
  49. 49. Use the data.<br /><ul><li>Campaign performance
  50. 50. Web analytics
  51. 51. App analytics
  52. 52. Research and industry benchmarks
  53. 53. Watch the $$$$</li></li></ul><li>Why agencies fail at mobile?<br />(Courtesy of Chris Book – CEO, ChatterPlug)<br />
  54. 54. Because we act like agencies.<br />
  55. 55. Why agencies fail at mobile?<br /><ul><li>We think hours, not fixed costs.
  56. 56. We don’t have the experience or invest in it.
  57. 57. We outsource development.
  58. 58. We don’t understand it’s a paradigm shift.
  59. 59. It can’t be replicated across clients so we get scared. </li></li></ul><li>How do we fix this?<br /><ul><li>Don’t act like an agency.
  60. 60. Fixed project costs
  61. 61. User experience is paramount, monetization is secondary.
  62. 62. Invest in experience and technology
  63. 63. Think beyond the iPhone
  64. 64. Think about the mobile conversation</li></li></ul><li>Final Thoughts<br />My Mum is mobile and so are her friends.<br />Mobile is a paradigm shift, not just a channel.<br />Mobile presents a myriad of revenue opportunities for agencies, not seen since the advent of the web.<br />Experience over monetization. <br />
  65. 65. This is only the beginning…<br />mobilemarketer.com<br />mobilemarketingwatch.com<br />#mobile on Twitter<br />Moconews.net <br />mobilecrunch.com<br />endgadgetmobile.com <br />Strategy & case studies<br />Tech & phones<br />
  66. 66. MICHAEL BARBER<br />@michaeljbarber<br />mbarber@deferousa.com <br />http://michaeljbarber.com<br />520-591-1658<br />

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