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