QR codes, gamification, augmented reality...it seems like a lot of companies' mobile strategy is more of a stream of buzzwords than it is strategic. How can companies break past gimmicks and start making mobile initiatives that are actually valuable? When do gimmicks actually work? What's the next evolution of mobile marketing and how can your company capitalize on it?
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4. These things are ridiculous...
but they are actually happening
1. The 3 types of mobile projects
2. How to do them right (or wrong)
3. A few steps to create mobile value
5. Technology cycles
Mainframe Mini Personal Internet Mobile
Computing Computing Computing Computing Computing
1960s 1970s 1980s 1990s 2000s
courtesy of Mary Meeker
6. The 3 Mobile Program Types
The Mobile Maturity Model
8. DQ Restaurant Finder
“
everyone has seen the Apple
commercials with the tagline, “There’s an
app for that!”
Well, we felt it was finally time to
launch our very own Dairy Queen
iPhone Application.
The user experience on the application
was intentionally simplified as
compared to the full DQ
website.
9. Type 1 Characteristics
• The boss asked you to, so you did it
• “Me too” initiative
• No long-term strategy
• Content scrapped from website
• Cheap!
10. What you need to know
Keep it up to date Avoid going custom Set expectations
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14. Type 2 Characteristics
• Innovative or cool, but not
necessarily useful or thought out
• Short-lived with large initial interest
• Capitalizes on trends *
15. *
But gimmicks aren’t always bad...
As long as you know why you’re doing them
16. Over a 1 year period, here are these apps’ rankings
18. The objective of these apps wasn’t to
accomplish a purchase, it was to raise
awareness
19. If gimmick = True, at least do it well
Don’t make users do Make something I Invest in design
ridiculous things. want to share
20. Mobile PSA
The days of putting your app in the app store
and having it be an instant hit are over.
CTAs on web Email In-store
Training Videos PR Push
Mobile ads
Your Marketing Plan:
Highly Coordinated
Drafted WAY in advance of launch
24. Type 3 Characteristics
• Long-term investment
• Requires long-term support
• Concrete metrics for success
• Extension or creation of new product
or service
*
25. *
Just because it’s a product doesn’t
mean it has to be boring
gimmick + product = success
26. Pizza Hut took their core service and made it fun via gimmicks
27. Mobile is huge for Intuit, the company
behind TurboTax.
With SnapTax they extended their
service and had a slew of coverage that
cemented their place in mobile.
30. 1. Broaden your horizons...
Workforce Enablement Inventory Management Point of Sale Business Intelligence
Sales Training Marketing Security
31. 2. Gather Requirements
Give all departments an index card to
answer “list a way mobile could better
your role”
An app
Not all ideas will be good, or to help
feasible network
Focus on opportunity, not technology
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