Understanding the Complex Mobile Landscape

Presentation Details: Understanding the ComplexMobile Landscape

Who Am IAnd how to talk about me… Chris Chodnicki | CTO  410.327.0007 x1123 www.r2integrated.com @cchodnicki #R2integrated #r2ihowto

Key Takeaways • Understanding the complex mobile landscape • The Mobile Matrix: Why mobile makes sense for your business? • Tips for successful mobile marketing programs • Integrating QR codes, social media & text message marketing campaigns • Tracking the success of mobile marketing campaigns

Mobile Landscape – Think about it…

Top 5 Myths for Marketers1. I need an App2. If I build one, they will come3. It’s about the smartphones4. Analytic tools automatically pick up all mobile traffic5. Bandwidth is unlimitedTop 5 Conclusions1. Mobile is not a device but way of moving experiences around2. Mobile will soon be the dominant web access method3. Fragmentation will continue with a high likelihood of game changing innovation4. Smartphone / Feature phone debate is irrelevant5. Mobile is not a desktop made smaller. Different medium & design approach dotMOBI 2012 report

Your Target is Primed35% of U.S. adults own asmartphone, according to the PewResearch Center66% sleep with their smartphones nextto their beds70% of mobile searches are acted uponwithin an hour vs. 30% of other searches91% of all American’s have their mobilephone within arm’s reach 24/7

The Reality of Mobile Marketing Created a Mobile WebsiteUse Mobile Apps to Run a Business Use Text Messaging Marketing Accept Orders via Mobile App Developed a Mobile App Havent Incorporated Mobile 0% 10% 20% 30% 40% 50% 60% 70% 80% Adobe- Mobile Whitepaper

Putting it in Perspective…“It is true across the board. Roughly one in sevensearches, even in the smaller categories, arehappening on a mobile phone, but how many ofyou are putting one seventh of your resourcesinto mobile?Your customer is trying to engage you… it wouldbe like not doing business with your customerson Thursdays.” - Jason Spero, Google (Feb 2011) Confidential 4/12/2012

Mobile Usage• 1 in 3 mobile searches are local. After looking up a local business on their smartphone, 61% of users called the business and 59% visited• 79% consumers use smartphones to help with shopping• 71% consumers that see a TV, magazine or online ad, do a mobile search for more information, but 79% of online advertisers do not have a mobile optimized site

Understanding the Market

This Isn’t Going AwaySeriously!• 25% of smartphone owners say that they mostly go online using their phone, rather than a computer• Smartphones are being utilized in lieu of a computer similar to how cell phones decreased the usage of home landlines Confidential 4/12/2012

App Market Penetration

MOBILE CONSUMERS: DEVICE TYPESUnderstanding Your Audience: Adobe- Mobile Whitepaper

Understanding Your Audience: Adobe- Mobile Whitepaper

Key Takeaways:• Prioritize based on customer profile. If you have resources to create only oneapp or one version of your mobile website, use data to determine whichdevice your customers are using the most and optimize your mobile websiteor app for that device.• If doing a native application: In the US, create iPhone & iPad apps. InEurope and Asia, Android.• To scale and save money cater to all device types. While it is optimal totarget the highest level of mobile engagers by device, recognize that otherdevices may offer specific opportunities. Adobe- Mobile Whitepaper

Defining Mobile Apps - Technical

Options Google BlackBerry Apple iPhone Palm WebOS Symbian OS Windows Mobile1. Mobile Friendly Website: Content renders on mobile$2. Mobile Optimized Website: Mobile I/A and content, Scalable$$3. Native App: Unique functionality built for specific device, Store Distribution$$$$4. Hybrid App: Mix of Native + Browser, Easier Scale, store Distribution$$$

Web Mobile vs. Native ApplicationDecision Matrix Web Mobile Native (Apple, Android, Windows Phone, etc.) • Open Source solution • Direct technical support • One programming language or solution • User has more control could be applied for different browsers • App store and device portal solution • Centralized – more control, updates • Can apply existing User Interface (UI) standards • UI design takes less time to implement for mobile users • Faster development • Better UX leveraging native platform • No code size and memory limitations • Data persistent – data could be available even • Better integrated tracking (ie. Google with no network connection; more option on Analytics) data cached • Reliance on internet connection • Frequent library updates – Fluid technology • Potential slowness • Not all are Open Source solution • Native features not as accessible (HTML5) • Different programming languages • Browser rending issue for different version • Different UX design pattern and browsers • Slow development time • Data persistent – limited access to offline • Code size and memory limitation data ability • Update depends on the app store & user • Expensive

Mobile Friendly Website $ Stuytown Confidential 4/12/2012

Mobile Optimized $$ RoseNYC RechargeYourYard Confidential 4/12/2012

Native$$$$ Olympic Paints Forbes Confidential 4/12/2012

Hybrid$$$ Forbes Confidential 4/12/2012

Your Mobile App – What is your strategy and success measures?

Choosing a Mobile Solution: What is an App?Definition:App designed to help perform singular or multiple related specific set of tasks on a mobile device. • Books • Education • Entertainment • Finance • Games • Navigation • News • Photography • Productivity • Reference • Social Networking • Sports • Healthcare • Fitness • Lifestyle • Medical • Music • Travel • Utilities • Weather Confidential 4/12/2012

What App Type Makes Sense For You?

The Importance of a Mobile Strategy• Have an action/conversion in mind • Data Exchange? • Form Lead Generation? • Push to site, video? • mCommerce? • Click to Call?• Drive Users to Take Action through a clear, simple path

Do You Need to Do Something? Check Your Analytics

Structuring Your Mobile Site for Search EnginesFor optimal SEO benefits, use mobilebrowser detection and redirection to directusers to a /mobile version of your website: • Be Device Agnostic • Valid HTML • No flash! • HTML5 is cross platform and great for rich media • Create minimalist user experience • Must be intuitive • Mobile XML sitemap

Focus on B2C & m-Commerce• In the US, m-commerce revenues are expected to hit $6 billion by the end of 2011, growing to $31 billion by 2016, according to Forrester Research (June 2011)• m-commerce includes mobile media and content, retail, travel, coupons/deals, and services• 91% percent of online retailers in the US have a mobile strategy in place or in development, according to Shop.org/Forrester Research (May 2011)• PayPal expects to see $7 Billion in mobile payment volume in 2012

Focus on Conversions• Coupons Generate Leads! • Mobile coupons (via QR Codes, MSFT Tags) yield 10 times the redemption rate of traditional coupons• Offer something interesting• Would a user benefit from logging in to your site?• Remember if you use QR codes / MSFT Tags • Drive them to a mobile friendly page Confidential 4/12/2012

InfographicSmartphone Users Taking Pictures Updating Status at Restaurants Infographic April 2012 via Lab42

Pulling It All Together

CreateThink about your target audience needs Key Questions: • Is this a daily life app? • What is the purpose of the mobile app? • What action do I want my users to take? • Which activities do mobile users engage? • Which device types do they use? • (smartphone, tablets) Adobe- Mobile Whitepaper

TargetDetermine reach to increase ROI Key questions: • How do I reach my target audience now? • How can I personalize, geo target? • How can I optimize the experience to increase business? • Which segments respond differently to targeted content? Adobe- Mobile Whitepaper

MeasureMobile Visitor Analytics and Behavior Tracking Key Questions: • How can you measure mobile impact? • How effective is the app in lead generation? • Are users taking the action expected? • If not, does my data tell me why or why not? • What aspects of my mobile app need to be improved? • What are my success KPI’s? Adobe- Mobile Whitepaper

OptimizeMobile App, Analytics, Cycle of change and Fine Tuning Key Questions: • What is the mobile marketing ROI by device? • How does spend compare with other channels? • What are the behavior metrics telling you? Adobe- Mobile Whitepaper

Considerations• ROI / Budget• Target Audience• Mobile Browser vs. Native• Content• Unique Functionality• Marketing and Promotion

Getting Started• Mobilize your website• Create an App – Only if it fits your business needs• Enable analytic tracking for visitor and behavior analytics• Create a QR Code / MSFT Tag promotional campaign• Test/Pilot Mobile Banner Ad Campaigns• Utilize Social: Geolocation (Location-Based Applications)

R2INTEGRATED: CONTACT US www.r2integrated.comChris Chodnicki | CTO  R2integrated - Digital Marketing & Technology   410.327.0007 x1123 [m] 410.977.9433  Twitter / Skype: cchodnicki cchodnicki@r2integrated.com | www.R2integrated.com Baltimore/Washington • Seattle • Boston • St. Louis

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Understanding the Complex Mobile Landscape

by R2integrated on Apr 12, 2012

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