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Understanding the Complex Mobile Landscape
 

Understanding the Complex Mobile Landscape

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Does your organization have a mobile strategy? While businesses can benefit from the development of a mobile strategy, not all businesses will benefit from the development of a mobile app. Determining ...

Does your organization have a mobile strategy? While businesses can benefit from the development of a mobile strategy, not all businesses will benefit from the development of a mobile app. Determining where your mobile app will add value while extending your brand is a significant challenge. Join R2integrated CTO, Chris Chodnicki as he walks you through the ever-changing mobile marketing ecosystem and how it can effectively tie into an integrated marketing program. Learn all of the integral parts included in an effective mobile marketing campaign. We will explore:

Understanding the complex mobile landscape:
- The Mobile Matrix: Does mobile make 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

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  • Understanding the complex mobile landscapeThe Mobile Matrix: Does mobile make sense for your business?Tips for successful mobile marketing programsIntegrating QR codes, social media & text message marketing campaignsTracking the success of mobile marketing campaigns
  • Just by hands: How many of you own a Smartphone?How many of you have made a purchase through your phone?How many of you have searched for a restaurant, store, or directions on you phone? Look around the room at the faces of “Mobile”…or at least a microcosmHow many have kids? Are they on Text, Facebook, LinkedIn, Instagram, twitter?
  • Scary but….More than a third of U.S. adults - 35 percent - now own a smartphoneand two-thirds of them sleep with their phones right next to their bedsSadly, I am one of those people
  • Scary but….More than a third of U.S. adults - 35 percent - now own a smartphoneand two-thirds of them sleep with their phones right next to their bedsSadly, I am one of those people
  • According to Constant Contact- Fall 2011 Small Business Attitudes and Outlook Survey Percentages Haven't Incorporated Mobile72%Developed a Mobile App5%Accept Orders via Mobile App6%Use Text Messaging Marketing 9%Use Mobile Apps to Run a Business 9%Created a Mobile Website13%Source: http://bit.ly/IolNJz
  • To put mobile advertising in perspective, I found this great quote from Jason Spero at Google.“It is true across the board. Roughly one in seven searches, even in the smaller categories, are happening on a mobile phone, but how many of you are putting one seventh of your resources into mobile – anyone who hasn’t got mobile only business? Your customer is trying to engage you… it would be like not doing business with your customers on Thursdays.” Jason Spero, Google (Feb 2011).
  • Mobile internet usage is on the riseOne in seven searches are now mobile. That stat is from Google.Now what is mobile search user behavior?1 in 3 mobile searches are local. After looking up a local business on their smartphone, 61 percent of users called the business and 59 percent visited• 79 percent of smartphone users use their smartphones to help with shopping• Non mobile and sometimes offline channels are seeing mobile action. 71 percent of smartphone users that see TV, press or online ad, do a mobile search for more information, but 79 percent of large online advertisers still do not have a mobile optimized site
  • Chart Title: US Smartphone Users and Penetration, 2010-2016 (millions, % of mobile phone users and % of population) Publication Date: April 1, 2012Note: Smartphones are any voice handset with an advanced operating system (e.g., iPhone, Android, BlackBerry, Windows Mobile, etc.) and features/capabilities that resemble a PC.Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, historical trends, company-specific data, and demographic and socio-economic factors.
  • Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, historical trends, company-specific data, and demographic and socio-economic factors.
  • Seriously, this really isn’t going away….25% of smartphone owners say that they mostly go online using their phone, rather than with a computerIn some cases, smartphones are being utilized in lieu of a computer similar to how cell phones decreased the usage of home landlines.
  • US focusedSource: http://bit.ly/IolNJz 67% prefer using mobile websites as opposed to mobile appsMobile shopping is gaining adoption/acceptance/trust – research ability thru transactionNFC will accelerate process
  • US focusedSource: http://bit.ly/IolNJz 67% prefer using mobile websites as opposed to mobile appsMobile shopping is gaining adoption/acceptance/trust – research ability thru transactionNFC will accelerate process
  • Key takeaways:• Take advantage of social media. With social media topping the list of activities that mobile users interact with daily, online marketers across all industries—not only media and entertainment—can take advantage of mobile marketing opportunities by creating entertaining and viral, brand-centered content delivered through frequent social media touchpoints like Facebook and Twitter. This will help establish and build customer relationships, strengthen brands, and deliver increased engagement.• Deliver content types by frequency of engagement. Most mobile users access certain types of content—like social media, games, and music—daily and other types of content—like videos and blogs—weekly. Therefore, releasing certain types of content daily and other types of content weekly may be optimal to align with mobile user media consumption patterns.• Consider delivering new forms of engagement media. The popularity of games across all age categories creates brand-centric and cobranded game development opportunities for marketers. Mobile user engagement with streaming and downloaded music and audio also highlights the value of creating or sponsoring podcasts and other audio content.• Consider developing new marketing relationships. With more than one-third of mobile users engaging with local content daily or weekly, marketers should consider sponsoring local events or offering geocentric advertising and discounts.Source: http://bit.ly/IolNJz
  • Key takeaways:• Take advantage of social media. With social media topping the list of activities that mobile users interact with daily, online marketers across all industries—not only media and entertainment—can take advantage of mobile marketing opportunities by creating entertaining and viral, brand-centered content delivered through frequent social media touchpoints like Facebook and Twitter. This will help establish and build customer relationships, strengthen brands, and deliver increased engagement.• Deliver content types by frequency of engagement. Most mobile users access certain types of content—like social media, games, and music—daily and other types of content—like videos and blogs—weekly. Therefore, releasing certain types of content daily and other types of content weekly may be optimal to align with mobile user media consumption patterns.• Consider delivering new forms of engagement media. The popularity of games across all age categories creates brand-centric and cobranded game development opportunities for marketers. Mobile user engagement with streaming and downloaded music and audio also highlights the value of creating or sponsoring podcasts and other audio content.• Consider developing new marketing relationships. With more than one-third of mobile users engaging with local content daily or weekly, marketers should consider sponsoring local events or offering geocentric advertising and discounts.Source: http://bit.ly/IolNJz
  • Key takeaways:• Prioritize based on customer profile. If you have resources to create only one app or one version of your mobile website, use data to determine which device your customers are using the most and optimize your mobile website or app for that device.• Create sites and apps optimized for the iPhone and iPad. Compared with their peers, iPhone and iPad users are more engaged with their devices and consume content across all categories, engaging in activities related to travel, shopping, finance, and media.• Cater to all device types. While it is optimal to target the highest level of mobile engagers by device, recognize that other devices may offer specific opportunities.Source notes: http://bit.ly/IolNJz
  • What does mobile mean?.....at least in a marketing sense?Mobile isAllowing users to enjoy your web content on their tiny screensAllowing users to use your website (make purchases, access materials, find important information) on their tiny screensAllowing users to find your business on their tiny screensThrough search (Organic SEO, CPC, Local)Also in a marketing sense, mobile means:As Is - You could have a site or web property that just renders ‘as is’ on a mobile screen. Examples of this could be a lot of local restaurant sites where you have to do a LOT of scrolling to find information. ORFriendly site - You may already have a mobile friendly site. This is often the case with sites designed on newer version content management systems. This basically means that your content will shrink to be readable on the screen similar to how liquid design worked on web layouts in the past but this doesn’t mean that you have a mobile site per se.Optimized Site - You could already have a mobile optimized site. Awesome!! If you do, your site will have a unique mobile user experience but does not require the user to download anything. If you’re holding your smartphones and are NOT currently on Facebook, check out www.rechargeyouryard.com. This is an example of a mobile optimized site.App - If it makes sense, you could do a mobile app. This could be in addition to your mobile optimized website. A mobile app requires download from the user. Apps make sense if the app can help the user accomplish something more easily than your website can.
  • Now, if you don’t already have a mobile solution, let’s look at some options.Here is an example of a mobile friendly site.Works on MAC/PCS/Tablets/SmartphonesTechnology: HTML/CSSDesign:I/A and UX are device agnosticShrunken Desktop experience for mobile usersContent: Renders “As Is” for most web and mobile browsersIf you currently have this setup, check your analytics to see if your mobile users are engaged with the user experienceComments: Reducing desktop experience may sometimes require zoomand horizontal scrolling as it would with a site that isn’t mobile friendlyLoading speed can affect UX and SEOCertain media players, programs, and plug-ins such as Flash/Silverlight and embedded JavaScript may not function due to lack of platform support. An example of this would be all Apple products.
  • A better option would be a mobile optimized site.This approach creates content specifically for the mobile user experience.Platforms: Tablets ( iPad, Playbook, Galaxy, etc)Smart Phones (iPhone, Droid, Blackberry, etc.)Technology: HTML/CSSDesign:New I/A Mobile UX, Portrait & Landscape Content:“Quick, Easy, & Relevant”. Optimized for simplebut functional content. Fast load time. Provide access to full-site (mobile friendly,as best practice)Mimic native mobile app without using development platformWeb analytics can measure successComments: /mobile construction is best – we will get into that shortlyContent is reduced and simpleMobile browser detection and redirection is required
  • If it makes sense for your company, you could go for a mobile app.A mobile app should serve a purpose and really assist a user with a taskApps make sense for product/service categories such as books, games, some retail, entertainment and a host of other categories. Making the decision to go with a mobile app means that you really need to be aware of it’s potential objective.You can use Google analytics to track your mobile apps but, obviously, Google has made this much easier on Droid apps than others.
  • Now, does an app make sense for you?Here is a chart featuring data for downloaded apps per device.Wow, those iPhone folks love their games apps!
  • Great! You’ve just found in your analytics that a good portion of your traffic is coming from mobile devices. Now what?This is where mobile strategy comes into play. Your first step in mobile strategy is figuring out what you want users to accomplish on your mobile property. This will help you to determine what kind of mobile solution you may need.Some examples of potential user actions in your mobile solution could be data exchange as lead gen, form lead gen, mCommerce or click to call. The chart above gives a few examples of user actions after viewing a mobile ad.
  • So, how do you know if you need a mobile solution? It’s in your analytics….if you have analytics on your desktop website.*To see if you have mobile visits, take a large set of data to account for seasonal variations. I typically recommend a year. In your dashboard, find visits from mobile devices under the visitors section. When you get to the report and see that mobile visits account for even a small percentage of your site visits, you could be losing out.Once you’re viewing the data, also check the bounce & exit rates associated with your mobile visitors – this will give you an idea of how mobile users perceive your website’s mobile user experience. If you have a site that renders on a smartphone but isn’t a mobile site, per se, users could find it difficult to navigate through your website. Analytics can give you this information.If bounce and exit rates are high, you need to reevaluate your solutions for mobile visitors.Source: GA
  • Structuring your site for search will be an important consideration and is currently a hottly debated topic. From an SEO perspective, as mobile functionality grows and the ability to use your phone as you would a desktop becomes the norm, I highly recommend mobile browser redirection and a subdirectory for mobile as the way to go.The reason for this is that users may link to content on your mobile site that they find useful as they would on a desktop. Thus, you don’t want a link divide if you’re currently trying to build links. As you may know, most search engines see your subdomains as separate sites. As such, search engines will see your m. or .mobi sites as different sites in terms of in-links. A major factor in Google’s algorithms is in-links. So, you wouldn’t want to divide this effort between various web properties.In addition, your new subdomain will be just that….a NEW subdomain which lacks the credibility that domain age provides. So you can’t leverage the assets on your primary domain for your new mobile asset.You can get a rich mobile user experience using mobile browser detection and redirection to your mobile subdirectory.Regarding SEO meta data, much of the same applies but with focus on different user behaviors. We will get more into that shortly.Remember that when you’re designing your mobile user experience, you want to try, as much as you can, to be device agnostic. To do this, go back to basics with designing a clean user interface with a minimalist approach. Source: R2i
  • If it makes sense for your company, your site user action could focus on mCommerce.In the US, m-commerce revenues are expected to hit $6 billion by the end of 2011, growing to $31 billion by 2016.m-commerce could include mobile media and content, retail, travel, coupons/deals (and redemption), and services91 percent of online retailers in the US have a mobile strategy in place or in development…..they have to in order to keep up!In a recent Forrester survey, 48 percent of US retailers had a mobile-optimized website; 35 percent had deployed an iPhone app; 15 percent deployed an Android app; 15 percent had deployed an iPad appBut…..For every shopping activity, including researching products and prices, reviews, promotionsand purchasing products, most usersprefer their browser to a native app for shopping activities
  • In exploring user actions in a bit more depth, we’ll look at the data exchange as a source for lead gen.Data exchanging works best when you Offer something interestingCoupons are a great example of this and are growing fast as a marketing tactic!M-coupons will dominate mobile retail marketing spend until 2013, according to Juniper Research (March 2010)Another example could be a user account. Would a user benefit from logging in to you site?It’s important to think about the user benefit and how they can benefit quickly!Mobile coupons (via QR code) yield a 10 times the redemption rate of traditional coupons 70% of all mobile searches are acted upon within an hour, vs. 30% of all other searches
  • Playing on your phone might be taboo while out to dinner, but more people are pulling out their mobile devices to snap and share pictures of meals and update their Facebook statuses, a new study suggests. (Evernote, FB, TwitPics, FourSquare are services people are using)According to an infographic by market research firm Lab42, about 19% of those that use their smartphone while at a restaurant update their status on Facebook. Meanwhile, about 24% said they take pictures of their entrees and 18% check-in to the restaurant on services such as Foursquare.Not surprisingly, smartphone users (20%) are also communicating with others to make dinner plans and 19% use mobile devices to find nearby restaurants. Meanwhile, about one in five people who use their smartphones during their dining out experience do so to view a menu online and find directions.Does it bother your when someone uses a phone while at a restaurant or is it now socially acceptable? Let us know your thoughts in the comments
  • Think about your target audience needsKey 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)Source notes: http://bit.ly/IolNJz
  • Determine 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? Source notes: http://bit.ly/IolNJz
  • Mobile Visitor Analytics and Behavior TrackingKey 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?Source notes: http://bit.ly/IolNJz
  • Mobile App, Analytics, Cycle of change and Fine TuningKey Questions:• What is the mobile marketing ROI by device? • How does spend compare with other channels?• What are the behavior metrics telling you?Source notes: http://bit.ly/IolNJz
  • Questions?

Understanding the Complex Mobile Landscape Understanding the Complex Mobile Landscape Presentation Transcript

  • 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
  • MOBILE CONSUMERS: DEVICE TYPESUnderstanding Your Audience: Adobe- Mobile Whitepaper
  • Understanding 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)
  • Q&A
  • 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