Domain7: Why mobile matters to your online marketing strategy
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Domain7: Why mobile matters to your online marketing strategy

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An overview of the state of the mobile industry as it pertains to online marketing. The industries priority for 2012 based on a mobile web approach from http://www.domain7.com/mobile. Presentation ...

An overview of the state of the mobile industry as it pertains to online marketing. The industries priority for 2012 based on a mobile web approach from http://www.domain7.com/mobile. Presentation content from a workshop session presented in Vancouver in January 2012 for HTCE.org (http://www.htce.org/2011/12/23/why-mobile-matters-to-your-online-marketing-strategy/)

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Domain7: Why mobile matters to your online marketing strategy Domain7: Why mobile matters to your online marketing strategy Presentation Transcript

  • Tuesday, 10 January, 12
  • Why Mobile Matters to Your Online Marketing StrategyTuesday, 10 January, 12
  • The Next 60 Minutes Why do I need a mobile strategy? And what does it look like?Tuesday, 10 January, 12
  • The Next 60 Minutes Why do I need a mobile strategy? And what does it look like? Mobile Landscape Mobile Strategy – Content – Marketing Mobile Tech Choices – Responsive Web Future of Mobile Next Steps Questions and DiscussionTuesday, 10 January, 12
  • The Mobile LandscapeTuesday, 10 January, 12
  • People are adopting mobile 8 times faster than they got on the Web a decade ago. Source: http://www.consafelogistics.com/en/KnowledgeCenter/News/2011/September/07/Mobility_trends.aspxTuesday, 10 January, 12
  • Mobile’s taking over Facebook 500 Non-mobile users Mobile users 375 250 125 0 2010 2011 Source: http://www.facebook.com/press/info.php?statisticsTuesday, 10 January, 12
  • In 2 to 4 years, half your site’s visitors will be via mobile. Source: http://www.idc.com/getdoc.jsp?containerId=prUS23028711Tuesday, 10 January, 12
  • 85% of mobile devices will be web- enabled by this year. Source: http://www.thinkwithgoogle.com/insights/featured/understanding-mobile-users/Tuesday, 10 January, 12
  • What kind of mobile? Web traffic by device in Canada Other 2.0% iPod Touch 14.9% Feature phone 1.5% iPad 33.5% Other smartphone 3.6% Android Phone 8.2% Android Tablet 0.4% Other Tablets iPhone 1.3% 34.6% Source: http://searchengineland.com/comscore-the-ipad-owns-97-percent-of-us-tablet-traffic-82855Tuesday, 10 January, 12
  • Who is on mobile?Tuesday, 10 January, 12
  • Who is on mobile?Tuesday, 10 January, 12
  • Tuesday, 10 January, 12
  • Where are people on mobile? Home 84% Downtime 80% In lines 76% Shopping 69% Work 62% TV 62% Commute 47% 0 22.5 45 67.5 90Tuesday, 10 January, 12
  • What are they doing on their mobile phone? • Browsing the web • Local business information-seeking (1 in • Using a search engine 3 searches) • Using an app • While shopping • Watching videos • Gaming (125 years of Angry Birds is played every day) • Social networking • Consuming other media (reading, watching TV, listening to music)Tuesday, 10 January, 12
  • What makes mobile unique/ different? • Location Aware • Relevant and present at decision/consideration • Intimate and Interactive points including physical intelligence • Social and personal with contacts always right thereTuesday, 10 January, 12
  • Let’s Bring Some Strategy to the ChaosTuesday, 10 January, 12
  • Basics of a Strategic Framework Objectives Understand, articulate and then define them People Uncover the human dynamics at play: physical needs and emotional benefits to the people you serve Measures Define how you’re going to tell if your connecting with people and meeting your objectives Tactics Choose the best techniques and tools that will deliverTuesday, 10 January, 12
  • So what’s changing? Strategy The dynamic of fundamental space in which we are working has shifted. CONTROL UNCERTAINTYTuesday, 10 January, 12
  • StrategyContent is the Cornerstone of Mobile Mobile Strategy now pivots and centres on Content Strategy. CONTENT UNCERTAINTYTuesday, 10 January, 12
  • Strategy What makes the new strategy different? • Content is your position of strength and predictability • Medium is increasingly unpredictable • The points of connection with people are more intimate and human • Social dynamics are stronger • Your content is relevant and present when and where people are making decisions • Allows you to address a matrix of user goals relative to their deviceTuesday, 10 January, 12
  • Mobile Content StrategyTuesday, 10 January, 12
  • Learn how your audience uses their devices. Home 84% Downtime 80% In lines 76% Shopping 69% Work 62% TV 62% Commute 47% 0 22.5 45 67.5 90 http://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/Tuesday, 10 January, 12
  • Don’t assume users’ current situation.Tuesday, 10 January, 12
  • Supply the same content to all devices.Tuesday, 10 January, 12
  • Represent content differently across different devices.Tuesday, 10 January, 12
  • Highlight crucial content.Tuesday, 10 January, 12
  • Entice visitors into long-form content. Source: http://www.useit.com/alertbox/page-abandonment-time.htmlTuesday, 10 January, 12
  • Split content into smaller chunks.Tuesday, 10 January, 12
  • Adapt to observed behaviour.Tuesday, 10 January, 12
  • Use mobile to improve the desktop. David Leggett : “The most reasonable case for omitting objects from a mobile site is when the object wasn’t essential to the desktop site in the first place.” http://www.uxbooth.com/blog/considerations-for-mobile-design-part-2-dimensions/Tuesday, 10 January, 12
  • Let the constraints spur your imagination.Tuesday, 10 January, 12
  • Mobile Marketing StrategyTuesday, 10 January, 12
  • Reasons for Mobile Marketing 1. Get new customers 2. Increase branding presence to all touch points 3. Increase traffic on mobile website 4. Stimulate users during the pre-purchase and research phase 5. Increase traffic on stationary website 6. Ability to target certain demographics based on devices 7. Alignment with other marketing initiatives Source: http://www.gstatic.com/ads/research/en/2011_Google_MMA_Global_Perspectives.pdfTuesday, 10 January, 12
  • Mobile Marketing Funnel 1. Awareness • Mobile advertising • Check-in rewards and offers • QR Codes and NFC 2. Consideration • Geo-targeted opt-in offers • Information Resource • Augmented reality • SMS and MMS Notifications 3. Intent • Point-of-purchase • ‘Recommendations’ based on user-history • Local-social opportunities 4. Purchase • In-store (Starbucks app) • E-commerce 5. Support 6. Loyalty and Advocacy • Social influenceTuesday, 10 January, 12
  • Mobile Tech ChoicesTuesday, 10 January, 12
  • Mobile-Native App Camera Accelerometer GPS Graphics Monetization Advanced UI Full screen Calendar ContactsTuesday, 10 January, 12
  • 80% of branding apps never reach 1000 downloads Source: http://www.lukew.com/ff/entry.asp?1402Tuesday, 10 January, 12
  • Hybrid AppTuesday, 10 January, 12
  • Dedicated Web AppTuesday, 10 January, 12
  • Mobile Website Linkable Searchable No 30% cut Single platform Quick to market Don’t need Steve’s Cheap approval No updates No installationTuesday, 10 January, 12
  • People looking for information about you are more likely to Google you than open the App Store.Tuesday, 10 January, 12
  • What do users prefer? Facebook Mobile Posts by Client Blackberry 13% iPhone 14% m.facebook.com 59% Android 14% http://danzarrella.com/new-data-on-mobile-facebook-posting.htmlTuesday, 10 January, 12
  • So unless you absolutely must, go Web.Tuesday, 10 January, 12
  • 79% of large online advertisers do not have a mobile-optimized siteTuesday, 10 January, 12
  • The Mobile Manifesto www.domain7.com/mobileTuesday, 10 January, 12
  • Mobile Manifesto A set of principles to guide our approach.Tuesday, 10 January, 12
  • Mobile Manifesto A set of principles to guide our approach. 1. Open standards over single software vendors 2. Mobile websites over device-specific apps 3. Plaintext and indexable content whenever possible 4. Plaintext source code when possible 5. Start with market research before beginning any project 6. Make mobile a central part of the development process 7. Treat mobile and online strategies as linkedTuesday, 10 January, 12
  • Tuesday, 10 January, 12
  • Responsive WebTuesday, 10 January, 12
  • Responsive Web Advocates for web standards are charting a new directionTuesday, 10 January, 12
  • Responsive Web What factors have lead to this new approach? 1. It’s getting very expensive to accommodate existing and new devices 2. Managing content across platforms and devices is getting complex 3. User experience improvements in HTML5 make the browser more dynamic 4. New skill set and tools required for different platforms 5. Treat mobile and online strategies has become difficult and fragmentedTuesday, 10 January, 12
  • Tuesday, 10 January, 12
  • Responsive Web What is Responsive Web? 1. Fluid vs. Fixed 2. Responsive vs. Fluid 3. Benefits of the Web 4. Single system reduces cost, complexity 5. Content is ConsistentTuesday, 10 January, 12
  • Tuesday, 10 January, 12
  • Responsive Design Why would you choose it? 1. You’re starting from scratch 2. You want to keep cost and complexity manageable 3. You don’t need access to the hardware (i.e. camera) 4. You want to future proof your investmentTuesday, 10 January, 12
  • What is the Future of Mobile?Tuesday, 10 January, 12
  • Mobile Trends 1. Seamless media 5. Mobile advertising hits the consumption experience “tipping point” cross-device 6. Social channels for media 2. Apps powering the consumption desktop media experience 7. HTML5 powering the 3. Personalized media mobile App economy experience for consumers 8. Location based 4. Mobile traffic passes the promotions desktop 9. Inside the firewall going Mobile Source: http://blog.polarmobile.com/2012/01/how-technology-will-transform-the-media-industry-in-2012/Tuesday, 10 January, 12
  • Next StepsTuesday, 10 January, 12
  • The Future The trend is toward convergence of apps and web. 1. Start with the web 2. Build a business model 3. Extend online marketing strategies to mobile. 4. Be searchable. 5. Be social. 6. Have a mobile-optimized website.Tuesday, 10 January, 12
  • Invest. Make decisions to go mobile.Tuesday, 10 January, 12
  • Invent. Be creative.Tuesday, 10 January, 12
  • Integrate. Include mobile in your marketing plans.Tuesday, 10 January, 12
  • Iterate. Track using analytics.Tuesday, 10 January, 12
  • Thank you! Questions / Discussion Twitter: @snd7 Email: shawn@domain7.comTuesday, 10 January, 12