November 2013 Mobile Presentation

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The future of online media is in the mobile space. This presentation was given to define marketing tips, trends and realities in the mobile space.

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November 2013 Mobile Presentation

  1. 1. New Rules of Mobile Marketing and PR: 7 Ways to Exploit Smartphone Mobile Techniques & Geo-Location Marketing Scott Stanchak Manager, Mobile Marketing – Avis Budget Group Email: smstanchak@gmail.com Twitter: @ScottStanchak LinkedIn: LinkedIn.com/scottstanchak Clarity: https://clarity.fm/scottstanchak All images used in this presentation are property of their respective owners
  2. 2. The Opportunity 1. By 2015, 81% of U.S. mobile users will be using smartphones* 2. 50% of mobile Web users use mobile as their primary means of going online** 3. 53% of U.S. mobile users access search from their device daily*** 4. More tablet computers will be shipped by EOY ’13 than desktop & notebook computers combined**** 5. 90% of smartphone users use their phone for pre-shopping research** 6. 8 in 10 shoppers use their smartphone device while in-store** 7. There are more mobile phones than there are televisions *Source: Goldman Sachs, 2011 **Source: DigitalBuzzBlog, 2013 ***Source: Google and Mobile Marketing Association Survey, 2012 ****Source: IDC, 2013 *****Source: Jupiter, 2013
  3. 3. Mobile Apps & Responsive Sites Mobile Apps = Loyalty If a mobile phone is your most personal device, only apps that provide value will reside there. Build > Acquire > Engage & Retain 127 minutes spent per day in mobile apps – 168 watching TV. *Source: Flurry, 2012
  4. 4. Mobile Apps & Responsive Sites Mobile Web = Effective & essential experience The presentation of the Web is no longer defined as “computer based,” but is screen agnostic. Not one screen size has more than 20% of the market. *Source: Mobify Research & Development
  5. 5. Mobile Marketing Planning & Strategy 1. Present a compelling case for “mobile” buy-in 1. 2. 3. 2. Determine the “why” What is the ROI Mobile is NOT cannibalization of other channels Build a strong foundation 1. 2. Core functionality creates a stable enhancement environment Start small
  6. 6. Mobile Marketing Planning & Strategy 3. Execute effectively 1. Use current Web metrics to determine features 2. Gather feedback 4. Determine largest growth potential areas 1. Know your audience 2. Analyze the numbers 3. Survey users
  7. 7. Mobile Marketing Planning & Strategy 5. Engage & Retain 1. Define the value proposition to stay on a user’s device 2. Work (hard) to keep users 3. Profiling is key
  8. 8. Mobile Content Ideas That Work 1. Listen to Google > When Google jumps… 2. Short & sweet works best > Attention on mobile is limited 3. Mobile-first mentality > Start small and simple, then expand
  9. 9. Mobile Content Ideas That Work 4. Write – often > The more content the better 5. Catchy headlines > Make it hard to look away 6. Introduce visuals > Text gets boring
  10. 10. Mobile Content Ideas That Work 7. Notifications > Create engagement 8. In-App Messaging > Communicate effectively
  11. 11. How to Launch Apps on a Budget 1. Research Concept 2. Outsource Development 3. Research Marketing 4. Gather Data 5. Optimize
  12. 12. Optimizing Mobile Properties 1. Design for context not device 2. Reduce friction to optimize the experience 3. Utilize all mobile channels 4. Acquire user feedback 5. Listen to the data 57% of mobile users say they won’t recommend a business with a poorly designed mobile website* *Source: Google, 2013
  13. 13. Measuring Performance 1. ARPU = Average return per user 2. LTV = Lifetime value per user 3. Conversion = Optimal experience 4. CAC = Customer acquisition cost 5. Retention = Rate users return
  14. 14. Mobile Trends to Watch 1. Wallet 2. Big Data 3. Click-to-Call
  15. 15. Mobile Trends to Watch 4. Personalization & Localization 5. Mobile-First 6. Facebook Ads

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