Small Business Mobile Marketing

5/8/12 © EXP 2012 1

Facts and Figures By 2015, 81% of U.S. cell users will have smartphones (Source: Goldman Sachs, 2011) Mobile is predicted to be bigger than internet in 5 years (Source: Morgan Stanley, 2010) 50.4% of US cellphones are smartphones(Source: Nielsen, 2012) Nearly 116 million Americans will use a smartphone at least monthly by the end of this year, up from 93.1 million in 2011. By 2013, they will represent over half of all mobile phone users, and by 2016, nearly three in five consumers will have a smartphone (Source: eMarketer, 2012) 55% of consumers express an interest in mobile coupons but only 10% have actually received one from a merchant (Source: Mercator Advisory Group, 20125/8/12 © EXP 2012 3

Facts and Figures 65% of mobile users use their device to find a business to make an in-store purchase (Source: Google, 2011) 82% consumers see themselves making a mobile payment within 2012 (Source: Mobio Identity Systems Inc. Report, 2011) 73% of companies are planning an investment in mobile in 2011, half planning to move into mobile commerce (Source: Econsultancy’s Customer Engagement Report) Approximately a third of consumers prefer an app to the mobile browser for their mobile retail experience. (Adobe Systems Survey conducted by Keynote Systems, 2010)5/8/12 © EXP 2012 4

Smartphone Penetration5/8/12 © EXP 2012 5

What are Mobile Options Web App vs Native Apps vs Social Apps Web App or Mobile Website • Built specifically to work and read easily on a smartphone • It is viewed using a browser and needs internet to view • Can be a segment of the full version of your website and auto displays when detecting a mobile device • Displays on all devices • Easy updates, less costly, cannot use all the devices functions5/8/12 © EXP 2012 6

Web Apps5/8/12 © EXP 2012 7

Web Apps5/8/12 © EXP 2012 8

Web Apps5/8/12 © EXP 2012 9

Web Apps5/8/12 © EXP 2012 10

What are Mobile Options Web App vs Native Apps vs Social Apps Native App or Smartphone Apps • Built specifically for device type; iPhone, Droid, Blackberry… • Richer experience using the device functions • May work without internet connection • Ubiquitous, direct connection to customer • Can be expensive5/8/12 © EXP 2012 11

Native Apps5/8/12 © EXP 2012 12

What are Mobile Options Web App vs Native Apps vs Social Apps Social Apps • Third party app or advertising • Lack or limited control • Social advantage • Examples: Yelp - location and review directory FourSquare - location based geo game Industry specific apps such as OpenTable5/8/12 © EXP 2012 15

Who is Your Audience Who is the Target Audience? •Determine what devices are popular • What information is desired on-the-go • Where information will be accessed What is Your Goal? • Improve customer service • Productivity improvement • Sales support • Marketing platform expansion Source: The Pew Research Center’s Internet & American Life Project, April 26, - May 22,5/8/12 © EXP 2012 2011 Spring Tracking Survey 16

Where is Your Audience Be Aware of How and Where Smartphones are Used • Online research • Service • Socializing • Commerce • Photos • Mapping • Calling • Notifications • Scheduling Source: “Mobile Apps Put the Web in Their Rear- View Mirror,” Flurry, June 20, 205/8/12 © EXP 2012 17

Types of Apps ADDED VALUE Auto Insurance – Smartphone Accident Report App • Geo locator to map location • Photo to record incident • Phone directory to call police • Form to enter information about the other vehicle • A record of the insurance agent’s name, phone, policy number… PRODUCTIVITY Home Inspector – Smartphone Inspection Reports App • Phone to record with text descriptions, pull down selection for rankings… • Connect to database to upload and manage billing and business side5/8/12 © EXP 2012 19

Examples TOOL Consultant – Smartphone Tracking App • Reminder for assigned tasks with push notification • Contact information • Custom tools based on the industry PRODUCT Security Company – Smartphone Password Recorder App • Login for security • Ability to search for keywords • Enter new passwords • Link to appropriate websites5/8/12 © EXP 2012 20

Making the Mobile App Decision Consumers Demand Added Value or Fix a Problem 1. Determine what your customer wants – they are in control 2. What location will the customer will be interacting 3. What is the best format Web or Native app 1. Budget 2. Functions 3. Revenue generating5/8/12 © EXP 2012 21

Making the Mobile Campaign Decision Engage Proactively with Customers Through Mobile 1. Offer value (coupon) to build a relevant SMS contact list 2. Participate with existing industry or social apps 3. Combine on-line and off-line marketing activities 1. QR Codes 2. Email Campaigns 3. Landing Pages 4. Print Ads 5. Cable Television advertising 6. Facebook Advertising 7. Google Adwords5/8/12 © EXP 2012 22

Barb Cagley EXP bcagley@experienceapp.com www.experienceapp.com facebook.com/experienceapp @barbcagley Linkedin.com/barbcagley Mobile App Roadmap Report www.mobileapproadmap.com5/8/12 © EXP 2012 23

Small Business Mobile Marketing

by Barb Cagley

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