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Mobile Trends and Strategies


Mobile Trends and Strategies, apps, SMS campaigns, mobile friendly websites, mobile email.

Mobile Trends and Strategies, apps, SMS campaigns, mobile friendly websites, mobile email.

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  • As with most media, it can be used in many ways
  • Rather than jumping to “an app for everything”, there is a progression for most mobile efforts
  • We found the stat that 24% of iPhone users are Hispanic as of Q1 2008, according to Nielsen.  Not even counting iPod Touch, that's a pretty sizable piece of the 45 million iPhones and iPod Touches out there.'s also referenced here, with some additional mobile info.


  • 1. Mobile Marketing Trends and Strategies
    Charlie N. Browning
  • 2. About Me
    Charlie N. Browning -
    Digital Marketing: Mobile, Social, Products, Web
    Marketing strategist with a bias towards integration and action, with experience in all aspects of marketing, from strategy to execution.
    Recent focus on mobile and social integrations.
    • Delivering powerful and diverse digital marketing solutions to many organizations since 1994 including Dell, HP, 3M, KCI Medical, Caterpillar startups and non-profits.
    • 3. International, US Hispanic and Latin America.
    QR code:
    QR-Code Readers:
  • 4. About Common Sense
    An independent international communication technology company
    Ever-evolving and up to date technology capabilities
    Mobile – Websites, Apps, SMS, Location
    Web – Content Management, Ecommerce
    IT – Custom Software, Sharepoint, CRM, Reporting
    Email Marketing en Español:
    We operate with a bias for integration, strong strategy, brand experience, measurement and return
    Focused on excellent customer service, strong but flexible processes and clear communications
    Hispanic and multi-lingual experience
    • In Texas and Argentina, 7 other LatAm countries
    Founded in 2006, experienced team of over 60 people
    Enterprise Program Member
  • 5. A Few of Our Clients
    Years of experience with hundreds of clients in US and Globally
    From large global enterprises, nonprofits to small businesses
  • 6. Your Customers are mobile:
  • 7. Mobile is Growing
    Mobile is growing faster than the internet did, with more internet users on mobile than desktop in LESS THAN 5 years.
    US has over 290 million wireless subscribers, that’s over 90% of the population.
    Mobile penetration in the Americas is approximately 88%.There are 7.4 million mobile phones in El Salvador. Population is 6.7 million.
  • 8. Mobile vs. Internet
    500 Million
    190 Million
    126 Million
    590 Million
    115 Million
    4.6 Billion
    114 Million
    400 Thousand
    60 Million
    2 Million
    4 Million
    3 Million
  • 9. Mobile Internet: Growing Faster – Larger
    Global handset sales will grow to 1.3 billion units in 2010.
    Smartphones will experience 20% annual growth over the next six years.
    More smartphones will ship than PCs in less than 2 years.
    The United States smart phone market grew 41% year on year.
  • 10. Mobile is Widespread
    40% of US mobile Web users now browse the internet more on their phone than PC.
    65 million mobile subscribers in the US now regularly browse the mobile Web.
    Mobile web has up to 57 million unique visitors per month, growing
  • 11. Latin America
    There are 7.4 million mobile phones in El Salvador.
    Mobile penetration in Latin America and the Caribbean was approximately 80% in early 2009, well above the world average, about 58%.
    With 458 million people owning a mobile phone in early 2009, Latin America and the Caribbean holds approximately 12% of the world’s 3.97 billion mobile subscribers
  • 12. Mobile Use
    People use:
    Mobile - 5,840 hours per year
    PC - 2,920 hours per year
    TV (US) - 1,865 hours per year
    People carry their phones16 hours a day
    Top Mobile Activities: Games, Email, Social
  • 13. SMS - Texting
    Reach: 95% of all mobile phones are text enabled
    Usage: The average mobile subscriber send/receives more text messages than voice calls
    Immediacy: 94% of text messages sent are opened and in 9 minutes or less data
  • 14. Mobile Commerce & Couponing
    20% of mobile phone owners used their phones for mobile commerce today; by 2011, it will be 25%. - Mobile Marketer
    M-commerce sales in the US will be $2.42 billion in 2010 - Coda Research
    Mobile e-commerce revenue will increase 65% per year by 2015. -
    By 2015, M-commerce sales will skyrocket to $23.8 billion, representing 8.5% of all e-commerce revenues in the country. - Coda Research
    Mobile coupons will generate $6 billion in global redemption values by 2014. - Juniper
    Mobile coupon redemption rates often exceed 50 percent, while paper coupons typically have a redemption rate of only 0.2 percent to 2 percent. - Exposure2
  • 15. Why?
    • Handsets/browsers are better
    • 16. More accessible device/service pricing
    • 17. Expectations for information access
    • 18. Growth in all age groups and genders
    • 19. Can be primary computing platform
  • Becoming Mobile:
  • 20. Mobile as Tools
    • Agencies
    • 21. Sales & Marketing teams can:
    • 22. Businesses
    • 23. Product teams
    • 24. Publishers can:
    • 25. Products teams
    • 26. Customer Service and Operations teams can:
  • Digital Evolution
    Don’t just jump into “an app for everything”
    • Advanced apps, platforms
    • 48. Mobile/app content management/integration
    • 49. Geo-location apps
    • 50. Advanced SMS campaigns
    • 51. Promotional apps
    • 52. Fully mobile web &email
    • 53. Social integration
    • 54. Mobile-friendly websites
    • 55. Simple apps
    • 56. Location finding
    • 57. Simple SMScampaigns/events
    • 58. Basic mobile emails
    • 59. Social integration
    • 60. Geo-location claim
    • 61. “Highly functional”apps
    • 62. Secure account access
    • 63. Mobile commerce
    • 64. SMS account integration
    • 65. Websites
    • 66. Ecommerce
    • 67. Email programs
    • 68. Social sharing
  • Starting
    The GOAL of any mobile effort is to make it EASY for people to find you and participate!
    Anticipate and be Consistent:
    Needs, Confusion, Tech issues with Devices and Software. Naming, Usability.
    Be Guessable, help Fix Issues:
    Can they guess and find it? Help them recover from errors.
    Introduce, Educate and Promote:
    Show basics, explain in simple steps, cross promote in EVERY other channel you have.
    Measure and Improve:
    What they use, where they enter and leave, where they are before/after
  • 69. Part of a Whole
    • Mobile efforts don’t exist by themselves, they should be:
    • 70. Integrated with other communications
    • 71. Promoted and advertised
    • 72. Advertising – Display, Paid Search
    • 73. Social media campaigns
    • 74. Websites and microsites
    • 75. Email communications
    • 76. Employee communications
    • 77. Events and point of purchase
    • 78. PR
    • 79. Print
    • 80. App Stores
    Events & Tradeshows
    Mobile site
    Social Media
  • 81. Analytics Feed Insights
    An integrated approach to Analytics can measure email, web, mobile web, SMS campaigns, social media links, app usage and the traffic between them.
    Analytics can show exactly how your mobile application and other properties are used, so you can continually improve content, targeting and functionality
    Track nearly any action, anywhere in your communications tree
  • 82. Communication Touchpoints
    Mobile Website
    Location Based Networks
  • 83. Mobile Impacts: Print
    Promote mobile apps, social media, mobile web on your printed materials
    • Easy print to digital transition
    Print QR codes or Tags with contact info, websites, product info
    Can show: URL, Phone numbers, contact Vcard, Text strings/Coupons
  • 84. Example: Target
    Target has expanded it’s MyTargetWeekly newspaper inserts to mobile and social:
    Mobile web, SMS, iPhone app, Facebook and MyYahoo
    Target has 1,743 stores in 49 states that sell everything from toothbrushes to apparel and furniture. It is the nation’s second largest mass merchandiser, after Wal-Mart Stores Inc.
  • 85. Mobile Impacts: Events and Location Marketing
    • Easy event or location to digital transition
    Print QR codes/Tags with contact info on materials
    Can show: URL, Phone numbers, contact Vcard, Text strings/Coupons
    Geolocation check-ins, games or special badges, coupons or contests
    Announce SMS “text to win” contests, subscribe to news or info
    QR-Code Readers:
    “Text GETCSto 41411 to WIN!”
    Foursquare uses your phone’s GPS to give you and friends ways to explore your city. Earn points and unlock badges for discovering new things.
  • 86. Example: Pizza Hut
    Pizza Hut: Mobile to account for 50 percent of future orders
    SMS and Mobile Web:
    In 2009, the company was one of the first pizza chains to offer both SMS and mobile Web ordering options.
    • The “Total Mobile Access” service let users text an order to the short code 749488.
    Pizza Hut is launching a national promotion with location-based service Foursquare to reward the “mayor” of each restaurant with a free single order of breadsticks
    iPhone Apps:
    • After being live in the App Store for three months, the Pizza Hut application for Apple’s iPhone and iPod touch has surpassed $1 million in sales.
    Pizza Hut operates more than 10,000 restaurants in more than 90 countries.
  • 87. Mobile Impacts: Content
    Content Publishing
    Mobile friendly viewing
    Full iOS or Android apps
    iBooks formats
    Amazon Kindle formats
    Images, audio, video content
    Free promotional teasers
    In-app purchases
    Paid apps or books
  • 88. Example: New York Times
    The New York Times has versions of it’s content available by many different media, basic content for free, additional for fee.
    Mobile website
    Text Alerts
    Mobile apps, including iPad, iPhone, Android, Blackberry and more
    Many of these also have additional options based on interest/topic.
    Advertisers can target these mobile services.
  • 89. Mobile Impacts: Email
    One of the top uses of smartphones is email
    Emails need mobile-friendly format, offer options for viewing
    Offer a web version in the mail, then detect if user is on a mobile device and then show mobile web-friendly version
    Other email uses:
    Coupons usable on device,discounts
    Promote mobile apps, socialmedia, mobile web
  • 90. Mobile Impacts: Websites
    Mobile websites are becoming more expected and needed to connect with customers as they prefer
    Prioritized for “on the go” users
    Mobile friendly viewing, focused content, contacts,maps, app download
    Broad reach not limited to specific devices
    Build it once for display anywhere
    Enables users/prospects/customers to interactwith your company on the go
    Slower loading rich media
    No “app” presence on phone
  • 91. Strategies for Mobile Websites
    • There are two main strategies for developing mobile websites
    • 92. Current content management systems and frequency/volume of updates are considerations
    A full version of the site with design changes
    • Connected to current publishing system with styling differences
    A smaller version of the site, with content prioritized for mobile use
    • Separate site and publishing system
    • 93. May also publish to mobile apps too
    Type 1
    Type 2
  • 94. Mobile Website Examples
    Type 1
    Build leads
    Type 1
    Ratings andReviews
  • 95. Example: Ford en Español Mobile Website
    Ford’s Spanish language mobile site gets as much traffic as the English language version.
    The automaker decided to target the Hispanic community with a translated mobile site after seeing evidence that the demographic over-indexed against the general market for mobile use.
  • 96. What NOT to do
    Websites designed for desktop computers
    Don’t make users zoom in manually
    Don’t use same font sizes and images as desktop versions
    Have menu systems and rollovers that don’t work with touch
    Don’t provide key information ONLY in flash
  • 97. Mobile Impacts: Social Media
    Social media is one of the largest time spent on mobile devices
    Optimize for sharing and linking on Facebook, Twitter and other networks
    Mobile-friendly content, easy sharing, commenting “Follow/Liking”, geolocation games, app promotion/integration
  • 98. SMS (Texting) can be used for a variety of promotional and informational programs including:
    Store locators
    Regular PR and company news, urgent updates
    Support status, product availability, shipping notifications
    Contest entries, Loyalty programs, Voting and Polling
    Email newsletter subscriptions
    Lead generation, contact requests and info
    Events, connect to new prospects or subscribers
    Appointment reminders and confirmations
    Shared shortcodes are available at low cost, custom shortcodes are secure and more extensible
    Mobile: SMS
  • 99. Examples: Restaurants or Retail
    1. Advertise the program and build your list.
    • Put it on signs in store, website, emails, social media, menus.
    “Text McDonalds to 55555 get specials and coupons!”
    2. Send weekly or monthly specials
    • Mobile coupons that can be redeemed by showing the phone at the register
    • 100. Links to website for info on specials
    • 101. Links to Facebook page to drive “Likes” and get coupons
  • Examples: Contests
    Customer Texts in Code
    Select winner
    Add ongoing subscribers
    Send to mobile site for more info
  • 102. Examples: SMS - Text Messaging
    Appointment Confirmations:
    Lead Gen, awareness:
  • 103. Example: Coca-Cola & Rogers Telecom
    Loyalty Programs via SMS/MMS
    “This bottle gets you $0.75 off your Rogers Wireless bill. Get PIN under cap & text to 42653 to redeem or get 1,000 iCoke Points @ Max 10 discounts/customer/week.”
    Consumers are asked to text in pictures from their Rogers mobile phone to the short code 42653 to win a BlackBerry Pearl 9100 smartphone plus a $100 Rogers gift card.
  • 104. Apps
    Promotion of business brand, content publishing, gaming, geolocation, audio, video, augmented reality
    Community discussions and sharing
    Rich experience, brandable and PR worthy
    Fast loading of rich media
    Leverage GPS/Location Data
    Store Presence for promotion (iTunes)
    Exposure limited to single platform OR must develop for each platform
  • 105. Apple Platform Numbers
    How many iOS devices are there?
    Over 100 million units worldwide - iPads, iPhones and iPod Touches
    77 countries, approximately 50% are in the U.S.
    How many iPads?
    Over 3 million in less than 3 months.
    How many apps? How many downloads?
    Over 400,000
    Over 4 billion, 350 downloads per second
    Purchasing Apps?
    130 million accounts with credit cards
    Average user downloads 8-12 apps per month
    Half of users buy apps each month, nearly 30% buy up to 10 per month
    Enthusiasm for iPhone?
    Highest user satisfaction ratings of any smart phone in multiple studies
    Source: Apple and industry estimates
    NeilsenOnline and Hitwise, as of Q1 2008CFI Group Smartphone Satisfaction Survey at: www.cfigroup.com
    Sources: Admob Survey Report and
  • 106. Usage of Internet and Apps
  • 107. Cell Phones vs iPhones
  • 108. Apple platform has the lead
    By Quantity of apps:
    By app development starts:
    Over 400,000 apps
    Plus 13 million songs, 3,000 TV shows, 2,500 movies
    Over 40,000 apps
    By Brands:
  • 109. Examples: Branded Loyalty Apps
    Giving customers another way to engage with a brand, find physical locations, coupons and community interactions
    Show company, product information, ordering information and functionality
    Share and rate content such as recipes, opinions, articles, videos, audio casts, photos, etc.
    Build email lists, viral nature of apps encourages spread among friends
    Promote via other digital and mobile channels
  • 110. Examples: Blog, Website Apps
    Connect with users via a content focused branded app
    Import existing blog feed, Twitter and Facebook in real time, driving traffic, awareness and engagement
    Add a portfolio of example work or product information, case studies, video reels, video podcasts, audio podcasts
    Share news, staff announcements and client work
    Build email lists, sales leads, SMS lists
    Can be published in conjunction with a mobile-friendly microsite for non-app users
  • 111. Examples: Promotional Game Apps
    Small branded games can help connect with customers and keep them engaged with your brand
    Simple games like wordsearch, catch the can, shape-matching, frogger, soccer, tennis, etc.
  • 112. Examples: Games & Entertainment
    Games and Entertainment
  • 113. Examples: Business Productivity and Reporting
    For an increasingly mobile workforce, the ability to access critical business data on the go is very important.
    Real-time updates, secure data, VPN, remote and local wiping capabilities, and company-only distribution.
    Ability to integrate with enterprise reporting suites, SharePoint, MS Excel charting and more.
    Assistance with deploying Office apps for Word, Excel and PowerPoint docs.
    Ability to update status and forms, edit and enter customer data, new leads or action items.
  • 114. Examples: Book Apps
    Book apps are a low cost way to promote a book and monetize content.
    Free summary to promote book sales
    Emphasize key points with additional content or checklists to up/cross sell author services, or promote next book
    Stand alone ebook/app sales
    Include videos, audio or checklists that sync with website information
    Featured project: NY Times Bestselling Author Tim Koegel and his book “The Exceptional Presenter” with excerpts from his next book
    Sample Chapters
    About Timothy J. Koegel
    Purchase Book
    Becoming an
    Exceptional presenter
    seemsto be a
    Herculean task.
    There’s a lot to
    remember. Say this.
    Move that. Speak up.
    Look at the audience.
    Don’t fidget. You
    leave the meeting
    wondering, Did I
    connect? Was I
    © Copyright 2009
  • 115. Examples: Radio, Music and Band Apps
    The personal nature of music on iPhones and iPods makes for a great app strategy.
    Include music samples or full versions, videos, photos and news
    Promote tour dates and local shows
    Paid app with licensed MP3s, videos, “liner notes” and a rich experience
    Free app to promote concerts
    Include blog postings and updates from the band
    - Listen to our music -
    - Watch videos -
    - Touring Dates -
    - About Fatty Monk -
    Autumn Run
    Shifting Gears
    Lessons Learned
    Pryor Years
    Autumn Run Video
    Photos on the road
    Main Page
  • 116. Examples: iPad
    The iPad and tablets are a hybrid of mobile and full size computing
    Large screen
    Multiple orientations
    Touch interfaces
    Narrower technology support (Flash)
  • 117. Examples: Unique Interfaces
  • 118. Examples: Video
  • 119. Examples: Ecommerce
  • 120. Unique News Interfaces
  • 121. Examples: News
    News: Leveraging the landscape of the iPad
  • 122. Or any combination of…
    GPS Enabled
    Promotion and Loyalty
    iPhone Focused
    Books, Book Summaries
    Content Management and Updates
    Competitions with Online Leaderboards
    Kids Entertainment
    iPad Focused
    Games and Puzzles
    Kids Education
    Serial Publications
    Photo & Image Libraries
    Blog Apps
  • 123. Location Based Networks
    Location Based Networks:
    Mobile coupons, “mayor” of your locations (FourSquare, Gowalla, Yelp, etc.)
    Checkin status connected to social media, sharing and promotion
    Rate and review companies, share photos
    “Claim” to control location messaging, photos, reviews, comments
    Mayor Specials: For the user who has checked in the most in the last 60 days) ("Foursquare has deemed you the Mayor? Enjoy a free order of french fries!”)
    Check-in Specials: unlocked when a user checks in to your venue a certain number of times. ("Foursquare says you've been here 10 times? That's a free drink for you!")
    Frequency-based Specials: are unlocked every X check-ins. ("Foursquare users get 20% off any entree every 5th check-in!")
    Wildcard Specials: always unlocked, but your staff has to verify some extra conditions before awarding the Special. ("Show us your foursquare Swarm badge and get a free drink!")
  • 124. Summary
    Mobile is large already and growing, consumers expect to interact with your business via mobile
    High expectations, diverse devices
    The is a ton of research, organizations and companies that can help with your mobile strategy and executions
    Look for integration and long term strategy, not just point solutions
    Review your current marketing and products on popular devices and optimize
    Explore new ways of communicating with prospects and customers, building loyalty, efficiency and revenues
    Walk, Crawl, Run, Fly – Don’t try to do it all at once
    We are here to help!
  • 125. Resources
    Charlie Browning’s Twitter: and site:
    Common Sense site and blog:
    Mobile Marketer Daily:
    Mobile Commerce Daily:
    Mobile Marketing Association:
    NielsenWire Mobile:
    Comscore Mobile:
    Wireless Intelligence:
    Mobile Active:
    Flurry Mobile Analytics Blog:
    Free QR Code Generator:
    How to use QR Codes for Small Business Marketing:
    Latin American Mobile:
  • 126. Thanks for your time!Can we help with your integrated mobile strategy?
    Charlie and the Common Sense Team