"Mobile" isn't mobile

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Mobile is not primarily mobile in the sense of "on the go" - but most businesses treat the "mobile OS" activities like that. 7 early conclusions that help to get the right perspective in "mobile" …

Mobile is not primarily mobile in the sense of "on the go" - but most businesses treat the "mobile OS" activities like that. 7 early conclusions that help to get the right perspective in "mobile" digital marketing.

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  • 1. Mobile isn‘t mobileand what this means for digital marketing October 2012 1
  • 2. When we say “mobile“… … most businesses think of this.Image: http://responsivedesign.ca/blog/mobile-first-a-key-ingredient-in-great-responsive-design 2
  • 3. When we say “mobile“… should be thinking more of this ... But we … we think of this.Image: http://www.superiormediasolutions.net/wp-content/uploads/2012/02/couch-shot_highres.jpg 3
  • 4. … and understand that it means significantly less of this.Image: http://nearoptimal.net/pictures/random/AtHomeAtTheComputer.jpg 4
  • 5. The “mobile“ revolution is a device and user interface revolution. 5
  • 6. Location is just one aspect. Smartphone owners Smartphone owners using their device at home using their device on the go 90+% 80+%http://www.themobileindian.com/news/6387_97%25-Indians-use-smartphones-more-at-home:-Surveyhttp://smbmarketingtips.com/canada-mobile-consumer-smartphone-stats/http://googlemobileads.blogspot.de/2011/04/smartphone-user-study-shows-mobile.html 6
  • 7. And it‘s not the most important one.Most top apps are not location-specific.http://marketingland.com/mobile-apps-vs-the-mobile-web-it-doesnt-matter-to-consumers-8501 7
  • 8. We use “mobile“ on the couch.When we say “mobile“, we mean “on potentially mobile devices“ – not “on the move“.Smartphones and tablet lead consumption in leisure time – after 6 pm.http://www.businessinsider.com/chart-of-the-day-mobile-and-pc-content-2012-9 8
  • 9. Desk vs. couchis probably more meaningful for mobile than home vs. on the move. 9
  • 10. 94% of iPad online sessions come from wireless LAN – 6% from cellular.http://techcrunch.com/2012/03/23/wifi-rules-ok-only-6-of-ipad-sessions-come-from-cellular-networks/ 10
  • 11. Traffic from “mobile“ explodes.430% YoY growth – “time spent online“ is nowhere near that number.http://www.kontera.com/about/news-item/mobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices# 11
  • 12. “Mobile“ growth in online sessions and internet usage is not entirely additional usage. It decreases PC/Browser usage. And we are just at the beginning.http://www.kontera.com/about/news-item/mobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices# 12
  • 13. There are already more smartphones sold than PCs.Smartphone / tablet usage will grow even more steep than “devices sold“.http://www.businessinsider.com/state-of-internet-slides-2012-10?op=1http://blogs.forrester.com/frank_gillett/12-04-23-why_tablets_will_become_our_primary_computing_device 13
  • 14. Our primary computer of tomorrow will nothave a keyboard and mouse. 14
  • 15. Slowly but surely. July 2012 May 2011 Nov 2010http://www.businessinsider.com/chart-of-the-day-ipad-usage-2012-7 15
  • 16. What does thismean for digital marketing? 16
  • 17. It becomes harderto connect with customers. Again. 17
  • 18. Apps are preferred over browser.Different studies…http://gigaom.com/2012/01/09/mobile-app-use-soars-while-mobile-browsing-wanes/ 18
  • 19. Apps are preferred over browser.… same tendency.http://www.businessinsider.com/bii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9 19
  • 20. But not so many apps are really in use.It doesn‘t really matter how accurate this is – even if 30% would use 20 apps regularly –it would still be way too “short tail“ for 99,9% of businesses to catch one of those spots. 20
  • 21. Presence on social networks may help to secure your abilityto reach your customers. 21
  • 22. Facebook and Twitter are accessed mainly through “mobile“.http://techcrunch.com/2012/07/31/facebook-mobile-only/http://techcrunch.com/2012/05/11/time-spent-on-facebook-mobile/https://twitter.com/TwitterAds 22
  • 23. More Facebook usage on “mobile“ than on Desktop/PC (US). “Mobile“ PCUS Americans spend 441 Facebook minutes on smartphone/tablet –and 391 Facebook minutes on desktop/PC.http://www.comscore.com/Press_Events/Press_Releases/2012/5/Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior 23
  • 24. As your audiences get morefragmented on different services, devices and platforms – so will your traffic sources. 24
  • 25. Something historical happened.http://news.cnet.com/8301-1023_3-57530726-93/as-mobile-rises-desktop-search-declines-for-the-first-time/ 25
  • 26. App-only has become a real option.http://www.businessinsider.com/chart-instagram-twitter-2012-9 26
  • 27. But if you choose to offer apps – these are the gatekeepers to your audiencesAccess-wise: Content-wise:• There will be “Appstore-SEO“ • “No Nipples“• There will be “sponsored App-Recommendations“• There will be more combined desktop/mobile apps 27
  • 28. Some early conclusions for digital marketing. 28
  • 29. Monitor your overall reachYour audiences get more and more fragmented,not all of them remain reachable, but you mightgain access to others: Decide wether to use thisnew social network or develop for that platformnot only by strategic criteria, but also based onyour need to connect to audiences. You shouldalso expand your analytics to capture differentaudiences per device & access. 29
  • 30. Make your own littleorganizational XML revolution Where possible, split “content production“(messaging) from “content distribution“(production for platforms/media) – who knowswhich channels and networks you will have toserve in future. But your messaging and storytellingshould be consistent, always. 30
  • 31. Prepare for a more and more visual web Apps like Instagram and Flipboard, but also HTML5 and device-optimized mobile sites make the digital experience much more visual. Even on Facebook you can find more “designed posts“ – photo posts that substitute a simple text post in a certain visual style or even branded. Secure design, photo and video ressources for your messaging. If you follow conclusion #2, this is a must-do for your content production unit.http://liesdamnedliesstatistics.com/2012/05/the-importance-of-the-visual-web-some-stats.html 31
  • 32. Seperate “mobile“ and“device & platform“ strategy“Mobile“ means that location may play a rolein your digital offers and messages, while “device& platform“ should include smartphones, tabletsand whatever else is relevant to your target group,but in a usage scenario with high bandwith anda relaxed, more or less “lean back“ atmosphere.You will have to expand your “device strategy“ forTV, game consoles etc. soon enough. 32
  • 33. Use popular apps/networksto secure access to target groupsFacebook, Twitter, Instagram and Flipboard andmany others can give you access to target groupsthat are heavy smartphone/tablet users. If thechances to establish a heavy used own app arepretty low, this might be a good backdoor to peoplewho would not be reachable via the desktop/browser-web. 33
  • 34. Exploit “mobile“ OSadvantages when going for appsApps are hard to distribute and it is even harderto retain audiences. With apps that more or lessonly simulate browsing, this is close to impossible.You should rather invest in optimizing your “mobile“web properties. But if you can enhance the experiencewith your product through an app, you might secureaccess to the most important target group: yourcustomers. This means to offer features, functions andtools besides pure information. With or without alocation-component. 34
  • 35. Optimize everythingWhatever a user‘s primary device is, they shouldhave an adequate experience of your offers.Treat a tablet at least like some crude browserwith a significant distribution – optimize for it.If you follow conclusion #2, this is a must-do foryour content distribution unit. 35
  • 36. Technology is our friend Evangelos Papathanassiou evangelos@papathanassiou.de www.papathanassiou.de 36