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NO MOREMOBILEGIMMICKS                           #mGimmickThursday, November 3, 11
AUGMENTED REALITY                                          BUNION REMOVAL                                           DOCTOR...
CAT LADY     FLOSSER!                IFY TORE              AM OX S             G B      R BIG PING!   YOU HOP             ...
These things are ridiculous...                            but they are actually happening                             1. T...
Technology cycles         Mainframe           Mini       Personal    Internet         Mobile         Computing         Com...
The 3 Mobile Program Types              The Mobile Maturity ModelThursday, November 3, 11
Type 1                           Tick The BoxThursday, November 3, 11
DQ Restaurant Finder                           “                           everyone has seen the Apple                    ...
Type 1 Characteristics  The boss asked you to, so you did it  “Me too” initiative  No long-term strategy  Content scrapped...
What you need to know    Keep it up to date     Avoid going custom      Set expectations                                  ...
Where is “Tick The Box” in the Maturity Model?Thursday, November 3, 11
Type 2                           The GimmickThursday, November 3, 11
Klondike Unfoiled   Gummie MugThursday, November 3, 11
Type 2 Characteristics   Innovative or cool, but not   necessarily useful or thought out   Short-lived with large initial ...
*                           But gimmicks aren’t always bad...             As long as you know why you’re doing themThursda...
Over a 1 year period, here are these apps’ rankingsThursday, November 3, 11
Gummie Mug has 5x the search results of KlondikeThursday, November 3, 11
The objective of these apps wasn’t to                           accomplish a purchase, it was to raise                    ...
If gimmick = True, at least do it well   Don’t make users do     Make something I   Invest in design   ridiculous things. ...
Mobile PSA                              Chances of hitting top 100                  The days of putting your app in the ap...
Where is “The Gimmick” in the Maturity Model?Thursday, November 3, 11
Type 3                           The ProductThursday, November 3, 11
Chase Bank   Sephora to GoThursday, November 3, 11
Type 3 Characteristics    Long-term investment    Requires long-term support    Concrete metrics for success    Extension ...
*       Just because it’s a product doesn’t            mean it has to be boring           gimmick + product = successThurs...
Pizza Hut took their core service and made it fun via gimmicksThursday, November 3, 11
Mobile is huge for Intuit, the       company behind TurboTax.       With SnapTax they extended their       service and had...
Where is “The Product” in the Maturity Model?Thursday, November 3, 11
Now What?                           5 Steps to Create ValueThursday, November 3, 11
1. Broaden your horizons...                Workforce          Inventory Management   Point of Sale   Business             ...
2. Gather Requirements    Give all departments an index card to    answer “list a way mobile could better                 ...
3. Set objectives                            Everything+ kitchen sinkThursday, November 3, 11
4. Calculate cost of ownership               Development   Maintenance   Hosting   Marketing                Hardware     C...
5. Don’t let technology                              get in the way of                              objectivesThursday, No...
Mobile PSA                                Stop the QRaziness                             It doesn’t get good results      ...
Sam Gaddis, CMO                           mutualmobile.com                           Twitter: @mutualmobile               ...
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No More Mobile Marketing Gimmicks

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Presented on October 20, 2011 for InnoTech Austin eMarketing Summit. All rights reserved.

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Transcript of "No More Mobile Marketing Gimmicks"

  1. 1. NO MOREMOBILEGIMMICKS #mGimmickThursday, November 3, 11
  2. 2. AUGMENTED REALITY BUNION REMOVAL DOCTOR-FINDING BUNION MAPPER APP FIND A’ DOC Dr. Moron 3mi. Dr. Jokin n over ! H obble o ear you 7mi. octor n to a dThursday, November 3, 11
  3. 3. CAT LADY FLOSSER! IFY TORE AM OX S G B R BIG PING! YOU HOP CLEAN FREAK CARB LOVER SThursday, November 3, 11
  4. 4. These things are ridiculous... but they are actually happening 1. The 3 types of mobile projects 2. How to do them right (or wrong) 3. A few steps to create ACTUAL valueThursday, November 3, 11
  5. 5. Technology cycles Mainframe Mini Personal Internet Mobile Computing Computing Computing Computing Computing 1960s 1970s 1980s 1990s 2000s courtesy of Mary MeekerThursday, November 3, 11
  6. 6. The 3 Mobile Program Types The Mobile Maturity ModelThursday, November 3, 11
  7. 7. Type 1 Tick The BoxThursday, November 3, 11
  8. 8. DQ Restaurant Finder “ everyone has seen the Apple commercials with the tagline, “There’s an app for that!” Well, we felt it was finally time to launch our very own Dairy Queen iPhone Application. The user experience on the application was intentionally simplified as compared to the full DQ website.Thursday, November 3, 11
  9. 9. Type 1 Characteristics The boss asked you to, so you did it “Me too” initiative No long-term strategy Content scrapped from website Cheap!Thursday, November 3, 11
  10. 10. What you need to know Keep it up to date Avoid going custom Set expectations 3 22 150 75 2007 2008 0 2009 2010Thursday, November 3, 11
  11. 11. Where is “Tick The Box” in the Maturity Model?Thursday, November 3, 11
  12. 12. Type 2 The GimmickThursday, November 3, 11
  13. 13. Klondike Unfoiled Gummie MugThursday, November 3, 11
  14. 14. Type 2 Characteristics Innovative or cool, but not necessarily useful or thought out Short-lived with large initial interest Capitalizes on trends *Thursday, November 3, 11
  15. 15. * But gimmicks aren’t always bad... As long as you know why you’re doing themThursday, November 3, 11
  16. 16. Over a 1 year period, here are these apps’ rankingsThursday, November 3, 11
  17. 17. Gummie Mug has 5x the search results of KlondikeThursday, November 3, 11
  18. 18. The objective of these apps wasn’t to accomplish a purchase, it was to raise awarenessThursday, November 3, 11
  19. 19. If gimmick = True, at least do it well Don’t make users do Make something I Invest in design ridiculous things. want to shareThursday, November 3, 11
  20. 20. Mobile PSA Chances of hitting top 100 The days of putting your app in the app store and having it be an instant hit are over. CTAs on web Email In-store Training Videos PR Push Mobile ads Your Marketing Plan: Highly Coordinated Drafted WAY in advance of launchThursday, November 3, 11
  21. 21. Where is “The Gimmick” in the Maturity Model?Thursday, November 3, 11
  22. 22. Type 3 The ProductThursday, November 3, 11
  23. 23. Chase Bank Sephora to GoThursday, November 3, 11
  24. 24. Type 3 Characteristics Long-term investment Requires long-term support Concrete metrics for success Extension or creation of new product or service *Thursday, November 3, 11
  25. 25. * Just because it’s a product doesn’t mean it has to be boring gimmick + product = successThursday, November 3, 11
  26. 26. Pizza Hut took their core service and made it fun via gimmicksThursday, November 3, 11
  27. 27. Mobile is huge for Intuit, the company behind TurboTax. With SnapTax they extended their service and had a slew of coverage that cemented their place in mobile.Thursday, November 3, 11
  28. 28. Where is “The Product” in the Maturity Model?Thursday, November 3, 11
  29. 29. Now What? 5 Steps to Create ValueThursday, November 3, 11
  30. 30. 1. Broaden your horizons... Workforce Inventory Management Point of Sale Business Sales Training Marketing SecurityThursday, November 3, 11
  31. 31. 2. Gather Requirements Give all departments an index card to answer “list a way mobile could better your role” An app Not all ideas will be good, or to help feasible network Focus on opportunity, not technology to tore duct n-s pro s i he ad e t iP at on strThursday, November 3, 11 dem
  32. 32. 3. Set objectives Everything+ kitchen sinkThursday, November 3, 11
  33. 33. 4. Calculate cost of ownership Development Maintenance Hosting Marketing Hardware Content/API Updates LicensingThursday, November 3, 11
  34. 34. 5. Don’t let technology get in the way of objectivesThursday, November 3, 11
  35. 35. Mobile PSA Stop the QRaziness It doesn’t get good results Most marketers don’t use it rightThursday, November 3, 11
  36. 36. Sam Gaddis, CMO mutualmobile.com Twitter: @mutualmobile Sam Gaddis bit.ly/mGimmicksThursday, November 3, 11

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