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MOBILEMARKETINGLUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013              ...
ABOUT MELUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013NMAMA MOBILE MARKETIN...
MICHAEL BARBERDirector, Digital Strategy | COHNcohnmarketing.commichaeljbarber.com@michaeljbarberNMAMA MOBILE MARKETING   ...
NMAMA MOBILE MARKETING   4   #NMAMA / @MICHAELJBARBER
THE MOBILEREVOLUTIONLUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013NMAMA MOB...
THE MOBILE REVOLUTION   “ Mobile Is The Future, And         Theres No Such Thing As         Communication Overload. ”     ...
THE MOBILE REVOLUTION       Mainframe       1 million       units sold in       first ten       yearsNMAMA MOBILE MARKETING...
THE MOBILE REVOLUTION       Minicomputer       10 million       units sold in       first ten       yearsNMAMA MOBILE MARKE...
THE MOBILE REVOLUTION       PC       100 million       units sold in       first ten       yearsNMAMA MOBILE MARKETING   9 ...
THE MOBILE REVOLUTION       Desktop       Internet       1+ billion in       first ten       yearsNMAMA MOBILE MARKETING   ...
THE MOBILE REVOLUTION       Mobile       Internet       10 billion       sold in first       ten yearsNMAMA MOBILE MARKETIN...
THE MOBILE REVOLUTION        Smartphones        1.75 billion        sold in 2012NMAMA MOBILE MARKETING   12   #NMAMA / @MI...
THE MOBILE REVOLUTION             Tablets             84 million             iPads sold in             first two           ...
THE MOBILE REVOLUTION            Galaxy S3            10 million            sold since            July; 30            mill...
THE MOBILE REVOLUTION             iPhone 5             •2 million in first             24 hours             •10+ million so...
This is not a bubble, it is a   revolution.NMAMA MOBILE MARKETING   16        #NMAMA / @MICHAELJBARBER
Don’t believe me?   Trust Marmite.NMAMA MOBILE MARKETING   17   #NMAMA / @MICHAELJBARBER
Marmite = My GrandmaNMAMA MOBILE MARKETING   18   #NMAMA / @MICHAELJBARBER
NMAMA MOBILE MARKETING   19   #NMAMA / @MICHAELJBARBER
But, we have a problem.NMAMA MOBILE MARKETING   20   #NMAMA / @MICHAELJBARBER
70% of      businesses      don’t even      have a      mobile      website.       GoogleNMAMA MOBILE MARKETING   21   #NM...
HOW DO WESOLVE THIS?LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013         ...
AGENDAUnderstand the           Understand the        Understand tools   What’s next?audience                 tech         ...
MOBILE TRENDSAND STATSLUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013       ...
SMARTPHONE PENETRATION   Entering the late inningsSource: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING ...
SMARTPHONE PENETRATION BY AGE   Consumers of today & tomorrow driving growth.Source: Google, Mobile Marketing Association,...
SMARTPHONE PENETRATION BY GENDER   Men driving growth.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKET...
SMARTPHONE PENETRATION BY ETHNICITY Majorities are being reached across ethnicities.NMAMA MOBILE MARKETING       28       ...
OPERATING SYSTEM (2012)   Android wins, Apple grows.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETIN...
OPERATING SYSTEM (2011 vs. 2012)   iOS & Android grow, Blackberry tumbles.Source: Google, Mobile Marketing Association, IA...
OPERATING SYSTEM BY GENDER Balance across the sexes.NMAMA MOBILE MARKETING   31   #NMAMA / @MICHAELJBARBER
OPERATING SYSTEM BY AGE   Similar across age groups.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETIN...
SMARTPHONE MARKETSHARE TAKEAWAYS    • More than 50% of the US population is now using a        smartphone    • No major pe...
This is only        half the        story.NMAMA MOBILE MARKETING   34   #NMAMA / @MICHAELJBARBER
TABLET MARKET STATS iPad has revolutionized & cannibalized this product category.NMAMA MOBILE MARKETING              35   ...
TABLET MARKET STATS   Lots of growth in the 7” market, hence iPad mini.Source: iHS iSuppli ResearchNMAMA MOBILE MARKETING ...
TABLET MARKET STATS   Category is growing quickly, but iOS will continue to lead.Source: Google, Mobile Marketing Associat...
TABLET MARKET STATS    •17 million iPads sold April-June 2012; 84 million total iPads sold all      time    •More iPads so...
THE APP STORES A tale of two, and maybe a third.        700,000          600,000        Unknown        iOS apps         An...
MOBILECHANGESCONSUMPTIONPATTERNSLUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2...
WEB TRAFFIC 50% via mobile devices by this year.NMAMA MOBILE MARKETING         41       #NMAMA / @MICHAELJBARBER
EMAIL Daily usage of mobile email over 50%.NMAMA MOBILE MARKETING        42         #NMAMA / @MICHAELJBARBER
SOCIAL 91% of mobile users consume social media on their deviceNMAMA MOBILE MARKETING           43                  #NMAMA...
SEARCH   62% of users search on their smartphone, daily.                             GOOGLE/NIELSEN MOBILE SEARCH   http:/...
APPS    • Average iOS user engages with 100 apps per      month    • 36 billion apps will be downloaded this year    • 136...
ALWAYS ON   And, always with us.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING                   ...
DAILY LIVES   Usage is ubiquitous.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING                 ...
USAGE IS GOING UP   Consumers say they are shifting their habits.Source: Google, Mobile Marketing Association, IABNMAMA MO...
BUSINESS INTERACTION   Consumers use mobile to begin & end their interaction.Source: Google, Mobile Marketing Association,...
APP & SITE TECHLUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013              ...
MOBILE APP TECHNOLOGYNMAMA MOBILE MARKETING   51   #NMAMA / @MICHAELJBARBER
MOBILE APP TECHNOLOGY The options create confusion.                         HTML5   Software Development Kit (SDK)NMAMA MO...
HTML5 Just the next iteration of HTML, the backbone of the web.    • A set of browser specs by 2 standard groups: W3C     ...
SOFTWARE DEVELOPMENT KIT Native experiences built for specific operating systems.    • Mobile operating systems with set de...
THE KEY DIFFERENCE                 Cross-platform     Operating system specific (e.g.                   capability     Andr...
HTML5 Pitched as the future of web apps.NMAMA MOBILE MARKETING         56     #NMAMA / @MICHAELJBARBER
MANY BENEFACTORS, NO CLEAR LEADER All pushing and hyping HTML5 for their own unrelated reasons                         App...
HASN’T PLATEAUED YET HTML5 is just past the peak of expectations.  • Fragmentation across platforms (iOS, Android, BlackBe...
FRAGMENTATION HTML5 doesn’t work the same across all platforms.                                                 HTML5 Test...
HTML5 Facebook pushed HTML5 and stumbledNMAMA MOBILE MARKETING    60          #NMAMA / @MICHAELJBARBER
HTML5 Positives & negatives, good for non-Facebooks. Positives  • Cross-browser/platform  • Ease of distribution  • Access...
MOBILE WEBSITE OPTIONSNMAMA MOBILE MARKETING   62   #NMAMA / @MICHAELJBARBER
MOBILE WEBSITE OPTIONS m{dot}             2 Separate Sites - 1 mobile, 1 desktop               • Mobile-specific site tailo...
MOBILE WEBSITE OPTIONS Dynamic serving          1 Site - Device dictates content served            • Site tailored for a s...
MOBILE WEBSITE OPTIONS Responsive                   1 site                         •   Responds to the screen size        ...
MOBILE WEB APPS/TOOLS MobifyNMAMA MOBILE MARKETING   66   #NMAMA / @MICHAELJBARBER
MOBILE WEB APPS/TOOLS MojabaNMAMA MOBILE MARKETING   67   #NMAMA / @MICHAELJBARBER
MOBILE WEB APPS/TOOLS MojabaNMAMA MOBILE MARKETING   68   #NMAMA / @MICHAELJBARBER
MOBILE WEB APPS/TOOLS TiggziNMAMA MOBILE MARKETING   69   #NMAMA / @MICHAELJBARBER
USE WORDPRESS? Consider responsive themes.                The Theme FoundryNMAMA MOBILE MARKETING              70   #NMAMA...
EMAILNMAMA MOBILE MARKETING   71   #NMAMA / @MICHAELJBARBER
EMAIL More emails read on mobile than webmail.NMAMA MOBILE MARKETING       72             #NMAMA / @MICHAELJBARBER
EMAIL Design options & tips    • Responsive available    • Single-column option    • Email providers have responsive templ...
PAID ADS: SEARCH &DISPLAYNMAMA MOBILE MARKETING   74   #NMAMA / @MICHAELJBARBER
PAID MOBILE ADS Tips & insights    • PPC      • Same character lengths      • Consider targeting options (geo, demo,      ...
PAID MOBILE ADS Mobile ad networks                              http://www.flickr.com/photos/fidelman/5282509966/NMAMA MOB...
PAID MOBILE ADS Mobile ad network types                                  Premium&        Premium&                    Blind...
SMS / TEXT MESSAGINGNMAMA MOBILE MARKETING   78   #NMAMA / @MICHAELJBARBER
SMS, YEP STILL WORTH IT Tips & insights    • Still have 40% of the market on feature phones    • SMS great for immediacy (...
SMS / TEXT MESSAGING Comparison to push notifications                         http://5thfingerblog.files.wordpress.com/2012/0...
SMS / TEXT MESSAGING ProvidersNMAMA MOBILE MARKETING   81   #NMAMA / @MICHAELJBARBER
AMAZING! NOWWHAT?LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013NMAMA MOBILE...
STEP 1 Immediately focus any current digital planning around mobile.    • Ensure any upcoming website redesign is mobile fi...
STEP 2 Determine short & long-terms objectives.    • What are we trying to do?       • Increase brand awareness       • In...
STEP 3 Develop customer, client, and employee survey.    • Leverage current customer database as well as other      consum...
STEP 4 Understand where your customers are and what they want.    • Review web analytics for baseline understanding    • L...
STEP 5 Develop mobile marketing brief or incorporate within yearly marketing plan.    • Bring together goals, insights, an...
WANT TO LEARNMORE?LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013NMAMA MOBIL...
RESOURCES    • Amex Open Forum - http://www.openforum.com/    • Mobile Marketer - http://www.mobilemarketer.com/    • Mash...
QUESTIONS?LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013                   ...
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Mobile Marketing Overview - New Mexico American Marketing Association

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Overview of mobile marketing including mobile web and app basics, mobile search, mobile display, and mobile email for the New Mexico American Marketing Association.

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Transcript of "Mobile Marketing Overview - New Mexico American Marketing Association"

  1. 1. MOBILEMARKETINGLUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013 1
  2. 2. ABOUT MELUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013NMAMA MOBILE MARKETING 2 #NMAMA / @MICHAELJBARBER
  3. 3. MICHAEL BARBERDirector, Digital Strategy | COHNcohnmarketing.commichaeljbarber.com@michaeljbarberNMAMA MOBILE MARKETING 3 #NMAMA / @MICHAELJBARBER
  4. 4. NMAMA MOBILE MARKETING 4 #NMAMA / @MICHAELJBARBER
  5. 5. THE MOBILEREVOLUTIONLUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013NMAMA MOBILE MARKETING 5 #NMAMA / @MICHAELJBARBER
  6. 6. THE MOBILE REVOLUTION “ Mobile Is The Future, And Theres No Such Thing As Communication Overload. ” Eric Schmidt, Google ChairmanNMAMA MOBILE MARKETING 6 #NMAMA / @MICHAELJBARBER
  7. 7. THE MOBILE REVOLUTION Mainframe 1 million units sold in first ten yearsNMAMA MOBILE MARKETING 7 #NMAMA / @MICHAELJBARBER
  8. 8. THE MOBILE REVOLUTION Minicomputer 10 million units sold in first ten yearsNMAMA MOBILE MARKETING 8 #NMAMA / @MICHAELJBARBER
  9. 9. THE MOBILE REVOLUTION PC 100 million units sold in first ten yearsNMAMA MOBILE MARKETING 9 #NMAMA / @MICHAELJBARBER
  10. 10. THE MOBILE REVOLUTION Desktop Internet 1+ billion in first ten yearsNMAMA MOBILE MARKETING 10 #NMAMA / @MICHAELJBARBER
  11. 11. THE MOBILE REVOLUTION Mobile Internet 10 billion sold in first ten yearsNMAMA MOBILE MARKETING 11 #NMAMA / @MICHAELJBARBER
  12. 12. THE MOBILE REVOLUTION Smartphones 1.75 billion sold in 2012NMAMA MOBILE MARKETING 12 #NMAMA / @MICHAELJBARBER
  13. 13. THE MOBILE REVOLUTION Tablets 84 million iPads sold in first two yearsSource: Apple September 2012 KeynoteNMAMA MOBILE MARKETING 13 #NMAMA / @MICHAELJBARBER
  14. 14. THE MOBILE REVOLUTION Galaxy S3 10 million sold since July; 30 million by December 2012Source: SamsungNMAMA MOBILE MARKETING 14 #NMAMA / @MICHAELJBARBER
  15. 15. THE MOBILE REVOLUTION iPhone 5 •2 million in first 24 hours •10+ million sold the first week •50 million by December 2012Source: Apple, JPMorganNMAMA MOBILE MARKETING 15 #NMAMA / @MICHAELJBARBER
  16. 16. This is not a bubble, it is a revolution.NMAMA MOBILE MARKETING 16 #NMAMA / @MICHAELJBARBER
  17. 17. Don’t believe me? Trust Marmite.NMAMA MOBILE MARKETING 17 #NMAMA / @MICHAELJBARBER
  18. 18. Marmite = My GrandmaNMAMA MOBILE MARKETING 18 #NMAMA / @MICHAELJBARBER
  19. 19. NMAMA MOBILE MARKETING 19 #NMAMA / @MICHAELJBARBER
  20. 20. But, we have a problem.NMAMA MOBILE MARKETING 20 #NMAMA / @MICHAELJBARBER
  21. 21. 70% of businesses don’t even have a mobile website. GoogleNMAMA MOBILE MARKETING 21 #NMAMA / @MICHAELJBARBER
  22. 22. HOW DO WESOLVE THIS?LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013 22
  23. 23. AGENDAUnderstand the Understand the Understand tools What’s next?audience tech that make thisMobile trends and The technology easierstatistics driving the Tools to make revolution adoption easierNMAMA MOBILE MARKETING 23 #NMAMA / @MICHAELJBARBER
  24. 24. MOBILE TRENDSAND STATSLUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013 24
  25. 25. SMARTPHONE PENETRATION Entering the late inningsSource: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 25 #NMAMA / @MICHAELJBARBER
  26. 26. SMARTPHONE PENETRATION BY AGE Consumers of today & tomorrow driving growth.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 26 #NMAMA / @MICHAELJBARBER
  27. 27. SMARTPHONE PENETRATION BY GENDER Men driving growth.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 27 #NMAMA / @MICHAELJBARBER
  28. 28. SMARTPHONE PENETRATION BY ETHNICITY Majorities are being reached across ethnicities.NMAMA MOBILE MARKETING 28 #NMAMA / @MICHAELJBARBER
  29. 29. OPERATING SYSTEM (2012) Android wins, Apple grows.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 29 #NMAMA / @MICHAELJBARBER
  30. 30. OPERATING SYSTEM (2011 vs. 2012) iOS & Android grow, Blackberry tumbles.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 30 #NMAMA / @MICHAELJBARBER
  31. 31. OPERATING SYSTEM BY GENDER Balance across the sexes.NMAMA MOBILE MARKETING 31 #NMAMA / @MICHAELJBARBER
  32. 32. OPERATING SYSTEM BY AGE Similar across age groups.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 32 #NMAMA / @MICHAELJBARBER
  33. 33. SMARTPHONE MARKETSHARE TAKEAWAYS • More than 50% of the US population is now using a smartphone • No major penetration differences between genders • Slight penetration differences across ethnicities • Significant penetration differences across age, specifically 50+ • Android has the largest smartphone marketshare across all ages, genders, and ethnicities (smartphone only).NMAMA MOBILE MARKETING 33 #NMAMA / @MICHAELJBARBER
  34. 34. This is only half the story.NMAMA MOBILE MARKETING 34 #NMAMA / @MICHAELJBARBER
  35. 35. TABLET MARKET STATS iPad has revolutionized & cannibalized this product category.NMAMA MOBILE MARKETING 35 #NMAMA / @MICHAELJBARBER
  36. 36. TABLET MARKET STATS Lots of growth in the 7” market, hence iPad mini.Source: iHS iSuppli ResearchNMAMA MOBILE MARKETING 36 #NMAMA / @MICHAELJBARBER
  37. 37. TABLET MARKET STATS Category is growing quickly, but iOS will continue to lead.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 37 #NMAMA / @MICHAELJBARBER
  38. 38. TABLET MARKET STATS •17 million iPads sold April-June 2012; 84 million total iPads sold all time •More iPads sold than any PC manufacturer sold PC’s this year •7” market is driving growth this year (Kindle), iPad mini •Android & Windows will grow, but iOS will continue to have the largest marketshare for now. •91% of all tablet web traffic comes from iPads •Tablet (iPad) is driving post PC eraNMAMA MOBILE MARKETING 38 #NMAMA / @MICHAELJBARBER
  39. 39. THE APP STORES A tale of two, and maybe a third. 700,000 600,000 Unknown iOS apps Android apps number 250,000 250(ish) Amazon apps iPad apps Tablet appsNMAMA MOBILE MARKETING 39 #NMAMA / @MICHAELJBARBER
  40. 40. MOBILECHANGESCONSUMPTIONPATTERNSLUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013NMAMA MOBILE MARKETING 40 #NMAMA / @MICHAELJBARBER
  41. 41. WEB TRAFFIC 50% via mobile devices by this year.NMAMA MOBILE MARKETING 41 #NMAMA / @MICHAELJBARBER
  42. 42. EMAIL Daily usage of mobile email over 50%.NMAMA MOBILE MARKETING 42 #NMAMA / @MICHAELJBARBER
  43. 43. SOCIAL 91% of mobile users consume social media on their deviceNMAMA MOBILE MARKETING 43 #NMAMA / @MICHAELJBARBER
  44. 44. SEARCH 62% of users search on their smartphone, daily. GOOGLE/NIELSEN MOBILE SEARCH http://www.google.com/think/research-studies/ MOMENTS REPORT creating-moments-that-matter.htmlSource: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 44 #NMAMA / @MICHAELJBARBER
  45. 45. APPS • Average iOS user engages with 100 apps per month • 36 billion apps will be downloaded this year • 136 billion apps will be downloaded in 2017 • Users spend on average 94 minutes per day on mobile appsSource: Apple, Google, Mobile MarketingNMAMA IABAssociation, MOBILE MARKETING 45 #NMAMA / @MICHAELJBARBER
  46. 46. ALWAYS ON And, always with us.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 46 #NMAMA / @MICHAELJBARBER
  47. 47. DAILY LIVES Usage is ubiquitous.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 47 #NMAMA / @MICHAELJBARBER
  48. 48. USAGE IS GOING UP Consumers say they are shifting their habits.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 48 #NMAMA / @MICHAELJBARBER
  49. 49. BUSINESS INTERACTION Consumers use mobile to begin & end their interaction.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 49 #NMAMA / @MICHAELJBARBER
  50. 50. APP & SITE TECHLUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013 50
  51. 51. MOBILE APP TECHNOLOGYNMAMA MOBILE MARKETING 51 #NMAMA / @MICHAELJBARBER
  52. 52. MOBILE APP TECHNOLOGY The options create confusion. HTML5 Software Development Kit (SDK)NMAMA MOBILE MARKETING 52 #NMAMA / @MICHAELJBARBER
  53. 53. HTML5 Just the next iteration of HTML, the backbone of the web. • A set of browser specs by 2 standard groups: W3C (World Wide Web Consortium) and WHAT (Web Hypertext Application Technologies) • Brings capabilities of web apps closer to those of native apps • UI tools, off-line storage, 2D graphics, plugin-free video/audio, geo location, speed and communicationNMAMA MOBILE MARKETING 53 #NMAMA / @MICHAELJBARBER
  54. 54. SOFTWARE DEVELOPMENT KIT Native experiences built for specific operating systems. • Mobile operating systems with set development standards • Two-types: free and open-source or proprietary and closed source • Provide access to APIs (ability to make things do things) • Push notificationsNMAMA MOBILE MARKETING 54 #NMAMA / @MICHAELJBARBER
  55. 55. THE KEY DIFFERENCE Cross-platform Operating system specific (e.g. capability Android app works only on Android devices)NMAMA MOBILE MARKETING 55 #NMAMA / @MICHAELJBARBER
  56. 56. HTML5 Pitched as the future of web apps.NMAMA MOBILE MARKETING 56 #NMAMA / @MICHAELJBARBER
  57. 57. MANY BENEFACTORS, NO CLEAR LEADER All pushing and hyping HTML5 for their own unrelated reasons Apple looking to move the web away from Flash Google searching for more ways to commoditize complements Facebook aiming to break-down Apple/Google silos and distance Adobe Microsoft to onboard web developers onto Windows 8 Mobile operators hoping to regain control lost to native platforms Qualcomm aiming to create a competitive advantage for its chips Brands looking use web as a low-cost way to go cross-device and cross-screen Adobe aiming to sell tools that facilitate web-to-native hybrid appsNMAMA MOBILE MARKETING 57 #NMAMA / @MICHAELJBARBER
  58. 58. HASN’T PLATEAUED YET HTML5 is just past the peak of expectations. • Fragmentation across platforms (iOS, Android, BlackBerry, Windows Phone) • Challenged to compete with native user experience • Lack of distribution channels and monetization for web appsNMAMA MOBILE MARKETING 58 #NMAMA / @MICHAELJBARBER
  59. 59. FRAGMENTATION HTML5 doesn’t work the same across all platforms. HTML5 Test Score iOS 5.1 324 BlackBerry OS 7 273 Android 4.0 273 Bada 2.0 268 Android 3.2 235 Android 2.3 189 Amazon Silk 1.0 174 Windows Phone 7.5 (Mango) 138 0 50 100 150 200 250 300 350 Source: html5test.com, April 2012.NMAMA MOBILE MARKETING 59 #NMAMA / @MICHAELJBARBER
  60. 60. HTML5 Facebook pushed HTML5 and stumbledNMAMA MOBILE MARKETING 60 #NMAMA / @MICHAELJBARBER
  61. 61. HTML5 Positives & negatives, good for non-Facebooks. Positives • Cross-browser/platform • Ease of distribution • Access to native features • Search engine relevance Negatives • No push notifications • No native experiences • Less ability to massively scaleNMAMA MOBILE MARKETING 61 #NMAMA / @MICHAELJBARBER
  62. 62. MOBILE WEBSITE OPTIONSNMAMA MOBILE MARKETING 62 #NMAMA / @MICHAELJBARBER
  63. 63. MOBILE WEBSITE OPTIONS m{dot} 2 Separate Sites - 1 mobile, 1 desktop • Mobile-specific site tailored for a specific environment • More affordable • Requires maintenance on both sites • Different URLs • Risk of content duplicationNMAMA MOBILE MARKETING 63 #NMAMA / @MICHAELJBARBER
  64. 64. MOBILE WEBSITE OPTIONS Dynamic serving 1 Site - Device dictates content served • Site tailored for a specific environment - smartphone, tablet • No risk of content duplication • Requires maintenance on both sitesNMAMA MOBILE MARKETING 64 #NMAMA / @MICHAELJBARBER
  65. 65. MOBILE WEBSITE OPTIONS Responsive 1 site • Responds to the screen size • Updates happens across both sites • Same URLs • Google likes this option • More intensive design processNMAMA MOBILE MARKETING 65 #NMAMA / @MICHAELJBARBER
  66. 66. MOBILE WEB APPS/TOOLS MobifyNMAMA MOBILE MARKETING 66 #NMAMA / @MICHAELJBARBER
  67. 67. MOBILE WEB APPS/TOOLS MojabaNMAMA MOBILE MARKETING 67 #NMAMA / @MICHAELJBARBER
  68. 68. MOBILE WEB APPS/TOOLS MojabaNMAMA MOBILE MARKETING 68 #NMAMA / @MICHAELJBARBER
  69. 69. MOBILE WEB APPS/TOOLS TiggziNMAMA MOBILE MARKETING 69 #NMAMA / @MICHAELJBARBER
  70. 70. USE WORDPRESS? Consider responsive themes. The Theme FoundryNMAMA MOBILE MARKETING 70 #NMAMA / @MICHAELJBARBER
  71. 71. EMAILNMAMA MOBILE MARKETING 71 #NMAMA / @MICHAELJBARBER
  72. 72. EMAIL More emails read on mobile than webmail.NMAMA MOBILE MARKETING 72 #NMAMA / @MICHAELJBARBER
  73. 73. EMAIL Design options & tips • Responsive available • Single-column option • Email providers have responsive templates available • Design with clear sections • Make buttons/CTAs thumb-friendly • Font size 18+ looks greatNMAMA MOBILE MARKETING 73 #NMAMA / @MICHAELJBARBER
  74. 74. PAID ADS: SEARCH &DISPLAYNMAMA MOBILE MARKETING 74 #NMAMA / @MICHAELJBARBER
  75. 75. PAID MOBILE ADS Tips & insights • PPC • Same character lengths • Consider targeting options (geo, demo, retargeting) • Click to call options available • LANDING PAGES MUST BE MOBILE FRIENDLY • Display/banner • Clear CTA • Images help • LANDING PAGES MUST BE MOBILE FRIENDLYNMAMA MOBILE MARKETING 75 #NMAMA / @MICHAELJBARBER
  76. 76. PAID MOBILE ADS Mobile ad networks http://www.flickr.com/photos/fidelman/5282509966/NMAMA MOBILE MARKETING 76 #NMAMA / @MICHAELJBARBER
  77. 77. PAID MOBILE ADS Mobile ad network types Premium& Premium& Blind& Blind& networks& Blind& Blind& Known& inventory& inventory& inventory& Less&than& More& Focus&on& premium& premium& premium& sites& sites& publishers& Variety&of& CPC&op6ons& pricing& CPM&model& models&NMAMA MOBILE MARKETING 77 #NMAMA / @MICHAELJBARBER
  78. 78. SMS / TEXT MESSAGINGNMAMA MOBILE MARKETING 78 #NMAMA / @MICHAELJBARBER
  79. 79. SMS, YEP STILL WORTH IT Tips & insights • Still have 40% of the market on feature phones • SMS great for immediacy (coupons, surveys) • Conversion can be epic • Relatively inexpensive • Cost drivers are number of messages, shared/ dedicated shortcode, and vanity keywordNMAMA MOBILE MARKETING 79 #NMAMA / @MICHAELJBARBER
  80. 80. SMS / TEXT MESSAGING Comparison to push notifications http://5thfingerblog.files.wordpress.com/2012/05/smsvsapps.jpgNMAMA MOBILE MARKETING 80 #NMAMA / @MICHAELJBARBER
  81. 81. SMS / TEXT MESSAGING ProvidersNMAMA MOBILE MARKETING 81 #NMAMA / @MICHAELJBARBER
  82. 82. AMAZING! NOWWHAT?LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013NMAMA MOBILE MARKETING 82 #NMAMA / @MICHAELJBARBER
  83. 83. STEP 1 Immediately focus any current digital planning around mobile. • Ensure any upcoming website redesign is mobile first • Begin testing other mobile-optimized opportunities across other digital efforts (e.g. email, search marketing, display/ad campaigns)NMAMA MOBILE MARKETING 83 #NMAMA / @MICHAELJBARBER
  84. 84. STEP 2 Determine short & long-terms objectives. • What are we trying to do? • Increase brand awareness • Increase sales • Increase retention • How will mobile make us money? • Focus on ROI • How do we get to market quickly? • How do we build long-term value?NMAMA MOBILE MARKETING 84 #NMAMA / @MICHAELJBARBER
  85. 85. STEP 3 Develop customer, client, and employee survey. • Leverage current customer database as well as other consumer research tools such as Google Insights • Find the insights to interest and adoption • You need to answer? What will make people interact and talk about the app/site?NMAMA MOBILE MARKETING 85 #NMAMA / @MICHAELJBARBER
  86. 86. STEP 4 Understand where your customers are and what they want. • Review web analytics for baseline understanding • Leverage current customer database as well as other consumer research tools such as Google Insights • Find the insights to interest and adoption • Need to answer? • What will make people interact and talk about the app/ site? • How can we start dialogues with current and prospective customers via mobile? • How can we make their lives easier? • What information do they need on the go?NMAMA MOBILE MARKETING 86 #NMAMA / @MICHAELJBARBER
  87. 87. STEP 5 Develop mobile marketing brief or incorporate within yearly marketing plan. • Bring together goals, insights, and customer needs with yearly tactics and budget • Work with agency partners to build this togetherNMAMA MOBILE MARKETING 87 #NMAMA / @MICHAELJBARBER
  88. 88. WANT TO LEARNMORE?LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013NMAMA MOBILE MARKETING 88 #NMAMA / @MICHAELJBARBER
  89. 89. RESOURCES • Amex Open Forum - http://www.openforum.com/ • Mobile Marketer - http://www.mobilemarketer.com/ • Mashable Mobile - http://mashable.com/mobile/ • #mobile on TwitterNMAMA MOBILE MARKETING 89 #NMAMA / @MICHAELJBARBER
  90. 90. QUESTIONS?LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013 90
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