Mobile Web 101 (by Mobile Web Up - Oct 2011)


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Are you ready to go mobile? Understand the five facets of mobile technology; What makes mobile an emerging new mass media; Mobile web versus desktop web – how it differs and why it matters for business success; Selling with mobile - what sales and direct-response marketing approaches work with the mobile channel; Leveraging mobile with time-tested "offline" print and display advertising; and more!

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  • According to Wikipedia, commercial FM broadcasting began in 1939 (at GM's factory in Schenectedy, NY, USA).
  • Mobile Web 101 (by Mobile Web Up - Oct 2011)

    1. 1. Mobile Web 101 SF Chamber of Commerce October 2011 Aaron Maxwell (877) 707-6624
    2. 3. How Big Is Mobile? Current estimate: 98 Million Consumers Browse the web on mobile Each month in the USA Source: comScore
    3. 4. 21% Growth for Mobile Web in 2011! From 85.6 Million To an estimated 105 Million Jan 2011 to Jan 2012 Source: Mobile Web Up analysis of public comScore data
    4. 5. The Global Scale Mobile Technology is exploding on many fronts on a global scale
    5. 6. Mobile is BIGGER. More people worldwide use mobile text messaging than email . More people worldwide have mobile phones than have computers . More people worldwide have mobile phones than have credit cards . More people worldwide have mobile phones than have FM radios .
    6. 7. Mobile Newsletter <ul><li>Leverage the Three Pillars of Mobile Marketing </li></ul><ul><li>All About Tablets: Are They Mobile? How Do They Fit In? </li></ul><ul><li>Traditional &quot;Offline&quot; Ads and Mobile Marketing </li></ul><ul><li>Selling and Direct Marketing With Mobile </li></ul><ul><li>Predictions about the future of mobile </li></ul><ul><li>Promoting your Mobile Website </li></ul><ul><li>And MORE! </li></ul><ul><li>Sign Up Today </li></ul><ul><li> </li></ul>
    7. 8. Mass Media What is a Mass Media? What are some examples?
    8. 9. Current Mass Media News print (printing press) Radio Audio Recordings Video Recordings Television Internet
    9. 10. 7 th Mass Media News print (printing press) Radio Audio Recordings Video Recordings Television Internet Mobile
    10. 11. Exercise What Unique Differences Does the Mobile have Compared other mass media? Print, Radio, TV, Internet?
    11. 12. Benefits of Mobile <ul><li>first truly personal mass media </li></ul><ul><li>first always on, always connected mass media </li></ul><ul><li>first always carried mass media </li></ul><ul><li>only mass media with a built in payment channel (SMS payments, itunes, NFC) </li></ul><ul><li>only mass media with social context </li></ul>
    12. 13. Five Facets of Mobile Mobile is not “one thing”. A wide range of topics and applications
    13. 14. Facets of Mobile Mobile Apps Text Messaging (SMS, MMS) Mobile Advertising Mobile Payments Mobile Internet
    14. 15. Mobile, Not Tablets In most cases, the normal desktop-oriented website is appropriate for the iPad and other tablet devices. By this definition, tablets are not considered mobile devices.
    15. 16. Three Pillars Source: Mobile Web Up analysis of Mobile Apps 25.6% Mobile Internet 42.1% SMS 70.5%
    16. 17. Mobile Apps Key Advantage: Richer, more engaging experiences possible More than with SMS or mobile web
    17. 18. Mobile Apps Disadvantage: Higher cost per person reached Capital investment is worthwhile for brands. May not be for smaller orgs
    18. 19. Text Messaging Biggest benefit: Very Wide Reach. 71% in the USA in 2011
    19. 20. Text Messaging Other benefits: High open rates (95-98%) Immediacy (4 min!)
    20. 21. Text Messaging Downside: Least expressive/interactive. 160 characters of text
    21. 22. Mobile Web Relatively high reach + Rich, engaging interactivity
    22. 23. Mobile Web The Mobile Web is simply the worldwide Internet, accessed through smartphones and other personal, handheld mobile devices.
    23. 24. Multiple Webs From a technology perspective, there is just one web. From a practical perspective, there are at least two. desktop + mobile
    24. 25. Exercise What have you done on a mobile website? (Alternative: What have you done on a desktop website, that you'd like to be able to do on your phone?
    25. 26. Mobile Web Relatively high reach. Operable on all smartphones Interactive and Engaging. Greater control of platform Capitalize on your other web marketing Traffic from search engines
    26. 27. Mobile Websites Are Different Most websites today are designed for a screen 12 inches wide, or bigger.
    27. 28. Solution: Mobile Optimization Your Mobile Web Presence
    28. 29. Mobile Websites Examples
    29. 38. Mobile Design comes from physical differences . How Are Mobile Phones Physically Different From Laptops and Desktops?
    30. 39. Mobile Vs. Desktop: Physical Differences <ul><li>Smaller Screens </li></ul><ul><li>Different Interface – No Mouse or Keyboard </li></ul><ul><li>Huge variety of mobile phone devices ... </li></ul>
    31. 40. Many Devices Literally hundreds of distinct mobile web phones used in the USA right now... Each with their own quirks. New devices and platforms reaching the market almost continually.
    32. 41. North American Phones Most important platforms (in North America, 2011) iPhone Android Blackberry Windows Phone 7 … and a long tail of other devices
    33. 42. “ Mindset” Differences The goals, intentions, and available attention is different for mobile web users. We call this mobile context.
    34. 43. Exercise Mobile Context Think of how you use the web when sitting at a desk. Compare to how you use the web on a smartphone. What's different?
    35. 44. Mindset Differences <ul><li>Different Goals </li></ul><ul><li>Task Directed </li></ul><ul><li>More Distractions – Shorter Attention Span </li></ul><ul><li>Short Term Actions </li></ul><ul><li>Spontaneous </li></ul><ul><li>Easy Access </li></ul>
    36. 45. Biz Web Presence Set aside mobile for a moment. How do desktop websites benefit a business?
    37. 46. How Websites Benefit A Business 1) Increase Sales 2) Lower Expenses (Automation) 3) PR and Branding
    38. 47. How Websites Benefit A Business <ul><li>1) Increase Sales </li></ul><ul><li>Lead generation </li></ul><ul><li>Order taking </li></ul><ul><li>Direct response marketing ... </li></ul><ul><li>2) Lower Expenses (Automation) </li></ul><ul><li>3) PR and Branding </li></ul>
    39. 48. How Websites Benefit A Business <ul><li>1) Increase Sales </li></ul><ul><li>2) Lower Expenses (Automation) </li></ul><ul><li>Customer service automation </li></ul><ul><li>Statutory disclosures/actions </li></ul><ul><li>Distribute Business Communications </li></ul><ul><li>3) PR and Branding </li></ul>
    40. 49. How Websites Benefit A Business <ul><li>1) Increase Sales </li></ul><ul><li>2) Lower Expenses (Automation) </li></ul><ul><li>3) PR and Branding </li></ul><ul><li>Public/press relations </li></ul><ul><li>Company blog and other communications </li></ul><ul><li>“ Linkbait” and SEO content to bring visitors from search engines </li></ul>
    41. 50. ALL of these apply to Mobile too. But the implementation is different .
    42. 55. Direct Response: Click To Call Mobile Web Page or App Prompts Visitors To Call Your Business
    43. 58. Mobile And “Offline” Ads Integrating Mobile With Traditional and Print Advertising
    44. 59. Offline Ad Channels What are some traditional, “offline” advertising channels in our world today?
    45. 60. Offline Ad Channels <ul><li>Billboards </li></ul><ul><li>Signage (e.g., public transit ads) </li></ul><ul><li>Magazine and Newspaper Ads </li></ul><ul><li>TV and Radio </li></ul>
    46. 61. Offline Ad Channels Will all continue to be useful. AND Can also now leverage The mobile channel!
    47. 64. Print -> Mobile Web Offline advertisement prompts people to view website on mobile phone. Transitions to more interactive experience that the prospect can carry with them
    48. 65. The Lead Funnel Getting Prospect Contacts From Passive Offline Ads
    49. 69. Print -> Text Message Print ad prompts people to send a text message. Gathers lead's contact information, and works well on vast majority of mobile phones in North America.
    50. 70. Repeatability One-time Print Ad Experience -> Repeated Mobile Ad Experience
    51. 72. SMS Subscriptions Print ads used to find qualified leads Who can be followed up with Repeatedly over time
    52. 73. Mobilize Your Presentations Text MWEB to 41411 To subscribe to the free Mobile Business Newsletter
    53. 76. QR Codes (Also called “2D Barcodes”) When scanned with a phone's camera, leads to a website.
    54. 77. Why QR Codes? <ul><li>Make it easier for the prospect to visit website (they don't have to type) </li></ul><ul><li>Allows different URLs for better segmentation and tracking </li></ul>
    55. 78. Mobile Newsletter
    56. 79. Get On The Mobile Web: Creating A Mobile Web Presence
    57. 80. Free: Leverage 3rd-party mobile support - Google Places, Facebook, Yelp, Amazon Market $100's: Mobile Site Builders - Mofuse, Wapple Use your IT staff : - Mobify (cost of labor, + $200-$1000/month) $1,000's-$10,000's: Whole-site mobilization - Mobile Web Up $50K-$100K: Enterprise multi-channel - Usablenet, Moovweb
    58. 81. Relying on Third Parties Especially powerful for local/retail businesses. Requires little capital Can bring in even more qualified local prospects than a mobile website will
    59. 82. Downsides Often not as helpful for businesses which aren't “local” Limited control
    60. 83. $100's: Website Builders With some money and free time, you can make a mobile website yourself. Search for “mobile website builder”.
    61. 84. Mobile Website Builders Mofuse ( Wapple (
    62. 85. Benefits of Builders Lets anyone create a quality mobile website Very low cost (under $100 a month) Often web based. Can update on any computer
    63. 86. Downsides of Builders Labor and time intensive. What's the value of your staff time? Getting the most out of them requires UX/UI/mobile tech knowledge Easy to get “out of sync” with your desktop site May not be flexible enough for your needs
    64. 87. Mobify A “self-service” mobile design tool. Requires technical expertise and devices for testing.
    65. 88. Whole-Site Mobilization Full service agencies handle the logistics of bringing your website on mobile devices effectively and successfully, and keeping everything updated over time. Minimum investment: > $10K
    66. 89. Evaluating Mobile Web Designers Ask what phones they have in their offices for testing. Check their example mobile websites in as many different phones as practical. Ask your friends or colleagues to help. Look at the firm's website in a mobile phone. It better look good!
    67. 90. THANK YOU! Any Questions? Aaron Maxwell (877) 707-6624 Text MWEB to 41411