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Mobile Best Practices DiscussionJune 14, 2012
Before we begin…    Has everyone checked in?                               2
Mobile in the worldMobile numbers are large and growing.•  236.6M mobile phone users     •  73.3 M are smartphone users   ...
Mobile for the consumer                 HOME                                             WORK                             ...
That has interestingimplications.                       5
1. “All About Me”    •  Invitations    •  Highly personal: Where | When | What2. “All About It”    •  Physical Restriction...
All About “Me”                 7
Ask yourself: Why do 98% of SMS messages get opened                                       -- within 60 minutes?“I invited ...
Mobile Best Practices1) Earn their invitationGive consumers a reason to invite you onto theirphone.2) Their trust needs to...
Trust is such a major consideration in mobilebecause “All About Me” means mobileis highly personal…  …which equates to bra...
Me: Where | When | What-  Where you are-  When you’re there-  What you’re doing                          11
Mobile Best Practice3) Continuous Relevance Personal   =   We know more                 than usual                        ...
An example…Tell a geo-social app likeFoursquare where you are.A nearby Starbucks tells youabout a special offer.           ...
All About “It”
Smartphones are lovely,but limitedJust picture the way most people use their smartphones.Held in one hand.Carefully pressi...
“Quick Hits” ruleConsumers pop on to their phone to get quick hits ofnews and sports, games and entertainment, or tomake a...
17
Mobile Best Practice4) Optimize for Quick HitsA basic interaction with a mobile consumer shouldbe easy for them to enter i...
“Quick” doesn’t haveto mean “shallow”Because its so personal, you’re much closer to the consumerthan normal. Which means t...
An example: “I like that song!”A consumer hears a song they like on the Pandora streamingmusic app.They can bookmark it fo...
Mobile Best Practice5) Flow to deeper engagementsIf a consumer is intrigued enough to engage in adeeper way, offer them eas...
Mobile Best Practices1)    Earn an invitation2)    Reward their trust3)    Continuous Relevance4)    Optimize for Quick Hi...
Thanks!          23
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Mobile Best Practices Discussion 2012 06 14

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Best practices for mobile marketing and communications.

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Transcript of "Mobile Best Practices Discussion 2012 06 14"

  1. 1. Mobile Best Practices DiscussionJune 14, 2012
  2. 2. Before we begin… Has everyone checked in? 2
  3. 3. Mobile in the worldMobile numbers are large and growing.•  236.6M mobile phone users •  73.3 M are smartphone users •  75.5% of all Americans •  Expected to be 109M by 2015•  91.4M use the mobile internet •  49.4M use mobile social networkingBut the best know phone in the world is also known for being … …terrible at making phone calls.Source: eMarketer, March 2011 3
  4. 4. Mobile for the consumer HOME WORK HOME sleep transit play/shop sleep lunch 1 6 9 11 14 16 19 23 time •  newspaper •  radio • trade press •  radio •  tv •  radio •  billboards • radio •  billboards •  movies •  tv •  free newspapers • internet •  tabloids •  dm • exhibitions •  internet • billboards •  books •  tabloids •  popular pressUse Phone for: Alarm Clock Traffic Alerts Newspaper Take Pictures Weather Social Networking Shopping Dining Tix Dinner Plans MOBILE  IS  PRESENT  DURING  EVERY  PART  OF  THE  DAY   Original Chart Source: Ansible Mobile 4
  5. 5. That has interestingimplications. 5
  6. 6. 1. “All About Me” •  Invitations •  Highly personal: Where | When | What2. “All About It” •  Physical Restrictions •  Quick Hits •  Deeper Connections 6
  7. 7. All About “Me” 7
  8. 8. Ask yourself: Why do 98% of SMS messages get opened -- within 60 minutes?“I invited it.”I’m fairly certain… it’s from someone I know, or it’s something I specifically requested. 8
  9. 9. Mobile Best Practices1) Earn their invitationGive consumers a reason to invite you onto theirphone.2) Their trust needs to be rewardedWhen they invite you in, give value back. We don’twant to be vampire spam: invited in, only to suck upvaluable time and attention. 9
  10. 10. Trust is such a major consideration in mobilebecause “All About Me” means mobileis highly personal… …which equates to brands as highly useful. 10
  11. 11. Me: Where | When | What-  Where you are-  When you’re there-  What you’re doing 11
  12. 12. Mobile Best Practice3) Continuous Relevance Personal = We know more than usual = Personally relevant at that exact moment 12
  13. 13. An example…Tell a geo-social app likeFoursquare where you are.A nearby Starbucks tells youabout a special offer. 13
  14. 14. All About “It”
  15. 15. Smartphones are lovely,but limitedJust picture the way most people use their smartphones.Held in one hand.Carefully pressing small screens or tiny keyboards, with their thumb. 15
  16. 16. “Quick Hits” ruleConsumers pop on to their phone to get quick hits ofnews and sports, games and entertainment, or tomake a quick announcement to the world throughsocial media. 16
  17. 17. 17
  18. 18. Mobile Best Practice4) Optimize for Quick HitsA basic interaction with a mobile consumer shouldbe easy for them to enter into, and easy to get aresponse. 18
  19. 19. “Quick” doesn’t haveto mean “shallow”Because its so personal, you’re much closer to the consumerthan normal. Which means these hits can more easily lead todeeper engagements. 19
  20. 20. An example: “I like that song!”A consumer hears a song they like on the Pandora streamingmusic app.They can bookmark it for later, and then explore that song, orthe artist, in more detail using Pandora on their computer.And then that exploration instantly updates the mobileexperience next time the app is launched. 20
  21. 21. Mobile Best Practice5) Flow to deeper engagementsIf a consumer is intrigued enough to engage in adeeper way, offer them easy ways to do so. 21
  22. 22. Mobile Best Practices1)  Earn an invitation2)  Reward their trust3)  Continuous Relevance4)  Optimize for Quick Hits5)  Flow to deeper engagements 22
  23. 23. Thanks! 23
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