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Developing a Successful Mobile Strategy (IIT Knapp Center Lecture Series)
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Developing a Successful Mobile Strategy (IIT Knapp Center Lecture Series)

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Presented at Knapp Center Lecture Series....

Presented at Knapp Center Lecture Series.

As applications continue to migrate toward the web, mobile devices are becoming inextricably linked with our everyday lives. According to The Mobile Internet Report released by Morgan Stanley in December 2009, within five years, more users will connect to the web via mobile devices than desktop computers.

Adopting a mobile strategy for your business is inevitable. Your mobile strategy must have reaching your customers and your market as its central goal, and this doesn’t necessarily mean you need to develop an application. To develop a successful mobile strategy, there are several important elements to consider, including methods for connecting with a mobile audience, effective audience engagement, mobile platform differences and the impact this can have on market reach.

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  • Reminds us that when we are writing a 'mobile' strategy we are actually writing a small part of a 'marketing' strategy
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Developing a Successful Mobile Strategy (IIT Knapp Center Lecture Series) Presentation Transcript

  • 1. Developing A Successful Mobile Strategy 4.22.2010
    Knapp Center Lecture Series
  • 2. Overview
    Adopting a mobile strategy for your business is inevitable. Your mobile strategy must be aligned with your overall business strategy, and this doesn't necessarily mean you need to develop an application.
  • 3. Mobile
  • 4. Phone Types
    Smart Phones account for only 21% of total devices
    Source: Nielsen
  • 5. Smart Phone Platforms
    January 2010
    Source: comScore MobiLens
  • 6. What are People Doing?
    January 2010, Total U.S. Age 13+
    Source: comScore MobiLens
  • 7. What People Aren’t Doing
  • 8. What is Mobile?
    “Mobile does not fit into the traditional marketing mindset, and trying to figure out mobile this way turns into nothing more than a smaller, crappier version of the display advertised internet” – Helge Tennø
    http://www.slideshare.net/helgetenno/mobile-abilities-map
  • 9. Mobile is Connection
    Multiple Channels
    Service/Product Fulfillment
    Communications
    Community
    Entertainment
    Research and Shopping
  • 10. What is Mobile?
    “Mobile as a term is just a reference to an eco-system that phones are a part of”
    – Kevin Slavin
    http://blip.tv/file/2037784/
  • 11. Ecosystem of Channels
  • 12. sTRATEGY
  • 13. Not Strategic
    You look around at what your competitors are doing and read about the current stats for mobile usage and you say "we need one of those [mobile strategy] too".
  • 14. Not Strategic
    “I just got a [phone type]. It would be cool to have an application for it.”
  • 15. Mobile Planning Process
    Goals
    Strategy
    Tactics
    Objectives
    Vision / Mission
    Mobile Solution
  • 16. Strategy
  • 17. Visual Strategic Plan
    Objectives
    Build Trust in Brand
    Attain New Customers
    This is a sample of how a company could build a Strategic Plan.
  • 18. Visual Strategic Plan
    Objectives
    Build Trust in Brand
    Attain New Customers
    Goals
    1000 newsletter signups
    20 new clients
    15% increase in sales
    25% referral business
  • 19. Visual Strategic Plan
    Objectives
    Build Trust in Brand
    Attain New Customers
    Goals
    1000 newsletter signups
    20 new clients
    15% increase in sales
    25% referral business
    Strategy
    Increase Expertise Message
    Social Media Outreach
    Proactive Listening
    Community Involvement
  • 20. Visual Strategic Plan
    Objectives
    Build Trust in Brand
    Attain New Customers
    Goals
    1000 newsletter signups
    20 new clients
    15% increase in sales
    25% referral business
    Strategy
    Increase Expertise Message
    Social Media Outreach
    Proactive Listening
    Community Involvement
    Tactics
    Create Community Manager Role
    Increase Event Participation
    Communicate Directly with Users
    Establish Listening Posts
    Monthly Newsletter
    Active Blogging
    Facebook Page
    Monitor Forums
    Contests
    Maintain Post-Sale Dialog
  • 21. Define the Objective
    Increase revenues? 
    Decrease costs? 
    Increase brand awareness?
    Educate the customer?
  • 22. Channel Matching
    Determine which mobile channel(s) makes the most sense, based on the tactics.
  • 23. Mobile STRATEGY Tactics
  • 24. Enabling the Channel
    SMS
    .
    Location-Based
    Bluetooth
    Native Apps
    Third-Party Service
    MMS
    Mobile Ads
    HTML 5
    2D Bar Codes
    Coupons
    Sponsored Apps
    WAP
    Augmented Reality
  • 25. Market Reach
    .
  • 26. Map to Demographic
    platform
    .
    Gender
    Income
    everyone
    Tech-Savvy
    Technical
    youth
  • 27. Retail Example
    Objectives
    Build Trust in Brand
    Attain New Customers
    Goals
    1000 newsletter signups
    20 new clients
    15% increase in sales
    25% referral business
    Strategy
    Establish Domain Expertise
    Social Media Outreach
    Proactive Listening
    Community Involvement
    Tactics
    Create Community Manager Role
    Increase Event Participation
    Communicate Directly with Users
    Establish Listening Posts
    Monthly Newsletter
    Active Blogging
    Facebook Page
    Monitor Forums
    Support Runners
  • 28. Solution
    Tools for Runners
    Smart-Phone (Richer UX)
    iPhone (Target Demographic)
    .
  • 29. Hospitality Example
    Objectives
    Great Client Experience
    Increase Revenue
    Goals
    100% Spa Bookings
    Strategy
    Discount Services
    Tactics
    Promote To Guests
  • 30. Solution
    Distressed Inventory Updates
    SMS (Basic Message, Widest Audience)
    .
  • 31. Effective engagement
  • 32. Be Real
    mobile has an even higher standard for authenticity, relevance and quality of content than other media
  • 33. Rules of Engagement
    Be useful and relevant
    Be efficient
    Don’t interrupt
    Entertain if possible
    Make THEM feel important
  • 34. Repeat This
    Do Not Waste Their Time
  • 35. Discussion
  • 36. Connect
    peter.morano@keylimetie.com
    @petermorano