Developing A Successful Mobile Strategy 4.22.2010<br />Knapp Center Lecture Series<br />
Overview<br />Adopting a mobile strategy for your business is inevitable. Your mobile strategy must be aligned with your o...
Mobile<br />
Phone Types<br />Smart Phones account for only 21% of total devices<br />Source: Nielsen<br />
Smart Phone Platforms<br />January 2010<br />Source: comScore MobiLens<br />
What are People Doing?<br />January 2010, Total U.S. Age 13+<br />Source: comScore MobiLens<br />
What People Aren’t Doing<br />
What is Mobile?<br />“Mobile does not fit into the traditional marketing mindset, and trying to figure out mobile this way...
Mobile is Connection<br />Multiple Channels<br />	Service/Product Fulfillment<br />	Communications<br />	Community<br />	E...
What is Mobile?<br />“Mobile as a term is just a reference to an eco-system that phones are a part of” <br />– Kevin Slavi...
Ecosystem of Channels<br />
sTRATEGY<br />
Not Strategic<br />You look around at what your competitors are doing and read about the current stats for mobile usage an...
Not Strategic<br />“I just got a [phone type]. It would be cool to have an application for it.”<br />
Mobile Planning Process<br />Goals<br />Strategy<br />Tactics<br />Objectives<br />Vision / Mission <br />Mobile Solution<...
Strategy<br />
Visual Strategic Plan<br />Objectives<br />Build Trust in Brand<br />Attain New Customers<br />This is a sample of how a c...
Visual Strategic Plan<br />Objectives<br />Build Trust in Brand<br />Attain New Customers<br />Goals<br />1000 newsletter ...
Visual Strategic Plan<br />Objectives<br />Build Trust in Brand<br />Attain New Customers<br />Goals<br />1000 newsletter ...
Visual Strategic Plan<br />Objectives<br />Build Trust in Brand<br />Attain New Customers<br />Goals<br />1000 newsletter ...
Define the Objective<br />Increase revenues? <br />Decrease costs? <br />Increase brand awareness?<br />Educate the custom...
Channel Matching<br />Determine which mobile channel(s) makes the most sense, based on the tactics.<br />
Mobile STRATEGY Tactics<br />
Enabling the Channel<br />SMS<br />.<br />Location-Based<br />Bluetooth<br />Native Apps<br />Third-Party Service<br />MMS...
Market Reach<br />.<br />
Map to Demographic<br />platform<br />.<br />Gender<br />Income <br />everyone<br />Tech-Savvy<br />Technical<br />youth<b...
Retail Example<br />Objectives<br />Build Trust in Brand<br />Attain New Customers<br />Goals<br />1000 newsletter signups...
Solution<br />Tools for Runners<br />	Smart-Phone  (Richer UX)<br />iPhone (Target Demographic)<br />.<br />
Hospitality Example<br />Objectives<br />Great Client Experience<br />Increase Revenue<br />Goals<br />100% Spa Bookings<b...
Solution<br />Distressed Inventory Updates<br />	SMS (Basic Message, Widest Audience)<br />.<br />
Effective engagement<br />
Be Real<br />mobile has an even higher standard for authenticity, relevance and quality of content than other media <br />
Rules of Engagement<br />Be useful and relevant<br />Be efficient<br />Don’t interrupt<br />Entertain if possible<br />Mak...
Repeat This<br />Do Not Waste Their Time<br />
Discussion<br />
Connect<br />peter.morano@keylimetie.com<br />@petermorano<br />
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Developing a Successful Mobile Strategy (IIT Knapp Center Lecture Series)

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

  1. 1. Developing A Successful Mobile Strategy 4.22.2010<br />Knapp Center Lecture Series<br />
  2. 2. Overview<br />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. <br />
  3. 3. Mobile<br />
  4. 4. Phone Types<br />Smart Phones account for only 21% of total devices<br />Source: Nielsen<br />
  5. 5. Smart Phone Platforms<br />January 2010<br />Source: comScore MobiLens<br />
  6. 6. What are People Doing?<br />January 2010, Total U.S. Age 13+<br />Source: comScore MobiLens<br />
  7. 7. What People Aren’t Doing<br />
  8. 8. What is Mobile?<br />“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<br />http://www.slideshare.net/helgetenno/mobile-abilities-map<br />
  9. 9. Mobile is Connection<br />Multiple Channels<br /> Service/Product Fulfillment<br /> Communications<br /> Community<br /> Entertainment<br /> Research and Shopping<br />
  10. 10. What is Mobile?<br />“Mobile as a term is just a reference to an eco-system that phones are a part of” <br />– Kevin Slavin <br />http://blip.tv/file/2037784/<br />
  11. 11. Ecosystem of Channels<br />
  12. 12. sTRATEGY<br />
  13. 13. Not Strategic<br />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".<br />
  14. 14. Not Strategic<br />“I just got a [phone type]. It would be cool to have an application for it.”<br />
  15. 15. Mobile Planning Process<br />Goals<br />Strategy<br />Tactics<br />Objectives<br />Vision / Mission <br />Mobile Solution<br />
  16. 16. Strategy<br />
  17. 17. Visual Strategic Plan<br />Objectives<br />Build Trust in Brand<br />Attain New Customers<br />This is a sample of how a company could build a Strategic Plan.<br />
  18. 18. Visual Strategic Plan<br />Objectives<br />Build Trust in Brand<br />Attain New Customers<br />Goals<br />1000 newsletter signups<br />20 new clients<br />15% increase in sales<br />25% referral business<br />
  19. 19. Visual Strategic Plan<br />Objectives<br />Build Trust in Brand<br />Attain New Customers<br />Goals<br />1000 newsletter signups<br />20 new clients<br />15% increase in sales<br />25% referral business<br />Strategy<br />Increase Expertise Message<br />Social Media Outreach<br />Proactive Listening<br />Community Involvement<br />
  20. 20. Visual Strategic Plan<br />Objectives<br />Build Trust in Brand<br />Attain New Customers<br />Goals<br />1000 newsletter signups<br />20 new clients<br />15% increase in sales<br />25% referral business<br />Strategy<br />Increase Expertise Message<br />Social Media Outreach<br />Proactive Listening<br />Community Involvement<br />Tactics<br />Create Community Manager Role<br />Increase Event Participation<br />Communicate Directly with Users<br />Establish Listening Posts<br />Monthly Newsletter<br />Active Blogging<br />Facebook Page<br />Monitor Forums<br />Contests<br />Maintain Post-Sale Dialog <br />
  21. 21. Define the Objective<br />Increase revenues? <br />Decrease costs? <br />Increase brand awareness?<br />Educate the customer?<br />
  22. 22. Channel Matching<br />Determine which mobile channel(s) makes the most sense, based on the tactics.<br />
  23. 23. Mobile STRATEGY Tactics<br />
  24. 24. Enabling the Channel<br />SMS<br />.<br />Location-Based<br />Bluetooth<br />Native Apps<br />Third-Party Service<br />MMS<br />Mobile Ads<br />HTML 5<br />2D Bar Codes<br />Coupons<br />Sponsored Apps<br />WAP<br />Augmented Reality<br />
  25. 25. Market Reach<br />.<br />
  26. 26. Map to Demographic<br />platform<br />.<br />Gender<br />Income <br />everyone<br />Tech-Savvy<br />Technical<br />youth<br />
  27. 27. Retail Example<br />Objectives<br />Build Trust in Brand<br />Attain New Customers<br />Goals<br />1000 newsletter signups<br />20 new clients<br />15% increase in sales<br />25% referral business<br />Strategy<br />Establish Domain Expertise<br />Social Media Outreach<br />Proactive Listening<br />Community Involvement<br />Tactics<br />Create Community Manager Role<br />Increase Event Participation<br />Communicate Directly with Users<br />Establish Listening Posts<br />Monthly Newsletter<br />Active Blogging<br />Facebook Page<br />Monitor Forums<br />Support Runners<br />
  28. 28. Solution<br />Tools for Runners<br /> Smart-Phone (Richer UX)<br />iPhone (Target Demographic)<br />.<br />
  29. 29. Hospitality Example<br />Objectives<br />Great Client Experience<br />Increase Revenue<br />Goals<br />100% Spa Bookings<br />Strategy<br />Discount Services<br />Tactics<br />Promote To Guests<br />
  30. 30. Solution<br />Distressed Inventory Updates<br /> SMS (Basic Message, Widest Audience)<br />.<br />
  31. 31. Effective engagement<br />
  32. 32. Be Real<br />mobile has an even higher standard for authenticity, relevance and quality of content than other media <br />
  33. 33. Rules of Engagement<br />Be useful and relevant<br />Be efficient<br />Don’t interrupt<br />Entertain if possible<br />Make THEM feel important<br />
  34. 34. Repeat This<br />Do Not Waste Their Time<br />
  35. 35. Discussion<br />
  36. 36. Connect<br />peter.morano@keylimetie.com<br />@petermorano<br />

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