• Like
Developing a Successful Mobile Strategy   ap iv2
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Developing a Successful Mobile Strategy ap iv2

  • 465 views
Published

Presented at the American Press Institute's "Mobile Media: Opportunities on the Move" conference July 18-19 in Washington, DC. …

Presented at the American Press Institute's "Mobile Media: Opportunities on the Move" conference July 18-19 in Washington, DC.

Pete's talk discussed the inevitability of adopting a mobile strategy for your business. A successful mobile strategy must have reaching your customers and your market as its central goal (and this doesn't necessarily require developing a native application). Pete shared several important elements to consider when developing a mobile strategy, including methods for connecting with a mobile audience, effective audience engagement, mobile platform differences and the impact this can have on market reach.

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, within five years, more users will connect to the web via mobile devices than desktop computers.

Published in Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
465
On SlideShare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
13
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • This will be the focus of our talk. Room to make a bad spend.The focus is not what is the coolest iPhone feature that you absolutely must implement or why you HAVE to integrate your social media presence into your appllication. Should you take advantage of these things? Yes, but ONLY if it makes sense based on your goals.Wouldn’t just open a new location, or hire 30 people, but with Mobile, that’s what happens. People forget that the mobile application is an extension of their goals. It is a tactic, or a collection of tactics.
  • 4 parts
  • Was 79/21 last yearTrending away from feature phones
  • We encounter this all the time.
  • Not just smart phones
  • Don’t take your current digital presence, your website, and stuff it into a screen this bigIt is not their desktop and they are OK with that.
  • Don’t stuff this big thing onto this small screen. Start to think about the ecosystem, not the device.
  • Understand the Potential of MobileMany of today’s mobile initiatives are born exclusively out of a company’s IT or marketing department, but mobile shouldn’t just be a fancy gimmick relegated to serving a marketing function. Ignoring the needs of the company’s bottom line business objectives excludes one of the most important steps in the process, which is identifying precisely where mobile can have the greatest impact within an organization. From training staff to streamlining operations, mobile can extend into every part of a company. Failure to bring every department to the table during the initial planning phases often results in applications that fail to meet critical business objectives.
  • Sloan – iPhone (wrong platform)Partstown – Android (Not wide enough reach)
  • Sloan – iPhone (wrong platform)Partstown – Android (Not wide enough reach)
  • It is not a stand alone decision.
  • Used this to illustrate for talk.Simple, maybe overly abstract, but it makes the point.
  • Tactics – pick one or two, this is the stuff that your mobile solution will be based on.A mobile app isn’t a Swiss Army knife; it’s a carving blade. It should be designed to do a limited number of things extremely well. Many of the companies who have launched successful apps have recognized that an app can only deliver a portion of their full service list before it becomes prohibitively expensive to produce and unwieldy to use. Best Buy, for example, has at least five different apps, each addressing one specific functionality. Define exactly what your app’s objective will be and focus on those features that will directly address that objective.Jot.
  • Different departments will need to adjust to the mobile solution
  • http://www.comscoredatamine.com/2011/06/growth-in-top-us-mobile-categories/
  • OK, to be narrow at first.
  • Your advertisers care about this.
  • This is important for you as your sales teams work with your advertisers, they will want to know who you are targeting. http://www.comscoredatamine.com/2011/06/us-smartphone-owners-by-age
  • http://blog.signalhq.com/2010/03/15/smartphone-demographics-mobile-strategy/Smartphone ownership by age (percent respondents in each age group):18-24 (49 percent)25-34 (58 percent)35-44 (44 percent)45-54 (28 percent)55-64 (22 percent)65 or older (11 percent)CiOInsight.comThis is important for you as your sales teams work with your advertisers, they will want to know who you are targeting. http://www.comscoredatamine.com/2011/06/us-smartphone-owners-by-age/
  • This is important for you as your sales teams work with your advertisers, they will want to know who you are targeting. http://www.comscoredatamine.com/2011/06/us-smartphone-owners-by-age/
  • Universal Insurance
  • Not he full site crammed down.
  • Parts Town
  • ADD PARTS TOWN MOBILE WEBMENTION HOW THEY INSISTED ON A NATIVE APP
  • This is not field of dreams, just building it does not mean they will come.
  • Let your users have some control over how they interact with your content…saving, sharing, favoriting, voting,
  • HACKS HACKERS
  • Do I need this?

Transcript

  • 1. Mobile Media: Opportunities on the MoveAmerican Press Institute
  • 2. OverviewAdopting a mobile strategy for your business is inevitable. Yourmobile strategy must be aligned with your overall businessstrategy, and this doesnt necessarily mean you need todevelop an application.
  • 3. Phone TypesSmart Phones account for only 38% of totaldevices Feature Phones Smart PhonesSource: Nielsen
  • 4. Smart Phone PlatformsJanuary 2010 RIM (43%) Apple (25.1%) Microsoft (15.7%) Google (7.1%) Palm (5.7%)Source: comScore MobiLens
  • 5. Smart Phone PlatformsFebruary 2011 Google (33%) RIM (28.9%) Apple (25.2%) Microsoft (7.7%) Palm (2.8%)Source: comScore MobiLens
  • 6. Takeaway Don’t get hung up on platform market share and popularity. Your goal is to reach your consumer.
  • 7. What are People Doing?February 2011, Total U.S. Age 13+ Texting (68.8) Browsing (38.4) Used Apps (36.6) Social Networking (26.8) Played Games (24.6) Listen to Music (17.5)Source: comScore MobiLens
  • 8. What is Mobile?“Mobile does not fit into the traditional marketing mindset, and trying tofigure out mobile this way turns into nothing more than a smaller, crappierversion of the display advertised internet” – Helge Tennøhttp://www.slideshare.net/helgetenno/mobile-abilities-map
  • 9. 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/
  • 10. Ecosystem of Channels Entertainment Product Communication Fulfillment Research & Community Mobile Shopping
  • 11. Not StrategicYou look around at what your competitors aredoing and read about the current stats formobile usage and you say "we need one ofthose [mobile strategy] too".
  • 12. Not Strategic“I just got a [phone type]. It would be cool tohave an application for it.”
  • 13. Mobile Planning ProcessObjectives Goals Strategy Tactics Vision / Mission Mobile Solution
  • 14. Strategy
  • 15. Define the ObjectiveIncrease revenues?Decrease costs?Increase brand awareness?Educate the customer?Engage the customer?
  • 16. Visual Strategic PlanObjectives Build Trust in Brand Attain New Customers
  • 17. Define the GoalsIncrease revenues by 10%?Decrease costs by 10%?25 new clients?
  • 18. Visual Strategic PlanObjectives Build Trust in Brand Attain New Customers Goals 1000 newsletter signups 25% referral business 20 new clients 15% increase in sales
  • 19. Define the StrategyEncourage customer referrals?Faster customer service turnaround?Social Media?
  • 20. Visual Strategic PlanObjectives Build Trust in Brand Attain New Customers Goals 1000 newsletter signups 25% referral business 20 new clients 15% increase in sales Community Increase ExpertiseStrategy Involvement Proactive Listening Social Media Outreach Message
  • 21. Visual Strategic PlanObjectives Build Trust in Brand Attain New Customers Goals 1000 newsletter signups 25% referral business 20 new clients 15% increase in sales Community Increase ExpertiseStrategy Involvement Proactive Listening Social Media Outreach Message Create Community Establish Listening Communicate Directly Increase Event Tactics Manager Role Posts with Users Participation Monthly Newsletter Monitor Forums Facebook Page Active Blogging Contests Maintain Post-Sale Dialog
  • 22. TakeawaysThe tactics are the candidate requirements foryour mobile solution.Involve key players in each department –news, advertising, marketing, digital – early.
  • 23. Channel MatchingDetermine which mobile channel(s) makes themost sense, based on tactics.
  • 24. Ecosystem of Channels Entertainment Product Communication Fulfillment Research & Community Mobile Shopping
  • 25. Enable the ChannelNative AppsMobile WebSMS
  • 26. Market Reach. SMS/WAP Mobile Web Location- Based Native Apps
  • 27. Map to Platform Demographic. Gender Income-level platformeveryone Spending Tech-Savvy Patterns Technical youth
  • 28. Platform DemographicsSmartphone ownership by age (percent respondents in each age group):18-24 (49 percent)25-34 (58 percent)35-44 (44 percent)45-54 (28 percent)55-64 (22 percent)65 or older (11 percent)CiOInsight.com
  • 29. Platform DemographicsBlackBerry - Business user who uses the phone primarily for e-mail, instantmessages and viewing attachments.Android - 33% of users are single and, by Ad Mob’s count, 73% are male.iPhone - Tech-obsessed, wealthy, less likely to have kids than othersmartphone users… also more likely to buy things from theirphones, download apps and content, according to Nielsen.iPod Touch - According to AdMob, 65% of users are under 17 — and likes togame and listen to music.
  • 30. Native Applications - Pros• Rich context capabilities, will appeal to your advertisers (location-aware, augmented reality).• Leverages device capabilities (GPS, camera, local storage/offline access).• Will appeal to your advertisers.
  • 31. Augmented Reality
  • 32. Location Aware
  • 33. Native Applications - Cons• Expensive to develop• Platform-specific development effort• Limited Reach• App Market Noise
  • 34. Retail ExampleObjectives Build Trust in Brand Attain New Customers Goals 1000 newsletter signups 25% referral business 20 new clients 15% increase in sales Community Establish DomainStrategy Involvement Proactive Listening Social Media Outreach Expertise Create Community Establish Listening Communicate Directly Increase Event Tactics Manager Role Posts with Users Participation Monthly Newsletter Monitor Forums Facebook Page Active Blogging Support Runners
  • 35. SolutionTools for Runners. Smart-Phone (GPS for runs) iPhone (Target demographic)
  • 36. Cross Platform DevelopmentFrameworks allow multiple platforms to betargeted with less effort and cost.
  • 37. Mobile Web Don’t push your website onto a phone.
  • 38. Optimize
  • 39. Mobile Web - Pros• Available on most smart phone web browsers*.• Inexpensive relative to native applications.• Appears in search results.
  • 40. Mobile Web - Cons• Cannot leverage device capabilities (until HTML 5).• *No Flash on iPhone.• Has to be bookmarked to appear on device home screen.• Not available while offline (until HTML 5).
  • 41. SMS - Pros Widest reach, available on every data-enabled device.
  • 42. SMS - Cons It’s SMS
  • 43. Hospitality ExampleObjectives Great Client Experience Increase Revenue Goals 100% Spa BookingsStrategy Discount Services Tactics Promote To Guests
  • 44. SolutionDistressed Inventory Updates. SMS (Basic Message, Widest Audience)
  • 45. TakeawaysUnderstand how to reach your customer –platform and channel.Ask them.
  • 46. Be Realmobile has an even higher standard forauthenticity, relevance and quality of contentthan other media.
  • 47. Rules of EngagementBe useful and relevantBe efficientDon’t interruptEntertain if possibleMake THEM feel important
  • 48. Repeat This Do Not Waste Their Time
  • 49. Connect peter.morano@keylimetie.com