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NO MOREMOBILEGIMMICKS      #mGimmick
AUGMENTED REALITY                          BUNION REMOVAL                           DOCTOR-FINDING BUNION MAPPER          ...
CAT LADY     FLOSSER!  G   IFY TORE   AMBOX SYOUR BIG PING!    SHO P        CARB LOVER   CLEAN FREAK
These things are ridiculous...but they are actually happening  1. The 3 types of mobile projects 2. How to do them right (...
Technology cyclesMainframe     Mini       Personal    Internet         MobileComputing   Computing   Computing   Computing...
The 3 Mobile Program TypesThe Mobile Maturity Model
Type 1Tick The Box
DQ Restaurant Finder“everyone has seen the Applecommercials with the tagline, “There’s anapp for that!”Well, we felt it wa...
Type 1 Characteristics• The boss asked you to, so you did it• “Me too” initiative• No long-term strategy• Content scrapped...
What you need to knowKeep it up to date   Avoid going custom      Set expectations                                        ...
Where is “Tick The Box” in the Maturity Model?
Type 2The Gimmick
Klondike Unfoiled   Gummie Mug
Type 2 Characteristics• Innovative or cool, but notnecessarily useful or thought out• Short-lived with large initial inter...
*    But gimmicks aren’t always bad...As long as you know why you’re doing them
Over a 1 year period, here are these apps’ rankings
Gummie Mug has 5x the search results of Klondike
The objective of these apps wasn’t toaccomplish a purchase, it was to raiseawareness
If gimmick = True, at least do it wellDon’t make users do   Make something I   Invest in designridiculous things.    want ...
Mobile PSAThe days of putting your app in the app store  and having it be an instant hit are over.      CTAs on web       ...
Where is “The Gimmick” in the Maturity Model?
Type 3The Product
Chase Bank   Sephora to Go
Type 3 Characteristics• Long-term investment• Requires long-term support• Concrete metrics for success• Extension or creat...
*Just because it’s a product doesn’t     mean it has to be boring gimmick + product = success
Pizza Hut took their core service and made it fun via gimmicks
Mobile is huge for Intuit, the companybehind TurboTax.With SnapTax they extended theirservice and had a slew of coverage t...
Where is “The Product” in the Maturity Model?
Now What?5 Steps to Create Value
1. Broaden your horizons... Workforce Enablement   Inventory Management   Point of Sale   Business Intelligence           ...
2. Gather RequirementsGive all departments an index card toanswer “list a way mobile could better               your role”...
3. Set objectives Everything+ kitchen sink
4. Calculate cost of ownership Development   Maintenance   Hosting   Marketing Hardware      Content/API   Updates   Licen...
5. Don’t let technology   get in the way of   objectives
Mobile PSA             Stop the QRaziness         It doesn’t get good results       Most marketers don’t use it right
Sam Gaddis, CMOmutualmobile.comTwitter: @mutualmobile     Sam Gaddisbit.ly/mGimmicks
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No More Mobile Gimmicks

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Produced for Mutual Mobile for the 2011 Innotech conference, this presentation looks at gimmicks in mobile marketing and how companies can avoid corny mobile fumbles and instead deliver fun, value and results.

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Transcript of "No More Mobile Gimmicks"

  1. 1. NO MOREMOBILEGIMMICKS #mGimmick
  2. 2. AUGMENTED REALITY BUNION REMOVAL DOCTOR-FINDING BUNION MAPPER APPFIND A’ DOC Dr. Moron 3mi. n over ! obble o ear you Dr. Jokin H 7mi. octor n to a d
  3. 3. CAT LADY FLOSSER! G IFY TORE AMBOX SYOUR BIG PING! SHO P CARB LOVER CLEAN FREAK
  4. 4. These things are ridiculous...but they are actually happening 1. The 3 types of mobile projects 2. How to do them right (or wrong)3. A few steps to create mobile value
  5. 5. Technology cyclesMainframe Mini Personal Internet MobileComputing Computing Computing Computing Computing1960s 1970s 1980s 1990s 2000s courtesy of Mary Meeker
  6. 6. The 3 Mobile Program TypesThe Mobile Maturity Model
  7. 7. Type 1Tick The Box
  8. 8. DQ Restaurant Finder“everyone has seen the Applecommercials with the tagline, “There’s anapp for that!”Well, we felt it was finally time tolaunch our very own Dairy QueeniPhone Application.The user experience on the applicationwas intentionally simplified ascompared to the full DQwebsite.
  9. 9. Type 1 Characteristics• The boss asked you to, so you did it• “Me too” initiative• No long-term strategy• Content scrapped from website• Cheap!
  10. 10. What you need to knowKeep it up to date Avoid going custom Set expectations 3 22 150 75 2007 2008 0 2009 2010
  11. 11. Where is “Tick The Box” in the Maturity Model?
  12. 12. Type 2The Gimmick
  13. 13. Klondike Unfoiled Gummie Mug
  14. 14. Type 2 Characteristics• Innovative or cool, but notnecessarily useful or thought out• Short-lived with large initial interest• Capitalizes on trends *
  15. 15. * But gimmicks aren’t always bad...As long as you know why you’re doing them
  16. 16. Over a 1 year period, here are these apps’ rankings
  17. 17. Gummie Mug has 5x the search results of Klondike
  18. 18. The objective of these apps wasn’t toaccomplish a purchase, it was to raiseawareness
  19. 19. If gimmick = True, at least do it wellDon’t make users do Make something I Invest in designridiculous things. want to share
  20. 20. Mobile PSAThe days of putting your app in the app store and having it be an instant hit are over. CTAs on web Email In-store Training Videos PR Push Mobile ads Your Marketing Plan: Highly Coordinated Drafted WAY in advance of launch
  21. 21. Where is “The Gimmick” in the Maturity Model?
  22. 22. Type 3The Product
  23. 23. Chase Bank Sephora to Go
  24. 24. Type 3 Characteristics• Long-term investment• Requires long-term support• Concrete metrics for success• Extension or creation of new productor service *
  25. 25. *Just because it’s a product doesn’t mean it has to be boring gimmick + product = success
  26. 26. Pizza Hut took their core service and made it fun via gimmicks
  27. 27. Mobile is huge for Intuit, the companybehind TurboTax.With SnapTax they extended theirservice and had a slew of coverage thatcemented their place in mobile.
  28. 28. Where is “The Product” in the Maturity Model?
  29. 29. Now What?5 Steps to Create Value
  30. 30. 1. Broaden your horizons... Workforce Enablement Inventory Management Point of Sale Business Intelligence Sales Training Marketing Security
  31. 31. 2. Gather RequirementsGive all departments an index card toanswer “list a way mobile could better your role” An app Not all ideas will be good, or to help feasible network Focus on opportunity, not technology to tore duct n-s pro s i he ad e t iP at on str em
  32. 32. 3. Set objectives Everything+ kitchen sink
  33. 33. 4. Calculate cost of ownership Development Maintenance Hosting Marketing Hardware Content/API Updates Licensing
  34. 34. 5. Don’t let technology get in the way of objectives
  35. 35. Mobile PSA Stop the QRaziness It doesn’t get good results Most marketers don’t use it right
  36. 36. Sam Gaddis, CMOmutualmobile.comTwitter: @mutualmobile Sam Gaddisbit.ly/mGimmicks
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