Mobile App Vs Mobile Web
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Mobile App Vs Mobile Web

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What you need to know (Right Now!) about Mobile Marketing

What you need to know (Right Now!) about Mobile Marketing

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Mobile App Vs Mobile Web Mobile App Vs Mobile Web Presentation Transcript

  • What you need to know (Right Now!) about Mobile Marketing March 3, 2011 Blue Ash Business Association http://www.twitter.com/servicewebsw
  • Mobile is now the primary tool for accessing the web
    • Mobile provides access to social circles at all times. The median number of text messages sent by 18-24 year olds is 125 per day. 72% of young adults use social media.
    • Mobile devices are constantly connected and provide immediate access to the web, to text messaging and entertainment. 85% of adults over 18 now own an internet connected cell phone.
    • Smartphones provide information, entertainment, music & photos. 33% of adults use their cell phone to access news and online media.
    • Social media is crossing generational boundaries. 42% of internet users ages 50 and older use social networking sites as of May 2010, up from 22% in April 2009. The fastest growing demographic on Facebook is seniors 70+.
    Source: Pew Internet and American Life Foundation
  • “ According to Borrell Associates statistics, more than half a million apps are downloaded every hour and the average smartphone user has 22 of them.” The average smartphone users spends 2.8 hours per day using apps and 3 in 5 people first turn to an app before searching the Web, says Mobclix. “ Consumers in the United States are more likely to buy a smartphone in 2011 than PCs, feature phones, ereaders, media tablets and gaming products, according to a recent survey by Gartner Inc. U.S. smartphone sales are expected to grow from 67 million units in 2010 to 95 million units in 2011. By comparison, mobile PC shipments are forecast to total 50.9 million in the U.S. in 2011, up from 45.6 Report: Top 10 App Trends of 2011 , Read Write Mobile , December 28, 2010 2010 App Game Changers , Mobclix, December 20, 2010 Americans more likely to buy smartphone than any other device: Gartner , Mobile Commerce Daily, February 23, 2011 How fast is the mobile app marketplace growing? View slide
  • Businesses of every size are targeting customers with smartphones as the primary communications medium View slide
  • Nearly every social media site is now accessible through mobile apps. Mobile is the primary vehicle for reaching consumers through social media
  • Apple iPhone/iPad Android Blackberry
    • Apple sole manufacturer
    • 200K+ apps, 9000 developers
    • One app store / common hardware
    • Tight control over distribution
    • Native programming language: Objective C / Cocoa
    • Safari browser
    • Tablet computer: iPad
    • iAd Mobile advertising
    • Network: ATT cellular, wireless, Verizon (2011)
    • Licensed to 27 manufacturers
    • 100K+ apps
    • Multiple app stores
    • Numerous hardware variants
    • Registered app
    • Native programming language: Java / Android API / SDK
    • Multiple browsers
    • Multiple tablet computers
    • AdMob Mobile advertising
    • Network: many
    • RIM sole manufacturer
    • 10K+ apps
    • Multiple app stores
    • Multiple hardware variants
    • Registered app
    • Native programming language: Java / Blackberry API / SDK
    • RIM browsers
    • AdMob Mobile advertising
    • Network: many
  • What are some of the solutions available to reach mobile customers? Option Integrate 2D bar codes into print media and promotions Use 1D and 2D bar codes Objective Action Modify website to capture statistics and support promotions Send SMS messages to customers, receive text messages Use text messaging Create campaign, register short code, modify web site Drive more mobile web traffic with mobile friendly website Create mobile friendly website Modify website to use mobile frameworks Create campaign to drive traffic to website Use mobile device advertising Provide mobile web access and track web traffic Provide enhanced capabilities to lock in customers (loyalty card, payments) Create a custom app to engage customers Develop custom app and integrate into business processes Develop kiosk solution and integrate with promotions Drive in-store sales Use proximity marketing Cost $ $$$
  • Reaching your Audience via Mobile Devices… 2D bar codes
    • QR Codes can be used to integrate you print media campaigns with your web strategy.
    • QR Codes can be generated by free, open source code generator tools.
    • Adding QR codes to print campaigns has no incremental cost.
    • A steadily growing percentage of customers understand QR codes and have 2D bar code reader software installed in their smartphones.
    Cost: No Incremental Cost Advantages Disadvantages
    • QR Code use is new to Cincinnati and a smaller proportion of customers know what QR codes are and how to use them
    • Some older smartphones have difficulty scanning QR Codes.
    • There are other formats for 2D barcodes such as Microsoft Tags or EZCodes that are proprietary and require the user to be connected to a website when reading the codes.
  • Reaching your Audience via Mobile Devices… Messaging Services
    • SMS and MMS capabilities are available on almost every mobile device. Most consumers, especially consumers 18 - 34, are very familiar with using text message services.
    • SMS programs are simple to implement and are cost effective. Because the requests are user initiated, response rates are on average about 12% vs. < 2% for other web based advertising.
    • Multimedia Message Services (MMS) is the mechanism to send images, video and audio to a user using extensions to the SMS messaging protocol.
    Common Short Code (CSC) is a five or six digit number to which a user can send a text message. Common short codes are obtained by registering at the Common Short Code Administration website below. The cost is $500/month for a randomly assigned number or $1000 per month for a specific numeric code. http://www.usshortcodes.com/index.html Cost: $ 500-$1000/month Advantages Disadvantages
    • SMS Spam is becoming more common. Uses response rates are declining as a consequence.
    • To be effective, SMS campaigns must be coordinated with campaigns that use alternate marketing channels.
  • Reaching your Audience via Mobile… Web Centric Mobile Client Apps Cost: $3K and up Advantages
    • Client based solution. App distribution from server.
    • Server can detect mobile device type and map screen data to mobile device view.
    • Frameworks make it possible to emulate native code handling of gestures and touch behaviors.
    • Can be programmed to recognize both any smartphone or tablet device.
    Disadvantages
    • Mobile web access does not provide the same level of engagement and capability as native apps.
    • Navigation to mobile web app is more complicated and less user friendly than workstation web access.
    • Smartphone users are not tolerant of websites that do not emulate native mode behavior.
  • Reaching your Audience via Mobile… Custom Smartphone Apps Cost: $10K and up Advantages
    • Resident on the phone. Generates a higher level of engagement with the customer.
    • Accessed from the smartphone main menu. Icon is always visible.
    • The application guides the user’s interaction with the business.
    • Apps typically provide greater value to the end user and can be used to perform more complex interactions with the business (e.g. banking transactions).
    Disadvantages
    • Organization must develop and maintain the application.
    • Applications requirement ongoing maintenance and support, and will need to be updated as user needs change.
    • The software development, distribution and management process is much more complex than traditional web development.
    • Skilled app development resources are very scarce, demand is very high and development costs are rising quickly.
  • Evaluating Mobile Web vs. Custom Smartphone Apps
  • Apple’s iAd and Google’s AdMob programs allows mobile ads to be sent to smartphones if the user opts in. Push notifications set an alert notification in the home menu and the messages will be displayed within the target application. Reaching your Audience via Mobile… Mobile Banner Ads
  • Proximity marketing leverages the communications and geolocation capabilities of smartphones to direct targeted marketing at mobile users within a limited geographic area. Marketing Solutions Based on Short Range Connection Strategies,.. Bluetooth, Bump, SMS, Audible, QR Codes
    • Proximity Marketing is used for point-of-purchase, kiosk and special event marketing.
    • Marketing strategies include walk-by “talking” shelf tags, in store SMS, 1D/2D bar code scanning, “bump” message exchange, subsonic phone communications
    • Next phone generation will include GPS receivers that will resolve location down to 3 – 5 feet
    • Proximity marketing is ideal method for at public events
    • Proximity marketing has moved from bleeding edge concept to deployment over last 6 months
    Emerging Solutions for Mobile Devices… Mobile Proximity Marketing
  • http://www.youtube.com/watch?v=DpLRQy5cNIc&feature=&p=ECE328605D4296AE&index=0&playnext=1 Emerging Solutions on Mobile Devices… Gaming, Lifestyle and Affinity Marketing Gaming, Lifestyle and Affinity apps are emerging tools for engaging prospective customers
    • Games such as Angry Birds and Mafia Wars create a new level of engagement.
    • Gaming and social media have successfully pulled 18-24 demographic away from prime time television to engagement via smartphones and tablets.
    • Gaming and lifestyle strategies create multiple new categories for revenue generation… embedded advertising, virtual goods, paid cheats, character merchandising, product tie-ins, and lots more.
    • Lifestyle marketing strategies with these kinds of innovative channels achieve incredibly high response rates.
    ROVIO “Angry Birds” App Design and Monetization Strategy
  • Takeaways…
    • Mobile marketing has become mainstream and is affordable for most businesses
    • Mobile marketing is inherently measurable and has very high response rates
    • Mobile provides “always on” access to web sites, social media, entertainment and information
    • Mobile levels the playing field… it provides much deeper insight into customer behavior than print media or traditional websites
    • Mobile solutions deliver the kind of immediate personal engagement that customers now demand.
  • Bob McCarthy Biography Bob McCarthy is the President and CEO of ServiceWeb Systems, Inc. a software development and services company based in Cincinnati, Ohio. ServiceWeb Systems is a mobile device and web development services company based in Cincinnati, Ohio. SWSI uses onshore and offshore resources to deliver custom smartphone and tablet apps quickly and cost effectively. Visit the SWSI website for videos and screen shots of previous projects or scan the QR code below for contact information and links to our website. http:// www.servicewebsw.com http://www.twitter.com/servicewebsw
  • Bob McCarthy [email_address] 513-527-4886 Thank you…