Tim Hayden
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Tim Hayden

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    Tim Hayden Tim Hayden Presentation Transcript

    • The Mobile Web:Where Relevance + Decisions Converge @TheTimHayden #SocialFresh  Baltimore November 29, 2011
    • Source: Mobile Marketing Association
    • FACT Mobile traffic most oftenoriginates from a search engine.
    •  Condensed Content (4-10X reduction of desktop site) Navigation limited to 2-3 actions beyond landing page Quick Load Time (you have <30 seconds!)
    • LocationSearch Time/DateTerms Context Device Language Type
    •  Cross-platform tested! Data feed (API – location, device, A-B testing, time/date) with CRM/profiling platform Responsive Design
    • Carrier Contracts & $
    • Augmented RealityNear-FieldCommunications/Mobile WalletsLocation-BasedServicesGeo-FencingMost Mobile Apps
    • Weather, Games, Social, Maps & Music…Barcodes! 60% “Thinking about the application(s) on your primary cell phone, 250% which categories of applications have you used in the PAST 3 MONTHS?” 50% 200% 40% 150% 30% 2010 100% 2011 20% YOY Growth 50% 10% 0% 0% Base: 5,187 US adult smartphone owners (2010) Base: 2,420 US adult smartphone owners (2011) Source: North American Technographics® Benchmark Mail Survey 2010, 2011
    • INFLUENCER
    • Decisions are being made in dynamic communication systems, not unlike meshnetworks, where consumersshare experiences and make decisions together.
    • Scan, Text or Click? •QR Code Scan 38% •SMS Text 41% •URL (browser) 21% ~1MM clicks Jul-Octt 2011 – 44Doors Capture Ciients
    •  Keep inbound/outbound (send/receive) of texts to a maximum of 3-4 TOTAL actions Explore vendors that provide real 10-digit phone addresses as well as short codes Better used at events and in direct mail, rather than in-store (where time may be a challenging factor)
    •  The Mobile Web is very different than the Desktop Web Brevity rules the moment, in terms of connection, copy + call-to-action Capitalize on natural, current behavior Be pragmatic with new technology Offer multiple channels from offline to online (QR Codes, URLs, SMS) Relevancy improves immediate conversion, AND creates WOM (Word-of-Mouth)
    • tim@44Doors.com @TheTimHayden