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Mobile Marketng Boot Camp 2012

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Here are the slides from Mobile Marketing Boot Camp at Online Marketing Summit, San Diego. You'll find the facts and figures we cited, but obviously a ton of the day was discussion...so the slide are …

Here are the slides from Mobile Marketing Boot Camp at Online Marketing Summit, San Diego. You'll find the facts and figures we cited, but obviously a ton of the day was discussion...so the slide are only a slice of the day.

Published in: Business, Technology

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  • 1. Mobile Marketing Bootcamp Gene Ehrbar Dave WienekeDirector of Mobile Solutions Director of Digital Strategy ISITE Design ISITE Design @PDXGene @UsefulArts #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 2. The Next 3 Hours is All About You• Goals for Today• The Case for Mobile 1st• Crash Course: Mobile Web• Crash Course: Mobile Apps• Mobile Measurement http://www.foreflight.com #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 3. Who Are These Guys?Gene Ehrbar Dave WienekeBuilds Mobile Customer Experiences Connects Digital to Business Plan – Mobile Strategy – Thomson Reuters – Mobile Web Development – Christian Science Monitor – Mobile App Development – Harvard Kennedy School – Moen – Sokolove Law – Mass.gov #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 4. A Digital Experience Agency (20 second nod.)• Founded in 1997• Boston MA, Portland OR, Los Angeles CA• Full-service digital agency, 60+ employees• Blending strategy, design, development, optimization• Recognized by MITX, Webby Awards, IxDA• International client base #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 5. What Do You Want to Know Today? #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 6. The Next 3 Hours is All About You• Goals for Today• The Case for Mobile• Crash Course: Mobile Web• Crash Course: Mobile Apps• Mobile Measurement• Deep Dive: Financial Services http://www.foreflight.com #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 7. Three Huge WavesMobile Application IntegratedDelivery Design DataUbiquity & User Context Experience Interoperability #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 8. MobileDelivery Ubiquity & Context #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 9. Happy Christmas Mobile Marketers• Tablet Ownership Near Doubled in a Month {1}• Mobile Sales and Session Doubled Y/Y {2} #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 10. Mobile Won Super Bowl XLVI• Advertiser Fixation• Audience Engagement• Brand Extension• List Building #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 11. #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 12. #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 13. #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 14. #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 15. Revolutions Ride on Behavior• Harris Interactive: 50% of Superbowl viewers used mobile devices 10 or more times during the game.• Velti survey showed 60% of viewers planned to use their mobile device during the game. #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 16. Super Bowl XLVI Commemorative App #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 17. #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 18. #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 19. #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 20. End of PC Dominance•IDC & Gartner show PC sales eroding (4.8-6.6%)•Goldman Sachs predicts tablets will cannibalize one in three US PCsales this year.•Smart Phones to Out Ship PC’s in 2012. (Meeker)•Smart Phones to out consume PC’s in bandwidth 2013 (Gartner) http://gene.is/OMS1 http://gene.is/OMS2 #OMS12 | @PDXGene | @UsefulArts | @ISITE_DesignDave Wieneke – www.usefularts.us
  • 21. “Mobile Only” Segment on 56x900 Growth Path 788800700600 Mobile Only Internet500 420 Asia Pacific400300 North America200100 55 13 2 0 http://gene.is/OMS3 2010 2015 #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 22. App Sales Opportunity: $150 Billion by 2014 Gartner projects mobile app sales: 2010: sales topped $5.2bn 2011: explosion to $15.1bn 2014: Exponential growth to $150bn = $65Bn annual sales. Stephanie Baghdassarian Research Director at Gartner = $62Bn annual sales. http://gene.is/OMS4 #OMS12 | @PDXGene | @UsefulArts | @ISITE_DesignDave Wieneke – www.usefularts.us
  • 23. #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 24. Channel “Heat” Doesn’t Insure Success• Driven by business goals?• How known is the audience and its needs?• Is this a one off or evolving property?• Is there a marketing plan / promotional budget?• Can you manage it from shared platform? #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 25. Autodesk’sDisruptive App• $2.5B high end firm launches $3 so what?• 15M revenue, yawn…• Consumer entry – gaining 1M downloads in 50 days.• Name recognition, experience in new product category. #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 26. Application Design User Experience #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 27. Design Is Highly Interactive User UX Bar is Headed Up #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 28. The Best Digital is PagelessPERSON Personalization #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 29. Location Based Marketing• Place puts Product, Price and Promotion in motion.• Man walks in to a bar…and a mix triangulating his iTunes and others comes on the iJukebox.• Geo-Targeted Messages #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 30. Geo-Target Messages #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 31. Embed Icons in Local Search• Visitors select brands they want to see.• Or, ad driven alternatives may be offered as part of search. #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 32. Location & Check In Driven Branding #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 33. Click to Locate #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 34. Augmented Reality #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 35. Mobile Changes Business http://gene.is/OMS5 #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 36. The Automotive Dealing Desk of Death #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 37. Stay in the Car! #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 38. Mobile Changes Search• Exact: mobile searches have twice the keywords.• Local: 40%-53% have local keywords.• Prone to act: 90% lead to site visit. (Average purchase w/in an hour vs. week)• Increases over day (vs work day)• Prone to errors. Citation #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 39. Integrated Data Interoperability #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 40. Data is the New Oil Of Commerce #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 41. Content Enrichment is Ongoing Old: content to delivery model Write Post Archive New: content enriched toward app experience Enrichment Analytics Post Programmatic calls, Tagging, auto links, behavioral enrichment Write production enrichment Delivery #OMS12 | @PDXGene | @UsefulArts | @ISITE_DesignDave Wieneke – www.usefularts.us
  • 42. How to Get Started1. Ready your website for mobile traffic (Adaptive or Specialized Design)2. Stake out any physical turf on Google / 4sq…3. How can SMS4. Experiment w/Mobile Ads (Search / Banner)5. Assess substantial app business opportunity. (Products, Controls, Interface, Location) “Think Relationship Pipe.6. Don’t jump to QR’s (use them wisely.) #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 43. The Case for Mobile 1st• The most sophisticated brand experiences• Reaching straight to the shelf• Grabbing an engaged mobile search audience• Who are on a faster purchase path• More likely to share your message• And use an app as owned media connection #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 44. The Next 3 Hours is All About You• Goals for Today• The Case for Mobile 1st• Crash Course: Mobile Web• Crash Course: Mobile Apps• Mobile Measurement http://www.foreflight.com #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 45. Crash Course: Mobile Web Image: ronmartin.net #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 46. Mobile First! http://gene.is/OMS6 #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 47. Web First! • Competing app SDKs • Open standards • Greater reach • Lower TCO #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 48. The Web was young once #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 49. The Mobile Web is growing up FAST #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 50. Growing Pains• Increased expectations/higher UX standards• Fragmented device/browser landscape• Slow adoption of standards & practices #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 51. Maybe it’s the Phone’s DNA? • Reliability is at the core of the phone • Expectations for mobile reliability based on prior experience #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 52. Or the Web’s Long Adolescence… #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 53. Evolution of Mobile Web Awareness Image: thinkgeek.com #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 54. Stage 0: Malfunction • Flash required • Image-heavy, text-light • Bad practice on web, disasterous on mobile http://gene.is/OMS7 #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 55. Stage 1: Denial Image: jimunro.blogspot.com #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 56. Stage 2: Acceptance #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 57. Stage 3: Triage #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 58. Stage 4: Purging • Mobile first approach • Benefits: constraints, advanced device capabilities #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 59. Stage 5: Synthesis • Responsive Web Design approach • Benefits: one set of assets to maintain, future- friendly code http://gene.is/OMS7 #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 60. Mobile Web Best (and worst!) Practices #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 61. Rule #1, 2 and 3: Keep it Simple #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 62. Rule #4: Design for Touch #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 63. Rule #5: Streamline User Inputs #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 64. Seven Deadly Sins #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 65. Clutter #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 66. Disconnect #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 67. Bother #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 68. Awkwardness #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 69. Neglect #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 70. Incapacity #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 71. Assumptions #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 72. Context: Myth and Reality #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 73. Mobile Mindsets• Microtasking• Bored• Local• Time for a refresh? #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 74. Case Study: ODS Health Plans #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 75. The Next 3 Hours is All About You• Goals for Today• The Case for Mobile 1st• Crash Course: Mobile Web• Crash Course: Mobile Apps• Mobile Measurement http://www.foreflight.com #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 76. Why App? #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 77. Classes of App Experience #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 78. Shifting Game Revenues #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 79. Habits of Highly Effective Apps Source: @caseorganic #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 80. What Makes You So Special? Avoid clichés like the plague. Samuel Goldwyn #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 81. Image: awesomestream.wordpress.com, HT: Giles Bowkett #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 82. Budget Guidance• Costs are all over the map• Instagram & Twitterriffic rules of thumb• Think program, not project• Distributed data adds complexity http://gene.is/OMS8 #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 83. Case Study: City of Cambridge, MA #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 84. Trends to watch• Customer empowerment• Boundary-crossing / convergence• Game elements• Location-based marketing #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 85. Native Mobile Measurement Tools http://flurry.com #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 86. Mobile Web Measurement Tools #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design
  • 87. Exercise! #OMS12 | @PDXGene | @UsefulArts | @ISITE_Design