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Mobile Mania: What you Need to Know30 March 2011John SimpsonChris KraftJen Bullett
Agenda            Mobile Explosion         B2B Marketers Respond         Why should you Care?          Strategies for Toda...
Mobile Explosion: Statistics
Mobile Explosion: Statistics
Mobile Explosion: Statistics
Mobile Explosion: Statistics
Mobile Explosion: Trends for Marketers  1. Mobile will completely revolutionise the way local advertisers can  connect wit...
B2B Marketers Respond                    B2B mobile marketing spend                      will reach $106M in 2014       “L...
Why Should You Care? “Business professionals, which are B2Bs target audience, not only use mobile devices to stay connecte...
Strategies for Today
Where to Start                 “ People arent going right to                   their PCs in the morning;                 t...
Where to Start        1. Keep it simple.        2. Put the most important and           frequently used functions at the t...
App versus SiteSome considerations1. Audience2. Content         • Who will be accessing the3. Interactivity     site/app? ...
App versus SiteSome considerations1. Audience                   • What type of content will2. Content           you be off...
App versus SiteSome considerations1. Audience                   • Does the site/app need to2. Content           access har...
App versus SiteSome considerations1. Audience2. Content         • How do you plan to promote                     the site/...
App versus SiteSome considerations1. Audience2. Content         • How much do you want to3. Interactivity     spend? Today...
App versus SiteDownloads from app stores will continue to rise untila peak in 2013, where the Mobile Web will takeover as ...
Mobile Site Design Best Practices• One column layout• Keep fonts basic & limit images (use jpeg or gif)• Optimize file siz...
Porsche Mobile Site
Reuters Mobile Site
BBC Mobile Site
Target
Some Examples: In Legal30% of corporate counsel prefer to receive information via their mobile device.75% of corporate cou...
Some Examples: In Legal
Some Examples: In Legal
Some Examples: In Legal
Law Firm Recruits: Created iLegal
Legal Research: On iPad
Different Types of Mobile Sites    1. Mobile versions of existing sites – sites       offering nearly the same features as...
Hidden Opportunities
Kindle & E-Books
View as a PDF, Share and e-Book?
Everything You Need. In Your Hands. Anywhere. Anytime.
At Tradeshows & Events: Marketing ToolkitBusiness Card Reader   2 DO   Digital Collateral   USTREAM
At Tradeshows & Events: Texting• Build a list of subscribers leading up to the  event• Host giveaways/promotions throughou...
Texting for Recruiting  Basic uses:  1. Reminder: interview date, time and bio of interviewer  2. Directions to an intervi...
OMG!! Y Does Txt Matter?    Text message marketing (a.k.a., "mobile marketing") is targeted, personal,   immediate, and t...
Texting Meets Social Media                       ―texting took up 3.9 hours a week—1 hour                       more than ...
Texting for Business       Companies offering text-based business cards
QR Code  QR codes bridge the gap  between offline and online                    Media where QR codes have been deployed in...
QR Code for Legal Marketing
Wrap-Up
DON’T Forget Technology Fundamentals• Source: http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
DO Forget Some of the Website Best Practices• Forget about three-column designs• Forget about persistent primary and secon...
QUESTIONS?
Mobile Mania: What You Need to Know to Kick-Start Your Strategy (UK)
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Mobile Mania: What You Need to Know to Kick-Start Your Strategy (UK)

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Mobile Mania: What You Need to Know to Kick-Start Your Strategy (UK)

  1. 1. Mobile Mania: What you Need to Know30 March 2011John SimpsonChris KraftJen Bullett
  2. 2. Agenda Mobile Explosion B2B Marketers Respond Why should you Care? Strategies for Today Hidden Opportunities
  3. 3. Mobile Explosion: Statistics
  4. 4. Mobile Explosion: Statistics
  5. 5. Mobile Explosion: Statistics
  6. 6. Mobile Explosion: Statistics
  7. 7. Mobile Explosion: Trends for Marketers 1. Mobile will completely revolutionise the way local advertisers can connect with potential customers. 2. Growth in adoption of mobile shopping applications will continue to alter in- store consumer behavior, increasing the significance of mobile in point of sale decision making. 3. Brands and agencies will continue to build branded apps, but will also have more attractive display media options, thanks to Google. 4. Advertisings outdoor real estate is fast becoming another connected channel capable of delivering high-fidelity digital experiences as unique, varied and measurable as more well-established mediums. 5. Consumers have new power to express their opinions through social technologies from anywhere, anytime. Smart marketers will do all they can to encourage and act on this real-time feedback.Source: http://adage.com/article/digitalnext/mobile-marketing-mobile-trends-2010/141596/
  8. 8. B2B Marketers Respond B2B mobile marketing spend will reach $106M in 2014 “Like social media, mobile marketing can be as much about creating deeper relationships with existing customers as it is about attracting new ones.”SOURCE: http://www.mobilemarketer.com/cms/news/research/5589.html
  9. 9. Why Should You Care? “Business professionals, which are B2Bs target audience, not only use mobile devices to stay connected, they rely on them to stay informed and make business decisions when not located at their place of business. And phone calls are just one part, given innovations such as smart phones have morphed our mobile devices into handheld computers that also happen to ring. Plus, since business professionals must stay connected to their communications devices, many times their mobile devices equate to their "lifelines to their livelihoods." Moreover, mobile is the most personal communications channel and the closest youll get to your business market, other than in-person meetings.” Source: http://www.ck-blog.com/cks_blog/2010/01/b2b-mobile-marketing-starter-guide.html
  10. 10. Strategies for Today
  11. 11. Where to Start “ People arent going right to their PCs in the morning; theyre walking around their offices with either an iPad, iPhone or BlackBerry.”
  12. 12. Where to Start 1. Keep it simple. 2. Put the most important and frequently used functions at the top 3. Make sure the right elements are on the mobile page. 4. Dont feel like you have to duplicate your entire site • Kara Pernice, managing director at Web usability firm Nielsen Norman Group
  13. 13. App versus SiteSome considerations1. Audience2. Content • Who will be accessing the3. Interactivity site/app? • Do you know what devices4. Cost they are using?5. Distribution • Do you have specific use cases for this site/app?
  14. 14. App versus SiteSome considerations1. Audience • What type of content will2. Content you be offering?3. Interactivity • Is this content available on your web site today?4. Cost • Will users be contributing5. Distribution content or just reading? • How often will it update? • Will users need it offline?
  15. 15. App versus SiteSome considerations1. Audience • Does the site/app need to2. Content access hardware elements3. Interactivity of the phone? Camera, phone, GPS, tilt motion?4. Cost • Does the interface require5. Distribution complex motion or logic? • Do you need to store settings or data?
  16. 16. App versus SiteSome considerations1. Audience2. Content • How do you plan to promote the site/app?3. Interactivity • Do you plan to make the4. Distribution app/site available on multiple devices?5. Cost • Will the app/site be available internationally?
  17. 17. App versus SiteSome considerations1. Audience2. Content • How much do you want to3. Interactivity spend? Today? Ongoing? • Do you have the budget to4. Distribution support multiple versions?5. Cost • Can you leverage exiting tools? Web CMS, etc.
  18. 18. App versus SiteDownloads from app stores will continue to rise untila peak in 2013, where the Mobile Web will takeover as the primary source of mobile interaction.
  19. 19. Mobile Site Design Best Practices• One column layout• Keep fonts basic & limit images (use jpeg or gif)• Optimize file sizes (esp. for images and rich media)• Put most important information at top of page• Evolving interactions (i.e. Touch, Drag)• Use radio buttons or lists (text entry is difficult on some devices)• Use CSS (tables will not render well)• Less is more: less content equals more likely to read
  20. 20. Porsche Mobile Site
  21. 21. Reuters Mobile Site
  22. 22. BBC Mobile Site
  23. 23. Target
  24. 24. Some Examples: In Legal30% of corporate counsel prefer to receive information via their mobile device.75% of corporate counsel aged 30-39 prefer to receive information via mobile.- Source: Corporate Counsel New Media Engagement Survey, 2010 24
  25. 25. Some Examples: In Legal
  26. 26. Some Examples: In Legal
  27. 27. Some Examples: In Legal
  28. 28. Law Firm Recruits: Created iLegal
  29. 29. Legal Research: On iPad
  30. 30. Different Types of Mobile Sites 1. Mobile versions of existing sites – sites offering nearly the same features as their traditional websites but are adapted to a handheld format. 2. Mobile landing pages – As the name suggests, these single-page entities can be created quickly to add a mobile-Web presence to a marketing campaign. 3. Dedicated mobile sites – These sites are standalone, multi-page entities, not mobile versions of a traditional website. They have their own designs and strategies to meet the needs of mobile visitors.
  31. 31. Hidden Opportunities
  32. 32. Kindle & E-Books
  33. 33. View as a PDF, Share and e-Book?
  34. 34. Everything You Need. In Your Hands. Anywhere. Anytime.
  35. 35. At Tradeshows & Events: Marketing ToolkitBusiness Card Reader 2 DO Digital Collateral USTREAM
  36. 36. At Tradeshows & Events: Texting• Build a list of subscribers leading up to the event• Host giveaways/promotions throughout the event• Make last minute announcements – e.g. dinner plans• Communicate with your staff• Generate leads
  37. 37. Texting for Recruiting Basic uses: 1. Reminder: interview date, time and bio of interviewer 2. Directions to an interview 3. Communicating with currently employed candidates
  38. 38. OMG!! Y Does Txt Matter?  Text message marketing (a.k.a., "mobile marketing") is targeted, personal, immediate, and time-effective communication. 1. Unlike e-mail marketing SMS is not viewed as Spam 2. It is information that people have requested 3. In addition, mobile marketing is far more effective than online marketing. • Online click-through responses average between 3-6 percent. • Mobile marketing campaigns achieve as high as 80 percent response in Europe. 4. Mobile marketing occurs anytime, anywhere. The consumer requests and receives the message and can then act on it immediately. 5. Its personal and immediate, and the audience is interested and motivated. 6. In contrast, Internet marketing is limited to a time and place. Source: SmartPhoneMag.com
  39. 39. Texting Meets Social Media ―texting took up 3.9 hours a week—1 hour more than social networking, blogging and tweeting combined.‖ – Marketing Sherpa
  40. 40. Texting for Business Companies offering text-based business cards
  41. 41. QR Code QR codes bridge the gap between offline and online Media where QR codes have been deployed include: • billboard ads • in-store displays • event ticketing and tracking • trade-show management • business cards • print ads • contests • direct mail campaigns • websites • email marketing
  42. 42. QR Code for Legal Marketing
  43. 43. Wrap-Up
  44. 44. DON’T Forget Technology Fundamentals• Source: http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
  45. 45. DO Forget Some of the Website Best Practices• Forget about three-column designs• Forget about persistent primary and secondary navigation schemes• Forget about any reliance you may have on Flash• Rethink how your content is written and rendered• Rethink how and where you use images and video• Rethink how you render navigational aids like links and buttons
  46. 46. QUESTIONS?

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