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5 Must-Knows for Mobile Marketing - Kevin Steineman


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In this talk Kevin Steineman shares the 5 MUST Knows for Mobile Marketing. Kevin is an Online and Mobile Marketing Strategist who has worked with companies of all sizes over the last 4 years. Kevin's key points emphasize:

1) Why you should get into mobile if you're one of the 16% of enterprises who hasn't already.

2) How to decide which mobile technology is best suited for your company.

3) How to go about selecting which type of mobile team will work best for your company.

4) Mobile Marketing strategies that are already being used, and how you can implement them yourself.

5) The difference between Enterprises and Independent mobile app developers, as well as the key considerations that need to be observed once you've entered the mobile industry.

Kevin comes from a creative background, is an app developer himself, and also runs a mobile blog catered to: app developers, enthusiasts, and those interested in the mobile industry.

You can see a recording of the talk that was presented here:

And if you're interested in staying up to date on these types of Mobile Insights you can go to the MobileMinute website:
or keep the conversation going on

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5 Must-Knows for Mobile Marketing - Kevin Steineman

  1. 1. 5 MUST KNOWS forMobile Marketing
  2. 2. #1
  3. 3. Quick Stats$25 Billion in Global App Revenue in 2013(ABI Research)$92 Billion by 2018 (ABI Research)85% of Consumers prefer mobile apps vs mobile sites(Compuware)Mobile Web Traffic to exceed Desktop Web Traffic in 2013(SmartAdServer)Mobile Data to Surpass Voice by 2018 (GSMA)In-App-Purchases to top $3 Billion on Tablets $6 Billion onSmartphones by 2016 (Juniper Research)US is no longer leader in devices, China is. (Flurry)1/4 of enterprises to have their own App-stores by 2017(Gartner)
  4. 4. All Have in Common?
  5. 5. Answer...
  6. 6. #2
  7. 7. What Mobile Technology is Right for Your Company?How websites have evolved..(collection of links, handful of images, and CTA)toRich, interactive, branded experience. How do you take that over to mobile?
  8. 8. Option #1 Do nothing.Most smart phones can technically access yourbrowser. Wordpress does a good job with this.Obviously, the results are horrible..UIUX
  9. 9. Option #2 Make a mobile optimized site.Take the rich immersive active website, and drillit down to the core messages, making itaccessible and enjoyable for a small screen.
  10. 10. Option #3 (Assuming you go with Option #2)Take you mobile site and wrap it in a native app (as well as others) will allow you to take yourexisting website, designed to fit in the the mobileframework, and put it into the native language of aparticular operating system. Youll still have an HTMLwebsite, but, in the case of iOS, you now have objective Cbuilt around it.It doesnt make much of a difference in the usability butdoes get you distribution. Meaning, you can put it inGoogle Play, iOS, Amazon, etc..
  11. 11. Option #4 Go Native.Take the usability, the richness, coolness andtry to mirror that depth of experience with anative mobile app, built from the ground-up.It allows a lot more interactivity, cool features,also access to the entirety of the phoneshardware.I.E. Camera, Storage - Retailer vs Publisher
  12. 12. Which One of These is Right for Your Business?You have to determine what level of depth and interactivity is important to your business or brand.Obviously a native app is the best. But it is not with itsdrawbacks.(having a developer code it for you in each language foreach platform).Whether: ObjectiveC for iOS, Java with Google, or CSharpwith Windows 8.
  13. 13. Moving on.. #3
  14. 14. Structuring Your Organization for Mobile Success Where do you even start?
  15. 15. Model #1 The one-team model.In this structure the team that’s building your coreexperiences, (having developed your core brandexperience) also understands: • Mobile technology • Your brand’s challenges • Your usersTeam transitions into taking your current desktop/mobileexperience and implementing it into the mobile experiencethemselves.
  16. 16. Challenges to Model #1Team can often think about brand experience in one way, and think of mobile as complimentary or supplementary.May struggle to grasp the mobile firstscenario.Skillset(s) also dont directly translate.
  17. 17. Model #2 Insourced model.In this model your core scenario team continues to focus onyour core web and desktop branding experience.As part of that process they define some mobile scenarios.And as they define those mobile scenarios they work withan internal team of mobile experts to get them developed.Thus you have a second development group, specificallymobile experts, and they spend their time solely thinkingabout your mobile presence.
  18. 18. Challenges for Model #2Collaborating internally in organizations oftentimes results in challenges in prioritization.Your internal mobile-first product team mayhave a number of different internal partners,and your scenarios or your application may notbe high on their list.
  19. 19. Model #3 (most common) Outsourced model.Your team has an established, excellent set of coreexperiences and understands the user and they want tocontinue to focus on the overall brand experience.Working with your scenario team, a product manager orproject manager comes up with your organization’s mobilerequirements and hands them off to an external third-party.Afterwards the external third-party hands back yourcompanies completed mobile experience.
  20. 20. Challenges for Model #3Who owns the bugs if there’s an issue found?Who’s going to troubleshoot it?Who owns first line support? (Make sure your Legal Work is worked out)
  21. 21. How do I Decide? Simply..#1 If your organization has a very flexibledevelopment team.#2 If your organization has a strong group ofmobile-specific experts.#3 If budget is not an issue, but time is.
  22. 22. #4
  23. 23. Enterprise vs IndieGeo-targeted Push Notifications AKA Geo-Fencing.Geo-targeted AdvertisingCatching BouncersData MiningSMS
  24. 24. Geo-FencingThis simply means alerting your users/customers when theyre in a specific area, (perhaps around your retail location)? With a 97% read-rate this is something you DEFINITELY want to take advantage of.Examples: • A Health and Fitness Club could send class schedules to their members when they arrive on location and give them the option to register, pay, or RSVP for the next class; right-then. • A national franchise/chain could easily send region or city specific notifications about special offers based on what users in that area are interested in.
  25. 25. Geo-Targeted AdvertisingThe power of modern mobile powered targeted advertising allows you to target users by their specific location, displaying ads that are geographically and contextually optimized. As a business, you can also make on-the-fly adjustments to the campaign on a particular region based on what’s working.Example:A Health and Fitness Club with a high user base on theirapp could offer ad space to professions that complimentedtheir club. Masseuses, Acupuncturists, Chiropractors,Physical Therapists, and the like.
  26. 26. Catching BouncersMaybe a users was checking out your app, then realized they had to fill out their billing, contact, and address information which caused them to bounce.Using a phone’s GPS, transactional apps can detect auser’s location and automatically fill in address data.Example:Seamless, is the leading online food delivery service,whose been aggressively marketing their mobile apps thatautomatically detects a user’s location to fill in a deliveryaddress and display restaurants able to deliver there.
  27. 27. Data MiningTracking signals from mobile devices is opening a whole new world of analytics and data-mining opportunities for retailers stuck in the physical world.Questions like:What engaged users and what turned them off?Where, exactly, in the online store did a user go and whatdid they do when they got there?
  28. 28. SMS..You already know. (Example)
  29. 29. IndiesCross-promotion strategiesBest times to do burst campaignsPlanning your launchDifferent SDKs that could be beneficial to in-app marketing
  30. 30. #5
  31. 31. With all that being said..
  32. 32. ..This is only the tip of the iceberg.• Utility: useful services for a regular use.• Content: brand-aligned content. Create, share, enjoy.• Communication: b2c, c2c, traditional and social.• Engagement: novel new forms of media and interaction.• Events: mobile is perfect for venues and events.• Promotions: Ewallets, coupons, etc..• Loyalty: recognition and reward for measurable loyalty.
  33. 33. Poor Mobile App Experience WouldDrive 1 in 3 to a Competitor
  34. 34. How People Consume Video on Mobile.
  35. 35. Smartphone Commerce activities. QR Codes not mainstream in US.
  36. 36. Mobile Share of Email Opens
  37. 37. Consumer Reactions to Non- Optimized Mobile Emails
  38. 38. There is another way..
  39. 39. Kevin Steineman