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The Mobile Web: Where Relevance + Decisions Converge

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Slides used in my "The Mobile Web: Where Relevance + Decisions Converge", at Social Fresh Baltimore on 11-29-2011. Huge thanks to @jasonkeath and the #socialfresh crew for having me!

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The Mobile Web: Where Relevance + Decisions Converge

  1. 1. The  Mobile  Web:    Where  Relevance  +  Decisions  Converge     @TheTimHayden   #SocialFresh  -­‐  Bal7more   November  29,  2011  
  2. 2. Source:  Mobile  Marketing  Association   Mobile Experience Solutions: Technology + Strategy
  3. 3. FACT   Mobile  traffic  most  oCen  originates  from  a  search  engine.  
  4. 4. Mobile Experience Solutions: Technology + Strategy
  5. 5. •  Condensed  Content  (4-­‐10X  reduc7on  of   desktop  site)  •  Naviga7on  limited  to  2-­‐3  ac7ons  beyond   landing  page  •  Quick  Load  Time  (you  have  <30  seconds!)  
  6. 6. Location  Search   Time/Terms   Date   Context   Device   Language   Type  
  7. 7. •  Cross-­‐plaTorm  tested!  •  Data  feed  (API  –  loca7on,  device,  A-­‐B  tes7ng,   7me/date)  with  CRM/profiling  plaTorm  •  Responsive  Design  
  8. 8. Carrier  Contracts  &  $   Mobile Experience Solutions: Technology + Strategy
  9. 9. Augmented  Reality    Near-­‐Field  Communica7ons/    Mobile  Wallets    Loca7on-­‐Based  Services    Geo-­‐Fencing    Most  Mobile  Apps   Mobile Experience Solutions: Technology + Strategy
  10. 10. Mobile Experience Solutions: Technology + Strategy
  11. 11. Mobile Experience Solutions: Technology + Strategy
  12. 12. 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  
  13. 13. Mobile Experience Solutions: Technology + Strategy
  14. 14. INFLUENCER  
  15. 15. Decisions  are  being  made  in   dynamic  communication   systems,  not  unlike  mesh  networks,  where  consumers  share  experiences  and  make   decisions  together.   Mobile Experience Solutions: Technology + Strategy
  16. 16. Mobile Experience Solutions: Technology + Strategy
  17. 17. Mobile Experience Solutions: Technology + Strategy
  18. 18. Scan,  Text  or  Click?   • QR  Code  Scan        38%   • SMS  Text            41%   • URL  (browser)      21%   ~1MM  clicks  Jul-­‐Ocj  2011  –  44Doors  Capture  Ciients  
  19. 19. •  Keep  inbound/outbound  (send/receive)  of   texts  to  a  maximum  of  3-­‐4  TOTAL  ac7ons  •  Explore  vendors  that  provide  real  10-­‐digit   phone  addresses  as  well  as  short  codes  •  Bejer  used  at  events  and  in  direct  mail,   rather  than  in-­‐store  (where  7me  may  be  a   challenging  factor)   Mobile Experience Solutions: Technology + Strategy
  20. 20. •  The  Mobile  Web  is  very  different  than  the   Desktop  Web  •  Brevity  rules  the  moment,  in  terms  of   connec7on,  copy  +  call-­‐to-­‐ac7on  •  Capitalize  on  natural,  current  behavior  •  Be  pragma7c  with  new  technology  •  Offer  mul7ple  channels  from  offline  to  online   (QR  Codes,  URLs,  SMS)  •  Relevancy  improves  immediate  conversion,  AND   creates  WOM  (Word-­‐of-­‐Mouth)  
  21. 21.                      7m@44Doors.com   @TheTimHayden   Mobile Experience Solutions: Technology + Strategy

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