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  1. 1. Mobile Marketing / Apps 7th March
  2. 2. How important is a mobile strategy?
  3. 3. "Mobile First". “Our programmers are doing work on mobile first,” he said. “We’ll still have a desktop version, but we’ll also have one on a high- performance mobile phone. The top programmers want to work on mobile apps. Phones are so much more personal and satisfying. The phone is no longer just a phone, it’s your alter ego – it’s fundamental to everything you do.” Google CEO, Eric Schmidt
  4. 4. Describe the functions and meaning of this media…
  5. 5. Mobile Contexts Functions Meaning GPS Location aware Touch Intimacy / interactivity Sensors Intelligence Contacts Personal / social Portable Pervasive Connected Available
  6. 6. So, what’s the point?
  7. 7. Mobile experience can be viral
  8. 8. What EXPERIENCE do you want to achieve? • Awareness? • Consideration? • Intent? • Support? • Loyalty? • Advocacy?
  9. 9. Awareness
  10. 10. Awareness
  11. 11. Awareness
  12. 12. Awareness
  13. 13. Consideration
  14. 14. Consideration
  15. 15. Consideration
  16. 16. Intent
  17. 17. Purchase
  18. 18. Purchase
  19. 19. Support
  20. 20. Support
  21. 21. Loyalty
  22. 22. Advocacy
  23. 23. Top 10 apps 1. Money Transfer: This can be sending money via SMS, NFC (near-field communication), banking apps, and more to come. 2. Location-Based Services: Apps which functionality relies on the location of the mobile user. 3. Mobile Search: Mobile applications for searching all sorts of things. Not just Google, but other databases, as well as the use of augmented reality apps for “visual search”. 4. Mobile Browsing: “Mobile browsing capabilities currently exist only on 60%+ of handsets today. By 2013, that number will climb to 80%”. This statistic, combined with the rapid rate of increase in global smartphone sales, shows us how it will be possible for mobile web browsing to overtake desktop web browsing in 2013 (predicted by Google). 5. Mobile Health Monitoring: Health monitoring and diagnosis.
  24. 24. Top 10 apps 6. Mobile Payments: Like mobile transfers, but also including mobile subscriptions etc. 7. Near Field Communications (NFC): Using mobile devices to perform actions with local objects through “swiping” or “tapping” the actual mobile device, such as making payments. 8. Mobile Advertising: “Total spending on mobile advertising in 2008 was $530.2 million and it will grow to $7.5 billion in 2012.” 9. Mobile Instant Messaging: always free, and can be restrictive. Apps that improve the experience and are free to use are taking over. 160 characters of less? Not anymore! 10. Mobile Music: The iPod is all fine and well, but now apps that deliver streaming (no purchase or downloads necessary), such as Spotify, are rising.
  25. 25. OfflineSocial Media Online Promotional Material (flyers, posters, etc.) SEO QR Codes Word of Mouth Google Places Hyperlinks Text Marketing Advertising Traffic from Apps Stores QR Codes Video (YouTube etc.) Traffic Website Text Link App Delivery and Marketing
  26. 26. Mobile Website? Blackberry Platforms (1, a few, or all) Self-Develop, or Outsource? Native or Web App Windows ContentBada Fresh Content? Symbian Android Static or Dynamic? More... iOS App Creation Options
  27. 27. 10 Key Strategic Points 1. Know your audience / community 2. How do they use mobile? 3. Think beyond the dilbert cube 4. Repurpose content 5. Repurpose inventory 6. Use data