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Mobile Marketing As Science And Art

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Delivered at CommunicAsia2015 in Singapore on 3 June, 2015 by MWI's CEO, Joshua Steimle.

"I had to keep it high level because I had about 20 minutes to talk about mobile marketing to an audience I knew beforehand I wouldn't get to know anything about," said Steimle. "It's this huge conference and people choose what they want to go to in the moment, so it could be anyone."

Steimle kept it short and sweet, setting the stage for where mobile penetration is going in Asia, and the opportunities for companies that figure out mobile marketing before their competitors. "We tend to believe all our competitors are super savvy and on top of this stuff, when the reality is that with relatively rare exceptions, they're not doing much of anything," Steimle says. "That shouldn't be an excuse for us to do nothing, it should get us excited about being the first to do it, and to do it well."

Steimle's presentation ranged across mobile marketing topics including responsive design, mobile usability, mobile advertising, and SEO. Steimle noted that after Google released its mobile algorithm update last month, mobile-friendly sites started showing up in Google search results on mobile devices with a "mobile-friendly" label. "If you're on your smartphone and you do a Google search and you see two websites come up in the search results, and one of them has a "mobile-friendly" label and the other doesn't, which one are you going to click on?" Steimle asks.

Published in: Mobile, Marketing
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Mobile Marketing As Science And Art

  1. 1. @joshsteimle Mobile marketing as science and art.
  2. 2. Digital marketing for tech companies. @joshsteimle @joshsteimle Introduction Help things grow at MWI Write for Forbes, Entrepreneur, SCMP, more. Enjoy family, reading, trail running, reading, writing, skateboarding.
  3. 3. Digital marketing for tech companies. @joshsteimle @joshsteimle I’ve got 30 minutes. Let’s move fast.
  4. 4. Digital marketing for tech companies. @joshsteimle @joshsteimle Mobile is a thing. A big thing.
  5. 5. Digital marketing for tech companies. @joshsteimle @joshsteimle Global smartphone shipments Source: Statista
  6. 6. Digital marketing for tech companies. @joshsteimle @joshsteimle Mobile data traffic, Asia-PAC, 2014-2019 Source: Cisco
  7. 7. Digital marketing for tech companies. @joshsteimle @joshsteimle Feature phone and smartphone shipments in Asia, 2008-2020 Source: Jefferies & Company
  8. 8. Digital marketing for tech companies. @joshsteimle @joshsteimle Global PC shipments, 2009-2015 Source: Gartner
  9. 9. Digital marketing for tech companies. @joshsteimle @joshsteimle “PC sales fell to 12% of worldwide device shipments in 2015.” Source: Gartner
  10. 10. Digital marketing for tech companies. @joshsteimle @joshsteimle “Half of all YouTube traffic comes from smartphones and tablets.” Source: YouTube CEO, Susan Wojcicki
  11. 11. Digital marketing for tech companies. @joshsteimle @joshsteimle Asia mobile trends: - Cheap smartphones - Cheap broadband - Growing middle class
  12. 12. Digital marketing for tech companies. @joshsteimle @joshsteimle Put it together, what do you get? Opportunity.
  13. 13. Digital marketing for tech companies. @joshsteimle @joshsteimle Mobile marketing FAQ
  14. 14. Digital marketing for tech companies. @joshsteimle @joshsteimle Q: Mobile site or app? A: Yes and maybe.
  15. 15. Digital marketing for tech companies. @joshsteimle @joshsteimle Q: Do mobile ads work? A: Improving.
  16. 16. Digital marketing for tech companies. @joshsteimle @joshsteimle Q: Best form of mobile marketing? A: Email, but…
  17. 17. Digital marketing for tech companies. @joshsteimle @joshsteimle These are the wrong questions to ask.
  18. 18. Digital marketing for tech companies. @joshsteimle @joshsteimle The right questions…
  19. 19. Digital marketing for tech companies. @joshsteimle @joshsteimle 1. Who are my customers?
  20. 20. Digital marketing for tech companies. @joshsteimle @joshsteimle 2. What do they want?
  21. 21. Digital marketing for tech companies. @joshsteimle @joshsteimle 3. How do they want to get it?
  22. 22. Digital marketing for tech companies. @joshsteimle @joshsteimle There is no one “right way” that fits every company. You’ll have to figure it out.
  23. 23. Digital marketing for tech companies. @joshsteimle @joshsteimle Common mobile marketing mistakes.
  24. 24. Digital marketing for tech companies. @joshsteimle @joshsteimle Mistake #1: No ideas.
  25. 25. Digital marketing for tech companies. @joshsteimle @joshsteimle Mistake #2: No plan.
  26. 26. Digital marketing for tech companies. @joshsteimle @joshsteimle Mistake #3: Bad plan.
  27. 27. Digital marketing for tech companies. @joshsteimle @joshsteimle Start out right.
  28. 28. Digital marketing for tech companies. @joshsteimle @joshsteimle Focus on the customer.
  29. 29. Digital marketing for tech companies. @joshsteimle @joshsteimle Where is your mobile customer?
  30. 30. Digital marketing for tech companies. @joshsteimle @joshsteimle
  31. 31. Digital marketing for tech companies. @joshsteimle @joshsteimle So, do you have a mobile website?
  32. 32. Digital marketing for tech companies. @joshsteimle @joshsteimle Is your mobile website optimized for search?
  33. 33. Digital marketing for tech companies. @joshsteimle @joshsteimle Is it optimized for your customer?
  34. 34. If your mobile customers want to call you, are you making it easy?
  35. 35. Mobile friendly Not mobile friendly { { Which would you choose?
  36. 36. Non mobile friendly site. Problems: 1. Small text, hard to read 2. Thumb too big to click on navigation. 3. Nav on left side (have to reach thumb across whole screen).
  37. 37. Digital marketing for tech companies. @joshsteimle @joshsteimle Starting suggestions: 1. Talk to your customers 2. Make your website responsive / mobile-friendly 3. Test mobile usability of site 4. Invest in SEO
  38. 38. @joshsteimle Questions? Want more? josh@mwi.com www.mwi.hk/blog

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