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Developing a Successful Mobile Strategy ap iv2

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Presented at the American Press Institute's "Mobile Media: Opportunities on the Move" conference July 18-19 in Washington, DC.

Pete's talk discussed the inevitability of adopting a mobile strategy for your business. A successful mobile strategy must have reaching your customers and your market as its central goal (and this doesn't necessarily require developing a native application). Pete shared several important elements to consider when developing a mobile strategy, including methods for connecting with a mobile audience, effective audience engagement, mobile platform differences and the impact this can have on market reach.

As applications continue to migrate toward the web, mobile devices are becoming inextricably linked with our everyday lives. According to The Mobile Internet Report released by Morgan Stanley, within five years, more users will connect to the web via mobile devices than desktop computers.

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Developing a Successful Mobile Strategy ap iv2

  1. 1. Mobile Media: Opportunities on the MoveAmerican Press Institute
  2. 2. OverviewAdopting a mobile strategy for your business is inevitable. Yourmobile strategy must be aligned with your overall businessstrategy, and this doesnt necessarily mean you need todevelop an application.
  3. 3. Phone TypesSmart Phones account for only 38% of totaldevices Feature Phones Smart PhonesSource: Nielsen
  4. 4. Smart Phone PlatformsJanuary 2010 RIM (43%) Apple (25.1%) Microsoft (15.7%) Google (7.1%) Palm (5.7%)Source: comScore MobiLens
  5. 5. Smart Phone PlatformsFebruary 2011 Google (33%) RIM (28.9%) Apple (25.2%) Microsoft (7.7%) Palm (2.8%)Source: comScore MobiLens
  6. 6. Takeaway Don’t get hung up on platform market share and popularity. Your goal is to reach your consumer.
  7. 7. What are People Doing?February 2011, Total U.S. Age 13+ Texting (68.8) Browsing (38.4) Used Apps (36.6) Social Networking (26.8) Played Games (24.6) Listen to Music (17.5)Source: comScore MobiLens
  8. 8. What is Mobile?“Mobile does not fit into the traditional marketing mindset, and trying tofigure out mobile this way turns into nothing more than a smaller, crappierversion of the display advertised internet” – Helge Tennøhttp://www.slideshare.net/helgetenno/mobile-abilities-map
  9. 9. What is Mobile?“Mobile as a term is just a reference to an eco-system that phones are a part of” – Kevin Slavin http://blip.tv/file/2037784/
  10. 10. Ecosystem of Channels Entertainment Product Communication Fulfillment Research & Community Mobile Shopping
  11. 11. Not StrategicYou look around at what your competitors aredoing and read about the current stats formobile usage and you say "we need one ofthose [mobile strategy] too".
  12. 12. Not Strategic“I just got a [phone type]. It would be cool tohave an application for it.”
  13. 13. Mobile Planning ProcessObjectives Goals Strategy Tactics Vision / Mission Mobile Solution
  14. 14. Strategy
  15. 15. Define the ObjectiveIncrease revenues?Decrease costs?Increase brand awareness?Educate the customer?Engage the customer?
  16. 16. Visual Strategic PlanObjectives Build Trust in Brand Attain New Customers
  17. 17. Define the GoalsIncrease revenues by 10%?Decrease costs by 10%?25 new clients?
  18. 18. Visual Strategic PlanObjectives Build Trust in Brand Attain New Customers Goals 1000 newsletter signups 25% referral business 20 new clients 15% increase in sales
  19. 19. Define the StrategyEncourage customer referrals?Faster customer service turnaround?Social Media?
  20. 20. Visual Strategic PlanObjectives Build Trust in Brand Attain New Customers Goals 1000 newsletter signups 25% referral business 20 new clients 15% increase in sales Community Increase ExpertiseStrategy Involvement Proactive Listening Social Media Outreach Message
  21. 21. Visual Strategic PlanObjectives Build Trust in Brand Attain New Customers Goals 1000 newsletter signups 25% referral business 20 new clients 15% increase in sales Community Increase ExpertiseStrategy Involvement Proactive Listening Social Media Outreach Message Create Community Establish Listening Communicate Directly Increase Event Tactics Manager Role Posts with Users Participation Monthly Newsletter Monitor Forums Facebook Page Active Blogging Contests Maintain Post-Sale Dialog
  22. 22. TakeawaysThe tactics are the candidate requirements foryour mobile solution.Involve key players in each department –news, advertising, marketing, digital – early.
  23. 23. Channel MatchingDetermine which mobile channel(s) makes themost sense, based on tactics.
  24. 24. Ecosystem of Channels Entertainment Product Communication Fulfillment Research & Community Mobile Shopping
  25. 25. Enable the ChannelNative AppsMobile WebSMS
  26. 26. Market Reach. SMS/WAP Mobile Web Location- Based Native Apps
  27. 27. Map to Platform Demographic. Gender Income-level platformeveryone Spending Tech-Savvy Patterns Technical youth
  28. 28. Platform DemographicsSmartphone ownership by age (percent respondents in each age group):18-24 (49 percent)25-34 (58 percent)35-44 (44 percent)45-54 (28 percent)55-64 (22 percent)65 or older (11 percent)CiOInsight.com
  29. 29. Platform DemographicsBlackBerry - Business user who uses the phone primarily for e-mail, instantmessages and viewing attachments.Android - 33% of users are single and, by Ad Mob’s count, 73% are male.iPhone - Tech-obsessed, wealthy, less likely to have kids than othersmartphone users… also more likely to buy things from theirphones, download apps and content, according to Nielsen.iPod Touch - According to AdMob, 65% of users are under 17 — and likes togame and listen to music.
  30. 30. Native Applications - Pros• Rich context capabilities, will appeal to your advertisers (location-aware, augmented reality).• Leverages device capabilities (GPS, camera, local storage/offline access).• Will appeal to your advertisers.
  31. 31. Augmented Reality
  32. 32. Location Aware
  33. 33. Native Applications - Cons• Expensive to develop• Platform-specific development effort• Limited Reach• App Market Noise
  34. 34. Retail ExampleObjectives Build Trust in Brand Attain New Customers Goals 1000 newsletter signups 25% referral business 20 new clients 15% increase in sales Community Establish DomainStrategy Involvement Proactive Listening Social Media Outreach Expertise Create Community Establish Listening Communicate Directly Increase Event Tactics Manager Role Posts with Users Participation Monthly Newsletter Monitor Forums Facebook Page Active Blogging Support Runners
  35. 35. SolutionTools for Runners. Smart-Phone (GPS for runs) iPhone (Target demographic)
  36. 36. Cross Platform DevelopmentFrameworks allow multiple platforms to betargeted with less effort and cost.
  37. 37. Mobile Web Don’t push your website onto a phone.
  38. 38. Optimize
  39. 39. Mobile Web - Pros• Available on most smart phone web browsers*.• Inexpensive relative to native applications.• Appears in search results.
  40. 40. Mobile Web - Cons• Cannot leverage device capabilities (until HTML 5).• *No Flash on iPhone.• Has to be bookmarked to appear on device home screen.• Not available while offline (until HTML 5).
  41. 41. SMS - Pros Widest reach, available on every data-enabled device.
  42. 42. SMS - Cons It’s SMS
  43. 43. Hospitality ExampleObjectives Great Client Experience Increase Revenue Goals 100% Spa BookingsStrategy Discount Services Tactics Promote To Guests
  44. 44. SolutionDistressed Inventory Updates. SMS (Basic Message, Widest Audience)
  45. 45. TakeawaysUnderstand how to reach your customer –platform and channel.Ask them.
  46. 46. Be Realmobile has an even higher standard forauthenticity, relevance and quality of contentthan other media.
  47. 47. Rules of EngagementBe useful and relevantBe efficientDon’t interruptEntertain if possibleMake THEM feel important
  48. 48. Repeat This Do Not Waste Their Time
  49. 49. Connect peter.morano@keylimetie.com

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