Smartphones are increasingly popular and driving changes in consumer behavior and online activity. This presents new revenue opportunities for agencies to develop mobile optimized strategies, content, and experiences for their clients. However, many agencies are failing to capitalize on mobile because they do not understand it represents a paradigm shift rather than just another channel, or invest in the needed experience and technology. To succeed, agencies must develop mobile-first strategies and prioritize user experience over monetization by fully integrating mobile into their work.

1. The “Mobile” Revenue ChannelHow Your Agency Can Create New Opportunities via Mobile SolutionsMichael Barber@michaeljbarberBOLO 2011/#bolo2011

2. MUMaka. MTPB My Tipping Point Barometer

3. Smartphones are outselling PCs.**IDC Report

7. Key TakeawaysMy Mum has an iPhone and iPad, no more PC.Forget post PC, we’re post phone. Smartphone growth up 200% through 2015But, consumption matters to us, right?

8. Consumption patterns are changing, dramatically.

10. 15%Financial17%Auto30%Food & Bev

11. 59%of mobile phone searches result in the person visiting the store. *Google

12. Revenue OpportunityPre-Click Revenue OpportunitiesMobile paid search strategy, planning, and executionMobile search optimization strategy, planning, and executionPost-Click Revenue OpportunitiesMobile landing page developmentManagement, analysis and reporting

13. 1 in 5 emails are now read on a mobile deviceSource: eMarketer

15. Revenue OpportunityPre-Click Revenue OpportunitiesResearch & understanding of mobile email audienceCreative & development of mobile optimized emailsPost-Click Revenue OpportunitiesLanding page/customer experience from mobile emailReporting/analysis

16. 91% of mobile users consume social media on their device; 71% via desktopSource: Ruder Finn

19. Revenue OpportunityContent strategy, planning, and creation for mobile audienceAnalysis/reportingDesign and development of mobile optimized experience from social content

20. By 2013, 50% of web traffic will come through mobile devices. Source: IDCImage by Johnny Does on flickr

21. Amazon sells one product every second via a mobile device. $2 billion, or 20% of their revenue, will come from sales on mobile device.

23. So, what’s the problem?

24. The customer experience blows.*IDC Report

25. Execution Needs Help?

28. 79%of large advertisers do not have a mobile-optimized site.*Google

29. How do we fix the experience?

30. Build a friendlymobile destination.

31. I NEED AN APP!Photo: mdanys on flickr

32. You must have a mobile site, optimized or otherwise. If your customers can’t find the most important info on the go. You are failing.

33. Questions to AskDo you want your app in the iStore/Android store? Then, app. Do the app need to store data on the device after first login? Then, app.Do you need to regularly update functionality? Yes, web. No, app.Will customers care if they can’t get information when not connected? Yes, app. No, web.Do you need to leverage native features? Yes, app. No, web.

34. Mobile Problems Facing BrandsApp store is not for distribution, not discovery.Schizophrenic customers & environmentLack of education around mobile

35. Revenue OpportunityClient education and research Mobile web developmentApp development

36. The mobile planning process

37. 1Develop & integrate mobile into business and marketing strategy

38. Goals & objectives.What are you trying to achieve?

39. Downloads

40. Customer acquisition

41. Commerce

42. Education

43. Walk the store or the current customer process

44. Determine & integrate across the business2Develop your mobile destination

46. 3Connect to your users

47. Mobile organic searchMobile paid searchMobile emailMobile display advertisingMobile socialMobile gamesMobile webMobile commerce

48. 4Mobilize your business with data

49. Use the data.Campaign performance

50. Web analytics

51. App analytics

52. Research and industry benchmarks

53. Watch the $$$$Why agencies fail at mobile?(Courtesy of Chris Book – CEO, ChatterPlug)

54. Because we act like agencies.

55. Why agencies fail at mobile?We think hours, not fixed costs.

56. We don’t have the experience or invest in it.

57. We outsource development.

58. We don’t understand it’s a paradigm shift.

59. It can’t be replicated across clients so we get scared. How do we fix this?Don’t act like an agency.

60. Fixed project costs

61. User experience is paramount, monetization is secondary.

62. Invest in experience and technology

63. Think beyond the iPhone

64. Think about the mobile conversationFinal ThoughtsMy Mum is mobile and so are her friends.Mobile is a paradigm shift, not just a channel.Mobile presents a myriad of revenue opportunities for agencies, not seen since the advent of the web.Experience over monetization.

65. This is only the beginning…mobilemarketer.commobilemarketingwatch.com#mobile on TwitterMoconews.net mobilecrunch.comendgadgetmobile.com Strategy & case studiesTech & phones

66. MICHAEL BARBER@michaeljbarbermbarber@deferousa.com http://michaeljbarber.com520-591-1658