This document discusses effective mobile marketing strategies. It summarizes WillowTree Apps' growth from 2008 to 2012, including launching their first app, growing their client base to include large companies, and expanding their mobile development capabilities to multiple platforms. It also covers trends in the mobile industry like the rise of tablets and smartphones. Key topics discussed include designing for different mobile platforms, the state of mobile advertising, and emerging strategies like gamified advertising and location-based apps.

1. ®
Effective Mobile Marketing
Blake Sirach
VP, Design
@bsirach September 18, 2012

2. WillowTree Apps
Mobile Is Booming
Designing Mobile Products
The State Of Mobile Advertising
Native, HTML5, Hybrid Apps
Where Is Mobile Going?

3. WillowTree Apps
Mobile Is Booming
Designing Mobile Products
The State Of Mobile Advertising
Native, HTML5, Hybrid Apps
Where Is Mobile Going?

4. • 2008: Founded by Michael
Prichard; launched an iOS app in
first months after SDK became
available – Spotasaurus – was
featured in Apple’s TV and
Newspaper ads

5. • 2009: Grew business organically
with clients such as Crutchfield,
Game Show Network and DocBook

6. • 2010: Tobias Dengel joined and
capitalized the business; 3
employees; UVA, Monticello,
Johnson & Johnson (BabyCenter)
became flagship clients; added
Mobile Web, Android, Blackberry
and Windows Phone 7 dev
capabilities; built in house design
team

7. • 2011: Rapid growth – added GE,
Valpak, Vox Media/SB Nation,
Manta, GreatSchools and DoD as
clients; ended year with 25
employees; launched Mobile
Tango™ framework to assist with
data management.

8. • 2012: Launched Apps for Venues™
JV with Carbonhouse. Continue to
develop consulting/custom
development business while adding
industry-specific platforms; expect to
end year with over 50 employees.
Over 100 apps launched to date.

10. 2012
2011
2010

11. • Experience - We've been building apps since the iPhone SDK came out in
2008 and have 100+ apps live as of today.
• Multi-Platform - We develop apps across iPhone, iPad, Android, Blackberry,
and Windows Phone 7 Operating Systems, as well as Mobile Web Apps.
• Deep Bench In-House - Our 30+ in-house developers ensure that our clients
never need to worry about any individual leaving, and we will never take your
work to another firm.
• In-House Design Team - Our world-class design team interacts with
developers on a daily basis.
• History of Long-Term Relationships - By focusing on real value for our
clients, we've developed long-term relationships with companies and
institutions such as Johnson & Johnson, GE, Manta, the University of Virginia,
and the CFA institute.

12. WillowTree Apps
Mobile Is Booming
Designing Mobile Products
The State Of Mobile Advertising
Native, HTML5, Hybrid Apps
Where Is Mobile Going?

14. Global Internet Device Sales
3,000,000,000
2,500,000,000
Tablets
2,000,000,000
Units
1,500,000,000
We are here
1,000,000,000
Smartphones
500,000,000
Personal Computers
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012E 2013E 2014E 2015E 2016E
source: Gartner, IOC, Strategy Analytics, company filings, BI Intelligence estimates

15. Growth Case Study: Draw Something
Time to 1MM users
• AOL: 9 years
http://www.flickr.com/photos/bkoger/7039768753/sizes/l/in/photostream/

16. Growth Case Study: Draw Something
Time to 1MM users
• AOL: 9 years
• Facebook: 9 months

17. Growth Case Study: Draw Something
Time to 1MM users
• AOL: 9 years
• Facebook: 9 months
• Draw Something: 9 days!

20. WillowTree Apps
Mobile Is Booming
Designing Mobile Products
The State Of Mobile Advertising
Native, HTML5, Hybrid Apps
Where Is This All Going?

21. SoLoMo
• Social, Local, Mobile
• Originally meant to refer to location-aware
search results, made possible by
smartphones
• Now a popular mobile product strategy
http://www.flickr.com/photos/jasonahowie/7910370882/

22. Foursquare
• First widely used service to offer special offers for ‘checking in’
• Partnered with American Express for simple redemption process
• Later unveiled ‘radar’, a battery draining social push notification
feature. No longer a part of the app.
http://www.flickr.com/photos/markmorgantrinidad/7968920916/

23. Passbook for iOS 6
• pre-installed service to allow companies
to create ‘passes’ for loyalty cards,
coupons, offers, and boarding passes.
• solves the problem of absence;
introduces ubiquity

25. Valpak for iPhone, iPad, and
Android
• These consumer apps leverage location
services to help you find coupons and
deals redeemable near you
• Users receive push notifications once a
week with a virtual ‘envelope’ they can
open, filled with coupons and special
offers.

26. Monticello’s mobile website sees
tens of Thousands of users every month.
http://www.flickr.com/photos/multipletrees/3604726529/

27. Monticello for Mobile Web
• Provides users with the information they
need for the primary use case: on the
way to Monticello
• Recently (yesterday) updated with on-
location ‘in bloom’ flower library.
• Built with WillowTree’s Mobile Tango
data optimization technology

28. McWilliams Ballard HomeFinder
• Real estate marketing company
based in Arlington, VA
• Responsible for marketing ~50 high
end condominium buildings on the
east coast.
• Needed an app for sales agents
and potential buyers alike.

29. McWilliams Ballard HomeFinder
• Users can select properties, view
high quality images, and see points
of interest around the selected
property.
• Guest registration form ties into their
proprietary CRM.
• Allows the agent to send floor plans,
photos directly to the potential
buyer.

30. McWilliams Ballard HomeFinder
• Agents can sign into their CRM
account and access lead
information, fed from the guest
registration form and traditional
inputs.

31. Johnson & Johnson’s Babycenter: My
Pregnancy Today, My Baby Today,
and Birth Classes
• Over half a million downloads since
launch (My Pregnancy Today).
• Babycenter sees more time spent on
pages with their mobile apps than they
do on their website.
• Instead of building one ‘super app’,
they chose to build a family of apps,
each specializing in one function.

32. This is the Wenger 16999 Giant
Swiss Army Knife.
http://1.bp.blogspot.com/_8cARQTlQn-M/TOmofgML-NI/AAAAAAAAAQ4/Q2QFog9mjGU/s1600/wenger-giant-knife.jpg

33. This is the Wenger 16999 Giant
Swiss Army Knife.
It has 87 implements and 141
functions.

34. This is the Wenger 16999 Giant
Swiss Army Knife.
It has 87 implements and 141
functions.
It costs $2149.95

35. This is the Wenger 16999 Giant
Swiss Army Knife.
It has 87 implements and 141
functions.
It costs $2149.95
If your mobile strategy ends
with something that looks like
this, you’re doing it wrong.

36. WillowTree Apps
Mobile Is Booming
Designing Mobile Products
The State Of Mobile Advertising
Native, HTML5, Hybrid Apps
Where Is Mobile Going?

39. Banner Ads
• Annoying UX (mistaps)
• Low ROI, most taps are mistaps, end
with frustration
• Effective when the tap through has an
obvious mobile-friendly landing page.
Eg: Zynga when they cross promote
other Zynga games.
• Effective when scrolled ‘with’ the
content.

40. Interstitial Ads
• Annoying when spammy.
• Effective when used during a download
or when waiting for a search.
• Also effective when integrated into the
experience (eg: full page ad when
swiping through a story)
• Much more effective when elegantly
TechCrunch
designed.

41. Gamified Advertising: Kiip
• Intro Video
• Sponsored rewards for ‘completed
moments’
• Users presented with a reward when
they finish reading a story, sharing
content, or completing a milestone in a
game.

42. WillowTree Apps
Mobile Is Booming
Designing Mobile Products
The State Of Mobile Advertising
Native, HTML5, Hybrid Apps
Where Is Mobile Going?

43. When to build a native app
• When performance and optimal UX are
paramount
• If your app requires offline capabilities
• If your app relies on rich media
• If your mobile strategy requires OS level
integration like backgrounding,
advanced location services, or push
notification.
• If most of your web traffic is direct.

44. When to build a mobile website
• When your mobile strategy isn’t a utility
or doesn’t provide lasting entertainment
value
• If your mobile strategy requires frequent
data update, and you have no backend
infrastructure to support it
• If your mobile strategy requires your
content to be accessed on most devices.
• If your content won’t get through the
Apple app store submission process.
(eg: Apple says: “Apps that are
designed predominantly for the display
of ads will be rejected”.
• If most of your web traffic is from
organic search.

45. When to build a hybrid app
• If you have an in-house web team that
can keep it up to date.
• If your content or feature-set needs to be
updated on a regular basis
• When optimal performance is not a
concern

46. v

47. Experience Matters!
v

48. Experience Matters!
v
3 weeks
1.5 4

49. WillowTree Apps
Mobile Is Booming
Designing Mobile Products
The State Of Mobile Advertising
Native, HTML5, Hybrid Apps
Where Is Mobile Going?

50. http://telematicsnews.info/wp-content/uploads/general/bmw%20iphone.jpg
It’s all about context
• Integrated systems/devices
• TV Integration
• Passbook

51. Q&A
@bsirach