No More Mobile Gimmicks

•

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QR codes, gamification, augmented reality...it seems like a lot of companies' mobile strategy is more of a stream of buzzwords than it is strategic. How can companies break past gimmicks and start making mobile initiatives that are actually valuable? When do gimmicks actually work? What's the next evolution of mobile marketing and how can your company capitalize on it?

Technology Business

AUGMENTED REALITY
BUNION REMOVAL
DOCTOR-FINDING
BUNION MAPPER
APP
FIND A’ DOC

Dr. Moron
3mi.
n over !
obble o ear you
Dr. Jokin
H
7mi. octor n
to a d

CAT LADY FLOSSER!

G IFY TORE
AMBOX S
YOUR BIG PING!
SHO P CARB LOVER CLEAN FREAK

These things are ridiculous...
but they are actually happening

1. The 3 types of mobile projects

2. How to do them right (or wrong)

3. A few steps to create mobile value

Technology cycles
Mainframe Mini Personal Internet Mobile
Computing Computing Computing Computing Computing
1960s 1970s 1980s 1990s 2000s

courtesy of Mary Meeker

The 3 Mobile Program Types
The Mobile Maturity Model

DQ Restaurant Finder

“
everyone has seen the Apple
commercials with the tagline, “There’s an
app for that!”

Well, we felt it was ﬁnally time to
launch our very own Dairy Queen
iPhone Application.

The user experience on the application
was intentionally simpliﬁed as
compared to the full DQ
website.

Type 1 Characteristics
• The boss asked you to, so you did it

• “Me too” initiative

• No long-term strategy

• Content scrapped from website

• Cheap!

What you need to know

Keep it up to date Avoid going custom Set expectations

3

22

150

75

2007
2008 0
2009
2010

Where is “Tick The Box” in the Maturity Model?

Type 2 Characteristics
• Innovative or cool, but not
necessarily useful or thought out

• Short-lived with large initial interest

• Capitalizes on trends *

*
But gimmicks aren’t always bad...

As long as you know why you’re doing them

Over a 1 year period, here are these apps’ rankings

Gummie Mug has 5x the search results of Klondike

The objective of these apps wasn’t to
accomplish a purchase, it was to raise
awareness

If gimmick = True, at least do it well
Don’t make users do Make something I Invest in design
ridiculous things. want to share

Mobile PSA

The days of putting your app in the app store
and having it be an instant hit are over.
CTAs on web Email In-store
Training Videos PR Push
Mobile ads

Your Marketing Plan:
Highly Coordinated
Drafted WAY in advance of launch

Where is “The Gimmick” in the Maturity Model?

Type 3 Characteristics
• Long-term investment

• Requires long-term support

• Concrete metrics for success

• Extension or creation of new product
or service
*

*
Just because it’s a product doesn’t
mean it has to be boring

gimmick + product = success

Pizza Hut took their core service and made it fun via gimmicks

Mobile is huge for Intuit, the company
behind TurboTax.

With SnapTax they extended their
service and had a slew of coverage that
cemented their place in mobile.

Where is “The Product” in the Maturity Model?

1. Broaden your horizons...

Workforce Enablement Inventory Management Point of Sale Business Intelligence

Sales Training Marketing Security

2. Gather Requirements

Give all departments an index card to
answer “list a way mobile could better
your role”
An app
Not all ideas will be good, or to help
feasible network

Focus on opportunity, not technology

to
tore duct
n-s pro
s i he
ad e t
iP at
on str
em

3. Set objectives

Everything+ kitchen sink

4. Calculate cost of ownership

Development Maintenance Hosting Marketing

Hardware Content/API Updates Licensing

5. Don’t let technology
get in the way of
objectives

Mobile PSA

Stop the QRaziness
It doesn’t get good results
Most marketers don’t use it right

Sam Gaddis, CMO
mutualmobile.com
Twitter: @mutualmobile
Sam Gaddis

bit.ly/mGimmicks

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No More Mobile Gimmicks

1. NO MORE MOBILE GIMMICKS #mGimmick

2. AUGMENTED REALITY BUNION REMOVAL DOCTOR-FINDING BUNION MAPPER APP FIND A’ DOC Dr. Moron 3mi. n over ! obble o ear you Dr. Jokin H 7mi. octor n to a d

3. CAT LADY FLOSSER! G IFY TORE AMBOX S YOUR BIG PING! SHO P CARB LOVER CLEAN FREAK

4. These things are ridiculous... but they are actually happening 1. The 3 types of mobile projects 2. How to do them right (or wrong) 3. A few steps to create mobile value

5. Technology cycles Mainframe Mini Personal Internet Mobile Computing Computing Computing Computing Computing 1960s 1970s 1980s 1990s 2000s courtesy of Mary Meeker

6. The 3 Mobile Program Types The Mobile Maturity Model

7. Type 1 Tick The Box

8. DQ Restaurant Finder “ everyone has seen the Apple commercials with the tagline, “There’s an app for that!” Well, we felt it was ﬁnally time to launch our very own Dairy Queen iPhone Application. The user experience on the application was intentionally simpliﬁed as compared to the full DQ website.

9. Type 1 Characteristics • The boss asked you to, so you did it • “Me too” initiative • No long-term strategy • Content scrapped from website • Cheap!

10. What you need to know Keep it up to date Avoid going custom Set expectations 3 22 150 75 2007 2008 0 2009 2010

11. Where is “Tick The Box” in the Maturity Model?

12. Type 2 The Gimmick

13. Klondike Unfoiled Gummie Mug

14. Type 2 Characteristics • Innovative or cool, but not necessarily useful or thought out • Short-lived with large initial interest • Capitalizes on trends *

15. * But gimmicks aren’t always bad... As long as you know why you’re doing them

16. Over a 1 year period, here are these apps’ rankings

17. Gummie Mug has 5x the search results of Klondike

18. The objective of these apps wasn’t to accomplish a purchase, it was to raise awareness

19. If gimmick = True, at least do it well Don’t make users do Make something I Invest in design ridiculous things. want to share

20. Mobile PSA The days of putting your app in the app store and having it be an instant hit are over. CTAs on web Email In-store Training Videos PR Push Mobile ads Your Marketing Plan: Highly Coordinated Drafted WAY in advance of launch

21. Where is “The Gimmick” in the Maturity Model?

22. Type 3 The Product

23. Chase Bank Sephora to Go

24. Type 3 Characteristics • Long-term investment • Requires long-term support • Concrete metrics for success • Extension or creation of new product or service *

25. * Just because it’s a product doesn’t mean it has to be boring gimmick + product = success

26. Pizza Hut took their core service and made it fun via gimmicks

27. Mobile is huge for Intuit, the company behind TurboTax. With SnapTax they extended their service and had a slew of coverage that cemented their place in mobile.

28. Where is “The Product” in the Maturity Model?

29. Now What? 5 Steps to Create Value

30. 1. Broaden your horizons... Workforce Enablement Inventory Management Point of Sale Business Intelligence Sales Training Marketing Security

31. 2. Gather Requirements Give all departments an index card to answer “list a way mobile could better your role” An app Not all ideas will be good, or to help feasible network Focus on opportunity, not technology to tore duct n-s pro s i he ad e t iP at on str em

32. 3. Set objectives Everything+ kitchen sink

33. 4. Calculate cost of ownership Development Maintenance Hosting Marketing Hardware Content/API Updates Licensing

34. 5. Don’t let technology get in the way of objectives

35. Mobile PSA Stop the QRaziness It doesn’t get good results Most marketers don’t use it right

36. Sam Gaddis, CMO mutualmobile.com Twitter: @mutualmobile Sam Gaddis bit.ly/mGimmicks

No More Mobile Gimmicks

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