A comparison of Responsive Site, Mobile Site and Mobile App as a web presence strategy and associated trends. Presentation was made Nov 18, 2014 as part of a presentation: It’s About Connecting – Collaborative Law and the Internet Presenters: Justin L. Kelsey Esq. & Brandon Guillermo MCLC - METRO WEST PRACTICE GROUP MEETING

1. What Are We Talking About?
• Mobile And Desktop
 Features, Advantages, Benefits
 Direct Response Websites
 Responsive Website – Adapts Gracefully
 Mobile Apps/ Mobile Websites
 Video Marketing
• How You Are/Can Be Prepared

2. Who I Am
• Brandon Guillermo, owner of Diverse Elements
• 23+ year professional background in IT
• Diverse Elements Online Marketing 2009
• Current and Past Clients
• Areas of Development

3. Some Stats
• On a scale of 1 (least) to 5 (most) these are 4+
– Spending for DDMA projected to increase
– Mobile Apps, Messaging, User Experience
– Social Media Engagement (games,etc.)
– Website/Ecommerce (content, UE)
• Factors Most Responsible
– Demand for more relevant communication
– Demand to be more “customer-centric”
– Max effectiveness and efficiency
• Biggest investment inhibitor: necessary
budget

4. Some Stats
• Online survey 3,000+ marketers, advertisers,
service providers, technologists, publishers
• Apps surpassed web browsers for
engagement
– 86% avg time spent on mobile device
(Flurry)
• In May 2014 60% total digital media time on
mobile devices
– Apps account for 51% (ComScore)
– Nielson measured 89% vs 11%
• 30% apps used 11 times or more
– Improvment of 6% since 2010

5. Some Stats
• Online survey 3,000+ marketers, advertisers,
service providers, technologists, publishers
• Apps surpassed web browsers for
engagement
– 86% avg time spent on mobile device
(Flurry)
• In May 2014 60% total digital media time on
mobile devices
– Apps account for 51% (ComScore)
– Nielson measured 89% vs 11%
• 30% apps used 11 times or more
– Improvment of 6% since 2010

6. Some Stats
• April 2014 38% of 1000 respondents find
lawyer through Internet (ABA Journal cites
Findlaw and Thomson Reuters)
– 29% through referral (which might include
social media)
– Younger demographic (under 65)
• ¾ use desktop for research
– Mobile use expected to rise similarly
(Findlaw researcher)

7. Comparison Table

8. Mobile Marketing
Majority of consumers now own smart phones
• Customers (US 2013)
 Avg number text messages 764.2
 Avg number of voice mins 644.1
 48% use Location Based Services
 53% use Shopping apps
 Mobile use now surpasses desktop
 50% OK w/ads if content is free

9. Mobile Marketing
Majority of consumers now own smart phones
• Customers (US 2013)
 Text Messaging has greater open rate than
email
 Avg number of voice mins 644.1
 48% use Location Based Services
 53% use Shopping apps
 Mobile use now surpasses desktop
 50% OK w/ads if content is free
 77% more likely to make purchase decision
• Research continues to show gains in spending

10. Integrated Strategy
• Growth in mobile devices (i.e. Census.gov)
• Case for a Responsive Website
– Bad mobile experience = bounce
– Domain redirect potential impact on SEO
• Case for a Mobile App
– Can utilize phone utilities (Call Now)
– QR code scanning
– Location based marketing opportunity
• Case for a Mobile Website
– 1 click site language translation
– No browser dependence

11. Coping or Controlling?

Find ways to automate lead acquisition

Value of Customer, Cost/Acquisition

On Internet, Ad diversity is KEY

12. Coping or Controlling?

Evergreen Marketing

Direct Response And Responsive Website

Listbuilding

Auto Responder/Email Campaign

Article Marketing

Control of Your Online Assets
•All properties point to the “Flagship”

13. Coping or Controlling?
• All properties point to the “Flagship”
– i.e. “main” website
 Direct Response primary strategy
 Mobile App or Website
 Video Marketing Adds To Conversion

14. Sales and Marketing Needs
• Close sales faster
• Present complex concepts quickly and clearly
• Leverage database information (sales
numbers, customer locations, etc.)

15. Questions and AnswersQuestions and Answers

16. Chart Your Course
Diverse Elements
Online Marketing