The document discusses strategies for marketing mobile content beyond app stores. It notes limitations of app stores for discovery and proposes using SMS, email, social networks, banners and augmented reality. Principles for marketing include ensuring the URL works across contexts, integrating apps, web and SMS, reducing barriers to content, and leveraging social features. Banners should match the brand and drive high click-through rates. The presenter is introduced as an expert in mobile user experience design.

1. Discoverability
Marketing your mobile
content
Prepared for Social Media Club of KC
by Little Springs Design
22 June 2010

2. You have mobile content...
Now
what?
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3. Who am I?
Mobile UX
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4. Barbara Ballard
In the beginning
• Phones
• Web
• Services
• <brands>
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5. Barbara Ballard
More recently
• Little Springs Design
• Designing the Mobile User
Experience
• Design For Mobile http://
www.design4mobile.com
• <brands>
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6. Barbara Ballard
Mobile web 7:19 PM 1
http://www.weather.com
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5
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7. Discoverability
Are app stores enough?
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8. App stores as discovery
App stores!
• Easy to get in
• Revenue sharing
• “Open”
• Discoverable
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9. App stores as discovery
App stores?
• Easy to get in
(maybe)
• Revenue sharing
(smaller)
• “Open”
–(not really)
• Discoverable
(for a while)
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10. App stores as discovery
Walled
garden
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11. App stores as discovery
Gates in the
garden wall
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12. Discoverability
Beyond app stores
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13. Beyond app stores
App stores
• 200,000 apps
• Dozens of stores
• Not social
• Have to be
searching
• Weak
recommendation
engines
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14. Beyond app stores
Discovery engines
• Recommendation
engines
• Social, somewhat
• Passive and active
discovery
14

15. Beyond app stores
Onto the
wall
15
Joe Pemberton

16. Beyond app stores
Onto the
table
Samantha Herdman
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17. Beyond app stores
Onto the
building?
17

18. Beyond app stores
Onto the street
Augmented reality 18

19. Beyond app stores
Into the inbox
MVDI Thwapr Detailed Design Document August 5, 2008 Vers
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social network
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and hints
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work should reflect the
brand, and be helpful
and informative. Design Document
Detailed August 5, 2008 Version 080508
help add value to th
message and make
the customer feel
From: success@thwapr.com
engaged.
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customer care
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as the page title. around.
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description is floated A5
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features or releases
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generalized, as with
the address shown

20. Beyond app stores
The Weather Channel Mobile Web 3.0 Concept of Design Document S
Out of the app A Architecture & Design > v Maximized Page
1 Wrapper elements
The wrapper is the set of elements that
surround the content on a set of pages.
It is not precisely the template, but items
• Share this, like that are reusable from page to page. Weather.com 66202
this, Tweet this, home is consistent onbranding
The masthead
after the page, and has
all pages Section > Page Title
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and the current location as a field the user
text this, emailselect. This does not get knownon
can
entry unless the page has no
focus
6:1 Med Ad Unit
this,... location.
Page content...
If titles are short enough to support it, add
...page content
the section title to the page. Sections will
show only the one title. This is not a
• Apps and web clickable breadcrumb. Send this page to a friend
0 Weather.com Home
Advertising is slightly larger than currently
* Add this page to Home * Remove
used, and aligned to the right to clarify
that it is not the same as the core (left- # Up to [Section]
aligned) content. Help
Settings
Below the content are a set of links visible Send us your comments
on all maximized portlets. The links available Use metric units
on administrative pages are not the same. Ver en español
Each of these will be preceeded with an
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icon, and a label for the accesskey, if 6:1 Med Ad Unit
available. Actions should be included when ©1995-2008 The Weather Channel
the link is not clear, or if it acts as a switch Interactive, Inc.
to the current page.
Left Right
The category list, or a sitemap, is not
visible on each page.
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21. Beyond app stores
Oh yeah. Banners.
• Better click-through
rate than desktop
• Match your ad network
to your brand
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22. Beyond app stores
Principles
• The URL works (no • Apps support social &
matter the context) physical
• Web supports apps • Reduce barriers to
content
• SMS supports web
• Social works with Web
& SMS
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23. You have mobile content...
Market
it
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24. Barbara Ballard
Little Springs Design
1901 Massachusetts, Suite B
Lawrence, Kansas 66046
United States
www.littlespringsdesign.com
www.design4mobile.com
barbara@littlespringsdesign.com
@barbaraballard
www.linkedin.com/in/barbaraballard
+1 785 . 838 . 3003
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