Download as PDF, PPTX
Uploaded byHunter Territo
Mobile Strategy
The document discusses the evolution of mobile technology and its impact on consumer behavior. It notes that in 1983 the first commercial mobile phone call was placed using a phone that cost $3,995 and weighed over 2.5 pounds. Meanwhile, technology has improved dramatically while prices have decreased significantly. The future is no longer about consumers using computers but rather using mobile devices everywhere - to check email, look up showtimes, fill prescriptions and more. Mobile access now accounts for over half of all internet traffic and there are more mobile devices than people. As a result, marketers must understand how consumers use mobile throughout the purchase process and across different experiences like awareness, consideration, intent and advocacy.
More Related Content
Mobile Strategy
- 1. THE FUTURE ISNO LONGER ABOUT A CONSUMER AT A COMPUTER
- 2. IN 1983 THEFIRST COMMERCIAL MOBILE CALL WAS PLACED Pixel & Matter
- 3. THE PHONE COST $3,995 Pixel & Matter
- 4. IT WEIGHED OVER2.5 POUNDS AND WAS 10.5 INCHES TALL Pixel & Matter
- 5. AND THAT DIDN’T INCLUDETHE ANTENNA Pixel & Matter
- 9.
- 10.
- 13. THE FUTURE ISNO LONGER ABOUT A CONSUMER AT A COMPUTER
- 14. THE FUTURE ISABOUT A CONSUMER AT PERKINS ROWE AT ON A FRIDAY NIGHT FILLING OUT A PRESCRIPTION, LOOKING UP A MOVIE SHOWTIME, CHECKING EMAIL, AND SETTING UP A MEETING
- 16. Mobile experiences needto focus on a core utility, and they need to be fast and reliable in order to be valuable in those environments. *Ion Weevers - Smashing Magazine
- 17. REMEMBER THE NEW DEFINITIONOF QUALITY
- 18. FEATURES BENEFITS Jeremiah Owyang - Altimeter
- 19. FEATURES BENEFITS GPS Touch Sensors (A/V) Contacts Portability Jeremiah Owyang - Altimeter
- 20. FEATURES BENEFITS GPS Location Aware Touch Interactive Sensors (A/V) Intelligent Contacts Personal / Social Portability Relevant at Point Jeremiah Owyang - Altimeter
- 21. CONTENT AND FUNCTIONALITY ARE THENEW CREATIVITY Andy Bateman
- 22. Ivo Weevers -Smashing Magazine
- 23. BY 2015 MORE CONSUMERSWILL ACCESS THE INTERNET THROUGH MOBILE DEVICES THAN THROUGH PCs Xbitlabs - Anton Shilov
- 25. MOBILE IS AN INDISPENSABLEPART OF OUR LIVES - IT FOLLOWS US EVERYWHERE
- 26. Tech Crunch /Google
- 27. 52% use while watchingTV Tech Crunch / Google
- 28. 52% 79% use while use to help with watching TV shopping Tech Crunch / Google
- 29. 52% 79% 86% use while use to help with use while consuming watching TV shopping other media Tech Crunch / Google
- 30. 52% 79% 86% use while use to help with use while consuming watching TV shopping other media 39% use while in the bathroom Tech Crunch / Google
- 31. 52% 79% 86% use while use to help with use while consuming watching TV shopping other media 39% 13% use while in the use while having a bathroom conversation Tech Crunch / Google
- 32. 52% 79% 86% use while use to help with use while consuming watching TV shopping other media 39% 13% 13% use while in the use while having a use a result of seeing a bathroom conversation traditional ad Tech Crunch / Google
- 33. MOBILE ACCESS TO INTERNETIS 60% OF ALL INTERNET TRAFFIC Mary Meeker - Internet Trends Report 2012
- 34. BY THE ENDOF THE YEAR THERE WILL BE MORE MOBILE DEVICES ON THE PLANET THAN HUMANS Mashable
- 35. THE POINT -WE’RE USING OUR MOBILE DEVICES FOR EVERYTHING
- 36. We don’t needan advertising-focused agency anymore. We need a marketing agency that can think strategically and creatively, and deliver ideas that work across all channels. That’s a much bigger challenge than making an ad campaign. *Chris Kyle - VP of Global Brand Communications at Adidas
- 37. PURCHASE EXPERIENCE Jeremiah Owyang - Altimeter
- 38. PURCHASE EXPERIENCE AWARENESS CONSIDERATION INTENT - - - - - - - - - - - - - - - - - - - - Purchase SUPPORT LOYALTY ADVOCACY Jeremiah Owyang - Altimeter
- 39. AWARENESS Jeremiah Owyang - Altimeter
- 40. CONSIDERATION Jeremiah Owyang - Altimeter
- 41. INTENT Jeremiah Owyang - Altimeter
- 42. PURCHASE Jeremiah Owyang - Altimeter
- 43. SUPPORT Jeremiah Owyang - Altimeter
- 44. LOYALTY Jeremiah Owyang - Altimeter
- 45. ADVOCACY Jeremiah Owyang - Altimeter
- 50. Always understand howyour customer uses mobile as they go through these experiences *Jeremiah Owyang - Altimeter
- 51. ASK QUESTIONS Edward Boches
- 52. • How andwhen will people search from ASK their devices? QUESTIONS Edward Boches
- 53. • How andwhen will people search from ASK their devices? • Will they access the site when looking for QUESTIONS directions or once inside the store? Edward Boches
- 54. • How andwhen will people search from ASK their devices? • Will they access the site when looking for QUESTIONS directions or once inside the store? • Will they want the hours and dates before visiting a museum or would they want the backstory of the painting they are in front of at the museum? Edward Boches
- 55. With always onideas like these, a brand can earn a permanent place in a reader’s mobile device and stay present in their lives during the entire purchase cycle and life of a product. *Luke Sullivan
- 56. MOBILE USERS SPEND MORETIME ON MOBILE APPS THAN ON MOBILE WEBSITES, AND EVEN ON THE INTERNET Google
- 57.
- 58. NATIVE APP Econsultancy
- 59. NATIVE • Native apps make use of all the phone’s features, such as the mobile phone camera, geolocation, and the user’s address book. APP Econsultancy
- 60. NATIVE • Native apps make use of all the phone’s features, such as the mobile phone camera, geolocation, and the user’s address book. APP • Native apps do not need to be connected to the internet to be used. Econsultancy
- 61. NATIVE • Native apps make use of all the phone’s features, such as the mobile phone camera, geolocation, and the user’s address book. APP • Native apps do not need to be connected to the internet to be used. • A native app is specific to the mobile handset it is run on, since it uses the features of that specific handset. Econsultancy
- 62. NATIVE • Native apps make use of all the phone’s features, such as the mobile phone camera, geolocation, and the user’s address book. APP • Native apps do not need to be connected to the internet to be used. • A native app is specific to the mobile handset it is run on, since it uses the features of that specific handset. • Native apps can be distributed on the phone’s marketplace Econsultancy
- 63. MOBILE APP Econsultancy
- 64. MOBILE • This means the app works across all devices, and ensures cross-platform compatibility. APP Econsultancy
- 65. MOBILE • This means the app works across all devices, and ensures cross-platform compatibility. • The same base code can be used to support all APP devices, including iPhone and Android. Econsultancy
- 66. MOBILE • This means the app works across all devices, and ensures cross-platform compatibility. • The same base code can be used to support all APP devices, including iPhone and Android. • However, web apps do not make use of the phone’s other features, such as the camera or geolocation. Econsultancy
- 67. MOBILE • This means the app works across all devices, and ensures cross-platform compatibility. • The same base code can be used to support all APP devices, including iPhone and Android. • However, web apps do not make use of the phone’s other features, such as the camera or geolocation. • Web apps cannot be deployed to the phone’s marketplace. Econsultancy
- 68. HYRBID APP Econsultancy
- 69. • Companies candevelop cross-platform applications that use web technologies (such HYRBID as HTML, JavaScript and CSS), while still accessing the phone’s features. APP Econsultancy
- 70. • Companies candevelop cross-platform applications that use web technologies (such HYRBID as HTML, JavaScript and CSS), while still accessing the phone’s features. • The web portions can be downloaded from the APP web, or packaged within it Econsultancy
- 71. • Companies candevelop cross-platform applications that use web technologies (such HYRBID as HTML, JavaScript and CSS), while still accessing the phone’s features. • The web portions can be downloaded from the APP web, or packaged within it • This option allows companies to reap all the benefits of native apps while ensuring longevity associated with well-established web technologies. Econsultancy
- 72. • Companies candevelop cross-platform applications that use web technologies (such HYRBID as HTML, JavaScript and CSS), while still accessing the phone’s features. • The web portions can be downloaded from the APP web, or packaged within it • This option allows companies to reap all the benefits of native apps while ensuring longevity associated with well-established web technologies. • The Facebook app is an example of a hybrid app; it is downloaded from the app store and has all the features of a native app, but requires updates from the web to function. Econsultancy
- 73.
- 74.
- 77. Any service thatuses the physical real world location of your phone or any other device.
- 79. We want the sharingof your physical location to become as natural and ubiquitous as a status update
- 80. 55% OF ALLTEXT MESSAGES: ‘WHERE ARE YOU’ SXSW
- 81. THE MOST USED APPIS MAPS SXSW
- 82. SEARCHING FOR LOCAL INFOIS THE MOST COMMON MOBILE ACTIVITY Google
- 83.
- 84. 94% look for local information Google
- 85. 94% 66% look for local visit the business, information either in store or online, after a local search Google
- 86. 94% 66% 90% look for local visit the business, of those people information either in take action as store or online, after a result a local search Google
- 87. 94% OF RETAIL SALESSTILL AT PHYSICAL STORE SXSW
- 88.
- 89. set of standardsfor mobile devices and similar devices to establish radio communication with each other by touching them together or bringing them into close proximity, usually no more than a few centimeters. Present and anticipated applications include contactless transactions, data exchange, and simplified setup of more complex
- 90.
- 91. Personalized marketing messagesto shoppers based on locations or proximity to stores
- 94. THE BEST OF LOCATIONBASED SERVICES IS YET TO COME
- 95. FOR MARKETERS -A MORE REFINED MESSAGE IN CONTEXT
- 96. FOR CONSUMERS - YOUDEFINE THE RELATIONSHIP
- 97.
- 98.
- 99.
- 100. • Prioritize thecontent and features that mobile users need most Google
- 101. • Prioritize thecontent and features that mobile users need most • Use your desktop site analytics to what mobile users are doing Google
- 102. • Prioritize thecontent and features that mobile users need most • Use your desktop site analytics to what mobile users are doing • Reduce large blocks of text and use bullet points for easy reading Google
- 103. • Prioritize thecontent and features that mobile users need most • Use your desktop site analytics to what mobile users are doing • Reduce large blocks of text and use bullet points for easy reading • Compress images for faster loading times Google
- 104. MAKE IT EASYTO CONVERT
- 105.
- 106. • Use clickto call functionality Google
- 107. • Use clickto call functionality • Reduce the number of steps needed to complete an action Google
- 108. • Use clickto call functionality • Reduce the number of steps needed to complete an action • Keep forms short and use the fewest number of fields possible Google
- 109. • Use clickto call functionality • Reduce the number of steps needed to complete an action • Keep forms short and use the fewest number of fields possible • Use check boxes, lists and scroll menus to make data entry easier Google
- 110.
- 111.
- 112. • Minimize scrollingand keep it vertically only Google
- 113. • Minimize scrollingand keep it vertically only • Use a clear heirarchy in menus and avoid rollovers Google
- 114. • Minimize scrollingand keep it vertically only • Use a clear heirarchy in menus and avoid rollovers • Help users navigate between levels with clear back and home buttons. Google
- 115. • Minimize scrollingand keep it vertically only • Use a clear heirarchy in menus and avoid rollovers • Help users navigate between levels with clear back and home buttons. • Use seven links or fewer per page of navigation Google
- 116. • Minimize scrollingand keep it vertically only • Use a clear heirarchy in menus and avoid rollovers • Help users navigate between levels with clear back and home buttons. • Use seven links or fewer per page of navigation • Have a search box prominently available on complex sites Google
- 117.
- 118.
- 119. • Have youraddress or store locator on the landing page • Include maps and directions • Use GPS to personalize when possible • Allow users to check stock at nearby stores Google
- 120.
- 121.
- 122. • Create contrastbetween background and text • Make sure content fits onscreen and can be read without pinching and zooming • Use plenty of negative space • Use size and color to indicate priority Google
- 123. UNDERSTAND HOW AND WHENSOMEONE USES THEIR MOBILE DEVICE LEADS TO BETTER MOBILE FUNCTIONALITY Edward Boches
- 124.
- 125. DOES IT: ENTERTAIN? PROVIDE VALUE? PROVIDECONTENT? Edward Boches
- 126. In most cases,people want to connect to other like-minded or trusted friends via mobile more than they want to connect to your brand. So give them all the opportunity possible by creating a site experience and/or apps that not only allow but encourage people to connect with one another. *Edward Boches
- 127. Have people experienceyour brand no matter where they are. *Tara Scarlett - Coca Cola