Check out this presentation by Modo Lab's VP of User Experience, Eric Kim, as he looks back on mobile advancements of the past year and how your team should be looking forward to the next.
User Engagement In Extraordinary Times - Marketing For Post-COVID-19 WorldMoEngage Inc.
The COVID-19 pandemic has had a dramatic and unprecedented effect on business verticals across the globe, in turn changing the user behavior and attitude. How should marketing teams approach user engagement in this post-COVID-19 world and what are the few brands doing engagement right during this crisis?
Check out this presentation to understand.
50 Mobile Marketing Facts by Jeanne Hopkins, CMO of SmartBear Software & Jamie Turner, Founder and Chief Content Officer at The 60 Second Marketer
To learn more about mobile marketing, come to HubSpot's INBOUND 2012 conference in August 27-30 in Boston. For more details visit inboundconference.com or inbound2012.eventbrite.com.
Mobilizing a group of supporters requires more than communication. To effectively unite people around a common cause for social action, marketers face the task of creating a massive, engaged, online and offline community. Without numbers, the community’s voice lacks punch. Without engagement - both on the ground and the web - the community only thinks and talks about, rather than activating, change.
To build, engage and support this community, marketers need to capture supporters anywhere and everywhere. Communication need to be immediate in order to take advantage of any political or societal developments. Location data remains vital in order to pinpoint concentrated groups of followers. Above all, social-action organizations need to transform supporters into advocates and activists empowered by each other.
This webinar discusses how mobile addresses all of the above and enables development of an effective community with engaged constituents. Part of the Waterfall Industry Insights series.
Ad Fraud & App Retention Combat Strategies for 2020MoEngage Inc.
MoEngage in association with Scalarr bring you this insight-packed webinar where our experts discussed:
Identifying and understanding types of mobile ad fraud viz. smart bots, device farms and more
Understanding and addressing Complex VTA Spoofing
Solving for attribution fraud on the organic user acquisition side
App adoption trends: Growth, Slowdown, or Relatively Unchanged
Structuring engagement approach & strategies
Vertical-wise app retention use cases
User Engagement In Extraordinary Times - Marketing For Post-COVID-19 WorldMoEngage Inc.
The COVID-19 pandemic has had a dramatic and unprecedented effect on business verticals across the globe, in turn changing the user behavior and attitude. How should marketing teams approach user engagement in this post-COVID-19 world and what are the few brands doing engagement right during this crisis?
Check out this presentation to understand.
50 Mobile Marketing Facts by Jeanne Hopkins, CMO of SmartBear Software & Jamie Turner, Founder and Chief Content Officer at The 60 Second Marketer
To learn more about mobile marketing, come to HubSpot's INBOUND 2012 conference in August 27-30 in Boston. For more details visit inboundconference.com or inbound2012.eventbrite.com.
Mobilizing a group of supporters requires more than communication. To effectively unite people around a common cause for social action, marketers face the task of creating a massive, engaged, online and offline community. Without numbers, the community’s voice lacks punch. Without engagement - both on the ground and the web - the community only thinks and talks about, rather than activating, change.
To build, engage and support this community, marketers need to capture supporters anywhere and everywhere. Communication need to be immediate in order to take advantage of any political or societal developments. Location data remains vital in order to pinpoint concentrated groups of followers. Above all, social-action organizations need to transform supporters into advocates and activists empowered by each other.
This webinar discusses how mobile addresses all of the above and enables development of an effective community with engaged constituents. Part of the Waterfall Industry Insights series.
Ad Fraud & App Retention Combat Strategies for 2020MoEngage Inc.
MoEngage in association with Scalarr bring you this insight-packed webinar where our experts discussed:
Identifying and understanding types of mobile ad fraud viz. smart bots, device farms and more
Understanding and addressing Complex VTA Spoofing
Solving for attribution fraud on the organic user acquisition side
App adoption trends: Growth, Slowdown, or Relatively Unchanged
Structuring engagement approach & strategies
Vertical-wise app retention use cases
What users want from mobile - Equation Research - July 2011Romain Fonnier
Executive Summary:
Mobile is reaching critical mass. According to Forrester Research, Inc., mobile
commerce will top $6 billion by the end of this year (2011) and is expected
to reach $31 billion by 2016. The ubiquity of mobile phones, improved
infrastructure, advances in device utility, overall market penetration and the hype
around the iPhone and applications are driving phenomenal growth.
eBay recorded close to $2 billion in sales on mobile devices in 2010 — expects close
to $4 billion in 2011.
Google mobile ads are now over a $1 billion business worldwide.
Amtrak attributes 2% of its revenue to mobile — $32 million — and notes growth is
staggering.
Marriott Hotels averaged mobile sales of $6 million per month in 2010 – up 100%
from 2009.
ASOS’s (U.K.) mobile revenues topped £1m in the U.K. during December — double
the retailer’s expectations.
1-800-Flowers.com tops $1 million in quarterly m-commerce sales — up 9,900%
from same quarter in 2010.
Worldwide, mobile commerce should hit $119 billion in 2015, according to
ABI Research. Despite the upbeat forecasts, a large number of businesses
are in the planning or early deployment phases of their mobile strategies, but
consumers want to connect on mobile devices today.
App Retention Strategies for 2020 by Evgeny Kruglov & Mike BarclayMoEngage Inc.
You probably know that driving new users to install your app is not enough! You need to ensure they stay back and derive value from your app.
As you begin 2020, we wanted to help you plug the critical leaks and grow your marketing LTV. Here's the presentation from a webcast with AppFollow, It discusses the reasons why users do not return to your app and how you can plug those leaks using a simple engagement strategy.
WEBINAR: Customer centric marketing in unprecedented timesMoEngage Inc.
The COVID-19 global pandemic has affected businesses verticals across SEA with:
Travel & Hospitality sector recording 28.65% dip in downloads & 9.55% decline in DAUs
Online shopping segment reporting 24.% decline in app downloads
BFSI records 25.% decrease in downloads and 20% reduction in DAUs
With active users dropping across verticals, engagement rates have taken a significant hit. While a few verticals are showing signs of a bounce-back, the majority is struggling to cope.
We have dug deep, pulled data from several verticals across South East Asia and analyzed it thoroughly. In association with Adjust, we bring you these insights into our virtual session: Customer-Centric Marketing in Unprecedented Times.
Speakers' Bio:
Michael Paxman, Global Product Communications Manager, Adjust
Michael heads Adjust’s product communications and brings accurate and cutting-edge mobile marketing insights to the table.
Kshitij Hastu, Senior Director - Growth (SEA and ANZ), MoEngage
Kshitij heads growth for South East Asia’s leading Omni-Channel Marketing Automation platform.
Mobile Marketing presentation from Magnus Jern, CEO Golden Gekko, at CREA Dig...DMI
The presentation covers the following topics
* Why Mobile - latest stats and trends that you need to know
* Why Mobile First - why mobile is more important than desktop PCs
* Apps vs Web - what technology should you go for?
* How do I create a great mobile service - tips and tricks
This preview of the full report is based on the survey of 800+ app marketers from around the world. The survey revealed compelling insights into the world of mobile app marketing including the goals, challenges, budgets as well as strategies for user acquisition, retention, measurement, and attribution used by app marketers.
Download the full report here - http://go.inmobi.net/the-state-of-mobile-app-performance-marketing-report
A great app idea simply can not catapult your mobile app to the pinnacle of the success. To mark an elevator pitch for your mobile app, you need to develop mobile app marketing strategies. To know more read this blog with Techugo - a top mobile app development company.
Beyond the App: What makes a good mobile experience? Digiday
Engaging with customers on mobile means more than building apps and pushing mobile ads. So how are brands creating mobile experiences that inspire consumers to interact with them? Is yours leading the pack or barely keeping up?
In this webinar, BeyondCurious CEO Nikki Barua and CTO Vishal Agarwal help marketers understand how to create compelling mobile experiences that outperform the competition
As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in this rapidly evolving landscape.
PATEO - Automobile Artificial Intelligence (AI) in China, a Digital Marketing...Kate Gilchrist
A Digital Marketing Case Study of IT corporation PATEO (based in Shanghai), exploring the market for smart automobiles and the emergence of AI in the automobile industry.
App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messag...Localytics
Are users being disrupted by your messages? Are you driving users to your app, or driving them away? In this presentation we take a look at some mobile app marketing best practices while examining good and not-so-good examples of app messaging.
Learn how to make your messages move your users!
2014 has seen mobile becoming the first screen ahead of television in some markets. The largest brands have entered the app stores but are now willing to understand better what value each user brings post install.
How to make the most of mobile and optimise performance on that channel? What can brands learn from mobile gaming companies, pioneers of the mobile UA? What will be the most significant trends for 2015?
The Brand Marketer's Guide to Mobile Video ViewabilityInMobi
Today, mobile video is eating the world! With an increase in video viewing across connected devices, globally, by 2018, 64% of global online video views are expected to be on mobile. In such a scenario, mobile video ads are going to dominate the future of marketing. However, with mobile video advertising still in its nascent form, there are several challenges for the mobile advertising industry to collectively address in order to move forward. And key amongst these is the issue of mobile video viewability. In this PPT, you will understand:
What mobile video viewability really means
Global definitions of mobile video viewability
Viewability through independent measurement
What to look for when choosing the right viewability partner
Market in the Moment to Boost Consumer EngagementInMobi
Every brand marketer is convinced that mobile is central to a brand’s marketing strategy. However, till now marketers have had to be satisfied with guesswork when it comes to meeting marketing objectives and being truly relevant to consumers.
Move beyond hoping for tangible outcomes, and sign-up for this Webinar in order to learn -
-What moment marketing is and why it is important for your brands
-How you can succeed at meeting campaign objectives with moment marketing
-How you can take the uncertainty out of mobile marketing campaigns and enjoy guaranteed ROI for your mobile marketing investment.
Don't Let the Wrong Marketing Automation Solution Stunt Your GrowthMarketo
Marketing is changing at an extraordinary pace. And you have to keep up! Choosing a marketing automation solution that won't grow with you can do more harm than good. Check out this presentation to learn what to look for when evaluating marketing automation solutions that will keep up with the continuous changing directions of marketing.
What users want from mobile - Equation Research - July 2011Romain Fonnier
Executive Summary:
Mobile is reaching critical mass. According to Forrester Research, Inc., mobile
commerce will top $6 billion by the end of this year (2011) and is expected
to reach $31 billion by 2016. The ubiquity of mobile phones, improved
infrastructure, advances in device utility, overall market penetration and the hype
around the iPhone and applications are driving phenomenal growth.
eBay recorded close to $2 billion in sales on mobile devices in 2010 — expects close
to $4 billion in 2011.
Google mobile ads are now over a $1 billion business worldwide.
Amtrak attributes 2% of its revenue to mobile — $32 million — and notes growth is
staggering.
Marriott Hotels averaged mobile sales of $6 million per month in 2010 – up 100%
from 2009.
ASOS’s (U.K.) mobile revenues topped £1m in the U.K. during December — double
the retailer’s expectations.
1-800-Flowers.com tops $1 million in quarterly m-commerce sales — up 9,900%
from same quarter in 2010.
Worldwide, mobile commerce should hit $119 billion in 2015, according to
ABI Research. Despite the upbeat forecasts, a large number of businesses
are in the planning or early deployment phases of their mobile strategies, but
consumers want to connect on mobile devices today.
App Retention Strategies for 2020 by Evgeny Kruglov & Mike BarclayMoEngage Inc.
You probably know that driving new users to install your app is not enough! You need to ensure they stay back and derive value from your app.
As you begin 2020, we wanted to help you plug the critical leaks and grow your marketing LTV. Here's the presentation from a webcast with AppFollow, It discusses the reasons why users do not return to your app and how you can plug those leaks using a simple engagement strategy.
WEBINAR: Customer centric marketing in unprecedented timesMoEngage Inc.
The COVID-19 global pandemic has affected businesses verticals across SEA with:
Travel & Hospitality sector recording 28.65% dip in downloads & 9.55% decline in DAUs
Online shopping segment reporting 24.% decline in app downloads
BFSI records 25.% decrease in downloads and 20% reduction in DAUs
With active users dropping across verticals, engagement rates have taken a significant hit. While a few verticals are showing signs of a bounce-back, the majority is struggling to cope.
We have dug deep, pulled data from several verticals across South East Asia and analyzed it thoroughly. In association with Adjust, we bring you these insights into our virtual session: Customer-Centric Marketing in Unprecedented Times.
Speakers' Bio:
Michael Paxman, Global Product Communications Manager, Adjust
Michael heads Adjust’s product communications and brings accurate and cutting-edge mobile marketing insights to the table.
Kshitij Hastu, Senior Director - Growth (SEA and ANZ), MoEngage
Kshitij heads growth for South East Asia’s leading Omni-Channel Marketing Automation platform.
Mobile Marketing presentation from Magnus Jern, CEO Golden Gekko, at CREA Dig...DMI
The presentation covers the following topics
* Why Mobile - latest stats and trends that you need to know
* Why Mobile First - why mobile is more important than desktop PCs
* Apps vs Web - what technology should you go for?
* How do I create a great mobile service - tips and tricks
This preview of the full report is based on the survey of 800+ app marketers from around the world. The survey revealed compelling insights into the world of mobile app marketing including the goals, challenges, budgets as well as strategies for user acquisition, retention, measurement, and attribution used by app marketers.
Download the full report here - http://go.inmobi.net/the-state-of-mobile-app-performance-marketing-report
A great app idea simply can not catapult your mobile app to the pinnacle of the success. To mark an elevator pitch for your mobile app, you need to develop mobile app marketing strategies. To know more read this blog with Techugo - a top mobile app development company.
Beyond the App: What makes a good mobile experience? Digiday
Engaging with customers on mobile means more than building apps and pushing mobile ads. So how are brands creating mobile experiences that inspire consumers to interact with them? Is yours leading the pack or barely keeping up?
In this webinar, BeyondCurious CEO Nikki Barua and CTO Vishal Agarwal help marketers understand how to create compelling mobile experiences that outperform the competition
As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in this rapidly evolving landscape.
PATEO - Automobile Artificial Intelligence (AI) in China, a Digital Marketing...Kate Gilchrist
A Digital Marketing Case Study of IT corporation PATEO (based in Shanghai), exploring the market for smart automobiles and the emergence of AI in the automobile industry.
App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messag...Localytics
Are users being disrupted by your messages? Are you driving users to your app, or driving them away? In this presentation we take a look at some mobile app marketing best practices while examining good and not-so-good examples of app messaging.
Learn how to make your messages move your users!
2014 has seen mobile becoming the first screen ahead of television in some markets. The largest brands have entered the app stores but are now willing to understand better what value each user brings post install.
How to make the most of mobile and optimise performance on that channel? What can brands learn from mobile gaming companies, pioneers of the mobile UA? What will be the most significant trends for 2015?
The Brand Marketer's Guide to Mobile Video ViewabilityInMobi
Today, mobile video is eating the world! With an increase in video viewing across connected devices, globally, by 2018, 64% of global online video views are expected to be on mobile. In such a scenario, mobile video ads are going to dominate the future of marketing. However, with mobile video advertising still in its nascent form, there are several challenges for the mobile advertising industry to collectively address in order to move forward. And key amongst these is the issue of mobile video viewability. In this PPT, you will understand:
What mobile video viewability really means
Global definitions of mobile video viewability
Viewability through independent measurement
What to look for when choosing the right viewability partner
Market in the Moment to Boost Consumer EngagementInMobi
Every brand marketer is convinced that mobile is central to a brand’s marketing strategy. However, till now marketers have had to be satisfied with guesswork when it comes to meeting marketing objectives and being truly relevant to consumers.
Move beyond hoping for tangible outcomes, and sign-up for this Webinar in order to learn -
-What moment marketing is and why it is important for your brands
-How you can succeed at meeting campaign objectives with moment marketing
-How you can take the uncertainty out of mobile marketing campaigns and enjoy guaranteed ROI for your mobile marketing investment.
Don't Let the Wrong Marketing Automation Solution Stunt Your GrowthMarketo
Marketing is changing at an extraordinary pace. And you have to keep up! Choosing a marketing automation solution that won't grow with you can do more harm than good. Check out this presentation to learn what to look for when evaluating marketing automation solutions that will keep up with the continuous changing directions of marketing.
Feeding Hungry Reps: Scaling Inbound Lead Flow to Satisfy SalesMarketo
Where does one begin when the company grows and scaling marketing programs becomes a necessary task? Hear how Marketo Customer, Hortonworks, started at the top and worked their way down to scale inbound marketing programs.
Increase AUM with Marketing Automation: Acquire Clients during Volatile TimesMarketo
U.S. equities have recently entered into positive territory for the year after months of heightened volatility. While this is good news for investors, it may mean that clients will suffer from “breakeven-itis” and look to find a new asset manager. Do you have an acquisition strategy to take advantage of clients actively or passively looking for new management? Review this webinar to see financial services marketing experts Joe Paone and Mike Madden review how leveraging marketing automation can help you acquire more clients during periods of market uncertainty.
Success with Predictive Content: The Story of Hatch Early LearningMarketo
You may have heard of predictive content, but have you heard of any actual success with it? View the slides to learn how Hatch, the leading provider of turnkey early learning solutions for young children, leveraged predictive content in Marketo to generate more engagement and qualified leads.
How to Make Your Holiday Marketing Sparkle - Your Last Minute ChecklistMarketo
Check out this deck to learn the steps you should take to make sure you stand out from the crowd during the busy holiday marketing season. Join holiday marketing experts, Corey Pierson from Custora and Vidya Chadaga from Marketo to get tips, tricks and inspiration for the holidays!
Become a More Nimble Marketing Team with Interactive ContentMarketo
Want to discover how to educate and engage your audience with interactive content? Check out this presentation to learn how Cisco was able to deploy a diverse array of content types to appeal to audiences across channels and programs. Plus, find out how adding SnapApp to your marketing programs can make content creation and distribution easier than ever so you can reach your prospects and your goals.
The change in the buyer’s journey has dramatically shifted the way marketers work. With marketers taking increasing ownership over pipeline, there is unprecedented pressure for marketers to target more effectively and to create more meaningful campaign touches.
But how do you know who to target and what kind of interaction is most meaningful for them? Most importantly, how can you maximize the impact of each interaction? With data. Join EverString and Lionbridge for a live discussion on how to uncover hidden pipeline by leveraging data and predictive modeling.
Fill Your Funnel: Lead Gen with Web PersonalizationMarketo
Your website is your main marketing channel in 2016, you have thousands of anonymous prospects visiting your site every week, reading your content, and showing interest in your products and solutions. How are you going to engage with them? How can you convert them into known leads?
View these slides to learn:
- The secrets of anonymous lead generation
- How to use personalization to convert anonymous to known
- The top 5 use cases for web lead generation
- How leading marketers are already converting with web personalization
Early stage program metrics such as email open rates and Facebook likes are great, but don't give you the full picture. At Marketo, our Advanced Report Builder enables us to dig deeper to discover how and which programs make the most impact on our revenue goals. See the slides to see the metrics Marketo uses to back its own program budget.
Engaging with Today’s Empowered Healthcare ConsumerMarketo
Join this webinar to learn healthcare marketing best practices and how Kaiser Permanente of Colorado transformed the way they engaged their business and consumer audiences using multi-channel demand generation, sales enablement, etc. and plenty of learning and teamwork.
In this presentation, you’ll learn about innovative new products and features that will help you engage your audience in new and exciting ways, such as:
The benefits of Marketo’s Next Generation Platform, Project Orion
Our new tool, Account-Based Marketing (ABM)
A re-imagined email experience with new Template Selector and Email Analytics
The new Predictive Content Recommendation app for email
Summer Camp(aigns) Part 1: Top 10 Reasons to Consider Marketing AutomationMarketo
This summer, are you wondering how your small team can turn up the heat and be more effective and efficient at every stage of the funnel? If so, join Marketo's Heidi Bullock, VP of Demand Generation, to discover key strategies and techniques for B2B demand generation marketers.
Nailing Executive Reporting: Behind the Scenes with BackOffice AssociatesMarketo
How are you managing your budget? And more importantly, can you defend it? View the slides to learn how Marketo customer, BackOffice Associates, successfully leveraged Marketo's Marketing Analytics and went from disjointed spreadsheets and questionable numbers to confident executive reporting.
Marketers that Matter: Creating Extraordinary Results & Leading Differently i...Marketo
Exceptional marketers advance our profession by inspiring and leading teams, engaging customers, and leveraging new technologies to drive success. Each year, Marketers that Matter®, sponsored by WSJ and Twitter, awards these marketers, highlighting their innovative strategies and tactics.
See the slides from special guest speaker Cara France, CEO of The Sage Group and founder of Marketers that Matter®, and Sanjay Dholakia, CMO of Marketo, to learn about three real examples of true marketing innovation from Skype, Google, and the creators of #BatKid.
Your website is one of the most effective channels for acquiring and engaging prospective and existing customers today. But do you have the right tools to maximize revenue by engaging your website visitors in personalized conversations? Join our Web personalization experts as they share best practices for delivering relevant messaging to every site visitor – even anonymous ones!
Pocket Your Key Targets with Account Based MarketingMarketo
Similar to a game of pool, account-based marketing (ABM), is about technique, strategy, and sinking the targets you're after. Watch this on-demand webinar to discover how ABM can help you target key accounts and get the desired results with the right technique.
Join Marketo's own Rick Siegfried as he guides you through the epic journey to a fully aligned marketing organization. He'll lead you through:
- Building programs optimized for Calendar
- Creating a digestable naming convention for the whole team
- Personalized views to focus on what matters to you
- Leveraging Calendar HD for high-level and in-the-weeds meetings
HTML5 vs. Native Apps: Demystifying the Decision Making ProcessiTexico
It’s now clear that mobile is the path consumer markets are leaning towards to utilizing mobile apps as their preferred way to conduct e-commerce. According to a study by Gartner, 70% of customer interactions will originate from a mobile device by 2015. More and more organizations are realizing that mobile can significantly impact their core business operations and are transitioning to a mobile-based strategy. Therefore, iTexico partnered with Propelics to deliver a webinar: "HTML5 vs Native Apps: Demystifying The Decision Making Process" Here we present the slides from the last webinar.
Understanding the Complex Mobile Landscape R2integrated
Does your organization have a mobile strategy? While businesses can benefit from the development of a mobile strategy, not all businesses will benefit from the development of a mobile app. Determining where your mobile app will add value while extending your brand is a significant challenge. Join R2integrated CTO, Chris Chodnicki as he walks you through the ever-changing mobile marketing ecosystem and how it can effectively tie into an integrated marketing program. Learn all of the integral parts included in an effective mobile marketing campaign. We will explore:
Understanding the complex mobile landscape:
- The Mobile Matrix: Does mobile make sense for your business?
- Tips for successful mobile marketing programs
- Integrating QR codes, social media & text message marketing campaigns
- Tracking the success of mobile marketing campaigns
IAM11 - WHAT’S NEXT IN MOBILE EXPERIENCES by mobtzu - mobile apps for brandsThe Valley
What's next in mobile experiences?
Mobiel wordt door steeds meer organisaties ingezet en wordt een vast onderdeel in de marketing strategie. In de sessie ‘The Next Generation in mobile’ vertelt Jerry Lieveld, founder & managing director van mobtzu aan de hand van pakkende cases wat we komende tijd op mobiel gebied kunnen verwachten en welke nieuwe mogelijkheden er voor merken ontstaan.
Transforming Web Business to a Mobile Business - Presentation by Sirish KosarajuRapidValue
How to transform your web business to mobile business. A presentation by Sirish Kosaraju, Co-Founder & COO at RapidValue Solutions. This presentations address the following topics:
1. Why Mobile?
2. How is Mobile Different from Web?
3. Technology Considerations when moving to Mobile
4. Business Considerations when moving to Mobile
5. Summary
Guerra anthony mobile_tablet_design_presentationAnthony Guerra
This slideshow addresses statistical growth of the global use of mobile devices as well as recommendations for which business that are looking to update their website should consider.
Cross-platform technologies, which allow app developers to create a shared solution for several platforms via hybrid mobile application development, will see the most promising improvements.
The conversation is no longer about mobile web vs mobile app, Android vs iOS, but about how to leverage each device and each platform's individual nuances to create a multi-device, multi-platform product ecosystem.
What does it take to build a successful product and what does a product need in order to be “sticky”? This presentation addresses these questions through the learnings of the past four years of offering inclusion for everywhere, everyone,…and every device at Groupon.
Underlying this is understanding the key behaviors of users on each device. For instance, a mobile website might get a lot of first time users whereas a mobile app might tend to have a more loyal repeat-user base. This means on mobile web finding ways to minimize the effort, be it by eliminating unnecessary logins or distracting functionality, may play an important role.
This presentation will consider the key factors that ensure the success of the device/medium individually and within the larger ecosystem.
For better or for worse, like it or not, mobile wearables are already changing our lives. Combined with social media, mobile wearable devices form a new generation of personalized technology that knows us better than our closest friends. How many of your friends know how far you walked or what you ate? The challenge for developing applications is correctly incorporating context to add value your users hadn’t considered while being sensitive to their privacy. In the future, our devices will wake us up earlier because of the ice storm last night and contact the people we are meeting to warn them we could be late. Philip Lew covers the most important element of mobile user experience and customer experience―context. Using examples, Phil breaks down context into elements you can incorporate into your design and development. Learn the contextual elements you need to incorporate right now and identify key factors for future generation products based on providing anticipatory services.
Consumers are becoming increasingly dependent on mobile technology. Consumers not only own more mobile devices, but they also use them more often for an increasing number of tasks.
Marketers are searching for ways to grasp opportunities stemming from the extraordinary mobile penetration and usage patterns. Mobile devices provide easier ways for marketers to provide added-values to the consumer and shopper, making their lives easier.
The following presentation discusses several trends and enablers, mainly:Emerging Devices & Technologies, Consumer added values from mobile,Mobile Marketing Best Practices such as apps, gaming, content, commerce etc.
#1NWebinar: Marketing in a Post-Mobile WorldOne North
In this webinar, Kalev Peekna, Managing Director, Strategy explores how mobile will continue to challenge and change the way B2B marketers interact with their clients.
To watch the webinar, visit http://bit.ly/1gMN9Ok
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
You'll learn:
-How to approach content strategy design with demand in mind
-What makes the partnership between content and industry teams so valuable
-Why joining the forces enables powerful customer journeys
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves.
Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language?
You'll learn:
-Dos and Don’ts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business.
You'll learn:
-Why attribution is essential to modern marketing teams
-How to establish marketing KPIs that align with business objectives
-How to think like the C-suite in your marketing strategy and reporting
Prove and Improve Your Marketing Impact in 2021Marketo
Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path.
Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
What's in Store for Marketing Operations in 2021Marketo
As businesses pivot their strategies and start to incorporate new technologies into the mix this year, marketing operations is becoming even more crucial when it comes to keeping the leads flowing and the ROI growing.
Watch Alex Fleming, Head of Marketing Operations, Adobe Experience Cloud, present his webinar: What's in Store for Marketing Operations in 2021.
In this webinar, you'll learn:
-Tips and best practices on how to integrate new technologies into your mix
-Predictions about what's yet to come in marketing operations this year
-How to prioritize and structure your team for success
How to Bring Sales and Marketing Together in 2021Marketo
Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together.
Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021.
In this webinar, you'll learn:
• How to create your all-star team
• Tips to drive better results for your business in 2021
• How to bring sales and marketing together in the new year
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line.
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13. A Mobile-Mostly World
• As of 2014, there are more connected
mobile devices than people in the world
1
• As of 2014, more than 50% of all time
spent online is in mobile apps 2
1. Cisco: http://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-
vni/white_paper_c11-520862.html
2. In the U.S. comScore: http://www.comscore.com/Insights/Blog/Major-Mobile-Milestones-in-May-Apps-Now-
Drive-Half-of-All-Time-Spent-on-Digital
16. A Mobile-Mostly World: Shopping
IBM: http://www-01.ibm.com/software/marketing-solutions/benchmark-hub/alert.html
Black Friday 2014:
• 90% of people shopped on mobile
• 50% of all online shopping traffic was
mobile
• Almost all the year-to-year growth in online
shopping was on mobile
17. A Mobile-Mostly World: Shopping
Black Friday 2014:
• 90% of people shopped on mobile
• 50% of all online shopping traffic was
mobile
• Almost all the year-to-year growth in online
shopping was on mobile
• 28% of all online sales were mobile
IBM: http://www-01.ibm.com/software/marketing-solutions/benchmark-hub/alert.html
18. A Mobile-Mostly World: Shopping
Black Friday 2014:
• 90% of people shopped on mobile
• 50% of all online shopping traffic was
mobile
• Almost all the year-to-year growth in online
shopping was on mobile
• 28% of all online sales were mobile
IBM: http://www-01.ibm.com/software/marketing-solutions/benchmark-hub/alert.html
19. A Mobile-Mostly World: Shopping
Asymco: http://www.asymco.com/2014/12/01/retail-in-2020/
24. “The mobile mind shift is the
expectation that I can get
what I want in my immediate
context and moments of
need”.
Forrester: http://solutions.forrester.com/mobile
26. From 2014 to 2015
• All the big players bet big on multi-device
UX
• Mobile platforms are being aggressively
tailored for quick, glanceable, contextual
interactions
• Focused on the phone and tablet level so
far, but groundwork has been laid for the
coming wearable wave
• Mobile users are being trained to expect
those types of interactions
27. 2015: Rise of the Mobile Micro-
Moment
“Micro moments are brief
interactions where apps can
capture the attention of a
user and anticipate their
needs in 5-10 second
interactions.”
http://blog.catavolt.com/2014/12/mobile-apps-shifting-micro-moments/
31. 2015: Rise of the Mobile Micro-
Moment
“Micro moments are brief
interactions where apps can
capture the attention of a
user and anticipate their
needs in 5-10 second
interactions.”
http://blog.catavolt.com/2014/12/mobile-apps-shifting-micro-moments/
37. 2015: Rise of the Mobile Micro-
Moment
Mobilization
Mobile
Optimization
38. 2015: Rise of the Mobile Micro-
Moment
Mobilization
Mobile
Optimization
Mobile
Micro-Moment
39. 2015: Mobile Will Get More Personal
• Health tracking
– 25% adoption in 2014
– Mass adoption in 2015
• Mobile payments and smart wearables
– Early adoption in 2015
– Critical mass in ~2 years
• Contextual and predictive interactions
1. Juniper Research: http://www.wearabletechworld.com/news/2014/09/30/8042629.htm
40. Mobile Engagement in 2015
• A multi-device, mobile-mostly world
• All roads lead through mobile
• Design with the mobile micro-moment in
mind
41. Mobile Engagement in 2015
• Should your mobile experience be
identical, or complementary?
41
42. Mobile Engagement in 2015
• Should your mobile experience be
identical, or complementary?
• A web-only approach is not enough.
42
43. Mobile Engagement in 2015
• Should your mobile experience be
identical, or complementary?
• A web-only approach is not enough.
• Break down mobile silos.
43
44. Mobile Engagement in 2015
• Should your mobile experience be
identical, or complementary?
• A web-only approach is not enough.
• Break down mobile silos.
• Need to track user engagement across
devices and platforms.
44
45. Mobile Engagement in 2015
• Should your mobile experience be
identical, or complementary?
• A web-only approach is not enough.
• Break down mobile silos.
• Need to track user engagement across
devices and platforms.
• Multi-platform development remains hard.
• Next-gen mobile-first platforms show the
way.
45
47. • The world has gone mobile-mostly
• The big players have all bet huge on
mobile micro-moments
• 2015 will see the rise of those micro-
moments
• One size does not fit all
• Next-gen mobile platforms show the way
48. Eric Kim, VP of User Experience
Modo Labs | www.modolabs.com
Marketo Webinar | December 17, 2014
Q&A
49. Eric J. Kim @huafi
Modo Labs | modolabs.com
Thank you
Editor's Notes
Hi! I’m Eric Kim. I a co-founder and vice president of user experience design at Modo Labs. We’re a mobile software company based in Cambridge, MA, with premier customers in higher ed, healthcare, and enterprise.
Marketo was kind enough to invite me back to speak today about mobile trends for 2015.
In order to look ahead to 2015, we’ll start with a recap of some key developments we saw in 2014 and how they lay the groundwork for what to expect in the year ahead
Because while 2014 was an amazing year in mobile, when we look back at it a couple of years from now we’ll say that the real significance of 2014 was in how specific things that happened this year were hugely pivotal in the evolution of the mobile marketplace for years to come.
As a UX guy, I’m going to focus not just on technology but on user behaviors and the relationships between technology and the people who use it.
Let’s start with a summary visualization of the mobile marketplace in 2014…
And that pretty much sums it up! Another superlative year, in every sense: the most unit sales ever, the most internet traffic, the most m-commerce, the biggest devices, the biggest M&A deals, you name it. I’m sure you’ve all been seeing some of the record-breaking stats.
In other words, it seemed like just yet another amazing year in the mobile marketplace.
But it was not. I think 2014 was a really amazing year in ways that aren’t immediately obvious, because of a remarkable alignment of user behaviors and new technologies and what they mean for the years ahead.
I'm going to call out some specific developments that are remarkable not just in themselves but for how they lay the groundwork for more seismic shifts to come.
Some of the splashiest news in any given year is usually the announcement of new hardware. We love our toys!
Apple dominated the news cycle with the iPhone 6 and 6 Plus – this is Apple giving in and making the big-screen phones the market had clearly been demanding.
Killing it in sales – the 6 Plus already has nearly half the market in its size class.
Not just about size, either: under the hood, something potentially more important
NFC, which is the hardware support for Apple Pay. People have been trying to popularize mobile payments – paying for stuff in physical stores and online using nothing but your smartphone. Google has been trying unsuccessfully to popularize its version, Google Wallet, for over four years now, but has very little real market traction. Apple Pay is Apple’s bid to crack that market, which is estimated to be worth $145 Billion, and it only works the 6 and 6 Plus.
Just kidding! This is actually a Fossil Wrist PDA, powered by PalmOS, from way back in 2003.
We’ve come a little ways since then.
The real Android Wear smartwatches look appropriately more modern.
Not the first smartwatches – Fossil (like you just saw), Pebble, Sony, Garmin, Microsoft, and others have been trying and failing for years – but Google’s Android Wear is the first viable smartwatch PLATFORM, with a robust dev kit and well-documented design patterns for a UX based on momentary glances and tiny bites of information.
I bought a Moto 360 a month ago and it’s been pretty awesome – very clearly a first-generation, early-adopter device, but already showing some of the tremendous promise of the Android Wear platform.
Ok, I’m cheating here of course – the Apple Watch was announced this year but won’t ship till early 2015. But the SDK has been released, and some prominent developers are already working on Watch apps.
Like Google, Apple is pushing this not just as a device but as a PLATFORM.
Notably, like Android Wear, the Apple Watch platform is built around momentary interactions and snippets of content.
And like Android Wear (and Microsoft Band, which was also released in late 2014), Apple Watch will be essentially useless on its own. It really only works when attached to a smartphone in a kind of multi-device symbiosis.
And multi-device symbiosis is also what dominated 2014’s major overhauls to the big mobile platforms.
Google did its part with Android 5.0, called Lollipop. Lollipop introduced Material Design, Google’s new, card-based, layered approach to UX and UI. It’s remarkable for two things:
First, it’s incredibly thorough and well-thought out, both in its look and in its interaction patterns. Reading google.com/design is like reading the Apple Mobile Interface Guidelines for the first time back in 2007: it’s like taking a master class in interaction design.
Second, it was conceived from the beginning as cross-platform and cross-device. It’s not just Android, it’s everything from Google Maps to Gmail to Google Docs to Hangouts, on Android, iOS, Chrome OS, and desktop web apps.
Google wants you to have a consistent Google experience, with access to the same cloud-hosted information and services on every device, no matter what devices you’re using.
Some other very useful things that are Android-specific: interactive notifications on the lock screen
Speaking of lock screen, allows the phone to automatically unlock and stay unlocked when you’re in a trusted location, or near a trusted device. My Android phone senses when my Android smartwatch is nearby and automatically stays unlocked.
Apple is emphasizing similar things with iOS 8 and the latest version of Mac OS, both released in 2014.
Interactive Notifications
micro-interactions taking seconds without leaving your current activity
Cross-device Continuity
Encouraging users to take their activities seamlessly from Mac to iOS and back
Get a call on phone, answer on Mac
Edit a doc on Mac, pick up editing on iPad without having to launch app, navigate to doc, navigate to same spot
Browse web on Mac, open to same page on iPhone right from lock screen without having to remember and type in URL
HealthKit
More personal than ever before – lets devices and apps and services not just collect your health and fitness data but securely share it with other apps and services
Google Fit is the equivalent announced on Android Lollipop this year.
Apple Pay
More convenient than ever before – another quick, momentary mobile interaction at the point of need.
Requires iPhone 6 or 6 Plus, or the Apple Watch
Extensions
- No screen snaps – ability for one app to extend the functionality of another. So I can take a photo, tweak it in a third-party photo editor, and share it on Pinterest, I can do all that from within Apple’s Camera app, without ever having to go back to the home screen to launch another app or use the app switcher to manually bounce around between apps. This enables all sorts of powerful, much more seamless experiences, and Apple is actively encouraging developers to create those sorts of seamless experiences that break down old silos of functionality on your iPhone.
So some really cool stuff we saw this year!
But the most important change in 2014 wasn’t gadgets or platforms. It was a hugely important milestone in user behaviors.
In 2014, we really became a mobile-mostly world.
More connected mobile devices than people in the world.
More than half of all our total time spent online is spent in mobile apps.
Think about that. As of 2014, Americans spend more of their online time in the smartphone and tablet apps than all their online time on their PCs.
This makes 2014 a hugely important watershed year: the tipping point to mobile-mostly.
Now, notice that we’re talking about native mobile apps.
People spend the overwhelming majority of their mobile time in native apps, not mobile web browsers – 80% or more in 2014, according to Flurry, Gartner, and others. That percentage is rising every year.
In fact, when we look at comScore’s numbers, almost ALL of the growth in total time spent online in 2014 was in mobile apps.
So the mobile-mostly world is, for the most part, a mobile APP world.
We’ll get back to that point a bit later.
Since we’re in the midst of the biggest shopping season of the year, let’s use shopping as a case study for how the world has gone mobile-mostly in 2014.
We’ll focus on the weekend that kicks it off after Thanksgiving
90% of us used mobile devices for at least some of our shopping.
50% of all online shopping traffic was on mobile – there’s the mobile-mostly world!
At some big retailers like Target, mobile is more like 2/3 of all online shopping traffic.
In 2009 – just a few years ago! - mobile was just 5% of Black Friday online shopping traffic and almost none of the actual sales.
But look at this next bullet point.
But this is curious. Half of all online SHOPPING is on mobile. But nearly 3/4 of all BUYING is on a laptop or desktop!
When they do click the “BUY” button, they spend $20 LESS per online order placed on a mobile device vs when they buy online using a PC.
So SHOPPING is mobile-mostly as of 2014, but BUYING is still predominantly a desktop and laptop activity.
Some other interesting numbers:
Though Android has long passed iOS in market share of devices sold, iOS users still account for the most of the mobile shopping traffic, and the vast majority of mobile sales. iOS users also spend more per sale than Android users.
Why am I harping on this? Because one thing did NOT change in 2014, and it’s something that marketers, IT buyers, strategists, and pundits often forget:
People use different devices differently!
This may seem blindingly obvious, but it’s so often overlooked.
By device class: smartphones vs tablets vs PCs
By platform: iOS vs Android
Something to keep in mind as we go on.
Going back to shopping…
77% showroom. This is obviously mobile-only, because of the physical context.
But again, if we do find a better price online using our phone, most of us go back to our laptop or desktop PC to actually place the online order.
A great illustration of the fact that in a mobile-mostly world, mobile and PC are not either-or; they’re also-and.
We’re using multiple devices to complete a single activity or reach a single goal.
Not just shopping; according to studies by Mobify and Google, 90% of us move between multiple devices to accomplish a goal.
But our expectations and behaviors tend to be notably different on different devices, on mobile vs. PC.
How is mobile different?
Numerous studies in the past couple of years have quantified those differences. Mobile interactions tend to be:
bursty: a Google survey on multi-screen use found that mobile interactions are more frequent, 56% shorter, and come in bursts of activity.
spontaneous: searches on a mobile device are much more spur-of-the-moment (80% vs 52% on laptop/PC)
simultaneous: much more likely to be used as 2nd screen in simultaneous multi-screening
actionable: A Nielsen/Google joint study found that 28% of of searches on a mobile device lead to a visit, call, or purchase, and more than half of those within 1 hour. Mobile users are disproportionately looking for information they'll act on quickly.
different based on type of device
on 'found time': the Google survey respondents talked about moments that were previously lost to them, where they couldn’t be informed or connected or entertained or productive but now could be – what I call interstitial moments
These don’t characterize EVERY mobile interaction, of course, but they do measurably describe most mobile interactions.
So within the flow of a user’s day, as they move from device to device to accomplish their goals, these are the characteristics of the times they spend on their mobile devices.
Luke Wroblewski, currently VP of Product at Google, famously summed this up as “one eyeball, one thumb”
Reiterating this characterization, Forrester just published a new book on mobile that says: users expect mobile to be efficient, contextual, personal: glance-able, actionable information at the point of need.
We’ve been noticing and measuring these behaviors for some time as they sort of bubble up organically from how we’ve all been teaching ourselves to use these newfangled handheld devices.
Forrester’s new book says that as we head into 2015, it’s more than just observed, emergent behaviors. It’s now become a feedback loop of expectation and behavior and evolving technology.
As Forrester puts it, “Mobile has reprogrammed your customers’ brains. They now turn to their smartphones for everything.”
What Forrester and other analysts are seeing is that in the past year or two, the user mindset has changed from asking “CAN I get what I need on my mobile device?” –this implies an expectation and willingness to seek out content and functionality, which has often been adapted from desktops – the user mindset has shifted to a new mentality of “My mobile device SHOULD OFFER me what I want, when I need it”
So we’ve spent some time reviewing important technologies and shifts in behaviors and expectations in 2014. How can we know what to expect n 2015?
I think it’s a pretty straight extrapolation.
We look at the evolution of user behaviors.
We look at where the big industry players have doubled down. Apple, Google, Microsoft, Amazon.
At the hardware and platform and services levels
All responding to that turn of the corner, that watershed moment in 2014 when we became a mobile-mostly world.
All betting big on that world where people move fluidly between devices, but mobile is dominant, and mobile is different, and the moments we spend with mobile tend to be quick, glanceable, actionable, and contextual.
This is what many analysts have started calling the mobile micro-moment.
[Read quote]
What are some concrete examples of mobile micro moments?
These are very simple, built-in examples. The more powerful ones are really the ones that third-party developers are creating. We see that even these simple examples are:
Personal
Useful at the point of need
Highly distilled – down to the minimal useful information and interaction
Digestible in a glance
Actionable in a few seconds with minimal taps. One eyeball, one thumb.
Returning to this definition – notice that key word, APPS.
Mobile micro-moments are largely NATIVE APP moments, because all those cool features that are being baked into the platforms and devices are only available to native apps.
Interactive notifications
Inter-device continuity
Mobile health
Mobile payments
Integration with wearables
Integration with everything the device already knows about you – calendar, address book, location, level of activity, noise level, what you’re saying!
Performance:
We live in a world when the average web page is 1.8MB per page and set to cross 2MB per page soon. 2MB per web page!
Mobile penalty: According to Akamai, average mobile page load time is 60% slower than the same page on desktop – 9 seconds or more
But study after study shows that people get dissatisfied, abandon their goals if made to wait more than 5 seconds
Amazon: every 100ms delay drives conversion down 1%
If mobile micro-moments last just seconds themselves, who’s going to wait 9 seconds for that moment to begin?
So just as the web world is going gaga for RWD and the one-size-fits-all approach, plus design trends like parallax, HD images, video backgrounds
So, heading into 2015, if your approach to the mobile-mostly world is just web, your users are probably going to leave you behind. I’ve been saying this for years, and the data from Flurry and others backs that up –
But it’s even more true now. Why? Because as Forrester says, it’s become an active feedback loop. It’s not just users’ emergent behaviors and expectations. With the big players doubling down on these types of interactions, in their platforms and their own apps and with their developers, they’re actively encouraging these types of micro-moment interactions.
Now the idea of the mobile micro-moment is contrary to the big trend in web design in the previous few years: RWD: the same content, organized the same way, with the same navigation and structure, regardless of the device – just formatted to fit the device at the point of display.
It’s a tremendously useful set of web techniques, backed by some of the smartest people in our industry. But it’s never been enough in and of itself, and as we head into 2015, if RWD is your whole approach to mobile, it’s going to be more and more of a disadvantage to you and your users.
When I talk about RWD and different approaches to mobile engagement, I like to use food as a metaphor.
Now this is NOT MONOLITHIC, NOT DETERMINISTIC.
By no means am I saying that EVERY mobile interaction is a hyper-condensed energy shot.
Users are also watching more long-format video on their phones – minutes, even hours of steady usage at a single task.
Somewhere, sometime, there will be users who do want the full meal that they’ve heard you offer.
RWD and other web-centric techniques will continue to have their important place at the table.
There’s a need for all of these!
But what users are increasingly expecting, and what the big platform players are all actively encouraging, is the growing importance of the mobile micro-moment.
So…getting back to the big picture, I’ll read a few more tea leaves for 2015.
Here are some more mobile trends to watch for in 2015, based on foundations laid in 2014.
Health tracking to reach critical mass
Hardware support there for the past 2 years (for wearable integration)
Market demand: 25% of adults already track health/activity on their phones, often via a connected device – solidly in the early-majority phase
Another 15% plan to start doing so.
OS/platform support solidified this year, and both Apple and Google are encouraging their users and developers in this area.
Straightforward to say we’ll see mass adoption by the end of 2015.
By “mass adoption” I mean that by this time next year, 40+% of smartphone users will track at least some health or fitness data on their smartphones, via OS services, apps, and/or connected wearables.
Mobile payments: Critical mass 2 years away. Off to a good start as of late 2014, driven by Apple Pay. Critical mass is ~2 years away due to adoption/upgrade cycle of hardware that supports it.
High likelihood; 70% of users are dissatisfied with the convenience and security of their credit cards.
Smart wearables: Juniper says from 27 million units in 2014 to 116 million in 2017. Current generation is, and first Apple Watch will be, early-adopter devices.
I think it’s definitely going to happen. One thing I’ve been realizing about wearables: they counterbalance a usability problem with the big-phone trend, which Apple gave into with the 6 and 6 Plus. Big phones can be really inconvenient sometimes.
I realized what an issue this is by watching my wife, who upgraded to an iPhone this year and now never seems to have her phone with her around the house because womens’ pants don’t have pockets that will fit it. A female co-worker actually went with a 6 Plus for the same reason - she said that as long as she’s going have to have a phone that’s big enough to need its own carrying case, why not get the biggest phone? If you can’t physically have your phone accessible at all times because it’s in your purse or in the next room, a wearable that brings the most time-sensitive stuff from your phone to your wrist can answer a real daily need.
Another factor is that there are social contexts where it’s just rude or disruptive to pull your big phone out of your pocket or purse to check on something, in a way that a quick glance at your wrist isn’t.
Contextual and predictive interactions: Google Now, Siri/Spotlight, Cortana: all trying to guess what you’ll want based on what it knows about who you are, where you are, what you’re up to. Offering it up super-streamlined at the point of need rather than waiting for you to go digging for it. This is the apotheosis of mobile in 2015: micro-moments offered up personally to you.
These are all technologies introduced in 2014, but which will really start to drive mobile user interactions in 2015.
What does this mean for people like us, who work to reach out and engage with our audiences?
First, remember that we’re reaching our users on a broad range of devices throughout the day
As of now, more often than not, it’s on a mobile device
Across many different types of activities, 90% of us touch a mobile device as part of completing any online activity
So all roads lead THROUGH mobile. Mobile may not be the end of a given activity, but it’s an essential part of it. Think about showrooming and comparison shopping on mobile, en route to clicking “Buy” on your laptop.
Design with the mobile micro-moment in mind. Not everything can be condensed into an energy shot, and not everything should. But are there ways in which your apps can offer momentary interactions that meet your users’ needs at the point of need, iin a way that’s quick, contextual, and designed for one thumb and one eyeball?
For your content, for your audience, does one size fit all?
Most of what we’ve talked about – the big bets that Apple and Google (and Microsoft, too) have made in 2014 and the trajectory analysts see for 2015 – these are all the domain of native apps.
Mobile-friendly web will continue to be an essential part of your mobile strategy – social sharing, low friction.
But with few exceptions, web cannot be the ONLY way you engage with your audiences on mobile.
For the majority of us, native apps MUST be a part of how we engage with your audience.
Users don’t want mobile silos. Apple and Google are going to great lengths to make sure you don’t have to bounce between multiple apps to accomplish your goals. What can you be doing in the mobile experiences you offer your constituents to foster the same sorts of seamless mobile experiences?
Marketing automation tools like Marketo are all historically strongest on the web. In the past year or so, the Marketo ecosystem has gotten richer in terms of tools and techniques for capturing, tracking, and scoring user behaviors within the native apps where the users are spending their time. My company, Modo Labs, was one of the first to offer real integration with Marketo in its native-app products.
When I say non-technical people, I mean it – a huge insurance company is creating micro-sites for their clients using Modo Labs’ mobile publishing tools, and it’s all being done by totally non-technical people in the marketing group – not a single developer involved.
The world has gone mobile-mostly, and multi-device
The big players have all bet huge on mobile micro-moments: personal, contextual, highly mobile-specific and mobile-optimized information and functionality at the point of need
In 2015, based on trends in user behaviors and where the big players are pushing users, those micro-moments will increasingly dominate how people use mobile and what they expect from it
To meet those needs and expectations, you cannot be relying on a web-only, one-size-fits-all approach to your online audience
All this is hard, but next-gen mobile platforms like Kurogo make it all possible and even easy, even for non-technical people