This document discusses the importance and opportunities of mobile marketing. It notes that mobile phones have near-universal access globally and are increasingly central to everyday life. Traditional channels like TV, radio, newspapers are declining as people spend more time on mobile devices. The document provides statistics on mobile usage and outlines strategies for effective mobile marketing, including having a dedicated mobile strategy and prioritizing user experience. It also warns against several common mistakes like treating mobile as an afterthought or failing to properly resource mobile initiatives.

1. *
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2. *

3. *The Opportunity
*Why Does Mobile Matter?
*Top 10 Mistakes
*Questions
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4. *
*20% of the world
population has
access to running
water. The World Water
Organization
*64% of the world
population has
access to working
toilets. The United
Nations
*86% of the world
population has
access to mobile
phones. United Nations via
Time Magazine
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5. *
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6. TRADITIONAL CHANNELS ARE DISAPPEARING
*TV is being replaced by on-demand and DVR
*Radio is being replaced by iPods, Pandora, and Spotify
*Landlines are going away
*Newspapers and Magazines are thinning out, cutting
editions, stopping print, or shutting down completely
*Mobile is even displacing desktop
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7. Morgan Stanley.@viaScully

8. @viaScully

9. So, where is your audience?
*65% of us have smartphones (U.S.)
51% 42%
@viaScully ComScore Digital Future in Focus 2014.

10. *91% of smart phone owners have their phone with arms
reach 24/7 Morgan Stanley, 2011
*4 out of 5 smartphone owners check their phones within
15 minutes of waking up “Always Connected.” IDC 2013
*85% of consumers said mobile devices are a central part
of everyday life (90% of those aged 18-24)
Salesforce/ExactTarget Marketing Cloud. 2014 Mobile Behavior Report.
*On average, consumers report spending 3.3 hours a day
on their smartphones Pew Research, Jan. 2014
*37% of American consumers are “Always Addressable”
(using at least 3 devices, online, multiple times a day,
from multiple locations) Forrester via IBM Tealeaf “Meeting the
Expectations of the Mobile Customer” May 2013
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11. *27% of emails are opened on
mobile device Sirona Consulting
*87% smartphone and tablet
owners using a mobile
device for shopping
activities. Nielsen. The Digital
Consumer 2014.
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*

12. *
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13. Mobile Web
Apps
SMS/MMS QR
Location
Based
Services
Mobile
Coupons
Social Media? Augmented
Reality
Gamification
Push
Notifications
Mobile
Advert.
iBeacon /
NFC
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14. *Highly personal, always close,
always connected device.
*Increasingly trusted as the first go-to
channel for consumers.
*Complementing some channels.
Replacing others.
*Often leads to action.
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15. *
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16. *
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(CC) Image by “Doc Searls” on Flickr

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18. *More than nine out of ten consumers say that access to
content however they want it is somewhat or very
important; 59% say it’s very important.
*83% say a seamless experience across all devices is
somewhat or very important. Salesforce/ExactTarget Marketing
Cloud. 2014 Mobile Behavior Report.
*93% of people who use mobile to research go on to
complete a purchase of a product or service (82% in
store, 45% on desktop/tablet, 17% on mobile).
*Over half (55%) of those want to make a purchase
within an hour, 83% within a day, of conducting
research on their smartphone. Google/Nielsen Mobile Path to
Purchase custom study, Nov 2013
*71% have used “store locator” to find a store Google/Nielsen
Mobile Path to Purchase custom study, Nov 2013
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19. *Mobile works best when it becomes part of
everything.
*Plan your data strategy
+Link your marketing programs
+Common repository
+Keep your data clean
+Keep it compliant
=Valuable marketing database
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20. *
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(CC) Image by “Jeff Hester” on Flickr

21. *SMS produces 6x-8x higher response than email
MobileCommerceDaily, 2012
*Text messaging is seen as somewhat or very
useful by 91% of users who actually subscribe
to a brand’s texts. Salesforce/ExactTarget Marketing
Cloud. 2014 Mobile Behavior Report.
*764.2 Avg Text msgs sent and received/month
Nielsen 2013 Mobile Consumer Report
*3,853 /month for 18-24 year olds. 25-34 year
olds were about half that. Experian Digital Marketer
Report 2013
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22. *160 characters or less
*More personal /
intrusive
*Carriers rule
*Hard cost
*Different metrics
*No HTML
*Audits
*Strictly opt-in
*Require short codes
and program
registration (6-8 wks)
*Requires active list
management
(compliance)
*Different calls to
action
@viaScully http://www.michaelscully.com/2012/02/11-ways-sms-marketing-is-not-like-email-marketing/

23. *
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(CC) Image by “Christina Rogers” on Flickr

24. *Google loves responsive web design, BUT:
*Only 9 of the Fortune 100 use it. 47 had
dedicated mobile sites. 44 had just a
desktop version.
*RWD sites loaded slowest of all, 8.42 seconds
on average!
*Even full desktop sites loaded in 6.57
seconds!
*Dedicated mobile sites still missed Google’s
<1 second mobile load time
recommendation, averaging 2.9 seconds.
The Search Agency’s Mobile Experience Scorecard: Fortune 100 Companies. Sept 2013.@viaScully

25. *Different context of users (urgent, repetitive, bored)
*Touch interfaces (“One eye, one thumb”)
*Build for speed (smaller images, less code, “mobile first”)
74% of consumers will wait 5 seconds for a web
page to load on their mobile device before
abandoning the site. Nearly half won’t return to a
mobile site that didn’t work well last time. Gomez
85% of adults who have completed a mobile
transaction in the past year expect the
experience to be better than a laptop or desktop
computer IBM Tealeaf “Meeting the Expectations of the Mobile
Customer” May 2013
*If you rely on mobile web as a key revenue driver
or expect regular repeat mobile web visits, then
build a dedicated m-site.
http://www.michaelscully.com/2013/01/10-reasons-for-separate-mobile-and-desktop-web-sites/@viaScully

26. *
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27. Are you sure?
Hurdles:
*Technical Strategy (platforms, back-end)
*Budgets (initial build, ongoing maintenance, marketing)
*User Experience & Design
*Management
*Getting Found
*Monetization (Paid Download, Advertising, “Freemium”, Offline)
*Consumers spend 15+ hours per week researching on their
smartphone, fairly evenly split between apps and m-web.
Google/Nielsen Mobile Path to Purchase custom study, Nov 2013
*Start with mobile web. Your users will.
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28. *
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29. *Each step cuts participation. Use clear calls to
action and simplest flows.
*Offer real value. Make it about your customer.
Think “As a customer, would I use this?”
*Don’t let technology dictate the experience.
Make it disappear.
*Give a LOUD voice to the customer advocate.
*If you don’t advocate for user experience first,
don’t bother.
(not just a mobile thing)
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30. *
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(CC) Image by “Mark Couvillion” on Flickr

31. @viaScully
*Symptom #1: The web guy or the email guy is now the
mobile guy too.
*Symptom #2: No mobile budget or roadmap.
*Support and nurture ongoing
*Not one-and-done
*Learn, optimize, and iterate
*Commit. This is not a fad.

32. *
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33. Complicated Ecosystem
* Fuzzy rules and regulations (Messaging)
* MMA
* CTIA
* CSCA
* Carriers, LNP, & Deact
* FCC
* FTC
* TCPA
* COPPA
* Federal DNC
* State Laws
* App Stores
* International
* Constantly changing.
* Expensive to get started. Even more
expensive to get wrong.
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34. *Significant distraction from your core business
*Requires a number of specialized skills and best
practices to get right:
- Developers (new environments)
- UI (best practices, frameworks, new form factors)
- QA (range of devices)
- Compliance (audits)
- Marketer (new metrics)
- Technical Project Manager
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35. *
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(CC) Image by “Jeremy Keith” on Flickr

36. *Two extremes:
- Building only for iPhone
- Building for every device
*New devices keep coming. “Forever support” is expensive.
*It’s okay NOT to support some (especially older) devices.
*Set user expectations.
*Test, test, test.
*Have a process for deprecating support for older devices (<20%,
< 10%, <5%)
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37. *
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(CC) Image by “Mikey Wally” on Flickr

38. *“We tried mobile, but it didn’t work.”
*Mobile is not going away. Stopping is not an
option.
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39. *
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(CC) Image by “David Blackwell.” on Flickr

40. *68% of consumers say it is somewhat or very important that
companies they interact with are seen as a technology leader.
Salesforce/ExactTarget Marketing Cloud. 2014 Mobile Behavior Report
*“Our customers don’t want mobile.”
*“We’ll just buy a list later.”
*Your competition will beat you to it, and they will know more
about your customers’ behaviors than you do.
*Start. Capture data. Learn. Make informed decisions.
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41. *
*1 Mobile as a silo
*2 Treating SMS like email
*3 Treating mobile web like web
*4 “We need an app!”
*5 Sacrificing UX
*6 Under-resourcing
*7 Building in-house
*8 No device strategy
*9 Giving up too soon
*10 Putting it off
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42. *
Slides will be at: www.skookum.com/blog
offline questions: mscully@skookum.com

43. *
*Google Full Value of Mobile
http://www.howtogomo.com/fvm
*Google Mobile Web
http://www.howtogomo.com/
*MobileMarketer
http://www.mobilemarketer.com
*MobileCommerceDaily
http://www.mobilecommercedaily.com
*CTIA Playbook
www.wmcglobal.com/images/CTIA_playbook.pdf
*MMA Consumer Best Practices
www.mmaglobal.com/files/bestpractices.pdf
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