The document provides guidance on when to use web, apps, bots, and agents from a marketing perspective. It recommends using the web when ubiquity, speed, information delivery, or existing infrastructure can be leveraged. It suggests using apps when context, engagement, accessibility from a single source, or rich interactivity are important. Bots should be used when existing customers or large audiences need service or attention. Agents are best utilized when integrating with other platforms, differentiating on those platforms, voice is sufficient, existing payment solutions apply, or simplicity is key.
To view the actual webinar, it's available on YouTube: http://www.youtube.com/watch?v=9PbIO5UNmUs&feature=share
Learn how to deliver a great web experience to your customers. Whether you are planning a new site or gearing up for a redesign, Andrew and Merrily from PINT, Inc.'s marketing department explain key trends and concepts to help you get started.
Progressive Web Apps use modern web capabilities to deliver an app-like user experience. They evolve from pages in browser tabs to immersive, top-level apps, maintaining the web's low friction at every moment.
They are reliable, fast, engaging and delivering amazing UX to end users. And they are here!
The slides are from my talk at http://2018.symfonycamp.org.ua/
To view the actual webinar, it's available on YouTube: http://www.youtube.com/watch?v=9PbIO5UNmUs&feature=share
Learn how to deliver a great web experience to your customers. Whether you are planning a new site or gearing up for a redesign, Andrew and Merrily from PINT, Inc.'s marketing department explain key trends and concepts to help you get started.
Progressive Web Apps use modern web capabilities to deliver an app-like user experience. They evolve from pages in browser tabs to immersive, top-level apps, maintaining the web's low friction at every moment.
They are reliable, fast, engaging and delivering amazing UX to end users. And they are here!
The slides are from my talk at http://2018.symfonycamp.org.ua/
A terrific rundown of social media benefits, terminology, tools and real world stories featuring slides from H&R Block's own Social Media Director, Zena Weist.
With lower budgets and staff available, chatbots may be the future of Extension support. Learn how we built our own Extension chatbot called "veggiebot" to help answer questions from the public.
To create the best mobile applications possible we have to look at the design from a user perspective before we start programming a single line of code. And the design process doesn’t stop after the first deployment. When an application has been submitted to a marketplace or appstore we can start monitoring the usage and study the end-user reviews.
The following topics are covered in this slidedeck:
1. Creating awareness on the importance of app strategy and design.
2. What should be happening before we start developing mobile apps?
3. What should be done once the mobile app has been deployed?
4. Wrap up and next steps.
Conversation UIs & Chatbots an introductionMarion Mulder
What are conversational User Interfaces (chatbots, voice assistants), how do they relate to AI, AR, and IoT. What can they be used for. Where are they today and where could this potentially go in the (near) future. And how and where do you start.
This presentation was used for a guest lecture to 3rd year students Media, Information and Communication (Creative Business) of the Hogeschool van Amsterdam (HvA) 26 september 2018.
Images used in the presentation have source reference where available
2018 iOS Mobile App Promotion Strategy Templateunfunnel
http://shop.unfunnel.com/product/ios-mobile-app-marketing-strategy-template
How to Create Lovable Campaigns for iOS & Android Smartphone Apps - includes a step-by-step guide to traffic and conversion optimization.
Get the full excel template HERE:
https://shop.unfunnel.com/product/epublications/ios-mobile-app-marketing-strategy-template
How do startups use social media to scale up its businesses? Before you go on creating accounts on various of social media platforms, calm down and think about your priorities, resources and short-term and long - term goals. Tactical execution gets way easier and stressless once the bigger picture has been taken care of.
Presentation from Workshop during "Online Communications Conference 2010", Berlin, raising the question when and why an organization should build apps. Or reconsider and start with mobile web first.
UX is one part of the Digital Landscape and I call it the Monster Truck of the digital world. In this presentation I get you across the entire digital landscape and how UX fits into that. This is more a look into the Digital Landscape than the UX Landscape. Take a look at the UX Overview slide presentation too.
DiCoDE: Digital Content Distribution Ecosystem model v2010Fabian Tilmant
DiCoDE presents 1 model with 5 key concepts, at the crossroad of Digital Content, Advertising and Social Networks throughout Media, Telecom and User Experience universes. It aims to understand, analyse and decode actors, actions and stakes within the Digital Content Distribution Ecosystem. DiCoDE explains how users access, get engaged, consume and interact with any type of digital content. It also defines strategies and tactics accordingly.
2024 WTF - what's working in mobile user acquisitionJohn Koetsier
What is working for app publishers in 2024 while there's so much bad news everywhere?
This is a presentation I delivered at Mobile Apps Unlocked (MAU) in Las Vegas in April.
Smart matter: How 4 things are making every "thing" smartJohn Koetsier
We're currently adding radios, chips, motors, and sensors to almost every thing on the planet. Call it IoT, call it smart home ... it's coming to your windows, doors, roofs, tools, clothes and ... everything else.
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Similar to Web, apps, bots, & agents: when to use each
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With lower budgets and staff available, chatbots may be the future of Extension support. Learn how we built our own Extension chatbot called "veggiebot" to help answer questions from the public.
To create the best mobile applications possible we have to look at the design from a user perspective before we start programming a single line of code. And the design process doesn’t stop after the first deployment. When an application has been submitted to a marketplace or appstore we can start monitoring the usage and study the end-user reviews.
The following topics are covered in this slidedeck:
1. Creating awareness on the importance of app strategy and design.
2. What should be happening before we start developing mobile apps?
3. What should be done once the mobile app has been deployed?
4. Wrap up and next steps.
Conversation UIs & Chatbots an introductionMarion Mulder
What are conversational User Interfaces (chatbots, voice assistants), how do they relate to AI, AR, and IoT. What can they be used for. Where are they today and where could this potentially go in the (near) future. And how and where do you start.
This presentation was used for a guest lecture to 3rd year students Media, Information and Communication (Creative Business) of the Hogeschool van Amsterdam (HvA) 26 september 2018.
Images used in the presentation have source reference where available
2018 iOS Mobile App Promotion Strategy Templateunfunnel
http://shop.unfunnel.com/product/ios-mobile-app-marketing-strategy-template
How to Create Lovable Campaigns for iOS & Android Smartphone Apps - includes a step-by-step guide to traffic and conversion optimization.
Get the full excel template HERE:
https://shop.unfunnel.com/product/epublications/ios-mobile-app-marketing-strategy-template
How do startups use social media to scale up its businesses? Before you go on creating accounts on various of social media platforms, calm down and think about your priorities, resources and short-term and long - term goals. Tactical execution gets way easier and stressless once the bigger picture has been taken care of.
Presentation from Workshop during "Online Communications Conference 2010", Berlin, raising the question when and why an organization should build apps. Or reconsider and start with mobile web first.
UX is one part of the Digital Landscape and I call it the Monster Truck of the digital world. In this presentation I get you across the entire digital landscape and how UX fits into that. This is more a look into the Digital Landscape than the UX Landscape. Take a look at the UX Overview slide presentation too.
DiCoDE: Digital Content Distribution Ecosystem model v2010Fabian Tilmant
DiCoDE presents 1 model with 5 key concepts, at the crossroad of Digital Content, Advertising and Social Networks throughout Media, Telecom and User Experience universes. It aims to understand, analyse and decode actors, actions and stakes within the Digital Content Distribution Ecosystem. DiCoDE explains how users access, get engaged, consume and interact with any type of digital content. It also defines strategies and tactics accordingly.
2024 WTF - what's working in mobile user acquisitionJohn Koetsier
What is working for app publishers in 2024 while there's so much bad news everywhere?
This is a presentation I delivered at Mobile Apps Unlocked (MAU) in Las Vegas in April.
Smart matter: How 4 things are making every "thing" smartJohn Koetsier
We're currently adding radios, chips, motors, and sensors to almost every thing on the planet. Call it IoT, call it smart home ... it's coming to your windows, doors, roofs, tools, clothes and ... everything else.
Mobile is the fastest growing ecosystem in history. 53% of the top 100 unicorns are mobile-only, mobile-first, or largely mobile.
It’s become clear that winning in mobile isn’t just about winning in mobile. To win in mobile is to win. Period.
Online education portal Chegg's documentation to go public.
More information here:
http://venturebeat.com/2013/10/31/textbook-rentals-and-more-chegg-files-for-158m-ipo-that-values-the-company-at-977m/
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Apple's latest iPhone has buggy wifi. Here's a visual walkthrough of the problem.
Note: it happens on some iPhones and not on others. I know, because I have two, with identical settings, and it does on one and not the other.
Full story here:
http://sparkplug9.com/iphone-wifi-access-is-buggyiphone-wifi-access-is-buggy/
This is 5 years of changes in the Post interface of WordPress, probably the most popular blogging software on the planet.
These were collected by Ozh and posted on his blog here:
http://planetozh.com/blog/2008/12/a-journey-through-five-years-of-wordpress-interface/
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http://sparkplug9.com
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• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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https://nidmindia.com/
6. My goal
Provide some clarity about when you should use:
- Web
- Apps
- Bots
- Agents or assistants (but not bots)
I’m doing this from a marketing perspective:
- Partially because this technology is often utilized by marketers
- Partially because “marketing” is now part of everything a company does
7. - Write for Forbes, VentureBeat, Business Insider
- Mobile Economist for TUNE
- Marketing attribution, tech in 3.5B devices globally
- Founded the research division of VentureBeat
- Focused on martech
- CEO of Sparkplug9
@johnkoetsier
johnkoetsier.com
John Koetsier
8. Use web when ...
- You want ubiquity
- Base layer
- You need speed
- Friction
- Info dump
- You are bundling multiple media in one experience
- You can capitalize on existing infrastructure
- Payments
9. Use apps when ...
- You want context
- Location, time, activity
- You need engagement
- E.g, games, media, social, content creation
- You need accessibility
- One layer from HERE
- You are providing rich, fast interaction
- Full interactivity: image/video editing,
10. Use bots when ...
- You have existing connected customers
- Fans/followers and customers; need service
- You can get attention
- Robot Lawyer
- Christopher bot
- You need one-to-one at scale
- You have a simple, bounded problem
- Most bots are stupid, so ...
11. Use agents/assistants when ...
- You can integrate into someone else’s platform
- You can differentiate on someone else's’ platform
- Voice is enough
- You can use an existing payment solution
- You need simplicity
- Base layer
- Payments
- Connectability with simple links
One of the biggest challenges with new technologies: where do they fit; where do they work, where do they not work…
Websites … brochures
Apps … websites
Bots … apps
We’re going to go a little bit fast -- not much time -- but I’ll post this on my website so you can get the full presentation.
March 2016: Satya Nadella
Image: https://www.slideshare.net/coreindustries/bots-are-loving-you
Satya Nadella is a very smart man, and he’s doing amazing things at Microsoft … but …
That is bullshit
Bots are many things, but they are not the new apps
In fact, they’re very different than the new apps
Image from Wikipidia: https://upload.wikimedia.org/wikipedia/commons/a/a1/Bullshit_46346.jpg
Marketers always jump on the latest tech
But they’re also always very confused about the latest tech
Probably because there’s so bloody much of it … 3,500 to 4K martech companies
I’ve talked to Scott Brinker … new one has 5,000
When bots first came out, there was a ton of hype
Now, we are in the trough of disillusionment on bots
Both extremes are silly
This is from Botanalytics … notice the large 57% retention rate for “commonly used entertainment bots”
Actually … kinda cooking the books
Check the smaller print: retention rates CAN be as high as 10%
Average is 4%
Image via Botanalytics: http://venturebeat.com/2017/03/20/these-are-the-most-important-chatbot-metrics-to-track/
Added agents
Wasn’t in my program description
Felt it was important to add
If you don’t like it or disagree … sue me :-)
And … btw … I differentiate:
Bots: simple, text, constrained, verticalized …
Agents: complex, platform, text & speech, broad, connect multiple functions
Feel free to agree/disagree later in question period :-)
OK, let’s start with the web
Still a very viable choice for development and delivery!
Ubiquity: any device, any platform, any message, any location … the web is the base layer of technology
Speed: remove friction (apps: install; bots: platform), info dump … web is good at longform
Multiple media: apps can do this too, although integration of disparate sources of data/media not as easy to accomplish. But bots struggle at image galleries, videos, comparisons, complex layouts, interactive charts/graphics
Ease: two examples … payments: Apple Pay, Android Pay; connectability … simple links … getting that in apps and bots: deeplinks and universal links, but need an additional technology layer
And now … apps
A bit out of favor … we’re past the gold rush stage … have major competition with incumbents with entrenched positions
But again, still VERY viable
Context: location, time, activity
Engagement: deep, intense immersion over time (games … media … social … content creation … etc.)
Accessibility: we live in a mobile-first world, so phones are the default device. Apps are the fastest way to X: open phone, tap icon … one layer from immediate. Bots are 3 layers: phone, messaging app, conversation
Rich interaction: full interactivity
Distribution: app stores are crowded and busy and we all use 5-8 apps mostly … but there’s still no other distribution method on the planet that can get content & functionality into the hands of tens of millions as quickly (possible exceptions: web and social platforms). App installs have slowed, but not stopped, and not everywhere.
Finally … bots
Huge opportunity … but not the way many have built them
Existing customers: incentive to work with you, need help from you, will seek you out. Important b/c discoverability is still a major problem for bots (e.g., KLM)
Attention: Discoverability is a challenge, but if you have something awesome, people will seek you out (e.g., the world’s first robot lawyer … maybe the most successful bot to date. important note: that bot is built on the web.) Other example: the homework bot … Christopher Bot … lots of media attention, but under 1,000 likes
One-to-one: Chris Messina, inventor of the hashtag … request his schedule, where he’s speaking, etc. Big brands even more so of course.
Simple, bounded problem: this is the most critical one right now. Most bots are really stupid, and the huge proliferation of bot-building tools out there is ensuring that this will continue to be the case for some time yet. Avoid the comprehension problem by offering a bot for a very specific purpose. Example: MobileMonkey, which does nothing but book appointments for professionals like dentists and doctors. Simple, defined problem with limited capacity to screw up, but also an important challenge.
And … agents/assistants
Also a huge opportunity … also just beginning to see what’s possible here
Integrate: You’re not going to build your own agent, b/c you’re not Amazon, Google, Apple, Microsoft, IBM, Facebook, Baidu, etc. But if you can integrate into Alexa, Siri, Google Assistant … you can win. Kayak: vacation discovery via Alexa … “where can I go for $500?”
Differentiate: Agents are going to drive a huge percentage of commerce … how will you be set up for success? Why will they recommend you? Relationship with platform owner, engagement and retention in skill/action/integration, kickback or retail markup, volume of $$$ you drive. This is early days still … but start sooner rather than later, learn faster, become #1.
Voice: Turning up the temperature, adding two numbers, or getting the capital of Kazakhstan are good voice-first problems. Comparing two or more cars that you’re considering buying is not. Pick agents/bots/apps/web for problems that they can solve.
Payments: if you’re re-ordering washing detergent, you can re-order via Alexa and Amazon knows how to take your payment. Can’t say the same for most bots. Payments built into Messenger, sure, but how many people have given FB their credit card?
Customers: true for all of the previous slides … are your customers early adopters of one or more technologies? You should know … and you should get where they are.