domain7: why mobile matters to your online marketing strategy

Tuesday, 10 January, 12

Why Mobile Matters to Your Online Marketing Strategy

Tuesday, 10 January, 12

The Next 60 Minutes

Why do I need a mobile strategy? And what does it look like?

Tuesday, 10 January, 12

The Next 60 Minutes

Mobile LandscapeMobile Strategy

– Content– Marketing

Mobile Tech Choices– Responsive Web

Future of MobileNext StepsQuestions and Discussion

Why do I need a mobile strategy? And what does it look like?

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The Mobile Landscape

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People are adopting mobile 8 times faster than they got on the Web a decade ago.

Source: http://www.consafelogistics.com/en/KnowledgeCenter/News/2011/September/07/Mobility_trends.aspx

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0

125

250

375

500

2010 2011

Mobile’s taking over Facebook

Source: http://www.facebook.com/press/info.php?statistics

Mobile usersNon-mobile users

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In 2 to 4 years, half your site’s visitors will be via mobile.

Source: http://www.idc.com/getdoc.jsp?containerId=prUS23028711

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85% of mobile devices will be web-enabled by this year.

Source: http://www.thinkwithgoogle.com/insights/featured/understanding-mobile-users/

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Source: http://searchengineland.com/comscore-the-ipad-owns-97-percent-of-us-tablet-traffic-82855

What kind of mobile?Other2.0%

iPod Touch14.9%

Feature phone1.5%

Other smartphone3.6%

Android Phone8.2%

iPhone34.6%

Other Tablets1.3%

Android Tablet0.4%

iPad33.5%

Web traffic by device in Canada

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Who is on mobile?

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Who is on mobile?

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Where are people on mobile?

Home

Downtime

In lines

Shopping

Work

TV

Commute

0 22.5 45 67.5 90

47%

62%

62%

69%

76%

80%

84%

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What are they doing on their mobile phone?

• Browsing the web

• Using a search engine

• Using an app

• Watching videos

• Social networking

• Local business information-seeking (1 in 3 searches)

• While shopping

• Gaming (125 years of Angry Birds is played every day)

• Consuming other media (reading, watching TV, listening to music)

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What makes mobile unique/ different?

• Location Aware

• Intimate and Interactive including physical intelligence

• Social and personal with contacts always right there

• Relevant and present at decision/consideration points

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Let’s Bring Some Strategy to the Chaos

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Basics of a Strategic FrameworkObjectivesUnderstand, articulate and then define them

PeopleUncover the human dynamics at play: physical needs and emotional benefits to the people you serve

MeasuresDefine how you’re going to tell if your connecting with people and meeting your objectives

TacticsChoose the best techniques and tools that will deliver

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StrategySo what’s changing?The dynamic of fundamental space in which we are working has shifted.

UNCERTAINTYCONTROL

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StrategyContent is the Cornerstone of Mobile Mobile Strategy now pivots and centres on Content Strategy.

UNCERTAINTYCONTENT

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StrategyWhat makes the new strategy different?

• Content is your position of strength and predictability• Medium is increasingly unpredictable• The points of connection with people are more intimate

and human• Social dynamics are stronger• Your content is relevant and present when and where

people are making decisions• Allows you to address a matrix of user goals relative to

their device

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Mobile Content Strategy

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Learn how your audience uses their devices.

Home

Downtime

In lines

Shopping

Work

TV

Commute

0 22.5 45 67.5 90

47%

62%

62%

69%

76%

80%

84%

http://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/Tuesday, 10 January, 12

Don’t assume users’ current situation.

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Supply the same content to all devices.

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Represent content differently across different devices.

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Highlight crucial content.

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Entice visitors into long-form content.

Source: http://www.useit.com/alertbox/page-abandonment-time.html

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Split content into smaller chunks.

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Adapt to observed behaviour.

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Use mobile to improve the desktop.David Leggett : “The most reasonable case for omitting objects from a mobile site is when the object wasn’t essential to the desktop site in the first place.”http://www.uxbooth.com/blog/considerations-for-mobile-design-part-2-dimensions/

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Let the constraints spur your imagination.

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Mobile Marketing Strategy

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Reasons for Mobile Marketing1. Get new customers

2. Increase branding presence to all touch points

3. Increase traffic on mobile website

4. Stimulate users during the pre-purchase and research phase

5. Increase traffic on stationary website

6. Ability to target certain demographics based on devices

7. Alignment with other marketing initiatives

Source: http://www.gstatic.com/ads/research/en/2011_Google_MMA_Global_Perspectives.pdf

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Mobile Marketing Funnel1. Awareness

• Mobile advertising• Check-in rewards and offers• QR Codes and NFC

2. Consideration• Geo-targeted opt-in offers• Information Resource• Augmented reality• SMS and MMS Notifications

3. Intent• Point-of-purchase• ‘Recommendations’ based on user-history• Local-social opportunities

4. Purchase• In-store (Starbucks app)• E-commerce

5. Support6. Loyalty and Advocacy

• Social influence

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Mobile Tech Choices

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Mobile-Native App

Monetization

Camera

Contacts

Accelerometer

Advanced UI

Graphics

Full screen Calendar

GPS

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80% of branding apps

never reach

1000 downloads

Source: http://www.lukew.com/ff/entry.asp?1402

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Hybrid App

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Dedicated Web App

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Mobile Website

Don’t need Steve’s

approval

No installation

No 30% cut

No updates

Single platform

Cheap

Linkable

Quick to market

Searchable

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People looking for information about you

are more likely to Google you than

open the App Store.

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Blackberry13%

iPhone14%

Android14%

m.facebook.com59%

Facebook Mobile Posts by Client

http://danzarrella.com/new-data-on-mobile-facebook-posting.html

What do users prefer?

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So unless you absolutely must,

go Web.

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79% of large online advertisers do not have a

mobile-optimized site

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The Mobile Manifesto www.domain7.com/mobile

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Mobile ManifestoA set of principles to guide our approach.

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Mobile ManifestoA set of principles to guide our approach.

1. Open standards over single software vendors

2. Mobile websites over device-specific apps

3. Plaintext and indexable content whenever possible

4. Plaintext source code when possible

5. Start with market research before beginning any project

6. Make mobile a central part of the development process

7. Treat mobile and online strategies as linked

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Responsive Web

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Responsive WebAdvocates for web standards are charting a new direction

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Responsive WebWhat factors have lead to this new approach?

1. It’s getting very expensive to accommodate existing and new devices

2. Managing content across platforms and devices is getting complex

3. User experience improvements in HTML5 make the browser more dynamic

4. New skill set and tools required for different platforms

5. Treat mobile and online strategies has become difficult and fragmented

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Responsive WebWhat is Responsive Web?

1. Fluid vs. Fixed

2. Responsive vs. Fluid

3. Benefits of the Web

4. Single system reduces cost, complexity

5. Content is Consistent

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Responsive DesignWhy would you choose it?

1. You’re starting from scratch

2. You want to keep cost and complexity manageable

3. You don’t need access to the hardware (i.e. camera)

4. You want to future proof your investment

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What is the Future of Mobile?

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Mobile Trends1. Seamless media

consumption experience cross-device

2. Apps powering the desktop media experience

3. Personalized media experience for consumers

4. Mobile traffic passes the desktop

5. Mobile advertising hits the “tipping point”

6. Social channels for media consumption

7. HTML5 powering the mobile App economy

8. Location based promotions

9. Inside the firewall going Mobile

Source: http://blog.polarmobile.com/2012/01/how-technology-will-transform-the-media-industry-in-2012/

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Next Steps

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The FutureThe trend is toward convergence of apps and web.

1. Start with the web

2. Build a business model

3. Extend online marketing strategies to mobile.

4. Be searchable.

5. Be social.

6. Have a mobile-optimized website.

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Invest. Make decisions to go mobile.

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Invent. Be creative.

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Integrate. Include mobile in your marketing plans.

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Iterate. Track using analytics.

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Thank you!Questions / Discussion

Twitter: @snd7 Email: shawn@domain7.com

Tuesday, 10 January, 12