building the right mobile strategy for your company
TRANSCRIPT
Building the Right Mobile Strategy for Your Accounting Firm
Agenda
• Mobile Use
• Mobile Sites
• Mobile Apps
• Mobile Marketing
• Questions
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Mobile Use
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• 100+ million iPhones worldwide-6/07• 75 million iPod Touches worldwide-6/09• 20 million iPads worldwide-4/10• 650,000+ mobile apps• 100+ million Android phones
• Average smartphone user spends 667 minutes a month using apps
• iPhone/Android owners own an average of 15 apps
• 9 out of 10 consumers are aware of the iPad• 82 Tablets expected to come to market in
2011
MOBILE USE
Mobile Stats
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• The new B to B buyer starts the search process by turning to social media and peer connections to learn how other companies have handled similar business challenges.
• Once those experiences are mapped, the buyer researches the websites of targeted solution providers and controls the conversation by arranging to be contacted at their preferred time and format.
• Less than 10% of recent buyers were contacted by cold call. More than 80% said they either called the vendor directly or were contacted after they requested information on the vendor's website.
New Generation B to B Buyer
B to B Buyer Transformation Survey conducted by DemandGen Report among 100 B to B buyers spread across a number of vertical industries including: business services, finance, healthcare, manufacturing, software/tech and media/internet.
MOBILE USE
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MOBILE USE
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MOBILE USE
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MOBILE USE
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MOBILE USE
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MOBILE USE
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Mobile Sites
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1. Mobile Friendly Website (Every Site): Site renders ‘as is’
2. Mobile Optimized Website (Optional $): I/A and Mobile Content
Mobile Sites Overview
MOBILE SITES
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Mobile Not Very Friendly Website
MOBILE SITES
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Mobile Engagement Rating: 1.5 out of 5 stars
Stuytown
Mobile Friendly Website
MOBILE SITES
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Mobile Engagement Rating: 2.5-4 out of 5 stars
Mobile Optimized Website
MOBILE SITES
Recharge Your Yard
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Mobile Engagement Rating: 2.5-4 out of 5 stars
Mobile Optimized Website
MOBILE SITES
RoseNYC
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Types of Mobile Optimized Websites
Subdirectory vs Subdomain
Subdirectory: www.example.com/mobile
Subdomain:m.example.comtouch.example.comexample.mobi.
MOBILE SITES
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MOBILE SITES
Analytics for Mobile
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Mobile Apps
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16,000,000,000+ downloads
• Apple accounted for 71% of all app downloads• Apple has 365,000+ apps• Android has over 265,000+ apps• Blackberry has 25,000+ apps• Windows has 12,000+ apps
MOBILE APPS
Mobile App Hype
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1. Branded Mobile App ($): Info based, Syndicated Feeds, Media Services
2. Custom Native App ($$$): Unique functionality
Mobile Apps Overview
MOBILE APPS
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Mobile Engagement Rating: 4 out of 5 stars
1st Mariner Bank SourceFire
Branded Mobile App
MOBILE APPS
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Mobile Engagement Rating: 4 -5 out of 5 stars
ServeIn Touch Ministries
Custom Mobile App
MOBILE APPS
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Mobile Engagement Rating: 4 -5 out of 5 stars
Forbes Meguiar’s
Custom Mobile App
MOBILE APPS
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Custom Mobile App
MOBILE APPS
MyLawyer Accident AppAllen, Allen, Allen & Allen, Richmond, VA
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1. Entertainment-based
2. Straight Utility
3. Content-based
4. Branded Utility
Considerations
MOBILE APPS
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Predicting App Success
MOBILE APPS
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Predicting App Success
MOBILE APPS
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Predicting App Success
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MOBILE APPS
Cost considerations
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MOBILE APPS
Cost considerations
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MOBILE APPS
Cost considerations
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Cost considerations
Mashable, February 2011
And this does not even include marketing the app!
MOBILE APPS
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Mobile Marketing
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December 2010 Forbes Insights report titled "The Untethered Executive: Business Information in the Age of Mobility.” 306 executives at US companies with annual sales exceeding $500 million were surveyed during September-October 2010. The results are based on a survey and one-on-one interviews. 57% of respondents held C-level titles.
MOBILE MARKETING
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Geolocation
• Bridges offline and online
• Offering exclusive experiences & specials
• Serving IP-based, location-specific content &
advertising
• Geotagged content mashups
Bridge offline and online with quick mobile consumption
NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS
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• Only 4% of Americans use location-based services• 7% of adults who go online with their mobile phone
use a location-based service.• 8% of online adults ages 18-29 use location-based
services, significantly more than online adults in any other age group.
• 10% of online Hispanics use these services – significantly more than online whites (3%) or online blacks (5%).
• 6% of online men use a location-based service such as Foursquare or Gowalla, compared with 3% of online women.
Pew Research Center’s Internet & American Life project, November 2010
Is it audience appropriate?
NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS
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QR codes
Bridge offline and online with quick mobile consumption
• Provide more information
• Drive to online content: website, social network, video, etc.
• Enable direct calls, emails
• Download an MP3
• Access to coupons or free giveaways
NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS
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Is it audience appropriate?
• 52% have seen or heard of bar codes• 28% scanned a QR code• 62% scan a barcode to go to a website• 24% scan for contact info• 30% scan for information• 30% scan for a coupon• 6% say their scan led to the purchase of a product or
service
Austin Williams ResearchQR code study - October and November of 2010- Adults ages 25-54 years oldhttp://www.austin-williams.com/blog/post.cfm/qr-code-infographic)
NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS
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Questions?
Contact Me:
Leigh George, PhD, Senior Digital Marketing Strategist
410.327.0007 x 1211
http://www.linkedin.com/in/leighgeorge
@leighgeorge