developing a successful mobile strategy ap iv2
DESCRIPTION
Presented at the American Press Institute's "Mobile Media: Opportunities on the Move" conference July 18-19 in Washington, DC.Pete's talk discussed the inevitability of adopting a mobile strategy for your business. A successful mobile strategy must have reaching your customers and your market as its central goal (and this doesn't necessarily require developing a native application). Pete shared several important elements to consider when developing a mobile strategy, including methods for connecting with a mobile audience, effective audience engagement, mobile platform differences and the impact this can have on market reach.As applications continue to migrate toward the web, mobile devices are becoming inextricably linked with our everyday lives. According to The Mobile Internet Report released by Morgan Stanley, within five years, more users will connect to the web via mobile devices than desktop computers.TRANSCRIPT
DEVELOPING A SUCCESSFUL MOBILE STRATEGY 7.18.2011Mobile Media: Opportunities on the Move
American Press Institute
Overview
Adopting a mobile strategy for your business is inevitable. Your mobile strategy must be aligned with your overall business strategy, and this doesn't necessarily mean you need to develop an application.
MOBILE
Phone Types
Smart Phones account for only 38% of total devices
Feature Phones
Source: Nielsen
Smart Phone Platforms
January 2010
RIM (43%)Apple (25.1%)Microsoft (15.7%)Google (7.1%)Palm (5.7%)
Source: comScore MobiLens
Smart Phone Platforms
February 2011
Google (33%)
RIM (28.9%)
Apple (25.2%)
Microsoft (7.7%)
Palm (2.8%)
Source: comScore MobiLens
Takeaway
Don’t get hung up on platform market share and popularity. Your goal is to reach your consumer.
What are People Doing?
February 2011, Total U.S. Age 13+
Texting (68.8)Browsing (38.4)Used Apps (36.6)Social Networking (26.8)Played Games (24.6)
Source: comScore MobiLens
What is Mobile?
“Mobile does not fit into the traditional marketing mindset, and trying to figure out mobile this way turns into nothing more than a smaller, crappier version of the display advertised internet” – Helge Tennø
http://www.slideshare.net/helgetenno/mobile-abilities-map
What is Mobile?
“Mobile as a term is just a reference to an eco-system that phones are a part of”
– Kevin Slavin http://blip.tv/file/2037784/
Ecosystem of Channels
Mobile
Community
Product Fulfillment
Entertainment
Communication
Research & Shopping
STRATEGY
Not Strategic
You look around at what your competitors are doing and read about the current stats for mobile usage and you say "we need one of those [mobile strategy] too".
Not Strategic
“I just got a [phone type]. It would be cool to have an application for it.”
Mobile Planning Process
Goals Strategy TacticsObjectives
Vision / Mission Mobile
Solution
Strategy
Define the Objective
Increase revenues?
Decrease costs?
Increase brand awareness?
Educate the customer?
Engage the customer?
Build Trust in Brand
Attain New CustomersObjectives
Visual Strategic Plan
Define the Goals
Increase revenues by 10%?
Decrease costs by 10%?
25 new clients?
1000 newsletter signups
Build Trust in Brand
Attain New Customers
25% referral business
20 new clients15% increase in
sales
Objectives
Goals
Visual Strategic Plan
Define the Strategy
Encourage customer referrals?
Faster customer service turnaround?
Social Media?
1000 newsletter signups
Build Trust in Brand
Attain New Customers
25% referral business
20 new clients15% increase in
sales
Community Involvement
Proactive Listening
Social Media Outreach
Increase Expertise Message
Objectives
Goals
Strategy
Visual Strategic Plan
1000 newsletter signups
Build Trust in Brand
Attain New Customers
25% referral business
20 new clients15% increase in
sales
Community Involvement
Proactive Listening
Social Media Outreach
Increase Expertise Message
Create Community Manager Role
Maintain Post-Sale Dialog
Contests
Monthly Newsletter
Active Blogging
Increase Event Participation
Communicate Directly with
Users
Facebook Page
Establish Listening Posts
Monitor Forums
Objectives
Goals
Strategy
Tactics
Visual Strategic Plan
Takeaways
The tactics are the candidate requirements for your mobile solution.
Involve key players in each department – news, advertising, marketing, digital – early.
MOBILE STRATEGY TACTICS
Channel Matching
Determine which mobile channel(s) makes the most sense, based on tactics.
Ecosystem of Channels
Mobile
Community
Product Fulfillment
Entertainment
Communication
Research & Shopping
Enable the Channel
Native Apps
Mobile Web
SMS
Market Reach
. SMS/WAP
Mobile Web
Location- Based
Native Apps
Map to Platform Demographic
. platform
youth
Gender Income-level
everyoneTech-Savvy
Technical
SpendingPatterns
Platform Demographics
Smartphone ownership by age (percent respondents in each age group):
18-24 (49 percent)
25-34 (58 percent)
35-44 (44 percent)
45-54 (28 percent)
55-64 (22 percent)
65 or older (11 percent)
CiOInsight.com
Platform Demographics
BlackBerry - Business user who uses the phone primarily for e-mail, instant messages and viewing attachments.
Android - 33% of users are single and, by Ad Mob’s count, 73% are male.
iPhone - Tech-obsessed, wealthy, less likely to have kids than other smartphone users… also more likely to buy things from their phones, download apps and content, according to Nielsen.
iPod Touch - According to AdMob, 65% of users are under 17 — and likes to game and listen to music.
Native Applications - Pros
• Rich context capabilities, will appeal to your advertisers (location-aware, augmented reality).
• Leverages device capabilities (GPS, camera, local storage/offline access).
• Will appeal to your advertisers.
Augmented Reality
Location Aware
Native Applications - Cons
• Expensive to develop
• Platform-specific development effort
• Limited Reach
• App Market Noise
1000 newsletter signups
Build Trust in Brand
Attain New Customers
25% referral business
20 new clients15% increase in
sales
Community Involvement
Proactive Listening
Social Media Outreach
Establish Domain Expertise
Create Community Manager Role
Support Runners
Monthly Newsletter
Active Blogging
Increase Event Participation
Communicate Directly with
Users
Facebook Page
Establish Listening Posts
Monitor Forums
Objectives
Goals
Strategy
Tactics
Retail Example
Solution
.
Tools for RunnersSmart-Phone (GPS for runs)iPhone (Target demographic)
Cross Platform Development
Frameworks allow multiple platforms to be targeted with less effort and cost.
Mobile Web
Don’t push your website onto a phone.
Optimize
Mobile Web - Pros
• Available on most smart phone web browsers*.
• Inexpensive relative to native applications.
• Appears in search results.
Mobile Web - Cons
• Cannot leverage device capabilities (until HTML 5).
• *No Flash on iPhone.
• Has to be bookmarked to appear on device home screen.
• Not available while offline (until HTML 5).
SMS - Pros
Widest reach, available on every data-enabled device.
SMS - Cons
It’s SMS
Great Client Experience
Increase Revenue
100% Spa Bookings
Discount Services
Promote To Guests
Objectives
Goals
Strategy
Tactics
Hospitality Example
Solution
.
Distressed Inventory UpdatesSMS (Basic Message, Widest Audience)
Takeaways
Understand how to reach your customer – platform and channel.
Ask them.
EFFECTIVE ENGAGEMENT
Be Real
mobile has an even higher standard for authenticity, relevance and quality of content than other media.
Rules of Engagement
Be useful and relevant
Be efficient
Don’t interrupt
Entertain if possible
Make THEM feel important
Repeat This
Do Not Waste Their Time
DISCUSSION
