How to Develop Your Mobile Strategy

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  • How to Develop Your Mobile Strategy

  • Were recording this webinar & will send out links to the recording and slides.

    Please submit your questions in the GoToWebinar console on the right of your screen.

    Welcome To Todays Webinar

    Justin ThorpSenior Manager, Marketing Operations

    AddThis@thorpus

  • We help companies optimize marketing effectiveness with tools and audiences powered by extraordinary

    interest-based behavioral data.

  • We showed our mobile-friendly overlay to many of you as you exited the landing page for this webinar.

    We featured a relevant mobile strategy article we thought this audience might enjoy.

    The result? A 17% click through rate.

    Drive Results with Audience Targeting

    Our New Offerings Help to Drive Engagement

  • Todays Speakers

    Brian LaceyCEO at Mobomo@FreedomNutz

    Malena LopezProject Manager at Mobomo

    @Spunky_Mal

  • We are a creative design and engineering agency.

    We create elegant products to solve complex problems.

  • @mobomoapps

    Agenda

    AudienceEnvironmental FactosResponsive First Mentality

    Why have a mobile strategy?1

    Building your planEngaging a ShopPost-Launch Momentum

    How to get started3

    WebsitesAppsShake & Bake: Deploying on both platforms

    Understanding the role of mobile2

  • A mobile strategy is no longer a nice-to-have. While desktops and laptops are the most common device used for searching the Internet, the shift to mobile, is quickly closing that gap.

    Why Develop a Mobile Strategy?

    @mobomoapps

  • @mobomoapps

    Why Develop a Mobile Strategy?

    The majority of Americans already use mobile phones or smartphones for search.

    Phones have overtaken PC

    Number of Global Users (Millions)

    2007 2008 2009 2010 2011 2012 2013 2014 2015

    2,000

    1,800

    1,600

    1,400

    1,200

    1,000

    800

    600

    400

    200

    0

    Mobile

    Desktop

    Source: comscore, Morgan Stanley Research

  • Type of information produced and consumed.

    Current and Future Demographics.

    Your Audience

    @mobomoapps

  • @mobomoapps

    The Future of Mobile

    This shows the popularity of smartphone ownership and emerging mobile devices like Smartwatches.

    80% OF INTERNET USERS OWNS A SMARTPHONE

  • Environmental Factors

    @mobomoapps

    Pipe Devices Solution

    3G Speeds. Its your lowest connection speed

    Uncontrollable and consistently evolving screen sizes

    Think Consumable Content First.

  • Responsive First

    Because of these combined things:

    Have an API First Mentality where you are crafting consumable API content that any platform or device can display.

    This is out of your control, so you need to craft content that can go anywhere.

    Responsive First (not just mobile) because of the Internet of Things (IoT)

    @mobomoapps

  • @mobomoapps

    Strategy: What are your bussiness goals?

  • Most smartphoneusers download

    zero apps per month

    Apps represent 50%+ of time spent

    on digital media

    Poor discovery features

    On store cost per user/ download: $2.80-$3.00

    Majority of time is on the users single most used app (Facebook, etc)

    Understanding Mobile:The Uncomfortable Truth

    @mobomoapps

  • Mobile Website vs Mobile App

    Mobile Website = ReachYoure doing this to hit the largest audience

    @mobomoapps

  • Content sharing nowadays shouldnt require an app, fastest path is mobile website.

    Your website has to be responsive now to rank higher on Google.

    Cost of doing business, no longer optional.

    Mobile Website Vs Mobile App

    @mobomoapps

  • Mobile Website vs Mobile App

    Mobile App = Rich ExperienceYou know your audience (user & device) and the goal

    of the app is a stand alone product or augment existing services.

    @mobomoapps

  • You need to invest in marketing and pushing the download to succeed.

    Users have decisions to make and your app is easier to lose:

    Storage and battery usage.

    Storage full is a reality for many people, the heyday of all the apps isnt feasible anymore.

    Mobile Website Vs Mobile App

    @mobomoapps

  • @mobomoapps

    Shake & Bake

    Deploying on both platforms

    Pinterest as an example

    Allows app-free content consumption, offer personalized app as well

  • Mobomo Examples

    Our clients drive up to 40% of federal government website trafficmillions of visitors.

    @mobomoapps

  • @mobomoapps

    Initial planningContent = ConsumableIn-House Development or Engage a Dev ShopLaunch Consider a soft launchPost launch trackingFeedback

    How to get started: Build Your Plan

  • @mobomoapps

    How to get started: Set Goals

    Define your business Product, service, or something else?What are your business goals?Leverage your social mediaBuild your MVP - You should be embarrassed to show itAnalytics - define and track early and often! Analytics is key on both mobile and websitePros/cons

  • @mobomoapps

    We see over and over that our clients face the same challenges, they want to:

    Common Elements

  • Building Internally

    @mobomoapps

    In-House app development Know the required technology Define Team roles Cost Consider available resources and servicesPros/cons

  • Engaging a Dev Shop

    @mobomoapps

    Engaging a Dev Shop Google References ProposalsPros/cons

  • @mobomoapps

    Services

  • Engaging a Dev Shop

    @mobomoapps

    Keep in Mind Does the shop offer strategic planning?

    Does the shop offer design?

    What kind of software

    development is used?

    DetailsScope of work

    Timeline

    Maintenance

    Costs

    Services

  • @mobomoapps

    Mobomo uses agile to create your product quicklyand efficiently

    Our Process

  • @mobomoapps

    1 - 4Week Sprint

    Every24 hours

    Burndown/upCharts

    Daily ScrumMeeting

    FinishedWork

    Sprint Review

    TASK BREAKOUT

    SprintBacklog

    Sprint end date and teamdeliverable do not change

    T

    Scrum Master

    SprintRetrospective

    P

  • @mobomoapps

    Tools we use

    Project Management

    Confluencewiki, reports, documentation Jira sprint planning, bug tracking

    Code Management

    Code Repositories centralized private code hosting, versioning, backups

    Hosting

    Staging and Production

    Ecommerce

    Open Source Ecommerce Platform Intridea Partner

  • Post-launch Momentum:Prepare to spend money

    @mobomoapps

    Social Media Campaign

    Blog

    Partnership

    Advertisements

    Search Engine Optimization

    Long-term Marketing

  • Tracking and Feedback

    @mobomoapps

    What does it mean?

    1. It can help improve a product or service.

    2. It offers the best way to measure user satisfaction.

    3. This data is vital to your phase 2 or a pivot in product or service development

  • Actionable Insights

    @mobomoapps

    Mobile optimize your current site

    Install and track website analytics

    Brainstorm your next steps.

  • @mobomoapps

    Thank You!

    Brian Lacey Malena LopezCEO

    brian@mobomo.com malena@mobomo.comProject Manager

  • Thank You Gracias Merci Danke