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Mobile Marketing Obstacles and Opportunity
*The Always Connected Consumer:
@viaScully
*Michael Scully
@viaScully
*The Opportunity
*Why does it matter?
*What is Mobile Marketing?
*The Landscape
*Top 10 Mistakes… and how to avoid them
*Questions
Bonus Content:
*Business App Picks
*Resources
*Extra Stat Slides
@viaScully
*The Opportunity
*20% of the world population has access to running water. (The World Water Organization)
*64% of the world population has access to working toilets. (The United Nations)
*75% of the world has access to a mobile phone (The World Bank)
@viaScully
*91% of smart phone owners have their phone with arms reach 24/7 (Source: Morgan Stanley, 2011)
*4 out of 5 smartphone owners check their phones within 15 minutes of waking up (IDC)
*SMS produces 6x-8x higher response than email (MobileCommerceDaily, 2012)*
*90% of mobile searches lead to action, over half lead to purchase (Source: MobiThinking, 2012)
*70% of all mobile searches result in action within one hour (Source: Borrell Association, 2011)
* http://www.mobilecommercedaily.com/sms-has-eight-times-the-response-rate-of-email-study@viaScully
*Why does it matter?
Traditional channels are disappearing
*TV is being replaced by on-demand and DVR
*Radio is being replaced by iPods, Pandora, and Spotify
*Landlines are going away
*Newspapers and Magazines are thinning out, cutting editions, stopping print, or shutting down completely
*Where are you going to be seen by new customers?
*Are you still reaching your best customers?
@viaScully
So, where is your audience?
*53% of us have smartphones.
*Time to shift from mass media to one-on-one relationship building, enabled by technology.
@viaScully
Morgan Stanley.@viaScully
*27% of emails are opened on mobile device (Sirona Consulting)
*30% of US consumers use mobile devices for shopping (Nielsen Mobile Consumer Report)
“Always Connected.” IDC. 2013.@viaScully
*What are they doing?
comScore MobiLens and TabLens, U.S., 3 Month Avg. Ending Dec-2012@viaScully
*What are they doing?
@viaScully
*What are they doing?
*Mobile
*Highly personal, always close, always connected device.
*Increasingly the first go-to channel for consumers (trusted).
*Complementing some channels. Replacing others.
*Often leads to action.
@viaScully
*What is Mobile Marketing?
@viaScully
Mobile Web
Apps
SMS/MMS QR
Location Based
Services
MobileCoupons
Social Media?
Augmented Reality
Gamification
Push Notification
s
Mobile Advert.
@viaScully
The largest permanent QR code in the world is right here in Charlotte!
*Did you know?
@viaScully
@viaScully
http://www.worldslargestqrcode.com/
Hackerspace and Southern Resources
@viaScully
*The Landscape
*Complicated and dynamic ecosystem
*Fuzzy rules and regulations (MMA, CTIA, CSCA, Carriers, FCC, TCPA, App Store, International)
*Can be expensive to get started. Even more expensive to get wrong.
@viaScully
…and how to avoid them
*Top 10 Mistakes
@viaScully
*1 Mobile as a Silo
@viaScully
@viaScully
“Our Mobile Planet.” Google. May 2012.@viaScully
*Layer mobile calls to action into current marketing and customer interactions.
*Mobile works best when it becomes part of everything.
*Plan your data strategy- Link your marketing programs- Common repository that is accessible to
marketing- Keep your data clean- Keep it compliant
valuable marketing database
@viaScully
*2 Treating SMSlike Email
@viaScully
*SMS is different than email
*160 characters or less
*More personal / intrusive
*Carriers rule
*Hard cost
*Different metrics
*No HTML
*Audits
*Strictly opt-in
*Require short codes and program registration (6-8 wks)
*Requires active list management (deactivation)
@viaScully http://www.michaelscully.com/2012/02/11-ways-sms-marketing-is-not-like-email-marketing/
*3 Treating Mobile Web like Web
@viaScully
*Mobile Web
*~20% of traffic from mobile devices
*Different context of users
*Touch interfaces (“One eye, one thumb”)
*Build for speed (smaller images, less code, “mobile first”)
74% of consumers will wait 5 seconds for a web page to load on their mobile device before abandoning the site. Nearly half won’t return to a mobile site that didn’t work well last time. (Gomez)
http://www.michaelscully.com/2013/01/10-reasons-for-separate-mobile-and-desktop-web-sites/
*4 “We need an app!”
@viaScully
*Apps
Are you sure?
Start with mobile web. Your users will.
Hurdles:
*Technical Strategy (platforms, back-end)
*Budgets (initial build, ongoing maintenance, marketing)
*User Experience & Design
*Management
*Getting Found
*Monetization (Paid Download, Advertising, “Freemium”, Offline)
@viaScully
*5 Sacrificing UX
@viaScully
*UX
*Each step cuts participation. Use clear calls to action and simplest flows.
*Offer real value. Make it about your customer. Think “As a customer, would I use this?”
*Don’t let technology dictate the experience. Make it disappear.
*Give a LOUD voice to the customer advocate.
*If you don’t advocate for user experience first, don’t bother.
(not just a mobile thing)
@viaScully
*6 Under-resourcin
g@viaScully
*Symptom #1: The web guy or the email guy is now the mobile guy too.
*Symptom #2: No mobile budget or roadmap.
*Support and nurture ongoing
*Not one-and-done
*Learn, optimize, and iterate
*Commit. This is not a fad.
*7 Building in-house
*Significant distraction from your core business
*Requires a number of specialized skills and best practices to get right:
- Developers (new environments)
- UI (best practices, frameworks, new form factors)
- QA (range of devices)
- Compliance (audits)
- Marketer (new metrics)
- Technical Project Manager
@viaScully
*8 No device
strategy
*Two extremes:
- Building only for iPhone
- Building for every device
*New devices keep coming. “Forever support” is expensive.
*It’s OK not to support some (especially older) devices.
*Set user expectations.
*Test, test, test.
*Have a process for deprecating support for older devices (<20%, < 10%, <5%)
@viaScully
*9 Giving up too soon
*“We tried mobile, but it didn’t work.”
*Mobile is not going away. Stopping is not an option.
@viaScully
*10 Putting it
off
*“Our customers don’t want it.”
*“We’ll just buy a list later.”
*Building a database takes time
*Your competition will beat you to it, and they will know more about your customers’ behaviors than you do.
*Start. Capture data. Learn. Make informed decisions.
@viaScully
*Top 10 Mistakes
*1 Mobile as a silo
*2 Treating SMS like email
*3 Treating mobile web like web
*4 “We need an app!”
*5 Sacrificing UX
*6 Under-resourcing
*7 Building in-house
*8 No device strategy
*9 Giving up too soon
*10 Putting it off
*Business App PicksAlso:Airline AppsBank Apps
Expensify
Google Drive
DropBox
Evernote
Notes Plus
Card Munch
Jump Desktop
GoToMeeting
Basecamp
GitHub Issues
Beanstalk.io
*Resources
*Google Full Value of Mobilehttp://www.howtogomo.com/fvm
*Google Mobile Webhttp://www.howtogomo.com/
*MobileMarketerhttp://www.mobilemarketer.com
*MobileCommerceDailyhttp://www.mobilecommercedaily.com
*CTIA Playbookwww.wmcglobal.com/images/CTIA_playbook.pdf
*MMA Consumer Best Practiceswww.mmaglobal.com/files/bestpractices.pdf
@viaScully
*Extra Slides
@viaScully
*94% have looked for local info
*90% have taken action as a result
*58% look for local info at least once per week
*27% look for local info daily
*66% have visited a business after searching
*23% told others about it
*36% made a purchase
*96% have researched a product or service on their phone. 31% have while in the store.
*66% have performed a mobile search after seeing an ad
*1/3 have changed their mind about a purchase as a result of searching on phone.
*37% researched on phone, then bought online
*32% researched on phone, then bought in person
*Mobile is Local“Our Mobile Planet.” Google. May 2012.@viaScully
@viaScully
http://www.lumapartners.com/lumascapes/mobile-lumascape/
@viaScully
*764.2 Avg Text msgs sent/received/mo.
(Nielsen 2013 Mobile Consumer Report)
Feb 2013 US downloads:
*720M Android (0.5% Paid / 99.5% Free)
*395M iPhone (13% Paid / 87% Free)
*30M WindowsPhone (1% Paid / 99% Free)
* Ad Spend Share vs Time Spent Share 2012
TV
Online
Radio
Mobile (non-voice)
Magazines (print)
Newspapers (print)
0% 10% 20% 30% 40% 50%
Ad Spend ShareTime Spent Share
eMarketer. Sept & Oct 2012.@viaScully
comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2010 to Dec-2012Android Developer Site@viaScully
*Poor response to “showrooming”
