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Framework to help brands establish an effective mobile strategy to deliver "minimum pride" experiences. Plus an intro to Code
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One billion smartphones
by 2016
Mobile apps grow from $6 billion market
today to $55.7 billion
by 2015
Source: Forrester (various)
Mobile Internet Usage
surpasses desktop in
2014
Mobile is HUGE!
Source: iAcquire / Google
Mobile behaviour is a key indicator of intent to purchase
Source: Google/TNS
Mobile optimised UK e-commerce sites
• The Opportunity in Mobile is Huge
• But brands’ mobile presence is often fragmented, sub-optimal and disjointed
• There are lots of reasons for this – Legacy of campaign focussed delivery – Too much focus on tech – Evolving understanding
• “Minimum pride” is a set of must-haves that each brand’s mobile
presence must deliver
• It is also a framework to help brands and their partners develop an effective Enterprise Mobile Strategy
Web sites optimised for all mobile devices
Search plan accounting for mobile search
Content strategy which reflects specific needs and
opportunities of mobile usage - includes earned &
paid media as well as owned
Technology architecture which embeds mobile into
client's overall IT architecture
A repeatable implementation /
publishing method for mobile apps & web
Consistent social integration methodology
Consistent data management plan
Mobile integrated into the customer journey - e.g. TV
as gateway to mobile experience
A 'Close' path for mobile
• The brief
• IMAGE
• Who?
– Are our audience?
• What?
– Do we want them to do?
• Why?
– Would they want to do it?
• How?
– Do they use mobile now?
• Personal? – How will this be a personal,
relevant experience?
• Optimised? – What data do we have to optimise
this experience? – How is the experience optimised
for the device? – How does it account for location?
• Discovery?
– Search? Push? How do I get to the content?
• Social?
– What content do I want to share? – How do I share it?
• How? – Do I buy?
• Immediate?
– Is buying friction-free?
• Real-world? – How do we connect mobile
experience to real world points of sale?
• Optimised?
– How are we capturing sales conversion?
– How are we testing strategies to improve this?
• Platform? – Native? mWeb? Hybrid?
• Data?
– What are we capturing? How are we storing & using?
– Test & learn strategies?
• Eco-system? – What existing technology
resources can / should we leverage?
– Enterprise standards? – Cloud based services? – Support process
• Enterprise level mobile strategy – Consumer/Communication
– Technical
• Multi-platform, multi-regional development resources
• Culture of agency partnership
Native Hybrid Web