Effective Mobile Marketing

®®

September 18, 2012

Effective Mobile Marketing

Blake SirachVP, Design

@bsirach

WillowTree AppsMobile Is BoomingDesigning Mobile ProductsThe State Of Mobile AdvertisingNative, HTML5, Hybrid AppsWhere Is Mobile Going?


• 2008: Founded by Michael Prichard; launched an iOS app in first months after SDK became available – Spotasaurus – was featured in Apple’s TV and Newspaper ads

• 2009: Grew business organically with clients such as Crutchfield, Game Show Network and DocBook

• 2010: Tobias Dengel joined and capitalized the business; 3 employees; UVA, Monticello, Johnson & Johnson (BabyCenter) became flagship clients; added Mobile Web, Android, Blackberry and Windows Phone 7 dev capabilities; built in house design team

• 2011: Rapid growth – added GE, Valpak, Vox Media/SB Nation, Manta, GreatSchools and DoD as clients; ended year with 25 employees; launched Mobile Tango™ framework to assist with data management.

• 2012: Launched Apps for Venues™ JV with Carbonhouse. Continue to develop consulting/custom development business while adding industry-specific platforms; expect to end year with over 50 employees. Over 100 apps launched to date.

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•Experience - We've been building apps since the iPhone SDK came out in 2008 and have 100+ apps live as of today.

•Multi-Platform - We develop apps across iPhone, iPad, Android, Blackberry, and Windows Phone 7 Operating Systems, as well as Mobile Web Apps.

•Deep Bench In-House - Our 30+ in-house developers ensure that our clients never need to worry about any individual leaving, and we will never take your work to another firm.

• In-House Design Team - Our world-class design team interacts with developers on a daily basis.

•History of Long-Term Relationships - By focusing on real value for our clients, we've developed long-term relationships with companies and institutions such as Johnson & Johnson, GE, Manta, the University of Virginia, and the CFA institute.


Global Internet Device Sales

1,000,000,000

1,500,000,000

500,000,000

2,000,000,000

2,500,000,000

3,000,000,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012E 2013E 2014E 2015E 2016E

source: Gartner, IOC, Strategy Analytics, company filings, BI Intelligence estimates

Smartphones

Tablets

Personal Computers

We are here

Units

Growth Case Study: Draw SomethingTime to 1MM users

• AOL: 9 years

http://www.flickr.com/photos/bkoger/7039768753/sizes/l/in/photostream/




• AOL: 9 years

• Facebook: 9 months


• AOL: 9 years

• Facebook: 9 months

• Draw Something: 9 days!

WillowTree AppsMobile Is BoomingDesigning Mobile ProductsThe State Of Mobile AdvertisingNative, HTML5, Hybrid AppsWhere Is This All Going?

• Social, Local, Mobile

• Originally meant to refer to location-aware search results, made possible by smartphones

• Now a popular mobile product strategy

SoLoMo

http://www.flickr.com/photos/jasonahowie/7910370882/



Foursquare• First widely used service to offer special offers for ‘checking in’

• Partnered with American Express for simple redemption process

• Later unveiled ‘radar’, a battery draining social push notification feature. No longer a part of the app.

http://www.flickr.com/photos/markmorgantrinidad/7968920916/



Passbook for iOS 6• pre-installed service to allow companies

to create ‘passes’ for loyalty cards, coupons, offers, and boarding passes.

• solves the problem of absence; introduces ubiquity

Valpak for iPhone, iPad, and Android• These consumer apps leverage location

services to help you find coupons and deals redeemable near you

• Users receive push notifications once a week with a virtual ‘envelope’ they can open, filled with coupons and special offers.

Monticello’s mobile website seestens of Thousands of users every month.

http://www.flickr.com/photos/multipletrees/3604726529/



Monticello for Mobile Web• Provides users with the information they

need for the primary use case: on the way to Monticello

• Recently (yesterday) updated with on-location ‘in bloom’ flower library.

• Built with WillowTree’s Mobile Tango data optimization technology

McWilliams Ballard HomeFinder• Real estate marketing company

based in Arlington, VA

• Responsible for marketing ~50 high end condominium buildings on the east coast.

• Needed an app for sales agents and potential buyers alike.

McWilliams Ballard HomeFinder• Users can select properties, view

high quality images, and see points of interest around the selected property.

• Guest registration form ties into their proprietary CRM.

• Allows the agent to send floor plans, photos directly to the potential buyer.

McWilliams Ballard HomeFinder• Agents can sign into their CRM

account and access lead information, fed from the guest registration form and traditional inputs.

Johnson & Johnson’s Babycenter: My Pregnancy Today, My Baby Today, and Birth Classes• Over half a million downloads since

launch (My Pregnancy Today).

• Babycenter sees more time spent on pages with their mobile apps than they do on their website.

• Instead of building one ‘super app’, they chose to build a family of apps, each specializing in one function.

This is the Wenger 16999 Giant Swiss Army Knife.

http://1.bp.blogspot.com/_8cARQTlQn-M/TOmofgML-NI/AAAAAAAAAQ4/Q2QFog9mjGU/s1600/wenger-giant-knife.jpg




It has 87 implements and 141 functions.



It costs $2149.95



It costs $2149.95

If your mobile strategy ends with something that looks like this, you’re doing it wrong.


Banner Ads• Annoying UX (mistaps)

• Low ROI, most taps are mistaps, end with frustration

• Effective when the tap through has an obvious mobile-friendly landing page. Eg: Zynga when they cross promote other Zynga games.

• Effective when scrolled ‘with’ the content.

Interstitial Ads• Annoying when spammy.

• Effective when used during a download or when waiting for a search.

• Also effective when integrated into the experience (eg: full page ad when swiping through a story)

• Much more effective when elegantly designed.

TechCrunch

Gamified Advertising: Kiip• Intro Video

• Sponsored rewards for ‘completed moments’

• Users presented with a reward when they finish reading a story, sharing content, or completing a milestone in a game.

http://vimeo.com/22222677

http://vimeo.com/22222677


When to build a native app• When performance and optimal UX are

paramount

• If your app requires offline capabilities

• If your app relies on rich media

• If your mobile strategy requires OS level integration like backgrounding, advanced location services, or push notification.

• If most of your web traffic is direct.

When to build a mobile website• When your mobile strategy isn’t a utility

or doesn’t provide lasting entertainment value

• If your mobile strategy requires frequent data update, and you have no backend infrastructure to support it

• If your mobile strategy requires your content to be accessed on most devices.

• If your content won’t get through the Apple app store submission process. (eg: Apple says: “Apps that are designed predominantly for the display of ads will be rejected”.

• If most of your web traffic is from organic search.

When to build a hybrid app• If you have an in-house web team that

can keep it up to date.

• If your content or feature-set needs to be updated on a regular basis

• When optimal performance is not a concern

v

v

Experience Matters!

v

Experience Matters!

1.5 43 weeks


It’s all about context• Integrated systems/devices

• TV Integration

• Passbook

http://telematicsnews.info/wp-content/uploads/general/bmw%20iphone.jpg



Q&A

@bsirach

Technology

Effective Mobile Marketing