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A Mobile Marketing workshop I held at the 2013 Industry Disruptors conference held on Saturday, November 23rd http://2013.industrydisruptors.org/#toggle-id-42 By the end of 2013 mobile phones will have overtaken PCs as the most common web access device worldwide. At the moment, people spend on average 12% of their media consumption time using mobile devices, whereas only 3% of advertising budget is funneled through this medium. Therein lies a huge opportunity for both brands and publishers. In that context, it would be of utmost importance to explore how we integrate mobile marketing in our communication strategy.
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Mobile Marketing Essentials
Imagine a bunch of statistics
of the importance of mobile
that would convince you
or visit http://www.google.com/think/tools/our-mobile-planet.html
We sleep with it
we love it
It’s the first thing we see
we love it
who is this guy?
2005
Hell...you might even say...
we love it
2013
It’s a religion
Mobile Phone & Smartphone Market Worth $341.4 Billion by 2015
The global app economy was worth $ 53Bn in 2012 $ 143Bn in 2016.
Corporate Confusion
Photo Credit:: http://www.flickr.com/photos/16230215@N08/4730538213/ h.koppdelaney
Photo Credit: http://www.flickr.com/photos/fixe/3673304464/lightbox/
it’s a kodak moment
Marketing on mobile
Photo Credit: Rodolfo Velasco
Tips and tricks
Photo Credit: http://www.flickr.com/photos/83346641@N00/8671399450/" JD Hancock<
There are no tricks
Mobile WEB
Optimize your site
Photo Credit: http://www.flickr.com/photos/66742614@N00/290711738/>Valerie Everett
Sad but true
Mobile WEB
Mobile WEB
# Keep it Simple.Keep in mind that simplicity is an absolute necessity for a mobile-friendly website.
Photo credit: http://www.flickr.com/photos/12836528@N00/2234031789/ kevin dooley
Mobile WEB
# Be concise.There must be nothing excessive in a mobile website.
Photo Credit: http://www.flickr.com/photos/43322231@N07/5008721616/ leg0fenris
Mobile WEB
# Open the door.The server identifies mobile devices, make sure that mobile visitors are automatically redirected to the mobile page... don’t ask them just serve them
Photo Credit: http://www.flickr.com/photos/16230215@N08/8514010404/">h.koppdelaney
Mobile WEB
# It’s all about context.Remember that actions a person might want to take when using their mobile while out and about are not necessarily the same as when they are using a desktop at home or a laptop in the office.
Photo Credit: http://www.flickr.com/photos/26646199@N05/6701374511 Wouter de Bruijn
Mobile WEB
# Keep it short.Don’t allow too much text input for users. Even if you require filling a form for some reason, like signup, login etc.
Mobile WEB
# Design for the screen.There are such rules as proper size of buttons and spaces between them, avoiding overloading pages with various images
Photo Credit: http://www.flickr.com/photos/74105777@N00/6005668024 adactio
Mobile WEB
# Test for compatibility.Define the range of devices so your website could be properly tested on them: various devices, operating system versions and screen resolutions.
Let’s make an APP
Mobile Apps
Mobile Apps
# Apple 22 October 2013 1 million apps# Google Play July 24, 2013 1 million apps
Do you really need an app?
Mobile Apps
#App for apps sake?If your purpose for developing a mobile app is to only increase your brand impressions and grow your potential client list, think again.
Mobile Apps
Photo Credit: <a href="http://www.flickr.com/photos/73645804@N00/6305470569/">woodleywonderworks
Mobile Apps
# Does it have value?The first step is to identify exactly what the app’s for, and what you want it to achieve. Is it to enhance customers’ interactions with you, improve your brand presence, or generate revenue through paid downloads, in-app advertising or purchases?
Photo Credit: http://www.flickr.com/photos/38745062@N02/4158746991/">IronRodArt - Royce Bair ("Star Shooter")
# Which Platform is best? Apple iphone - Ipad - Android phone - Android tablets - Windows phone - Blackberry - Firefox etc
Mobile Apps
Photo Credit: http://www.flickr.com/photos/57054262@N00/139378542/">~Aphrodite
Photo Credit: <a href="http://www.flickr.com/photos/99479626@N00/4916438431/">Eneas</a> via <a href="http://compfight.com">Compfight</a> <a href="http://creativecommons.org/licenses/by/2.0/">cc</a>
# Do you know your users? Will the app’s users be web-savvy or novices? What will their usage patterns be, and on what devices? When do you expect them to use the app, and for how long?
Mobile Apps
# What is your content?Apps generally either consume content, or create it. If they are consuming content, it’s vital to know where that content comes from. How it gets into the app influences the size of the app, and the complexity of making it. Embedding content makes apps harder to update, but simpler to build.
Mobile Apps
Photo Credit: <a href="http://www.flickr.com/photos/83346641@N00/3562071888/">JD Hancock
# What’ll it do?Successful apps are simple, usable and reliable.It’s better to launch a simple application that does one thing well, than one that does several things badly. The more focused the app’s purpose, the better.
Mobile Apps
Photo Credit: http://www.flickr.com/photos/21560098@N06/4848880460/ Nina Matthews
# How to choose partners ?Please don’t assign the app development to your little nephew... ususally you get what you pay for
Mobile Apps
Photo Credit: http://www.flickr.com/photos/42769910@N00/135465558/">ChrisL_AK
# Source code ?Make sure the code is yours
Mobile Apps
Photo Credit: www.flickr.com/photos/42769910@N00/135465558/">ChrisL_AK
# The devil is in the detailsApp nameApp icon App screenshotApp store desciptionApp store ratings and reviews
# App Name
Mobile Apps
Photo Credit: www.flickr.com/photos/42769910@N00/135465558 ChrisL_AK
# App Icon
Mobile Apps
# App Screenshot
Mobile Apps
# App Store description
Mobile Apps
# App store ratings and reviews
Mobile Apps
# Discover theAPP
# Engage andMonetize
# Retainthe User
3 major after launch problems to consider before launching
Mobile Apps
# Early promotionPR press releasesReview sitesSocial Media
# Ok you‘ve got an app... now what
Mobile App Marketing and Advertising
# Bring in the users
Mobile App Marketing and Advertising
# The right tools
# Acquisition Channels and advertising technology
Mobile App Marketing and Advertising
#Measure everything
Mobile App Marketing and Advertising
user acquisition cost user retentioncustomer lifecycle value
# Advertise on mobile
Mobile Advertising
# Huge budgets ???
Mobile Advertising
# What are they looking for
Photo Credit: <a href="http://www.flickr.com/photos/25217744@N06/2736426549/">glen edelson</a> via <a href="http://compfight.com">Compfight</a> <a href="http://creativecommons.org/licenses/by/2.0/">cc</a>
# SMS & MMS
# Banner Ads
# Native formats
# Notification Center
# Transmedia Campaigns
# The Right Mix
# Loyalty
#Targeting
Facebook Demographics
API Calls Custom Tagging
Geolocation/ Geofencing
Device Type Operator Time dependancies Past Behavior
#What do they do?
# Smart
Photo Credit:www.flickr.com/photos/26312642@N00/2524462429/an untrained eye
Evolve or die
MOBILE MARKETING ESSENTIALS
Disrupt Startup Scale Up
George Giannakeasgeorge@warp.ly
@gioris www.slideshare.net/gioris
November 23 2013
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