Mobile Mania: What you Need to Know
30 March 2011
John SimpsonChris KraftJen Bullett
Agenda
Mobile Explosion
B2B Marketers Respond
Why should you Care?
Strategies for Today
Hidden Opportunities
Mobile Explosion: Statistics
Mobile Explosion: Statistics
Mobile Explosion: Statistics
Mobile Explosion: Statistics
Mobile Explosion: Trends for Marketers
1. Mobile will completely revolutionise the way local advertisers can
connect with potential customers.
2. Growth in adoption of mobile shopping applications will continue to alter in-
store consumer behavior, increasing the significance of mobile in point of
sale decision making.
3. Brands and agencies will continue to build branded apps, but will also have
more attractive display media options, thanks to Google.
4. Advertising's outdoor real estate is fast becoming another connected
channel capable of delivering high-fidelity digital experiences as unique, varied
and measurable as more well-established mediums.
5. Consumers have new power to express their opinions through social
technologies from anywhere, anytime. Smart marketers will do all they can to
encourage and act on this real-time feedback.
Source: http://adage.com/article/digitalnext/mobile-marketing-mobile-trends-2010/141596/
B2B Marketers Respond
B2B mobile marketing spend
will reach $106M in 2014
“Like social media, mobile marketing can be as much
about creating deeper relationships with existing
customers as it is about attracting new ones.”
SOURCE: http://www.mobilemarketer.com/cms/news/research/5589.html
Why Should You Care?
“Business professionals, which are B2Bs' target audience, not only
use mobile devices to stay connected, they rely on
them to stay informed and make business decisions
when not located at their place of business. And phone
calls are just one part, given innovations such as smart phones have
morphed our mobile devices into handheld computers that also happen
to ring.
Plus, since business professionals must stay connected to their
communications devices, many times their mobile devices
equate to their "lifelines to their livelihoods." Moreover,
mobile is the most personal communications channel and the closest
you'll get to your business market, other than in-person meetings.”
Source: http://www.ck-blog.com/cks_blog/2010/01/b2b-mobile-marketing-starter-guide.html
Strategies for Today
Where to Start
“ People aren't going right to
their PCs in the morning;
they're walking around their
offices with either an iPad,
iPhone or BlackBerry.”
Where to Start
1. Keep it simple.
2. Put the most important and
frequently used functions at the top
3. Make sure the right elements are
on the mobile page.
4. Don't feel like you have to
duplicate your entire site
• Kara Pernice, managing director at Web usability firm Nielsen Norman
Group
App versus Site
Some considerations
1. Audience
2. Content
3. Interactivity
4. Cost
5. Distribution
• Who will be accessing the
site/app?
• Do you know what devices
they are using?
• Do you have specific use
cases for this site/app?
App versus Site
Some considerations
1. Audience
2. Content
3. Interactivity
4. Cost
5. Distribution
• What type of content will
you be offering?
• Is this content available on
your web site today?
• Will users be contributing
content or just reading?
• How often will it update?
• Will users need it offline?
App versus Site
Some considerations
1. Audience
2. Content
3. Interactivity
4. Cost
5. Distribution
• Does the site/app need to
access hardware elements
of the phone? Camera,
phone, GPS, tilt motion?
• Does the interface require
complex motion or logic?
• Do you need to store
settings or data?
App versus Site
Some considerations
1. Audience
2. Content
3. Interactivity
4. Distribution
5. Cost
• How do you plan to promote
the site/app?
• Do you plan to make the
app/site available on
multiple devices?
• Will the app/site be
available internationally?
App versus Site
Some considerations
1. Audience
2. Content
3. Interactivity
4. Distribution
5. Cost
• How much do you want to
spend? Today? Ongoing?
• Do you have the budget to
support multiple versions?
• Can you leverage exiting
tools? Web CMS, etc.
App versus Site
Downloads from app stores will continue to rise until
a peak in 2013, where the Mobile Web will take
over as the primary source of mobile interaction.
Mobile Site Design Best Practices
• One column layout
• Keep fonts basic & limit images (use jpeg or gif)
• Optimize file sizes (esp. for images and rich media)
• Put most important information at top of page
• Evolving interactions (i.e. Touch, Drag)
• Use radio buttons or lists (text entry is difficult on some devices)
• Use CSS (tables will not render well)
• Less is more: less content equals more likely to read
Porsche Mobile Site
Reuters Mobile Site
BBC Mobile Site
Target
Some Examples: In Legal
30% of corporate counsel prefer to receive information via their mobile device.
75% of corporate counsel aged 30-39 prefer to receive information via mobile.
- Source: Corporate Counsel New Media Engagement Survey, 2010
24
Some Examples: In Legal
Some Examples: In Legal
Some Examples: In Legal
Law Firm Recruits: Created iLegal
Legal Research: On iPad
Different Types of Mobile Sites
1. Mobile versions of existing sites – sites
offering nearly the same features as their traditional
websites but are adapted to a handheld format.
2. Mobile landing pages – As the name suggests,
these single-page entities can be created quickly to
add a mobile-Web presence to a marketing
campaign.
3. Dedicated mobile sites – These sites are
standalone, multi-page entities, not mobile versions of
a traditional website. They have their own designs
and strategies to meet the needs of mobile visitors.
Hidden Opportunities
Kindle & E-Books
View as a PDF, Share and e-Book?
Everything You Need. In Your Hands. Anywhere. Anytime.
At Tradeshows & Events: Marketing Toolkit
Business Card Reader 2 DO Digital Collateral USTREAM
At Tradeshows & Events: Texting
• Build a list of subscribers leading up to the
event
• Host giveaways/promotions throughout the
event
• Make last minute announcements – e.g.
dinner plans
• Communicate with your staff
• Generate leads
Texting for Recruiting
Basic uses:
1. Reminder: interview date, time and bio of interviewer
2. Directions to an interview
3. Communicating with currently employed candidates
OMG!! Y Does Txt Matter?
Text message marketing (a.k.a., "mobile marketing") is targeted, personal,
immediate, and time-effective communication.
1. Unlike e-mail marketing SMS is not viewed as Spam
2. It is information that people have requested
3. In addition, mobile marketing is far more effective than online marketing.
• Online click-through responses average between 3-6 percent.
• Mobile marketing campaigns achieve as high as 80 percent
response in Europe.
4. Mobile marketing occurs anytime, anywhere. The consumer requests
and receives the message and can then act on it immediately.
5. It's personal and immediate, and the audience is interested and
motivated.
6. In contrast, Internet marketing is limited to a time and place.
Source: SmartPhoneMag.com
Texting Meets Social Media
―texting took up 3.9 hours a week—1 hour
more than social networking, blogging and
tweeting combined.‖ – Marketing Sherpa
Texting for Business
Companies offering text-based business cards
QR Code
QR codes bridge the gap
between offline and online
Media where QR codes have been deployed include:
• billboard ads
• in-store displays
• event ticketing and tracking
• trade-show management
• business cards
• print ads
• contests
• direct mail campaigns
• websites
• email marketing
QR Code for Legal Marketing
Wrap-Up
DON’T Forget Technology Fundamentals
• Source: http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
DO Forget Some of the Website Best Practices
• Forget about three-column designs
• Forget about persistent primary and secondary navigation schemes
• Forget about any reliance you may have on Flash
• Rethink how your content is written and rendered
• Rethink how and where you use images and video
• Rethink how you render navigational aids like links and buttons
QUESTIONS?