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Senior Business Consultant Tracey Busch considers how businesses can answer the question "Do I need a mobile app for business?" at the Blue Fountain Media Expert Seminar Series on September 24th, 2013. In this presentation the idea of a mobile app for businesses is considered and deconstructed. When does a business need a mobile app? When does it not? This app aims to clarify these two situations and help businesses better understand when developing an app is worth their time and money and when they should spend their time optimizing their business online through other means.
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Do I Need A Mobile App For My Business?
There are over 1 million moremobile devices activated every day
across the world than there are babies born.““
Hold ‘um High
By 2017, 87% of the worldwide smart connected device market will be
tablets and smartphone, with PCs (both desktop and laptop) being 13% of the market.““
So, Who’s Running The Show?
79%
So, What’s A Business To Do?!?!
1. Cry
Choices
1. Cry2. Don’t worry about it and continue to advertising in the
yellow pages (the paper version)
Choices
1. Cry2. Don’t worry about it and continue to advertising in the
yellow pages (the paper version)3. Create a strategy, find what option is best for you,
execute and evolve!
Choices
What Are My Options?
OptionsMobile Website
OptionsMobile Website Responsive or Fluid Design
OptionsMobile Website Responsive or Fluid Design
Native Mobile Apps
When You Need A…..
Mobile Website
When You Need A…..
Mobile Website Seeing a slow spike in mobile traffic
When You Need A…..
Mobile Website Seeing a slow spike in mobile traffic Few actions are needed
When You Need A…..
Mobile Website Seeing a slow spike in mobile traffic Few actions are needed Looking to make an entry level investment
When You Need A…..
Mobile Website Seeing a slow spike in mobile traffic Few actions are needed Looking to make an entry level investment Your marketing mix is less focused on on SEO
www.yourdomain.com
www.yourdomain.com
m.yourdomain.com
www.yourdomain.com
m.yourdomain.com
www.yourdomain.com
m.yourdomain.com
When You Need A…..
Responsive or Fluid Design
When You Need A…..
Responsive or Fluid Design Seeing a steady increase or large spike in mobile traffic
You Are Here. Holy smokes. How did this happen?
When You Need A…..
Responsive or Fluid Design Seeing a steady increase or large spike in mobile traffic You want to accommodate specific devices
(responsive) or all devices (fluid)
When You Need A…..
Responsive or Fluid Design Seeing a steady increase or large spike in mobile traffic You want to accommodate specific devices Looking to make a longer-term investment and
withstand the test of time; Be future ready
When You Need A…..
Responsive or Fluid Design Seeing a steady increase or large spike in mobile traffic You want to accommodate specific devices Looking to make a longer-term investment; Be future ready Your marketing mix includes SEO, Social Media and
several other components; You want to please Google.
Responsive design lets you keep your own domain; nothing changes except code on the back-end.
““...Maintaining a single shared site preserves a canonical URL, avoiding any complicated redirects, and simplifies the sharing of web
addresses... - Google
Google thinks is the better option. Especially for Search.
When You Need A…..
Native Mobile (or Tablet) Application
(Not to be confused with Mobile Web Apps)
Built around HTML5 Run in a web browser tab More widely known App-like interactive experience Don’t work offline
When You Need A…..
Mobile Application Need for higher level consumer engagement
When You Need A…..
Mobile Application Need for higher level consumer engagement Customer service and support
When You Need A…..
Mobile Application Need for higher level consumer engagement Customer service and support High data usage
When You Need A…..
Mobile Application Need for higher level consumer engagement Customer service and support High data usage Promotions
When You Need A…..
Mobile Application Need for higher level consumer engagement Customer service and support High data usage Promotions Digital Commerce
““In April, eMarketer predicted that
by 2017, 25% of online retail transactions will take place on mobile.
When You Need A…..
Mobile Application Need for higher level consumer engagement Customer service and support High data usage Promotions Digital Commerce Offline capabilities are needed
When You Need A…..
Mobile Application Need for higher level consumer engagement Customer service and support High data usage Promotions Digital Commerce Offline capabilities are needed You like the added visibility
Imagine Yourself Here.
Or Here!
Still Not Convinced?
In December 2012, comScore found that nearly 86 million people searched for
information on local businesses via mobile, a 25% increase over the
Beginning of [an] eight-month period...““
““….Around 77% of those who conducted a local search on either a mobile phone or
tablet went on to make a purchase
either in-store, online or over the phone.
(eMarketer, April 2013)
Time to Make Your Move
As you review your overall mobile marketing strategy,
it is important to remember that it’s more than just building an application.
An app can be a great engagement medium, but it isn’t necessarily the right solution for each
business type and each business need.
““
Make Your Move
Evaluate what your users are using
Make Your Move
Reach the masses, but first evaluate what they are using… Establish your budget and find the right fit.
Make Your Move
Reach the masses, but first evaluate what they are using… Establish your budget and find the right fit. Ask yourself: Are you giving value to your customers?
Make Your Move
Reach the masses, but first evaluate what they are using… Establish your budget and find the right fit. Are you giving value to your customers? Do you have time to care and feed your app?
Make Your Move
Reach the masses, but first evaluate what they are using… Establish your budget and find the right fit. Are you giving value to your customers? Do you have time to care and feed your app? This is only one part of the equation
And Now, It’s Your Turn
