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QR codes, gamification, augmented reality...it seems like a lot of companies' mobile strategy is more of a stream of buzzwords than it is strategic. How can companies break past gimmicks and start making mobile initiatives that are actually valuable? When do gimmicks actually work? What's the next evolution of mobile marketing and how can your company capitalize on it?
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NO MOREMOBILEGIMMICKS
#mGimmick
AUGMENTED REALITYBUNION REMOVAL
DOCTOR-FINDING
Dr. Moron
3mi.Dr. Jokin
7mi. Hobble on over
to a doctor near you!
FIND A’ DOC
BUNION MAPPERAPP
GAMIFYYOUR BIG BOX STORE
SHOPPING!
CAT LADY FLOSSER!
CARB LOVER CLEAN FREAK
These things are ridiculous...but they are actually happening
1. The 3 types of mobile projects
2. How to do them right (or wrong)
3. A few steps to create mobile value
Technology cyclesMainframe Computing
Mini Computing
Personal Computing
Internet Computing
Mobile Computing
1990s1980s1970s 2000s
courtesy of Mary Meeker
1960s
The Mobile Maturity Model
The 3 Mobile Program Types
Type 1
Tick The Box
DQ Restaurant Finder
everyone has seen the Apple commercials with the tagline, “There’s an app for that!”
Well, we felt it was finally time to launch our very own Dairy Queen iPhone Application.
The user experience on the application was intentionally simplified as compared to the full DQ website.
“
”
• The boss asked you to, so you did it
• “Me too” initiative
• No long-term strategy
• Content scrapped from website
• Cheap!
Type 1 Characteristics
What you need to know
Keep it up to date Avoid going custom Set expectations
0
75
150
225
300
20072008
20092010
Where is “Tick The Box” in the Maturity Model?
Type 2
The Gimmick
Klondike Unfoiled Gummie Mug
Type 2 Characteristics
• Innovative or cool, but not necessarily useful or thought out
• Short-lived with large initial interest
• Capitalizes on trends
*
But gimmicks aren’t always bad...*As long as you know why you’re doing them
Over a 1 year period, here are these apps’ rankings
Gummie Mug has 5x the search results of Klondike
The objective of these apps wasn’t to accomplish a purchase, it was to raise awareness
If gimmick = True, at least do it well
Make something I want to share
Invest in designDon’t make users do ridiculous things.
Mobile PSA
The days of putting your app in the app store and having it be an instant hit are over.
Mobile ads
CTAs on web Email In-store
Training Videos PR Push
Your Marketing Plan:Highly Coordinated
Drafted WAY in advance of launch
Where is “The Gimmick” in the Maturity Model?
Type 3
The Product
Sephora to Go Chase Bank
• Long-term investment
• Requires long-term support
• Concrete metrics for success
• Extension or creation of new product or service
Type 3 Characteristics
*
Just because it’s a product doesn’t mean it has to be boring
gimmick + product = success
*
Pizza Hut took their core service and made it fun via gimmicks
Mobile is huge for Intuit, the company behind TurboTax.
With SnapTax they extended their service and had a slew of coverage that cemented their place in mobile.
Where is “The Product” in the Maturity Model?
Now What?
5 Steps to Create Value
Broaden your horizons...
Workforce Enablement Point of Sale Business Intelligence
Sales Marketing Security
Inventory Management
Training
1.
Give all departments an index card to answer “list a way mobile could better
your role”
Not all ideas will be good, or feasible
Focus on opportunity, not technology
iPads in-s
tore to
demonst
rate the
product
An app to help employees network
Gather Requirements2.
Everything+ kitchen sink
Set objectives3.
Development Hosting Marketing
Hardware Updates Licensing
Maintenance
Content/API
Calculate cost of ownership4.
Don’t let technology get in the way of objectives
5.
Stop the QRaziness
Mobile PSA
It doesn’t get good resultsMost marketers don’t use it right
Sam Gaddis
Sam Gaddis, CMOmutualmobile.comTwitter: @mutualmobile
bit.ly/mGimmicks