understanding the complex mobile landscape

Presentation Details: Understanding the Complex Mobile Landscape

Chris Chodnicki | CTO 410.327.0007 x1123 www.r2integrated.com

@cchodnicki#R2integrated#r2ihowto

Who Am I

And how to talk about me…

http://www.r2integrated.com/

Key Takeaways

• Understanding the complex mobile landscape

• The Mobile Matrix: Why mobile makes sense for your business?

• Tips for successful mobile marketing programs

• Integrating QR codes, social media & text message marketing campaigns

• Tracking the success of mobile marketing campaigns

Mobile Landscape – Think about it…

1. I need an App2. If I build one, they will come3. It’s about the smartphones4. Analytic tools automatically pick up all mobile traffic5. Bandwidth is unlimited

Top 5 Myths for Marketers

dotMOBI 2012 report

1. Mobile is not a device but way of moving experiences around2. Mobile will soon be the dominant web access method3. Fragmentation will continue with a high likelihood of game changing innovation4. Smartphone / Feature phone debate is irrelevant5. Mobile is not a desktop made smaller. Different medium & design approach

Top 5 Conclusions

35% of U.S. adults own a smartphone, according to the Pew Research Center

66% sleep with their smartphones next to their beds

70% of mobile searches are acted upon within an hour vs. 30% of other searches

91% of all American’s have their mobile phone within arm’s reach 24/7

Your Target is Primed

The Reality of Mobile Marketing

Haven't Incorporated Mobile

Developed a Mobile App

Accept Orders via Mobile App

Use Text Messaging Marketing

Use Mobile Apps to Run a Business

Created a Mobile Website

0% 10% 20% 30% 40% 50% 60% 70% 80%Adobe- Mobile Whitepaper

Putting it in Perspective…

Confidential 4/11/12

“It is true across the board. Roughly one in seven searches, even in the smaller categories, are happening on a mobile phone, but how many of you are putting one seventh of your resources into mobile?

Your customer is trying to engage you… it would be like not doing business with your customers on Thursdays.”

- Jason Spero, Google (Feb 2011)

http://www.google.com/events/thinkmobile2011/presentations.html

http://www.google.com/events/thinkmobile2011/presentations.html

• 1 in 3 mobile searches are local. After looking up a local business on their smartphone, 61% of users called the business and 59% visited

• 79% consumers use smartphones to help with shopping

• 71% consumers that see a TV, magazine or online ad, do a mobile search for more information, but 79% of online advertisers do not have a mobile optimized site

Mobile Usage

Understanding the Market

This Isn’t Going Away


• 25% of smartphone owners say that they mostly go online using their phone, rather than a computer

• Smartphones are being utilized in lieu of a computer similar to how cell phones decreased the usage of home landlines

Seriously!

App Market Penetration

MOBILE CONSUMERS: DEVICE TYPES

Adobe- Mobile Whitepaper

Understanding Your Audience:

Understanding Your Audience:


• Prioritize based on customer profile. If you have resources to create only one app or one version of your mobile website, use data to determine which device your customers are using the most and optimize your mobile website or app for that device.

• If doing a native application: In the US, create iPhone & iPad apps. In Europe and Asia, Android.

• To scale and save money cater to all device types. While it is optimal to target the highest level of mobile engagers by device, recognize that other devices may offer specific opportunities.

Key Takeaways:


Defining Mobile Apps - Technical

BlackBerry Apple iPhone Palm WebOS Symbian OS Windows Mobile

1. Mobile Friendly Website: Content renders on mobile$

2. Mobile Optimized Website: Mobile I/A and content, Scalable$$

3. Native App: Unique functionality built for specific device, Store Distribution$$$$

4. Hybrid App: Mix of Native + Browser, Easier Scale, store Distribution$$$

Google

Options

Web Mobile vs. Native Application Decision Matrix

• Direct technical support• User has more control• App store and device portal solution• Can apply existing User Interface (UI) standards

for mobile users• Better UX leveraging native platform• Data persistent – data could be available even

with no network connection; more option on data cached

• Frequent library updates – Fluid technology• Not all are Open Source solution• Different programming languages• Different UX design pattern• Slow development time• Code size and memory limitation• Update depends on the app store & user• Expensive

• Open Source solution• One programming language or solution could

be applied for different browsers• Centralized – more control, updates• UI design takes less time to implement• Faster development• No code size and memory limitations• Better integrated tracking (ie. Google

Analytics)

• Reliance on internet connection• Potential slowness• Native features not as accessible (HTML5)• Browser rending issue for different version

and browsers• Data persistent – limited access to offline

data ability

AD

VA

NTA

GE

SD

ISA

DV

AN

TAG

ES

Web Mobile Native (Apple, Android, Windows Phone, etc.)

Mobile Friendly Website $


Stuytown

Mobile Optimized $$


RechargeYourYardRoseNYC

Native$$$$


Forbes

Olympic Paints

Hybrid$$$


Forbes

Your Mobile App – What is your strategy and success measures?

Definition: App designed to help perform singular or multiple related specific set of tasks on a mobile

device.


• Books• Education• Entertainment• Finance• Games• Navigation• News• Photography• Productivity• Reference• Social Networking• Sports• Healthcare• Fitness• Lifestyle• Medical• Music• Travel• Utilities• Weather

Choosing a Mobile Solution: What is an App?

What App Type Makes Sense For You?

• Have an action/conversion in mind• Data Exchange?• Form Lead Generation?• Push to site, video?• mCommerce?• Click to Call?

• Drive Users to Take Action through a clear, simple path

The Importance of a Mobile Strategy

Do You Need to Do Something? Check Your Analytics

For optimal SEO benefits, use mobile browser detection and redirection to direct users to a /mobile version of your website:

• Be Device Agnostic• Valid HTML• No flash!• HTML5 is cross platform and

great for rich media• Create minimalist user experience• Must be intuitive• Mobile XML sitemap

Structuring Your Mobile Site for Search Engines

• In the US, m-commerce revenues are expected to hit $6 billion by the end of 2011, growing to $31 billion by 2016, according to Forrester Research (June 2011)

• m-commerce includes mobile media and content, retail, travel, coupons/deals, and services

• 91% percent of online retailers in the US have a mobile strategy in place or in development, according to Shop.org/Forrester Research (May 2011)

• PayPal expects to see $7 Billion in mobile payment volume in 2012

Focus on B2C & m-Commerce

http://blogs.forrester.com/sucharita_mulpuru/11-06-17-the_mobile_commerce_train_coming_but_not_here_yet

http://www.shop.org/c/journal_articles/view_article_content?groupId=1&articleId=1356&version=1.0


• Coupons Generate Leads!

• Mobile coupons (via QR Codes, MSFT Tags) yield 10 times the redemption rate of traditional coupons

• Offer something interesting

• Would a user benefit from logging in to your site?

• Remember if you use QR codes / MSFT Tags• Drive them to a mobile friendly page

Focus on Conversions

InfographicSmartphone Users Taking Pictures Updating Status at Restaurants

Infographic April 2012 via Lab42

Pulling It All Together

Think about your target audience needs

Key Questions:

• Is this a daily life app?

• What is the purpose of the mobile app?

• What action do I want my users to take?

• Which activities do mobile users engage?

• Which device types do they use? • (smartphone, tablets)

Create


Determine reach to increase ROI

Key questions:

• How do I reach my target audience now?

• How can I personalize, geo target?

• How can I optimize the experience to increase business?

• Which segments respond differently to targeted content?

Target


Mobile Visitor Analytics and Behavior Tracking

Key Questions:

• How can you measure mobile impact?

• How effective is the app in lead generation?

• Are users taking the action expected? • If not, does my data tell me why or why not?

• What aspects of my mobile app need to be improved?

• What are my success KPI’s?

Measure


Mobile App, Analytics, Cycle of change and Fine Tuning

Key Questions:

• What is the mobile marketing ROI by device?

• How does spend compare with other channels?

• What are the behavior metrics telling you?

Optimize


• ROI / Budget

• Target Audience

• Mobile Browser vs. Native

• Content

• Unique Functionality

• Marketing and Promotion

Considerations

• Mobilize your website

• Create an App – Only if it fits your business needs

• Enable analytic tracking for visitor and behavior analytics

• Create a QR Code / MSFT Tag promotional campaign

• Test/Pilot Mobile Banner Ad Campaigns

• Utilize Social: Geolocation (Location-Based Applications)

Getting Started

Chris Chodnicki | CTO R2integrated - Digital Marketing & Technology 410.327.0007 x1123 [m] 410.977.9433

Twitter / Skype: [email protected] | www.R2integrated.comBaltimore/Washington • Seattle • Boston • St. Louis

www.r2integrated.com

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