domain7: why mobile matters to your online marketing strategy
Post on 12-Sep-2014
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DESCRIPTION
An overview of the state of the mobile industry as it pertains to online marketing. The industries priority for 2012 based on a mobile web approach from http://www.domain7.com/mobile. Presentation content from a workshop session presented in Vancouver in January 2012 for HTCE.org (http://www.htce.org/2011/12/23/why-mobile-matters-to-your-online-marketing-strategy/)TRANSCRIPT
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Why Mobile Matters to Your Online Marketing Strategy
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The Next 60 Minutes
Why do I need a mobile strategy? And what does it look like?
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The Next 60 Minutes
Mobile LandscapeMobile Strategy
– Content– Marketing
Mobile Tech Choices– Responsive Web
Future of MobileNext StepsQuestions and Discussion
Why do I need a mobile strategy? And what does it look like?
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The Mobile Landscape
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People are adopting mobile 8 times faster than they got on the Web a decade ago.
Source: http://www.consafelogistics.com/en/KnowledgeCenter/News/2011/September/07/Mobility_trends.aspx
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0
125
250
375
500
2010 2011
Mobile’s taking over Facebook
Source: http://www.facebook.com/press/info.php?statistics
Mobile usersNon-mobile users
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In 2 to 4 years, half your site’s visitors will be via mobile.
Source: http://www.idc.com/getdoc.jsp?containerId=prUS23028711
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85% of mobile devices will be web-enabled by this year.
Source: http://www.thinkwithgoogle.com/insights/featured/understanding-mobile-users/
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Source: http://searchengineland.com/comscore-the-ipad-owns-97-percent-of-us-tablet-traffic-82855
What kind of mobile?Other2.0%
iPod Touch14.9%
Feature phone1.5%
Other smartphone3.6%
Android Phone8.2%
iPhone34.6%
Other Tablets1.3%
Android Tablet0.4%
iPad33.5%
Web traffic by device in Canada
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Who is on mobile?
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Who is on mobile?
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Where are people on mobile?
Home
Downtime
In lines
Shopping
Work
TV
Commute
0 22.5 45 67.5 90
47%
62%
62%
69%
76%
80%
84%
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What are they doing on their mobile phone?
• Browsing the web
• Using a search engine
• Using an app
• Watching videos
• Social networking
• Local business information-seeking (1 in 3 searches)
• While shopping
• Gaming (125 years of Angry Birds is played every day)
• Consuming other media (reading, watching TV, listening to music)
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What makes mobile unique/ different?
• Location Aware
• Intimate and Interactive including physical intelligence
• Social and personal with contacts always right there
• Relevant and present at decision/consideration points
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Let’s Bring Some Strategy to the Chaos
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Basics of a Strategic FrameworkObjectivesUnderstand, articulate and then define them
PeopleUncover the human dynamics at play: physical needs and emotional benefits to the people you serve
MeasuresDefine how you’re going to tell if your connecting with people and meeting your objectives
TacticsChoose the best techniques and tools that will deliver
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StrategySo what’s changing?The dynamic of fundamental space in which we are working has shifted.
UNCERTAINTYCONTROL
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StrategyContent is the Cornerstone of Mobile Mobile Strategy now pivots and centres on Content Strategy.
UNCERTAINTYCONTENT
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StrategyWhat makes the new strategy different?
• Content is your position of strength and predictability• Medium is increasingly unpredictable• The points of connection with people are more intimate
and human• Social dynamics are stronger• Your content is relevant and present when and where
people are making decisions• Allows you to address a matrix of user goals relative to
their device
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Mobile Content Strategy
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Learn how your audience uses their devices.
Home
Downtime
In lines
Shopping
Work
TV
Commute
0 22.5 45 67.5 90
47%
62%
62%
69%
76%
80%
84%
http://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/Tuesday, 10 January, 12
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Don’t assume users’ current situation.
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Supply the same content to all devices.
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Represent content differently across different devices.
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Highlight crucial content.
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Entice visitors into long-form content.
Source: http://www.useit.com/alertbox/page-abandonment-time.html
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Split content into smaller chunks.
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Adapt to observed behaviour.
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Use mobile to improve the desktop.David Leggett : “The most reasonable case for omitting objects from a mobile site is when the object wasn’t essential to the desktop site in the first place.”http://www.uxbooth.com/blog/considerations-for-mobile-design-part-2-dimensions/
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Let the constraints spur your imagination.
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Mobile Marketing Strategy
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Reasons for Mobile Marketing1. Get new customers
2. Increase branding presence to all touch points
3. Increase traffic on mobile website
4. Stimulate users during the pre-purchase and research phase
5. Increase traffic on stationary website
6. Ability to target certain demographics based on devices
7. Alignment with other marketing initiatives
Source: http://www.gstatic.com/ads/research/en/2011_Google_MMA_Global_Perspectives.pdf
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Mobile Marketing Funnel1. Awareness
• Mobile advertising• Check-in rewards and offers• QR Codes and NFC
2. Consideration• Geo-targeted opt-in offers• Information Resource• Augmented reality• SMS and MMS Notifications
3. Intent• Point-of-purchase• ‘Recommendations’ based on user-history• Local-social opportunities
4. Purchase• In-store (Starbucks app)• E-commerce
5. Support6. Loyalty and Advocacy
• Social influence
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Mobile Tech Choices
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Mobile-Native App
Monetization
Camera
Contacts
Accelerometer
Advanced UI
Graphics
Full screen Calendar
GPS
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80% of branding apps
never reach
1000 downloads
Source: http://www.lukew.com/ff/entry.asp?1402
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Hybrid App
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Dedicated Web App
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Mobile Website
Don’t need Steve’s
approval
No installation
No 30% cut
No updates
Single platform
Cheap
Linkable
Quick to market
Searchable
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People looking for information about you
are more likely to Google you than
open the App Store.
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Blackberry13%
iPhone14%
Android14%
m.facebook.com59%
Facebook Mobile Posts by Client
http://danzarrella.com/new-data-on-mobile-facebook-posting.html
What do users prefer?
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So unless you absolutely must,
go Web.
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79% of large online advertisers do not have a
mobile-optimized site
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The Mobile Manifesto www.domain7.com/mobile
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Mobile ManifestoA set of principles to guide our approach.
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Mobile ManifestoA set of principles to guide our approach.
1. Open standards over single software vendors
2. Mobile websites over device-specific apps
3. Plaintext and indexable content whenever possible
4. Plaintext source code when possible
5. Start with market research before beginning any project
6. Make mobile a central part of the development process
7. Treat mobile and online strategies as linked
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Responsive Web
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Responsive WebAdvocates for web standards are charting a new direction
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Responsive WebWhat factors have lead to this new approach?
1. It’s getting very expensive to accommodate existing and new devices
2. Managing content across platforms and devices is getting complex
3. User experience improvements in HTML5 make the browser more dynamic
4. New skill set and tools required for different platforms
5. Treat mobile and online strategies has become difficult and fragmented
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Responsive WebWhat is Responsive Web?
1. Fluid vs. Fixed
2. Responsive vs. Fluid
3. Benefits of the Web
4. Single system reduces cost, complexity
5. Content is Consistent
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Responsive DesignWhy would you choose it?
1. You’re starting from scratch
2. You want to keep cost and complexity manageable
3. You don’t need access to the hardware (i.e. camera)
4. You want to future proof your investment
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What is the Future of Mobile?
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Mobile Trends1. Seamless media
consumption experience cross-device
2. Apps powering the desktop media experience
3. Personalized media experience for consumers
4. Mobile traffic passes the desktop
5. Mobile advertising hits the “tipping point”
6. Social channels for media consumption
7. HTML5 powering the mobile App economy
8. Location based promotions
9. Inside the firewall going Mobile
Source: http://blog.polarmobile.com/2012/01/how-technology-will-transform-the-media-industry-in-2012/
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Next Steps
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The FutureThe trend is toward convergence of apps and web.
1. Start with the web
2. Build a business model
3. Extend online marketing strategies to mobile.
4. Be searchable.
5. Be social.
6. Have a mobile-optimized website.
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Invest. Make decisions to go mobile.
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Invent. Be creative.
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Integrate. Include mobile in your marketing plans.
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Iterate. Track using analytics.
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