mobile marketing channel hurdles
DESCRIPTION
Learn what makes mobile marketing and mobile websites so complicated, and what you can do for it in your planning phases.TRANSCRIPT
MobileMarketing ChannelHurdles
Sydney, 2011By: Cindy Krum, Mobile Moxie
@MobileMoxie on Twitter
Mobile is FANTASTIC!
• But that doesn’t mean it is always easy!
• You have to:– Be Flexible & Adaptable– Measure & Test– Pay Attention to Trends &
Technology– Think Outside of the Box
Overview: Why is Mobile so Hard?
– Infrastructure– Web Rendering– Screen Sizes– Changing Screen
Orientation– Input Mechanisms– Operating Systems
– Browsers– Load Speed– Data Charges– Regional Expectations– Tracking is Hard– User Education
• Lots of Variables Make it hard to predict how things will need to work
• Things that are Potentially Different:
Start with the Basics:What is ‘Mobile’?
• I get this questions A LOT• The Answer Changes as the Tech Changes• I DON’T Consider Tablets ‘Mobile’
What is a Smart Phone?
• This definition is also changing• Used to be Anything that could
Access Web and Email• Now, it is usually anything with
a True Web Browser or Touch Screen
• If it is not a ‘Smart Phone’ it is a ‘Feature Phone’– Feature Phones were marketed
based on Features Like Camera or Pre-Loaded Apps
Different Infrastructure
• Different Country's Have Different Norms for:– Pre-Pay vs. Post-Pay– Phone Ownership vs.
Subsidized Leasing– Single SIM vs. Multi-SIM– Data Consumption, Roaming
& SMS Charges– 3G or W-CDMA (Japan) vs.
GSM/EDGE
Different Web Rendering
Different Screen Sizes
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Changing Orientations
Different Input Mechanisms
• Number Selection• Thumb-Scroll• Scroll-Wheel
• Roller-Mouse• Stylus• Touch Screen
Different Operating Systems
• iOS• Linux• Android• Palm OS• Symbian OS• Windows Mobile• RIM (BlackBerry)
Australia SmartPhone OS
Different Browsers
Different Load Speed
Different Load Speed(Even Over WiFi)
Bad Connections & Wimpy Networks
Data Charges
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Data Charges
Data Charges
Regional Expectations
• Japan – View Mobile as Separate and Different from Computer
• USA – Charged for In-Coming Text Messages
• BRIC– Feature Phones Still Prominent (Brazil, Russia, India and China)
• Developing – Only Access to Computer, Internet, Phone, TV
• Developed – Supplementary Access to Computer, Internet, Phone, TV
Tracking is Hard
• Mobile Marketing has MORE types of Conversion to track– In-Store Purchases– App Downloads– Map Visits– Calls
• These Must be Integrated with Normal Web Tracking
• Normal Web Tracking Does Not Always Work
Users Are the Biggest Challenge
User Education Lags– Easily Confuses– Unforgiving– Lack of Fundamental Understanding• On and Offline• Apps vs. Web• OS vs. Browser
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Cindy KrumCEO & [email protected]/Skype/Twitter: SuzzicksFollow @MobileMoxie720-231-7277www.MobileMoxie.com