In this talk Kevin Steineman shares the 5 MUST Knows for Mobile Marketing. Kevin is an Online and Mobile Marketing Strategist who has worked with companies of all sizes over the last 4 years. Kevin's key points emphasize: 1) Why you should get into mobile if you're one of the 16% of enterprises who hasn't already. 2) How to decide which mobile technology is best suited for your company. 3) How to go about selecting which type of mobile team will work best for your company. 4) Mobile Marketing strategies that are already being used, and how you can implement them yourself. 5) The difference between Enterprises and Independent mobile app developers, as well as the key considerations that need to be observed once you've entered the mobile industry. Kevin comes from a creative background, is an app developer himself, and also runs a mobile blog catered to: app developers, enthusiasts, and those interested in the mobile industry. You can see a recording of the talk that was presented here: http://youtu.be/Wdk99yIkLq4 And if you're interested in staying up to date on these types of Mobile Insights you can go to the MobileMinute website: www.mobileminute.info or keep the conversation going on www.Facebook.com/MobileMinute

1. 5 MUST KNOWS
for
Mobile Marketing
MobileMinute.info

2. #1

4. Quick Stats
$25 Billion in Global App Revenue in 2013(ABI Research)
$92 Billion by 2018 (ABI Research)
85% of Consumers prefer mobile apps vs mobile sites
(Compuware)
Mobile Web Traffic to exceed Desktop Web Traffic in 2013
(SmartAdServer)
Mobile Data to Surpass Voice by 2018 (GSMA)
In-App-Purchases to top $3 Billion on Tablets $6 Billion on
Smartphones by 2016 (Juniper Research)
US is no longer leader in devices, China is. (Flurry)
1/4 of enterprises to have their own App-stores by 2017
(Gartner)

5. All Have in Common?

6. Answer...

10. #2

11. What Mobile Technology is
Right for Your Company?
How websites have evolved..
(collection of links, handful of images, and
CTA)
to
Rich, interactive, branded experience.
How do you take that over to mobile?

12. Option #1
Do nothing.
Most smart phones can technically access your
browser. Wordpress does a good job with this.
Obviously, the results are horrible..
UI
UX

13. Option #2
Make a mobile optimized site.
Take the rich immersive active website, and drill
it down to the core messages, making it
accessible and enjoyable for a small screen.

14. Option #3
(Assuming you go with Option #2)
Take you mobile site and wrap it in a native app wrapper.
Trigger.io (as well as others) will allow you to take your
existing website, designed to fit in the the mobile
framework, and put it into the native language of a
particular operating system. You'll still have an HTML
website, but, in the case of iOS, you now have objective C
built around it.
It doesn't make much of a difference in the usability but
does get you distribution. Meaning, you can put it in
Google Play, iOS, Amazon, etc..

15. Option #4
Go Native.
Take the usability, the richness, coolness and
try to mirror that depth of experience with a
native mobile app, built from the ground-up.
It allows a lot more interactivity, cool features,
also access to the entirety of the phones
hardware.
I.E. Camera, Storage - Retailer vs Publisher

16. Which One of These is
Right for Your Business?
You have to determine what level of depth and interactivity
is important to your business or brand.
Obviously a native app is the best. But it is not with its
drawbacks.
(having a developer code it for you in each language for
each platform).
Whether: ObjectiveC for iOS, Java with Google, or CSharp
with Windows 8.

17. Moving on..
#3

18. Structuring Your Organization for
Mobile Success
Where do you even start?

19. Model #1
The one-team model.
In this structure the team that’s building your core
experiences, (having developed your core brand
experience) also understands:
• Mobile technology
• Your brand’s challenges
• Your users
Team transitions into taking your current desktop/mobile
experience and implementing it into the mobile experience
themselves.

20. Challenges to Model #1
Team can often think about brand experience
in one way, and think of mobile as
complimentary or supplementary.
May struggle to grasp the 'mobile first'
scenario.
Skillset(s) also don't directly translate.

21. Model #2
Insourced model.
In this model your core scenario team continues to focus on
your core web and desktop branding experience.
As part of that process they define some mobile scenarios.
And as they define those mobile scenarios they work with
an internal team of mobile experts to get them developed.
Thus you have a second development group, specifically
mobile experts, and they spend their time solely thinking
about your mobile presence.

22. Challenges for Model #2
Collaborating internally in organizations
oftentimes results in challenges in
prioritization.
Your internal mobile-first product team may
have a number of different internal partners,
and your scenarios or your application may not
be high on their list.

23. Model #3 (most common)
Outsourced model.
Your team has an established, excellent set of core
experiences and understands the user and they want to
continue to focus on the overall brand experience.
Working with your scenario team, a product manager or
project manager comes up with your organization’s mobile
requirements and hands them off to an external third-party.
Afterwards the external third-party hands back your
companies completed mobile experience.

24. Challenges for Model #3
Who owns the bugs if there’s an issue found?
Who’s going to troubleshoot it?
Who owns first line support?
(Make sure your Legal Work is worked out)

25. How do I Decide?
Simply..
#1 If your organization has a very flexible
development team.
#2 If your organization has a strong group of
mobile-specific experts.
#3 If budget is not an issue, but time is.

26. #4

27. Enterprise vs Indie
Geo-targeted Push Notifications AKA Geo-Fencing.
Geo-targeted Advertising
Catching Bouncers
Data Mining
SMS

28. Geo-Fencing
This simply means alerting your users/customers when
they're in a specific area, (perhaps around your retail
location)? With a 97% read-rate this is something you
DEFINITELY want to take advantage of.
Examples:
• A Health and Fitness Club could send class schedules to their members
when they arrive on location and give them the option to register, pay, or
RSVP for the next class; right-then.
• A national franchise/chain could easily send region or city specific
notifications about special offers based on what users in that area are
interested in.

29. Geo-Targeted Advertising
The power of modern mobile powered targeted advertising
allows you to target users by their specific location,
displaying ads that are geographically and contextually
optimized. As a business, you can also make on-the-fly
adjustments to the campaign on a particular region
based on what’s working.
Example:
A Health and Fitness Club with a high user base on their
app could offer ad space to professions that complimented
their club. Masseuses, Acupuncturists, Chiropractors,
Physical Therapists, and the like.

30. Catching Bouncers
Maybe a users was checking out your app, then realized
they had to fill out their billing, contact, and address
information which caused them to bounce.
Using a phone’s GPS, transactional apps can detect a
user’s location and automatically fill in address data.
Example:
Seamless, is the leading online food delivery service,
whose been aggressively marketing their mobile apps that
automatically detects a user’s location to fill in a delivery
address and display restaurants able to deliver there.

31. Data Mining
Tracking signals from mobile devices is opening a whole
new world of analytics and data-mining opportunities for
retailers stuck in the physical world.
Questions like:
What engaged users and what turned them off?
Where, exactly, in the online store did a user go and what
did they do when they got there?

32. SMS..
You already know.
(Example)

33. Indie's
Cross-promotion strategies
Best times to do burst campaigns
Planning your launch
Different SDK's that could be beneficial to in-
app marketing

34. #5

35. With all that being said..

36. ..This is only the tip of the iceberg.
• Utility: useful services for a regular use.
• Content: brand-aligned content. Create, share, enjoy.
• Communication: b2c, c2c, traditional and social.
• Engagement: novel new forms of media and interaction.
• Events: mobile is perfect for venues and events.
• Promotions: Ewallets, coupons, etc..
• Loyalty: recognition and reward for measurable loyalty.

37. Poor Mobile App Experience Would
Drive 1 in 3 to a Competitor

38. How People Consume Video on Mobile.

39. Smartphone Commerce activities.
QR Codes not mainstream in US.

40. Mobile Share of Email Opens

41. Consumer Reactions to Non-
Optimized Mobile Emails

43. There is another way..

44. Kevin Steineman with
www.mobileminute.info