1. MAKING SENSE OF MOBILE
7 INSIDER
SECRETS TO THE
ANY TIME,
ANY WHERE,
ANY DEVICE
ECONOMY
MARY LOU KAYSER

2. Put yourself and your brand in the
pocket of your customers any time,
any where, on any device.
VIDEO
AUDIO
MOBILE
©2014 The Kingfisher Group
10260 SW Greenburg Road, Ste. 400, Portland, OR 97223
503.567.8730 | mlk@maryloukayser.com

3. “The consumer uptake of mobile
technology is in the early stages of
rewriting the business manual. The
impact of that and the innovation that
will follow has the potential to
permanently change the way
businesses around the world operate.
Understanding the future implications
of this consumer driven, technology
enabled change, where it can go and
what that means to customers in the
medium to long term, is where
success lies.”
Simon Pomeroy

4. Introduction
An interesting thing happened when I was recently
traveling back from San Diego to my home in
Portland, Oregon. As I sat in the waiting area of my
gate in the airport, I looked around and noticed that
just about everyone was engaged with a mobile
device of one kind or another.
I’m talking primarily about smart phones and tablets.
Have you noticed this, too?
It is estimated that by 2016 there will be 2.5 billion
smartphones in the world!
3 times as many
MOBILE
PHONES
AS COMPUTERS IN
THE WORLD tODAY

5. Like most people these days, I have my Smartphone
with me all the time.
I use mine for a variety of reasons. To call people,
yes, but mostly to engage on social media.
I also use it to take photos and videos, which I then
turn into content I can share on Facebook, Twitter,
Instagram, and YouTube. I wouldn't think of going
anywhere without my Smartphone. Turns out, research
affirms my mobile behavior is right on par with a
growing percentage of the general population.
60%
of women say their
Smartphone is
the most important
device they own.
Source: www.mobilemarketer.com

6. More people
in the world
own mobile
phones
than
toothbrushes!
Given this new reality, is it any wonder more and more
businesses are trying to figure out how they can
leverage the mobile landscape to capture more leads,
engage with their customers, and automate some of
their marketing processes?
Now that your message and your brand can reach
billions across the globe with a push of a button –
It’s more critical than ever to be positioned properly
and have the right systems in place for producing
great content to capture new leads, as well as satisfy
existing clients and their expectations.

7. I created this document to help readers begin to put
into perspective the big changes that are going on in
the mobile landscape.
What you are reading today is the
result of hours and hours of research I conducted in
early 2014. I consulted many of the most cutting-edge
sources of data, as well as leaders in the mobile space
to glean the information about mobile marketing and
what it means for businesses moving forward.
I take research very seriously and only want to share
what is most timely and accurate with my readers. I
have done everything within my power to make sure
what is shared is most current. Therefore, I can make no
guarantees for the accuracy of the content found
herein beyond what was true for the time at which the
material was first published.
The speed of change may be staggering, but it's also
really exciting! No matter what stage your business is in
right now, there is room to add elements of mobile
technology for greater impact, bigger reach, and a
more user-friendly experience for your clients and
customers.
Let's go mobile!

8. MOBILE MARKETING
CONVERTS
26%
Companies who use
real-time mobile
marketing
experiences realized
a 26% increase in
conversion rates.
Source: Monetate and Econsultancy
increase

9. SERVING TRUMPS SELLING,
ESPECIALLY ON MOBILE
In the Any Time, Any Where, Any Device Economy,
service is king. Companies can't just expect to sell their
products or services to customers without forming a
trusted relationship first that is grounded in service,
especially if their goal is to eventually drive purchases
over customers' mobile devices.
Here are 3 keys to creating a bond and deepening the
relationship with your customers:
Moments of Surprise
i.e. Coupons, Discounts,
Special Offers
Moments of Convenience
i.e. Responsive Sites Make
Interacting with Your Brand Simple
& Fun
Moments of Delight
i.e. Customer Appreciation
"Just Because"

10. MOBILE USERS COME IN
7 DIFFERENT FLAVORS
5%
PRODIGIES
13%
TRIBALS
15%
PERSONALS
18%
PRAGMATISTS
24%
13%
TALKERS
BROWSERS
11%
OCCASIONALS
MOBILE
TYPES

11. Prodigies: early adapters and constantly connected.
Tribals: hyperconnected often over multiple devices.
Key insight about Tribals – they are 10 times more likely
than the average smartphone owner to say they would
be interested in receiving ads on their phones and
seven times more likely to say they would buy the
products in those ads.
Personals: Mobile-savvy and most likely to cut out the
middle man (i.e. Facebook and Twitter) to communicate
with friends and family, preferring direct messaging.
Pragmatists: these are the mobile professionals who
use their mobile devices to stay on top of work and
home. Open to mobile advertising but expect
something in return.
Browsers: still learning about what their phones can do
for them and tend to consume content like news and
the like. Not as receptive to advertising through their
mobile device.
Occasionals: mostly use their phones for making calls,
playing games, and checking the weather. Most of their
phone’s power gets left unused.
Talkers: this group uses their phones primarily for
making calls. They are the most likely to be enjoy
marketing campaigns that are driven by traditional print
media.
Source: The Wise Marketer

12. OUR PHONES ARE
EXTENSIONS OF OUR SELVES
There is a unique psychology with respect to mobile
devices – we see them as extensions of ourselves.
They are very personal; for so many of us these days,
they truly are the hub of everything we do, from
email to text messaging to social media to content
consumption to entertainment to banking to good old
fashioned calling. Add to that the growing number of
ways companies are introducing the means of
controlling our homes and cars through our mobile
devices and you can see how our mobile devices
become even more personal.
RESPECT
the mobile space
join the conversation
don't invade or interrupt!

13. MORE CHANNELS =
MORE SUCCESS
In the Any Time, Any
Where, Any Device
Economy, brands need to
be seen, felt, and heard. A
new concept known as
"multicasting" allows
businesses to leverage
multiple channels available
today to accomplish this
goal. Live streaming,
videos, podcasts, and
social media provide
incredible opportunities for
leaders who are willing to
embrace the new way of
doing business today. With
an eye on the next
generation of consumers,
wise leaders are exploring
how they can bring
multiple marketing
channels to their
companies.

14. NOT EVERYONE
NEEDS AN APP
Apple put apps on the map and in all fairness, the
idea of having a custom app continues to be a very
sexy idea for many people.
But before having an app generated for
your business, it's important to remember that the
percentage of apps consumers use daily -- and
with great delight -- is very small. Unless your app is
super unique and cool or it promises to make
people's lives much easier, convenient, or fun, you'd
be better off investing your marketing money
elsewhere (like in making sure your website is mobile
responsive). This is a far better investment of your
money and a great way to serve your current
customers and attract new ones, as well as free up
precious time to focus on becoming more:
Relevant
Remarkable
Real-time

15. THE TIME IS NOW TO
BUILD A MOBILE STRATEGY
It should be clear by now that every company needs to
have a conversation about reaching and serving
customers via mobile technology.
Given that, what the conversation sounds like will be
distinguished by factors specific to each company.
One thing is for sure: the Any Time, Any Where, Any
Device Economy is here. The question every business
leader needs to be asking themselves is:
What is not having a
mobile marketing strategy
costing us?

16. 3 WAYS TO ADD MOBILE
ELEMENTS TO YOUR BUSINESS
TODAY
1. Make sure your website is running on a
responsive (aka mobile-friendly) platform. To check
whether it is or not, search for your site on a
Smartphone or Tablet. If it looks like a miniaturized
version of your desktop site, your site needs to be
updated to a theme that responds to the different
devices it is being viewed on. Talk to your web
designer for assistance if you aren't technical.
2. Start thinking about the content you share in
terms of visuals. Graphics, photos, videos, and
documents that are built with a mobile audience in
mind will continue to gain favor. Consider weaving
image-oriented social media sites like Pinterest and
Instagram into your marketing campaigns for
increased brand awareness and reach.
3. Stay in touch with current clients and customers
via a permission-based texting service. Local
businesses can send out coupons for upcoming
specials or let people know about a limited-time
contest or sweepstakes.

17. Looking
FOR
HELP?
Let me know how I can help your business with
creating mobile-friendly:
Graphics
Marketing campaigns
Websites
Opt-ins
Videos
Call Today!
503.567.8730