1. *
@viaScully

2. *

3. *The Opportunity
*Why Does Mobile Matter?
*Top 10 Mistakes
*Questions
@viaScully

4. *
*20% of the world
population has
access to running
water. The World Water
Organization
*64% of the world
population has
access to working
toilets. The United
Nations
*86% of the world
population has
access to mobile
phones. United Nations via
Time Magazine
@viaScully

5. *
@viaScully

6. TRADITIONAL CHANNELS ARE DISAPPEARING
*TV is being replaced by on-demand and DVR
*Radio is being replaced by iPods, Pandora, and Spotify
*Landlines are going away
*Newspapers and Magazines are thinning out, cutting
editions, stopping print, or shutting down completely
*Mobile is even displacing desktop
@viaScully

7. Morgan Stanley.@viaScully

8. @viaScully

9. So, where is your audience?
*65% of us have smartphones (U.S.)
51% 42%
@viaScully ComScore Digital Future in Focus 2014.

10. *91% of smart phone owners have their phone with arms
reach 24/7 Morgan Stanley, 2011
*4 out of 5 smartphone owners check their phones within
15 minutes of waking up “Always Connected.” IDC 2013
*85% of consumers said mobile devices are a central part
of everyday life (90% of those aged 18-24)
Salesforce/ExactTarget Marketing Cloud. 2014 Mobile Behavior Report.
*On average, consumers report spending 3.3 hours a day
on their smartphones Pew Research, Jan. 2014
*37% of American consumers are “Always Addressable”
(using at least 3 devices, online, multiple times a day,
from multiple locations) Forrester via IBM Tealeaf “Meeting the
Expectations of the Mobile Customer” May 2013
@viaScully

11. *27% of emails are opened on
mobile device Sirona Consulting
*87% smartphone and tablet
owners using a mobile
device for shopping
activities. Nielsen. The Digital
Consumer 2014.
@viaScully
*

12. *
@viaScully

13. Mobile Web
Apps
SMS/MMS QR
Location
Based
Services
Mobile
Coupons
Social Media? Augmented
Reality
Gamification
Push
Notifications
Mobile
Advert.
iBeacon /
NFC
@viaScully

14. *Highly personal, always close,
always connected device.
*Increasingly trusted as the first go-to
channel for consumers.
*Complementing some channels.
Replacing others.
*Often leads to action.
@viaScully

15. *
@viaScully

16. *
@viaScully
(CC) Image by “Doc Searls” on Flickr

17. @viaScully

18. *More than nine out of ten consumers say that access to
content however they want it is somewhat or very
important; 59% say it’s very important.
*83% say a seamless experience across all devices is
somewhat or very important. Salesforce/ExactTarget Marketing
Cloud. 2014 Mobile Behavior Report.
*93% of people who use mobile to research go on to
complete a purchase of a product or service (82% in
store, 45% on desktop/tablet, 17% on mobile).
*Over half (55%) of those want to make a purchase
within an hour, 83% within a day, of conducting
research on their smartphone. Google/Nielsen Mobile Path to
Purchase custom study, Nov 2013
*71% have used “store locator” to find a store Google/Nielsen
Mobile Path to Purchase custom study, Nov 2013
@viaScully

19. *Mobile works best when it becomes part of
everything.
*Plan your data strategy
+Link your marketing programs
+Common repository
+Keep your data clean
+Keep it compliant
=Valuable marketing database
@viaScully

20. *
@viaScully
(CC) Image by “Jeff Hester” on Flickr

21. *SMS produces 6x-8x higher response than email
MobileCommerceDaily, 2012
*Text messaging is seen as somewhat or very
useful by 91% of users who actually subscribe
to a brand’s texts. Salesforce/ExactTarget Marketing
Cloud. 2014 Mobile Behavior Report.
*764.2 Avg Text msgs sent and received/month
Nielsen 2013 Mobile Consumer Report
*3,853 /month for 18-24 year olds. 25-34 year
olds were about half that. Experian Digital Marketer
Report 2013
@viaScully

22. *160 characters or less
*More personal /
intrusive
*Carriers rule
*Hard cost
*Different metrics
*No HTML
*Audits
*Strictly opt-in
*Require short codes
and program
registration (6-8 wks)
*Requires active list
management
(compliance)
*Different calls to
action
@viaScully http://www.michaelscully.com/2012/02/11-ways-sms-marketing-is-not-like-email-marketing/

23. *
@viaScully
(CC) Image by “Christina Rogers” on Flickr

24. *Google loves responsive web design, BUT:
*Only 9 of the Fortune 100 use it. 47 had
dedicated mobile sites. 44 had just a
desktop version.
*RWD sites loaded slowest of all, 8.42 seconds
on average!
*Even full desktop sites loaded in 6.57
seconds!
*Dedicated mobile sites still missed Google’s
<1 second mobile load time
recommendation, averaging 2.9 seconds.
The Search Agency’s Mobile Experience Scorecard: Fortune 100 Companies. Sept 2013.@viaScully

25. *Different context of users (urgent, repetitive, bored)
*Touch interfaces (“One eye, one thumb”)
*Build for speed (smaller images, less code, “mobile first”)
74% of consumers will wait 5 seconds for a web
page to load on their mobile device before
abandoning the site. Nearly half won’t return to a
mobile site that didn’t work well last time. Gomez
85% of adults who have completed a mobile
transaction in the past year expect the
experience to be better than a laptop or desktop
computer IBM Tealeaf “Meeting the Expectations of the Mobile
Customer” May 2013
*If you rely on mobile web as a key revenue driver
or expect regular repeat mobile web visits, then
build a dedicated m-site.
http://www.michaelscully.com/2013/01/10-reasons-for-separate-mobile-and-desktop-web-sites/@viaScully

26. *
@viaScully

27. Are you sure?
Hurdles:
*Technical Strategy (platforms, back-end)
*Budgets (initial build, ongoing maintenance, marketing)
*User Experience & Design
*Management
*Getting Found
*Monetization (Paid Download, Advertising, “Freemium”, Offline)
*Consumers spend 15+ hours per week researching on their
smartphone, fairly evenly split between apps and m-web.
Google/Nielsen Mobile Path to Purchase custom study, Nov 2013
*Start with mobile web. Your users will.
@viaScully

28. *
@viaScully

29. *Each step cuts participation. Use clear calls to
action and simplest flows.
*Offer real value. Make it about your customer.
Think “As a customer, would I use this?”
*Don’t let technology dictate the experience.
Make it disappear.
*Give a LOUD voice to the customer advocate.
*If you don’t advocate for user experience first,
don’t bother.
(not just a mobile thing)
@viaScully

30. *
@viaScully
(CC) Image by “Mark Couvillion” on Flickr

31. @viaScully
*Symptom #1: The web guy or the email guy is now the
mobile guy too.
*Symptom #2: No mobile budget or roadmap.
*Support and nurture ongoing
*Not one-and-done
*Learn, optimize, and iterate
*Commit. This is not a fad.

32. *
@viaScully

33. Complicated Ecosystem
* Fuzzy rules and regulations (Messaging)
* MMA
* CTIA
* CSCA
* Carriers, LNP, & Deact
* FCC
* FTC
* TCPA
* COPPA
* Federal DNC
* State Laws
* App Stores
* International
* Constantly changing.
* Expensive to get started. Even more
expensive to get wrong.
@viaScully

34. *Significant distraction from your core business
*Requires a number of specialized skills and best
practices to get right:
- Developers (new environments)
- UI (best practices, frameworks, new form factors)
- QA (range of devices)
- Compliance (audits)
- Marketer (new metrics)
- Technical Project Manager
@viaScully

35. *
@viaScully
(CC) Image by “Jeremy Keith” on Flickr

36. *Two extremes:
- Building only for iPhone
- Building for every device
*New devices keep coming. “Forever support” is expensive.
*It’s okay NOT to support some (especially older) devices.
*Set user expectations.
*Test, test, test.
*Have a process for deprecating support for older devices (<20%,
< 10%, <5%)
@viaScully

37. *
@viaScully
(CC) Image by “Mikey Wally” on Flickr

38. *“We tried mobile, but it didn’t work.”
*Mobile is not going away. Stopping is not an
option.
@viaScully

39. *
@viaScully
(CC) Image by “David Blackwell.” on Flickr

40. *68% of consumers say it is somewhat or very important that
companies they interact with are seen as a technology leader.
Salesforce/ExactTarget Marketing Cloud. 2014 Mobile Behavior Report
*“Our customers don’t want mobile.”
*“We’ll just buy a list later.”
*Your competition will beat you to it, and they will know more
about your customers’ behaviors than you do.
*Start. Capture data. Learn. Make informed decisions.
@viaScully

41. *
*1 Mobile as a silo
*2 Treating SMS like email
*3 Treating mobile web like web
*4 “We need an app!”
*5 Sacrificing UX
*6 Under-resourcing
*7 Building in-house
*8 No device strategy
*9 Giving up too soon
*10 Putting it off
@viaScully

42. *
Slides will be at: www.skookum.com/blog
offline questions: mscully@skookum.com

43. *
*Google Full Value of Mobile
http://www.howtogomo.com/fvm
*Google Mobile Web
http://www.howtogomo.com/
*MobileMarketer
http://www.mobilemarketer.com
*MobileCommerceDaily
http://www.mobilecommercedaily.com
*CTIA Playbook
www.wmcglobal.com/images/CTIA_playbook.pdf
*MMA Consumer Best Practices
www.mmaglobal.com/files/bestpractices.pdf
@viaScully