1. Mobile Marketing Obstacles and Opportunity @viaScully

3. * The Opportunity * Why does it matter? * What is Mobile Marketing? * The Landscape * Top 10 Mistakes… and how to avoid them * Questions Bonus Content: * Business App Picks * Resources * Extra Stat Slides @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) * 75% of the world has access to a mobile phone (The World Bank) @viaScully

5. * 91% of smart phone owners have their phone with arms reach 24/7 (Source: Morgan Stanley, 2011) * 4 out of 5 smartphone owners check their phones within 15 minutes of waking up (IDC) * SMS produces 6x-8x higher response than email (MobileCommerceDaily, 2012) * * 90% of mobile searches lead to action, over half lead to purchase (Source: MobiThinking, 2012) * 70% of all mobile searches result in action within one hour (Source: Borrell Association, 2011) * http://www.mobilecommercedaily.com/sms-has-eight-times-the-response-rate-of-email-study @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 * Where are you going to be seen by new customers? * Are you still reaching your best customers? @viaScully

7. So, where is your audience? * 53% of us have smartphones. * Time to shift from mass media to one-on-one relationship building, enabled by technology. @viaScully

8. Morgan Stanley. @viaScully

9. * 27% of emails are opened on mobile device (Sirona Consulting) * 30% of US consumers use mobile devices for shopping (Nielsen Mobile Consumer Report) “Always Connected.” IDC. 2013. @viaScully

10. comScore MobiLens and TabLens, U.S., 3 Month Avg. Ending Dec-2012 @viaScully

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

14. Mobile WebAppsSMS/MMSQR Location Based Services Mobile Coupons Social Media? Augmented Reality Gamification Push Notifications Mobile Advert. @viaScully

15. The largest permanent QR code in the world is right here in Charlotte! @viaScully

17. http://www.worldslargestqrcode.com/ Hackerspace and Southern Resources @viaScully

18. * Complicated and dynamic ecosystem * Fuzzy rules and regulations (MMA, CTIA, CSCA, Carriers, FCC, TCPA, App Store, International) * Can be expensive to get started. Even more expensive to get wrong. @viaScully

19. …and how to avoid them @viaScully

22. “Our Mobile Planet.” Google. May 2012. @viaScully

23. * Layer mobile calls to action into current marketing and customer interactions. * Mobile works best when it becomes part of everything. * Plan your data strategy - Link your marketing programs - Common repository that is accessible to marketing - Keep your data clean - Keep it compliant  valuable marketing database @viaScully

25. * 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 (deactivation) @viaScully http://www.michaelscully.com/2012/02/11-ways-sms-marketing-is-not-like-email-marketing/

26. @viaScully

27. * ~20% of traffic from mobile devices * Different context of users * 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) http://www.michaelscully.com/2013/01/10-reasons-for-separate-mobile-and-desktop-web-sites/

28. @viaScully

29. Are you sure? Start with mobile web. Your users will. Hurdles: * Technical Strategy (platforms, back-end) * Budgets (initial build, ongoing maintenance, marketing) * User Experience & Design * Management * Getting Found * Monetization (Paid Download, Advertising, “Freemium”, Offline) @viaScully

31. * 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

32. * 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.

33. * 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

34. * Two extremes: - Building only for iPhone - Building for every device * New devices keep coming. “Forever support” is expensive. * It’s OK 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

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

36. * “Our customers don’t want it.” * “We’ll just buy a list later.” * Building a database takes time * 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

37. * 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

38. Also: Airline Apps Bank Apps Expensify Google Drive DropBox Evernote Notes Plus Card Munch Jump Desktop GoToMeeting Basecamp GitHub Issues Beanstalk.io

39. Slides at: www.michaelscully.comwww.michaelscully.com offline questions: michael.scully@aya.yale.edu

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

43. * 94% have looked for local info * 90% have taken action as a result * 58% look for local info at least once per week * 27% look for local info daily * 66% have visited a business after searching * 23% told others about it * 36% made a purchase * 96% have researched a product or service on their phone. 31% have while in the store. * 66% have performed a mobile search after seeing an ad * 1/3 have changed their mind about a purchase as a result of searching on phone. * 37% researched on phone, then bought online * 32% researched on phone, then bought in person “Our Mobile Planet.” Google. May 2012. @viaScully

45. http://www.lumapartners.com/lumascapes/mobile-lumascape/

46. @viaScully

47. * 764.2 Avg Text msgs sent/received/mo. (Nielsen 2013 Mobile Consumer Report) Feb 2013 US downloads: * 720M Android (0.5% Paid / 99.5% Free) * 395M iPhone (13% Paid / 87% Free) * 30M WindowsPhone (1% Paid / 99% Free)

48. eMarketer. Sept & Oct 2012. @viaScully

49. comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2010 to Dec-2012 Android Developer Site @viaScully