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Unlocking Mobile Marketing: Strategies to Overcome Obstacles and Seize Opportunities

As 75% of the world's population owns a mobile phone, mobile marketing stands as a vital bridge to consumers. This presentation explores key obstacles in mobile marketing and identifies significant opportunities. Discover what mobile marketing truly entails, the evolving landscape, and learn from the top ten mistakes businesses often make. We will discuss actionable strategies to engage today's always-connected consumers effectively, adapt to their needs, and enhance user experiences while navigating the complexities of the mobile marketing ecosystem.

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Unlocking Mobile Marketing: Strategies to Overcome Obstacles and Seize Opportunities

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  1. The Always Connected Consumer: Mobile Marketing Obstacles and Opportunity @viaScully

  2. Michael Scully @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) The Opportunity @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) @viaScully * http://www.mobilecommercedaily.com/sms-has-eight-times-the-response-rate-of-email-study

  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? Why does it matter? @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. @viaScully Morgan Stanley.

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

  10. What are they doing? @viaScully comScoreMobiLens and TabLens, U.S., 3 Month Avg. Ending Dec-2012

  11. What are they doing? @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. Mobile @viaScully

  13. What is Mobile Marketing? @viaScully

  14. @viaScully

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

  16. @viaScully

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

  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. The Landscape @viaScully

  19. Top 10 Mistakes …and how to avoid them @viaScully

  20. 1 Mobile as a Silo @viaScully

  21. @viaScully

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

  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

  24. 2 Treating SMSlike Email @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) SMS is different than email @viaScully http://www.michaelscully.com/2012/02/11-ways-sms-marketing-is-not-like-email-marketing/

  26. 3 Treating Mobile Web like Web @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) Mobile Web http://www.michaelscully.com/2013/01/10-reasons-for-separate-mobile-and-desktop-web-sites/

  28. 4 “We need an app!” @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) Apps @viaScully

  30. 5 Sacrificing UX @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) UX @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. 6 Under-resourcing @viaScully

  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 7 Building in-house @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%) 8 No device strategy @viaScully

  35. “We tried mobile, but it didn’t work.” • Mobile is not going away. Stopping is not an option. 9 Giving up too soon @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. 10 Putting it off @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 Top 10 Mistakes

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

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

  40. Google Full Value of Mobilehttp://www.howtogomo.com/fvm • Google Mobile Webhttp://www.howtogomo.com/ • MobileMarketerhttp://www.mobilemarketer.com • MobileCommerceDailyhttp://www.mobilecommercedaily.com • CTIA Playbookwww.wmcglobal.com/images/CTIA_playbook.pdf • MMA Consumer Best Practiceswww.mmaglobal.com/files/bestpractices.pdf Resources @viaScully

  41. Extra Slides

  42. @viaScully

  43. 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 • 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 Mobile is Local @viaScully “Our Mobile Planet.” Google. May 2012.

  44. @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. Ad Spend Share vsTime Spent Share 2012 @viaScully eMarketer. Sept & Oct 2012.

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

  50. Poor response to “showrooming”

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