Building the Right Mobile Strategy for Your Company

transcript

Building the Right Mobile Strategy for Your Accounting Firm

Agenda

• Mobile Use

• Mobile Sites

• Mobile Apps

• Mobile Marketing

• Questions

Copyright R2Integrated 2011

Mobile Use

• 100+ million iPhones worldwide-6/07• 75 million iPod Touches worldwide-6/09• 20 million iPads worldwide-4/10• 650,000+ mobile apps• 100+ million Android phones

• Average smartphone user spends 667 minutes a month using apps

• iPhone/Android owners own an average of 15 apps

• 9 out of 10 consumers are aware of the iPad• 82 Tablets expected to come to market in

MOBILE USE

Mobile Stats

• The new B to B buyer starts the search process by turning to social media and peer connections to learn how other companies have handled similar business challenges.

• Once those experiences are mapped, the buyer researches the websites of targeted solution providers and controls the conversation by arranging to be contacted at their preferred time and format.

• Less than 10% of recent buyers were contacted by cold call. More than 80% said they either called the vendor directly or were contacted after they requested information on the vendor's website.

New Generation B to B Buyer

B to B Buyer Transformation Survey conducted by DemandGen Report among 100 B to B buyers spread across a number of vertical industries including: business services, finance, healthcare, manufacturing, software/tech and media/internet.

MOBILE USE

Mobile Sites

1. Mobile Friendly Website (Every Site): Site renders ‘as is’

2. Mobile Optimized Website (Optional $): I/A and Mobile Content

Mobile Sites Overview

MOBILE SITES

Mobile Not Very Friendly Website

MOBILE SITES

Mobile Engagement Rating: 1.5 out of 5 stars

Stuytown

Mobile Friendly Website

MOBILE SITES

Mobile Engagement Rating: 2.5-4 out of 5 stars

Mobile Optimized Website

MOBILE SITES

Recharge Your Yard

Mobile Engagement Rating: 2.5-4 out of 5 stars

Mobile Optimized Website

MOBILE SITES

RoseNYC

Types of Mobile Optimized Websites

Subdirectory vs Subdomain

Subdirectory: www.example.com/mobile

Subdomain:m.example.comtouch.example.comexample.mobi.

MOBILE SITES

Analytics for Mobile

Mobile Apps

16,000,000,000+ downloads

• Apple accounted for 71% of all app downloads• Apple has 365,000+ apps• Android has over 265,000+ apps• Blackberry has 25,000+ apps• Windows has 12,000+ apps

MOBILE APPS

Mobile App Hype

1. Branded Mobile App ($): Info based, Syndicated Feeds, Media Services

2. Custom Native App ($$$): Unique functionality

Mobile Apps Overview

MOBILE APPS

Mobile Engagement Rating: 4 out of 5 stars

1st Mariner Bank SourceFire

Branded Mobile App

MOBILE APPS

Mobile Engagement Rating: 4 -5 out of 5 stars

ServeIn Touch Ministries

Custom Mobile App

MOBILE APPS

Mobile Engagement Rating: 4 -5 out of 5 stars

Forbes Meguiar’s

Custom Mobile App

MOBILE APPS

Custom Mobile App

MOBILE APPS

MyLawyer Accident AppAllen, Allen, Allen & Allen, Richmond, VA

1. Entertainment-based

2. Straight Utility

3. Content-based

4. Branded Utility

Considerations

MOBILE APPS

Predicting App Success

MOBILE APPS

Cost considerations

MOBILE APPS

Cost considerations

MOBILE APPS

Cost considerations

Mashable, February 2011

And this does not even include marketing the app!

MOBILE APPS

Mobile Marketing

December 2010 Forbes Insights report titled "The Untethered Executive: Business Information in the Age of Mobility.” 306 executives at US companies with annual sales exceeding $500 million were surveyed during September-October 2010. The results are based on a survey and one-on-one interviews. 57% of respondents held C-level titles.

MOBILE MARKETING

Geolocation

• Bridges offline and online

• Offering exclusive experiences & specials

• Serving IP-based, location-specific content &

advertising

• Geotagged content mashups

Bridge offline and online with quick mobile consumption

NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS

• Only 4% of Americans use location-based services• 7% of adults who go online with their mobile phone

use a location-based service.• 8% of online adults ages 18-29 use location-based

services, significantly more than online adults in any other age group.

• 10% of online Hispanics use these services – significantly more than online whites (3%) or online blacks (5%).

• 6% of online men use a location-based service such as Foursquare or Gowalla, compared with 3% of online women.

Pew Research Center’s Internet & American Life project, November 2010

Is it audience appropriate?

QR codes

Bridge offline and online with quick mobile consumption

• Provide more information

• Drive to online content: website, social network, video, etc.

• Enable direct calls, emails

• Download an MP3

• Access to coupons or free giveaways

Is it audience appropriate?

• 52% have seen or heard of bar codes• 28% scanned a QR code• 62% scan a barcode to go to a website• 24% scan for contact info• 30% scan for information• 30% scan for a coupon• 6% say their scan led to the purchase of a product or

service

Austin Williams ResearchQR code study - October and November of 2010- Adults ages 25-54 years oldhttp://www.austin-williams.com/blog/post.cfm/qr-code-infographic)

Questions?

Contact Me:

Leigh George, PhD, Senior Digital Marketing Strategist

lgeorge@r2integrated.com

410.327.0007 x 1211

http://www.linkedin.com/in/leighgeorge

@leighgeorge

Building the Right Mobile Strategy for Your Company

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