How to Develop Your Mobile Strategy

transcript

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Welcome To Today’s Webinar

Justin ThorpSenior Manager, Marketing Operations

AddThis@thorpus

We help companies optimize marketing effectiveness with tools and audiences powered by extraordinary

interest-based behavioral data.

● We showed our mobile-friendly overlay to many of you as you exited the landing page for this webinar.

● We featured a relevant mobile strategy article we thought this audience might enjoy.

● The result? A 17% click through rate.

Drive Results with Audience Targeting

Our New Offerings Help to Drive Engagement

Today’s Speakers

Brian LaceyCEO at Mobomo@FreedomNutz

Malena LopezProject Manager at Mobomo

@Spunky_Mal

We are a creative design and engineering agency.

We create elegant products to solve complex problems.

@mobomoapps

Agenda

AudienceEnvironmental FactosResponsive First Mentality

Why have a mobile strategy?1

Building your planEngaging a ShopPost-Launch Momentum

How to get started3

WebsitesAppsShake & Bake: Deploying on both platforms

Understanding the role of mobile2

A mobile strategy is no longer a “nice-to-have”. While desktops and laptops are the most common device used for searching the Internet, the shift to mobile, is quickly closing that gap.

Why Develop a Mobile Strategy?

@mobomoapps

Why Develop a Mobile Strategy?

The majority of Americans already use mobile phones or smartphones for search.

Phones have overtaken PC

Number of Global Users (Millions)

2007 2008 2009 2010 2011 2012 2013 2014 2015

Mobile

Desktop

Source: comscore, Morgan Stanley Research

Type of information produced and consumed.

Current and Future Demographics.

Your Audience

@mobomoapps

The Future of Mobile

This shows the popularity of smartphone ownership and emerging mobile devices like Smartwatches.

80% OF INTERNET USERS OWNS A SMARTPHONE

Environmental Factors

@mobomoapps

Pipe Devices Solution

3G Speeds. It’s your lowest connection speed

Uncontrollable and consistently evolving screen sizes

Think Consumable Content First.

Responsive First

Because of these combined things:

Have an API First Mentality where you are crafting consumable API content that any platform or device can display.

This is out of your control, so you need to craft content that can go anywhere.

Responsive First (not just mobile) because of the Internet of Things (IoT)

@mobomoapps

Strategy: What are your bussiness goals?

Most smartphoneusers download

zero apps per month

Apps represent 50%+ of time spent

on digital media

Poor discovery features

On store cost per user/ download: $2.80-$3.00

Majority of time is on the user’s single most used app (Facebook, etc)

Understanding Mobile:The Uncomfortable Truth

@mobomoapps

Mobile Website vs Mobile App

Mobile Website = ReachYou’re doing this to hit the largest audience

@mobomoapps

Content sharing nowadays shouldn’t require an app, fastest path is mobile website.

Your website has to be responsive now to rank higher on Google.

Cost of doing business, no longer optional.

Mobile Website Vs Mobile App

@mobomoapps

Mobile Website vs Mobile App

Mobile App = Rich ExperienceYou know your audience (user & device) and the goal

of the app is a stand alone product or augment existing services.

@mobomoapps

You need to invest in marketing and pushing the download to succeed.

Users have decisions to make and your app is easier to lose:

Storage and battery usage.

“Storage full” is a reality for many people, the heyday of “all the apps” isn’t feasible anymore.

Mobile Website Vs Mobile App

@mobomoapps

Shake & Bake

Deploying on both platforms

Pinterest as an example

Allows app-free content consumption, offer personalized app as well

Mobomo Examples

Our clients drive up to 40% of federal government website traffic—millions of visitors.

@mobomoapps

Initial planningContent = ConsumableIn-House Development or Engage a Dev ShopLaunch Consider a soft launchPost launch trackingFeedback

How to get started: Build Your Plan

@mobomoapps

How to get started: Set Goals

Define your business Product, service, or something else?What are your business goals?Leverage your social mediaBuild your MVP - You should be embarrassed to show itAnalytics - define and track early and often! Analytics is key on both mobile and websitePros/cons

@mobomoapps

We see over and over that our clients face the same challenges, they want to:

Common Elements

Building Internally

@mobomoapps

In-House app development Know the required technology Define Team roles Cost Consider available resources and servicesPros/cons

Engaging a Dev Shop

@mobomoapps

Engaging a Dev Shop Google References ProposalsPros/cons

@mobomoapps

Services

Engaging a Dev Shop

@mobomoapps

Keep in Mind Does the shop offer strategic planning?

Does the shop offer design?

What kind of software

development is used?

DetailsScope of work

Timeline

Maintenance

Services

@mobomoapps

Mobomo uses agile to create your product quicklyand efficiently

Our Process

@mobomoapps

1 - 4Week Sprint

Every24 hours

Burndown/upCharts

Daily ScrumMeeting

FinishedWork

Sprint Review

TASK BREAKOUT

SprintBacklog

Sprint end date and teamdeliverable do not change

Scrum Master

SprintRetrospective

@mobomoapps

Tools we use

Project Management

Confluencewiki, reports, documentation Jira sprint planning, bug tracking

Code Management

Code Repositories centralized private code hosting, versioning, backups

Hosting

Staging and Production

Ecommerce

Open Source Ecommerce Platform Intridea Partner

Post-launch Momentum:Prepare to spend money

@mobomoapps

Social Media Campaign

Partnership