The “Mobile” Revenue ChannelHow Your Agency Can Create New Opportunities via Mobile Solutions

Michael Barber@michaeljbarber

BOLO 2011/#bolo2011

MUMaka. MTPB My Tipping Point Barometer

Smartphones are outselling PCs.*

*IDC Report

Key Takeaways

• My Mum has an iPhone and iPad, no more PC.

• Forget post PC, we’re post phone.

• Smartphone growth up 200% through 2015

• But, consumption matters to us, right?

Consumption patterns are changing, dramatically.

15%Financial

17%Auto

30%Food & Bev

59%of mobile phone searches result in the person visiting the store.

*Google

Revenue Opportunity

• Pre-Click Revenue Opportunities– Mobile paid search strategy, planning, and

execution– Mobile search optimization strategy, planning, and

execution

• Post-Click Revenue Opportunities– Mobile landing page development– Management, analysis and reporting

1 in 5 emails are now read on a mobile device

Source: eMarketer

Revenue Opportunity

• Pre-Click Revenue Opportunities– Research & understanding of mobile email audience– Creative & development of mobile optimized emails

• Post-Click Revenue Opportunities– Landing page/customer experience from mobile

email– Reporting/analysis

91% of mobile users consume social media on their device; 71% via desktop

Source: Ruder Finn

Revenue Opportunity

• Content strategy, planning, and creation for mobile audience

• Analysis/reporting

• Design and development of mobile optimized experience from social content

By 2013, 50% of web traffic will come through mobile devices.

Source: IDCImage by Johnny Does on flickr

Amazon sells one product every second via a mobile device.

$2 billion, or 20% of their revenue, will come from sales on mobile device.

SO, WHAT’S THE PROBLEM?

The customer experience

blows.

*IDC Report

Execution Needs Help?

79%of large advertisers do not have a mobile-optimized site.

*Google

HOW DO WE FIX THE EXPERIENCE?

Build a friendly

mobile destination.

I NEED AN APP!

Photo: mdanys on flickr

You must have a mobile site, optimized or otherwise. If your customers can’t find the most important info on the go. You are failing.

Questions to Ask1. Do you want your app in the iStore/Android store? Then, app.

2. Do the app need to store data on the device after first login? Then, app.

3. Do you need to regularly update functionality? Yes, web. No, app.

4. Will customers care if they can’t get information when not connected? Yes, app. No, web.

5. Do you need to leverage native features? Yes, app. No, web.

Mobile Problems Facing Brands

• App store is not for distribution, not discovery.

• Schizophrenic customers & environment

• Lack of education around mobile

Revenue Opportunity

• Client education and research

• Mobile web development

• App development

The mobile planning process

Develop & integrate mobile into business and marketing strategy1

Goals & objectives.

What are you trying to achieve? Downloads Customer acquisition Commerce Education

Walk the store or the current customer process

Determine & integrate across the business

Develop your mobile destination2

Connect to your users3

Mobile organic searchMobile paid search

Mobile emailMobile display advertising

Mobile socialMobile gamesMobile web

Mobile commerce

Mobilize your business with data4

Use the data.

Campaign performance Web analytics App analytics Research and industry benchmarks Watch the $$$$

Why agencies fail at mobile?(Courtesy of Chris Book – CEO, ChatterPlug)

Because we act like agencies.

We think hours, not fixed costs.

We don’t have the experience or invest in it.

We outsource development.

We don’t understand it’s a paradigm shift.

It can’t be replicated across clients so we get scared.

Why agencies fail at mobile?

Don’t act like an agency. Fixed project costs

User experience is paramount, monetization is secondary.

Invest in experience and technology

Think beyond the iPhone

Think about the mobile conversation

How do we fix this?

Final Thoughts

• My Mum is mobile and so are her friends.

• Mobile is a paradigm shift, not just a channel.

• Mobile presents a myriad of revenue opportunities for agencies, not seen since the advent of the web.

• Experience over monetization.

This is only the beginning…

mobilemarketer.com

mobilemarketingwatch.com

#mobile on TwitterMoconews.net

mobilecrunch.com

endgadgetmobile.com

Strategy & case studies

Tech & phones

MICHAEL BARBER@michaeljbarbermbarber@deferousa.com http://michaeljbarber.com520-591-1658