Mobile Mania: What you Need to Know

30 March 2011

John SimpsonChris KraftJen Bullett

Agenda

Mobile Explosion

B2B Marketers Respond

Why should you Care?

Strategies for Today

Hidden Opportunities

Mobile Explosion: Statistics

Mobile Explosion: Statistics

Mobile Explosion: Statistics

Mobile Explosion: Statistics

Mobile Explosion: Trends for Marketers

1. Mobile will completely revolutionise the way local advertisers can

connect with potential customers.

2. Growth in adoption of mobile shopping applications will continue to alter in-

store consumer behavior, increasing the significance of mobile in point of

sale decision making.

3. Brands and agencies will continue to build branded apps, but will also have

more attractive display media options, thanks to Google.

4. Advertising's outdoor real estate is fast becoming another connected

channel capable of delivering high-fidelity digital experiences as unique, varied

and measurable as more well-established mediums.

5. Consumers have new power to express their opinions through social

technologies from anywhere, anytime. Smart marketers will do all they can to

encourage and act on this real-time feedback.

Source: http://adage.com/article/digitalnext/mobile-marketing-mobile-trends-2010/141596/

B2B Marketers Respond

B2B mobile marketing spend

will reach $106M in 2014

“Like social media, mobile marketing can be as much

about creating deeper relationships with existing

customers as it is about attracting new ones.”

SOURCE: http://www.mobilemarketer.com/cms/news/research/5589.html

Why Should You Care?

“Business professionals, which are B2Bs' target audience, not only

use mobile devices to stay connected, they rely on

them to stay informed and make business decisions

when not located at their place of business. And phone

calls are just one part, given innovations such as smart phones have

morphed our mobile devices into handheld computers that also happen

to ring.

Plus, since business professionals must stay connected to their

communications devices, many times their mobile devices

equate to their "lifelines to their livelihoods." Moreover,

mobile is the most personal communications channel and the closest

you'll get to your business market, other than in-person meetings.”

Source: http://www.ck-blog.com/cks_blog/2010/01/b2b-mobile-marketing-starter-guide.html

Strategies for Today

Where to Start

“ People aren't going right to

their PCs in the morning;

they're walking around their

offices with either an iPad,

iPhone or BlackBerry.”

Where to Start

1. Keep it simple.

2. Put the most important and

frequently used functions at the top

3. Make sure the right elements are

on the mobile page.

4. Don't feel like you have to

duplicate your entire site

• Kara Pernice, managing director at Web usability firm Nielsen Norman

Group

App versus Site

Some considerations

1. Audience

2. Content

3. Interactivity

4. Cost

5. Distribution

• Who will be accessing the

site/app?

• Do you know what devices

they are using?

• Do you have specific use

cases for this site/app?

App versus Site

Some considerations

1. Audience

2. Content

3. Interactivity

4. Cost

5. Distribution

• What type of content will

you be offering?

• Is this content available on

your web site today?

• Will users be contributing

content or just reading?

• How often will it update?

• Will users need it offline?

App versus Site

Some considerations

1. Audience

2. Content

3. Interactivity

4. Cost

5. Distribution

• Does the site/app need to

access hardware elements

of the phone? Camera,

phone, GPS, tilt motion?

• Does the interface require

complex motion or logic?

• Do you need to store

settings or data?

App versus Site

Some considerations

1. Audience

2. Content

3. Interactivity

4. Distribution

5. Cost

• How do you plan to promote

the site/app?

• Do you plan to make the

app/site available on

multiple devices?

• Will the app/site be

available internationally?

App versus Site

Some considerations

1. Audience

2. Content

3. Interactivity

4. Distribution

5. Cost

• How much do you want to

spend? Today? Ongoing?

• Do you have the budget to

support multiple versions?

• Can you leverage exiting

tools? Web CMS, etc.

App versus Site

Downloads from app stores will continue to rise until

a peak in 2013, where the Mobile Web will take

over as the primary source of mobile interaction.

Mobile Site Design Best Practices

• One column layout

• Keep fonts basic & limit images (use jpeg or gif)

• Optimize file sizes (esp. for images and rich media)

• Put most important information at top of page

• Evolving interactions (i.e. Touch, Drag)

• Use radio buttons or lists (text entry is difficult on some devices)

• Use CSS (tables will not render well)

• Less is more: less content equals more likely to read

Porsche Mobile Site

Reuters Mobile Site

BBC Mobile Site

Target

Some Examples: In Legal

30% of corporate counsel prefer to receive information via their mobile device.

75% of corporate counsel aged 30-39 prefer to receive information via mobile.

- Source: Corporate Counsel New Media Engagement Survey, 2010

24

Some Examples: In Legal

Some Examples: In Legal

Some Examples: In Legal

Law Firm Recruits: Created iLegal

Legal Research: On iPad

Different Types of Mobile Sites

1. Mobile versions of existing sites – sites

offering nearly the same features as their traditional

websites but are adapted to a handheld format.

2. Mobile landing pages – As the name suggests,

these single-page entities can be created quickly to

add a mobile-Web presence to a marketing

campaign.

3. Dedicated mobile sites – These sites are

standalone, multi-page entities, not mobile versions of

a traditional website. They have their own designs

and strategies to meet the needs of mobile visitors.

Hidden Opportunities

Kindle & E-Books

View as a PDF, Share and e-Book?

Everything You Need. In Your Hands. Anywhere. Anytime.

At Tradeshows & Events: Marketing Toolkit

Business Card Reader 2 DO Digital Collateral USTREAM

At Tradeshows & Events: Texting

• Build a list of subscribers leading up to the

event

• Host giveaways/promotions throughout the

event

• Make last minute announcements – e.g.

dinner plans

• Communicate with your staff

• Generate leads

Texting for Recruiting

Basic uses:

1. Reminder: interview date, time and bio of interviewer

2. Directions to an interview

3. Communicating with currently employed candidates

OMG!! Y Does Txt Matter?

Text message marketing (a.k.a., "mobile marketing") is targeted, personal,

immediate, and time-effective communication.

1. Unlike e-mail marketing SMS is not viewed as Spam

2. It is information that people have requested

3. In addition, mobile marketing is far more effective than online marketing.

• Online click-through responses average between 3-6 percent.

• Mobile marketing campaigns achieve as high as 80 percent

response in Europe.

4. Mobile marketing occurs anytime, anywhere. The consumer requests

and receives the message and can then act on it immediately.

5. It's personal and immediate, and the audience is interested and

motivated.

6. In contrast, Internet marketing is limited to a time and place.

Source: SmartPhoneMag.com

Texting Meets Social Media

―texting took up 3.9 hours a week—1 hour

more than social networking, blogging and

tweeting combined.‖ – Marketing Sherpa

Texting for Business

Companies offering text-based business cards

QR Code

QR codes bridge the gap

between offline and online

Media where QR codes have been deployed include:

• billboard ads

• in-store displays

• event ticketing and tracking

• trade-show management

• business cards

• print ads

• contests

• direct mail campaigns

• websites

• email marketing

QR Code for Legal Marketing

Wrap-Up

DON’T Forget Technology Fundamentals

• Source: http://forrester.typepad.com/groundswell/2007/12/the-post-method.html

DO Forget Some of the Website Best Practices

• Forget about three-column designs

• Forget about persistent primary and secondary navigation schemes

• Forget about any reliance you may have on Flash

• Rethink how your content is written and rendered

• Rethink how and where you use images and video

• Rethink how you render navigational aids like links and buttons

QUESTIONS?

http://www.hubbardone.co.uk/london2011