Mobile Marketing / Apps

7th March

How important is a mobile strategy?

"Mobile First". “Our programmers are doing work on mobile first,” he said. “We’ll still have a desktop version, but we’ll also have one on a high-

performance mobile phone. The top programmers want to work on mobile apps. Phones are so much more personal and satisfying. The

phone is no longer just a phone, it’s your alter ego – it’s fundamental to everything you do.”

Google CEO, Eric Schmidt

Describe the functions and meaning of this media…

Mobile ContextsFunctions Meaning

GPS Location aware

Touch Intimacy / interactivity

Sensors Intelligence

Contacts Personal / social

Portable Pervasive

Connected Available

So, what’s the point?

Mobile experience can be viral

What EXPERIENCE do you want to achieve?

• Awareness?• Consideration?• Intent?• Support?• Loyalty?• Advocacy?

Awareness

Awareness

Awareness

Awareness

Consideration

Consideration

Consideration

Intent

Purchase

Purchase

Support

Support

Loyalty

Advocacy

Top 10 apps

1. Money Transfer: This can be sending money via SMS, NFC (near-field communication), banking apps, and more to come.2. Location-Based Services: Apps which functionality relies on the location of the mobile user. 3. Mobile Search: Mobile applications for searching all sorts of things. Not just Google, but other databases, as well as the use of augmented reality apps for “visual search”.4. Mobile Browsing: “Mobile browsing capabilities currently exist only on 60%+ of handsets today. By 2013, that number will climb to 80%”. This statistic, combined with the rapid rate of increase in global smartphone sales, shows us how it will be possible for mobile web browsing to overtake desktop web browsing in 2013 (predicted by Google).5. Mobile Health Monitoring: Health monitoring and diagnosis.

Top 10 apps

6. Mobile Payments: Like mobile transfers, but also including mobile subscriptions etc.7. Near Field Communications (NFC): Using mobile devices to perform actions with local objects through “swiping” or “tapping” the actual mobile device, such as making payments.8. Mobile Advertising: “Total spending on mobile advertising in 2008 was $530.2 million and it will grow to $7.5 billion in 2012.” 9. Mobile Instant Messaging: always free, and can be restrictive. Apps that improve the experience and are free to use are taking over. 160 characters of less? Not anymore!10. Mobile Music: The iPod is all fine and well, but now apps that deliverstreaming (no purchase or downloads necessary), such as Spotify, are rising.

10 Key Strategic Points

1. Know your audience / community2. How do they use mobile?3. Think beyond the dilbert cube4. Repurpose content5. Repurpose inventory6. Use data