A Mobile Marketing workshop I held at the 2013 Industry Disruptors conference held on Saturday, November 23rd http://2013.industrydisruptors.org/#toggle-id-42 By the end of 2013 mobile phones will have overtaken PCs as the most common web access device worldwide. At the moment, people spend on average 12% of their media consumption time using mobile devices, whereas only 3% of advertising budget is funneled through this medium. Therein lies a huge opportunity for both brands and publishers. In that context, it would be of utmost importance to explore how we integrate mobile marketing in our communication strategy.

1. Mobile Marketing Essentials

2. Imagine a bunch of statistics
that would convince you
of the importance of mobile
or visit http://www.google.com/think/tools/our-mobile-planet.html

3. We sleep with it

4. we love it

5. It’s the first thing we see

6. 2005
Hell...
we love it
you might even say...
who is this guy?

7. 2013
It’s a love it
we religion

8. Mobile Phone & Smartphone Market Worth $341.4 Billion by 2015
The global app economy was worth $ 53Bn in 2012
$ 143Bn in 2016.

9. Corporate Confusion
Photo Credit:: http://www.flickr.com/photos/16230215@N08/4730538213/ h.koppdelaney

10. it’s a kodak moment
Photo Credit: http://www.flickr.com/photos/fixe/3673304464/lightbox/

11. Marketing on mobile
Photo Credit: Rodolfo Velasco

12. Tips and tricks

13. There are no tricks
Photo Credit: http://www.flickr.com/photos/83346641@N00/8671399450/" JD Hancock<

14. Mobile WEB
Optimize your site
Photo Credit: http://www.flickr.com/photos/66742614@N00/290711738/>Valerie Everett

15. Mobile WEB
Sad but true

16. Mobile WEB
# Keep it Simple.
Keep in mind that simplicity is an absolute necessity for a mobile-friendly website.
Photo credit: http://www.flickr.com/photos/12836528@N00/2234031789/ kevin dooley

17. Mobile WEB
# Be concise.
There must be nothing excessive in a mobile website.
Photo Credit: http://www.flickr.com/photos/43322231@N07/5008721616/ leg0fenris

18. Mobile WEB
# Open the door.
The server identifies mobile devices, make sure that mobile visitors are automatically redirected to the mobile page... don’t ask them just serve them
Photo Credit: http://www.flickr.com/photos/16230215@N08/8514010404/">h.koppdelaney

19. Mobile WEB
# It’s all about context.
Remember that actions a person might want to take when using their mobile while out and about are not necessarily the same as when they are using a desktop at
home or a laptop in the office.
Photo Credit: http://www.flickr.com/photos/26646199@N05/6701374511 Wouter de Bruijn

20. Mobile WEB
# Keep it short.
Don’t allow too much text input for users. Even if you require filling a form for some reason, like signup, login etc.

21. Mobile WEB
# Design for the screen.
There are such rules as proper size of buttons and spaces between them, avoiding overloading pages with various images
Photo Credit: http://www.flickr.com/photos/74105777@N00/6005668024 adactio

22. Mobile WEB
# Test for compatibility.
Define the range of devices so your website could be properly tested on them: various devices, operating system versions and screen resolutions.

23. Mobile Apps
Let’s make an APP

24. Mobile Apps
# Apple 22 October 2013
1 million apps
# Google Play July 24, 2013 1 million apps

25. Mobile Apps
Do you really need an app?

26. Mobile Apps
#App for apps sake?
If your purpose for developing a mobile app is to only increase your brand impressions and grow your potential client list, think again.
Photo Credit: <a href="http://www.flickr.com/photos/73645804@N00/6305470569/">woodleywonderworks

27. Mobile Apps
# Does it have value?
The first step is to identify exactly what the app’s for, and what you want it to achieve.
Is it to enhance customers’ interactions with you, improve your brand presence, or generate revenue through paid downloads, in-app advertising or purchases?
Photo Credit: http://www.flickr.com/photos/38745062@N02/4158746991/">IronRodArt - Royce Bair ("Star Shooter")

28. Mobile Apps
# Which Platform is best?
Apple iphone - Ipad - Android phone - Android tablets - Windows phone - Blackberry - Firefox etc
Photo Credit: http://www.flickr.com/photos/57054262@N00/139378542/">~Aphrodite

29. Mobile Apps
# Do you know your users?
Will the app’s users be web-savvy or novices? What will their usage patterns be, and on what devices? When do you expect them to use the app, and for how long?
Photo Credit: <a href="http://www.flickr.com/photos/99479626@N00/4916438431/">Eneas</a> via <a href="http://compfight.com">Compfight</a> <a href="http://creativecommons.org/licenses/by/2.0/">cc</a>

30. Mobile Apps
# What is your content?
Apps generally either consume content, or create it. If they are consuming content, it’s vital to know where that content comes from. How it gets into the app
influences the size of the app, and the complexity of making it. Embedding content makes apps harder to update, but simpler to build.
Photo Credit: <a href="http://www.flickr.com/photos/83346641@N00/3562071888/">JD Hancock

31. Mobile Apps
# What’ll it do?
Successful apps are simple, usable and reliable.
It’s better to launch a simple application that does one thing well, than one that does several things badly. The more focused the app’s purpose, the better.
Photo Credit: http://www.flickr.com/photos/21560098@N06/4848880460/ Nina Matthews

32. Mobile Apps
# How to choose partners ?
Please don’t assign the app development to your little nephew... ususally you get what you pay for
Photo Credit: http://www.flickr.com/photos/42769910@N00/135465558/">ChrisL_AK

33. Mobile Apps
# Source code ?
Make sure the code is yours
Photo Credit: www.flickr.com/photos/42769910@N00/135465558/">ChrisL_AK

34. # The devil is in the details
App name
App icon
App screenshot
App store desciption
App store ratings and reviews

35. Mobile Apps
# App Name
Photo Credit: www.flickr.com/photos/42769910@N00/135465558 ChrisL_AK

36. Mobile Apps
# App Icon

37. Mobile Apps
# App Screenshot

38. Mobile Apps
# App Store description

39. Mobile Apps
# App store ratings and reviews

40. Mobile Apps
3 major after launch problems to consider before
launching
# Discover the
APP
# Retain
the User
# Engage and
Monetize

41. # Early promotion
PR press releases
Review sites
Social Media

42. Mobile App Marketing and Advertising
# Ok you‘ve got an app... now what

43. Mobile App Marketing and Advertising
# Bring in the users

44. # The right tools

45. Mobile App Marketing and Advertising
# Acquisition Channels and advertising technology

46. Mobile App Marketing and Advertising
#Measure everything
user acquisition cost
user retention
customer lifecycle value

47. Mobile Advertising
# Advertise on mobile

48. Mobile Advertising
# Huge budgets ???

49. # What are they looking for

50. # SMS & MMS
Photo Credit: <a href="http://www.flickr.com/photos/25217744@N06/2736426549/">glen edelson</a> via <a href="http://compfight.com">Compfight</a> <a href="http://creativecommons.org/licenses/by/2.0/">cc</a>

51. # Banner Ads

52. # Native formats

53. # Notification Center

54. # Transmedia Campaigns

55. # The Right Mix

56. # Loyalty

57. #Targeting

58. Facebook
Demographics
API Calls
Custom
Tagging
Geolocation/
Geofencing

59. Device Type
Operator
Time dependancies
Past Behavior

60. #What do they do?

61. # Smart

62. Evolve or die
Photo Credit:www.flickr.com/photos/26312642@N00/2524462429/an untrained eye

63. MOBILE MARKETING ESSENTIALS
Disrupt Startup Scale Up
George Giannakeas
george@warp.ly
@gioris
www.slideshare.net/gioris
November 23 2013