Best practices for mobile marketing and communications.

1. Mobile Best Practices Discussion
June 14, 2012

2. Before we begin…
Has everyone checked in?
2

3. Mobile in the world
Mobile numbers are large and growing.
• 236.6M mobile phone users • 73.3 M are smartphone users
• 75.5% of all Americans • Expected to be 109M by 2015
• 91.4M use the mobile internet • 49.4M use mobile social networking
But the best know phone in the world is also known for being …
…terrible at making phone calls.
Source: eMarketer, March 2011
3

4. Mobile for the consumer
HOME WORK HOME
sleep transit play/shop sleep
lunch
1 6 9 11 14 16 19 23
time
• newspaper • radio • trade press • radio • tv
• radio • billboards • radio • billboards • movies
• tv • free newspapers • internet • tabloids • dm
• exhibitions • internet
• billboards • books
• tabloids
• popular press
Use Phone for: Alarm Clock Traffic Alerts Newspaper Take Pictures
Weather Social Networking Shopping Dining Tix
Dinner Plans
MOBILE
IS
PRESENT
DURING
EVERY
PART
OF
THE
DAY
Original Chart Source: Ansible Mobile
4

5. That has interesting
implications.
5

6. 1. “All About Me”
• Invitations
• Highly personal: Where | When | What
2. “All About It”
• Physical Restrictions
• Quick Hits
• Deeper Connections
6

7. All About “Me”
7

8. Ask yourself: Why do 98% of SMS messages get opened
-- within 60 minutes?
“I invited it.”
I’m fairly certain…
it’s from someone I know, or
it’s something I specifically requested.
8

9. Mobile Best Practices
1) Earn their invitation
Give consumers a reason to invite you onto their
phone.
2) Their trust needs to be rewarded
When they invite you in, give value back. We don’t
want to be vampire spam: invited in, only to suck up
valuable time and attention.
9

10. Trust is such a major consideration in mobile
because “All About Me” means mobile
is highly personal…
…which equates to brands as highly useful.
10

11. Me: Where | When | What
- Where you are
- When you’re there
- What you’re doing
11

12. Mobile Best Practice
3) Continuous Relevance
Personal = We know more
than usual
= Personally relevant
at that exact
moment
12

13. An example…
Tell a geo-social app like
Foursquare where you are.
A nearby Starbucks tells you
about a special offer.
13

14. All About “It”

15. Smartphones are lovely,
but limited
Just picture the way most people use their smartphones.
Held in one hand.
Carefully pressing small screens or tiny keyboards,
with their thumb.
15

16. “Quick Hits” rule
Consumers pop on to their phone to get quick hits of
news and sports, games and entertainment, or to
make a quick announcement to the world through
social media.
16

17. 17

18. Mobile Best Practice
4) Optimize for Quick Hits
A basic interaction with a mobile consumer should
be easy for them to enter into, and easy to get a
response.
18

19. “Quick” doesn’t have
to mean “shallow”
Because its so personal, you’re much closer to the consumer
than normal. Which means these hits can more easily lead to
deeper engagements.
19

20. An example: “I like that song!”
A consumer hears a song they like on the Pandora streaming
music app.
They can bookmark it for later, and then explore that song, or
the artist, in more detail using Pandora on their computer.
And then that exploration instantly updates the mobile
experience next time the app is launched.
20

21. Mobile Best Practice
5) Flow to deeper engagements
If a consumer is intrigued enough to engage in a
deeper way, offer them easy ways to do so.
21

22. Mobile Best Practices
1) Earn an invitation
2) Reward their trust
3) Continuous Relevance
4) Optimize for Quick Hits
5) Flow to deeper engagements
22

23. Thanks!
23