Top10 mistakesofgoingmobile june2014.abbr

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* Top 10 Mistakes of Going Mobile @viaScully

Transcript of Top10 mistakesofgoingmobile june2014.abbr

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*Top 10 Mistakes of Going Mobile

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*Michael Scully

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*The Opportunity

*Why Does Mobile Matter?

*Top 10 Mistakes

*Questions

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*The Opportunity

*20% of the world population has access to running water. The World Water Organization

*64% of the world population has access to working toilets. The United Nations

*86% of the world population has access to mobile phones. United Nations via Time Magazine

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*Why does Mobile Matter?

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TRADITIONAL CHANNELS ARE DISAPPEARING

*TV is being replaced by on-demand and DVR

*Radio is being replaced by iPods, Pandora, and Spotify

*Landlines are going away

*Newspapers and Magazines are thinning out, cutting editions, stopping print, or shutting down completely

*Mobile is even displacing desktop

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Morgan Stanley.@viaScully

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So, where is your audience?

*65% of us have smartphones (U.S.)

51% 42%

@viaScully ComScore Digital Future in Focus 2014.

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*91% of smart phone owners have their phone with arms reach 24/7 Morgan Stanley, 2011

*4 out of 5 smartphone owners check their phones within 15 minutes of waking up “Always Connected.” IDC 2013

*85% of consumers said mobile devices are a central part of everyday life (90% of those aged 18-24) Salesforce/ExactTarget Marketing Cloud. 2014 Mobile Behavior Report.

*On average, consumers report spending 3.3 hours a day on their smartphones Pew Research, Jan. 2014

*37% of American consumers are “Always Addressable” (using at least 3 devices, online, multiple times a day, from multiple locations) Forrester via IBM Tealeaf “Meeting the Expectations of the Mobile Customer” May 2013

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*27% of emails are opened on mobile device Sirona Consulting

*87% smartphone and tablet owners using a mobile device for shopping activities. Nielsen. The Digital Consumer 2014.

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*What are they doing?

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*What is Mobile?

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Mobile Web

Apps

SMS/MMS QR

Location Based

Services

MobileCoupons

Social Media?

Augmented Reality

Gamification

Push Notification

s

Mobile Advert.

iBeacon / NFC

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*Highly personal, always close, always connected device.

*Increasingly trusted as the first go-to channel for consumers.

*Complementing some channels. Replacing others.

*Often leads to action.

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*Top 10 Mistakes

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*1 Mobile as a Silo

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(CC) Image by “Doc Searls” on Flickr

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*More than nine out of ten consumers say that access to content however they want it is somewhat or very important; 59% say it’s very important.

*83% say a seamless experience across all devices is somewhat or very important. Salesforce/ExactTarget Marketing Cloud. 2014 Mobile Behavior Report.

*93% of people who use mobile to research go on to complete a purchase of a product or service (82% in store, 45% on desktop/tablet, 17% on mobile).

*Over half (55%) of those want to make a purchase within an hour, 83% within a day, of conducting research on their smartphone. Google/Nielsen Mobile Path to Purchase custom study, Nov 2013

*71% have used “store locator” to find a store Google/Nielsen Mobile Path to Purchase custom study, Nov 2013

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*Mobile works best when it becomes part of everything.

*Plan your data strategy

+Link your marketing programs

+Common repository

+Keep your data clean

+Keep it compliant

=Valuable marketing database

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*2 Treating SMS like Email

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(CC) Image by “Jeff Hester” on Flickr

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*SMS produces 6x-8x higher response than email MobileCommerceDaily, 2012

*Text messaging is seen as somewhat or very useful by 91% of users who actually subscribe to a brand’s texts. Salesforce/ExactTarget Marketing Cloud. 2014 Mobile Behavior Report.

*764.2 Avg Text msgs sent and received/month Nielsen 2013 Mobile Consumer Report

*3,853 /month for 18-24 year olds. 25-34 year olds were about half that. Experian Digital Marketer Report 2013

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*160 characters or less

*More personal / intrusive

*Carriers rule

*Hard cost

*Different metrics

*No HTML

*Audits

*Strictly opt-in

*Require short codes and program registration (6-8 wks)

*Requires active list management (compliance)

*Different calls to action

@viaScully http://www.michaelscully.com/2012/02/11-ways-sms-marketing-is-not-like-email-marketing/

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*3 Treating Mobile Web like Web

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(CC) Image by “Christina Rogers” on Flickr

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*Google loves responsive web design, BUT:

*Only 9 of the Fortune 100 use it. 47 had dedicated mobile sites. 44 had just a desktop version.

*RWD sites loaded slowest of all, 8.42 seconds on average!

*Even full desktop sites loaded in 6.57 seconds!

*Dedicated mobile sites still missed Google’s <1 second mobile load time recommendation, averaging 2.9 seconds.

The Search Agency’s Mobile Experience Scorecard: Fortune 100 Companies. Sept 2013.@viaScully

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*Different context of users (urgent, repetitive, bored)

*Touch interfaces (“One eye, one thumb”)

*Build for speed (smaller images, less code, “mobile first”)

74% of consumers will wait 5 seconds for a web page to load on their mobile device before abandoning the site. Nearly half won’t return to a mobile site that didn’t work well last time. Gomez

85% of adults who have completed a mobile transaction in the past year expect the experience to be better than a laptop or desktop computer IBM Tealeaf “Meeting the Expectations of the Mobile Customer” May 2013

*If you rely on mobile web as a key revenue driver or expect regular repeat mobile web visits, then build a dedicated m-site.

http://www.michaelscully.com/2013/01/10-reasons-for-separate-mobile-and-desktop-web-sites/@viaScully

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*4 “We need an app!”

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Are you sure?

Hurdles:

*Technical Strategy (platforms, back-end)

*Budgets (initial build, ongoing maintenance, marketing)

*User Experience & Design

*Management

*Getting Found

*Monetization (Paid Download, Advertising, “Freemium”, Offline)

*Consumers spend 15+ hours per week researching on their smartphone, fairly evenly split between apps and m-web. Google/Nielsen Mobile Path to Purchase custom study, Nov 2013

*Start with mobile web. Your users will.

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*5 Sacrificing UX

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*Each step cuts participation. Use clear calls to action and simplest flows.

*Offer real value. Make it about your customer. Think “As a customer, would I use this?”

*Don’t let technology dictate the experience. Make it disappear.

*Give a LOUD voice to the customer advocate.

*If you don’t advocate for user experience first, don’t bother.

(not just a mobile thing)

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*6 Under-resourcing

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(CC) Image by “Mark Couvillion” on Flickr

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*Symptom #1: The web guy or the email guy is now the mobile guy too.

*Symptom #2: No mobile budget or roadmap.

*Support and nurture ongoing

*Not one-and-done

*Learn, optimize, and iterate

*Commit. This is not a fad.

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*7 Building in-house

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Complicated Ecosystem

* Fuzzy rules and regulations (Messaging)

* MMA

* CTIA

* CSCA

* Carriers, LNP, & Deact

* FCC

* FTC

* TCPA

* COPPA

* Federal DNC

* State Laws

* App Stores

* International

* Constantly changing.

* Expensive to get started. Even more expensive to get wrong.

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*Significant distraction from your core business

*Requires a number of specialized skills and best practices to get right:

- Developers (new environments)

- UI (best practices, frameworks, new form factors)

- QA (range of devices)

- Compliance (audits)

- Marketer (new metrics)

- Technical Project Manager

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*8 No device strategy

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(CC) Image by “Jeremy Keith” on Flickr

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*Two extremes:

- Building only for iPhone

- Building for every device

*New devices keep coming. “Forever support” is expensive.

*It’s okay NOT to support some (especially older) devices.

*Set user expectations.

*Test, test, test.

*Have a process for deprecating support for older devices (<20%, < 10%, <5%)

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*9 Giving up too soon

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(CC) Image by “Mikey Wally” on Flickr

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*“We tried mobile, but it didn’t work.”

*Mobile is not going away. Stopping is not an option.

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*10 Putting it off

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(CC) Image by “David Blackwell.” on Flickr

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*68% of consumers say it is somewhat or very important that companies they interact with are seen as a technology leader. Salesforce/ExactTarget Marketing Cloud. 2014 Mobile Behavior Report

*“Our customers don’t want mobile.”

*“We’ll just buy a list later.”

*Your competition will beat you to it, and they will know more about your customers’ behaviors than you do.

*Start. Capture data. Learn. Make informed decisions.

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*Top 10 Mistakes

*1 Mobile as a silo

*2 Treating SMS like email

*3 Treating mobile web like web

*4 “We need an app!”

*5 Sacrificing UX

*6 Under-resourcing

*7 Building in-house

*8 No device strategy

*9 Giving up too soon

*10 Putting it off

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*Questions?

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Slides will be at: www.skookum.com/blog

offline questions: [email protected]

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*Resources

*Google Full Value of Mobilehttp://www.howtogomo.com/fvm

*Google Mobile Webhttp://www.howtogomo.com/

*MobileMarketerhttp://www.mobilemarketer.com

*MobileCommerceDailyhttp://www.mobilecommercedaily.com

*CTIA Playbookwww.wmcglobal.com/images/CTIA_playbook.pdf

*MMA Consumer Best Practiceswww.mmaglobal.com/files/bestpractices.pdf

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