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Transcript of Top10 mistakesofgoingmobile june2014.abbr
*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.
*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?
*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
*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/
*3 Treating Mobile Web like Web
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(CC) Image by “Christina Rogers” on Flickr
*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
*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
*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.
*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
*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
*“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
*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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*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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