The Always Connected Consumer :

1. The Always Connected Consumer: Mobile Marketing Obstacles and Opportunity @viaScully

2. Michael Scully @viaScully

3. The Opportunity • Why does it matter? • What is Mobile Marketing? • The Landscape • Top 10 Mistakes… and how to avoid them • Questions Bonus Content: • Business App Picks • Resources • Extra Stat Slides @viaScully

4. 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) • 75% of the world has access to a mobile phone (The World Bank) The Opportunity @viaScully

5. 91% of smart phone owners have their phone with arms reach 24/7 (Source: Morgan Stanley, 2011) • 4 out of 5 smartphone owners check their phones within 15 minutes of waking up (IDC) • SMS produces 6x-8x higher response than email (MobileCommerceDaily, 2012)* • 90% of mobile searches lead to action, over half lead to purchase (Source: MobiThinking, 2012) • 70% of all mobile searches result in action within one hour (Source: Borrell Association, 2011) @viaScully * http://www.mobilecommercedaily.com/sms-has-eight-times-the-response-rate-of-email-study

6. 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 • Where are you going to be seen by new customers? • Are you still reaching your best customers? Why does it matter? @viaScully

7. So, where is your audience? • 53% of us have smartphones. • Time to shift from mass media to one-on-one relationship building, enabled by technology. @viaScully

8. @viaScully Morgan Stanley.

9. What are they doing? 27% of emails are opened on mobile device (Sirona Consulting) 30% of US consumers use mobile devices for shopping (Nielsen Mobile Consumer Report) @viaScully “Always Connected.” IDC. 2013.

10. What are they doing? @viaScully comScoreMobiLens and TabLens, U.S., 3 Month Avg. Ending Dec-2012

11. What are they doing? @viaScully

12. Highly personal, always close, always connected device. • Increasingly the first go-to channel for consumers (trusted). • Complementing some channels. Replacing others. • Often leads to action. Mobile @viaScully

13. What is Mobile Marketing? @viaScully

14. @viaScully

15. Did you know? The largest permanent QR code in the world is right here in Charlotte! @viaScully

16. @viaScully

17. Hackerspace and Southern Resources @viaScully http://www.worldslargestqrcode.com/

18. Complicated and dynamic ecosystem • Fuzzy rules and regulations (MMA, CTIA, CSCA, Carriers, FCC, TCPA, App Store, International) • Can be expensive to get started. Even more expensive to get wrong. The Landscape @viaScully

19. Top 10 Mistakes …and how to avoid them @viaScully

20. 1 Mobile as a Silo @viaScully

21. @viaScully

22. @viaScully “Our Mobile Planet.” Google. May 2012.

23. Layer mobile calls to action into current marketing and customer interactions. • Mobile works best when it becomes part of everything. • Plan your data strategy • Link your marketing programs • Common repository that is accessible to marketing • Keep your data clean • Keep it compliant  valuable marketing database @viaScully

24. 2 Treating SMSlike Email @viaScully

25. 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 (deactivation) SMS is different than email @viaScully http://www.michaelscully.com/2012/02/11-ways-sms-marketing-is-not-like-email-marketing/

26. 3 Treating Mobile Web like Web @viaScully

27. ~20% of traffic from mobile devices • Different context of users • 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) Mobile Web http://www.michaelscully.com/2013/01/10-reasons-for-separate-mobile-and-desktop-web-sites/

28. 4 “We need an app!” @viaScully

29. Are you sure? Start with mobile web. Your users will. Hurdles: • Technical Strategy (platforms, back-end) • Budgets (initial build, ongoing maintenance, marketing) • User Experience & Design • Management • Getting Found • Monetization (Paid Download, Advertising, “Freemium”, Offline) Apps @viaScully

30. 5 Sacrificing UX @viaScully

31. 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) UX @viaScully

32. 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. 6 Under-resourcing @viaScully

33. 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 7 Building in-house @viaScully

34. Two extremes: • Building only for iPhone • Building for every device • New devices keep coming. “Forever support” is expensive. • It’s OK 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%) 8 No device strategy @viaScully

35. “We tried mobile, but it didn’t work.” • Mobile is not going away. Stopping is not an option. 9 Giving up too soon @viaScully

36. “Our customers don’t want it.” • “We’ll just buy a list later.” • Building a database takes time • 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. 10 Putting it off @viaScully

37. 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 Top 10 Mistakes

38. DropBox Notes Plus Google Drive Evernote Card Munch GoToMeeting Expensify Jump Desktop Beanstalk.io Business App Picks Basecamp Also: Airline Apps Bank Apps GitHub Issues

39. Slides at: www.michaelscully.com offline questions: michael.scully@aya.yale.edu Questions?@viaScully

40. 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 Resources @viaScully

41. Extra Slides

42. @viaScully

43. 96% have researched a product or service on their phone. 31% have while in the store. 66% have performed a mobile search after seeing an ad 1/3 have changed their mind about a purchase as a result of searching on phone. 37% researched on phone, then bought online 32% researched on phone, then bought in person • 94% have looked for local info • 90% have taken action as a result • 58% look for local info at least once per week • 27% look for local info daily • 66% have visited a business after searching • 23% told others about it • 36% made a purchase Mobile is Local @viaScully “Our Mobile Planet.” Google. May 2012.

44. @viaScully

45. http://www.lumapartners.com/lumascapes/mobile-lumascape/

46. @viaScully

47. 764.2 Avg Text msgs sent/received/mo. (Nielsen 2013 Mobile Consumer Report) Feb 2013 US downloads: • 720M Android (0.5% Paid / 99.5% Free) • 395M iPhone (13% Paid / 87% Free) • 30M WindowsPhone (1% Paid / 99% Free)

48. Ad Spend Share vsTime Spent Share 2012 @viaScully eMarketer. Sept & Oct 2012.

49. comScoreMobiLens, U.S., 3 Month Avg. Ending Dec-2010 to Dec-2012 Android Developer Site @viaScully

50. Poor response to “showrooming”