The Case for a Mobile Strategy

Shoreline Chamber of Commerce Luncheon April 10, 2013

“Realizing Omni-Channel Solutions”

First - A Little Food For Thought

“Mobile Marketing is how businesses communicate with consumer’s on their mobile devices, with their explicit permission, at the right time, at the right place while providing relevant value.”

-Kim Dushinski

Smartphone Platform

�  Android still leading �  Apple regaining market share �  Little traction for Windows – so far

Smartphone Usage Facts

� 48% Never turn their phone off 1 � 33% Would rather give up TV 2 � 80% Visit social networks 2 � 94% Users look for local information 2 � 90% Take action as a result 2

� 64% of Smartphones used for shopping 2

� 80% Users don’t leave home with out them 2 � 35% Have made purchases on their device 2 � 64% Sleep with their phone – in bed or at bedside 1 � Half of them check their device at least once at night!1 1 – MMA, 2 - Google

Tablet Platform

�  Apple still dominating �  Android adoption up – split between Android and Amazon �  Little traction for Windows – but just launched

Tablet Usage Facts

� 29% of US adults own a tablet 1

� 79% of usage at home 2

� 77% owners use everyday 3

� 53% consume news daily 3

� 9% of daily media interactions 2 � 63% of usage motivated by entertainment 2

� Most often a starting point for shopping and trip planning2 Source: 1 – PEW, 2 – Google, 3 - Hubspot

But Really, Its and Omni-Channel World

Source: Google

B2C Usage Patterns

B2B Usage Patterns

Native Applications

Mobile Optimized Website

Responsive Web Design

Hybrid Apps

SMS/MMS

Mobile Codes

QR Code Data Matrix Code Microsoft Tag

Advertising

Mobile Coupons

Custom Bar Code Passbook Perka

Geo-Location

Augmented Reality

KPIs

World Federation of Advertisers and Warc – most tracked KPIs: 1.  Activity (requests/registrations) 2.  Direct visits/visitors to website 3.  Clicks 4.  General brand metrics (awareness etc.) 5.  Dwell time 6.  Bounce rate 7.  Reach 8.  Engagement activity 9.  Brand loyal metrics 10. No. of conversions/registrations

Key Take Aways

• Mobile not just good idea – mandatory for future

•  Think mobile first in planning and design • Mobile is a channel – so don’t silo - integrate • Start building the case for ROI • Marketing – start with 10% of budget • Begins with users –both external and internal

Final Act

Questions?

Tel: 425.214.2472 Email: drmann@seatownmarketing.com

Web: www.seatownmarketing.com

“Realizing Omni-Channel Solutions”