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MAKING MOBILE AWESOME IN A CUSTOMER- CENTRIC WORLD Michael Barber AAF Tucson / Ad2Tucson January 2015 Official Title

Everything Good I Know About Mobile Right Now

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MAKING MOBILE AWESOME IN A

CUSTOMER-CENTRIC WORLD

Michael Barber AAF Tucson / Ad2Tucson

January 2015

Official Title

Disclaimer I won’t be this guy.

Disclaimer 2aThis sucks.

Disclaimer 2bThis is better.

Disclaimer Knowledge will work across industries.

Survey says…

“Mobile web”

“Mobile web, Apps (iOS/Android), Multi-screen experience”

“Digital marketing”

“Mobile email, Mobile web, Mobile commerce, Multi-screen experience”

“Apps (iOS/Android), Multi-screen experience”

“Case studies.”

MAKING MOBILE AWESOME IN A

CUSTOMER-CENTRIC WORLD

EVERYTHING GOOD I KNOW ABOUT MOBILE THAT I THOUGHT YOU SHOULD TOO

Working Title

Michael Barber Tucson AdFed January 2015

@MICHAELJBARBER 8

Hello.

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Let’s start with the data.

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“We are no longer in a mobile first world, we are in a mobile only world.” -Larry Page

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0%

17%

33%

50%

TV Online Radio Print Mobile

Mobile consumption is the only growth driver.

Source: eMarketer, April 2014

Share of Media Consumption

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The plateau is here.

Source: Deloitte State of Mobile, April 2014

0%

25%

50%

75%

100%

2005 2007 2009 2011 2013 2015 2017 2019

US Smartphone Growth

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Data usage driven by smartphones.

Source: Cisco, Feb 2014

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Data usage dominated by mobile video.

Source: Cisco, Feb 2014

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e-commerce > m-commerce > commerce

Source: Comscore, MasterCard, and PayPal, January 2015

0%

17%

33%

50%

Total Retail E-Commerce M-Commerce

43.0%

15.0%

5.5%

Holiday Sales Growth

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Mobile opens dominate email.

Source: Litmus

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On the topic of email…

Source: Litmus

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Ad spend shifts to mobile.

Source: eMarketer

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Social is mobile, mobile is social.

Source: Business Insider

60%of social media time is spent on smartphones and tablets

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We use mobile everywhere, and I mean everywhere [insert vomit].

Source: IT in the Toilet, 11mark

75%of Americans with mobile phones use their phone in the bathroom

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We use mobile everywhere, and I mean everywhere [insert vomit].

Source: The Huffington Post

@MICHAELJBARBER 23AND PHONE

Now, the trends & what they mean for brands.

1 The rise of better apps.

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The rise of better apps.

“People do not put their phone down and then go find a desktop to do something.” -Paul Cousineau, Director, Mobile Shopping Amazon

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The rise of better apps.

1st gen

gimmicky branded apps and games

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The rise of better apps.

1st gen

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The rise of better apps.

2nd gen

take everything we already do and put it in an app

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The rise of better apps.

2nd gen

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The rise of better apps.

3rd gen

will leverage location, context, data, data, and more data, and native tech to provide a user-centric experience.

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The rise of better apps.

3rd gen

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The rise of better apps.

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The rise of better apps.

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The implications.• Most organizations will need to restart app efforts.

• Users and data above all, and then think beyond existing online offerings - you can create much richer experiences with mobile tech.

• Leverage user context - location, situation, time of day.

• Data from previous behavior, usage patterns, and interests.

2 The rise of simple, single-purpose apps.

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The rise of simple, single-purpose apps.

“If I want to do one simple thing, and there’s an app that lets me do just that, then why should I go through a more complex one?-Matt Gray

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The rise of simple, single-purpose apps.

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The rise of simple, single-purpose apps.

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The rise of simple, single-purpose apps.

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The rise of simple, single-purpose apps.

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The implications.• Multi-app strategy?

• Single-focused, highly usable, very fast apps are making a killing.

• We need to get out of the way of our (marketing/business) needs and focus on customer needs.

• If there is something we can make simple, do it.

• Stop thinking we have to be everything, all at once.

3 Mobile devices generate the majority of digital interactions with your brand, but lack conversions/sales.

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Mobile drives consumption, but conversion/sales lag.

“Mobile is the only device driving increased media consumption.” -eMarketer

@MICHAELJBARBER 45Source: Nielsen, March 2014

Mobile drives consumption, but conversion/sales lag.

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Mobile drives consumption, but conversion/sales lag.

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The implications.• Revisit mobile presence to ensure that conversion rates are the same,

independent of channel.

• Interview customers about behavior.

• Leverage user testing tools such as usertesting.com to review how customers convert.

• Take the results, implement, and bubble them up to desktop (they will likely increase conversion rates there too).

• The majority of your user interactions will be delivered on mobile at some point regardless of channel…email, social, ads (slideshare.net/michaeljbarber).

4 In the case of smartphones, it looks like bigger does equal better (or more popular).

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The phablet is here to stay.

“Consumers are still trying to figure out what mix of devices and screen sizes will suit them best.” -IDC, Sept 2014

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The phablet is here to stay.

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The phablet is here to stay.

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The implications.• Responsive, absolutely, but adaptability becomes even more important.

• Consider how phones are held, where fingers are able to reach.

• Important functionality better be within reach.

• Design should be based on screen size and navigation, versus simple thumbs and fingers.

• Strong visual hierarchy.

• Get to the point.

• Buttons over text.

• Text should be large enough to read without zooming.

• For the love of all things holy, eliminate “Click here.”

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Lowe’s example.

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Lowe’s example.

5 Smartphone becomes the center of you, your home, and a lot of stuff around you.

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Smartphone is our control center.

“A large portion of marketing dollars are wasted when the wrong offers are made to the wrong people at the wrong place and time… The IoT will generate an enormous, truly unprecedented amount of precise information about buyers and their needs. It’s a marketer’s dream come true.-Jon Gettinger, SVP

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Smartphone is our control center.

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The implications.• Smartphone becomes the control center for everything related to us -

how we exercise, how we live, how/when we shop…

• Marketers must partner with IT to deliver IOT opportunities that create new revenue streams, improve customer experience, generate actionable data sources, become more efficient, and/or simplify existing tasks.

• All industries are vulnerable - Nest disrupted an industry controlled for 50+ years by the likes of GE, Whirlpool, and Honeywell, Automatic developed smart car tech that hasn’t been seen from the auto industry in decades.

• Brands willing to experiment will be seen as innovators.

• Set aside time and budget to fail.

6 Payment & loyalty now go hand in hand.

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Payment & loyalty.

“You frankly don’t want to be left behind. You want to be where your customers are.-Paul Gentile, President,League Inc.

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Payment & loyalty.

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Payment & loyalty.

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Payment & loyalty.

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The implications.• If you have loyalty programs, they should integrate tightly with your

mobile strategy.

• Step back and ask what your our payment and/or loyalty program would like today if it was designed from the ground up.

• Should you tie payment method to loyalty programs? Why? What’s in it for the customer? You better have benefits.

• Develop a keen understand and structure for what data you need and what data the payment provider needs.

• Look at the leaders for inspiration — Amazon, Starbucks, and Uber.

7 Mobile dev, especially within apps, becomes easier and a lot more complex at the same time.

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Easy & complex.• Cross-platform mobile app development - Xaramin, PhoneGap,

appcelerator

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Easy & complex.

5,000number of new APIs with

Android Lollipop

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Easy & complex.

4,000number of new APIs with iOS 8, healthkit, carplay, homekit

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The implications.• Mobile projects are starting to resemble large IT projects. This is good

and bad. If projects take longer than 5 months, can them.

• Clearly prioritize mobile objectives, break them into workable sprints, and execute.

• Whenever possible, use external tools to augment internal development. Don’t reinvent the wheel where it doesn’t need to be reinvented.

Helpful tools.

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Tools.Cross-platform app development.

• Xaramin, PhoneGap, appcelerator

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Tools.Mobile email.

• Litmus and targeted.io

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Tools.Testing.

• usertesting.com

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Tools.Ad planning and management.

Thanks.

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Thanks. Questions & Comments. Want these slides? Have questions? @michaeljbarber /