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MAKING MOBILE AWESOME IN A
CUSTOMER-CENTRIC WORLD
Michael Barber AAF Tucson / Ad2Tucson
January 2015
Official Title
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 11
“We are no longer in a mobile first world, we are in a mobile only world.” -Larry Page
@MICHAELJBARBER 12
0%
17%
33%
50%
TV Online Radio Print Mobile
Mobile consumption is the only growth driver.
Source: eMarketer, April 2014
Share of Media Consumption
@MICHAELJBARBER 13
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
@MICHAELJBARBER 16
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
@MICHAELJBARBER 20
Social is mobile, mobile is social.
Source: Business Insider
60%of social media time is spent on smartphones and tablets
@MICHAELJBARBER 21
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
@MICHAELJBARBER 22
We use mobile everywhere, and I mean everywhere [insert vomit].
Source: The Huffington Post
@MICHAELJBARBER 26
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
@MICHAELJBARBER 29
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.
3rd gen
will leverage location, context, data, data, and more data, and native tech to provide a user-centric experience.
@MICHAELJBARBER 35
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.
@MICHAELJBARBER 37
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
@MICHAELJBARBER 42
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
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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).
@MICHAELJBARBER 49
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
@MICHAELJBARBER 52
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.”
@MICHAELJBARBER 56
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
@MICHAELJBARBER 58
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.
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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.
@MICHAELJBARBER 64
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.
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Easy & complex.• Cross-platform mobile app development - Xaramin, PhoneGap,
appcelerator
@MICHAELJBARBER 69
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.
@MICHAELJBARBER 76
Thanks. Questions & Comments. Want these slides? Have questions? @michaeljbarber /