November 2013 Mobile Presentation

New Rules of Mobile Marketing and PR: 7 Ways to Exploit Smartphone Mobile Techniques & Geo-Location Marketing

Scott StanchakManager, Mobile Marketing – Avis Budget Group

Email: [email protected]: @ScottStanchakLinkedIn: LinkedIn.com/scottstanchakClarity: https://clarity.fm/scottstanchakAll images used in this presentation are property of their respective owners

The Opportunity

1. By 2015, 81% of U.S. mobile users will be using smartphones*

2. 50% of mobile Web users use mobile as their primary means of going online**

3. 53% of U.S. mobile users access search from their device daily***

4. More tablet computers will be shipped by EOY ’13 than desktop & notebook computers combined****

5. 90% of smartphone users use their phone for pre-shopping research**

6. 8 in 10 shoppers use their smartphone device while in-store**

7. There are more mobile phones than there are televisions

*Source: Goldman Sachs, 2011**Source: DigitalBuzzBlog, 2013***Source: Google and Mobile Marketing Association Survey, 2012****Source: IDC, 2013*****Source: Jupiter, 2013

Mobile Apps & Responsive Sites

Mobile Apps = Loyalty

If a mobile phone is your most personal device, only apps that provide value will reside there.

Build > Acquire > Engage & Retain

127 minutes spent per day in mobile apps – 168 watching TV.*Source: Flurry, 2012

Mobile Apps & Responsive Sites

Mobile Web = Effective & essential experience

The presentation of the Web is no longer defined as “computer based,” but is screen agnostic.

Not one screen size has more than 20% of the market.*Source: Mobify Research & Development

Mobile Marketing Planning & Strategy

1. Present a compelling case for “mobile” buy-in1. Determine the “why”2. What is the ROI3. Mobile is NOT cannibalization of other channels

2. Build a strong foundation4. Core functionality creates a stable enhancement environment5. Start small

Mobile Marketing Planning & Strategy

3. Execute effectively1. Use current Web metrics to determine features2. Gather feedback

4. Determine largest growth potential areas1. Know your audience2. Analyze the numbers3. Survey users

Mobile Marketing Planning & Strategy

5. Engage & Retain1. Define the value proposition to stay on a user’s device2. Work (hard) to keep users3. Profiling is key

Mobile Content Ideas That Work

1. Listen to Google> When Google jumps…

2. Short & sweet works best> Attention on mobile is limited

3. Mobile-first mentality> Start small and simple, then expand

Mobile Content Ideas That Work

4. Write – often> The more content the better

5. Catchy headlines> Make it hard to look away

6. Introduce visuals> Text gets boring

Mobile Content Ideas That Work

7. Notifications> Create engagement

8. In-App Messaging> Communicate effectively

How to Launch Apps on a Budget

1. Research Concept

2. Outsource Development

3. Research Marketing

4. Gather Data

5. Optimize

Optimizing Mobile Properties

1. Design for context not device

2. Reduce friction to optimize the experience

3. Utilize all mobile channels

4. Acquire user feedback

5. Listen to the data

57% of mobile users say they won’t recommend a business with a poorly designed mobile website**Source: Google, 2013

Measuring Performance

1. ARPU = Average return per user

2. LTV = Lifetime value per user

3. Conversion = Optimal experience

4. CAC = Customer acquisition cost

5. Retention = Rate users return

Mobile Trends to Watch

1. Wallet

2. Big Data

3. Click-to-Call

Mobile Trends to Watch

4. Personalization & Localization

5. Mobile-First

6. Facebook Ads