© EXP 2012 1

Mobile Marketing for Business

Barb CagleyEXP

5/8/12

© EXP 2012 2

Barb Cagley

5/8/12

Graphic Design Degree

1987 | Worked for CompuServe

1996 | Started a Web Design Firm

2010 | Launched First Mobile App

2011 | New Mobile Firm | EXP | experienceapp.com

Launched 8 Apps | iOS | Android | Blackberry

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Facts and Figures

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By 2015, 81% of U.S. cell users will have smartphones (Source: Goldman Sachs, 2011)

Mobile is predicted to be bigger than internet in 5 years (Source: Morgan Stanley, 2010)

50.4% of US cellphones are smartphones (Source: Nielsen, 2012)

Nearly 116 million Americans will use a smartphone at least monthly by the end of this year, up from 93.1 million in 2011. By 2013, they will represent over half of all mobile phone users, and by 2016, nearly three in five consumers will have a smartphone (

Source: eMarketer, 2012)

55% of consumers express an interest in mobile coupons but only 10% have actually received one from a merchant (

Source: Mercator Advisory Group, 2012

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Facts and Figures

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65% of mobile users use their device to find a business to make an

in-store purchase (Source: Google, 2011)

82% consumers see themselves making a mobile payment within 2012 (Source: Mobio Identity Systems Inc. Report, 2011)

73% of companies are planning an investment in mobile in 2011, half planning to move into mobile commerce

(Source: Econsultancy’s Customer Engagement Report)

Approximately a third of consumers prefer an app to the mobile browser for their mobile retail experience.

(Adobe Systems Survey conducted by Keynote Systems, 2010)

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Smartphone Penetration

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What are Mobile Options

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Web App vs Native Apps vs Social Apps

Web App or Mobile Website• Built specifically to work and read easily on a smartphone• It is viewed using a browser and needs internet to view• Can be a segment of the full version of your website and auto displays when detecting a mobile device• Displays on all devices• Easy updates, less costly, cannot use all the devices functions

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Web Apps

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Web Apps

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Web Apps

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Web Apps

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What are Mobile Options

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Web App vs Native Apps vs Social Apps

Native App or Smartphone Apps• Built specifically for device type; iPhone, Droid, Blackberry…• Richer experience using the device functions• May work without internet connection• Ubiquitous, direct connection to customer• Can be expensive

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Native Apps

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Native Apps

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Native Apps

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What are Mobile Options

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Web App vs Native Apps vs Social Apps

Social Apps• Third party app or advertising• Lack or limited control• Social advantage• Examples: Yelp - location and review directory

FourSquare - location based geo game

Industry specific apps such as OpenTable

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Who is Your Audience

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Who is the Target Audience?• Determine what devices are popular• What information is desired on-the-go• Where information will be accessed

What is Your Goal?• Improve customer service• Productivity improvement• Sales support• Marketing platform expansion

Source: The Pew Research Center’s Internet & American Life Project, April 26, - May 22, 2011 Spring Tracking Survey

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Where is Your Audience

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Be Aware of How and WhereSmartphones are Used• Online research• Service• Socializing• Commerce• Photos• Mapping• Calling• Notifications• Scheduling Source: “Mobile Apps Put the Web in Their Rear-

View Mirror,” Flurry, June 20, 20

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Shopping Activities

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Types of Apps

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ADDED VALUEAuto Insurance – Smartphone Accident Report App• Geo locator to map location• Photo to record incident• Phone directory to call police• Form to enter information about the other vehicle• A record of the insurance agent’s name, phone, policy number… PRODUCTIVITYHome Inspector – Smartphone Inspection Reports App• Phone to record with text descriptions, pull down selection for rankings…• Connect to database to upload and manage billing and business side

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Examples

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TOOLConsultant – Smartphone Tracking App• Reminder for assigned tasks with push notification• Contact information• Custom tools based on the industry PRODUCTSecurity Company – Smartphone Password Recorder App• Login for security• Ability to search for keywords• Enter new passwords • Link to appropriate websites

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Making the Mobile App Decision

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Consumers Demand Added Value or Fix a Problem1. Determine what your customer wants – they are in control2. What location will the customer will be interacting3. What is the best format Web or Native app

1. Budget2. Functions3. Revenue generating

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Making the Mobile Campaign Decision

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Engage Proactively with Customers Through Mobile1. Offer value (coupon) to build a relevant SMS contact list2. Participate with existing industry or social apps3. Combine on-line and off-line marketing activities

1. QR Codes2. Email Campaigns3. Landing Pages4. Print Ads5. Cable Television advertising6. Facebook Advertising7. Google Adwords

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Barb Cagley

5/8/12

EXPbcagley@experienceapp.com

www.experienceapp.com

facebook.com/experienceapp

@barbcagley

Linkedin.com/barbcagley

Mobile App Roadmap Reportwww.mobileapproadmap.com