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How to Develop Your Mobile Strategy
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Welcome To Today’s Webinar
Justin ThorpSenior Manager, Marketing Operations
AddThis@thorpus
We help companies optimize marketing effectiveness with tools and audiences powered by extraordinary
interest-based behavioral data.
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● We featured a relevant mobile strategy article we thought this audience might enjoy.
● The result? A 17% click through rate.
Drive Results with Audience Targeting
Our New Offerings Help to Drive Engagement
Today’s Speakers
Brian LaceyCEO at Mobomo@FreedomNutz
Malena LopezProject Manager at Mobomo
@Spunky_Mal
We are a creative design and engineering agency.
We create elegant products to solve complex problems.
@mobomoapps
Agenda
AudienceEnvironmental FactosResponsive First Mentality
Why have a mobile strategy?1
Building your planEngaging a ShopPost-Launch Momentum
How to get started3
WebsitesAppsShake & Bake: Deploying on both platforms
Understanding the role of mobile2
A mobile strategy is no longer a “nice-to-have”. While desktops and laptops are the most common device used for searching the Internet, the shift to mobile, is quickly closing that gap.
Why Develop a Mobile Strategy?
@mobomoapps
@mobomoapps
Why Develop a Mobile Strategy?
The majority of Americans already use mobile phones or smartphones for search.
Phones have overtaken PC
Number of Global Users (Millions)
2007 2008 2009 2010 2011 2012 2013 2014 2015
2,000
1,800
1,600
1,400
1,200
1,000
800
600
400
200
0
Mobile
Desktop
Source: comscore, Morgan Stanley Research
Type of information produced and consumed.
Current and Future Demographics.
Your Audience
@mobomoapps
@mobomoapps
The Future of Mobile
This shows the popularity of smartphone ownership and emerging mobile devices like Smartwatches.
80% OF INTERNET USERS OWNS A SMARTPHONE
Environmental Factors
@mobomoapps
Pipe Devices Solution
3G Speeds. It’s your lowest connection speed
Uncontrollable and consistently evolving screen sizes
Think Consumable Content First.
Responsive First
Because of these combined things:
Have an API First Mentality where you are crafting consumable API content that any platform or device can display.
This is out of your control, so you need to craft content that can go anywhere.
Responsive First (not just mobile) because of the Internet of Things (IoT)
@mobomoapps
@mobomoapps
Strategy: What are your bussiness goals?
Most smartphoneusers download
zero apps per month
Apps represent 50%+ of time spent
on digital media
Poor discovery features
On store cost per user/ download: $2.80-$3.00
Majority of time is on the user’s single most used app (Facebook, etc)
Understanding Mobile:The Uncomfortable Truth
@mobomoapps
Mobile Website vs Mobile App
Mobile Website = ReachYou’re doing this to hit the largest audience
@mobomoapps
Content sharing nowadays shouldn’t require an app, fastest path is mobile website.
Your website has to be responsive now to rank higher on Google.
Cost of doing business, no longer optional.
Mobile Website Vs Mobile App
@mobomoapps
Mobile Website vs Mobile App
Mobile App = Rich ExperienceYou know your audience (user & device) and the goal
of the app is a stand alone product or augment existing services.
@mobomoapps
You need to invest in marketing and pushing the download to succeed.
Users have decisions to make and your app is easier to lose:
Storage and battery usage.
“Storage full” is a reality for many people, the heyday of “all the apps” isn’t feasible anymore.
Mobile Website Vs Mobile App
@mobomoapps
@mobomoapps
Shake & Bake
Deploying on both platforms
Pinterest as an example
Allows app-free content consumption, offer personalized app as well
Mobomo Examples
Our clients drive up to 40% of federal government website traffic—millions of visitors.
@mobomoapps
@mobomoapps
Initial planningContent = ConsumableIn-House Development or Engage a Dev ShopLaunch Consider a soft launchPost launch trackingFeedback
How to get started: Build Your Plan
@mobomoapps
How to get started: Set Goals
Define your business Product, service, or something else?What are your business goals?Leverage your social mediaBuild your MVP - You should be embarrassed to show itAnalytics - define and track early and often! Analytics is key on both mobile and websitePros/cons
@mobomoapps
We see over and over that our clients face the same challenges, they want to:
Common Elements
Building Internally
@mobomoapps
In-House app development Know the required technology Define Team roles Cost Consider available resources and servicesPros/cons
Engaging a Dev Shop
@mobomoapps
Engaging a Dev Shop Google References ProposalsPros/cons
@mobomoapps
Services
Engaging a Dev Shop
@mobomoapps
Keep in Mind Does the shop offer strategic planning?
Does the shop offer design?
What kind of software
development is used?
DetailsScope of work
Timeline
Maintenance
Costs
Services
@mobomoapps
Mobomo uses agile to create your product quicklyand efficiently
Our Process
@mobomoapps
1 - 4Week Sprint
Every24 hours
Burndown/upCharts
Daily ScrumMeeting
FinishedWork
Sprint Review
TASK BREAKOUT
SprintBacklog
Sprint end date and teamdeliverable do not change
T
�
Scrum Master
SprintRetrospective
P
@mobomoapps
Tools we use
Project Management
Confluencewiki, reports, documentation Jira sprint planning, bug tracking
Code Management
Code Repositories centralized private code hosting, versioning, backups
Hosting
Staging and Production
Ecommerce
Open Source Ecommerce Platform Intridea Partner
Post-launch Momentum:Prepare to spend money
@mobomoapps
Social Media Campaign
Blog
Partnership
Advertisements
Search Engine Optimization
Long-term Marketing
Tracking and Feedback
@mobomoapps
What does it mean?
1. It can help improve a product or service.
2. It offers the best way to measure user satisfaction.
3. This data is vital to your phase 2 or a pivot in product or service development
Actionable Insights
@mobomoapps
Mobile optimize your current site
Install and track website analytics
Brainstorm your next steps.
Thank You Gracias Merci Danke
![Mobile Strategy, Mobile Insights [BHiveLab]](https://img.dokumen.tips/doc/110x75/54bd5cef4a7959bb788b45f5/mobile-strategy-mobile-insights-bhivelab.jpg)
