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Transcript of Mobile websites-app-webinar1-110518075948-phpapp01
1. Rising consumer demand for mobile
http://www.urmobile.com
Mobile Websites vs Mobile App 101
2. Companies are gearing up for Mobile3. Mobile website vs mobile app
Agenda
1.1. Rising Consumer Demand For Mobile
Your mobile strategy
http://www.urmobile.com
According to a study from Google ‘The Mobile Movement: Understanding Smartphone Users’
"Consumers are using mobile phones more than ever for information, news, entertainment, shopping, retail and research purposes."
General Smartphone Usage:
Smartphones have become an integral part of users’ daily lives. Consumers use smartphones as an extension of their desktop computers and use it as they multi-task and consume other media.
• 81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone• 72% use their smartphones while consuming other media, with a third while watching TV• 93% of smartphone owners use their smartphones while at home
Source: http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html
• Search engine websites are the most visited websites with 77% of smartphone users citing this, followed by social networking, retail and video sharing websites • Nine out of ten smartphone searches results in an action purchasing, visiting a business, etc.)• 24% recommended a brand or product to others as a result of a smartphone search
Action-Oriented Searchers:
Mobile search is heavily used to find a wide variety of information and to navigate the mobile Internet.
Source: http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html
Looking for local information is done by virtually all smartphone users and consumers are ready to act on the information they find.
Local Information Seekers:
• 95% of smartphone users have looked for local information• 88% of these users take action within a day, indicating these are immediate information needs• 77% have contacted a business, with 61% calling and 59% visiting the local business
take action within a day
Source: http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html
Smartphones have become an indispensable shopping tool and are used across channels and throughout the research and decision-making process.
Purchase-driven Shoppers:
• 79% of smartphone consumers use their phones to help with shopping, from comparing prices, finding more product info to locating a retailer• 74% of smartphone shoppers make a purchase, whether online, in-store, or on their phones• 70% use their smartphones while in the store, reflecting varied purchase paths that often begin online or on their phones and brings consumers to the store
Source: http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html
Cross-media exposure influences smartphone user behavior and a majority notice mobile ads which leads to taking action on it.
Reaching Mobile Consumers:
• 71% search on their phones because of an ad exposure, whether from traditional media (68%) to online ads (18%) to mobile ads (27%)• 82% notice mobile ads, especially mobile display ads and a third notice mobile search ads• Half of those who see a mobile ad take action, with 35% visiting a website and 49% making a purchase
Source: http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html
Companies gearing up to engage customerson the mobile channel
2.2.
http://www.urmobile.com
• Companies are taking notice and gearing up to engage customers on the mobile channel. • The fact that consumers always have their mobile phones and are always connected makes this a unique opportunity. • Location and time sensitive targeting are two other factors that make mobile marketing a great opportunity.
http://www.urmobile.com
Mobile Marketing is very Effective
Here are few reasons why mobile marketing is effective.
http://www.urmobile.com
1 Reach
• It reaches where other media does not. • Users carry their mobile phones everywhere.
http://www.urmobile.com
2 Instant
• Research has shown that most text messages are opened in a matter of minutes. • The "instant" factor can enable companies to create time-specific and location-specific marketing programs.
http://www.urmobile.com
3 Direct Communication • Mobile enables companies to communicate with consumers directly. • Unlike traditional media like TV, Newspapers, etc which is shared – mobile makes it possible to engage consumers one-to-one, which is not possible with other media.
http://www.urmobile.com
5 Location Aware • Companies can execute location aware marketing campaigns - which is simply not possible with other channels. • For ex deliver a 10% coupon when a customer comes within 2 miles of your company or walks in a store.
http://www.urmobile.com
6 InteractiveTwo-way communication makes the mobile channel very powerful and compelling for companies.
http://www.urmobile.com
7 Cost Effective
• Mobile technology like SMS, Mobile Websites, QR Codes, etc is much cheaper than traditional media. • Advertising in traditional media like TV, Newspaper, etc can be very expensive.
Your mobile strategy
Businesses getting ready to launch mobile marketing programs have 2 options
Here are 5 reasons why starting your mobile marketing with building a mobile website is a better option.
http://www.urmobile.com
Mobile website vs mobile app
• Create a mobile website • Create a mobile app
3.3.
Your mobile strategy Customers prefer mobile websites • According to eMarketer.com - Mobile users polled by Keynote Systems for Adobe reported a preference for mobile browsers to access virtually all mobile content. • Games, music and social media were the only categories in which users would rather use a downloaded app than browse the mobile web. • Their preference for mobile browsers extended to the retail category, with users showing a strong bias toward mobile browsers for accomplishing every mobile shopping task mentioned. • Whether it was researching product and price info or sharing that information socially, mobile users would rather fire up a browser than a dedicated app.
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http://www.urmobile.com
Your mobile strategy It is pretty clear that mobile websites are preferredby customers.
http://www.urmobile.com
Your mobile strategy Marketing a Mobile Website vs Mobile App • There are thousands of mobile apps out there. For companies it will be a big challenge to stand out and get users to download their mobile app. • Users can find your mobile website via search engines, links from other websites, Twitter and links embedded in emails.
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http://www.urmobile.com
Your mobile strategy Device Dependency • Mobile websites are generally device independent. • A mobile website will work on any internet enabled device with a browser. • Mobile Apps are device dependent - you will need to develop separate apps for the iPhone, the Blackberry and the Android.
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http://www.urmobile.com
Your mobile strategy Cost • It is more expensive to develop 3 mobile apps (iPhone,Blackberry, Android) than to develop one mobile website.
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http://www.urmobile.com
Your mobile strategy Complexity • Since mobile apps are device dependent - the mobile development team will have to focus on technology issues. • We think this time could be better invested in understanding the consumer and how to create a mobile strategy which supports the business objectives.
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http://www.urmobile.com
Your mobile strategy Mobile website becomes mandatory • Mobile app still NEEDS mobile web to make it the full experience.
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http://www.urmobile.com
http://www.urmobile.com/
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Your mobile strategy