the case for mobile first marketing
Post on 11-Jun-2015
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Succeed and thrive in a world where customers demand to be serviced on their mobile devices
A major shift has happened in our lives. It is a shift which has major implications for businesses and business professionals—especially marketers.
A Major Shift Is Impacting You and Your Business
Photo by rgieseking
Most of us haven’t figured out how to reformulate our thinking and our doing in response to the shift. That puts you at risk of being beaten by your competitors—both in business and in your career.
Reformulate Your Thinking
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The Shift? Mobile is quickly becoming the primary way people
communicate, get answers, and consume media.
The Shift To Mobile
Photo by xristine_faulkner
Mark Kersteen, Incite Marketing and Communications
Someone was telling me today that ‘I am constantly thinking about mobile, and how to get our content on mobile’.
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Most of us grew us experiencing the internet through our desktop browser, so it is hard to imagine it is turning into something only “grandpa” uses.
The desktop browser is becoming the radio of our generation.“
I barely ever look at my laptop anymore. I communicate with people more because I have so many channels to connect with people.
Now I find my whole life being shaped by what I can do with my phone.“
Another example that illustrates the role of mobile devices in our lives …
To see what has happened in well under a decade, search the internet for “2013 Vatican mobile phones” on your computer (or more likely your mobile device)
Pictures of St. Peter’s Square
Graphic by Bhupinder Nayyar
The pictures make it so clear that a major change occurred in those 8 years. it is more than just the rise of the smartphone, and later the
tablet. It’s the shift in human behavior that is so significant.
Shift In Human Behavior
Photo by Ed Yourdon
by Ted Schadler, Josh Bernoff, and Julie Ask
The Mobile Mind Shift
Available at Amazon and other bookstores
Publisher MobileTechCreate
@brockbutlerbrock at mobiletechcreate dot com
Brock Butler, Creator
Unravel the intricacies of mobile marketing into relatable lessons you understand and apply in your own lives.
Dissect Mobile Marketing
Photo by Sam Warren
We hope to demystify mobile technology and provide you with a balanced, yet unique, perspective
on the industry.
Demystify Mobile Technology
Photo by Juan Eduardo Donoso
Back to The Mobile Mind Shift book and our shifting behaviors resulting from the rise of mobile devices …
Lets start with the expectations we have as owners of mobile devices.
What Is Happening Right Now?
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Anything we need will be available anywhere, at any time, on our smartphones. Your ability to control your personal sphere, the things you care about both in your life and in your work, has dramatically improved. Your mind has shifted to expect all that and more …
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… and you have made the shift without even thinking about it. Your control over things is so ubiquitous and natural as to be invisible. You expect to have apps (and mobile sites) that empower you with information and service as a fundamental privilege of living. (The Mobile Mind Shift)
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It means it is not just a nice-to-have—it is a need-to-have for any
business who serves people, which applies to customers and employees for just about every
business in existence.
Mobile information and service as a
fundamental privilege of living!
Photo by niXerKG
This has some significant implications for businesses.
Power has shifted from Institutions to Customers
Photo by 401(K) 2012
Your sales efforts must acknowledge a powerful customer who can choose from a virtually infinite set of suppliers. Your marketing must be focused on utility. And your decisions must acknowledge this shift in power. In short, you must become customer obsessed. (The Mobile Mind Shift)
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Provide an optimal mobile experience
How?
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Mobile is the biggest, most pervasive, most powerful, and most global trend driving us toward the age of the customer. It creates demands not only on customer-facing parts of businesses, but also on the systems that technology managers own. (The Mobile Mind Shift)
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Providing an optimal mobile experience is not so easy. Entire systems have to be re-designed. In fact, entire mindsets have to change.
System Re-Design for Mobile
Photo by Sonny Abesamis
Some companies have recognized the need to run mobile first, and as
a result, they have made major changes to the way the run their
business.
Mobile First Businesses
Photo by Dave Catchpole
If 2012 was the year where we turned our core product into a mobile product, then 2013 was the year where we turned our business into a mobile business.
“Mark Zuckerberg, Facebook Recode.net
Photo by Thomas Hawk
Making a good mobile product wasn’t enough. Facebook had to be a total mobile first business in order to succeed in this new world.
Mobile First at Facebook
Photo by Sean MacEntee
Everything at Facebook is mobile first, with mobile engineers integrated in every product team so we can think consistently across every platform …
“Ted Zagat, Local Product Marketing Manger at FacebookSource: Technorati
Twenty two percent of all mobile time spent is spent on Facebook and its sister company, Instagram. That’s bigger than all the others combined. It’s mind boggling how fast it is happening and the broader implications for every business.
“Ted Zagat, Local Product Marketing Manger at Facebook
These two points come up again and again: It is happening so fast, and it has huge implications for every business.
Businesses Being Caught Off Guard
Photo by Chris Hunkeler
A surprising number of U.S. Internet companies still operate without a real mobile-first strategy, though nearly everyone thinks they have one.
“Alec Oxenford, CEO of OLX, from an April 2014 recode.net article
Whether they know it or not, their businesses are on a respirator, especially if they have any thoughts about growing outside the U.S.
“Alec Oxenford, CEO of OLX, from an April 2014 recode.net article
In emerging markets, consumers aren’t shifting from desktop computers to mobile devices like we’ve seen in the U.S. Instead, for many of these populations, mobile is the Internet, and often provides their first online experience.
“Alec Oxenford, CEO of OLX, from an April 2014 recode.net article
Mobile has leapfrogged the desktop internet in many emerging countries, so mobile is the internet for a large percentage of the world’s population.
Mobile Leapfrogging Desktop
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Mobile can not be an “add-on” to business.
Conclusion
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Mobile has moved beyond a ‘channel’ and become a behavior. A verb. A necessity. It’s safe to say that if you haven’t moved to mobile in some form — advertising, app, responsive site, you name it — you've fallen way behind.
“Ashley Eckel, VP of Marketing for Crossboard Media, CMS Wire
It doesn’t matter
No matter where you are, you can do more with mobile. Actually, you need to do more with mobile.
Have you fallen way behind?
Photo by The Happy Rower
In The Mobile Mind Shift, Schadler, Bernoff, and Ask call our attention to something they term a “mobile moment”
Are you there for your customers’ mobile moments?
Photo by Roland Tanglo
A mobile moment is a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context. If a customer wants information or service in a mobile moment, that is your moment to shine …
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…. Be there, and your customers will come to depend on you, deepening their loyalty and providing valuable information that your company can use to further improve the relationship. (The Mobile Mind Shift)
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This is good news, but it is both a blessing and a curse.
Blessing and a Curse
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Serving customers now means serving them in their mobile moments. If you are absent in those moments, they will turn to someone else who is providing a better mobile service. Who is ready to serve them in a mobile moment? Increasingly, it is an entrepreneur. (The Mobile Mind Shift)
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What does that mean for your business?
An Entrepreneur!
Photo by Philippe Lewicki
Your customers now spend more time on the phone screen, and have higher expectations for that, than ever before. If your thinking is still stuck on the PC, the Web, and traditional media, some entrepreneur or competitor will swoop in and take over that mobile moment. That's what should keep you up at night.
“Josh Bernoff, SVP of Idea Development for Forrester Research
You, as a business leader or marketer (or both), have the ability to adapt and learn fast. Faster than your competitors. There is still some time to be among the first to truly understand and succeed with mobile marketing.
With every disruption comes opportunities
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Lessons on mobile marketing that aim to be useful, relatable, and hopefully somewhat entertaining.
Relatable, Entertaining Lessons
We are aiming for 20-25 minutes in length, and a frequency of one episode every two weeks.
Podcast + Article + YouTube Video + SlideShare Presentation
Format
The latest news, advice, and expert commentary to deliver fresh and relevant information. If you want to contribute to the podcast, please feel free to get in touch on twitter or email.
Live interviews and many contributors
Back to Mark Kersteen, Content Manager at Incite Marketing and Communications
At Incite, we have been trying to push this data driven journalism thing, so to do that, we have been doing a lot of surveys with our audience. We send out an email once a week to our collaborators. The list is a couple thousand …
“Mark Kersteen, Incite MC
… It is a quick survey we send out over email and we keep it really short — usually three questions on some marketing topic. We have recently done surveys on content, marketing channels, and we have one on mobile next week …
“Mark Kersteen, Incite MC
… It is our way to find out what our audience is interested in, what they respond to, and what they want to learn more about. We filter that information and share it with the rest of our audience. It provides valuable information that people can’t really get in any other place.
“Mark Kersteen, Incite MC
Mark’s latest survey-based report asked marketers about the channels they felt most confident using.
Confidence Level With Marketing Channels
Source: Incite MC
What we found was that, in terms of what marketers are most confident in using, it was a three-way split between Traditional (TV, radio, outdoor display, etc.), Digital (web, blog, etc.), and Social (Twitter, Facebook, etc.), with Mobile in distant and dead last …
“Mark Kersteen, Incite MC
The majority also said they were “least confident” in mobile. Across all channels, people felt digital was where they could deliver their most consistent messages. Again, mobile was last in this category.
“Mark Kersteen, Incite MC
Traditional, digital, and social channels all had about 30% of the audience stating it was their most comfortable channel. Mobile came in at under 5%.
It Wasn’t Even Close
Source: Incite MC
Source: Incite MC
I didn’t expect mobile to be the most confident channel, but I didn’t think it would be so far behind.
Marketers were just not into mobile, at least not the ones we were speaking to.
“Mark Kersteen, Incite MC
This isn’t the only data point that suggests marketers are struggling with the mobile mind shift.
Wait, There is More
A July 2014 AdWeek article by Melissa Hoffmann includes an infographic that indicates huge increase in mobile spending this year, but most marketers are struggling to keep up with technology changes.
Everyone Loves An Infographic
Source: AdWeek
While a whopping 91 percent of the advertisers polled by data company Jivox said their companies will spend more on mobile ads this year, many reported feeling frustrated by new technology and the need for better insights.
“Melissa Hoffman, AdWeek
Marketers are not capitalizing on the changing consumer mobile behaviors
Why Not?
Tracey Stokes, a Forrester analyst serving CMO’s, from Forrester blog
Mobile’s marketing moment has not yet arrived. While consumers continue the rapid shift to mobile, marketers have not yet realized mobile’s brand building potential — because for too many marketers, mobile remains a tactical underfunded offshoot disconnected from a CMO's brand building efforts.
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Too many businesses are stuck in a world where they just serve customers and employees in a static Web and physical world—most likely including yours. This is not the reality.
Move Beyond Web and Physical World Thinking
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In every little moment of our day, we can turn to our mobile devices to solve a problem, get information, entertain ourselves, and get things done.
So what does it take to engage people on their smartphones and tablets?
Re-engineering your company’s technology platforms, business processes, and the way people work is like moving a mountain—it’s where the bulk costs lie. But you have no choice. (The Mobile Mind Shift)
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It isn’t for everyone. That’s why the people who can do it—and I’m taking about the marketers, the IT professionals, the executives—are exceptionally valuable to businesses.
Moving mountains is a tough job
Photo by @Doug88888
A preview of what tends to separate success from failure, from my email interview with Josh Bernoff …
Josh Bernoff, SVP of Idea Development for Forrester Research
The mobile mind shift requires a completely new way of thinking . . . thinking in terms of the mobile moments in the customer journey. The ones who fail start by trying to ‘mobilize’ some element of their existing Web site …
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Josh Bernoff, SVP of Idea Development for Forrester Research
… Those who succeed do so by thinking in terms of points of friction or opportunity in their customers' lives and relationships with the company. The people I've seen succeed often have a background in customer experience (or strong connections with a customer experience function) rather than traditional marketing.
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You already know that your succeed depends on putting customer experience at the forefront of your efforts
Don’t Worry Marketers
Just one last quote from Mark Kersteen that reinforces the need to be customer centric
Don’t be creepy, marketers. Now you have to think when you are sending messages to mobile, or through email, that those messages are coming to me, not my house. My person …
“Mark Kersteen, Incite MC
… Now that you have this information of location, habits, and the times I do things (and it is the coolest space for marketers), please don’t be creepy with it. Respect it. Because it gives you a lot of power …
“Mark Kersteen, Incite MC
… It gives you more power than you every dreamed of. You need to respect it. Every phone is attached to a person. Don’t make your customers uncomfortable.
“Mark Kersteen, Incite MC
A transcript, including all links is posted at mobiletechcreate.com. I would love your feedback via the comments there, on twitter (@brockbutler) or via email.
Please Provide Feedback
Consider subscribing to the podcast on iTunes or Stitcher.
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Other Ways To Get Mobile First Marketer
More great information is lined up for the next episode, and I’ll also be doing some international travel where I will get the perspective of marketers in China and India, among other places.
What is Next?
All shows and articles are posted at www.mobiletechcreate.com
Where To Get It All
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