3. INTRODUCTION
WIN MOMENTS THAT MATTER
01 How does mobile change my value proposition?
WIN MOMENTS THAT MATTER
02 How does mobile impact our digital destinations?
MAKE BETTER DECISIONS
03 Is our organization adapting to mobile?
GO BIGGER, FASTER
04 How should our marketing adapt to mobile?
GO BIGGER, FASTER
05 How can we connect with our tablet audience?
CONCLUSION
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8. 90%
have searched for
local information
SMART
PHONE
Users
95%
of these people act
within 24 hours
Source: Google Ipsos “The Mobile Movement” Study, Apr 2011
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9. USE SMART
53%
of men
PHONES
to check prices at
other locations
38%
of women
Source: Insight Express, 3Q 2011
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10. AMAZON
Shoppers can scan in-store
barcodes to create
comparative price lists
“The four walls of the store have become porous.”
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11. KEY TAKEAWAY
Define your value prop by finding out how your
customer wants to engage you in mobile
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13. 57%
won’t recommend
business with poorly
How does your designed mobile site
site appear to
MOBILE
USERS? 40%
have turned to a
competitor’s site after
a bad mobile
experience
Source: Compuware study, 2011
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21. Questions you should be asking your organization
1 Is mobile a key metric in your management dashboard?
2 How often do you review your mobile stats, and who reviews them?
3 Who knows what % of traffic & search queries come from mobile?
Who’s watching traffic trends, people’s actions on your mobile site,
4 mobile’s inclusion in product launches and campaigns?
Which decisions would change if key business owners were given
5 timely mobile data?
6 Who’s monitoring your competition’s investment in mobile?
7 Who’s developing consumer insights through focus groups & surveys?
8 Which agencies are you relying on to help you make mobile decisions?
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22. KEY TAKEAWAY
Assign a Mobile Champion in your company &
empower them with a cross-functional task force
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24. 20%
of all telecom searches
5X
MOBILE SEARCH GROWTH
in the past 2 years
30%
of all restaurant searches
25%
of all movie searches
Source: Google search data
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26. STARWOOD
HOTELS
“Hyperlocal” mobile search
campaign tripled mobile traffic
“Increased ROI 20X, increased bookings by
20%, and tripled mobile traffic.”
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27. KEY TAKEAWAY
Take 5 minutes today and search for your brand
in mobile as a consumer would
What is the experience like for a consumer trying to find you and connect with you?
Discuss this with your agency
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28. 570 YEARS 600 MILLION 75%
of Angry Birds YouTube Mobile videos of YouTube Mobile
played daily played daily users use mobile
as primary access
Source: Rovio data 2012, YouTube data 2011
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29. Multi-screen ads more effective in driving
BRAND AWARENESS
% correctly recalling Volvo as
brand advertised
74%
48% lift in
campaign recall
50%
TV Only TV+
PC Video+
Phone Video+
Tablet Video
Source: Nielsen Multi-Screen Media Lab Study, Sep’11
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37. HTML 5
When rich media
meets tablets
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38. KEY TAKEAWAY
Check out your web experience on a tablet
Take 5 minutes today and search for your brand on a tablet as a consumer would
Maximize the tablet format with rich media creative
Discuss both these topics with your agencies
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39. Conclusion
Mobile represents a sociological shift
with how users relate with both the
digital and physical world
Businesses that
understand this will win
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40. www.themobileplaybook.com
Available across all screens
If you can, check out the site from your tablet device
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