Delivered at CommunicAsia2015 in Singapore on 3 June, 2015 by MWI's CEO, Joshua Steimle. "I had to keep it high level because I had about 20 minutes to talk about mobile marketing to an audience I knew beforehand I wouldn't get to know anything about," said Steimle. "It's this huge conference and people choose what they want to go to in the moment, so it could be anyone." Steimle kept it short and sweet, setting the stage for where mobile penetration is going in Asia, and the opportunities for companies that figure out mobile marketing before their competitors. "We tend to believe all our competitors are super savvy and on top of this stuff, when the reality is that with relatively rare exceptions, they're not doing much of anything," Steimle says. "That shouldn't be an excuse for us to do nothing, it should get us excited about being the first to do it, and to do it well." Steimle's presentation ranged across mobile marketing topics including responsive design, mobile usability, mobile advertising, and SEO. Steimle noted that after Google released its mobile algorithm update last month, mobile-friendly sites started showing up in Google search results on mobile devices with a "mobile-friendly" label. "If you're on your smartphone and you do a Google search and you see two websites come up in the search results, and one of them has a "mobile-friendly" label and the other doesn't, which one are you going to click on?" Steimle asks.

1. @joshsteimle
Mobile marketing as
science and art.

2. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Introduction
Help things grow at MWI
Write for Forbes, Entrepreneur, SCMP, more.
Enjoy family, reading, trail running, reading, writing, skateboarding.

3. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
I’ve got 30 minutes.
Let’s move fast.

4. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Mobile is a thing.
A big thing.

5. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Global smartphone shipments
Source: Statista

6. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Mobile data traffic, Asia-PAC, 2014-2019
Source: Cisco

7. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Feature phone and smartphone shipments in Asia, 2008-2020
Source: Jefferies & Company

8. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Global PC shipments, 2009-2015
Source: Gartner

9. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
“PC sales fell to 12% of
worldwide device
shipments in 2015.”
Source: Gartner

10. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
“Half of all YouTube
traffic comes from
smartphones and
tablets.”
Source: YouTube CEO, Susan Wojcicki

11. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Asia mobile trends:
- Cheap smartphones
- Cheap broadband
- Growing middle class

12. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Put it together, what do
you get? Opportunity.

13. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Mobile marketing FAQ

14. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Q: Mobile site or app?
A: Yes and maybe.

15. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Q: Do mobile ads work?
A: Improving.

16. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Q: Best form of mobile
marketing?
A: Email, but…

17. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
These are the wrong
questions to ask.

18. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
The right questions…

19. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
1. Who are my
customers?

20. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
2. What do they want?

21. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
3. How do they want to
get it?

22. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
There is no one “right
way” that fits every
company. You’ll have to
figure it out.

23. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Common mobile
marketing mistakes.

24. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Mistake #1: No ideas.

25. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Mistake #2: No plan.

26. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Mistake #3: Bad plan.

27. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Start out right.

28. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Focus on the customer.

29. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Where is your mobile
customer?

30. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle

31. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
So, do you have a
mobile website?

32. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Is your mobile website
optimized for search?

33. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Is it optimized for your
customer?

34. If your mobile
customers want
to call you, are
you making it
easy?

35. Mobile friendly
Not mobile friendly
{
{
Which would
you choose?

36. Non mobile
friendly site.
Problems:
1. Small text, hard to read
2. Thumb too big to click
on navigation.
3. Nav on left side (have
to reach thumb across
whole screen).

37. Digital marketing for
tech companies.
@joshsteimle
@joshsteimle
Starting suggestions:
1. Talk to your customers
2. Make your website
responsive / mobile-friendly
3. Test mobile usability of site
4. Invest in SEO

38. @joshsteimle
Questions? Want more?
josh@mwi.com
www.mwi.hk/blog