Mobile Search Apps & Opportunities - SMX 2009

by Justin Briggs in General on Oct 05, 2009

Live blogging from SMX East: Please forgive any typos or grammar mistakes; I will follow up later to correct them. I may expand on this later, but I’m keeping it brief to get the information out.

Speakers:

Scott Dunlap, CEO, NearbyNow
Michael Martin, SEO Director, Internet Marketing Inc.
Rachel Pasqua, Director of Mobile Strategy, iCrossing
Matt Siltala, President, Dream Systems Media

Rachel Pasqua

Racel Pasqua talks about building successful branded apps. Today, apps are becoming indispensable to their digital strategy.

Successful Apps

Ebay App - $400 million in sales
Zagat 77th most downloaded app
MLB 400K at $9.99

There is lots of room for visibility and revenue, but most apps have a shelf life of 30 days. So how do we make a successful app?

Rachel used herself as an example of an iPhone user. Of 160 apps she downloaded, she only kept 30 and uses 10 regularly.

Reason to Delete Apps

Lacked functionality
Built to show off iPhone, not the brand
No actionable connection to brand

What Made an App Sticky

Easier access to useful content than even a mobile website
Provides useful, and often location specific, information
Drive customer to their store

Non-Branded Apps Brands Should Look At

iDomain
Colorado Parks
Car Care

Three Simple Tips for Apps

Don’t try to keep up with the Joneses
Put user and strategy before functionality
Learn from yourself, put the user first

Michael Martin

Michael discusses Android instead of the iPhone. He starts by introducing the Android software stack for mobile devices, which includes an operating system, middle ware, and key applications.

Why think about Android? Android is narrowing the gap of new apps month by month. Over 15,000 Apps in The Android Market. Of those, 64% are free.

The Android Market is a user controlled market place, not by Apple, AT&T or Google. It also allows a 24 hour Buy & Try policy.

Scott Dunlap

Scott starts by asking who owns different phones. iPhone is extremely popular, which is why we’re focusing heavily on iPhone applications. The Android is a better programming platform, but from a marketing perspective, it doesn’t make sense to not target the iPhone today.

They’re very focused on measuring conversions.

Scott gives examples of the Seventeen Magazine application: “find it online” has a 0.5% conversion and “find it near me” 5.5% conversion. Next, Scott continues to show the Runner’s World application with videos. He also shows the Lucky Magazine application, which is able to monetize the app with sponsored channels.

Matt Siltala

Matt focuses on the Yelp iPhone application.

In the words of Lisa Barone: “z0mg traffic”

Yelp Statistics

Growing 80% a year
25 million visitors in August

Matt asked Yelpers, how often do you use Yelp for information that is not food or review related?

People answered they use Yelp for all kinds of things including stores, salons, and traveling.

And if you’re interested in Google, Yelp is great for citations and additional SERPS.

Get real reviews, improved local listings, and branding. Business owners can directly respond to negative reviews.

Since customers can review you, it becomes important to monitor their brand and reputation online. When signing up, fill out the profile and optimize your listing.

People love Yelp and use it to find where to eat and what to eat.

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