Our final day at The Mobile Marketing Conference began with a fascinating and tactical presentation by Nick Sheth, Senior Director, Global Business Development, Gap Inc. Direct.
Sheth got the sleepy crowd energized the crowd with some exciting insights from Gap’s mobile experience. 3 standout takeaways included:
“The killer app for iPhone is email.”
Half of Gap Inc. emails are opened on a mobile device, Nick made the important point of noting that regardless of what other apps are trendy, the first and last one most people look at is email.
Any email messages a brand is sending out needs to function as well on email as it does on a PC. Links need to go to the correct landing page and content needs to be accessible.
“Users will naturally gravitate to using their browser, that’s a trend I can’t overstate”
When it comes to apps, they can be great for already loyal customers, but the average user is going to head directly to their browser to visit a company on mobile. Having mobile optimized sites should be the first, most low-hanging fruit to pick when it comes to mobile strategy. For Gap, the data of users visiting their site was incredibly compelling and could not be ignored.
“SMS is good for a lot of things, telling people about coupons in our stores is not one of them”
Between this comment, and disparaging QR codes for a company that already has bar codes on all of their products, Sheth polarized the audience. The fact is, ROI for retail coupons over SMS is very low for Gap, and there is a big risk of irritating consumers with too many messages. QR codes, similarly, have relatively low response rates. Sheth suggests thinking “Is there anything else in my day that I would spend this much time on for so little?” before tackling these tactics.
Up next, Kit Hughes presented on his “One Mobile Year” project. What better way to experience the mobile user journey than to completely live and work on mobile devices (specifically iPhone and iPad) for one year?
Hughes has been recording his journey and finds that while “Mobile Life” is good thanks to apps and “app-cessories,” mobile work is a consistent frustration. Collaboration and business tools are consistently lagging behind, but when we are able to remove that computer from the equation we can move back towards more human, more creative interactions.
Read more about his first three months here.