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At the 2012 PRSA Counselors Academy Spring Conference, held May 6-8 in New Orleans, there was a focus on PR agencies offering value-add services to clients. Measurement and customer service solutions were put on the table, as well as mobile offerings.
With mobile, says Tim Hayden, senior VP of mobile strategy at Edelman, there’s never been a more opportune time for agencies to ramp up. A flurry of data released in the last few months shows smartphone usage is becoming ubiquitous. According to IDC, by 2013, 50% of Web traffic will come through mobile devices. Then there’s some offbeat research findings: women would be more inclined to give up sex rather than not be able to use their smartphone, and 90% of smartphone users age 18-29 use their devices in the bathroom.
This means that not only agencies should be interested in mobile, but clients should be flush with interest as well. “It’s imperative,” says Hayden. “We’ve been flirting with 50% smartphone ownership in the U.S. for awhile and we’re just about there (see the chart).
Which is why agencies have a real opportunity to sell mobile services to clients. Michael Barber, director of digital strategy at Cohn Marketing —who along with Linda Cohen, CEO of Caliber Group, presented “Mobilizing Your Agency” at the Counselors conference—says it’s natural for agencies to integrate mobile services into already-established social media offerings, which would result in additional revenue streams.
From a client perspective, Barber says that much of the time the mobile conversation starts when a company CEO walks down to marketing or PR and says “We need an app.” His agency advises to take a step back to figure out exactly if an app, or a mobile-optimized Web site is needed. More often than not it’s the site that needs attention. “Our core objective is to be able to serve customers best when they are on the site,” says Barber.
Hayden says Edelman’s mobile work most often starts with a Web site. “We tell clients to reduce content from 4- to 10-times that of the content on their desktop site,” says Hayden.
So how should you pick an agency to help you? Here are some suggestions from Barber:
1. Look for a base of solid technology. “Some agencies can’t handle the technical part of the equation,” says Barber.
2. Closely inspect projects they’ve worked on.
3. Check the mobile experience of agency team members.
4. Find out how long it takes the agency to “mobilize” a Web site, or build an app.
Whatever move you make, mobile is here to stay. “Every one of our practices will be impacted by mobile,” says Hayden. Thus, it’s good for agencies and clients to have a mobile point-of-view.
CONTACT:
Tim Hayden, [email protected]; Michael Barber, [email protected].
Follow Scott Van Camp: @svancamp01