Aga spring meeting_bwm_mobile_landscape_04-03-13Presentation Transcript
Mobile Website LandscapeSmall Screen, Big OpportunityCommunications and Marketing Spring Meeting PresentationSuresh John, Director of MarketingBlue Water Mediasjohn@bluewatermedia.com
vBlue Water Media ProprietaryAgenda• Blue Water Media Overview• The Mobile Landscape• Mobile Website Fundamentals• Mobile Website Trends• QuestionsPage 2
Blue Water Media Overview
Blue Water Media ProprietaryBlue Water Media OverviewPage 4• Blue Water Media is an award-winning information technology, web design, andinteractive marketing agency. By leveraging cutting-edge web design techniques, flexibleopen source software applications, emerging technologies, and integrated marketingcampaigns, we offer a turnkey approach to attaining online success. Founded in 2001 Offices in DC/NY/San Francisco Currently have clientele in Federal Government,Fortune 500, Non-Profit Organizations 92% rate of retention
Blue Water Media ProprietaryBlue Water Media – 360º Digital ServicesPage 5
Blue Water Media ProprietaryBlue Water Media – Partial Client ListPage 6EducationHospitalityProfessional ServicesNon-ProfitGovernmentHealthcareWe proudly serve a wide range of clients spanning a number of industries
The Mobile Landscape
Blue Water Media ProprietaryMobile Utilization is Growing RapidlyPage 8• Mobile has experienced massive growth in recent years There are 6.8 billion people on the planet and 5.1 billion of them now own a cell phone. (Search Engine Watch) By the end of 2013, there will be more mobile devices on Earth than people. (Source: Cisco, 2013) Before 2015, its projected that mobile internet usage will overtake the desktop. (Microsoft Tag)• Mobile is now almost 40 percent of timespent online. In addition Maps, Music,Weather and Social Networking arecategories where people spend more timewith mobile than on the PC. It’s probablyonly a year or so away that the above chartlooks much more 50/50 or even 60/40 infavor of mobile. (ComScore)
Blue Water Media ProprietaryRe-imagination of Computing DevicesPage 9
Blue Water Media ProprietaryRe-imagination of User InterfacesPage 10
Blue Water Media ProprietaryThe Mobile User MindsetPage 11• Mobile users are highly accessible and active across the web, and they have littlepatience for a poorly optimized mobile site. 91% of all US citizens have their mobile device within reach 24/7. (SMS Marketing) Up to 30% of all email opens come from mobile devices. (Google Mobile Playbook) Every day more than half of mobile social networkers access social content from their mobiledevices. (Google Mobile Playbook) One 1 out of 4 mobile users consume video content daily. (Google Mobile Playbook) 57% of people won’t recommend a company with a sub-par mobile site and 40% will visit acompetitor’s site after a bad mobile experience. (Google Mobile Playbook)• However, businesses and advertisers have been slow to capitalize on mobile growth Only 9% of websites were optimized for mobile in 2012. (Mongoose Metrics) When it comes to ad spending versus time spent, mobile is the most imbalanced medium outthere (It represents 1% of ad spend and 23% of time spent). (Google Mobile Playbook)• THUS mobile represents a huge untapped opportunity!
Mobile Website Fundamentals
Blue Water Media ProprietaryThe Mobile User ExperiencePage 13• Users expect mobile websites to load inunder five seconds according to the surveyfindings. However even five seconds is along time. The general proposition is: thefaster the better.• Creating mobile user experiences thatdelight users forces us to rethink a lot ofwhat we have taken for granted so far withdesktop design.• This graphic illustrates specific design andusability elements that people want frommobile sites.• Dissecting the mobile user experience intoits key components gives us a conceptualframework for building and evaluating goodmobile experiences
Blue Water Media ProprietaryAnatomy of a Mobile WebsitePage 14
Blue Water Media Proprietary5 Crucial Mobile Questions ExecutivesShould Be AskingPage 151. How does mobile change our value proposition? Deeply consider what your consumers want from mobile, and then proceeded to deliver it.Benchmark against what others are doing in your industry.2. How does mobile impact our digital destinations? #1 priority is to have a mobile website. 57% of users say they won’t recommend a business with apoor mobile site, and 40% have turned to a competitor’s site after a bad mobile experience. Optimize your mobile site based on what you learn from user interactions3. Is our organization adapting to mobile? Assign a mobile champion in your company and empower them with a cross functional task force. Make mobile a metric in your management dashboard. Review mobile stat KPI’s.4. How should our marketing adapt to mobile? Take 5 minutes today and search for your brand in mobile as a consumer would and discussthese results with your marketing department.5. How should I invest in mobile? Based on performance KPI’s, if users are visiting your websites using mobile devices, it is time toallocate that same budget percentage to mobile.
Mobile Website Trends
Blue Water Media ProprietaryResponsive Web DesignPage 17• A great mobile strategy option in 2013 is to have a strong web strategy with a focus onResponsive Design as part of the foundation.• Responsive websites layout and function appropriately at any resolution be at a PC,tablet, or mobile phone. Responsive websites auto calibrate according to screenresolution/browser dimensions. Benefits of responsive web design include: Responsive web design enhances user experience Responsive web design reduces total cost of ownership Responsive web design is great for SEO• According to Mashable, 2013 will bethe year of responsive web design. AsResponsive websites become moremainstream companies need toconsider whether they are the rightway to meet their audience in amobile setting.
Blue Water Media ProprietaryResponsive Example - DisneyPage 18Mobile PhonePC/Web Tablet
Blue Water Media ProprietaryResponsive Example - StarbucksPage 19Mobile PhonePC/Web Tablet
Blue Water Media ProprietaryResponsive Example - MicrosoftPage 20Mobile PhonePC/Web Tablet
Blue Water Media ProprietaryResponsive Example - USwitchPage 21Mobile PhonePC/Web Tablet
Blue Water Media ProprietaryOther Mobile Website TrendsPage 22• Localized and Personalized Mobile Experiences Since there are multiple mechanisms (IP targeting, WiFi triangulation technology, location-as-a-service solutions, user-supplied location information, cookies, location-based proximity networks,or GPS) to identify a users location when accessing a mobile website from a mobile device,organizations can now develop functionality and content very specific to a local geography orlocality creating a personalized experience without having the need for a user to login• Mobile/mCommerce will grow substantially On Black Friday, internet shoppers broke numerous records as internet sales exceeded $1 billionfor the first time in history. An estimated 24% of sales made via the internet on Black Friday arethought to have been via traffic from mobile devices.• Apps may rule the mobile landscape now, but not for long Currently native apps for smartphones and tablets almost always trump websites designed formobile devices because they can tap into devices’ native capabilities for a seamless experience.However, most experts agree HTML5 is eventually the way of the future and should flip theperspective.• The convergence of SoLoMo There is strong indications that Social, Local, and Mobile elements will converge into a greatwebsite experience for mobile users
Blue Water Media ProprietaryWant more info about Mobile Websites?Page 24Chris Forhan, VP of SalesBlue Water Mediacforhan@bluewatermedia.com301-389-0165Suresh John, Director of MarketingBlue Water Mediasjohn@bluewatermedia.com301-389-0167