Striking gold! How Mobile Marketing Pioneers are Winning the Hearts & Minds of Customers
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Striking gold! How Mobile Marketing Pioneers are Winning the Hearts & Minds of Customers

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  • Good afternoon everybody are you enjoying a4uexpo so far? Are you looking forward to this session?
  • My name is Paul Brown and I work in the business development team for affilinet one of Europe's leading performance marketing networks... And I’m lucky to be speaking today these Gentlemen, guys can you please introduce yourselves...Guenole Introduces himselfJames introduces himselfPaul: You might have guessed that this is not a panel debate... It is actually a series of 3 mini presentations each with a Q&A opportunity...
  • Paul: I’m going to start by setting the scene – you’ll know most of this already, so I won’t dwell on it!Paul: The first topic is mobile web development, to get into “mobile” you need a way to deliver optimised content to those devices. Guenole, what will you be covering? Guenole: I’ll looking at things from a publisher perspective, once you have a content delivery method you will want to monetise it, I’m going to share some options and the challenges you may encounterJames: Finally, be you advertiser or publisher you will want to make sure people know about your mobile solution, I’m going to take you through a my suggested go-to-market approach and flag some of the things to watch out for along the way.Paul: After each topic we will have a short break for questions from the floor, while we go along you can tweet us at “#A4UIT5”We’ll conclude with a recap of our suggestions, hopefully that sounds good? Ok lets get started!
  • People have been talking about mobile marketing for years, possibly not since the days of Butch Cassidy, and the Sundance kid, but it ties in nicely to the “Striking Gold” angle...
  • Some people believed in the mobile marketing vision, and did actually make some money out of it, but beyond ringtones true commercial successes were quite rare.
  • Why did this happen? Well in the beginning the tools let us down...
  • They played fine in our run through yesterday!
  • Back in those days the hype got ahead of itself, the network infrastructure was not right and the handset capabilities were a bit like that advert, pretty old school.
  • More recently (if you can call 5 years ago recent)Steve Jobs famously said “We want to re-invent the phone”, and ever since the allure of mobile marketing has been gathering momentum...
  • Recent Facebook stats show that Spotify may have reached 20 million active users. That number is being heavily driven by mobile app installs. A core KPI that a number of sources have quoted (including Mary Meeker) is that mobile users convert from free to premium at twice the rate of desktop only users.Next up...One time, two times three times! That’s how much more Debenhams omni-channel clients spend over their in-store only compadresAnd of course we have eBay, The original figure was in US dollars and sounds even more impressive!
  • Let the good time roll right?
  • According to recent testing by Mongoose metrics only 10% of the Quantcast top million domains are mobile optimised...Before we continue, can I ask any advertisers and publishers in the room to raise their hands, if you have a mobile optimised site, can you keep your hands high? Ok...so we seem to be:AheadInlineBehindThe research...Does not include testing for tablets, just focuses on mobile phones...Mongoose MetricsMOBILE READY WEBSITES - FEBRUARY 2012http://www.mongoosemetrics.com/research
  • Your existing desktop customers are probably time shifting to mobile, this data is from across the Atlantic – and it shows the whilst total media consumption increased 6% between 2010 & 2011. Mobile grew the fastest at 30%. That's not all.http://www.emarketer.com/Article.aspx?R=1008728
  • 22% of users of mobile internet in the UK, are only available via that device. That equates to the entire population of Sweden. If you don’t have a mobile optimised content delivery strategy you are limiting you market reach.42 million *0.22 = 9.24 million people.The majority of these people are aged over 25 and living on lower incomes...These are the Mobile Only Generation, and its size varies in different countries.Http://www.slideshare.net/fullscreen/OnDevice/the-mobile-only-internet-generation/8http://www.kpcb.com/insights/2012-internet-trends
  • There were so many cheesy pictures I could have used here, I would give this 6 out of 10
  • Please take a few moments to take those in...If your mobile strategy is yet to get sign off, or if you hold the wallet up to now have been reluctant to open it, I understand, I really do. Affilinet was born 15 years ago in the web-era, we are lucky, our technology and business model still works now consumers multi-screen, but we are still having to adjust the way we do things, this means making investment decisions. I am not going to pretend its easy. So I sympathise with you.
  • Will the Internet kill my store sales, should I spend money on online advertising, should I build a website? Some businesses are only just answering these questions. Mobile poses them all again, and then some!
  • I would like to spend the next 8-10 minutes tackling the 3 principles of mobile optimised web app development. You’ll notice that I was also going to talk about ranking, but I have to cut it out due to time limitations. From a geeks perspective I’m gutted as that would have made the lovely mnemonic “PIER”. However is probably for the best, some words are better not said in a rush!So “Pier” becomes “PIE”
  • If you commit to device optimisation for the 2nd , 3rd and even 4th screens, you need to start off by thinking very carefully about performance.
  • 58% of mobile device users expect sites to load as fast as they do on the desktopAccording to research by Gomez.com, you don’t have much time, you have 4 seconds of their time
  • Well those clever folks over at Yahoo! Have many managed to summarise 35 best practices!
  • Again because of time restrictions I can’t attempt to tackle all of these, so I’m going to take my favourite 5. They’re my favourite 5 because they are the easiest to explain!Your Model-View-Controller should:Minimise HTTP requests by combining seperate JavaScript and Cascading Style Sheets ,CSS sprites can reduce the number of individual image requests2. Even free web app frameworks such as Wordpress offer Cache control plugins which support mobile versions of you site. Try these out!3. Gzip can reduce the data “payload” for text responses by up to 70%, so go get a filter in place! Again some open source frameworks support this anyway.4. If CSS occurs just at the start of the page, it allows progressive rendering, which gives the user an indication of how much longer they need to wait, its the dangling carrot trick effectively...4. Scripts use up one of the two allowed component downloads per connection to a given domain so if all you content gets served from the some location, a slow or large script could create a bottle neck.If you want to get uber technical, check out stevesounders.comYahoohttp://developer.yahoo.com/performance/rules.htmlTop 11 comparisonhttp://www.stevesouders.com/blog/2011/03/14/mobile-comparison-of-top-11/http://stevesouders.com/mobileperf/mobileperfbkm.phpGoogle & Binghttp://www.stevesouders.com/blog/2011/03/28/storager-case-study-bing-google/
  • We have already learnt that users are far from patient, so assuming you have considered performance, what is next..?Well to keep with the Mnemonic its - Interaction.How does it feel to interact with your site?..users will be asking themselves this question regardless of where you are in the user journey. What ever functionality you offer make sure it adds value and works – that goes without saying!We could talk in detail about Facebook Opengraph integrations , we could also talk about the Web Accessibility Initiative (WAI) and the proposed Accessible Rich Internet Application (ARIA) specification. But that is heavy stuff and each could individually take this whole hour long slot...Instead I’d like to briefly consider the humble form, not the sexiest topic either, but a fundamental method of interacting with web apps. We’ll cover 3 key challenges and how they can be addressed...***Keep if there is time***navigation should be like a good friend. It should be there when you need it but give you space to do what you want. The toggle technique for site menus can keep focus on core content while still giving you access to navigation when you need itWith responsive Web design, we tend to fold a number of different content types into a single column. But that means lots of different content types in our scroll path. How do users know what’s on the page? They have to scroll and sift through a bunch of stuff. Auxiliary content loading can divide up content types more clearly.To manage this, you can roll up/collapse content to make it more parsable on small screens. Aggressive enhancement allows you to maintain access to content without overwhelming small mobile screens. Auxiliary content: you can enhance pages with additional content like related links, etc. when screen size increases. Create HTML fragments that can be loaded with Ajax or linked to when Javascript is off.Loading in additional content allows small screens to offer higher performance and larger screens to take advantage of additional space.
  • Asking users to switch between Alpha & Numeric keypad modes can be a pain on a multi-field form. This challenge can be solved by ensuring that your form fields specify the input type correctly. i.e. Stating “URL” will result in intelligent devices bringing up a keypad containing “.” “/” & “.com”http://www.uxbooth.com/blog/mobile-form-design-strategies/http://uxdesign.smashingmagazine.com/2010/03/11/forms-on-mobile-devices-modern-solutions/
  • iOS users benefit from “Field Zoom” for small fields, however this can be unhelpful if labels are left-aligned.This can be solved by using Top-aligned labels as a best practice.
  • There are several solutions to this issue, Europcar in the example deployed several, for their mobile site they reduced the pickup countries from 139 down to the 40 most popular, they also leverage your devices location services API to automatically determine this information
  • I recently read about Orbitz, it has had a mobile presence for quite some time, but only recently did it decide to completely overhaul its mobile platform to focus on the user experience. This lead to a doubling of conversion rate.
  • Related to performance challenges and interaction you have the concept of progressive enhancement...
  • Not everybody has the latest iPhone, do they need to buy one to be your customer? Surely not. browsers ignore what they don’t understand, so if you want to reach as many people as possible you need to build something that gets the basics right, just in case you get a few gatecrashers...
  • When you do, that’s when Progressive Enhancement comes in handy...It uses web technologies in a layered fashion that allows everyone to access the basic content and functionality of a web app, using pretty much any device with an Internet connection no matter how basic.Those using more advanced devices which support scripting and device API’s are able to access a full fat version of the same web app.This is where the phrase “Mobile First Approach” applies... Many believe that thinking of the mobile experience as core encourages the development of better web apps that are not bloated with unnecessary features.I have to admit to not thinking of this metaphor, I saw it referenced in a presentation by a developer call Aaron Gustafson.***http://en.wikipedia.org/wiki/Mitch_Hedberg
  • Its OK not to be “mobile first” from the get go, as you have seen from the statistics, you are not aloneAll businesses have legacy challenges to deal with, a affilinet we are working through ours right now, the main thing to do is start to plan ahead and talk to people within you business. It can take a while to get traction. If nobody is leading an initiative, volunteer to do some initial scoping and ask if you can pull a virtual team together to help spread knowledge across the business.In the short-term your options might be limitedGraceful degradation:The idea of a web app gracefully degrading has been around for literally years and the concept relate to other areas of technology too. The term basically means the page ingredients are structured so if certain features are not supported by a device the page can still work.The issue is, it assumes not many people will use that view, and that they will have to live with what they are shown, which may not look great and could still weigh a lot byte-wise.A separate mobile site is possible a better option, and depending upon your legacy systems could become the site you base your future desktop site on. However, as long as you have separate sites targeting different devices, you have the overhead of working across what is likely to be completely different markup. This latter option will probably need more budget too.
  • If you do have the opportunity to leverage Progressive Enhancement what’s involved? The most important thing, is great content with limited inline formattingThis needs to be converted into:Semanticmarkup (i.e. only the necessary tags to explain the meaning of the content / classify it) Ideally the content is broken down into defined Micro Formats such as excerpts which can utilised dependent upon target deviceThe XHTML of course needs to be styled using valid CSS classes and ids which can be targetedWhen supported and when relevant JavaScript enhancements can be injected into the interface i.e. To reveal comments without a full page refresh....Don’t rely on JavaScript for navigation though, the basic mobile version should work without it...So which organisation has used this to good effect?....**XHTML - is a family of XML markup languages that mirror or extend versions of the widely used Hypertext Markup Language (HTML), the language in which web pages are written.The Document Object Model (DOM) is a cross-platform and language-independent convention for representing and interacting with objects in HTML, XHTML and XML documents. - WikipediaJSON – JavaScript Object Notation: is a text-based open standard designed for human-readable data interchange. It is derived from the JavaScript scripting language for representing simple data structures and associative arrays, called objects. Despite its relationship to JavaScript, it is language-independent, with parsers available for many languages.AJAX – Asynchronous JavaScript & XML: Ajax is not a single technology, but a group of technologies. HTML and CSS can be used in combination to mark up and style information. The DOM is accessed with JavaScript to dynamically display, and to allow the user to interact with the information presented. JavaScript and the XMLHttpRequest object provide a method for exchanging data asynchronously between browser and server to avoid full page reloads.XML – Extensible Markup Language – Human and machine readable document encoding
  • The London 2012 Olympics were the first truly mobile Games. Audiences accessed BBC’s content in ground-breaking numbers on mobile devices...
  • Guenole, its your turn.
  • OK James,You’re up.
  • Ok on to the Wrap up
  • Along with building a performant, progressively enhanced web app, which allow users to interact with it seamlessly on their mobile devices, you also need to think about how you can enable people will find it... By i”t”, I mean the most appropriate version of you content.A key enabler will be the search engines, your content strategy and approach to on site optimisation needs to keep them happy...so think about it early on if you are planning development...In the past there was not much choice about how you approached mobile, most companies developed a separate mobile site (quite often coded by specialist) and that was that.More recently as discussed we have seen web development & design techniques such as Progressive Enhancement and Responsive Web Design come to the fore.. This has led to some specific discussions in SEO circles
  • I’ll leave the deep-dive to Dave Naylor as he’s the expert, however I wanted to briefly cover this point.
  • From an overall SEO perspective it has been confirmed by Bing and Google that the best way to “GoMo” is via a single domain, multi-device site. From a basic perspective this makes total sense.When people link to your mobile pages they are also linking to your desktop ones, which can mean more page authority and no need to worry about canonical URLs. However, if you want to run a sub-domain site (or you are forced too) don’t worry too much! Mobile pages can reference canonical (authority page) URLs in the page header so that their mobile site can tell Google’s desktop spider to just index the desktop pages URL. There is an interesting final point up there that relates to content, and is important to consider regardless of whether you run a separate mobile site or a single domain multi-device site.
  • Possibly not according to Bryson Meunier Director of Content Solutions at Resolution Media in the USA. He flagged 16 differences between Google Mobile & Desktop that he has noticed this year. I want to point out my top 3...as I think some of his observations are theories rather than a reality...Number 1: Google Places listings sometimes appear higher in mobile results than they do in desktop, and domains with local intent seem to appear more often.This is not a surprise as the company is responding to the findings of research it commissioned itself. In Q4 2010 IPSOS identified that 95% of Smartphone users have searched for local information, of those 44% went on to purchase. http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463
  • Another difference between the mobile SERPS and the desktop SERPS is the very easy to use Mobile Instant Preview...This likely means that as well as having a mobile optimised style, your site should leverage high quality images as that is what will draw people to click/press through to visit.
  • Finally difference three, generally Android users are logged in, this means thatpersonalized results are shown more often than in desktop search.This might mean that there is much to be gained from promoting Google + actions within your site...social signals have been considered search engine for quite a while now, and this topic seems even more relevant in the mobile first era

Striking gold! How Mobile Marketing Pioneers are Winning the Hearts & Minds of Customers Striking gold! How Mobile Marketing Pioneers are Winning the Hearts & Minds of Customers Presentation Transcript

  • Striking Gold! How Mobile Marketing Pioneers are Winning the Hearts & Minds of Customershttp://www.pmt.net.au/guide-gold-prospecting/ 1
  • Your Speakers Today... James Bott Gall Guenole le Paul Brown Head of Business Development Business Mobile Development Manager Guenole.LeGall@intela.com James.Bott@mcsaatchimobile.com PBrown@affili.net www.intela.com www.mcsaatchimobile.com www.affili.net
  • Agenda• Setting the Scene• The 3 Principles of Mobile Web Development• Mobile Monetisation: The Publisher Point of View• Reaching your Audience through Mobile• Wrap up #A4UIT5
  • Many of us have been talking about mobile marketing for yearshttp://a-drifting-cowboy.blogspot.co.uk/2012/02/rendezvous-at-boulder-pass-cowboys.html
  • “There’s gold in them hills”http://www.pxleyes.com/images/contests/old-town
  • In the beginning tools let us downhttp://www.sportsmansguide.com/net/cb/iit-reversible-silver-blue-tarp.aspx
  • Does anybody remember this advert?
  • Since then the tools have improvedhttp://www.flickr.com/photos/lukew/7382515746
  • ...And some pioneering businesses havestarted to make mobile marketing work2x 3x£6.4 Spotify mobile users convert from Debenhams omni-channel (includes eBay expects to drivetwice six at over FREE to paying subscribersthree times Billion mobile)billion pounds worth of mobile customers spent the rate of desktop users customers more than in-store only transactions globally in 2012
  • So its gold rush time?
  • Not exactly... 10% Of the top 1 million QuantcastOnly domains are mobile optimised Mobile Friendly Sites Report, Mongoose Metrics (2012)
  • This is bad news as existing online consumers are time shifting... Average Time (mins) Spent in Media, USA 264 274 30% + YoY 155 167 94 9444 44 50 65Print Radio TV Desktop Mobile Internet 2010 2011 TV, Mobile See Gains in Viewing Time, eMarketer (2011)
  • And a significant number of people are only reachable by these devices 22% 9.2m Of UK mobile Internet users never Approx Approx PeopleBased on current 3G or infrequently use the desktop internetconnections that equates to 2012 Internet Trends, KPCB (2012) The Mobile Only Internet Generation, On Device Research (2010)
  • What’s holding things up?http://cobaltpm.com/prevent-project-team-members-from-procrastinating
  • There are various reasons why mobile may not be gaining ground in your business• You don’t have a business case for the investment• Its new, you need to fit ideas within your wider strategy• There are financial or technical resource barriers• Political unrest (i.e. Store price matching)• Fear
  • Does this remind you of the late 90’s? Do we need a website? How do I monetise? .comhttp://thefilminformant.com/2001/06/startup-com-poster-1/
  • Agenda• Setting the Scene• The 3 Principles of Mobile Web Development• Mobile Monetisation: The Publisher Point of View• Reaching your Audience through Mobile• Wrap up #A4UIT5
  • The 3 principles of mobile web app developmentThink:1. Performance2. Interaction3. Enhancement4. Ranking PIER
  • 1. Performance
  • When you “do mobile” every second counts 3+ 58% Seconds If your site takes more than sites to mobile device users expect 3 seconds fastload, up to 40%the load as to as they do on will desktop abandon Why Web Performance Matters: Is Your Site Driving Customers Away?, Gomez (2012)
  • Lets meet a mobile performance pioneer... 6 1.2 +12% Seconds Seconds Before its performance scored a This optimisation project After the developmentrevenue completed significant more pages took work increase than the recommended time to load pages loaded 5x faster! Why Web Performance Matters: Is Your Site Driving Customers Away?, Gomez (2012)
  • How can you achieve Web Performance Optimisation (WPO) success?
  • Things to ask your developer, or to think about doing if you are a developer• Minimise HTTP requests for “1st loaders”• Cache what you can• Gzip any text responses such as CSS & JavaScript• Load CSS in at the page head• Load scripts at the bottom of the page
  • 2. Interactionhttp://www.coloribus.com/adsarchive/tv-commercials/iphone-4-smile-13767705/
  • Form design Challenge 1: Limited Keypad Asking users to switch between Alpha & Numeric modes keypad modes can be a pain on a multi-field form
  • Form design Challenge 2: Field Zoom iOS users benefit from “Field Zoom” for small fields, however this can be unhelpful if labels are left-aligned
  • Form design Challenge 3: Long Lists Because mobile devices have smaller screens, lists of data are selected via specific UI elements, such as spinning selector in iOS. This is not the best experience for long lists.
  • Which brand has successfully leverage the interaction principle?2x Orbitz recent mobile optimised redesign incorporates the best practices discussed + others. After launch conversion rate doubled! Orbitz spreads its ‘mobile magic’ throughout a redesigned m- commerce site, InternetRetailer.com (2012)
  • 3. Enhancementhttp://news.cnet.com/8301-17938_105-20077581-1/little-iphone-big-lenses/
  • “Making Web pages is like having a party: you invite people you like. But you never know who will show up” Thomas Maslen, BBC Developer
  • “An escalator can never break: it can only become stairs” Mitch Hedberghttp://www.pxleyes.com/images/contests/old-town
  • “My business has a 3 year platform contract and is tied to legacy systems...”Right now I cannot be mobile firstWhat are my options?• Volunteer to do some scoping, give the topic profile• As if you can form a working group to build team skills• Aim for a separate well designed mobile site• Failing that, tweak for graceful degradation
  • Progressing Enhancement: The Ingredients• Amazing Content!• Semantic structure (XHTML)• Cool Responsive Design (CSS)• Various Behaviours (JavaScript) Progressive Enhancement & Mobile, Aaron-Gustafson.com (2012)
  • Its The BBC After 90 years it is still a pioneer!40%12m24 Of weekend browsers accessed the HD Live streams made 2,500 hours of requests from mobiles for video BBC’s London 2012 content via Olympic content available across Desktop, throughout the Games! Mobile, Tablet & devices mobile Connected TV (Red Button)BBC Sport breaks online records with first truly digital Olympics, BBC.co.uk (2012)
  • Thanks for listening to section 1, do you have any questions? Paul Brown pbrown@affili,net Business +44 (0)207 067 2492 Development +44 (0)7803 147 738
  • Agenda• Setting the Scene• The 3 Principles of Mobile Web Development• Mobile Monetisation: The Publisher Point of View• Reaching your Audience through Mobile• Wrap up #A4UIT5
  • Mobile Monetisation: The Publisher, point of view:1. You are a Publisher, you are already in the Mobile business2. Why we recommend you to adopt a performance business model on Mobile?3. How you can resolve the oversupply challenge?
  • You are a Publisher,you are already in the Mobile Business
  • More than 20% of the audience of any website is now coming from a mobile device. It will be more than 50% in less than 2 years 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2008 2012 2014 Mobile Desktop
  • Currently about 36% of emails are opened with a mobile device 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% United USA Canada Australia Spain France Kingdom % of Mobile Openers At Intela we are sending 30 to 40 million emails a day and we have :  45% of Mobile openers in UK  42% in US  43% in Canada  40% in Australia  29% in Spain  23% in France
  • Your need to consider Mobile for your social media strategy: On 1 Billion active users on Facebook, 600 Million are already Mobile active users Facebook members Mobile DesktopFacebook represent 70% of all the traffic for some carriers
  • Develop your Mobile Strategy: develop you Mobile Website & also develop your Mobile Application: The major part of the audience available on Adnetworks is coming from Application 40% Webapps 60% Applications up to 85%
  • Why we recommend you to adopt a performancebusiness model on Mobile?
  • If you are a Premium Publisher, if you can provide targeting, if you propose rich media solutions for advertising (Games, Video, Interactive banners…) you can probably sell all your inventory on CPM / CPC
  • But if your not a Premium Publisher, especially on the Mobile you need to consider to work on a performance business model. And in this case the following information are important :1. The Mobile Inventory is already huge and is increasing extremely fast. The part of the unsold inventory would be more and more important.2. The media spent on Mobile is very low compare to TV, Internet, Radio or Magazine… There is definitely a lack of campaigns3. The eCPM on mobile is for the moment 5 time lower than on the Web. It will take 2 to 3 years to catch up Web eCPM
  • The Mobile Inventory is already huge and is increasing extremely fast. Worldwide Smartphone numbers in millions (Flurry) +700% In less than 2 years The part of the unsold inventory would be more and more important.
  • The media spent on Mobile is very low compare to TV, Internet, Radio or Magazine… There is definitely a lack of campaigns 2011 U.S. Ad Spending vs. Consumer Time Spent by Media 43% AD SPEND PER MEDIA 40% TIME SPENT PER MEDIA 29% 22% 23% 16% 11% 9% 6% 1% TV Print Web Radio Mobile Source KPCB
  • The eCPM on mobile is for the moment 5 time lower than on theWeb and It will certainly take 2 to 3 years to catch up Web eCPM
  • In the performancespace how can you resolvethe oversupply challenge?
  • Delight your clients: Innovate Create perceived value for the client Avoid imitations Don’t be temped to do it yourself Apple’s consistent message is, “Surprise and delight your users.”
  • Target, target & retarget:  OS, Device, Geo targeting, Network, Carrier, demographic…  Use behavioral targeting & CRM  Use retargeting
  • Use the right campaigns to monetize your traffic  Mobile Commerce  Mobile Lead Generation  Mobile Application  Mobile Content
  • Conclusion1. You already have an important Mobile audience, monetize it!2. Think your Mobile monetization on a performance basis3. Create your own Mobile services & develop your Mobile Strategy
  • Thank you for your timeAre there any questions from the floor? Guenole le Gall Head of Mobile Guenole.LeGall@intela.com www.intela.com
  • Agenda• Setting the Scene• The 3 Principles of Mobile Web Development• Mobile Monetisation: The Publisher Point of View• Reaching your Audience through Mobile• Wrap up #A4UIT5
  • ThemarketUK smartphonepenetration is at in the52%This peaks to 75% among those aged 18-29On average UK users have 25 appsinstalled on their device9 apps have been used in the last 30days and 8 apps having been paid for.
  • What are we doingon our mobiles?78% of UK consumers said they wouldnot leave their home without theirsmartphone.21% said they would rather give up their TV or computer thantheir smartphone.76% use their smartphone to browse the internet, 67% used an app.52% use their device to go online ‘multiple times’ per day.22% of users said that they ‘noticed ads on their mobile’ eitherall of the time or most of the time - 38% while on a website 35%
  • Mobile campaignEffectiveness Mobile Online
  • We hear the word "addiction" a lot in reference to mobile phones.Users report a need to begin and endtheir day with their phone and admithaving an addiction to them - whether for gaming, texting, shopping, connecting with a community, or accessing endless information. For marketers, there is a real opportunity to engage with consumers in this personalised, highly interactive environment.
  • So how do you reach, Acquire andengage them?
  • Reach…Broad reachAd networksPremiumPublishersAffiliatenetworksWi-finetworks
  • Acquire…Downloads are vanitysales are sanity• How people found your app or mobile site?• How many downloaded?• How many opened after download?• How many users purchased / subscribed / played / engaged?• How many times?
  • Engage…Use online and offline learnings to give them whatthey wantEnsure that you have a clear propositionEnsure that you have a smooth user journeyUser engaging contentGive them a reason to come backDon’t over-complicate!
  • Thank you.That’s the end of thissection, any questions?James.Bott@mcsaatchimobile.comLONDON - NEW YORK - LOS ANGELES – JOHANNESBURG -CAPE TOWN – SYDNEY - PARISwww.mcsaatchimobile.com
  • Agenda• Setting the Scene• The 3 Principles of Mobile Web Development• Mobile Monetisation: The Publisher Point of View• Reaching your Audience through Mobile• Wrap up #A4UIT5
  • That’s all Folks Watch out for this deck onhttp://www.slideshare.net/a4uexpo
  • Appendices
  • Further Reading: The 3 Principles of Mobile Web Development• http://www.stevesouders.com/blog - The speed king, Steve provides deep technical incite into going faster• http://www.uxbooth.com – This collective of authors share common sense tips that will make you site more engaging and therefore more sticky.• http://www.lukew.com/ff/ - Great articles and notes on Responsive Web Design & Progressive Enhancement
  • Further Reading: Mobile Monetisation: The Publisher Point of View• http://www.slideshare.net/kleinerperkins/kpcb- internet-trends-2012- Mary Meekers 2012 review on the state of the Internet. Delivered at the AllThingsD, D10 conference.• http://www.opera.com/sma/2012/q2/ - Interesting review of which mobile ad formats are trending• http://www.emarketer.com/(S(t1dbt545e1mlujiknbqcin bo))/Article.aspx?R=1009316 – Review of which platforms offer the best monetisation potential
  • Further Reading: Reaching your Audience through Mobile• http://www.gstatic.com/ads/research/en/2011_TheMo bileMovement.pdf - Detailed consumer research conducted by IPSOS into consumer behaviour• http://boletines.prisadigital.com/MobileShop.pdf - A look at what consumers really want from their mobile shopping experience.
  • 4. Ranking
  • Separate mobile site vs. a multi-device site on the same domain
  • In reality both can work... http:/www.domain.com http:/m.domain.com• The search engines • Often easier to recommend implement• Links to mobile pages • With Canonical link refs can add to desktop duplicate content need authority not be an issue• Likely to be no redirects • It may be easier to serve which can mean a faster mobile devices different mobile experience content
  • Should we be publishing &optimising the same content for mobile devices?
  • Possibly not... What about local?http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463
  • Mobile Instant Preview allows the user to visually compare you to the competitionhttp://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463
  • Most Android users will see personalisedsearch results because they are logged in