Orbit Media | Wine and Web: Mobile Websites

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Explanation of trends, research and strategy for mobile website design and measurement.

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Orbit Media | Wine and Web: Mobile Websites

  1. 1. Mobile Websites<br />Orbit Media Studios<br />@orbiteers #wineweb<br />
  2. 2. Wait, what about apps?<br />App Challenges App Benefits<br />Hardware integration<br />No connection needed<br />Many platforms:<br />- tablets and phones<br />- iOS, Android, webOS,Windows, Blackberry<br />Needs approval,marketing, stickiness<br />Development costs<br />Awesomeness required<br />
  3. 3. Why?<br />Seriously, why should I care?<br />
  4. 4. Why Mobile Websites?<br />Improve customer relationships, increase loyalty and retention, branding and awareness, cross-sell, up-sell, sales enablement, advertising, engage in contextual conversation, offer branded content, personalize experience, identify new prospects, lead generation, introduce new products, increase customer feedback, create dialog with key groups, develop audience for content, enter new markets, new customer acquisition, create perception of keeping up with technology.<br />
  5. 5. Whatdo the marketers say?<br />Q: Does your company currently have <br />a mobile marketing strategy? <br />Q: Does your company plan to have <br />a mobile marketing strategy in the<br />Next 12 months? <br />Source: KingFishMedia, Mobile Marketing Survey, April 2011<br />
  6. 6. Whatdoes Analytics say?<br />Q: How many of our visitors are on mobile?<br />
  7. 7. Whatdoes Analytics say?<br />Q: How are these visitors doing?<br />
  8. 8. The mobile experience<br />Who’s watching the store?<br />
  9. 9. What’s the difference?<br />Mobile vs. Full Site<br />
  10. 10. By the way…<br />A non-mobile site is a “full site” <br />
  11. 11. Mobile Site Differences<br />Sitemap: fewer pages, but with landing pages <br />Design<br /><ul><li> 240px wide: one column layout
  12. 12. larger navigation (think fingertips)
  13. 13. no rollovers (no mouse cursor)</li></ul>3. Content: even shorter<br />4. Features<br /> - avoid Flash - embrace media: galleries, video<br /> - embrace social: Twitter, FB, blogs <br /> - maps! <br />
  14. 14.
  15. 15.
  16. 16. Other Considerations<br /> Hosting?<br /> CMS? Content double entry?<br /> Cost? <br />
  17. 17. Mobile Strategy 101<br />Baby steps…<br />
  18. 18. Mobile Strategy<br />Goal: Awareness and sensitivity to mobile visitors<br />Measure a. How many mobile visitors (% and number)b. How their experience are different (activity) <br />Evaluate a. Solicit advice (audience, web partners, internal)b. Determine if/when to proceed (thresholds)<br />Adapt a. Create a positive experience for mobile users<br />
  19. 19. Bonus<br />Mobile marketing, non-<br />website advice<br />
  20. 20. Bonus Advice<br />Mobile search optimization<br /> Claim your local (mobile) listings<br /><ul><li>4sq
  21. 21. FB Places
  22. 22. Yelp
  23. 23. Google Place page</li></ul>3. Email Optimization<br /> - left align the content<br /> - links, not buttons<br />
  24. 24. Thanks!<br />

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