SMX Israel 2013 בס"ד By: Paul Vesely www.seoweblive.com
THE HARD FACTS• US smartphone penetration reached 46% (August 2012)• Google sites were most popular on smartphones with 97 million unique visitors (March 2012)• Around 30 billion mobile searches annually just in the US (according to BIA/Kelsey)• Over 2.2 billion monthly searches on Google mobile, Yahoo has 0.55 billion and Bing has 0.5 billion• 1 in 5 smartphone users purchased items on their smartphone during thanksgiving 2012 sales Source: comScore unless stated otherwise
TOP 5 MOBILE DEVICES IN 2012
MOBILE PLATFORMWhere’s the competition?
TRENDS• There are expected to be more mobile users than PC users in the year 2015 (BIA/Kelsey)• By 2015 there will be more local searches coming from smartphones than PCs in the US (BIA/Kelsey)• Mobile device sales jumped 96.2% from 2011 to 2012 in the US for the thanksgiving weekend in 2012. (IBM Digital Analytics Benchmark)
MOBILE ADSHow to make big money from a small screen……. Its an art! • In 2012, advertisers spent $4B in the US, up from $1.45B last year (eMarketer Dec 2012) • Spending fuelled by Facebook which introduced ‘sponsored stories’ • In 2012 Facebook alone brought in $339M in total mobile ad revenue • In 2011 Facebook brought in $0 in mobile ad revenue • Google made $1.86B in 2012 • In 2011 Google made $623M in mobile ad revneue
SO WHAT?• Your business needs to be present on mobile devices today and not tomorrow• Huge audience• Be where the eye balls are• Create a strategy • Use Google analytics to see current usage: mobile devise / operating system • Market research on what devices your target market owns • See mobile device trends • Study online competition• Go for it – but what should you build?
BUILDING A WAP SITEPRO’s CON’sAll changes and updates are instantaneous Downloadable desktop item only if the user decides to add it to their phone’s home screenOne mobile site can be programmed to work on HTML 5 is still being developed and has lack ofall platforms instead of building an App for each compatibility with IE in particularplatformMobile sites rank in search engines allowing Hard to save things like logins or preferencesbusinesses to get organic traffic (although cookies do work)No need to download App, you can simply use it Can not work when there is no data coverage orvia the domain receptionNo need for submission and wait for App storeapprovalNo need to comply with App store requirementsNormally mobile sites need less developmenttime and are quicker to launch hence are morecost effectiveHTML 5 websites can be built with many of thebeneficial features of an AppCan be built with a CMS for easy changes
BUILDING AN APPPRO’s CON’sNavigation: Easy to get to via desktop icon Have to apply through an App store to get approval – must play by the App store rulesAn app works offline (meaning even when there App stores charge per sale (free Apps areis no internet connection – it just cant sync to get charged a flat /yr fee). Apps that cost usuallythe latest data but it still works) have to give 30% to the store and can not have a higher price to the store on your websiteLoads faster due to the App being pre You need to build an App per platform –downloaded - only certain info is updated during expensive and time consuminga syncOn an App there is only ever need to login once All changes to an App have to go back through aand all is saved submission to the app store and then get updated by the userTrendy and cool – “There’s an App for that” No CMS for changesYou can save preferences on an AppCan utilize location based services and pushnotificationscomScore: 4 out of every 5 mobile mediaminutes spent in Apps
USER PREFERENCE BY TASKWAP sites are preferred by shoppers over their mobile-app counterparts by afactor of 58% to 21% (Nielsen, 2011)
FACTORS TO TAKE INTO ACCOUNTDeciding between a WAP site v’s APP• Current user analytics results• Large variety of screen sizes / display• Varying effect of functionality due to operating systems – Android, iOS, BlackBerry OS, Symbian, etc• Use cross platform framework• Flash• Consistent branding needed• Supply only essential online services – not all website pages• Optimize copy in a succinct way• Larger buttons, less clicks (due to slow load times with 3G networks)• Why not both? • Dependent on budget • Know which one to develop first
TIPS• Have a strategy – should be included in your integrated marketing plan• Know what devices your current and potential clients have• What can you add to their mobile experience that is special• What should you develop first, second, third…….• WAP site should use cross platform frameworks so as to work on all types of smartphones e.g. http://www.mobeeart.com/