The Mobile Web:Where Relevance + Decisions Converge @TheTimHayden #SocialFresh Baltimore November 29, 2011
Source: Mobile Marketing Association
FACT Mobile traffic most oftenoriginates from a search engine.
Condensed Content (4-10X reduction of desktop site) Navigation limited to 2-3 actions beyond landing page Quick Load Time (you have <30 seconds!)
LocationSearch Time/DateTerms Context Device Language Type
Cross-platform tested! Data feed (API – location, device, A-B testing, time/date) with CRM/profiling platform Responsive Design
Carrier Contracts & $
Augmented RealityNear-FieldCommunications/Mobile WalletsLocation-BasedServicesGeo-FencingMost Mobile Apps
Weather, Games, Social, Maps & Music…Barcodes! 60% “Thinking about the application(s) on your primary cell phone, 250% which categories of applications have you used in the PAST 3 MONTHS?” 50% 200% 40% 150% 30% 2010 100% 2011 20% YOY Growth 50% 10% 0% 0% Base: 5,187 US adult smartphone owners (2010) Base: 2,420 US adult smartphone owners (2011) Source: North American Technographics® Benchmark Mail Survey 2010, 2011
Decisions are being made in dynamic communication systems, not unlike meshnetworks, where consumersshare experiences and make decisions together.
Scan, Text or Click? •QR Code Scan 38% •SMS Text 41% •URL (browser) 21% ~1MM clicks Jul-Octt 2011 – 44Doors Capture Ciients
Keep inbound/outbound (send/receive) of texts to a maximum of 3-4 TOTAL actions Explore vendors that provide real 10-digit phone addresses as well as short codes Better used at events and in direct mail, rather than in-store (where time may be a challenging factor)
The Mobile Web is very different than the Desktop Web Brevity rules the moment, in terms of connection, copy + call-to-action Capitalize on natural, current behavior Be pragmatic with new technology Offer multiple channels from offline to online (QR Codes, URLs, SMS) Relevancy improves immediate conversion, AND creates WOM (Word-of-Mouth)