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Mobile Website Landscape, Small Screen, Big Opportunity


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Mobile Website Landscape, Small Screen, Big Opportunity …

Mobile Website Landscape, Small Screen, Big Opportunity
Presented to the American Gas Association (AGA) Communications and Marketing Spring Meeting Presentation

Published in: Technology, Business

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  • 1. Mobile Website Landscape Small Screen, Big Opportunity Communications and Marketing Spring Meeting Presentation Suresh John, Director of Marketing Blue Water Media
  • 2. v Blue Water Media Proprietary Agenda • Blue Water Media Overview • The Mobile Landscape • Mobile Website Fundamentals • Mobile Website Trends • Questions Page 2
  • 3. Blue Water Media Overview
  • 4. Blue Water Media Proprietary Blue Water Media Overview Page 4 • Blue Water Media is an award-winning information technology, web design, and interactive marketing agency. By leveraging cutting-edge web design techniques, flexible open source software applications, emerging technologies, and integrated marketing campaigns, 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
  • 5. Blue Water Media Proprietary Blue Water Media – 360º Digital Services Page 5
  • 6. Blue Water Media Proprietary Blue Water Media – Partial Client List Page 6 Education Hospitality Professional Services Non-Profit Government Healthcare We proudly serve a wide range of clients spanning a number of industries
  • 7. The Mobile Landscape
  • 8. Blue Water Media Proprietary Mobile Utilization is Growing Rapidly Page 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 time spent online. In addition Maps, Music, Weather and Social Networking are categories where people spend more time with mobile than on the PC. It’s probably only a year or so away that the above chart looks much more 50/50 or even 60/40 in favor of mobile. (ComScore)
  • 9. Blue Water Media Proprietary Re-imagination of Computing Devices Page 9
  • 10. Blue Water Media Proprietary Re-imagination of User Interfaces Page 10
  • 11. Blue Water Media Proprietary The Mobile User Mindset Page 11 • Mobile users are highly accessible and active across the web, and they have little patience 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 mobile devices. (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 a competitor’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 out there (It represents 1% of ad spend and 23% of time spent). (Google Mobile Playbook) • THUS mobile represents a huge untapped opportunity!
  • 12. Mobile Website Fundamentals
  • 13. Blue Water Media Proprietary The Mobile User Experience Page 13 • Users expect mobile websites to load in under five seconds according to the survey findings. However even five seconds is a long time. The general proposition is: the faster the better. • Creating mobile user experiences that delight users forces us to rethink a lot of what we have taken for granted so far with desktop design. • This graphic illustrates specific design and usability elements that people want from mobile sites. • Dissecting the mobile user experience into its key components gives us a conceptual framework for building and evaluating good mobile experiences
  • 14. Blue Water Media Proprietary Anatomy of a Mobile Website Page 14
  • 15. Blue Water Media Proprietary 5 Crucial Mobile Questions Executives Should Be Asking Page 15 1. 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 a poor 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 interactions 3. 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 discuss these 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 to allocate that same budget percentage to mobile.
  • 16. Mobile Website Trends
  • 17. Blue Water Media Proprietary Responsive Web Design Page 17 • A great mobile strategy option in 2013 is to have a strong web strategy with a focus on Responsive 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 screen resolution/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 be the year of responsive web design. As Responsive websites become more mainstream companies need to consider whether they are the right way to meet their audience in a mobile setting.
  • 18. Blue Water Media Proprietary Responsive Example - Disney Page 18 Mobile PhonePC/Web Tablet
  • 19. Blue Water Media Proprietary Responsive Example - Starbucks Page 19 Mobile PhonePC/Web Tablet
  • 20. Blue Water Media Proprietary Responsive Example - Microsoft Page 20 Mobile PhonePC/Web Tablet
  • 21. Blue Water Media Proprietary Responsive Example - USwitch Page 21 Mobile PhonePC/Web Tablet
  • 22. Blue Water Media Proprietary Other Mobile Website Trends Page 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 or locality 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 billion for the first time in history. An estimated 24% of sales made via the internet on Black Friday are thought 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 for mobile 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 the perspective. • The convergence of SoLoMo  There is strong indications that Social, Local, and Mobile elements will converge into a great website experience for mobile users
  • 23. Questions?
  • 24. Blue Water Media Proprietary Want more info about Mobile Websites? Page 24 Chris Forhan, VP of Sales Blue Water Media 301-389-0165 Suresh John, Director of Marketing Blue Water Media 301-389-0167