Our focus on responsive websites and our fascination with app store rankings may be blinding us to the real threats and opportunities of the mobile revolution. In particular, as Google continues to ratchet up its mobile-first approach to design and Facebook looks more and more like a mobile channel, what should we be changing in our campaigns and strategies?

1. THE THREAT OF MOBILE

2. FACEBOOK IS LOSING USERS
Source: Benedict Evans

3. IN FACT NO-ONE IS FARING WELL
+0.25% -2% -6%
Source: Marketing Charts

4. EVEN SEARCH VOLUMES ARE DECLINING
Source: AJ Kohn

5. WE’RE DOOMED

6. THE THREAT OF
MOBILE
WILL CRITCHLOW - SEARCHLOVE
brought to you by...

7. WHY “THREAT”?
ADD MOBILE BACK IN AND ALL’S
WELL, SURELY?

8. IT’S HARD TO GRASP HOW
FAST IT’S GROWING

9. THE IPOD REVOLUTIONISED AN INDUSTRY
Source: Business Insider

10. THE IPHONE MAKES IT LOOK SLOW
Source: Business Insider

11. THEN CAME THE IPAD
Source: Business Insider

12. WOW. ANDROID
Source: Business Insider

13. AND IT KEEPS GOING
Source: Business Insider

14. THE SCALE IS HARD TO GRASP
Source: Benedict Evans

15. FOLLOW:
@BenedictEvans

16. NOT ONLY THAT BUT FOR
THE FIRST TIME...

17. IT’S CANNIBALISING DESKTOP
Source: AJ Kohn

18. … AND CONVERSION RATES SEEM LOW
Tablet:
30-75% of desktop
Mobile:
15-45% of desktop
Source: Distilled

19. BUT WE STRUGGLE TO MEASURE WELL
Source: Google

20. SO WHAT SHOULD WE DO?

21. AMAZINGLY, MANY ARE NOT EVEN MOBILE
FRIENDLY
Source: The Search Agency

22. BUT THAT’S NOT ENOUGH

23. EMAIL MARKETING IS
MOBILE MARKETING
Source: Distilled analytics and MailChimp

24. CONTENT MARKETING IS
MOBILE MARKETING
Source: Recent B2B Distilled campaign

25. IN PART BECAUSE FACEBOOK’S GROWTH IS
MOBILE
Source: Benedict Evans

26. WHAT DOES CONTENT
MARKETING LOOK LIKE
“MOBILE FIRST”?

27. Don’t build things differently.
Build different things.

28. IT’S NOT ALL ABOUT THE LATEST TECH

29. THIS IS A CREATIVE PIECE WE MADE

30. THIS VIEW IS AT LEAST AS IMPORTANT

31. Quick tip:
Right-click → inspect element. Click on mobile icon

32. You can choose a
device and speed
filters, try out touch
responses and more

33. LET ME EXPLAIN WITH A
COUNTER-EXAMPLE
Remember this?

35. IT WAS MADE IN 2012
So this isn’t so bad

36. THE ANSWER IS NOT A RESPONSIVE
ANIMATION

37. NO.
PROBABLY STILL NOT THE ANSWER

38. Don’t build things differently.
Build different things.

39. THIS IS MORE IMPORTANT
THAN IT SEEMS

40. LET’S LOOK AT A VIRAL
LOOP

43. LOSING 50% MOBILE
SHARERS HALVES K

44. MAY NOT HALVE YOUR TRAFFIC
MIGHT LOSE ALMOST ALL
OF IT

45. HOW DO YOU MAKE GREAT
THINGS?

46. MADE TO STICK
Simple
Unexpected
Concrete
Credible
Emotional
Stories

47. MADE TO STICK
Simple
Unexpected
Concrete
Credible
Emotional
Suitable - for your medium
Stories

48. MADE TO STICK
Simple
Unexpected
Concrete
Credible
Emotional
Suitable - for your medium mobile
Stories

49. IN SHORT
● Less copy
● Lightweight technologies
● Mobile-first user testing

50. You build different things when you truly think
MOBILE FIRST

51. GOOGLE IDENTIFIED THIS
THREAT

52. AND THE OPPORTUNITY

53. ALMOST ALL THE MOBILE MONEY GOES TO...
Source: emarketer

54. THERE WILL BE MORE
MOBILE SEARCH QUERIES
THAN DESKTOP
THIS YEAR

55. MORE THAN HALF GOOGLE’S REVENUE IN
2016?
Source: emarketer

56. SEE SEARCHENGINELAND FOR MORE
Source: searchengineland

57. HERE’S WHAT THEY’RE
DOING ABOUT IT

58. Towards the end of last year we
launched some pretty big design
improvements for search on mobile
Jon Wiley
and tablet devices
Lead Designer for Google Search - talking on G+

59. Today we've carried over
several of those changes to the
desktop experience.
Jon Wiley
Lead Designer for Google Search - talking on G+

60. carried over…
to the desktop
Jon Wiley
Lead Designer for Google Search - talking on G+

61. DR. PETE CALLED IT:
Source: moz

62. MEANWHILE: SNEAK OS ONTO 1BN+ DEVICES
Apple, Microsoft

63. THEN USE IT TO RUN APPS EVERYWHERE
EVEN THE DESKTOP

64. APP STORE SEARCH SUCKS
NO REAL LONG-TAIL
HARD TO INDEX
NO GOOD RANKING
FACTORS

65. MOBILE IS PRE-PAGERANK
-- Benedict Evans
ben-evans.com

66. FOLLOW:
@BenedictEvans

67. BUT THERE IS ALL KINDS OF
VISIBILITY ON OFFER

69. (From Justin’s excellent presentation)
Source: Slideshare

70. GET BASIC (ANDROID)
APP INDEXING

71. ENABLE DEEP LINKS
<activity
android:name="com.example.android.GizmosActivity"
android:label="@string/title_gizmos" >
<intent-filter android:label="@string/filter_title_viewgizmos">
<action android:name="android.intent.action.VIEW" />
<category android:name="android.intent.category.DEFAULT" />
<category android:name="android.intent.category.BROWSABLE" />
<!-- Accepts URIs that begin with "example://gizmos” -->
<data android:scheme="example"
android:host="gizmos" />
<!-- Accepts URIs that begin with "http://www.example.com/gizmos” -->
<data android:scheme="http"
android:host="www.example.com"
android:pathPrefix="gizmos" />
</intent-filter>
</activity>
Source: Google

72. ADD REL=ALTERNATE (or Schema or Sitemap)
<head>
<link rel="alternate"
href="android-app://com.example.android/example/gizmos" />
</head>
Source: Google

73. ...the First Click Free experience
must be provided even when the
app has never been launched
nor a user logged in.
-- app indexing guidelines

74. GOOGLE PROVIDES TOOLS TO TEST WITH

76. MORE ADVANCED: APP INDEXING API
AppIndex.AppIndexApi.view(mClient, this, APP_URI, TITLE, WEB_URL, outlinks)
Source: Google

77. WAIT. GOOGLEBOT CRAWLS YOUR APP?
Well, no. Not as far as I can tell. Despite what the documentation says.

78. IT’S USING USERS’ ACTIVITY TO INDEX
Which has all kinds of interesting implications for desktop

79. BUT!
THIS ONLY WORKS ON
ANDROID

80. THIS CAN ONLY WORK ON
ANDROID

81. NEITHER PLATFORM EXPOSES INSTALLED
APPS TO BROWSERS
On Android:
Google ties your logged-in search to your Play Store account to know what
apps you have installed and serves you a different set of results.

82. WHAT HAPPENS ON iOS?

83. CURRENTLY:
ONLY SEARCHES
TITLES AND
DESCRIPTIONS
OF APPS
Source: MobileDevHQ

84. COMING SOON:
THE REAL WORLD

85. Source: Marketing Land

86. AHA!
URLs
FOR EVERYTHING

87. EVERYTHING IS A CARD
Source: Intercom

88. WATCH: THE INDUSTRIAL INTERNET

89. FINAL THOUGHTS

90. 1. FOLLOW:
@BenedictEvans

91. 2. Don’t build things differently.
Build different things.

92. THANK YOU
@WillCritchlow

93. IMAGE CREDITS
http://www.flickr.com/photos/96dpi/3411475962
http://www.flickr.com/photos/sashomasho/357375770
http://www.flickr.com/photos/candescence/6195928488
https://www.apple.com/pr/library/2014/09/09Apple-Announces-Apple-Pay.html
http://news.shazam.com/latest_media
http://www.flickr.com/photos/johanl/4585763335
http://www.flickr.com/photos/mrseb/5600794479
http://www.flickr.com/photos/mikeyphillips/9526809679
http://www.flickr.com/photos/adrianaskew/6918664049
http://www.flickr.com/photos/mayprodrigo/7602162856
http://www.flickr.com/photos/itupictures/10945347666
http://www.flickr.com/photos/yourdon/3800049577/