Mobile: getting started

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Smartphone and tablet rates are rocketing – almost half of the UK population owns one of these devices. By 2016, three out of four adults will own a smartphone and mobile search will overtake PC searches.

Businesses are now responding by creating mobile-friendly sites and adapting the way they work to capitalise on the shift from desktop to handheld devices. Marketing strategies must change to integrate mobile habits, search and advertising.

Our presentation looks at how you can adapt your site and marketing strategy to be mobile-ready. We discuss:
- Responsive design v mobile-specific design
- Pros and cons of developing an app
- Mobile search and advertising
- Integrating mobile with existing activities and plans

Published in: Technology, Business
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Mobile: getting started

  1. 1. HELLO. MOBILE: GETTING STARTED
  2. 2. WE’RE HERE TO... Introduce ourselves Talk about why you should go mobile Discuss responsive v apps Look at how search and advertising differs on mobile Show how you can integrate mobile to the wider marketing mix Delve into the future of mobile
  3. 3. WHO ARE MINTTWIST? FOUNDED 2002 A FULL-SERVICE DIGITAL AGENCY IN LONDON AND DUBAI 300+ CLIENTS 25 FULL-TIME STAFF
  4. 4. MOBILE LANDSCAPE
  5. 5. GLOBAL MOBILE LANDSCAPE SAMSUNG MOST POPULAR BRAND 31.7% ANDROID MOST POPULAR OS 79% 3.5BN MOBILE SUBSCRIBERS BY 2014 USING THE INTERNET IS THE MOST POPULAR TASK
  6. 6. UK MOBILE LANDSCAPE 30.9 MILLION SMARTPHONES 60.4% OF PHONE USERS 48.4% OF POPULATION FASTEST GROWING GROUP 3 OUT OF 4 ADULTS BY 2016 56% OF SMARTPHONE OWNERS ALSO OWN A TABLET 44% OWN A SMARTPHONE, TABLET AND LAPTOP 55+
  7. 7. UK MOBILE LANDSCAPE BYOD TO WORK X
  8. 8. WHY MOBILE? BETTER USER EXPERIENCE = MORE CONVERSIONS MORE CONVERSIONS = NOT MISSING OUT HABITS HAVE CHANGED GOOGLE WANTS YOU TO HAVE IT IT’S EXPECTED
  9. 9. TYPES OF MOBILE SITE/APP
  10. 10. RESPONSIVE RESIZES WEBSITE ACCORDING TO SCREEN SIZE MEDIA QUERIES AROUND SINCE 2010
  11. 11. RESPONSIVE GROWING MORE PAGE VIEWS MORE TIME ON SITE 50% OF THE UK'S TOP FINANCE SITES 73% OF THE UK'S TOP RETAIL SITE Source: IAB, January 2013
  12. 12. RESPONSIVE PROS AND CONS PROS • COST-EFFECTIVE – NOT DEPENDENT ON DEVICE OR OS • MANAGE ONE SITE NOT MULTIPLE SITES/APPS • USERS DON’T HAVE TO DOWNLOAD ANYTHING CONS • CANNOT TAKE ADVANTAGE OF DEVICE FEATURES, E.G. SHAKE • CATERING FOR ALL AND NOT SPECIFIC NEEDS • ALWAYS NEED AN INTERNET CONNECTION
  13. 13. MOBILE SITE SPECIFIC DOMAIN, E.G. M.BBC.CO.UK/NEWS REDUCED FEATURES AND CONTENT TO ACCOMMODATE SCREEN SIZE AND ACTIONS GOOD FOR SITES WHERE PEOPLE ARE DOING A SPECIFIC ACTION, NATIONAL RAIL JOURNEY PLANNER
  14. 14. MOBILE SITE PROS AND CONS PROS • CAN BE TAILORED SPECIFICALLY FOR MOBILE • FASTER SITE • CAN DEVELOP SEPARATELY TO MAIN WEBSITE • DON’T HAVE TO DOWNLOAD CONS • MAINTAIN TWO SITES • USERS MAY HAVE DIFFICULTY NAVIGATING BETWEEN DESKTOP AND MOBILE VERSIONS • CANNOT TAKE ADVANTAGE OF DEVICE FEATURES, E.G. SHAKE • ALWAYS NEED AN INTERNET CONNECTION
  15. 15. APPS 1.8M+ ACROSS ALL STORES DEVELOP ACCORDING TO OS PAID V FREE – 68% ONLY DOWNLOAD FREE
  16. 16. APP PROS AND CONS PROS • BEST POSSIBLE USER EXPERIENCE • CAN WORK WITHOUT INTERNET CONNECTION • SEND PUSH NOTIFICATIONS CONS • EXPENSIVE TO DEVELOP • MAINTENANCE WITH OS UPGRADES • DEVELOP FOR EACH PLATFORM • PROMOTE TO MAKE PEOPLE AWARE OF IT
  17. 17. HOW DO I DECIDE? All websites should be mobile – smartphones will overtake desktops by next year. What actions do they take on your site? What do you want them to do? Think from your user’s point of view – what will give them the best experience? Complex requirements may be better served by an app. How could a phone or tablet’s features enhance your offering?
  18. 18. MOBILE SEARCH AND ADS
  19. 19. MOBILE SEARCH IS GROWING Mobile search is growing For certain applications it will surpass desktop
  20. 20. MOBILE SEO Google understands responsive/mobile websites Mobile user experience is part of the mobile search algorithm How people engage with your website will affect your ranking
  21. 21. TECHNICAL MATTERS 1 second increase in page load time can see: • 10 % decrease in page views • 10% increase in bounce rate • 4% drop in conversions Content that doesn’t load will negatively impact rankings Careful management of desktop and mobile content
  22. 22. MOBILE VS. DESKTOP SEARCH • During work/evening • During commute / night • 87% shop online • 30% shop online • 79% search daily • 54% search daily • Research focused • Action focused • Location is important
  23. 23. MOBILE IS ACTION-ORIENTATED Post-mobile search activity
  24. 24. MOBILE SEARCH EVOLUTION
  25. 25. MOBILE ADVERTISING • Mobile search accounts for 73% of mobile ad spend • Mobile ad spend grew by 132% in H1 2012 • Display, video, SMS and MMS advertising on mobiles increased to £49.9 million during H1 2012
  26. 26. MOBILE PPC • Pay per click and pay per call • Ad copy restrictions • More action orientated • Tablet is comparable to desktop • Users are conversion ready
  27. 27. MULTI-SCREEN IS THE FUTURE Smartphones are used to begin a search Desktops used for more complex activities
  28. 28. MOBILE SEO TOP TIPS Make sure it is technically optimised (canonical/alternate tag, re-directs) User engagement is paramount (load speed, usability) Less screen size means shorter titles, less copy and simplified navigation
  29. 29. MOBILE SEO TOP TIPS Users are action-orientated, not research-orientated Understand the most important calls to action
  30. 30. INTEGRATING MOBILE
  31. 31. CHALLENGES LACK OF RESOURCE – MONEY, MANAGEMENT WHAT IS IT COSTING YOU NOT TO DO? LACK OF KNOWLEDGE WHY YOU ARE HERE TODAY NO STRATEGY – 40% HAVE NO PLAN START PLANNING BEFORE IT COSTS YOU MORE
  32. 32. ACQUISITION LOCALISATION – SEARCH AND ADVERTISING SEARCH ADVERTISING ALONGSIDE PRINT – SEARCH, DISPLAY, IN-APP COMPETITION ENTRY
  33. 33. RELATIONSHIP RESPONSIVE EMAIL POLLS & SURVEYS CONTACT PREFERENCES - CHECK KEEPING DATA FRESH – NUMBER VALIDATION TEXT FOR RESPONSE, E.G. MEETING CONFIRMATION
  34. 34. WHAT NEXT FOR MOBILE? EXPANSION OF NON-PAYMENT CAPABILITY PASSBOOK AND GOOGLE WALLET DO THIS – EXPECT TO SEE MORE OF IT WILL IT STILL BE A PHONE? GOOGLE GLASS, WEARABLE TECHNOLOGY iBEACON CREATING PERSONAL EXPERIENCES
  35. 35. THANKS FOR LISTENING 

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