This document discusses the importance of including mobile and tablet users in web advertising campaigns. It notes that mobile users are more transaction-oriented and want essential information quickly on smaller screens. The document recommends a mobile-first design approach with streamlined content and navigation optimized for small screens. It provides examples of good mobile design from Southwest Airlines and cites statistics on growing smartphone and mobile internet usage to argue that businesses risk losing money if they do not adapt marketing efforts to the mobile environment.

1. Is your business leaving
money on the table?
If you are not including mobile/tablet in your web
advertising campaign, you very well could be
leaving money on the table...Here’s why

2. Here’s the big picture...

3. So how do you take
advantage of this growth?
A recent study by Tom Wentworth, Chief Marketing
Officer, at Ektron, Inc; states web/tablet design should
not just be a smaller version of your company’s
desktop web page, but should offer a better user
experience all together.
So in designing web marketing campaigns think
mobile/tablet first!

4. Let’s start with a couple of
examples...1 bad &1good
t

5. So what was bad about
that?
Basically “too much information” for the end user to
consume on the smaller screen. Think in terms of the
end user’s cognitive limitations.

6. What constitutes good
design?

7. Take Southwest Airlines
Previous slide shows both the mobile site(left) and the
desktop site(right.)
See the difference?
The mobile site is quite streamlined and provides the
the viewer with just the essential information needed to
make and complete a buying decision.

8. New technology to enhance
mobile/tablet web design
HTML5 and CSS3 will make the job alot easier to
create cross-platform web sites. Also is very helpful for
mobile devices, like the Apple Iphone that does not
employ Flash.
As mobile/tablet technology evolves, the devices will
process more data faster and will provide better
graphics and some may have larger screens for
viewing.

9. The mobile/tablet user
mindset
Smartphone users are more transaction oriented than
their desktop companions. Mobile users are usually on
the go and tend to make decisions that have an
immediate impact. For example, on the way to a
restaurant, a user might make reservations.
Tablet users are thought of as leisurely browsing the
internet while at home. They like to be engaged, but try
to implement a “less is more” approach in designing a
web page.

10. Trends and Forcasts
According to Morgan Stanley Internet Researcher’s
Report, Smartphones are expected to outship PC’s
sales by the end of this year, 2012, and heavy mobile
users worldwide will triple to one billion users by 2013.
And with recent lauch of Apple’s Iphone 5, which has
already matched the previous Iphone 4s sales over a
month’s period in just three days, this kind of growth
definitely seems possible. Also, US subscribers market
expectedd to total 140,000,000 by year end. So, come
aboard!

11. Proprietary Images
http://usabilitygal.files.wordpress.com/2012/04/
slide-41.jpg (Business Insider)
http://www.slideshare.net/Alex.Osterwalder/good-
powerpoint-design-for-business-presenters-
presentation (Morgan Stanley)
http://www.netmagazine.com/features/mobile-first
(Southwest Airlines)

12. References:
http://mashable.com/2011/08/05/mobile-design-
priority/
http://www.slideshare.net/Alex.Osterwalder/good-
powerpoint-design-for-business-presenters-
presentation
http://money.cnn.com/2012/09/20/technology/
iphone-5-sales/index.html