Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
THE DEMISE OFTHE DESKTOPDIGITAL MARKETING & THE MOBILE WEBJonathan Aizlewood, November 4th 2011
HOW MANY OF US  HERE HAVE...
A DESKTOP?
A LAPTOP?
“Any low-end       device that lacks a       recognisable       operating system”A FEATURE PHONE?
“Any device that       offers more       advanced       computing ability       paired with a       recognisable       ope...
A TABLET?
STUDENTS?
77%“                     of the world’s population are mobile                  subscribers. That’s 5.3 billion users, prim...
MOBILE IS BOOMINGSource: Radio penetration data per Broadcasting & Cable Yearbook 1996, Internet penetration data per Worl...
5 COUNTRIES REPRESENT 46%                       OF INTERNET USENote: Penetration is per 100 inhabitantsSource: 1) Internet...
BUT GLOBAL MOBILE TRAFFIC IS                          SOARING...Source: Cisco Visual Networking Index (VNI) Global Data Tr...
... AND ONE WEB WILL RULE                              THEM ALL BY 2015http://mashable.com/2010/04/13/mobile-web-stats/
Mobile subscribers accessing the              Mobile Web at least monthly                  Country           Percentage   ...
YOUR STUDENTS ARE CONSTANTLY USING                     THEIR MOBILES. FOR EVERYTHING.http://blog.compete.com/2010/03/12/sm...
“                    We’re officially in a ‘Post-PC*’ era.                                                             ”* ...
SMARTPHONES HAVE ECLIPSED PC SALES                             (OFFICIALLY)Note: Notebook PCs include Netbooks. Source: Ka...
SMARTPHONE SALES ARE BOOMING...Source: Gartner
...AS ARE TABLETSSource: Apple
GLOBALLY, FEATURE PHONES STILL  DWARF SMARTPHONE SALES.
Worldwide Smartphone Sales to End Users by Operating System in 3Q10 (Thousands of Units)                3Q 09 units       ...
APPLE                 VS   NOKIA        VS   GOOGLE•   Apple is over-hyped, big only for    Western audiences•   Nokia is ...
“                                                    ”     It’s safe to say... we’re officially entering                  ...
9-5http://www.flickr.com/photos/lokner/4164251472/
AROUND THE CLOCKhttp://www.flickr.com/photos/jodyodea/3910686634/sizes/o/in/photostream/
ON ANY DEVICEhttp://www.flickr.com/photos/lukew/6171377827/sizes/o/in/photostream/
FIRST, AN EXAMPLE
MEET ADRIANNA•   Adrianna lives in Italy•   Wants to come to the UK to    learn English, make friends.•   Considering your...
BROWSING                 •    Adrianna starts searching                      from her home desktop, with                  ...
FOCUSING                •     Later, whilst watching TV,                      Adrianna searches for her                   ...
SHARING                •     Adrianna, impressed so far                      with your school, decides to                 ...
BROWSING WITH INTENT                 •     A few days later, Adrianna                       searches from her             ...
BROWSING FROM PRINT                 •     ...Adrianna decides to visit her                       local agent for more     ...
FINAL PUSH•   From either the paid ad or QR    code, Adrianna arrives at a    mobile-optimised landing    page.•   She rea...
READY TO CONVERT•   A few days later, Adrianna    (whilst out & about) receives    your email campaign on her    smartphon...
MEASUREMENT                 •    Meanwhile, as marketers,                      you’re tracking all mobile                 ...
SO HOW CAN YOU GET     STARTED?
ADOPT A STRATEGY•   Analytics•   Responsive design•   Mobile email•   Mobile SEM•   QR codes•   Post-acquisition•   A mobi...
ANALYTICS
UNDERSTAND YOUR           USERS•   Most stats packages offer a    quick and easy way to    segment your users•   Create a ...
BENCHMARK FOR             SUCCESS•   Benchmark current activity•   Track against in intervals to    monitor progress•   Se...
ANALYTICS TAKE-AWAYS•   Continually track, measure and interpret your analytics data.•   Set up conversion goals and funne...
RESPONSIVE DESIGN
Businesses need to be ready for mobile as                soon as they can. You need to have a mobile                site i...
SO MANY RESOLUTIONS
Smartphones represent only 13 percent of total“                                                                           ...
WHAT IS RESPONSIVE         DESIGN?•   The design and development of a website that responds and adapts    to a user’s scre...
The smartphone market has driven“                a 600% growth in mobile web                  usage in the last 12 months ...
IS RWD A SILVER BULLET?                 Pros                                     Cons Maintain a single website, on a sing...
RWD IN THE WILDSource: The PIE News
RWD IN THE WILDSource: TBA
RESPONSIVE DESIGN        TAKE-AWAYS•   A mobile-friendly website is better than no mobile website, especially    when used...
MOBILE EMAIL
% INCREASE IN MOBILE EMAIL USAGE BY                               AGE GROUPSource: eDialog
MOST PREFERRED TYPES OF EMAIL MESSAGESSource: eDialog
An April 2011 study sponsored“                   by Google showed that 82% of                     smartphone users check a...
IPHONE NOW 2 ONLY TO                                      ND                             MICROSOFT OUTLOOKSource: Campaign...
MOBILE EMAIL               OPTIMISATION•   Extraneous navigation•   Small copy = hard readability•   Small call-to-action ...
MOBILE EMAIL              OPTIMISATION•   Cruft and clutter removed•   Focus on button only•   Copy easier to read•   Simp...
The proportion of all mobile users                   using their phones for email was“                 30.5% in the USA, 5...
MOBILE EMAIL TAKE-          AWAYS•   Think ‘one eyeball, one thumb’•   Hide low priority content•   Keep click targets lar...
MOBILE SEM
4X GROWTH IN MOBILE SEARCH                          ALONESource: Google
AND MOBILE ADS ARE ON THE RISESource: inMobi
WHAT IS MOBILE SEM?•   Targets mobile users only•   Companies in UK using mobile    search has doubled to 16% this    year...
45% of consumers (especially“                    younger people) noticed mobile                      advertising and of th...
MOBILE’S REACH IS SECOND TO                             NONESource: Chetan Sharma, January 2011
MOBILE SEM TAKE-AWAYS•   Advertisers are experiencing greater click through rates from mobile    search than desktop adver...
QR CODES
WHAT ARE QR CODES?•   A QR Code is a specific matrix barcode (or two-dimensional code),    readable by dedicated QR barcod...
A QR CODE EXAMPLE        Jon Aizlewood        CarbonGraffiti        jaizlewood@carbongraffiti.com        http://carbongraf...
WHERE CAN THEY BE             USED?•   Print collateral•   Billboards•   In-store displays•   Event ticketing•   Conferenc...
QR CODES AND EMAIL•   Email Marketing•   List building•   Fully trackable•   Online/offline•   Couponing
QR CODE TAKE-AWAYS•   Best used for ‘revitalising’ old or traditional offline channels like    print•   Can be extremely t...
POST-ACQUISITION     IDEAS
NFC
The mobile phone acts as a cursor“       to connect the digital and               physical…"                              ...
vsDO WE HAVE A WINNER?
NEAR-FIELD COMMUNICATIONNear field communication, or NFC, allowsfor simplified transactions, data exchange,  and wireless ...
GOOGLE’S ANDROID BEAM•   Present in all new Google    Android-powered Galaxy    Nexus smartphones (shipped    with ‘Ice Cr...
MORE NFC EXAMPLES ‘IN      THE WILD’•   Google Wallet, enabling (US)    users to pay with Citi    Mastercard or Google pre...
X-MEN POSTERS, NFC         ENABLED•   ‘Touch your NFC phone to the    icon below’•   Beats users having to open a    camer...
NFC TAKE-AWAYS•   QR code readers have NOT been added to feature list of new    smartphones. NFC has.•   QR codes still ha...
LOCATION-BASED   SERVICES
WHAT IS LBS?•   Primarily mobile-based    geosocial networking•   Gamification - points, awards,    achievements, badges• ...
HOW CAN IT BE USED?•   Gowalla (based in Texas) aspiring to get most US universities involved    with check-ins and stamps...
ADOPTING A MOBILE FIRST MENTALITY
Thinking ‘one eyeball, one thumb’ forces you“                                                           ”     to simplify ...
THIS IS ONE EYEBALL, ONE THUMB
REDUCE IT.
MOBILE FIRST TAKE-           AWAYS•   Focus on mobile = focus on the best UX you can deliver•   Mobile first future proofs...
IN CLOSING
SOME CLOSING              THOUGHTS•   Less is more.•   With mobile, we’ll have more engagement per channel, but less time ...
Upcoming SlideShare
Loading in …5
×

The demise of the desktop - digital marketing & the mobile web, for Quality English Conference, Paris

1,993 views

Published on

This presentation was given to Quality English members in Paris on November 4th, 2011.

In today's digital economy, international students are finding and interacting with your information in a multitude of ways... and perhaps most importantly via a wide array of devices. Evolving from the desktop to the mobile and/or tablet device represents a fundamental shift in how users are interacting with your websites and digital marketing campaigns.


This presentation explores the wide variety of ways in which you can tap into this mobile movement by examining new and existing digital marketing channels as well as design best practices and guidelines. From basic SEM and email marketing channels to responsive design and online/offline integration, this presentation will leave you with fresh, new marketing ideas to consider and renewed confidence when moving into the mobile space.

Jon Aizlewood runs a boutique digital marketing & design studio in Brighton, serving clients from around the world with a specialised set of skills including design & build, marketing strategy & consultation. Armed with almost 10 years’ of web marketing experience, Jon’s last full-time position was at Study Group, where he managed the multichannel & multilingual e-marketing programmes for all brands - including Embassy CES -
across 3 operating divisions, 13 languages and 140 countries. Visit Jon’s website for more details: http://carbongraffiti.com

Published in: Technology, Business
  • Hello my dear
    I am Modester by name good day. i just went to your profile this time true this site (www.slideshare.net) and i got your detail and your explanation in fact the way you explain your self shows me that you are innocent and maturity and also understand person i decided to have a contact with you so that we can explain to our self each other because God great everyone to make a friend with each other and from that we know that we are from thism planet God great for us ok my dear please try and reach me through my email address (modester4life4@yahoo.com) so that i can send you my picture true your reply we can know each other ok have a nice day and God bless you yours Modester
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

The demise of the desktop - digital marketing & the mobile web, for Quality English Conference, Paris

  1. 1. THE DEMISE OFTHE DESKTOPDIGITAL MARKETING & THE MOBILE WEBJonathan Aizlewood, November 4th 2011
  2. 2. HOW MANY OF US HERE HAVE...
  3. 3. A DESKTOP?
  4. 4. A LAPTOP?
  5. 5. “Any low-end device that lacks a recognisable operating system”A FEATURE PHONE?
  6. 6. “Any device that offers more advanced computing ability paired with a recognisable operating system”A SMART PHONE?
  7. 7. A TABLET?
  8. 8. STUDENTS?
  9. 9. 77%“ of the world’s population are mobile subscribers. That’s 5.3 billion users, primarily in India and China. ”http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#subscribers
  10. 10. MOBILE IS BOOMINGSource: Radio penetration data per Broadcasting & Cable Yearbook 1996, Internet penetration data per WorldBank / ITU, Mobile Internet (smartphone) data per Morgan Stanley Research; 3G data per Informa.
  11. 11. 5 COUNTRIES REPRESENT 46% OF INTERNET USENote: Penetration is per 100 inhabitantsSource: 1) Internet user stats per International Telecoms Union; 2) time spent data per comScore global 12/09
  12. 12. BUT GLOBAL MOBILE TRAFFIC IS SOARING...Source: Cisco Visual Networking Index (VNI) Global Data Traffic Forecast, 2010-2015
  13. 13. ... AND ONE WEB WILL RULE THEM ALL BY 2015http://mashable.com/2010/04/13/mobile-web-stats/
  14. 14. Mobile subscribers accessing the Mobile Web at least monthly Country Percentage Japan 47% Urban China 43% United States 22% Hong Kong 16% Europe 12% Urban India 8%Source: Forrester (2011) English as a first language?
  15. 15. YOUR STUDENTS ARE CONSTANTLY USING THEIR MOBILES. FOR EVERYTHING.http://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/
  16. 16. “ We’re officially in a ‘Post-PC*’ era. ”* Attributed to the late, great Steve Jobs
  17. 17. SMARTPHONES HAVE ECLIPSED PC SALES (OFFICIALLY)Note: Notebook PCs include Netbooks. Source: Katy Huberty, Ehud Gelblum, Morgan Stanley Research. Dataand Estimates as of 2/11
  18. 18. SMARTPHONE SALES ARE BOOMING...Source: Gartner
  19. 19. ...AS ARE TABLETSSource: Apple
  20. 20. GLOBALLY, FEATURE PHONES STILL DWARF SMARTPHONE SALES.
  21. 21. Worldwide Smartphone Sales to End Users by Operating System in 3Q10 (Thousands of Units) 3Q 09 units 3Q 10 units 41,093 80,532Source: Gartner 2010, http://www.gartner.com/it/page.jsp?id=1466313 ...BUT (SIGNIFICANTLY) SMARTPHONE SALES INCREASED 96% IN Q3 2010
  22. 22. APPLE VS NOKIA VS GOOGLE• Apple is over-hyped, big only for Western audiences• Nokia is still leader in global phones sold, primarily in developing countries• However Google is on course to become the #1 smartphone provider• By 2015, 631 million smartphones will be sold, approaching half of those will be Android
  23. 23. “ ” It’s safe to say... we’re officially entering the mobile era.Me
  24. 24. 9-5http://www.flickr.com/photos/lokner/4164251472/
  25. 25. AROUND THE CLOCKhttp://www.flickr.com/photos/jodyodea/3910686634/sizes/o/in/photostream/
  26. 26. ON ANY DEVICEhttp://www.flickr.com/photos/lukew/6171377827/sizes/o/in/photostream/
  27. 27. FIRST, AN EXAMPLE
  28. 28. MEET ADRIANNA• Adrianna lives in Italy• Wants to come to the UK to learn English, make friends.• Considering your school• Ready to make a decision, with help/consent from her parents
  29. 29. BROWSING • Adrianna starts searching from her home desktop, with her parents or friends • She shortlists a few mentallyhttp://www.flickr.com/photos/wtorbeyns/4856567890/sizes/z/in/photostream/
  30. 30. FOCUSING • Later, whilst watching TV, Adrianna searches for her shortlisted schools from her smartphone • Most of the websites are basic, and not optimised for mobile. • Yours is, through responsive design.http://www.flickr.com/photos/70728281@N00/6054918980/sizes/z/in/photostream/
  31. 31. SHARING • Adrianna, impressed so far with your school, decides to share the link and a thought on her preferred social networks. • Her friends have good things to say.http://www.flickr.com/photos/tucamon/4989572983/sizes/z/in/photostream/
  32. 32. BROWSING WITH INTENT • A few days later, Adrianna searches from her smartphone. • She sees a mobile (paid) ad for your school, which enhances credibility and pushes your brand to top-of- mind. • She taps it. • Or...http://www.flickr.com/photos/ditii/5258810217/sizes/m/in/photostream/
  33. 33. BROWSING FROM PRINT • ...Adrianna decides to visit her local agent for more information. • She finds your print brochure and sees a QR code on it, offering more info and a discount code. • She scans it.http://www.flickr.com/photos/eepaul/4727273093/sizes/z/in/photostream/
  34. 34. FINAL PUSH• From either the paid ad or QR code, Adrianna arrives at a mobile-optimised landing page.• She reads more about your school, and likes it even more.• She sees an enticing offer to subscribe to your newsletter, with a possible discount for her course.• She subscribes.
  35. 35. READY TO CONVERT• A few days later, Adrianna (whilst out & about) receives your email campaign on her smartphone.• It’s mobile-optimised, meaning it’s short, easily readable and direct.• She acts on it to redeem her discount by registering her details.• She is booked as a new student.
  36. 36. MEASUREMENT • Meanwhile, as marketers, you’re tracking all mobile visits, bounces and conversions from your preferred analytics tool. • Success! You’ve made a conversion, completely through the mobile channel.http://www.flickr.com/photos/wtorbeyns/4856567890/sizes/z/in/photostream/
  37. 37. SO HOW CAN YOU GET STARTED?
  38. 38. ADOPT A STRATEGY• Analytics• Responsive design• Mobile email• Mobile SEM• QR codes• Post-acquisition• A mobile first mentality
  39. 39. ANALYTICS
  40. 40. UNDERSTAND YOUR USERS• Most stats packages offer a quick and easy way to segment your users• Create a new segment for mobile visitors. Monitor their behaviour.• Even if the numbers are small now, they WILL grow
  41. 41. BENCHMARK FOR SUCCESS• Benchmark current activity• Track against in intervals to monitor progress• Segment and track all inbound channels - email, PPC, social, referrals
  42. 42. ANALYTICS TAKE-AWAYS• Continually track, measure and interpret your analytics data.• Set up conversion goals and funnels for mobile-specific audiences, as well as your basic conversion goals.• Understand that mobile can facilitate conversions if not directly create them.• Understand your mobile users - their behaviour, their actions and their activity. Through understanding, you can accommodate appropriately.
  43. 43. RESPONSIVE DESIGN
  44. 44. Businesses need to be ready for mobile as soon as they can. You need to have a mobile site irrespective of whether you think people“ ” will actually make purchases from it. How good your site looks on mobile determines how people think about your business. -- Surojit Chatterjee Google’s lead product manager for mobile search adshttp://www.adweek.com/news/technology/google-marketers-get-better-mobile-136100
  45. 45. SO MANY RESOLUTIONS
  46. 46. Smartphones represent only 13 percent of total“ ” global handsets in use today, but they represent over 78 percent of total global handset traffic.http://newsroom.cisco.com/dlls/ekits/Cisco_VNI_Global_Mobile_Data_Traffic_Forecast_2010_2015.pdf
  47. 47. WHAT IS RESPONSIVE DESIGN?• The design and development of a website that responds and adapts to a user’s screen size, platform and orientation.• RWD uses three primary ingredients: ✓ a flexible layout ✓ flexible images & media ✓ media queries• This approach ensures a ‘mobile-friendly’ website, and therefore a better overall user experience
  48. 48. The smartphone market has driven“ a 600% growth in mobile web usage in the last 12 months ”http://news.bango.com/2010/02/16/600-percent-growth-in-mobile-web-usage/
  49. 49. IS RWD A SILVER BULLET? Pros Cons Maintain a single website, on a single Cannot compete with a dedicated mobile URL website for performance, speed and UX Is speed and media intensive - UNLESSWebsite adapts to all sizes and devices you apply a ‘mobile first’ mentality Better user experience can result in Requires new workflows, thought better conversions processes and internal adoptionAffordable, especially when compared to a dedicated mobile siteManage copy, images, media for one site only
  50. 50. RWD IN THE WILDSource: The PIE News
  51. 51. RWD IN THE WILDSource: TBA
  52. 52. RESPONSIVE DESIGN TAKE-AWAYS• A mobile-friendly website is better than no mobile website, especially when used in conjunction with other mobile-specific marketing channels• Budgets often dictate selection of dedicated mobile sites versus responsively-designed sites• RWD is best applied in unison with a ‘mobile first’ mentality• A mobile-friendly website can future-proof you for the meteoric rise of mobile traffic
  53. 53. MOBILE EMAIL
  54. 54. % INCREASE IN MOBILE EMAIL USAGE BY AGE GROUPSource: eDialog
  55. 55. MOST PREFERRED TYPES OF EMAIL MESSAGESSource: eDialog
  56. 56. An April 2011 study sponsored“ by Google showed that 82% of smartphone users check and send email with their device. ”http://www.google.com/think/insights/topics/think-mobile.html
  57. 57. IPHONE NOW 2 ONLY TO ND MICROSOFT OUTLOOKSource: Campaign Monitor
  58. 58. MOBILE EMAIL OPTIMISATION• Extraneous navigation• Small copy = hard readability• Small call-to-action button
  59. 59. MOBILE EMAIL OPTIMISATION• Cruft and clutter removed• Focus on button only• Copy easier to read• Simpler• Better
  60. 60. The proportion of all mobile users using their phones for email was“ 30.5% in the USA, 57.1% in Japan and 22.2% in the big 5 EU countries. ”comScore Mobile Year in Review 2010
  61. 61. MOBILE EMAIL TAKE- AWAYS• Think ‘one eyeball, one thumb’• Hide low priority content• Keep click targets large for clumsy fingers & thumbs• Avoid fonts below 13px• Use ‘-webkit-text-size-adjust: none’ in your CSS• Avoid multiple column layouts for mobile ★ Use CSS media queries to your advantage
  62. 62. MOBILE SEM
  63. 63. 4X GROWTH IN MOBILE SEARCH ALONESource: Google
  64. 64. AND MOBILE ADS ARE ON THE RISESource: inMobi
  65. 65. WHAT IS MOBILE SEM?• Targets mobile users only• Companies in UK using mobile search has doubled to 16% this year (2011)• Competition is even higher than on desktop due to smaller screen size and less results per page• Best when used in conjunction with a mobile-friendly website
  66. 66. 45% of consumers (especially“ younger people) noticed mobile advertising and of these, 29% responded to it. ”http://www.lightspeedresearch.com/press-releases/ 29-of-european-mobile-consumers-respond-to- mobile-adverts-they-see/
  67. 67. MOBILE’S REACH IS SECOND TO NONESource: Chetan Sharma, January 2011
  68. 68. MOBILE SEM TAKE-AWAYS• Advertisers are experiencing greater click through rates from mobile search than desktop advertising, with CTR 2.7 times higher on average. (via econsultancy.com)• On the contrary, conversion rates are much lower, just 14% of desktop conversion rates on average.• Mobile SEM is best used for top-of-mind and exposure, and to facilitate conversions rather than power them.
  69. 69. QR CODES
  70. 70. WHAT ARE QR CODES?• A QR Code is a specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones.• The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, URL or other data.• Android & Symbian (Nokia) supports natively, iPhone will with the iPhone5. Until then, the app store contains several QR apps.
  71. 71. A QR CODE EXAMPLE Jon Aizlewood CarbonGraffiti jaizlewood@carbongraffiti.com http://carbongraffiti.com Thanks for listening!
  72. 72. WHERE CAN THEY BE USED?• Print collateral• Billboards• In-store displays• Event ticketing• Conferences• Coupons• Direct Mail
  73. 73. QR CODES AND EMAIL• Email Marketing• List building• Fully trackable• Online/offline• Couponing
  74. 74. QR CODE TAKE-AWAYS• Best used for ‘revitalising’ old or traditional offline channels like print• Can be extremely trackable, letting you finally see where your print budget is going• Cumbersome, arguments exist that QR codes won’t be around forever.
  75. 75. POST-ACQUISITION IDEAS
  76. 76. NFC
  77. 77. The mobile phone acts as a cursor“ to connect the digital and physical…" -- Marissa Meyer ” Google Head of mobile and geolocation
  78. 78. vsDO WE HAVE A WINNER?
  79. 79. NEAR-FIELD COMMUNICATIONNear field communication, or NFC, allowsfor simplified transactions, data exchange, and wireless connections between two devices in close proximity to each other, usually by no more than a few centimetres.
  80. 80. GOOGLE’S ANDROID BEAM• Present in all new Google Android-powered Galaxy Nexus smartphones (shipped with ‘Ice Cream Sandwich’ OS release• Allows users to easily share files, links and payments between 2 enabled devices via NFC
  81. 81. MORE NFC EXAMPLES ‘IN THE WILD’• Google Wallet, enabling (US) users to pay with Citi Mastercard or Google prepaid cards• Barclays & Orange ‘Quick tap’ in UK, allowing purchases up to £15 at a variety of high street store tills• Oystercards already use NFC, but Oystercards from your mobiles is coming ‘soon’
  82. 82. X-MEN POSTERS, NFC ENABLED• ‘Touch your NFC phone to the icon below’• Beats users having to open a camera app and/or QR code reader• Instant access, NFC always on• Similar to Bluetooth, but pairing is not required• Huge marketing potential
  83. 83. NFC TAKE-AWAYS• QR code readers have NOT been added to feature list of new smartphones. NFC has.• QR codes still have a place in enabling print campaigns to connect with digital• Not quite there yet, but by 2015 should be commonplace to tap your phone to a physical object to learn more.
  84. 84. LOCATION-BASED SERVICES
  85. 85. WHAT IS LBS?• Primarily mobile-based geosocial networking• Gamification - points, awards, achievements, badges• Brings offline online, & mobile• Endless engaging marketing opportunities
  86. 86. HOW CAN IT BE USED?• Gowalla (based in Texas) aspiring to get most US universities involved with check-ins and stamps• Helping students get familiar with their campus• ‘Trips’ created for students to follow• Game-ified - makes it fun, engaging, competitive• ESL - learn English, induction, city/town immersion + a great branded experience
  87. 87. ADOPTING A MOBILE FIRST MENTALITY
  88. 88. Thinking ‘one eyeball, one thumb’ forces you“ ” to simplify mobile designs (and experiences) so they can be understood and used in these kinds of situations more. -- Luke Wroblewski Mobile first
  89. 89. THIS IS ONE EYEBALL, ONE THUMB
  90. 90. REDUCE IT.
  91. 91. MOBILE FIRST TAKE- AWAYS• Focus on mobile = focus on the best UX you can deliver• Mobile first future proofs your company to the wave of mobile we’re currently riding• The mobile first mentality can change the way a company operates. You don’t have to include everything you can on a website. By including just what the user needs, you can positively impact conversions and your bottom line.
  92. 92. IN CLOSING
  93. 93. SOME CLOSING THOUGHTS• Less is more.• With mobile, we’ll have more engagement per channel, but less time per engagement.• Designing, thinking and reacting to mobile represents a fundamental new paradigm shift• Yes, things are smaller, and yes, budgets will have to change to account for mobile• But considering mobile now - first - in your marketing and design strategies will reap rewards in the future

×