The Mobile Web: Where Relevance + Decisions Converge
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Slides used in my "The Mobile Web: Where Relevance + Decisions Converge", at Social Fresh Baltimore on 11-29-2011. Huge thanks to @jasonkeath and the #socialfresh crew for having me!
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The Mobile Web: Where Relevance + Decisions Converge
- 1. The Mobile Web: Where Relevance + Decisions Converge @TheTimHayden #SocialFresh -‐ Bal7more November 29, 2011
- 3. Source: Mobile Marketing Association Mobile Experience Solutions: Technology + Strategy
- 4. FACT Mobile traffic most oCen originates from a search engine.
- 5. Mobile Experience Solutions: Technology + Strategy
- 6. • Condensed Content (4-‐10X reduc7on of desktop site) • Naviga7on limited to 2-‐3 ac7ons beyond landing page • Quick Load Time (you have <30 seconds!)
- 7. Location Search Time/ Terms Date Context Device Language Type
- 8. • Cross-‐plaTorm tested! • Data feed (API – loca7on, device, A-‐B tes7ng, 7me/date) with CRM/profiling plaTorm • Responsive Design
- 11. Carrier Contracts & $ Mobile Experience Solutions: Technology + Strategy
- 12. Augmented Reality Near-‐Field Communica7ons/ Mobile Wallets Loca7on-‐Based Services Geo-‐Fencing Most Mobile Apps Mobile Experience Solutions: Technology + Strategy
- 13. Mobile Experience Solutions: Technology + Strategy
- 14. Mobile Experience Solutions: Technology + Strategy
- 15. Weather, Games, Social, Maps & Music…Barcodes! 60% “Thinking about the application(s) on your primary cell phone, 250% which categories of applications have you used in the PAST 3 MONTHS?” 50% 200% 40% 150% 30% 2010 100% 2011 20% YOY Growth 50% 10% 0% 0% Base: 5,187 US adult smartphone owners (2010) Base: 2,420 US adult smartphone owners (2011) Source: North American Technographics® Benchmark Mail Survey 2010, 2011
- 16. Mobile Experience Solutions: Technology + Strategy
- 18. INFLUENCER
- 19. Decisions are being made in dynamic communication systems, not unlike mesh networks, where consumers share experiences and make decisions together. Mobile Experience Solutions: Technology + Strategy
- 21. Mobile Experience Solutions: Technology + Strategy
- 26. Mobile Experience Solutions: Technology + Strategy
- 27. Scan, Text or Click? • QR Code Scan 38% • SMS Text 41% • URL (browser) 21% ~1MM clicks Jul-‐Ocj 2011 – 44Doors Capture Ciients
- 28. • Keep inbound/outbound (send/receive) of texts to a maximum of 3-‐4 TOTAL ac7ons • Explore vendors that provide real 10-‐digit phone addresses as well as short codes • Bejer used at events and in direct mail, rather than in-‐store (where 7me may be a challenging factor) Mobile Experience Solutions: Technology + Strategy
- 29. • The Mobile Web is very different than the Desktop Web • Brevity rules the moment, in terms of connec7on, copy + call-‐to-‐ac7on • Capitalize on natural, current behavior • Be pragma7c with new technology • Offer mul7ple channels from offline to online (QR Codes, URLs, SMS) • Relevancy improves immediate conversion, AND creates WOM (Word-‐of-‐Mouth)