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Mobile: getting started
This document provides an introduction to mobile marketing from digital agency Minttwist. It discusses the growing mobile landscape and importance of mobile, different types of mobile sites and apps, mobile search and advertising, and how to integrate mobile into the wider marketing mix. Key points covered include the predominance of Android and smartphones, the benefits of responsive design, and tips for mobile SEO like optimizing for speed and focusing on calls to action.
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Mobile: getting started
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- 2. WE’RE HERE TO... Introduceourselves 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. WHO ARE MINTTWIST? FOUNDED2002 A FULL-SERVICE DIGITAL AGENCY IN LONDON AND DUBAI 300+ CLIENTS 25 FULL-TIME STAFF
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- 5. GLOBAL MOBILE LANDSCAPE SAMSUNGMOST POPULAR BRAND 31.7% ANDROID MOST POPULAR OS 79% 3.5BN MOBILE SUBSCRIBERS BY 2014 USING THE INTERNET IS THE MOST POPULAR TASK
- 6. UK MOBILE LANDSCAPE 30.9MILLION 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. UK MOBILE LANDSCAPE BYODTO WORK X
- 8. WHY MOBILE? BETTER USEREXPERIENCE = MORE CONVERSIONS MORE CONVERSIONS = NOT MISSING OUT HABITS HAVE CHANGED GOOGLE WANTS YOU TO HAVE IT IT’S EXPECTED
- 9. TYPES OF MOBILESITE/APP
- 10. RESPONSIVE RESIZES WEBSITE ACCORDINGTO SCREEN SIZE MEDIA QUERIES AROUND SINCE 2010
- 11. RESPONSIVE GROWING MORE PAGE VIEWS MORETIME ON SITE 50% OF THE UK'S TOP FINANCE SITES 73% OF THE UK'S TOP RETAIL SITE Source: IAB, January 2013
- 12. RESPONSIVE PROS ANDCONS 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. 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. MOBILE SITE PROSAND 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. APPS 1.8M+ ACROSS ALLSTORES DEVELOP ACCORDING TO OS PAID V FREE – 68% ONLY DOWNLOAD FREE
- 16. APP PROS ANDCONS 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. HOW DO IDECIDE? 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?
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- 19. MOBILE SEARCH ISGROWING Mobile search is growing For certain applications it will surpass desktop
- 20. MOBILE SEO Google understandsresponsive/mobile websites Mobile user experience is part of the mobile search algorithm How people engage with your website will affect your ranking
- 21. TECHNICAL MATTERS 1 secondincrease 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. MOBILE VS. DESKTOPSEARCH • 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. MOBILE IS ACTION-ORIENTATED Post-mobilesearch activity
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- 25. MOBILE ADVERTISING • Mobilesearch 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. MOBILE PPC • Payper click and pay per call • Ad copy restrictions • More action orientated • Tablet is comparable to desktop • Users are conversion ready
- 27. MULTI-SCREEN IS THEFUTURE Smartphones are used to begin a search Desktops used for more complex activities
- 28. MOBILE SEO TOPTIPS 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. MOBILE SEO TOPTIPS Users are action-orientated, not research-orientated Understand the most important calls to action
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- 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. ACQUISITION LOCALISATION – SEARCHAND ADVERTISING SEARCH ADVERTISING ALONGSIDE PRINT – SEARCH, DISPLAY, IN-APP COMPETITION ENTRY
- 33. RELATIONSHIP RESPONSIVE EMAIL POLLS &SURVEYS CONTACT PREFERENCES - CHECK KEEPING DATA FRESH – NUMBER VALIDATION TEXT FOR RESPONSE, E.G. MEETING CONFIRMATION
- 34. WHAT NEXT FORMOBILE? 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
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