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.

1. HELLO.
MOBILE: GETTING STARTED

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. WHO ARE MINTTWIST?
FOUNDED 2002
A FULL-SERVICE DIGITAL AGENCY
IN LONDON AND DUBAI
300+
CLIENTS
25
FULL-TIME STAFF

4. MOBILE LANDSCAPE

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. 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. UK MOBILE LANDSCAPE
BYOD TO WORK
X

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. TYPES OF MOBILE SITE/APP

10. RESPONSIVE
RESIZES WEBSITE ACCORDING TO SCREEN SIZE
MEDIA QUERIES
AROUND SINCE 2010

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. 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. 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 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. APPS
1.8M+ ACROSS ALL STORES
DEVELOP ACCORDING TO OS
PAID V FREE – 68% ONLY DOWNLOAD FREE

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. 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. MOBILE SEARCH AND ADS

19. MOBILE SEARCH IS GROWING
Mobile search is growing
For certain applications it will surpass desktop

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. 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. 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. MOBILE IS ACTION-ORIENTATED
Post-mobile search activity

24. MOBILE SEARCH EVOLUTION

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. 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. MULTI-SCREEN IS THE FUTURE
Smartphones are used to
begin a search
Desktops used for more
complex activities

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. MOBILE SEO TOP TIPS
Users are action-orientated, not research-orientated
Understand the most important calls to action

30. INTEGRATING MOBILE

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 – SEARCH AND 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 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. THANKS FOR LISTENING 