Mobile marketing is the new era as smartphones and tablets grow rapidly. Smartphone shipments increased 61% in 2011 to nearly 500 million units globally. India's smartphone market is led by Nokia, though its market share dropped 50% in 2011. Most mobile users access the internet via their smartphones and tablets for searching, social networking, videos, and shopping. Websites must optimize for mobile with simple layouts, prioritized content, and actions oriented design to drive conversions from mobile users who have high expectations of quick loading and easy to use mobile sites.

1. The Era of Mobile Marketing
Arnab Ganguly
Head – Digital Marketing
Y Media Labs Inc.

2. Computer Gen 1970 -2010

3. Era of Smartphones and Tablets-2012

4. Why Mobile?
“Mobile is ramping up faster than any other
technology we have seen in the past”
Mary Meeker(Kleiner Perkins)
Globally, Smartphone Market grew 61% in 2011 with total shipment
volumes reaching 491.4 million units in 2011, a whopping increase
of over 304.7 million units in 2010! Smartphones are replacing
features phones at much faster rate than expected, thanks to
consistently falling pricing.

5. Why Mobile?

6. Why Mobile?

7. Why Mobile?

8. Smartphone Market

9. Smartphone Market - India
It is interesting to note that Nokia’s still leads the Smartphone Market share, however,
it has seen a major fall in 2011. Nokia lost about 50% of its market share from 60% at
the start of the 2011 to sub 40% by the end of the year.

12. What do we do?

13. Where do we use?
59%
Waiting in
Line
40%
Socializing
39% 27%
Bathroom Cooking

14. Action Oriented
Search Engines – 77%
Social Networking – 65%
Retail Websites – 46%
Videos/ Music – 43%
General Consumer Behavior – 38%

15. Variety of Actions
Called the Business – 61%
Visited a Business – 59%
Looked up Business on a Map – 58%
Visited the Website of a Business – 54%

16. Goal of the Action
Discuss
Research
Visit Business
Purchase

17. Mobile Landscape

18. Mobile Landscape

19. Facts
79% of the Online Advertisers don’t have a mobile website
Queries on mobile devices – Restaurants and Goods
80% check their mobile leaving their bed in morning
Mobile sites have higher success rates
Smartphones are the next big thing

20. Mobile Landing Page
Keep the Layout Simple
Best Practices
Design for Thumbs – Not Mice
Prioritize Content
Use Uniquely Mobile Features
Make it easy for Conversion

21. What you need to do
Content viewable at arms length
Simple Layout
Rich Media and Content Low
Make Search Easy (For Large Content)
Note of Page Download Time
Consider yourself as a User

22. What you need to do
Prevent Accidental Clicks
Design Issues
Scrolling – Vertical or Horizontal
Web 2.0 Designs
Avoid Flash
HTML 5

23. What you need to do
Key Pointers
Content
Action Oriented Experience
Site Navigation
Call To Action

24. What you need to do
Mobile Features
Mobile to Store
Leverage Phone Functions
Facebook/Twitter Log In

25. What you need to do
Shorter Conversion Funnel
Conversion
Easy to Understand
Don’t Over Do
Don’t Confuse between Desktop/Mobile

26. Importance of being Mobile
In the coming years, customers are going to find your
business through mobile devices. Mobile platform will
be critical to business success.

27. Keep in Mind
• Mobile users have high expectation
• 58% users want mobile sites to load quickly faster
than desktops for sure.
• 38% of the users are willing to spend 30 seconds or
less to get acquainted
• Mobile sites can have a negative impact if it doesn’t
satisfy users
• Mobile optimized in terms of Rankings and User
Interface

28. Keep in Mind
• Understand the conflict Mobile Site vs
Mobile Apps
• Rendering in different devices
• Mobile Analytics Data
• Bounce Rate
• Average time spend on mobile site
• Conversion from Mobile to Desktop

32. Q&A