Online Marketing Bootcamp - Mobile | October 2014

Online marketing bootcamp
www.mediamatters-pr.co.uk
October 15th 2014

Online marketing bootcamp  Today
Today

Mobile and…
• Your website
• Social
• Apps
• Email

What’s trending?
• Google
– Search
• Twitter
• Pinterest
• And more…

Online marketing bootcamp  mobile marketing
Mobile marketing
How important is mobile to our customers?

• 72% of tablet owners purchase online from
their tablets each week.
• The average consumer spends 127 minutes
in mobile applications a day.
• 61% of people have a better opinion of
brands when they offer a good mobile
experience.
• 80% of smartphone owners want more
mobile-optimised product information while
they’re shopping in stores.
Source: http://www.walkdigital.com/mobile-stats-to-blow-your-mind/
Online marketing bootcamp  mobile marketing

Online marketing bootcamp  mobile marketing  your website
Is your website mobile?

Online marketing bootcamp  mobile marketing  your website  mobile and search
Mobile and search
How is mobile used for search?

• 99% of smartphone owners use their mobile
browser at least once a day
• 52% of all local searches are done from a
mobile devices
• 3 out of every 5 searches are conducted on a
mobile device
• 52% of adult mobile phone owners use their
devices while in a store to get help with
purchasing decisions

Google wants you to have a solution

Mobile website options
Responsive main
website
A responsive
design detects
the device a
person is using
and adapts the
layout of the
page
accordingly.
Dynamically
served HTML and
CSS
The server
responds with
different HTML
and CSS
depending on
the user agent
requesting the
content
Separate mobile
version
Each desktop
page has a
corresponding
mobile page
serving mobile
content.

Mobile website options
Responsive main
website
Pros
• Recommended by Google
• Easier to manage
• Cheaper to maintain
• 1 URL for 1 page of content
Cons
• Biggest upfront cost
Dynamically
served HTML and
CSS
Pros
•More focus can be placed on
mobile user experience
• 1 URL for 1 page of content
Cons
• Higher cost over time
•More difficult to maintain
• Technically complex to implement
Separate mobile
version
Pros
• Cheapest upfront cost
• Easy implementation
• No need to redesign/build your
current site
•More focus can be placed on
mobile user experience
Cons
•More work involved to maintain
• 2 URLs for one page of content (1
for mobile and 1 for desktop)
• Improper implementation can
cause major SEO headaches

Common Mobile SEO Mistakes
• Faulty redirects
• Non-optimised videos and images
• Slow page load speed

Differences
• More local search results
• Different levels of engagement
• Ranking algorithms are different
• Different search behavior

If in doubt check
• http://www.mobilephoneemulator.com/

Apple iPhone 5

Online marketing bootcamp  mobile marketing  mobile and social
Mobile and social

Social factors
• Social media users are using mobile more
than desktop
• Pinterest users are 92% mobile
• Twitter users are 86% mobile
• Facebook is 68% mobile
• Tumblr is 46% mobile
Social Media Examiner 2014

“60% of social media time is spent on
smartphones”
Businessinsider.com

Optimising social for mobile

Facebook
• Understand how your Facebook Page works
on mobile
• Think about pinning key items to the top
• Reviews, check-ins and photos are higher

Twitter
• Twitter updated its IOS App to focus more on
user bios, photos and favourited tweets
(September)
• Bio copy is now more important

Landing pages
• Links from social on mobile will end up on
your website
• Are those landing pages optimised for
mobile?

Online marketing bootcamp  mobile marketing  mobile and apps
Mobile and Apps

App factors
• 80% of time on mobile is spent inside apps
• It is estimated that 1.2 billion people
worldwide were using mobile apps at the end
of 2012.
• Forecast to grow at a 29.8 percent each year,
to reach 4.4 billion users by the end of 2017

App considerations
• Website first
• Apps must add value
• Do you offer a service that lends itself?
• Cost

Good examples

Online marketing bootcamp  mobile marketing  mobile and email
Mobile and email

Mobile factors
• Just under 30% of emails are now opened on
mobile devices. Over 10% on tablets
• 68% of UK smartphone owners used their
device to check email in the past 30 days.
(Nielsen – “The mobile Consumer”, Feb
2013)

How does your email display?

Email marketing tips
• Only use a reputable email marketing system
or service provider
• Make sure you test
• Mobile display testing is critical

Mobile tips
• Make it easy for people to call
• Buttons work better than text links
• Does your template work as one column?

Landing pages
• Bearing in mind that 30% of emails are being
opened on mobile…
• Are your landing pages optimised for mobile?

Online marketing bootcamp  what’s new?
What’s new?
• Google authorship
• Panda update – September
• Twitter analytics
• The iWatch and its implications

Google Authorship

Panda update
• September 23rd
• Panda focuses on content
• Affected a number of websites again

Twitter analytics
• Finally introduced August
• Open to all accounts older than 14 days
• www.analytics.twitter.com

iWatch and smartwatches
• Coming onto the market
• iWatch and local SEO
• iBeacons and haptic feedback

Online Marketing Bootcamp - Mobile | October 2014

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