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SMX Israel 2013




                  By: Paul Vesely
                  www.seoweblive.com
THE HARD FACTS
• US smartphone penetration reached 46% (August 2012)
• Google sites were most popular on smartphones with 97
  million unique visitors (March 2012)
• Around 30 billion mobile searches annually just in the US
  (according to BIA/Kelsey)

• Over 2.2 billion monthly searches
  on Google mobile, Yahoo has 0.55
  billion and Bing has 0.5 billion
• 1 in 5 smartphone users purchased
  items on their smartphone during
  thanksgiving 2012 sales




                                                        Source: comScore unless
                                                                 stated otherwise
TOP 5 MOBILE DEVICES IN 2012
MOBILE PLATFORM
Where‟s the competition?
TRENDS
• There are expected to be more mobile users than PC users in
  the year 2015 (BIA/Kelsey)
• By 2015 there will be more local searches coming from
  smartphones than PCs in the US (BIA/Kelsey)
• Mobile device sales jumped 96.2% from 2011 to 2012 in the
  US for the thanksgiving weekend in 2012. (IBM Digital Analytics
   Benchmark)
MOBILE ADS

How to make big money from a small
 screen……. Its an art!
 • In 2012, advertisers spent $4B in the US, up from $1.45B last
   year (eMarketer Dec 2012)
 • Spending fuelled by Facebook which introduced „sponsored
   stories‟
 • In 2012 Facebook alone brought in $339M in total mobile ad
   revenue
 • In 2011 Facebook brought in $0 in mobile ad revenue
 • Google made $1.86B in 2012
 • In 2011 Google made $623M in mobile ad revneue
SO WHAT?
• Your business needs to be present on mobile devices today
  and not tomorrow
• Huge audience
• Be where the eye balls are
• Create a strategy
  • Use Google analytics to see current
    usage: mobile devise / operating system
  • Market research on what devices your
    target market owns
  • See mobile device trends
  • Study online competition
• Go for it – but what should you build?
BUILDING A WAP SITE
PRO’s                                             CON’s
All changes and updates are instantaneous         Downloadable desktop item only if the user
                                                  decides to add it to their phone‟s home screen
One mobile site can be programmed to work         HTML 5 is still being developed and has lack
on all platforms instead of building an App for   of compatibility with IE in particular
each platform
Mobile sites rank in search engines allowing      Hard to save things like logins or preferences
businesses to get organic traffic                 (although cookies do work)
No need to download App, you can simply use       Can not work when there is no data coverage
it via the domain                                 or reception
No need for submission and wait for App store
approval
No need to comply with App store
requirements
Normally mobile sites need less development
time and are quicker to launch hence are
more cost effective
HTML 5 websites can be built with many of the
beneficial features of an App
Can be built with a CMS for easy changes
BUILDING AN APP
PRO’s                                             CON’s
Navigation: Easy to get to via desktop icon       Have to apply through an App store to get
                                                  approval – must play by the App store rules
An app works offline (meaning even when           App stores charge per sale (free Apps are
there is no internet connection – it just cant    charged a flat /yr fee). Apps that cost usually
sync to get the latest data but it still works)   have to give 30% to the store and can not
                                                  have a higher price to the store on your
                                                  website
Loads faster due to the App being pre             You need to build an App per platform –
downloaded - only certain info is updated         expensive and time consuming
during a sync
On an App there is only ever need to login        All changes to an App have to go back through
once and all is saved                             a submission to the app store and then get
                                                  updated by the user
Trendy and cool – “There‟s an App for that”       No CMS for changes
You can save preferences on an App
Can utilize location based services and push
notifications
comScore: 4 out of every 5 mobile media
minutes spent in Apps
USER PREFERENCE BY TASK
WAP sites are preferred by shoppers over their mobile-app counterparts by
a factor of 58% to 21% (Nielsen, 2011)
FACTORS TO TAKE INTO ACCOUNT
Deciding between a WAP site v‟s APP
• Current user analytics results
• Large variety of screen sizes / display
• Varying effect of functionality due to operating systems –
  Android, iOS, BlackBerry OS, Symbian, etc
• Use cross platform framework
• Flash
• Consistent branding needed
• Supply only essential online services – not all website pages
• Optimize copy in a succinct way
• Larger buttons, less clicks (due to slow load times with 3G
  networks)
• Why not both?
  • Dependent on budget
  • Know which one to develop first
TIPS
• Have a strategy – should be included in your
  integrated marketing plan
• Know what devices your current and potential
  clients have
• What can you add to their mobile experience
  that is special
• What should you develop first, second,
  third…….
• WAP site should use cross platform
  frameworks so as to work on all types of
  smartphones
  e.g. http://www.mobeeart.com/
SMX Israel 2013




                          By: Paul Vesely
                          www.seoweblive.com
© Copyright Paul Vesely

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Promoting your business on mobile devises

  • 1. SMX Israel 2013 By: Paul Vesely www.seoweblive.com
  • 2. THE HARD FACTS • US smartphone penetration reached 46% (August 2012) • Google sites were most popular on smartphones with 97 million unique visitors (March 2012) • Around 30 billion mobile searches annually just in the US (according to BIA/Kelsey) • Over 2.2 billion monthly searches on Google mobile, Yahoo has 0.55 billion and Bing has 0.5 billion • 1 in 5 smartphone users purchased items on their smartphone during thanksgiving 2012 sales Source: comScore unless stated otherwise
  • 3. TOP 5 MOBILE DEVICES IN 2012
  • 5. TRENDS • There are expected to be more mobile users than PC users in the year 2015 (BIA/Kelsey) • By 2015 there will be more local searches coming from smartphones than PCs in the US (BIA/Kelsey) • Mobile device sales jumped 96.2% from 2011 to 2012 in the US for the thanksgiving weekend in 2012. (IBM Digital Analytics Benchmark)
  • 6. MOBILE ADS How to make big money from a small screen……. Its an art! • In 2012, advertisers spent $4B in the US, up from $1.45B last year (eMarketer Dec 2012) • Spending fuelled by Facebook which introduced „sponsored stories‟ • In 2012 Facebook alone brought in $339M in total mobile ad revenue • In 2011 Facebook brought in $0 in mobile ad revenue • Google made $1.86B in 2012 • In 2011 Google made $623M in mobile ad revneue
  • 7. SO WHAT? • Your business needs to be present on mobile devices today and not tomorrow • Huge audience • Be where the eye balls are • Create a strategy • Use Google analytics to see current usage: mobile devise / operating system • Market research on what devices your target market owns • See mobile device trends • Study online competition • Go for it – but what should you build?
  • 8. BUILDING A WAP SITE PRO’s CON’s All changes and updates are instantaneous Downloadable desktop item only if the user decides to add it to their phone‟s home screen One mobile site can be programmed to work HTML 5 is still being developed and has lack on all platforms instead of building an App for of compatibility with IE in particular each platform Mobile sites rank in search engines allowing Hard to save things like logins or preferences businesses to get organic traffic (although cookies do work) No need to download App, you can simply use Can not work when there is no data coverage it via the domain or reception No need for submission and wait for App store approval No need to comply with App store requirements Normally mobile sites need less development time and are quicker to launch hence are more cost effective HTML 5 websites can be built with many of the beneficial features of an App Can be built with a CMS for easy changes
  • 9. BUILDING AN APP PRO’s CON’s Navigation: Easy to get to via desktop icon Have to apply through an App store to get approval – must play by the App store rules An app works offline (meaning even when App stores charge per sale (free Apps are there is no internet connection – it just cant charged a flat /yr fee). Apps that cost usually sync to get the latest data but it still works) have to give 30% to the store and can not have a higher price to the store on your website Loads faster due to the App being pre You need to build an App per platform – downloaded - only certain info is updated expensive and time consuming during a sync On an App there is only ever need to login All changes to an App have to go back through once and all is saved a submission to the app store and then get updated by the user Trendy and cool – “There‟s an App for that” No CMS for changes You can save preferences on an App Can utilize location based services and push notifications comScore: 4 out of every 5 mobile media minutes spent in Apps
  • 10. USER PREFERENCE BY TASK WAP sites are preferred by shoppers over their mobile-app counterparts by a factor of 58% to 21% (Nielsen, 2011)
  • 11. FACTORS TO TAKE INTO ACCOUNT Deciding between a WAP site v‟s APP • Current user analytics results • Large variety of screen sizes / display • Varying effect of functionality due to operating systems – Android, iOS, BlackBerry OS, Symbian, etc • Use cross platform framework • Flash • Consistent branding needed • Supply only essential online services – not all website pages • Optimize copy in a succinct way • Larger buttons, less clicks (due to slow load times with 3G networks) • Why not both? • Dependent on budget • Know which one to develop first
  • 12. TIPS • Have a strategy – should be included in your integrated marketing plan • Know what devices your current and potential clients have • What can you add to their mobile experience that is special • What should you develop first, second, third……. • WAP site should use cross platform frameworks so as to work on all types of smartphones e.g. http://www.mobeeart.com/
  • 13. SMX Israel 2013 By: Paul Vesely www.seoweblive.com © Copyright Paul Vesely

Editor's Notes

  1. Black Friday and cyber monday