What is mobile-friendly? A look from the user perspective - Bas van den Beld - #SMX

•

2 likes•2,289 views

I spoke at #SMXMunich 2016, alongside the amazing Cindy Krum. We had a session about mobile user experience. I was up first to 'set the stage', making people think about how people are actually using mobile device these days and what 'mobile-friendly' actually stands for. I summarised my talk in an article here: http://www.stateofdigital.com/mobile-friendly-user/

Bas van den Beld, State of Digital
www.basvandenbeld.com | www.stateofdigital.com
Mobile: A look from the user perspective
@basvandenbeld
Speaking, Consulting,  
Publishing, Training

@basvandenbeld
The Mobile Phone changed my life…

@basvandenbeld
74% (+9% YoY) of Germans use a
smartphone. That’s 51 million people!
From: Bitcom Research

@basvandenbeld
More than 4 in 10 teens in Germany own all three:
a smartphone, a tablet and a desktop or laptop
From: https://insights.fb.com/

@basvandenbeld
Zalando grows web sales 36% in 2015
> $3 billion
in online
sales

@basvandenbeld
Mobile accounted for 57.1% of total traffic
+14.8% YoY
App downloads
more than
doubled to 19
million

Mobile didn’t just change our
lives, it is part of our lives
@basvandenbeld

@basvandenbeld
“Multi-device teens in Germany have a very personal
relationship with their smartphones, equating them
to their “diary”—something that knows them well and
keeps their secrets.”
From: https://insights.fb.com/

@basvandenbeld
THAT MOMENT
YOU REALISE YOUR PHONE IS NOT IN YOUR
POCKET

How do (search) marketers respond?
@basvandenbeld

@basvandenbeld
Mobile-friendly isn’t just a readable
website

What really is mobile-friendly?
@basvandenbeld

Mobile-friendly is understanding…
@basvandenbeld

@basvandenbeld
Mobile-friendly = where is
someone?

@basvandenbeld
1 in 4 admits to
searching from
the toilet…

@basvandenbeld
Mobile goes beyond the device, it’s
where someone is, no matter what
device they use

@basvandenbeld
Mobile-friendly = what are they
doing?

@basvandenbeld
59% of German multi-device teens use
their smartphone when studying and
43% use it for studying
From: https://insights.fb.com/

@basvandenbeld
Mobile-friendly = how does
someone use their device?

@basvandenbeld
70% of
millennials use
voice search
Microsoft

@basvandenbeld
Data Source: Microsoft Internal data, April 2015
1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words
Speech Text Average Bing Ads searches more
concentrated around 1-3 words
Win 10 voice searches
longer through the tail

@basvandenbeld
Users expect more natural and conversational
interactions with a search engine
Google about Hummingbird - September 2013

@basvandenbeld
Mobile-friendly = what are they
using their device for?

@basvandenbeld
From: https://insights.fb.com/

@basvandenbeld
Our devices are now our personal
assistants

@basvandenbeld
Mobile-friendly = knowing what does
someone want right there and then?

@basvandenbeld
Mobile makes up 88% of all "near me" searches,
with those mobile searches growing at 146% year
over year.
From: thinkwithgoogle.com

How should a marketer respond?
@basvandenbeld

@basvandenbeld
Think about the user: what do they
need and use. What works for them.

@basvandenbeld
Mobile searches are full with intent across
various stages of the buying process

@basvandenbeld
You want to be there, but you need to
be useful as well

@basvandenbeld
UX = User Experience
Mobile is the experience…
Make it friendly…

Thank you!
Bas van den Beld 
www.basvandenbeld.com
www.stateofdigital.com
nl.linkedin.com/in/basvandenbeld
@stateofdigital  
@basvandenbeld
I tweet, share, and write about this stuff.  
Get regular updates by subscribing here: http://std.al/joinstod
Have Bas speak or train at your even or company consult? Get in touch!

This is an example of what you can expect from presentations from Bas van den Beld. I do a lot of talks around the world about online marketing. The focus lies on consumer behavior. Because my talks are very much story telling and I am using a lot of images it doesn't make sense to upload each presentation. This deck however gives you some insights into how I build up my decks and stories and what you can expect. Off course the best way of getting an idea is still to actually see one of my presentations.

Content Marketing - SES Singapore 2013

Christel Quek

A presentation at SES Singapore 2013 on Content Marketing by @ladyxtel: 1. What's the difference between Content Marketing and Social Media Marketing 2. Challenges of Content Marketing - People, Goals, and Execution 3. Basic Framework for Content Marketing - Strategy, Workflow, Distribution, Team, Analytics 4. Simple Motifs - Behaviours > Demographics, Creativity as a function of Insight & intuition, Social Content vs Content 5. Metrics to Understand 6. Resources

IAB #digitalsummit2017 - Gallery

Ofentse Olunloyo

Get Found & Get Noticed: Make the Most of SEO and Local Search

infomediadotcom

5 Simple Tactics for 5 Scary Changes

Peter "Dr. Pete" Meyers

Paradigm Shifts: Can SEO Survive Google?

Peter "Dr. Pete" Meyers

Brighton seo-september-jen-macdonald-glass-digital

Glass Digital

What is google

Traffic BeatDown

So Google +1. There seems to be a lot of "buzz" about it recently, though it's been available (experimental) since March. Google is now unleashing a brand new wave of changes in their next evolutionary step. It's all apart of what they are branding the Google + Project. It has some great looking potential but currently it is inbeta and only open to invitation, which unfortunately has maxed out. What is publicly available is their "+1" button.

For companies that are successfully monetizing their mobile investment, mobile context is proving itself to be the “not-so-little” big data that’s making all the difference. Mobile context is the insight into consumer information, behavior and location that brands can leverage to optimize customer engagement through hyper-personalization that drives increased brand loyalty and revenue. That’s why the contextual mobile marketing opportunity is being valued at as much as $44 billion. Join this webinar to understand how companies today are using mobile context to drive deeper customer engagement and loyalty, mitigate risk and fraudulent activity, optimize mobile marketing ROI and deliver the best possible customer experience. Mobile context experts will be on hand to answer your questions around: How best to employ mobile context to benefit your business How to ensure your customers opt-in to share their mobile contextual information How to leverage mobile context to enhance and optimize current mobile investments Best practice industry use cases for mobile context Register today to receive a free copy of a recent research report by Syniverse and consulting firm Strategic Economic Engineering Corp. that uncovered a market value of as much as $44 billion for mobile context. Moderator: Leo Scullin, Global Industry Initiatives, Mobile Marketing Association Speakers: Alastair Hanlon, VP, Enterprise Solutions, Syniverse James Davlouros, VP, MasterCard Enterprise Partnerships, MasterCard Live Webinar Date: August 14, 2014

Mobile Means Business

Tack Mobile

The Mobile Content Mandate

Karen McGrane

You don't get to decide which device people use to access your content: they do. By 2015, more people will access the internet via mobile devices than on traditional computers. In the US today, one-third of people who browse the internet on their mobile phone say that's the only way they go online—for teens and young adults, those numbers are even higher. It's time to stop avoiding the issue by saying "no one will ever want to do that on mobile; "chances are, someone already wants to. In this session, Karen will discuss why you need to deliver content wherever your customer wants to consume it — and what the risks when you don't make content accessible to mobile users. Already convinced it's important? She'll also explain how to get started with your mobile content strategy, defining what you want to publish, what the relationship should be between your mobile and desktop site, and how your editorial workflow and content management tools need to evolve.

The Do's and Dont's of Stellar Push and In-App Messaging: September 2014 Webinar

Localytics

Create and Convert Mobile Moments of Truth

Greg Hickman

Social Action Mobile Marketing

Waterfall Mobile

Mobilizing a group of supporters requires more than communication. To effectively unite people around a common cause for social action, marketers face the task of creating a massive, engaged, online and offline community. Without numbers, the community’s voice lacks punch. Without engagement - both on the ground and the web - the community only thinks and talks about, rather than activating, change. To build, engage and support this community, marketers need to capture supporters anywhere and everywhere. Communication need to be immediate in order to take advantage of any political or societal developments. Location data remains vital in order to pinpoint concentrated groups of followers. Above all, social-action organizations need to transform supporters into advocates and activists empowered by each other. This webinar discusses how mobile addresses all of the above and enables development of an effective community with engaged constituents. Part of the Waterfall Industry Insights series.

Selling The Mobile Web

Brad Frost

Everyone's screaming "We need to be 'on' mobile!" What does that even mean? Where do you start? One of the biggest challenges is getting clients, coworkers and stakeholders on board with the mobile web and actually execute a project the right way. The hurdles are many: lack of understanding of the medium, small budgets, outdated processes and many more. Every organization is different so changing existing behaviors and processes takes a lot of effort, patience and time. This presentation shows you how to execute a mobile web project successfully with a cross-disciplinary team. We'll provide a set of helpful tools and practices to get you started and help educate your coworkers and clients at the same time. Topics discussed: - Selling the mobile-first philosophy and strategy Using mobile as an excuse to develop a strong content strategy - Overcoming "App-itis" (people's tendency to think anything made for mobile needs to be a native app) - How to create future-friendly mobile web experiences

Responsive Design Vs Separate Mobile Sites: Presidential Smackdown EditionBrad Frost

Mobile First World

Raymon Cayabyab

Mobile Trends 2016

DeSmart Agile Software House

November's 140 characters you have to remember

WAX Interactive

Mobile predictions 2017: 76 predictions from 76 marketing influencers

TUNE

How to Get Started in Mobile MarketingHubSpot

20130916 mobtzu ddma mobilewave v1.1

The Valley

Op donderdag 26 september organiseerde de DDMA Commissie Mobile de Mobile Wave. Jasper Olieroock, strategy director bij mobtzu, heeft hier een sessie verzorgd en inzicht gegeven in de mobiele markt die door zijn omvang en snelheid van ontwikkelen al lang niet meer in de kinderschoenen staat. Aan de hand van cijfers over mobiel gebruik en trends in de markt maakt hij duidelijk waarom het vastleggen van regelgeving op dit terrein de markt volwassener zal maken.

Presentation On Mobile Marketing By Dan Sodergren From Your Marketing Trainer

Great Marketing Works

The Mobile Revolution in Diagnostics Marketing DxMA Summit 2014

Matthew Donegan-Ryan

If Marketing is Your Game How Often Do You Practice? Staying relevant in this fast-paced industry is essential in order to meet changing customer needs. Mobile technology is one of the most significant areas of change facing the meetings and events industry today. It is not only shifting the way companies do business, it’s also presenting opportunities to increase engagement and extend the life of each meeting, conference or event. More than 80% of meeting professionals use smart devices, and they are becoming a one-stop shop for communication, social networking, email marketing and, now, event management. Event professionals will learn how to utilize apps to let attendees manage their schedules, facilitate vendor interaction and, of course, network. This session will explore how mobile app trends are creating new marketing channels, levels of social media sharing and event sponsorships opportunities. This session will not only be intuitive, but interactive as well, as attendees will engage with the presenter and others through the Q&A portion of our presentation. In this session, attendees will learn how to: • Select an app that meets the goals of their event • Inspire attendees to utilize the app • Create ROI from the app by engaging exhibitors and sponsors • Plan and execute unique ways of a more technologically advanced conference with the addition of mobile apps

Mobile AdvertisingManoj Kandasamy

DDMA Commissie Mobile 'de Mobile Wave'

The Valley

views Op donderdag 26 september organiseerde de DDMA Commissie Mobile de Mobile Wave. Jasper Olieroock, strategy director bij mobtzu, heeft hier een sessie verzorgd en inzicht gegeven in de mobiele markt die door zijn omvang en snelheid van ontwikkelen al lang niet meer in de kinderschoenen staat. Aan de hand van cijfers over mobiel gebruik en trends in de markt maakt hij duidelijk waarom het vastleggen van regelgeving op dit terrein de markt volwassener zal maken.

Viewers also liked

Nailing Mobile UX for Better Customer Experiences

MobileMoxie

5 Reasons Why Mobile apps are important for business

Ravi Wadhwa

Importance of mobile apps

Cairns Local Marketing

How To Grow Your SMS Marketing Database

Tatango

Empower Customer Engagement with Mobile Context

Mobile Marketing Association

Mobile Means Business

Tack Mobile

The Mobile Content Mandate

Karen McGrane

The Do's and Dont's of Stellar Push and In-App Messaging: September 2014 Webinar

Localytics

Create and Convert Mobile Moments of Truth

Greg Hickman

Social Action Mobile Marketing

Waterfall Mobile

Selling The Mobile Web

Brad Frost

Responsive Design Vs Separate Mobile Sites: Presidential Smackdown EditionBrad Frost

Viewers also liked (12)

Nailing Mobile UX for Better Customer Experiences

5 Reasons Why Mobile apps are important for business

Importance of mobile apps

How To Grow Your SMS Marketing Database

Empower Customer Engagement with Mobile Context

Mobile Means Business

The Mobile Content Mandate

The Do's and Dont's of Stellar Push and In-App Messaging: September 2014 Webinar

Create and Convert Mobile Moments of Truth

Social Action Mobile Marketing

Selling The Mobile Web

Responsive Design Vs Separate Mobile Sites: Presidential Smackdown Edition

Similar to What is mobile-friendly? A look from the user perspective - Bas van den Beld - #SMX

Mobile First World

Raymon Cayabyab

Mobile Trends 2016

DeSmart Agile Software House

November's 140 characters you have to remember

WAX Interactive

Mobile predictions 2017: 76 predictions from 76 marketing influencers

TUNE

How to Get Started in Mobile MarketingHubSpot

20130916 mobtzu ddma mobilewave v1.1

The Valley

Presentation On Mobile Marketing By Dan Sodergren From Your Marketing Trainer

Great Marketing Works

The Mobile Revolution in Diagnostics Marketing DxMA Summit 2014

Matthew Donegan-Ryan

Mobile AdvertisingManoj Kandasamy

DDMA Commissie Mobile 'de Mobile Wave'

The Valley

Small is beautiful: #smartcontent for smartphones

Marc Hartog

www.apptitudestudio.com This content marketing based presentation addresses how to deliver great content in a great way to achieve success. The presentation journey: 1. Everyone is on their smartphones and tablets. Consumer behavior has changed - the smartphone is where you need to be to get your message to your audience. 2. The world has gone content crazy – more content than ever before, most badly conceived and poorly delivered - you need to cut through the noise. How? 3. Magazine mindset – create quality content with pace & rhythm, learn from the people who have been doing this since 1663. 4. So now you are creating great content, think about how to deliver it to where your audience live, on their phones and on their tablets. Enter apps – great content apps bring it to life, etc. Make use of amazing technology. 5. Future…this is generation now and generation free. Content Marketing is key to success, but you need to think about not just what is happening now, but keep agile for the future. And we can help - say hello@apptitudemedia.co.uk www.apptitudestudio.com

How is social media like a toothbrush?

Oceanwalker Studios

ORGPRO 11

Mousetrap Mobile

Mobtzu mobile convention 2012

The Valley

My mobile = my remote, my wallet, my life & what game changing mobile experiences can do for your brand. Jerry Lieveld, founder & creative director mobtzu, will share insights on how organisations can create game changing mobile experiences and move far beyond native vs. mobile web discussions. By having a deep understanding of the user, historical data & insights and creating branded mobile services that make a difference in people’s lives. We will share our ideas and case studies as well as essential tips & tricks.

Teradata Connect 2014 Unofficial Summary

Localz

Teradata connect is conference on the power of data-driven digital marketing. The conference had a number of inspiring keynotes from Google, Facebook, Wired and Virgin Galactic to name a few. This is an unofficial summary perspective on the conference...that from an Australian technology startup - www.localz.co. Key takeaways: 1. Customer data is like a currency - access is earned through demonstrated value 2. Technology is re-enabling the era of personalised, contextually relevant interactions…but at mass scale 3. Data savvy businesses will win

Introduction to Digital Marketing Lecture 7

Neil Kelley

Mobile Marketing statistics 2017 | Mobile Marketing Stats

Pixxelznet

Introduction to Digital Marketing Lecture 7

Neil Kelley

The Social-Mobile Web: How to Crush Your Local Competition (Emily Grossman Ze...

Suzzicks

The Social-Mobile Web: How to Crush Your Local Competition (Emily Grossman Ze...

MobileMoxie

Similar to What is mobile-friendly? A look from the user perspective - Bas van den Beld - #SMX (20)

Mobile First World

Mobile Trends 2016

November's 140 characters you have to remember

Mobile predictions 2017: 76 predictions from 76 marketing influencers

How to Get Started in Mobile Marketing

20130916 mobtzu ddma mobilewave v1.1

Presentation On Mobile Marketing By Dan Sodergren From Your Marketing Trainer

The Mobile Revolution in Diagnostics Marketing DxMA Summit 2014

Mobile Advertising

DDMA Commissie Mobile 'de Mobile Wave'

Small is beautiful: #smartcontent for smartphones

How is social media like a toothbrush?

ORGPRO 11

Mobtzu mobile convention 2012

Teradata Connect 2014 Unofficial Summary

Introduction to Digital Marketing Lecture 7

Mobile Marketing statistics 2017 | Mobile Marketing Stats

Introduction to Digital Marketing Lecture 7

The Social-Mobile Web: How to Crush Your Local Competition (Emily Grossman Ze...

More from Bas van den Beld

De uitdagingen van de digitale marketeer

What is mobile-friendly? A look from the user perspective - Bas van den Beld - #SMX

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (12)

Similar to What is mobile-friendly? A look from the user perspective - Bas van den Beld - #SMX

Similar to What is mobile-friendly? A look from the user perspective - Bas van den Beld - #SMX (20)

More from Bas van den Beld

More from Bas van den Beld (20)

Recently uploaded

Recently uploaded (20)

What is mobile-friendly? A look from the user perspective - Bas van den Beld - #SMX