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HOW DIGITAL
IS BECOMING A
“MOBILE FIRST”
EXPERIENCE
Yuan Wang
Creative Director, Yump
Saying ‘mobile internet’ should be
like saying ‘colour TV’. We’ll use the
word ‘mobile’ a lot less in the future,
because ...
mobile first
noun / adjective
a business strategy that assumes smartphones, tablets and task-specific apps are employees’
...
mobile first
noun / adjective
a business strategy that assumes smartphones, tablets and task-specific apps are employees’
...
Mobile Consumption & Usage
12.5 million Australians 18+ accessed the internet on their smartphones and 7 million accessed
via a tablet.
Smartphone us...
DIGITAL IS A MOBILE FIRST
EXPERIENCE FOR MANY CONSUMERS.
HOW DO WE USE MOBILE
EFFECTIVELY TO ENGAGE THEM?
“We need an App!”
Build a new App.
Integrate with existing Apps.
Build a mobile-friendly website.
Target mobile search.
Buy mobile advertisi...
The Mobile Experience
Screen size
Orientation
Navigation
Scrolling
Content
Load time
Touch
Voice
Gestures
Screen size
Orientation
Navigation
Scrolling
Content
Load time
Touch
Gestures
Voice
Screen size
Orientation
Navigation
Scrolling
Content
Load time
Touch
Gestures
Voice
Screen size
Orientation
Navigation
Scrolling
Content
Load time
Touch
Gestures
Voice
To design for our customers’ mobile
experience, we have to understand
how they use their devices.
On public transport.
At lunch on a work day. On the couch after dinner. At an event.
On the road. While shopping in the ma...
The complementary nature of desktops and
mobile devices reinforces the need for marketers
to fully understand what people ...
Apps vs. Responsive Websites
Mobile App vs. Mobile Web
INITIAL ACCESSDownload and install
More steps required
Open web browser
Easier and quicker
PERFO...
Mobile Internet users frequently use both channels.
That means the app vs. mobile web debate
needs to move beyond either-o...
American Apparel Increases
Mobile Conversions 100% via
Enhanced Campaigns
Goals
•	Reach on-the-go target audience across s...
Thankyou’s “Track Your Impact”
increases sign-ups 120% via
mobile-optimised web app
Goals
•	Reverse stagnating new product...
Do
your research on user behaviour.
Do
provide a relevant & useful experience.
Don’t
degrade the large screen experience.
Don’t
quickly jump to solutions.
www.iabaustralia.com.au
www.cmo.com
www.consumerbarometer.com
www.thinkwithgoogle.com
yump.com.au
yuan@yump.com.au
@yumpdigital
or come say hiTHANKS
How Digital Is Becoming A Mobile First Experience
How Digital Is Becoming A Mobile First Experience
How Digital Is Becoming A Mobile First Experience
How Digital Is Becoming A Mobile First Experience
How Digital Is Becoming A Mobile First Experience
How Digital Is Becoming A Mobile First Experience
How Digital Is Becoming A Mobile First Experience
How Digital Is Becoming A Mobile First Experience
How Digital Is Becoming A Mobile First Experience
How Digital Is Becoming A Mobile First Experience
How Digital Is Becoming A Mobile First Experience
How Digital Is Becoming A Mobile First Experience
How Digital Is Becoming A Mobile First Experience
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How Digital Is Becoming A Mobile First Experience

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We present the latest 2016 mobile marketing statistics and insights, showing increasing consumer adoption and changing behaviour around how people use mobile. We explore various options for using mobile in your marketing such as advertising, apps and campaigns. We summarise the factors influencing how a mobile experience differs from others. We revisit the App vs responsive website debate and propose a new approach. We provide tips on managing your own mobile presence – dos and don’ts, as well as case studies of excellent brand mobile marketing – advertising vs app, larger budget vs smaller budget.

Published in: Mobile
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How Digital Is Becoming A Mobile First Experience

  1. 1. HOW DIGITAL IS BECOMING A “MOBILE FIRST” EXPERIENCE Yuan Wang Creative Director, Yump
  2. 2. Saying ‘mobile internet’ should be like saying ‘colour TV’. We’ll use the word ‘mobile’ a lot less in the future, because it will just be assumed that’s how we’re communicating. Peter McLachan, chief product officer and co-founder, Mobify
  3. 3. mobile first noun / adjective a business strategy that assumes smartphones, tablets and task-specific apps are employees’ primary tools for getting work done. a communication strategy that assumes mobile devices are consumers’ primary tools for interacting with brands and companies. an approach to planning, UX design, and development that puts handheld devices at the forefront of both strategy and implementation.
  4. 4. mobile first noun / adjective a business strategy that assumes smartphones, tablets and task-specific apps are employees’ primary tools for getting work done. a communication strategy that assumes mobile devices are consumers’ primary tools for interacting with brands and companies. an approach to planning, UX design, and development that puts handheld devices at the forefront of both strategy and implementation. Mobile is not a nice-to-have or an afterthought. It’s no longer optional.
  5. 5. Mobile Consumption & Usage
  6. 6. 12.5 million Australians 18+ accessed the internet on their smartphones and 7 million accessed via a tablet. Smartphone users 18+ average 199 sessions per month which is more than 4 times than that of people using PCs. Australians 18+ spend around 33 hours on smartphone apps and just under 4 hours on their smartphone browsers each month. Entertainment, search and social categories are the largest in the Australian market and rival the U.S. market in terms of active reach (%). Social, video/movies, gaming, messaging, music, travel, finance and news & information categories all have larger audiences on smartphone than on PC. Social, entertainment and gaming drive the most time spent on smartphone and tablet. Australians 18+ now prefer to consume news & information content on their smartphone than tablet or PC. Read more at https://www.iabaustralia.com.au
  7. 7. DIGITAL IS A MOBILE FIRST EXPERIENCE FOR MANY CONSUMERS. HOW DO WE USE MOBILE EFFECTIVELY TO ENGAGE THEM?
  8. 8. “We need an App!”
  9. 9. Build a new App. Integrate with existing Apps. Build a mobile-friendly website. Target mobile search. Buy mobile advertising. Buy in-App or native advertising. Create branded content for Apps. Create social conversations. Run a Snapchat or Insta campaign. Integrate with in-store marketing.
  10. 10. The Mobile Experience
  11. 11. Screen size Orientation Navigation Scrolling Content Load time Touch Voice Gestures
  12. 12. Screen size Orientation Navigation Scrolling Content Load time Touch Gestures Voice
  13. 13. Screen size Orientation Navigation Scrolling Content Load time Touch Gestures Voice
  14. 14. Screen size Orientation Navigation Scrolling Content Load time Touch Gestures Voice
  15. 15. To design for our customers’ mobile experience, we have to understand how they use their devices.
  16. 16. On public transport. At lunch on a work day. On the couch after dinner. At an event. On the road. While shopping in the mall.
  17. 17. The complementary nature of desktops and mobile devices reinforces the need for marketers to fully understand what people do, not just what devices do. This can best be accomplished by thinking of the specific uses across devices and stitching the cross-device journey together. Tamara Gaffney, Adobe Digital Index principal analyst
  18. 18. Apps vs. Responsive Websites
  19. 19. Mobile App vs. Mobile Web INITIAL ACCESSDownload and install More steps required Open web browser Easier and quicker PERFORMANCERuns locally Quicker loading Reliant on Internet connection Potentially slower loading COSTPotentially more costly due to resource and time Potentially cheaper and faster to implement MAINTENANCEUpdated via new versions to be downloaded Simpler to maintain with instant updates USER EXPERIENCEMore immersive and smoother experience More static with excessive scrolling sometimes TECHNOLOGYSeparate version required for each OS One version which is cross- platform and cross-browser
  20. 20. Mobile Internet users frequently use both channels. That means the app vs. mobile web debate needs to move beyond either-or arguments to discussions about the goals each channel can achieve for a business and the timeline by which those goals can be achieved. eMarketer report “Mobile Apps vs. Mobile Browsers”
  21. 21. American Apparel Increases Mobile Conversions 100% via Enhanced Campaigns Goals • Reach on-the-go target audience across screens • Bridge gap between mobile online search and in- store purchases • Make smarter marketing decisions based on solid data Approach • Utilised Google Adwords enhanced campaigns • Took advantage of location extensions and site links • Set mobile bid modifier at 100% to reach on-the-go shopper Results • Increased mobile conversions rate by 100% • Increased click-through-rate by 7% Full case study at https://www.thinkwithgoogle.com/case-studies/american-apparel-enhanced- campaigns.html
  22. 22. Thankyou’s “Track Your Impact” increases sign-ups 120% via mobile-optimised web app Goals • Reverse stagnating new product tracks and user sign-ups • Bridge gap between product tracks and user sign- ups • Connect more customers to their impact, increase brand loyalty and encourage more sales Approach • Identified gaps and barriers in user journeys • Redesigned the entire mobile experience • Developed compact, fast-loading mobile site Results • Increased monthly product tracks by 80% • Increased monthly user sign-ups by 120% • More sales save more lives https://thankyou.co/projects
  23. 23. Do your research on user behaviour.
  24. 24. Do provide a relevant & useful experience.
  25. 25. Don’t degrade the large screen experience.
  26. 26. Don’t quickly jump to solutions.
  27. 27. www.iabaustralia.com.au www.cmo.com www.consumerbarometer.com www.thinkwithgoogle.com
  28. 28. yump.com.au yuan@yump.com.au @yumpdigital or come say hiTHANKS

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