1  100712 mobile internet design

integrating mobile into the mix

3  

You can’t just “do” mobile after the fact. Unless it is planned, bought, and activated

as part of the core marketing strategy, results will be limited and disappointing.

Mobile is not a bolt-on

Fig. 2

Fig. 3

1

2

3

Fig. 1

Marketing Strategy

Bolt-On Assembly

Mobile Channel

Repurposing web content is not a mobile strategy. To effectively leverage the

strengths and opportunities of the mobile channel requires unique and specific:

≠

Planning

Messaging Tactics

Integration Creative

Scaling Strategy

...

Mobile is not web-to-go

(or even)

Relevance conversation feeling physical network activity information

Just-in-Time day-parting

on-the-fly intermission

downtime weather-based programmatic

Context professional

social cultural

economic fun

technical educational

“anywhere”

“anytime instantly”

&

“personal”

Let mobile do what it does best

Print : Adding “2D/QR Codes” Quick  and  easy  way  to  add  CTA  and  measurability  

2D/QR  Codes  –  what  are  they?    •  Called  “Quick  Response”  codes  •  Camera  phone  users  scan  code  causing  the  phone's  browser  to  launch  to  an  assigned  URL    

Benefits:    •  Extends  your  markeBng  investment  from  print  to  digital  

•  Immediate,  acBonable  CTA  •  Seamless  transmission  of  informaBon  –  saves  customer  Bme!  

Works  well  on  posters,  direct  mail,  at  events,  on    invita4ons  

Editorial-to-mobile  

OOH: Adding “Short Codes” Quick  and  easy  way  to  add  CTA  and  measurability  

Short  Codes  –  what  are  they?    •  Four  or  five  digits  users  text  to  a  number  

•  Example:  Text  “IWIN”  to  12345  

Benefits:    •  Extends  your  markeBng  investment  from  print  to  digital  

•  Immediate,  acBonable  CTA  •  Great  way  to  gauge  interest      

Works  well  on  radio,  TV,  print  

Online: Using Widgets Quick  and  easy  way  to  mobilize  your  campaign  

Widgets  –  what  are  they?    •  Enables  a  customer  to  send  informaBon  to  their  phone  

•  Example:  Get  Windows  Mobile  on  your  Phone!  

Benefits:    •  Extends  campaign  to  mobile  •  Easy  way  to  capture  customer  data  

PC-to-mobile Send PC research to device

01.  Content  selecBon  page  

SMS

xx  

>  In-­‐store  end  cap  display    

Xbox  Halo  Wars  /  Wal-­‐Mart  

Msg:    halowars  

To:  30360  

Scan  this  tag!  

or  

>  Download  ringtone    

>  Game  launch  email              presales  sign-­‐up  

>  Download            wallpaper  /          theme    

>  User  texts  to  shortcode  or            scans  the  MS  Tag  w/            cameraphone  

1.  

2.  4.  

3.  

5.  

In-store: SMS to Mobile Site

IntegraGng  SMS  or  Tags  •  Add  short  copy  snippet  to  in-­‐store  collateral  :  “Text  ‘Windows’  to  12345  for  Product  Comparison”  

•  Customer  is  sent  link  which  takes  them  to  product  comparison  page  on  mobile  campaign  site  

>  Campaign  landing  page  

16  

Events: Using social media

Customer  and  markeBng  benefits  

Physical objects-to-mobile

Print Ad Short cod and Tag

Video

Mobile Media

SMS from Friend

PC-to-mobile widget, ads and site

Discovery Engagement

Discovery Channels

Text VS2010 to 21710

Search: Organic and Paid

Blogs

Twitter

Product info

hbp://visualstudio.com   Direct URL

Push to PC for more info

App  vs  Mobile  Internet  

App  

•  Used  for  specific  task  or  experience  

•  Push  noBficaBon  •  Higher  barrier  to  entry  •  Beber  UI  

Mobile  Web  

•  Quickly  available  via  Search  •  Wider  variety  of  devices  

means  less-­‐cool  UI  

•  TargeBng    (messaging)  available  by  device,  carrier,  etc  

Mobile  Internet  acBviBes  

•  The  most  popular  mobile  shopping-­‐related  acBviBes  are  research  related.    

•  The  second-­‐most-­‐likely  acBvity  is  accessing  consumer  reviews,  with  39%  of  iPhone  owners  and  31%  of  Android  owners  invesBgaBng  reviews  from  their  handset  before  they  purchase.  

•  Users  of  Apple's  iPhone  are  more  willing  to  spend  higher  dollar  amounts  on  a  single  item  than  users  of  other  popular  handsets.  

Source: eCompete.com’s Smartphone Intelligence study

People  use  search  

8%  

34%  

17%  

29%  

30%  

34%  

40%  

Other  

Offline  retail  locaBons  

Coupons  

Sales/special  offers  

Product  reviews  

Compare  prices  

Product  informaBon  

Mobile  Phone  

For  which  of  the  following  do  you  use  a  search  engine?  

Mobile  Internet  is  not  easy  

When  test  parBcipants  used  sites  that  were  designed  specifically  for  mobile  devices,  their  success  rate  averaged  significantly  higher  than  when  PC  sites  were  viewed  on  mobile  browser.  

Experience Matters Significant Impact on Success and Drop-Off

Source:  Nielsen  Norman  Group,  Mobile  Usability,  July  2009  

79% 24%

Optimized mobile site

Non-optimized PC site

Design  guidelines  for  mobile  Internet  

•  Five  screen  “classes”:  128/176/240/320/480  •  In  general,  iocnmobile  designs  to  240+  •  Graphic  widths  should  be  10  pixels  less  than  screen  width  to  accommodate  verBcal  scrolling  

•  Most  new  devices  support  PNG,  however,  GIF  and  JPG  are  always  supported  

•  OpBmize  graphics  –  remember  that  a  phone,  even  with  3G,  is  closer  to  dial-­‐up  than  broadband  

•  Tables  are  tough;  no  nested  tables  

Touch  screen  best  pracBces  

NavigaBon  generally  falls  into  one  of  two  categories  

Case  study:    Urban  Daddy  

Resources  

•  Firefox  Emulator  – WML  Browser  add-­‐on  for  Firefox    –  XHTML  Mobile  Profile  add-­‐on  for  Firefox  –  User  Agent  Switcher  add-­‐on  for  Firefox  

•  DeviceAnywhere  •  Android  UI  Guidelines  •  iPhone  UI  Guidelines  •  Great  use  of  mobile  aps/internet  

–  Urban  Daddy  –  Rue  la  la  –  ESPN