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Welcome to the MII and it@cork Event
iMarketing-IT & Marketing Working
Together For Business Success
#miicorkIT
Marketing and IT
Gary O’Connell
Senior EMEA Marketing and Events Manager
28/01/2015
4/15/2015 Confidential | Copyright 2013 TrendMicro Inc. 6
iMarketing – IT & Marketing working together
Delivering a better customer experience
Analysing our business
Optimising opportunities
iMarketing – IT & Marketing working together
• Relevant content
– SEO, PPC: content & links
– A/B testing
• Engagement
– Customer behaviour and trends
– Channel choice & channel value
• Feedback
– Surveys, social media, call centre
– Info capture & analysis
• Loyalty
– Data analysis
– Personalisation
– Rewards
• How does it impact customer experience
• How does it impact on the business
Agenda
The differences between mobile responsive design & non-
responsive
Mobile responsive strategy: the benefits for business
Google’s new algorithm
SEO?
1. Differences between responsive
and non-responsive websites
More people in the world own smartphones than toothbrushes
70% of mobile searches lead to an action within the hour
63% of internet access is made on a mobile device
48% emails are now opened on a smartphone or tablet
46% of mobile users are unlikely to return to a website they
had trouble accessing on their phone
40% of people will choose a different search result if the first is
not mobile friendly
People engage mobile-friendly
Adaptive or Responsive?
Adaptive = 2 separate URLs, different design & feel, updating
content in 2 places
Responsive = 1 single URL, same design elements, only 1
piece of content
Responsive!
Sharing on Social Media m.links will not show properly on desktop
Search Engines are bad at indexing the same content from multiple URLs
Blur between phones & tablets
Search Engines (Bing & Google) prefer responsive
2. Mobile Responsive Strategy: the benefits
for business
Build better customer experience
Competitive advantage (only 30% of businesses in Ireland
have a mobile responsive website)
Improve search engine ranking
Increase lead generation & Maximize ROI
Wondering if this applies to you? Check your analytics!
3. Google‘s new algorithm rewarding/punishing
websites
April 21st, 2015 mobile search engine results pages
(SERPs) will be impacted by websites‘ mobile-friendliness
Not friendly Google will hit ranking
Google recommends responsive site design
Run the mobile – friendly test
www.google.com/webmasters/tools/mobile-friendly/
Google wants... Easy reading on smaller screens
Easy to use buttons, spaced away from other touch elements
Fast mobile pages and load time
To avoid irrelevant cross-links
5 ways to stay mobile-friendly Audit your site for mobile friendliness ASAP
Analyze your mobile share of voice Check analytics
look at competition!
Optimize and follow Google best practices
Measure mobile rank and results at a page level
Refine and fine tune
#ActResponsively
Please Keep Connected
@miicork
Facebook/miicork
Marketing Institute Cork
www.mii.ie [email protected]