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Smartphone and tablet rates are rocketing – almost half of the UK population owns one of these devices. By 2016, three out of four adults will own a smartphone and mobile search will overtake PC searches. Businesses are now responding by creating mobile-friendly sites and adapting the way they work to capitalise on the shift from desktop to handheld devices. Marketing strategies must change to integrate mobile habits, search and advertising. Our presentation looks at how you can adapt your site and marketing strategy to be mobile-ready. We discuss: - Responsive design v mobile-specific design - Pros and cons of developing an app - Mobile search and advertising - Integrating mobile with existing activities and plans
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HELLO. MOBILE: GETTING STARTED
WE’RE HERE TO...
Introduce ourselves
Talk about why you should go mobile
Discuss responsive v apps
Look at how search and advertising differs on mobile
Show how you can integrate mobile to the wider marketing mix
Delve into the future of mobile
WHO ARE MINTTWIST?
FOUNDED 2002
A FULL-SERVICE DIGITAL AGENCY IN LONDON AND DUBAI
300+ CLIENTS
25 FULL-TIME STAFF
MOBILE LANDSCAPE
GLOBAL MOBILE LANDSCAPE
SAMSUNG MOST POPULAR BRAND 31.7% ANDROID MOST POPULAR OS 79% 3.5BN MOBILE SUBSCRIBERS BY 2014 USING THE INTERNET IS THE MOST POPULAR TASK
UK MOBILE LANDSCAPE
30.9 MILLION SMARTPHONES 60.4% OF PHONE USERS 48.4% OF POPULATION 3 OUT OF 4 ADULTS BY 2016 56% OF SMARTPHONE OWNERS ALSO OWN A TABLET 44% OWN A SMARTPHONE, TABLET AND LAPTOP
55+ FASTEST GROWING GROUP
UK MOBILE LANDSCAPE
BYOD TO WORK
X
WHY MOBILE?
BETTER USER EXPERIENCE = MORE CONVERSIONS MORE CONVERSIONS = NOT MISSING OUT HABITS HAVE CHANGED GOOGLE WANTS YOU TO HAVE IT IT’S EXPECTED
TYPES OF MOBILE SITE/APP
RESPONSIVE
RESIZES WEBSITE ACCORDING TO SCREEN SIZE MEDIA QUERIES AROUND SINCE 2010
RESPONSIVE
GROWING 50% OF THE UK'S TOP FINANCE SITES 73% OF THE UK'S TOP RETAIL SITE Source: IAB, January 2013
MORE TIME ON SITE MORE PAGE VIEWS
RESPONSIVE PROS AND CONS PROS • COST-EFFECTIVE – NOT
DEPENDENT ON DEVICE OR OS • MANAGE ONE SITE NOT
MULTIPLE SITES/APPS • USERS DON’T HAVE TO
DOWNLOAD ANYTHING
CONS • CANNOT TAKE ADVANTAGE OF
DEVICE FEATURES, E.G. SHAKE • CATERING FOR ALL AND NOT
SPECIFIC NEEDS • ALWAYS NEED AN INTERNET
CONNECTION
MOBILE SITE SPECIFIC DOMAIN, E.G. M.BBC.CO.UK/NEWS REDUCED FEATURES AND CONTENT TO ACCOMMODATE SCREEN SIZE AND ACTIONS GOOD FOR SITES WHERE PEOPLE ARE DOING A SPECIFIC ACTION, NATIONAL RAIL JOURNEY PLANNER
MOBILE SITE PROS AND CONS PROS • CAN BE TAILORED SPECIFICALLY
FOR MOBILE • FASTER SITE • CAN DEVELOP SEPARATELY TO
MAIN WEBSITE • DON’T HAVE TO DOWNLOAD
CONS • MAINTAIN TWO SITES • USERS MAY HAVE DIFFICULTY
NAVIGATING BETWEEN DESKTOP AND MOBILE VERSIONS
• CANNOT TAKE ADVANTAGE OF DEVICE FEATURES, E.G. SHAKE
• ALWAYS NEED AN INTERNET CONNECTION
APPS
1.8M+ ACROSS ALL STORES DEVELOP ACCORDING TO OS PAID V FREE – 68% ONLY DOWNLOAD FREE
APP PROS AND CONS PROS • BEST POSSIBLE USER
EXPERIENCE • CAN WORK WITHOUT INTERNET
CONNECTION • SEND PUSH NOTIFICATIONS
CONS • EXPENSIVE TO DEVELOP • MAINTENANCE WITH OS UPGRADES • DEVELOP FOR EACH PLATFORM • PROMOTE TO MAKE PEOPLE AWARE
OF IT
HOW DO I DECIDE? All websites should be mobile – smartphones will overtake desktops by next year.
What actions do they take on your site? What do you want them to do?
Think from your user’s point of view – what will give them the best experience?
Complex requirements may be better served by an app.
How could a phone or tablet’s features enhance your offering?
MOBILE SEARCH AND ADS
MOBILE SEARCH IS GROWING
Mobile search is growing
For certain applications it will surpass desktop
MOBILE SEO
Google understands responsive/mobile websites
Mobile user experience is part of the mobile search algorithm
How people engage with your website will affect your ranking
1 second increase in page load time can see:
• 10 % decrease in page views
• 10% increase in bounce rate
• 4% drop in conversions
Content that doesn’t load will negatively impact rankings
Careful management of desktop and mobile content
TECHNICAL MATTERS
MOBILE VS. DESKTOP SEARCH
• During work/evening
• 87% shop online
• 79% search daily
• Research focused
• During commute / night
• 30% shop online
• 54% search daily
• Action focused
• Location is important
MOBILE IS ACTION-ORIENTATED Post-mobile search activity
MOBILE SEARCH EVOLUTION
MOBILE ADVERTISING
• Mobile search accounts for 73% of mobile ad spend
• Mobile ad spend grew by 132% in H1 2012
• Display, video, SMS and MMS advertising on mobiles increased to £49.9 million during H1 2012
MOBILE PPC
• Pay per click and pay per call
• Ad copy restrictions
• More action orientated
• Tablet is comparable to desktop
• Users are conversion ready
MULTI-SCREEN IS THE FUTURE
Smartphones are used to begin a search
Desktops used for more complex activities
MOBILE SEO TOP TIPS
Make sure it is technically optimised (canonical/alternate tag, re-directs)
User engagement is paramount (load speed, usability)
Less screen size means shorter titles, less copy and simplified navigation
MOBILE SEO TOP TIPS
Users are action-orientated, not research-orientated
Understand the most important calls to action
INTEGRATING MOBILE
CHALLENGES
LACK OF RESOURCE – MONEY, MANAGEMENT WHAT IS IT COSTING YOU NOT TO DO? LACK OF KNOWLEDGE WHY YOU ARE HERE TODAY NO STRATEGY – 40% HAVE NO PLAN START PLANNING BEFORE IT COSTS YOU MORE
ACQUISITION
LOCALISATION – SEARCH AND ADVERTISING SEARCH ADVERTISING ALONGSIDE PRINT – SEARCH, DISPLAY, IN-APP COMPETITION ENTRY
RELATIONSHIP
RESPONSIVE EMAIL POLLS & SURVEYS CONTACT PREFERENCES - CHECK KEEPING DATA FRESH – NUMBER VALIDATION TEXT FOR RESPONSE, E.G. MEETING CONFIRMATION
WHAT NEXT FOR MOBILE?
EXPANSION OF NON-PAYMENT CAPABILITY PASSBOOK AND GOOGLE WALLET DO THIS – EXPECT TO SEE MORE OF IT WILL IT STILL BE A PHONE? GOOGLE GLASS, WEARABLE TECHNOLOGY iBEACON CREATING PERSONAL EXPERIENCES
THANKS FOR LISTENING