Integrating mobile into your activities

a presentation by bemoko and HeathWallace

Why have a mobile solution?

Why do people have a web presence?

Are the reasons the same for mobile?

Web != Print

Mobile != Web

What do you want to do?

What’s your goal?

The goal gives you ...

purposedirection

reason to be

creative foundations measurability

The experience can be ...

usefulviral

stickyfun

The experience can ...

reinforce brand

drive direct sales

provide service

Who defines goal?

youyour competitors

your audience

your mobile partner

1.discover2.engage• trust•measure

• repeat

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IntentAwareness Appreciation ActionAdvocacyBenchmarking

IAB’s Social Media Measurement

1 DISCOVER

SocialSMSQR CodesMobileEmailSearchPromotionOutand about

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DISCOVER - INDUSTRY EXAMPLES

Orange

Wednesdays

BMW

Snow tyres

Google QR

code stickers

Yelp AR

2 ENGAGE

SocialConversationMakerelevantGive 'emsomethingSeizethe moment

it’s the consumerthat chooses when

and where to connect

while out and about

it’s the consumerthat chooses when

and where to connect

in private

while out and about

it’s the consumerthat chooses when

and where to connect

wherever they get inspired

in private

while out and about

Good site ... bad site

the web killed my phone

it also killed my first impressions, user experience and my patience

I’ve just bought an iPhone, so why should I care?

uh oh… this page uses flash, I

hope there wasn’t important stuff

here.

if I squint hard, this is a store locator.

but surely the phone knows where it

is – just give me the closest store!

I can’t read anything, where do I

start?

somewhere here is a login button-

why? you know who I am!

so many links, even if I could read

them, how many do I really need

when out-and-about?

this whole page was over 412 KB,

and took me ages to download. I’m

glad the flash didn’t work now – it

would have more than tripled that…

(but it doesn’t have to be this way)

images delivered the correct size for

my screen, saving me time and

money.

it’s instantly clear how to navigate the site, and I have

the option of jumping to the full PC site should I need

to do more.

content personalised for me

without asking me to login

great, the page is optimised to take full

advantage of this expensive phone I just

bought

easy to press buttons – perfect for use on a

touchscreen phone like this

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ENGAGE - INDUSTRY EXAMPLES

Quiz

3 TRUST

Brand in the handLook & feel UXQuality of Experience

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TRUST - INDUSTRY EXAMPLES

4 MEASURE

AnalyticsIdentify good performanceRoot out bad performanceFeedback and improve

SocialViralValuableserviceThey want to return

5 REPEAT

Mobile different to PC... but do connect campaign across channels

consistentcompliment

combine

Mobile can ...

create fuller campaignextend reach

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THANK YOU

Why? GoalEngageMeasure