Mobile: getting started
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![Page 1: Mobile: getting started](https://reader033.fdocuments.us/reader033/viewer/2022042814/554d1c8fb4c905ab268b45eb/html5/thumbnails/1.jpg)
HELLO. MOBILE: GETTING STARTED
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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
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WHO ARE MINTTWIST?
FOUNDED 2002
A FULL-SERVICE DIGITAL AGENCY IN LONDON AND DUBAI
300+ CLIENTS
25 FULL-TIME STAFF
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MOBILE LANDSCAPE
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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
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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
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UK MOBILE LANDSCAPE
BYOD TO WORK
X
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WHY MOBILE?
BETTER USER EXPERIENCE = MORE CONVERSIONS MORE CONVERSIONS = NOT MISSING OUT HABITS HAVE CHANGED GOOGLE WANTS YOU TO HAVE IT IT’S EXPECTED
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TYPES OF MOBILE SITE/APP
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RESPONSIVE
RESIZES WEBSITE ACCORDING TO SCREEN SIZE MEDIA QUERIES AROUND SINCE 2010
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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
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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
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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
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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
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APPS
1.8M+ ACROSS ALL STORES DEVELOP ACCORDING TO OS PAID V FREE – 68% ONLY DOWNLOAD FREE
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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
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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?
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MOBILE SEARCH AND ADS
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MOBILE SEARCH IS GROWING
Mobile search is growing
For certain applications it will surpass desktop
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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
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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
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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
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MOBILE IS ACTION-ORIENTATED Post-mobile search activity
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MOBILE SEARCH EVOLUTION
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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
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MOBILE PPC
• Pay per click and pay per call
• Ad copy restrictions
• More action orientated
• Tablet is comparable to desktop
• Users are conversion ready
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MULTI-SCREEN IS THE FUTURE
Smartphones are used to begin a search
Desktops used for more complex activities
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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
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MOBILE SEO TOP TIPS
Users are action-orientated, not research-orientated
Understand the most important calls to action
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INTEGRATING MOBILE
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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
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ACQUISITION
LOCALISATION – SEARCH AND ADVERTISING SEARCH ADVERTISING ALONGSIDE PRINT – SEARCH, DISPLAY, IN-APP COMPETITION ENTRY
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RELATIONSHIP
RESPONSIVE EMAIL POLLS & SURVEYS CONTACT PREFERENCES - CHECK KEEPING DATA FRESH – NUMBER VALIDATION TEXT FOR RESPONSE, E.G. MEETING CONFIRMATION
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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
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THANKS FOR LISTENING