The Mobile Web: Where Relevance + Decisions Converge
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The Mobile Web: Where Relevance + Decisions Converge @TheTimHayden #SocialFresh Bal7more November 29, 2011
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Slides used in my "The Mobile Web: Where Relevance + Decisions Converge", at Social Fresh Baltimore on 11-29-2011. Huge thanks to @jasonkeath and the #socialfresh crew for having me!
Transcript of The Mobile Web: Where Relevance + Decisions Converge
The Mobile Web: Where Relevance + Decisions Converge
@TheTimHayden
#SocialFresh -‐ Bal7more November 29, 2011
Source: Mobile Marketing Association
Mobile Experience Solutions: Technology + Strategy
Mobile traffic most oCen originates from a search engine.
FACT
Mobile Experience Solutions: Technology + Strategy
• Condensed Content (4-‐10X reduc7on of desktop site)
• Naviga7on limited to 2-‐3 ac7ons beyond landing page
• Quick Load Time (you have <30 seconds!)
Context
Location
Time/Date
Language Device Type
Search Terms
• Cross-‐plaTorm tested!
• Data feed (API – loca7on, device, A-‐B tes7ng, 7me/date) with CRM/profiling plaTorm
• Responsive Design
Mobile Experience Solutions: Technology + Strategy
Carrier Contracts & $
Mobile Experience Solutions: Technology + Strategy
Augmented Reality Near-‐Field Communica7ons/ Mobile Wallets Loca7on-‐Based Services Geo-‐Fencing Most Mobile Apps
Mobile Experience Solutions: Technology + Strategy
Mobile Experience Solutions: Technology + Strategy
0%
50%
100%
150%
200%
250%
0%
10%
20%
30%
40%
50%
60%
2010
2011
YOY Growth
“Thinking about the application(s) on your primary cell phone, which categories of applications have you used in the PAST 3 MONTHS?”
Base: 2,420 US adult smartphone owners (2011)
Weather, Games, Social, Maps & Music…Barcodes!
Source: North American Technographics® Benchmark Mail Survey 2010, 2011
Base: 5,187 US adult smartphone owners (2010)
Mobile Experience Solutions: Technology + Strategy
INFLUENCER
Decisions are being made in dynamic communication systems, not unlike mesh
networks, where consumers share experiences and make
decisions together.
Mobile Experience Solutions: Technology + Strategy
Mobile Experience Solutions: Technology + Strategy
Mobile Experience Solutions: Technology + Strategy
Scan, Text or Click? • QR Code Scan 38%
• SMS Text 41%
• URL (browser) 21%
~1MM clicks Jul-‐Ocj 2011 – 44Doors Capture Ciients
• Keep inbound/outbound (send/receive) of texts to a maximum of 3-‐4 TOTAL ac7ons
• Explore vendors that provide real 10-‐digit phone addresses as well as short codes
• Bejer used at events and in direct mail, rather than in-‐store (where 7me may be a challenging factor)
Mobile Experience Solutions: Technology + Strategy
• The Mobile Web is very different than the Desktop Web
• Brevity rules the moment, in terms of connec7on, copy + call-‐to-‐ac7on
• Capitalize on natural, current behavior • Be pragma7c with new technology • Offer mul7ple channels from offline to online (QR Codes, URLs, SMS)
• Relevancy improves immediate conversion, AND creates WOM (Word-‐of-‐Mouth)
