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

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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

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