Content MarketingWhy it’s so important for a mobile

website

The primary purpose of a website

Is to hold all of your valuablecontent!

Why is content so important?

Supports your business plan

Matches the buying cycle

Optimised for search and share

Share your page with the world

Is where your audience are:

Content: Targeted toa mobile audience

Why are we talking mobile?Technology

Accelerometer

Gyroscope

Magnetometer

Barometer

Proximity

Light Sensor

Touch Screen

GPS

WiFi

Bluetooth

Quad band cell

Near Field Comm.

Camera (front)

Camera (back)

The take up of technology

1 billion reading email on mobile devices by

2013Source: Radicati

group/2010

In 2010 20% of Google searches were on a mobile

deviceSource: Google

$5billion in iPad sales in

first 3 quarters of 2011Source: Apple/2011

So far in UK - 2011:

• 45% of internet users used a mobile phone to connect to the internet

• 6 million people accessed the internet over their mobile phone for the first time

in the previous 12 months

• The use of wireless hotspots almost doubled in the last 12 months to 4.9 million

users

 

Source: ONS

Mobile platforms are the future

It’s not just Smartphones

Mobile users need to betreated differently

Less is definitely more

Design your content for an audience on the move

Smaller screens

Smaller keypads

No mouse

Bandwidth issues

Different search objectives

70% of mobile search is acted upon within the hourSource: Google 2010

Mobile needs a new approach

Think small

• Less is more

• Kill the jargon

• Take short cuts

• Be creative

Design for on-the-go

• Create content for mobile needs

• Large fonts (Apple recommend 17–22pt)• Scale to fit• Shorter content bursts• Video and audio

• Images and large files

• Try to limit to around 20k• Affect download times

Design for on-the-go

• Encourage sharing

Design for on-the-go

• Claim your Business

Design for on-the-go

Repurpose existing content

• Chop up articles into 200 word pieces

• Video Q&A

• Video case studies

• Video sales demos

• 5 minute audio podcasts

• Interview your experts

Create new content• SMS alerts around industry news • Company announcements when new articles published (sign up)• Event centric content

Finger versus mouse• Designed for finger surfing

• Buttons at least 44x44 point

• Opt for longer pages

Not all platforms are the same

• Consider all options

• Choose one size fits all

• Auto detect

• Be aware of limitations

Track and optimise

• Track usage patterns

• Test, Test, Test

Test your site on the big 3

Testing sites

http://mobilemoxie.com/mobile-tools

http://validator.w3.org/mobile/

Bringing off-line and on-line together

Where else can we QR codes?

QR codes

• Connect to a URL• Offer a menu of options• Initiate an email• Initiate a call on phone• Download a document• View a video• Receive a multimedia file via SMS/MMS

How does the process work?

Marketer generates2D code

Marketer deploys2D code

User scans 2D code

User drivento promotion

Marketer collectsdata

QR code: examples

Augmented Reality

Summary

• Create a mobile friendly

websites

• Optimise your content

• Think Video

• Think Audio

• Use bite sized articles

• Claim your business on

Location Based Applications

• Re-purpose existing content

• Create new way to engage

– QR code campaign

– Augmented reality

• Track results

• Test

Andrew WalkerMA DipM MCIM Chartered

Marketer

Web: www.ramemarketing.co.uk

Twitter: @ramemarketing

Email: andrew@ramemarketing.co.uk LinkedIn: www.linkedin.com/in/andrewleonwalker