online marketing bootcamp - mobile | october 2014

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www.mediamatters-pr.co.uk Online marketing bootcamp October 15 th 2014

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October’s online marketing bootcamp focused on mobile marketing. In this presentation we take a look at the importance of optimising websites and emails for mobile, as well as social networks and mobile apps. We have also outlined the rising trends in mobile and impact that these can have on the performance of digital marketing.

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  • 1. Online marketing bootcampwww.mediamatters-pr.co.ukOctober 15th 2014

2. Online marketing bootcamp TodayTodaywww.mediamatters-pr.co.uk 3. Online marketing bootcamp Todaywww.mediamatters-pr.co.uk 4. Online marketing bootcamp TodayMobile and Your website Social Apps Emailwww.mediamatters-pr.co.uk 5. Online marketing bootcamp TodayWhats trending? Google Search Twitter Pinterest And morewww.mediamatters-pr.co.uk 6. Online marketing bootcamp mobile marketingMobile marketingHow important is mobile to our customers?www.mediamatters-pr.co.uk 7. 72% of tablet owners purchase online fromtheir tablets each week. The average consumer spends 127 minutesin mobile applications a day. 61% of people have a better opinion ofbrands when they offer a good mobileexperience. 80% of smartphone owners want moremobile-optimised product information whiletheyre shopping in stores.www.mediamatters-pr.co.ukSource: http://www.walkdigital.com/mobile-stats-to-blow-your-mind/Online marketing bootcamp mobile marketing 8. Online marketing bootcamp mobile marketing your websiteIs your website mobile?www.mediamatters-pr.co.uk 9. Online marketing bootcamp mobile marketing your website mobile and searchMobile and searchHow is mobile used for search?www.mediamatters-pr.co.uk 10. Online marketing bootcamp mobile marketing your website mobile and search 99% of smartphone owners use their mobilebrowser at least once a day 52% of all local searches are done from amobile devices 3 out of every 5 searches are conducted on amobile device 52% of adult mobile phone owners use theirdevices while in a store to get help withpurchasing decisionswww.mediamatters-pr.co.uk 11. Online marketing bootcamp mobile marketing your website mobile and searchGoogle wants you to have a solutionwww.mediamatters-pr.co.uk 12. Online marketing bootcamp mobile marketing your website mobile and searchMobile website optionsResponsive mainwebsiteA responsivedesign detectsthe device aperson is usingand adapts thelayout of thepageaccordingly.www.mediamatters-pr.co.ukDynamicallyserved HTML andCSSThe serverresponds withdifferent HTMLand CSSdepending onthe user agentrequesting thecontentSeparate mobileversionEach desktoppage has acorrespondingmobile pageserving mobilecontent. 13. Online marketing bootcamp mobile marketing your website mobile and searchMobile website optionsResponsive mainwebsitePros Recommended by Google Easier to manage Cheaper to maintain 1 URL for 1 page of contentCons Biggest upfront costwww.mediamatters-pr.co.ukDynamicallyserved HTML andCSSProsMore focus can be placed onmobile user experience 1 URL for 1 page of contentCons Higher cost over timeMore difficult to maintain Technically complex to implementSeparate mobileversionPros Cheapest upfront cost Easy implementation No need to redesign/build yourcurrent siteMore focus can be placed onmobile user experienceConsMore work involved to maintain 2 URLs for one page of content (1for mobile and 1 for desktop) Improper implementation cancause major SEO headaches 14. Online marketing bootcamp mobile marketing your website mobile and searchCommon Mobile SEO Mistakes Faulty redirects Non-optimised videos and images Slow page load speedwww.mediamatters-pr.co.uk 15. Online marketing bootcamp mobile marketing your website mobile and searchDifferences More local search results Different levels of engagement Ranking algorithms are different Different search behaviorwww.mediamatters-pr.co.uk 16. Online marketing bootcamp mobile marketing your websiteIf in doubt check http://www.mobilephoneemulator.com/www.mediamatters-pr.co.uk 17. www.mediamatters-pr.co.ukApple iPhone 5Online marketing bootcamp mobile marketing your website 18. Online marketing bootcamp mobile marketing mobile and socialMobile and socialwww.mediamatters-pr.co.uk 19. Social factors Social media users are using mobile morethan desktop Pinterest users are 92% mobile Twitter users are 86% mobile Facebook is 68% mobile Tumblr is 46% mobilewww.mediamatters-pr.co.ukSocial Media Examiner 2014Online marketing bootcamp mobile marketing mobile and social 20. Online marketing bootcamp mobile marketing mobile and social60% of social media time is spent onsmartphonesBusinessinsider.comwww.mediamatters-pr.co.uk 21. Online marketing bootcamp mobile marketing mobile and socialOptimising social for mobilewww.mediamatters-pr.co.uk 22. Online marketing bootcamp mobile marketing mobile and socialwww.mediamatters-pr.co.uk 23. Online marketing bootcamp mobile marketing mobile and socialwww.mediamatters-pr.co.uk 24. Online marketing bootcamp mobile marketing mobile and socialFacebook Understand how your Facebook Page workson mobile Think about pinning key items to the top Reviews, check-ins and photos are higherwww.mediamatters-pr.co.uk 25. Online marketing bootcamp mobile marketing mobile and socialwww.mediamatters-pr.co.uk 26. Online marketing bootcamp mobile marketing mobile and socialwww.mediamatters-pr.co.uk 27. Online marketing bootcamp mobile marketing mobile and socialTwitter Twitter updated its IOS App to focus more onuser bios, photos and favourited tweets(September) Bio copy is now more importantwww.mediamatters-pr.co.uk 28. Online marketing bootcamp mobile marketing mobile and socialwww.mediamatters-pr.co.uk 29. Online marketing bootcamp mobile marketing mobile and socialwww.mediamatters-pr.co.uk 30. Online marketing bootcamp mobile marketing mobile and socialwww.mediamatters-pr.co.uk 31. Online marketing bootcamp mobile marketing mobile and socialLanding pages Links from social on mobile will end up onyour website Are those landing pages optimised formobile?www.mediamatters-pr.co.uk 32. Online marketing bootcamp mobile marketing mobile and appsMobile and Appswww.mediamatters-pr.co.uk 33. Online marketing bootcamp mobile marketing mobile and appsApp factors 80% of time on mobile is spent inside apps It is estimated that 1.2 billion peopleworldwide were using mobile apps at the endof 2012. Forecast to grow at a 29.8 percent each year,to reach 4.4 billion users by the end of 2017www.mediamatters-pr.co.uk 34. Online marketing bootcamp mobile marketing mobile and appsApp considerations Website first Apps must add value Do you offer a service that lends itself? Costwww.mediamatters-pr.co.uk 35. Online marketing bootcamp mobile marketing mobile and appsGood exampleswww.mediamatters-pr.co.uk 36. Online marketing bootcamp mobile marketing mobile and appswww.mediamatters-pr.co.uk 37. Online marketing bootcamp mobile marketing mobile and appswww.mediamatters-pr.co.uk 38. Online marketing bootcamp mobile marketing mobile and appswww.mediamatters-pr.co.uk 39. Online marketing bootcamp mobile marketing mobile and emailMobile and emailwww.mediamatters-pr.co.uk 40. Online marketing bootcamp mobile marketing mobile and emailMobile factors Just under 30% of emails are now opened onmobile devices. Over 10% on tablets 68% of UK smartphone owners used theirdevice to check email in the past 30 days.(Nielsen The mobile Consumer, Feb2013)www.mediamatters-pr.co.uk 41. Online marketing bootcamp mobile marketing mobile and emailHow does your email display?www.mediamatters-pr.co.uk 42. Online marketing bootcamp mobile marketing mobile and emailwww.mediamatters-pr.co.uk 43. Online marketing bootcamp mobile marketing mobile and emailEmail marketing tips Only use a reputable email marketing systemor service provider Make sure you test Mobile display testing is criticalwww.mediamatters-pr.co.uk 44. Online marketing bootcamp mobile marketing mobile and emailMobile tips Make it easy for people to call Buttons work better than text links Does your template work as one column?www.mediamatters-pr.co.uk 45. Online marketing bootcamp mobile marketing mobile and emailwww.mediamatters-pr.co.uk 46. Online marketing bootcamp mobile marketing mobile and emailwww.mediamatters-pr.co.uk 47. Online marketing bootcamp mobile marketing mobile and emailLanding pages Bearing in mind that 30% of emails are beingopened on mobile Are your landing pages optimised for mobile?www.mediamatters-pr.co.uk 48. Online marketing bootcamp whats new?Whats new? Google authorship Panda update September Twitter analytics The iWatch and its implicationswww.mediamatters-pr.co.uk 49. Online marketing bootcamp whats new?Google Authorshipwww.mediamatters-pr.co.uk 50. Online marketing bootcamp whats new?www.mediamatters-pr.co.uk 51. Online marketing bootcamp whats new?Panda update September 23rd Panda focuses on content Affected a number of websites againwww.mediamatters-pr.co.uk 52. Twitter analytics Finally introduced August Open to all accounts older than 14 days www.analytics.twitter.comwww.mediamatters-pr.co.uk 53. www.mediamatters-pr.co.uk 54. Online marketing bootcamp whats new?iWatch and smartwatches Coming onto the market iWatch and local SEO iBeacons and haptic feedbackwww.mediamatters-pr.co.uk