the mobile conference
DESCRIPTION
Full set of slides from The Mobile Conference 2011 held at the Eden Project in Cornwall on October 12th 2011TRANSCRIPT
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Welcome
@_TimBryant
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Tim Bryant
@_TimBryant
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Ask a ques7on Twi9er: @themobileconf Twi9er Hash Tag: #themobileconf Email: [email protected] SMS: Text FIRETEXT + ques?on to 64446 Facebook: facebook.com/themobileconference.com Pen & Paper: To Andrea Voice: Please ask!
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Toby Parkins
@tobyparkins
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So where is Mobile now, in 2011? Every year has been the “the year of mobile” since 2004
@tobyparkins
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So where is Mobile now, in 2011?
@tobyparkins
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So where is Mobile now, in 2011? • The whole mobile industry has been obsessed
• SMS • Ringtones • MMS • Push email • Apps
@tobyparkins
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So where is Mobile now, in 2011? App downloads per month • Apple IOS – 1Bn • Google Android – 500M • Nokia Ovi – 180M • Blackberry – 90M
@tobyparkins
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So where is Mobile now, in 2011? Apps: 4th Ranked Apps developer Magma Mobile 8/12/2010 to 8/1/2011 – 4,900,000 Android app downloads (800 paid for app downloads) 1 in 4 apps downloaded are never used again
@tobyparkins
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So where is Mobile now, in 2011? Mobile Internet Usage: • Real web stats indicate growth, not hype • Over 85% of new handsets support mobile web browsing • 77% of world’s popula?on have mobile phones • 13.8% have mobile web access (46% in Europe) • 45% of UK use mobiles for internet access • 2014 more internet access via mobile devices than desktop.
@tobyparkins
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What do we do about it? Consider • device capabili?es • user experience • content strategy • complete mobile strategy
@tobyparkins
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Device Capabili7es Screen widths (pixels) – 2004 95 96 101 120 128 176
@tobyparkins
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Device Capabili7es Screen Widths (pixels) -‐ 2011
64 80 95 96 98 100 101 102 104 108 110 111 112
116 118 119 120 123 125 128 130 132 136 140 144 150
160 162 174 176 177 178 208 216 220 222 230 232 240
256 300 320 324 345 352 360 384 400 432 450 480 600
640 800 854 1024 1280 1600
@tobyparkins
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Device Capabili7es Rota?ng Screens Event triggers
@tobyparkins
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Device Capabili7es Flash vs JQuery iPad, iPhone and iPod Touch simply don’t display flash content. The solu?on is either JQuery replacement or JQuery content. In the future, HTML5 may be the answer However you display your content now, may need to change.
@tobyparkins
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Device Capabili7es • Check Google Analy?cs • Catering for every possible device varia?on will be too expensive to
achieve • Use your Analy?cs data to establish which devices provide goals and
sales • Which devices provide general traffic?
@tobyparkins
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Detec7on and redirec7on HTTP Headers provide informa7on Mozilla/5.0 (iPhone; U; CPU iPhone OS 4_2_1 like Mac OS X; en-‐us) AppleWebKit/534.24 (KHTML, like Gecko) Version/5.0.2 Mobile/8C148 Safari/534.24 Detec?on libraries like Tera-‐WURFL and similar provide vast device informa?on resources: e.g. Screen resolu?on; colour depth; javascript; flash support; flash-‐lite; browser-‐CSS-‐bugs; etc.
@tobyparkins
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Detec7on and redirec7on Provide links to “normal” full website view
@tobyparkins
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Detec7on and redirec7on eDigital study 2010 found Play.com most liked, ahead of mobile op?mised sites e.g. M&S.
@tobyparkins
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Content Strategy Decisions and dilemmas • How much content is the right quan?ty? (Quality?) • Mobile devices are used in “mobile” situa?ons • Remember you are the least objec?ve observer
(Except when you ask someone for their opinion) • Use Analy?cs to see what mobile users actually do. • Drop unvisited content to simplify naviga?on. • Full or Par?al site content?
@tobyparkins
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Content Strategy Generalised guidance • On the move situa?ons require less content • Simple facts with click for more info links • Direc?ons pages for physical businesses • Postcodes for Satellite Naviga?on systems • Use hyperlinked Telephone numbers • Watch out for +44 (0) numbers
@tobyparkins
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Naviga7on • Simplicity is essen?al – less content? • Touch screen buuon size • Tab sequences • No hover-‐over func?onality on touch devices
@tobyparkins
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Tes7ng • Select all target devices from Analy?cs • Test, test and test on all target devices • Review your target device list every 6 months
@tobyparkins
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Toby Parkins Web: www.uknetweb.com Email: [email protected] Twi9er: @tobyparkins Facebook: facebook.com/uknetweb LinkedIn: www.linkedin.com/in/tobyparkins
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Geoff King
@zenith_mist
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Engaging mobile conversa7ons Convert clickers into consumers
@zenith_mist
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‘Some brands will win big with mobile. Others will wonder – what just happened?’Mary Meeker
@zenith_mist
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Quick Facts • Mobile searches are up 216% YoY
Q2 2011 (Wmps.com) • Mobile sales x2 over 3 years
(Researchandmarkets.com) • 91% of UK consumers have used
their mobile for shopping (Digby.com) • Approx 40% of UK mobile phones
are smartphones • UK smartphone users are 63%
more likely to engage with m-‐commerce (IAB)
• More than 40% of UK merchants expect to have a transac?onal mobile site or app within the next year (IAB)
• 90% of UK people send text each
month (Ofcom 2010) • Consumers almost
as happy to receive text from brands as
friends/family • 62% read messages
in 5 mins from senders they don’t know (DMA, IAB 2010)
• 67% of O2 customers are likely to engage with a mobile offer, O2 Customer World
2010.
@zenith_mist
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doubles mpayments forecast to $3bn
@zenith_mist
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1. think BIG start small
2. Ideas need insightful inv€stm€nt
4. ...continuously...improve don’t await P E R F E C T I O N
O 5. Be pen not...
share
3. fail fast, fix flourish
6.
@zenith_mist
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2. Survey “Ref: 1234567890 we have
instructed our panel to arrange a survey on your
mortgage property within 5 days.
3. Loan offer posted “Ref: 1234567890 your mortgage loan offer has
been posted today.
4. Mortgage loan released “Ref: 1234567890 your mortgage loan funds have been released to you today.
Congratulations on your new loan. Reply INSURANCE for a quote”
1. AIP subj to conditions
“Ref: 1234567890 to progress your
mortgage loan we require you to supply
xxx.”
A customer’s life with mCRM -‐ automated (1/2)
2. Card Activation message
“Activate your card now by texting
ACTIVATE and…” to 82NAT
3. Credit Card Welcome “Welcome to your new Credit
Card. To make a balance transfer on your account, reply BAL TRAN and an advisor will call you back”
4. Credit Card Payment Registration “You can mange your Credit Card by
signing up for balance & payment alerts using credit care. To register for Credit
Card Payment Services go to www.rbs.co.uk”
1. Card Dispatched “Your card has been
dispatched”
Text REG to 82NAT
MMS 2-4-1
Cinema Tix
O2 Load & Go Visa Prepay
Text “Balance” to 10202
Any RBSG card
Text “CREDIT BAL” Or “DEBIT BAL” to
82NAT
Txt 2 shop
Promote acct benefits
Mobile # 07898298293
Mortgage Application Tracking Alerts
Appointment Reminders
Retail Diary
Natwest: This is to remind u of your appt tmrw
@ 2pm with Gary.
@zenith_mist
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Yes please. This afternoon would
be ideal.
Claire: Yes Mr Smyth, Time Inc is at $29. Would
you like your relationship manager to
contact you?
Payment message sent to the customer
Balance message sent to
the customer Mobile Instant Messaging
Text Q and your
question to 82NAT and an advisor
will help Text LiveAdvisor / Black Card PA
+ Use IM in UK Use SMS abroad. Avoid data costs
A customer’s life with mCRM moving to RM-‐led(2/2) Lost my card! I’ll text
to get some emergency cash before I catch my
plane.
2. Receives PIN 3. Customer enters PIN at
ATM
4. Customer withdraws cash
1. Customer texts in to 82NAT for £200 “Emergency 200”
Your £200 emergency cash PIN code is 2344
EMERGENCY 200
Q Can you tell me the Time share price?
FT tweet:
Magazine
publishers plan
digital store:
Time Inc is
leading an
industry-wide…
http://bit.ly/
v8KNU Mr Smyth, would
you like me to subscribe you to
this stock or send you our stockbroker application?
Texted to 82NAT
Reply from LiveAdvisor
Msg from
RM
using C
ontact Manager
1
2 3 4 5
6
@zenith_mist
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• Profiled O2 customers by their bank sort-‐code
• Segmented by opted-‐in iPhone owners
• 23% CTR on SMS
• Top of financial app sec?on in 4 hours
NatWest Mobile
@zenith_mist
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The Mobile Conference 2011
1 Free
2 Adver7sing
3 Freemium
4 Micro
Transac7on
5 Subscrip7on
Free to end-‐user
Free to end-‐user
Restrict free access
Charge the end-‐user on a pay as you use basis
Charge the end-‐user a standard fee, on a regular basis
Leave the door open for future mone?za?on opportuni?es
Generate revenue with ad-‐supported model
Charge for full version or enhanced features
Charging fixed increments for discrete pieces
Launch as a companion (free add-‐on) to a subscrip?on product
Iden7fy your revenue model
@zenith_mist
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Some good examples from the industry...
mountain?
@zenith_mist
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Ø 2.7m+ car searches / month Ø 45% on dealer forecourts Ø Personalisa7on the key to success Ø Best Use of Mobile, AOP 2010
AutoTrader Mobile (seller pays)
@zenith_mist
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Hearst Magazines UK increases brand depth (Freemium – Free then pays)
Ø Wide stakeholder consulta7on to develop mobile strategy for leading magazine publisher
Ø First applica7on for Men’s Health just launched
@zenith_mist
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Over 500,00 Downloads across Plazorms
After 4 weeks... 6 weeks later... 12 weeks later... Reached #1 Free Travel app -‐iTunes Gross Revenue over £1M
600k+ downloads
Free to download mcommerce app
@zenith_mist
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Bezair in the news
• Q1FY12: 7.4 million bets on its mobile products, leading to £4.2m of revenue • one third of sports customers using a mobile device to place a bet
@zenith_mist
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Ted Baker is poised to double its digital spend in the next year in a strategy
that could see the installa7on of Wi-‐Fi networks in its retail
stores.
@zenith_mist
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@zenith_mist
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@zenith_mist
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Gik or Buy with PayPal then Share
@zenith_mist
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Brand Selec7on Stores Features • Custom selec?on of apps • Skinned to brand (eg
shoponthebeach) • Ads can be posi?oned to cross-‐link/
sell back on retail site in new-‐pop up
Benefits • Brands show apps that match their values
with no need to create many bespoke • Vogue press appeal as it shows modernity
in social media mix • Drives sales on original retail sites • Improves brand SEO ranking • Generates poten?al rev share on paid-‐for
apps • CRM improves significantly
@zenith_mist
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Making it stand out
• Interac7ve -‐ It’s not just about consump?on. It’s also about discovery
• Social – It should empower the user to share • Connected – it works everywhere • Open Dialogue – open to feedback from the
users to improve, update and personalise the offering
• Prac7cal & Safe – by providing a POS that is easy and secure to use and visible opt-‐in
@zenith_mist
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Geoff King Web: www.zenithmist.com Email: [email protected] Twi9er: @zenith_mist LinkedIn: www.linkedin.com/pub/geoff-‐king/16/11b/1b8
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Andrew Walker
@ramemarke7ng
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Content Marke7ng Why content is so important for your mobile website?
@ramemarke7ng
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The primary purpose of a website
@ramemarke7ng
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Is to hold all of your valuable
@ramemarke7ng
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Why is content so important?
@ramemarke7ng
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Supports your business plan
@ramemarke7ng
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Matches the buying cycle
@ramemarke7ng
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Op7mised for search and share
@ramemarke7ng
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Is where your audience are
@ramemarke7ng
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Content: Targeted to a mobile audience
@ramemarke7ng
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Why are we talking mobile? Technology
@ramemarke7ng
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The take up of technology
In 2010 20% of Google searches were on a mobile device Source: Google
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 ?me
in the previous 12 months • The use of wireless hotspots almost doubled in the last 12 months to 4.9 million users Source: ONS
$5billion in iPad sales in first 3 quarters of 2011 Source: Apple/2011
1 billion reading email on mobile devices by 2013 Source: Radica? group/2010
@ramemarke7ng
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Mobile plamorms are the future
@ramemarke7ng
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It’s not just Smartphones
@ramemarke7ng
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Mobile users need to be treated differently
@ramemarke7ng
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Less is definitely more
@ramemarke7ng
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Design your content for an audience on the move
• Smaller screens • Smaller keypads • No mouse • Bandwidth issues • Different search objec?ves
70% of mobile search is acted upon within the hour Source: Google 2010
@ramemarke7ng
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Mobile needs a new approach
@ramemarke7ng
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Think small
• Less is more • Kill the jargon • Take short cuts • Be crea?ve
@ramemarke7ng
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Design for on-‐the-‐go
• Create content for mobile needs – Large fonts (Apple recommend 17 to 22 point)
– Scale to fit – Shorter content bursts – Video and audio
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Design for on-‐the-‐go
• Images and large files – Try to limit to around 20k
– Affect download ?mes
@ramemarke7ng
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Design for on-‐the-‐go
• Encourage sharing
@ramemarke7ng
![Page 71: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/71.jpg)
Design for on-‐the-‐go
• Claim your business
@ramemarke7ng
![Page 72: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/72.jpg)
Repurpose exis7ng content
• Chop up ar?cles into 200 word pieces
• Video Q&A • Video case studies • Video sales demos • 5 minute audio podcasts
• Interview your experts
@ramemarke7ng
![Page 73: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/73.jpg)
Create new content
• SMS alerts around industry news
• Company announcements when new ar?cles published (sign up)
• Event centric content
@ramemarke7ng
![Page 74: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/74.jpg)
Finger versus mouse
• Design for finger surfing
• Buuons at least 44 x 44 point
• Opt for longer pages
@ramemarke7ng
![Page 75: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/75.jpg)
Not all plazorms are the same
• Consider all op?ons • Choose one size fits all • Auto detect • Be aware of limita?ons
![Page 76: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/76.jpg)
Track and op7mise
• Track usage pauerns • Test, Test, Test
@ramemarke7ng
![Page 77: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/77.jpg)
Test your site on the big 3
@ramemarke7ng
![Page 78: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/78.jpg)
Tes?ng sites
hup://mobilemoxie.com/mobile-‐tools hup://validator.w3.org/mobile/
![Page 79: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/79.jpg)
Mobile social media
• Mobile and social media reinforce one another and drive your content
@ramemarke7ng
![Page 80: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/80.jpg)
Bringing off-‐line and on-‐line together
![Page 81: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/81.jpg)
Where else can we use QR codes?
QR codes • Connect to a URL • Offer a menu of op?ons • Ini?ate an email • Ini?ate a call on phone • Download a document • View a video • Receive a mul?media file via SMS/MMS
@ramemarke7ng
![Page 82: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/82.jpg)
How does the process work?
@ramemarke7ng
![Page 83: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/83.jpg)
QR code: examples
@ramemarke7ng
![Page 84: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/84.jpg)
Augmented reality
@ramemarke7ng
![Page 85: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/85.jpg)
Summary
• Create a mobile friendly websites
• Op?mise your content • Think Video • Think Audio • Use bite sized ar?cles • Claim your business on Loca?on Based Applica?ons
• Re-‐purpose exis?ng content
• Create new way to engage – QR code campaign – Augmented reality
• Track results • Test
@ramemarke7ng
![Page 86: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/86.jpg)
Andrew Walker Web: www.ramemarke?ng.co.uk Twi9er: @ramemarke?ng Email: andrew@ramemarke?ng.co.uk LinkedIn: www.linkedin.com/in/andywalker1
![Page 87: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/87.jpg)
Rob Edlin
@robedlin
![Page 88: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/88.jpg)
Mobile Search • 77% of mobile users have used their mobiles for search in the last week • Search engines are the most visited websites on mobiles
(greater even than Social Networking sites and Retail)
• Most popular searches:-‐ – News (57%) – Dining (51%) – Naviga?on (51%) – Entertainment (49%) – Shopping (47%) – Sports (40%) – Games (37%) – Food (36%) – Technology (32%) – Travel (31%) – Finance (26%)
• Consumers seek quick & convenient informa?on when searching (72% whilst on-‐the-‐go)
• 90% take ac?on as a result of a search • 53% purchase as a result of a search (in-‐store and online) (Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011)
@robedlin
![Page 89: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/89.jpg)
What drives mobile searches?
• Word of mouth (61%) • Saw something in a shop (44%) • Saw an Online Ad (18%) • Tradi?onal Media (68%) (TV, Radio, Magazine, Newspaper, Billboard, Mail)
• Mobile Ad (27%) (Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011)
@robedlin
![Page 90: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/90.jpg)
Google on handheld mobile
@robedlin
![Page 91: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/91.jpg)
Google “more” on handheld mobile
@robedlin
![Page 92: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/92.jpg)
Google Places on handheld mobile
@robedlin
![Page 93: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/93.jpg)
Google Shopping on Desktop
@robedlin
![Page 94: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/94.jpg)
Google Shopping on handheld mobile
@robedlin
![Page 95: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/95.jpg)
Bing on handheld mobile
@robedlin
![Page 96: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/96.jpg)
Bing local search on handheld mobile
@robedlin
![Page 97: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/97.jpg)
Mobile website structure • Dedicated mobile websites • Plugins for exis?ng CMS and ecommerce sites • Off-‐the shelf standalone solu?ons • Apps • Geo META data • Mark-‐up Language • Hyperlinked Telephone numbers • Flash • XML Sitemaps for mobile websites • Test pages with Googlebot mobile
@robedlin
![Page 98: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/98.jpg)
Mobile domains, sub domains and directories
website.com/m m.website.com www.website.com (same URLs) www.website.mobi
@robedlin
![Page 99: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/99.jpg)
Key phrase research -‐ Desktop
@robedlin
![Page 100: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/100.jpg)
Key phrase research -‐ Mobile
@robedlin
![Page 101: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/101.jpg)
SERPS (Search Engine Result Pages) – Desktop/Laptop
@robedlin
![Page 102: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/102.jpg)
SERPS -‐ Tablet
@robedlin
![Page 103: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/103.jpg)
SERPS – Handheld mobile
@robedlin
![Page 104: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/104.jpg)
Content op7misa7on for mobile websites
• Use shorter, more general phrases • Include loca?on/geo META data • Include address on all important pages • Make sure your Google Places lis?ng is up to date • Make sure your Bing for Business lis?ng is up to date
• Make content lighter • Make images smaller • Make buuons bigger • Generally improve experience for the mobile user
@robedlin
![Page 105: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/105.jpg)
Monitor and Modify
@robedlin
![Page 106: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/106.jpg)
Rob Edlin Web: niddocks.com Email: [email protected] Twi9er: @robedlin LinkedIn: www.linkedin.com/in/robedlin Facebook: www.facebook.com/robedlin
![Page 107: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/107.jpg)
![Page 108: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/108.jpg)
Rob Edlin
@robedlin
![Page 109: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/109.jpg)
Paid Search for Mobile
@robedlin
![Page 110: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/110.jpg)
Campaign Basics
• Split Campaigns • Bid more aggressively • Set loca?on and language targe?ng
![Page 111: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/111.jpg)
Paid Search for Mobile -‐ Tablets
@robedlin
Click to Call Loca?on Extension
![Page 112: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/112.jpg)
Paid Search for Mobile -‐ Handhelds
@robedlin
Click to Call Loca?on Extension
![Page 113: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/113.jpg)
Paid Search for Mobile
@robedlin
Sitelink Extension
![Page 114: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/114.jpg)
Device, Operator & Wi-‐Fi Targe7ng
@robedlin
![Page 115: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/115.jpg)
Ad Extensions
• Call • Loca?on • Sitelinks
@robedlin
![Page 116: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/116.jpg)
Ad Extensions -‐ Call
@robedlin
![Page 117: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/117.jpg)
Ad Extensions -‐ Loca7on
@robedlin
![Page 118: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/118.jpg)
Ad Extensions -‐ Sitelinks
@robedlin
![Page 119: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/119.jpg)
Geographic targe7ng
@robedlin
![Page 120: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/120.jpg)
Key phrase research
• Choose more general keywords • Choose shorter phrases • Include loca?ons • Include incorrect spellings • Use the “All Mobile Devices” op?on in the Keyword Tool
@robedlin
![Page 121: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/121.jpg)
Wri7ng mobile Ads
• Include a relevant call to ac?on • Match Ads to appropriate key phrases • Send to relevant landing pages • Google now rewards you for having mobile op?mised landing pages
• Enable Loca?on Extensions for hyperlocal distance informa?on
@robedlin
![Page 122: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/122.jpg)
Rob Edlin Web: niddocks.com Email: [email protected] Twi9er: @robedlin LinkedIn: www.linkedin.com/in/robedlin Facebook: www.facebook.com/rob.edlin
![Page 123: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/123.jpg)
Aren Grimshaw
@arengrimshaw
![Page 124: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/124.jpg)
Social Media & Mobile Marke7ng
Aren Grimshaw
![Page 125: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/125.jpg)
Hands Up, if you’ve ever...
• Asked a friend to recommend... A good bar, restaurant, motor mechanic....?
• Shared with a friend a good or bad experience with a shop, restaurant, garage....?
• Talked about your weekend, holiday or last business trip with a friend or business colleague...?
@arengrimshaw
![Page 126: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/126.jpg)
Social Media Marke7ng
“Using Social Media to engage with online communi?es in order to generate exposure, opportunity and sales.” “Social Media tools allow the sharing of informa7on and crea7on of communi7es through online networks of people.”
@arengrimshaw
![Page 127: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/127.jpg)
One World...Online & Offline
• Mobile phones will overtake PCs as the most common web-‐access devices worldwide by 2013
• iPhone traffic now accounts for around 4.5% of all UK website traffic
• Facebook is the top site visited by total number of minutes spent
• 66% use mobile search while watching TV & 61% said they use it at work.
@arengrimshaw
![Page 128: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/128.jpg)
Upda7ng Your Status
@arengrimshaw
Facebook Applica?on Hootsuite Applica?on LinkedIn Applica?on
![Page 129: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/129.jpg)
Upda7ng Your Status
@arengrimshaw
Loca?on data
![Page 130: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/130.jpg)
Upda7ng Your Status
@arengrimshaw
Privacy Se}ngs
![Page 131: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/131.jpg)
Upda7ng Your Status
@arengrimshaw
Add Media or Links
![Page 132: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/132.jpg)
Upda7ng Your Status
@arengrimshaw
Include friends or contacts
Hanging out with @arengrimshaw
![Page 133: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/133.jpg)
Check-‐Ins
@arengrimshaw
See who’s there
![Page 134: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/134.jpg)
Check-‐Ins
@arengrimshaw
‘Gamifica?on’
![Page 135: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/135.jpg)
Access Informa7on
@arengrimshaw
• Find popular venues
• Access Tips & To Do’s
• Leave Tips & To Do’s
![Page 136: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/136.jpg)
Sharing Experiences / Comments
@arengrimshaw
...at events ...out and about ...on loca?on or passing
![Page 137: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/137.jpg)
Get it out there...
@arengrimshaw
![Page 138: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/138.jpg)
Foursquare Specials
@arengrimshaw
![Page 139: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/139.jpg)
Facebook Deals
@arengrimshaw
![Page 140: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/140.jpg)
Network & Connect
@arengrimshaw
![Page 141: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/141.jpg)
The Stats...
• 350m+ ac?ve users currently accessing Facebook through their mobile devices
• 55% of all ac?ve Twiuer users are ac?ve on their mobiles
• LinkedIn’s mobile usage has skyrocketed 400% percent in the past year
• 381m check-‐ins on Foursquare during 2010 (including 1 from Space)
@arengrimshaw
![Page 142: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/142.jpg)
So what about your business?
• Ensure everyone in your company is on board • Issue a clear Social Media Policy to staff • Invest in training for your teams • Develop a clear strategy • Integrate your approach
@arengrimshaw
![Page 143: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/143.jpg)
So what about your business?
• Professional Businesses – Empower your teams to use the technology – Arm them with the right kit – Get them networking (online & off) – Put informa?on at their finger?ps – Ensure they follow up
@arengrimshaw
![Page 144: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/144.jpg)
So what about your business?
• Loca?on Businesses – Get yourself listed or claim your lis?ng – Auract foozall with deals – Reward loyal customers – Take any comments seriously – Resist ‘orders’ or Spam posts
@arengrimshaw
![Page 145: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/145.jpg)
Aren Grimshaw Web: www.arengrimshaw.co.uk Email: [email protected] Twi9er: @arengrimshaw LinkedIn: uk.linkedin.com/in/areng Facebook: facebook.com/aren.grimshaw
![Page 146: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/146.jpg)
![Page 147: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/147.jpg)
Dan Parker
@firetext_uk
![Page 148: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/148.jpg)
@firetext_uk
![Page 149: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/149.jpg)
@firetext_uk
![Page 150: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/150.jpg)
@firetext_uk
![Page 151: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/151.jpg)
@firetext_uk
![Page 152: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/152.jpg)
@firetext_uk
![Page 153: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/153.jpg)
@firetext_uk
![Page 154: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/154.jpg)
@firetext_uk
![Page 155: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/155.jpg)
@firetext_uk
![Page 156: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/156.jpg)
@firetext_uk
![Page 157: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/157.jpg)
@firetext_uk
![Page 158: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/158.jpg)
@firetext_uk
![Page 159: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/159.jpg)
@firetext_uk
![Page 160: The Mobile Conference](https://reader035.vdocuments.mx/reader035/viewer/2022081414/54c923b94a7959d75e8b4582/html5/thumbnails/160.jpg)
@firetext_uk
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@firetext_uk
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Dan Parker Web: www.firetext.co.uk Email: [email protected] Twi9er: @firetext_uk LinkedIn: www.linkedin.com/pub/dan-‐parker/18/890/915 Facebook: facebook.com/firetext.co.uk
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Stafford Sumner
@staffordsumner
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Email on the move Tips for op7mising your email marke7ng for mobile recipients
@staffordsumner
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What we are going to look at
• Behaviour, trends, opportuni?es and threats • Design considera?ons for mobile devices • Content crea?on for mobile op?misa?on • Monitoring and analysing mobile performance
@staffordsumner
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Introduc7on
• A brief history of email • Recent developments • Engagement dependent on factors such as:
– Recipient behaviour – Email client being used – Time of send – Frequency
@staffordsumner
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Consumer trends
• 42% of mobile internet ?me is spent reading and responding to emails (smarzocus 2010)
• 9.8 hours a week • Reading emails during “down?me” • Less reliant on ?me of send (b2b and b2c) • Can no longer assume your audience is viewing your email on their desktop computer
@staffordsumner
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Growing trends -‐ marketers
• Relevance, segmenta?on and targe?ng • Behaviour driven emails • Technological advancements
– Automated, triggered emails – Tailored content and display
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Opportuni7es
• Improved engagement rates • Time fused, mobile specific offers • HTML5: mul?-‐media integra?on • Mul?-‐channel integra?on (on & off-‐line)
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Threats
• Aliena?ng through poor usability/ rendering • Devaluing brand • Being le~ behind in the market place
@staffordsumner
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Immediate Call-‐To-‐Ac7on
• Limited ?me offers • Video content • Short Polls/ Surveys
@staffordsumner
Stressed ?me-‐fuse
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Design
Considera?ons: • Different plazorm rendering capabili?es • Image restric?ons (e.g. blocking, alt tags) Ac?ons: • Readable font sizes, spacing and contrasts • Scrolling ability • Ensuring accessible ‘call-‐to-‐ac?on’ • Single column layout
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@staffordsumner
Outlook
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Naviga?on text too small for mobile screen
Facebook and Twiuer buuons too close together to touch
Large banner image takes ?me to load
Call-‐to-‐ac?on buuons too small to read or “click”
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@staffordsumner
No re-‐adjustment (scrolling)
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Unreadable when images switched off
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Content crea7on for mobile op7misa7on
• Clear call-‐to-‐ac?on buuons & text • Op?mised image and text for mobile screens • Op?mised landing pages • Simplicity – clear, concise and to the point!
@staffordsumner
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Monitoring and analysing mobile performance
@staffordsumner
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@staffordsumner
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Other considera7ons
• Who are your customers? • Mobile website/ landing pages? • Joining up on and offline ac?ons/ promo?ons
– QR codes – Mobile apps – SMS marke?ng
@staffordsumner
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Summary
• Create campaigns that work and perform for all recipients, regardless of email client
• Combine good design, relevance and technical structure for op?mum performance
• Based on recent growth, mobile op?misa?on essen?al rather than ‘nice to have’
@staffordsumner
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Stafford Sumner Web: www.jarrang.com Email: [email protected] Twi9er: @staffordsumner LinkedIn: www.linkedin.com/pub/stafford-‐sumner/1/948/48
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Ques7ons
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Thank You
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Sponsors & Supporters Thank you to • Ki Design • Partner to Succeed • Firegrass Communica?ons • Mail-‐Away
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