Marketing Institute iMarketing Cork Event

Welcome to the MII and it@cork Event

iMarketing-IT & Marketing Working

Together For Business Success

#miicorkIT

Our Event Sponsor

#miicorkIT

Thank You To Our Other Sponsors For Their Ongoing Support

#miicorkIT

iMarketing- IT and Marketing

Partnering for Business Success

#miicorkIT

Our Event Sponsor

#miicorkIT

Marketing and IT

Gary O’Connell

Senior EMEA Marketing and Events Manager

28/01/2015

4/15/2015 Confidential | Copyright 2013 TrendMicro Inc. 6

4/15/2015 Confidential | Copyright 2013 TrendMicro Inc. 7

Thank You

Mandy Young

#miicorkIT

Head of Sales and

Marketing

iMarketing

iMarketing – IT & Marketing working together

Delivering a better customer experience

Analysing our business

Optimising opportunities

iMarketing – IT & Marketing working together

• Relevant content

– SEO, PPC: content & links

– A/B testing

• Engagement

– Customer behaviour and trends

– Channel choice & channel value

• Feedback

– Surveys, social media, call centre

– Info capture & analysis

• Loyalty

– Data analysis

– Personalisation

– Rewards

• How does it impact customer experience

• How does it impact on the business

Raluca Saceanu

#miicorkIT

Head of

Marketing

The Importance Of Mobile

Responsiveness

Raluca Saceanu 15.04.2015

Agenda

The differences between mobile responsive design & non-

responsive

Mobile responsive strategy: the benefits for business

Google’s new algorithm

SEO?

1. Differences between responsive

and non-responsive websites

More people in the world own smartphones than toothbrushes

70% of mobile searches lead to an action within the hour

63% of internet access is made on a mobile device

48% emails are now opened on a smartphone or tablet

46% of mobile users are unlikely to return to a website they

had trouble accessing on their phone

40% of people will choose a different search result if the first is

not mobile friendly

People engage mobile-friendly

• Wont display properly

• Users have to zoom in

• The hyperlinks and tabs

are too small

Adaptive or Responsive?

Adaptive = 2 separate URLs, different design & feel, updating

content in 2 places

Responsive = 1 single URL, same design elements, only 1

piece of content

Responsive!

Sharing on Social Media m.links will not show properly on desktop

Search Engines are bad at indexing the same content from multiple URLs

Blur between phones & tablets

Search Engines (Bing & Google) prefer responsive

2. Mobile Responsive Strategy: the benefits

for business

Build better customer experience

Competitive advantage (only 30% of businesses in Ireland

have a mobile responsive website)

Improve search engine ranking

Increase lead generation & Maximize ROI

Wondering if this applies to you? Check your analytics!

3. Google‘s new algorithm rewarding/punishing

websites

April 21st, 2015 mobile search engine results pages

(SERPs) will be impacted by websites‘ mobile-friendliness

Not friendly Google will hit ranking

Google recommends responsive site design

Run the mobile – friendly test

www.google.com/webmasters/tools/mobile-friendly/

Google wants... Easy reading on smaller screens

Easy to use buttons, spaced away from other touch elements

Fast mobile pages and load time

To avoid irrelevant cross-links

4. SEO?

Google Algorithm

2 different sites require separate SEO campaigns

Search Engine Rankings

5 ways to stay mobile-friendly Audit your site for mobile friendliness ASAP

Analyze your mobile share of voice Check analytics

look at competition!

Optimize and follow Google best practices

Measure mobile rank and results at a page level

Refine and fine tune

#ActResponsively

Case Studies

it@cork –John McSweeney

Cork Opera House – Martin

O‘Donoghue

Questions?

#miicorkIT

Please Keep Connected

@miicork

Facebook/miicork

Marketing Institute Cork

www.mii.ie [email protected]