2012. The year of mobile*. *Haven’t we heard that before somewhere?
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2012.The year of mobile*.*Haven’t we heard that before somewhere?
Mobile Marketing
Andrew Armitage
• Armitage Online• Digital agency
– Website design & development– Mobile websites– Digital marketing– Social media
• Local businesses to blue chips
Mobile Marketing
Mobile Marketing
Mobile Marketing
Mobile Marketing
Mobile Marketing
What are we talking about tonight?
• Devices• Apps• Websites• M Commerce• Brand awareness and marketing
Mobile Marketing
Desk
Large display
Concentration
Keyboard and mouse
Comfy chair
http://www.flickr.com/photos/worldbank/7556691542
Mobile Marketing
Distractions
No desk
Small display
Inconsistent network coverage
Limited battery life
http://www.flickr.com/photos/sudhi_yhoo/6861692416
Mobile is not confined to phones, but defined by device, location, need and connection speed.
Mobile Marketing
Why Mobile?
• Mobile devices are more popular• “Everything Everywhere”• Ease of access
39% of adults use their mobile to access the
internet
Tablet ownership has risen from 2% - 11% in the first 3
months of 2012
200612
minutes
201229
minutes
18% of adults would miss their mobile phone the most
if it was taken away from them
73% of 16 – 24 year oldsuse social media daily
Mobile Marketing
Tablets
• 53% buy one for easy access to the internet with portability being a major reason for choosing a tablet.
• 87% of tablets are used at home• 74% of people claim to use their tablet daily• 37% people using a tablet admit to spending more
time online since thy bought it• Are they mobile devices? Or they a substitute for a
laptop?
Mobile Marketing
Smart phones
• 2 in 5 adults own a smart phone• 42% of people say their phone is their most
important device for accessing the internet• Of this, 51% are 16 – 24 and 48% are 25 – 44• Smart phones are being used to substitute other
devices• 57% of users admin to have used their handset out
while shopping
The internet is at the heart of how many people communicate, find
information and seek entertainment
Mobile Marketing
How do we communicate on mobile?
• Email• Apps• Mobile websites• Social media• SMS• All of the above?
Mobile Marketing
• Still the most popular use of smart phones and tablets
• Think content first• Keep calls to action visible• Don’t crowd links – give people space to tap• People scan read• Subject lines are vital
Mobile Marketing
Apps
• Apple’s original ‘App Store’• Google Play and Blackberry have app stores• Platform specific• Best used when a specific objective exists. ie. to do
something• Provide an experience• A utility• Exploit the functionality of the device• You want to focus the mind of your users
Mobile Marketing
Free or paid apps
• There’s can be a return on both models• Depends on what the app does• Is it an extension of an existing service?
Mobile Marketing
Mobile websites
• Should be content driven• Dedicated mobile• Responsive design• Concept of ‘one web’• Use your analytics to learn about your visitors• Apps can extract the content for later reading
Mobile Marketing
Dedicated mobile websites
• Run on a separate domain name• You can be more selective about your content and
presentation• Can draw content from your main site• Can be built on a framework for maximum
compatibility• Can be made to ‘feel’ like an app
Mobile Marketing
Responsive design
• The same site• The layout is re-ordered depending on the screen
size• Challenges over images• Need to think carefully about content and structure
Mobile Marketing
M Commerce
• Could be an app or mobile website• £10 - £12bn spent on PayPal using mobile in 2012• Higher conversions should be expected from an
app• Provide a consistent experience across channels
and platforms
Mobile Marketing
The social effect
• Where are people reading your content?• Who says it has to be on your website?• A social media presence is vital (remember all
those people using social media every day?)
Mobile Marketing
QR Codes
• Can be useful• Often used incorrectly• Why should I scan?
Mobile Marketing
Seriously?
https://twitter.com/rhodri
Mobile Marketing
Magnifying glass anyone?
http://blog.grapplemobile.com/?p=1200
Mobile Marketing
What to think about if you’re going mobile
• Why?• Mobile is not a smaller desktop• Mobile is personal• Location matters• Is your campaign social?• What else are you doing?• Test, test and test as much as possible• Make the experience as interactive as possible• Remember a call to action
Mobile Marketing
How does this help your brand and increase awareness?• Encourage loyalty and sharing• Extension of existing channels• A product feature or benefit• User experience• Increased sales• Improved perception
Mobile Marketing
Summary
• Mobile websites – responsive and dedicated• Apps• Email• Social media• Making your campaign a success
Mobile Marketing
Thank you
Andrew Armitagewww.armitageonline.co.uk015395 61956
http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr12/CMR_UK_2012.pdf
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