The Mobile Conference

Welcome

@_TimBryant

Tim Bryant

@_TimBryant

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!

Toby Parkins

@tobyparkins

So where is Mobile now, in 2011? Every year has been the “the year of mobile” since 2004

@tobyparkins

So where is Mobile now, in 2011?

@tobyparkins

So where is Mobile now, in 2011? • The whole mobile industry has been obsessed

• SMS • Ringtones • MMS • Push email • Apps

@tobyparkins

So where is Mobile now, in 2011? App downloads per month • Apple IOS – 1Bn • Google Android – 500M • Nokia Ovi – 180M • Blackberry – 90M

@tobyparkins

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

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

What do we do about it? Consider •  device capabili?es •  user experience •  content strategy •  complete mobile strategy

@tobyparkins

Device Capabili7es Screen widths (pixels) – 2004 95 96 101 120 128 176

@tobyparkins

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

Device Capabili7es Rota?ng Screens Event triggers

@tobyparkins

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

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

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

Detec7on and redirec7on Provide links to “normal” full website view

@tobyparkins

Detec7on and redirec7on eDigital study 2010 found Play.com most liked, ahead of mobile op?mised sites e.g. M&S.

@tobyparkins

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

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

Naviga7on •  Simplicity is essen?al – less content? •  Touch screen buuon size •  Tab sequences •  No hover-‐over func?onality on touch devices

@tobyparkins

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

Toby Parkins Web: www.uknetweb.com Email: [email protected] Twi9er: @tobyparkins Facebook: facebook.com/uknetweb LinkedIn: www.linkedin.com/in/tobyparkins

Geoff King

@zenith_mist

Engaging mobile conversa7ons Convert clickers into consumers

@zenith_mist

‘Some brands will win big with mobile. Others will wonder – what just happened?’Mary Meeker

@zenith_mist

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

doubles mpayments forecast to $3bn

@zenith_mist

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

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

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

•  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

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

Some good examples from the industry...

mountain?

@zenith_mist

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

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

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

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

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

@zenith_mist

Gik or Buy with PayPal then Share

@zenith_mist

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

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

Geoff King Web: www.zenithmist.com Email: [email protected] Twi9er: @zenith_mist LinkedIn: www.linkedin.com/pub/geoff-‐king/16/11b/1b8

Andrew Walker

@ramemarke7ng

Content Marke7ng Why content is so important for your mobile website?

@ramemarke7ng

The primary purpose of a website

@ramemarke7ng

Is to hold all of your valuable

@ramemarke7ng

Why is content so important?

@ramemarke7ng

Supports your business plan

@ramemarke7ng

Matches the buying cycle

@ramemarke7ng

Op7mised for search and share

@ramemarke7ng

Is where your audience are

@ramemarke7ng

Content: Targeted to a mobile audience

@ramemarke7ng

Why are we talking mobile? Technology

@ramemarke7ng

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

Mobile plamorms are the future

@ramemarke7ng

It’s not just Smartphones

@ramemarke7ng

Mobile users need to be treated differently

@ramemarke7ng

Less is definitely more

@ramemarke7ng

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

Mobile needs a new approach

@ramemarke7ng

Think small

•  Less is more •  Kill the jargon •  Take short cuts •  Be crea?ve

@ramemarke7ng

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


•  Images and large files –  Try to limit to around 20k

–  Affect download ?mes

@ramemarke7ng


•  Encourage sharing

@ramemarke7ng


•  Claim your business

@ramemarke7ng

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

Create new content

•  SMS alerts around industry news

•  Company announcements when new ar?cles published (sign up)

•  Event centric content

@ramemarke7ng

Finger versus mouse

•  Design for finger surfing

•  Buuons at least 44 x 44 point

•  Opt for longer pages

@ramemarke7ng

Not all plazorms are the same

•  Consider all op?ons •  Choose one size fits all •  Auto detect •  Be aware of limita?ons

Track and op7mise

•  Track usage pauerns •  Test, Test, Test

@ramemarke7ng

Test your site on the big 3

@ramemarke7ng

Tes?ng sites

hup://mobilemoxie.com/mobile-‐tools hup://validator.w3.org/mobile/

Mobile social media

•  Mobile and social media reinforce one another and drive your content

@ramemarke7ng

Bringing off-‐line and on-‐line together

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

How does the process work?

@ramemarke7ng

QR code: examples

@ramemarke7ng

Augmented reality

@ramemarke7ng

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

Andrew Walker Web: www.ramemarke?ng.co.uk Twi9er: @ramemarke?ng Email: andrew@ramemarke?ng.co.uk LinkedIn: www.linkedin.com/in/andywalker1

Rob Edlin

@robedlin

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

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

Google on handheld mobile

@robedlin

Google “more” on handheld mobile

@robedlin

Google Places on handheld mobile

@robedlin

Google Shopping on Desktop

@robedlin

Google Shopping on handheld mobile

@robedlin

Bing on handheld mobile

@robedlin

Bing local search on handheld mobile

@robedlin

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

Mobile domains, sub domains and directories

website.com/m m.website.com www.website.com (same URLs) www.website.mobi

@robedlin

Key phrase research -‐ Desktop

@robedlin

Key phrase research -‐ Mobile

@robedlin

SERPS (Search Engine Result Pages) – Desktop/Laptop

@robedlin

SERPS -‐ Tablet

@robedlin

SERPS – Handheld mobile

@robedlin

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

Monitor and Modify

@robedlin

Rob Edlin Web: niddocks.com Email: [email protected] Twi9er: @robedlin LinkedIn: www.linkedin.com/in/robedlin Facebook: www.facebook.com/robedlin

Rob Edlin

@robedlin

Paid Search for Mobile

@robedlin

Campaign Basics

•  Split Campaigns •  Bid more aggressively •  Set loca?on and language targe?ng

Paid Search for Mobile -‐ Tablets

@robedlin

Click to Call Loca?on Extension

Paid Search for Mobile -‐ Handhelds

@robedlin

Click to Call Loca?on Extension

Paid Search for Mobile

@robedlin

Sitelink Extension

Device, Operator & Wi-‐Fi Targe7ng

@robedlin

Ad Extensions

•  Call •  Loca?on •  Sitelinks

@robedlin

Ad Extensions -‐ Call

@robedlin

Ad Extensions -‐ Loca7on

@robedlin

Ad Extensions -‐ Sitelinks

@robedlin

Geographic targe7ng

@robedlin

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

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

Rob Edlin Web: niddocks.com Email: [email protected] Twi9er: @robedlin LinkedIn: www.linkedin.com/in/robedlin Facebook: www.facebook.com/rob.edlin

Aren Grimshaw

@arengrimshaw

Social Media & Mobile Marke7ng

Aren Grimshaw

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

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

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

Upda7ng Your Status

@arengrimshaw

Facebook Applica?on Hootsuite Applica?on LinkedIn Applica?on

Upda7ng Your Status

@arengrimshaw

Loca?on data

Upda7ng Your Status

@arengrimshaw

Privacy Se}ngs

Upda7ng Your Status

@arengrimshaw

Add Media or Links

Upda7ng Your Status

@arengrimshaw

Include friends or contacts

Hanging out with @arengrimshaw

Check-‐Ins

@arengrimshaw

See who’s there

Check-‐Ins

@arengrimshaw

‘Gamifica?on’

Access Informa7on

@arengrimshaw

• Find popular venues

• Access Tips & To Do’s

• Leave Tips & To Do’s

Sharing Experiences / Comments

@arengrimshaw

...at events ...out and about ...on loca?on or passing

Get it out there...

@arengrimshaw

Foursquare Specials

@arengrimshaw

Facebook Deals

@arengrimshaw

Network & Connect

@arengrimshaw

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

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


•  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


•  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

Aren Grimshaw Web: www.arengrimshaw.co.uk Email: [email protected] Twi9er: @arengrimshaw LinkedIn: uk.linkedin.com/in/areng Facebook: facebook.com/aren.grimshaw

Dan Parker

@firetext_uk

@firetext_uk

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

Stafford Sumner

@staffordsumner

Email on the move Tips for op7mising your email marke7ng for mobile recipients

@staffordsumner

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

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

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

Growing trends -‐ marketers

•  Relevance, segmenta?on and targe?ng •  Behaviour driven emails •  Technological advancements

– Automated, triggered emails – Tailored content and display

@staffordsumner

Opportuni7es

•  Improved engagement rates •  Time fused, mobile specific offers •  HTML5: mul?-‐media integra?on •  Mul?-‐channel integra?on (on & off-‐line)

@staffordsumner

Threats

•  Aliena?ng through poor usability/ rendering •  Devaluing brand •  Being le~ behind in the market place

@staffordsumner

Immediate Call-‐To-‐Ac7on

•  Limited ?me offers •  Video content •  Short Polls/ Surveys

@staffordsumner

Stressed ?me-‐fuse

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

@staffordsumner

@staffordsumner

Outlook

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”

@staffordsumner

@staffordsumner

No re-‐adjustment (scrolling)

@staffordsumner

Unreadable when images switched off

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

Monitoring and analysing mobile performance

@staffordsumner

@staffordsumner

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

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

Stafford Sumner Web: www.jarrang.com Email: [email protected] Twi9er: @staffordsumner LinkedIn: www.linkedin.com/pub/stafford-‐sumner/1/948/48

Ques7ons

Thank You

Sponsors & Supporters Thank you to •  Ki Design •  Partner to Succeed •  Firegrass Communica?ons •  Mail-‐Away

The Mobile Conference

Technology

Transcript of The Mobile Conference