The Era of Mobile Marketing

Arnab GangulyHead – Digital Marketing

Y Media Labs Inc.

Computer Gen 1970 -2010

Era of Smartphones and Tablets-2012

Why Mobile?

“Mobile is ramping up faster than any other technology we have seen in the past”

Mary Meeker(Kleiner Perkins)

Globally, Smartphone Market grew 61% in 2011 with total shipment volumes reaching 491.4 million units in 2011, a whopping increase of over 304.7 million units in 2010! Smartphones are replacing features phones at much faster rate than expected, thanks to consistently falling pricing.

Why Mobile?

Why Mobile?

Why Mobile?

Smartphone Market

Smartphone Market - India It is interesting to note that Nokia’s still leads the Smartphone Market share, however, it has seen a major fall in 2011. Nokia lost about 50% of its market share from 60% at the start of the 2011 to sub 40% by the end of the year.

Understanding Mobile User Behavior

How much are you connected ?

What do we do?

Where do we use?

59%Waiting in

Line

39%Bathroom

40%Socializing

27%Cooking

Action Oriented

Search Engines – 77%

Social Networking – 65%

Retail Websites – 46%

Videos/ Music – 43%

General Consumer Behavior – 38%

Variety of Actions

Called the Business – 61%

Visited a Business – 59%

Looked up Business on a Map – 58%

Visited the Website of a Business – 54%

Goal of the Action

Discuss

Research

Visit Business

Purchase

Mobile Landscape

Mobile Landscape

Facts

79% of the Online Advertisers don’t have a mobile website

Queries on mobile devices – Restaurants and Goods

80% check their mobile leaving their bed in morning

Mobile sites have higher success rates

Smartphones are the next big thing

Mobile Landing PageBe

st P

racti

ces Keep the Layout Simple

Design for Thumbs – Not Mice

Prioritize Content

Use Uniquely Mobile Features

Make it easy for Conversion

What you need to doSi

mpl

e La

yout

Content viewable at arms length

Rich Media and Content Low

Make Search Easy (For Large Content)

Note of Page Download Time

Consider yourself as a User

What you need to doD

esig

n Is

sues

Prevent Accidental Clicks

Scrolling – Vertical or Horizontal

Web 2.0 Designs

Avoid Flash

HTML 5

What you need to doCo

nten

tKey Pointers

Action Oriented Experience

Site Navigation

Call To Action

What you need to doM

obile

Fea

ture

s

Mobile to Store

Leverage Phone Functions

Facebook/Twitter Log In

What you need to doCo

nver

sion

Shorter Conversion Funnel

Easy to Understand

Don’t Over Do

Don’t Confuse between Desktop/Mobile

Importance of being Mobile

In the coming years, customers are going to find your business through mobile devices. Mobile platform will be critical to business success.

Keep in Mind

• Mobile users have high expectation• 58% users want mobile sites to load quickly faster

than desktops for sure.• 38% of the users are willing to spend 30 seconds or

less to get acquainted• Mobile sites can have a negative impact if it doesn’t

satisfy users• Mobile optimized in terms of Rankings and User

Interface

Keep in Mind

• Understand the conflict Mobile Site vs Mobile Apps• Rendering in different devices• Mobile Analytics Data• Bounce Rate• Average time spend on mobile site• Conversion from Mobile to Desktop

Q & A