Welcome to the

“Bitesize” Mobile Conference

Rob Edlin

So where is Mobile now, in 2012?

It’s not just Smartphones

Design your content for an audience on the move

• Smaller screens• Smaller keypads• No mouse• Bandwidth issues• Different search

objectives

70% of mobile search is acted upon within the hourSource: Google

Content StrategyDecisions and dilemmas

• How much content is the right quantity? (Quality?)• Mobile devices are used in “mobile” situations• Remember you are the least objective observer• Use Analytics to see what mobile users actually do.• Drop unvisited content to simplify navigation.• Full or Partial site content?

Content StrategyGeneralised guidance

• On the move situations require less content• Simple facts with click for more info links• Directions pages for physical businesses• Postcodes for Satellite Navigation systems• Use hyperlinked Telephone numbers• Watch out for +44 (0) numbers

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%)– Navigation (51%)– Entertainment (49%)– Shopping (47%)– Sports (40%)– Games (37%)– Food (36%)– Technology (32%)– Travel (31%)– Finance (26%)

• Consumers seek quick & convenient information when searching(72% whilst on-the-go)

• 90% take action 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)

What drives mobile searches?

• Word of mouth (61%)• Saw something in a shop (44%)• Saw an Online Ad (18%)• Traditional Media (68%)

(TV, Radio, Magazine, Newspaper, Billboard, Mail)• Mobile Ad (27%)

(Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011)

Google on handheld mobile

Key phrase research

• Choose more general keywords• Choose shorter phrases• Include locations• Include incorrect spellings• Use the “All Mobile Devices” option in the

Keyword Tool

Key phrase research - Mobile

SERPS - Tablet

SERPS – Handheld mobile

Monitor and Modify

Campaign Basics

• Split Campaigns• Bid more aggressively• Set location and language targeting• Use CPP (Cost Per Phonecall) [Call Forwarding]

Paid Search for Mobile - Tablets

Click to Call Location Extension

Paid Search for Mobile - Handhelds

Click to Call Location Extension

Device, Operator & Wi-Fi Targeting

Geographic targeting

Rob EdlinWeb: niddocks.com

Email:rob.edlin@niddocks.com

Twitter: @robedlin LinkedIn: www.linkedin.com/in/robedlin

Facebook:www.facebook.com/rob.edlin

Stafford Sumner

A view from the digital inbox

Insights drawn from results of the Merkle consumer attitudes and usage study 2011

Digital integration is here

• Unparalleled growth over the past two years• Consumers adopting new behaviours, faster• Continued integration between email, mobile

& social networking• Ease of checking email and social sites on the

go has enabled integration to proceed quickly

The changing game…

• Social networking changing use of email for personal communication

• More focus on email for commercial messages than personal communication

• Content and relevance still key• Mobile = “Personal Space”• “always on, always accessible”

The parallels

• 55% people with internet enabled mobile phone check their personal email (on it)

• 43% mobile email users check 4+ times day• Compared to 29% of non-mobile users• 78% of mobile email users are also regular

users of social networking sites

Frequency of checking personal email account vs. social media use

Digital Behaviours by Age

Preferred Method of Personal Communication by age

Preferred Method of Commercial Communication by age

Mobile email

• Behaviour confirming what we already know– Reading emails during downtime– ‘Filtering’ on phones before taking desktop action– Purchasing from mobile**Growth from 2% – 11% in 2010 according to Forester Research

• Optimised mobile experience = value– Tailored emails, sites and applications

InvestinCornwall

China Fleet Country Club

Marketing summary

• Customers interact across multiple channels• Align digital marketing strategy to cater an for

integrated approach• Create a united customer experience• Focus on 1-2-1 targeted messages• Email:– Behavioural driven– Dynamic content

Stafford SumnerWeb: www.jarrang.com

Email:stafford@jarrang.com

Twitter: @staffordsumner LinkedIn: www.linkedin.com/pub/stafford-sumner/1/948/48

A Few Examples• Adrenalin Quarry, Menheniot• Hayloft Restaurant near Liskeard• Mylor Yacht Harbour

Questions