The Rise of the Mobile Web - #ESMBoston Tim Hayden 10-17-2011
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The Rise of the Mobile Web @TheTimHayden October 17, 2011 #ESMBoston
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This is the deck I presented at the Awareness Exploring Social Media Business Summit in Boston on October 17, 2011. Big thanks to the Jason Falls and the folks at Awareness!
Transcript of The Rise of the Mobile Web - #ESMBoston Tim Hayden 10-17-2011
The Rise of the Mobile Web
@TheTimHayden October 17, 2011 � #ESMBoston
Mobile Experience Solutions: Technology + Strategy
Source: IDC
Mobile Experience Solutions: Technology + Strategy
Mobile Experience Solutions: Technology + Strategy
Mobile Experience Solutions: Technology + Strategy
23%
18%
43%
16%
Handheld
Tablet
Notebook
Desktop
4MM+ clicks Jun-‐Aug 2011 – 44Doors Capture
Google ñ 6pts | RIM ò 5pts | Apple ñ 1pt vs. year ago!
source: comScore MobiLens, 3 months ending July 2011
-‐ 42%, Google
-‐ 22%, RIM
-‐ 6%, MicrosoU
-‐ 2%, Palm
-‐ 2%, Symbian
Apple 27%,
¡ NFC: Near-‐Field Communications
¡ DOH: Digital Out-‐of-‐Home ¡ Augmented Reality ¡ Microsoft!
Mobile Experience Solutions: Technology + Strategy
Mobile Experience Solutions: Technology + Strategy
Sent from my shiny new iPhone, please excuse
typos Mobile Experience Solutions: Technology + Strategy
Mobile Experience Solutions: Technology + Strategy
Mobile traffic most oUen originates from a search engine, whereby locaZon + keywords tell you where they are and what they are looking for, and you must respect your obligaZon to deliver to them more relevant content.
Context
Location
Time/Date
Language
Device Type
Mobile Friendly/Ready • Mobile Friendly • Condensed Content (4-‐10X reduction of desktop site) • Navigation limited to 2-‐3 actions beyond landing page • Quick Load Time (you have <30 seconds!)
• Mobile Ready • Responsive Design • Data feed (API – location, device, A-‐B testing, time/date) with CRM/profiling platform
• Cross-‐platform tested!
AVOID THE BAD CUSTOMER EXPERIENCE!
Mobile Experience Solutions: Technology + Strategy
CRM
Coupons
Mobile Commerce
Mobile Experience Solutions: Technology + Strategy
• QR Code Scan 35%
• SMS Text 40%
• URL (browser) 25%
• Unique QR code/URL 11% • IP Address 98%
• GPS shared 60%
1,000,000 Clicks, Scans and Texts
¡ Keep back-‐and-‐forth (send/receive) of texts to a maximum of 3-‐4 TOTAL actions
¡ Upon second action, consider delivering rich media MMS (video, coupon, “call to action” content)
¡ Explore vendors that provide real 10-‐digit phone addresses as well as short codes
¡ Better used at events and in direct mail, rather than in-‐store (where time may be a challenging factor)
Mobile Experience Solutions: Technology + Strategy
¡ “Mobile CompuZng” will change everything ¡ Brevity rules the moment, in terms of connecZon + copy + call-‐to-‐acZon
¡ Capitalize on natural, current behavior ¡ Be pragmaZc device capabiliZes ¡ Offer mulZple channels from offline to online (QR Codes, URLs, SMS)
¡ Relevancy improves immediate conversion, AND creates WOM (Word-‐of-‐Mouth)
