Integrating Mobile + Marketing

Transcription

1 Integrating Mobile + Marketing Cindy Brown CEO & Founder, Blue Moon Works, Inc. Tuesday, March 6, 2007 Why Mobile? Mobile is the new 3 rd screen. Mobil is engaging it is a personal, social, and intimate medium. It typically is always on and always with the individual. Business travelers, people-on-the-go were the first adapters. Now, consumers are upgrading to mobile devices. Mobile penetrations and mobile technology are growing at significant rates. 2 1

2 Who s Using Mobile? Mobile Phone Ownership By Age Group 40,000,000 35,000,000 33,500,000 36,000,000 30,000,000 25,000,000 24,500,000 20,000,000 15,000,000 10,000,000 5,000,000-1,250, * Source: Yankee Group 3 What Are They Doing 18,000,000 16,000,000 14,000,000 12,000,000 10,000,000 8,000, ,000,000 4,000,000 2,000,000 - SMS & Ringtones Games Mobile Web * Source: Yankee Group 4 2

3 Marketers Must Get On Board! 5 Transition to Mobile Worst Case Scenario From:hotels.com Subject: Save on a Warm Weather Getaway Today < hbfyl1xamqr0easdr1calv4- q.amqr0ej2/navhotels> Hotels <httpp:// Hotels.chtah.com/a/ hbfy 1xAMQR0EAsdR1cAlv4- q.anqr0ej2/navvr> Condos, B &B < Hotels.chtah.com/a/hBFy 1xAMQR0EAsdR1cALv4- q.amqr0ej2/navvacpack> Vacation Packages < hbfyl1xamqr0easdr1calv4- q.amqr0ej2/navgroups>

4 What the Looks Like in a Browser: 7 Transition to Mobile A Bit Better In a browser On a Mobile Device 8 4

5 Transition to Mobile Better Case Scenario In a browser On a Mobile Device 9 Transition to Mobile Best Case Scenario Weekly In a browser Weekly On a Mobile Device 10 5

6 What can we learn from these 4 examples? Insert a link at the top of the that goes to a copy of the on your website. Having trouble viewing the below? Click here.l Do not replicate entire site navigation. Use big bold images that are not sliced. Design in columns. Keep the message short, sweet and near the top. Include click to view online links. Include bookmark this site links in But Wait There s More! The Landing Page Every Good Marketer Knows That The Landing Page Is The Crucial Second Part of the

7 13 Best Practices: Code in XHTML Traditional browsers are forgiving - Mobile browsers are not. XHTML has rigid accessibility standards that make it ideal for mobile. Avoid Unnecessary Code. Separate Content from Design with CSS-it s Critical. 14 7

8 Best Practices: People Won t Learn Your Site Organize Buttons Logically and Consistently Name Buttons Clearly / Use good Calls to Action Include Text Links for the main navigation on the page Have a Site Map 3 Clicks From the Homepage 15 Best Practices: Make Navigation Appear Below Main Content On Mobile Navigation will appear in it s entirety, including Menus and Sub Menus Adjust the Physical Order of Source Content Use CSS for Positioning on the Traditional Site This Keeps the more Optimized and Unique Content at the Top Easier to see that you have Reached a New Page 16 8

9 Best Practices: Use Optimized Jump Links Optimized Internal Jump Links Hide on Traditional site with CSS Less Room Above the Fold - Preview Content Avoids Scrolling

10 Basic Best Practices: Quick Wins Submit your site to Major Mobile Search Engines. Send Confirmations. Test with Mobile Devices & Device Simulators Opera Skweezer Google Validate your Site with Mobile Code Checkers Mobi Ready/ W3C Mobile Web Best Practice 19 Basic Best Practices: Embrace the Flexibility of Mobile Sites Provide information that would be important to people who are mobile Make Phone Numbers Clickable Offer Send Me this Page links Include your Main Address in the Footer Optimize Videos and Podcasts for Mobile too 20 10

11 Traditional Web Mobile Web 21 Credits/Thank You Cindy Brown (303) Blue Moon Works, Inc. is an interactive marketing agency Providing SEM, SEO, Marketing, Mobile Marketing, Web Optimization Services 22 11