Apps or Websites? How Macmillan tackled the Mobile Challenge
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Presentation delivered by Amanda Neylon, Head of Digital, and Andy Nash, Digital Project Manager, Macmillan Cancer Support, at Web Managers Group meet-up, 5th July, 2012.
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Apps or Websites? How Macmillan tackled the Mobile Challenge
- 1. Apps or websites? How Macmillan tackled the mobile challenge •Amanda Neylon Head of Digital •Andy Nash - Digital Project Manager
- 2. 2 Background Background / Vision • Inspiring Millions strategy – providing Macmillan with another channel through which our corporate mission can be achieved • Personalisation – providing greater one-to-one communication and relationship with our audiences • Integration with digital strategy – becoming an integral part of a wider digital strategy that encompasses all elements of digital communication • New medium of communication – mobile communication is the fastest growing medium of our web access Vision • Specific characteristics – immediate, personal, geo-location, anytime/anywhere, convenience • Segmentation – by device, by audience, by location. Enhancing Macmillan’s ability to talk appropriately with individual audiences
- 3. 3 Strategic approaches Separate site specifically styled for range of mobile devices, aggregating those mobile-appropriate elements of Macmillan’s digital presence Dedicated mobile domain Gradual optimisation of Making use of specific existing websites over attributes of various time, to make all Mobile mobile features – Downloadable optimisation of maintained content Apps perhaps to create a existing sites mobile-accessible marketing ‘buzz’ for static content
- 4. 4 The current mobile site July 2011 February 2012
- 5. Learnings 1. Rate of change – How quickly the degree of mobile access is changing! 2. Technical – Lack of connectivity – Download speed – Lack of mobile-optimisation – Mobile functions 3. Behavioural – Immediate – Private – Completable 4. Business – Education – Integration
Notas del editor
- Sep 2010 ~3% mobile device access to our desktop site. Jul 2012 ~30%!Jul 2011 ~2% access to the mobile site. Jul 2012 ~10%!Tablet devices account for about 30% of mobile accessesMobile access is not as stable as desktop access– that are often not always-on – disconnection rates for a typical user in a typical location they use their device (eg, on a train)– as people require information immediately, as they usually do not have the luxury of time – downloading large pages of content can take too long when on a time budget– or aren’t mobile specific sites or even mobile optimised – browsing through multiple non-optimised pages.– making calls, texting, geo-locating, taking pictures/videos, etc all new ways of communicating to be harnessed and linked together themselves and across other channels (such as Twitter/Facebook/YouTube)Mobile access tends to focus people on specific user journeys– Immediate tasks: such as updating their status, tweeting, checking messages, reviewing the news, making a donation? The phone is with you all the time. Ability to multi-screen, especially with the TV – Sarah Millican on Celebrity Deal or no deal.– Private tasks: in our case, people looking for symptoms and diagnoses, rather than treatment, procedures and post-op information. People don’t tend to share their mobile devices, especially their phones (less so with tablets)– Completable tasks: people don’t tend to do open-ended searching or random browsing as much as on desktops (though as connection speeds increase, this is changing and 4G may change it completely). Currently mobile is for ‘discovery’, desktop for detailed research.Need to educate the rest of the business so that mobile is integrated into our core thinking. With the rate of change we’re seeing, desktop sites must be mobile optimised