Slides from the event held at The Bay Hotel, Newquay, Cornwall on Thursday 19th January 2012. Presented by Rob Edlin and Stafford Sumner in association with Partner to Succeed

2. Welcome
to the
“Bitesize” Mobile Conference

3. Rob Edlin

4. So where is Mobile now, in 2012?

5. It’s not just Smartphones

6. 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 hour
Source: Google

7. Content Strategy
Decisions 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?

8. Content Strategy
Generalised 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

9. 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)

10. 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)

11. Google on handheld mobile

12. 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

13. Key phrase research - Mobile

14. SERPS - Tablet

15. SERPS – Handheld mobile

16. Monitor and Modify

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

18. Paid Search for Mobile - Tablets
Click to Call Location Extension

19. Paid Search for Mobile - Handhelds
Click to Call Location Extension

20. Device, Operator & Wi-Fi Targeting

21. Geographic targeting

22. Rob Edlin
Web:
niddocks.com
Email:
rob.edlin@niddocks.com
Twitter:
@robedlin
LinkedIn:
www.linkedin.com/in/robedlin
Facebook:
www.facebook.com/rob.edlin

23. Stafford Sumner

24. A view from the digital inbox
Insights drawn from results of the Merkle consumer attitudes and usage study 2011

32. 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

33. 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”

34. 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

35. Frequency of checking personal email
account vs. social media use

36. Digital Behaviours by Age

37. Preferred Method of Personal Preferred Method of Commercial
Communication by age Communication by age

38. 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

39. InvestinCornwall

40. China Fleet Country Club

41. 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

42. Stafford Sumner
Web:
www.jarrang.com
Email:
stafford@jarrang.com
Twitter:
@staffordsumner
LinkedIn:
www.linkedin.com/pub/stafford-sumner/1/948/48

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

47. Questions