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Vicki Allpress Hill
The Audience Connection
Lauren Whitney
NZ International Comedy Festival
Tuesday 16 February, 2015
Going mobile - next steps?
1. OUT THERE ON MOBILE
2. MULTI-CHANNEL MOBILE JOURNEYS
3. CASE STUDY:
NZ International Comedy Festival
4. MOBILE AUDIENCE INSIGHTS
“Your customers are free from the
confines of their homes, offices, and
traditional media and retail
environments.”
Chuck Martin, The Third Screen
Image: https://abookapart.com/products/mobile-first
OUT THERE ON
MOBILE
1.
Mobile responsive websites are no
longer a ‘nice to have’...
Source: CBS News
Source: Research New Zealand’s “Report on a Survey of New Zealanders’
Use of Smartphones and other Mobile Communication Devices 2015”
Source: Consumer Barometer with Google - NZ
Source: http://mobilemarketing.ac.nz
Source: The Audience Connection Optimiser Online
Marketing Benchmarking Study – 2013-2015
33%
of Optimiser participant website visits now come from mobile or tablet
Source: The Audience Connection Optimiser Online
Marketing Benchmarking Study – 2013-2015
% Mobile Friendly Websites
Source: The Audience Connection Optimiser Online
Marketing Benchmarking Study – 2013-2015
Find at: https://www.google.com/webmasters/tools/mobile-friendly/
Source: Ginny Marvin, Search Engine Land
Source: Consumer Barometer with Google - NZ
1. Mobile version of current site – Separate mobile-optimized website
– Has its own codebase
– Designed exclusively for user to view on mobile devices (tablets, phones, etc. )
2. Responsive site – Single website
– Adjusts to the size/layout of screen
– Adapts content, design & navigation
3. Mobile app – App designed for mobile users
– Must be accessed via online store
– Interacts with mobile specific features of phone
– Can be used offline
Going mobile friendly...
Inspiration: Katie Oakes The Best Mobile Online Community Options
Now more email opens on mobile
than on desktop...
Source: Greg Sterling - Majority Of Email Opens Are Mobile, But Most Conversions On
The Desktop, marketingland.com
Source: Greg Sterling - Majority Of Email Opens Are Mobile, But Most Conversions On
The Desktop, marketingland.com
1. Utilise responsive email templates
2. Optimise emails for mobile
– Use single-column design
– Ensure font size at least 13-14 pixels
– Avoid navigation bars
– Use single call to action
– Use images sparinglly
– Keep content short & sweet
3. Preview & test campaigns on mobile
4. Segment your campaigns and choose templates for mobile & desktop
Re-thinking email for mobile
Mobile devices have become
primary screen for most social
media users...
47% of Facebook users ONLY
log in from a mobile
device
90% Video views on Twitter
occur on a mobile device
50% LinkedIn users access the
platform via mobile
Source: http://expandedramblings.com/
Source: The Audience Connection Optimiser Online
Marketing Benchmarking Study – 2013-2015
1. Use quality images and keep text concise
2. Pin relevant posts to the top of the page
3. Tailor the timing of your activity to when
mobile social users are online
4. Keep videos short & sweet
5. Encourage real-time sharing
Optimising social for mobile
Source: The Audience Connection Optimiser Online
Marketing Benchmarking Study – 2013-2015
Mobile devices have changed the
face of video ...
“65% of Facebook's Video Views Are
Now on Mobile Devices.”
Christopher Heine, Adweek
Channel Views By Device
35% of total YouTube channel views across
participants were made on mobile or
tablet during Year 3
Source: The Audience Connection Optimiser Online
Marketing Benchmarking Study – 2013-2015
Source: Ooyala
Mobile will
completely
dominate
desktop
The end of
one-size-
fits all
content
designing
Flat design
& more
scrolling
More split
testing of
between
devices
Rise of
mobile
streaming
Social
shopping
within the
app with
inline buy
buttons
Location-
based
technologies
will recognise
customers
Segmentation
between
mobile and
desktop
Wearable
devices will
start to gain
traction
MULTI-CHANNEL
MOBILE JOURNEYS
2.
Connecting:// arts audiences online , Australia Council for the Arts 2011
Connecting:// arts audiences online , Australia Council for the Arts 2011
Mobile First
Social
sharing
Triggered
emails
Video
Search
Mobile
responsive
site
Social
media
Mobile ads
Video
Video
Blog posts
Mobile
responsive
website
Mobile
responsive
online
ticketing
Mobile
responsive
website
Mon=bile
responsive
Social sharing
Mobile
streaming
Mobile tickets
Location-
based
“The brands that seamlessly connect
physical, desktop, mobile and other
devices to make one joined-up
experience for their customers stand to
be very successful.”
Gary Elliott, Rocketmill
Source: Mobify - 50 Must-Know Mobile Commerce Statistics and Facts
Break for Questions
CASE STUDY: NZ International Comedy Festival
3.
The Comedy Festival website is now viewed on a
mobile device more than on a desktop.
2010 2011 2012 2013 2014 2015
MOBILE 2% 8% 12% 20% 34% 41%
TABLET 0% 0% 6% 10% 10% 10%
DESKTOP 98% 92% 82% 70% 56% 49%
Rapid growth of traffic via mobile to comedyfestival.co.nz
12% of Comedy Fest tickets were purchased on mobile in
2015, up from 9.5% last year and 6.5% in 2013.
Mobile users on average spend less time on the website and
view slightly less pages, what does this mean for us?
Sessions % New Sessions Bounce Rate Pages/Sessio
n
Ave Session
Duration
MOBILE 41% 60.5% 49% 4.5 2:09
TABLET 10% 55% 47% 4.3 3:56
DESKTO
P 49% 59.5% 37% 5.1 4:06
MOBILE
UP TO
FESTIVA
L
38% 68% 51% 4.4 1:52
MOBILE
DURING
FESTIVA
L
43% 56% 47% 4.6 2:22
EMAILS OPENED ON MOBILE EMAILS OPENED ON DESKTOP
41% 59%
These days you now have two websites in one!
Desktop & Mobile
• Consider what reasons people are using different
devices to view your website and build that into your
design.
• What do you need on Desktop vs Mobile
• Do you need everything that you have on
desktop on your mobile website? What can
you take out?
• What order do you need to view things on mobile.
• E.g. show copy vs ticketing details?
• How does your website look across different smartphones – this is something
you need to test.
• How do my EDMs display on different mobile devices?
• How do you avoid loading copy and images twice?
• How do I drive revenue on mobile?
Hot tips for building websites for mobile users:
• Have a clear idea of your objectives – look at what your audience will use the mobile website for, what are they looking for and what is most efficient way to get there? Use that data to inform your brief to a developer.
• Give your web developer a visual brief, alongside a basic site map. You know your business intimately, your processes, needs and limitations, so consider that in your planning for your brief.
• Cost-effectiveness – do the planning and the research
– Look at all the different options and what you actually need, do you need a mobile website and an app, or will one do the job for you.
– Do you have a designer that could help with the design of the site.
– Do your research… What websites do you like? Which feature? Go wider than just the arts, what other successful websites are doing things you could adapt?
– What can you update on the website yourself?
– Look at building your website in a CMS (Content Management System), like Wordpress or Silverstripe, that you have the ability to manage your content with more flexibility, rather than having to ring your web developer and pay hundreds each time you want to change something. Make sure it is a CMS that other developers also work in so that you aren’t tied to one developer
– What can you future proof? Things change so quickly in the digital space!
– Get multiple quotes
• Keep the web developer accountable
– You need to be super clear with your expectations, timelines and communication. Don’t assume anything! If you have a question ask it!
– Create an excel spread sheet with every single element and what it needs to do, and cost of that element if applicable.
– An overall fee is recommended, with maintenance hours built in
– Testing phase – make sure you make time for this
4.
MOBILE AUDIENCE
INSIGHTS
What do we want to know?
• Acquisition, engagement, conversion...
• % of mobile web visits, # of mobile web visits
• What devices they are using
• Engagement on mobile vs. tablet vs. desktop – web, social, video
• Growth of mobile web visits as proportion
• Where mobile traffic is coming from
• Conversion to goals mobile/tablet vs. desktop
Google Analytics
Mobile Overview
View breakdown of traffic
by device
Google Analytics
Mobile Device
View breakdown by device
Google Analytics
Mobile Overview
With “Compare to Past”
activated to understand
growth in mobile
Google Analytics
Segmentation
Showing default Mobile &
Tablet Traffic segment
Google Analytics
Channels
With Mobile & Tablet
traffic segment enabled
Google Analytics
All Pages
Broken down by default
Mobile & Tablet Traffic
segment
Google Analytics
Social Network
Referrals
Broken down by Mobile &
Tablet Traffic segment
YouTube Insights
Devices
Shows views &
engagement by device
MailChimp
Top Email Clients
Breaks down list by their
email clients and splits
out desktop from mobile
Facebook Insights
People by Device
Breaks down people who
like page by computer vs.
mobile device
Growth of website visits by mobile & tablet
Source: The Audience Connection Optimiser Online
Marketing Benchmarking Study – 2013-2015
Source: Clickz While Mobile Still Matters in 2015
“Just like the internet became more
electricity-like around the mid-2000s
(something people just assumed was
there), I see mobile following a similar path
in 2016. No longer will mobile be a thing,
but an enabling force that powers other
things.
Aaron Strout, Marketing Land
Questions
Google Mobile Friendly Tool https://www.google.com/webmasters/tools/mobile-friendly/
Google URL Builder https://support.google.com/analytics/answer/1033867?hl=en
Optimise Blog http://optimisenz.com/
Previous Optimise videos and webinars https://www.youtube.com/playlist?list=PL5BD757B21700ADD2
Google Mobile Marketing Resources https://www.thinkwithgoogle.com/topics/mobile.html
www.audienceconnection.com
@audienceconnect
http://optimisenz.com/
