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COMMUNICATING WITH MOBILE USERS Are we the Baddies?

Communicating with Mobile Users

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COMMUNICATING WITH MOBILE USERS

Are we the Baddies?

WHY IS MOBILE DIFFERENT?

I just noticed something.

receivertransmitter

STRUCTURAL PROBLEMS FOR MOBILE

Decreasing Signal Strength

High Bit Error Rate Interference

Multi-path (reflecting off of objects)

Rexford, J. (2007). Wireless and Mobile Networks [PowerPoint slides]. Retrieved from http://www.cs.princeton.edu/courses/archive/spring07/cos461/slides/23Wireless.ppt

WHO ARE MOBILE USERS? They’re coming, now we’ll see.

AVERAGE ADULTS

90% have a cell phone

58% have a smartphone

42% have a tablet

67% check for messages even when no notification

44% sleep with phone next to them (really ONLY 44%??)

29% Can’t imagine living with out cell phone.

15% are “cell mostly” internet users

Pew Research (2014). Mobile Technology Fact Sheet. Retrieved from http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/ on 9/17/14

TEENS

78% have cell phones

37% have smartphones

23% have a tablet

74% access internet on cell phones

25% are “cell mostly” internet users

Older girls more likely to be “cell mostly” (34%)

Madden, M., Lenhart, A., Duggan, M., Cortesi, S., Gasser, U. (2013). Teens and Technology 2013. Retrieved from http://www.pewinternet.org/2013/03/13/teens-and-technology-2013/

SENIORS

77% have cell phones

18% have smartphones

18% have a tablet

27% use social networking

23% have difficulty reading

Wealthier, younger and more educated seniors

are more like the average adult in usage patterns.

Smith, A. (4.3.2014). Older Adults and Technology Use [PDF]. Retrieved from http://www.pewinternet.org/2014/04/03/older-adults-and-technology-use/

MOBILE PERSONAS (SMITH.CO)

■ Controller – “Mobile is my Dominatrix.”

■ Empowered – “Mobile is my Exobrain.”

■ Reluctant – “Mobile is my Communicator.”

■ Enabled – “Mobile technology is my Lifeline.”

■ Dissident – “Mobile technology is a Pest.”

Smith (4.25.2014). Five mobile Personas you need to know [PDF]. Retrieved from http://www.smith.co/what-we-think/point-of-view/~/media/Files/SMITH-POV_Mobile-UserResearch-16April2014.ashxm

Smith (4.25.2014). Five mobile Personas you need to know [PDF]. Retrieved from http://www.smith.co/what-we-think/point-of-view/~/media/Files/SMITH-POV_Mobile-UserResearch-16April2014.ashx

Smith (4.25.2014). Five mobile Personas you need to know [PDF]. Retrieved from http://www.smith.co/what-we-think/point-of-view/~/media/Files/SMITH-POV_Mobile-UserResearch-16April2014.ashx

Smith (4.25.2014). Five mobile Personas you need to know [PDF]. Retrieved from http://www.smith.co/what-we-think/point-of-view/~/media/Files/SMITH-POV_Mobile-UserResearch-16April2014.ashx

Smith (4.25.2014). Five mobile Personas you need to know [PDF]. Retrieved from http://www.smith.co/what-we-think/point-of-view/~/media/Files/SMITH-POV_Mobile-UserResearch-16April2014.ashx

Smith (4.25.2014). Five mobile Personas you need to know [PDF]. Retrieved from http://www.smith.co/what-we-think/point-of-view/~/media/Files/SMITH-POV_Mobile-UserResearch-16April2014.ashx

WHY CARE ABOUT MOBILE?

Pirates are fun!

OBSESS MUCH?

2013 numbers, for comparison smartphone owners in

2013: 49% in 2014: 58% (see Pew data earlier)

79% have smartphones with them 22 hours a day

80% check smartphone first thing in morning

All Twitter (2013) 79% Of People 18-44 Have Their Smartphones With Them 22 Hours A Day [STUDY]. Retrieved from http://www.mediabistro.com/alltwitter/smartphones_b39001

MULTI-SCREENING IS A THANG.

Google Mobile Ads (8.29.2012) Navigating the new multi-screen world: Insights show how consumers use different devices together. Retrieved from http://googlemobileads.blogspot.com/2012/08/navigating-new-multi-screen-world.html

90% of consumers move between multiple devices to accomplish goals.

67% have used multi-screening to shop

LOCAL, LOCAL, LOCAL!

70 % of local searches via a mobile

phone lead to a sale within the hour

RapidoSEO (9.11.2013) Mobile Marketing Strategy: Isn’t It About Time You Had One?. Retrieved from http://rapidoseo.com/mobile-marketing-strategy-isnt-it-about-time-you-had-one/

SHOW ME THE MARKETING!

What's so good about a sickle?

ADD YOUR LOCATION

Without Location With Location

200% Click Through Increase!

KISSmetrics (n.d.) How Mobile is Changing Business [Infographic]. Retrieved from https://blog.kissmetrics.com/mobile-is-changing-business/?wide=1

A/B TEST (NO F’S PLEASE)

1. Product Choice and Page Layout

2. Navigation and Funnels

3. Pricing and Shipping Strategy

4. Call to Action Button

5. Checkout Page

KISSmetrics (n.d.) How Mobile is Changing Business [Infographic]. Retrieved from https://blog.kissmetrics.com/ab-testing-for-mobile-commerce/

ACT

DESIGN SITES FOR MOBILE

Know target audience and what they use

Understand usage and behavior patterns

Keep core content the same

Optimize for mobile

Define your content strategy

Deliver content quickly

Embrace change

Creative Bloq (4.4.14) Mobile website design: 30 pro tips. Retrieved from http://www.creativebloq.com/mobile/mobile-design-912823

DESIGN EMAIL FOR MOBILE

1. Eye and Thumb Friendly (large buttons and fonts)

2. Know your device sizes and behaviours (iPhones are small)

3. Call to action front and center

4. Streamline

5. Image blocking happens

6. Cut to the Chase

7. Be obvious

Litmus (n.d.) Anatomy of the Perfect Mobile Email. Retrieved from https://litmus.com/blog/wp-content/uploads/2011/10/anatomy-mobile-email-24-1000px.png

KEEPING UP WITH THE GOOGLES.

91.6% of mobile search is through Google

So you have to pay attention to how Google ranks (mobile) websites.

http://developers.google.com/speed/pagespeed/insights/

Net Market Share (9.17.14) Realtime Web Analytics With no Sampling. Retrieved from https://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4&qpcustomd=1

PITFALLS Why skulls?

CREEPER!

Be aware of how you market, who your audience is and what annoys or creeps them!

33% find personalized web content creepy

21% find remarketing ads creepy

50% of 18-24 year olds think remarketing ads are annoying

46% of women find time-to-reorder-product emails annoying (only 23% of men do)Stacey, H. (9.9.14) Are You Creeping Out Your Customers?. Retrieved from

http://blog.ometria.com/ecommerce-online-marketing-strategy-mistakes

BUT ARE WE THE BADDIES?

Mitchell, Webb, (n.d.). Are we the Baddies?. Retrieved from https://www.youtube.com/watch?v=hn1VxaMEjRU

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