We look at mobile and the implications this ever-evolving channel will have on your digital marketing strategy. We recommend new approaches and give you tips on how to target your mobile audience.

1. ORM whitepaper
HOW MOBILE IS
CHANGING YOUR
MARKETING
STRATEGY
February 2013
HOW MOBILE IS CHANGING YOUR MARKETING STRATEGY 1
ORM whitepaper / February 2013

2. Introduction
We can all remember the early days of mobile
phones – from the basic handsets (mine was a
Nokia 5110 when we founded ORM in 1999)
through to feature phones with WAP browsers.
But it wasn’t until 2007 when the smartphone
(or specifically, the iPhone) appeared on the scene
that mobile became a new gameplayer. Since then
the smartphone has changed the market and
our relationship with mobile, forever.
Peter Gough / Founder and design partner, ORM
Rapid technological advancements, within the last six years, have seen
new operating systems, powerful handsets, faster and cheaper data
connections, touch interaction, 35 billion app downloads and more
smartphone devices being activated worldwide each day than babies being
born. Back then, what we couldn’t predict, was how our culture would change.
Our behaviour, how we interact, look for and consume content has rapidly
evolved. We live in a world where these smart devices are always with us,
always on and we are always connected.
These are still early wild-west days for technologists and marketers alike.
Mobile is an ever-evolving channel and we know it is fast becoming the
main touch point for more than half the UK population.
1999 / Nokia 5110 In this short space of time the smartphone has transformed the consumer’s
behaviour. This technology, that we have on us and in the home, is no
longer about being a geek or an early adopter.
These mobile devices (like tablets, smartphones and wearable tech) are
cost effective, lightweight and will overtake the desktop in the next few
years, says Google.
Peter Gough is the founder and design Our phones are no longer used to just make and receive calls. They are a
partner at ORM. Peter started his career multi activity devices – used for communicating (emailing/social networking),
as an apprentice graphic designer at 16 staying informed (reading blogs/ news/messageboards) and entertainment
way back in the 80’s, going on to work (net browsing, playing games, listening to music, watching videos, reading a
and partner in a number of design and book). All of which generate trackable data that can be used to inform your
print groups. His love of graphic design marketing strategy.
and a fascination for the early internet and
computer technology was the inspiration to
About this Whitepaper
set up ORM in 1999, to specialise in digital
In this whitepaper we’ll consider how you can equip your marketing teams to
design for clients including Ministry of
reach your customers in the new multi channel world we live in.
Sound and Channel 4.
Fanatical about the importance of user Back then, what we couldn’t predict, was how our culture would change. Our
and brand experience design in emerging behaviour, how we interact, look for and consume content has rapidly evolved.
mobile & web technology, he is responsible We live in a world where these smart devices are always with us, always on and
for the design output of ORM – together we are always connected.
with the business direction and innovation.
HOW MOBILE IS CHANGING YOUR MARKETING STRATEGY 2
ORM whitepaper / February 2013

3. Do you need a Responsive or Mobile site?
It takes us 1.7 seconds to judge a website (a recent
Yahoo.com study revealed). Survey after survey
tells us that if a customer’s had a bad experience
on a mobile site, they’re not coming back.
But not every brand, company or organisation needs a responsive site.
At the very least you need to make sure your website works on mobile.
Context of use and creating a great user experience should be two of
the core drivers behind your decision making.
In terms of context of use – Google says the majority (85%) of smartphone
users are searching for local information and then (81%) acting on it.
Search, GPS tracking and people’s willingness to share their location
85
means you can target ads based on a set radius/profile.
A top tip: have clickable
% searching for local information phone numbers/interactive
maps as a standard feature
81 on your site.
So work out what your customers need and want. Who they are, how they
% acting upon it through access your site (use your analytics to drill down to find the patterns) and
location sharing
what they want to do once they are there will determine the route you should
take. As a guide, think about the following case studies:
Choosing a Responsive webite
Take this option if your core users are looking for a similar mobile/desktop
experience. A responsive site’s layout will change depending on the screen
sizes to provide content on all platforms. Online publishers, such as
Mashable, Smashing Magazine & The Guardian, have done just that
effectively. Their audiences want news, trends and updates in a visual
and intuitive way.
Choosing a Mobile website
Take this option if your visitor wants a service or instant information.
A mobile site is context specific. It focuses on a selection of core tasks
and does not replicate the desktop website content. It gives your users
quick, simple calls to action. National Rail is doing this well with its four
main calls to action: “Journey Planner”, “Live Departure Boards”,
“Changes to Train Times” and “Get me home”.
HOW MOBILE IS CHANGING YOUR MARKETING STRATEGY 3
ORM whitepaper / February 2013

4. App or no app?
If some of your marketing budget has been put
aside for creating an app you need to take stock
and ask yourself for what purpose? What can you
do to make your customer’s lives better, simpler
and happier (that someone hasn’t already done)?
Bearing in mind a person has, on average, 23 apps
on their smartphone, of which 9 are regularly used,
says Google.
People will engage with an app on their daily commute or at snatched times
of the day. So the best apps are quick, simple and life enhancing (because it
entertained them/gave them important information/helped them in some way/
enabled them to share something with friends).
Average, 23 apps
on smartphone Broadly an app’s purpose can fit into these three functions:
• Connectivity: Makes it easier for registered users to connect back to
only 9 are a core service - such as Facebook, Twitter and Dropbox.
regularly used • Content: Delivers and broadcasts content: news, pictures, videos etc
such as BBC iPlayer, 4oD and Netflix.
• Enterprise: Created for a specific B2B or internal business purpose.
Such as an app we created for Visa that helped its corporate sales
team access interactive data during pitches to large organisations.
All the best apps follow these 6 basic rules:
• Simple design.
• Have 1 or 2 features that work really well.
• Different apps for each function or service of a business.
• Don’t use complex menus and multiple windows.
• Make it fast – let users do what they need to do.
• Optimise the function to the device.
For inspiration here are some of our team’s favourite apps:
Instagram: Its primary feature allows you to take an image and post it on
its service or to other networks. There’s no confusion. Its secondary function
does not detract from the core purpose.
Barclays Pingit: Barclays separated its Mobile Banking app from its Pingit
service—partly so non-customers can use it for peer-to-peer payments—but
also to avoid confusing the brand experience.
Shazam: The speed of the app is everything. Its main purpose is to identify,
tag and then share music with friends. It can identify a song, provide artist
details as well as providing a link to buy the album.
Clear: This is a “to-do” app. Swipe, pinch and pull to complete, add and
delete items easily. It’s simple to navigate. You can save to-do lists remotely
so they’re updated on multiple devices.
Behance: Similar to Pinterest—this is great tool to manage and
showcase your work. It’s a paired- down version of the desktop and does
just the basics, but very well.
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ORM whitepaper / February 2013

5. A day in the life of a smartphone & tablet user
10:30–11PM
Smartphone
7:30– 9 PM START 7AM
Checking news & emails
Smartphone
Tablet Checking emails
Prime time tablet use
Second screen & purchases
E
HOM
6 PM
UP
7:30 AM
AX
E
L
AK
RE
W
Smartphone Tablet
Checking news & emails Checking news
Browsing & researching & emails
UTE
T
KFAS
M
BREA
24/7
COM
CONNECTED
COM
WO
M
RK
UTE
2 PM
Smartphone
7:45 AM
Smartphone
& desktop
L
W
Checking news & emails
UN
O
combination
RK
CH
WOR
COFF
K
EE
9 AM
12:30–2 Smartphone
PM Smartphone & desktop
combination
Mobile internet usage
at its highest
11:15 AM
Smartphone & desktop
11AM
Smartphone
combination Browsing, calling & messaging
© ORM 2013 ormlondon.com
Our design team have created this simple and effective infographic. on a tablet). These people were not talking on their phones.
It shows you how our devices keep us connected 24/7. And this is They were all consuming content—be it emails, news, videos
shaping our daily habits.The data we’ve collected highlights that or a combination of all. This was at 7am. And it wasn’t a one off.
the time of day will determine what device a person is on.
Throughout the day smartphones and tablets interchange between As marketers you can now reach and connect with people in their
being primary, then secondary screens. User engagement with pockets, at their desks and whilst they are watching the television.
these devices has four clear peaks: The commute (at both ends This everywhere and anywhere culture is what consumers are now
of the day), lunchtime and prime-time viewing in the evening. expecting. You can use your analytics to give people what they want,
when they want it. As marketers there’s now a greater opportunity
The mobile revolution struck home on a recent early commute to to connect the dots and follow these consumers across all
work. Looking around the small train carriage—six of the seven channels. You can then deliver consistent and relevant messages.
passengers were glued to their smartphones (I was the seventh
HOW MOBILE IS CHANGING YOUR MARKETING STRATEGY 5
ORM whitepaper / February 2013

6. The perfect email for mobile
Recipients of emails have got savvier. Statistics
tell us that the impact of the email on desktop is
in decline. Even sectors where the email response
rate was at its highest, such as for charities, have
admitted there needs to be a new gameplan.
Along comes the smartphone. The infographic previously demonstrates
that people are using their commute to filter and check their burgeoning
inbox – starting from 7am. During this period people scan messages, send
holding responses, clock anything interesting to reopen back at their desks
and delete, delete, delete.
So the pressure is on for marketers to create content that is personalised,
tailored and quick to read reflect this new consumer of email.
Here we’ve come up with a dos and don’ts guide for creating
the perfect email
Do
• Write a short, snappy 30 characters subject line.
• Give a reason to open such as a daily deal/money.
off/something for today.
• Create vertical text, make it easy to scroll down.
• Incorporate pictures for added emotional engagement.
• Include “calls to action buttons” such as press here/share
now/donate here/buy now.
• Have a responsive template.
• Record and understand behaviour—first opened on email,
reopened on desktop.
Don’t
• Use a person’s name in the title—it’s their account, their
inbox, they know their own name.
• Include a link that doesn’t work.
• Send people to your main/payment site if it’s not been
optimised for mobile.
• Be too impersonal or generic—people expect more.
• Email the wrong message at the wrong time (for example if
someone has just bought a coat—they don’t want to be
Using data to create the perfect email emailedabout other types of coats).
Engagement with email on smartphones is high— • Try using FW: in your subject to imply it’s come from a
with roughly 72% of all users checking their inboxes trusted source.
regularly. Conversion rates are greater if companies
use data to craft the perfect email.
Domino’s Pizza is one such success story. It uses data,
combined with personalisation to target mobile users
to increase conversion rates. Its click through rates are
huge, for example, on the “4 for 2” offers that are sent
to a specific demographic on the afternoon of a premier
league football match.
With £10m of sales via its iPhone app since 2007
and a massive 500,000 app downloads—it’s doing
something right.
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ORM whitepaper / February 2013

7. The Future of Marketing
We are all witnessing a huge change in human
behaviour. Devices that we didn’t know we needed
10 years ago are dominating our lives (the UK has
seen the largest increase in smartphone use in 2012).
Smartphone and tablet users describe having a
strong bond or affinity with their devices—many
seeing them as a natural extension of themselves.
This fast growing group of consumers interact, and are highly engaged,
with their handsets, tablets - and brands that have been quick to meet them
there. They describe feeling closer to, and more personally involved with,
brands that were fast to create mobile apps and services.
Business models are changing as we are becoming a mobile-first society.
The tech blog, formerly know as ReadWriteWeb, recently rebranded as
ReadWrite and designed its new layout for tablets and smartphones first.
Linkedin, with 11 million UK members, said it was a mobile first company.
Social networking giant, Facebook, also said it would be focusing its efforts
on mobile.
Mobile marketers still have a lot to learn – and the cogs in the wheels of
the larger organisations will need to move faster to keep up with consumer
demands. This means cleansing data and using it form the basis of your
marketing strategy. Companies thinking smarter, such as differentiating
between smartphone and tablet users, and tracking consumer patterns
and behaviour will be the winners in this race.
Of course, there are still barriers to collecting and using this data – antiquated
systems, manual and internal processes, data overload, the wrong skill-sets
working in key areas of the business. And the all too familiar conflict
between the IT department’s aversion to risk and a marketers inclination
towards innovation.
ORM, as a creative and technical digital agency, understand these conflicting
issues. We want to help our clients blend these very distinct areas to maximise
their effectiveness and minimise risk.
In doing this we foresee creating and shaping a new hybrid marketing/
technologist role: that of the Chief Marketing Technologist. This person
will have creativity but also a deeper understanding of the technology,
its possibilities and the budget to spend.
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ORM whitepaper / February 2013

8. A mini guide to marketing on mobile
Cut out and keep
• Mobile is a different channel - just porting desktop
content to mobile isn’t good enough – you’ve got to
think more about the context of use.
• Condense your emails – you’ve only got about a
30 character subject line – people are getting
through them very quickly.
• Make sure your designs, layouts and content are
responsive, fluid and work well on whatever device
your consumers are using it on.
• Don’t direct potential customers to your home or
payment page until you’ve optimised it for mobile
and tablet users.
• Remember mobile is location based, it’s always
on, you’re in someone’s pocket – you can engage
with them when they are out and about and can
push offers/vouchers to get them into your store.
• 85% of search is for the moment – people looking
for maps, telephone numbers, price comparisons,
product reviews.
• Make mobile part of your editorial process and
workflow – co-ordinate your activities so content
can be delivered to multiple channels and tailored
ormlondon.com for each.
What to do next:
To book a free website or digital strategy consultation You can also find us here
hello@ormlondon.com
@ormlondon
+44 (0) 20 7939 9540
ormlondon.com
linkedin.com/company/orm
ORM
facebook.com/ormlondon
156-170 Bermondsey Street
London SE1 3TQ
United Kingdom
HOW MOBILE IS CHANGING YOUR MARKETING STRATEGY 8
ORM whitepaper / February 2013

9. About ORM
We blend strategic thinking with creative and technical
expertise to engineer delightful digital experiences.
Whether these experiences are on mobile, on web
or on touch, our experiences are measurable, they’re
joined-up and maximise your investment in digital.
We’re about experiences –
from strategy through to
delivery, we make your
business digital.
We provide full end-to-end service, from design
through to development and support for mobile
applications, websites and online products –
we provide strategic services including digital
strategy development, mobile UI/brand guideline
development through to User Experience reviews
and usability testing.
We are renowned for creating superb user experience
design informed and validated by insightful and
incisive research – this is combined with engaging
brand visualisation and creative. Our technical design
and development provides robust solution delivery
that is trusted and depended upon by some of the
world’s most recognisable brands.
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ORM whitepaper / February 2013

10. ORM whitepaper
Thank you for reading
hello@ormlondon.com / ormlondon.com
HOW MOBILE IS CHANGING YOUR MARKETING STRATEGY 10
ORM whitepaper / February 2013