Why marketers should care about mobile marketing now. Includes statistics on mobile device proliferation, responsive website design, mobile websites vs. mobile apps, and how the market will continue to change. Presentation given at Interact13 conference in January 2013, Springfield Ohio.

1. Get Mobile
with Crystal Olig,
Account Services Manager, Oxiem
@sparklegem
|
@oxiem
|
@interact13
|
#interact13

2. We’ve Come a Long Way.
Source: http://blog.sectiondesign.co.uk

3. But we’re dealing with multiple platforms.

4. New types of devices.

5. And new types
of interactions.

6. Today
1. Facts, figures & trends
2. Device bootcamp
3. Apps vs. Mobile Sites
4. Sample mobile strategies
5. Design for mobile

7. 7
What is mobile?
devices & platforms

8. All viewports
• Website
• Web Apps &
Widgets
• Website
• Web Apps &
Widgets
• iOS
• Android
• Windows?
• Other:
• Website
• HTML5
• iOS
• Android
• Windows?
• Other:
• Mobile Web
• HTML5

9. def. Mobile Device
A “mobile device” is any hand-held computer device, with touch input or a
mini keyboard.
Most common devices:
– Phones
– Tablets
Common features:
– Runs using an OS and can run application software (apps)
– Wifi, Bluetooth, GPS
– Camera & media player
More features:
– Barcode reader
– RFID
– Smart Card reader

10. Mobile Platforms
• iOS (Apple)
• Android (Google)
• Windows (Microsoft)
• QNX (RIM)
Fu n fa c t : Android OS’s are named after desserts:
Éclair, Froyo, Gingerbread, Honeycomb,
Ice Cream Sandwich, Jelly Bean & Key Lime Pie

11. Breakdown
Smart Phones Small Tablets Large Tablets
Sizes 3.5”, 4”, 5”
Size: 6”, 7”, 7.9”(iPad
Mini)
Full size 9.7”(iPad) –
10.6” (Microsoft
Surface)
iPhone iPad Mini iPad
Samsung Galaxy S III Kindle Fire Motorola Xoom
Nexus 4 Nexus 7 Samsung Galaxy Tab
Nokia Lumia 920 Samsung Galaxy Tab
7
Samsung Galaxy Tab
10.1
HTC One X+ Acer Iconia
Samsung Galaxy
Note
XPS 10, Latitude 10

12. Size Matters!

13. Is my audience
using mobile
devices?
What & how
often?

14. Absolutely they are.
Everyone needs to
be thinking about
how their site
displays on a
mobile device.

15. Users > Desktop Internet Users Within 5 Years
Global Mobile vs. Desktop Internet User Projection, 2007-2015e
Internet Users (MM)
By 2014, mobile should take over desktop internet usage.
Source: Morgan Stanley Research

16. Smartphone growth is astronomical.

17. Time spent using devices is growing.

18. Top Smartphone Platforms
Q 4 o f 2 0 1 2 :
48.1%
share
of
US
smartphone
sales
compared
with
Android
which
has
46.7%.
Android
is
a
strong
leader
throughout
Europe.
Source:
kantarworldpanel.com

19. Top Tablets

20. Decisions & purchases made via mobile
59%
Business executives would
prefer to make a business
transaction via mobile web
rather than by phone
7 per day
Average number of times an
executive uses their mobile
device to do a search on the
web

21. Your visitors speak out
55%
61%
67%
indicated a bad web experience hurt their overall
impression of the brand
indicated that they will move to a competitor if they
don’t see what they need on mobile right away
indicated that a mobile site inclined them to buy
a product or service

22. The Mobile Landscape
40%
Users turned to
competitor’s site
due to poor
mobile
experience
21%
Existing websites
have mobile
capabilities
67%
Indicated a poor
mobile
experience hurt
their impression
of the brand
18%
of all pageviews
are now done with
mobile devices

23. 23
What do I need?
mobile site vs. app

24. Mobile vs. App
What’s an App?
A stand-alone application, installed on phone. Works o!-line & has
access to phone features.
What’s a Mobile Site?
A website optimized for viewing on mobile devices such as tablets
and smartphones. No installation necessary, just access to the
internet.
What’s a Hybrid App?
A mobile app with mobile site features. Accesses mobile web pages as
part of the feature set of the app.

25. Mobile vs. App
Mobile Site
• Platform independent
• Easy to update
• Cost e"cient
• Search Engine friendly
• Easy to publish
• Requires Internet access via
wifi or 3G/4G
Mobile Application
• Platform specific
• Native phone feature access
for more advanced
functionality
• Must be released (Apple App
Store, Google Play) according
to platform guidelines
• Internet connectivity not
always necessary

26. How do I
approach
mobile
for my
organization?

27. Key Questions to Ask Yourself
• Is this to support my whole organization, or just one aspect (sales,
a campaign, a line of products)?
• What are my users most likely doing online?
• Does my current site support a mobile option?
• Do I want to maintain a separate mobile site?
• Would a redesign give me the best of both worlds?

28. Approaches
#1- Standalone desktop
site & mobile site.
Large display tablets
default to either per your
preference.

29. Approaches
#1- Standalone desktop
site & mobile site.
Large display tablets
default to either per your
preference.

30. Approaches
#2 - Integrated desktop
and mobile site.
Some features shared.

31. Approaches
#2 - Integrated desktop
and mobile site.
Some features shared.

32. Approaches
#3 - Responsive
Design Website
Dynamic on the fly
page resizing.

33. Approaches
#3 - Responsive
Design Website
Tablet view.

34. Approaches
#3 - Responsive
Design Website
Smartphone view.

35. Conduct an analytics & visual
review focused on mobile. 1

36. Tools
1. ipadpeek.com/
2. iphonetester.com/
3. mobilephoneemulator.com/
4. ready.mobi/launch.jsp?
locale=en_EN
5. responsivepx.com/
6. quirktools.com/screenfly/
Conduct an analytics & visual
review focused on mobile. 1

37. 2
Design for
the user.

38. 3 Simplify…

39. 44 But don’t forget your brand.

40. Thank you! Questions?
Please share one tip from this session with the community by
tweeting with hashtag #interact13!
Crystal Olig
@sparklegem
Account Services Manager, Oxiem
colig@oxiem.com