This presentation was given to Quality English members in Paris on November 4th, 2011. In today's digital economy, international students are finding and interacting with your information in a multitude of ways... and perhaps most importantly via a wide array of devices. Evolving from the desktop to the mobile and/or tablet device represents a fundamental shift in how users are interacting with your websites and digital marketing campaigns. This presentation explores the wide variety of ways in which you can tap into this mobile movement by examining new and existing digital marketing channels as well as design best practices and guidelines. From basic SEM and email marketing channels to responsive design and online/offline integration, this presentation will leave you with fresh, new marketing ideas to consider and renewed confidence when moving into the mobile space. Jon Aizlewood runs a boutique digital marketing & design studio in Brighton, serving clients from around the world with a specialised set of skills including design & build, marketing strategy & consultation. Armed with almost 10 years’ of web marketing experience, Jon’s last full-time position was at Study Group, where he managed the multichannel & multilingual e-marketing programmes for all brands - including Embassy CES - across 3 operating divisions, 13 languages and 140 countries. Visit Jon’s website for more details: http://carbongraffiti.com

1. THE DEMISE OF
THE DESKTOP
DIGITAL MARKETING & THE MOBILE WEB
Jonathan Aizlewood, November 4th 2011

2. HOW MANY OF US
HERE HAVE...

3. A DESKTOP?

4. A LAPTOP?

5. “Any low-end
device that lacks a
recognisable
operating system”
A FEATURE PHONE?

6. “Any device that
offers more
advanced
computing ability
paired with a
recognisable
operating system”
A SMART PHONE?

7. A TABLET?

8. STUDENTS?

9. 77%
“ of the world’s population are mobile
subscribers. That’s 5.3 billion users, primarily
in India and China.
”
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#subscribers

10. MOBILE IS BOOMING
Source: Radio penetration data per Broadcasting & Cable Yearbook 1996, Internet penetration data per World
Bank / ITU, Mobile Internet (smartphone) data per Morgan Stanley Research; 3G data per Informa.

11. 5 COUNTRIES REPRESENT 46%
OF INTERNET USE
Note: Penetration is per 100 inhabitants
Source: 1) Internet user stats per International Telecoms Union; 2) time spent data per comScore global 12/09

12. BUT GLOBAL MOBILE TRAFFIC IS
SOARING...
Source: Cisco Visual Networking Index (VNI) Global Data Traffic Forecast, 2010-2015

13. ... AND ONE WEB WILL RULE
THEM ALL BY 2015
http://mashable.com/2010/04/13/mobile-web-stats/

14. Mobile subscribers accessing the
Mobile Web at least monthly
Country Percentage
Japan 47%
Urban China 43%
United States 22%
Hong Kong 16%
Europe 12%
Urban India 8%
Source: Forrester (2011)
English as a first language?

15. YOUR STUDENTS ARE CONSTANTLY USING
THEIR MOBILES. FOR EVERYTHING.
http://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/

16. “ We’re officially in a ‘Post-PC*’ era.
”
* Attributed to the late, great Steve Jobs

17. SMARTPHONES HAVE ECLIPSED PC SALES
(OFFICIALLY)
Note: Notebook PCs include Netbooks. Source: Katy Huberty, Ehud Gelblum, Morgan Stanley Research. Data
and Estimates as of 2/11

18. SMARTPHONE SALES ARE BOOMING...
Source: Gartner

19. ...AS ARE TABLETS
Source: Apple

20. GLOBALLY, FEATURE PHONES STILL
DWARF SMARTPHONE SALES.

21. Worldwide Smartphone Sales to End Users by
Operating System in 3Q10 (Thousands of Units)
3Q 09 units 3Q 10 units
41,093 80,532
Source: Gartner 2010, http://www.gartner.com/it/page.jsp?id=1466313
...BUT (SIGNIFICANTLY) SMARTPHONE
SALES INCREASED 96% IN Q3 2010

22. APPLE VS NOKIA VS GOOGLE
• Apple is over-hyped, big only for
Western audiences
• Nokia is still leader in global
phones sold, primarily in
developing countries
• However Google is on course to
become the #1 smartphone
provider
• By 2015, 631 million
smartphones will be sold,
approaching half of those will be
Android

23. “ ”
It’s safe to say... we’re officially entering
the mobile era.
Me

24. 9-5
http://www.flickr.com/photos/lokner/4164251472/

25. AROUND THE CLOCK
http://www.flickr.com/photos/jodyodea/3910686634/sizes/o/in/photostream/

26. ON ANY DEVICE
http://www.flickr.com/photos/lukew/6171377827/sizes/o/in/photostream/

27. FIRST, AN EXAMPLE

28. MEET ADRIANNA
• Adrianna lives in Italy
• Wants to come to the UK to
learn English, make friends.
• Considering your school
• Ready to make a decision,
with help/consent from her
parents

29. BROWSING
• Adrianna starts searching
from her home desktop, with
her parents or friends
• She shortlists a few mentally
http://www.flickr.com/photos/wtorbeyns/4856567890/sizes/z/in/photostream/

30. FOCUSING
• Later, whilst watching TV,
Adrianna searches for her
shortlisted schools from her
smartphone
• Most of the websites are
basic, and not optimised for
mobile.
• Yours is, through responsive
design.
http://www.flickr.com/photos/70728281@N00/6054918980/sizes/z/in/photostream/

31. SHARING
• Adrianna, impressed so far
with your school, decides to
share the link and a thought
on her preferred social
networks.
• Her friends have good things
to say.
http://www.flickr.com/photos/tucamon/4989572983/sizes/z/in/photostream/

32. BROWSING WITH INTENT
• A few days later, Adrianna
searches from her
smartphone.
• She sees a mobile (paid) ad
for your school, which
enhances credibility and
pushes your brand to top-of-
mind.
• She taps it.
• Or...
http://www.flickr.com/photos/ditii/5258810217/sizes/m/in/photostream/

33. BROWSING FROM PRINT
• ...Adrianna decides to visit her
local agent for more
information.
• She finds your print brochure
and sees a QR code on it,
offering more info and a
discount code.
• She scans it.
http://www.flickr.com/photos/eepaul/4727273093/sizes/z/in/photostream/

34. FINAL PUSH
• From either the paid ad or QR
code, Adrianna arrives at a
mobile-optimised landing
page.
• She reads more about your
school, and likes it even more.
• She sees an enticing offer to
subscribe to your newsletter,
with a possible discount for
her course.
• She subscribes.

35. READY TO CONVERT
• A few days later, Adrianna
(whilst out & about) receives
your email campaign on her
smartphone.
• It’s mobile-optimised,
meaning it’s short, easily
readable and direct.
• She acts on it to redeem her
discount by registering her
details.
• She is booked as a new
student.

36. MEASUREMENT
• Meanwhile, as marketers,
you’re tracking all mobile
visits, bounces and
conversions from your
preferred analytics tool.
• Success! You’ve made a
conversion, completely
through the mobile channel.
http://www.flickr.com/photos/wtorbeyns/4856567890/sizes/z/in/photostream/

37. SO HOW CAN YOU GET
STARTED?

38. ADOPT A STRATEGY
• Analytics
• Responsive design
• Mobile email
• Mobile SEM
• QR codes
• Post-acquisition
• A mobile first mentality

39. ANALYTICS

40. UNDERSTAND YOUR
USERS
• Most stats packages offer a
quick and easy way to
segment your users
• Create a new segment for
mobile visitors. Monitor their
behaviour.
• Even if the numbers are small
now, they WILL grow

41. BENCHMARK FOR
SUCCESS
• Benchmark current activity
• Track against in intervals to
monitor progress
• Segment and track all
inbound channels - email,
PPC, social, referrals

42. ANALYTICS TAKE-AWAYS
• Continually track, measure and interpret your analytics data.
• Set up conversion goals and funnels for mobile-specific audiences, as
well as your basic conversion goals.
• Understand that mobile can facilitate conversions if not directly create
them.
• Understand your mobile users - their behaviour, their actions and their
activity. Through understanding, you can accommodate appropriately.

43. RESPONSIVE DESIGN

44. Businesses need to be ready for mobile as
soon as they can. You need to have a mobile
site irrespective of whether you think people
“ ”
will actually make purchases from it.
How good your site looks on mobile
determines how people think about your
business.
-- Surojit Chatterjee
Google’s lead product manager for mobile search ads
http://www.adweek.com/news/technology/google-marketers-get-better-mobile-136100

45. SO MANY RESOLUTIONS

46. Smartphones represent only 13 percent of total
“ ”
global handsets in use today, but they
represent over 78 percent of total global
handset traffic.
http://newsroom.cisco.com/dlls/ekits/Cisco_VNI_Global_Mobile_Data_Traffic_Forecast_2010_2015.pdf

47. WHAT IS RESPONSIVE
DESIGN?
• The design and development of a website that responds and adapts
to a user’s screen size, platform and orientation.
• RWD uses three primary ingredients:
✓ a flexible layout
✓ flexible images & media
✓ media queries
• This approach ensures a ‘mobile-friendly’ website, and therefore a
better overall user experience

48. The smartphone market has driven
“ a 600% growth in mobile web
usage in the last 12 months
”
http://news.bango.com/2010/02/16/600-percent-growth-in-mobile-web-usage/

49. IS RWD A SILVER BULLET?
Pros Cons
Maintain a single website, on a single Cannot compete with a dedicated mobile
URL website for performance, speed and UX
Is speed and media intensive - UNLESS
Website adapts to all sizes and devices
you apply a ‘mobile first’ mentality
Better user experience can result in Requires new workflows, thought
better conversions processes and internal adoption
Affordable, especially when compared to
a dedicated mobile site
Manage copy, images, media for one site
only

50. RWD IN THE WILD
Source: The PIE News

51. RWD IN THE WILD
Source: TBA

52. RESPONSIVE DESIGN
TAKE-AWAYS
• A mobile-friendly website is better than no mobile website, especially
when used in conjunction with other mobile-specific marketing
channels
• Budgets often dictate selection of dedicated mobile sites versus
responsively-designed sites
• RWD is best applied in unison with a ‘mobile first’ mentality
• A mobile-friendly website can future-proof you for the meteoric rise of
mobile traffic

53. MOBILE EMAIL

54. % INCREASE IN MOBILE EMAIL USAGE BY
AGE GROUP
Source: eDialog

55. MOST PREFERRED TYPES OF EMAIL MESSAGES
Source: eDialog

56. An April 2011 study sponsored
“ by Google showed that 82% of
smartphone users check and
send email with their device.
”
http://www.google.com/think/insights/topics/think-mobile.html

57. IPHONE NOW 2 ONLY TO
ND
MICROSOFT OUTLOOK
Source: Campaign Monitor

58. MOBILE EMAIL
OPTIMISATION
• Extraneous navigation
• Small copy = hard readability
• Small call-to-action button

59. MOBILE EMAIL
OPTIMISATION
• Cruft and clutter removed
• Focus on button only
• Copy easier to read
• Simpler
• Better

60. The proportion of all mobile users
using their phones for email was
“ 30.5% in the USA, 57.1% in Japan
and 22.2% in the big 5 EU
countries.
”
comScore Mobile Year in Review 2010

61. MOBILE EMAIL TAKE-
AWAYS
• Think ‘one eyeball, one thumb’
• Hide low priority content
• Keep click targets large for clumsy fingers & thumbs
• Avoid fonts below 13px
• Use ‘-webkit-text-size-adjust: none’ in your CSS
• Avoid multiple column layouts for mobile
★ Use CSS media queries to your advantage

62. MOBILE SEM

63. 4X GROWTH IN MOBILE SEARCH
ALONE
Source: Google

64. AND MOBILE ADS ARE ON THE RISE
Source: inMobi

65. WHAT IS MOBILE SEM?
• Targets mobile users only
• Companies in UK using mobile
search has doubled to 16% this
year (2011)
• Competition is even higher than
on desktop due to smaller
screen size and less results per
page
• Best when used in conjunction
with a mobile-friendly website

66. 45% of consumers (especially
“ younger people) noticed mobile
advertising and of these, 29%
responded to it.
”
http://www.lightspeedresearch.com/press-releases/
29-of-european-mobile-consumers-respond-to-
mobile-adverts-they-see/

67. MOBILE’S REACH IS SECOND TO
NONE
Source: Chetan Sharma, January 2011

68. MOBILE SEM TAKE-AWAYS
• Advertisers are experiencing greater click through rates from mobile
search than desktop advertising, with CTR 2.7 times higher on
average. (via econsultancy.com)
• On the contrary, conversion rates are much lower, just 14% of desktop
conversion rates on average.
• Mobile SEM is best used for top-of-mind and exposure, and to
facilitate conversions rather than power them.

69. QR CODES

70. WHAT ARE QR CODES?
• A QR Code is a specific matrix barcode (or two-dimensional code),
readable by dedicated QR barcode readers and camera phones.
• The code consists of black modules arranged in a square pattern on a
white background. The information encoded can be text, URL or
other data.
• Android & Symbian (Nokia) supports natively, iPhone will with the
iPhone5. Until then, the app store contains several QR apps.

71. A QR CODE EXAMPLE
Jon Aizlewood
CarbonGraffiti
jaizlewood@carbongraffiti.com
http://carbongraffiti.com
Thanks for listening!

72. WHERE CAN THEY BE
USED?
• Print collateral
• Billboards
• In-store displays
• Event ticketing
• Conferences
• Coupons
• Direct Mail

73. QR CODES AND EMAIL
• Email Marketing
• List building
• Fully trackable
• Online/offline
• Couponing

74. QR CODE TAKE-AWAYS
• Best used for ‘revitalising’ old or traditional offline channels like
print
• Can be extremely trackable, letting you finally see where your print
budget is going
• Cumbersome, arguments exist that QR codes won’t be around
forever.

75. POST-ACQUISITION
IDEAS

76. NFC

77. The mobile phone acts as a cursor
“ to connect the digital and
physical…"
-- Marissa Meyer
”
Google Head of mobile and geolocation

78. vs
DO WE HAVE A WINNER?

79. NEAR-FIELD
COMMUNICATION
Near field communication, or NFC, allows
for simplified transactions, data exchange,
and wireless connections between two
devices in close proximity to each other,
usually by no more than a few
centimetres.

80. GOOGLE’S ANDROID BEAM
• Present in all new Google
Android-powered Galaxy
Nexus smartphones (shipped
with ‘Ice Cream Sandwich’ OS
release
• Allows users to easily share
files, links and payments
between 2 enabled devices
via NFC

81. MORE NFC EXAMPLES ‘IN
THE WILD’
• Google Wallet, enabling (US)
users to pay with Citi
Mastercard or Google prepaid
cards
• Barclays & Orange ‘Quick tap’
in UK, allowing purchases up
to £15 at a variety of high
street store tills
• Oystercards already use NFC,
but Oystercards from your
mobiles is coming ‘soon’

82. X-MEN POSTERS, NFC
ENABLED
• ‘Touch your NFC phone to the
icon below’
• Beats users having to open a
camera app and/or QR code
reader
• Instant access, NFC always on
• Similar to Bluetooth, but
pairing is not required
• Huge marketing potential

83. NFC TAKE-AWAYS
• QR code readers have NOT been added to feature list of new
smartphones. NFC has.
• QR codes still have a place in enabling print campaigns to connect
with digital
• Not quite there yet, but by 2015 should be commonplace to tap your
phone to a physical object to learn more.

84. LOCATION-BASED
SERVICES

85. WHAT IS LBS?
• Primarily mobile-based
geosocial networking
• Gamification - points, awards,
achievements, badges
• Brings offline online, & mobile
• Endless engaging marketing
opportunities

86. HOW CAN IT BE USED?
• Gowalla (based in Texas) aspiring to get most US universities involved
with check-ins and stamps
• Helping students get familiar with their campus
• ‘Trips’ created for students to follow
• Game-ified - makes it fun, engaging, competitive
• ESL - learn English, induction, city/town immersion + a great branded
experience

87. ADOPTING A MOBILE
FIRST MENTALITY

88. Thinking ‘one eyeball, one thumb’ forces you
“ ”
to simplify mobile designs (and experiences)
so they can be understood and used in these
kinds of situations more.
-- Luke Wroblewski
Mobile first

89. THIS IS ONE EYEBALL, ONE THUMB

90. REDUCE IT.

91. MOBILE FIRST TAKE-
AWAYS
• Focus on mobile = focus on the best UX you can deliver
• Mobile first future proofs your company to the wave of mobile we’re
currently riding
• The mobile first mentality can change the way a company operates.
You don’t have to include everything you can on a website. By
including just what the user needs, you can positively impact
conversions and your bottom line.

92. IN CLOSING

93. SOME CLOSING
THOUGHTS
• Less is more.
• With mobile, we’ll have more engagement per channel, but less time
per engagement.
• Designing, thinking and reacting to mobile represents a fundamental
new paradigm shift
• Yes, things are smaller, and yes, budgets will have to change to
account for mobile
• But considering mobile now - first - in your marketing and design
strategies will reap rewards in the future