Mobile Marketing, Apps & Tablets
Over half of all internet traffic is from smartphones and around 65% of emails are read on smartphones or tablets. So there’s no doubt that you need a digital strategy that has a sound mobile core.
To do this you need to understand what context your users are using your mobile when you want to talk to them.
To determine the right strategic approach we look at:
- Understanding you marketing strategy and how mobile fits in.
- Building the assets, such as mobile campaigns, websites, apps and email.
- Optimising to find what works best.
One of the things we are really conscious of, is looking to see if the investment upfront is worth the return. Apps can be quite a draw but require initial investment to get them off the ground.You need a mobile strategy that fits in with your brand and your customers needs and movements. It’s about where they go and what they do. It’s about finding a purpose that you can help your consumers with. It needs to be more than an App that gives updates and product information.
At the moment the internet is getting very personal. With the increasing use of smart phones, wearable tech and the internet of things (internet embedded into appliances) there’s an opportunity to create mobile experiences that have real meaning. This means creating something that useful, helpful and makes a difference.
Some of the insights we've discovered are:
- Get your website mobile optimised first. Develop it using a responsive mobile framework first. Don’t design mobile as an afterthought.
- Develop your mobile advertising framework. Easy places to start are Facebook ads and Adwords - both search and display can be optimised and targeted by device.
- Make sure your newsletter templates are optimised for mobile. 65% of emails read on smartphones.
- Develop an App when you have a really useful customer experience you can offer. This has to be something that people will come back to, not just a competition or information.
- Think about how you can use geolocation to target the right person with the right message at the right time and place. You can use geolocation to target messages within 10km but with an app and iBeacons you can trigger notifications based on metres.
- Depending on the scope and brief you need to decide whether to go native or look at a cross platform framework. The more simple the app the more likely a cross platform framework will work.
- Don't forget tablets too, this is a rapidly growing market and has greater screen real estate for a richer experience.
- Think about mobile as a second screen, with TV, it’s a great opportunity for adding additional engagement around an experience.
We have developed a number of Apps, our approach so far has been to develop responsive mobile optimised websites first. There’s no point developing an App if you don’t have the mobile basics sorted first.
When developing for mobile you need to understand the limitations of screen real-estate. Because of this there are many more single focused screens that need to be thought through and designed. Ironically a smaller screen creates a bigger design job as everything has to be spot on.
Each screen has to be really clearly mapped out to the desired user journey. The focus is on doing the planning up front, making mistakes on the drawings, not on the actual build.
Lastly think about what success looks like. Yes the number of downloads is important but having people use your app continually is the goal.
We see Facebook Mobile as a great stepping stone for brands, in fact you're probably already advertising there already, more than 50% of Facebook users are logging via Facebook mobile and this number is growing.