Learn some key basics of mobile marketing. Find out what kinds of mobile experiences consumers like and how to optimize your mobile site.

1. Reaching
Your
Customers
Through
Mobile
Marketing

2. Mobile Device Usage Has
Surpassed Desktop Usage

3. Most of That Growth Has Come
From Mobile Apps

4. Why?

5. Because…
• Except for a few mobile sites (mostly e-
commerce and social media), mobile web
experience is inferior
• Apps offer a much richer experience
• App usage is goal-driven, while most websites’
goals are diffuse

6. Which Leads to an Opportunity
for You…

7. Build a Better Mobile Website,
and They Will Come.

8. Mobile Websites
Two types:
• Responsive design
• Dedicated mobile site

9. Responsive design
Desktop and mobile sites have same URL, approximate look
Mobile Websites

10. Dedicated mobile
Desktop and mobile sites have different URL, different look
Mobile Websites

14. • Customize your home
page to satisfy
informational needs
• Use alternate navigation
layout
• Reduce clutter
Mobile Site Design
First, Understand What Your Visitors are Seeking
Access
my
account
Interest
rates
Locations
Full site

15. • Shrink or eliminate
photos
• Limited text per screen
• Prominent call to
action
Mobile Site Design

16. • Large buttons - 44 x 44
pixels minimum
• Keep links in text far apart
• Pre-selected choices
• Give users opportunities to
TAP rather than TYPE
- checkboxes, radio
buttons, dropdowns,
buttons, date scroll
wheels, etc.
Mobile Site Design

17. Mobile Response Forms
• Large fields and buttons,
with plenty of space
between them.
• Field names ABOVE
fields, not to their left.
• Use appropriate
keyboard - email,
numbers, etc.

18. Mobile Device Usage

19. Smartphone vs. Tablet Usage
• Pocketable
• Personal
• Used at home, office, car,
stores, while traveling…
• Used for communication,
content, apps
• Low m-commerce
conversion
• Portable
• Shared with others
• Used primarily at home
• Used to consume media
and content
• Better m-commerce
conversion

20. Most Popular Devices Used to
Search the Internet
0
10
20
30
40
50
60
70
80
90
100
PC/Laptop Smartphone Tablet Games Console
Source: Global Web Index

21. Search Market Share, Oct. 2014
Source: comScore
Google,
67.0%
Yahoo!, 10.3%
Bing, 19.5%
Ask, 1.9% Others, 1.3%

22. Search Engine Optimization
Search engine optimization (SEO) is building or modifying your
website so it appears near the top of search results pages.

23. Keywords
Searcher’s intent is informational or transactional

24. How to Optimize Your Site
Optimization efforts fall into two
broad categories:
•What you say about yourself
•What others say about you

25. What You Say
•Text on page
•Text in headings, titles, “metadata”
•Content
•Social media interaction
•Proper code

26. Embed Links in Your Content
Arun Sinha is president of Access Communications, a
marketing communications, technical writing and web
development company in Stamford, Connecticut, USA. Visit
http://www.accessc.com for more information on copy writing,
websites, and Internet marketing.

27. What Others Say
•Incoming links
•Some sites have
heavier weighting
•Interaction on social
media

28. • Access via google.com/analytics
• Tells you information such as:
Number of visitors
Location
Top pages viewed
Top entry pages
Top exit pages
Operating system
Mobile device
Browser
Which links on your site were clicked
...And much more
• You will need to add code to your website
Google Analytics

29. Google Analytics

30. Google Analytics

31. Google Analytics

32. Arun Sinha, President
Stamford, CT 06902
www.accessc.com
contact@accessc.com