Tania Seif from Coral, speaker deck from Oi West. All the speaker decks from the conference can be found on our SlideShare account.

1. How to implement a mobile first
digital strategy
Tania Seif
Head of Social Marketing @Coral

2. Decline in desktop versus growth of mobile

3. 71% of UK adults have
a smartphone
Source: Ofcom

4. Increased spend on mobile in 2015
Source: eConsultancy: Quarterly Digital Intelligence Briefing: The
Quest for Mobile Excellence, April 2015
Are you planning to increase your mobile investments in 2015?

5. 79% of SMARTPHONE
USERS keep their
phones with them for
all but two hours of
their waking day
Source: Facebook for Business

6. From push to pull; from planned to always on

7. 1. The personal nature
2. Interactivity
3. Speed of information
4. Always on
What makes the mobile proposition so different?

8. Source: FLURRY, April , 2014: http://marketingland.com/google-takes-mobile-revenue-deserves-
time-spent-78540
Apps and social networks dominate time spent

9. Source: Conjure, 2015
Relevancy and utility is key

11. 1) Put your data to use

13. Facebook custom audiences
Yes
53%
No
47%
Have you used your Coral Connect
Card in the last 2 weeks?
(Total Customers)
Source: Social Media Survey, May 2015, n=1164

14. 2) Focus on usability

15. 65% of Facebook users research
products on a mobile device but
60% swap to desktop or laptop to
finally purchase…
Mobile conversion rates are 0.3%
versus 1.1% on a desktop
Source: Facebook for Business & http://www.marinsoftware.co.uk/resources/news/marin-software-mobile-ad-spend-to-overtake-desktop-by-
end-of-2015

16. UK consumers time spent on a mobile device
Source: eConsultancy: Quarterly Digital Intelligence Briefing: The
Quest for Mobile Excellence, April 2015

17. Marketing focus for mobile 2014 v 2015
Source: eConsultancy: Quarterly Digital Intelligence Briefing: The
Quest for Mobile Excellence, April 2015
Which of the following have you employed as part of your attempts to optimise for mobile?

18. • Speed, reliability and ease of use key for consumers
• Avoid flash & ensure file size is optimised for short
loading time
• Link to correct landing destination to make it easy for
them to navigate
• Registration forms & payment gateways are customer
facing pain points, usability testing at data collection
points is essential
• Re-target mobile drop offs on desktop
• Consider alternative copy and image use for mobile
versus desktop
Optimise for the mobile user journey

19. 80% of global internet users have a smartphone
91%
80%
47%
9%
PC / Laptop
Smartphone
Tablet
Smart watch
Source: http://www.smartinsights.com/mobile-marketing/mobile-
marketing-analytics/mobile-marketing-statistics/
Most popular global devices for search, 2015

20. • 22% of the top 30 pages in mobile search results used
responsive design to automatically adjust the format to
suit the users device
• On average the highest ranking results applied a
significantly larger font size above the fold versus
desktop, but smaller body font below the fold
• Fewer images and fewer interactive elements
• 72% of the top 30 pages contained at least one
unordered list
• Overall file size was 25% smaller than on top-ranking
desktop pages
Optimise for mobile search

21. 3) Don’t be a space
invader – Respect your
environment

22. Know your audience

23. The impact of irrelevant marketing
Source: http://www.boxever.com/wp-
content/uploads/2015/05/InfographicPDF_What_Consumers_want_from_personalized_Marketing_Ju
ne-2015.pdf
What makes consumers ignore communications from brands they follow?

24. Trend marketing in real-time on Twitter

25. Trend marketing in real-time on Twitter

26. @Coral