The document discusses the massive changes in mobile technology over a short period of time. It notes that Facebook generates 78% of its advertising revenue from mobile. It also discusses how mobile traffic dominated for a book pre-order campaign. The document advocates developing mobile-first by optimizing sites for mobile, testing on mobile devices, and ensuring touchscreen optimization. It discusses how mobile gives opportunities for targeted messaging through location, apps, and social advertising.

1. MAKING THE MOST OF MOBILE
JAMES LUSCOMBE

2. MASSIVE CHANGE IN A SHORT AMOUNT OF TIME
1994
2007 2015
1985

3. MASSIVE CHANGE IN A SHORT AMOUNT OF TIME
▸ The iPhone only launched 8 years ago
▸ 9 versions of iOS
▸ Android launched 7 years ago
▸ 11 versions of Android
▸ A big change in consumer behaviour

4. FACEBOOK - 78% ADVERTISING REVENUE FROM MOBILE
▸ Mobile advertising revenue represented approximately
78% of advertising revenue for the third quarter of 2015,
up from 66% of advertising revenue in the third quarter of
2014.
▸ Mobile MAUs - Mobile MAUs were 1.39 billion as of
September 30, 2015, an increase of 23% year-over-year.
Source: Facebook third quarter results 2015

5. BOOK PRE-ORDER CAMPAIGN
‣ 85.95% - mobile traffic
‣ 65.8% email opens from
mobile

6. MOBILE VS DESKTOP
During the Joe Wicks campaign
A normal day's traffic

7. OPTIMISE EVERY CHANNEL
▸ If you don't have a mobile optimised site, then you really
need one
▸ Optimise for the entire consumer journey

8. MOBILE FIRST (DESKTOP LAST)
▸ Test on your mobile devices first
▸ Test in the 'wild'
▸ Ensure the experience is optimised for a touchscreen
▸ Forms
▸ Buttons
▸ Copy

9. MICRO MOMENTS
▸ Mobile devices (and in a few years smart watches) give us
a personal and direct way to get our message to
consumers
▸ Creating content people will find through search
▸ Smart targeting through apps, email lists or social
advertising
▸ Location

10. SEARCH
▸ People now have the worlds best crowd sourced resource
in their pocket

11. HAVING A MOBILE FRIENDLY SITE WILL IMPACT HOW YOU RANK ON GOOGLE
Source: http://moovweb.com/blog/mobile-friendly-sites-dominate-google-search-results

12. MORE SEARCH IS HAPPENING ON MOBILE

13. THE WAY PEOPLE USE SEARCH IS BECOMING MORE COMPLEX

14. HOW WE INTERACT WITH OUR MOBILES WILL CHANGE THIS FURTHER

15. SEO IS THE RESULT OF BEING
EXCELLENT AT EVERYTHING
ELSE

16. GETTING THE RIGHT MESSAGE AT THE RIGHT TIME

17. NEW DISCOVERY CHANNELS
Google Now (Android) Google Now (iOS) Apple News (iOS)

18. EXTRACTS

19. EXTRACTS

20. MOBILE VS DESKTOP (1 DAY)
11%
11%
79%
Mobile Tablet Desktop

21. MOBILE VS DESKTOP (1 DAY)

22. MOBILE VS DESKTOP (60 DAYS)
34%
17%
48%
Mobile Tablet Desktop

23. BUILD FOR OTHERS