M2 Roadshow Nick Fuller Independent Consultant
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How to take your online strategy mobile
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M2 Roadshow Nick Fuller Independent Consultant
- 1. Brand Focus Taking Your Online Strategy Mobile
- 3. Why Are Brands Going Mobile? Because Consumers Are
- 5. What Consumers Do Base : All respondents – mobile media users (c 2000) Source – Orange UK plc, March 2009 d’load games 19% use internet 53% d’load music 17% video MMS 31% d’load tones 23% email 26% picture MMS 64% bluetooth 63% play games 55% listen to music 49% search internet 37% radio 31% d’load pics 19% local 14% d’load logos 8% TV 4%
- 6. The Opportunity Is Much More Than Just Transferring a Web Presence To Mobile For many brands, this is the key because it translates to their online strategy
- 12. Bringing It All Together
Notes de l'éditeur
- Why are brands going mobile, because consumers are
- What are consumers doing on the mobile Internet/ User Internet and search Internet… is a lot more than text and voice, listen to music, playing games and search, as these lend themselves well to the Internet, as that is what people do on the fixed Internet.
- Not just simply transferring –strategy and reasons for engaging with people on the mobile Internet.
- Get people familiar. Like this because their online startegy is to recognise the channel for this show, and mobile was a good way of getting people to look at clicks wherever they were.
- Back to school uniform offer – all above the line. Wanted mobile to create an opt-in offer. You Although the Range of variants, from size of trousers and jumper and by age is enormous, quite ambitious for a mobile Internet site. Select items and then use voucher to order online or by phone. 90% CTR, and people visited several pages. Was a breakthrough pages, and it got people to download lvouchers for Going for busy mums, and that’s why mobile works so well. A lot of people think will go mobile if they can do something funky, but it needs to be useful About coming up with something useful rather than 16-24 year olds
- Rimmel – an uadience on-portal and off-portal, for ayoungert audience, set up a microsite… about engagement and getting them to the mobile Internet site and doing something while they were there. Collecting data, and making sure consumers were engaging. Literally about getting people to download information about the product.
- Getting an instant motor quote from a mobile Internet site, go directly to dotmobi site… Need to ask 3 questions, and get a quote back in seconds. From a startegic point of view, they aim target at particualr audience. Taking what they do online and taking it onto mobile. This has one several awards.
- Done something similar to the web, but different. On web look at delivering But on mobile, in gerneral traffic is Search is still clunky on mobile, and 55% of iPhone driven by serach On mobile cannot be reliant on Goolge just yet, Second Cannot rely on people finding you on display either. People expect to be delivered to somehitn that is entertaining or valuable, and will be disappointed if not.