1. HOW DIGITAL
IS BECOMING A
“MOBILE FIRST”
EXPERIENCE
Yuan Wang
Creative Director, Yump

2. Saying ‘mobile internet’ should be
like saying ‘colour TV’. We’ll use the
word ‘mobile’ a lot less in the future,
because it will just be assumed that’s
how we’re communicating.
Peter McLachan,
chief product officer and co-founder, Mobify

3. mobile first
noun / adjective
a business strategy that assumes smartphones, tablets and task-specific apps are employees’
primary tools for getting work done.
a communication strategy that assumes mobile devices are consumers’ primary tools for
interacting with brands and companies.
an approach to planning, UX design, and development that puts handheld devices at the
forefront of both strategy and implementation.

4. mobile first
noun / adjective
a business strategy that assumes smartphones, tablets and task-specific apps are employees’
primary tools for getting work done.
a communication strategy that assumes mobile devices are consumers’ primary tools for
interacting with brands and companies.
an approach to planning, UX design, and development that puts handheld devices at the
forefront of both strategy and implementation.
Mobile is not a nice-to-have or an afterthought. It’s no longer optional.

6. Mobile Consumption & Usage

14. 12.5 million Australians 18+ accessed the internet on their smartphones and 7 million accessed
via a tablet.
Smartphone users 18+ average 199 sessions per month which is more than 4 times than that of
people using PCs.
Australians 18+ spend around 33 hours on smartphone apps and just under 4 hours on their
smartphone browsers each month.
Entertainment, search and social categories are the largest in the Australian market and rival the
U.S. market in terms of active reach (%).
Social, video/movies, gaming, messaging, music, travel, finance and news & information
categories all have larger audiences on smartphone than on PC.
Social, entertainment and gaming drive the most time spent on smartphone and tablet.
Australians 18+ now prefer to consume news & information content on their smartphone than
tablet or PC.
Read more at https://www.iabaustralia.com.au

15. DIGITAL IS A MOBILE FIRST
EXPERIENCE FOR MANY CONSUMERS.
HOW DO WE USE MOBILE
EFFECTIVELY TO ENGAGE THEM?

16. “We need an App!”

17. Build a new App.
Integrate with existing Apps.
Build a mobile-friendly website.
Target mobile search.
Buy mobile advertising.
Buy in-App or native advertising.
Create branded content for Apps.
Create social conversations.
Run a Snapchat or Insta campaign.
Integrate with in-store marketing.

20. The Mobile Experience

21. Screen size
Orientation
Navigation
Scrolling
Content
Load time
Touch
Voice
Gestures

22. Screen size
Orientation
Navigation
Scrolling
Content
Load time
Touch
Gestures
Voice

23. Screen size
Orientation
Navigation
Scrolling
Content
Load time
Touch
Gestures
Voice

24. Screen size
Orientation
Navigation
Scrolling
Content
Load time
Touch
Gestures
Voice

25. To design for our customers’ mobile
experience, we have to understand
how they use their devices.

26. On public transport.
At lunch on a work day. On the couch after dinner. At an event.
On the road. While shopping in the mall.

27. The complementary nature of desktops and
mobile devices reinforces the need for marketers
to fully understand what people do, not just what
devices do. This can best be accomplished by
thinking of the specific uses across devices and
stitching the cross-device journey together.
Tamara Gaffney,
Adobe Digital Index principal analyst

29. Apps vs. Responsive Websites

30. Mobile App vs. Mobile Web
INITIAL ACCESSDownload and install
More steps required
Open web browser
Easier and quicker
PERFORMANCERuns locally
Quicker loading
Reliant on Internet connection
Potentially slower loading
COSTPotentially more costly due
to resource and time
Potentially cheaper and
faster to implement
MAINTENANCEUpdated via new versions
to be downloaded
Simpler to maintain with
instant updates
USER EXPERIENCEMore immersive and
smoother experience
More static with excessive
scrolling sometimes
TECHNOLOGYSeparate version required
for each OS
One version which is cross-
platform and cross-browser

32. Mobile Internet users frequently use both channels.
That means the app vs. mobile web debate
needs to move beyond either-or arguments to
discussions about the goals each channel can
achieve for a business and the timeline by which
those goals can be achieved.
eMarketer report
“Mobile Apps vs. Mobile Browsers”

33. American Apparel Increases
Mobile Conversions 100% via
Enhanced Campaigns
Goals
• Reach on-the-go target audience across screens
• Bridge gap between mobile online search and in-
store purchases
• Make smarter marketing decisions based on solid
data
Approach
• Utilised Google Adwords enhanced campaigns
• Took advantage of location extensions and site links
• Set mobile bid modifier at 100% to reach on-the-go
shopper
Results
• Increased mobile conversions rate by 100%
• Increased click-through-rate by 7%
Full case study at https://www.thinkwithgoogle.com/case-studies/american-apparel-enhanced-
campaigns.html

34. Thankyou’s “Track Your Impact”
increases sign-ups 120% via
mobile-optimised web app
Goals
• Reverse stagnating new product tracks and user
sign-ups
• Bridge gap between product tracks and user sign-
ups
• Connect more customers to their impact, increase
brand loyalty and encourage more sales
Approach
• Identified gaps and barriers in user journeys
• Redesigned the entire mobile experience
• Developed compact, fast-loading mobile site
Results
• Increased monthly product tracks by 80%
• Increased monthly user sign-ups by 120%
• More sales save more lives
https://thankyou.co/projects

35. Do
your research on user behaviour.

36. Do
provide a relevant & useful experience.

37. Don’t
degrade the large screen experience.

39. Don’t
quickly jump to solutions.

40. www.iabaustralia.com.au
www.cmo.com
www.consumerbarometer.com
www.thinkwithgoogle.com

41. yump.com.au
yuan@yump.com.au
@yumpdigital
or come say hiTHANKS