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Introduction
We can all remember the early days of mobile phones from the basic handsets (mine was a Nokia 5110 when we founded ORM in 1999) through to feature phones with WAP browsers. But it wasnt until 2007 when the smartphone (or specifically, the iPhone) appeared on the scene that mobile became a new gameplayer. Since then the smartphone has changed the market and our relationship with mobile, forever.
Peter Gough / Founder and design partner, ORM Rapid technological advancements, within the last six years, have seen new operating systems, powerful handsets, faster and cheaper data connections, touch interaction, 35 billion app downloads and more smartphone devices being activated worldwide each day than babies being born. Back then, what we couldnt predict, was how our culture would change. Our behaviour, how we interact, look for and consume content has rapidly evolved. We live in a world where these smart devices are always with us, always on and we are always connected. These are still early wild-west days for technologists and marketers alike. Mobile is an ever-evolving channel and we know it is fast becoming the main touch point for more than half the UK population.
1999 / Nokia 5110
In this short space of time the smartphone has transformed the consumers behaviour. This technology, that we have on us and in the home, is no longer about being a geek or an early adopter. These mobile devices (like tablets, smartphones and wearable tech) are cost effective, lightweight and will overtake the desktop in the next few years, says Google.
partner at ORM. Peter started his career as an apprentice graphic designer at 16 way back in the 80s, going on to work and partner in a number of design and print groups. His love of graphic design and a fascination for the early internet and computer technology was the inspiration to set up ORM in 1999, to specialise in digital design for clients including Ministry of Sound and Channel 4. Fanatical about the importance of user and brand experience design in emerging mobile & web technology, he is responsible for the design output of ORM together with the business direction and innovation.
Our phones are no longer used to just make and receive calls. They are a multi activity devices used for communicating (emailing/social networking), staying informed (reading blogs/ news/messageboards) and entertainment (net browsing, playing games, listening to music, watching videos, reading a book). All of which generate trackable data that can be used to inform your marketing strategy. About this Whitepaper In this whitepaper well consider how you can equip your marketing teams to reach your customers in the new multi channel world we live in. Back then, what we couldnt predict, was how our culture would change. Our behaviour, how we interact, look for and consume content has rapidly evolved. We live in a world where these smart devices are always with us, always on and we are always connected.
HOW MOBILE IS CHANGING YOUR MARKETING STRATEGY ORM whitepaper / February 2013
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% searching for local information
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% acting upon it through location sharing
A top tip: have clickable phone numbers/interactive maps as a standard feature on your site.
So work out what your customers need and want. Who they are, how they access your site (use your analytics to drill down to find the patterns) and what they want to do once they are there will determine the route you should take. As a guide, think about the following case studies: Choosing a Responsive webite Take this option if your core users are looking for a similar mobile/desktop experience. A responsive sites layout will change depending on the screen sizes to provide content on all platforms. Online publishers, such as Mashable, Smashing Magazine & The Guardian, have done just that effectively. Their audiences want news, trends and updates in a visual and intuitive way. Choosing a Mobile website Take this option if your visitor wants a service or instant information. A mobile site is context specific. It focuses on a selection of core tasks and does not replicate the desktop website content. It gives your users quick, simple calls to action. National Rail is doing this well with its four main calls to action: Journey Planner, Live Departure Boards, Changes to Train Times and Get me home.
HOW MOBILE IS CHANGING YOUR MARKETING STRATEGY ORM whitepaper / February 2013
App or no app?
If some of your marketing budget has been put aside for creating an app you need to take stock and ask yourself for what purpose? What can you do to make your customers lives better, simpler and happier (that someone hasnt already done)? Bearing in mind a person has, on average, 23 apps on their smartphone, of which 9 are regularly used, says Google.
People will engage with an app on their daily commute or at snatched times of the day. So the best apps are quick, simple and life enhancing (because it entertained them/gave them important information/helped them in some way/ enabled them to share something with friends). Broadly an apps purpose can fit into these three functions: Connectivity: Makes it easier for registered users to connect back to
a core service - such as Facebook, Twitter and Dropbox. Content: Delivers and broadcasts content: news, pictures, videos etc such as BBC iPlayer, 4oD and Netflix. Enterprise: Created for a specific B2B or internal business purpose. Such as an app we created for Visa that helped its corporate sales team access interactive data during pitches to large organisations.
All the best apps follow these 6 basic rules: Simple design. Have 1 or 2 features that work really well. Different apps for each function or service of a business. Dont use complex menus and multiple windows. Make it fast let users do what they need to do. Optimise the function to the device.
HOW MOBILE IS CHANGING YOUR MARKETING STRATEGY ORM whitepaper / February 2013
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Our design team have created this simple and effective infographic. It shows you how our devices keep us connected 24/7. And this is shaping our daily habits.The data weve collected highlights that the time of day will determine what device a person is on. Throughout the day smartphones and tablets interchange between being primary, then secondary screens. User engagement with these devices has four clear peaks: The commute (at both ends of the day), lunchtime and prime-time viewing in the evening. The mobile revolution struck home on a recent early commute to work. Looking around the small train carriagesix of the seven passengers were glued to their smartphones (I was the seventh
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on a tablet). These people were not talking on their phones. They were all consuming contentbe it emails, news, videos or a combination of all. This was at 7am. And it wasnt a one off. As marketers you can now reach and connect with people in their pockets, at their desks and whilst they are watching the television. This everywhere and anywhere culture is what consumers are now expecting. You can use your analytics to give people what they want, when they want it. As marketers theres now a greater opportunity to connect the dots and follow these consumers across all channels. You can then deliver consistent and relevant messages.
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Using data to create the perfect email Engagement with email on smartphones is high with roughly 72% of all users checking their inboxes regularly. Conversion rates are greater if companies use data to craft the perfect email. Dominos Pizza is one such success story. It uses data, combined with personalisation to target mobile users to increase conversion rates. Its click through rates are huge, for example, on the 4 for 2 offers that are sent to a specific demographic on the afternoon of a premier league football match. With 10m of sales via its iPhone app since 2007 and a massive 500,000 app downloadsits doing something right.
Dont Use a persons name in the titleits their account, their inbox, they know their own name. Include a link that doesnt work. Send people to your main/payment site if its not been optimised for mobile. Be too impersonal or genericpeople expect more. Email the wrong message at the wrong time (for example if someone has just bought a coatthey dont want to be emailedabout other types of coats). Try using FW: in your subject to imply its come from a trusted source.
HOW MOBILE IS CHANGING YOUR MARKETING STRATEGY ORM whitepaper / February 2013
ReadWrite and designed its new layout for tablets and smartphones first. Linkedin, with 11 million UK members, said it was a mobile first company. Social networking giant, Facebook, also said it would be focusing its efforts on mobile. Mobile marketers still have a lot to learn and the cogs in the wheels of the larger organisations will need to move faster to keep up with consumer demands. This means cleansing data and using it form the basis of your marketing strategy. Companies thinking smarter, such as differentiating between smartphone and tablet users, and tracking consumer patterns and behaviour will be the winners in this race. Of course, there are still barriers to collecting and using this data antiquated systems, manual and internal processes, data overload, the wrong skill-sets working in key areas of the business. And the all too familiar conflict between the IT departments aversion to risk and a marketers inclination towards innovation. ORM, as a creative and technical digital agency, understand these conflicting issues. We want to help our clients blend these very distinct areas to maximise their effectiveness and minimise risk. In doing this we foresee creating and shaping a new hybrid marketing/ technologist role: that of the Chief Marketing Technologist. This person will have creativity but also a deeper understanding of the technology, its possibilities and the budget to spend.
HOW MOBILE IS CHANGING YOUR MARKETING STRATEGY ORM whitepaper / February 2013
ormlondon.com
What to do next:
To book a free website or digital strategy consultation hello@ormlondon.com +44 (0) 20 7939 9540 ormlondon.com ORM 156-170 Bermondsey Street London SE1 3TQ United Kingdom You can also find us here @ormlondon linkedin.com/company/orm facebook.com/ormlondon
HOW MOBILE IS CHANGING YOUR MARKETING STRATEGY ORM whitepaper / February 2013
About ORM
We blend strategic thinking with creative and technical expertise to engineer delightful digital experiences. Whether these experiences are on mobile, on web or on touch, our experiences are measurable, theyre joined-up and maximise your investment in digital.
Were about experiences from strategy through to delivery, we make your business digital.
We provide full end-to-end service, from design through to development and support for mobile applications, websites and online products we provide strategic services including digital strategy development, mobile UI/brand guideline development through to User Experience reviews and usability testing. We are renowned for creating superb user experience design informed and validated by insightful and incisive research this is combined with engaging brand visualisation and creative. Our technical design and development provides robust solution delivery that is trusted and depended upon by some of the worlds most recognisable brands.
HOW MOBILE IS CHANGING YOUR MARKETING STRATEGY ORM whitepaper / February 2013
ORM whitepaper
hello@ormlondon.com / ormlondon.com
HOW MOBILE IS CHANGING YOUR MARKETING STRATEGY ORM whitepaper / February 2013
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