A common mistake when developing a mobile site and strategy is assuming that user objectives are the same across every channel. For example, a desktop retail site may have a primary goal of driving e-commerce sales; however, digital marketers know that users are less likely to buy products on a mobile device than on a desktop site, so perhaps the focus for mobile should be to provide product information to help influence an in-store purchase. When considering a mobile measurement strategy it is important to apply the same principles as any other channel but understand that the experience and user interaction is completely different. The importance and responsibility of the analytics team is to not only determine how to measure that experience, but to provide insight around what content most effectively converts different audiences. As of August 2014, nearly 30% of global platform traffic is coming from mobile phones and 7% from tablets.* Knowing that average mobile page views per visit are 75% less than desktop, marketers must focus on effectively optimizing experiences to provide relevant information and retain users. As with any experience, the understanding of user needs and behavior will change over time, which makes measuring detailed engagement across all channels critical to overall performance.
Aneesh Desikan: The emergence of social media created a new type of information for businesses to use: social data. How has mobile enabled businesses to effectively use social data?
Mobile has enabled social data to become more meaningful and effective, especially to businesses through functionality such as geolocation (check-ins, payments, ratings and reviews). Businesses can leverage mobile data, combined with social data, to effectively target local and regional customers.
Leading financial institutions such as American Express encourage customers to leave ratings and reviews for businesses and restaurants where they shop. This process is made more seamless through push notifications on mobile devices, and customers are encouraged to share their experiences on social networks whenever they use their card.
Iryna Mogilevich: Does the integration of display advertising in mobile channels affect the design of SEM campaigns?
The integration of display advertising in mobile channels provides a company with greater opportunities to drive key results. Before the dawn of smartphones, mobile channels were not as strongly utilized as they are now, as they had limited capabilities and reach. Now, with the increased presence of smartphones among consumers (and with it, the ability to consume different kinds of media), companies are able to reach to customers in a more engaging way. Creating an ad with multimedia elements like video and creative image displays provides an entirely different experience for customers than an ad with just text elements. While the effect of mobile channels on actual design of campaigns is minimal, companies ought to ensure that they are taking advantage of advertising within the mobile space by optimizing specifically for mobile as necessary.
Kiira Toepper: When designing an email marketing campaign, how do you incorporate mobile into your strategic plans?
The primary relationship between email marketing and mobile is in the creative. Although some companies claim that their subscribers aren’t opening emails on their phones, we always recommend having some sort of mobile friendly rendering of the message (and watching the metrics for proof of improvement). There are enough design options – text, mobile optimized HTML, responsive design, or even defensive design – that the effort & testing considerations can be managed in a way that allows for at least the content to be readable on small devices.
More sophisticated organizations will also consider the broader experience beyond the moment of opening the email. Whether the landing page or website post-click is optimized seems basic, yet is often forgotten. Thinking through why the user might be opening the message on a phone or tablet rather than at a computer might also mean that there is more relevant content to deliver to that subscriber. It all depends on how well managed (read: automated) the current process is, and what the potential value vs. effort is for delivering improved experiences might be.
Alexandra Davin: How does the presence of the mobile channel affect the way SEO strategies are designed?
Mobile has a huge influence on SEO for a variety of reasons. A mobile site can function as a part of the desktop site, or as its own complete entity. SEO should be considered in different way depending on the mobile site’s architecture. The way a mobile site is designed can really effect how it is found in mobile search. It is important for a brand to choose the best URL implementation based on the infrastructure, content, and audience. A brand may use responsive design, dynamic serving URLs, or full mobile sites – each option presents different options for the content displayed and the way the content is loaded.
In regards to actual strategy, a specifically targeted approach towards mobile SEO is needed. Users on mobile devices browse sites and consume content differently. Fundamental SEO tactics are still important – like optimizing meta tags for keywords and implementing structured data – but it’s imperative that a brand does comprehensive research to determine what keywords are most applicable to mobile, and how users interact with those pages. The brand should include the physical address and phone number with geolocalized terms as part of the content strategy in mobile optimized pages, as many users are searching for locations on the go. Additionally, the site should be configured so that it can be indexed accurately. A mobile sitemap should be created in addition to the desktop, and the site should allow mobile user-agents to access the pages.