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GO MOBILE Mobile Marketing Seminar
Sponsored by the Branford Chamber of Commerce & the Blackstone Library
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Brought to you as part of a Guilford Savings
Bank Business Resource Center Event
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Presenters:
Andrew Kaplan
Jeff Buxton
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2. GOALS What your will understand
WHO: 98% of all small businesses are NOT MOBILE FRIENDLY!
WHY: you should be taking advantage of
mobile marketing
WHAT: is a mobile website and why it is
very different than your website. Find out
the difference between a mobile app & a
mobile website
HOW: you can begin to develop your
mobile strategy
WHERE: Where to begin the process
A regular website is usually designed for viewing on a desktop computer. When viewed on a smaller mobile device, the user experience isn't that great as certain elements from the site might not appear or may not function
optimally. Mobile optimized sites solve this problem by creating a version of the website that specifically designed
to look great on all mobile phones. In addition, mobile websites may also include features that take advantage
of the advanced capabilities of a mobile phone such as a click-to-call button that, when clicked, places a call.

3. WHY?
By 2013, more people will use their mobile phones than PCs to get online1. Mobile use is exploding.
Smartphones have become an extension of people’s daily Live and are omnipresent in pockets and
purses, and consumers use them everywhere and at anytime. Google commissioned data shows,
87% of smartphone consumers use their smartphone while on-the-go, or while commuting and walking2.
Mobile searches have grown by 4x since 20103. For example: 30% of
all Google search queries for restaurants come from mobile.4
There will be 1 mobile device for every person on earth by 20155.
Mobile-friendly sites positively impact consumer attitudes: 52% of
users surveyed: “A bad mobile experience makes me less likely to engage with a company.” 6
Sources: 1Gartner, 2010, 2The Mobile Movement Study, Google/Ipsis OTX MediaCT April 2011, 3Google Mobile Optimization Webinar, 2011, 4Google Internal
Data January 2011., 5Cisco, 2011, 6Google 2012
PERHAPS THE MOST IMPORTANT REASON
Consumers take immediate action on mobile-friendly sites

4. RESULTS
Consumers take immediate action on mobile-friendly websites:
Mobile-friendly websites benefit your customer, and in turn your business. These sites produce and average 75%
higher rate of engagement (revenue, page views, etc.) per visit for mobile users.1

5. WHAT ARE THE OPTIONS?
Mobile Applications vs Mobile Websites
WHAT’S THE DIFFERENCE BETWEEN A MOBILE APP AND A MOBILE WEBSITE?
A mobile app is a native software application that can be downloaded and installed on
the user’s smartphone. Mobile apps can include some interesting features, such as push
notifications.
SAMPLES OF APS ON IPHONE
A mobile website is a smartphone-friendly version of your website. The mobile site will
have large easy to tap button, and content that is formatted to fit correctly on a mobile
screen. This way your customers don’t have to pinch and zoom to find what they’re looking for. This website will display automatically when someone tries to access your site
from a smartphone. No downloads necessary.
WHICH IS BETTER, A MOBILE APP OR A MOBILE WEBSITE?
A mobile app can be an interesting marketing solution, as they can have additional functionality that mobile websites do not, but they are typically more expensive and they do
not negate the need for a mobile friendly website. Customers looking for business information from a mobile phone want quick access to the business hours, phone number,
and location. If they can't easily find that from the mobile website, they'll move on to the
next one. A mobile website instantly connects your customers with the information they
are looking for. The majority of mobile searches for local businesses are from consumer
who are looking to buy immediately. If you're searching for Chinese food from your mobile phone, you're probably looking to order Chinese food.
Mobile apps must be downloaded and installed, which is an extra step that most potential customers just won't take when
they're casually browsing businesses or just looking for quick info on the go. Native apps are mostly useful for existing
customers, who already know and like your brand enough to want to install the app on their phone. The app provides the
ability for returning customers to view specials, push notifications, and company info, but it isn't useful for the casual new
customer who isn't familiar with your business. If a company creates a mobile app, they should still have a mobile friendly
website. Besides, they're usually much cheaper.

6. WHAT ARE THE OPTIONS?
Mobile Website Types
Responsive Design Websites
WHAT IS IT?
In the purest form of responsive web design, the website content formatting and layout fluidly changes to the browser size. It displays ALL the
same website content in an optimized format for all users on any device.
IF YOU ARE CONSIDERING A NEW WEBSITE, THINK RESPONSIVE.
PROS
• Though the initial cost will be significantly higher than a
non-responsive website, the shelf-life and total ROI is much higher.
• Website maintenance costs are likely lower than other options
because there is only one website to update
• As other devices or screen sizes become popular, the responsiveness of the website can be changed – I.E “Smart TVs”
• All users of all devices can access the same content.
• You only need to promote one URL to users and search engines. Google prefers the same content & URLs for a website regardless of the device.
• The user can expect the content to be the same regardless of the device or browser size they are using & The website features will function
consistently at any screen size.
CONS
• The initial development costs can be very high – especially if the site is built to be fluid for all screen sizes.•
• Although the content is optimized to the screen size, the user experience at every screen size is inherently compromised by the content structure,
depth and file format of the content.
• Image size & quality is compromised to accommodate both the design goals of a full website and the bandwidth limitations of mobile devices.
• PDF downloads are not a good experience on mobile devices.
• Video playback will be inconsistent depending on the device, especially due to Adobe Flash being prohibited on iPhones.
• RWD is never pixel-perfect. With so many devices and browsers, there are likely to be unexpected formatting issues.
CONCLUSION
Many experts believe RWD is the web design standard of the future. It solves many current web marketing and usability problems. Although it
does create a few new challenges and costs more to produce, the results are awesome.

7. WHAT ARE THE OPTIONS?
Mobile Website Types
Stand Alone Websites
WHAT IS IT?
A specific standalone website optimized for mobile users. Display
website content in an optimized format for as many mobile device
users as possible. Programming logic is used to identify the user’s
device, redirecting the user to the mobile website.
IF YOU HAVE AN EXISTING WEBSITE
• Your current website is new, very custom, or too complicated
& works really well as it is to consider other options.
• The vast majority of your full-site content is not relevant to mobile users.
• If your users are only going to use the mobile site to accomplish specific tasks like getting directions to a restaurant, checking an event schedule
at a conference, or getting timely information like the weather or tee times at a golf course.
PROS
• Mobile content is optimized to only mobile devices, so messaging and funneling can be unique to generate conversions.
• If designed well, features function optimally and specifically to the mobile device.
• Lightweight design creates a site that loads quickly, this is important with the reduced bandwidth of most mobile devices
• Easier to take advantage of "Call now" and "Directions"
CONS
• Managing content in multiple places is daunting and sometimes confusing to users. (If your existing website is built in a Content Management
System like Wordpress - the content can be built to be dynamic and will change with your content in your CMS.)
• Ranking in search engines is more complicated. You’ll need to make sure that Google mobile sitemaps must are properly formatted and 301
redirects should be in place for all URLs of one website to the corresponding URL of the other website.
CONCLUSIONS
For years, this approach has been the most respected by both website designers and UX specialists. But as mobile device usage has increased,
more devices hit the market, and content marketing has become more sophisticated, the above disadvantages have become surprisingly serious
issues. Unsurprisingly, websites have evolved to solve these challenges.

8. READY TO BUILD A MOBILE WEBSITE?
Here are 9 best practices
KEEP IT QUICK - Mobile users are often short on time, squeezing in online tasks as they go about their day. To help them, design your site to
load fast and make copy easy to scan.
SIMPLIFY NAVIGATION - No one likes to be confused. Clear navigation and, on large or complex sites, search functionality will help your
customers easily find what they need. Minimize scrolling and keep it vertical only.
BE THUMB FRIENDLY - People use their fingers to operate mobile devices - especially their thumbs. Design your site so even large hands
can easily interact with it.
DESIGN FOR VISIBILITY - A mobile-friendly site gets its message across without causing eyestrain. Make it easy for your customers to read
- remember, they may be in a place with low light.
MAKE IT ACCESSIBLE - Ideally, your mobile site should work across all mobile devices and all handset orientations.
MAKE IT EASY TO CONVERT - No matter what your site’s objective is, your customers need to be able to do it with a virtual keyboard and no
mouse. Make it easy to buy something or contact you!
MAKE IT LOCAL - Customers look for local info on their phones all the time - from locating the nearest gas station to finding a please to eat.
Include functionality that helps people find you and get to you.
MAKE IT SEAMLESS - People now use multiple screens throughout the day. Convert as much of the functionality of your desktop site to mobile as you can to create a seamless experience.
USE MOBILE SITE REDIRECT - A mobile site redirect is code that can automatically tell if visitors are using a mobile device and send them
to the mobile-friendly version of your site. Have your site developer implement this redirect code so your customers get the best version of your
site for their needs.

9. OK... LET’S HAVE SOME FUN!
Let’s look at some
websites and how
they look on a mobile
platform.
TIME FOR THE SIMULATOR!

10. Thank You!
Jeff Buxton
Andrew Kaplan