Will Critchlow - The Threat of Mobile

Transcript

1. THE THREAT OF MOBILE
2. FACEBOOK IS LOSING USERS Source: Benedict Evans
3. IN FACT NO-ONE IS FARING WELL -2% +0.25% -6% Source: Marketing Charts
4. EVEN SEARCH VOLUMES ARE DECLINING Source: AJ Kohn
5. WE’RE DOOMED
6. brought to you by... THE THREAT OF MOBILE WILL CRITCHLOW - SEARCHLOVE
7. WHY “THREAT”? ADD MOBILE BACK IN AND ALL’S WELL, SURELY?
8. IT’S HARD TO GRASP HOW FAST IT’S GROWING
9. THE IPOD REVOLUTIONISED AN INDUSTRY Source: Business Insider
10. THE IPHONE MAKES IT LOOK SLOW Source: Business Insider
11. THEN CAME THE IPAD Source: Business Insider
12. WOW. ANDROID Source: Business Insider
13. AND IT KEEPS GOING Source: Business Insider
14. Source: Benedict Evans THE SCALE IS HARD TO GRASP
15. FOLLOW: @BenedictEvans
16. NOT ONLY THAT BUT FOR THE FIRST TIME...
17. IT’S CANNIBALISING DESKTOP Source: AJ Kohn
18. Tablet: 30-75% of desktop Mobile: 15-45% of desktop Source: Distilled … AND CONVERSION RATES SEEM LOW
19. Source: Google BUT WE STRUGGLE TO MEASURE WELL
20. SO WHAT SHOULD WE DO?
21. Source: The Search Agency AMAZINGLY, MANY ARE NOT EVEN MOBILE FRIENDLY
22. BUT THAT’S NOT ENOUGH
23. EMAIL MARKETING IS MOBILE MARKETING Source: Distilled analytics and MailChimp
24. CONTENT MARKETING IS MOBILE MARKETING Source: Recent B2B Distilled campaign
25. Source: Benedict Evans IN PART BECAUSE FACEBOOK’S GROWTH IS MOBILE
26. WHAT DOES CONTENT MARKETING LOOK LIKE “MOBILE FIRST”?
27. Don’t build things differently. Build different things.
28. IT’S NOT ALL ABOUT THE LATEST TECH
29. THIS IS A CREATIVE PIECE WE MADE
30. THIS VIEW IS AT LEAST AS IMPORTANT
31. Quick tip: Right-click → inspect element. Click on mobile icon
32. You can choose a device and speed filters, try out touch responses and more
33. LET ME EXPLAIN WITH A COUNTER-EXAMPLE Remember this?
35. IT WAS MADE IN 2012 So this isn’t so bad
36. THE ANSWER IS NOT A RESPONSIVE ANIMATION
37. NO. PROBABLY STILL NOT THE ANSWER
38. Don’t build things differently. Build different things.
39. THIS IS MORE IMPORTANT THAN IT SEEMS
40. LET’S LOOK AT A VIRAL LOOP
43. LOSING 50% MOBILE SHARERS HALVES K
44. MAY NOT HALVE YOUR TRAFFIC MIGHT LOSE ALMOST ALL OF IT
45. HOW DO YOU MAKE GREAT THINGS?
46. Simple Unexpected Concrete Credible Emotional Stories MADE TO STICK
47. Simple Unexpected Concrete Credible Emotional Suitable - for your medium Stories MADE TO STICK
48. Simple Unexpected Concrete Credible Emotional Suitable - for your medium mobile Stories MADE TO STICK
49. • Less copy • Lightweight technologies • Mobile-first user testing IN SHORT
50. You build different things when you truly think MOBILE FIRST
51. GOOGLE IDENTIFIED THIS THREAT
52. AND THE OPPORTUNITY
53. Source: emarketer ALMOST ALL THE MOBILE MONEY GOES TO...
54. THERE WILL BE MORE MOBILE SEARCH QUERIES THAN DESKTOP THIS YEAR
55. Source: emarketer MORE THAN HALF GOOGLE’S REVENUE IN 2016?
56. SEE SEARCHENGINELAND FOR MORE Source: searchengineland
57. HERE’S WHAT THEY’RE DOING ABOUT IT
58. Jon Wiley Lead Designer for Google Search - talking on G+ Towards the end of last year we launched some pretty big design improvements for search on mobile and tablet devices
59. Jon Wiley Lead Designer for Google Search - talking on G+ Today we've carried over several of those changes to the desktop experience.
60. Jon Wiley Lead Designer for Google Search - talking on G+ carried over… to the desktop
61. DR. PETE CALLED IT: Source: moz
62. MEANWHILE: SNEAK OS ONTO 1BN+ DEVICES Apple, Microsoft
63. THEN USE IT TO RUN APPS EVERYWHERE EVEN THE DESKTOP
64. APP STORE SEARCH SUCKS NO REAL LONG-TAIL HARD TO INDEX NO GOOD RANKING FACTORS
65. -- Benedict Evans ben-evans.com MOBILE IS PRE-PAGERANK
66. FOLLOW: @BenedictEvans
67. BUT THERE IS ALL KINDS OF VISIBILITY ON OFFER
69. (From Justin’s excellent presentation) Source: Slideshare
70. GET BASIC (ANDROID) APP INDEXING
71. <activity android:name="com.example.android.GizmosActivity" android:label="@string/title_gizmos" > <intent-filter android:label="@string/filter_title_viewgizmos"> <action android:name="android.intent.action.VIEW" /> <category android:name="android.intent.category.DEFAULT" /> <category android:name="android.intent.category.BROWSABLE" /> <!-- Accepts URIs that begin with "example://gizmos” --> <data android:scheme="example" android:host="gizmos" /> <!-- Accepts URIs that begin with "http://www.example.com/gizmos” --> <data android:scheme="http" android:host="www.example.com" android:pathPrefix="gizmos" /> </intent-filter> </activity> ENABLE DEEP LINKS Source: Google
72. <head> <link rel="alternate" href="android-app://com.example.android/example/gizmos" /> </head> ADD REL=ALTERNATE (or Schema or Sitemap) Source: Google
73. -- app indexing guidelines ...the First Click Free experience must be provided even when the app has never been launched nor a user logged in.
74. GOOGLE PROVIDES TOOLS TO TEST WITH
76. AppIndex.AppIndexApi.view(mClient, this, APP_URI, TITLE, WEB_URL, outlinks) MORE ADVANCED: APP INDEXING API Source: Google
77. WAIT. GOOGLEBOT CRAWLS YOUR APP? Well, no. Not as far as I can tell. Despite what the documentation says.
78. IT’S USING USERS’ ACTIVITY TO INDEX Which has all kinds of interesting implications for desktop
79. BUT! THIS ONLY WORKS ON ANDROID
80. THIS CAN ONLY WORK ON ANDROID
81. NEITHER PLATFORM EXPOSES INSTALLED APPS TO BROWSERS On Android: Google ties your logged-in search to your Play Store account to know what apps you have installed and serves you a different set of results.
82. WHAT HAPPENS ON iOS?
83. CURRENTLY: ONLY SEARCHES TITLES AND DESCRIPTIONS OF APPS Source: MobileDevHQ
84. COMING SOON: THE REAL WORLD
85. Source: Marketing Land
86. AHA! URLs FOR EVERYTHING
87. EVERYTHING IS A CARD Source: Intercom
88. WATCH: THE INDUSTRIAL INTERNET
89. FINAL THOUGHTS
90. 1. FOLLOW: @BenedictEvans
91. 2. Don’t build things differently. Build different things.
92. THANK YOU @WillCritchlow
93. http://www.flickr.com/photos/96dpi/3411475962 http://www.flickr.com/photos/sashomasho/357375770 http://www.flickr.com/photos/candescence/6195928488 https://www.apple.com/pr/library/2014/09/09Apple-Announces-Apple-Pay.html http://news.shazam.com/latest_media http://www.flickr.com/photos/johanl/4585763335 http://www.flickr.com/photos/mrseb/5600794479 http://www.flickr.com/photos/mikeyphillips/9526809679 http://www.flickr.com/photos/adrianaskew/6918664049 http://www.flickr.com/photos/mayprodrigo/7602162856 http://www.flickr.com/photos/itupictures/10945347666 http://www.flickr.com/photos/yourdon/3800049577/ IMAGE CREDITS