Last week I was lucky enough to attend and speak at Mobile Moments in London. The event brought together mobile practitioners and experts from all sorts of organizations and industries and delivered a serious amount of food for thought for anyone in the space. There's too much to discuss, and far too much detail to go into in a simple blog post, but here's a few of the more high-level messages I took from the day:
1. Mobile Is For (Nearly) Everyone
Gearoid O’Rourke of Helpling was entertaining and on point around this subject, detailing a string of reasons why their product didn’t need to be on mobile (too complex, not an impulse purchase, etc). Analytics demonstrated otherwise: their users were using the service on mobile and as a result optimizing the mobile experience became a key requirement for the business.
That theme was consistent throughout the day: the mobile practitioners who spoke all touched on the fact that mobile adoption had consistently surprised them. Even now, well into the age of mobile, it’s worth remembering just how dominant mobile is in the consumer’s world.
2. Keeping It Simple Is Key
This should be obvious, but you’d be surprised how many still haven’t learned. Martin McKenna from iZettle showed compelling data that suggested 50% of users are lost at every ‘step’ in a process or funnel. Add five steps together and that’s a huge amount of attrition. No wonder that so many mobile businesses optimize to one-click ordering.
There’s no doubt that the small screen and relatively ‘fast’ world of mobile means this type of funnel fall-off is an even greater issue that it is even on desktop. All the more reason to optimize and test key processes relentlessly.
3. Marketing And IT Need To Be BFFs
(For those of a certain age, BFF is a TLA indicated “best friends forever”) Vanessa Estorach discussed how it’s time to make sure these two disciplines really talk to each other. Marketing now relies on technology: marketers deal with data in volumes that no human can consumer, and they need technology to build the native digital campaigns that users respond to.
The truth is that marketers can no longer ‘hand over’ campaigns to an IT organization, they need to understand the opportunities and limitations that technology gives them when designing those campaigns in the first place.
4. Mobile Experience Isn’t Always What You Think
In a fascinating presentation Ben Phillips of Mediacom touched on pretty much everything mobile but one piece of information stuck out: video on mobile is consumed in portrait 98% of the time, and muted 90% of the time. As marketers get excited about video content (and they are right to do so), they need to remember just what their content will look out in the real world.
Smart and effective mobile campaigns are always native not just to the device but also built for the way users interact with mobile - rather than what they look like in an agency pitch session!
5. Mobile Is Massive!
Perhaps the single biggest impression was made by the crowd. Not just the size, but the quality of attendees was the perfect demonstration of how big an opportunity - and a challenge - mobile is for almost every vertical. Attendees from banking, travel, media, publishing, games, lifestyle apps large and small and many other industries bore witness to that.
I had countless conversations that ultimately revolved around one thing: the challenge of engaging users on mobile. There’s no question that’s top of mind right now - moving beyond having an app and toward true consumer relationships on the small screen. Anyone who attended has a headstart!