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How to embed mobile within your communications strategy

Andy NashDigital Project Manager (mobile)

Macmillan Cancer Support

Speed of development and why this means we have to build mobile into our strategies

• Mobile growth:

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• Already comScore are suggesting that PC this year will cease to be the

focus of web interaction:

“When personal computers were invented, adoption occurred 7 times faster than that of TVs. Adoption of mobile devices is occurring 8 times more rapidly than even that of the web” (Mary Meeker)

• For Macmillan the effect of this was:

an increase in the mobile traffic from 3% in Sep 2010 to over 45% today

“comScore has been preparing for a future scenario where most people will consume content on the go and PCs would no longer be the centre of the digital universe. This future is quickly becoming a reality”

Some considerations...

• App vs mobile site?

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• Serving a mobile solution from www. or having an m. site?

• Serving a mobile solution from the same page in your CMS?

• Editorial implications?

• Web developer implications?

• Testing implications?

• Future proofing?

So how to go about positioning mobile in your organisation

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Internal External

Who Are your stakeholders Are your audiences

Why Use a mobile approach Offer a mobile option

Where Does mobile fit in priorities Will users be when accessing your site

When Do you offer a mobile solution Do users interact with your website

How Do you engage using mobile Do user behaviours differ on mobile

What Do you want to communicate Will users want/expect to see

Q&A discussion and summary 5

Your mobile landscape

Different approaches to engaging with your mobile audiences

Fitting mobile into your wider digital/comms strategies

6Thanks!