On Thursday, September 5, 2013, OLC attended SEMPO NY’s Mobile Successes, Failures and the Future of Mobile held at New Work City.
Moderator: We’re going to focus on the best practices on mobile design. Can you tell me some of the best practices for app development?
Craig: We talk to clients about building apps—it’s making sure their marketing strategy is on par—parallel to their digital strategy. We make sure they talk through and focus on their end user on their applications. When you look at the application itself, there are several key areas that come to mind: Performance usability data access, security and connectivity.
Mod: Can you tell us about alternatives?
Craig: There are alternate to deploying apps in iTunes or Google Play. You can build our app and divide it across devices and operating systems.
Mod: Would it make sense for a brand to have their app go directly to the website?
Craig: No. In most instances, we really advise clients to think about what they’re doing. We’d ask them why they would wrap their website in an app. Sometimes they needed their website to work offline or sometimes senior management makes the decisions without listening to people.
Mod: Mobile and travel is really hot right now...
Mike Kujanek: The largest growth in mobile is actually photography and second in line is travel. We’ve seen that growth extensively in the last 2-3 years.
Mod: What are the major trends in mobile?
MK: Searchmarketers.com, we are in the aviation travel, but have been feeling around in the hotel space. Mobile has taken an extensive query volume—clicks. We’re seeing mobiles and tablets, handheld devices, consume a quarter of the media mix. The merging of tablet and desktop has been discouraging for targeted advertisement, but all I can say is that we hop to have the ability to target these devices and specific consumers in the next 2-3 years.
Mod: What does the future look like?
Craig: In a lot of ways, trends are going to scale into 2014. We’re going to see an uptick in handheld healthcare. We’re getting involved with the new apple iPhone and it’s the tech that opens up new opportunities for companies.
Mod: What are the common questions you get? What would you ask?
MK: If you don’t have a landing page, a question can be, is a mobile-dedicated page recommended? To an agency, mobile is a must.
Mod: How do you define responsive web design?
Craig: Most brands, if they have not already, enter a responsive web approach. Responsive design regardless of hitting that URL, the website scales to the size of the display—the website is flexible and fluid. It’s tied to the browser, but an adaptive design, the website is rendered for the device and its screen dimensions, it’s a predefined layout, not flexible as responsive web design.
Mod: Can you tell us the difference between desktop and mobile advertisements?
MK: Typically, the research goes into flights vs. when you book hotels. People research flights longer than they would with rooms. For desktop, it’s 8 to 10 weeks of research, but for mobile, it’s shorter. There is more incentive to get mobile ads out for hotels because of their immediacy and proximity to mobile.