tag:econsultancy.com,2008:/topics/mobile Latest Mobile content from Econsultancy 2017-01-20T17:00:00+00:00 tag:econsultancy.com,2008:Report/3008 2017-01-20T17:00:00+00:00 2017-01-20T17:00:00+00:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/68688 2017-01-09T14:42:12+00:00 2017-01-09T14:42:12+00:00 Four key features to appreciate about Google Trips Nikki Gilliland <p>Google Trips is designed to be every traveller’s ‘personal tour guide’ – but what sets it apart from other travel apps?</p> <p>Here’s a look at some of its key features.</p> <h3>Organisation in one place</h3> <p>While Google Flights wants to disrupt sites like Kayak and Skyscanner (i.e. the places people go to book), Google Trips aims to take the reins immediately after this point, helping travellers to plan and organise their holidays.</p> <p>Once users sign in using their Gmail accounts, the app provides a list of past trips as well as future ones, keeping things like hotel and flight details all in one place. </p> <p>As you might expect, with the same style and design of Google's 'Nearby' search funtion, it's pretty easy to use. And this convenience appears to be one of its biggest selling points – not to mention a reason existing Google account holders might naturally feel inclined to download the app.</p> <p>With more than <a href="https://techcrunch.com/2016/02/01/gmail-now-has-more-than-1b-monthly-active-users/" target="_blank">1bn monthly active users</a>, Gmail gives Trips a ready and waiting audience. So unlike other travel apps such as TripAdvisor or Lonely Planet, it offers the unbeatable incentive of tapping into a service many of us already use and adding a whole heap of extras on top.</p> <p><img src="https://assets.econsultancy.com/images/0008/2883/Google_Trips_3.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/2884/Google_Trips_4.PNG" alt="" width="300" height="532"></p> <h3>Inspiration </h3> <p>Curating travel plans is not Google Trips’ only draw. It’s also designed to offer inspiration, using its ‘Things to Do’ feature to offer a wealth of information about hotspots, restaurants and pretty much everything you need to know about an area.</p> <p>The amount of detail offered is impressive. Again, unsurprising considering Google's gargantuan pool of data.</p> <p>Google has certainly covered all bases, ensuring users will reach for the app during both advanced planning and while in-the-moment.</p> <p>Users can map out daily itineraries, delving down into deeper information such as walking distances and even how long tourists typically spend in locations. There's also a nice real-time element, too. If you’re using it online, the app will update weather conditions, offer relevant suggestions and even give random recommendations if you fancy going off the beaten track.</p> <p><img src="https://assets.econsultancy.com/images/0008/2887/Google_Trips.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/2889/Google_Trips_2.PNG" alt="" width="300" height="532"></p> <h3>Map integration and utility</h3> <p>Another significant feature of Google Trips is the map function, which allows users to easily access Google Maps directly from the app. </p> <p>This functional aspect is very welcome. While many people already use Google to discover nearby places, the tech giant is clearly hoping to be a one-stop travel shop, so to speak, joining the dots in the over-arching 'Google' user experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/2885/Google_Trips_5.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/2886/Google_Trips_6.PNG" alt="" width="300" height="532"></p> <h3>Offline feature</h3> <p>Lastly, one of my favourite features in Google Trips is the fact that it can be used offline.</p> <p>Users have the option to download itineraries and information to refer to at a later date, solving the problem of international data charges - one reason many people fail to use travel apps while abroad.</p> <p>I've only recently discovered that Google Maps can actually be downloaded already - a fact which Google apparently doesn't like to advertise too much. With Google Trips, however, this comes to the forefront, with the feature being nicely highlighted to let users know that it is there.</p> <p><iframe src="https://www.youtube.com/embed/ign2GmVEflw?wmode=transparent" width="560" height="315"></iframe></p> <h3>In conclusion...</h3> <p>So, will Google Trips spell trouble for the likes of TripAdvisor?</p> <p>With popularity and loyalty towards the latter already being well-established, Google might have its work cut out convincing travellers that it can provide the same kind of knowledge and travel expertise. Likewise, let's not forget that Google Trips does not allow bookings from within the app, meaning the user experience will be disrupted at this point.</p> <p>Having said that, with its attention to detail, there's a lot to entice users back. Data is obviously where its real strengths lie, and combined with a familiar interface and easy-to-use design, it could mean a successful step up for Google's travel presence.</p> tag:econsultancy.com,2008:BlogPost/68663 2017-01-06T10:45:00+00:00 2017-01-06T10:45:00+00:00 Why online publications are ditching comments sections for social Nikki Gilliland <p>Unsurprisingly, Vice isn’t the only platform to take this stance. Others like USA Today, the Verge and Recode have all chosen to remove their comments sections entirely.</p> <p>So, why have these sites had enough? And how will this affect online forums in future?</p> <p>Here’s a bit of insight into the story.</p> <h3>Removing the burden</h3> <p>For Vice and many other platforms, the burden of monitoring the comments section has overtaken any benefit. </p> <p>First introduced to drive interaction and collaboration from readers, many comments sections have veered away from organic conversation into sheer chaos. Back in 2012, the founder of Gawker Media, Nick Denton, stated that 80% of reader comments on his sites were either irrelevant or toxic.</p> <p>Since then the situation appears to have worsened, with many more publications switching off comments out of frustration over anti-social behaviour and harrassment of writers.</p> <p>On the other hand, there are those that persevere. The Times strictly monitors all comments, only allowing them to be published if they are on-topic and not abusive (although it says that moderation is still the ‘subjective’ responsibility of staff).</p> <p>Similarly, the<em> </em>Guardian – a publication that maintains that “in so many cases journalism is enriched by responses from its readers” - monitors comments based on a list of community guidelines.</p> <p>Interestingly, last year the <a href="https://www.theguardian.com/technology/2016/apr/12/the-dark-side-of-guardian-comments">Guardian undertook a study</a> to discover the extent of the abuse that occurs below the line. While it found that just 2% of overall comments are blocked (based on analysis on comments left since 2006), out of the most-abused writers, the majority were both women and/or black.</p> <p>It is clear that even on the strictest of sites, comments are not merely argumentative or irrelevant, but largely marred by bigotry. As a result, the Guardian concludes that, as anti-social behaviour is neither natural or inevitable, it is a cultural problem that we must collectively work to solve. </p> <p>So what can media organisations do to make online conversations constructive and more inclusive?</p> <h3>Making the switch to social</h3> <p>While publications like the Guardian are improving safeguards, as well as cutting down on the places where comments are open, others are using social media as an alternative. </p> <p>So what are the advantages of this shift?</p> <h4>A natural transition</h4> <p>Many publications are now finding that readers naturally choose to leave feedback on Facebook and Twitter rather than anywhere else, meaning that turning off the comments section has no real impact.</p> <p>With audiences already using these platforms to discuss topical events and current affairs, it also makes sense for brands to infiltrate these spaces where users are already active and engaged.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Ftheguardian%2Fposts%2F10154912671761323&amp;width=500" width="500" height="517"></iframe></p> <h4>Self-moderation</h4> <p>While Twitter has an ongoing problem with trolls, spaces like Facebook are more likely to be self-moderated by users, simply because they are commenting as their real selves.</p> <p>Unlike comments sections, where anonymous posts and pseudonyms are common practice, Facebook helps foster a sense of community - especially among loyal and regular readers.</p> <h4>Greater engagement</h4> <p>Publications that have turned off comments sections have reported seeing higher engagement on social media.</p> <p>This is mainly because users who might not go out of their way to leave a comment below the line feel more comfortable and inclined to do so on social - not to mention the fact that Facebook and Twitter are more aligned to mobile use. </p> <h4>Curated discussions</h4> <p>On social media, online publications are able to encourage the right kinds of discussion due to greater control over the medium.</p> <p>For example, if there is a particular article that has the potential to be inflammatory, it might not choose to promote it - or only post it on a platform that is suited to the conversation or audience.</p> <p>With dedicated teams already monitoring social media, it is also a matter of using resources in the right way. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FVICE%2Fposts%2F1515045995195320&amp;width=500" width="500" height="479"></iframe></p> tag:econsultancy.com,2008:BlogPost/68675 2017-01-05T13:51:48+00:00 2017-01-05T13:51:48+00:00 Five examples of meaningful motion in web design Ben Davis <p>I thought it would be useful to round up some examples of meaningful motion, so below are five examples which I've taken from Google's <a href="https://material.io/guidelines/motion/material-motion.html">Material Design guidelines</a>, as well as the Material Design Awards 2015 and 2016.</p> <p>There is a whole bunch of information in Google's guidelines - on duration and easing, movement, transforming material, choreography and creative customization - so do go and check it out. The following simply serves as a taster.</p> <p><em>And for more on this topic, check out these Econsultancy resources:</em></p> <ul> <li><a href="https://econsultancy.com/training/courses/mobile-user-experience-mobile-marketing/"><em>Mobile UX (User Experience) &amp; Marketing Training</em></a></li> <li><a href="https://econsultancy.com/reports/user-experience-and-interaction-design-for-mobile-and-web/"><em>User Experience and Interaction Design for Mobile and Web</em></a></li> </ul> <h3>First, what is motion in web design?</h3> <p>Google gives us <a href="https://design.google.com/articles/making-motion-meaningful/">a very poetic definition</a>, as it happens, stating that 'something as simple as tapping a card to expand and reveal more information is made better by fluid animation'. Some other salient points: </p> <ul> <li>'..the user is given guidance with a clear focal point.'</li> <li>'[Motion] conveys energy, drawing inspiration from forces like gravity and friction.'</li> <li>'..material design aims for motion to feel natural..'</li> <li>'..motion should above all else help guide users, providing them with the right information at the right time.'</li> </ul> <p>The following video from Google demonstrates some of the principles of Material motion. </p> <p><iframe src="https://www.youtube.com/embed/cQzien5H2Do?wmode=transparent" width="560" height="315"></iframe></p> <p>Now for the examples...</p> <h3>1. Google Photos</h3> <p>The animation when you delete photos feels incredible natural, but Google has not taken the literal approach here, as it points out in its guidelines.</p> <p>If every photo had slid along into the next position, 'overlapping motion paths' would have made the experience too messy. However, Google slides the whole grid to the left, for a smooth and simple transition.</p> <p><iframe src="https://www.youtube.com/embed/FXUW8qbbcHw?wmode=transparent" width="560" height="315"></iframe></p> <h3>2. Tumblr app</h3> <p>Tumblr's app was the recipient of a 2015 Google Design Award for the way in which it uses motion to unite users with content.</p> <p>There are smooth transitions, with 'layers of detail loading progressively' and pacing is determined by context.</p> <p>One design feature is the transformation of a button's icon when selected, with 'create post' icons transforming into a cancel action. The same technique is used in some Google services to transform menu icons into a back button, so users can return to a home screen.</p> <p><iframe src="https://www.youtube.com/embed/vYrBrbPVtMs?wmode=transparent" width="560" height="315"></iframe></p> <h3>3. 'Pesto'</h3> <p>This is actually <a href="https://material-adaptive.firebaseapp.com/pesto/app/index.html#/home">a demo</a> created by Google, which I've taken from its guidelines. It's a really clear example of how content blocks can simply transition when tapped.</p> <p><img src="https://assets.econsultancy.com/images/0008/2827/pesto_app.gif" alt="pesto" width="293" height="517"></p> <h3>4. Google Duo</h3> <p>Google Duo is a video-calling app that launched in August 2016. It was updated in December 2016, to improve video quality and allow easier signup, and could well challenge established video calling services in 2017.</p> <p>The video below shows a number of examples of motion, which Google says 'proved harder than expected' due to the spare nature of the interface, or what it calls 'the lack of connective tissue within the interface'.</p> <p>Durations are longer here, to ensure that transitions are meaningful, that the user knows what action they have performed.</p> <p><iframe src="https://www.youtube.com/embed/ydZEMOK2sIE?wmode=transparent" width="560" height="315"></iframe></p> <h3>5. Fabulous - Motivate Me</h3> <p>This app was awarded a 2016 Google Design Award with the judges praising 'crisp state transitions and pleasing goal completion animations'.</p> <p>There's a video of the app in action on its app store page. I can't embed it here, but you can <a href="https://youtu.be/zTRianAhsjE">watch it on YouTube</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/2822/fab.png" alt="fabulous app" width="615" height="335"></p> <p>Note that all these examples are apps, but that doesn't mean these principles aren't relevant to website design.</p> <p>With mobile data input now arguably more important than desktop, marketers should be discussing motion with their tech teams.</p> tag:econsultancy.com,2008:BlogPost/68672 2017-01-05T13:50:27+00:00 2017-01-05T13:50:27+00:00 Four ways to optimise mobile copywriting for a superior UX Nikki Gilliland <p>Copywriting is undoubtedly a big part of the mobile experience - so how can brands get their message across on smaller devices? Here are four tips.</p> <p>And if you want to improve your <a href="https://econsultancy.com/training/courses/online-copywriting">copywriting</a> or <a href="https://econsultancy.com/training/courses/topics/mobile/">mobile</a> knowledge, check out Econsultancy's training courses.</p> <h3>Consider the user context</h3> <p>Effective mobile copy does not just consider the user - i.e. who the person is or what they know about the brand or company – it also considers the context that they are in. This means where they are, what device they are using and even their state of mind.</p> <p>For example, a train booking site like Trainline knows that mobile users are less likely to want to book in advance. If they are using a smartphone, they probably want tickets in real-time. </p> <p>As we can see below, the desktop experience is largely geared around advance savings, whereas the mobile site is stripped back to focus on the current booking.</p> <p><img src="https://assets.econsultancy.com/images/0008/2720/Trainline_desktop.JPG" alt="" width="600" height="405"></p> <p>This is reflected in the copy, with the latter asking direct questions such as “where are you starting?” in place of “enter your origin station”, prompting the user to take direct action while on-the-go.</p> <p><img src="https://assets.econsultancy.com/images/0008/2721/trainline.JPG" alt="" width="350" height="637"></p> <h3>Favour usability over tone</h3> <p>While a <a href="https://econsultancy.com/blog/67268-how-to-achieve-the-right-tone-of-voice-for-your-brand" target="_blank">strong tone of voice</a> is effective for engaging users, it’s far more important to consider usability on mobile.</p> <p>Short and compelling copy can help to counteract a limited word count and users with a <a href="http://time.com/3858309/attention-spans-goldfish/" target="_blank">shorter attention span</a>. If copy merely clutters the page instead of aiding the user journey – it should be cut.</p> <p>That being said, the fewer the words, the more impactful they should be. Sites that combine a strong tone with concise calls-to-action tend to be the most effective. </p> <p>Pocket, the online service that allows you to save interesting articles and websites for later, is a great example of how to inject maximum information into the minimum amount of words.</p> <p><img src="https://assets.econsultancy.com/images/0008/2722/Pocket.JPG" alt="" width="350" height="612"></p> <p>Granted, its mobile site isn’t that different to desktop, but its succinct style is clearly designed with smaller devices and screens in mind.</p> <p><img src="https://assets.econsultancy.com/images/0008/2723/Pocket_2.JPG" alt="" width="350" height="626"></p> <h3>Consider the user journey</h3> <p>As well as the physical or emotional context of the user, effective copywriting factors in where the user wants to go in their online journey.</p> <p>This means including relevant links and prompts for navigation. Moreover, it also means ensuring that the copy is consistent throughout, even including things like error messages.</p> <p>Often, this type of copy can be left to designers who will be more inclined to use language or phrases that are unfamiliar or jarring to the general public. This has the potential to disrupt the user journey, and even have a detrimental effect on conversion rates.</p> <p>Including links within error messages is a great way to combat this, just like this simple but effective prompt for username recovery from MailChimp.</p> <p><img src="https://assets.econsultancy.com/images/0008/2724/MailChimp.JPG" alt="" width="350" height="624"></p> <h3>Update the golden triangle</h3> <p>The <a href="https://en.wikipedia.org/wiki/Golden_Triangle_(Internet_Marketing)">'golden triangle'</a> is a rule of thumb referring to the fact that users focus on the top left hand of the screen when reading on desktop. More recently, however, it has been suggested that this does not apply to mobile users.</p> <p>A <a href="https://www.briggsby.com/how-do-users-interact-with-serps-on-mobile-devices/" target="_blank">study by Briggsby</a> shows that instead of attention being solely focused on the upper left, users take more of the screen into consideration, mainly due to the quick and short scrolling action required on smartphones.</p> <p>Research found that 86% of attention is given to the top two-thirds of the screen, while it drops significantly at the bottom.</p> <p><img src="https://assets.econsultancy.com/images/0008/2728/Brigssby.JPG" alt="" width="580" height="414"></p> <p>When it comes to copy, it’s important to take this into consideration. Placing the most important information at the top or centre of the screen helps reduce bounce rate and ensures the user's attention is maintained. </p> <p>Though it isn't a perfect example of mobile design, Curry’s mobile site packs the most important information at the top. </p> <p>Currently, it is displaying its January sales at the top of the page, separating everything into categories in anticipation of the user's needs.</p> <p><img src="https://assets.econsultancy.com/images/0008/2725/Currys.JPG" alt="" width="350" height="629"></p> <p>Unlike a lot of mobile sites, it does not require huge amounts of scrolling either, instead including a comprehensive side menu to guide the user onwards. </p> <p>The pros and cons of the hamburger menu are debated in greater detail <a href="https://econsultancy.com/blog/68673-five-apps-websites-that-ditched-the-hamburger-menu/">in a separate post by Ben Davis</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/2732/Currys_2.JPG" alt="" width="350" height="612"></p> tag:econsultancy.com,2008:BlogPost/68673 2017-01-05T11:44:47+00:00 2017-01-05T11:44:47+00:00 Five apps & websites that ditched the hamburger menu Ben Davis <p>There are use cases for the hamburger. <a href="https://medium.com/@kollinz/hamburger-menu-alternatives-for-mobile-navigation-a3a3beb555b8#.pkua8kas0">Zoltan Kollin argues</a> that secondary information that is rarely needed can be placed behind a hamburger, as demonstrated by Uber and Google Translate.</p> <p><em>Uber app with hamburger. Image via @Kollinz</em></p> <p><em><img src="https://assets.econsultancy.com/images/0008/2801/uber.png" alt="uber app" width="300"></em></p> <p>However, in <a href="https://econsultancy.com/blog/68600-10-sensible-web-design-trends-for-2017/">Econsultancy's 2017 web design trends</a>, we foresee a notable decline in hamburgers. The reasons are chiefly that:</p> <ul> <li>a hamburger menu disguises the breadth and depth of an app or website (scuppering discoverability)</li> <li>the hamburger icon is not recognised by all users</li> <li>a hamburger menu takes more time to use than many alternatives</li> <li>hamburgers often sit at the top of the screen, hard for thumbs to reach</li> </ul> <p>Better alternatives include tabs (often with a 'more' option), scrollable navigation and dropdowns.</p> <p>Personally, I view hamburger menus as too often an easy way out for agencies designing a responsive website, and expect many businesses redesigning their three-year-old websites this year to rethink the hamburger.</p> <p>There are plenty of apps and websites that have ditched the hamburger already. Here are five...</p> <h3>Spotify</h3> <p>Spotify got rid of the hamburger menu from its iOS app in May 2016, favouring tabs at the bottom of the screen (see below).</p> <p>The change led to <a href="https://techcrunch.com/2016/05/03/spotify-ditches-the-controversial-hamburger-menu-in-ios-app-redesign/">a 30% increase in navigation clicks</a> and was rolled out on Android in November 2016.</p> <p><img src="https://assets.econsultancy.com/images/0008/2135/spotify.png" alt="spotify app" width="300"></p> <h3>NBC News</h3> <p>NBC News was so enamoured with the hamburger menu that it used one on its mobile <em>and</em> desktop website designs after a 2014 rethink.</p> <p>The icon soon came with added explainer graphics and was also coloured bright yellow in an effort to increase engagement.</p> <p>Eventually, NBC admitted defeat on the hamburger front and added section titles back to the header.</p> <p><em>NBC News 2014 screenshot <a href="http://jamesarcher.me/hamburger-menu">via James Archer</a></em></p> <p><img src="https://assets.econsultancy.com/images/0008/2803/nbc_news.png" alt="nbc news 2014" width="614"></p> <p>However, if you visit the NBC News website today, you'll see the current design has the section titles hidden once again, but this time behind a 'sections' menu, rather than a hamburger.</p> <p><em>NBC News website, 2016</em></p> <p><img src="https://assets.econsultancy.com/images/0008/2804/nbc_news_2.png" alt="nbc news 2016" width="300"></p> <h3>Microsoft Photos</h3> <p>Windows 10 made wide use of hamburger menus (in late 2014 and early 2015). This was controversial, especially when carried over to Windows Phone (as explained in the video below posted by an anonymous redditor who was involved in the design).</p> <p>Microsoft ditched the hamburger on its Photos app on desktop and mobile in 2015, in favour of Collection, Albums, and Folders tabs.</p> <p>As a pointless footnote, you might also be familiar with Microsoft 365's so-called <a href="https://assets.econsultancy.com/images/resized/0008/2809/msoft-blog-flyer.png">waffle icon</a>.</p> <p><iframe src="https://www.youtube.com/embed/1EhcYZkftJg?wmode=transparent" width="560" height="315"></iframe></p> <h3>Redbooth</h3> <p>Redbooth’s app moved from a hamburger menu to tabs at the bottom and saw increased sessions (+70%) and returning users (+65% DAUs). </p> <p>In <a href="https://redbooth.com/blog/hamburger-menu-iphone-app">a post on the company blog</a>, Rachel Kumar explains the logic behind the 2015 redesign:</p> <blockquote> <p>Many of our teammates wanted to fit as many things as possible into the small amount of screen real estate. (We probably taught them some bad habits in the old design, by stacking so many options in the main navigation drawer.)</p> <p>But the most important takeaway from the exercise was the repeating themes or items people kept adding to the main spots.</p> <p>“Chat,” “My tasks,” and “Notifications” appeared over and over again, while “Settings” was the most forgotten element.</p> </blockquote> <p><img src="https://assets.econsultancy.com/images/0008/2802/hamburger_to_tabs.png" alt="redbooth redesign" width="615"></p> <h3>Facebook</h3> <p>Facebook binned the hamburger way back in September 2013. It also saw engagement increase.</p> <p>Here's Facebook in 2013..</p> <p><img src="https://assets.econsultancy.com/images/resized/0002/0153/fb_app_newsfeed_order-blog-third.png" alt="facebook app" width="200" height="333"></p> <p>..and a more modern screenshot.</p> <p><img src="https://assets.econsultancy.com/images/0008/2805/facebook_app.jpeg" alt="facebook app 2016" width="300"></p> <p><em><strong>The great irony? Econsultancy still has a hamburger. Here's hoping it will be forgotten, come our next redesign.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68676 2017-01-04T11:44:47+00:00 2017-01-04T11:44:47+00:00 10 important stats from Econsultancy's 2016 research Nikki Gilliland <h3>Agencies predict low growth rates for 2017</h3> <p>The <a href="https://www.econsultancy.com/reports/digital-agency-rate-card-survey-2016/">Digital Agency Rate Card Survey 2016</a> revealed that predicted year-on-year growth in the UK has reached an all-time low.</p> <p>From an online survey of 398 UK digital agencies, it found that the proportion of agencies expecting their businesses to grow by over 50% has more than halved in the last two years, going from 24% in 2014 to 11% in 2016.</p> <p>Meanwhile, agencies predicted that their daily rates will grow by an average of just 2% this year.</p> <p><img src="https://assets.econsultancy.com/images/0008/2738/Digital_Rate_Card_Survey.JPG" alt="" width="600" height="564"></p> <h3>Disparity between customer needs and marketer capabilities</h3> <p>Our <a href="https://econsultancy.com/reports/customer-recognition-how-marketing-is-failing-at-its-top-priority">Customer Recognition Report</a> highlighted how marketers are falling short on customer experience management due to a lack of digital capabilities.</p> <p>While up to 84% of marketers cite identifying users, personalizing messaging and measuring impact as “very important to growth,” only 10%-14% are able to deliver in these areas.</p> <p><img src="https://assets.econsultancy.com/images/0008/2739/Customer_Recognition.JPG" alt="" width="649" height="491"></p> <h3>60% of marketers lack a cooperative culture</h3> <p>In the <a href="https://econsultancy.com/reports/trends-and-priorities-in-the-media-and-entertainment-sector/">Trends and Priorities in the Media and Entertainment Sector</a> report, the biggest barriers for digital transformation were found to be organisational factors.</p> <p>59% of marketers said they lack a cooperative culture, while 49% said management is against investing in data and tech, and 46% said that boards fail to understand digital strategy.</p> <p><em><img src="https://assets.econsultancy.com/images/0008/2745/Trends_and_Priorities_Media.JPG" alt="" width="650" height="473"></em></p> <p><em>You can find out three further priorities for marketers <a href="https://econsultancy.com/blog/68129-four-urgent-priorities-for-marketers-in-media-entertainment" target="_blank">in this article</a><a href="https://econsultancy.com/reports/trends-and-priorities-in-the-media-and-entertainment-sector/" target="_blank">.</a></em></p> <h3>Companies to increase CRO budgets this year</h3> <p>In October, our <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/" target="_blank">Conversion Rate Optimization report</a> was released, looking at the strategies companies are using to improve conversion rates.</p> <p>With 52% of companies seeing a significant increase in sales from adopting a structured approach to data, research also found that over half of companies plan to increase their CRO budgets this year.</p> <p>This appears to be an effective strategy, with 73% of those who have already increased their budget seeing a marked improvement.</p> <p><img src="https://assets.econsultancy.com/images/0008/2742/CRO.JPG" alt="" width="650" height="470"></p> <h3>84% of influencer research is carried out manually</h3> <p>At the beginning of 2016, Econsultancy published the <a href="https://econsultancy.com/reports/the-rise-of-influencers/">Rise of Influencers report</a> in association with Fashion &amp; Beauty Monitor.</p> <p>Exploring the role influencers play in the fashion and beauty industries, it found that there are some big challenges for brands navigating this new marketing realm.</p> <p>According to the survey, finding the right influencer is one of the biggest tests, with 84% of research being carried out by manually searching platforms like Facebook and Twitter.</p> <p><img src="https://assets.econsultancy.com/images/0008/2743/Influencers.JPG" alt="" width="343" height="629"></p> <h3>74% of agencies are working with celebrities</h3> <p>The <a href="https://econsultancy.com/reports/the-future-of-celebrity-marketing/">Future of Celebrity Marketing report</a> further reflected the growing demand for both social media stars and high profile personalities.</p> <p>While 74% of agency respondents said that they are already working with celebrities, a further 12% said that they aim to embark on a celebrity endorsement within the next year.</p> <p><img src="https://assets.econsultancy.com/images/0008/2751/Celebrity_Marketing.JPG" alt="" width="650" height="419"></p> <h3>35% of organisations believe technology is key to understanding customers</h3> <p>At every level of maturity, organisations agree that having the right technologies for data collection and analysis is key to understanding customers.</p> <p>This statistic comes from the <a href="https://econsultancy.com/reports/secrets-of-elite-analytics-practices/" target="_blank">Secrets of Elite Analytics Practices</a> report, which also found that the more advanced the analytics capabilities, the more adept companies are at sharing knowledge between teams.</p> <p><img src="https://assets.econsultancy.com/images/0008/2744/Secrets_of_Analytics.JPG" alt="" width="637" height="587"></p> <h3>48% of organisations do not have a mobile strategy</h3> <p>Despite the fact most organisations agree that mobile deserves a strategic approach, last year's <a href="https://econsultancy.com/reports/digital-intelligence-briefing-taking-advantage-of-the-mobile-opportunity/">Digital Intelligence Briefing</a> found that nearly half are failing to put this into practice.</p> <p>The report explained how even the 20% that do have a well-defined mobile strategy are not making the most of customer analysis, proving the untapped potential of data.</p> <p><img src="https://assets.econsultancy.com/images/0008/2748/Digital_Briefing.JPG" alt="" width="650" height="536"></p> <h3>Email rated top for ROI</h3> <p>2016 marked the 10th anniversary of <a href="https://econsultancy.com/reports/email-census-2016/">Econsultancy's Email Marketing Industry Census</a>.</p> <p>In an online survey of 1,150 marketers in February and March, 73% of respondents ranked email marketing as 'excellent' or 'good' for ROI.</p> <p>Increasing from 66% in 2015, this meant that email marketing was ranked 9% higher than SEO (organic search).</p> <p><img src="https://assets.econsultancy.com/images/0008/2749/Email_marketing.JPG" alt="" width="640" height="544"></p> <h3>B2B marketers lack confidence in CX</h3> <p>Last May saw the release of the <a href="https://econsultancy.com/reports/the-tension-in-b2b-customer-experience-management/">Tension in B2B Customer Experience Management report</a>, highlighting how B2B organizations are improving the customer experience.</p> <p>Surprisingly, despite B2B companies realizing that they're being evaluated on the same level as consumer brands, just 16% believe customers rate their CX on a par with B2C.</p> <p>Internal silos and a lack of long-term strategy were reported to be just two of the reasons why.</p> <p><img src="https://assets.econsultancy.com/images/0008/2750/B2B_CX.JPG" alt="" width="690" height="574"></p> tag:econsultancy.com,2008:BlogPost/68427 2016-12-22T11:00:00+00:00 2016-12-22T11:00:00+00:00 A day in the life of... a location intelligence expert Nikki Gilliland <p>If you're keen to enter into the world of digital marketing or find a new path, make sure you check out our <a href="https://jobs.econsultancy.com/" target="_blank">digital jobs board</a>. </p> <h3>Please describe your job: What do you do? </h3> <p>Being Europe’s general manager for <a href="https://www.near.co/">Near</a> is a big responsibility, but it also gives me a first look at how emerging developments in <a href="https://econsultancy.com/blog/67418-what-is-location-based-advertising-why-is-it-the-next-big-thing/" target="_blank">location-based</a> technology are changing the way we live.</p> <p>Essentially, the buck stops with me for all new business opportunities and operations in the region, which means I cover everything from sales and marketing to account management.</p> <p>It’s my job to boost efficiency, stay ahead of location intelligence trends — and competitors — and most importantly, ensure revenue is always optimised.   </p> <p><img src="https://assets.econsultancy.com/images/0008/0445/Ken_Parnham.jpg" alt="" width="600"></p> <h3>Whereabouts do you sit within the organisation? Who do you report to? </h3> <p>I’m directly involved with multiple everyday functions and higher level strategy, which puts me right in the middle of things.</p> <p>My position is a vital link between our business in Europe and the wider world, so I work closely with the Chief Revenue Officer, who I also report to.</p> <h3>What kind of skills do you need to be effective in your role? </h3> <p>Agility and listening are essential in an industry that evolves as rapidly and as often as technology.</p> <p>There’s a constant flow of new devices, apps and concepts that alter consumer behaviour, so the ability to quickly understand and cut through the complexity is invaluable. </p> <p>Communication is also crucial to maintain momentum. As part of a global organisation, my team needs to be completely aligned with the rest of the business and working towards the same core goals, which means I need to keep them informed and on track.  </p> <h3>Tell us about a typical working day</h3> <p>Digital technologies are by nature ever-changing and two days are rarely the same, but a good day is a frequent occurrence. </p> <p>On good days, my schedule might run something like this: an early start to answer urgent emails, tackle larger strategic issues and liaise with our headquarters in Singapore, then head into the office to catch up with my team and run through a pitch scenario, followed by a meeting with an existing client in the afternoon.  </p> <p>Exploring ways to expand our business and better meet client needs is an integral part of what I do, so refining pitching skills to make sure prospects see what our technology can do for them and checking in with clients to understand what they need are very important.</p> <p><img src="https://assets.econsultancy.com/images/0008/2609/Screen_Shot_2016-12-21_at_16.07.30.png" alt="near.co" width="615" height="231"></p> <h3>What do you love about your job? What sucks? </h3> <p>I feel privileged to be working in an industry at the vanguard of digital innovation.</p> <p><a href="https://econsultancy.com/blog/67000-seven-steps-to-building-a-successful-mobile-data-capture-model/" target="_blank">Mobile data</a> and the insights it generates are creating new possibilities in every sector — location intelligence is already improving targeting efficiency in retail and marketing, alongside healthcare, city planning, and government-level decisions.</p> <p>It’s incredible not just to be part of this revolution, but also to have been there from the beginning. </p> <p>Like any job, there are things that aren’t perfect, but fortunately there aren’t many of them. Sometimes not having as much time, as there are new avenues to explore, can suck. </p> <h3>What kind of goals do you have? What are the most useful metrics and KPIs for measuring success? </h3> <p>There are three key metrics I gauge success by: revenue, market disruption, and workplace culture. </p> <p>Revenue is, of course, a priority for any business but I strive to ensure the majority of it comes from repeat business — not only because this it makes for a sustainable inflow but also because it means we are delivering what our clients want, which is what matters most. </p> <p>Creating disruption and a good working environment go hand in hand. If my team have room to build their skills and are passionate about what they do, our offering will continuously improve, helping us to outpace competitors and influence the global marketplace. </p> <h3>What are your favourite tools to help you to get the job done? </h3> <p>My team are unquestionably the best weapon I have. They are experts in their field who are not content with ‘good enough’ — constantly striving to push boundaries, perfect our services, and find new ways to meet client challenges.</p> <p>Sophisticated technology is a necessity, but having a team that wants to get the best out of it is what inspires me.</p> <p>I believe you should never forget to take time with your recruitment policy; your people will be the foundation of your success.    </p> <h3>How did you get started in the digital industry, and where might you go from here? </h3> <p>I’ve always been fascinated by digital technology and its potential to streamline and enrich our everyday lives.</p> <p>About 18 years ago, I decided to develop my proficiency with the tools of the trade by becoming a computer programmer. I haven’t looked back since.</p> <p>The beauty of this industry is that you never know where it’s going next, but whatever comes next, it’ll be too exciting to miss, so I hope to be there at the centre of it all. </p> <h3>Which brands do you think are doing digital well?</h3> <p>Digital is such a fundamental element of branding now that examples of good usage are everywhere, but if I had to pick I’d say the <a href="https://econsultancy.com/blog/63577-how-virgin-used-big-data-to-inform-its-new-content-strategy/" target="_blank">Virgin Group</a> and <a href="https://econsultancy.com/blog/67541-10-delicious-digital-marketing-campaigns-from-mcdonald-s/" target="_blank">McDonald’s</a> do it especially well.</p> <p>As international, recognisable brands you might not expect them to spend time trying new digital technologies. But there is a reason they are at the top and it’s because they keep pushing the envelope and embracing digital advances.</p> <p>It impresses me every time I meet with them. </p> <h3>Do you have any advice for people who want to work in the digital industry? </h3> <p>Ask questions all the time. The digital industry doesn’t stand still; the number of providers, technologies, sectors and trends it contains is always expanding, and your knowledge base needs to grow with it.</p> <p>It can be hard work, but the rewards make it more than worthwhile. Dive in! </p> tag:econsultancy.com,2008:BlogPost/68641 2016-12-20T14:00:00+00:00 2016-12-20T14:00:00+00:00 Mobile marketing in 2017: Five expert predictions Nikki Gilliland <p>If you want to learn more about mobile marketing, be sure to check out the following resources from Econsultancy:</p> <ul> <li><a href="https://econsultancy.com/training/courses/mobile-marketing/" target="_blank">Mobile Marketing Training</a></li> <li><a href="https://econsultancy.com/training/courses/mobile-user-experience-mobile-marketing/" target="_blank">Mobile UX (User Experience) &amp; Marketing Training</a></li> </ul> <h3>1. Contextual marketing</h3> <p><strong>Carl Uminski, Co-Founder &amp; COO at SOMO Agency:</strong></p> <p>I foresee a greater emphasis on context for marketing through third party or OS level apps. </p> <p>Apple’s emphasis on providing access to third parties through its owned services such as Maps, Siri and iMessage in iOS10 creates a new opportunity to market to people during the process of performing an activity – and these ‘contextuals’ are likely to be more easy to convert than via reach alone. </p> <p><img src="https://assets.econsultancy.com/images/0008/2430/Mobile_marketing.JPG" alt="" width="650" height="363"></p> <h3>2. Location-based services</h3> <p><strong>Martin Harrison, head of strategy at Huge:</strong></p> <p>Location-based services. Simple things like being able to see, split and pay the bill via mobile.</p> <p>Obviously, there will be a huge amount of badly targeted 10% off offers, but the road to hell is paved with good intentions, isn’t it?</p> <p><img src="https://assets.econsultancy.com/images/0008/2427/Splittable.JPG" alt="" width="750" height="388"></p> <h3>3. Smart speakers</h3> <p><strong>Carl Uminski, SOMO Agency:</strong></p> <p>The launch of Google Home and the continuing success of Alexa provide new platforms for users to engage with brands via voice.</p> <p>Voice interfaces will continue to grow and grow in 2017, particularly with the launch of Pixel, Google Home and Alexa’s continuing improvement. </p> <p>Brands that aren’t in some way embracing the different interactions afforded by voice when compared to touch will lose out as it becomes more ingrained in consumer behaviour and starts to dominate specific types of interaction, such as commands, searches and questions.</p> <p><img src="https://assets.econsultancy.com/images/0008/2428/Echo.JPG" alt="" width="450" height="452"></p> <h3>4. Integrating UX</h3> <p><strong>Steffan Aquarone, author of Econsultancy’s <a href="https://econsultancy.com/reports/mobile-marketing-best-practice-guide/">Mobile Marketing Best Practice Guide</a></strong></p> <p>I think a lot more mobile teams will be better organised to be able to work with user experience in mind.</p> <p>Constantly testing, getting feedback, building better products and then getting stuff out there - rather than trying to just plan and launch like in the late 2000s.</p> <p>I also see many of the principles of good product design becoming increasingly relevant to the way modern organisations organise themselves.</p> <h3>5. Push notifications</h3> <p><strong>Martin Harrison, Huge</strong></p> <p>I think push notifications could be the new pop-ups, with the caveat that some are useful, therefore the ones that are not useful will be even more infuriating.</p> <p><img src="https://assets.econsultancy.com/images/0008/2429/Push_notification.JPG" alt="" width="650" height="439"></p> tag:econsultancy.com,2008:BlogPost/68631 2016-12-15T11:07:00+00:00 2016-12-15T11:07:00+00:00 What were the biggest mobile marketing trends of 2016? Nikki Gilliland <h3>Chatbots </h3> <h4><strong>Carl Uminski, co-founder &amp; COO at SOMO Agency</strong></h4> <p>In terms of mobile, we’ve definitely seen the domination of messenger services leading to the onset of hype around chatbots. </p> <h4><strong>Tim Fidgeon, trainer of Econsultancy's <a href="https://econsultancy.com/training/courses/mobile-marketing/" target="_blank">Mobile Marketing</a> course</strong></h4> <p>The emergence of chatbots has undoubtedly been one of the biggest trends of this year, with the amount of startups working on bot-related activities leading to talk of “<a href="https://econsultancy.com/blog/68532-the-case-for-chatbots-being-the-new-apps-notes-from-websummit2016/" target="_blank">bots being the new apps</a>”.</p> <p><img src="https://assets.econsultancy.com/images/0008/2376/chatbots.JPG" alt="" width="461" height="671"></p> <p><em>For more chat about bots:</em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67894-what-are-chatbots-and-why-should-marketers-care" target="_blank">What are chatbots and why should marketers care?</a></em></li> <li><em><a href="https://econsultancy.com/blog/68046-five-pioneering-examples-of-how-brands-are-using-chatbots/" target="_blank">Five pioneering examples of how brands are using chatbots</a></em></li> <li><em><a href="https://econsultancy.com/blog/68458-why-chatbots-are-an-important-opportunity-for-retailers" target="_blank">Why chatbots are an important opportunity for retailers</a></em></li> <li><em><a href="https://econsultancy.com/blog/68532-the-case-for-chatbots-being-the-new-apps-notes-from-websummit2016/" target="_blank">The case for chatbots being the new apps</a></em></li> </ul> <h3>AR and VR</h3> <h4><strong>Carl Uminski, SOMO Agency:</strong></h4> <p>Mobile’s part in the VR story has been apparent. VR has come of age with high-end launches for Vive and Oculus, while mobile has democratised the VR and 360 experience through Cardboard, Daydream, and Gear VR.</p> <p><a href="https://econsultancy.com/blog/68059-should-pokemon-go-give-marketers-hope-for-augmented-reality/">Pokemon GO also resurrected AR</a> and context-based elements for gaming, reviving a technology that has been dormant for many years. </p> <h3>Improving UX</h3> <h4> <strong>Steffan Aquarone,</strong><strong> <a href="http://steffanaquarone.com/">entrepreneur</a> and author of Econsultancy’s guide on </strong><strong><a href="https://econsultancy.com/reports/user-experience-and-interaction-design-for-mobile-and-web/">User Experience and Interaction Design for Mobile and Web</a></strong><strong>.</strong> </h4> <p>Successful products are entering the market and winning faster than ever before.</p> <p>It's partly down to the usual key ingredients - freedom from corporate restriction, incumbency and vested interests. But it's also because talented designers just seem to care more about the user experience, and are prepared to test their assumptions by talking to people rather than using PowerPoint presentations.</p> <p>It took me a while to get this, but it's the single biggest thing I've noticed define success in 2016.</p> <h4><strong>Josh Salvage, SEO manager at Jellyfish:</strong></h4> <p>The biggest mobile marketing trends this year have been around improving mobile UX, with speed being one of the most crucial elements.</p> <p>Google has heavily supported <a href="https://econsultancy.com/blog/68490-google-s-accelerated-mobile-pages-12-pros-and-cons/">the Accelerated Mobile Pages project</a> - which currently supports news and recipe websites in search results.</p> <p><img src="https://assets.econsultancy.com/images/0008/2380/coding.jpg" alt="" width="600" height="400"></p> <h3>Mobile in-store</h3> <h4><strong>Carl Uminski, SOMO Agency:</strong></h4> <p><a href="https://econsultancy.com/blog/67418-what-is-location-based-advertising-why-is-it-the-next-big-thing/">Location-based marketing</a> and video have been two big trends in mobile this year, location adding another layer of contextual relevance and allowing for dynamic content to be pushed to users for personalisation.</p> <p>Video has taken off, with vertical video being driven by Snapchat and advertisers understanding the potential of short form, snackable video content to drive ROI on ad spend.</p> <p><img src="https://assets.econsultancy.com/images/0008/2378/snapchat_2.jpg" alt="" width="550" height="550"></p> <h3>Head spinning strategies</h3> <h4><strong>Martin Harrison, head of strategy at Huge</strong></h4> <p><a href="https://econsultancy.com/blog/67076-the-rise-and-rise-of-ad-blockers-stats/">Ad blocking</a>, people hating mobile ads, the growth of video, having to make an app but having no real reason to make an app.</p> <p>I think the technology is moving so fast that marketers’ heads are spinning.</p> <p>I think we’re also reaching that point where having “mobile” in front of the word marketing is not helping anyone.</p>