Moving Towards Mobile: Key Pointers from Greenlight’s Mobile Event

By Greenlight | 07 Nov 2014

Over thirty people packed into Greenlight's loft space last Thursday, 13th November, to hear what key industry speakers had to say about the importance of mobile, and the ever increasing significance it has to play in marketing.

Neil Halpin (Google) and Rob Pye (GHD) were the guest speakers who engaged the audience with their views on mobile and gave insightful hints and tips on how companies can build robust, measurable and realistic mobile strategies. For those of you who missed it, here is an overview of the key takeaways from the night.

Watch the highlights video

Key Takeaways

Importance of Mobile
The mobile revolution began in 1973 with the birth of the 'mobile' phone - ironically weighing in at a rather immobile 2kg. Since then mobile devices have transformed into the smartphones, iPhones and tablets we know and love today. Statistics indicate we spend an average of 3.3 hours on our mobile devices per day (Exact Target 2014 Mobile Behaviour Report). Therefore, it is imperative websites and apps adopt to the mobile needs of their consumers in order to secure their business.

But no-one buys stuff on their mobile, right?
Currently desktop buying far outscores mobile buying. However, mobile is playing an ever increasing role within the buying process. In the UK, 46% of consumers use their mobile to engage in research - often moving back to desktop to complete their purchasing goal (Our Mobile Planet, Google). Therefore, if companies do not have websites that can adapt to mobile they run the risk of not being found on desktop, and thus running the risk of delivering consumers to a competitor.

3 Ways to improve your Mobile

  • Assess your sites objectivity. Check your search results, loadtime and basic navigation; can users accomplish things the way they want across all channels?
  • Check what you're tracking and measuring in your analytics. Do you always attribute value correctly, even when there is no transaction?
  • Decide whether you want to go down the fully responsive route. This is more future-proofed, but far heavier investment upfront and less ongoing management.


"This was a thought-provoking and educational event - the guest speakers were superb" - Digital Marketing Manager at HSBC.

And remember, if you don't care about mobile, Google does…

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