Web Content Management for the Post-PC Era
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Transcript of Web Content Management for the Post-PC Era
Web Content Managementin the Post-PC Era
Tom WentworthCMO, Ektron@twentworth12
Agenda1. The undeniable business case for treating
Post-PC devices as a primary customer channel
2. The Four F's of Mobile Maturity
3. New web design strategies for the Post-PC era, including responsive web design
4. Why your company should be thinking about "Mobile First"
Born 1976Deceased… ???
Welcome to the Post-PC Era?
Combined sales of smartphones and tablets will be 44 percent bigger than the
PC market in 2011.Source: Gartner
By the end of 2014, the installed base of devices based on new lightweight mobile operating systems like Apple iOS, Google Android and
Microsoft Windows 8 will exceed the total installed base of all PC based systems
Source: Gartner
There will be 1 Billion Smartphones by 2016
Source: Forrester Research
The Four F’s of Mobile Maturity
Content Management System ConsiderationFailure is not an option
■ Heavy Flash use, not HTML 5■ Fixed page layout
for desktop size screen■ Slow page load
times
Source: http://blog.kissmetrics.com/loading-time/
The Four F’s of Mobile Maturity
Content Management System Consideration“Table Stakes”
■ Design■ Optimize images for speed■ Use large buttons
■ Content■ Minimize large chunks of
content■ Reduce # of form fields
■ Navigation■ Vertical navigation■ Clear “Home” button
The Four F’s of Mobile Maturity
Content Management System ConsiderationDevice Detection
■ WURFL■ Device Description
Repository■ Describes thousands
of devices and hundreds of properties■ Screen size, Has
Keyboard, Supports Flash, Accepts Cookies, etc.
■ Uses HTML 5 + CSS3■ Flexible Layout■ Flexible Images■ Media Queries
Content Management System ConsiderationResponsive Web Design
“Responsive web design isn’t really a specific technique, but is rather an approach or philosophy advocating a fluid grid layout with column widths that adapt to available screen space, while media queries allow us to serve up different style sheets depending on the viewport (browser window) size and resolution (pixel density).” Source: http://www.mayfielddigital.co.uk/
The Four F’s of Mobile Maturity
■ Mobile is Exploding■ Mobile Requires
Focus & Relevancy■ Mobile Extends
your capabilities
Content Management System ConsiderationMobile First
Put Users First – not Content
Generic promotion
Credit Card Ad
Partner Ad
Old News?
Mobile Inspires Clarity
Thinking Mobile First means putting the Customer first
Thinking beyond the Mobile Web
Summary
1. Digital marketing strategy must evolve for the Post-PC Era
2. Mobile Focus is Table Stakes1. speed, navigation, content
3. Incorporate a device detection or responsive-design approach to target mobile devices
4. Embrace the Post-PC Era by thinking Mobile First
Resources
HowToDoMo, from Googlehttp://www.howtogomo.com
Resources
Mobile First – by Luke Wroblewskihttp://www.abookapart.com/products/mobile-first
Responsive Web Design – by Ethan Marcottehttp://www.abookapart.com/products/responsive-web-design
ResourcesEktron eBookThe Mobile Revolutionhttp://www.ektron.com/Resources/Whitepapers/The-Mobile-eBook/
Next Steps
■Slides available at http://slideshare.net/ektron
■Webinar recording available shortly on http://ektron.com
■Follow @ektron & @twentworth12 on Twitter
Questions?
Continue the conversation at #ektron