Webinar Slides: Using Mobile Optimized Content to Improve the Digital Experience
description
Transcript of Webinar Slides: Using Mobile Optimized Content to Improve the Digital Experience
1Marketing Content Management
IMPROVING THE DIGITAL EXPERIENCEWITH MOBILE OPTIMIZED CONTENT
BEST PRACTICES INMOBILE CONTENT MANAGEMENT
2Marketing Content Management
FOUNDED CROWNPEAK IN 2001MARKETING GUY WITH A PASSION FOR TECHNOLOGY
SPEAKER JIM HOWARD
3Marketing Content Management
• Half of the adults with mobile phones use them while shopping.
• In developed markets, one-quarter of users use their smartphones as their primary Internet access method.
• Over half of Facebook users use the mobile app to access their social networks.
• A U.S.-based study in 2011 found that over half of mobile phone users would give up caffeine, chocolate, alcohol and other pleasures before giving up their mobile phone.
BETTER THAN SEX?
Gartner Group: June 2012Mobile and the Nexus of Experience
4Marketing Content Management
• Mobile internet usage from has almost doubled (again) in the past 12 months
• Now 14.5% of total web traffic (N. Am)– Jan 2009: 0.7%– Jan 2010: 1.6%– Jan 2011: 4.3%– Jan 2012: 8.5%– Jan 2013: 14.5%
IF IT DOUBLES EVERY YEAR…
GlobalStats StatsCounter
5Marketing Content Management
8.0%14.5%
92%
85.5%
DESKTOP V. MOBILE FOR NORTH AMERICA
6Marketing Content Management
4%7%
96%93%
DESKTOP V. MOBILE FOR EUROPE
7Marketing Content Management
DESKTOP V. MOBILE FOR ASIA
13%23%
87%
76%
8Marketing Content Management
• Mobile devices are:– Individual– Location aware– Always available– Close to the point of sale– Occupy leisure time
• Interface is different – and that matters– Small screen– Tiny keyboard– Touch screen interactions – thick finger effect– Many distractions – short attention spans
MOBILE IS DIFFERENT
9Marketing Content Management
• Bottom Line: If you have a key purpose for your web project, is that purpose optimized for Mobile?– Reading content (Advertising)– Conversion of a purchase– Conversion of a sales lead– Delivering searchable information
• Your core use case(s) must drive your mobile strategy
OBJECTIVE-TO-OUTCOME
10Marketing Content Management
“The early attempts to simply strip down websites to fit on a mobile device have fallen flat, creating a non-differentiated and ultimately subpar user experience.”
Gartner Group: June 2012Mobile and the Nexus of Experience
STRIP AND RIP
11Marketing Content Management
BEST PRACTICES #1 UNDERSTAND YOUR AUDIENCE ON MOBILE
Stats are easy to come by
12Marketing Content Management
SCREEN SIZE FOR NORTH AMERICA
13Marketing Content Management
SCREEN SIZE FOR ASIA
14Marketing Content Management
BEST PRACTICES #2 RESPONSIVE DESIGN
Believe the Hype
15Marketing Content Management
ONE BROWSER DOMINATES - EUROPE
86%
16Marketing Content Management
ONE BROWSER DOMINATES – N. AMERICA
87%
17Marketing Content Management
MORE MIXED IN ASIA – VERY DIVERSE IN SUB-MARKETS
18Marketing Content Management
• Pages lay out well no matter what device– Auto-re-configuring layout– Auto-resizing of images– Auto resizing of text– Navigation changes (ex: pulldown to menu)– HTML5, Javascript, CSS 3
• Extra work to design this way
• Solves many experiences on most devices
RESPONSIVE DESIGN
19Marketing Content Management
DESKTOP MONITOR
20Marketing Content Management
TABLET
21Marketing Content Management
HANDHELD
22Marketing Content Management
BEST PRACTICES #5 CHOOSE THE BEST TOOLS
23Marketing Content Management
BEST PRACTICES #3 DEVICE OPTIMIZE FOR CONVERSION
What are our key objectives?
24Marketing Content Management
• Specific functions like multi-page forms can work much better if optimized
• If it’s the difference between converting or not, spend the time to create device-specific web experiences
• Examples– Multi-step purchase or form experience– Search: schedules, charts– Maps, “call me” functions– Localized campaigns– Mobile campaigns
WHEN TO OPTIMIZE
2525Marketing Content Management
Responsive Design + Personalization
2626Marketing Content Management
Mobile-Optimized Design
27Marketing Content Management
BEST PRACTICES #4 PERSONALIZE AND LOCALIZE
Test, Target, Measure, Improve
28Marketing Content Management
Marketing organizations that execute inbound or event-triggered techniques well
will see response rates five times higher than outbound campaigns
Gartner Marketing Process Study 2012
29Marketing Content Management
One-size fits allExperience
Personalized and targeted content
INBOUND TRAFFIC
CURRENTCONTENT
PLATFORM
NURTURING A
NURTURING B
NURTURING C
OFFER A
OFFER B OFFER
C
CROSS SELL
ONLINECHAT
INBOUND TRAFFIC USER-DEFINEDTRIGGERS
30Marketing Content Management
Companies that focus on integrated processes for local marketing enablement will
increase revenue by 15 to 20%Gartner Marketing Process Study 2012
31Marketing Content Management
BEST PRACTICES #5ONLY BUILD AN APP WHEN YOU NEED AN APP
32Marketing Content Management
MOBILE USERS PREFER TO ENGAGE…
33Marketing Content Management
BEST PRACTICES #6 WCM OR STAND-ALONE TOOLS FOR MOBILE
WCM if you can!
34Marketing Content Management
• Native WCM Features:– Emulation– Responsive design handling– Device detection, variations for device/platform– Testing/Targeting for mobile– Simple template variations for optimized experiences
• Stand-alone mobile tools silo content, process, lack basic features – but if it’s your only option
• Consider SaaS WCM• Beware– Scraping technologies give crummy results
WCM WITH NATIVE MOBILE
35Marketing Content Management
BEST PRACTICES #7 MOBILE CAMPAIGNS AND MOBILE ADS
36Marketing Content Management
• Mobile advertising can be quite cost effective• Mobile advertising requires great mobile experiences• Consider mobile campaigns
• 25%: The percentage of paid-search clicks that mobile will contribute to the overall paid search universe—by the end of the year. That's more than double over last year. That, dear reader, is big news for the small screen. (MediaPost)
• Mobile coupons get 10 times the redemption rate of traditional coupons. (Mobile Marketer, 2012)
• Mobile marketing will account for 15.2% of global online ad spend by 2016. (Berg Insight, 2012)
WHEN TO OPTIMIZE
37Marketing Content Management
Mobile Campaigns
38Marketing Content Management
INTEGRATE MOBILE INTO YOUR OVERALL MARKETING STRATEGY
• A winning digital experience includes mobile– Responsive design– Device optimize for conversion
• Integrate analytics, testing and targeting and editorial efforts
• WCM should manage your mobile content and optimize the digital experience – if not, it’s time to change
• Mobile advertising and campaigns can be very effective
39Marketing Content Management
COMPLETE CONTROL OVER THE DIGITAL EXPERIENCERight Content
Right AudienceRight TimeRight Place
Right Context
40Marketing Content Management
ON DEMAND WEBINARS
BEST PRACTICES IN DIGITAL MARKETING:Personalization – On demandLocalization – On demandContent Marketing – On demandROI for Content Marketing – On demand
Coming: Inbound Marketing, Agency, Social
41Marketing Content Management
WWW.CROWNPEAK.COM