Extreme makeover Digital Ecosystem Edition

Digital Ecosystem Makeover Primer09.06.2012

 Your customers are advanced mobile users… New device types are being announced on a weekly basis… Expectations are exceeding your mobile capability… The external pace is accelerating and business impact is rising How do you prioritize/implement your specific mobile strategy and tactics? How do you connect strategy and tactics to meaningful KPI’s? Mobile is Coming; Mobile is Here! 2

WTH SHOULDYOU DO? Mobile is Coming; Mobile is Here! 3

START WITH THE RIGHTQUESTIONS Mobile is Coming; Mobile is Here! 4

Common Mobile Starting Points We often hear questions and imperatives such as: – App or Site? – What can I do fast? – The President/C-Level Executive wants an App – Responsive design? – What do I do now with my App or mini site? – How to rollout? Great questions, and we will address them today…within the context of your audience, ecosystem and business goals Mobile is Coming; Mobile is Here! 5

Better Mobile Starting PointQuestions How should mobile fit into my digital ecosystem and strategy? Where are the opportunities for mobile to make the most impact? How should I adjust my mobile roadmap given the advent of new solutions? What is the right trajectory to move from today to tomorrow? How much should I invest? Where are the quick wins? Mobile is Coming; Mobile is Here! 6

User JourneyToday Research Plan Buy Support and Advocate Websites Microsite PortalsToday: Entire Communitiesecosystem is primarilyoptimized arounddesktop 2013+ 2013 Mobile is Coming; Mobile is Here! 7

Future Ready Digital Ecosystem User JourneyTomorrow Research Plan Buy Support and Advocate Websites Microsite Portals [tbd] Communities 2013 2013+ Tomorrow: Entire Ecosystem is device and context ready based on how users interact with you Mobile is Coming; Mobile is Here! 8

ROADMAP You can get there from here.Mobile is Coming; Mobile is Here! 9

Get Strategic Grounding •Lower Reach •Create New/Discrete Experiences •Higher Reach •Extend/Enrich Existing Experiences Digital Strategy/Roadmap and Analytics Mobile is Coming; Mobile is Here! 10

Business and Audience QuestionsAre Starting Point For RoadmapDecisions Mobile is Coming; Mobile is Here! 11

Mobile Marketing - Start WithWhat You KnowConsider:Building mobile optimized landing pages to support campaign activitiesDeveloping mobile ready email templates to build engagementAuditing your SEO results on Mobile. Create a plan for mobile SEOoptimizationOptimizing SEM campaigns specifically for mobileIntegrate SMS reminders into application process to increase yieldCapture cell phone numbers from prospect and students to build dbase Mobile is Coming; Mobile is Here! 12

What Does Your Mobile RoadmapLook Like?There is no “one size fits all” Find a way to get traction. Don’t tackle the home page first. Find a project out of the eyes of the naysayers. Mobile is Coming; Mobile is Here! 13

How should I think about budgetingfor Mobile in 2013+?For platforms and programs, consider:Using the projected % of traffic or media consumptions as a proxy forbudgetingWhat % of your web traffic or audience attention will be Mobile/Touch-first in2013? Or to be more forward looking 2014 or 2015?Adjust based on potential ROIBack of the envelope, super-caveated guesstimate range: 20-50% of digitalbudget should be spent on mobile Mobile is Coming; Mobile is Here! 14

Not Just About a Website…It’s about your thinking and your behaviors…  Creative or campaign brief  Web development process  QA process  Budgeting  Web design mindset  Talent pool  Etc… Mobile is Coming; Mobile is Here! 15

WHERE ARE WE HEADING? Mobile is Coming; Mobile is Here! 16

Pace of Change is Unlike AnythingWe’ve Experienced “Mobile web is growing 8x faster than Internet.” - Google, 3/12 “…Mobility will be the provision of the future. Fast forward 5 – 10 years … the answer will always be mobile first.” - Eric Schmidt: CEO Google (2010) Mobile is Coming; Mobile is Here! 17

UnprecedentedMobile RevolutionImpacts Roadmapof Your Projects,Platforms,Programs andCareer Mobile is Coming; Mobile is Here! 18

Between 2013-2016… Touch-first/mobile operating systems are the new “desktop” experience (Win 8; IOS/Lion) Mobile internet usage eclipses desktop Majority of email opened on mobile device Most local searches are performed on mobile 7 connected devices per U.S. citizen 85% of cars will be Internet connected Tablets will be the primary PC for many; 112.5M U.S. consumers by ‘16 Global mobile connection speeds increase 9-fold by 2016 Mobile is Coming; Mobile is Here! 19

Growth ImpactsMarketing,Not Just Sitesand Apps Mobile is Coming; Mobile is Here! 20

Does This GapRemind You ofAnything? Mobile is Coming; Mobile is Here! 21

With More at Stake, Pace ofTechnology Innovation OnlyAccelerates… Mobile is Coming; Mobile is Here! 22

…And This Innovation Spurs NewBehaviors and Higher Expectations Mobile is Coming; Mobile is Here! 23

THANK YOU! Mobile is Coming; Mobile is Here! 24

Who We Are  Full-service digital agency  Interactive focus for 11+ years  Technical DNA  http://theprimacy.com Mike Stutman SVP, Strategy and Innovation michael.stutman@theprimacy.com Mobile is Coming; Mobile is Here! 25

Extreme makeover Digital Ecosystem Edition

by Primacy on Sep 06, 2012

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Extreme makeover Digital Ecosystem Edition Presentation Transcript