Presented by the Heartland Mobile Council The Mobile Web: Experience Matters Barbara Williams, Mobile Marketing Global Lea...
The Mobile Web Matters for Every Marketer 24.7 million average monthly US mobile video users Source: The Nielsen Company, ...
And The Importance is Growing By 2012 Mobile Internet consumption  will grow 400% 50% + Using Mobile Social Network 50%  B...
Mobile-only Internet Users by Region in 2012 in millions For Many, Mobile is the ONLY Internet Source: Cisco Visual Networ...
Why Optimize for Mobile?
Experience Matters Not Optimized Optimized
ROLE OF MOBILE AT MICROSOFT OUR STRATEGIC APPROACH
A path forward… mApps mMessaging mWeb mLocation mGaming Source: Microsoft Future of Mobile Study, 2011 Social  78% up 14% ...
Mobile Web  vs  Mobile Apps Source: Microsoft Future of Mobile Study, 2011 mWeb mApps games, music, banking news, (re)sear...
 
How could we not only  reach busy parents on the go , but also  get their attention long enough  to tell our story?
<ul><li>Be relatable  </li></ul><ul><li>Drive mass reach </li></ul><ul><li>Provide engagement for depth of message </li></ul>
<ul><li>Be relatable  </li></ul><ul><li>Drive reach </li></ul><ul><li>Provide engagement for depth of message </li></ul>
RELATABILITY: UNIQUE CHARACTER SCENARIOS FOR HOME, SCHOOL, WORK
RELATABILITY: TOLD THROUGH PERSONAL MAKE IT GREAT STORIES
MASS REACH:  44 INSERTIONS ACROSS 10 PRINT TITLES DELIVERED CAMPAIGN REACH
TARGETED REACH:  MOBILE MEDIA CAPTURED CONSUMERS ON THE GO
PROVIDE ENGAGEMENT FOR DEPTH OF MESSAGE
EXPERIENCE MATTERS: CONTEXTUAL LANDING TO EACH CHARACTER TESTIMONIAL
EXPERIENCE MATTERS: CLEAR CALL TO ACTION LEADING USERS TO NEXT ACTION Consistent request trial CTA Share via Facebook / Tw...
EXPERIENCE MATTERS: CONNECTING USER & BRAND GOALS ACROSS A SEAMLESS MOBILE JOURNEY Demonstrate   how others are Making it ...
RESULTS 836K   unique visitors, consuming  1.7mm page views  and a visitor return rate of 25% 72K videos  consumed 33K lea...
Key Learnings <ul><li>Tags provided engagement learnings </li></ul><ul><ul><li>Print engagement metrics Informed future pr...
KEY TAKEAWAYS
http://www.flickr.com/photos/yourdon/ Mobile from the  First Moment #MobiU2011, @2mobile3 @microsoft Integrated at step on...
http://www.flickr.com/photos/yourdon/ Be a  KNOW it all Audience Insights Market Dynamics Business and Marketing Objective...
http://www.flickr.com/photos/yourdon/ Mobile  OPTIMIZE #MobiU2011, @2mobile3 @microsoft Content User Experience Refresh Cy...
http://www.flickr.com/photos/yourdon/ Measure,  MEASURE , Measure #MobiU2011, @2mobile3 @microsoft Atlas data Site metrics...
WHAT ’S NEXT
Mobile is Reinventing Personal Computing 240MM  total Internet users 293MM mobile users 26MM Tablet users Source: CTIA, Fo...
24-36 months from now…. Mobile measurement matures Targeting capabilities expand Geo location at the store level Mobile pa...
THANK YOU! <ul><li>Questions? </li></ul>
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MobiU2011 Lecture: STRAT121 Mobile Web - Microsoft Office & Ansible

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Learn how to effectively use the mobile internet and build a brand presence that will inform your consumer with critical information at the time and location that they need it. Microsoft and Ansible will lay a solid groundwork for mobile web, then discuss the Microsoft Office launch case study. You will learn:

> Fundamentals of the mobile web
> How marketing can support a mobile web initiative
> Tips/guideline from Microsoft Office’s launch experience
> View of the future from both Microsoft and Ansible

Published in: Technology, Business
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  • ½ of mobile users browse the mobile web By 2010 mobile internet consumption will grow 400% (yoy growth) Video to grow by 40% YOY More than ½ of consumers are using mobile social networks.
  • Not Optimized = Poor User Experience: Hard To Navigate Users less motivated to engage with content Bounce Rate Expected To Be High Optimized = Smooth and consistent UX: User is more likely to continue to navigate and engage deeper with the content on this site
  • Not Optimized = Poor User Experience: Hard To Navigate Users less motivated to engage with content Bounce Rate Expected To Be High Optimized = Smooth and consistent UX: User is more likely to continue to navigate and engage deeper with the content on this site
  • Our challenge was to find ways to creatively use mobile to capture attention and drive understanding of the new Office 2010 product, and ultimately drive trial sign ups Microsoft Office is not necessarily top of mind. The target considers the version they have “ good enough ” and doesn ’ t believe there is a need to upgrade. The goal for mobile was to drive understanding of the new product, engagement with some of the new or revised features and ultimately create awareness and drive downloads of a trial version on their PC.
  • 11 characters, 6 featured apps Excel OneNote Outlook Word Web Apps PowerPoint
  • 11 characters, 6 featured apps Excel OneNote Outlook Word Web Apps PowerPoint
  • 44 insertions across 10 publications running from Sept-Nov 2010 and February-March 2011
  • 44 insertions across 10 publications running from Sept-Nov 2010 and February-March 2011
  • Mobile landing pages provided the seamless depth of message and interactivity required Custom character-to-character mobile landing pages for consistent user experie nce
  • Mobile landing pages provided the seamless depth of message and interactivity required Custom character-to-character mobile landing pages for consistent user experie nce
  • 11/16/11 © 2011 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION. Microsoft Mobile Marketing Summit
  • 11/16/11 © 2011 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION. Microsoft Mobile Marketing Summit
  • 11/16/11 © 2011 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION. Microsoft Mobile Marketing Summit
  • 11/16/11 © 2011 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION. Microsoft Mobile Marketing Summit
  • Two forces driving this: 1) HTML5 levels the playing field and becomes the shared language 2) Smart Phones Take Over - simpler more functional than “computers” Implications: Mobile is the lead device – portability and functionality Experience will matter again
  • MobiU2011 Lecture: STRAT121 Mobile Web - Microsoft Office & Ansible

    1. 1. Presented by the Heartland Mobile Council The Mobile Web: Experience Matters Barbara Williams, Mobile Marketing Global Lead, Microsoft, @2mobile3 @microsoft Angela Steele, CEO, Ansible, @AnsibleMobile Event hashtag #MobiU2011
    2. 2. The Mobile Web Matters for Every Marketer 24.7 million average monthly US mobile video users Source: The Nielsen Company, “ State of the Media: Mobile Usage Trends, Q3 and Q4 2010 ” 1 in 7 searches are mobile Source: Google “ Think Mobile, ” February 2011 18% of mobile users utilize location-based services on their devices Source: Nielsen MarketSight 2010Q23 n=228 ; Projected Audience: Male &Female age 13+ 83% of Smartphone users have researched on their mobile device while shopping Source: Google “ Think Mobile, ” February 2011 1 in 3 mobile searches are local Source: Google “ Think Mobile, ” February 2011
    3. 3. And The Importance is Growing By 2012 Mobile Internet consumption will grow 400% 50% + Using Mobile Social Network 50% Browse Sites *Source: Cisco Systems “Global Mobile Data Traffic Forecast”, Feb 1, 2011 *Source: eMarketer Key Insights, Dec 2010 *Source: eMarketer Key Insights, Dec 2010 66% MOBILE VIDEO TRAFFIC BY 2013 *Source: eMarketer Key Insights, Dec 2010
    4. 4. Mobile-only Internet Users by Region in 2012 in millions For Many, Mobile is the ONLY Internet Source: Cisco Visual Networking index, Feb 1, 2011 6.6M North America 12.7M Latin America 21.2M Western Europe 6.3M Middle East & Africa 8.3M Central & Eastern Europe 23.8M Asia Pacific
    5. 5. Why Optimize for Mobile?
    6. 6. Experience Matters Not Optimized Optimized
    7. 7. ROLE OF MOBILE AT MICROSOFT OUR STRATEGIC APPROACH
    8. 8. A path forward… mApps mMessaging mWeb mLocation mGaming Source: Microsoft Future of Mobile Study, 2011 Social 78% up 14% Search 93% up 11% Video (Display and Rich Media) 68% up 18%
    9. 9. Mobile Web vs Mobile Apps Source: Microsoft Future of Mobile Study, 2011 mWeb mApps games, music, banking news, (re)search and shopping social email
    10. 11. How could we not only reach busy parents on the go , but also get their attention long enough to tell our story?
    11. 12. <ul><li>Be relatable </li></ul><ul><li>Drive mass reach </li></ul><ul><li>Provide engagement for depth of message </li></ul>
    12. 13. <ul><li>Be relatable </li></ul><ul><li>Drive reach </li></ul><ul><li>Provide engagement for depth of message </li></ul>
    13. 14. RELATABILITY: UNIQUE CHARACTER SCENARIOS FOR HOME, SCHOOL, WORK
    14. 15. RELATABILITY: TOLD THROUGH PERSONAL MAKE IT GREAT STORIES
    15. 16. MASS REACH: 44 INSERTIONS ACROSS 10 PRINT TITLES DELIVERED CAMPAIGN REACH
    16. 17. TARGETED REACH: MOBILE MEDIA CAPTURED CONSUMERS ON THE GO
    17. 18. PROVIDE ENGAGEMENT FOR DEPTH OF MESSAGE
    18. 19. EXPERIENCE MATTERS: CONTEXTUAL LANDING TO EACH CHARACTER TESTIMONIAL
    19. 20. EXPERIENCE MATTERS: CLEAR CALL TO ACTION LEADING USERS TO NEXT ACTION Consistent request trial CTA Share via Facebook / Twitter 36 testimonial & how-to videos One touch navigation to Product Details 24 pages 12 templates
    20. 21. EXPERIENCE MATTERS: CONNECTING USER & BRAND GOALS ACROSS A SEAMLESS MOBILE JOURNEY Demonstrate how others are Making it Great for Home, Work and School with new Office 2010 features Motivate audience to learn about Office 2010 for Home, Work, School Invite audience to Make it Great for themselves Receive rich output/results or view directly from the mobile browser (iPhone only)
    21. 22. RESULTS 836K unique visitors, consuming 1.7mm page views and a visitor return rate of 25% 72K videos consumed 33K lead gen submissions ; 3.5x more cost efficient than PC
    22. 23. Key Learnings <ul><li>Tags provided engagement learnings </li></ul><ul><ul><li>Print engagement metrics Informed future print decisions </li></ul></ul><ul><ul><li>Tag driven site visitors were 2X more likely to view mobile videos </li></ul></ul><ul><li>Consumers are consuming mobile content, can’t get enough mobile video </li></ul><ul><ul><li>Users who submit their emails consume 2X more content than average </li></ul></ul><ul><li>Mobile is an incredibly efficient channel for lead gen </li></ul>
    23. 24. KEY TAKEAWAYS
    24. 25. http://www.flickr.com/photos/yourdon/ Mobile from the First Moment #MobiU2011, @2mobile3 @microsoft Integrated at step one Integral to campaign idea All partners at the table
    25. 26. http://www.flickr.com/photos/yourdon/ Be a KNOW it all Audience Insights Market Dynamics Business and Marketing Objectives #MobiU2011, @2mobile3 @microsoft
    26. 27. http://www.flickr.com/photos/yourdon/ Mobile OPTIMIZE #MobiU2011, @2mobile3 @microsoft Content User Experience Refresh Cycle
    27. 28. http://www.flickr.com/photos/yourdon/ Measure, MEASURE , Measure #MobiU2011, @2mobile3 @microsoft Atlas data Site metrics Scan data Publisher data
    28. 29. WHAT ’S NEXT
    29. 30. Mobile is Reinventing Personal Computing 240MM total Internet users 293MM mobile users 26MM Tablet users Source: CTIA, Forrester 2010 Smartphones are the ubiquitous computers HTML5 becomes the shared language home in store travel work transit
    30. 31. 24-36 months from now…. Mobile measurement matures Targeting capabilities expand Geo location at the store level Mobile payments and commerce
    31. 32. THANK YOU! <ul><li>Questions? </li></ul>

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