Mobilize Your Brand
Katrina Klier @KatrinaKlier
Copyright © 2012 Accenture All rights reserved. 2
Marketing Used to be Simple
Marketing delivered by
advertising was a
pri...
Copyright © 2012 Accenture All rights reserved. 3
Life Became Increasingly Mobile
81% of Americans live in Urban
Areas whi...
Copyright © 2012 Accenture All rights reserved. 4
Impact of a Mobile Society
People know more people
People experience mor...
Copyright © 2012 Accenture All rights reserved. 5
People have more and more choice and
they expect brands to provide…
the ...
Copyright © 2012 Accenture All rights reserved. 6
Technology Enables Choice and Mobility
Sources: IDC Q3 2012 Forecast
PCs...
Copyright © 2012 Accenture All rights reserved. 7
Technology is Responsive
Detect the kind of device – PC with large scree...
Copyright © 2012 Accenture All rights reserved. 8
But Most Content is Not Responsive
@KatrinaKlier #WhatsNextDC
Copyright © 2012 Accenture All rights reserved. 9
Traditional Sales Funnel
• All about closing a sale
• Once the customer ...
Copyright © 2012 Accenture All rights reserved. 10
Open Content or Channels:
Reality, Delivery
Brand-Controlled Content or...
Copyright © 2012 Accenture All rights reserved. 11
The Customer Today – Highly Mobile & Connected
@KatrinaKlier #WhatsNext...
Copyright © 2012 Accenture All rights reserved. 12
Mobile By the Numbers
Sources: Comscore,
In 2009 only 2% of US adults
o...
Copyright © 2012 Accenture All rights reserved. 13
Mobile Activities – Phone vs. Tablet
• 75% of people send text messages...
Sources: Facebook, TechCrunch, Pingdom, Washington Post, Nielsen, Radicati Group
@KatrinaKlier #WhatsNextDC
Copyright © 2012 Accenture All rights reserved. 15
Marketing Today
@KatrinaKlier #WhatsNextDC
Copyright © 2012 Accenture All rights reserved. 16
Marketing Today
@KatrinaKlier #WhatsNextDC
Copyright © 2012 Accenture All rights reserved. 17
So What Does This Mean for Content?
How we think about, design and publ...
Copyright © 2012 Accenture All rights reserved. 18
HOW?
Copyright © 2012 Accenture All rights reserved. 19
An Idea… Responsive Content Design
Core Content
Editorial
Design
Visual...
Copyright © 2012 Accenture All rights reserved. 20
The Responsive Content Journey
Retro-fit Hybrid Responsive
Copyright © 2012 Accenture All rights reserved. 21
An Example… Outlook Journal
@KatrinaKlier #WhatsNextDC
An Example… Tech Vision 2013
Background
• Accenture’s annual analysis of the emerging
technology trends
• Output from Acce...
Tech Vision 2013
Copyright © 2012 Accenture All Rights Reserved.
Phase 1: Phase 2:
videos
Blog
PDF report
News
Release
Mic...
Copyright © 2012 Accenture All rights reserved. 24
@KatrinaKlier
LinkedIn
KatrinaKlier.com
Thank You
@KatrinaKlier #WhatsN...
Mobilize Your Brand - how mobile is changing the content game
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Mobilize Your Brand - how mobile is changing the content game

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Mobilize Your Brand keynote from What's Next DC conference in 2013. Highlights of mobile trends, technology trends and content trends, including responsive content design. Focus is on mobile, social and digital impact for brands.

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Mobilize Your Brand - how mobile is changing the content game

  1. 1. Mobilize Your Brand Katrina Klier @KatrinaKlier
  2. 2. Copyright © 2012 Accenture All rights reserved. 2 Marketing Used to be Simple Marketing delivered by advertising was a primary and trusted source of information. Word of Mouth was slow and localized @KatrinaKlier #WhatsNextDC
  3. 3. Copyright © 2012 Accenture All rights reserved. 3 Life Became Increasingly Mobile 81% of Americans live in Urban Areas which grew 3 points faster than the total population On average people change jobs every 3 years and have 5-7 careers in their lifetime. Less than 59% of Americans live in the state where they were born Over 80% of people in North America have access to the Internet Sources: Reuters, Career-Advice, @KatrinaKlier #WhatsNextDC
  4. 4. Copyright © 2012 Accenture All rights reserved. 4 Impact of a Mobile Society People know more people People experience more of the world @KatrinaKlier #WhatsNextDC
  5. 5. Copyright © 2012 Accenture All rights reserved. 5 People have more and more choice and they expect brands to provide… the information they want, when they want it, how they want to consume it. Impact on Marketing @KatrinaKlier #WhatsNextDC
  6. 6. Copyright © 2012 Accenture All rights reserved. 6 Technology Enables Choice and Mobility Sources: IDC Q3 2012 Forecast PCs continue to be foundation devices. Smartphones offer in-the- moment, contextuall y relevant opportunities Tablets offer personal, medium and long form content and engagement opportunities @KatrinaKlier #WhatsNextDC
  7. 7. Copyright © 2012 Accenture All rights reserved. 7 Technology is Responsive Detect the kind of device – PC with large screen, laptop, tablet, phone Optimize for screen size, touch vs. click @KatrinaKlier #WhatsNextDC
  8. 8. Copyright © 2012 Accenture All rights reserved. 8 But Most Content is Not Responsive @KatrinaKlier #WhatsNextDC
  9. 9. Copyright © 2012 Accenture All rights reserved. 9 Traditional Sales Funnel • All about closing a sale • Once the customer started to use the product, the conversation stopped • Little to no incentive for repeat purchase • No way for a customer to be an active fan of the brand or products @KatrinaKlier #WhatsNextDC Accenture, Serving the Nonstop Customer, 2012
  10. 10. Copyright © 2012 Accenture All rights reserved. 10 Open Content or Channels: Reality, Delivery Brand-Controlled Content or Channels: Expectation, Promise The Customer Lifecycle is Nonstop & Dynamic Accenture, Serving the Nonstop Customer, 2012 @KatrinaKlier #WhatsNextDC
  11. 11. Copyright © 2012 Accenture All rights reserved. 11 The Customer Today – Highly Mobile & Connected @KatrinaKlier #WhatsNextDC
  12. 12. Copyright © 2012 Accenture All rights reserved. 12 Mobile By the Numbers Sources: Comscore, In 2009 only 2% of US adults owned a tablet or e-reader, now more than a third do. Over 10% of global Internet traffic is via phones. Active global app users number over 1B now, growing to over 2.1B in 2016. 75% of the world’s population has access to mobile phones @KatrinaKlier #WhatsNextDC
  13. 13. Copyright © 2012 Accenture All rights reserved. 13 Mobile Activities – Phone vs. Tablet • 75% of people send text messages • 56% check the weather • 52% use maps • 50% access social media sites • 6B mobile subscriptions WW • 85% of people email • 54% watch videos • 48% access social media • 47% read books • 38% read news Sources: Emarketer, Google, Accenture @KatrinaKlier #WhatsNextDC
  14. 14. Sources: Facebook, TechCrunch, Pingdom, Washington Post, Nielsen, Radicati Group @KatrinaKlier #WhatsNextDC
  15. 15. Copyright © 2012 Accenture All rights reserved. 15 Marketing Today @KatrinaKlier #WhatsNextDC
  16. 16. Copyright © 2012 Accenture All rights reserved. 16 Marketing Today @KatrinaKlier #WhatsNextDC
  17. 17. Copyright © 2012 Accenture All rights reserved. 17 So What Does This Mean for Content? How we think about, design and publish content needs to change. We need to meet customers’ expectation of what information they want, when they want it, how they want to consume it.
  18. 18. Copyright © 2012 Accenture All rights reserved. 18 HOW?
  19. 19. Copyright © 2012 Accenture All rights reserved. 19 An Idea… Responsive Content Design Core Content Editorial Design Visual Design Amplification Design Engaging Content Experience for your Audience Across Devices and Channels @KatrinaKlier #WhatsNextDC
  20. 20. Copyright © 2012 Accenture All rights reserved. 20 The Responsive Content Journey Retro-fit Hybrid Responsive
  21. 21. Copyright © 2012 Accenture All rights reserved. 21 An Example… Outlook Journal @KatrinaKlier #WhatsNextDC
  22. 22. An Example… Tech Vision 2013 Background • Accenture’s annual analysis of the emerging technology trends • Output from Accenture Technology Labs, global research & development arm for Accenture staffed by technologists, scientists, consultants, and researchers • 2013 overarching theme “Every business is a digital business” identifies seven key enterprise technology trends @KatrinaKlier #WhatsNextDC
  23. 23. Tech Vision 2013 Copyright © 2012 Accenture All Rights Reserved. Phase 1: Phase 2: videos Blog PDF report News Release Microsite Search engine marketing accenture.com presence Social media outreach Paid Social Activities Paid Social Activities @KatrinaKlier #WhatsNextDC
  24. 24. Copyright © 2012 Accenture All rights reserved. 24 @KatrinaKlier LinkedIn KatrinaKlier.com Thank You @KatrinaKlier #WhatsNextDC @Accenture LinkedIn Company Page accenture.com
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