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Responsive Web Cross-Media and Mobile

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This is a presentation made at the AdMonsters Mobile Ops Event on Dec 7th. We have taken a look at Responsive Web Design in the context of the future of mobile and mobile marketing. For more …

This is a presentation made at the AdMonsters Mobile Ops Event on Dec 7th. We have taken a look at Responsive Web Design in the context of the future of mobile and mobile marketing. For more information contact us at Responsiveweb@adostrategies.com or info@adostrategies.com

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  • Digital Signage vs. Screen vs. Display vs. Kiosk 2007~2011 the world changes with the iPhone => iPhone In parallel, over the last 4 years social media => Facebook Chaos of fragmentation, but if we could step 5 years in the future…
  • Mobile is with you. Will Connect to Everything. It is a complement to other channels I worked for Nokia, and the Ex-President of the MultiMedia Dision
  • For 12 Years I worked at Nokia and ran 3 different business units. Mobile Search, Mobile Advertising, Games Business Started ADO in 2
  • Digital Hand. Analog Touch- Metaphor around what we have seen with the sensations of touch-screen technology Hand also is the guiding element, like a “conductor and the orchestra” I tend to bundle all of Digial ( Online/Desktop/ TV/ In-Home/ Outdoor… in the the digital screens. Connected to the cloud, yet the context of personal or public……. A drive-in restaurant, nobody driving in not personal. Get up-close and connected then becomes personal….. This connection to mobile will happen automatically. Started with SMS/Qrcodes  Bluetooth/wifi/NFC…. ( I put my money in Wifi, Then NFC)
  • Out of all the movement in social, the key thing that jumped out is “collective intelligence” getting aligned- not just 1-to-1 conversations, but 1-to-many, that Digital screen will be a gateway to that world.
  • Running joke in the mobile world …. When is the year of mobile, so say the decade We look at it that with social, and digital running fast, it is more like 2012 is the year of convergence.
  • Example of the Million Fans Club… 800M people there, Brands have to be there. Growing at a rate of 20K~100K/day….
  • Facebook: More Mobile Visits, Slightly Longer Online Sessions
  • Social at the core of connectivity, The Fraternity vs. the Library….
  • Animating the un-Animated…. Cities/shops/can come alive. Have you seen the corning glass- you-tube video. A must. Ray Kurweil, Singularity…. There is a another dimension to this the Virtual Screen/ Kind AR, etc… but I will keep it simple for us on marketing as the digital screen. “ Story” Blue-tooth…. People could not grasp it if they could not see it…. Needed to touch something. iPhone that changed everything was the Touch Screen. Keep an eye on the user Behavior of how we interact with screens…. ( Touch will be wih us for a long time as it is a very strong behavior)
  • Eventually they will be everywhere Cost? ROI ? Platform Ubiquity Value-add in the connectivity with cross-media Personal vs. Public/ multi-modal Times Square screens are now all mobile enabled, Even the likes of Forever 21 is “Social Media” Enabled
  • Used everywhere but the key is the content and the context of the different ones that make up that actual solution.
  • Using screens to complement the transaction, from menus to pay, delivering Using text messaging to pay for things….
  • Using services to bring value at that point in time through the interactivity…
  • Real value proposition
  • インターネット りようしゃ よそう
  • If you do not have the right mobile strategy, your competition will and you will miss opportunity. Had a good discussion the other evening. On the race horse track you need to be ahead to win….. Well the race has become, no going back, Get your stragety and budget now. 2007~2010 were times to test and think, now it is really here.
  • US +56% EU5 +75 according to comScore You never need to drink alone thanks to mobile social media!
  • Apps as Ad-units…..
  • Digital Hand. Analog Touch- Metaphor around what we have seen with the sensations of touch-screen technology Hand also is the guiding element, like a “conductor and the orchestra” I tend to bundle all of Digial ( Online/Desktop/ TV/ In-Home/ Outdoor… in the the digital screens. Connected to the cloud, yet the context of personal or public……. A drive-in restaurant, nobody driving in not personal. Get up-close and connected then becomes personal….. This connection to mobile will happen automatically. Started with SMS/Qrcodes  Bluetooth/wifi/NFC…. ( I put my money in Wifi, Then NFC)
  • Transcript

    • 1. CALMNESS AFTER THE STORM: Responsive Web Cross-Media Strategy (Digital/Social/Mobile) Matthew Snyder, CEO ADObjects-Inc | Founder, MXMEvents
    • 2. Today’s Story
      • The Storm 1) Social 2) Digital 3) Mobile The Converging Landscape
      • The Calm Value Proposition ( 10 core reasons) The Responsive Screen/ Convergence Strategy
      • A Concluding Case Study
      • LG Fashion Week
    • 3. Digital Hand . Analog Touch Mobile Cross-Media Strategies Outdoor Radio TV Print Our Vision 0329 LM 0329 LM 0329 LM Interactive Focused Revenue Growth with Convergence Media-Mix “ Touching Everything” Digital
    • 4. ADObjects , Inc. unded 2007 New York | Tokyo | Vancouver Responsive Agency Launched 11.11.11 * Mobify based * *
    • 5. The Sea Change: Convergence ? You Me World Social Mobile Digital
    • 6. Social (Collective Intelligence)
    • 7. 1 Main Social Network Real Community and Sharing Facebook found a way to bring some simplicity to this chaos for marketers Alto Consulting ( Australia)
    • 8. 2X Shift Mindset over 1 Year 36% >80% 2010 2011
    • 9. Goal: Best Use Social Media to reach your Market/Customers (Social CRM) Existing Social Media Own Content Market (Facebook, MySpace, Twitter, Linked-in, etc.) (Blog, Website, Applications) © ADObjects-Inc All Rights Reserved Face to face Phone / SMS E-mail Letter Fax Website Business Partner POS SOCIAL CRM (Tools) New Marketing Old Marketing
    • 10. Key Methodology: “Engaged Fans” (Fan CRM) … .Once Grow Fans, the key is to get them Engaged with your Brand
    • 11. Usage: 24 Min/ Day 3.3 Times/Day Source: ComScore Facebook Mobile 1.5X Desktop Facebook Mobile Facebook on PC Usage: 27 Min/Day 2.3 Times/Day
    • 12. Social Summary: Cross-Media Social CRM with Facebook A Cornerstone to Marketing Strategy
    • 13. Digital World (Screens) (Animating the un-Animated)
    • 14. Connected Screens are Exploding …… .and we are just at the tip of the iceberg on connected experiences Access Amount (Private) Access Experience (Public) © ADObjects-Inc All Rights Reserved DOOH/ kiosks/etc… In-Home Desktop Netbook Tablet Phone >10X Day <10X Day >10X Week >10X Week <10X Month
    • 15. Touch Points for Digital Displays Times Square Digital Screens Major Stadium Boards Shops Display Cases Rented Rented or Owned Owned Over Time and Cost Reduction My Refrigerator My Car Glass My Mirror Inventory Value/ Viewers 2011 What will it take before true ubiquity? © ADObjects-Inc All Rights Reserved
    • 16. © ADObjects-Inc All Rights Reserved
    • 17. Screen Cross-Media “Convert w/NFC” © ADObjects-Inc All Rights Reserved
    • 18. Screen Cross-Media “Engage TEXTING” ~80% of guests recall seeing the Signage © ADObjects-Inc All Rights Reserved
    • 19. The Turning Point ( Purchase Moment) Interactive Glass at the Point of Sale
    • 20. Digital Summary Connecting the Screen to build the Relationships= Revenue ( What is behind the screen is just as important) © ADObjects-Inc All Rights Reserved
    • 21. Mobile (Personal & Every Moment) © ADObjects-Inc All Rights Reserved
    • 22. By 2013 the Worlds Internet Like the Ocean that surrounds us!
      • By 2013 ~2B Users Internet Around the World
      • Mobile Internet Users passes Online 2010
      • >700M Websites today Online
      • Yet only Several 100K’s of Applications
      • Therefore
      • the Worlds Internet =
      • Mobile Internet
      © ADObjects-Inc All Rights Reserved 525 Million ~400 Million
    • 23. The Inflection Cross-Over is Here
    • 24. Store 82% Sporting event 36% Doctor’s office 55% (Smart Phones) Opportunity Cost or Lost: Extremely High Usage In- Store >60% of Smartphone users have done a Mobile Search © ADObjects-Inc All Rights Reserved In plane 14% In church 7% Movie Theatre 17%
    • 25. The App: Must Have the Right Purpose vs. © ADObjects-Inc All Rights Reserved Brand Marketing Engagement and Loyalty
    • 26. Mobile has Enabled the Flip the Funnel Every Connected moment is a chance to communicate (Sweet Spot for Apps) © ADObjects-Inc All Rights Reserved
    • 27. The New Strategic Marketing Paradigm The Customer Hourglass looks at the entire experience Jeremiah Owyang ( [email_address] ) Tasti-D-Lite rewards brand advocates with points that translate into free products Kraft’s top selling iFood app keeps cooks coming back w/ recipes, coupons, & sharing features Delta flyers board with e-boarding passes
    • 28. Would your business survive if your Web Site was Down? Not having a the right mobile web strategy is like having your site down 1~2 Days of the week ( >20% Access) © ADObjects-Inc All Rights Reserved
    • 29. 1) Poor Mobile Presence (Website=Mobile) 1) Search for Beyonce * Or click on a shared SNL link on Twitter, Facebook or DIGG End-User can not even get to a proper usable page ! ADObjects, Inc © all rights reserved © ADObjects-Inc All Rights Reserved 2) >1Minute to load 3) Non-Working Website (This would piss me off, if I was Beyonce)
    • 30. 2) Silo’d Mobile Web Site 1) Search for info about SNL * Or click on a shared SNL link on Twitter, Facebook or DIGG End-User Needs 5-Actions to get to SNL Landing Page! ADObjects, Inc © all rights reserved © ADObjects-Inc All Rights Reserved 2) Mobile Site Home 3) Scroll Down 4) Scroll Down 5) Then get to an SNL Landing page only…..
    • 31. Ah-ha Moment Calmness ( it all connects back to Ubiquity) “ Leaving money on the table” by not Leveraging Core Revenue Generating Web Assets to M obile
    • 32. Touching & Connecting Everything RESPONSIVE WEB BASED STRATEGY (HTML5) Leverage Every Moment The Connected Intelligence Animating un-animated objects © ADObjects-Inc All Rights Reserved Social Mobile Digital Screens
    • 33. Responsive Design and Strategy Phrase Coined in 2010 by Ethan Marcotte in his Book- ( We at ADO like to call it CROSS-SCREENING) © ADObjects-Inc All Rights Reserved
    • 34. Example: BostonGlobe.com This is a video of the Boston Globe site …. Grab your browser and Resize it © ADObjects-Inc All Rights Reserved
    • 35. Responsive Web Design Fastest Growth! © ADObjects-Inc All Rights Reserved
    • 36. The Responsive Web Value Proposition ( 10 Core Reasons) © ADObjects-Inc All Rights Reserved
    • 37. 1) Search for all Assets: Deep linking is critical Must be 1-to-1 parity w/ Content Links © ADObjects-Inc All Rights Reserved
    • 38.
      • Shared Links Online-2-Mobile-2-Tablet is Exploding ( Fan-Engagement)
      • Facebook mobile users and that will likely hit over 50% by the end of 2012 (>500M )
      • Only Google attracts more US visitors then the 45M Facebook gets per month on mobile web
      • 30% of US mobile users access Facebook – over 64 million
      2) Social Link together: Exponential Discovery 1) Grow 2) Engage 3) Share 4) Viral “ Like” Drives to Social “ Like” Drives to Social © ADObjects-Inc All Rights Reserved
    • 39. 3) Apps: The Responsive Web to Deliver Apps Best Method of App Discovery is via Web ( Mobile Landing Page or Mobile Banner) WEB MUST BE FIRST © ADObjects-Inc All Rights Reserved
    • 40.
      • Apps need to be re-releases for each different version of OS. Why deal with the costs each time Apple/Android/Blackberry/Microsoft, etc… launches new Version.
      • HTML5 is giving the experience of Apps, Convergence of all API’s ( Picture upload, link to internal apps, etc.. Will be coming by 2013. It is Google’s priority)
      4) Avoiding Fragmentation | Compatibility Hell All Android, iOS, Nokia, RIM S ame browser = HTML5 BlackBerry © ADObjects-Inc All Rights Reserved
    • 41. Website Notebook Tablet Smartphone 5) Cross-Screen Applications: Multi-view Integration Confidential © ADObjects Inc, All Rights Reserved HTML5 Apps is becoming Ubiquitous: Now possible 1X across multiple formats (Example around Responsive Maps App) Reference Only
    • 42.
      • Mobile Advertising has come a long way in technology of Rich-Media HTML5 Ad Units.
      • Selling online can be extended to offering an upsell opportunity for mobile!
      6) Cross-Platform ( HTML5 Ads) 1/2 Mobile is 6x more effective as a branding medium ( Insight Express) Engagement Direct Response Branding Experiential © ADObjects-Inc All Rights Reserved
    • 43.
      • Companies like Pandora, Amazon created HTML5 Web Apps
      • Interactive Content Rich-Media HTML5 Ad Units extend to iPad
      6) Cross-Platform ( HTML5 Ads) 2/2 Mobile is more then just Smart Phones. Rich media Ad Units © ADObjects-Inc All Rights Reserved
    • 44.
      • Does not matter where you sign-up, Access everywhere
      • Can lead some unique Freemium models as well as ARPU calculations cross-platform
      • Social Widgets are also pervasive
      7) Holistic CRM/ One Data-base ( i.e. Boston Globe Digital Subscriber) Business models for Publishers Evolving Cross-Media sms,email,social crm © ADObjects-Inc All Rights Reserved
    • 45. 8) Contextual UI ( Location, Time, Behavior) Different optimized Layouts for different screens ( Leveraging different style sheets ) Guide Board/ Menu Tablet Mobile © ADObjects-Inc All Rights Reserved
    • 46. 9) Rich User Experiences Work ( Video) Rich Media with Social Sharing work Across Screens Safetyathome.com ( UL) UI Example © ADObjects-Inc All Rights Reserved
    • 47. 10) Pulling together the Cross-Screen Data: Analytics Put your resources and time into the Analytics bit.ly/100ways ( 100 Ways to Measure Social media) By David Berkowitz, 360i
    • 48. Concluding Case Study Video of LGFashionweek.ca © ADObjects-Inc All Rights Reserved
    • 49. Simply: Calmness after the storm Think Responsive Web
    • 50. Summary: Pulling it all together CMS Data-Analytics CRM eCommerce Solutions Connect Retail/ POS/ Inventory/ Logistics/ Systems Connect to Cloud and HTML5 Web Solutions Systems Smartphone Tablet Desktop ( Website) Digital-In-Store Digital-Outdoor Web Based/ Cloud System © ADObjects-Inc All Rights Reserved
    • 51. THANK-YOU [email_address] http://ado.cm mobile responsive web solutions