From inspiration to conversion and beyond, discover how each type of screen in a consumer’s life is playing a different role, & what marketers need to know to best connect. Learn how a consumer behavior varies by screen and understand the implications that should be reflected in your audience-focused digital marketing strategy. content marketing, content strategy, digital marketing strategy, econsultancy, ethology, mike corak, mobile marketing, social media strategy

1. presented on 03.06.2013
digital marketing
strategy for the three
screens
Econsultancy webinar

2. agenda
1. defining the screens
2. mobile state of the nation
3. lenses & strategies
4. planning for the future
5. Q&A
“from inspiration to conversion & beyond, discover
how each type of screen in a consumer’s life is playing
Mike Corak a different role, & what marketers need to know to
EVP of Strategy, ethology
best connect. learn how a consumer behavior varies
@mikecorak
by screen & understand the implications that should
be reflected in your audience-focused digital
marketing strategy” 2

3. defining the screens

4. media channel growth
• all “screens” growing in usage
• mobile usage growing at 14x
the rate of online
(with online is still growing)
• opportunity exists to expand
activity in conjunction with
changes in usage, online &
mobile
4

5. consumption opportunities 2012
advertising user media
budgets consumption
0.5% mobile untapped audience 8% mobile
19% internet untapped audience 25% internet
43% TV 43% TV
17% newspapers 5% newspaper
11% radio 16% radio
10% magazines 3% magazines
5
5
source: emarketer, share of average time spent per day with select media by us adults vs. us ad spending share

6. defining the screens
1. desktop: the incumbent (for now)
2. mobile phone: attached & local
3. tablet: on your time
6

7. 7

8. the original screen – television

9. awareness connection
television lenses
(+offline) • desktop
• mobile
phone
• tablet
9

10. multi-tasking on the rise
10

11. 11

12. 12

13. considerations for digital marketers
• understand offline messaging & promotions, &
ensure online outposts are prepared & aligned to
receive & respond to generated interest. plan for
cross-platform engagement
• compliment television buys with integrated digital
media buys, search efforts, content, & social
activity, casting the widest net possible to collect &
convert offline interest
• return the favor & take online findings back to
brand to inform future branding efforts
13

14. 14

15. lens 1 – desktop

16. when it comes to desktop digital marketing…
16

17. desktop: the conversion standard (for now)
• primary point of
conversion today
• solitary consumer
experience
• comprehensive topical
coverage important
• convenience a large
factor in success
17

18. content marketing top of the list for 2013
http://econsultancy.com/us/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2013 18

19. common mobile development options
separate device experiences responsive design (website+)
advantages: advantages:
• fully customized experience • lower ongoing maintenance
• low barrier to financial entry • one URL for all
• better user experience
challenges: challenges:
• ongoing maintenance, • more complex front-end
often per device coding & thoughtful content
• search disadvantages mapping
19

20. Google has expressed an opinion…
“ sites that use responsive web design, i.e. sites that
serve all devices on the same set of URLs, with each
URL serving the same HTML to all devices & using
”
just CSS to change how the page is rendered on the
device. this is Google's recommended configuration.
20

21. …but it’s also “enhancing”
http://www.google.com/adwords/enhancedcampaigns/ 21

22. desktop recommendations
• near term, do the best with what you have. if
starting from scratch, at a minimum, get back in
the Delorean & set it for 2009, & develop mobile
friendly landing pages, & optimize the experience
for popular mobile content. Low-functioning mobile
site experiences are also easier than ever before.
• plan for responsive design in future iterations
thinking mobile first
• but first, develop a content strategy if you don’t
have one already, & consider content variations by
outpost, device, & localized
• then, build & organize your content warehouse, the
lifeblood of integrated digital success 22

23. mobile – state of the nation

24. why mobile: Nordstrom on user experience
• loyalty is king &
consumers are in control
• omni-channel excellence
is mandatory
• create the best customer
experience possible at
every consumer desired Jamie Nordstrom, President,
touch-point Nordstrom Direct, at shop.org
24

25. the multi-screen consumer
all devices used but in different contexts
DESKTOP TABLET MOBILE
admin workhorse couch companion constant companion
• at home or office • web surfing & shopping • always with you
• task-oriented • entertainment • location-specific
• solitary experience • shared experience • in person
• personal
Source: Google Mobile Display Tablet Usage Survey, US, March 2011. n= 1,430, all members of the Google Mobile Display Network. 25

26. tablet, phone & desktop–complementary contexts
hourly distribution of searches by platform
(doesn’t reflect absolute traffic volume)
12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM
Tablet Mobile Desktop
source: Google Internal Data. % of each platform’s traffic shown hourly for one day.
does not indicate absolute or relative traffic volumes.
26

27. so, as predicted, was 2012
really the year of mobile?
sort of…
most companies ethology examined
in 2012 had mobile
experiences, but few fully
maximized their mobile opportunity
27

28. lens 2: mobile

29. “m dots” (separate mobile sites) are the standard
desktop
brand mobile site mobile app
responsive
<5 seconds pinch/zoom
apple
Marriott.com m. droid ✗ ✔ n/a
3rd party apple
HamptonInn3.Hilton.com
usabalenet droid ✗ ✔ n/a
apple
ComfortInn.com m. droid ✗ ✔ n/a
3rd party apple
BestWestern.com
usabalenet droid ✗ ✔ n/a
apple
Radisson.com m. droid ✗ ✔ n/a
apple
Hyatt.com m. droid ✗ ✔ n/a
apple
HolidayInn.com m. droid ✗ ✔ n/a
3rd party apple
Fairmont.com
usabalenet droid ✗ ✔ n/a
29

30. smartphone travel booking
while smartphone travel booking is expected to grow significantly, nearly
2x the amount of consumers will use smartphones to research vs. book
30

31. standard travel mobile experience: booking engine
it’s a start, but “research” means more than booking. where’s the
local interests, attractions, maps, room images, & other info that
matters to me & my decision?
31

32. and how’s that app treating me?
exact same
experience,
so what’s
the point?
32

33. WWJND? (what would Jamie Nordstrom do)
create the best customer
experience possible at
every desired touch-point
website: develop the website & mobile: provide a handheld tablet: today, Nordstrom has
content to be as accessible & friendly experience, in this case one site experience for personal
future forward as possible for m.nordstrom.com for full site computer & tablet users, & the
all customers consumption, while publicizing application is available for
an alternative application enhanced shopping in tablet
experience & its benefits friendly format
all is based on stated customer
desires & behavior, not on
Nordstrom desired outcome 33

34. research that starts on smartphones
leads to purchases across channels
34

35. what else do we like to do on our smartphones?
35

36. test: mobile experience best practices
free testing tool: www.howtogomo.com
& while you’re at it, don’t forget to open an email!
36

37. 37

38. 38

39. the rise of the apps, death of the internet (& social phase II?)
39

40. mobile recommendations
• evolve mobile shopping & conversion experience, top of
the funnel down. plan for responsive consolidation.
mobile friendly content first, apps next (have a reason)
• test top end of mobile & localized media (enhanced
campaigns)
• relevant 3rd party apps & maps – be everywhere! same
with social local listings/networks (hand quality check
& manage)
• create mobile friendly, & relevant, content (local), on-&-
off site (don’t forget visuals)
• test mobile email creative, tag mobile users, & deliver
mobile formatted emails. consider responsive email
design
40

41. lens 3 – tablet

42. the spectacular rise of the tablet
tablet shipments growing rapidly tablets are the fastest-selling
consumer tech device in history
number of days to reach 1m units sold
360+ 74 28
2001 2007 2010
42

43. …& for many, it may replace the PC
43

44. the where: mobile to the couch (or time of day?)
44

45. the what: top 5 tablet activities
45

46. 46

47. tablet recommendations:
• test site, research & conversion
experience, for tablet today, & correct any
issues
(ex. navigation, flash, etc.)
• make existing apps tablet friendly or
versioned
• plan for responsive design or customized
experiences, prioritizing content & activities
seen in analytics. entertain
• test prioritizing related content in tablet
friendly manner
47

48. most important screen?
REAL LIFE!
we use
screens to
accomplish
tasks, the
device is
irrelevant.

49. 2013 screen recommendations
• plan for customer utility first, goals second:
prioritize user experience & successful interactions across all
• content strategy:
develop a device & outpost inclusive, future forward, strategy
• increase mobile media spend:
saturate mobile + local first when applicable
• mobile research:
test, analyze & adjust plan based on findings
• prepare for responsive:
content by device, one url, DO IT!
49

50. Q&A

51. data sources
• ethology research
• Econsultancy
• emarketer
• comScore
• KPCB, Mary Meeker, 2012 Year in Review Internet
Trends
• Telmetrics, Path to Purchase Study – Travel
• Google & Google Think
• Mobile Marketing An Hour A Day
51

52. THANK YOU!
find this presentation on SlideShare today
slideshare.net/mcorak
Mike Corak
EVP of Strategy
Mike.Corak@ethology.com
@mikecorak
linkedin.com/in/mikecorak