Econsultancy and ethology: Digital Marketing Strategy for the Three Screens

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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 …

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

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  • Source: eMarketer, March 18, 2011http://totalaccess.emarketer.com/Chart.aspx?R=107412&dsNav=Ntk:basic|Share+of+Average+Time+Spent+per+Day+with+Select+Media+by+US+Adults+vs.+US+Ad+Spending+Share|1|,Ro:-1 Source: Top Mobile Internet Trends, Mary Meeker – http://www.businessinsider.com/mary-meeker-matt-murphy-2011-2#-1959% of time is spent on mobile web/web apps 32% on telephony9% mail app
  • These are all the same thing!
  • m dot (m.) & dot mobi (.mobi) are obsolete moving forward.
  • How many of you would say you have the best mobile experience possible?
  • Your consumers can & should be engaged across all of their digital devices – PC, phones, tabletsWhy? consumers engage all screensduring the day in different contextsYour customers aren’t siloed, your marketing shouldn’t be eitherIf you don’t sync your marketing across screens, you’re missing a tremendous opportunityThe question isn’t about whatscreen you should focus your marketing against, but howto incorporate your marketing across all screens

Transcript

  • 1. presented on 03.06.2013digital marketingstrategy for the threescreensEconsultancy 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 playingMike Corak a different role, & what marketers need to know toEVP 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% TV17% 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 screens1. desktop: the incumbent (for now)2. mobile phone: attached & local3. tablet: on your time 6
  • 7. 7
  • 8. the original screen – television
  • 9. awareness connectiontelevision 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 2013http://econsultancy.com/us/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2013 18
  • 19. common mobile development optionsseparate device experiences responsive design (website+)advantages: advantages:• fully customized experience • lower ongoing maintenance• low barrier to financial entry • one URL for all • better user experiencechallenges: 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 Googles 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 • personalSource: 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 fullymaximized 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 bookingwhile smartphone travel booking is expected to grow significantly, nearly2x the amount of consumers will use smartphones to research vs. book 30
  • 31. standard travel mobile experience: booking engineit’s a start, but “research” means more than booking. where’s thelocal interests, attractions, maps, room images, & other info thatmatters 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 customerexperience possible atevery desired touch-pointwebsite: develop the website & mobile: provide a handheld tablet: today, Nordstrom hascontent to be as accessible & friendly experience, in this case one site experience for personalfuture forward as possible for m.nordstrom.com for full site computer & tablet users, & theall 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 smartphonesleads 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 tablettablet 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