Rethinking Digital: The Evolution of Mobile & Its Impact on Web Strategies

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Many treat the web as one medium, similar to TV, radio or print. However, as this presentation will tell you, it's really three very distinct mediums: desktop, tablet and smart phone. Learn about the four approaches to mobile and which might be best for you.

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Rethinking Digital: The Evolution of Mobile & Its Impact on Web Strategies

  1. 1. Rethinking Digital! The Evolution of Mobile & ! Its Impact on Web Strategies! Brian Winter! Owner, Pyxl! Chief Marketing Officer, Carpathia Hosting!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  2. 2. Unique Experience & Perspective ! Personal Passions & Pursuits! 22 Marathons! Digital Marketing! for Entrepreneurs, CEOs, Global Whiteboard VPs of Sales, VPs of Speaker! Fanatic! Marketing and Marketing Managers for Small and Large Businesses! USWeb/CKS! Delivering ! Consuming! Digital Marketing Services! Digital Marketing Services!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  3. 3. Reaching customers has never been! more difficult.!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  4. 4. Tracking 
 engagement! is even more difficult.!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  5. 5. Many Treat The Web as One Medium! TV! Print ! Web?! Radio!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  6. 6. Web is Really Three Distinct Mediums! Tablet ! Desktop! Smartphone!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  7. 7. The fastest growing
 segment of the web is
 mobile.!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  8. 8. Mobile Web is Driving Growth! Mobile! 10B+! Desktop! PC! 1B+! 100M+! 1990! 2000! 2010! 2020! Source:  ITU,  Mark  Lipacis,  Morgan  Stanley  Research!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  9. 9. Smartphone Outpacing Desktops! Units! 900M! ! 800M! Global Internet Device Sales! ! 700M! ! 600M! ! 500M! ! 400M! ! 300M! ! 200M! ! 100M! ! 0! 2005 2006 2007 2008 2009 2010 2011 2012E 2013E 2014E ! Source:  BI  Intelligence  (Mar  2012)! !C A R PAT H I A . C O M TH IN K P Y X L.C OM
  10. 10. Evolution of Digital Marketing! V1! V2! V3! V4! Online
 Broad
 Targeted Integrated Presence! Engagement! Engagement! Engagement! Basic information More information— Specific content for Specific content for with limited depth.! expanding on existing specific audiences. specific audiences on content & adding new Deeper engagement.! specific devices.! content areas.!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  11. 11. What is Integrated Engagement?!Reach!Tailor webproperties toDesktops, Tablets &Smartphones.! Content! Optimize content for Desktops, Tablets & Smartphones.! Context! Content + Reach = Context ! ! Context = Better Engaged & Qualified Prospects!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  12. 12. Four Options for Approach to Mobile! 1.! Do nothing (not always bad)! ! 2.! A.!Build a mobile site on a separate CMS! ! B.!Build a mobile site on same CMS with subset of content! 3.! Build a Responsive Site! ! 4.! Create a Mobile App!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  13. 13. Optimizing for Integrated Engagement! Tablet:! Less real estate, but increasingly more likelyDesktop:! access point. WebMore real estate browsing still a part offor content the experience.!display, longertime on site, butless frequentaccess.! Smartphone:! Least real estate, focused, methodical! Web browsing. Hunting for specific information.! C A R PAT H I A . C O M TH IN K P Y X L.C OM
  14. 14. 1. ! Do Nothing (not always bad)! Complex topic like cancer treatment! ! ! Requires deep research; not usually done on a small device! ! ! ! Future will include mobile applications focused on customer experience at provisionha.com   facilities!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  15. 15. 2. ! Build a Mobile Site on Same or Separate CMS! Single CMS provides easier updates & maintenance! ! Single CMS on 2 platforms decreases cost of development with some increase in maintenance! ! Upside is tailored mobile experience; downside is inconsistent experience between desktop & carpathia.com   smartphone!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  16. 16. 3. ! Build a Mobile App! Core site is focused on consumers and optimized for desktop & tablets ! ! ! Mobile site distills down key content from website! ! MyPilot app is focused on travelers and has a specific purpose; finding locations & pilo0lyingj.com   services! ! !C A R PAT H I A . C O M TH IN K P Y X L.C OM
  17. 17. 4. ! Build a Responsive Site (on a single CMS) ! thinkpyxl.com  C A R PAT H I A . C O M TH IN K P Y X L.C OM
  18. 18. Checklist for Responsive Website
 (Convergence of Design & Development)! Wireframe. ! Information
 Ratio and scale 
 Readability! Wireframe. ! hierarchy! of imagery! Wireframe. ! ! “The fold” 
 Orientation: Less is More! Test. ! is dead! horizontal and Test. ! vertical ! Test. !C A R PAT H I A . C O M TH IN K P Y X L.C OM
  19. 19. Quantify Mobile Users! Tracks which mobile devices were used to browse a site!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  20. 20. Qualify Mobile Users! Tracks which pages users are viewing from mobile & tablets!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  21. 21. Link Digital Marketing to Sales Results! Download Page! Awareness & 
Lead Generation! Conversion %! Qualified ! Devices! Landing Page! Leads! Banners! Emails! %! %! %! Sales! Conversion %! Funnel! Conversion %! Social Media! Print! Win %! Wins!! Contact Form! C A R PAT H I A . C O M TH IN K P Y X L.C OM
  22. 22. Summary! 1.!Embrace Integrated Engagement! 2.!Have a Mobile Strategy ! 3.!Quantify & Qualify Mobile Users! 4.!Link Digital Marketing to Sales Results! 5.!Download Integrated Engagement & ! the Mobile Web!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  23. 23. Download the free
 e-book! Visit:! landing.thinkpyxl.com/mobile-web-ebook!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  24. 24. Carpathia Hosting Inc. ! Pyxl Inc.! 21000 Atlantic Boulevard, Suite 500 ! 21 E. 6th Street, Suite 114! Dulles, Virginia 20166 ! Tempe, Arizona 85281! Carpathia.com! ThinkPyxl.com! bwinter@carpathia.com! bwinter@thinkpyxl.com! ! ! ! ! ! ! ! ! !C A R PAT H I A . C O M TH IN K P Y X L.C OM

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