Re-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies

Re-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies ! Presented by Brian Winter ! Founder, Pyxl, Inc. !Chief Marketing Ofﬁcer, Carpathia Hosting!

Marketing & Marathons:  Two Passions that Require Planning & Perseverance!Strong track record in! USWebMarketing" Corporation 1995" 2000" 2004" 2008" 2012"20 Marathons"in 17 states!

Overview of Presentation"PART I: Mobile Marketplace!PART II: Integrated Digital Marketing!PART III: Mobile Strategy & Approaches!PART IV: Best Practices for Integrated Engagement!

Reaching customers has never been"more difﬁcult."

Many marketers treat “the Web” as a  single medium like “print” or “TV” or “radio”" TV" Print " Web?" Radio"

The fastest growingsegment of the web is mobile."

Mobile Web growth has outpacedDesktop Web growth." Mobile" 10B+" Desktop" PC" 1B+" 100M+" 1990! 2000! 2010! 2020!Source: ITU, Mark Lipacis, Morgan Stanley Research"

Smartphone sales have surpassedPC Sales"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)!

The Web is really multiple, distinct, yetconnected, mediums made up of desktop,tablets and smartphones." Tablet " Desktop" Smartphone"

Mobile is driving another evolution ofDigital Marketing" V1" V2" V3" V4"Online  Broad  Targeted IntegratedPresence" Engagement" Engagement" Engagement"Basic information More information— Specific content for Specific content forwith limited depth.! expanding on existing specific audiences. specific audiences on content & adding new Deeper engagement.! specific devices.! content areas.!

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!

Scripting Integrated Engagement "Social Media" PR" Landing Page" Micro-site" Email" Landing Page" Banners"

Delivering Integrated Engagement"

Designing for Mobile to optimize 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.!

Four options when consideringyour mobile strategy:" 1." Do nothing" 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"

1." Do nothing (not a bad thing)"Complex topiclike cancertreatment!Requires deepresearch; notusually done ona small device!Future willinclude mobileapplicationsfocused oncustomerexperience at provisionha.comfacilities!

Build a mobile site on same 2." or separate CMS"Single CMSprovides easierupdates &maintenance!Single CMS on 2platformsdecreases cost ofdevelopment withsome increase inmaintenance!Upside is tailoredmobile experience;downside isinconsistentexperiencebetween desktop & carpathia.comsmartphone!

3." Build a Mobile App"Core site isfocused onconsumers andoptimized fordesktop & tablets!Mobile sitedistills down keycontent fromwebsite!MyPilot app isfocused ontravelers and hasa speciﬁcpurpose; ﬁndinglocations & pilotflyingj.comservices!

Build a Responsive Site4." (on a single CMS)" thinkpyxl.com

Checklist for Responsive Website (Convergence of Design & Development)! ü  Wireframe. Wireframe. Wireframe." ü  Information hierarchy" ü  Ratio and scale of imagery" ü  Readability" ü  “The fold” is dead" ü  Orientation—horizontal, vertical" ü  Less is more" ü  Test. Test. Test."

5 Best Practices for IntegratedEngagement Campaigns" 1." 1." Creating Checklists to Ensure Efﬁciency & Consistency" 2." Building Infographics to Drive Engagement" 2." 3." Designing Campaigns to Cash" 3." 4." 4." Using Dashboards to Drive ROI" 5." Designing for Desktops, Tablets & Phones" 5."

Best Practice: Campaign Checklists!q  Key Messaging Doc" q Email Template(s)" q  PR/Social Media" q  Copy/Stats! q  Copy! q  Press release(s)! q  q  Key Marketing Goals! Branding Guidelines – solo or co-branded! q  q  C2As! Header Image! q  q  SM Plan Overview! Dashboard Get targetedq  Microsite" q  Marketo Implementation! Creation! engagement q  CMS! q Fact Sheet" q  AdWords Creation! q  Copy! q  Copy! q  Tracking Links! with Microsites" q  C2As! q  Header Image! q  SM postings! q  Additional graphics! q  Facebook! q  Design! q Spec Sheet" q  Twitter! q  Images from outside vendors! q  Copy! q  LinkedIn! q  Co-Branding! q  Google+! q  Live Chat! q  Header Image! q Case Study/Studies" q  Advertising! q  Marketo forms! q  Copy! q  CPC! q  Analytics Code! q White Paper" q  Banner Ad(s)! q  Favicon! q  Copy! q  Size!q  Landing Page(s)" q  Word count! q  Additional Graphics! q  CMS! q  Copy! q Video" q  Print Ads! q  Size! Go viral with q  Copy! q  q  C2As! Design! q  Design! q  Word count! interesting q  PowerPoint Presentations" q  Music! q  Images from outside vendors! q  Animation! q  Copy! Infographics" q  Co-Branding! q  Design! q  Blog Posts" q  Live Chat! q  Co- q  Copy! q  Marketo Forms! Branding! q  Analytics Code! q  q  Featured Image! Infographics" q  Reporting" Guarantee yourq  Homepage Slider" q  Weekly/Monthly! q  Copy! q  Copy! audience can q  Design! q  Design! q  Images from outside vendors! q  Test All Platforms" q  Desktops! reach you with" q  Co-Branding! q  Tablets! Integrated q  Smartphones! Campaigns!

Best Practice: Infographics to DriveEngagement Across All Devices! Pure Infographics megafilesgarden

Best Practice: Designing Campaigns to Cash! Download Page" Awareness &   Conversion %" Qualiﬁed " Landing Page" Leads"Lead Generation" Banners" Conversion %" Conversion %" Sales" Emails" Conversion %" Funnel" Conversion %" Social Media" Win %" Print" Wins!" Contact Form"

Best Practice: Digital Marketing Dashboards!Goals"Tailor yourspeciﬁc goals.!Tracking"Set up trackinglinks & goalsincluding Calculate ROI" Weekly Reviews"mobile trafﬁc, Understand how the Meet with stakeholdersbehavior and campaign is tracking to weekly to reviewresults.! ROI targets weekly.! performance.!

Best Practice: Mobile websites &applications to Maximize Integrated Engagement!

Reaching customers has never been"more difﬁcult…."Have a Mobile Strategy!"

Pyxl © 2010 Pyxl, Inc.! 2099 Thunderhead Road, Suite 301  2099 Thunderhead Rd Knoxville, Tennessee 37922! Suite 301 865.690.5551 - info@thinkpyxl.com! Knoxville TN 37922 Follow us on Twitter @ThinkPyxl ! 865 690 5551 Visit us online at ThinkPyxl.com! Brian Winter"bwwinter@gmail.com! @brianwinter!

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Re-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies

by Pyxl on Oct 10, 2012

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Re-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies Presentation Transcript