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Web Content Management for the Post-PC Era
 

Web Content Management for the Post-PC Era

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  • Keep it quick. Compress images.Use large, well-padded buttons that are easy to press with a thumb.Insert text “Call” in front of phone numbers to alert the user the phone number is a clickable link.Create high contrast between background color and text color.Use contrasting size, color, 3D effects to indicate priority text.Make the design consistent with the desktop website.
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  • http://www.macdonaldhotels.co.uk/Bostonglobe.comhttp://www.about.com/#!/editors-picks/http://www.dng.com/
  • http://www.macdonaldhotels.co.uk/Bostonglobe.comhttp://www.about.com/#!/editors-picks/http://www.dng.com/
  • What you want is more sales and what I want is to accomplish a task
  • Take, for example, Target, the retail store. If a customer walks into Target and has bought baseball gear in the past, the ideal Target mobile app will know when he is standing in the sporting goods section and will be able to tell him about a discount on a new baseball mitt, Mr. Schadler said. That’s more customized and engaging than a mobile version of the Target Web site.

Web Content Management for the Post-PC Era Web Content Management for the Post-PC Era Presentation Transcript

  • Web Content Managementin the Post-PC Era Tom Wentworth CMO, Ektron @twentworth12
  • Agenda1. The undeniable business case for treating Post-PC devices as a primary customer channel2. The Four Fs of Mobile Maturity3. New web design strategies for the Post-PC era, including responsive web design4. Why your company should be thinking about "Mobile First"
  • Born 1976Deceased… ???
  • Welcome to the Post-PC Era?
  • Combined sales of smartphones and tablets willbe 44 percent bigger than the PC market in 2011. Source: Gartner
  • By the end of 2014, the installed base of devices based on new lightweight mobile operating systems like AppleiOS, Google Android and Microsoft Windows 8 will exceed the total installed base of all PC based systems Source: Gartner
  • There will be 1 BillionSmartphones by 2016 Source: Forrester Research
  • The Four F’s of Mobile Maturity
  • Content Management System ConsiderationFailure is not an option■ Heavy Flash use, not HTML 5■ Fixed page layout for desktop size screen■ Slow page load times
  • Source: http://blog.kissmetrics.com/loading-time/
  • The Four F’s of Mobile Maturity
  • Content Management System Consideration“Table Stakes”■ Design ■ Optimize images for speed ■ Use large buttons■ Content ■ Minimize large chunks of content ■ Reduce # of form fields■ Navigation ■ Vertical navigation ■ Clear “Home” button
  • The Four F’s of Mobile Maturity
  • Content Management System ConsiderationDevice Detection■ WURFL ■ Device Description Repository ■ Describes thousands of devices and hundreds of properties ■ Screen size, Has Keyboard, Supports Flash, Accepts Cookies, etc.
  • Content Management System ConsiderationResponsive Web Design■ Uses HTML 5 + CSS3 ■ Flexible Layout ■ Flexible Images ■ Media Queries
  • “Responsive web design isn’t really a specifictechnique, but is rather an approach orphilosophy advocating a fluid grid layout withcolumn widths that adapt to available screenspace, while media queries allow us to serve updifferent style sheets depending on the viewport(browser window) size and resolution (pixeldensity).” Source: http://www.mayfielddigital.co.uk/
  • The Four F’s of Mobile Maturity
  • Content Management System ConsiderationMobile First■ Mobile is Exploding■ Mobile Requires Focus & Relevancy■ Mobile Extends your capabilities
  • Put Users First – not Content Generic promotion Credit Card Ad Old News? Partner Ad
  • Mobile Inspires Clarity
  • Thinking Mobile First means putting the Customer first
  • Thinking beyond the Mobile Web
  • Summary1. Digital marketing strategy must evolve for the Post-PC Era2. Mobile Focus is Table Stakes 1. speed, navigation, content3. Incorporate a device detection or responsive-design approach to target mobile devices4. Embrace the Post-PC Era by thinking Mobile First
  • ResourcesHowToDoMo, from Googlehttp://www.howtogomo.com
  • Resources Mobile First – by Luke Wroblewski http://www.abookapart.com/pr oducts/mobile-first Responsive Web Design – by Ethan Marcotte http://www.abookapart.com/pr oducts/responsive-web-design
  • Resources Ektron eBook The Mobile Revolution http://www.ektron.com/Resources/Whitepapers/ The-Mobile-eBook/
  • Next Steps■Slides available at http://slideshare.net/ektron■Webinar recording available shortly onhttp://ektron.com■Follow @ektron & @twentworth12 on Twitter
  • Questions? Continue the conversation at #ektron