Making Sense of Multiscreen Economy Presentation Transcript
Peter Sunna, Product ManagerMaking sense of multiscreeneconomy
Acting like it’s 1999
Diagnosing your digital neural system• Will your web infrastructure enable you to easilyincorporate video and phone support in the future?• Do your digital systems enable you to provide apersonalized experience for customers who come toyour website?
“The More MobileDevices You Have, theMore Valuable MobileContent Becomes”
“Consumers put a strongvalue on being able toconsume media on devicesdependent on their situationor context”David R. Dean, BCG
The New Multi-Screen World, Google/Ipsos/Sterling, US, Aug 2012
Where do they use mobile?62% at home33% public transport31% at office
What trigger them to use mobile?47% boredom during travel44% find info during travel35% quicker access31% when receiving e-mailoffer
Marketers depend on data for just 11%of all customer-related decisionsStop guessing what the mobile users wants
Stop duplicating content
Get your content ready to go anywherebecause it’s going to go everywhere
“Responsive web designonly optimizes contentfor different screen sizes,not the customer”
Mobile and location drive context
“Context - the sum totalof what is known aboutan individual along withwhat he or she iscurrently experiencing”Julie A. Ask, Forrester
Your next pair of glasses?
Today’s channelistomorrow’s context
Create engagementManage experienceContext awarenessTake advantage of data
CreateExperiencesContent lies at the heart of all marketing.