Take the Tablet - how to ensure your brand captures the growing tablet audience
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The tablet experience of your website used to be an afterthought but with over 30% of UK households now owning a tablet, marketers can’t afford to ignore this touch-point for their brand. However, the proliferating number of devices and techniques for optimising websites for the tablet consumer has left many marketers struggling to provide the tablet experience that customers expect. Fusionworkshop will explore how your content experience can be managed for the tablet, provide examples of how some brands are leading the way and examine the growth in tablet use by specific demographics, such as seniors.
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Take the Tablet - how to ensure your brand captures the growing tablet audience
- 1. Brought to you by In association with Take the Tablet: Ensure your Brand Captures the Growing Tablet Audience The webinar will begin shortly Listen via your computer speakers or on the phone UK: +44 (0) 20 7151 1875 Access Code: 340-722-885
- 2. Today’s Speakers Ensure your Brand Captures the Growing Tablet Audience Nick Van Noorden Head of Marketing Fusionworkshop Noelle McElhatton Consultant Editor Marketingfinder.co.uk Danny Wyatt Design Consultant Fusionworkshop
- 3. Interact with us Ensure your Brand Captures the Growing Tablet Audience Follow the conversation on twitter #TaketheTablet
- 4. 1. The Tablet explosion 2. How people are using Tablets 3. A real world Tablet project 4. Big pitfalls 5. Is it all worth it? Take the Tablet…
- 5. The Tablet Explosion “Over 30% of UK households now own a tablet” Mintel. “Tablet computers have disrupted markets and outperformed analyst predictions from the start” McKinsey Research “By 2017 more than 52% of the UK population will have access to tablets” Emarketer.com “Tablets have changed the technology landscape for seniors” McKinsey Research
- 7. Factors fuelling Tablet growth Pricing Replacement of old models Cannibalisation of laptop/PC market Business adoption Education market (Research from McKinsey – 5 factors fuelling tablet adoption)
- 8. Sofa Bed Home Table Kitchen Office Desk Bedroom Car Restaurant Gym Classroom Commuting Tablet use: location (Google Research Paper: Understanding Tablet Use: A Multi-Method Exploration)
- 9. Tablet use: multi-tasking habits (Google Research Paper: Understanding Tablet Use: A Multi-Method Exploration) 0 5 10 15 20 25 30 35
- 10. (Google Research Paper: Understanding Tablet Use: A Multi-Method Exploration)
- 11. Quick Poll Take the Tablet: Ensure your Brand Captures the Growing Tablet Audience
- 13. Nutrition Expert identified three segments: Segments • 45+ Health Concerned • Active Retired • Cyberchondriac
- 14. Tablet tipping point “ Our research indicated that in 2014 our tablet traffic will pass the 50% mark. We need our customers to have a rich and intuitive browsing experience on all devices…” - Nutrition Expert
- 15. Touch screen Adjustable text Portability Benefits for seniors
- 16. Meet business objectives and provide ROI Support relationships and drive innovation Have focus and purpose Have a life cycle Content has to earn its place and…
- 18. Separating content from Presentation
- 19. Presentation – desktop content
- 20. Presentation – mobile content
- 21. Mobile design philosophy 1997 - Adaptive web sites “Adaptive web sites: an AI challenge” - Mike Perkowitz, Oren Etzioni 2000’s - (early) Liquid design emerged in the “what is Liquid Design” - Nick Wilson 2005 - The W3C mobile web Initiative (MWI) recognises the need for more web accessibility on mobile platforms 2007 - The first iPhone is released and 3G networks and smartphones start to gain more traction 2009-2010 - “Responsive web Design” - Ethan Marcotte 2011 - “Adaptive web design” - Aaran Gustafson encapsulates some of the methods being used to satisfy mobile needs.
- 22. Different interactions for different devices
- 23. Quick Poll Take the Tablet: Ensure your Brand Captures the Growing Tablet Audience
- 24. The big pitfalls 1. Taking content out rather than building up 2. Poor treatment of images 3. Assuming where users are browsing 4. Forms and ecommerce 5. Reinventing the wheel
- 25. The right device for the job
- 27. Was it worth the effort? Traffic is up 15% Over 50% of views are from mobile/tablet Conversions from search have doubled Bounce rate has halved Time on site is up 30%
- 28. 1. Start thinking ‘Tablet’ today! 2. Consider how customers consume content 3. Think ‘build-up’ not ‘take-away’ 4. Give the best experience for each device 5. Know the options open to you Key takeaways
- 29. Your Questions Ensure your Brand Captures the Growing Tablet Audience Nick Van Noorden Head of Marketing Fusionworkshop Noelle McElhatton Consultant Editor Marketingfinder.co.uk Danny Wyatt Design Consultant Fusionworkshop
- 30. 3 Great reasons to fill out the exit survey 1. You can give us your feedback 2. You can request your free copy of ‘The Digital Design Shift’ 3. You can request your free copy of ‘The Virtual Presenter’s Handbook’
- 31. Thank You Brought to you by In association with Take the Tablet: Ensure your Brand Captures the Growing Tablet Audience
Editor's Notes
- Nick / Danny N Clearly you have to Start thinking ‘Tablet’ today! N Think about how your customers consume content – where they are and what they might be doing in parallel. It has to be an outstanding experience to compete! D Think ‘build-up’ not ‘take-away’ D Give the best experience for each device D Know the options open to you ‘Whatever approach you take…’ There is no right or wrong method, you need to consider what your mobile users are doing and want to do, this may be very different from your desktop users. Keep in mind that more and more consideration are making their way into desktop site especially when you consider the new wave of touch screen laptops and desktops that have been making their way onto the market this year.