#1NWebinar: Marketing in a Post-Mobile World

#1NWebinar
Marketing in a Post-Mobile World
20 July 2015

2 • #1NWebinar @kpeekna @OneNorth
Welcome
Kalev Peekna
Managing Director, Strategy
Kalev and his team design digital marketing strategies and
interactive experiences for complex, relationship-based
organizations. His team works with clients on channel strategies,
user research, brand alignment, content strategy, information
architecture and the user-experience of professional websites and
other interactive properties.

Today
•  Review of current data on mobile as a marketing platform
•  Three phases of mobile strategy
–  Phase 1: The Squeeze
–  Phase 2: The Mobile Moment
–  Phase 3: Post-Mobile

It’s a mobile, mobile
world after all.

In Eight Short Years…
Sources: NY Daily News, CNN

From 1995 to 2014: Internet Usage
61%
0%
12%
22%
5%
1995: 35M+ Users
10%
23%
28%
19%
21%
2014: 2.8B+ Users
USA
China
Asia (ex. China)
Europe
Rest of World
Source: Mary Meeker, Internet Trends
2015 – Code Conference
kpcb.com/InternetTrends

From 1995 to 2014: Mobile Usage
100%
0%
1995: 80M+
Users
60%
40%
2014: 5.2B+ Users
Feature Phone
Smartphone
Source: Mary Meeker, Internet Trends
2015 – Code Conference
Mobile now reaches
73% of the world’s
population.

Mobile is Now Our Favorite Screen
2.2
2.3
2.4 2.6 2.5 2.3 2.4 2.4
0.3
0.3
0.4
0.8
1.6
2.3
2.6
2.8
0
1
2
3
4
5
6
2008 2009 2010 2011 2012 2013 2014 2015 YTD
Hoursperday
Time spent per day with digital media, USA Adults
Mobile
Desktop
Other
Source: Mary Meeker, Internet Trends 2015 – Code Conference
51% of
Total

And as mobile grows,
we have better data
about it’s used.

Google Mobile Planet
Google Mobile Planet is an
interactive data resource that
allows you to create custom
charts based on their
research.
You can also download the
full data set and crunch the
numbers directly.

Google Mobile Planet
Selecting speciﬁc dimensions
reveals interesting trends that are
hard to see in the larger data set.
In this example, you can see:
•  Regardless of age, a strong
majority ﬁnd mobile web use as
easy as it is on other media.
•  Younger people are more
emotionally attached, and less
likely to consider giving up
their mobile device.

comScore Mobile Metrix
comScore oﬀers regular free
reports on general trends in
mobile and internet usage.
A paid option includes direct
comparison of your mobile
sites against direct
competitors, as well as more
granular demographics.

comScore Mobile Metrix
comScore’s data includes information on how device preferences change
according to the time of day, as well as the speciﬁc task or activity.

Mobile Continues to Rise in Inﬂuence
Nearly every available data point conﬁrms that:
•  More people have mobile devices.
•  People use mobile more often, for more
reasons.
•  People depend on mobile to conduct
business.
•  People expect mobile interactions to “just
work.”
•  Trends march upwards across all measured
dimensions and user groups.

So what does
mobile dominance mean for
mobile strategy?

Three Phases of Mobile Strategy
Since the rise of smartphones in 2007, the pursuit of an
effective mobile strategy can be tracked across three phases:
1: The Squeeze 2: Mobile Moments 3: Post-Mobile
Building out the operational
basics of a mobile presence.
•  Responsive Design
•  Performance
•  SEO
Refining the mobile experience to
fit specific needs and contexts.
•  Location awareness
•  Time awareness
•  Use-case specificity
•  Micro-interactions
(Wait for it….)
2008 2014 2020

Phase 1: The Squeeze

Phase 1: The Squeeze
The ﬁrst phase of mobile strategy started in 2007
with the rise of the iPhone and Android platforms.
Mobile Strategy at this point focused primarily on
the operational aspects of a decent mobile
experience:
•  Responsive Design
•  Performance
•  SEO AKA, the “how do I fit all
my stuff on this small
screen” strategy.

Core Design Strategy: Responsive Design
“Responsive Design” arrived late to the scene in 2010.* Before that, the two
main options were a dedicated mobile site or a platform app:
* “Responsive Design”, A List Apart, 25 May 2010 • http://alistapart.com/article/responsive-web-design
Mobile Site
•  Separate from main site
•  Dedicated, but limited
functionality
•  Fragmented experience
•  Dual content maintenance
Platform App
•  Enhanced functionality
•  High “cool” factor
•  Restricted to speciﬁc
platforms (iOS or Android)
•  Frequent updates required
•  Low engagement
Responsive Design
•  All users, all devices
•  Consistent experience
•  Future-proofed
•  Standards-aligned
•  Reduced maintenance

Responsive Design: Last Man Standing
The debate over design approaches is now over. Responsive Design is
currently the only choice for websites that are primarily driven by content:

Performance Matters
Brad Frost is right. Your visitors care that
your site operates and performs well,
regardless of the device they use.
Responsive Design solves the ﬁrst part
(operation) but it by no means guarantees
the second part (performance).
Mobile Strategy means paying attention to
speed as a critical aspect of the user’s
overall experience.
“Your visitors don’t give a s*** if your site is responsive” — Brad Frost
How long you have until you begin to lose
your ﬁrst visitors1 sec
of observed users will abandon a page if it
takes longer than 3 seconds to load40%
of users said they might leave a site if it
took longer than 4 seconds to load75%
Sources: http://www.smashingmagazine.com/2014/07/22/responsive-web-design-should-not-be-your-only-mobile-strategy
https://blog.kissmetrics.com/loading-time/ /

Measuring Performance
Responsive Design isn’t the solution to performance, but it
also isn’t the problem. Proper code, content, and design all
a play a role in reducing unnecessary complexity.
There are many tools that help measure how your site
performs:
Google PageSpeed Insights Web Page Test Pingdom

Mobilegeddon: Mobile SEO Becomes a Thing
On 21 April 2015, Google released a major update to its core engine
intended to improve search for mobile users. Here’s the essence of what
many started calling “Mobilegeddon”:
•  For mobile users only, Google started
prioritizing “mobile friendly sites” in
its search results.
•  Sites that were not “mobile friendly”
started to appear lower in results
from mobile devices.

Mobile SEO is Real
Less than two weeks later (5 May 2015), Google
revealed that mobile devices now generated more
searches than desktops in the US and Japan.
According to ADI’s estimate, sites that were non-
mobile-friendly sites have suffered almost a 10%
drop in traffic since 21 April 2015. Techniques like
paid search (adwords) stanched the bleeding for
some, but are increasingly ineffective.
Sources: http://adwords.blogspot.com/2015/05/building-for-next-moment.html
http://www.cmo.com/articles/2015/7/10/adi-mobilegeddon.html
https://developers.google.com/webmasters/mobile-sites/get-started/

How to Be “Mobile Friendly”
Google provides extensive guidance and tools
on how to ensure that a site is mobile friendly.
Here are some highlights:
•  Responsive design or dedicated mobile site
•  Proper URL redirects (not needed for
responsive design)
•  Readable and touch-friendly
•  Avoiding Flash, blocked Javascript and
other 3rd party software
•  High performance (i.e. fast)https://developers.google.com/webmasters/mobile-sites/get-started/

Not Caught Up? Don’t Panic.
If you fear that your website does not
yet live up to these standards, you are
not alone.
Good News: these standards are now
well recognized and well understood.
Bad News?: like all best practices,
these mobile “strategies” can no longer
oﬀer innovation or diﬀerentiation. They
are table stakes.
Source: http://marketingland.com/82-sites-use-responsive-web-design-2015-try-11-8-114050
According to Google:
82% of surveyed web owners
are pursuing responsive design.
According to Akamai:
18.7% of the top 1000
websites are currently responsive
11.8% of the top 100 websites
are currently responsive

The Mobile Moment
The ﬁrst phase is (ironically) not very strategic in its attitude
to mobile. It’s fundamentally about enabling what you
already do.
The next phase approaches mobile not as a device or
channel, but as a context with its own unique
opportunities.
Schadler, Bernoﬀ and Ask of Forrester Research call the
focus of their new strategy the Mobile Moment:
A mobile moment is a point in time and space when someone
pulls out a mobile device to get what he or she wants
immediately, in context.
Schadler, Ted; Bernoff, Josh; Ask, Julie (2014).
The Mobile Mind Shift: Engineer Your Business To Win in
the Mobile Moment

What’s Diﬀerent about the Mobile Moment
Mobile essentially expanded the how, when, and
where of of our digital interactions. The Mobile
Moment therefore asks you to change the default
order of your thinking. Instead of asking how to
get your stuﬀ in front of the user, it asks you to
think deeply about what the user is doing before
you interact.
In other words, the Mobile Moment is all about
context-sensitivity.
Customer
Device
Platform
Firm
START HERE!

A valid context for mobile strategy is any aspect of the user’s mindset or world that
impacts what they are trying to accomplish and how they want to interact.
The key is to develop a full understanding of these contexts for mobile, and let that
drive your plan for platforms, content, and design.
What Kinds of Contexts are Relevant to B2B?
Date/Time
• Before/during/after
work
• Weekends
• Quarter or year-
end
Location
• Country or market
• Language
• Home
• Office
• Traveling
• Commuting
Activity
• Keeping up to date
• Reviewing
• Researching
• Writing / producing
• Communicating
Relationships
• Company
• Business network
• Industry
• Social groups

What does a
Mobile Moment look like?

Transforming Creepy into Useful
•  Let you know exactly when to leave for
the airport, based on traﬃc & ﬂight status
•  Point out nearby restaurants – just as it
gets to be dinner time
•  Point out local events & activities during
leisure times
•  Give you sports scores – if you’re into
watching grownups play for a living
•  Notify you when your favorite show or
podcast has new shows to watch
•  Suggest news, articles, recipes – or
really any other kind of content
•  Remind you of tasks and meetings
•  Tell you the weather of where you are,
and where you will be
It is a truth universally acknowledged that Google knows basically everything about all of us.
-- How Pride & Prejudice would have started if written in 2015
Google Now’s stated goal is to deliver “the right information at just the right time.”
Without the user entering a single keyword, Google Now can:

Google Now Makes a Virtue of Total Knowledge

World’s Least Interesting Bank Nails Mobile
Even throughout the ﬁnancial crisis, USAA was known as a
reliable, safe bank focused on serving a speciﬁc community.
It’s never been a risk-taker.
It also has one of the most advanced mobile apps in retail banking:
•  Deposits
•  Balance checks
•  Transfers
•  Bill pay
•  Peer-to-peer pay
•  ATM Finder
•  Roadside
assistance
•  Rental car locator
•  Accident checklist
•  Claims
submission
•  Loan calculator
•  Face recognition
•  Voice recognition
•  Natural language
commands

What does it take to create a
Mobile Moment?

Adopting a Design-Oriented Strategy
Schadler, Bernoﬀ and Ask recommend a four-step
process for deﬁning and pursuing your mobile
strategy called “IDEA”.
Identify and understand mobile context
Design the mobile engagement
Engineer the platforms, processes & people
Analyze the results
Look familiar? It should. These are the basic steps
in any good user-centric design process.

Mobile Moments Must Be Designed
The core of the Mobile Moment strategy is about relevance,
reﬁnement, and engagement. Design-oriented strategy is
uniquely equipped to attain these goals through:
•  Context-sensitivity
•  Gestures (physical interaction)
•  Animations
•  Transitions
•  Visual & emotional feedback
In other words, design is the key to providing unique value
that can’t be delivered on any other kind of platform.

What is Really the Mobile Moment Shift?
You can think of this new phase in mobile strategy as a shift from platforms to
design:
If there’s any ﬂaw to this new phase of mobile strategy, it’s the emphasis on
moments and details. “Micro-interactions” are inspiring and eﬀective, but they can
easily become fragmented and disconnected.
1: The Squeeze 2: Mobile Moments 3: Post-Mobile
PLATFORMS
DESIGN
What’s left?
2008 2014 2020

But First:
Dialing it Back to 1996

Remember When the Internet was a Thing?
Barely 20 years ago, the Internet was a business topic in
and of itself. It was new. It was exciting. It was changing
everything.
It become a new way to solve problems:
“I know! I can use the INTERNET to do X!”
“Did you know you can ﬁnd X on the INTERNET now?”
“Can you teach me how to INTERNET stuﬀ?”
“I really like to spend time on the INTERNET.”

Evidence of Epic Basicness
https://www.youtube.com/watch?v=A81IwlDeV6c

Even Betty White Knows How to Internet
Why don’t we “internet” any more?
Because we are internetting all the
time. Everywhere. All Day.
It’s not that the Internet stopped to exist or
became something else. Its pervasiveness
simply makes it silly to talk about “as a thing.”

We are Fast Becoming Post-Mobile
All the data and trends we’ve reviewed
point to the same fate for mobile.
Ask yourself, when did you last say:
“I know! I’ll use my phone to do X.”
“Did you know you can do X on a
phone now?”
“I’m going to go on my phone for a
couple hours.”
From a late 2013 survey of senior (Director &
above) buyers of consulting services:
•  100%+ had a smartphone and 2 or
more laptops/desktops they used
daily
•  80%+ also had a tablet
•  Average user switched devices 5 to
7 times during the day
•  None thought of themselves as
“technically advanced.”

Phase 3: Post-Mobile is about Continuity
In a world where mobile is so pervasive that we stop
noticing its specialness, mobile strategy moves beyond
the “moment.”
Mobile will be about Continuity:
q  Connecting interactions with all other online and
oﬄine activities
q  Actions starting on one device, completed on another
q  Experience so seamlessly aligned that we no longer
have to think about devices

Bonobos – Making Swagger Happen
Bonobos is a natively digital men’s clothier that understands how to align all online
and oﬄine actions. It also got me to the ball on time:
Browse Decide to Purchase Complete
Call because I
screwed up

Kindle & Audible
The real magic behind the Kindle or Audible experience is not just that you can
access the content on almost any kind of device, but that switching devices is
completely seamless.

Apple Handoff
Apple has gone farther than anyone else to
ensure continuity. Its “Handoff” feature
allows easy switching of not just content,
but of complex and in-depth actions:
Phone & SMS – answer on any device.
Switch devices.
Email – start draft and finish on another
device (with no “save”)
Documents – edit and always pick up
where you left off
Web – see & change to any open tab on
any device

What It Will Take: Laying the Foundation
It’s too early to delineate the “best practices” of a mobile strategy that
focuses on Continuity. But we can observe how forward-thinking
organizations are creating the necessary infrastructure:
UX & Strategy
Brand & Design
Technology & Platforms

UX & Strategy: Ethnographic Focus
For a mobile strategy focused on Continuity you need an understanding of your
users beyond “what they want.” To get it, B2B corporations are turning more often
to “ethnographic research.”
Unlike other kinds of market research, ethnographic research is relevant even (or
especially) when your business has a limited number of buyers.
Ethnographic User Research:
•  Is open ended & holistic
•  Is embedded in their world (not yours)
•  Explores default habits & preferences
•  Focuses on ﬂow and process (how)
•  Searches for friction
•  Does not ask what people want
New products & ideas
Diﬀerentiation
Opportunities to delight
Priorities
Reductions in complexity

Brand & Design: From Looks to Experience
Leading companies are shifting the
attention of their brand & visual design
from “how things look” to “how things
feel.”
Visuals and copy remain critical. But
now design is defined and
contextualized in terms of the
experience it creates.
That focus helps designers understand
how to address different contexts
flexibly, while still maintaining brand
consistency.
http://www.bbc.co.uk/gel
https://www.google.com/design/articles/expressing-brand-in-material/

Technology: Connected Ecosystems
The magic of the Bonobos, Kindle, Apple, and
Google experiences is possible because no
matter where you come from, they know who
you are.
Most B2B companies have lots of information
about their users, but it’s rarely connected in
the right way.
To achieve the same experience, B2B and
professional services companies will have to
create data ecosystems that are both
connected and user-centric.
User
Web
Research
Email
Finance
Social
Events
Training
Work
Product

Where is This All Heading?
You can think of the ﬁnal phase in mobile strategy as a shift from design to overall
experience:
1: The Squeeze 2: Mobile Moments 3: Continuity
PLATFORMS
DESIGN
2008 2014 2020
Connecting mobile into an overall
brand experience.
EXPERIENCE

What Does It All Mean?
The progress of mobile strategy leads to one overarching
conclusion:
MOBILE = DIGITAL = STRATEGY
In the not far future, you will stop talking about mobile strategy.
But it won’t disappear. Instead, you will be talking about
marketing and business strategy, with the assumption that it
can all be delivered through digital, and that means mobile
as well.

#1NWebinar: Marketing in a Post-Mobile World

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