Content marketing world_mobile and tablet content distribution_8_17_2012


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Mobile and Tablet Content Distribution
September 6th – 10:30am

There is no doubt that mobile devices such as smartphones and tablets are changing the way that people consume information. The speed at which people are purchasing those items and making them part of their daily routines is happening faster than most marketers are prepared for! In this presentation, John Foley, CEO of interlinkONE and Grow Socially, will provide an overview of what needs to be done to prepare, deliver, and measure content that is tailored for the mobile audience.

John will cover items such as:

How to develop a strategy to reach your mobile audience
Options for building mobile websites, landing pages, blogs, and more
Best practices for integrating mobile with other distribution channels, such as print and email
Considerations regarding building a mobile App vs. a mobile website
And more!
We hope that you will join us as you look for ways to reach the growing mobile audience!

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  • Here is a look at the 5 technologies we see shaking up marketing today and that I’m going to briefly discuss with you. And I say shaking up marketing today, because things are moving so fast and trends are continually changing.The first thing I’m going to talk about, and focus the most on because a is mobile devices and applications because that is where we see the most opportunity in the print and online worlds merging Then all talk about location-based marketing applications, video, group buying or what I call the daily online deal, and then social mediaI’m going to give you explicit examples of who we see technology merging.
  • In 2012, 657 million smartphones predicted to be sold, up from 459 million in 2011 (JP Morgan)
  • More than half of smartphone or tablet users (51.1%) say they check email only on their mobile phones. Nearly half (45.3%) perform Internet searches that way. More than one-quarter (25.4%) do all — yes, all — of their online shopping from mobile devices.
  • Search ad spending via mobile increased more than 300% as more mobile consumers look for more things from their phone, according to IgnitionOne research. Mobile search accounts for 14% of total search budgets, says the firm, noting that clicks grew more than 300% and impressions more than 100%.Read more:
  • If your website is not mobile optimized, it can create frustration. You will lose visitors. You will lose traffic.You will lose customers.“Senior executives at home on their tablets and smartphones are wondering why the user experience for their own company Web sites is sub-standard.”
  • Jason- who is coming to your website and why?You want to focus on these individuals.Example: someone on the go, who would view your site on the weekend…
  • Prioritize and Simplify!
  • Jason- registration for an event, white paper download, …-“David, what are some examples of how you built and used Forms for your customers?”David- internally for job specs, iPad download at conference,…
  • Jason- think about the things that make your scream at your mobile device when you are viewing a website, and make sure to eliminate those issues for anyone viewing your website on a mobile device
  • Jason-….-”David, what are some factors you had to consider when building mobile optimized websites?”David- time (iFlyMobi vs. plugins/programming)
  • WPtouch automatically transforms your WordPress website into an application-like theme, complete with ajax loading articles and effects when viewed from the most popular mobile web browsing devices like the iPhone, iPod touch, Android mobile devices, Palm Pre/Pixi and BlackBerry OS6 mobile devices.The admin panel allows you to customize many aspects of its appearance, and deliver a fast, user-friendly and stylish version of your site to touch mobile visitors, without modifyinga single bit of code (or affecting) your regular desktop theme.The theme also includes the ability for visitors to switch between WPtouch view and your site's regular theme.
  • The goal of Responsive Design:Craft beautiful designs that anticipate and respond to your users’ needs.Primarily, you do this with CSS techniques and design principles, including fluid grids, flexible images, and media queries, demonstrating how you can deliver a quality experience to your users no matter how large (or small) their display.
  • Jason- you have used best practices and thought about the user
  • Near field communication (NFC) is the technology that enables smartphones and other devices to establish a radio connection by touching them together or coming within close proximity. You may not have heard of it, but near field communication (NFC) is the technology that major companies are betting will become a central part of every mobile phone user's life. John Foley is going to tell you more about this.NFC technology has not been heavily adopted in the U.S. yet, but according to some analysts' estimates there will be a greater push for mobile users to adopt the technology in the next few yearsNear field communication, abbreviated NFC, is a form of contactless communication between devices like smartphones or tablets. Contactless communication allows a user to wave the smartphone over a NFC compatible device to send information without needing to touch the devices together or go through multiple steps setting up a connection. NFC was originally developed and promoted as a highly secure technology to enable mobile payments and ticketing applications, enabling consumers to make payments by merely tapping their cellular device against an NFC-enabled payment terminal to conduct a transaction.
  • Jason-…..Katie- No matter what though, the mobile world is not going anywhere and people are always going to need a mobile website. So you can use a tool such as iFlyMobi to create mobile optimized websites, and then follow best practices to appeal to the end user and track your efforts.
  • Content marketing world_mobile and tablet content distribution_8_17_2012

    1. Mobile and Tablet Content Distribution@johnfoleyjr John Foley, Jr. interlinkONE / Grow Socially @JohnFoleyJr • #cmworld #cmworld
    2. First… THANK YOU!• For Being Here!• For Being Willing to Learn and Engage!• For Liking My Boston Accent! #cmworld
    3. Today’s Overview• Brief Introduction• Why Mobile Is Critical• Developing a Mobile Strategy• Getting Mobile: Optimizing Your Online Content• Integrating Mobile with Other Channels• Final Thoughts and Questions #cmworld
    4. Brief Introduction I’ll Be Brief, I Promise! #cmworld
    5. Intro: John Foley, Jr.• Grow Socially, Inc. – Online Marketing/Social Media I love Mar(H)keting! – Plan, Manage, Execute and Measure• interlinkONE – Enterprise Marketing Management Software – Plan, build, manage, execute and measure all marketing activities #cmworld
    6. The Books Printers - Business Transformation Mailers, Fulfillment Providers - Business Transformation All Businesses - Untethered Communications Oct 2012 #cmworld
    7. Keep Your Phone On!• Feel free to Tweet, Post, Update, Email, take notes, photos, and more! @JohnFoleyJr #CMWorld #cmworld
    8. Get Involved!• Grab your handout card! I want feedback! I hope you’ll participate!! #cmworld
    9. Ready to Get Involved?• POLL Question #1: What is your biggest mobile marketing challenge today? #cmworld
    10. Why Mobile is Critical Smartphones, Tablets, and You #cmworld
    11. Mobile is Shaking up Marketing!• Devices: Smartphones, Tablets• QR Codes• Near Field Communication (NFC)• Augmented Reality• SMS/Texting #cmworld
    12. Smartphone Adoption 50% Smartphone Adoption in the U.S. #cmworld
    13. Smartphones and Web Browsing Source: Morgan Stanley #cmworld
    14. Big Brands Are Moving Forward June 6th, 2012, “We have to embrace these changes. What we have to do is provide anytime, anywhere access. The customer is demanding that.” #cmworld
    15. Mobile is Changing Our Behavior #cmworld
    16. Mobile Devices and Email• Are you making money through your email efforts right now?• If so, you must stay ahead of the mobile curve!• Test designs/layouts of Email• Test links/pages #cmworld
    17. Mobile and Search Via Infographic Produced by Trinity Marketing URL: #cmworld
    18. Think About Your* Website Why? * Or your customer’s website! #cmworld
    19. But on a smartphone… = Source: #cmworld
    20. Developing a Mobile Strategy Success starts with a Plan… #cmworld
    21. Strategy Question• What are your mobile audience’s needs and goals? Photo Credit: #cmworld
    22. Strategy Question• How much content does your mobile content truly need? Photo Credit: #cmworld
    23. Strategy Question• How Will You Acquire Data from the Mobile Audience? #cmworld
    24. Getting Mobile: Optimizing YourOnline Content Options, Solutions, and Advice #cmworld
    25. Mobile Website Goals• Optimized To Fit• Quick to Load• Easy to Read• Easy to Interact With #cmworld
    26. 3 Options for BuildingMobile Websites• Plugins• Responsive Design• Separate Mobile Site Photo Credit: #cmworld
    27. Option: Plug-Ins• WPTouch: Popular WordPress Plugin: -- Automatically transformsyour WordPress websiteinto a mobile-ready version #cmworld
    28. Option: Responsive DesignResponsive design• Flexible Grids• Media Queries• Flexible Images By Ethan Marcotte Photo Credit: #cmworld
    29. Option: Separate Mobile Website• Dedicated Mobile Site• Treat the needs of the “on- the-go” user differently than those of a desktop/laptop browser. #cmworld
    30. Mobile Website Building Tools• iFlyMobi• MoFuse• Wapple• And more! #cmworld
    31. Deciding Which Option is Best• Keep Your Audience in Mind: What are their Needs from a Mobile Device?• How much design control do you need?• How often does your content change? #cmworld
    32. Guidelines for Web Copy• Say LESS Pyramid Writing Important Stuff• Use the Inverted Pyramid• Put more important content first• Use clear headlines and headings Fluff• Consider the users’ goals• Establish trust• Use active voice #cmworld
    33. Tips for Mobile Content• Short and Sweet (Say even less)• Forget the Fancy Fonts• Front Load Your Content• Organize the Frontload• What’s the offer?• Call to Action #cmworld
    34. Integrating Mobilewith Other Channels Driving Traffic to Your Mobile Content #cmworld
    35. Ready to Get Involved?• POLL Question #2:Which technologies have you used to reach the mobile audience? #cmworld
    36. QR Codes & Print: Point to MobileWebsites! #cmworld
    37. NFC: Lots of Potential Uses!• “Near field communication, or NFC, allows for simplified transactions, data exchange, and connections with a touch”. #cmworld
    38. Tap To Connect! #cmworld
    39. Final Thoughts and Questions Key Takeaways and More #cmworld
    40. Should You Have a Mobile App?• Pros • Cons – It’ll Create Buzz – Requires development – Could Provide a across multiple Great Experience platforms for Customers & – Comes with an Prospects additional barrier of entry (find app, DL) – Lots of Apps Stink #cmworld
    41. Mobile Website: The Destination ofMany Entry-Points• Email• SEO• Web Browsing• Social Media• Interactive Print #cmworld
    42. Final Takeaways• Mobile is not just a trend, or buzz-worthy: it’s a major disruptive influence on the world of communications & marketing.• The Time is Now: Mobile-Optimize Your Content and Start Reaching the Mobile Audience. #cmworld
    43. Resources for You• Free White Paper on Mobile Marketing and Content Distribution! Get it at #cmworld
    44. More Resources for You••••• #cmworld
    45. Q & A / Contact Me!: QR Code #cmworld