The Smartphone & Tablet Experience

853 views

Published on

Watch the webinar: http://monetate.com/webinar/big-data-demystified-for-the-marketer/

Learn about emerging mobile trends and their implications to your business, while coming away with an understanding of how a long-term vision is critical to addressing the online everywhere customer.

Other topics include:

• Why customers on smartphones and tablets should not be treated the same way;
• How implementing new strategies require investment and marketing control;
• What buzzwords and hype you should avoid;
• And much more.

Presenters:

• Thomas Husson, VP, Principal Analyst, Forrester Research
• Todd Lido, Marketing Director, Threadless
• Rob Yoegel, Content Marketing Director, Monetate

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
853
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
12
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

The Smartphone & Tablet Experience

  1. 1. #monetatewebinar The  webinar  will  be  begin  shortly…  
  2. 2. •  Audio problems? Click the“Problem Dialing In”link or switch to the webinar phone bridge and make sure your phone is muted. •  Use the“Question”box within GoToWebinar to ask a question or use the webinar hashtag #monetatewebinar •  A recording of the webinar with the slide deck will be available at monetate.com/webinars within 1 or 2 business days. Tips for Webinar Attendees #monetatewebinar
  3. 3. Thomas Husson VP, Principal Analyst Forrester Research Todd Lido Marketing Director Threadless Rob Yoegel Content Marketing Director Monetate #monetatewebinar
  4. 4. •  Launched  in  Q1  2012     •  500,000,000+  online  experiences     •  2,500+  Downloads     •  Covered  in  Forbes,  TechCrunch,  Mashable   and  others     •  Referenced  by  bloggers  and  analysts,   including  Forrester’s  Sucharita  Mulpuru   during  the  NRF  Big  Show  2013   monetate.com/eq   #monetatewebinar
  5. 5. #monetatewebinar
  6. 6. #monetatewebinar
  7. 7. Tablet  is  not  mobile   #monetatewebinar
  8. 8. Rob Yoegel Content Marketing Director robyoegel@monetate.com Thank you! #monetatewebinar
  9. 9. The  Smartphone  &  Tablet  Experience   A  Monetate  Webinar   Thomas Husson, VP, Principal Analyst May 22, 2013 @Thomas_Husson  
  10. 10. Mobile  is  changing  people’s  lives   10  
  11. 11. © 2013 Forrester Research, Inc. Reproduction Prohibited 11   Source: NBC News, AP photos
  12. 12. © 2013 Forrester Research, Inc. Reproduction Prohibited 12   The  Mobile  Mind  ShiS   The  expecta4on  that  any  desired   informa4on  or  service  is  available,   on  any  appropriate  device,  in   context,  at  your  moment  of  need.  
  13. 13. © 2013 Forrester Research, Inc. Reproduction Prohibited 13   Your  Mobile  Mind  ShiS   Your  company  must  deliver  any   desired  informa4on  or  service  on   any  appropriate  device,  in  context,   at  the  customer’s  moment  of  need.  
  14. 14. Agenda    •  Why  customers  on  smartphones  and  tablets  should  not  be   treated  the  same  way?    •  How  implemenWng  new  strategies  require  investment  and   markeWng  control?    •  What  buzzwords  and  hype  you  should  avoid?       #monetatewebinar
  15. 15. Mobile  traffic  is  exploding…   Source:  KPCb,  Mary  Meeker  presentaWon,  2012  Internet  Trends   #monetatewebinar
  16. 16. © 2012 Forrester Research, Inc. Reproduction Prohibited …but  mobile  phones  have  lower   conversion  rates   #monetatewebinar
  17. 17. © 2012 Forrester Research, Inc. Reproduction Prohibited Tablets  and  smartphones  differ…   17   • Mass-market • Communication, content snacking and sharing, apps • Pocketable / “Always with me”:voice + data • On-the-go + home • Personal / intimate • Critical mass • Media & content, e-mail, browser & “lazy Internet” • Portable / WiFi mostly, data • Living room, bedroom, kitchen and work • Social / second screen device #monetatewebinar
  18. 18. …and  use  cases  will  increasingly   diverge   #monetatewebinar
  19. 19. © 2012 Forrester Research, Inc. Reproduction Prohibited Tablets  are  primarily  used  at  home  while   smartphones  are  used  everywhere   #monetatewebinar
  20. 20. © 2013 Forrester Research, Inc. Reproduction Prohibited 20   Tablets  with  cellular  connecWvity  are  sWll  primarily  used   within  the  home   Base: 822 Online adults age 18+ who own a tablet and access the internet on it / Source: North American Technographics Telecom And Devices Online Recontact Survey, Q3 2012 (US) 13%   14%   15%   16%   17%   21%   21%   25%   26%   28%   31%   32%   35%   42%   46%   60%   3%   7%   7%   5%   10%   9%   23%   26%   32%   11%   19%   15%   23%   42%   57%   67%   In  stores  (while  shopping)   School   Library   On  my  daily  commute   Other  locaWon(s)   On  public  transportaWon  (e.g.,bus,  subway)   Friend  or  relaWve's  house   Restaurant/coffee  shop   Kitchen   In  the  car   Outdoors   Work   Home  office   While  travelling  for  business  or  leisure  (e.g.,  airport,  hotel)   Bedroom   Living  room  or  other  common  area  at  home   Where  do  you  use  your  tablet  to  access  the  Internet?   Not  3G  or  4G   3G  or  4G  
  21. 21. The  tablet  beats  the  smartphone   for  surfing  at  home   February  2013  “The  European  Tablet  Landscape”     #monetatewebinar
  22. 22. Tablets  offer  more  immersive  and  rich  media  experiences   Most  important  task-­‐oriented   services  are  directly  accessible  via   the  home  screen.  All  other  services   are  only  a  swipe  away     Tablets  can  offer  more  rich-­‐media   and  immersive  experiences  during   the  discovery  and  explore  phase  of   the  customer  lifecycle  
  23. 23. Agenda    •  Why  customers  on  smartphones  and  tablets  should  not  be   treated  the  same  way?    •  How  implemenWng  new  strategies  require  investment  and   markeWng  control?    •  What  buzzwords  and  hype  you  should  avoid?       #monetatewebinar
  24. 24. © 2013 Forrester Research, Inc. Reproduction Prohibited 24   With  3  billion  smartphones  by  end  2017,  mobile  will   become  your  primary  touchpoint.  
  25. 25. 25   You  need  a  “Mobile  first”  approach.  
  26. 26. “Mobile  first”  doesn’t  mean  that  mobile  takes  a  higher   priority  than  other  devices/channels.  
  27. 27. “Mobile first” means you design for mobile at the start rather than using a retrofit approach.
  28. 28. INTIMACY   ShiS  your  tradiWonal  markeWng  approach  by  combining   mobile’s  unique  benefits   IMMEDIACY   CONTEXT   Image  source:  P&G  (www.p&g.com),  American  Airlines  (www.americanairlines.com),  Apple  (www.apple.com)     #monetatewebinar
  29. 29. Mobile  plaoorms  as  the  catalyst  for  new,  connected   experiences   Consumer   Pla-orms   #monetatewebinar
  30. 30. Physical  context  and  connected  intelligence   #monetatewebinar
  31. 31. Mobile  is  the  catalyst  for  even  broader  markeWng  and   technology  changes   •  31  
  32. 32. Flight  -­‐  2  days   +  2h  -­‐  2h   +  2  days   •  Change reservation •  Reserve seat •  View reservations •  Check gate •  Departure time •  Lounge access •  Upgrade •  Arrival time •  Food order •  Movies •  Wi-Fi •  Ground transportation •  Lost luggage •  Navigation •  Customer service •  Mileage status •  Reward travel •  Upcoming reservations AnWcipate  consumers’  next  likely   acWons  Airline  example  based  on  user  4me   #monetatewebinar
  33. 33. Mobile  on  the  cheap  is  over:  mobile  spend  and   complexity  are  increasing  rapidly   •   Mobile  will  require  more  formal  organizaWons,  processes,  and   governance   •   Leading  marketers  will  take  back  ownership  of  mobile  from  agencies   and  vendors   •   The  role  of  the  mobile  markeWng  manager  will  emerge   •   Finding  the  right  strategic  mix  of  staff  will  rise  in  importance   •   Spending  will  increase,  especially  to  enable  mobile  services   #monetatewebinar
  34. 34. You  may  not  see  it  but  your  compeWtors  are  working   on  tomorrow’s  experiences   #monetatewebinar
  35. 35. Agenda    •  Why  customers  on  smartphones  and  tablets  should  not  be   treated  the  same  way?    •  How  implemenWng  new  strategies  require  investment  and   markeWng  control?    •  What  buzzwords  and  hype  you  should  avoid?       #monetatewebinar
  36. 36. Don’t  expect  “game-­‐changing”   mobile  technologies  in  2013   •   NFC,  augmented  reality,  image  recogniWon,  2D  bar  codes  flexible   displays,  LTE,  indoor  posiWoning…   •   Significant  progress  but  no  major  breakthroughs   •   CombinaWon  of  mobile  technologies  to  enable  beuer  experiences     #monetatewebinar
  37. 37. Solid  ROI  or  cross-­‐channel  auribuWon   will  be  difficult  to  achieve   #monetatewebinar
  38. 38. Automated  mobile  markeWng  and  targeWng  soluWons   will  take  Wme  to  emerge   #monetatewebinar
  39. 39. Expect  only  a  few  differenWated  user  experiences   #monetatewebinar
  40. 40. Responsive  Web  Design  seems  to  be  an  answer…   •   A  consistent  and  op4mized  experience  across   all  web-­‐enabled  touchpoints:  a  single  code   base  and  a  single  site  for  all  web  experiences   •   A  reduc4on  in  maintenance  risks  and  release   cycle  Wmes   •   A  beVer  marke4ng  visibility  thanks  to  a  single   «  device-­‐agnosWc  »  url  structure.   •   A  way  to  size  up  as  well  as  down   •   One  single  web  team  with  a  breakdown  of   development  silos   Like  Sony,  a  growing  number  of  brands   are  leveraging  responsive  sites  to  adapt   to  the  size  of  orientaWon  of  the  screens   #monetatewebinar
  41. 41. © 2013 Forrester Research, Inc. Reproduction Prohibited 41   ....however  responsive  design  is  not  the  panacea   #monetatewebinar
  42. 42. …Be  aware  of  some  key  limitaWons   •   Responsive  design  is  a  philosophy  more  than  a  technology.     •   It  is  s4ll  the  early  days.     •   Despite  the  hype,  there  are  few  responsive  eCommerce  sites.     •   Customers  do  not  want  the  same  basic  experience  everywhere  on  every  device   •   It  does  not  replace  the  need  to  develop  unique  experiences  for  a  given  touchpoint.     •   You’ll  need  to  invest  in  internal  skills.     #monetatewebinar
  43. 43. Key  takeaways   •   The  Mobile  Mind  ShiS  is  happening  now   •   Brands  must  combine  inWmacy,  immediacy  and  context  to   offer  more  relevant  mobile  experiences   •   It  is  Wme  to  invest  to  differenWate  tomorrow’s  experiences   on  mulWple  connected  devices     #monetatewebinar
  44. 44. Thank  you   +33 (0) 6 84 82 95 03 thusson@forrester.com @Thomas_Husson   #monetatewebinar
  45. 45. Smartphone & Tablet Experience
  46. 46. About Threadless Threadless  is  a  creaWve  community  that  makes,  supports,  and  buys  great  art.  Thousands  of  people   worldwide  submit  their  designs  online.  Our  community  picks  the  ones  that  get  made  into  t-­‐shirts,  bags,   wall  art,  and  more.  When  you  buy  from  us,  you  support  the  arWst  who  created  the  design.     Threadless.com.  Make  Great  Together.        
  47. 47. Mobile-optimized Site •  Early  in  2012  we  realized  we  had  a  mobile  problem   –  Mobile  conversion  rate  at  0.13%  in  January  2012   •  PrioriWzed  mobile  opWmizaWon  over  app   –  All  channels  lead  to  mobile  site  –  social,  email,  search,  paid…   –  Mobile  site  traffic  is  inevitable,  apps  are  opWonal  
  48. 48. Mobile-optimized PDP
  49. 49. Mobile-optimized Cart
  50. 50. Monetate for Mobile •  Parity  with  promoWons  on  full  site   •  Mobile  exclusive  offers   •  TesWng  and  opWmizaWon   •  Turnkey  site  content  
  51. 51. Problem:  Elements  of  website  didn't  render   correctly  on  smartphones •  HTML  5  elements  in  carousel  not  translaWng   to  mobile  site  
  52. 52. SoluWon:  Use  AcWonBuilder  to  bringing  up  the   mobile  page  with  the  problem •  Placement  in  slider  built  with  acWon  builder   and  corrected  content  live  in  minutes.  
  53. 53. Mobile-optimized Site •  Other  impacoul  mobile  iniWaWves  in  H1  2012   –  Saved  credit  card   –  Email  opWmized  for  mobile   –  Homepage  merchandising  improvements   •  Conversion  rate  improved  8x  over  6  mos   0.00%   0.20%   0.40%   0.60%   0.80%   1.00%   1.20%   Jan-­‐12   Feb-­‐12   Mar-­‐12   Apr-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   Aug-­‐12   Mobile  Conversion  Rate  
  54. 54. Future of mobile for Threadless •  Tablet  opWmizaWons   – Tablet  runs  full  site   – Nav  and  homepage  improvements   – Gesture-­‐friendly  navigaWon   •  App  in  development  
  55. 55. Questions & Answers Thomas Husson VP, Principal Analyst Forrester Research Todd Lido Marketing Director Threadless Rob Yoegel Content Marketing Director Monetate #monetatewebinar

×