The document discusses the evolution of digital marketing and the critical importance of mobile web strategies for businesses. It highlights mobile as the fastest-growing segment of the web and outlines approaches for integrating mobile engagement with existing web strategies. Key recommendations include having a mobile strategy, embracing integrated engagement, and linking digital marketing efforts to sales results.

1. Rethinking Digital!
The Evolution of Mobile & !
Its Impact on Web Strategies!
Brian Winter!
Owner, Pyxl!
Chief Marketing Officer, Carpathia Hosting!
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2. Unique Experience & Perspective !
Personal Passions
& Pursuits!
22 Marathons! Digital Marketing!
for Entrepreneurs, CEOs,
Global Whiteboard
VPs of Sales, VPs of
Speaker! Fanatic! Marketing and Marketing
Managers for Small and
Large Businesses!
USWeb/CKS!
Delivering ! Consuming!
Digital Marketing Services! Digital Marketing Services!
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3. Reaching customers has never been!
more difficult.!
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4. Tracking
engagement!
is even more difficult.!
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5. Many Treat The Web as One Medium!
TV!
Print
! Web?!
Radio!
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6. Web is Really Three Distinct Mediums!
Tablet
!
Desktop!
Smartphone!
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7. The fastest growing
segment of the web is
mobile.!
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8. Mobile Web is Driving Growth!
Mobile!
10B+!
Desktop!
PC! 1B+!
100M+!
1990! 2000! 2010! 2020!
Source:
ITU,
Mark
Lipacis,
Morgan
Stanley
Research!
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9. Smartphone Outpacing Desktops!
Units!
900M!
!
800M! Global Internet Device Sales!
!
700M!
!
600M!
!
500M!
!
400M!
!
300M!
!
200M!
!
100M!
!
0!
2005 2006 2007 2008 2009 2010 2011 2012E 2013E 2014E !
Source:
BI
Intelligence
(Mar
2012)!
!
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10. Evolution of Digital Marketing!
V1! V2! V3! V4!
Online Broad Targeted Integrated
Presence! Engagement! Engagement! Engagement!
Basic information More information— Specific content for Specific content for
with limited depth.! expanding on existing specific audiences. specific audiences on
content & adding new Deeper engagement.! specific devices.!
content areas.!
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11. What is Integrated Engagement?!
Reach!
Tailor web
properties to
Desktops, Tablets &
Smartphones.!
Content!
Optimize content for
Desktops, Tablets &
Smartphones.!
Context!
Content + Reach = Context !
!
Context = Better Engaged &
Qualified Prospects!
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12. Four Options for Approach to Mobile!
1.! Do nothing (not always bad)!
!
2.! A.!Build a mobile site on a separate CMS!
! B.!Build a mobile site on same CMS with
subset of content!
3.! Build a Responsive Site!
!
4.! Create a Mobile App!
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13. Optimizing for Integrated Engagement!
Tablet:!
Less real estate, but
increasingly more likely
Desktop:! access point. Web
More real estate
browsing still a part of
for content the experience.!
display, longer
time on site, but
less frequent
access.!
Smartphone:!
Least real estate,
focused, methodical!
Web browsing.
Hunting for specific
information.!
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14. 1.
! Do Nothing (not always bad)!
Complex topic
like cancer
treatment!
!
!
Requires deep
research; not
usually done on
a small device!
!
!
!
Future will
include mobile
applications
focused on
customer
experience at provisionha.com
facilities!
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15. 2.
! Build a Mobile Site on Same or
Separate CMS!
Single CMS
provides easier
updates &
maintenance!
!
Single CMS on 2
platforms
decreases cost of
development with
some increase in
maintenance!
!
Upside is tailored
mobile experience;
downside is
inconsistent
experience
between desktop & carpathia.com
smartphone!
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16. 3.
! Build a Mobile App!
Core site is
focused on
consumers and
optimized for
desktop & tablets !
!
!
Mobile site
distills down key
content from
website!
!
MyPilot app is
focused on
travelers and has
a specific
purpose; finding
locations & pilo0lyingj.com
services!
!
!
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17. 4.
! Build a Responsive Site
(on a single CMS) !
thinkpyxl.com
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18. Checklist for Responsive Website
(Convergence of Design & Development)!
Wireframe.
! Information Ratio and scale Readability!
Wireframe.
! hierarchy! of imagery!
Wireframe.
!
!
“The fold” Orientation: Less is More! Test.
!
is dead! horizontal and Test.
!
vertical
! Test.
!
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19. Quantify Mobile Users!
Tracks which
mobile devices
were used to
browse a site!
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20. Qualify Mobile Users!
Tracks which
pages users are
viewing from
mobile & tablets!
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21. Link Digital Marketing to Sales Results!
Download Page!
Awareness &
Lead Generation! Conversion %! Qualified !
Devices! Landing Page! Leads!
Banners!
Emails! %!
%! %! Sales!
Conversion %! Funnel!
Conversion %!
Social Media!
Print! Win %!
Wins!!
Contact Form!
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22. Summary!
1.!Embrace Integrated Engagement!
2.!Have a Mobile Strategy !
3.!Quantify & Qualify Mobile Users!
4.!Link Digital Marketing to Sales Results!
5.!Download Integrated Engagement &
! the Mobile Web!
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23. Download
the free
e-book!
Visit:!
landing.thinkpyxl.com/mobile-web-ebook!
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24. Carpathia Hosting Inc. ! Pyxl Inc.!
21000 Atlantic Boulevard, Suite 500 ! 21 E. 6th Street, Suite 114!
Dulles, Virginia 20166 ! Tempe, Arizona 85281!
Carpathia.com! ThinkPyxl.com!
bwinter@carpathia.com! bwinter@thinkpyxl.com!
! !
! !
! !
! !
!
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