In this presentation, we give an overview of the challenges of cross-device content management for web-marketing activities. We also come with a methodology to tackle these challenge in order to offer the best proposition to your content consumers.

1. Optimization of Content
Management For Cross-
Device Web Marketing

2. I’m a (business) geek !!
Georges-Alexandre Hanin!
@gahanin!
@mobilosoft!

3. And I don’t seem to be alone!
1,5 TV per household*!
82% of householdown a computer**!
77% of householdare connected to the web**!
42% of Bel own a
smartphone***!
33% of h. !
own a tablet*!
*Source: http://www.datanews.be - **: spf economie - ***: GFK Retail & Technology

4. It means you are not communicating to a
single computer!

5. But to a person with multiple devices!

6. A person, that is connected!

7. And moving! 79% of
smartphone
users have
looked for
local
information*!
As a result
84% have
taken action*!
*Source: http://www.ourmobileplannet.com

8. Agenda!
• The new challenges of Content Management!
• Managing your content across devices!

9. 1ST
CONSUMERS
USE SEVERAL
DEVICES!

10. To reach the same content at different
periods!
!!
Office: Computer
Home: iPad Transport, toilet,
queues, meetings,…

11. To reach different content at
different periods!
!!
Plan for shopping
Shopping list,
directions,…
Cook, read, learn,
relax

12. To reach different content at the
same time! Tv: movie & Ads
Tablet - Smartphone: more ideas

13. To activate content from another device at
the same time!
Tablet: gameboard
Smartphone: player interface

14. 2ND CONSUMERS DO
MULTI-TASKING!

15. *Source: http://www.ourmobileplannet.com

16. And they are constantly triggered!

17. This has an impact on your web-visits !!
*Source: http://www.ourmobileplannet.com

18. In conclusion: many triggers, many
behaviors, many devices, many places,…!

19. And we haven’t talked about Social Media
yet…!

20. Agenda!
• The new challenges of Content Management!
• Managing your content across devices!

21. 1ST WHICH CONTENT
WHERE ?!

22. How will your users consume your content ?!
Content consumption Management
Type
What to do ?
Same content at
different periods
Coherently The content must be the same
across all media and devices
Different content at
different periods
Action-related The content must be centered
around the utilization periods
for each device
Different content at
the same time
Complementarity The content must be centered
around the best use of each
device
Activate content from
another device at the
same time
Simultaneity The content must be centered
around the best use of each
device

23. 2ND WHICH
FORMAT ?!

24. Screens!
+ 5.000 types of cell-phones with more than 255
different screen sizes*
Among the 11 most used tablets, there are 4 different
screen sizes and 8 resolutions **
*Source: http://www.binvisions.com - **: http://www.mobilesmashingmagazine.com
Among the 30 most recent smartphones, there are 17
different screen sizes and 19 resolutions **

25. iPhones …!
*Source: http://www.iphoneresolution.com/

26. Then, you must pay attention to …!
• The device itself !
• The OS & navigator!
• The Internet speed
(Edge, 3G, 4G, Wifi)!
• The quality of the
hardware!
• The servers!
• The CMS!
• …!

27. HOW TO
MANAGE
YOUR
CONTENT?!

28. 1. Define your
Content
Management
Type !
2. Identify your
target devices &
media!
3. Find the best
tool to manage
your content
across devices &
media !

29. How to identify the relevant tool ?!
Coherent Action-
related
Complementarity Simultaneity
Content Consistently
share data
across
platforms
Each content
has its place
(media,
device)
Each content has
its place (media,
device)
Each content
has its place
(media,
device)
Multiple
formats
Necessary May be
needed
Not really
necessary
May be
necessary
Performance Important Key Key Important
Publication
timing
Less important Might be
crucial
Key Key

30. A FEW WORDS ABOUT
MOBILOSOFT!

31. We manage the virtual presence of Physical
stores!

32. Virtual presence ? !
Promos Address
& store
data

33. HOW DO WE DO THAT?!

34. We publish store data!

35. We create mobile websites
A mobile site for Godiva
that shows what your
customers really need:!
ü Stores
ü Promotions
ü Product catalogue
ü Links to social networks
Test it:
http://m.godiva.be/

36. We make sure local promotions are well
referenced!
On Foursquare, your mobile website and
Google

37. All this is done via a single tool!
Centralize the data /
content management
And synchronize
across all platforms