The document discusses how mobile is becoming increasingly important and how organizations need to adapt their digital strategies and roadmaps. It notes that customer expectations are rising as new mobile devices emerge weekly. It asks questions about how to prioritize mobile strategies and connect them to key performance indicators. The document provides advice on developing a mobile roadmap and budget and emphasizes that organizations need to change their thinking and processes, not just develop websites and apps, to prepare for the mobile revolution.

1. Digital Ecosystem Makeover Primer
09.06.2012

2.  Your customers are advanced mobile users…
 New device types are being announced on a weekly basis…
 Expectations are exceeding your mobile capability…
 The external pace is accelerating and business impact is rising
 How do you prioritize/implement your specific mobile strategy and tactics?
 How do you connect strategy and tactics to meaningful KPI’s?
Mobile is Coming; Mobile is Here! 2

3. WTH SHOULD
YOU DO?
Mobile is Coming; Mobile is Here! 3

4. START WITH THE RIGHT
QUESTIONS
Mobile is Coming; Mobile is Here! 4

5. Common Mobile Starting Points
 We often hear questions and imperatives such as:
– App or Site?
– What can I do fast?
– The President/C-Level Executive wants an App
– Responsive design?
– What do I do now with my App or mini site?
– How to rollout?
 Great questions, and we will address them today…within the context of your
audience, ecosystem and business goals
Mobile is Coming; Mobile is Here! 5

6. Better Mobile Starting Point
Questions
 How should mobile fit into my digital ecosystem and strategy?
 Where are the opportunities for mobile to make the most impact?
 How should I adjust my mobile roadmap given the advent of new solutions?
 What is the right trajectory to move from today to tomorrow?
 How much should I invest?
 Where are the quick wins?
Mobile is Coming; Mobile is Here! 6

7. User Journey
Today Research Plan Buy
Support and
Advocate
Websites
Microsite Portals
Today: Entire Communities
ecosystem is primarily
optimized around
desktop 2013+
2013
Mobile is Coming; Mobile is Here! 7

8. Future Ready Digital Ecosystem
User Journey
Tomorrow Research Plan Buy
Support and
Advocate
Websites
Microsite Portals
[tbd] Communities
2013
2013+
Tomorrow: Entire Ecosystem is
device and context ready based
on how users interact with you
Mobile is Coming; Mobile is Here! 8

9. ROADMAP
You can get there from
here.
Mobile is Coming; Mobile is Here! 9

10. Get Strategic Grounding
•Lower Reach
•Create New/Discrete Experiences
•Higher Reach
•Extend/Enrich Existing Experiences
Digital Strategy/Roadmap and Analytics
Mobile is Coming; Mobile is Here! 10

11. Business and Audience Questions
Are Starting Point For Roadmap
Decisions
Mobile is Coming; Mobile is Here! 11

12. Mobile Marketing - Start With
What You Know
Consider:
Building mobile optimized landing pages to support campaign activities
Developing mobile ready email templates to build engagement
Auditing your SEO results on Mobile. Create a plan for mobile SEO
optimization
Optimizing SEM campaigns specifically for mobile
Integrate SMS reminders into application process to increase yield
Capture cell phone numbers from prospect and students to build dbase
Mobile is Coming; Mobile is Here! 12

13. What Does Your Mobile Roadmap
Look Like?
There is no “one size fits all”
Find a way to get
traction.
Don’t tackle the home
page first.
Find a project out of
the eyes of the
naysayers.
Mobile is Coming; Mobile is Here! 13

14. How should I think about budgeting
for Mobile in 2013+?
For platforms and programs, consider:
Using the projected % of traffic or media consumptions as a proxy for
budgeting
What % of your web traffic or audience attention will be Mobile/Touch-first in
2013? Or to be more forward looking 2014 or 2015?
Adjust based on potential ROI
Back of the envelope, super-caveated guesstimate range: 20-50% of digital
budget should be spent on mobile
Mobile is Coming; Mobile is Here! 14

15. Not Just About a Website…
It’s about your thinking and your behaviors…
 Creative or campaign brief
 Web development process
 QA process
 Budgeting
 Web design mindset
 Talent pool
 Etc…
Mobile is Coming; Mobile is Here! 15

16. WHERE ARE WE HEADING?
Mobile is Coming; Mobile is Here! 16

17. Pace of Change is Unlike Anything
We’ve Experienced
“Mobile web is growing 8x faster than
Internet.”
- Google, 3/12
“…Mobility will be the provision of the
future. Fast forward 5 – 10 years …
the answer will always be mobile
first.”
- Eric Schmidt: CEO Google (2010)
Mobile is Coming; Mobile is Here! 17

18. Unprecedented
Mobile Revolution
Impacts Roadmap
of Your Projects,
Platforms,
Programs and
Career
Mobile is Coming; Mobile is Here! 18

19. Between 2013-2016…
 Touch-first/mobile operating systems are the new “desktop” experience (Win
8; IOS/Lion)
 Mobile internet usage eclipses desktop
 Majority of email opened on mobile device
 Most local searches are performed on mobile
 7 connected devices per U.S. citizen
 85% of cars will be Internet connected
 Tablets will be the primary PC for many; 112.5M U.S. consumers by ‘16
 Global mobile connection speeds increase 9-fold by 2016
Mobile is Coming; Mobile is Here! 19

20. Growth Impacts
Marketing,
Not Just Sites
and Apps
Mobile is Coming; Mobile is Here! 20

21. Does This Gap
Remind You of
Anything?
Mobile is Coming; Mobile is Here! 21

22. With More at Stake, Pace of
Technology Innovation Only
Accelerates…
Mobile is Coming; Mobile is Here! 22

23. …And This Innovation Spurs New
Behaviors and Higher Expectations
Mobile is Coming; Mobile is Here! 23

24. THANK YOU!
Mobile is Coming; Mobile is Here! 24

25. Who We Are
 Full-service digital agency
 Interactive focus for 11+ years
 Technical DNA
 http://theprimacy.com
Mike Stutman
SVP, Strategy and Innovation
michael.stutman@theprimacy.com
Mobile is Coming; Mobile is Here! 25