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The mobile revolution continues


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Welcome to modern marketing! Desktops, mobile phones, Digital signage, TV’s, tablets, netbooks, mini-tablets…
the list of connected devices your customers are using to consume your marketing never stops growing!
The modern marketing world is a myriad of screen sizes and effective calls to action. What are the best choices?
The landscape of consumerism has changed in a few short years allowing our customers more choices for reading,
watching, communicating, socializing, shopping, and making purchase decisions.

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The mobile revolution continues

  1. 1. The mobile revolution continues Thomas Robbins, Chief Evangelist, Kentico CMS
  2. 2. Who are we? Kentico CMS is one of the most powerful Customer Experience Management Systems and Content Management Systems on the planet. With over 18,000 web sites in 90 countries it is used for everything from simple web sites to complex applications. Kentico CMS is easy to install, simple to manage and reliable.
  3. 3. Agenda • Welcome to the multi-screen world • Call to action (CTA) • Is there an app for that?
  4. 4. Welcome to the multi-screen world
  5. 5. Guess what… Growth of the Mobile Web Has outpaced growth of the desktop web
  6. 6. A new world…
  7. 7. Looking at the numbers… A few stand out stats: • Source: The Rise of Mobile • There are currently projected over 6 Billion mobile subscribers worldwide • This equals approximately 87% of the world’s population • China and India account for 30% of this growth • There are over 1.2 Billion people accessing the web from their mobiles • Over 300,000 mobile apps have been developed in the past 3 years • Google earns 2.5 Billion in mobile ad revenue annually • Android is running half of all smartphones shipped • Source: Kentico Mobile experience survey • 85% of smartphone owners use their mobile devices to compare companies, products, services and prices before purchase • 45% will do the comparison from the store location • 78% of smartphone owners, 75% of table owners and 69% of laptop owners say it all comes down to look and feel of a companies website • 76% of smartphone and 78% of tablet users return to websites that perform well on their mobile devices
  8. 8. How do we talk about it?
  9. 9. That’s confusing!
  10. 10. Does this sound familiar? • Consumers want.. – Products, service or location information – Answers to questions – More information about… • CMO want… – Data driven marketing – Marketing relevance – Channel integration – Consistent personalized customer centric marketing With the constant growth of the web, and more and more people getting connected every day, Content Management Systems CMS Customer Experience Management CXM Web Engagement Management WEM digital marketing has become a necessity for many organizations. This also includes small businesses that wants to trade online and make a name for themselves on the web. The web is crowded with information. If you have a website, can your audience reach you to find the answers?
  11. 11. Let’s ask the analysts? “Overlapping or related terms and concepts include "Web experience management (WEM)" and "customer experience management/platform (CEM and CXM)." Source: Hype Cycle for Web Computing, 2013 Source: Hype Cycle for Content Management, 2013 Source: Hype Cycle for Web Computing, 2013
  12. 12. How should we talk about it?
  13. 13. Content marketing is…. Social Media SEO Customer Engagements Sales Process Content Marketing Content is currency in today’s world! Content marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action. Content marketing subscribes to the notion that delivering information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty. Source: Wikipedia Successful Mobile Marketing is Content Marketing
  14. 14. Corporate objectives of content marketing • Strong and relevant content enhances the position of your company and shows that you are innovative and aware of the latest trends. Recognized as an expert • Providing content at predictable and regular intervals encourages customers to keep in touch with your band. Maintain existing customers • Great content demands sharing and relevant content arouses the interest of new prospects and makes them investigate your brand. Grow your business • Great content guarantees that your company has a wider reach on social media. Increase social media reach
  15. 15. Mobile promise (context)… Mobile user expectations • Users want near real-time access to information in the palm of their hand. • They expect technical stability. • They want up-to-date, credible information and content. • They want our applications to work. Behaviors to keep in mind • Mobile users engage in short activity bursts. Open the phone, do something and then move on. • Mobile users want to continue their experience between devices. Lay one down, pick another up and keep going where they left off. • People will multi-task with their devices. Understand that when designing. How much attention is really focused on content? They may be shopping online, texting or researching. • Most mobile device usage happens between 8:30 AM and 1:00 PM. On average, people spend 47 minutes each day using their mobile devices, but that’s in chunks: a little bit here, a little bit there.
  16. 16. Research:The mobile mindset… Source: Yahoo! research
  17. 17. What’s your mobile content strategy? Current mobile traffic with Google… Getting started with a mobile content strategy 1. What’s your current mobile statistics? 2. What’s your timeline and budget? 3. Who is your target audience? 4. Is there a target platform? 5. What are the application features and functionality? 6. What are the developer skills?
  18. 18. Content deployment choices.. Solution DrawbacksAccess Methods Two site maps Separate navigation, site map and page content. Easy to implement reusing existing skills, hosting and content. Mobile Sub Site Create a separate site alongside the existing site to serve mobile optimised content. Which access methods do you require? New skills needed. Could break existing site. Complexity Standards not ratified. Single screen to rule all. For example; different menu formats, or switching between column or row content layout. Responsive Design Enhance existing site so that it dynamically changes to support mobile. The Web Search Engines Other Sites Banner Ads Printed Media Web Address QR Codes Different versions of the application needed for Apple, Android, Windows, Blackberry, etc. Requires continued maintenance as platforms change. Essential for high end gaming. Works without a network connection. Native/Hybrid Applications Create a program that runs on the mobile device independent of the browser or internet. Application Stores Benefits
  19. 19. The rest of the story… Solution Time to build solution Ease of delivery Cost Mobile Sub Site Typically less than a day Simple to test using existing processes and environment Responsive Design Upfront planning/ Variable depending on complexity of site Modification to testing processes and environment essential Application stores Typically more than 2 weeks New testing infrastructure and processes required Summary
  20. 20. Responsive design is… Is a flexible, device independent design for the web
  21. 21. Responsive design IS… • A Developer problem/solution! • Google recommends responsive design for better SEO! • Components – Fluid grids – Fluid media – Media queries • Examples – – –
  22. 22. Responsive design ISN’T… • A single technology • A magic formula • A quick fix • Easy Can you say PLANNING!
  23. 23. Best practice – Size matters • Smaller screen requires usable and flexible creative. • Vertical menus make mobile browsing easier for consumers. • Be careful of any content with heavy graphics.
  24. 24. So many devices… 3 Layouts 4 Layouts 6 Layouts Source:
  25. 25. Best practice – Psychology of search • Different devices will search for different keywords • Mobile device users will look for short tail keywords – One or two word phrases, such as “Seattle weather” – These are broad and commonly searched keywords. – more competition for short tail keywords as they are more commonly used. • Consider the Impact of Google Autocomplete
  26. 26. Best practice – Maximize your social impact • Embed social features across mobile • Ask for permission, once • Include maps, directions, phone numbers and other geo- location services on your social sites. • According to Nielsen’s State of the Media: Social Media Report 2012, time spent on mobile social apps is up 76% in 2012 from 2011 and 30% of the total time spent on a mobile device is consumed by surfing social networks
  27. 27. Best practice – Link location matters • Each mobile page needs link to desktop homepage • Location matters – place desktop link in a clearly marked area of mobile site.
  28. 28. Call to action (CTA)
  29. 29. Best practices - CTA • Be visual – Think beyond the written word – Be brief… be consistent… be gone! • Be funny (not not to funny) – Be creative – Not to funny.. Or your not serious
  30. 30. Best Practice – Increasing CTA • Adapt to different devices – Test to make sure they render correctly on different mobile devices and consider different options for different devices. • Make it colorful – Use a color that ensures it doesn’t blend or match with other buttons. • Make it massive – CTA’s should be the biggest link on the page to reduce frustration and abandonment rate. • Create a sense of urgency – Test different tactics to see what works. • Test..test.. and test – Testing will ensure that you have the best CTA (A/B and MVT testing is your friend)
  31. 31. Is there an app for that?
  32. 32. Application platforms •Stored and run locally on the device and have full access to the platform and hardware •Obtained from application stored that includes a lead time and approval process before deployment •Developed on the default language of their respective platform Native Application •Largely based on web technologies running within a native application mimicking the look and feel of a native app. •Leverage the device feature to run a web application locally Hybrid Application
  33. 33. Native apps… •Performance intensive applications •Disconnected or offline apps •Games or apps with rich visuals •Applications requiring heavy interaction with local data or hardware APIs (camera, GPS, etc) •Applications ruining in the background or requiring background processes •Applications targeting a single platform Best for •Absolute best performance and rich UX experience, no visual lag or slowness •Full access to the hardware, capabilities and API’s •Marketing boost from app store distribution •Applications that can be tailored to take advantage of platform specific UI paradigm •Most mature, well documented and vendor supported development options Advantages •Has to be re-written for each mobile platform •App store approval mandatory •Native application development skills harder to find than web development skills •Platform vendors take a cut of purchase •Generally the most expensive option •Deployment and updates are slower, more difficult Disadvantages
  34. 34. Hybrid applications… •Applications with basic user interface and functionality •Business applications •Content applications •Wrappers around mobile and web applications •Applications targeting multiple platforms •Applications that won’t be judged on UI speed/performance Best for •Write once, run anywhere – application doesn’t need to be rewritten for each platform •Web development skills easier to find than native development skills •Able to access most hardware and capabilities and APIs •Applications still distribute via App stores •Web based app content can be updated more easily Advantages •UI is lowest common denominator between platforms •Write once – debug everywhere – still need to spend time ironing out platform issues •Performance varies between mobile platforms •Applications store approval still mandatory •Platform vendor still takes a cut of revenue •Deployment and upates of the applications (via app store) is still slow and difficult Disadvantages
  35. 35. Short list recommendations… • Performance intensive applications • Marquee applications that can’t compromise on user experience or performance • Applications for offline or disconnected requirements • Games or applications with rich visuals • Applications that require background processing • Applications requiring heavy interaction with local data or device hardware • Where cost savings and cross platform code sharing is not a goal • Where a single device or platform is targeted Native applications • Work well for business and content applications with a basic user interface and functionality requirements • Targeting multiple platforms • Adding native functionality to existing web applications or creating a native wrapper around a mobile web site • Work well for creating a simple mobile optimized version of an existing site Hybrid applications
  36. 36. Wrap up… • Define your mobile strategy • Consider your audience • Test your CTA!
  37. 37. Questions… Thanks! Thomas Robbins, Kentico CMS Chief Evangelist Check out the Digital Marketing University for more great content! Email: Twitter: @trobbins Twitter: @MYMKTING