the mobile revolution continues

37
The mobile revolution continues Thomas Robbins, Chief Evangelist, Kentico CMS

Upload: thomas-robbins

Post on 15-May-2015

873 views

Category:

Technology


1 download

DESCRIPTION

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.

TRANSCRIPT

Page 1: The mobile revolution continues

The mobile revolution continues

Thomas Robbins, Chief Evangelist, Kentico CMS

Page 2: The mobile revolution continues

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.

Page 3: The mobile revolution continues

Agenda

• Welcome to the multi-screen world• Call to action (CTA)• Is there an app for that?

Page 4: The mobile revolution continues

Welcome to the multi-screen world

Page 5: The mobile revolution continues

Guess what…

Growth of the Mobile WebHas outpaced growth of the desktop web

8X

Page 6: The mobile revolution continues

A new world…

Page 7: The mobile revolution continues

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

Page 8: The mobile revolution continues

How do we talk about it?

Page 9: The mobile revolution continues

That’s confusing!

Page 10: The mobile revolution continues

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?

Page 11: The mobile revolution continues

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

Page 12: The mobile revolution continues

How should we talk about it?

Page 13: The mobile revolution continues

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

Page 14: The mobile revolution continues

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

Page 15: The mobile revolution continues

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.

Page 16: The mobile revolution continues

Research:The mobile mindset…

Source: Yahoo! research

Page 17: The mobile revolution continues

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?

Page 18: The mobile revolution continues

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

Page 19: The mobile revolution continues

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

Page 20: The mobile revolution continues

Responsive design is…

Is a flexible, device independent design for

the web

Page 21: The mobile revolution continues

Responsive design IS…

• A Developer problem/solution!• Google recommends responsive

design for better SEO!• Components

– Fluid grids– Fluid media– Media queries

• Examples– http://www.ecentricarts.com/– http://www.newbornfree.com/home– http://www.microsoft.com

Page 22: The mobile revolution continues

Responsive design ISN’T…

• A single technology• A magic formula • A quick fix• Easy

Can you say PLANNING!

Page 23: The mobile revolution continues

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.

Page 24: The mobile revolution continues

So many devices…

3 Layouts

4 Layouts

6 Layouts

Source:http://www.metaltoad.com/blog/simple-device-diagram-responsive-design-planning

Page 25: The mobile revolution continues

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

Page 26: The mobile revolution continues

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

Page 27: The mobile revolution continues

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.

Page 28: The mobile revolution continues

Call to action (CTA)

Page 29: The mobile revolution continues

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

Page 30: The mobile revolution continues

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)

Page 31: The mobile revolution continues

Is there an app for that?

Page 32: The mobile revolution continues

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

Page 33: The mobile revolution continues

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

Page 34: The mobile revolution continues

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

Page 35: The mobile revolution continues

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

Page 36: The mobile revolution continues

Wrap up…

• Define your mobile strategy

• Consider your audience

• Test your CTA!

Page 37: The mobile revolution continues

Questions…

Thanks!Thomas Robbins, Kentico CMS Chief Evangelist

Check out the Digital Marketing University for more great content!

Email: [email protected]: @trobbinsTwitter: @MYMKTING