multi-screen digital strategy 2013 how to plan a successful multiscreen digital presence

DIGITAL MULTI SCREEN STRATEGY 2013 October 2013

Shay Rosen, Head of Strategy & consulting

• Strategy Business analysis, Concept creation, UX, UI

• Technology Robust, Smart, efficient content management & e commerce platforms for mega

sites

• User Experience Powering Israel’s largest and most successful enterprises Websites & Mobile apps

enterprise level web and mobile development

nearshore development and quality assurance

email marketing and automation

email marketing for small businesses

RWD mobile adaptation for existing websites

r

Mobile application platform to build, run, and manage mobile apps

• Representing Worklight in Israel since 2010

• Robust Worklight implementation record

Selected customers

Shayr@realcommerce.co.il

http://www.linkedin.com/in/shayrosen

http://www.facebook.com/shayrs

http://www.slideshare.net/shayrs

M: 052-5118539

SHAY ROSEN HEAD OF STRATEGY & CONSULTING REALCOMMERCE

Major change in day to day life

How Major?

Really Extremely Definitely Major(!)

2010

1ST MULTI SCREEN STRATEGY

WWW app

Is it really the best way to address customers?

MOBILE WEB BROWSING

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

10.0%

2009 2010 2011 2012

Source: Statcounter web analytics report

2nd MULTI SCREEN STRATEGY

Mobile Websites

Mobile Website Apps

User Experience

Onscreen Presence

TCO

TTM

Content Management

Promotion costs

Updates

Mobile websites VS. Mobile apps

For corporates and enterprises - In most cases

Mobile Websites are better than mobile apps

A little more about “mobile web sites”

800px 640px 1024px

Responsive Web Design

RESPONSIVE WEB DESIGN EXAMPLES

Responsive Web M Dot

SEO

Link Redirects

TCO

Maintenance

Integrations

SSL

Content Management

Branding, Look & feel

M DOT VS RESPONSIVE WEB DESIGN

For corporates and enterprises - In most cases

Responsive is better than M dot

3 TYPES OF CUSTOMERS

Potentials

Casual

Regular

Website/ Marketing app

Website/ Self care app

Self care app

Attract

Create relationship

Strengthen relationship

REAL LIFE CUSTOMER BEHAVIOR

3rd MULTI SCREEN STRATEGY

800px 640px 1024px

Marketing app(s)

Innovation App(s)

Self care/ commerce

app(s)

USAA – MULTI SCREEN + INNOVATION

A MULTI SCREEN ORGANIZATION

A MULTI SCREEN ORGANIZATION

A MULTI SCREEN ORGANIZATION

SO? Which Strategy Is Right For You?

The Multi Screen Customer Journey

Awareness Consideration Purchase Decision Post Sale

Website

Mobile Website

Mobile app

Attraction Information Sales Tools/ upsell Service

Key questions to ask

Frequency of use

High Low

Importance of UX

Critical Not

Critical

Type of customer

Existing New

app app app Web Web Web

Case Study (1) – Supermarket Chain

Expected frequency of use: Once a week Importance of user experience: Critical Type of customer: Existing

Supermarket Multi Screen Customer Journey

Awareness Consideration Purchase Decision Post Sale

Website

Mobile Web

Mobile app

Attraction Information Sales Tools/ upsell Service

Supermarket Chain Strategy – Website + app

Case Study (2) – Strauss Water Israel

Expected frequency of use: not frequent Importance of user experience: medium Type of customer: New & Existing

Strauss Water Multi-screen Customer Journey

Awareness Consideration Purchase Decision Post Sale

Website

Mobile Web

Mobile app

Attraction Information Sales Tools/ upsell Service

Wrap up

You are already doing multi screen Think again how your customers are seeing you in all screens Keep the customer journey in mind Analyze contact points by Frequency, UX importance and type of customer Remember the key questions: Frequency, UX, Type of customer Think what will generate real value and ROI

30% of your traffic comes from mobile devices. Are you investing 30% of your budget on mobile websites/ apps?

How can realcommerce help?

Plan your Multi-Screen strategy right Create a winning UX& UI Make your existing website responsive with Build a robust Mobile Development Infrastructure with

Plan & develop

Responsive website Native & Hybrid smartphone apps

THANKS! May 2013 Shay Rosen, Head of Strategy & consulting

Shayr@realcommerce.co.il

http://www.linkedin.com/in/shayrosen

http://www.facebook.com/shayrs

http://www.slideshare.net/shayrs

M: 052-5118539

SHAY ROSEN HEAD OF STRATEGY & CONSULTING REALCOMMERCE