digital marketing strategy for the three screens

7/29/2019 Digital Marketing Strategy for the Three Screens

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digital marketingstrategy for the three

screensEconsultancy webinar

presented on 03.06.2013


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agenda

1. defining the screens

2. mobile state of the nation

3. lenses & strategies

4. planning for the future

5. Q&A

Mike Corak

EVP of Strategy, ethology

@mikecorak

from inspiration to conversion & beyond, discoverhow each type of screen in a consumers life is playing

a different role, & what marketers need to know to

best connect. learn how a consumer behavior varies

by screen & understand the implications that should

be reflected in your audience-focused digital

marketing strategy


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defining the screens


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media channel growth

all screens growing in usage

mobile usage growing at 14x

the rate of online

(with online is still growing)

opportunity exists to expand

activity in conjunction with

changes in usage, online &mobile


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consumption opportunities 2012

advertisingbudgets

source: emarketer, share of average time spent per day with select media by us adults vs. us ad spending share

user mediaconsumption

10% magazines

43% TV

0.5% mobile

17% newspapers

11% radio

19% internet

3% magazines

43% TV

8% mobile

5% newspaper

16% radio

25% internet

untapped audience

untapped audience

5


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defining the screens

1. desktop: the incumbent (for now)

2. mobile phone: attached & local

3. tablet: on your time


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the original screentelevision


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awareness

television

(+offline)

connection

lenses

desktop

mobilephone

tablet


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multi-tasking on the rise


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understand offline messaging & promotions, &

ensure online outposts are prepared & aligned to

receive & respond to generated interest. plan for

cross-platform engagement

compliment television buys with integrated digital

media buys, search efforts, content, & social

activity, casting the widest net possible to collect &

convert offline interest

return the favor & take online findings back to

brand to inform future branding efforts

considerations for digital marketers


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lens 1desktop


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when it comes to desktop digital marketing


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primary point ofconversion today

solitary consumerexperience

comprehensive topical

coverage important

convenience a large

factor in success

desktop: the conversion standard (for now)


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content marketing top of the list for 2013

http://econsultancy.com/us/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2013


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separate device experiences

advantages:

fully customized experience

low barrier to financial entry

challenges:

ongoing maintenance,

often per device

search disadvantages

responsive design (website+)

advantages:

lower ongoing maintenance

one URL for all

better user experience

challenges:

more complex front-end

coding & thoughtful content

mapping

common mobile development options


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Google has expressed an opinion

sites that use responsive web design, i.e. sites thatserve all devices on the same set of URLs, with each

URL serving the same HTML to all devices & using

just CSS to change how the page is rendered on the

device. this is Google's recommended configuration.


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but its also enhancing

http://www.google.com/adwords/enhancedcampaigns/


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near term, do the best with what you have. if

starting from scratch, at a minimum, get back inthe Delorean & set it for 2009, & develop mobile

friendly landing pages, & optimize the experience

for popular mobile content. Low-functioning mobile

site experiences are also easier than ever before.

plan for responsive design in future iterations

thinking mobile first

but first, develop a content strategyif you donthave one already, & consider content variations by

outpost, device, & localized

then, build & organize your content warehouse, the

lifeblood of integrated digital success

desktop recommendations


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mobilestate of the nation


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why mobile: Nordstrom on user experience

loyalty is king &

consumers are in control

omni-channel excellenceis mandatory

create the best customer

experience possible at

every consumer desiredtouch-point

Jamie Nordstrom, President,Nordstrom Direct, at shop.org


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admin workhorse couch companion constant companion

the multi-screen consumer

all devices used but in different contexts

Source: Google Mobile Display Tablet Usage Survey, US, March 2011. n= 1,430, all members of the Google Mobile Display Network.

at home or office task-oriented

solitary experience

web surfing & shopping entertainment

shared experience

always with you location-specific

in person personal

DESKTOP TABLET MOBILE


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tablet, phone & desktopcomplementary contexts

source: Google Internal Data. % of each platforms traffic shown hourly for one day.

does not indicate absolute or relative traffic volumes.

12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM

hourly distribution of searches by platform(doesnt reflect absolute traffic volume)

Tablet Mobile Desktop


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so, as predicted, was 2012really the year of mobile?

sort of

most companies ethology examined

in 2012 had mobile experiences,but few fully maximized their

mobile opportunity


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lens 2: mobile


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brand mobile site mobile appdesktop

responsive


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while smartphone travel booking is expected to grow significantly, nearly

2x the amount of consumers will use smartphones to research vs. book

smartphone travel booking


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standard travel mobile experience: booking engine

its a start, but research means more than booking. wheres the

local interests, attractions, maps, room images, & other info that

matters to me & my decision?


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and hows that app treating me?

exact same

experience,

so whats

the point?


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website: develop the website &content to be as accessible &

future forward as possible for

all customers

mobile: provide a handheldfriendly experience, in this case

m.nordstrom.com for full site

consumption, while publicizing

an alternative application

experience & its benefits

all is based on stated customer

desires & behavior, not onNordstrom desired outcome

tablet: today, Nordstrom hasone site experience for personal

computer & tablet users, & the

application is available for

enhanced shopping in tablet

friendly format

WWJND? (what would Jamie Nordstrom do)

create the best customer

experience possible at

every desired touch-point


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research that starts on smartphones

leads to purchases across channels


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what else do we like to do on our smartphones?


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test: mobile experience best practices

& while youre at it, dont forget to open an email!

free testing tool: www.howtogomo.com
http://www.howtogomo.com/http://www.howtogomo.com/


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the rise of the apps, death of the internet (& social phase II?)


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evolve mobile shopping & conversion experience, top of

the funnel down. plan for responsive consolidation.mobile friendly content first, apps next (have a reason)

test top end of mobile & localized media (enhanced

campaigns)

relevant 3rd party apps & mapsbe everywhere! samewith social local listings/networks (hand quality check

& manage)

create mobile friendly, & relevant, content (local), on-&-

off site (dont forget visuals)

test mobile email creative, tag mobile users, & deliver

mobile formatted emails. consider responsive email

design

mobile recommendations


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lens 3tablet


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number of days to reach 1m units sold

tablet shipments growing rapidly tablets are the fastest-selling

consumer tech device in history

2001 2007 2010

360+ 74 28

the spectacular rise of the tablet


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& for many, it may replace the PC


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the where: mobile to the couch (or time of day?)


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the what: top 5 tablet activities


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test site, research & conversion experience,

for tablet today, & correct any issues

(ex. navigation, flash, etc.)

make existing apps tablet friendly or

versioned

plan for responsive design or customized

experiences, prioritizing content & activities

seen in analytics. entertain

test prioritizing related content in tablet

friendly manner

tablet recommendations:


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most important screen?

we usescreens to

accomplish

tasks, thedevice is

irrelevant.

REAL LIFE!


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2013 screen recommendations

plan for customer utility first, goals second:prioritize user experience & successful interactions across all

content strategy:

develop a device & outpost inclusive, future forward, strategy

increase mobile media spend:saturate mobile + local first when applicable

mobile research:test, analyze & adjust plan based on findings

prepare for responsive:content by device, one url, DO IT!


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Q&A


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data sources

ethology research Econsultancy

emarketer

comScore

KPCB, Mary Meeker, 2012 Year in Review Internet

Trends

Telmetrics, Path to Purchase StudyTravel

Google & Google Think

Mobile Marketing An Hour A Day


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THANK YOU!

find this presentation on SlideShare today

slideshare.net/mcorak

Mike CorakEVP of Strategy

[email protected]

@mikecorak

linkedin.com/in/mikecorak

digital marketing strategy for the three screens

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