linda volvo
DESCRIPTION
TRANSCRIPT
![Page 1: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/1.jpg)
Mobile Strategy Is Dead.Long Live Content Strategy.
Thoughts on engaging consumers
![Page 2: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/2.jpg)
Contrarian Advice In 140 Characters
“There is no mobile web. There is only the web, which we view in different ways. There is also no desktop web. Or tablet web. Thank you.” @stephen hay
![Page 3: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/3.jpg)
There’s Only One Web
The mobile web exists to give name to the technical complexities and innovative solutions that help brands deal with content creation for small-screened devices
Users don’t know the difference between the different webs
They just want their content, and they want it on their terms
![Page 4: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/4.jpg)
Volvo Doesn’t Need A Mobile Strategy
Mobile strategies on their own don’t drive brand awareness, product consideration, or dealer leads
![Page 5: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/5.jpg)
Long Live Content Strategy
The answer is to create and curate great content for the legions of loyal and hungry Volvo drivers who just can’t get enough
Providing content also fills the long purchase cycle for new vehicles, helping bring consumers into the fold
![Page 6: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/6.jpg)
Optimizing Content For Mobile Devices
This isn’t to say that small-screened devices haven’t changed how we think about content
![Page 7: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/7.jpg)
A 5-Point Plan For Engaging Consumers
Of course we need a plan to optimize content for mobile users
We’ve boiled it down to 5 points
![Page 8: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/8.jpg)
1. Make Your Content Discoverable
![Page 9: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/9.jpg)
Users Need Help Finding Great Content
Smartphones have become an integral part of users’ daily lives
Consumers use smartphones as an extension of their desktop computers
Their behaviors across devices are remarkably similar. In fact, 77% of smartphone owners use search to discover content*
So, the first part of our plan is to make content searchable across all sorts of search engines
*Source: Google
![Page 10: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/10.jpg)
Ritz-Carlton Makes It Easy To Explore The World
10
![Page 11: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/11.jpg)
2. Make Your Content Readable
![Page 12: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/12.jpg)
Find The Right Formats For Your Audience
At Volvo we have a strong philosophy regarding design
The philosophy governs how we deliver content to consumers
We’ve used HTML5 to make content render optimally on desktop browsers
But with 81% of smartphone and tablet owners using a browser, and with 83% of those users also reading content on an app, we’ve had to think about what the right formats are for the Volvo audience
![Page 13: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/13.jpg)
Flipboard Is As Easy To Read As A Magazine
![Page 14: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/14.jpg)
3. Create Relevant Content
![Page 15: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/15.jpg)
Offer Stories That Resonate With Your Audience
The lives of our consumers have changed dramatically in recent years
It’s driving demand for content across all kinds of devices
In our category, consumers are looking for stories to make sense of luxury, technology, and strength
It guides our efforts to reposition ourselves through content that makes for resonating stories
![Page 16: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/16.jpg)
4. Make Your Content Sociable
![Page 17: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/17.jpg)
Promote Content That Strikes Up Conversations
At Volvo, consumer referral is critical to building our brand and our business
Content has always played—and will continue to play, a critical role in creating relationships and building communities
In fact, industry studies show that 24% of mobile phone users recommended a brand to a friend with content shared via their mobile device*
And it’s not just through words!
*Source: Android Alliance
![Page 18: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/18.jpg)
Instagram Curates Loyal Communities
![Page 19: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/19.jpg)
5. Make Content Actionable
![Page 20: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/20.jpg)
Embed Response Mechanisms Into Your Content
Nine out of ten smartphone searches results in consumer inquiry, store visit, or product purchase*
88% of these users take action within a day*
70% of these actions take place at retail*
Embedding response mechanisms into your content is the crucial to justifying investment*Source: Google
![Page 21: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/21.jpg)
Home Depot Sparks DIY Projects And Sales
1 2 3 4
![Page 22: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/22.jpg)
Key Takeaways
![Page 23: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/23.jpg)
Users can’t get enough content
They need more help than ever finding it, enjoying it, and acting on it
![Page 24: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/24.jpg)
Mobile devices provide brands the next great opportunity to engage consumers
Brands need a framework for taking advantage of the opportunity
![Page 25: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/25.jpg)
A robust content strategy should be able to navigate the complexities of delivering content to small-screened devices and satisfying marketing objectives
![Page 26: Linda volvo](https://reader033.vdocuments.us/reader033/viewer/2022061220/54ba82e54a7959d8468b4591/html5/thumbnails/26.jpg)
Long Live Content Strategy