multi-screen digital strategy 2013 how to plan a successful multiscreen digital presence
DESCRIPTION
Planning the Organization's presences on all screens and devices in a coherent and clear way is a big challenge. Many questions rise in the process - Which is better - A mobile app or a Mobile web site? What is the best methodology - Responsive Web Design or a Dedicated mobile web site? Which digital service should be present on which screen? And more. The presentation covers those questions and some more base on our hands on experience and data analysis gathered from our leading customers.TRANSCRIPT
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
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
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