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IMPROVING THE DIGITAL EXPERIENCEWITH MOBILE OPTIMIZED CONTENT

BEST PRACTICES INMOBILE CONTENT MANAGEMENT

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FOUNDED CROWNPEAK IN 2001MARKETING GUY WITH A PASSION FOR TECHNOLOGY

SPEAKER JIM HOWARD

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• Half of the adults with mobile phones use them while shopping.

• In developed markets, one-quarter of users use their smartphones as their primary Internet access method.

• Over half of Facebook users use the mobile app to access their social networks.

• A U.S.-based study in 2011 found that over half of mobile phone users would give up caffeine, chocolate, alcohol and other pleasures before giving up their mobile phone.

BETTER THAN SEX?

Gartner Group: June 2012Mobile and the Nexus of Experience

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• Mobile internet usage from has almost doubled (again) in the past 12 months

• Now 14.5% of total web traffic (N. Am)– Jan 2009: 0.7%– Jan 2010: 1.6%– Jan 2011: 4.3%– Jan 2012: 8.5%– Jan 2013: 14.5%

IF IT DOUBLES EVERY YEAR…

GlobalStats StatsCounter

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8.0%14.5%

92%

85.5%

DESKTOP V. MOBILE FOR NORTH AMERICA

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4%7%

96%93%

DESKTOP V. MOBILE FOR EUROPE

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DESKTOP V. MOBILE FOR ASIA

13%23%

87%

76%

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• Mobile devices are:– Individual– Location aware– Always available– Close to the point of sale– Occupy leisure time

• Interface is different – and that matters– Small screen– Tiny keyboard– Touch screen interactions – thick finger effect– Many distractions – short attention spans

MOBILE IS DIFFERENT

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• Bottom Line: If you have a key purpose for your web project, is that purpose optimized for Mobile?– Reading content (Advertising)– Conversion of a purchase– Conversion of a sales lead– Delivering searchable information

• Your core use case(s) must drive your mobile strategy

OBJECTIVE-TO-OUTCOME

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“The early attempts to simply strip down websites to fit on a mobile device have fallen flat, creating a non-differentiated and ultimately subpar user experience.”

Gartner Group: June 2012Mobile and the Nexus of Experience

STRIP AND RIP

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BEST PRACTICES #1 UNDERSTAND YOUR AUDIENCE ON MOBILE

Stats are easy to come by

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SCREEN SIZE FOR NORTH AMERICA

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SCREEN SIZE FOR ASIA

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BEST PRACTICES #2 RESPONSIVE DESIGN

Believe the Hype

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ONE BROWSER DOMINATES - EUROPE

86%

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ONE BROWSER DOMINATES – N. AMERICA

87%

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MORE MIXED IN ASIA – VERY DIVERSE IN SUB-MARKETS

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• Pages lay out well no matter what device– Auto-re-configuring layout– Auto-resizing of images– Auto resizing of text– Navigation changes (ex: pulldown to menu)– HTML5, Javascript, CSS 3

• Extra work to design this way

• Solves many experiences on most devices

RESPONSIVE DESIGN

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DESKTOP MONITOR

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TABLET

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HANDHELD

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BEST PRACTICES #5 CHOOSE THE BEST TOOLS

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BEST PRACTICES #3 DEVICE OPTIMIZE FOR CONVERSION

What are our key objectives?

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• Specific functions like multi-page forms can work much better if optimized

• If it’s the difference between converting or not, spend the time to create device-specific web experiences

• Examples– Multi-step purchase or form experience– Search: schedules, charts– Maps, “call me” functions– Localized campaigns– Mobile campaigns

WHEN TO OPTIMIZE

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Responsive Design + Personalization

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Mobile-Optimized Design

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BEST PRACTICES #4 PERSONALIZE AND LOCALIZE

Test, Target, Measure, Improve

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Marketing organizations that execute inbound or event-triggered techniques well

will see response rates five times higher than outbound campaigns

Gartner Marketing Process Study 2012

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One-size fits allExperience

Personalized and targeted content

INBOUND TRAFFIC

CURRENTCONTENT

PLATFORM

NURTURING A

NURTURING B

NURTURING C

OFFER A

OFFER B OFFER

C

CROSS SELL

ONLINECHAT

INBOUND TRAFFIC USER-DEFINEDTRIGGERS

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Companies that focus on integrated processes for local marketing enablement will

increase revenue by 15 to 20%Gartner Marketing Process Study 2012

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BEST PRACTICES #5ONLY BUILD AN APP WHEN YOU NEED AN APP

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MOBILE USERS PREFER TO ENGAGE…

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BEST PRACTICES #6 WCM OR STAND-ALONE TOOLS FOR MOBILE

WCM if you can!

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• Native WCM Features:– Emulation– Responsive design handling– Device detection, variations for device/platform– Testing/Targeting for mobile– Simple template variations for optimized experiences

• Stand-alone mobile tools silo content, process, lack basic features – but if it’s your only option

• Consider SaaS WCM• Beware– Scraping technologies give crummy results

WCM WITH NATIVE MOBILE

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BEST PRACTICES #7 MOBILE CAMPAIGNS AND MOBILE ADS

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• Mobile advertising can be quite cost effective• Mobile advertising requires great mobile experiences• Consider mobile campaigns

• 25%: The percentage of paid-search clicks that mobile will contribute to the overall paid search universe—by the end of the year. That's more than double over last year. That, dear reader, is big news for the small screen. (MediaPost)

• Mobile coupons get 10 times the redemption rate of traditional coupons. (Mobile Marketer, 2012)

• Mobile marketing will account for 15.2% of global online ad spend by 2016. (Berg Insight, 2012)

WHEN TO OPTIMIZE

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Mobile Campaigns

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INTEGRATE MOBILE INTO YOUR OVERALL MARKETING STRATEGY

• A winning digital experience includes mobile– Responsive design– Device optimize for conversion

• Integrate analytics, testing and targeting and editorial efforts

• WCM should manage your mobile content and optimize the digital experience – if not, it’s time to change

• Mobile advertising and campaigns can be very effective

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COMPLETE CONTROL OVER THE DIGITAL EXPERIENCERight Content

Right AudienceRight TimeRight Place

Right Context

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ON DEMAND WEBINARS

BEST PRACTICES IN DIGITAL MARKETING:Personalization – On demandLocalization – On demandContent Marketing – On demandROI for Content Marketing – On demand

Coming: Inbound Marketing, Agency, Social

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