Post on 29-Nov-2014
description
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Rethinking Digital!The Evolution of Mobile & !Its Impact on Web Strategies!
Brian Winter!Owner, Pyxl!Chief Marketing Officer, Carpathia Hosting!
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Unique Experience & Perspective!
Delivering !Digital Marketing Services!
Personal Passions & Pursuits!
USWeb/CKS!
Consuming!Digital Marketing Services!
Global Speaker!
Whiteboard Fanatic!
22 Marathons! Digital Marketing!for Entrepreneurs, CEOs, VPs of Sales, VPs of Marketing and Marketing Managers for Small and Large Businesses!
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Reaching customers has never been!
more difficult.!
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Tracking engagement!
is even more difficult.!
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Many Treat The Web as One Medium!
Web?!
TV!
Print!
Radio!
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Web is Really Three Distinct Mediums!
Desktop!
Tablet!
Smartphone!
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The fastest growingsegment of the web is
mobile.!
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Mobile Web is Driving Growth!
Desktop!1B+!
Mobile!
10B+!
PC!100M+!
1990! 2000! 2010! 2020!
Source: ITU, Mark Lipacis, Morgan Stanley Research!
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Smartphone Outpacing Desktops!
900M!!
800M!!
700M!!
600M!!
500M!!
400M!!
300M!!
200M!!
100M!!
0!2005 2006 2007 2008 2009 2010 2011 2012E 2013E 2014E !
Global Internet Device Sales!
Units!
Source: BI Intelligence (Mar 2012)!!
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Evolution of Digital Marketing!
V1! V2! V3! V4!
OnlinePresence!Basic information with limited depth.!
Broad Engagement!More information—expanding on existing content & adding new content areas.!
Targeted Engagement!Specific content for specific audiences. Deeper engagement.!
Integrated Engagement!Specific content for specific audiences on specific devices.!
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What is Integrated Engagement?!
Reach!Tailor web properties to Desktops, Tablets & Smartphones.!
Content!Optimize content for Desktops, Tablets & Smartphones.!
Context!Content + Reach = Context !!Context = Better Engaged & Qualified Prospects!
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Four Options for Approach to Mobile!
Do nothing (not always bad)!
Build a mobile site on a separate CMS!
Build a Responsive Site!
Create a Mobile App!
A.!B.!Build a mobile site on same CMS with
subset of content!
1.!!2.!!3.!!4.!
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Optimizing for Integrated Engagement!
Desktop:!More real estate for content display, longer time on site, but less frequent access.!
Tablet:!Less real estate, but increasingly more likely access point. Web browsing still a part of the experience.!
Smartphone:!Least real estate, focused, methodical!Web browsing. Hunting for specific information.!
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Do Nothing (not always bad)!
Complex topic like cancer treatment!!!Requires deep research; not usually done on a small device!!!!Future will include mobile applications focused on customer experience at facilities! provisionha.com
1.!
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Build a Mobile Site on Same or Separate CMS!
Single CMS provides easier updates & maintenance!!Single CMS on 2 platforms decreases cost of development with some increase in maintenance!!Upside is tailored mobile experience; downside is inconsistent experience between desktop & smartphone!
carpathia.com
2.!
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Build a Mobile App!
Core site is focused on consumers and optimized for desktop & tablets!!!Mobile site distills down key content from website!!MyPilot app is focused on travelers and has a specific purpose; finding locations & services!!!
pilo0lyingj.com
3.!
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Build a Responsive Site (on a single CMS) !
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4.!
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Checklist for Responsive Website (Convergence of Design & Development)!
Wireframe.!Wireframe.!Wireframe.!
!
Informationhierarchy!
Ratio and scale of imagery!
Readability!
“The fold” is dead!
Orientation: horizontal and
vertical!
Less is More! Test.!Test.!Test.!
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Quantify Mobile Users!
Tracks which mobile devices were used to browse a site!
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Qualify Mobile Users!
Tracks which pages users are viewing from mobile & tablets!
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Link Digital Marketing to Sales Results!
Landing Page!
Download Page!
Contact Form!
Banners!
Emails!
Social Media!
Wins!!
%! Sales!Funnel!
Win %!
Awareness & Lead Generation! Qualified !
Leads!
Conversion %!
Conversion %!
Conversion %!
Print!
%! %!
Devices!
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Summary!
1.!2.!3.!4.!5.!!
Embrace Integrated Engagement!Have a Mobile Strategy !Quantify & Qualify Mobile Users!Link Digital Marketing to Sales Results!Download Integrated Engagement & the Mobile Web!
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Download the free e-book!
Visit:!landing.thinkpyxl.com/mobile-web-ebook!
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Carpathia Hosting Inc. !21000 Atlantic Boulevard, Suite 500 !
Dulles, Virginia 20166 !Carpathia.com!
bwinter@carpathia.com!!!!!
Pyxl Inc.!21 E. 6th Street, Suite 114!
Tempe, Arizona 85281!ThinkPyxl.com!
bwinter@thinkpyxl.com!!!!!!