Rethinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
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THINKPYXL.COM CARPATHIA.COM Rethinking Digital The Evolution of Mobile & Its Impact on Web Strategies Brian Winter Owner, Pyxl Chief Marketing Officer, Carpathia Hosting
description
Many treat the web as one medium, similar to TV, radio or print. However, as this presentation will tell you, it's really three very distinct mediums: desktop, tablet and smart phone. Learn about the four approaches to mobile and which might be best for you.
Transcript of Rethinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
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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!
[email protected]!!!!!
Pyxl Inc.!21 E. 6th Street, Suite 114!
Tempe, Arizona 85281!ThinkPyxl.com!
[email protected]!!!!!!
