presented on 03.06.

2013

digital marketing strategy for the three screens
Econsultancy webinar

agenda 1. defining the screens 2. mobile state of the nation 3. lenses & strategies 4. planning for the future 5. Q&A
“from inspiration to conversion & beyond, discover how each type of screen in a consumer’s life is playing a different role, & what marketers need to know to best connect. learn how a consumer behavior varies by screen & understand the implications that should be reflected in your audience-focused digital marketing strategy” 2

Mike Corak
EVP of Strategy, ethology @mikecorak

defining the screens

media channel growth

• all “screens” growing in usage • mobile usage growing at 14x the rate of online (with online is still growing) • opportunity exists to expand activity in conjunction with changes in usage, online & mobile

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consumption opportunities 2012
advertising budgets
0.5% mobile

user media consumption
untapped audience
8% mobile

19% internet

untapped audience

25% internet

43% TV

43% TV

17% newspapers 11% radio 10% magazines

5% newspaper 16% radio 3% magazines
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source: emarketer, share of average time spent per day with select media by us adults vs. us ad spending share

defining the screens

1. desktop: the incumbent (for now) 2. mobile phone: attached & local 3. tablet: on your time

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the original screen – television

awareness television (+offline)

connection lenses
• desktop • mobile phone • tablet

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multi-tasking on the rise

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considerations for digital marketers

• understand offline messaging & promotions, & ensure online outposts are prepared & aligned to receive & respond to generated interest. plan for cross-platform engagement • compliment television buys with integrated digital media buys, search efforts, content, & social activity, casting the widest net possible to collect & convert offline interest • return the favor & take online findings back to brand to inform future branding efforts

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lens 1 – desktop

when it comes to desktop digital marketing…

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desktop: the conversion standard (for now)

• primary point of conversion today
• solitary consumer experience • comprehensive topical coverage important • convenience a large factor in success

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content marketing top of the list for 2013

http://econsultancy.com/us/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2013

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common mobile development options

separate device experiences advantages: • fully customized experience • low barrier to financial entry

responsive design (website+) advantages: • lower ongoing maintenance • one URL for all • better user experience

challenges: • ongoing maintenance, often per device • search disadvantages

challenges: • more complex front-end coding & thoughtful content mapping
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Google has expressed an opinion…

sites that use responsive web design, i.e. sites that serve all devices on the same set of URLs, with each URL serving the same HTML to all devices & using just CSS to change how the page is rendered on the device. this is Google's recommended configuration.


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…but it’s also “enhancing”

http://www.google.com/adwords/enhancedcampaigns/

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desktop recommendations

• near term, do the best with what you have. if starting from scratch, at a minimum, get back in the Delorean & set it for 2009, & develop mobile friendly landing pages, & optimize the experience for popular mobile content. Low-functioning mobile site experiences are also easier than ever before.

• plan for responsive design in future iterations thinking mobile first
• but first, develop a content strategy if you don’t have one already, & consider content variations by outpost, device, & localized • then, build & organize your content warehouse, the lifeblood of integrated digital success
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mobile – state of the nation

why mobile: Nordstrom on user experience

• loyalty is king & consumers are in control

• omni-channel excellence is mandatory
• create the best customer experience possible at every consumer desired touch-point

Jamie Nordstrom, President, Nordstrom Direct, at shop.org

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the multi-screen consumer

all devices used but in different contexts
DESKTOP TABLET MOBILE

admin workhorse
• at home or office • task-oriented • solitary experience

• web surfing & shopping • entertainment • shared experience

couch companion

constant companion
• • • • always with you location-specific in person personal

Source: Google Mobile Display Tablet Usage Survey, US, March 2011. n= 1,430, all members of the Google Mobile Display Network.

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tablet, phone & desktop–complementary contexts
hourly distribution of searches by platform
(doesn’t reflect absolute traffic volume)

12:00 AM

3:00 AM

6:00 AM

9:00 AM Tablet

12:00 PM Mobile

3:00 PM Desktop

6:00 PM

9:00 PM

source: Google Internal Data. % of each platform’s traffic shown hourly for one day. does not indicate absolute or relative traffic volumes.
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so, as predicted, was 2012 really the year of mobile?
sort of… most companies ethology examined in 2012 had mobile experiences, but few fully maximized their mobile opportunity
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lens 2: mobile

“m dots” (separate mobile sites) are the standard
brand
Marriott.com HamptonInn3.Hilton.com ComfortInn.com BestWestern.com Radisson.com Hyatt.com
mobile site mobile app desktop responsive <5 seconds pinch/zoom

m.
3rd party
usabalenet

apple droid apple droid apple droid apple droid apple droid apple droid apple droid apple droid

✗ ✗ ✗ ✗ ✗ ✗

✔ ✔ ✔ ✔ ✔ ✔

n/a

n/a

m.
3rd party
usabalenet

n/a

n/a

m. m. m.
3rd party
usabalenet

n/a

n/a

HolidayInn.com Fairmont.com

✗ ✗

✔ ✔

n/a

n/a
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smartphone travel booking

while smartphone travel booking is expected to grow significantly, nearly 2x the amount of consumers will use smartphones to research vs. book
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standard travel mobile experience: booking engine

it’s a start, but “research” means more than booking. where’s the local interests, attractions, maps, room images, & other info that matters to me & my decision?
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and how’s that app treating me?

exact same experience, so what’s the point?
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WWJND? (what would Jamie Nordstrom do)

create the best customer experience possible at every desired touch-point
website: develop the website & content to be as accessible & future forward as possible for all customers mobile: provide a handheld friendly experience, in this case m.nordstrom.com for full site consumption, while publicizing an alternative application experience & its benefits
all is based on stated customer desires & behavior, not on Nordstrom desired outcome

tablet: today, Nordstrom has one site experience for personal computer & tablet users, & the application is available for enhanced shopping in tablet friendly format

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research that starts on smartphones leads to purchases across channels

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what else do we like to do on our smartphones?

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test: mobile experience best practices
free testing tool: www.howtogomo.com

& while you’re at it, don’t forget to open an email!
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the rise of the apps, death of the internet (& social phase II?)

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mobile recommendations

• evolve mobile shopping & conversion experience, top of the funnel down. plan for responsive consolidation. mobile friendly content first, apps next (have a reason)

• test top end of mobile & localized media (enhanced campaigns)
• relevant 3rd party apps & maps – be everywhere! same with social local listings/networks (hand quality check & manage) • create mobile friendly, & relevant, content (local), on-&off site (don’t forget visuals)

• test mobile email creative, tag mobile users, & deliver mobile formatted emails. consider responsive email design
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lens 3 – tablet

the spectacular rise of the tablet
tablet shipments growing rapidly tablets are the fastest-selling consumer tech device in history
number of days to reach 1m units sold 360+ 74 28

2001

2007

2010
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…& for many, it may replace the PC

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the where: mobile to the couch (or time of day?)

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the what: top 5 tablet activities

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tablet recommendations:

• test site, research & conversion experience, for tablet today, & correct any issues (ex. navigation, flash, etc.) • make existing apps tablet friendly or versioned

• plan for responsive design or customized experiences, prioritizing content & activities seen in analytics. entertain • test prioritizing related content in tablet friendly manner
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most important screen?

REAL LIFE!
we use screens to accomplish tasks, the device is irrelevant.

2013 screen recommendations

• plan for customer utility first, goals second:
prioritize user experience & successful interactions across all

• content strategy:
develop a device & outpost inclusive, future forward, strategy

• increase mobile media spend:
saturate mobile + local first when applicable

• mobile research:
test, analyze & adjust plan based on findings

• prepare for responsive:
content by device, one url, DO IT!
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Q&A

data sources

• • • • • • •

ethology research Econsultancy emarketer comScore KPCB, Mary Meeker, 2012 Year in Review Internet Trends Telmetrics, Path to Purchase Study – Travel Google & Google Think

Mobile Marketing An Hour A Day
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THANK YOU!
find this presentation on SlideShare today slideshare.net/mcorak

Mike Corak
EVP of Strategy Mike.Corak@ethology.com

@mikecorak
linkedin.com/in/mikecorak

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