responsive web cross-media and mobile
DESCRIPTION
This is a presentation made at the AdMonsters Mobile Ops Event on Dec 7th. We have taken a look at Responsive Web Design in the context of the future of mobile and mobile marketing. For more information contact us at [email protected] or [email protected]TRANSCRIPT
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@ADObjectsADObjects-Inc.com
CALMNESS AFTER THE STORM:Responsive Web
Cross-Media Strategy(Digital/Social/Mobile)
Matthew Snyder, CEO ADObjects-Inc | Founder, MXMEvents
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Today’s Story
The Storm 1) Social 2) Digital 3) Mobile
The Converging Landscape
The Calm Value Proposition ( 10 core reasons) The Responsive
Screen/ Convergence Strategy
A Concluding Case Study
LG Fashion Week
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Digital
Digital Hand . Analog TouchMobile Cross-Media Strategies
Outdoor
Radio
TV
Our Vision
0329 LM
0329 LM
0329 LM
Interactive
Focused Revenue Growth with Convergence Media-Mix “Touching Everything”
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ADObjects, Inc.unded 2007New York | Tokyo | Vancouver
Responsive Agency
Launched
11.11.11
* Mobify based
*
*
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The Sea Change: Convergence
Social
Mobile Digital?
You
Me World
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Social (Collective Intelligence)
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1 Main Social Network
Real Community and Sharing
Facebook found a way to bring some simplicity to this chaos for
marketersAlto Consulting ( Australia)
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2X Shift Mindset over 1 Year
36%
>80%
2010 2011
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Goal: Best Use Social Media to reach your Market/Customers (Social CRM)
Existing Social Media
Own Content
Market
(Facebook, MySpace, Twitter,
Linked-in, etc.)
(Blog, Website,
Applications)
Face to face
Phone /SMS
E-mail LetterFax
Website Business
PartnerPOS
SOCIAL CRM
(Tools) New Marketing Old Marketing
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Key Methodology: “Engaged Fans” (Fan CRM)
….Once Grow Fans, the key is to get them Engaged with your Brand
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Usage:24 Min/ Day3.3 Times/Day
Source: ComScore
Facebook Mobile 1.5X Desktop
Facebook Mobile Facebook on PC
Usage:27 Min/Day2.3 Times/Day
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Social Summary:Cross-Media Social CRM with Facebook
A Cornerstone to Marketing Strategy
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DigitalWorld
(Screens)(Animating
the un-Animated)
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Connected Screens are Exploding
…….and we are just at the tip of the iceberg on connected experiences
DOOH/ kiosks/etc…In-HomeDesktopNetbookTabletPhone
>10X Day
<10X Day>10X Week
>10X Week <10X Month
Access Amount (Private) Access Experience (Public)© ADObjects-Inc All Rights Reserved
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Touch Points for Digital Displays
Times Square Digital Screens
Major Stadium Boards
Shops Display Cases
RentedRented or Owned Owned
Over Time and Cost Reduction
My Refrigerator
My Car Glass
My Mirror
Inven
tory
Valu
e/
Vie
wers
2011
What will it take before true ubiquity?
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Screen Cross-Media “Convert w/NFC”
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Screen Cross-Media “Engage TEXTING”~80% of guests recall seeing the
Signage
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The Turning Point ( Purchase Moment)Interactive Glass at the Point of Sale
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Digital Summary Connecting the Screen to build the Relationships= Revenue
( What is behind the screen is just as important)
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Mobile(Personal & Every Moment)
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525 Million
~400 Million
By 2013 the Worlds Internet Like the Ocean that surrounds
us!
• By 2013 ~2B Users Internet Around the World
• Mobile Internet Users passes Online 2010
• >700M Websites today Online
• Yet only Several 100K’s of Applications
Therefore
the Worlds Internet =
Mobile Internet© ADObjects-Inc All Rights Reserved
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The Inflection Cross-Over is Here
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Store82%
Sporting event36%
Doctor’s office55%
In plane14%
In church7%
Movie Theatre17%
(Smart Phones) Opportunity Cost or Lost: Extremely High Usage In-
Store
>60% of Smartphone users have done a
Mobile Search
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The App: Must Have the Right Purpose
Brand Marketin
g
Engagement and Loyalty vs.
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Mobile has Enabled the Flip the Funnel
Every Connected moment is a chance to communicate
(Sweet Spot for Apps)
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The New Strategic Marketing ParadigmThe Customer Hourglass looks at the entire experience
Jeremiah Owyang ( [email protected] )
Tasti-D-Lite rewards brand advocates with
points that translate into free products
Kraft’s top selling iFood app keeps
cooks coming back w/ recipes, coupons, &
sharing features
Delta flyers board with e-
boarding passes
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Would your business survive if your Web Site was Down?
Not having a the right mobile web strategy is like having your site down
1~2 Days of the week ( >20% Access)
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1) Poor Mobile Presence (Website=Mobile)
1) Search for Beyonce
* Or click on a shared SNL link on Twitter, Facebook or DIGG
2) >1Minute to load
End-User can not even get to a proper usable page !
3) Non-Working Website(This would piss me off, if I was Beyonce)
ADObjects, Inc © all rights reserved© ADObjects-Inc All Rights Reserved
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2) Silo’d Mobile Web Site
2) Mobile Site Home
3) Scroll Down
4) Scroll Down1) Search for info about SNL
* Or click on a shared SNL link on Twitter, Facebook or DIGG
5) Then get to an SNL Landing page only…..
End-User Needs 5-Actions to get to SNL Landing Page!
ADObjects, Inc © all rights reserved
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Ah-ha Moment Calmness ( it all connects back to Ubiquity)
““Leaving money on the table”Leaving money on the table” by not by not LeveragingLeveraging
Core Revenue Generating Core Revenue Generating Web Assets to Web Assets to MMobileobile
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Touching & Connecting Everything
Social
Mobile DigitalScreens
RESPONSIVE
WEB BASED
STRATEGY (HTML5)
LeverageEvery
Moment
The Connected Intelligence Animating
un-
animated
objects
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Responsive Design and Strategy
Phrase Coined in 2010 by Ethan Marcotte in his Book- ( We at ADO like to call it CROSS-
SCREENING)© ADObjects-Inc All Rights Reserved
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Example: BostonGlobe.com
This is a video of the Boston Globe site …. Grab your browser and Resize it
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Responsive Web Design Fastest Growth!
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Confidential Material
The Responsive WebValue
Proposition( 10 Core Reasons)
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1) Search for all Assets: Deep linking is critical
Must be 1-to-1 parity w/ Content
Links© ADObjects-Inc All Rights Reserved
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2) Social Link together: Exponential Discovery
1) Grow 2) Engage 3) Share 4) Viral
Shared Links Online-2-Mobile-2-Tablet is Exploding ( Fan-Engagement)
Facebook mobile users and that will likely hit over 50% by the end of 2012 (>500M)
Only Google attracts more USvisitors then the 45M Facebook gets per month on mobile web
30% of US mobile users access Facebook – over 64 million
“Like” Drives to Social
“Like” Drives to
Social
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3) Apps: The Responsive Web to Deliver Apps
Best Method of App Discovery is via Web ( Mobile Landing Page or
Mobile Banner) WEB MUST BE FIRST
Best Method of App Discovery is via Web ( Mobile Landing Page or
Mobile Banner) WEB MUST BE FIRST
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4) Avoiding Fragmentation | Compatibility Hell
All Android, iOS, Nokia, RIM Same browser = HTML5
Apps need to be re-releases for each different version of OS. Why deal with the costs each time Apple/Android/Blackberry/Microsoft, etc… launches new Version.
HTML5 is giving the experience of Apps, Convergence of all API’s ( Picture upload, link to internal apps, etc.. Will be coming by 2013. It is Google’s priority)
BlackBerry
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Confidential Material
Website Notebook Tablet Smartphone
5) Cross-Screen Applications: Multi-view Integration
Confidential © ADObjects Inc, All Rights Reserved
HTML5 Apps is becoming Ubiquitous: Now possible
1X across multiple formats
HTML5 Apps is becoming Ubiquitous: Now possible
1X across multiple formats
(Example around Responsive Maps App)
Reference
Only
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6) Cross-Platform ( HTML5 Ads) 1/2
Mobile is 6x more effective as a branding medium ( Insight Express)
Mobile Advertising has come a long way in technology of Rich-Media HTML5 Ad Units.
Selling online can be extended to offering an upsell opportunity for mobile! Engagement
Direct ResponseBranding Experiential
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6) Cross-Platform ( HTML5 Ads) 2/2
Mobile is more then just Smart Phones. Rich
media Ad Units
Companies like Pandora, Amazon created HTML5 Web Apps
Interactive Content Rich-Media HTML5 Ad Units extend to iPad
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7) Holistic CRM/ One Data-base ( i.e. Boston Globe
Digital Subscriber)
Business models for Publishers Evolving Cross-Media
sms,email,social crm
Does not matter where you sign-up, Access everywhere
Can lead some unique Freemium models as well as ARPU calculations cross-platform
Social Widgets are also pervasive
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8) Contextual UI ( Location, Time, Behavior)
Different optimized Layouts for different screens ( Leveraging different style sheets )
Guide Board/ MenuTabletMobile
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Reserved
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9) Rich User Experiences Work ( Video)
Rich Media with Social Sharing work Across Screens
Safetyathome.com ( UL) UI Example
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10) Pulling together the Cross-Screen Data: Analytics
Put your resources and time into the Analyticsbit.ly/100ways ( 100 Ways to Measure Social media)
By David Berkowitz, 360i
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Concluding Case Study
Video of LGFashionweek.ca
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Simply: Calmness after the storm
ThinkResponsiv
eWeb
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Summary: Pulling it all together
CMS Data-AnalyticsCRMeCommerce Solutions
Connect
Retail/
POS/ Inventory/
Logistics/
Systems
Connect to Cloud and
HTML5
Web Solutions Systems
Smartphone Tablet Desktop ( Website)
Digital-In-StoreDigital-Outdoor
Web Based/ Cloud System © ADObjects-Inc All Rights Reserved