The tablet experience of your website used to be an afterthought but with over 30% of UK households now owning a tablet, marketers can’t afford to ignore this touch-point for their brand. However, the proliferating number of devices and techniques for optimising websites for the tablet consumer has left many marketers struggling to provide the tablet experience that customers expect.
Fusionworkshop will explore how your content experience can be managed for the tablet, provide examples of how some brands are leading the way and examine the growth in tablet use by specific demographics, such as seniors.
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Take the Tablet - how to ensure your brand captures the growing tablet audience
1. Brought to you by In association with
Take the Tablet:
Ensure your Brand Captures the Growing Tablet Audience
The webinar will begin shortly
Listen via your computer speakers or on the phone
UK: +44 (0) 20 7151 1875
Access Code: 340-722-885
2. Today’s Speakers
Ensure your Brand Captures the Growing Tablet Audience
Nick Van Noorden
Head of Marketing
Fusionworkshop
Noelle McElhatton
Consultant Editor
Marketingfinder.co.uk
Danny Wyatt
Design Consultant
Fusionworkshop
3. Interact with us
Ensure your Brand Captures the Growing Tablet Audience
Follow the conversation on twitter #TaketheTablet
4. 1. The Tablet explosion
2. How people are using Tablets
3. A real world Tablet project
4. Big pitfalls
5. Is it all worth it?
Take the Tablet…
5. The Tablet Explosion
“Over 30% of UK households now own a tablet”
Mintel.
“Tablet computers have disrupted markets and outperformed analyst
predictions from the start”
McKinsey Research
“By 2017 more than 52% of the UK population will have access to tablets”
Emarketer.com
“Tablets have changed the technology landscape for seniors”
McKinsey Research
6.
7. Factors fuelling Tablet growth
Pricing
Replacement of old models
Cannibalisation of laptop/PC
market
Business adoption
Education market
(Research from McKinsey – 5 factors fuelling tablet adoption)
11. Quick Poll
Take the Tablet:
Ensure your Brand Captures the Growing Tablet Audience
12.
13. Nutrition Expert identified three segments:
Segments
• 45+ Health Concerned
• Active Retired
• Cyberchondriac
14. Tablet tipping point
“ Our research indicated that in 2014
our tablet traffic will pass the 50%
mark. We need our customers to
have a rich and intuitive browsing
experience on all devices…”
- Nutrition Expert
15. Touch screen
Adjustable text
Portability
Benefits for seniors
16. Meet business objectives and provide ROI
Support relationships and drive innovation
Have focus and purpose
Have a life cycle
Content has to earn its place and…
21. Mobile design philosophy
1997 - Adaptive web sites “Adaptive web sites: an AI challenge” - Mike Perkowitz, Oren
Etzioni
2000’s - (early) Liquid design emerged in the “what is Liquid Design” - Nick Wilson
2005 - The W3C mobile web Initiative (MWI) recognises the need for more
web accessibility on mobile platforms
2007 - The first iPhone is released and 3G networks and
smartphones start to gain more traction
2009-2010 - “Responsive web Design” - Ethan Marcotte
2011 - “Adaptive web design” - Aaran Gustafson encapsulates
some of the methods being used to satisfy mobile needs.
23. Quick Poll
Take the Tablet:
Ensure your Brand Captures the Growing Tablet Audience
24. The big pitfalls
1. Taking content out rather than building up
2. Poor treatment of images
3. Assuming where users are browsing
4. Forms and ecommerce
5. Reinventing the wheel
27. Was it worth the effort?
Traffic is up 15%
Over 50% of views are from mobile/tablet
Conversions from search have doubled
Bounce rate has halved
Time on site is up 30%
28. 1. Start thinking ‘Tablet’ today!
2. Consider how customers consume content
3. Think ‘build-up’ not ‘take-away’
4. Give the best experience for each device
5. Know the options open to you
Key takeaways
29. Your Questions
Ensure your Brand Captures the Growing Tablet Audience
Nick Van Noorden
Head of Marketing
Fusionworkshop
Noelle McElhatton
Consultant Editor
Marketingfinder.co.uk
Danny Wyatt
Design Consultant
Fusionworkshop
30. 3 Great reasons to fill out the exit survey
1. You can give us your feedback
2. You can request your free copy of ‘The
Digital Design Shift’
3. You can request your free copy of ‘The
Virtual Presenter’s Handbook’
31. Thank You
Brought to you by In association with
Take the Tablet:
Ensure your Brand Captures the Growing Tablet Audience
Notas do Editor
Nick / Danny
N Clearly you have to Start thinking ‘Tablet’ today!
N Think about how your customers consume content – where they are and what they might be doing in parallel. It has to be an outstanding experience to compete!
D Think ‘build-up’ not ‘take-away’
D Give the best experience for each device
D Know the options open to you
‘Whatever approach you take…’
There is no right or wrong method, you need to consider what your mobile users are doing and want to do, this may be very different from your desktop users. Keep in mind that more and more consideration are making their way into desktop site especially when you consider the new wave of touch screen laptops and desktops that have been making their way onto the market this year.