Welcome to modern marketing! Desktops, mobile phones, Digital signage, TV’s, tablets, netbooks, mini-tablets… the list of connected devices your customers are using to consume your marketing never stops growing! The modern marketing world is a myriad of screen sizes and effective calls to action. What are the best choices? The landscape of consumerism has changed in a few short years allowing our customers more choices for reading, watching, communicating, socializing, shopping, and making purchase decisions.

1. The mobile revolution continues
Thomas Robbins, Chief Evangelist, Kentico CMS

2. Who are we?
Kentico CMS is one of the
most powerful Customer
Experience Management
Systems and Content
Management Systems on the
planet. With over 18,000 web
sites in 90 countries it is used
for everything from simple web
sites to complex applications.
Kentico CMS is easy to
install, simple to manage and
reliable.

3. Agenda
• Welcome to the multi-screen world
• Call to action (CTA)
• Is there an app for that?

4. Welcome to the multi-screen world

5. Guess what…
Growth of the
Mobile Web
Has outpaced
growth of the desktop web

6. A new world…

7. Looking at the numbers…
A few stand out stats:
• Source: The Rise of Mobile
• There are currently projected over 6 Billion mobile subscribers
worldwide
• This equals approximately 87% of the world’s population
• China and India account for 30% of this growth
• There are over 1.2 Billion people accessing the web from their
mobiles
• Over 300,000 mobile apps have been developed in the past 3
years
• Google earns 2.5 Billion in mobile ad revenue annually
• Android is running half of all smartphones shipped
• Source: Kentico Mobile experience survey
• 85% of smartphone owners use their mobile devices to
compare companies, products, services and prices before
purchase
• 45% will do the comparison from the store location
• 78% of smartphone owners, 75% of table owners and 69% of
laptop owners say it all comes down to look and feel of a
companies website
• 76% of smartphone and 78% of tablet users return to
websites that perform well on their mobile devices

8. How do we talk about it?

9. That’s confusing!

10. Does this sound familiar?
• Consumers want..
– Products, service or
location information
– Answers to questions
– More information
about…
• CMO want…
– Data driven marketing
– Marketing relevance
– Channel integration
– Consistent personalized
customer centric
marketing
With the constant growth of the web, and more and more people getting connected every
day, Content Management Systems CMS Customer Experience Management CXM Web
Engagement Management WEM digital marketing has become a necessity for many
organizations. This also includes small businesses that wants to trade online and make a name
for themselves on the web.
The web is crowded with information. If you have a website, can your audience reach you to
find the answers?

11. Let’s ask the analysts?
“Overlapping or related terms and concepts include "Web experience management (WEM)"
and "customer experience management/platform (CEM and CXM)."
Source: Hype Cycle for Web Computing, 2013
Source: Hype Cycle for Content Management, 2013 Source: Hype Cycle for Web Computing, 2013

12. How should we talk about it?

13. Content marketing is….
Social Media
SEO
Customer
Engagements
Sales
Process
Content
Marketing
Content is currency in today’s world!
Content marketing is an umbrella term encompassing
all marketing formats that involve the creation and
sharing of content in order to attract, acquire and
engage clearly defined and understood current and
potential consumer bases with the objective of driving
profitable customer action. Content marketing
subscribes to the notion that delivering information to
prospects and customers drives profitable consumer
action. Content marketing has benefits in terms of
retaining reader attention and improving brand loyalty.
Source: Wikipedia
Successful Mobile Marketing is
Content Marketing

14. Corporate objectives of content marketing
• Strong and relevant content enhances the position
of your company and shows that you are innovative
and aware of the latest trends.
Recognized as an
expert
• Providing content at predictable and regular
intervals encourages customers to keep in touch
with your band.
Maintain existing
customers
• Great content demands sharing and relevant
content arouses the interest of new prospects and
makes them investigate your brand.
Grow your business
• Great content guarantees that your company has a
wider reach on social media.
Increase social
media reach

15. Mobile promise (context)…
Mobile user expectations
• Users want near real-time
access to information in the
palm of their hand.
• They expect technical
stability.
• They want up-to-date,
credible information and
content.
• They want our applications
to work.
Behaviors to keep in mind
• Mobile users engage in short activity
bursts. Open the phone, do something
and then move on.
• Mobile users want to continue their
experience between devices. Lay one
down, pick another up and keep going
where they left off.
• People will multi-task with their devices.
Understand that when designing. How
much attention is really focused on
content? They may be shopping online,
texting or researching.
• Most mobile device usage happens
between 8:30 AM and 1:00 PM. On
average, people spend 47 minutes each
day using their mobile devices, but that’s
in chunks: a little bit here, a little bit there.

16. Research:The mobile mindset…
Source: Yahoo! research

17. What’s your mobile content strategy?
Current mobile
traffic with
Google…
Getting started with a mobile content
strategy
1. What’s your current mobile statistics?
2. What’s your timeline and budget?
3. Who is your target audience?
4. Is there a target platform?
5. What are the application features and
functionality?
6. What are the developer skills?

18. Content deployment choices..
Solution DrawbacksAccess Methods
Two site maps
Separate navigation, site
map and page content.
Easy to implement reusing
existing skills, hosting and
content.
Mobile Sub Site
Create a separate site
alongside the existing site to
serve mobile optimised
content.
Which
access
methods
do you
require?
New skills needed.
Could break existing site.
Complexity
Standards not ratified.
Single screen to rule all.
For example; different
menu formats, or switching
between column or row
content layout.
Responsive Design
Enhance existing site so that it
dynamically changes to
support mobile.
The Web
Search Engines
Other Sites
Banner Ads
Printed Media
Web Address
QR Codes
Different versions of the
application needed for
Apple, Android, Windows,
Blackberry, etc.
Requires continued
maintenance as platforms
change.
Essential for high end
gaming.
Works without a network
connection.
Native/Hybrid
Applications
Create a program that runs
on the mobile device
independent of the browser
or internet.
Application
Stores
Benefits

19. The rest of the story…
Solution Time to build
solution
Ease of delivery Cost
Mobile Sub Site Typically less than a
day
Simple to test using
existing processes
and environment
Responsive Design Upfront planning/
Variable depending
on complexity of
site
Modification to
testing processes
and environment
essential
Application stores Typically more than
2 weeks
New testing
infrastructure and
processes required
Summary

20. Responsive design is…
Is a flexible, device
independent design for
the web

21. Responsive design IS…
• A Developer problem/solution!
• Google recommends responsive
design for better SEO!
• Components
– Fluid grids
– Fluid media
– Media queries
• Examples
– http://www.ecentricarts.com/
– http://www.newbornfree.com/home
– http://www.microsoft.com

22. Responsive design ISN’T…
• A single technology
• A magic formula
• A quick fix
• Easy
Can you say PLANNING!

23. Best practice – Size matters
• Smaller screen requires
usable and flexible
creative.
• Vertical menus make
mobile browsing easier
for consumers.
• Be careful of any
content with heavy
graphics.

24. So many devices…
3 Layouts
4 Layouts
6 Layouts
Source:
http://www.metaltoad.com/blog/simple-device-diagram-responsive-design-planning

25. Best practice – Psychology of search
• Different devices will search
for different keywords
• Mobile device users will look
for short tail keywords
– One or two word phrases,
such as “Seattle weather”
– These are broad and
commonly searched
keywords.
– more competition for short
tail keywords as they are more
commonly used.
• Consider the Impact of
Google Autocomplete

26. Best practice – Maximize your social impact
• Embed social features
across mobile
• Ask for permission, once
• Include maps,
directions, phone
numbers and other geo-
location services on
your social sites.
• According to Nielsen’s State of
the Media: Social Media Report
2012, time spent on mobile social
apps is up 76% in 2012 from 2011
and 30% of the total time spent
on a mobile device is consumed
by surfing social networks

27. Best practice – Link location matters
• Each mobile page needs link to desktop
homepage
• Location matters – place desktop link in a
clearly marked area of mobile site.

28. Call to action (CTA)

29. Best practices - CTA
• Be visual
– Think beyond the written word
– Be brief… be consistent… be gone!
• Be funny (not not to funny)
– Be creative
– Not to funny.. Or your not serious

30. Best Practice – Increasing CTA
• Adapt to different devices
– Test to make sure they render correctly on different mobile devices and
consider different options for different devices.
• Make it colorful
– Use a color that ensures it
doesn’t blend or match with
other buttons.
• Make it massive
– CTA’s should be the biggest link
on the page to reduce frustration
and abandonment rate.
• Create a sense of urgency
– Test different tactics to see what
works.
• Test..test.. and test
– Testing will ensure that you have the best CTA (A/B and MVT testing is your
friend)

31. Is there an app for that?

32. Application platforms
•Stored and run locally on the device and have
full access to the platform and hardware
•Obtained from application stored that includes
a lead time and approval process before
deployment
•Developed on the default language of their
respective platform
Native
Application
•Largely based on web technologies running
within a native application mimicking the look
and feel of a native app.
•Leverage the device feature to run a web
application locally
Hybrid
Application

33. Native apps…
•Performance intensive applications
•Disconnected or offline apps
•Games or apps with rich visuals
•Applications requiring heavy interaction with local data or hardware APIs (camera, GPS,
etc)
•Applications ruining in the background or requiring background processes
•Applications targeting a single platform
Best for
•Absolute best performance and rich UX experience, no visual lag or slowness
•Full access to the hardware, capabilities and API’s
•Marketing boost from app store distribution
•Applications that can be tailored to take advantage of platform specific UI paradigm
•Most mature, well documented and vendor supported development options
Advantages
•Has to be re-written for each mobile platform
•App store approval mandatory
•Native application development skills harder to find than web development skills
•Platform vendors take a cut of purchase
•Generally the most expensive option
•Deployment and updates are slower, more difficult
Disadvantages

34. Hybrid applications…
•Applications with basic user interface and functionality
•Business applications
•Content applications
•Wrappers around mobile and web applications
•Applications targeting multiple platforms
•Applications that won’t be judged on UI speed/performance
Best for
•Write once, run anywhere – application doesn’t need to be rewritten for each platform
•Web development skills easier to find than native development skills
•Able to access most hardware and capabilities and APIs
•Applications still distribute via App stores
•Web based app content can be updated more easily
Advantages
•UI is lowest common denominator between platforms
•Write once – debug everywhere – still need to spend time ironing out platform issues
•Performance varies between mobile platforms
•Applications store approval still mandatory
•Platform vendor still takes a cut of revenue
•Deployment and upates of the applications (via app store) is still slow and difficult
Disadvantages

35. Short list recommendations…
• Performance intensive applications
• Marquee applications that can’t compromise on user experience or performance
• Applications for offline or disconnected requirements
• Games or applications with rich visuals
• Applications that require background processing
• Applications requiring heavy interaction with local data or device hardware
• Where cost savings and cross platform code sharing is not a goal
• Where a single device or platform is targeted
Native applications
• Work well for business and content applications with a basic user interface and
functionality requirements
• Targeting multiple platforms
• Adding native functionality to existing web applications or creating a native
wrapper around a mobile web site
• Work well for creating a simple mobile optimized version of an existing site
Hybrid applications

36. Wrap up…
• Define your mobile
strategy
• Consider your
audience
• Test your CTA!

37. Questions…
Thanks!
Thomas Robbins, Kentico CMS Chief Evangelist
Check out the Digital Marketing University
for more great content!
Email: thomasr@kentico.com
Twitter: @trobbins
Twitter: @MYMKTING