extreme makeover digital ecosystem edition
Post on 28-Jan-2015
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Digital Ecosystem Makeover Primer
09.06.2012
Mobile is Coming; Mobile is Here!
Your customers are advanced mobile users…
New device types are being announced on a weekly basis…
Expectations are exceeding your mobile capability…
The external pace is accelerating and business impact is rising
How do you prioritize/implement your specific mobile strategy and tactics?
How do you connect strategy and tactics to meaningful KPI’s?
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Mobile is Coming; Mobile is Here!
WTH SHOULD YOU DO?
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Mobile is Coming; Mobile is Here!
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START WITH THE RIGHT QUESTIONS
Mobile is Coming; Mobile is Here!
Common Mobile Starting Points
We often hear questions and imperatives such as:
– App or Site?
– What can I do fast?
– The President/C-Level Executive wants an App
– Responsive design?
– What do I do now with my App or mini site?
– How to rollout?
Great questions, and we will address them today…within the context of your audience, ecosystem and business goals
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Mobile is Coming; Mobile is Here!
Better Mobile Starting Point Questions
How should mobile fit into my digital ecosystem and strategy?
Where are the opportunities for mobile to make the most impact?
How should I adjust my mobile roadmap given the advent of new solutions?
What is the right trajectory to move from today to tomorrow?
How much should I invest?
Where are the quick wins?
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Mobile is Coming; Mobile is Here!
Today
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User Journey
Research Plan BuySupport and
Advocate
20132013+
Websites
Microsite Portals
CommunitiesToday: Entire ecosystem is primarily optimized around desktop
Mobile is Coming; Mobile is Here! 8
Tomorrow
20132013+
Future Ready Digital Ecosystem
Websites
Microsite Portals
Communities
Tomorrow: Entire Ecosystem is device and context ready based on how users interact with you
[tbd]
User Journey
Research Plan BuySupport and
Advocate
Mobile is Coming; Mobile is Here!
ROADMAP
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You can get there from here.
Mobile is Coming; Mobile is Here!
•Lower Reach•Create New/Discrete Experiences
•Higher Reach•Extend/Enrich Existing Experiences
Digital Strategy/Roadmap and Analytics
Get Strategic Grounding
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Mobile is Coming; Mobile is Here!
Business and Audience Questions Are Starting Point For Roadmap Decisions
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Mobile is Coming; Mobile is Here!
Mobile Marketing - Start With What You Know
Consider:
Building mobile optimized landing pages to support campaign activities
Developing mobile ready email templates to build engagement
Auditing your SEO results on Mobile. Create a plan for mobile SEO optimization
Optimizing SEM campaigns specifically for mobile
Integrate SMS reminders into application process to increase yield
Capture cell phone numbers from prospect and students to build dbase
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Mobile is Coming; Mobile is Here!
What Does Your Mobile Roadmap Look Like?
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Find a way to get traction.
Don’t tackle the home page first.
Find a project out of the eyes of the naysayers.
There is no “one size fits all”
Mobile is Coming; Mobile is Here!
How should I think about budgeting for Mobile in 2013+?
For platforms and programs, consider:
Using the projected % of traffic or media consumptions as a proxy for budgeting
What % of your web traffic or audience attention will be Mobile/Touch-first in 2013? Or to be more forward looking 2014 or 2015?
Adjust based on potential ROI
Back of the envelope, super-caveated guesstimate range: 20-50% of digital budget should be spent on mobile
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Mobile is Coming; Mobile is Here!
Not Just About a Website…
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Creative or campaign brief Web development process QA process Budgeting Web design mindset Talent pool Etc…
It’s about your thinking and your behaviors…
Mobile is Coming; Mobile is Here!
WHERE ARE WE HEADING?
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Mobile is Coming; Mobile is Here!
Pace of Change is Unlike Anything We’ve Experienced
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“Mobile web is growing 8x faster than Internet.” - Google, 3/12
“…Mobility will be the provision of the future. Fast forward 5 – 10 years … the answer will always be mobile first.”- Eric Schmidt: CEO Google (2010)
Mobile is Coming; Mobile is Here!
Unprecedented Mobile Revolution Impacts Roadmap of Your Projects, Platforms, Programs and Career
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Mobile is Coming; Mobile is Here!
Between 2013-2016…
Touch-first/mobile operating systems are the new “desktop” experience (Win 8; IOS/Lion)
Mobile internet usage eclipses desktop
Majority of email opened on mobile device
Most local searches are performed on mobile
7 connected devices per U.S. citizen
85% of cars will be Internet connected
Tablets will be the primary PC for many; 112.5M U.S. consumers by ‘16
Global mobile connection speeds increase 9-fold by 2016
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Mobile is Coming; Mobile is Here!
Growth Impacts Marketing, Not Just Sitesand Apps
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Mobile is Coming; Mobile is Here!
Does This Gap Remind You of Anything?
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Mobile is Coming; Mobile is Here!
With More at Stake, Pace of Technology Innovation Only Accelerates…
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Mobile is Coming; Mobile is Here!
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…And This Innovation Spurs New Behaviors and Higher Expectations
Mobile is Coming; Mobile is Here!
THANK YOU!
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Mobile is Coming; Mobile is Here!
Who We Are
Mike Stutman
SVP, Strategy and Innovation
michael.stutman@theprimacy.com
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Full-service digital agency
Interactive focus for 11+ years
Technical DNA
http://theprimacy.com
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