delivering the right mobile experience with drupal
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05.29.2012
Delivering The Right Mobile Experience With Drupal
Tuesday, May 29, 2012
2
AGENDA
- Intro to VML- Mobile Action Items- Mobile Landscape- Case studies
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FACTS
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FACTS Founded in 1992, VML became part of WPP Group in 2001.
More than 1,200 VMLers around the world.
Creative solutions at the intersection of marketing and technology.
Tuesday, May 29, 2012
Tuesday, May 29, 2012
Creative solutions at the intersection of marketing and technology.
INNOVATION
KNOWLEDGE
CR
EA
TIV
ITY S
TR
AT
EG
Y
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®
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Big agency capabilities and experience.
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VML named one of “Ten Standout Shops” in Ad Age’s 2012 Agency A-List Rankings.
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ACTION ITEMS
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10
MOBILE ACTION ITEMS
Strategy- As Google states “Win the moments that matter” - define
you value prop by determining what the customer wants to do with your brand on mobile
- Consider local and in-store- Review competitors in the space
Org- Designate mobile owner, either at client or within your org- Run education sessions to get all team members aligned
on opportunity- Get every one in your org to review all campaigns with
mobile lens
Insights- Build mobile profile of target - update every quarter -
distribute- Integrate mobile data into scorecard
Integration- Audit touch points - identify opportunities for mobile to
bridge
Mobile Web- Priority number 1 - ensure good experience to meet organic
demand- Consider mobile web first for end point for any mobile
extensions you build
App- Essential to activate- Proceed with caution
Search- Create mobile specific search campaigns
Media- Consider HTML5, tablet unit for rich experience- Review level of mobile media spend as part of overall mix
Tablet- How does our website function on tablet- Project traffic from tablets for next 12 months
Communication- Consider mobile in any email, social, SMS communication
undertaking
Strategic Considerations Implementation Considerations
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11
MOBILE ACTION ITEMS
Strategy- As Google states “Win the moments that matter” - define
you value prop by determining what the customer wants to do with your brand on mobile
- Consider local and in-store- Review competitors in the space
Org- Designate mobile owner, either at client or within your org- Run education sessions to get all team members aligned
on opportunity- Get every one in your org to review all campaigns with
mobile lens
Insights- Build mobile profile of target - update every quarter -
distribute- Integrate mobile data into scorecard
Integration- Audit touch points - identify opportunities for mobile to
bridge
Mobile Web- Priority number 1 - ensure good experience to meet organic
demand- Consider mobile web first for end point for any mobile
extensions you build
App- Essential to activate- Proceed with caution
Search- Create mobile specific search campaigns
Media- Consider HTML5, tablet unit for rich experience- Review level of mobile media spend as part of overall mix
Tablet- How does our website function on tablet- Project traffic from tablets for next 12 months
Communication- Consider mobile in any email, social, SMS communication
undertaking
Strategic Considerations Implementation Considerations
Drupal lays the foundation for
mobile implementation
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12
MOBILE ACTION ITEMS
Strategy- As Google states “Win the moments that matter” - define
you value prop by determining what the customer wants to do with your brand on mobile
- Consider local and in-store- Review competitors in the space
Org- Designate mobile owner, either at client or within your org- Run education sessions to get all team members aligned
on opportunity- Get every one in your org to review all campaigns with
mobile lens
Insights- Build mobile profile of target - update every quarter -
distribute- Integrate mobile data into scorecard
Integration- Audit touch points - identify opportunities for mobile to
bridge
Mobile Web- Priority number 1 - ensure good experience to meet organic
demand- Consider mobile web first for end point for any mobile
extensions you build
App- Essential to activate- Proceed with caution
Search- Create mobile specific search campaigns
Media- Consider HTML5, tablet unit for rich experience- Review level of mobile media spend as part of overall mix
Tablet- How does our website function on tablet- Project traffic from tablets for next 12 months
Communication- Consider mobile in any email, social, SMS communication
undertaking
Strategic Considerations Implementation Considerations
Today’s Focus
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MOBILE LANDSCAPE
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DATA HIGHLIGHTS
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High GrowthIn many parts of the world, the mobile channel is the fastest growing marketing channel, as measured by media spend
increases and consumer behavior shifts.
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16the statistical story
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17the statistical story
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Mobile apps are also exploding
18the statistical story
• Dominated by Apple/iTunes• Launched iTunes App Store in Jul 2008• Jan 2011 reached 10B apps downloaded
• 2.5 years to 10B app downloads
• 9+ years to reach 10B music downloads
**Note: With the increase of sites that leverage responsive design and app-like functionality, that growth will begin to decline.
©2011 VML
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19the statistical story
• Other projections (Gartner) more aggressive 208M by 2014
• iPad remains dominant
Tablets expected to surpass laptops
source: Forrester
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Always OnCustomers are shifting their behavior to the mobile channel, indeed their mobile device is always with
them.
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21the statistical story
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22the statistical story
45%Users check their phone first
thing in the morning.
82%Over 4 in 5 shoppers use
their mobile device while
shopping.
86%Over 4 in 5 mobile
phone owner use the
mobile internet while
watching TV.
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Unique & EffectiveMobile allows you to reach new customers, it also provides the opportunity to connect existing
channels, for example print with digital.
Tuesday, May 29, 2012
24the statistical story
49%Over 49% of ESPN’s
audience only visit their
mobile properties
1 footServices such as
ShopKick allow
advertisers to delivers
rewards only to users
who enter the actual
store, accurate to 1 foot.
4X-5XInsight Express have found on
average that mobile advertising
is four to five times more
effective than online advertising.
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MOBILE CHANNELS
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OFFERMobile Channel
26
The mobile channel provides powerful ways to start, enrich and continue a conversation with your target audience.
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27Mobile Channels
Text Message Campaigns
Mobile WebSites, HTML5, search
LBS + QR Codeslocation-based-services
Apps + AR + NFCAR = augmented reality
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28Mobile Channels
Text Message Campaigns
Mobile WebWAP, Video, Search
LBS + QR Codeslocation-based-services
Apps + ARAR = augmented reality
Simple text messages (SMS) and Multimedia messages (MMS) can be received by virtually every mobile phone on the planet.
They are simple and effective ways to contact and inform customers.
The most widely used communications protocol in the world.
They can be used to trigger: alerts, contests, voting, WAP sites or download content or app’s.
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29Mobile Channels
Text Message Campaigns
Mobile WebWAP, Video, Search
LBS + QR Codeslocation-based-services
Apps + ARAR = augmented reality
Mobile sites are specially designed internet sites which are optimized to be viewed in the phone’s online browser.
Brands can also buy banner ads on mobile sites similar to standard websites.
Consumers increasingly expect an elegant mobile web experience and are quickly frustrated by a poor mobile experience.
Tuesday, May 29, 2012
30Mobile Channels
Text Message Campaigns
LBS + QR Codeslocation-based-services
Apps + ARAR = augmented reality
Mobile SEO/SEMWAP, Video, Search
Paid Search:Relevant focus strategies include: focus on special offers, focus on seasonal times, and focus on location.
Narrow target by device, carrier, geo-location, browser capability and don’t forget click-to-call.
8-10% of all searches in 2010 happened on mobile (according to study by RBC Capital Markets)
Mobile SEO:Mobile search engines have different bots and algorithms than those used for traditional web search.
Tuesday, May 29, 2012
31Mobile Channels
Text Message Campaigns
LBS + QR Codeslocation-based-services
Apps + ARAR = augmented reality
Mobile video is taking off in parallel with 3G & 4G adoption.
Brands can create made-for-mobile videos on their site, leverage YouTube or even build video into their app’s.
Mobile VideoWAP, Video, Search
Tuesday, May 29, 2012
32Mobile Channels
Text Message Campaigns
LBSlocation-based-services
Apps + ARAR = augmented reality
Mobile WebWAP, Video, Search
FoursquareUsers receive mobile-exclusive deals or tips as they check into specific locations.
ShopkickEarns “Kickbucks” redeemable for in-store goods at participating retailers as users check into their locations. Enables automatic check-ins.
GrouponRetailers offer geo-targeted deals that unlock when enough participants commit to “buying” the item. Groupon Now has check-in’s, is global, 7K employees, $1B IPO and $20B valuation makes Groupon one to watch.
Tuesday, May 29, 2012
33Mobile Channels
Text Message Campaigns
LBSlocation-based-services
Apps + ARAR = augmented reality
Mobile WebWAP, Video, Search
Google OffersCurrently in beta (select cities). Google Deals is like Foursquare meets Groupon. Check-in with “Places” and the pay with google Wallet.
livingsocialFounded the year before Groupon (’07); $500M Revenue, 200 markets vs. Groupon’s 500+. But, better retailer cut & sharing with 3 friends who buy the deal makes yours free.
Facebook Deals / PlacesFacebook and Google’s reach could swamp Groupon & livingsocial -- especially since FB’s friend bonus has a built-in 130 friends on average a click away + powerful ad platform.
Tuesday, May 29, 2012
34Mobile Channels
Text Message Campaigns
Mobile WebWAP, Video, Search
QR Codesready for primetime (?)
Apps + ARAR = augmented reality
QR Codes (Quick Response) are 2D barcodes that represent up to 4298 alphanumeric characters.
A QR Code can launch a website, open a video, link to coupon or serve as an electronic business card. Back-it-up with a shortcode.
graphic courtesy of JumpScan.com
Tuesday, May 29, 2012
35Mobile Channels
Text Message Campaigns
Mobile WebWAP, Video, Search
QR Codesready for primetime (?)
Apps + ARAR = augmented reality
In-store and at point-of-sale, QR Codes can link to reviews, product information,
video tutorials and expert advice.
Tuesday, May 29, 2012
36Mobile Channels
Text Message Campaigns
Mobile WebWAP, Video, Search
QR Codesready for primetime (?)
Apps + ARAR = augmented reality
In print, QR Codes can unlock additional content and drive to richer digital
experiences.
Tuesday, May 29, 2012
37Mobile Channels
Text Message Campaigns
Mobile WebWAP, Video, Search
QR Codesready for primetime (?)
Apps + ARAR = augmented reality
Apps allow developers to leverage native aspects of the device such as the camera, GPS, accelerometer and provide greater performance than the web for services such as games. However, as mobile evolves we are seeing more and more of this functionality available on mobile websites.
They allow publishers to distribute through app stores (ie: iTunes or Android market).
Tuesday, May 29, 2012
38Mobile Channels
Text Message Campaigns
Mobile WebWAP, Video, Search
QR Codesready for primetime (?)
Apps + ARAR = augmented reality
Augmented reality combines the device’s camera, GPS and compass to overall digital information about the current location. See right for Yelp’s & Wimbledon’s use of AR.
Tuesday, May 29, 2012
39Mobile Media
Mobile Banners:
• Clickable image-based static ads.
• Minimal intrusiveness.
• Variety of sizes and positioning options on page.
Floating Ads:
• Persistent placement: Stays visible as user scrolls down the page’s content.
• Greater visibility than banner ads.
• Higher user engagement at the cost of higher intrusiveness.
Full-Screen Ads:
• Available in expandable, interstitial, or pre-expanded formats.
• Can integrate additional features, such as: hotspots triggering overlays, photo galleries, video, dynamic feeds, etc.
• Intrusiveness varies.
In-Game Media:
• Wrapper ads: a few seconds of advertising a the beginning or end of a game.
• In-game ads: images or backgrounds within the game during play.
• Interstitial ads: Short video clips pushed in between gameplay.
Tuesday, May 29, 2012
40Tablets
Tablet Devices
11 million tablet devices were sold in 2010, Gartner predicts more than 55 million tablets will sell in 2011. Apple, Research In Motion, Samsung, LG, HTC, Acer, Cisco, Dell, Motorola, OpenPeak and Viewsonic will all have their own tablets in 2011. Though Apple’s iPad and iPad 2 account for most of the current tablet marketshare.
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41App vs Web
! iOS and Android devices continue to grow
! New players and devices are emerging
! Build once/Deploy all is elusive ! Prone to problems ! Limits phone features
Mobile is a moving target
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42App vs Web
Apps are expensiveThe fragmented device/OS space makes it difficult to build apps on the cheap while solving for the
widest number of handset. This is one of the biggest advantages of the mobile web.
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43App vs Web
! PROS ! Circumvents app stores ! Direct access to
customers ! Control the update
process ! Avoids revenue sharing
! CONS ! HTML5 is not as powerful
as other options
! Loses visibility of iTunes
! HTML5 feature support is not standardized in mobile
HTML5 Provides the capability to create cross-platform web applications
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44Mobile Channels
Image Recognition Technology relies on visual cues and patterns to identify specific objects and match them with Internet content.
Scan an object through the camera on your phone, and your phone will recognize the object and provide additional information, without the assistance of tags or barcodes.
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infographic from “Indexed”©2011 VML
Mobile Channels
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©2010 VML
Two Things to
Remember
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©2011 VML
1. Do not look at MOBILE as a siloor withtunnel vision
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48Mobile Channels
• Exciting extension, lots of possibilities• Make mobile a key part of the overall roadmap• Complement and augment your brand with the
data, relationships, functionality, content and add value unique to the mobile channel/experience
mobile content websites online marketing
Mobile is a part of your digital ecosystem
searchsocialeCRM
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©2011 VML
2. It’s about them,not us...
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WAYS TO THINK ABOUT MOBILE
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VML Mobile
Strategy 51
Mobile First
Mobile first is concept of building your website, app or campaign for mobile before desktop.
It:
• Prepares for growth
• Forces focus
• New way of thinking
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VML Mobile
Strategy 52
Mobile Behavior
Below is a useful set of groups to think in when defining what your mobile service or campaign will achieve
•Lookup/Find (urgent info, local)
•Explore/Play (bored, local)
•Check In/Status (repeat/micro-tasking)
•Edit/Create (urgent change/micro-tasking)
Source: Mobile First, Luke Wroblewski
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VML Mobile
Strategy 53
Source: Mobile First, Luke Wroblewski
Don’t make the mistake of assuming you can just port content straight from the desktop to mobile
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VML Mobile
Strategy 54
Source: Mobile First, Luke Wroblewski
There is limited real estate on mobile, prioritize content over navigation in your experiences. ESPN and YouTube are examples below where content takes up the majority of the screen.
Content over Navigation
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CASE STUDIES
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CASE STUDIES
- Mobile Specific- It’s all about the user- More specialized (app-like experience)
- Responsive (adaptive)- It’s all about the content- Provides full site experience
- Drupal is a great platform for either
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CASE STUDIES
- Mobile Specific- It’s all about the user- More specialized (app-like experience)
- Responsive (adaptive)- It’s all about the content- Provides full site experience
- Drupal is a great platform for either
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VML
Why mobile specific?
Book or change reservations from anywhere in the world
Find Hotels
Leverage hotel loyalty programs
Save customer preferences and previous reservation information
Find special o!ers
Carlson Hotels
Solution:
Built family of mobile-specific sites
Provide a consistent, user-focused application across all hotel properties
Mobile traffic increased by 231% and mobile reservations increased by 273%
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VML
GlobalNET Why mobile specific?
Mobile site required delivery of mobile specific content
Different menus, different functionality, different content
Had to be built in the same Drupal site, to utilize existing users and content
Approach:
Create mobile theme
Detect mobile device and assign a role to that user
Use context to key off the role and change the theme
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VML
VML.com
Why Responsive?
More of an exploratory site
Wanted same content experience for all users
We were able to design it from the ground up instead of apply mobile to existing site
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Contact VMLPlease email [email protected] with any questions, enquires
THANK YOU
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Thank you.
Tuesday, May 29, 2012