#1nwebinar: marketing in a post-mobile world

#1NWebinar

Marketing in a Post-Mobile World

20 July 2015

2 • #1NWebinar @kpeekna @OneNorth

Welcome

Kalev Peekna Managing Director, Strategy

Kalev and his team design digital marketing strategies and interactive experiences for complex, relationship-based organizations. His team works with clients on channel strategies, user research, brand alignment, content strategy, information architecture and the user-experience of professional websites and other interactive properties.


Today

•  Review of current data on mobile as a marketing platform

•  Three phases of mobile strategy –  Phase 1: The Squeeze –  Phase 2: The Mobile Moment –  Phase 3: Post-Mobile

It’s a mobile, mobile world after all.

In Eight Short Years…

Sources: NY Daily News, CNN

From 1995 to 2014: Internet Usage


61% 0%

12%

22% 5%

1995: 35M+ Users

10%

23%

28%

19%

21%

2014: 2.8B+ Users

USA

China

Asia (ex. China)

Europe

Rest of World

Source: Mary Meeker, Internet Trends 2015 – Code Conference kpcb.com/InternetTrends

From 1995 to 2014: Mobile Usage


100%

0%

1995: 80M+ Users

60%

40%

2014: 5.2B+ Users

Feature Phone

Smartphone


Mobile now reaches 73% of the world’s population.


Mobile is Now Our Favorite Screen

2.2 2.3 2.4 2.6 2.5 2.3 2.4 2.4

0.3 0.3 0.4

0.8 1.6 2.3

2.6 2.8

0

1

2

3

4

5

6

2008 2009 2010 2011 2012 2013 2014 2015 YTD

Hou

rs p

er d

ay

Time spent per day with digital media, USA Adults

Mobile

Desktop

Other


51% of Total

And as mobile grows, we have better data about it’s used.


Google Mobile Planet Google Mobile Planet is an interactive data resource that allows you to create custom charts based on their research.

You can also download the full data set and crunch the numbers directly.


Google Mobile Planet

Selecting specific dimensions reveals interesting trends that are hard to see in the larger data set.

In this example, you can see:

•  Regardless of age, a strong majority find mobile web use as easy as it is on other media.

•  Younger people are more emotionally attached, and less likely to consider giving up their mobile device.


comScore Mobile Metrix comScore offers regular free reports on general trends in mobile and internet usage.

A paid option includes direct comparison of your mobile sites against direct competitors, as well as more granular demographics.


comScore Mobile Metrix

comScore’s data includes information on how device preferences change according to the time of day, as well as the specific task or activity.

What all this data means


Mobile Continues to Rise in Influence

Nearly every available data point confirms that:

•  More people have mobile devices.

•  People use mobile more often, for more reasons.

•  People depend on mobile to conduct business.

•  People expect mobile interactions to “just work.”

•  Trends march upwards across all measured dimensions and user groups.

So what does mobile dominance mean for mobile strategy?


Three Phases of Mobile Strategy

Since the rise of smartphones in 2007, the pursuit of an effective mobile strategy can be tracked across three phases:

1: The Squeeze 2: Mobile Moments 3: Post-Mobile

Building out the operational basics of a mobile presence. •  Responsive Design •  Performance •  SEO

Refining the mobile experience to fit specific needs and contexts. •  Location awareness •  Time awareness •  Use-case specificity •  Micro-interactions

(Wait for it….)

2008 2014 2020

Phase 1: The Squeeze



Phase 1: The Squeeze

The first phase of mobile strategy started in 2007 with the rise of the iPhone and Android platforms.

Mobile Strategy at this point focused primarily on the operational aspects of a decent mobile experience:

•  Responsive Design

•  Performance

•  SEO AKA, the “how do I fit all my stuff on this small screen” strategy.


Core Design Strategy: Responsive Design

“Responsive Design” arrived late to the scene in 2010.* Before that, the two main options were a dedicated mobile site or a platform app:

* “Responsive Design”, A List Apart, 25 May 2010 • http://alistapart.com/article/responsive-web-design

Mobile Site •  Separate from main site •  Dedicated, but limited

functionality •  Fragmented experience •  Dual content maintenance

Platform App •  Enhanced functionality •  High “cool” factor •  Restricted to specific

platforms (iOS or Android) •  Frequent updates required •  Low engagement

Responsive Design •  All users, all devices •  Consistent experience •  Future-proofed •  Standards-aligned •  Reduced maintenance


Responsive Design: Last Man Standing

The debate over design approaches is now over. Responsive Design is currently the only choice for websites that are primarily driven by content:


Performance Matters

Brad Frost is right. Your visitors care that your site operates and performs well, regardless of the device they use.

Responsive Design solves the first part (operation) but it by no means guarantees the second part (performance).

Mobile Strategy means paying attention to speed as a critical aspect of the user’s overall experience.

“Your visitors don’t give a s*** if your site is responsive” — Brad Frost

How long you have until you begin to lose your first visitors 1 sec

of observed users will abandon a page if it takes longer than 3 seconds to load 40%

of users said they might leave a site if it took longer than 4 seconds to load 75%

Sources: http://www.smashingmagazine.com/2014/07/22/responsive-web-design-should-not-be-your-only-mobile-strategy https://blog.kissmetrics.com/loading-time/ /


Measuring Performance Responsive Design isn’t the solution to performance, but it also isn’t the problem. Proper code, content, and design all a play a role in reducing unnecessary complexity.

There are many tools that help measure how your site performs:

Google PageSpeed Insights Web Page Test Pingdom


Mobilegeddon: Mobile SEO Becomes a Thing

On 21 April 2015, Google released a major update to its core engine intended to improve search for mobile users. Here’s the essence of what many started calling “Mobilegeddon”:

•  For mobile users only, Google started prioritizing “mobile friendly sites” in its search results.

•  Sites that were not “mobile friendly” started to appear lower in results from mobile devices.


Mobile SEO is Real

Less than two weeks later (5 May 2015), Google revealed that mobile devices now generated more searches than desktops in the US and Japan.

According to ADI’s estimate, sites that were non-mobile-friendly sites have suffered almost a 10% drop in traffic since 21 April 2015. Techniques like paid search (adwords) stanched the bleeding for some, but are increasingly ineffective.

Sources: http://adwords.blogspot.com/2015/05/building-for-next-moment.html http://www.cmo.com/articles/2015/7/10/adi-mobilegeddon.html https://developers.google.com/webmasters/mobile-sites/get-started/


How to Be “Mobile Friendly”

Google provides extensive guidance and tools on how to ensure that a site is mobile friendly. Here are some highlights:

•  Responsive design or dedicated mobile site

•  Proper URL redirects (not needed for responsive design)

•  Readable and touch-friendly

•  Avoiding Flash, blocked Javascript and other 3rd party software

•  High performance (i.e. fast) https://developers.google.com/webmasters/mobile-sites/get-started/


Not Caught Up? Don’t Panic.

If you fear that your website does not yet live up to these standards, you are not alone.

Good News: these standards are now well recognized and well understood.

Bad News?: like all best practices, these mobile “strategies” can no longer offer innovation or differentiation. They are table stakes.

Source: http://marketingland.com/82-sites-use-responsive-web-design-2015-try-11-8-114050

According to Google:

82% of surveyed web owners are pursuing responsive design. According to Akamai:

18.7% of the top 1000 websites are currently responsive

11.8% of the top 100 websites are currently responsive

Phase 2: Mobile Moments


The Mobile Moment The first phase is (ironically) not very strategic in its attitude to mobile. It’s fundamentally about enabling what you already do.

The next phase approaches mobile not as a device or channel, but as a context with its own unique opportunities.

Schadler, Bernoff and Ask of Forrester Research call the focus of their new strategy the Mobile Moment:

A mobile moment is a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context.

Schadler, Ted; Bernoff, Josh; Ask, Julie (2014). The Mobile Mind Shift: Engineer Your Business To Win in the Mobile Moment


What’s Different about the Mobile Moment Mobile essentially expanded the how, when, and where of of our digital interactions. The Mobile Moment therefore asks you to change the default order of your thinking. Instead of asking how to get your stuff in front of the user, it asks you to think deeply about what the user is doing before you interact.

In other words, the Mobile Moment is all about context-sensitivity.

Customer

Device

Platform

Firm

START HERE!

A valid context for mobile strategy is any aspect of the user’s mindset or world that impacts what they are trying to accomplish and how they want to interact. The key is to develop a full understanding of these contexts for mobile, and let that drive your plan for platforms, content, and design.


What Kinds of Contexts are Relevant to B2B?

Date/Time

• Before/during/after work

• Weekends • Quarter or year-

end

Location

• Country or market • Language • Home • Office • Traveling • Commuting

Activity

• Keeping up to date • Reviewing • Researching • Writing / producing • Communicating

Relationships

• Company • Business network •  Industry • Social groups

What does a Mobile Moment look like?


Transforming Creepy into Useful

•  Let you know exactly when to leave for the airport, based on traffic & flight status

•  Point out nearby restaurants – just as it gets to be dinner time

•  Point out local events & activities during leisure times

•  Give you sports scores – if you’re into watching grownups play for a living

•  Notify you when your favorite show or podcast has new shows to watch

•  Suggest news, articles, recipes – or really any other kind of content

•  Remind you of tasks and meetings

•  Tell you the weather of where you are, and where you will be

It is a truth universally acknowledged that Google knows basically everything about all of us. -- How Pride & Prejudice would have started if written in 2015

Google Now’s stated goal is to deliver “the right information at just the right time.” Without the user entering a single keyword, Google Now can:


Google Now Makes a Virtue of Total Knowledge


World’s Least Interesting Bank Nails Mobile

Even throughout the financial crisis, USAA was known as a reliable, safe bank focused on serving a specific community. It’s never been a risk-taker.

It also has one of the most advanced mobile apps in retail banking:

•  Deposits •  Balance checks •  Transfers •  Bill pay •  Peer-to-peer pay •  ATM Finder •  Roadside

assistance •  Rental car locator

•  Accident checklist •  Claims

submission •  Loan calculator •  Face recognition •  Voice recognition •  Natural language

commands

What does it take to create a Mobile Moment?


Adopting a Design-Oriented Strategy

Schadler, Bernoff and Ask recommend a four-step process for defining and pursuing your mobile strategy called “IDEA”.

Identify and understand mobile context Design the mobile engagement Engineer the platforms, processes & people Analyze the results

Look familiar? It should. These are the basic steps in any good user-centric design process.


Mobile Moments Must Be Designed

The core of the Mobile Moment strategy is about relevance, refinement, and engagement. Design-oriented strategy is uniquely equipped to attain these goals through:

•  Context-sensitivity

•  Gestures (physical interaction)

•  Animations

•  Transitions

•  Visual & emotional feedback

In other words, design is the key to providing unique value that can’t be delivered on any other kind of platform.


What is Really the Mobile Moment Shift?

You can think of this new phase in mobile strategy as a shift from platforms to design:

If there’s any flaw to this new phase of mobile strategy, it’s the emphasis on moments and details. “Micro-interactions” are inspiring and effective, but they can easily become fragmented and disconnected.

1: The Squeeze 2: Mobile Moments 3: Post-Mobile

Building out the operational basics of a mobile presence.

PLATFORMS

Refining the mobile experience to fit specific needs and contexts.

DESIGN

What’s left?

2008 2014 2020

Phase 3: Post-Mobile

But First: Dialing it Back to 1996


Remember When the Internet was a Thing?

Barely 20 years ago, the Internet was a business topic in and of itself. It was new. It was exciting. It was changing everything.

It become a new way to solve problems:

“I know! I can use the INTERNET to do X!”

“Did you know you can find X on the INTERNET now?”

“Can you teach me how to INTERNET stuff?”

“I really like to spend time on the INTERNET.”


Evidence of Epic Basicness

https://www.youtube.com/watch?v=A81IwlDeV6c


Even Betty White Knows How to Internet

Why don’t we “internet” any more?

Because we are internetting all the time. Everywhere. All Day.

It’s not that the Internet stopped to exist or became something else. Its pervasiveness simply makes it silly to talk about “as a thing.”


We are Fast Becoming Post-Mobile

All the data and trends we’ve reviewed point to the same fate for mobile.

Ask yourself, when did you last say:

“I know! I’ll use my phone to do X.”

“Did you know you can do X on a phone now?”

“I’m going to go on my phone for a couple hours.”

From a late 2013 survey of senior (Director & above) buyers of consulting services: •  100%+ had a smartphone and 2 or

more laptops/desktops they used daily

•  80%+ also had a tablet

•  Average user switched devices 5 to 7 times during the day

•  None thought of themselves as “technically advanced.”

Thanks for Waiting


Phase 3: Post-Mobile is about Continuity

In a world where mobile is so pervasive that we stop noticing its specialness, mobile strategy moves beyond the “moment.”

Mobile will be about Continuity: q  Connecting interactions with all other online and

offline activities

q  Actions starting on one device, completed on another

q  Experience so seamlessly aligned that we no longer have to think about devices


Bonobos – Making Swagger Happen

Bonobos is a natively digital men’s clothier that understands how to align all online and offline actions. It also got me to the ball on time:

Browse Decide to Purchase Complete

Call because I screwed up


Kindle & Audible

The real magic behind the Kindle or Audible experience is not just that you can access the content on almost any kind of device, but that switching devices is completely seamless.


Apple Handoff

Apple has gone farther than anyone else to ensure continuity. Its “Handoff” feature allows easy switching of not just content, but of complex and in-depth actions:

Phone & SMS – answer on any device. Switch devices.

Email – start draft and finish on another device (with no “save”)

Documents – edit and always pick up where you left off

Web – see & change to any open tab on any device


What It Will Take: Laying the Foundation

It’s too early to delineate the “best practices” of a mobile strategy that focuses on Continuity. But we can observe how forward-thinking organizations are creating the necessary infrastructure:

UX & Strategy

Brand & Design

Technology & Platforms


UX & Strategy: Ethnographic Focus

For a mobile strategy focused on Continuity you need an understanding of your users beyond “what they want.” To get it, B2B corporations are turning more often to “ethnographic research.”

Unlike other kinds of market research, ethnographic research is relevant even (or especially) when your business has a limited number of buyers.

Ethnographic User Research:

•  Is open ended & holistic

•  Is embedded in their world (not yours)

•  Explores default habits & preferences

•  Focuses on flow and process (how)

•  Searches for friction

•  Does not ask what people want

New products & ideas

Differentiation

Opportunities to delight

Priorities

Reductions in complexity


Brand & Design: From Looks to Experience Leading companies are shifting the attention of their brand & visual design from “how things look” to “how things feel.”

Visuals and copy remain critical. But now design is defined and contextualized in terms of the experience it creates.

That focus helps designers understand how to address different contexts flexibly, while still maintaining brand consistency.

http://www.bbc.co.uk/gel https://www.google.com/design/articles/expressing-brand-in-material/


Technology: Connected Ecosystems The magic of the Bonobos, Kindle, Apple, and Google experiences is possible because no matter where you come from, they know who you are.

Most B2B companies have lots of information about their users, but it’s rarely connected in the right way.

To achieve the same experience, B2B and professional services companies will have to create data ecosystems that are both connected and user-centric.

User

Web

Research

Email

Finance

Social

Events

Training

Work Product

Final Thoughts


Where is This All Heading?

You can think of the final phase in mobile strategy as a shift from design to overall experience:

1: The Squeeze 2: Mobile Moments 3: Continuity

Building out the operational basics of a mobile presence.

PLATFORMS

Refining the mobile experience to fit specific needs and contexts.

DESIGN

2008 2014 2020

Connecting mobile into an overall brand experience.

EXPERIENCE


What Does It All Mean?

The progress of mobile strategy leads to one overarching conclusion:

MOBILE = DIGITAL = STRATEGY

In the not far future, you will stop talking about mobile strategy. But it won’t disappear. Instead, you will be talking about marketing and business strategy, with the assumption that it can all be delivered through digital, and that means mobile as well.

Questions?

#1NWebinar

Marketing in a Post-Mobile World

20 July 2015

#1nwebinar: marketing in a post-mobile world

Mobile

onenorth mobile

cominternettrends mobile

mobile world

mobile usage

mobile sites

mobile devices

mobile interactions

mobile moment phase