Optimization of Content Management For Cross-Device Web Marketing

I’m a (business) geek !!

Georges-Alexandre Hanin!@gahanin!

@mobilosoft!

And I don’t seem to be alone!

1,5 TV per household*!

82% of householdown a computer**!

77% of householdare connected to the web**!

42% of Bel own a smartphone***!

33% of h. !own a tablet*!*Source: http://www.datanews.be - **: spf economie - ***: GFK Retail & Technology

It means you are not communicating to a single computer!

But to a person with multiple devices!

A person, that is connected!

And moving! 79% of smartphone users have looked for

local information*!

As a result 84% have

taken action*!

*Source: http://www.ourmobileplannet.com

Agenda!

•  The new challenges of Content Management!•  Managing your content across devices!

1ST CONSUMERS USE SEVERAL DEVICES!

To reach the same content at different periods!

!!

Office: Computer Home: iPad Transport, toilet,

queues, meetings,…

To reach different content at different periods!

!!Plan for shopping

Shopping list, directions,…

Cook, read, learn, relax

To reach different content at the same time! Tv: movie & Ads

Tablet - Smartphone: more ideas

To activate content from another device at the same time!

Tablet: gameboard Smartphone: player interface

2ND CONSUMERS DO MULTI-TASKING!

*Source: http://www.ourmobileplannet.com

And they are constantly triggered!

This has an impact on your web-visits !!

*Source: http://www.ourmobileplannet.com

In conclusion: many triggers, many behaviors, many devices, many places,…!

And we haven’t talked about Social Media yet…!

Agenda!

•  The new challenges of Content Management!•  Managing your content across devices!

1ST WHICH CONTENT WHERE ?!

How will your users consume your content ?!

Content consumption Management Type

What to do ?

Same content at different periods

Coherently The content must be the same across all media and devices

Different content at different periods

Action-related The content must be centered around the utilization periods for each device

Different content at the same time

Complementarity

The content must be centered around the best use of each device

Activate content from another device at the same time

Simultaneity

The content must be centered around the best use of each device

2ND WHICH FORMAT ?!

Screens!+ 5.000 types of cell-phones with more than 255

different screen sizes*

Among the 11 most used tablets, there are 4 different screen sizes and 8 resolutions **

*Source: http://www.binvisions.com - **: http://www.mobilesmashingmagazine.com

Among the 30 most recent smartphones, there are 17 different screen sizes and 19 resolutions **

iPhones …!

*Source: http://www.iphoneresolution.com/

Then, you must pay attention to …!

•  The device itself !•  The OS & navigator!•  The Internet speed

(Edge, 3G, 4G, Wifi)!•  The quality of the

hardware!•  The servers!•  The CMS!•  …!

HOW TO MANAGE YOUR CONTENT?!

1. Define your Content

Management Type !

2. Identify your target devices &

media!

3. Find the best tool to manage

your content across devices &

media !

How to identify the relevant tool ?!

Coherent Action-related

Complementarity Simultaneity

Content Consistently share data across platforms

Each content has its place (media, device)

Each content has its place (media, device)

Each content has its place (media, device)

Multiple formats

Necessary May be needed

Not really necessary

May be necessary

Performance Important Key Key Important

Publication timing

Less important Might be crucial

Key Key

A FEW WORDS ABOUT MOBILOSOFT!

We manage the virtual presence of Physical stores!

Virtual presence ? !

Promos Address & store

data

HOW DO WE DO THAT?!

We publish store data!

We create mobile websites

A mobile site for Godiva that shows what your customers really need:!ü  Stores ü  Promotions ü  Product catalogue ü  Links to social networks

Test it: http://m.godiva.be/

We make sure local promotions are well referenced!

On Foursquare, your mobile website and Google

All this is done via a single tool!

Centralize the data / content management

And synchronize across all platforms