mobile isn't mobile
DESCRIPTION
"Mobile" already had its long awaited breakthrough - it just is not about mobile, but about user interface and devices, First learnings and recommendations for digital marketing.TRANSCRIPT
Mobile isnlsquot mobile
October 2012
1
and what this means for digital marketing
2 Image httpresponsivedesigncablogmobile-first-a-key-ingredient-in-great-responsive-design
When we say ldquomobileldquohellip
hellip most businesses think of this
3 Image httpwwwsuperiormediasolutionsnetwp-contentuploads201202couch-shot_highresjpg
When we say ldquomobileldquohellip
hellip we think of this
But we should be thinking more of this
4 Image httpnearoptimalnetpicturesrandomAtHomeAtTheComputerjpg
hellip and understand that it means significantly less of this
5
The ldquomobileldquo revolution is a
device and
user interface revolution
6
Location is just one aspect Smartphone owners using their device at home
httpwwwthemobileindiancomnews6387_9725-Indians-use-smartphones-more-at-home-Survey httpsmbmarketingtipscomcanada-mobile-consumer-smartphone-stats httpgooglemobileadsblogspotde201104smartphone-user-study-shows-mobilehtml
Smartphone owners using their device on the go
90+ 80+
7
And itlsquos not the most important one
httpmarketinglandcommobile-apps-vs-the-mobile-web-it-doesnt-matter-to-consumers-8501
Most top apps are not location-specific
8
When we say ldquomobileldquo we mean ldquoon potentially mobile devicesldquo ndash not ldquoon the moveldquo Smartphones and tablet lead consumption in leisure time ndash after 6 pm
httpwwwbusinessinsidercomchart-of-the-day-mobile-and-pc-content-2012-9
We use ldquomobileldquo on the couch
9
Desk vs couch is probably more meaningful
for mobile than home vs on the move
10
94 of iPad online sessions come from wireless LAN ndash
6 from cellular
httptechcrunchcom20120323wifi-rules-ok-only-6-of-ipad-sessions-come-from-cellular-networks
11 httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
430 YoY growth ndash ldquotime spent onlineldquo is nowhere near that number
Traffic from ldquomobileldquo explodes
12
ldquoMobileldquo growth in online sessions and internet usage
is not entirely additional usage It decreases PCBrowser usage
And we are just at the beginning
httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
13 httpwwwbusinessinsidercomstate-of-internet-slides-2012-10op=1 httpblogsforrestercomfrank_gillett12-04-23-why_tablets_will_become_our_primary_computing_device
Smartphone tablet usage will grow even more steep than ldquodevices soldldquo
There are already more smartphones sold than PCs
14
Our primary computer of tomorrow will
not have a keyboard and mouse
15 httpwwwbusinessinsidercomchart-of-the-day-ipad-usage-2012-7
July 2012
May 2011
Nov 2010
Slowly but surely
16
What does this mean for digital marketing
17
It becomes harder to connect with customers
Again
18
Apps are preferred over browser
Different studieshellip
httpgigaomcom20120109mobile-app-use-soars-while-mobile-browsing-wanes
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
2 Image httpresponsivedesigncablogmobile-first-a-key-ingredient-in-great-responsive-design
When we say ldquomobileldquohellip
hellip most businesses think of this
3 Image httpwwwsuperiormediasolutionsnetwp-contentuploads201202couch-shot_highresjpg
When we say ldquomobileldquohellip
hellip we think of this
But we should be thinking more of this
4 Image httpnearoptimalnetpicturesrandomAtHomeAtTheComputerjpg
hellip and understand that it means significantly less of this
5
The ldquomobileldquo revolution is a
device and
user interface revolution
6
Location is just one aspect Smartphone owners using their device at home
httpwwwthemobileindiancomnews6387_9725-Indians-use-smartphones-more-at-home-Survey httpsmbmarketingtipscomcanada-mobile-consumer-smartphone-stats httpgooglemobileadsblogspotde201104smartphone-user-study-shows-mobilehtml
Smartphone owners using their device on the go
90+ 80+
7
And itlsquos not the most important one
httpmarketinglandcommobile-apps-vs-the-mobile-web-it-doesnt-matter-to-consumers-8501
Most top apps are not location-specific
8
When we say ldquomobileldquo we mean ldquoon potentially mobile devicesldquo ndash not ldquoon the moveldquo Smartphones and tablet lead consumption in leisure time ndash after 6 pm
httpwwwbusinessinsidercomchart-of-the-day-mobile-and-pc-content-2012-9
We use ldquomobileldquo on the couch
9
Desk vs couch is probably more meaningful
for mobile than home vs on the move
10
94 of iPad online sessions come from wireless LAN ndash
6 from cellular
httptechcrunchcom20120323wifi-rules-ok-only-6-of-ipad-sessions-come-from-cellular-networks
11 httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
430 YoY growth ndash ldquotime spent onlineldquo is nowhere near that number
Traffic from ldquomobileldquo explodes
12
ldquoMobileldquo growth in online sessions and internet usage
is not entirely additional usage It decreases PCBrowser usage
And we are just at the beginning
httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
13 httpwwwbusinessinsidercomstate-of-internet-slides-2012-10op=1 httpblogsforrestercomfrank_gillett12-04-23-why_tablets_will_become_our_primary_computing_device
Smartphone tablet usage will grow even more steep than ldquodevices soldldquo
There are already more smartphones sold than PCs
14
Our primary computer of tomorrow will
not have a keyboard and mouse
15 httpwwwbusinessinsidercomchart-of-the-day-ipad-usage-2012-7
July 2012
May 2011
Nov 2010
Slowly but surely
16
What does this mean for digital marketing
17
It becomes harder to connect with customers
Again
18
Apps are preferred over browser
Different studieshellip
httpgigaomcom20120109mobile-app-use-soars-while-mobile-browsing-wanes
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
3 Image httpwwwsuperiormediasolutionsnetwp-contentuploads201202couch-shot_highresjpg
When we say ldquomobileldquohellip
hellip we think of this
But we should be thinking more of this
4 Image httpnearoptimalnetpicturesrandomAtHomeAtTheComputerjpg
hellip and understand that it means significantly less of this
5
The ldquomobileldquo revolution is a
device and
user interface revolution
6
Location is just one aspect Smartphone owners using their device at home
httpwwwthemobileindiancomnews6387_9725-Indians-use-smartphones-more-at-home-Survey httpsmbmarketingtipscomcanada-mobile-consumer-smartphone-stats httpgooglemobileadsblogspotde201104smartphone-user-study-shows-mobilehtml
Smartphone owners using their device on the go
90+ 80+
7
And itlsquos not the most important one
httpmarketinglandcommobile-apps-vs-the-mobile-web-it-doesnt-matter-to-consumers-8501
Most top apps are not location-specific
8
When we say ldquomobileldquo we mean ldquoon potentially mobile devicesldquo ndash not ldquoon the moveldquo Smartphones and tablet lead consumption in leisure time ndash after 6 pm
httpwwwbusinessinsidercomchart-of-the-day-mobile-and-pc-content-2012-9
We use ldquomobileldquo on the couch
9
Desk vs couch is probably more meaningful
for mobile than home vs on the move
10
94 of iPad online sessions come from wireless LAN ndash
6 from cellular
httptechcrunchcom20120323wifi-rules-ok-only-6-of-ipad-sessions-come-from-cellular-networks
11 httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
430 YoY growth ndash ldquotime spent onlineldquo is nowhere near that number
Traffic from ldquomobileldquo explodes
12
ldquoMobileldquo growth in online sessions and internet usage
is not entirely additional usage It decreases PCBrowser usage
And we are just at the beginning
httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
13 httpwwwbusinessinsidercomstate-of-internet-slides-2012-10op=1 httpblogsforrestercomfrank_gillett12-04-23-why_tablets_will_become_our_primary_computing_device
Smartphone tablet usage will grow even more steep than ldquodevices soldldquo
There are already more smartphones sold than PCs
14
Our primary computer of tomorrow will
not have a keyboard and mouse
15 httpwwwbusinessinsidercomchart-of-the-day-ipad-usage-2012-7
July 2012
May 2011
Nov 2010
Slowly but surely
16
What does this mean for digital marketing
17
It becomes harder to connect with customers
Again
18
Apps are preferred over browser
Different studieshellip
httpgigaomcom20120109mobile-app-use-soars-while-mobile-browsing-wanes
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
4 Image httpnearoptimalnetpicturesrandomAtHomeAtTheComputerjpg
hellip and understand that it means significantly less of this
5
The ldquomobileldquo revolution is a
device and
user interface revolution
6
Location is just one aspect Smartphone owners using their device at home
httpwwwthemobileindiancomnews6387_9725-Indians-use-smartphones-more-at-home-Survey httpsmbmarketingtipscomcanada-mobile-consumer-smartphone-stats httpgooglemobileadsblogspotde201104smartphone-user-study-shows-mobilehtml
Smartphone owners using their device on the go
90+ 80+
7
And itlsquos not the most important one
httpmarketinglandcommobile-apps-vs-the-mobile-web-it-doesnt-matter-to-consumers-8501
Most top apps are not location-specific
8
When we say ldquomobileldquo we mean ldquoon potentially mobile devicesldquo ndash not ldquoon the moveldquo Smartphones and tablet lead consumption in leisure time ndash after 6 pm
httpwwwbusinessinsidercomchart-of-the-day-mobile-and-pc-content-2012-9
We use ldquomobileldquo on the couch
9
Desk vs couch is probably more meaningful
for mobile than home vs on the move
10
94 of iPad online sessions come from wireless LAN ndash
6 from cellular
httptechcrunchcom20120323wifi-rules-ok-only-6-of-ipad-sessions-come-from-cellular-networks
11 httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
430 YoY growth ndash ldquotime spent onlineldquo is nowhere near that number
Traffic from ldquomobileldquo explodes
12
ldquoMobileldquo growth in online sessions and internet usage
is not entirely additional usage It decreases PCBrowser usage
And we are just at the beginning
httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
13 httpwwwbusinessinsidercomstate-of-internet-slides-2012-10op=1 httpblogsforrestercomfrank_gillett12-04-23-why_tablets_will_become_our_primary_computing_device
Smartphone tablet usage will grow even more steep than ldquodevices soldldquo
There are already more smartphones sold than PCs
14
Our primary computer of tomorrow will
not have a keyboard and mouse
15 httpwwwbusinessinsidercomchart-of-the-day-ipad-usage-2012-7
July 2012
May 2011
Nov 2010
Slowly but surely
16
What does this mean for digital marketing
17
It becomes harder to connect with customers
Again
18
Apps are preferred over browser
Different studieshellip
httpgigaomcom20120109mobile-app-use-soars-while-mobile-browsing-wanes
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
5
The ldquomobileldquo revolution is a
device and
user interface revolution
6
Location is just one aspect Smartphone owners using their device at home
httpwwwthemobileindiancomnews6387_9725-Indians-use-smartphones-more-at-home-Survey httpsmbmarketingtipscomcanada-mobile-consumer-smartphone-stats httpgooglemobileadsblogspotde201104smartphone-user-study-shows-mobilehtml
Smartphone owners using their device on the go
90+ 80+
7
And itlsquos not the most important one
httpmarketinglandcommobile-apps-vs-the-mobile-web-it-doesnt-matter-to-consumers-8501
Most top apps are not location-specific
8
When we say ldquomobileldquo we mean ldquoon potentially mobile devicesldquo ndash not ldquoon the moveldquo Smartphones and tablet lead consumption in leisure time ndash after 6 pm
httpwwwbusinessinsidercomchart-of-the-day-mobile-and-pc-content-2012-9
We use ldquomobileldquo on the couch
9
Desk vs couch is probably more meaningful
for mobile than home vs on the move
10
94 of iPad online sessions come from wireless LAN ndash
6 from cellular
httptechcrunchcom20120323wifi-rules-ok-only-6-of-ipad-sessions-come-from-cellular-networks
11 httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
430 YoY growth ndash ldquotime spent onlineldquo is nowhere near that number
Traffic from ldquomobileldquo explodes
12
ldquoMobileldquo growth in online sessions and internet usage
is not entirely additional usage It decreases PCBrowser usage
And we are just at the beginning
httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
13 httpwwwbusinessinsidercomstate-of-internet-slides-2012-10op=1 httpblogsforrestercomfrank_gillett12-04-23-why_tablets_will_become_our_primary_computing_device
Smartphone tablet usage will grow even more steep than ldquodevices soldldquo
There are already more smartphones sold than PCs
14
Our primary computer of tomorrow will
not have a keyboard and mouse
15 httpwwwbusinessinsidercomchart-of-the-day-ipad-usage-2012-7
July 2012
May 2011
Nov 2010
Slowly but surely
16
What does this mean for digital marketing
17
It becomes harder to connect with customers
Again
18
Apps are preferred over browser
Different studieshellip
httpgigaomcom20120109mobile-app-use-soars-while-mobile-browsing-wanes
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
6
Location is just one aspect Smartphone owners using their device at home
httpwwwthemobileindiancomnews6387_9725-Indians-use-smartphones-more-at-home-Survey httpsmbmarketingtipscomcanada-mobile-consumer-smartphone-stats httpgooglemobileadsblogspotde201104smartphone-user-study-shows-mobilehtml
Smartphone owners using their device on the go
90+ 80+
7
And itlsquos not the most important one
httpmarketinglandcommobile-apps-vs-the-mobile-web-it-doesnt-matter-to-consumers-8501
Most top apps are not location-specific
8
When we say ldquomobileldquo we mean ldquoon potentially mobile devicesldquo ndash not ldquoon the moveldquo Smartphones and tablet lead consumption in leisure time ndash after 6 pm
httpwwwbusinessinsidercomchart-of-the-day-mobile-and-pc-content-2012-9
We use ldquomobileldquo on the couch
9
Desk vs couch is probably more meaningful
for mobile than home vs on the move
10
94 of iPad online sessions come from wireless LAN ndash
6 from cellular
httptechcrunchcom20120323wifi-rules-ok-only-6-of-ipad-sessions-come-from-cellular-networks
11 httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
430 YoY growth ndash ldquotime spent onlineldquo is nowhere near that number
Traffic from ldquomobileldquo explodes
12
ldquoMobileldquo growth in online sessions and internet usage
is not entirely additional usage It decreases PCBrowser usage
And we are just at the beginning
httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
13 httpwwwbusinessinsidercomstate-of-internet-slides-2012-10op=1 httpblogsforrestercomfrank_gillett12-04-23-why_tablets_will_become_our_primary_computing_device
Smartphone tablet usage will grow even more steep than ldquodevices soldldquo
There are already more smartphones sold than PCs
14
Our primary computer of tomorrow will
not have a keyboard and mouse
15 httpwwwbusinessinsidercomchart-of-the-day-ipad-usage-2012-7
July 2012
May 2011
Nov 2010
Slowly but surely
16
What does this mean for digital marketing
17
It becomes harder to connect with customers
Again
18
Apps are preferred over browser
Different studieshellip
httpgigaomcom20120109mobile-app-use-soars-while-mobile-browsing-wanes
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
7
And itlsquos not the most important one
httpmarketinglandcommobile-apps-vs-the-mobile-web-it-doesnt-matter-to-consumers-8501
Most top apps are not location-specific
8
When we say ldquomobileldquo we mean ldquoon potentially mobile devicesldquo ndash not ldquoon the moveldquo Smartphones and tablet lead consumption in leisure time ndash after 6 pm
httpwwwbusinessinsidercomchart-of-the-day-mobile-and-pc-content-2012-9
We use ldquomobileldquo on the couch
9
Desk vs couch is probably more meaningful
for mobile than home vs on the move
10
94 of iPad online sessions come from wireless LAN ndash
6 from cellular
httptechcrunchcom20120323wifi-rules-ok-only-6-of-ipad-sessions-come-from-cellular-networks
11 httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
430 YoY growth ndash ldquotime spent onlineldquo is nowhere near that number
Traffic from ldquomobileldquo explodes
12
ldquoMobileldquo growth in online sessions and internet usage
is not entirely additional usage It decreases PCBrowser usage
And we are just at the beginning
httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
13 httpwwwbusinessinsidercomstate-of-internet-slides-2012-10op=1 httpblogsforrestercomfrank_gillett12-04-23-why_tablets_will_become_our_primary_computing_device
Smartphone tablet usage will grow even more steep than ldquodevices soldldquo
There are already more smartphones sold than PCs
14
Our primary computer of tomorrow will
not have a keyboard and mouse
15 httpwwwbusinessinsidercomchart-of-the-day-ipad-usage-2012-7
July 2012
May 2011
Nov 2010
Slowly but surely
16
What does this mean for digital marketing
17
It becomes harder to connect with customers
Again
18
Apps are preferred over browser
Different studieshellip
httpgigaomcom20120109mobile-app-use-soars-while-mobile-browsing-wanes
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
8
When we say ldquomobileldquo we mean ldquoon potentially mobile devicesldquo ndash not ldquoon the moveldquo Smartphones and tablet lead consumption in leisure time ndash after 6 pm
httpwwwbusinessinsidercomchart-of-the-day-mobile-and-pc-content-2012-9
We use ldquomobileldquo on the couch
9
Desk vs couch is probably more meaningful
for mobile than home vs on the move
10
94 of iPad online sessions come from wireless LAN ndash
6 from cellular
httptechcrunchcom20120323wifi-rules-ok-only-6-of-ipad-sessions-come-from-cellular-networks
11 httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
430 YoY growth ndash ldquotime spent onlineldquo is nowhere near that number
Traffic from ldquomobileldquo explodes
12
ldquoMobileldquo growth in online sessions and internet usage
is not entirely additional usage It decreases PCBrowser usage
And we are just at the beginning
httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
13 httpwwwbusinessinsidercomstate-of-internet-slides-2012-10op=1 httpblogsforrestercomfrank_gillett12-04-23-why_tablets_will_become_our_primary_computing_device
Smartphone tablet usage will grow even more steep than ldquodevices soldldquo
There are already more smartphones sold than PCs
14
Our primary computer of tomorrow will
not have a keyboard and mouse
15 httpwwwbusinessinsidercomchart-of-the-day-ipad-usage-2012-7
July 2012
May 2011
Nov 2010
Slowly but surely
16
What does this mean for digital marketing
17
It becomes harder to connect with customers
Again
18
Apps are preferred over browser
Different studieshellip
httpgigaomcom20120109mobile-app-use-soars-while-mobile-browsing-wanes
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
9
Desk vs couch is probably more meaningful
for mobile than home vs on the move
10
94 of iPad online sessions come from wireless LAN ndash
6 from cellular
httptechcrunchcom20120323wifi-rules-ok-only-6-of-ipad-sessions-come-from-cellular-networks
11 httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
430 YoY growth ndash ldquotime spent onlineldquo is nowhere near that number
Traffic from ldquomobileldquo explodes
12
ldquoMobileldquo growth in online sessions and internet usage
is not entirely additional usage It decreases PCBrowser usage
And we are just at the beginning
httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
13 httpwwwbusinessinsidercomstate-of-internet-slides-2012-10op=1 httpblogsforrestercomfrank_gillett12-04-23-why_tablets_will_become_our_primary_computing_device
Smartphone tablet usage will grow even more steep than ldquodevices soldldquo
There are already more smartphones sold than PCs
14
Our primary computer of tomorrow will
not have a keyboard and mouse
15 httpwwwbusinessinsidercomchart-of-the-day-ipad-usage-2012-7
July 2012
May 2011
Nov 2010
Slowly but surely
16
What does this mean for digital marketing
17
It becomes harder to connect with customers
Again
18
Apps are preferred over browser
Different studieshellip
httpgigaomcom20120109mobile-app-use-soars-while-mobile-browsing-wanes
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
10
94 of iPad online sessions come from wireless LAN ndash
6 from cellular
httptechcrunchcom20120323wifi-rules-ok-only-6-of-ipad-sessions-come-from-cellular-networks
11 httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
430 YoY growth ndash ldquotime spent onlineldquo is nowhere near that number
Traffic from ldquomobileldquo explodes
12
ldquoMobileldquo growth in online sessions and internet usage
is not entirely additional usage It decreases PCBrowser usage
And we are just at the beginning
httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
13 httpwwwbusinessinsidercomstate-of-internet-slides-2012-10op=1 httpblogsforrestercomfrank_gillett12-04-23-why_tablets_will_become_our_primary_computing_device
Smartphone tablet usage will grow even more steep than ldquodevices soldldquo
There are already more smartphones sold than PCs
14
Our primary computer of tomorrow will
not have a keyboard and mouse
15 httpwwwbusinessinsidercomchart-of-the-day-ipad-usage-2012-7
July 2012
May 2011
Nov 2010
Slowly but surely
16
What does this mean for digital marketing
17
It becomes harder to connect with customers
Again
18
Apps are preferred over browser
Different studieshellip
httpgigaomcom20120109mobile-app-use-soars-while-mobile-browsing-wanes
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
11 httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
430 YoY growth ndash ldquotime spent onlineldquo is nowhere near that number
Traffic from ldquomobileldquo explodes
12
ldquoMobileldquo growth in online sessions and internet usage
is not entirely additional usage It decreases PCBrowser usage
And we are just at the beginning
httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
13 httpwwwbusinessinsidercomstate-of-internet-slides-2012-10op=1 httpblogsforrestercomfrank_gillett12-04-23-why_tablets_will_become_our_primary_computing_device
Smartphone tablet usage will grow even more steep than ldquodevices soldldquo
There are already more smartphones sold than PCs
14
Our primary computer of tomorrow will
not have a keyboard and mouse
15 httpwwwbusinessinsidercomchart-of-the-day-ipad-usage-2012-7
July 2012
May 2011
Nov 2010
Slowly but surely
16
What does this mean for digital marketing
17
It becomes harder to connect with customers
Again
18
Apps are preferred over browser
Different studieshellip
httpgigaomcom20120109mobile-app-use-soars-while-mobile-browsing-wanes
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
12
ldquoMobileldquo growth in online sessions and internet usage
is not entirely additional usage It decreases PCBrowser usage
And we are just at the beginning
httpwwwkonteracomaboutnews-itemmobile-eating-the-web-22-percent-of-web-content-now-consumed-on-devices
13 httpwwwbusinessinsidercomstate-of-internet-slides-2012-10op=1 httpblogsforrestercomfrank_gillett12-04-23-why_tablets_will_become_our_primary_computing_device
Smartphone tablet usage will grow even more steep than ldquodevices soldldquo
There are already more smartphones sold than PCs
14
Our primary computer of tomorrow will
not have a keyboard and mouse
15 httpwwwbusinessinsidercomchart-of-the-day-ipad-usage-2012-7
July 2012
May 2011
Nov 2010
Slowly but surely
16
What does this mean for digital marketing
17
It becomes harder to connect with customers
Again
18
Apps are preferred over browser
Different studieshellip
httpgigaomcom20120109mobile-app-use-soars-while-mobile-browsing-wanes
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
13 httpwwwbusinessinsidercomstate-of-internet-slides-2012-10op=1 httpblogsforrestercomfrank_gillett12-04-23-why_tablets_will_become_our_primary_computing_device
Smartphone tablet usage will grow even more steep than ldquodevices soldldquo
There are already more smartphones sold than PCs
14
Our primary computer of tomorrow will
not have a keyboard and mouse
15 httpwwwbusinessinsidercomchart-of-the-day-ipad-usage-2012-7
July 2012
May 2011
Nov 2010
Slowly but surely
16
What does this mean for digital marketing
17
It becomes harder to connect with customers
Again
18
Apps are preferred over browser
Different studieshellip
httpgigaomcom20120109mobile-app-use-soars-while-mobile-browsing-wanes
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
14
Our primary computer of tomorrow will
not have a keyboard and mouse
15 httpwwwbusinessinsidercomchart-of-the-day-ipad-usage-2012-7
July 2012
May 2011
Nov 2010
Slowly but surely
16
What does this mean for digital marketing
17
It becomes harder to connect with customers
Again
18
Apps are preferred over browser
Different studieshellip
httpgigaomcom20120109mobile-app-use-soars-while-mobile-browsing-wanes
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
15 httpwwwbusinessinsidercomchart-of-the-day-ipad-usage-2012-7
July 2012
May 2011
Nov 2010
Slowly but surely
16
What does this mean for digital marketing
17
It becomes harder to connect with customers
Again
18
Apps are preferred over browser
Different studieshellip
httpgigaomcom20120109mobile-app-use-soars-while-mobile-browsing-wanes
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
16
What does this mean for digital marketing
17
It becomes harder to connect with customers
Again
18
Apps are preferred over browser
Different studieshellip
httpgigaomcom20120109mobile-app-use-soars-while-mobile-browsing-wanes
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
17
It becomes harder to connect with customers
Again
18
Apps are preferred over browser
Different studieshellip
httpgigaomcom20120109mobile-app-use-soars-while-mobile-browsing-wanes
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
18
Apps are preferred over browser
Different studieshellip
httpgigaomcom20120109mobile-app-use-soars-while-mobile-browsing-wanes
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
19
Apps are preferred over browser
hellip same tendency
httpwwwbusinessinsidercombii-report-the-winner-of-the-apps-vs-browsers-war-is-2012-9
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
20
But not so many apps are really in use
It doesnlsquot really matter how accurate this is ndash even if 30 would use 20 apps regularly ndash it would still be way too ldquoshort tailldquo for 999 of businesses to catch one of those spots
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
21
Presence on social networks
may help to secure your ability
to reach your customers
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
22
Facebook and Twitter are accessed mainly through ldquomobileldquo
httptechcrunchcom20120731facebook-mobile-only httptechcrunchcom20120511time-spent-on-facebook-mobile httpstwittercomTwitterAds
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
23
More Facebook usage on ldquomobileldquo than on DesktopPC (US)
httpwwwcomscorecomPress_EventsPress_Releases20125Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
US Americans spend 441 Facebook minutes on smartphonetablet ndash and 391 Facebook minutes on desktopPC
ldquoMobileldquo
PC
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
24
As your audiences get more fragmented on different services
devices and platforms ndash so will your traffic sources
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
25
Something historical happened
httpnewscnetcom8301-1023_3-57530726-93as-mobile-rises-desktop-search-declines-for-the-first-time
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
26
App-only has become a real option
httpwwwbusinessinsidercomchart-instagram-twitter-2012-9
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
27
But if you choose to offer apps ndash these are the gatekeepers
to your audiences
Access-wise bull There will be ldquoAppstore-SEOldquo bull There will be ldquosponsored App-Recommendationsldquo bull There will be more combined desktopmobile apps
Content-wise bull ldquoNo Nipplesldquo
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
28
Some early conclusions for digital marketing
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
29
Monitor your overall reach Your audiences get more and more fragmented not all of them remain reachable but you might gain access to others Decide wether to use this new social network or develop for that platform not only by strategic criteria but also based on your need to connect to audiences You should
also expand your analytics to capture different audiences per device amp access
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
30
Make your own little organizational XML revolution
Where possible split ldquocontent productionldquo
(messaging) from ldquocontent distributionldquo (production for platformsmedia) ndash who knows which channels and networks you will have to serve in future But your messaging and storytelling should be consistent always
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
31
Prepare for a more and more visual web
Apps like Instagram and Flipboard but also HTML5
and device-optimized mobile sites make the digital experience much more visual Even on Facebook you can find more ldquodesigned postsldquo ndash photo posts that substitute a simple text post in a certain visual style or even branded Secure design photo and video ressources for your messaging
If you follow conclusion 2 this is a must-do for
your content production unit
httpliesdamnedliesstatisticscom201205the-importance-of-the-visual-web-some-statshtml
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
32
Seperate ldquomobileldquo and ldquodevice amp platformldquo strategy
ldquoMobileldquo means that location may play a role
in your digital offers and messages while ldquodevice amp platformldquo should include smartphones tablets and whatever else is relevant to your target group but in a usage scenario with high bandwith and a relaxed more or less ldquolean backldquo atmosphere You will have to expand your ldquodevice strategyldquo for TV game consoles etc soon enough
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
33
Use popular appsnetworks to secure access to target groups
Facebook Twitter Instagram and Flipboard and
many others can give you access to target groups that are heavy smartphonetablet users If the chances to establish a heavy used own app are pretty low this might be a good backdoor to people who would not be reachable via the desktopbrowser-web
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
34
Exploit ldquomobileldquo OS advantages when going for apps
Apps are hard to distribute and it is even harder
to retain audiences With apps that more or less only simulate browsing this is close to impossible You should rather invest in optimizing your ldquomobileldquo
web properties But if you can enhance the experience with your product through an app you might secure access to the most important target group your customers This means to offer features functions and tools besides pure information With or without a location-component
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
35
Optimize everything Whatever a userlsquos primary device is they should
have an adequate experience of your offers Treat a tablet at least like some crude browser with a significant distribution ndash optimize for it If you follow conclusion 2 this is a must-do for your content distribution unit
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude
36
Technology is our friend
Evangelos Papathanassiou
evangelospapathanassioude
wwwpapathanassioude