Mobile and Tablet Content Distribution
September 6th – 10:30am
There is no doubt that mobile devices such as smartphones and tablets are changing the way that people consume information. The speed at which people are purchasing those items and making them part of their daily routines is happening faster than most marketers are prepared for! In this presentation, John Foley, CEO of interlinkONE and Grow Socially, will provide an overview of what needs to be done to prepare, deliver, and measure content that is tailored for the mobile audience.
John will cover items such as:
How to develop a strategy to reach your mobile audience
Options for building mobile websites, landing pages, blogs, and more
Best practices for integrating mobile with other distribution channels, such as print and email
Considerations regarding building a mobile App vs. a mobile website
And more!
We hope that you will join us as you look for ways to reach the growing mobile audience!
A Journey Into the Emotions of Software Developers
Content marketing world_mobile and tablet content distribution_8_17_2012
1. Mobile and Tablet
Content Distribution
@johnfoleyjr John Foley, Jr.
interlinkONE / Grow Socially
@JohnFoleyJr • #cmworld
#cmworld
2. First… THANK YOU!
• For Being Here!
• For Being Willing to Learn and
Engage!
• For Liking My Boston Accent!
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3. Today’s Overview
• Brief Introduction
• Why Mobile Is Critical
• Developing a Mobile Strategy
• Getting Mobile: Optimizing Your
Online Content
• Integrating Mobile with Other
Channels
• Final Thoughts and Questions
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5. Intro: John Foley, Jr.
• Grow Socially, Inc.
– Online Marketing/Social Media I love
Mar(H)keting!
– Plan, Manage, Execute and
Measure
• interlinkONE
– Enterprise Marketing
Management Software
– Plan, build, manage, execute
and measure all marketing
activities
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6. The Books
Printers
- Business Transformation
Mailers, Fulfillment Providers
- Business Transformation
All Businesses
- Untethered
Communications
Oct 2012
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7. Keep Your Phone On!
• Feel free to Tweet, Post, Update, Email,
take notes, photos, and more!
@JohnFoleyJr
#CMWorld
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8. Get Involved!
• Grab your handout card! I want feedback!
I hope you’ll participate!!
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9. Ready to Get Involved?
• POLL Question #1:
What is your biggest mobile
marketing challenge today?
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10. Why Mobile is Critical
Smartphones, Tablets, and You
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11. Mobile is Shaking up Marketing!
• Devices: Smartphones, Tablets
• QR Codes
• Near Field Communication (NFC)
• Augmented Reality
• SMS/Texting
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14. Big Brands Are Moving Forward
June 6th, 2012, http://www.dmnews.com/walmartcom-ceo-mobile-is-the-future/article/244569/
“We have to embrace these changes. What we have to
do is provide anytime, anywhere access. The customer
is demanding that.”
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16. Mobile Devices and Email
• Are you making
money through your
email efforts right
now?
• If so, you must stay
ahead of the mobile
curve!
• Test designs/layouts
of Email
• Test links/pages
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17. Mobile and Search
Via Infographic Produced by Trinity Marketing
URL: http://www.digitalbuzzblog.com/infographic-2012-mobile-growth-statistics/
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18. Think About Your* Website
Why?
* Or your customer’s website!
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19. But on a smartphone…
=
Source: http://www.flickr.com/photos/23844524@N03/5002051362/
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21. Strategy Question
• What are your mobile audience’s needs
and goals?
Photo Credit: http://www.caxiamgroup.com/blog/approach/user-personas-a-must-have-in-web-design/
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22. Strategy Question
• How much content does your mobile
content truly need?
Photo Credit: http://www.flickr.com/photos/nicmcphee/
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25. Mobile Website Goals
• Optimized To Fit
• Quick to Load
• Easy to Read
• Easy to Interact With
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26. 3 Options for Building
Mobile Websites
• Plugins
• Responsive Design
• Separate Mobile Site Photo Credit: http://www.flickr.com/photos/21460573@N08/6490155575/
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27. Option: Plug-Ins
• WPTouch:
Popular WordPress
Plugin:
-- Automatically transforms
your WordPress website
into a mobile-ready version
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29. Option: Separate Mobile Website
• Dedicated Mobile Site
• Treat the needs of the “on-
the-go” user differently
than those of a
desktop/laptop browser.
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31. Deciding Which Option is Best
• Keep Your Audience in Mind: What are
their Needs from a Mobile Device?
• How much design control do you need?
• How often does your content change?
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32. Guidelines for Web Copy
• Say LESS Pyramid Writing
Important Stuff
• Use the Inverted Pyramid
• Put more important content first
• Use clear headlines and headings Fluff
• Consider the users’ goals
• Establish trust
• Use active voice
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33. Tips for Mobile Content
• Short and Sweet (Say even less)
• Forget the Fancy Fonts
• Front Load Your Content
• Organize the Frontload
• What’s the offer?
• Call to Action
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35. Ready to Get Involved?
• POLL Question #2:
Which technologies have you
used to reach the mobile
audience?
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36. QR Codes & Print: Point to Mobile
Websites!
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37. NFC: Lots of Potential Uses!
• “Near field communication, or NFC,
allows for simplified transactions, data
exchange, and connections with a touch”.
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40. Should You Have a Mobile App?
• Pros • Cons
– It’ll Create Buzz – Requires
development
– Could Provide a across multiple
Great Experience platforms
for Customers & – Comes with an
Prospects additional barrier of
entry (find app, DL)
– Lots of Apps Stink
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41. Mobile Website: The Destination of
Many Entry-Points
• Email
• SEO
• Web Browsing
• Social Media
• Interactive Print
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42. Final Takeaways
• Mobile is not just a trend, or buzz-worthy:
it’s a major disruptive influence on the
world of communications & marketing.
• The Time is Now: Mobile-Optimize Your
Content and Start Reaching the Mobile
Audience.
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43. Resources for You
• Free White Paper on Mobile Marketing
and Content Distribution!
Get it at http://iFlyMobi.com
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44. More Resources for You
• http://iFlyMobi.com
• http://QReateAndTrack.com
• http://GrowSocially.com
• http://interlinkONE.com
• http://Twitter.com/JohnFoleyJr
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45. Q & A / Contact Me!: http://ilink.me/JR
QR Code
iFlyMobi.com
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Notes de l'éditeur
Here is a look at the 5 technologies we see shaking up marketing today and that I’m going to briefly discuss with you. And I say shaking up marketing today, because things are moving so fast and trends are continually changing.The first thing I’m going to talk about, and focus the most on because a is mobile devices and applications because that is where we see the most opportunity in the print and online worlds merging Then all talk about location-based marketing applications, video, group buying or what I call the daily online deal, and then social mediaI’m going to give you explicit examples of who we see technology merging.
In 2012, 657 million smartphones predicted to be sold, up from 459 million in 2011 (JP Morgan)
More than half of smartphone or tablet users (51.1%) say they check email only on their mobile phones. Nearly half (45.3%) perform Internet searches that way. More than one-quarter (25.4%) do all — yes, all — of their online shopping from mobile devices.
Search ad spending via mobile increased more than 300% as more mobile consumers look for more things from their phone, according to IgnitionOne research. Mobile search accounts for 14% of total search budgets, says the firm, noting that clicks grew more than 300% and impressions more than 100%.Read more: http://www.mediapost.com/publications/article/178174/a-mid-year-review-of-the-growing-numbers-in-mobile.html#ixzz20PtYVbxg
If your website is not mobile optimized, it can create frustration. You will lose visitors. You will lose traffic.You will lose customers.“Senior executives at home on their tablets and smartphones are wondering why the user experience for their own company Web sites is sub-standard.”
Jason- who is coming to your website and why?You want to focus on these individuals.Example: someone on the go, who would view your site on the weekend…
Prioritize and Simplify!
Jason- registration for an event, white paper download, …-“David, what are some examples of how you built and used Forms for your customers?”David- internally for job specs, iPad download at conference,…
Jason- think about the things that make your scream at your mobile device when you are viewing a website, and make sure to eliminate those issues for anyone viewing your website on a mobile device
Jason-….-”David, what are some factors you had to consider when building mobile optimized websites?”David- time (iFlyMobi vs. plugins/programming)
WPtouch automatically transforms your WordPress website into an application-like theme, complete with ajax loading articles and effects when viewed from the most popular mobile web browsing devices like the iPhone, iPod touch, Android mobile devices, Palm Pre/Pixi and BlackBerry OS6 mobile devices.The admin panel allows you to customize many aspects of its appearance, and deliver a fast, user-friendly and stylish version of your site to touch mobile visitors, without modifyinga single bit of code (or affecting) your regular desktop theme.The theme also includes the ability for visitors to switch between WPtouch view and your site's regular theme.
The goal of Responsive Design:Craft beautiful designs that anticipate and respond to your users’ needs.Primarily, you do this with CSS techniques and design principles, including fluid grids, flexible images, and media queries, demonstrating how you can deliver a quality experience to your users no matter how large (or small) their display.
Jason- you have used best practices and thought about the user
Near field communication (NFC) is the technology that enables smartphones and other devices to establish a radio connection by touching them together or coming within close proximity. You may not have heard of it, but near field communication (NFC) is the technology that major companies are betting will become a central part of every mobile phone user's life. John Foley is going to tell you more about this.NFC technology has not been heavily adopted in the U.S. yet, but according to some analysts' estimates there will be a greater push for mobile users to adopt the technology in the next few yearsNear field communication, abbreviated NFC, is a form of contactless communication between devices like smartphones or tablets. Contactless communication allows a user to wave the smartphone over a NFC compatible device to send information without needing to touch the devices together or go through multiple steps setting up a connection. NFC was originally developed and promoted as a highly secure technology to enable mobile payments and ticketing applications, enabling consumers to make payments by merely tapping their cellular device against an NFC-enabled payment terminal to conduct a transaction.
Jason-…..Katie- No matter what though, the mobile world is not going anywhere and people are always going to need a mobile website. So you can use a tool such as iFlyMobi to create mobile optimized websites, and then follow best practices to appeal to the end user and track your efforts.