Mobilize Your Brand keynote from What's Next DC conference in 2013. Highlights of mobile trends, technology trends and content trends, including responsive content design. Focus is on mobile, social and digital impact for brands.

1. Mobilize Your Brand
Katrina Klier @KatrinaKlier

2. Copyright © 2012 Accenture All rights reserved. 2
Marketing Used to be Simple
Marketing delivered by
advertising was a
primary and trusted
source of information.
Word of Mouth was slow
and localized
@KatrinaKlier #WhatsNextDC

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Life Became Increasingly Mobile
81% of Americans live in Urban
Areas which grew 3 points faster
than the total population
On average people change jobs
every 3 years and have 5-7 careers
in their lifetime.
Less than 59% of Americans live in
the state where they were born
Over 80% of people in North
America have access to the
Internet
Sources: Reuters, Career-Advice,
@KatrinaKlier #WhatsNextDC

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Impact of a Mobile Society
People know more people
People experience more of
the world
@KatrinaKlier #WhatsNextDC

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People have more and more choice and
they expect brands to provide…
the information they want,
when they want it,
how they want to consume it.
Impact on Marketing
@KatrinaKlier #WhatsNextDC

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Technology Enables Choice and Mobility
Sources: IDC Q3 2012 Forecast
PCs continue to be
foundation devices.
Smartphones offer
in-the-
moment, contextuall
y relevant
opportunities
Tablets offer
personal, medium
and long form
content and
engagement
opportunities
@KatrinaKlier #WhatsNextDC

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Technology is Responsive
Detect the kind of device – PC with large screen, laptop, tablet, phone
Optimize for screen size, touch vs. click
@KatrinaKlier #WhatsNextDC

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But Most Content is Not Responsive
@KatrinaKlier #WhatsNextDC

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Traditional Sales Funnel
• All about closing a sale
• Once the customer started to use
the product, the conversation
stopped
• Little to no incentive for repeat
purchase
• No way for a customer to be an
active fan of the brand or products
@KatrinaKlier #WhatsNextDC
Accenture, Serving the Nonstop Customer, 2012

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Open Content or Channels:
Reality, Delivery
Brand-Controlled Content or Channels:
Expectation, Promise
The Customer Lifecycle is Nonstop & Dynamic
Accenture, Serving the Nonstop Customer, 2012
@KatrinaKlier #WhatsNextDC

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The Customer Today – Highly Mobile & Connected
@KatrinaKlier #WhatsNextDC

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Mobile By the Numbers
Sources: Comscore,
In 2009 only 2% of US adults
owned a tablet or e-reader, now
more than a third do.
Over 10% of global
Internet traffic is via
phones.
Active global app users number
over 1B now, growing to over
2.1B in 2016.
75% of the world’s
population has access
to mobile phones
@KatrinaKlier #WhatsNextDC

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Mobile Activities – Phone vs. Tablet
• 75% of people send text messages
• 56% check the weather
• 52% use maps
• 50% access social media sites
• 6B mobile subscriptions WW
• 85% of people email
• 54% watch videos
• 48% access social media
• 47% read books
• 38% read news
Sources: Emarketer, Google, Accenture
@KatrinaKlier #WhatsNextDC

14. Sources: Facebook, TechCrunch, Pingdom, Washington Post, Nielsen, Radicati Group
@KatrinaKlier #WhatsNextDC

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Marketing Today
@KatrinaKlier #WhatsNextDC

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Marketing Today
@KatrinaKlier #WhatsNextDC

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So What Does This Mean for Content?
How we think about, design and publish
content needs to change.
We need to meet customers’ expectation
of what information they want, when they
want it, how they want to consume it.

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HOW?

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An Idea… Responsive Content Design
Core Content
Editorial
Design
Visual
Design
Amplification
Design
Engaging Content
Experience for your Audience
Across Devices and
Channels
@KatrinaKlier #WhatsNextDC

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The Responsive Content Journey
Retro-fit Hybrid Responsive

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An Example… Outlook Journal
@KatrinaKlier #WhatsNextDC

22. An Example… Tech Vision 2013
Background
• Accenture’s annual analysis of the emerging
technology trends
• Output from Accenture Technology Labs, global
research & development arm for Accenture
staffed by technologists, scientists, consultants,
and researchers
• 2013 overarching theme “Every business is a
digital business” identifies seven key enterprise
technology trends
@KatrinaKlier #WhatsNextDC

23. Tech Vision 2013
Copyright © 2012 Accenture All Rights Reserved.
Phase 1: Phase 2:
videos
Blog
PDF report
News
Release
Microsite
Search engine marketing
accenture.com presence
Social media outreach
Paid Social Activities
Paid Social Activities
@KatrinaKlier #WhatsNextDC

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@KatrinaKlier
LinkedIn
KatrinaKlier.com
Thank You
@KatrinaKlier #WhatsNextDC
@Accenture
LinkedIn Company Page
accenture.com