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Mobile isn't Mobile

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"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.
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36
Mobile isn‘t mobile October 2012 1 and what this means for digital marketing
Transcript
Page 1: Mobile isn't Mobile

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

Page 2: Mobile isn't Mobile

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

Page 3: Mobile isn't Mobile

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

Page 4: Mobile isn't Mobile

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

Page 5: Mobile isn't Mobile

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

Page 6: Mobile isn't Mobile

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

Page 7: Mobile isn't Mobile

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

Page 8: Mobile isn't Mobile

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

Page 9: Mobile isn't Mobile

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

Page 10: Mobile isn't Mobile

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

Page 11: Mobile isn't Mobile

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

Page 12: Mobile isn't Mobile

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

Page 13: Mobile isn't Mobile

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

Page 14: Mobile isn't Mobile

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

Page 15: Mobile isn't Mobile

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

Page 16: Mobile isn't Mobile

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

Page 17: Mobile isn't Mobile

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

Page 18: Mobile isn't Mobile

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

Page 19: Mobile isn't Mobile

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

Page 20: Mobile isn't Mobile

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

Page 21: Mobile isn't Mobile

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

Page 22: Mobile isn't Mobile

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

Page 23: Mobile isn't Mobile

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

Page 24: Mobile isn't Mobile

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

Page 25: Mobile isn't Mobile

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

Page 26: Mobile isn't Mobile

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

Page 27: Mobile isn't Mobile

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

Page 28: Mobile isn't Mobile

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

Page 29: Mobile isn't Mobile

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

Page 30: Mobile isn't Mobile

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

Page 31: Mobile isn't Mobile

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

Page 32: Mobile isn't Mobile

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

Page 33: Mobile isn't Mobile

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

Page 34: Mobile isn't Mobile

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

Page 35: Mobile isn't Mobile

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

Page 36: Mobile isn't Mobile

36

Technology is our friend

Evangelos Papathanassiou

evangelospapathanassioude

wwwpapathanassioude


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