SlideShare a Scribd company logo
#1NWebinar
Marketing in a Post-Mobile World
20 July 2015
2 • #1NWebinar @kpeekna @OneNorth
Welcome
Kalev Peekna
Managing Director, Strategy
Kalev and his team design digital marketing strategies and
interactive experiences for complex, relationship-based
organizations. His team works with clients on channel strategies,
user research, brand alignment, content strategy, information
architecture and the user-experience of professional websites and
other interactive properties.
3 • #1NWebinar @kpeekna @OneNorth
Today
•  Review of current data on mobile as a marketing platform
•  Three phases of mobile strategy
–  Phase 1: The Squeeze
–  Phase 2: The Mobile Moment
–  Phase 3: Post-Mobile
It’s a mobile, mobile
world after all.

Recommended for you

Aga spring meeting_bwm_mobile_landscape_04-03-13
Aga spring meeting_bwm_mobile_landscape_04-03-13Aga spring meeting_bwm_mobile_landscape_04-03-13
Aga spring meeting_bwm_mobile_landscape_04-03-13

The document discusses mobile websites and trends in mobile technology. It provides an overview of Blue Water Media, a digital agency, and discusses the growing mobile landscape. Key points covered include the rapid growth of mobile device usage, the importance of responsive design for mobile websites, and trends like localized experiences, mobile commerce, and the convergence of social, local and mobile features. The presentation aims to highlight opportunities for mobile optimization and engagement.

20130507 ama las vegas_mobile_noble_f
20130507 ama las vegas_mobile_noble_f20130507 ama las vegas_mobile_noble_f
20130507 ama las vegas_mobile_noble_f

The document discusses the growing importance of mobile for businesses, especially in the travel industry. It notes that mobile usage now exceeds desktop usage for many companies and activities like social media. The document recommends that businesses design responsive websites that adapt to different screen sizes, consider options like mobile sites and apps, and use mobile to enhance the customer experience through check-ins, deals, social sharing and other engagement strategies. The future of digital is mobile-focused, so connecting with customers via their smartphones is important.

digital mediamobile marketingsocial media
Googleandnielsenscreating moments-that-matterresearch-studymarch2013-13031513...
Googleandnielsenscreating moments-that-matterresearch-studymarch2013-13031513...Googleandnielsenscreating moments-that-matterresearch-studymarch2013-13031513...
Googleandnielsenscreating moments-that-matterresearch-studymarch2013-13031513...

Mobile search drives multi-channel conversions. Mobile searches are strongly tied to specific contexts and occur where people are - at home, at work, or on the go. Three out of four mobile searches trigger follow-up actions, whether it be further research, a store visit, a phone call, a purchase or word-of-mouth sharing. Mobile searches have a high conversion rate, with over half of purchases, calls, or store visits happening within an hour of the initial search.

googlemobile marketingsearch
In Eight Short Years…
Sources: NY Daily News, CNN
From 1995 to 2014: Internet Usage
6 • #1NWebinar @kpeekna @OneNorth
61%
0%
12%
22%
5%
1995: 35M+ Users
10%
23%
28%
19%
21%
2014: 2.8B+ Users
USA
China
Asia (ex. China)
Europe
Rest of World
Source: Mary Meeker, Internet Trends
2015 – Code Conference
kpcb.com/InternetTrends
From 1995 to 2014: Mobile Usage
7 • #1NWebinar @kpeekna @OneNorth
100%
0%
1995: 80M+
Users
60%
40%
2014: 5.2B+ Users
Feature Phone
Smartphone
Source: Mary Meeker, Internet Trends
2015 – Code Conference
kpcb.com/InternetTrends
Mobile now reaches
73% of the world’s
population.
8 • #1NWebinar @kpeekna @OneNorth
Mobile is Now Our Favorite Screen
2.2
2.3
2.4 2.6 2.5 2.3 2.4 2.4
0.3
0.3
0.4
0.8
1.6
2.3
2.6
2.8
0
1
2
3
4
5
6
2008 2009 2010 2011 2012 2013 2014 2015 YTD
Hoursperday
Time spent per day with digital media, USA Adults
Mobile
Desktop
Other
Source: Mary Meeker, Internet Trends 2015 – Code Conference
kpcb.com/InternetTrends
51% of
Total

Recommended for you

Mobile Search Moments Understanding How Mobile Drives Conversions 3 2013
Mobile Search Moments Understanding How Mobile Drives Conversions 3 2013Mobile Search Moments Understanding How Mobile Drives Conversions 3 2013
Mobile Search Moments Understanding How Mobile Drives Conversions 3 2013

Mobile searches for arts and entertainment information are often conducted at home to find something interesting, and typically lead the user to click on links from the search results on a web browser. The majority of arts and entertainment mobile searches occur at home and are motivated by coming across something interesting, with many users then clicking on links from the search results on their web browser.

Making the Smart Home More Insightful
Making the Smart Home More InsightfulMaking the Smart Home More Insightful
Making the Smart Home More Insightful

The document discusses making the smart home more insightful by providing customers with real-time energy feedback and tools to help them understand and reduce their energy usage. It describes developing hardware and software solutions to give users energy usage data, detect patterns of usage, and allow utility companies to help guide customers towards lower consumption. The goal is to engage customers and make energy management fun and easy through challenges, sharing of data, and eventual integration with smart home devices.

uiuxapp dev
Mobile Enterprise Apps
Mobile Enterprise AppsMobile Enterprise Apps
Mobile Enterprise Apps

It is difficult and costly for agencies to build mobile apps that consumers will notice and use regularly. The mobile app market is extremely crowded, with millions of apps available, and consumers are selective about which apps they download and use routinely. Most branded consumer apps fail to gain significant usage, with over 90% being downloaded by less than 10,000 users. However, some exceptions exist for apps that offer high utility through features like managing workouts, ordering food, or booking travel, especially when supported by extensive promotional campaigns. The document recommends agencies focus on mobile-responsive websites, in-app advertising, and developing apps targeted at internal users like remote workforces (mobile enterprise apps) to get better results than typical consumer-facing apps.

mobile appsmarketing appssaas
And as mobile grows,
we have better data
about it’s used.
10 • #1NWebinar @kpeekna @OneNorth
Google Mobile Planet
Google Mobile Planet is an
interactive data resource that
allows you to create custom
charts based on their
research.
You can also download the
full data set and crunch the
numbers directly.
11 • #1NWebinar @kpeekna @OneNorth
Google Mobile Planet
Selecting specific dimensions
reveals interesting trends that are
hard to see in the larger data set.
In this example, you can see:
•  Regardless of age, a strong
majority find mobile web use as
easy as it is on other media.
•  Younger people are more
emotionally attached, and less
likely to consider giving up
their mobile device.
12 • #1NWebinar @kpeekna @OneNorth
comScore Mobile Metrix
comScore offers regular free
reports on general trends in
mobile and internet usage.
A paid option includes direct
comparison of your mobile
sites against direct
competitors, as well as more
granular demographics.

Recommended for you

eMarketer Webinar: Digital Media Scorecard—How Canadian Marketers Rate the Ef...
eMarketer Webinar: Digital Media Scorecard—How Canadian Marketers Rate the Ef...eMarketer Webinar: Digital Media Scorecard—How Canadian Marketers Rate the Ef...
eMarketer Webinar: Digital Media Scorecard—How Canadian Marketers Rate the Ef...

Digital advertising accounts for more than one-third of total ad spending in Canada, but marketers aren’t necessarily satisfied with their digital ad choices. Topics in this webinar include: How do marketers rate search vs. display advertising? How does mobile stack up against traditional desktop/laptop? How does social stack up?

mediamarketing strategyemarketer
Mobile SEO Strategy
Mobile SEO StrategyMobile SEO Strategy
Mobile SEO Strategy

This presentation discusses the importance of mobile marketing, search engine optimization, and visibility. It covers how the definition of "mobile" has evolved from basic mobile websites to optimized sites and apps. The presenter emphasizes understanding why mobile matters given growing smartphone usage. Attendees learn they must have a mobile strategy and focus on driving conversions through calls, forms, commerce, or other actions. The presentation provides tips on choosing appropriate mobile solutions, optimizing sites for search engines, leveraging local search and keywords, and using mobile ads to drive traffic. The key takeaway is that desktop SEO strategies translate to mobile if focused on relevance, especially local relevance for users.

mobile webmobile seomobile search
Mobile Insights for 2014 J.Boye13 - Aarhus
Mobile Insights for 2014 J.Boye13 - AarhusMobile Insights for 2014 J.Boye13 - Aarhus
Mobile Insights for 2014 J.Boye13 - Aarhus

Smartphones keep getting larger and tablets are getting smaller, beginning to totally blur what was just a few years ago considered a group of distinct form factors. The platforms that power these blocks of glass, plastic, and silicon have also seen improvements, with iOS7 appearing to be able to keep the iPhone growth alive and Android utterly dominating countries such as China in its path to 1 billion activations. New operating systems such as Firefox are in the wild as companies such as Microsoft frantically try to right the ship and save their platforms and devices from obscurity. Across Europe 4G LTE is beginning to see deployments that will allow its users to see the speed and latency benefits that those in parts of Asia, the US, and others have over the past years. This in turn will begin to accelerate mobile data consumption and creation across a greater global footprint. Live and high quality video from mobile devices will become amazingly commonplace. Today we are also seeing new products from Google, Samsung and even possibly Apple that are serious entrants to the wearable technology arena – and all of them are running mobile operating systems. Apple has thrown down the gauntlet against NFC technology with its new iBeacon service which means that all parties involved are taking mobile payments and other types of direct interactions over secure mobile channels very seriously. Organizations who are late to the mobile game are hurrying to catch up. Many who have focused more on the consumer aspect of mobility are starting to put serious efforts into B2E mobile initiatives. Those who are already mobilizing their workforce are looking for ways to improve, standardize, and focus their efforts. Also, the Web isn’t going anywhere…. So what does this all mean to you?

mobile computingmobile webresponsive web design
13 • #1NWebinar @kpeekna @OneNorth
comScore Mobile Metrix
comScore’s data includes information on how device preferences change
according to the time of day, as well as the specific task or activity.
What all this data means
15 • #1NWebinar @kpeekna @OneNorth
Mobile Continues to Rise in Influence
Nearly every available data point confirms that:
•  More people have mobile devices.
•  People use mobile more often, for more
reasons.
•  People depend on mobile to conduct
business.
•  People expect mobile interactions to “just
work.”
•  Trends march upwards across all measured
dimensions and user groups.
So what does
mobile dominance mean for
mobile strategy?

Recommended for you

The Latest Mobile Search Trends and Best Practices February 2012
The Latest Mobile Search Trends and Best Practices February 2012The Latest Mobile Search Trends and Best Practices February 2012
The Latest Mobile Search Trends and Best Practices February 2012

Mobile search trends and best practices for tablets and smartphones. Latest Performics data on mobile search impressions, clicks, CTRs, CPC and revenue per click by device.

mobile webmobile marketingsearch engine optimization
Español dna double helix (2 class) 2015
Español dna double helix (2 class) 2015Español dna double helix (2 class) 2015
Español dna double helix (2 class) 2015

descripción de la estructura de ADN y ARN especificando bases, azúcar y grupo fosfato, formación del polímero y formación de la doble hélice.

adeninaestrutura de la hélicenucleótidos
Don't Lose Your Cool: Applying Mediation Tricks to Everyday Life
Don't Lose Your Cool: Applying Mediation Tricks to Everyday LifeDon't Lose Your Cool: Applying Mediation Tricks to Everyday Life
Don't Lose Your Cool: Applying Mediation Tricks to Everyday Life

This document provides an overview of conflict management and mediation. It discusses the stages of conflict, types of conflict, and the goals and process of mediation. Mediation aims to create a safe environment for communication and resolution through a neutral third party. It involves identifying interests, exploring options, and reaching an agreement that satisfies both parties. The mediator facilitates dialogue, builds understanding, and helps the parties compromise to find a mutually acceptable solution.

17 • #1NWebinar @kpeekna @OneNorth
Three Phases of Mobile Strategy
Since the rise of smartphones in 2007, the pursuit of an
effective mobile strategy can be tracked across three phases:
1: The Squeeze 2: Mobile Moments 3: Post-Mobile
Building out the operational
basics of a mobile presence.
•  Responsive Design
•  Performance
•  SEO
Refining the mobile experience to
fit specific needs and contexts.
•  Location awareness
•  Time awareness
•  Use-case specificity
•  Micro-interactions
(Wait for it….)
2008 2014 2020
Phase 1: The Squeeze
18 • #1NWebinar @kpeekna @OneNorth
19 • #1NWebinar @kpeekna @OneNorth
Phase 1: The Squeeze
The first phase of mobile strategy started in 2007
with the rise of the iPhone and Android platforms.
Mobile Strategy at this point focused primarily on
the operational aspects of a decent mobile
experience:
•  Responsive Design
•  Performance
•  SEO AKA, the “how do I fit all
my stuff on this small
screen” strategy.
20 • #1NWebinar @kpeekna @OneNorth
Core Design Strategy: Responsive Design
“Responsive Design” arrived late to the scene in 2010.* Before that, the two
main options were a dedicated mobile site or a platform app:
* “Responsive Design”, A List Apart, 25 May 2010 • http://alistapart.com/article/responsive-web-design
Mobile Site
•  Separate from main site
•  Dedicated, but limited
functionality
•  Fragmented experience
•  Dual content maintenance
Platform App
•  Enhanced functionality
•  High “cool” factor
•  Restricted to specific
platforms (iOS or Android)
•  Frequent updates required
•  Low engagement
Responsive Design
•  All users, all devices
•  Consistent experience
•  Future-proofed
•  Standards-aligned
•  Reduced maintenance

Recommended for you

OpenStack Opportunity - Citrix
OpenStack Opportunity - CitrixOpenStack Opportunity - Citrix
OpenStack Opportunity - Citrix

The document discusses OpenStack and cloud computing. It provides an overview of OpenStack's capabilities including compute, object storage, and networking. It also discusses Citrix's cloud strategy of using OpenStack to deliver an open, compatible pay-as-you-go cloud platform. The document includes a diagram demonstrating how OpenStack provides an open alternative to single-vendor lock-in for enterprise customers and cloud providers.

gordon mangione
AKNE kialakulása, lehetséges okai, kezelési lehetőségei
AKNE kialakulása, lehetséges okai, kezelési lehetőségei AKNE kialakulása, lehetséges okai, kezelési lehetőségei
AKNE kialakulása, lehetséges okai, kezelési lehetőségei

Az akne kialakulásának folyamata, lehetséges okai, kezelési lehetőségei

aknebőrgyógyászatkozmetika
Feature
FeatureFeature
Feature

The document provides guidelines for writing a feature story, including: 1) Focusing on a single topic and only interviewing about that topic. The lead paragraph should grab attention but may be longer than a news story lead. 2) Organizing the story chronologically, logically, or with a narrative pattern. Feature stories rely more on quotes than facts and aim to make the subject come alive. 3) Including a concluding paragraph that refers back to the beginning or uses a quote about the future. Contractions and creative writing are acceptable unlike in standard news stories.

21 • #1NWebinar @kpeekna @OneNorth
Responsive Design: Last Man Standing
The debate over design approaches is now over. Responsive Design is
currently the only choice for websites that are primarily driven by content:
22 • #1NWebinar @kpeekna @OneNorth
Performance Matters
Brad Frost is right. Your visitors care that
your site operates and performs well,
regardless of the device they use.
Responsive Design solves the first part
(operation) but it by no means guarantees
the second part (performance).
Mobile Strategy means paying attention to
speed as a critical aspect of the user’s
overall experience.
“Your visitors don’t give a s*** if your site is responsive” — Brad Frost
How long you have until you begin to lose
your first visitors1 sec
of observed users will abandon a page if it
takes longer than 3 seconds to load40%
of users said they might leave a site if it
took longer than 4 seconds to load75%
Sources: http://www.smashingmagazine.com/2014/07/22/responsive-web-design-should-not-be-your-only-mobile-strategy
https://blog.kissmetrics.com/loading-time/ /
23 • #1NWebinar @kpeekna @OneNorth
Measuring Performance
Responsive Design isn’t the solution to performance, but it
also isn’t the problem. Proper code, content, and design all
a play a role in reducing unnecessary complexity.
There are many tools that help measure how your site
performs:
Google PageSpeed Insights Web Page Test Pingdom
24 • #1NWebinar @kpeekna @OneNorth
Mobilegeddon: Mobile SEO Becomes a Thing
On 21 April 2015, Google released a major update to its core engine
intended to improve search for mobile users. Here’s the essence of what
many started calling “Mobilegeddon”:
•  For mobile users only, Google started
prioritizing “mobile friendly sites” in
its search results.
•  Sites that were not “mobile friendly”
started to appear lower in results
from mobile devices.

Recommended for you

Resume
ResumeResume
Resume

This document is a curriculum vitae for Reza Gholami, an Iranian national pursuing a PhD in economics. It outlines his educational background, which includes a BA and MA in economics from Iranian universities as well as a PhD from Universiti Kebangsaan Malaysia. His dissertation focuses on stability in financial markets between conventional and Islamic finance systems using an evolutionary game theory approach. It also lists his work experience in Iranian government departments providing economic analysis and policy advice, as well as his research interests and publications in areas including finance, monetary policy, and Islamic finance.

resume
resumeresume
resume

Joshua Asbury has over 10 years of experience in restaurant, hospitality, and youth leadership roles. He is currently the Restaurant Manager at True Food Kitchen where he oversees daily operations, procurement, staffing, and consistently exceeds sales goals. Asbury is seeking a new leadership role as a General Manager where he can utilize his skills in customer service, administration, and revenue generation.

Hoofdstuk 1.8 kleine kinderen worden groot
Hoofdstuk 1.8 kleine kinderen worden grootHoofdstuk 1.8 kleine kinderen worden groot
Hoofdstuk 1.8 kleine kinderen worden groot
10g timmermanshoofdstuk 18de sims 2
25 • #1NWebinar @kpeekna @OneNorth
Mobile SEO is Real
Less than two weeks later (5 May 2015), Google
revealed that mobile devices now generated more
searches than desktops in the US and Japan.
According to ADI’s estimate, sites that were non-
mobile-friendly sites have suffered almost a 10%
drop in traffic since 21 April 2015. Techniques like
paid search (adwords) stanched the bleeding for
some, but are increasingly ineffective.
Sources: http://adwords.blogspot.com/2015/05/building-for-next-moment.html
http://www.cmo.com/articles/2015/7/10/adi-mobilegeddon.html
https://developers.google.com/webmasters/mobile-sites/get-started/
26 • #1NWebinar @kpeekna @OneNorth
How to Be “Mobile Friendly”
Google provides extensive guidance and tools
on how to ensure that a site is mobile friendly.
Here are some highlights:
•  Responsive design or dedicated mobile site
•  Proper URL redirects (not needed for
responsive design)
•  Readable and touch-friendly
•  Avoiding Flash, blocked Javascript and
other 3rd party software
•  High performance (i.e. fast)https://developers.google.com/webmasters/mobile-sites/get-started/
27 • #1NWebinar @kpeekna @OneNorth
Not Caught Up? Don’t Panic.
If you fear that your website does not
yet live up to these standards, you are
not alone.
Good News: these standards are now
well recognized and well understood.
Bad News?: like all best practices,
these mobile “strategies” can no longer
offer innovation or differentiation. They
are table stakes.
Source: http://marketingland.com/82-sites-use-responsive-web-design-2015-try-11-8-114050
According to Google:
82% of surveyed web owners
are pursuing responsive design.
According to Akamai:
18.7% of the top 1000
websites are currently responsive
11.8% of the top 100 websites
are currently responsive
Phase 2: Mobile Moments

Recommended for you

BR Good CV
BR Good CVBR Good CV
BR Good CV

The document provides a summary of qualifications and work history for Bill R. Good Jr., who has over 40 years of experience in leadership training and coaching, project management, and business analysis. He has successfully designed and implemented leadership development programs for multiple companies and provided leadership coaching for managers at various levels. His experience also includes managing teams for software development, business process improvement, and event management projects.

навчальна дискусія
навчальна  дискусіянавчальна  дискусія
навчальна дискусія
Emergency Automation Webinar
Emergency Automation WebinarEmergency Automation Webinar
Emergency Automation Webinar

This document describes how the Emergency++ software can help mitigate emergencies. It allows organizations to automatically alert residents of potential emergencies, broadcast messages through multiple channels, and target alerts based on individuals' locations and roles. The software also aims to keep residents informed and calm during and after emergencies by sending personalized, automated updates on the situation and recovery instructions.

emergency automationmarketing automationemergency communications
29 • #1NWebinar @kpeekna @OneNorth
The Mobile Moment
The first phase is (ironically) not very strategic in its attitude
to mobile. It’s fundamentally about enabling what you
already do.
The next phase approaches mobile not as a device or
channel, but as a context with its own unique
opportunities.
Schadler, Bernoff and Ask of Forrester Research call the
focus of their new strategy the Mobile Moment:
A mobile moment is a point in time and space when someone
pulls out a mobile device to get what he or she wants
immediately, in context.
Schadler, Ted; Bernoff, Josh; Ask, Julie (2014).
The Mobile Mind Shift: Engineer Your Business To Win in
the Mobile Moment
30 • #1NWebinar @kpeekna @OneNorth
What’s Different about the Mobile Moment
Mobile essentially expanded the how, when, and
where of of our digital interactions. The Mobile
Moment therefore asks you to change the default
order of your thinking. Instead of asking how to
get your stuff in front of the user, it asks you to
think deeply about what the user is doing before
you interact.
In other words, the Mobile Moment is all about
context-sensitivity.
Customer
Device
Platform
Firm
START HERE!
A valid context for mobile strategy is any aspect of the user’s mindset or world that
impacts what they are trying to accomplish and how they want to interact.
The key is to develop a full understanding of these contexts for mobile, and let that
drive your plan for platforms, content, and design.
31 • #1NWebinar @kpeekna @OneNorth
What Kinds of Contexts are Relevant to B2B?
Date/Time
• Before/during/after
work
• Weekends
• Quarter or year-
end
Location
• Country or market
• Language
• Home
• Office
• Traveling
• Commuting
Activity
• Keeping up to date
• Reviewing
• Researching
• Writing / producing
• Communicating
Relationships
• Company
• Business network
• Industry
• Social groups
What does a
Mobile Moment look like?

Recommended for you

Horrible Bosses Solution Guide Handout
Horrible Bosses Solution Guide HandoutHorrible Bosses Solution Guide Handout
Horrible Bosses Solution Guide Handout

Dubuque Circles Initiative Leadership Track Series

CV Alan Brady 2015
CV Alan Brady 2015CV Alan Brady 2015
CV Alan Brady 2015

Alan Brady is an experienced visual designer and web developer with over 15 years of experience. He holds a Bachelor's Degree in Ceramics and higher diplomas in science and web development. Brady has extensive skills in design programs like Photoshop, Illustrator, and Dreamweaver. He has designed websites for clients and has experience teaching art. Brady is proficient in HTML, CSS, PHP, and databases. He provides freelance web design and development services.

Les Couleurs
Les CouleursLes Couleurs
Les Couleurs

This document lists and defines common colors in French including bleu, rouge, vert, orange, blanc, rose, violet, gris, jaune, noir, marron, bleu clair, and bleu foncé. It provides an overview of basic color terminology to learn in French.

french colorsfrenchles couleurs
33 • #1NWebinar @kpeekna @OneNorth
Transforming Creepy into Useful
•  Let you know exactly when to leave for
the airport, based on traffic & flight status
•  Point out nearby restaurants – just as it
gets to be dinner time
•  Point out local events & activities during
leisure times
•  Give you sports scores – if you’re into
watching grownups play for a living
•  Notify you when your favorite show or
podcast has new shows to watch
•  Suggest news, articles, recipes – or
really any other kind of content
•  Remind you of tasks and meetings
•  Tell you the weather of where you are,
and where you will be
It is a truth universally acknowledged that Google knows basically everything about all of us.
-- How Pride & Prejudice would have started if written in 2015
Google Now’s stated goal is to deliver “the right information at just the right time.”
Without the user entering a single keyword, Google Now can:
34 • #1NWebinar @kpeekna @OneNorth
Google Now Makes a Virtue of Total Knowledge
35 • #1NWebinar @kpeekna @OneNorth
World’s Least Interesting Bank Nails Mobile
Even throughout the financial crisis, USAA was known as a
reliable, safe bank focused on serving a specific community.
It’s never been a risk-taker.
It also has one of the most advanced mobile apps in retail banking:
•  Deposits
•  Balance checks
•  Transfers
•  Bill pay
•  Peer-to-peer pay
•  ATM Finder
•  Roadside
assistance
•  Rental car locator
•  Accident checklist
•  Claims
submission
•  Loan calculator
•  Face recognition
•  Voice recognition
•  Natural language
commands
What does it take to create a
Mobile Moment?

Recommended for you

STATE BANK INDIA.PDF
STATE BANK INDIA.PDFSTATE BANK INDIA.PDF
STATE BANK INDIA.PDF

The State Bank of India (SBI) is India's oldest and largest bank. It has over 19,000 branches and 215,000 employees worldwide. SBI identified South Africa as a priority market and launched operations there in 1996. SBI South Africa (SBI SA) now has seven offices catering to corporate clients, individuals, and the Indian community. SBI SA offers a range of financial products and is committed to contributing to South Africa's economic growth and development.

Ch 3 verbal messages
Ch 3 verbal messagesCh 3 verbal messages
Ch 3 verbal messages

This document discusses the power and complexity of verbal communication and language. It covers several key points: 1) Language is a system of symbols and meanings that are context dependent, changing over time, and vary between cultures. Words can have both literal and subjective connotations. 2) Verbal communication affects thoughts, emotions, actions, and relationships. Care must be taken to avoid biased language that can negatively impact others. 3) New technologies and experiences lead to the creation of new words and phrases, like "digital detox," showing how language evolves and reflects culture.

참품한우 첫번째 프로젝트(스토리텔링용)
참품한우 첫번째 프로젝트(스토리텔링용)참품한우 첫번째 프로젝트(스토리텔링용)
참품한우 첫번째 프로젝트(스토리텔링용)

느낌있게 먹읍시다. 한우!!

37 • #1NWebinar @kpeekna @OneNorth
Adopting a Design-Oriented Strategy
Schadler, Bernoff and Ask recommend a four-step
process for defining and pursuing your mobile
strategy called “IDEA”.
Identify and understand mobile context
Design the mobile engagement
Engineer the platforms, processes & people
Analyze the results
Look familiar? It should. These are the basic steps
in any good user-centric design process.
38 • #1NWebinar @kpeekna @OneNorth
Mobile Moments Must Be Designed
The core of the Mobile Moment strategy is about relevance,
refinement, and engagement. Design-oriented strategy is
uniquely equipped to attain these goals through:
•  Context-sensitivity
•  Gestures (physical interaction)
•  Animations
•  Transitions
•  Visual & emotional feedback
In other words, design is the key to providing unique value
that can’t be delivered on any other kind of platform.
39 • #1NWebinar @kpeekna @OneNorth
What is Really the Mobile Moment Shift?
You can think of this new phase in mobile strategy as a shift from platforms to
design:
If there’s any flaw to this new phase of mobile strategy, it’s the emphasis on
moments and details. “Micro-interactions” are inspiring and effective, but they can
easily become fragmented and disconnected.
1: The Squeeze 2: Mobile Moments 3: Post-Mobile
Building out the operational
basics of a mobile presence.
PLATFORMS
Refining the mobile experience to
fit specific needs and contexts.
DESIGN
What’s left?
2008 2014 2020
Phase 3: Post-Mobile

Recommended for you

Mobile first - one key important aspect in digitalisation
Mobile first - one key important aspect in digitalisationMobile first - one key important aspect in digitalisation
Mobile first - one key important aspect in digitalisation

Presentation slides I presented during Asian Banking and Finance - Retail Banking Forum on 16 May 2017 at Hilton Hotel Kuala Lumpur Malaysia.

mobile-firstandroidmobile apps
Fitnyc module 11 mobile analytics overview for fit
Fitnyc module 11    mobile analytics overview for fitFitnyc module 11    mobile analytics overview for fit
Fitnyc module 11 mobile analytics overview for fit

Mobile analytics is challenging due to differences from web analytics. Session tracking relies on device IDs rather than cookies, and measurement focuses more on engagement than page views. Unique visitors are difficult to measure for mobile. When evaluating mobile analytics products, considerations include dashboard views, specific analysis needs, integration capabilities, and pricing models. Campaign management functionality built into products is also important. There are over 40 mobile analytics products available.

mobile analytics
Engaging mobile and website applications
Engaging mobile and website applicationsEngaging mobile and website applications
Engaging mobile and website applications

An outline to the most engaging mobile and website apps with the principles for the best possible result

user experiencemobile marketingwebsite
But First:
Dialing it Back to 1996
42 • #1NWebinar @kpeekna @OneNorth
Remember When the Internet was a Thing?
Barely 20 years ago, the Internet was a business topic in
and of itself. It was new. It was exciting. It was changing
everything.
It become a new way to solve problems:
“I know! I can use the INTERNET to do X!”
“Did you know you can find X on the INTERNET now?”
“Can you teach me how to INTERNET stuff?”
“I really like to spend time on the INTERNET.”
43 • #1NWebinar @kpeekna @OneNorth
Evidence of Epic Basicness
https://www.youtube.com/watch?v=A81IwlDeV6c
44 • #1NWebinar @kpeekna @OneNorth
Even Betty White Knows How to Internet
Why don’t we “internet” any more?
Because we are internetting all the
time. Everywhere. All Day.
It’s not that the Internet stopped to exist or
became something else. Its pervasiveness
simply makes it silly to talk about “as a thing.”

Recommended for you

Compuware ASEAN APM User Conference 2013 - University of Customer Experience
Compuware ASEAN APM User Conference 2013 - University of Customer ExperienceCompuware ASEAN APM User Conference 2013 - University of Customer Experience
Compuware ASEAN APM User Conference 2013 - University of Customer Experience

Rafi Katanasho discusses effectively monitoring the customer experience across diverse platforms. He outlines 5 tips: 1) Analyze performance data in relation to user behavior to see where customers are dropping off and optimize key pages. 2) Speed up resolution of user complaints to improve their experience. 3) Report on key business metrics like conversions and revenue to understand the impact of performance issues. 4) Manage third-party services that can impact response times. 5) Unify oversight of different customer channels like web, mobile web, and native apps for a holistic view of the experience.

customer experiencecustomer satisfaction
Agile IT: Modern Architecture for Rapid Mobile App Development
Agile IT: Modern Architecture for Rapid Mobile App DevelopmentAgile IT: Modern Architecture for Rapid Mobile App Development
Agile IT: Modern Architecture for Rapid Mobile App Development

Chris Marsh, Principal Analyst at 451 Research and Rich Mendis, Chief Product and Marketing Officer at AnyPresence, share current trends and best practices to build a progressive mobile architecture and enable your business to compete in today’s mobile world.

mobilemobile architectureapp development
2013 Hispanic Marketing Symposium: Mobile Apps for Business
2013 Hispanic Marketing Symposium: Mobile Apps for Business2013 Hispanic Marketing Symposium: Mobile Apps for Business
2013 Hispanic Marketing Symposium: Mobile Apps for Business

Magaly Chocano was one of the featured speakers for this outstanding event put on by the Austin Ad Fed. She discusses the impact and the importance of mobile apps in business and the growth for the future.

hispanic marketingapps for marketingios apps
45 • #1NWebinar @kpeekna @OneNorth
We are Fast Becoming Post-Mobile
All the data and trends we’ve reviewed
point to the same fate for mobile.
Ask yourself, when did you last say:
“I know! I’ll use my phone to do X.”
“Did you know you can do X on a
phone now?”
“I’m going to go on my phone for a
couple hours.”
From a late 2013 survey of senior (Director &
above) buyers of consulting services:
•  100%+ had a smartphone and 2 or
more laptops/desktops they used
daily
•  80%+ also had a tablet
•  Average user switched devices 5 to
7 times during the day
•  None thought of themselves as
“technically advanced.”
Thanks for Waiting
47 • #1NWebinar @kpeekna @OneNorth
Phase 3: Post-Mobile is about Continuity
In a world where mobile is so pervasive that we stop
noticing its specialness, mobile strategy moves beyond
the “moment.”
Mobile will be about Continuity:
q  Connecting interactions with all other online and
offline activities
q  Actions starting on one device, completed on another
q  Experience so seamlessly aligned that we no longer
have to think about devices
48 • #1NWebinar @kpeekna @OneNorth
Bonobos – Making Swagger Happen
Bonobos is a natively digital men’s clothier that understands how to align all online
and offline actions. It also got me to the ball on time:
Browse Decide to Purchase Complete
Call because I
screwed up

Recommended for you

Mobile App Developers Dubai
Mobile App Developers DubaiMobile App Developers Dubai
Mobile App Developers Dubai

Safcodes is a leading Android and IOS app development company in Dubai that offers cutting-edge mobile application development services for Android and IOS devices.

android ios apps developmentmobile app developers dubaiflutter app developers uae
Advancement in mobile apps
Advancement in mobile appsAdvancement in mobile apps
Advancement in mobile apps

Mobile device usage has surpassed desktop usage, with the top activities being texting, emailing, using social media platforms like Facebook, taking photos with cameras, reading news, online shopping, and checking the weather. Two-thirds of the world's population now owns at least one mobile device. Mobile apps allow businesses to create brand awareness, engage customers through in-app offers and promotions, and increase access to users by providing local information and driving in-person visits. There are three main types of mobile apps: native apps designed for specific platforms, web-based apps that function through a browser, and hybrid apps that combine native and web-based elements.

#mobile #mobileapps #flutter #android
Transforming Web Business to a Mobile Business - Presentation by Sirish Kosaraju
Transforming Web Business to a Mobile Business - Presentation by Sirish KosarajuTransforming Web Business to a Mobile Business - Presentation by Sirish Kosaraju
Transforming Web Business to a Mobile Business - Presentation by Sirish Kosaraju

How to transform your web business to mobile business. A presentation by Sirish Kosaraju, Co-Founder & COO at RapidValue Solutions. This presentations address the following topics: 1. Why Mobile? 2. How is Mobile Different from Web? 3. Technology Considerations when moving to Mobile 4. Business Considerations when moving to Mobile 5. Summary

tranformation from web to mobilezillow iphone appfacebook mobile strategy case study
49 • #1NWebinar @kpeekna @OneNorth
Kindle & Audible
The real magic behind the Kindle or Audible experience is not just that you can
access the content on almost any kind of device, but that switching devices is
completely seamless.
50 • #1NWebinar @kpeekna @OneNorth
Apple Handoff
Apple has gone farther than anyone else to
ensure continuity. Its “Handoff” feature
allows easy switching of not just content,
but of complex and in-depth actions:
Phone & SMS – answer on any device.
Switch devices.
Email – start draft and finish on another
device (with no “save”)
Documents – edit and always pick up
where you left off
Web – see & change to any open tab on
any device
51 • #1NWebinar @kpeekna @OneNorth
What It Will Take: Laying the Foundation
It’s too early to delineate the “best practices” of a mobile strategy that
focuses on Continuity. But we can observe how forward-thinking
organizations are creating the necessary infrastructure:
UX & Strategy
Brand & Design
Technology & Platforms
52 • #1NWebinar @kpeekna @OneNorth
UX & Strategy: Ethnographic Focus
For a mobile strategy focused on Continuity you need an understanding of your
users beyond “what they want.” To get it, B2B corporations are turning more often
to “ethnographic research.”
Unlike other kinds of market research, ethnographic research is relevant even (or
especially) when your business has a limited number of buyers.
Ethnographic User Research:
•  Is open ended & holistic
•  Is embedded in their world (not yours)
•  Explores default habits & preferences
•  Focuses on flow and process (how)
•  Searches for friction
•  Does not ask what people want
New products & ideas
Differentiation
Opportunities to delight
Priorities
Reductions in complexity

Recommended for you

HTML5 vs. Native Apps: Demystifying the Decision Making Process
HTML5 vs. Native Apps: Demystifying the Decision Making ProcessHTML5 vs. Native Apps: Demystifying the Decision Making Process
HTML5 vs. Native Apps: Demystifying the Decision Making Process

It’s now clear that mobile is the path consumer markets are leaning towards to utilizing mobile apps as their preferred way to conduct e-commerce. According to a study by Gartner, 70% of customer interactions will originate from a mobile device by 2015. More and more organizations are realizing that mobile can significantly impact their core business operations and are transitioning to a mobile-based strategy. Therefore, iTexico partnered with Propelics to deliver a webinar: "HTML5 vs Native Apps: Demystifying The Decision Making Process" Here we present the slides from the last webinar.

appshtml5web development
Mobile Strategy Excerpt
Mobile Strategy ExcerptMobile Strategy Excerpt
Mobile Strategy Excerpt

The document outlines a mobile strategy with four phases: 1) Launch Initial Mobile Application, 2) Maintain & Augment Current Mobile Initiatives, 3) Innovate, and 4) Addendum. Phase 1 focuses on getting the initial mobile apps launched. Phase 2 focuses on maintaining app integrity and keeping momentum. Phase 3 establishes a formal Center of Excellence and evaluates new platforms and technology. The Addendum provides supplemental metrics and timelines to support the mobile strategy.

consultingmobile strategymarketing
How to Leverage Mobile For Your Organization
How to Leverage Mobile For Your OrganizationHow to Leverage Mobile For Your Organization
How to Leverage Mobile For Your Organization

The document provides an overview of how to leverage mobile for an organization. It discusses mobile market trends like growth in devices and tablets in enterprises. It covers commonly used mobile app categories like CRM, video conferencing, notetaking, and documents. Examples are given of apps for customer support, data visualization, user generated content, ecommerce, elearning, and mobile marketing. The native vs mobile web development process is overviewed, including steps to get started like starting small and knowing your audience. Metrics for measuring mobile marketing ROI are defined.

leverage mobilemobileorganization
53 • #1NWebinar @kpeekna @OneNorth
Brand & Design: From Looks to Experience
Leading companies are shifting the
attention of their brand & visual design
from “how things look” to “how things
feel.”
Visuals and copy remain critical. But
now design is defined and
contextualized in terms of the
experience it creates.
That focus helps designers understand
how to address different contexts
flexibly, while still maintaining brand
consistency.
http://www.bbc.co.uk/gel
https://www.google.com/design/articles/expressing-brand-in-material/
54 • #1NWebinar @kpeekna @OneNorth
Technology: Connected Ecosystems
The magic of the Bonobos, Kindle, Apple, and
Google experiences is possible because no
matter where you come from, they know who
you are.
Most B2B companies have lots of information
about their users, but it’s rarely connected in
the right way.
To achieve the same experience, B2B and
professional services companies will have to
create data ecosystems that are both
connected and user-centric.
User
Web
Research
Email
Finance
Social
Events
Training
Work
Product
Final Thoughts
56 • #1NWebinar @kpeekna @OneNorth
Where is This All Heading?
You can think of the final phase in mobile strategy as a shift from design to overall
experience:
1: The Squeeze 2: Mobile Moments 3: Continuity
Building out the operational
basics of a mobile presence.
PLATFORMS
Refining the mobile experience to
fit specific needs and contexts.
DESIGN
2008 2014 2020
Connecting mobile into an overall
brand experience.
EXPERIENCE

Recommended for you

Webinar: How to Create Meaningful Mobile Experience with Responsive Design
Webinar: How to Create Meaningful Mobile Experience with Responsive DesignWebinar: How to Create Meaningful Mobile Experience with Responsive Design
Webinar: How to Create Meaningful Mobile Experience with Responsive Design

Think of the last time you used your smartphone or tablet to access a website. Were you able to find the information you were looking for? Did you have trouble navigating the page because of screen size limitations? Did you leave the website before making a purchase due to these problems? Responsive Design improves the customer experience and helps your customers find the product or service information they are looking for. Watch our webinar to learn: • The Importance of Mobile User Behavior Search Engine Optimization Considerations • How To Create a Consistent User Experience Across All Channels • Create Contextualized Interactions To Deliver the Right Experience to the Right Device

responsive designweb designmobile
Do you want to know how the top 100 Mexican brands scored on Mobile Readiness?
Do you want to know how the top 100 Mexican brands scored on Mobile Readiness?Do you want to know how the top 100 Mexican brands scored on Mobile Readiness?
Do you want to know how the top 100 Mexican brands scored on Mobile Readiness?

This document summarizes the key capabilities and achievements of a large mobile agency network. It has 17 country offices and 25 total offices, making it the world's largest. It has over 16 years of experience in mobile and marketing innovation with 450 mobile/tech specialists globally serving 300 leading clients. Each year it completes over 200 tech projects and 2000+ mobile media campaigns. It has launched over 100 apps and is the most awarded mobile agency, having received over 100 awards in the last 2 years alone.

Star qualities: What it takes for mobile development projects to succeed
Star qualities: What it takes for mobile development projects to succeedStar qualities: What it takes for mobile development projects to succeed
Star qualities: What it takes for mobile development projects to succeed

Mobile isn’t just here. It’s the new normal, and it enables enterprises to interact and engage with customers and employees in novel ways. But as mobile apps take center stage, development teams face enormous pressure, having to continually adapt to changing mobile technologies and user expectations. How do some development projects deliver great applications—meeting expectations, on time and on budget—when most don’t? The secret, it turns out, lies in having both the right team and the right approach.

white paperibm studymobile development
57 • #1NWebinar @kpeekna @OneNorth
What Does It All Mean?
The progress of mobile strategy leads to one overarching
conclusion:
MOBILE = DIGITAL = STRATEGY
In the not far future, you will stop talking about mobile strategy.
But it won’t disappear. Instead, you will be talking about
marketing and business strategy, with the assumption that it
can all be delivered through digital, and that means mobile
as well.
Questions?
#1NWebinar
Marketing in a Post-Mobile World
20 July 2015

More Related Content

What's hot

Mobile Website Landscape, Small Screen, Big Opportunity
Mobile Website Landscape, Small Screen, Big OpportunityMobile Website Landscape, Small Screen, Big Opportunity
Mobile Website Landscape, Small Screen, Big Opportunity
Suresh John
 
Catching the Mobile Wave
Catching the Mobile WaveCatching the Mobile Wave
Catching the Mobile Wave
CrowdCompass by Cvent
 
Mobile Marketing, SEO & Visibility: Why You Should Care
Mobile Marketing, SEO & Visibility: Why You Should CareMobile Marketing, SEO & Visibility: Why You Should Care
Mobile Marketing, SEO & Visibility: Why You Should Care
R2integrated
 
Aga spring meeting_bwm_mobile_landscape_04-03-13
Aga spring meeting_bwm_mobile_landscape_04-03-13Aga spring meeting_bwm_mobile_landscape_04-03-13
Aga spring meeting_bwm_mobile_landscape_04-03-13
Chris Forhan
 
20130507 ama las vegas_mobile_noble_f
20130507 ama las vegas_mobile_noble_f20130507 ama las vegas_mobile_noble_f
20130507 ama las vegas_mobile_noble_f
Michael Thomas
 
Googleandnielsenscreating moments-that-matterresearch-studymarch2013-13031513...
Googleandnielsenscreating moments-that-matterresearch-studymarch2013-13031513...Googleandnielsenscreating moments-that-matterresearch-studymarch2013-13031513...
Googleandnielsenscreating moments-that-matterresearch-studymarch2013-13031513...
12 Meter Marketing Solutions
 
Mobile Search Moments Understanding How Mobile Drives Conversions 3 2013
Mobile Search Moments Understanding How Mobile Drives Conversions 3 2013Mobile Search Moments Understanding How Mobile Drives Conversions 3 2013
Mobile Search Moments Understanding How Mobile Drives Conversions 3 2013
Dung Tri
 
Making the Smart Home More Insightful
Making the Smart Home More InsightfulMaking the Smart Home More Insightful
Making the Smart Home More Insightful
Seattle Interactive Conference
 
Mobile Enterprise Apps
Mobile Enterprise AppsMobile Enterprise Apps
Mobile Enterprise Apps
Proscape
 
eMarketer Webinar: Digital Media Scorecard—How Canadian Marketers Rate the Ef...
eMarketer Webinar: Digital Media Scorecard—How Canadian Marketers Rate the Ef...eMarketer Webinar: Digital Media Scorecard—How Canadian Marketers Rate the Ef...
eMarketer Webinar: Digital Media Scorecard—How Canadian Marketers Rate the Ef...
eMarketer
 
Mobile SEO Strategy
Mobile SEO StrategyMobile SEO Strategy
Mobile SEO Strategy
R2integrated
 
Mobile Insights for 2014 J.Boye13 - Aarhus
Mobile Insights for 2014 J.Boye13 - AarhusMobile Insights for 2014 J.Boye13 - Aarhus
Mobile Insights for 2014 J.Boye13 - Aarhus
The Judge Group
 
The Latest Mobile Search Trends and Best Practices February 2012
The Latest Mobile Search Trends and Best Practices February 2012The Latest Mobile Search Trends and Best Practices February 2012
The Latest Mobile Search Trends and Best Practices February 2012
Performics
 

What's hot (13)

Mobile Website Landscape, Small Screen, Big Opportunity
Mobile Website Landscape, Small Screen, Big OpportunityMobile Website Landscape, Small Screen, Big Opportunity
Mobile Website Landscape, Small Screen, Big Opportunity
 
Catching the Mobile Wave
Catching the Mobile WaveCatching the Mobile Wave
Catching the Mobile Wave
 
Mobile Marketing, SEO & Visibility: Why You Should Care
Mobile Marketing, SEO & Visibility: Why You Should CareMobile Marketing, SEO & Visibility: Why You Should Care
Mobile Marketing, SEO & Visibility: Why You Should Care
 
Aga spring meeting_bwm_mobile_landscape_04-03-13
Aga spring meeting_bwm_mobile_landscape_04-03-13Aga spring meeting_bwm_mobile_landscape_04-03-13
Aga spring meeting_bwm_mobile_landscape_04-03-13
 
20130507 ama las vegas_mobile_noble_f
20130507 ama las vegas_mobile_noble_f20130507 ama las vegas_mobile_noble_f
20130507 ama las vegas_mobile_noble_f
 
Googleandnielsenscreating moments-that-matterresearch-studymarch2013-13031513...
Googleandnielsenscreating moments-that-matterresearch-studymarch2013-13031513...Googleandnielsenscreating moments-that-matterresearch-studymarch2013-13031513...
Googleandnielsenscreating moments-that-matterresearch-studymarch2013-13031513...
 
Mobile Search Moments Understanding How Mobile Drives Conversions 3 2013
Mobile Search Moments Understanding How Mobile Drives Conversions 3 2013Mobile Search Moments Understanding How Mobile Drives Conversions 3 2013
Mobile Search Moments Understanding How Mobile Drives Conversions 3 2013
 
Making the Smart Home More Insightful
Making the Smart Home More InsightfulMaking the Smart Home More Insightful
Making the Smart Home More Insightful
 
Mobile Enterprise Apps
Mobile Enterprise AppsMobile Enterprise Apps
Mobile Enterprise Apps
 
eMarketer Webinar: Digital Media Scorecard—How Canadian Marketers Rate the Ef...
eMarketer Webinar: Digital Media Scorecard—How Canadian Marketers Rate the Ef...eMarketer Webinar: Digital Media Scorecard—How Canadian Marketers Rate the Ef...
eMarketer Webinar: Digital Media Scorecard—How Canadian Marketers Rate the Ef...
 
Mobile SEO Strategy
Mobile SEO StrategyMobile SEO Strategy
Mobile SEO Strategy
 
Mobile Insights for 2014 J.Boye13 - Aarhus
Mobile Insights for 2014 J.Boye13 - AarhusMobile Insights for 2014 J.Boye13 - Aarhus
Mobile Insights for 2014 J.Boye13 - Aarhus
 
The Latest Mobile Search Trends and Best Practices February 2012
The Latest Mobile Search Trends and Best Practices February 2012The Latest Mobile Search Trends and Best Practices February 2012
The Latest Mobile Search Trends and Best Practices February 2012
 

Viewers also liked

Español dna double helix (2 class) 2015
Español dna double helix (2 class) 2015Español dna double helix (2 class) 2015
Español dna double helix (2 class) 2015
Sofia Paz
 
Don't Lose Your Cool: Applying Mediation Tricks to Everyday Life
Don't Lose Your Cool: Applying Mediation Tricks to Everyday LifeDon't Lose Your Cool: Applying Mediation Tricks to Everyday Life
Don't Lose Your Cool: Applying Mediation Tricks to Everyday Life
CirclesInitiativeDBQ
 
OpenStack Opportunity - Citrix
OpenStack Opportunity - CitrixOpenStack Opportunity - Citrix
OpenStack Opportunity - Citrix
Open Stack
 
AKNE kialakulása, lehetséges okai, kezelési lehetőségei
AKNE kialakulása, lehetséges okai, kezelési lehetőségei AKNE kialakulása, lehetséges okai, kezelési lehetőségei
AKNE kialakulása, lehetséges okai, kezelési lehetőségei
Judit Szabó
 
Feature
FeatureFeature
Resume
ResumeResume
Resume
R Gholami
 
resume
resumeresume
Hoofdstuk 1.8 kleine kinderen worden groot
Hoofdstuk 1.8 kleine kinderen worden grootHoofdstuk 1.8 kleine kinderen worden groot
Hoofdstuk 1.8 kleine kinderen worden groot
Brent VD
 
BR Good CV
BR Good CVBR Good CV
BR Good CV
Bill Good
 
навчальна дискусія
навчальна  дискусіянавчальна  дискусія
навчальна дискусія
Volody120396
 
Emergency Automation Webinar
Emergency Automation WebinarEmergency Automation Webinar
Emergency Automation Webinar
SimplyCast
 
Horrible Bosses Solution Guide Handout
Horrible Bosses Solution Guide HandoutHorrible Bosses Solution Guide Handout
Horrible Bosses Solution Guide Handout
CirclesInitiativeDBQ
 
CV Alan Brady 2015
CV Alan Brady 2015CV Alan Brady 2015
CV Alan Brady 2015
alan brady
 
Les Couleurs
Les CouleursLes Couleurs
Les Couleurs
Barış Altınöz
 
STATE BANK INDIA.PDF
STATE BANK INDIA.PDFSTATE BANK INDIA.PDF
STATE BANK INDIA.PDF
Lucinda Jordaan
 
Ch 3 verbal messages
Ch 3 verbal messagesCh 3 verbal messages
Ch 3 verbal messages
akn4fotos
 
참품한우 첫번째 프로젝트(스토리텔링용)
참품한우 첫번째 프로젝트(스토리텔링용)참품한우 첫번째 프로젝트(스토리텔링용)
참품한우 첫번째 프로젝트(스토리텔링���)
Q&COMPANY
 

Viewers also liked (17)

Español dna double helix (2 class) 2015
Español dna double helix (2 class) 2015Español dna double helix (2 class) 2015
Español dna double helix (2 class) 2015
 
Don't Lose Your Cool: Applying Mediation Tricks to Everyday Life
Don't Lose Your Cool: Applying Mediation Tricks to Everyday LifeDon't Lose Your Cool: Applying Mediation Tricks to Everyday Life
Don't Lose Your Cool: Applying Mediation Tricks to Everyday Life
 
OpenStack Opportunity - Citrix
OpenStack Opportunity - CitrixOpenStack Opportunity - Citrix
OpenStack Opportunity - Citrix
 
AKNE kialakulása, lehetséges okai, kezelési lehetőségei
AKNE kialakulása, lehetséges okai, kezelési lehetőségei AKNE kialakulása, lehetséges okai, kezelési lehetőségei
AKNE kialakulása, lehetséges okai, kezelési lehetőségei
 
Feature
FeatureFeature
Feature
 
Resume
ResumeResume
Resume
 
resume
resumeresume
resume
 
Hoofdstuk 1.8 kleine kinderen worden groot
Hoofdstuk 1.8 kleine kinderen worden grootHoofdstuk 1.8 kleine kinderen worden groot
Hoofdstuk 1.8 kleine kinderen worden groot
 
BR Good CV
BR Good CVBR Good CV
BR Good CV
 
навчальна дискусія
навчальна  дискусіянавчальна  дискусія
навчальна дискусія
 
Emergency Automation Webinar
Emergency Automation WebinarEmergency Automation Webinar
Emergency Automation Webinar
 
Horrible Bosses Solution Guide Handout
Horrible Bosses Solution Guide HandoutHorrible Bosses Solution Guide Handout
Horrible Bosses Solution Guide Handout
 
CV Alan Brady 2015
CV Alan Brady 2015CV Alan Brady 2015
CV Alan Brady 2015
 
Les Couleurs
Les CouleursLes Couleurs
Les Couleurs
 
STATE BANK INDIA.PDF
STATE BANK INDIA.PDFSTATE BANK INDIA.PDF
STATE BANK INDIA.PDF
 
Ch 3 verbal messages
Ch 3 verbal messagesCh 3 verbal messages
Ch 3 verbal messages
 
참품한우 첫번째 프로젝트(스토리텔링용)
참품한우 첫번째 프로젝트(스토리텔링용)참품한우 첫번째 프로젝트(스토리텔링용)
참품한우 첫번째 프로젝트(스토리텔링용)
 

Similar to #1NWebinar: Marketing in a Post-Mobile World

Mobile first - one key important aspect in digitalisation
Mobile first - one key important aspect in digitalisationMobile first - one key important aspect in digitalisation
Mobile first - one key important aspect in digitalisation
Helmi Hasan
 
Fitnyc module 11 mobile analytics overview for fit
Fitnyc module 11    mobile analytics overview for fitFitnyc module 11    mobile analytics overview for fit
Fitnyc module 11 mobile analytics overview for fit
Marshall Sponder
 
Engaging mobile and website applications
Engaging mobile and website applicationsEngaging mobile and website applications
Engaging mobile and website applications
Panos Virvilios
 
Compuware ASEAN APM User Conference 2013 - University of Customer Experience
Compuware ASEAN APM User Conference 2013 - University of Customer ExperienceCompuware ASEAN APM User Conference 2013 - University of Customer Experience
Compuware ASEAN APM User Conference 2013 - University of Customer Experience
Compuware ASEAN
 
Agile IT: Modern Architecture for Rapid Mobile App Development
Agile IT: Modern Architecture for Rapid Mobile App DevelopmentAgile IT: Modern Architecture for Rapid Mobile App Development
Agile IT: Modern Architecture for Rapid Mobile App Development
AnyPresence
 
2013 Hispanic Marketing Symposium: Mobile Apps for Business
2013 Hispanic Marketing Symposium: Mobile Apps for Business2013 Hispanic Marketing Symposium: Mobile Apps for Business
2013 Hispanic Marketing Symposium: Mobile Apps for Business
Sweb Development
 
Mobile App Developers Dubai
Mobile App Developers DubaiMobile App Developers Dubai
Mobile App Developers Dubai
Safcodes LLC
 
Advancement in mobile apps
Advancement in mobile appsAdvancement in mobile apps
Advancement in mobile apps
jagadeesh gumpena
 
Transforming Web Business to a Mobile Business - Presentation by Sirish Kosaraju
Transforming Web Business to a Mobile Business - Presentation by Sirish KosarajuTransforming Web Business to a Mobile Business - Presentation by Sirish Kosaraju
Transforming Web Business to a Mobile Business - Presentation by Sirish Kosaraju
RapidValue
 
HTML5 vs. Native Apps: Demystifying the Decision Making Process
HTML5 vs. Native Apps: Demystifying the Decision Making ProcessHTML5 vs. Native Apps: Demystifying the Decision Making Process
HTML5 vs. Native Apps: Demystifying the Decision Making Process
iTexico
 
Mobile Strategy Excerpt
Mobile Strategy ExcerptMobile Strategy Excerpt
Mobile Strategy Excerpt
Zack Wenthe
 
How to Leverage Mobile For Your Organization
How to Leverage Mobile For Your OrganizationHow to Leverage Mobile For Your Organization
How to Leverage Mobile For Your Organization
Mindgrub Technologies
 
Webinar: How to Create Meaningful Mobile Experience with Responsive Design
Webinar: How to Create Meaningful Mobile Experience with Responsive DesignWebinar: How to Create Meaningful Mobile Experience with Responsive Design
Webinar: How to Create Meaningful Mobile Experience with Responsive Design
Bridgeline Digital
 
Do you want to know how the top 100 Mexican brands scored on Mobile Readiness?
Do you want to know how the top 100 Mexican brands scored on Mobile Readiness?Do you want to know how the top 100 Mexican brands scored on Mobile Readiness?
Do you want to know how the top 100 Mexican brands scored on Mobile Readiness?
Mobile Marketing Association
 
Star qualities: What it takes for mobile development projects to succeed
Star qualities: What it takes for mobile development projects to succeedStar qualities: What it takes for mobile development projects to succeed
Star qualities: What it takes for mobile development projects to succeed
Susanne Hupfer, Ph.D.
 
5 Must Haves for Launching a Successful Mobile Product
5 Must Haves for Launching a Successful Mobile Product5 Must Haves for Launching a Successful Mobile Product
5 Must Haves for Launching a Successful Mobile Product
Robert Woo
 
WAW Mobile Analytics 9.23.15
WAW Mobile Analytics 9.23.15WAW Mobile Analytics 9.23.15
WAW Mobile Analytics 9.23.15
Josh Blankenship
 
From Analytics to Intelligence
From Analytics to Intelligence From Analytics to Intelligence
From Analytics to Intelligence
Catherine Mylinh
 
Mobile Marketing, SEO & Visibility: The Evolving Conversation
Mobile Marketing, SEO & Visibility: The Evolving Conversation Mobile Marketing, SEO & Visibility: The Evolving Conversation
Mobile Marketing, SEO & Visibility: The Evolving Conversation
R2integrated
 
Being Successful on Mobile
Being Successful on Mobile Being Successful on Mobile
Being Successful on Mobile
DigitalMarketingShow
 

Similar to #1NWebinar: Marketing in a Post-Mobile World (20)

Mobile first - one key important aspect in digitalisation
Mobile first - one key important aspect in digitalisationMobile first - one key important aspect in digitalisation
Mobile first - one key important aspect in digitalisation
 
Fitnyc module 11 mobile analytics overview for fit
Fitnyc module 11    mobile analytics overview for fitFitnyc module 11    mobile analytics overview for fit
Fitnyc module 11 mobile analytics overview for fit
 
Engaging mobile and website applications
Engaging mobile and website applicationsEngaging mobile and website applications
Engaging mobile and website applications
 
Compuware ASEAN APM User Conference 2013 - University of Customer Experience
Compuware ASEAN APM User Conference 2013 - University of Customer ExperienceCompuware ASEAN APM User Conference 2013 - University of Customer Experience
Compuware ASEAN APM User Conference 2013 - University of Customer Experience
 
Agile IT: Modern Architecture for Rapid Mobile App Development
Agile IT: Modern Architecture for Rapid Mobile App DevelopmentAgile IT: Modern Architecture for Rapid Mobile App Development
Agile IT: Modern Architecture for Rapid Mobile App Development
 
2013 Hispanic Marketing Symposium: Mobile Apps for Business
2013 Hispanic Marketing Symposium: Mobile Apps for Business2013 Hispanic Marketing Symposium: Mobile Apps for Business
2013 Hispanic Marketing Symposium: Mobile Apps for Business
 
Mobile App Developers Dubai
Mobile App Developers DubaiMobile App Developers Dubai
Mobile App Developers Dubai
 
Advancement in mobile apps
Advancement in mobile appsAdvancement in mobile apps
Advancement in mobile apps
 
Transforming Web Business to a Mobile Business - Presentation by Sirish Kosaraju
Transforming Web Business to a Mobile Business - Presentation by Sirish KosarajuTransforming Web Business to a Mobile Business - Presentation by Sirish Kosaraju
Transforming Web Business to a Mobile Business - Presentation by Sirish Kosaraju
 
HTML5 vs. Native Apps: Demystifying the Decision Making Process
HTML5 vs. Native Apps: Demystifying the Decision Making ProcessHTML5 vs. Native Apps: Demystifying the Decision Making Process
HTML5 vs. Native Apps: Demystifying the Decision Making Process
 
Mobile Strategy Excerpt
Mobile Strategy ExcerptMobile Strategy Excerpt
Mobile Strategy Excerpt
 
How to Leverage Mobile For Your Organization
How to Leverage Mobile For Your OrganizationHow to Leverage Mobile For Your Organization
How to Leverage Mobile For Your Organization
 
Webinar: How to Create Meaningful Mobile Experience with Responsive Design
Webinar: How to Create Meaningful Mobile Experience with Responsive DesignWebinar: How to Create Meaningful Mobile Experience with Responsive Design
Webinar: How to Create Meaningful Mobile Experience with Responsive Design
 
Do you want to know how the top 100 Mexican brands scored on Mobile Readiness?
Do you want to know how the top 100 Mexican brands scored on Mobile Readiness?Do you want to know how the top 100 Mexican brands scored on Mobile Readiness?
Do you want to know how the top 100 Mexican brands scored on Mobile Readiness?
 
Star qualities: What it takes for mobile development projects to succeed
Star qualities: What it takes for mobile development projects to succeedStar qualities: What it takes for mobile development projects to succeed
Star qualities: What it takes for mobile development projects to succeed
 
5 Must Haves for Launching a Successful Mobile Product
5 Must Haves for Launching a Successful Mobile Product5 Must Haves for Launching a Successful Mobile Product
5 Must Haves for Launching a Successful Mobile Product
 
WAW Mobile Analytics 9.23.15
WAW Mobile Analytics 9.23.15WAW Mobile Analytics 9.23.15
WAW Mobile Analytics 9.23.15
 
From Analytics to Intelligence
From Analytics to Intelligence From Analytics to Intelligence
From Analytics to Intelligence
 
Mobile Marketing, SEO & Visibility: The Evolving Conversation
Mobile Marketing, SEO & Visibility: The Evolving Conversation Mobile Marketing, SEO & Visibility: The Evolving Conversation
Mobile Marketing, SEO & Visibility: The Evolving Conversation
 
Being Successful on Mobile
Being Successful on Mobile Being Successful on Mobile
Being Successful on Mobile
 

More from One North

Why your analytics land with a thud
Why your analytics land with a thudWhy your analytics land with a thud
Why your analytics land with a thud
One North
 
#1NWebinar - 2020 Trends: Surviving Today’s Ever-Changing World
#1NWebinar - 2020 Trends: Surviving Today’s Ever-Changing World#1NWebinar - 2020 Trends: Surviving Today’s Ever-Changing World
#1NWebinar - 2020 Trends: Surviving Today’s Ever-Changing World
One North
 
#1NWebinar: From PSO to PSB – A New Model for Creating Differentiated Brand E...
#1NWebinar: From PSO to PSB – A New Model for Creating Differentiated Brand E...#1NWebinar: From PSO to PSB – A New Model for Creating Differentiated Brand E...
#1NWebinar: From PSO to PSB – A New Model for Creating Differentiated Brand E...
One North
 
From PSO to PSB: A New Model for Creating Differentiated Brand Experiences
From PSO to PSB: A New Model for Creating Differentiated Brand ExperiencesFrom PSO to PSB: A New Model for Creating Differentiated Brand Experiences
From PSO to PSB: A New Model for Creating Differentiated Brand Experiences
One North
 
#1NWebinar: Talent Brand - The Missing Piece of Your Brand Puzzle
#1NWebinar: Talent Brand - The Missing Piece of Your Brand Puzzle#1NWebinar: Talent Brand - The Missing Piece of Your Brand Puzzle
#1NWebinar: Talent Brand - The Missing Piece of Your Brand Puzzle
One North
 
#1NWebinar: Digital Blindspots - A Q&A on Common Marketing Analytics Hurdles
#1NWebinar: Digital Blindspots - A Q&A on Common Marketing Analytics Hurdles#1NWebinar: Digital Blindspots - A Q&A on Common Marketing Analytics Hurdles
#1NWebinar: Digital Blindspots - A Q&A on Common Marketing Analytics Hurdles
One North
 
Orchestration: Making Your Digital Marketing Work in Context
Orchestration: Making Your Digital Marketing Work in ContextOrchestration: Making Your Digital Marketing Work in Context
Orchestration: Making Your Digital Marketing Work in Context
One North
 
#1NWebinar: GDPR and Privacy Best Practices for Digital Marketers
#1NWebinar: GDPR and Privacy Best Practices for Digital Marketers#1NWebinar: GDPR and Privacy Best Practices for Digital Marketers
#1NWebinar: GDPR and Privacy Best Practices for Digital Marketers
One North
 
#1NWebinar: Digital on the Runway
#1NWebinar: Digital on the Runway#1NWebinar: Digital on the Runway
#1NWebinar: Digital on the Runway
One North
 
#1NLab17 - Feeding Your Brain: True Stories About Inspiration
#1NLab17 - Feeding Your Brain: True Stories About Inspiration#1NLab17 - Feeding Your Brain: True Stories About Inspiration
#1NLab17 - Feeding Your Brain: True Stories About Inspiration
One North
 
#1NLab17 - Eight for Eight: Finishing Strong
#1NLab17 - Eight for Eight: Finishing Strong #1NLab17 - Eight for Eight: Finishing Strong
#1NLab17 - Eight for Eight: Finishing Strong
One North
 
#1NLab17 - Building an Account-Based Marketing Technology Strategy
#1NLab17 - Building an Account-Based Marketing Technology Strategy #1NLab17 - Building an Account-Based Marketing Technology Strategy
#1NLab17 - Building an Account-Based Marketing Technology Strategy
One North
 
#1NLab17 - #1NResearch: Earning Loyalty as a PSO
#1NLab17 - #1NResearch: Earning Loyalty as a PSO#1NLab17 - #1NResearch: Earning Loyalty as a PSO
#1NLab17 - #1NResearch: Earning Loyalty as a PSO
One North
 
#1NLab17 - The Apparent Chaos: Bold Design that Works
#1NLab17 - The Apparent Chaos: Bold Design that Works#1NLab17 - The Apparent Chaos: Bold Design that Works
#1NLab17 - The Apparent Chaos: Bold Design that Works
One North
 
#1NLab17 - Functional Fixedness: A Creative Conundrum
#1NLab17 - Functional Fixedness: A Creative Conundrum#1NLab17 - Functional Fixedness: A Creative Conundrum
#1NLab17 - Functional Fixedness: A Creative Conundrum
One North
 
#1NLab17 - From Obstacle to Opportunity: Using Tech to Inspire Solutions
#1NLab17 - From Obstacle to Opportunity: Using Tech to Inspire Solutions #1NLab17 - From Obstacle to Opportunity: Using Tech to Inspire Solutions
#1NLab17 - From Obstacle to Opportunity: Using Tech to Inspire Solutions
One North
 
#1NLab17 - Designing for the Future
#1NLab17 - Designing for the Future #1NLab17 - Designing for the Future
#1NLab17 - Designing for the Future
One North
 
#1NLab17 - Design of Everyday Spaces
#1NLab17 - Design of Everyday Spaces#1NLab17 - Design of Everyday Spaces
#1NLab17 - Design of Everyday Spaces
One North
 
#1NLab17 - Designing the Next Release: Measuring & Experimenting with Data
#1NLab17 - Designing the Next Release: Measuring & Experimenting with Data #1NLab17 - Designing the Next Release: Measuring & Experimenting with Data
#1NLab17 - Designing the Next Release: Measuring & Experimenting with Data
One North
 
#1NLab17 - Taming your Services Taxonomy: Strategic IA for Great UX
#1NLab17 - Taming your Services Taxonomy: Strategic IA for Great UX #1NLab17 - Taming your Services Taxonomy: Strategic IA for Great UX
#1NLab17 - Taming your Services Taxonomy: Strategic IA for Great UX
One North
 

More from One North (20)

Why your analytics land with a thud
Why your analytics land with a thudWhy your analytics land with a thud
Why your analytics land with a thud
 
#1NWebinar - 2020 Trends: Surviving Today’s Ever-Changing World
#1NWebinar - 2020 Trends: Surviving Today’s Ever-Changing World#1NWebinar - 2020 Trends: Surviving Today’s Ever-Changing World
#1NWebinar - 2020 Trends: Surviving Today’s Ever-Changing World
 
#1NWebinar: From PSO to PSB – A New Model for Creating Differentiated Brand E...
#1NWebinar: From PSO to PSB – A New Model for Creating Differentiated Brand E...#1NWebinar: From PSO to PSB – A New Model for Creating Differentiated Brand E...
#1NWebinar: From PSO to PSB – A New Model for Creating Differentiated Brand E...
 
From PSO to PSB: A New Model for Creating Differentiated Brand Experiences
From PSO to PSB: A New Model for Creating Differentiated Brand ExperiencesFrom PSO to PSB: A New Model for Creating Differentiated Brand Experiences
From PSO to PSB: A New Model for Creating Differentiated Brand Experiences
 
#1NWebinar: Talent Brand - The Missing Piece of Your Brand Puzzle
#1NWebinar: Talent Brand - The Missing Piece of Your Brand Puzzle#1NWebinar: Talent Brand - The Missing Piece of Your Brand Puzzle
#1NWebinar: Talent Brand - The Missing Piece of Your Brand Puzzle
 
#1NWebinar: Digital Blindspots - A Q&A on Common Marketing Analytics Hurdles
#1NWebinar: Digital Blindspots - A Q&A on Common Marketing Analytics Hurdles#1NWebinar: Digital Blindspots - A Q&A on Common Marketing Analytics Hurdles
#1NWebinar: Digital Blindspots - A Q&A on Common Marketing Analytics Hurdles
 
Orchestration: Making Your Digital Marketing Work in Context
Orchestration: Making Your Digital Marketing Work in ContextOrchestration: Making Your Digital Marketing Work in Context
Orchestration: Making Your Digital Marketing Work in Context
 
#1NWebinar: GDPR and Privacy Best Practices for Digital Marketers
#1NWebinar: GDPR and Privacy Best Practices for Digital Marketers#1NWebinar: GDPR and Privacy Best Practices for Digital Marketers
#1NWebinar: GDPR and Privacy Best Practices for Digital Marketers
 
#1NWebinar: Digital on the Runway
#1NWebinar: Digital on the Runway#1NWebinar: Digital on the Runway
#1NWebinar: Digital on the Runway
 
#1NLab17 - Feeding Your Brain: True Stories About Inspiration
#1NLab17 - Feeding Your Brain: True Stories About Inspiration#1NLab17 - Feeding Your Brain: True Stories About Inspiration
#1NLab17 - Feeding Your Brain: True Stories About Inspiration
 
#1NLab17 - Eight for Eight: Finishing Strong
#1NLab17 - Eight for Eight: Finishing Strong #1NLab17 - Eight for Eight: Finishing Strong
#1NLab17 - Eight for Eight: Finishing Strong
 
#1NLab17 - Building an Account-Based Marketing Technology Strategy
#1NLab17 - Building an Account-Based Marketing Technology Strategy #1NLab17 - Building an Account-Based Marketing Technology Strategy
#1NLab17 - Building an Account-Based Marketing Technology Strategy
 
#1NLab17 - #1NResearch: Earning Loyalty as a PSO
#1NLab17 - #1NResearch: Earning Loyalty as a PSO#1NLab17 - #1NResearch: Earning Loyalty as a PSO
#1NLab17 - #1NResearch: Earning Loyalty as a PSO
 
#1NLab17 - The Apparent Chaos: Bold Design that Works
#1NLab17 - The Apparent Chaos: Bold Design that Works#1NLab17 - The Apparent Chaos: Bold Design that Works
#1NLab17 - The Apparent Chaos: Bold Design that Works
 
#1NLab17 - Functional Fixedness: A Creative Conundrum
#1NLab17 - Functional Fixedness: A Creative Conundrum#1NLab17 - Functional Fixedness: A Creative Conundrum
#1NLab17 - Functional Fixedness: A Creative Conundrum
 
#1NLab17 - From Obstacle to Opportunity: Using Tech to Inspire Solutions
#1NLab17 - From Obstacle to Opportunity: Using Tech to Inspire Solutions #1NLab17 - From Obstacle to Opportunity: Using Tech to Inspire Solutions
#1NLab17 - From Obstacle to Opportunity: Using Tech to Inspire Solutions
 
#1NLab17 - Designing for the Future
#1NLab17 - Designing for the Future #1NLab17 - Designing for the Future
#1NLab17 - Designing for the Future
 
#1NLab17 - Design of Everyday Spaces
#1NLab17 - Design of Everyday Spaces#1NLab17 - Design of Everyday Spaces
#1NLab17 - Design of Everyday Spaces
 
#1NLab17 - Designing the Next Release: Measuring & Experimenting with Data
#1NLab17 - Designing the Next Release: Measuring & Experimenting with Data #1NLab17 - Designing the Next Release: Measuring & Experimenting with Data
#1NLab17 - Designing the Next Release: Measuring & Experimenting with Data
 
#1NLab17 - Taming your Services Taxonomy: Strategic IA for Great UX
#1NLab17 - Taming your Services Taxonomy: Strategic IA for Great UX #1NLab17 - Taming your Services Taxonomy: Strategic IA for Great UX
#1NLab17 - Taming your Services Taxonomy: Strategic IA for Great UX
 

#1NWebinar: Marketing in a Post-Mobile World

  • 1. #1NWebinar Marketing in a Post-Mobile World 20 July 2015
  • 2. 2 • #1NWebinar @kpeekna @OneNorth Welcome Kalev Peekna Managing Director, Strategy Kalev and his team design digital marketing strategies and interactive experiences for complex, relationship-based organizations. His team works with clients on channel strategies, user research, brand alignment, content strategy, information architecture and the user-experience of professional websites and other interactive properties.
  • 3. 3 • #1NWebinar @kpeekna @OneNorth Today •  Review of current data on mobile as a marketing platform •  Three phases of mobile strategy –  Phase 1: The Squeeze –  Phase 2: The Mobile Moment –  Phase 3: Post-Mobile
  • 4. It’s a mobile, mobile world after all.
  • 5. In Eight Short Years… Sources: NY Daily News, CNN
  • 6. From 1995 to 2014: Internet Usage 6 • #1NWebinar @kpeekna @OneNorth 61% 0% 12% 22% 5% 1995: 35M+ Users 10% 23% 28% 19% 21% 2014: 2.8B+ Users USA China Asia (ex. China) Europe Rest of World Source: Mary Meeker, Internet Trends 2015 – Code Conference kpcb.com/InternetTrends
  • 7. From 1995 to 2014: Mobile Usage 7 • #1NWebinar @kpeekna @OneNorth 100% 0% 1995: 80M+ Users 60% 40% 2014: 5.2B+ Users Feature Phone Smartphone Source: Mary Meeker, Internet Trends 2015 – Code Conference kpcb.com/InternetTrends Mobile now reaches 73% of the world’s population.
  • 8. 8 • #1NWebinar @kpeekna @OneNorth Mobile is Now Our Favorite Screen 2.2 2.3 2.4 2.6 2.5 2.3 2.4 2.4 0.3 0.3 0.4 0.8 1.6 2.3 2.6 2.8 0 1 2 3 4 5 6 2008 2009 2010 2011 2012 2013 2014 2015 YTD Hoursperday Time spent per day with digital media, USA Adults Mobile Desktop Other Source: Mary Meeker, Internet Trends 2015 – Code Conference kpcb.com/InternetTrends 51% of Total
  • 9. And as mobile grows, we have better data about it’s used.
  • 10. 10 • #1NWebinar @kpeekna @OneNorth Google Mobile Planet Google Mobile Planet is an interactive data resource that allows you to create custom charts based on their research. You can also download the full data set and crunch the numbers directly.
  • 11. 11 • #1NWebinar @kpeekna @OneNorth Google Mobile Planet Selecting specific dimensions reveals interesting trends that are hard to see in the larger data set. In this example, you can see: •  Regardless of age, a strong majority find mobile web use as easy as it is on other media. •  Younger people are more emotionally attached, and less likely to consider giving up their mobile device.
  • 12. 12 • #1NWebinar @kpeekna @OneNorth comScore Mobile Metrix comScore offers regular free reports on general trends in mobile and internet usage. A paid option includes direct comparison of your mobile sites against direct competitors, as well as more granular demographics.
  • 13. 13 • #1NWebinar @kpeekna @OneNorth comScore Mobile Metrix comScore’s data includes information on how device preferences change according to the time of day, as well as the specific task or activity.
  • 14. What all this data means
  • 15. 15 • #1NWebinar @kpeekna @OneNorth Mobile Continues to Rise in Influence Nearly every available data point confirms that: •  More people have mobile devices. •  People use mobile more often, for more reasons. •  People depend on mobile to conduct business. •  People expect mobile interactions to “just work.” •  Trends march upwards across all measured dimensions and user groups.
  • 16. So what does mobile dominance mean for mobile strategy?
  • 17. 17 • #1NWebinar @kpeekna @OneNorth Three Phases of Mobile Strategy Since the rise of smartphones in 2007, the pursuit of an effective mobile strategy can be tracked across three phases: 1: The Squeeze 2: Mobile Moments 3: Post-Mobile Building out the operational basics of a mobile presence. •  Responsive Design •  Performance •  SEO Refining the mobile experience to fit specific needs and contexts. •  Location awareness •  Time awareness •  Use-case specificity •  Micro-interactions (Wait for it….) 2008 2014 2020
  • 18. Phase 1: The Squeeze 18 • #1NWebinar @kpeekna @OneNorth
  • 19. 19 • #1NWebinar @kpeekna @OneNorth Phase 1: The Squeeze The first phase of mobile strategy started in 2007 with the rise of the iPhone and Android platforms. Mobile Strategy at this point focused primarily on the operational aspects of a decent mobile experience: •  Responsive Design •  Performance •  SEO AKA, the “how do I fit all my stuff on this small screen” strategy.
  • 20. 20 • #1NWebinar @kpeekna @OneNorth Core Design Strategy: Responsive Design “Responsive Design” arrived late to the scene in 2010.* Before that, the two main options were a dedicated mobile site or a platform app: * “Responsive Design”, A List Apart, 25 May 2010 • http://alistapart.com/article/responsive-web-design Mobile Site •  Separate from main site •  Dedicated, but limited functionality •  Fragmented experience •  Dual content maintenance Platform App •  Enhanced functionality •  High “cool” factor •  Restricted to specific platforms (iOS or Android) •  Frequent updates required •  Low engagement Responsive Design •  All users, all devices •  Consistent experience •  Future-proofed •  Standards-aligned •  Reduced maintenance
  • 21. 21 • #1NWebinar @kpeekna @OneNorth Responsive Design: Last Man Standing The debate over design approaches is now over. Responsive Design is currently the only choice for websites that are primarily driven by content:
  • 22. 22 • #1NWebinar @kpeekna @OneNorth Performance Matters Brad Frost is right. Your visitors care that your site operates and performs well, regardless of the device they use. Responsive Design solves the first part (operation) but it by no means guarantees the second part (performance). Mobile Strategy means paying attention to speed as a critical aspect of the user’s overall experience. “Your visitors don’t give a s*** if your site is responsive” — Brad Frost How long you have until you begin to lose your first visitors1 sec of observed users will abandon a page if it takes longer than 3 seconds to load40% of users said they might leave a site if it took longer than 4 seconds to load75% Sources: http://www.smashingmagazine.com/2014/07/22/responsive-web-design-should-not-be-your-only-mobile-strategy https://blog.kissmetrics.com/loading-time/ /
  • 23. 23 • #1NWebinar @kpeekna @OneNorth Measuring Performance Responsive Design isn’t the solution to performance, but it also isn’t the problem. Proper code, content, and design all a play a role in reducing unnecessary complexity. There are many tools that help measure how your site performs: Google PageSpeed Insights Web Page Test Pingdom
  • 24. 24 • #1NWebinar @kpeekna @OneNorth Mobilegeddon: Mobile SEO Becomes a Thing On 21 April 2015, Google released a major update to its core engine intended to improve search for mobile users. Here’s the essence of what many started calling “Mobilegeddon”: •  For mobile users only, Google started prioritizing “mobile friendly sites” in its search results. •  Sites that were not “mobile friendly” started to appear lower in results from mobile devices.
  • 25. 25 • #1NWebinar @kpeekna @OneNorth Mobile SEO is Real Less than two weeks later (5 May 2015), Google revealed that mobile devices now generated more searches than desktops in the US and Japan. According to ADI’s estimate, sites that were non- mobile-friendly sites have suffered almost a 10% drop in traffic since 21 April 2015. Techniques like paid search (adwords) stanched the bleeding for some, but are increasingly ineffective. Sources: http://adwords.blogspot.com/2015/05/building-for-next-moment.html http://www.cmo.com/articles/2015/7/10/adi-mobilegeddon.html https://developers.google.com/webmasters/mobile-sites/get-started/
  • 26. 26 • #1NWebinar @kpeekna @OneNorth How to Be “Mobile Friendly” Google provides extensive guidance and tools on how to ensure that a site is mobile friendly. Here are some highlights: •  Responsive design or dedicated mobile site •  Proper URL redirects (not needed for responsive design) •  Readable and touch-friendly •  Avoiding Flash, blocked Javascript and other 3rd party software •  High performance (i.e. fast)https://developers.google.com/webmasters/mobile-sites/get-started/
  • 27. 27 • #1NWebinar @kpeekna @OneNorth Not Caught Up? Don’t Panic. If you fear that your website does not yet live up to these standards, you are not alone. Good News: these standards are now well recognized and well understood. Bad News?: like all best practices, these mobile “strategies” can no longer offer innovation or differentiation. They are table stakes. Source: http://marketingland.com/82-sites-use-responsive-web-design-2015-try-11-8-114050 According to Google: 82% of surveyed web owners are pursuing responsive design. According to Akamai: 18.7% of the top 1000 websites are currently responsive 11.8% of the top 100 websites are currently responsive
  • 28. Phase 2: Mobile Moments
  • 29. 29 • #1NWebinar @kpeekna @OneNorth The Mobile Moment The first phase is (ironically) not very strategic in its attitude to mobile. It’s fundamentally about enabling what you already do. The next phase approaches mobile not as a device or channel, but as a context with its own unique opportunities. Schadler, Bernoff and Ask of Forrester Research call the focus of their new strategy the Mobile Moment: A mobile moment is a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context. Schadler, Ted; Bernoff, Josh; Ask, Julie (2014). The Mobile Mind Shift: Engineer Your Business To Win in the Mobile Moment
  • 30. 30 • #1NWebinar @kpeekna @OneNorth What’s Different about the Mobile Moment Mobile essentially expanded the how, when, and where of of our digital interactions. The Mobile Moment therefore asks you to change the default order of your thinking. Instead of asking how to get your stuff in front of the user, it asks you to think deeply about what the user is doing before you interact. In other words, the Mobile Moment is all about context-sensitivity. Customer Device Platform Firm START HERE!
  • 31. A valid context for mobile strategy is any aspect of the user’s mindset or world that impacts what they are trying to accomplish and how they want to interact. The key is to develop a full understanding of these contexts for mobile, and let that drive your plan for platforms, content, and design. 31 • #1NWebinar @kpeekna @OneNorth What Kinds of Contexts are Relevant to B2B? Date/Time • Before/during/after work • Weekends • Quarter or year- end Location • Country or market • Language • Home • Office • Traveling • Commuting Activity • Keeping up to date • Reviewing • Researching • Writing / producing • Communicating Relationships • Company • Business network • Industry • Social groups
  • 32. What does a Mobile Moment look like?
  • 33. 33 • #1NWebinar @kpeekna @OneNorth Transforming Creepy into Useful •  Let you know exactly when to leave for the airport, based on traffic & flight status •  Point out nearby restaurants – just as it gets to be dinner time •  Point out local events & activities during leisure times •  Give you sports scores – if you’re into watching grownups play for a living •  Notify you when your favorite show or podcast has new shows to watch •  Suggest news, articles, recipes – or really any other kind of content •  Remind you of tasks and meetings •  Tell you the weather of where you are, and where you will be It is a truth universally acknowledged that Google knows basically everything about all of us. -- How Pride & Prejudice would have started if written in 2015 Google Now’s stated goal is to deliver “the right information at just the right time.” Without the user entering a single keyword, Google Now can:
  • 34. 34 • #1NWebinar @kpeekna @OneNorth Google Now Makes a Virtue of Total Knowledge
  • 35. 35 • #1NWebinar @kpeekna @OneNorth World’s Least Interesting Bank Nails Mobile Even throughout the financial crisis, USAA was known as a reliable, safe bank focused on serving a specific community. It’s never been a risk-taker. It also has one of the most advanced mobile apps in retail banking: •  Deposits •  Balance checks •  Transfers •  Bill pay •  Peer-to-peer pay •  ATM Finder •  Roadside assistance •  Rental car locator •  Accident checklist •  Claims submission •  Loan calculator •  Face recognition •  Voice recognition •  Natural language commands
  • 36. What does it take to create a Mobile Moment?
  • 37. 37 • #1NWebinar @kpeekna @OneNorth Adopting a Design-Oriented Strategy Schadler, Bernoff and Ask recommend a four-step process for defining and pursuing your mobile strategy called “IDEA”. Identify and understand mobile context Design the mobile engagement Engineer the platforms, processes & people Analyze the results Look familiar? It should. These are the basic steps in any good user-centric design process.
  • 38. 38 • #1NWebinar @kpeekna @OneNorth Mobile Moments Must Be Designed The core of the Mobile Moment strategy is about relevance, refinement, and engagement. Design-oriented strategy is uniquely equipped to attain these goals through: •  Context-sensitivity •  Gestures (physical interaction) •  Animations •  Transitions •  Visual & emotional feedback In other words, design is the key to providing unique value that can’t be delivered on any other kind of platform.
  • 39. 39 • #1NWebinar @kpeekna @OneNorth What is Really the Mobile Moment Shift? You can think of this new phase in mobile strategy as a shift from platforms to design: If there’s any flaw to this new phase of mobile strategy, it’s the emphasis on moments and details. “Micro-interactions” are inspiring and effective, but they can easily become fragmented and disconnected. 1: The Squeeze 2: Mobile Moments 3: Post-Mobile Building out the operational basics of a mobile presence. PLATFORMS Refining the mobile experience to fit specific needs and contexts. DESIGN What’s left? 2008 2014 2020
  • 41. But First: Dialing it Back to 1996
  • 42. 42 • #1NWebinar @kpeekna @OneNorth Remember When the Internet was a Thing? Barely 20 years ago, the Internet was a business topic in and of itself. It was new. It was exciting. It was changing everything. It become a new way to solve problems: “I know! I can use the INTERNET to do X!” “Did you know you can find X on the INTERNET now?” “Can you teach me how to INTERNET stuff?” “I really like to spend time on the INTERNET.”
  • 43. 43 • #1NWebinar @kpeekna @OneNorth Evidence of Epic Basicness https://www.youtube.com/watch?v=A81IwlDeV6c
  • 44. 44 • #1NWebinar @kpeekna @OneNorth Even Betty White Knows How to Internet Why don’t we “internet” any more? Because we are internetting all the time. Everywhere. All Day. It’s not that the Internet stopped to exist or became something else. Its pervasiveness simply makes it silly to talk about “as a thing.”
  • 45. 45 • #1NWebinar @kpeekna @OneNorth We are Fast Becoming Post-Mobile All the data and trends we’ve reviewed point to the same fate for mobile. Ask yourself, when did you last say: “I know! I’ll use my phone to do X.” “Did you know you can do X on a phone now?” “I’m going to go on my phone for a couple hours.” From a late 2013 survey of senior (Director & above) buyers of consulting services: •  100%+ had a smartphone and 2 or more laptops/desktops they used daily •  80%+ also had a tablet •  Average user switched devices 5 to 7 times during the day •  None thought of themselves as “technically advanced.”
  • 47. 47 • #1NWebinar @kpeekna @OneNorth Phase 3: Post-Mobile is about Continuity In a world where mobile is so pervasive that we stop noticing its specialness, mobile strategy moves beyond the “moment.” Mobile will be about Continuity: q  Connecting interactions with all other online and offline activities q  Actions starting on one device, completed on another q  Experience so seamlessly aligned that we no longer have to think about devices
  • 48. 48 • #1NWebinar @kpeekna @OneNorth Bonobos – Making Swagger Happen Bonobos is a natively digital men’s clothier that understands how to align all online and offline actions. It also got me to the ball on time: Browse Decide to Purchase Complete Call because I screwed up
  • 49. 49 • #1NWebinar @kpeekna @OneNorth Kindle & Audible The real magic behind the Kindle or Audible experience is not just that you can access the content on almost any kind of device, but that switching devices is completely seamless.
  • 50. 50 • #1NWebinar @kpeekna @OneNorth Apple Handoff Apple has gone farther than anyone else to ensure continuity. Its “Handoff” feature allows easy switching of not just content, but of complex and in-depth actions: Phone & SMS – answer on any device. Switch devices. Email – start draft and finish on another device (with no “save”) Documents – edit and always pick up where you left off Web – see & change to any open tab on any device
  • 51. 51 • #1NWebinar @kpeekna @OneNorth What It Will Take: Laying the Foundation It’s too early to delineate the “best practices” of a mobile strategy that focuses on Continuity. But we can observe how forward-thinking organizations are creating the necessary infrastructure: UX & Strategy Brand & Design Technology & Platforms
  • 52. 52 • #1NWebinar @kpeekna @OneNorth UX & Strategy: Ethnographic Focus For a mobile strategy focused on Continuity you need an understanding of your users beyond “what they want.” To get it, B2B corporations are turning more often to “ethnographic research.” Unlike other kinds of market research, ethnographic research is relevant even (or especially) when your business has a limited number of buyers. Ethnographic User Research: •  Is open ended & holistic •  Is embedded in their world (not yours) •  Explores default habits & preferences •  Focuses on flow and process (how) •  Searches for friction •  Does not ask what people want New products & ideas Differentiation Opportunities to delight Priorities Reductions in complexity
  • 53. 53 • #1NWebinar @kpeekna @OneNorth Brand & Design: From Looks to Experience Leading companies are shifting the attention of their brand & visual design from “how things look” to “how things feel.” Visuals and copy remain critical. But now design is defined and contextualized in terms of the experience it creates. That focus helps designers understand how to address different contexts flexibly, while still maintaining brand consistency. http://www.bbc.co.uk/gel https://www.google.com/design/articles/expressing-brand-in-material/
  • 54. 54 • #1NWebinar @kpeekna @OneNorth Technology: Connected Ecosystems The magic of the Bonobos, Kindle, Apple, and Google experiences is possible because no matter where you come from, they know who you are. Most B2B companies have lots of information about their users, but it’s rarely connected in the right way. To achieve the same experience, B2B and professional services companies will have to create data ecosystems that are both connected and user-centric. User Web Research Email Finance Social Events Training Work Product
  • 56. 56 • #1NWebinar @kpeekna @OneNorth Where is This All Heading? You can think of the final phase in mobile strategy as a shift from design to overall experience: 1: The Squeeze 2: Mobile Moments 3: Continuity Building out the operational basics of a mobile presence. PLATFORMS Refining the mobile experience to fit specific needs and contexts. DESIGN 2008 2014 2020 Connecting mobile into an overall brand experience. EXPERIENCE
  • 57. 57 • #1NWebinar @kpeekna @OneNorth What Does It All Mean? The progress of mobile strategy leads to one overarching conclusion: MOBILE = DIGITAL = STRATEGY In the not far future, you will stop talking about mobile strategy. But it won’t disappear. Instead, you will be talking about marketing and business strategy, with the assumption that it can all be delivered through digital, and that means mobile as well.
  • 59. #1NWebinar Marketing in a Post-Mobile World 20 July 2015