In this webinar, Kalev Peekna, Managing Director, Strategy explores how mobile will continue to challenge and change the way B2B marketers interact with their clients.
To watch the webinar, visit http://bit.ly/1gMN9Ok
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.
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.
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.
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.
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.
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.
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?
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.
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?
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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
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.
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.
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.
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
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
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.
Mobile Website Landscape, Small Screen, Big OpportunitySuresh John
Mobile Website Landscape, Small Screen, Big Opportunity
Presented to the American Gas Association (AGA) Communications and Marketing Spring Meeting Presentation
1) The webinar discusses how associations can meet rising expectations for mobile engagement at events by developing mobile apps and websites.
2) A panelist explains how her association developed a basic mobile app to provide schedules, maps, and networking to better engage attendees, speakers, exhibitors, and sponsors.
3) Future expectations for mobile include seamless check-ins, interactive notes, surveys and analytics to improve events over time.
Mobile Marketing, SEO & Visibility: Why You Should CareR2integrated
Do you think your company needs an SEO optimized mobile site? Odds are, if you offer local products and services, you customers and potential customers are trying to find you on their smart phones. Are you helping them find what they’re looking for? Local search is hot. Period.
On November 2, 2011, Lori Ulloa, R2integrated Senior Web Strategist and in-house SEO guru, presented "Mobile Marketing, SEO & Visibility: Why You Should Care," to the American Marketing Association, Baltimore Chapter. From the importance of a mobile strategy for your organization to best practices in structuring your mobile site for search, Lori covers it all. Click on the presentation below to learn more. Questions? Contact us at info@r2integrated.com.
Aga spring meeting_bwm_mobile_landscape_04-03-13Chris Forhan
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.
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.
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.
Mobile Search Moments Understanding How Mobile Drives Conversions 3 2013Dung Tri
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.
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.
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.
eMarketer Webinar: Digital Media Scorecard—How Canadian Marketers Rate the Ef...eMarketer
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?
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.
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?
The Latest Mobile Search Trends and Best Practices February 2012Performics
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.
Don't Lose Your Cool: Applying Mediation Tricks to Everyday LifeCirclesInitiativeDBQ
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Fitnyc module 11 mobile analytics overview for fitMarshall Sponder
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.
Compuware ASEAN APM User Conference 2013 - University of Customer ExperienceCompuware ASEAN
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.
Agile IT: Modern Architecture for Rapid Mobile App DevelopmentAnyPresence
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.
2013 Hispanic Marketing Symposium: Mobile Apps for BusinessSweb Development
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.
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.
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.
Transforming Web Business to a Mobile Business - Presentation by Sirish KosarajuRapidValue
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
HTML5 vs. Native Apps: Demystifying the Decision Making ProcessiTexico
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.
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.
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.
Webinar: How to Create Meaningful Mobile Experience with Responsive DesignBridgeline Digital
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
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 succeedSusanne Hupfer, Ph.D.
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.
5 Must Haves for Launching a Successful Mobile ProductRobert Woo
Why do so many mobile app launches fail? How can you make sure your app succeeds from day one? Rocket Farm Studios and TechCXO hosted a joint event that taught Boston executives the right way to launch their mobile products.
An overview presentation regarding mobile trends, mobile advertising, the TopSpot approach to mobile analytics, and the future of responsive usability & design.
This document discusses mobile analytics and intelligence. It outlines 7 tips for using metrics and data in the mobile space, including defining your mobile lifecycle and key performance indicators, partnering with experts, using a mobile-focused analytics platform, and establishing collaborative processes. The document also traces the evolution of data-driven marketing from direct mail to today's personalized, multiscreen experiences and argues disruptive products often uncover market vulnerabilities.
Mobile Marketing, SEO & Visibility: The Evolving Conversation R2integrated
How can you make the right “mobile” decision for your company and make it it easy for mobile users to find your mobile property? R2i is the exclusive Learning Partner for AMADC and, earlier this week, we gave a presentation on this very topic to a group of marketing professionals in the DC area. Our discussion focused on best practices for structuring mobile sites for optimal search and visibility.
This document summarizes a presentation about improving marketing analytics reporting to avoid reports that "land with a thud." The presentation focuses on three common mistakes: not asking the right questions, not considering the audience, and not providing enough context.
To address the first mistake, the presentation recommends setting goals before launching initiatives and identifying metrics that align with the goals. For the second mistake, it suggests understanding the intended audience and their needs. For the third mistake, it advises providing benchmarks to show performance and explaining how different tactics fit within the overall sales process. The overall message is that effective reporting requires planning questions, audiences, and goals in advance to produce analyses that clearly communicate insights.
#1NWebinar - 2020 Trends: Surviving Today’s Ever-Changing WorldOne North
The global pandemic has brought tremendous change to many markets and forced organizations to alter the way they communicate, collaborate and operate. Despite the ever-evolving environment, many businesses are finding new ways to serve their customers and continue providing value – giving them the edge they need to thrive in this new normal.
Looking for some inspiration to help you adjust or focus your own efforts? Join Jen Frost, Kalev Peekna and John Simpson as they discuss how stand-out organizations have been managing through the COVID-19 crisis. They’ll highlight examples of exceptional communications, innovations, digital experiences and strategies that businesses across a variety of industries are using to move their businesses forward in 2020.
#1NWebinar: From PSO to PSB – A New Model for Creating Differentiated Brand E...One North
Unlike B2B or B2C peers, professional services organizations have a host of hurdles to overcome to successfully present a clear and cohesive brand story in a unique fashion. All too often, marketers find themselves stuck between building the firm brand or building practitioners’ brands. This session, presented by Ryan Schulz and Kalev Peekna, examines how the use of an umbrella brand and supporting practice area marketing can help drive an integrated and powerful experience.
Kalev and Ryan use real examples to show how firms are using this approach to guide their content, thought leadership, events and digital strategies. The end result is a differentiated and memorable brand experience at every touchpoint.
Key takeaways include:
* An introduction to a new professional services brand model
* A discussion on how to implement the model in a practical and achievable fashion
* A deep dive into how practice areas, practitioners and marketers can embrace the framework
* Real-world examples of firms that have embraced this new model
From PSO to PSB: A New Model for Creating Differentiated Brand ExperiencesOne North
Unlike B2B or B2C peers, Professional Services Organizations have a host of hurdles to overcome to successfully present a clear and cohesive brand story in a unique fashion. All too often, marketers find themselves stuck between building the firm brand or building lawyers’ brands. This session examines how the use of an umbrella brand and supporting practice area marketing can help drive an integrated and powerful experience. Kalev Peekna, Chief Strategist at One North, and Ryan Schulz, Managing Director of Brand & Experience Design at One North, use real examples to show how firms are using this approach to guide their content, thought leadership, events and digital strategies. The end result is a differentiated and memorable brand experience at every touch point.
You will learn:
* A new Professional Services Brand Model
* How to implement in a practical and achievable fashion
* How practices areas, lawyers and marketers can embrace the framework
* Real-world examples of firms that have embraced this new model and the resulting brand touch points
#1NWebinar: Talent Brand - The Missing Piece of Your Brand PuzzleOne North
Talent Development Manager Sarah Mueller describes the untapped element of brand every professional services organization should be taking advantage of: the Talent Brand. Attracting, engaging and retaining top talent is an essential activity for marketers and HR professionals alike, but what really helps a company stand apart from the rest in a highly competitive talent market is a well-defined and unique talent brand.
During her presentation, Sarah broke down the meaning of a talent brand, showed what a successful talent brand in action looks like and described the tools needed to start your own talent brand initiative.
#1NWebinar: Digital Blindspots - A Q&A on Common Marketing Analytics HurdlesOne North
Although we have all kinds of technology at our fingertips, marketers continue to struggle to quantify and report on the effectiveness of their activities. In this Q&A-style #1NWebinar, Senior Data Strategist Ben Magnuson sat down with One North’s Marketing Coordinator Olivia Koivisto to discuss common data analytics and reporting questions from B2B and professional services marketers. During the session, Ben explained what to look for in analytics tools, how to identify which data points matter, the importance of goal-setting, and more.
Watch the recording: https://youtu.be/RsQZxFLfYnI
Orchestration: Making Your Digital Marketing Work in ContextOne North
The top transformational problem in marketing is no longer "how to be digital." Now, the most significant problem is how to coordinate and integrate fragmented activities into a coherent customer experience. In short, the new goal is orchestration. View the discussion of what we, as digital marketers managing a plethora of tactics, can learn from the idea of classical orchestration. Using analogies from music theory and examples from classical to pop, this session demonstrates how to create an integrated marketing strategy, proving that the whole of your marketing can equal more than the sum of its parts.
Read this recap: https://www.slideshare.net/OneNorthInteractive/orchestration-making-your-digital-marketing-work-in-context
#1NWebinar: GDPR and Privacy Best Practices for Digital MarketersOne North
One North’s Managing Director of Technology Ryan Horner and legal process and technology consultant Bob Beach share details on how the EU’s General Data Protection Regulation (GDPR) could impact digital assets.
This webinar is designed to educate digital marketers, share actionable examples, and provide an overview of how One North can help clients ensure their digital properties are in compliance with the regulation and execute on those efforts. Beyond GDPR compliance, the session will also highlight important information for marketers as data privacy continues to become a critical and strategic component of digital.
Access the recording: https://youtu.be/ruQpN70LGt0
With Fashion Week to inspire us, this webinar focuses on sharing a few favorite digital trends for 2018. Instead of discussing denim separates and art-inspired prints, our team explores hot digital to keep an eye on. The webinar focuses on emerging technologies, exciting design trends and standout digital strategies to adopt in the new year.
Associate Creative Director Jessica DeJong and Chief Strategist Kalev Peekna dive into concepts that could disrupt how we think about digital experiences, as well as trends to easily fold into your 2018 marketing strategy.
Access the full recording: https://youtu.be/N_4XAsXDoYI
#1NLab17 - Feeding Your Brain: True Stories About InspirationOne North
The document discusses inspiration and how it can be cultivated. It provides examples of how artists, writers, designers, and academics find inspiration in their work. It explores taking risks, immersing oneself, making connections across genres, embracing new perspectives, and learning from others. Inspiration is presented as something that requires actively open our minds through techniques like juxtaposition, taking control of our environments, and not being afraid of uncomfortable ideas or experiences. The overall message is that inspiration comes through work, but can be fostered by learning from others and pushing ourselves outside of our normal ways of thinking.
#1NLab17 - Eight for Eight: Finishing Strong One North
No matter how smoothly a project has been going, the last eight percent can feel grueling on marketers. In his presentation, Creative Director Nate Denton gives marketers strategies to help move through the final stages of a digital endeavor, so that the final product is as excellent as initially envisioned.
#1NLab17 - Building an Account-Based Marketing Technology Strategy One North
Technical Strategist Pete Amundson helps marketers get started with their ABM (account-based marketing) strategies by describing technology fundamentals and best practices for reaching a firm’s most important audiences.
#1NLab17 - #1NResearch: Earning Loyalty as a PSOOne North
Managing Director of Business Development Dawn Michalak shares One North’s latest research report, which explores how professional services organizations earn loyalty that keeps their clients coming back – and spending more. She uses her favorite brand as a case study to bring loyalty to life, and shares strategies for marketers to add to their arsenal.
#1NLab17 - The Apparent Chaos: Bold Design that WorksOne North
Art Director Michael Correy creates a case for chaos in design. He challenges marketers to get out of their comfort zones and instead apply bold and interesting design to stand out from the sea of sameness often seen in the professional services landscape.
#1NLab17 - Functional Fixedness: A Creative ConundrumOne North
Art Director Hannah Green & UX Strategist Mitch Diehl describe a common challenge for marketers: pushing the boundaries of their daily functional fixedness and beginning to think outside-the-box. The duo shares strategies to productively apply design-thinking in order to create excellent digital experiences.
#1NLab17 - From Obstacle to Opportunity: Using Tech to Inspire Solutions One North
Architect Vinu Krishnawswamy identifies technology hurdles that digital marketers are currently facing and offers creative solutions that not only resolve these challenges, but also embrace creative and strategically sound applications of technology.
Associate Creative Director Jessica DeJong explores what’s next in digital by focusing on three forward-thinking themes: artificial intelligence, design systems and progressive web apps. DeJong explains the essentials of each trend and shares case studies on how they function in business today.
Senior Digital Strategist Cathy Lynk takes inspiration from a variety of businesses and shows how a firm’s physical spaces can and should complement its digital spaces, and vice versa.
#1NLab17 - Designing the Next Release: Measuring & Experimenting with Data One North
Data Analyst Ben Magnuson explains how to begin implementing an analytics strategy by connecting his personal life to real life business examples, proving how analytics can give unexpected insights that turn into million-dollar ideas.
#1NLab17 - Taming your Services Taxonomy: Strategic IA for Great UX One North
The document discusses the importance of information architecture, specifically services taxonomies, for digital experiences. It provides an overview of what a services taxonomy is and how it impacts other aspects of a website. The document then shares one company's experience developing a new taxonomy, including establishing a strategy, testing terms with stakeholders, and iterating the structure based on feedback. Emphasis is placed on taking a strategic and user-centered approach to taxonomy work.
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
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.
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.
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
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
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
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
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.”
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.