Reaching customers has never been more difficult, and while many marketers treat "the web" as a single medium like “print” or “TV” or “radio," that's not the way it should be looked at, as shown in this presentation.

1. Re-thinking Digital:
The Evolution of Mobile & Its
Impact on Web Strategies !
Presented by Brian Winter
!
Founder, Pyxl, Inc.
!
Chief Marketing Officer, Carpathia Hosting!

2. Marketing & Marathons:
Two Passions that Require Planning & Perseverance!
Strong track record in! USWeb
Marketing" Corporation
1995" 2000" 2004" 2008" 2012"
20 Marathons"
in 17 states!

3. Overview of Presentation"
PART I: Mobile Marketplace!
PART II: Integrated Digital Marketing!
PART III: Mobile Strategy & Approaches!
PART IV: Best Practices for Integrated Engagement!

4. Reaching customers has never been"
more difficult."

5. Many marketers treat “the Web” as a
single medium like “print” or “TV” or “radio”"
TV"
Print
" Web?"
Radio"

6. The fastest growing
segment of the web is
mobile."

7. Mobile Web growth has outpaced
Desktop Web growth."
Mobile"
10B+"
Desktop"
PC" 1B+"
100M+"
1990! 2000! 2010! 2020!
Source: ITU, Mark Lipacis, Morgan Stanley Research"

8. Smartphone sales have surpassed
PC Sales"
Units"
900M!
800M! Global Internet Device Sales"
700M!
600M!
500M!
400M!
300M!
200M!
100M!
0!
2005 2006 2007 2008 2009 2010 2011 2012E 2013E 2014E !
Source: BI Intelligence (Mar 2012)!

9. The Web is really multiple, distinct, yet
connected, mediums made up of desktop,
tablets and smartphones."
Tablet
"
Desktop"
Smartphone"

10. Mobile is driving another evolution of
Digital Marketing"
V1" V2" V3" V4"
Online Broad Targeted Integrated
Presence" Engagement" Engagement" Engagement"
Basic information More information— Specific content for Specific content for
with limited depth.! expanding on existing specific audiences. specific audiences on
content & adding new Deeper engagement.! specific devices.!
content areas.!

11. What is Integrated Engagement?"
Reach"
Tailor web
properties to
Desktops, Tablets &
Smartphones.!
Content"
Optimize content for
Desktops, Tablets &
Smartphones.!
Context"
Content + Reach = Context !
Context = Better Engaged &
Qualified Prospects!

12. Scripting Integrated Engagement "
Social Media" PR"
Landing Page"
Micro-site"
Email"
Landing Page"
Banners"

13. Delivering Integrated Engagement"

14. Designing for Mobile to optimize
Integrated Engagement"
Tablet:"
Less real estate, but
increasingly more likely
Desktop:" access point. Web
More real estate browsing still a part of
for content
the experience.!
display, longer
time on site, but
less frequent
access.!
Smartphone:"
Least real estate,
focused, methodical!
Web browsing.
Hunting for specific
information.!

15. Four options when considering
your mobile strategy:"
1." Do nothing"
2." A."Build a mobile site on a separate CMS"
B."Build a mobile site on same CMS with
subset of content"
3." Build a Responsive Site"
4. " Create a Mobile App"

16. 1." Do nothing (not a bad thing)"
Complex topic
like cancer
treatment!
Requires deep
research; not
usually done on
a small device!
Future will
include mobile
applications
focused on
customer
experience at provisionha.com
facilities!

17. Build a mobile site on same
2." or separate CMS"
Single CMS
provides easier
updates &
maintenance!
Single CMS on 2
platforms
decreases cost of
development with
some increase in
maintenance!
Upside is tailored
mobile experience;
downside is
inconsistent
experience
between desktop & carpathia.com
smartphone!

18. 3." Build a Mobile App"
Core site is
focused on
consumers and
optimized for
desktop & tablets!
Mobile site
distills down key
content from
website!
MyPilot app is
focused on
travelers and has
a specific
purpose; finding
locations & pilotflyingj.com
services!

19. Build a Responsive Site
4." (on a single CMS)"
thinkpyxl.com

20. Checklist for Responsive Website
(Convergence of Design & Development)!
ü Wireframe. Wireframe. Wireframe."
ü Information hierarchy"
ü Ratio and scale of imagery"
ü Readability"
ü “The fold” is dead"
ü Orientation—horizontal, vertical"
ü Less is more"
ü Test. Test. Test."

21. 5 Best Practices for Integrated
Engagement Campaigns"
1."
1." Creating Checklists to Ensure Efficiency &
Consistency"
2." Building Infographics to Drive Engagement"
2."
3." Designing Campaigns to Cash"
3."
4."
4." Using Dashboards to Drive ROI"
5." Designing for Desktops, Tablets & Phones"
5."

22. Best Practice: Campaign Checklists!
q Key Messaging Doc" q Email Template(s)" q PR/Social Media"
q Copy/Stats! q Copy! q Press release(s)!
q
q
Key Marketing Goals!
Branding Guidelines – solo or co-branded!
q
q
C2As!
Header Image!
q
q
SM Plan Overview!
Dashboard
Get targeted
q Microsite" q Marketo Implementation! Creation! engagement
q CMS! q Fact Sheet" q AdWords Creation!
q Copy! q Copy! q Tracking Links! with Microsites"
q C2As! q Header Image! q SM postings!
q Additional graphics! q Facebook!
q Design!
q Spec Sheet" q Twitter!
q Images from outside vendors!
q Copy! q LinkedIn!
q Co-Branding!
q Google+!
q Live Chat! q Header Image!
q Case Study/Studies" q Advertising!
q Marketo forms!
q Copy! q CPC!
q Analytics Code!
q White Paper" q Banner Ad(s)!
q Favicon!
q Copy! q Size!
q Landing Page(s)" q Word count!
q Additional Graphics!
q CMS!
q Copy!
q Video" q Print Ads!
q Size!
Go viral with
q Copy!
q
q
C2As!
Design!
q Design! q Word count! interesting
q PowerPoint Presentations"
q Music!
q Images from outside vendors!
q Animation! q Copy! Infographics"
q Co-Branding! q Design!
q Blog Posts"
q Live Chat! q Co-
q Copy!
q Marketo Forms! Branding!
q Analytics Code!
q
q Featured Image!
Infographics"
q Reporting" Guarantee your
q Homepage Slider" q Weekly/Monthly!
q Copy! q Copy! audience can
q Design!
q Design!
q Images from outside vendors!
q Test All Platforms"
q Desktops!
reach you with"
q Co-Branding! q Tablets! Integrated
q Smartphones!
Campaigns!

23. Best Practice: Infographics to Drive
Engagement Across All Devices!
Pure Infographics
megafilesgarden

24. Best Practice: Designing Campaigns to Cash!
Download Page"
Awareness & Conversion %" Qualified "
Landing Page" Leads"
Lead Generation"
Banners"
Conversion %" Conversion %" Sales"
Emails" Conversion %" Funnel"
Conversion %"
Social Media"
Win %"
Print"
Wins!"
Contact Form"

25. Best Practice: Digital Marketing Dashboards!
Goals"
Tailor your
specific goals.!
Tracking"
Set up tracking
links & goals
including Calculate ROI" Weekly Reviews"
mobile traffic, Understand how the Meet with stakeholders
behavior and campaign is tracking to weekly to review
results.! ROI targets weekly.! performance.!

26. Best Practice: Mobile websites &
applications to Maximize Integrated Engagement!

27. Reaching customers has never been"
more difficult…."
Have a Mobile Strategy!"

28. Pyxl © 2010 Pyxl, Inc.!
2099 Thunderhead Road, Suite 301
2099 Thunderhead Rd
Knoxville, Tennessee 37922!
Suite 301
865.690.5551 - info@thinkpyxl.com!
Knoxville TN 37922
Follow us on Twitter @ThinkPyxl !
865 690 5551
Visit us online at ThinkPyxl.com!
Brian Winter"
bwwinter@gmail.com!
@brianwinter!