Consumers do not view content or brand experiences in channels -- yet today's organizations still think they do. Brands and organizations are investing heavily in mobile talent, but this only continues to perpetuate channel planning versus the need for strategic content planning. These mobile-specific efforts should instead be integrated into the content and digital strategy development teams, which are tasked with finding ways to broadcast branded content in the right channels and context and conditions.
Presenter: Kayla Green, digital strategy director, Saatchi & SaatchiLA @kaylam
3. THERE ARE 3.93 BILLION MOBILE PHONE USERS WORLDWIDE,
REPRESENTING 56% OF THE GLOBAL POPULATION
SMARTPHONES ACCOUNT FOR 24% OF MOBILE PHONE USERS WORLDWIDE,
OR 13.5% OF THE TOTAL POPULATION
BY 2016 WORLDWIDE SMARTPHONE PENETRATION AMONG
MOBILE PHONE USERS IS SUPPOSED TO INCREASE TO 45%
SMARTPHONES ARE CHANGING THE DIGITAL LANDSCAPE:
MOBILE WEB SUBSCRIPTIONS 2:1 BROADBAND SUBSCRIPTIONS
IDC CLAIMS THAT BY 2015 MORE AMERICANS
WILL ACCESS THE INTERNET VIA MOBILE VS PC
IPAD GROWTH = 3X IPHONE GROWTH
14. FOCUS ON THE CONTENT
Stop focusing on the container.
Your customers will consume the content when and where they want to.
Just be there with meaningful and optimized content.
16. DESIGN FOR CONNECTED EXPERIENCES
Create content experiences that are fluid between mobile, tablet, desktop, and IRL.
a a a
17. BUILD A SOLID CMS AND TRACK EVERYTHING
Manage your content so that it optimizes for the right experience at any screen, anytime.
Analytics becomes your best friend in learning about your customer
and where and when they engage with your brand.
LOAD DATA [LOW_PRIORITY | CONCURRENT] [LOCAL] INFILE 'file_name'
[REPLACE | IGNORE]
INTO TABLE tbl_name
[PARTITION (partition_name,...)]
[CHARACTER SET charset_name]
[{FIELDS | COLUMNS}
[TERMINATED BY 'string']
[[OPTIONALLY] ENCLOSED BY 'char']
[ESCAPED BY 'char']
]
18. AUGMENT YOUR CONTENT STRATEGY
Develop well-designed user interfaces to connect with people in contextually relevant ways.
19. ITERATE
Set up your organization structures with flexibility for experimentation.
a b c
20. FOCUS ON PEOPLE
NOT THE TECHNOLOGY
Because there will always be another shiny object, screen, device...
but people should always remain at the center of your communications strategies.
content is at the center of these brand-generated stories\n
content is at the center of these consumer-generated stories\n
take something as simple as e-mail, google found a way to tell the story of their product in an engaging way.\n
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mobile propels social behaviors, almost 20% of facebook users say they use the platform solely on mobile.\n
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Desktop vs. mobile tasks are fluid and often driven by context and east of use, as in getting information. These are typically not distinguished tasks, users choose their device based on context and proximity. \n
Your CMS can house all of your content and key differences might only be how the content is formatted and presented across the digital platforms and screens. We have a great ability now to track in realtime a consumer from point of search to point of conversion, this information becomes valuable to you when you begin to craft content strategies for your brand. \n
Don’t disregard the power of good design, it’s critical in the multiple screen world, your user interaction principles are so important here. \n
Behaviors on mobile screens continue to change as they become more ubiquitous which requires us to iterate and iterate again. A flexible organization can enable rapid prototyping and publishing. Experimentation is key here. \n
Make sure you have content on your properties that fulfills the intrinsic needs and wants of your customer and provides utility and not noise.\n