Delivering the Right Mobile Experience with Drupal

05.29.2012

Delivering The Right Mobile Experience With Drupal

Tuesday, May 29, 2012

2

AGENDA

- Intro to VML- Mobile Action Items- Mobile Landscape- Case studies


FACTS


FACTS Founded in 1992, VML became part of WPP Group in 2001.

More than 1,200 VMLers around the world.

Creative solutions at the intersection of marketing and technology.



Creative solutions at the intersection of marketing and technology.

INNOVATION

KNOWLEDGE

CR

EA

TIV

ITY S

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®


Big agency capabilities and experience.


VML named one of “Ten Standout Shops” in Ad Age’s 2012 Agency A-List Rankings.


ACTION ITEMS


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MOBILE ACTION ITEMS

Strategy- As Google states “Win the moments that matter” - define

you value prop by determining what the customer wants to do with your brand on mobile

- Consider local and in-store- Review competitors in the space

Org- Designate mobile owner, either at client or within your org- Run education sessions to get all team members aligned

on opportunity- Get every one in your org to review all campaigns with

mobile lens

Insights- Build mobile profile of target - update every quarter -

distribute- Integrate mobile data into scorecard

Integration- Audit touch points - identify opportunities for mobile to

bridge

Mobile Web- Priority number 1 - ensure good experience to meet organic

demand- Consider mobile web first for end point for any mobile

extensions you build

App- Essential to activate- Proceed with caution

Search- Create mobile specific search campaigns

Media- Consider HTML5, tablet unit for rich experience- Review level of mobile media spend as part of overall mix

Tablet- How does our website function on tablet- Project traffic from tablets for next 12 months

Communication- Consider mobile in any email, social, SMS communication

undertaking

Strategic Considerations Implementation Considerations


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MOBILE ACTION ITEMS






mobile lens




bridge









undertaking


Drupal lays the foundation for

mobile implementation


12

MOBILE ACTION ITEMS






mobile lens




bridge









undertaking


Today’s Focus


MOBILE LANDSCAPE


DATA HIGHLIGHTS


High GrowthIn many parts of the world, the mobile channel is the fastest growing marketing channel, as measured by media spend

increases and consumer behavior shifts.


16the statistical story




Mobile apps are also exploding


• Dominated by Apple/iTunes• Launched iTunes App Store in Jul 2008• Jan 2011 reached 10B apps downloaded

• 2.5 years to 10B app downloads

• 9+ years to reach 10B music downloads

**Note: With the increase of sites that leverage responsive design and app-like functionality, that growth will begin to decline.

©2011 VML



• Other projections (Gartner) more aggressive 208M by 2014

• iPad remains dominant

Tablets expected to surpass laptops

source: Forrester


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Always OnCustomers are shifting their behavior to the mobile channel, indeed their mobile device is always with

them.





45%Users check their phone first

thing in the morning.

82%Over 4 in 5 shoppers use

their mobile device while

shopping.

86%Over 4 in 5 mobile

phone owner use the

mobile internet while

watching TV.


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Unique & EffectiveMobile allows you to reach new customers, it also provides the opportunity to connect existing

channels, for example print with digital.



49%Over 49% of ESPN’s

audience only visit their

mobile properties

1 footServices such as

ShopKick allow

advertisers to delivers

rewards only to users

who enter the actual

store, accurate to 1 foot.

4X-5XInsight Express have found on

average that mobile advertising

is four to five times more

effective than online advertising.


MOBILE CHANNELS


OFFERMobile Channel

26

The mobile channel provides powerful ways to start, enrich and continue a conversation with your target audience.


27Mobile Channels

Text Message Campaigns

Mobile WebSites, HTML5, search

LBS + QR Codeslocation-based-services

Apps + AR + NFCAR = augmented reality


28Mobile Channels


Mobile WebWAP, Video, Search


Apps + ARAR = augmented reality

Simple text messages (SMS) and Multimedia messages (MMS) can be received by virtually every mobile phone on the planet.

They are simple and effective ways to contact and inform customers.

The most widely used communications protocol in the world.

They can be used to trigger: alerts, contests, voting, WAP sites or download content or app’s.


29Mobile Channels





Mobile sites are specially designed internet sites which are optimized to be viewed in the phone’s online browser.

Brands can also buy banner ads on mobile sites similar to standard websites.

Consumers increasingly expect an elegant mobile web experience and are quickly frustrated by a poor mobile experience.


30Mobile Channels




Mobile SEO/SEMWAP, Video, Search

Paid Search:Relevant focus strategies include: focus on special offers, focus on seasonal times, and focus on location.

Narrow target by device, carrier, geo-location, browser capability and don’t forget click-to-call.

8-10% of all searches in 2010 happened on mobile (according to study by RBC Capital Markets)

Mobile SEO:Mobile search engines have different bots and algorithms than those used for traditional web search.


31Mobile Channels




Mobile video is taking off in parallel with 3G & 4G adoption.

Brands can create made-for-mobile videos on their site, leverage YouTube or even build video into their app’s.

Mobile VideoWAP, Video, Search


32Mobile Channels


LBSlocation-based-services



FoursquareUsers receive mobile-exclusive deals or tips as they check into specific locations.

ShopkickEarns “Kickbucks” redeemable for in-store goods at participating retailers as users check into their locations. Enables automatic check-ins.

GrouponRetailers offer geo-targeted deals that unlock when enough participants commit to “buying” the item. Groupon Now has check-in’s, is global, 7K employees, $1B IPO and $20B valuation makes Groupon one to watch.


33Mobile Channels


LBSlocation-based-services



Google OffersCurrently in beta (select cities). Google Deals is like Foursquare meets Groupon. Check-in with “Places” and the pay with google Wallet.

livingsocialFounded the year before Groupon (’07); $500M Revenue, 200 markets vs. Groupon’s 500+. But, better retailer cut & sharing with 3 friends who buy the deal makes yours free.

Facebook Deals / PlacesFacebook and Google’s reach could swamp Groupon & livingsocial -- especially since FB’s friend bonus has a built-in 130 friends on average a click away + powerful ad platform.


34Mobile Channels



QR Codesready for primetime (?)


QR Codes (Quick Response) are 2D barcodes that represent up to 4298 alphanumeric characters.

A QR Code can launch a website, open a video, link to coupon or serve as an electronic business card. Back-it-up with a shortcode.

graphic courtesy of JumpScan.com


35Mobile Channels





In-store and at point-of-sale, QR Codes can link to reviews, product information,

video tutorials and expert advice.


36Mobile Channels





In print, QR Codes can unlock additional content and drive to richer digital

experiences.


37Mobile Channels





Apps allow developers to leverage native aspects of the device such as the camera, GPS, accelerometer and provide greater performance than the web for services such as games. However, as mobile evolves we are seeing more and more of this functionality available on mobile websites.

They allow publishers to distribute through app stores (ie: iTunes or Android market).


38Mobile Channels





Augmented reality combines the device’s camera, GPS and compass to overall digital information about the current location. See right for Yelp’s & Wimbledon’s use of AR.


39Mobile Media

Mobile Banners:

• Clickable image-based static ads.

• Minimal intrusiveness.

• Variety of sizes and positioning options on page.

Floating Ads:

• Persistent placement: Stays visible as user scrolls down the page’s content.

• Greater visibility than banner ads.

• Higher user engagement at the cost of higher intrusiveness.

Full-Screen Ads:

• Available in expandable, interstitial, or pre-expanded formats.

• Can integrate additional features, such as: hotspots triggering overlays, photo galleries, video, dynamic feeds, etc.

• Intrusiveness varies.

In-Game Media:

• Wrapper ads: a few seconds of advertising a the beginning or end of a game.

• In-game ads: images or backgrounds within the game during play.

• Interstitial ads: Short video clips pushed in between gameplay.


40Tablets

Tablet Devices

11 million tablet devices were sold in 2010, Gartner predicts more than 55 million tablets will sell in 2011. Apple, Research In Motion, Samsung, LG, HTC, Acer, Cisco, Dell, Motorola, OpenPeak and Viewsonic will all have their own tablets in 2011. Though Apple’s iPad and iPad 2 account for most of the current tablet marketshare.


41App vs Web

!   iOS and Android devices continue to grow

!   New players and devices are emerging

!   Build once/Deploy all is elusive !   Prone to problems !   Limits phone features

Mobile is a moving target


42App vs Web

Apps are expensiveThe fragmented device/OS space makes it difficult to build apps on the cheap while solving for the

widest number of handset. This is one of the biggest advantages of the mobile web.


43App vs Web

!   PROS !   Circumvents app stores !   Direct access to

customers !   Control the update

process !   Avoids revenue sharing

!   CONS !   HTML5 is not as powerful

as other options

!   Loses visibility of iTunes

!   HTML5 feature support is not standardized in mobile

HTML5 Provides the capability to create cross-platform web applications


44Mobile Channels

Image Recognition Technology relies on visual cues and patterns to identify specific objects and match them with Internet content.

Scan an object through the camera on your phone, and your phone will recognize the object and provide additional information, without the assistance of tags or barcodes.


45

infographic from “Indexed”©2011 VML

Mobile Channels


©2010 VML

Two Things to

Remember


©2011 VML

1. Do not look at MOBILE as a siloor withtunnel vision


48Mobile Channels

• Exciting extension, lots of possibilities• Make mobile a key part of the overall roadmap• Complement and augment your brand with the

data, relationships, functionality, content and add value unique to the mobile channel/experience

mobile content websites online marketing

Mobile is a part of your digital ecosystem

searchsocialeCRM


©2011 VML

2. It’s about them,not us...


WAYS TO THINK ABOUT MOBILE


VML Mobile

Strategy 51

Mobile First

Mobile first is concept of building your website, app or campaign for mobile before desktop.

It:

• Prepares for growth

• Forces focus

• New way of thinking


VML Mobile

Strategy 52

Mobile Behavior

Below is a useful set of groups to think in when defining what your mobile service or campaign will achieve

•Lookup/Find (urgent info, local)

•Explore/Play (bored, local)

•Check In/Status (repeat/micro-tasking)

•Edit/Create (urgent change/micro-tasking)

Source: Mobile First, Luke Wroblewski


VML Mobile

Strategy 53


Don’t make the mistake of assuming you can just port content straight from the desktop to mobile


VML Mobile

Strategy 54


There is limited real estate on mobile, prioritize content over navigation in your experiences. ESPN and YouTube are examples below where content takes up the majority of the screen.

Content over Navigation


CASE STUDIES


56

CASE STUDIES

- Mobile Specific- It’s all about the user- More specialized (app-like experience)

- Responsive (adaptive)- It’s all about the content- Provides full site experience

- Drupal is a great platform for either


57

CASE STUDIES

- Mobile Specific- It’s all about the user- More specialized (app-like experience)

- Responsive (adaptive)- It’s all about the content- Provides full site experience

- Drupal is a great platform for either


VML

Why mobile specific?

Book or change reservations from anywhere in the world

Find Hotels

Leverage hotel loyalty programs

Save customer preferences and previous reservation information

Find special o!ers

Carlson Hotels

Solution:

Built family of mobile-specific sites

Provide a consistent, user-focused application across all hotel properties

Mobile traffic increased by 231% and mobile reservations increased by 273%


59

VML

GlobalNET Why mobile specific?

Mobile site required delivery of mobile specific content

Different menus, different functionality, different content

Had to be built in the same Drupal site, to utilize existing users and content

Approach:

Create mobile theme

Detect mobile device and assign a role to that user

Use context to key off the role and change the theme


60

VML

VML.com

Why Responsive?

More of an exploratory site

Wanted same content experience for all users

We were able to design it from the ground up instead of apply mobile to existing site


61

Contact VMLPlease email [email protected] with any questions, enquires

THANK YOU


mailto:[email protected]

mailto:[email protected]

Thank you.
