48 west mobile presentation v final

• 1. Rethinking Digital!The Evolution of Mobile & !Its Impact on Web Strategies!Brian Winter!Owner, Pyxl!Chief Marketing Ofcer, Carpathia Hosting!C A R PAT H I A . C O M TH IN K P Y X L.C OM

2. Unique Experience & Perspective ! Personal Passions & Pursuits! 22 Marathons! Digital Marketing! for Entrepreneurs, CEOs,GlobalWhiteboard VPs of Sales, VPs of Speaker!Fanatic!Marketing and Marketing Managers for Small and Large Businesses!USWeb/CKS!Delivering !Consuming!Digital Marketing Services!Digital Marketing Services!C A R PAT H I A . C O M TH IN K P Y X L.C OM 3. Reaching customers has never been!more difcult.!C A R PAT H I A . C O MTH IN K P Y X L.C OM 4. Tracking engagement!is even more difcult.!C A R PAT H I A . C O M TH IN K P Y X L.C OM 5. Many Treat The Web as One Medium! TV!Print!Web?!Radio!C A R PAT H I A . C O MTH IN K P Y X L.C OM 6. Web is Really Three Distinct Mediums!Tablet !Desktop! Smartphone!C A R PAT H I A . C O MTH IN K P Y X L.C OM 7. The fastest growing segment of the web is mobile.!C A R PAT H I A . C O M TH IN K P Y X L.C OM 8. Mobile Web is Driving Growth! Mobile! 10B+!Desktop!PC! 1B+!100M+!1990! 2000!2010! 2020!Source: ITU, Mark Lipacis, Morgan Stanley Research!C A R PAT H I A . C O MTH IN K P Y X L.C OM 9. Smartphone Outpacing Desktops!Units!900M!!800M! Global Internet Device Sales!!700M!!600M!!500M!!400M!!300M!!200M!!100M!! 0!200520062007 2008 2009 2010 2011 2012E 2013E 2014E !Source: BI Intelligence (Mar 2012)!!C A R PAT H I A . C O M TH IN K P Y X L.C OM 10. Evolution of Digital Marketing!V1! V2!V3!V4!Online BroadTargeted IntegratedPresence! Engagement! Engagement!Engagement!Basic informationMore information Specic content for Specic content forwith limited depth.! expanding on existing specic audiences.specic audiences on content & adding newDeeper engagement.! specic devices.! content areas.!C A R PAT H I A . C O M TH IN K P Y X L.C OM 11. What is Integrated Engagement?!Reach!Tailor webproperties toDesktops, Tablets &Smartphones.! Content! Optimize content for Desktops, Tablets & Smartphones.! Context! Content + Reach = Context ! ! Context = Better Engaged & Qualied Prospects!C A R PAT H I A . C O MTH IN K P Y X L.C OM 12. Four Options for Approach to Mobile!1.!Do nothing (not always bad)!!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!C A R PAT H I A . C O M TH IN K P Y X L.C OM 13. Optimizing for Integrated Engagement!Tablet:!Less real estate, butincreasingly more likelyDesktop:! access point. WebMore real estatebrowsing still a part offor content the experience.!display, longertime on site, butless frequentaccess.!Smartphone:!Least real estate,focused, methodical!Web browsing.Hunting for specicinformation.! C A R PAT H I A . C O M TH IN K P Y X L.C OM 14. 1.! Do Nothing (not always bad)! 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!C A R PAT H I A . C O MTH IN K P Y X L.C OM 15. 2.! Build a Mobile Site on Same orSeparate 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!C A R PAT H I A . C O M TH IN K P Y X L.C OM 16. 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 specic purpose; nding locations &pilo0lyingj.com services! ! !C A R PAT H I A . C O M TH IN K P Y X L.C OM 17. 4.! Build a Responsive Site(on a single CMS) ! thinkpyxl.com C A R PAT H I A . C O MTH IN K P Y X L.C OM 18. Checklist for Responsive Website (Convergence of Design & Development)! Wireframe.!InformationRatio and scale Readability! Wireframe.! hierarchy! of imagery! Wireframe.! ! The fold Orientation: Less is More! Test.! is dead! horizontal andTest.!vertical !Test.!C A R PAT H I A . C O M TH IN K P Y X L.C OM 19. Quantify Mobile Users!Tracks whichmobile deviceswere used tobrowse a site!C A R PAT H I A . C O M TH IN K P Y X L.C OM 20. Qualify Mobile Users!Tracks whichpages users areviewing frommobile & tablets!C A R PAT H I A . C O MTH IN K P Y X L.C OM 21. Link Digital Marketing to Sales Results! Download Page! Awareness & Lead Generation!Conversion %! Qualied !Devices!Landing Page!Leads!Banners! Emails!%! %!%!Sales! Conversion %!Funnel! Conversion %! Social Media! Print!Win %!Wins!! Contact Form! C A R PAT H I A . C O MTH IN K P Y X L.C OM 22. Summary! 1.!Embrace Integrated Engagement! 2.!Have a Mobile Strategy ! 3.!Quantify & Qualify Mobile Users! 4.!Link Digital Marketing to Sales Results! 5.!Download Integrated Engagement & ! the Mobile Web!C A R PAT H I A . C O MTH IN K P Y X L.C OM 23. Downloadthe freee-book!Visit:!landing.thinkpyxl.com/mobile-web-ebook!C A R PAT H I A . C O MTH IN K P Y X L.C OM 24. Carpathia Hosting Inc. !Pyxl Inc.!21000 Atlantic Boulevard, Suite 500 !21 E. 6th Street, Suite 114!Dulles, Virginia 20166 !Tempe, Arizona [email protected][email protected]! ! ! ! ! ! ! ! ! !C A R PAT H I A . C O M TH IN K P Y X L.C OM