Mobilize Your Brand - how mobile is changing the content game

Mobilize Your BrandKatrina Klier @KatrinaKlier

Copyright © 2012 Accenture All rights reserved. 2

Marketing Used to be Simple

Marketing delivered by advertising was a primary and trusted source of information.

Word of Mouth was slow and localized

@KatrinaKlier #WhatsNextDC


Life Became Increasingly Mobile

81% of Americans live in Urban Areas which grew 3 points faster than the total population

On average people change jobs every 3 years and have 5-7 careers in their lifetime.

Less than 59% of Americans live in the state where they were born

Over 80% of people in North America have access to the Internet

Sources: Reuters, Career-Advice,



Impact of a Mobile Society

People know more people

People experience more of the world



People have more and more choice and they expect brands to provide…

the information they want, when they want it,

how they want to consume it.

Impact on Marketing



Technology Enables Choice and Mobility

Sources: IDC Q3 2012 Forecast

PCs continue to be foundation devices.

Smartphones offer in-the-moment, contextually relevant opportunities

Tablets offer personal, medium and long form content and engagement opportunities



Technology is Responsive

Detect the kind of device – PC with large screen, laptop, tablet, phone

Optimize for screen size, touch vs. click



But Most Content is Not Responsive



Traditional Sales Funnel

• All about closing a sale• Once the customer started to use

the product, the conversation stopped

• Little to no incentive for repeat purchase

• No way for a customer to be an active fan of the brand or products

@KatrinaKlier #WhatsNextDCSource: Accenture, Serving the Nonstop Customer, 2012

http://www.accenture.com/us-en/outlook/Pages/outlook-journal-2012-serving-the-nonstop-customer-marketing.aspx


Open Content or Channels: Reality, Delivery

Brand-Controlled Content or Channels: Expectation, Promise

The Customer Lifecycle is Nonstop & Dynamic

Source: Accenture, Serving the Nonstop Customer, 2012


http://www.accenture.com/us-en/outlook/Pages/outlook-journal-2012-serving-the-nonstop-customer-marketing.aspx


The Customer Today – Highly Mobile & Connected



Mobile By the Numbers

Sources: Comscore,

In 2009 only 2% of US adults owned a tablet or e-reader, now

more than a third do.

Over 10% of global Internet traffic is via

phones.

Active global app users number over 1B now, growing to over

2.1B in 2016.

75% of the world’s population has access

to mobile phones



Mobile Activities – Phone vs. Tablet

• 75% of people send text messages• 56% check the weather• 52% use maps• 50% access social media sites• 6B mobile subscriptions WW

• 85% of people email• 54% watch videos• 48% access social media • 47% read books• 38% read news

Sources: Emarketer, Google, Accenture


It’s a Mad, Mad Mobile and Digital World

Facebook>1B Users

>600M MobileAvg 359 Friends

Twitter>520M Accounts

>50% Mobile40% of all Tweets are

mobile

Pinterest>2B Page Views/mo

10% more likely to buy

Sources: Facebook, TechCrunch, Pingdom, Washington Post, Nielsen, Radicati Group

LinkedIn>200M Users WW25% of Visits are

Mobile

WebsitesOver 644M Active WebsitesOver 255M domain names

Blogs181M and growing

Email Accounts3.6B Total918M Corp

2.7B Consumer

YouTube>1B Unique Users per month

>4B Hours of video watched per month

SlideShare>52M Visitors per Month

>159M avg monthly page views



Marketing Today



Marketing Today



So What Does This Mean for Content?

How we think about, design and publish content needs to change.

We need to meet customers’ expectation of what information they want, when they

want it, how they want to consume it.


HOW?


An Idea… Responsive Content Design

Core Content

Editorial Design

VisualDesign

AmplificationDesign

Engaging Content Experience for your Audience

Across Devices and Channels



The Responsive Content Journey

Retro-fit Hybrid Responsive


An Example… Outlook Journal


An Example… Tech Vision 2013

Background • Accenture’s annual analysis of the emerging

technology trends • Output from Accenture Technology Labs, global

research & development arm for Accenture staffed by technologists, scientists, consultants, and researchers

• 2013 overarching theme “Every business is a digital business” identifies seven key enterprise technology trends


Tech Vision 2013

Copyright © 2012 Accenture All Rights Reserved.

Phase 1: Phase 2:

videos

Blog

PDF report

News Release

Microsite

Search engine marketing

accenture.com presence

Social media outreach

Paid Social Activities

Paid Social Activities



@KatrinaKlier

LinkedIn

KatrinaKlier.com

Thank You


@Accenture

LinkedIn Company Page

accenture.com

Business

Mobilize Your Brand - how mobile is changing the content game