1. CM Strategies for a Multi-Channel World
Online Information, London Nov. 2013!
Real Story Group provides market research, technology
evaluations, and strategic advisory services to
customers in 60+ countries around the world."
Theresa Regli
Principal Analyst & Managing Director
tregli@realstorygroup.com
Twitter: @theresaregli
@realstorygroup

2. Real Story Group: What We Do
Provide in-depth research
analysing weaknesses and
strengths of technology....
and vendors
Advise on successful
technology selection
and implementation
best practices
• Over 3,000 customers in 60+
countries
• We consult only to end-users, never
advising the vendors we evaluate
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

3. Selection of our customers
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

4. The promise: Right media to the right device
at the right time
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

5. Designing an immersive, trans-media experience
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

6. DAM in 2013: Trans-media immersion
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

7. DAM in 2013: Trans-media immersion
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

8. Designing an immersive, trans-media experience
With incentives!!
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

9. Digital Marketing Toolkit
Marketing Automation
Social Monitoring
Media Asset Management
Digital Asset Management
Web Content & Experience Management
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

10. Digital Workplace Toolkit
Enterprise Collaboration
Document Management
Enterprise
Search
Cloud File-Sharing
Web Content & Experience Management
Enterprise Portals & Content Integration
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

11. Ensure the
technology you have
is designed,
engineered, and fit for
the purpose
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

12. MA and CMS: Where Do They Connect?
Landing Page
Management
Profile Management
Analytics
Lead Scoring
MVT, A/B Testing
Lead Management
MA
Data Management
Campaign Management:
Email
Mobile
Social
Copyright © 2013 Real Story Group
Marketing
Nurturing
Engagement
Segmentation
CMS
Template Management
Forms Management
Personalization
Targeted Content Delivery
@theresaregli
@realstorygroup

13. Mobilizing it all: Key Considerations
1. Which Devices to target?
2. How should we develop apps? - Mobile web vs.
apps, vs.…
3. Should we just use Apps provided by Incumbent
tools?
4. How do we align with overall (non-mobile)
architecture and experience?
5. What about existing applications?
6. Are there specific Security and Administration
implications?
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

14. Which Devices to Target?
• “Bring your own
device” or BYOD
• Enterprise Apps
require
– Security
– Provisioning
– Management
– Integration
Copyright © 2013 Real Story Group
EMC Documentum, iOS only
@theresaregli
@realstorygroup

15. Variations even within a single device type
http://mobile.smashingmagazine.com/2012/07/26/android-design-tips/
Copyright © 2013 Real Story Group
@theresaregli
15
@realstorygroup

16. Which Approach: Mobile Web vs. Apps vs..…?
Browser based
SharePoint 2013
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

17. Which Approach: Mobile Web vs. Apps vs..…?
Support wider user base
Less admin overheads
Easier to develop and maintain
Less cost
Better user experience
Device capabilities
Performance
Hybrid
Wrapper
Completely
Native
Browser
Cross
compiled
Select a combination of development approaches. In many
cases, what works is a combination of mobile web combined
with specific apps for specific use cases
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

18. How to Mobilize Existing Websites and Apps?
Cost / Time-to-Deploy / Richness
Follow Web
Standards
Mobile
Templates /
Stylesheets
Scrape and
Transcode
1
2
3
USE WHEN:
Copyright © 2013 Real Story Group
Existing sites at lower fidelity
Predominance of read-only
@theresaregli
Framework /
Middleware
Bespoke
Native Apps
4
5
New or high-value applications
Predominance of interactivity
@realstorygroup

19. Duplicate media?
Very real danger of creating multiple versions of media
Per device:
• iPhone, iPad, BlackBerry, Nokia, Samsung, etc. versions?
• Touchscreen vs. keyboard devices
Per viewing context:
• Browsers
• Applications
Per location:
• Bandwidth
Per content type:
• Large files need smaller versions?
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

20. DAM / MAM systems enable transcoding
• push this format to the web
• detect device and media player, push this format
.swf
Copyright © 2013 Real Story Group
.mov
@theresaregli
@realstorygroup

21. Adapting Your Media Assets
Same images & content but:
• Different sizes
• Different formats
• Different, more granular
content components
• Remember: don’t
duplicate! Transform &
transcode
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

22. Video Example | Browser based
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

23. Which Approach: Mobile Web
vs. Apps vs. …?
Hybrid - Web technologies but
wrapped
• Downloadable apps but
the core uses standard
web technologies
• Why wrap?
– You can take
advantage of some
native capabilities like
Camera
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

24. Which Approach: Mobile Web
vs. Apps vs. …?
• Support wider user base
• Less admin overheads
• Easier to develop and
maintain
• Less cost
• Better user experience
• Device capabilities
• Performance
Hybrid
Wrapper
Completely
Native
Browser
Cross
compiled
Select a combination of development approaches. In many
cases, what works is a combination of mobile web combined
with specific apps for specific use cases
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

25. Summary
• Identify and prioritize needs.
• One size does not fit all. Select best approach for
each scenario.
• Incumbent tools suitable for very simple
scenarios.
• Mobile is not stand-alone.
• Don’t neglect existing ad production and
consumption methods.
• In complex enterprises, security and admin
issues can add lot of overhead.
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

26. 2013 Vendor Map
Copyright © 2013 Real Story Group
@theresaregli
@realstorygroup

27. Thanks! Let’s stay in touch……
Questions: tregli@realstorygroup.com"
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Copyright © 2013 Real Story Group
@theresaregli
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