Updated deck on the trends changing the publishing, content marketing, and consumer digital revolution.

2. 146 Slides
45 Minutes

41. Great defensive design
techniques like HTML
text and alt text.

45. Mothercare uses styled alt text and background colors for
most of the effect, but also uses mosaic color blocking to
recreate the stroller image.

53. “I like to think of my phone as an
organizational tool, and keeping things
de-cluttered is the only way I can focus on
my tasks at hand.”
Nate, Production Team
DotComplicated

54. “I try to keep as many apps as possible on
the front screen so I don’t have to constantly
swipe through to check notifications.”
Liz, Editorial Team
DotComplicated

55. “I like to think of my homescreen as my
personal assistant, helping me get ahead on
tasks on-the-go.
Ashmi, MarketingTeam
DotComplicated

56. “I think of my homescreen as a second brain
that helps me store information and keeps
me organized.
Bradley, COO
DotComplicated

57. To maximize shelf space, brands
must map customers’ preferences
and interactions to their mobile
messaging strategies.

58. • Send a push
message/alert promoting
your preference center
soon after the customer
has downloaded/opened
your app.
• Include link in welcome
email to personalize app
settings.
Promote Your Preference Center
Make your app more relevant to customers and capture more accurate data.

59. Create Targeted Promos for App Users
Use email open data (on a mobile device) to create targeted promotions/dynamic
content for app users to promote the most relevant app download.
And
Or
Prompts to download
app in Apple store
Prompts to download
app in Android store
Prompts to download
app in Windows store
1) Send email 2) Opened on different devices 3) Send SMS and/or device-specific email with relevant app download
And
Or
And
Or

61. Personalize the user experience
across channels by collecting
data about your consumers and
use it to deliver content tailored
to each individual.

63. First Time
Visitor

64. Click One
Product

65. Personalized
Home Page

66. Personalization Served in Real-Time

102. When you start to farm and not
HUNT for new consumers.
You’ll harvest them for life.

103. Your marketing should be
tailored first and foremost to your
current customers and
employees.

113. • 24 years old
• Married
• Elementary School Teacher in NYC
• New WebMD User
• Has been trying to conceive for 2 months, and was
just old by her doctor she is 1 month pregnant
Meet Stacie

114. She clicks on a
promoted post within
her Facebook feed
about pregnancy 101
Fills out a Facebook Tab
for pregnancy 101 alerts
via email

115. She receives a triggered
alert thanking her and
asks for more
information
At the same time, a welcome
email is triggered also asking
for more information or to use
pregnancy calculator
Thanks for
entering!
Tell us more!

116. She is then dropped into
a pregnancy web page,
watches a video and
clicks on an ad for
maternity clothes
She uses the due date
calculator

117. She then engages with
an interactive quiz
suggestions for baby
names
She clicks on the ad for
the WebMD Baby App,
and installs it on her
Smartphone
Find a Baby Name
1. What was your first pet’s name?
Find a Baby Name
2. What street did you live
on growing up?
She logs in on her Mobile
App, and logs into her
WebMD profile and opts
in your push notifications

118. 7 Days: she gets a Pregnancy
and Baby Bulletin (Weekly), and
all articles are tailored to a
woman in her first trimester, with
highly personalized content
based on her articles browsed
Stacie may receive an push
alert based on her preference
about the upcoming milestone
(mobile) OR receive an email
about the upcoming event.
(email) This will be based on
her profile and preferences
Triggered Send
+7 days
GO BUY
A CRIB!

119. Stacie Smith @StacieSmith
@WebMD Will my skin go through any changes during #pregnancy?
WebMD @WebMD
@StacieSmith – Yes! Your skin will go through many changes.
Find out more here > bit.ly/4502ks
Stacie tweets from her mobile phone a question
regarding pregnancy and is answered by a
WebMD representative

120. 14 Days: she gets a Pregnancy and
Baby Bulletin (Weekly), and all
articles are tailored to a woman in
her first trimester, with highly
personalized content based on her
browsing and preferences
Triggered Send
+14 days
Personalization gets
better over time