Keynote: How Mobile Is Driving Email & Vice Versa
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So much of the future of email is tied to mobile consumption -- be it opportunities with m-commerce; links to social media; or simply driving engagement with customers reading on the go. How do you optimize the email experience taking into account context, devices, locations, etc.? Also, what are best practices with organizational structure in the emerging space? Chris Miller, who has overseen the boom in Draftfcb’s digital practice along with email efforts for clients such as Volkswagen and State Farm, will offer actionable intelligence on how to capitalize on opportunities soon and sooner.
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Keynote: How Mobile Is Driving Email & Vice Versa
- 1. HOW MOBILE IS DRIVING EMAIL AND VICE VERSA @scubachris / @draftfcb
- 2. CLIENT / PROJECT / 00.00.00 PAGE 2 email mobile
- 3. EMAIL AND MOBILE CAN BE BEST FRIENDS PAGE 3
- 4. OMG PAGE 4
- 5. ;-) PAGE 5
- 6. IT STARTED BECAUSE THIS @scubachris / @draftfcb
- 7. BECAME THIS… @scubachris / @draftfcb
- 8. THE IMPORTANT THREE THINGS 1. Devices 2. Resolution 3. OS @scubachris / @draftfcb
- 9. BUT THE LONGER TERM ISSUE IS… @scubachris / @draftfcb
- 10. THE SOLUTION Think mobile first / responsive Keep in mind, responsive web design will not make the email perfect in every device but it will scale elegantly across multiple devices to allow for the best customer experience, however your customer chooses to view your content. http://www.craftedbydavid.com/ @scubachris / @draftfcb
- 11. LET’S LOOK AT THE DATA PAGE 11
- 12. UPTICK OF MOBILE FOR INTERNET USE Mobile and tablet eating away at computer for internet access PAGE 12
- 13. MOBILE SALES > DESKTOP PAGE 13 Source: CampaignMonitor In early 2012, smartphone sales exceeded desktop sales, showing continued growth.
- 14. BUT EMAIL USE IS DOWN Drop in time and % of overall activities for email Social media chipping away PAGE 14
- 15. HOWEVER ON MOBILE… We see email as the #1 internet activity on mobile. PAGE 15
- 16. MOBILE IS MAKING ITS MARK iOS devices such as the iPhone and iPad are grabbing a growing share of email opens from the desktop PAGE 16
- 17. NEGLECT MOBILE / EMAIL OPTIMIZATION, USERS LIKELY TO DELETE PAGE 17
- 18. STILL NOT CONVINCED? 1. Look to your analytics 2. But not just for email – your site, and consumer trends PAGE 18
- 19. The device that consumers are turning to for their internet use The #1 behavior on mobile is email Not our “defensive” hill to hold but our offensive platform to grow MOBILE IS PAGE 19
- 20. GETTING STARTED Mobile First Considering the mobile version first since it is the smallest screen size and the content displayed needs to be structured to show the most important information first. Also the growth of mobile indicates those devices will be the more frequent ones to access the content. Content Audit If you are thinking of responsive design, a content audit will allow the team to understand what content is available on site and make determination as to what is most valuable and where the gaps are. Taxonomy A taxonomy audit should be included in your content audit as it is your future planning. It allows you to create a tagging and data hierarchy and better future proof your data to display on any type of device. PAGE 20
- 21. NOW YOU’RE PSYCHED But how do you apply this to your business? 1. UX 2. Creative 3. Development 4. Behavioral Economics (how people make decisions) 5. A few truths about mobile PAGE 21
- 22. WIREFRAMES ARE THE UGLIEST WEBSITES YOU HAVE EVER SEEN AND ARE ALSO BLUEPRINTS OUTLINING: Content relative priority of that content (hierarchy) interactive features & functionality how it works PAGE 22
- 23. “You can use an eraser on the drafting table or a sledgehammer on the construction site” -Frank Lloyd Wright PAGE 23
- 25. CHANGING THE DEVELOPMENT WORKFLOW “Stop Thinking in Pages. Start Thinking in Systems.” - Jeremy Keith PAGE 25
- 28. - Gotchas - Bottlenecks - Over-The-Fence - In-The-Dark Client - Production Crunch - Chaos WATERFALL WORKFLOW PAGE 28
- 31. THE SCIENCE OF BEHAVIOR CHANGE BUILDING BRIDGES TO LEADERS IN THE WORLD OF BEHAVIORAL ECONOMICS FOCUSING ON BEHAVIORAL DATA IDENTIFYING FAST PERSUADERS PAGE 31
- 39. 1. Connective Tissue 2. 3 Pillars – bite sized, relevant, disposable 3. It’s Not Optional 4. Make it useful, or don’t try 5. Time Killers & Time Savers 6. If you make it work, people notice THINGS WE CAN APPLY FROM MOBILE PAGE 39
- 40. 9:35AM Coffee Shop 12:00PM Workout at Health Club 1:15PM Lunch at the Pizza parlor – 4:30PM Gas Station 5:02PM Mobile web 5:25PM Book Store 6:07PM Retail 6:59PM Sports Bar 9:05PM Grocery CONNECTIVE TISSUE Home
- 42. IT’S NOT OPTIONAL PAGE 42 Does anyone wake up in the morning and think I’ll “leave their phone at home.” Mobile is an essential part of how most consumers are managing their busy lives. Because of mobile’s connection there is a growing expectation for things to work and frustration when it doesn’t
- 43. MAKE IT USEFUL, OR DON’T TRY PAGE 43 Because consumers control and customize mobile individually, they demand that experiences they have on the device be designed with them in mind. Unique opportunity to connect Moment and Message for maximum impact. But it’s a double edge sword: If you don’t get the value proposition right, your chances of getting a second chance are very slim.
- 44. TIME KILLERS & TIME SAVERS PAGE 44 Time Savers (tools) Time Killers (Experiences)
- 45. Insert your brand’s email here….. IF YOU MAKE IT WORK, PEOPLE NOTICE OR…. PAGE 45
- 46. SURE, TECHNOLOGY IS CHANGING BUT IT’S REALLY ABOUT BEHAVIOR PAGE 46
- 47. EMAIL AND MOBILE ARE BFF’S FOREVER PAGE 47
Notas del editor
- We wanted our websites, websites that we’d built since the late 1990’s for one format. Granted over time as screen resolutions increased we too increased our “standard” size from 800x600 to 1024x768 and so on. Designers had the photoshop templates to work against and developers knew the size they’d be getting to build against. And our friends the UX team also had a standard page/stage size they work against.
- Almost overnight, well not really but certainly in the last 24 months there has been a proliferation of screen sizes, resolutions and more importantly and continued change in our behavior and the devices that we use on a more then daily basis.
- Touch screen, mouse – RWD allows for flexibility & a better experience
- Early 2011, the purchase of smartphones out sold the number of personal computers and has continued it’s forward growth.
- – most people are surprised at the high number of visits by mobile users (and it’s rising)If you ask what’s taxonomy then stay with me.
- As of February 2012, almost half (49.7%) of US mobile subscribers owned smartphones, according to Nielsen. And 44% of those users access the internet from their mobile device according to the Pew Research Center (Aug 2011).
- Present flat printed mockups to the client
- Widgets = Multi-State Objects. Great example: One Page Sites.
- Why do you think this is so important?
- Principle 1 - Make it scarceMini Carmonica – DFCB New Zealandhttp://www.draftfcb.co.nz/ourwork/mini-carmonica/ Disappearing books – DFCB Buenos Aireshttp://www.draftfcb.com/work-detail.aspx?work=580o BMW M5 “The Fastest Christmas Card in the World” – Switzerlando Taco Bell “Doritos Locos Tacos Launch” – USA Orange County ( I have TV spots as well if you want them)o KFC “Pot Pie” – USA Chicagoo EternaCadencia “The Book That Can’t Wait” – Argentinao Bond + Bond “Fridge Magnet Billboard” – New Zealando MINI “Carmonica” – New Zealand
- Principle 2 - Make it vividCoors Light Rocky Mountain Cold Refreshment – DFCB Chicago Dow Solutionism – DFCB Chicagohttp://www.draftfcb.com/work-detail.aspx?work=453 Lisbon Zoo Sounds – DFCB Lisbonhttp://www.draftfcb.com/work-detail.aspx?page=5&work=529 Falling billboard – DFCB Mumbaihttp://www.draftfcb.com/work-detail.aspx?page=2&work=561JVC Camera GC-PX10 “Choose Later” – Brazilo Paper Mate/Liquid Paper “Dialog” – Brazilo EA Dead Space 2 “Your Mom Hates Dead Space 2 Case Film” – USA San Francisco (I have TV spot and Viral Videos if you want them)o ZonaJobs “Grandmother” & “PowerPoint” – Argentinao Dow “Solutionism” – USA Chicagoo JardimZoológico de Lisboa – Lisbon Zoo “Sounds” – Portugalo Mumbai Traffic Police “Falling Hoarding” – India
- Principle 3 - Make the benefit immediateVending machine for fighting homelessness – DFCB São Paulohttp://osocio.org/message/vending_machines_of_good/o Canon “Case Film” – Brazilo Ministry of Health - National Depression Initiative “The Journal” – New Zealando JVC 3D Camcorder “3D Live Theatre” – Argentinao Census 2010 – USA New York ( I gave you the winning Effie film – but have the creative if you want)o ONDCP Above the Influence – USA New York (I gave you the winning Effie film)o Abrinq Foundation “Goodwill Vending Machine” Brazil
- Principle 4 - Make it about people nothing like youDeadspace 2 “Your mom will hate it” – DFCB SFhttp://www.draftfcb.com/work-detail.aspx?page=2&work=273 Nakuri “Your boss will hate it” – DFCB New Delhihttp://www.draftfcb.com/work-detail.aspx?page=5&work=406 NHL “Because it’s the Cup” – DFCB Chicagoo Dockers “Wear The Pants” – USA San Franciscoo OREO “Wee Hours” – USA New York, OREO “Explanation” – France, OREO “Library” – Argentinao EA Dead Space 2 “Your Mom Hates Dead Space 2” – USA San Francisco (I have TV spot and Viral Videos if you want them)o Naukri.com “Your Boss Will Hate It” – INDIA
- Principle 6 – Make it ComparableDiGiorno “It’s Not Delivery It’s DiGiorno” – DFCB Chicago ONDCP Above the Influence – USA New York (I gave you the winning Effie film)o Eucerin “Hyaluron-Filler” – Spain
- Principle 7 – Make the First Step SimpleNew Zealand Electricity “What’s my number?” – DFCB New Zealandhttp://www.draftfcb.co.nz/ourwork/electricity-authority/ Discover Bank “Open a 5 Year CD in the time it takes to brew coffee” – DFCB Chicagoo Census 2010 – USA New York ( I gave you the winning Effie film – but have the creative if you want)o JVC Camera GC-PX10 “Choose Later” – Brazilo Premier “Mini-Karma” – Peruo New Zealand Electricity “What’s my number?” – New Zealand
- Principle 8 – Make it a MissionGrobiBeaute “Sip by Sip to a Perfect Body” – DFCB Viennahttp://www.whoscarf.com/yir/2010/creative/vienna/grobibeaute/o EternaCadencia “The Book That Can’t Wait” – Argentinao Taco Bell “Operation Alaska” – USA Orange County ( I have the viral video if you want to) http://www.draftfcb.com/work-detail.aspx?work=631o Taco Bell “Doritos Locos Tacos Launch” – USA Orange Countyo Taco Bell “Road Trip” – USA Orange Countyo Abrinq Foundation “Goodwill Vending Machine” Brazilo Ministry of Health - National Depression Initiative ”The Journal” – New Zealando Dockers “Wear the Pants Project” (I gave you the videos – but a lot more to this campaign)o GrobiBeaute “Sip by Sip to a Perfect Body” – Austriao MINI SOHO – New Zealand