Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Whitepaper Mobile Content Optimization Content Marketing on the go Making Sense Of The Trends In Mobile Content Marketing Management It looks like 2013 really is the year that a mobile content strategy needs to take priority in most organizations. A report released in February by industry analyst firm comScore found that at the end of 2012, nearly 53% of “all U.S. mobile subscribers now use smartphones”. The number was even bigger in Europe – and especially in the UK with 58% of those that use mobile phones utilizing smartphones. Colofon Author: Robert Rose Get in touch with Hippo: [email protected] North America: +1 877 414 47 76 (toll free) Europe: +31 20 522 44 66 Amsterdam • Boston Follow the Hippo trail: onehippo.com Whitepaper PQ Media’s CEO Patrick Quinn summed it up nicely when Association late last year found that a third of US Internet he said “mobile will also reach the $100 billion mark in users now own tablets. 2015 – faster than any other communications industry.” He went on to say that this growth will be influenced by several This explosion in mobile devices that can access rich Web drivers including: “strong growth in overall mobile device content means that marketers that want to engage with their penetration, the transition to smartphones and tablets and the audiences must start to include mobile content creation to torrent of new mobile content launches.” their already-busy plans. And certainly, just like the desktop Certainly the most recent comScore numbers mentioned in optimized Website, the audience engagement and conversions the overview, as well as a recent study conducted by Google through this channel need to be created strategically, that found that 69% of smartphone users access the Web managed efficiently, and measured effectively. So a very every day support this forecasted trend. capable Web Content Management system is critical to this strategy. Mobile Apps Are Trending But many digital marketers and Web managers are still trying As Well to make sense of how to best reach, and ultimately engage their audiences across mobile devices. Today it’s not enough The comScore study also found what other research has to make your Web strategy compatible with Mobile – you shown that mobile app usage is growing even faster than the have to optimize your content for Mobile. Simply making an Web. According to comScore in 2012, “both the U.S. and the automated “mobile version” of the full Web site isn’t going EU saw the growth in mobile app use exceed the growth in to create success. Smart marketers and communicators are mobile browser use.” taking specific content strategies to their mobile channels. In fact, the explosive growth of apps have caused quite a bit of In this whitepaper, we’ll attempt to outline some of the trends confusion for many marketers – as they try and make sense of – list some of the best practices and cite a few successful which strategy to follow: App? Or Mobile examples of organizations deploying a mobile content marketing management strategy. Key Mobile Content 127 120 100 94 80 There is little doubt that content marketing has changed the way that many organizations are approaching the marketing source: comStore, Alexa, Flurry Analytics Marketing Trends Figure 1: Mobile app usage is growing explosively 60 process. But what has changed most recently is that mobile 40 content marketing is becoming as – or in some cases more - 20 70 66 72 70 important than the desktop Web content strategy. In a study published by Nielsen in 2012– the results showed that of all mobile phone time, 64% is spent on apps. Additionally, a study from PQMedia found that content 2010 2011 US Mobile apps vs Web Consumption, minutes p/day marketing was responsible for more than $39 billion in revenue for businesses. Amsterdam • Boston Follow the Hippo trail: onehippo.com 2012 web mobile 2 Mobile Content Optimization Content Marketing on the go And, it’s not just phones. A report from the Online Publishers Whitepaper In the coming years, it may become a secondary or (with the Flurry, the mobile app economy has exploded. By the end of growth of Social Media) even a third or fourth priority. November, 2011 there were a trillion app events (completed actions) across the 250,000 applications that it tracks. At Hippo – we’ve seen a number of trends of deploying example, publishers that are looking to publish content in a magazine-like format and optimized for iPads and iPhones have been challenged with either “scraping web content” and making them images – or expensive app development. 2000 source: Morgan Stanley Research a hybrid model that has worked very well for clients. For Figure 2: More mobile users then desktop users within 5 years 1600 1200 Hippo’s recent integration with the popular PugPig 800 framework has been an extraordinarily beneficial model for 400 those looking to take a “hybrid” approach to publishing their Web content – and a mobile optimized version alongside of it. Additionally, we’ve explored and integrated platforms such 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 as Phonegap - which is currently incubating at the Apache dektop internet users Software Foundation under the name ‘Cordova’. Cordova mobile internet users is an HTML5 app platform that allows you to author native applications built using HTML, CSS and Javascript from a CMS. One of the main benefits of this approach is that by using HTML5 and normalized formats of content – the marketer Best Practices In Mobile Content Marketing can also quickly and efficiently change strategies. For example, in the past, designers were limited by proprietary Certainly best practices in designing for the Mobile Web are plugins for multi-media and creating alternative versions still changing. As devices come onto the market – designing of sites for browsers (such as mobile) that couldn’t display for things like touch screens, smaller interfaces – and this content. With HTML 5 there is greater efficiency in browser and device limitations are all having a great effect developing similar sites for desktop and mobile platforms. on the way organizations will present their Web content. Then, if a completely native application for mobile begins Additionally, taking advantage of new options such as access to make more sense over time – the application can be to the device camera, voice activation or other information developed and access the already-existing content through a from other applications (e.g. Social Media) are providing new REST based interface. This makes adding new types of device opportunities for marketers to “appify” their strategy. centric strategies (e.g. Blackberry, iPhone, Tablet) very easy to roll out. Mobile First - Web Site Second? The World Wide Web Consortium (W3C) has published some guidelines for developing Mobile Websites – and this is a good starting place for many that are looking to design for these devices. Mobile is closing the gap on web usage quickly – and some even estimate that within the next few years, it may overtake At Hippo though, we have a tight product relationship with desktop access entirely. This would certainly shift the priority both our developer community – and the customers who of many marketers Web content strategy. Job number one actually utilize our CMS solution. And as such, we’ve been was once to create a Website presence for the corporation. able to keep up to date and a record of what we see as some of the best-practices being deployed. Amsterdam • Boston Follow the Hippo trail: onehippo.com 3 Mobile Content Optimization Content Marketing on the go Interestingly, as you can see from mobile analytics company Whitepaper is critical. Tagging and taxonomy structures should be • Don’t Re-Format Your Existing Site completely flexible in your WCMS to ensure the flexibility Many organizations have responded to designing their to describe “how” to deliver content to particular devices. Web content platform by simply trying to scale down their The structure will be critical in being able to deliver all (or existing site. While this is an “easy” way to approach a some subset) of your content to whatever mobile device is mobile “compatible” platform – it doesn’t really provide requesting it. for a “mobile optimized” platform. So, best-practices suggest that a different content strategy should be applied • Know Your Users – And Their Devices for your mobile content. This is where context begins to Certainly persona development is a big piece of a good take an important role in the strategy, and where Hippo’s content marketing strategy. But ensuring that you know Context Aware Server can begin to provide automated how and why those users will access your content on delivery of relevant, personalized content. Whether it’s a the Mobile Web will be critical in your content delivery. subset of the entire Website, or entirely different content This has two components to it. The first is to ensure that your organization will be uique. But – but in most cases your Web Content Management system can dynamically if the user is coming from a mobile device they will have re-direct users based on their device to the content that’s very different content wants and needs – and so different appropriate for that device. For example, you may want to content is almost always a better idea. deliver a mobile web site to Blackberry Users – but redirect iPhone users to a splash page that encourages them to The exception to this is some of the trends happening in download your new iPhone App. Responsive Web Design. This is an approach to design that allows the interface to be fluid in the way that it reacts to But secondly, you should have an understanding of your the device attempting to access it. The concept is to mix users and their content consumption habits. Only then, a flexible “grid design” with flexible CSS (cascading style will you really know if a Hybrid solution may work better sheets) and then automatically detect what kind of device is for you. For example, if your users really only access from requesting the content. If it is a device with a smaller screen iOS enabled devices – then perhaps a hybrid solution like – only prioritized content is delivered to that screen. Now, PugPig will be the best option for you. But on the other there are equal challenges with Responsive Design, and this hand, Phonegap/Cordova may make the best sense if you’re approach isn’t (quite literally) a “one size fits all”. Of course optimizing for Android platforms. And, finally, if you’re at Hippo, we are passionate about delivering contextually looking to optimize for Windows platforms – you may need relevant experiences to audiences – and Responsive Design to look at even other types of solutions. does not take this into account. Responsive design ONLY takes into account the device accessing the design – and • Make Sure Your CMS Is Mobile-Ready doesn’t look at location, connectivity speed, behavior and Before you develop your Mobile Content Marketing strategy personal preferences. All of these can affect WHY a user – make sure that you can actually deploy a Mobile Content wants to interact with content. Management strategy. • Structure Your Content Carefully Most of the WCMS vendors today will claim the ability to Regardless of whether you utilize Responsive Web Design deliver content to multiple channels. This, of course, includes – you should make sure that before you roll out a mobile mobile content delivery. But making sure that your content is content strategy, that your content management system separated from the presentation is critical. And, additionally, can accommodate the structuring of your content in a very making sure that you can easily ADD mobile channels to your normalized fashion. A good mobile content strategy is strategy is also a very important part. In other words – if it’s “device-neutral” and so having a WCMS that can separate extremely difficult to set up a new mobile channel for your content from presentation is key. Additionally, the ability Web content – you may not actually do it. to customize and add as much meta data to your content Amsterdam • Boston Follow the Hippo trail: onehippo.com 4 Mobile Content Optimization Content Marketing on the go Here are some of what we see: Whitepaper 5 Mobile Content Optimization Content Marketing on the go Figure 3: Managing mobile and other channels in Hippo CMS For example, at Hippo – the combination of the Template There have been studies done that have found that Composer and the Channel Manager empowers our customers there are three primary drivers for deliver and manage to create new channels (with no technical knowledge) and to content to mobile devices that have the • Mobile even roll Audiences want to be entertained or informed browser suappuodritetnhcateysoaunndeemd.obile content: Finally, begin to look at WCM’s that can also MANAGE • Mobile Audiences want to be entertained or informed Additionally, making sure that your CMS can support • Mobile Audiences want to share content content via a mobile device. More and more – just like your • Mobile Audiences want to be productive Responsive Web Design (as mentioned above) is a critical out multi-lingual, or specific device-centric channels. The use The DuTch Railways use locaTion awaRe abiliTies in a of HTML5 is important here – so that you can both deliver cusTomeR’s phone Hippo Customer The Dutch Railways and manage content to mobile devices that have the browser discovered exactly this benefit by working with Hippo CMS support that phone and from tablets. So, a WCM that can help and their mobile channels. The Dutch Railways has the goal you manage of being completely customer focused – and always adapting to new technology and content development to maintain this focus. Amsterdam • Boston Follow the Hippo trail: onehippo.com Whitepaper Your location Arnhem Plan your trip Actual travel info Arnhem Winterswijk Arnhem Friday 14 December 10:09 Between Arnhem and Winterswijk longer traveltime due to different causes. The Dutch Railways use location aware abilities in a customer’s phone To that end, they deployed Hippo CMS to manage their But, remember also that mobile audiences are not limited Website – including their mobile channels. On their mobile to the consumers – and can include your internal content channels – they can use location-aware abilities of the contributors as well. For example, it’s possible that an customer’s phone when they access to deliver the most enterprise may have communication managers, sales relevant content about trains. This allows the customer to representatives or other “internal” people out in the field. A be both informed and productive. Additionally, if weather or contextually aware and limited version of a CMS can be made other issues challenge the schedule of the trains – the Dutch available through their mobile device (such as Blackberry, Railways can push content to mobile devices – thus making iPhone or tablet device). The contributor can login to the sure that their customer base is always up-to-date with the system and publish, approve or contribute to certain parts of most current schedules. the content management process. ““Moving to the open-source Hippo CMS gave us the path to the future that will enable us to manage content for several channels much more easily.” Willem van Willigenburg, the Technical Team Lead at the Dutch Railways Amsterdam • Boston Follow the Hippo trail: onehippo.com Mobile Content Optimization Content Marketing on the go 6 Whitepaper About Hippo At Hippo, we believe, digital is here to make our Hippo CMS is open source, 100% JAVA and convinces lives a little bit better. Hippo sets the standard for with its lean product architecture that is built for uptime, how organizations can bring real-time relevance to security and performance. their audience and is the foundation for personalized communication across all channels: mobile, social Our dedicated, Certified Partner Network delivers Hippo and web. Our purpose is to facilitate innovation so our Awesomeness around the globe to our valued customers. customers can create digital miracles. We serve our Hippo is proud to serve organizations such as Disney, customers, by creating a platform that is fun to use, Fidelity, Dolce & Gabbana, the Dutch Police, Thomson / easy to implement and open for innovation. Reuters and University of New York. Hippo CMS is a powerful, enterprise-class foundation Hippo is headquartered in Amsterdam, The Netherlands to deliver outstanding Customer Experiences based on and Boston, USA. Enterprise Agility and Innovation Power. Amsterdam • Boston Follow the Hippo trail: onehippo.com Mobile Content Optimization Content Marketing on the go 7