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Ahava Leibtag's presentation at Content Marketing World
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“Developing a Mobile Content Strategy That Works”
Ahava LeibtagPresident
Aha Media Group, LLCwww.ahamediagroup.com
@ahavaL#cmworld
@ahavaL #cmworld
Football on Your Phonehttp://www.youtube.com/watch?v=jn5zytfm9No
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Mobile Devices
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@ahavaL #cmworld
@ahavaL #cmworld
@ahavaL #cmworld
@ahavaL #cmworld
@ahavaL #cmworld
@ahavaL #cmworld
@ahavaL #cmworld
@ahavaL #cmworld
What do we know?People interact with digital information because they want:• Information• To perform a task• Entertainment
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9 out of 10 mobile searches lead to action; over half lead to purchase
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THERE’S SO MUCH WE DON’T KNOW
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Fixed or Fluid?
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Focused or Distracted?
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What do we know?
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Who are they?• 52% of US laptop owners also have a
smartphone
• 31% of US smartphone owners have a tablet
• 13% of Americans own a laptop, tablet and smartphone
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Where are they?
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Where are they?
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When are they?
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Mobile: The Jobs of a Content Marketer
Job #1: Understand content and distribution
Job #2: Know the technical elements
Job #3: Understand the use-case scenario
Job #4: Create a user-friendly mobile experience
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Job #1:Understand Content
and Distribution
@ahavaL #UXPA2013
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Social Media Mobile Stats• 67% of monthly users are on mobile on
• 60% of all Twitter users are mobile
• 40% of all videos are watched on YouTube using a mobile device
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Job #2: Understand the technical elements so you can work as an effective part
of the team
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Environments Available• M.dot• App• Responsive
#cmworld, @ahavaL
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M.dot
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App
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Responsive
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Divorce content from design
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Pros and Cons Pros Cons
Mobile • Was the standard in the industry
• Two websites (codebases) to maintain
• Doesn’t always scale on every device
Native Application (App) • Download and keep on their devices
• Have to maintain website and app
Responsive • One codebase• Scales on any device
• Hard to find good designers who know how to design for responsive
• Not all ad works scale ads
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A Google survey found that 65% of US smartphone shoppers preferred to use mobile Web
to mobile apps for shopping(April 2013)
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Job #3: What are the
Use-Case Scenarios?
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How do we know more about our customers?
• Research– Analytics– Build personas– Build scenarios– Test in the lab– Test in the wild
• Cross-device usage
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Analytics
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Cross-device Usage• 86% of Americans use a smartphone
while watching TV
• 68% of smartphone usage happens at home
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You can never know enough about your user audience. EVER.
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Job #4: How do we
create a user-friendly mobile experience?
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User-Friendly Design and Voice/Tone
• Loading times• Ergonomic design• Touchpoints• Cues• Microinteractions
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Loading Times
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75% of people would not return to mobile websites that took longer than 4 seconds to load
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Ergonomics
©Luke Wrobleski
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Touchpoints
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Touchpoints
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Cues
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Microinteractions
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Mobile Glossary
http://ahamediagroup.com/mobileglossary/
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