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Web Content Management in the Post-PC Era Tom Wentworth CMO, Ektron @twentworth12

Web Content Management for the Post-PC Era

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Page 1: Web Content Management for the Post-PC Era

Web Content Managementin the Post-PC Era

Tom WentworthCMO, Ektron@twentworth12

Page 2: Web Content Management for the Post-PC Era

Agenda1. The undeniable business case for treating

Post-PC devices as a primary customer channel

2. The Four F's of Mobile Maturity

3. New web design strategies for the Post-PC era, including responsive web design

4. Why your company should be thinking about "Mobile First"

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Born 1976Deceased… ???

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Welcome to the Post-PC Era?

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Combined sales of smartphones and tablets will be 44 percent bigger than the

PC market in 2011.Source: Gartner

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By the end of 2014, the installed base of devices based on new lightweight mobile operating systems like Apple iOS, Google Android and

Microsoft Windows 8 will exceed the total installed base of all PC based systems

Source: Gartner

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There will be 1 Billion Smartphones by 2016

Source: Forrester Research

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The Four F’s of Mobile Maturity

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Content Management System ConsiderationFailure is not an option

■ Heavy Flash use, not HTML 5■ Fixed page layout

for desktop size screen■ Slow page load

times

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Source: http://blog.kissmetrics.com/loading-time/

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The Four F’s of Mobile Maturity

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Content Management System Consideration“Table Stakes”

■ Design■ Optimize images for speed■ Use large buttons

■ Content■ Minimize large chunks of

content■ Reduce # of form fields

■ Navigation■ Vertical navigation■ Clear “Home” button

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The Four F’s of Mobile Maturity

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Content Management System ConsiderationDevice Detection

■ WURFL■ Device Description

Repository■ Describes thousands

of devices and hundreds of properties■ Screen size, Has

Keyboard, Supports Flash, Accepts Cookies, etc.

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■ Uses HTML 5 + CSS3■ Flexible Layout■ Flexible Images■ Media Queries

Content Management System ConsiderationResponsive Web Design

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“Responsive web design isn’t really a specific technique, but is rather an approach or philosophy advocating a fluid grid layout with column widths that adapt to available screen space, while media queries allow us to serve up different style sheets depending on the viewport (browser window) size and resolution (pixel density).” Source: http://www.mayfielddigital.co.uk/

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The Four F’s of Mobile Maturity

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■ Mobile is Exploding■ Mobile Requires

Focus & Relevancy■ Mobile Extends

your capabilities

Content Management System ConsiderationMobile First

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Put Users First – not Content

Generic promotion

Credit Card Ad

Partner Ad

Old News?

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Mobile Inspires Clarity

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Thinking Mobile First means putting the Customer first

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Thinking beyond the Mobile Web

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Summary

1. Digital marketing strategy must evolve for the Post-PC Era

2. Mobile Focus is Table Stakes1. speed, navigation, content

3. Incorporate a device detection or responsive-design approach to target mobile devices

4. Embrace the Post-PC Era by thinking Mobile First

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Resources

HowToDoMo, from Googlehttp://www.howtogomo.com

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Resources

Mobile First – by Luke Wroblewskihttp://www.abookapart.com/products/mobile-first

Responsive Web Design – by Ethan Marcottehttp://www.abookapart.com/products/responsive-web-design

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ResourcesEktron eBookThe Mobile Revolutionhttp://www.ektron.com/Resources/Whitepapers/The-Mobile-eBook/

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Next Steps

■Slides available at http://slideshare.net/ektron

■Webinar recording available shortly on http://ektron.com

■Follow @ektron & @twentworth12 on Twitter

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Questions?

Continue the conversation at #ektron