1. Digital Ecosystem Makeover Primer
09.06.2012

2.  Your customers are advanced mobile users…
 New device types are being announced on a weekly basis…
 Expectations are exceeding your mobile capability…
 The external pace is accelerating and business impact is rising
 How do you prioritize/implement your specific mobile strategy and tactics?
 How do you connect strategy and tactics to meaningful KPI’s?
Mobile is Coming; Mobile is Here! 2

3. WTH SHOULD
YOU DO?
Mobile is Coming; Mobile is Here! 3

4. START WITH THE RIGHT
QUESTIONS
Mobile is Coming; Mobile is Here! 4

5. Common Mobile Starting Points
 We often hear questions and imperatives such as:
– App or Site?
– What can I do fast?
– The President/C-Level Executive wants an App
– Responsive design?
– What do I do now with my App or mini site?
– How to rollout?
 Great questions, and we will address them today…within the context of your
audience, ecosystem and business goals
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6. Better Mobile Starting Point
Questions
 How should mobile fit into my digital ecosystem and strategy?
 Where are the opportunities for mobile to make the most impact?
 How should I adjust my mobile roadmap given the advent of new solutions?
 What is the right trajectory to move from today to tomorrow?
 How much should I invest?
 Where are the quick wins?
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7. User Journey
Today Research Plan Buy
Support and
Advocate
Websites
Microsite Portals
Today: Entire Communities
ecosystem is primarily
optimized around
desktop 2013+
2013
Mobile is Coming; Mobile is Here! 7

8. Future Ready Digital Ecosystem
User Journey
Tomorrow Research Plan Buy
Support and
Advocate
Websites
Microsite Portals
[tbd] Communities
2013
2013+
Tomorrow: Entire Ecosystem is
device and context ready based
on how users interact with you
Mobile is Coming; Mobile is Here! 8

9. ROADMAP
You can get there from
here.
Mobile is Coming; Mobile is Here! 9

10. Get Strategic Grounding
•Lower Reach
•Create New/Discrete Experiences
•Higher Reach
•Extend/Enrich Existing Experiences
Digital Strategy/Roadmap and Analytics
Mobile is Coming; Mobile is Here! 10

11. Business and Audience Questions
Are Starting Point For Roadmap
Decisions
Mobile is Coming; Mobile is Here! 11

12. Mobile Marketing - Start With
What You Know
Consider:
Building mobile optimized landing pages to support campaign activities
Developing mobile ready email templates to build engagement
Auditing your SEO results on Mobile. Create a plan for mobile SEO
optimization
Optimizing SEM campaigns specifically for mobile
Integrate SMS reminders into application process to increase yield
Capture cell phone numbers from prospect and students to build dbase
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13. What Does Your Mobile Roadmap
Look Like?
There is no “one size fits all”
Find a way to get
traction.
Don’t tackle the home
page first.
Find a project out of
the eyes of the
naysayers.
Mobile is Coming; Mobile is Here! 13

14. How should I think about budgeting
for Mobile in 2013+?
For platforms and programs, consider:
Using the projected % of traffic or media consumptions as a proxy for
budgeting
What % of your web traffic or audience attention will be Mobile/Touch-first in
2013? Or to be more forward looking 2014 or 2015?
Adjust based on potential ROI
Back of the envelope, super-caveated guesstimate range: 20-50% of digital
budget should be spent on mobile
Mobile is Coming; Mobile is Here! 14

15. Not Just About a Website…
It’s about your thinking and your behaviors…
 Creative or campaign brief
 Web development process
 QA process
 Budgeting
 Web design mindset
 Talent pool
 Etc…
Mobile is Coming; Mobile is Here! 15

16. WHERE ARE WE HEADING?
Mobile is Coming; Mobile is Here! 16

17. Pace of Change is Unlike Anything
We’ve Experienced
“Mobile web is growing 8x faster than
Internet.”
- Google, 3/12
“…Mobility will be the provision of the
future. Fast forward 5 – 10 years …
the answer will always be mobile
first.”
- Eric Schmidt: CEO Google (2010)
Mobile is Coming; Mobile is Here! 17

18. Unprecedented
Mobile Revolution
Impacts Roadmap
of Your Projects,
Platforms,
Programs and
Career
Mobile is Coming; Mobile is Here! 18

19. Between 2013-2016…
 Touch-first/mobile operating systems are the new “desktop” experience (Win
8; IOS/Lion)
 Mobile internet usage eclipses desktop
 Majority of email opened on mobile device
 Most local searches are performed on mobile
 7 connected devices per U.S. citizen
 85% of cars will be Internet connected
 Tablets will be the primary PC for many; 112.5M U.S. consumers by ‘16
 Global mobile connection speeds increase 9-fold by 2016
Mobile is Coming; Mobile is Here! 19

20. Growth Impacts
Marketing,
Not Just Sites
and Apps
Mobile is Coming; Mobile is Here! 20

21. Does This Gap
Remind You of
Anything?
Mobile is Coming; Mobile is Here! 21

22. With More at Stake, Pace of
Technology Innovation Only
Accelerates…
Mobile is Coming; Mobile is Here! 22

23. …And This Innovation Spurs New
Behaviors and Higher Expectations
Mobile is Coming; Mobile is Here! 23

24. THANK YOU!
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25. Who We Are
 Full-service digital agency
 Interactive focus for 11+ years
 Technical DNA
 http://theprimacy.com
Mike Stutman
SVP, Strategy and Innovation
michael.stutman@theprimacy.com
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