Three Steps to Maximize Content Mobility for Total Online Engagement



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Content mobility is about more than simply ensuring that content is readable on a 2-inch screen. It is about precision content delivery. When users are interacting with content for shorter periods, with a smaller display and more distractions, it is critical to make the most of that limited window of opportunity. In this document, Gartner explains how to leverage the unique characteristics of a mobile device and the three progressive stages of mobile content management to create a cohesive, focused, conversational experience for users that crosses channels, platforms and sessions.

Table of Contents

  • Summary of Findings
  • Analysis
    • What Is Missing From Your WCM Strategy?
      • Device Fragmentation
      • Can Your WCM Platform Support Your Mobile Strategy?
    • The Three Stages of Mobile Content Management
      • Stage 1: Optimization
      • Stage 2: Contextualization
      • Stage 3: Personalization
    • Strengths
    • Weaknesses
  • Recommendations
    • Create or Revisit Your Web Strategy With a View to Total Online Engagement
    • Define the Primary Audience Segments and Personas You Will Serve
    • Incentivize Users to Opt In
    • Be Transparent
  • The Details
    • Mobile Web or Native Application?
  • Recommended Reading
  • Notes
© 2012 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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