Published on March 10, 2014
HTML5 What marketers need to know
Credits Editing Neil Bhapkar Writing and Research Aaliyah Madadi Graphic Design Jose Sanchez Whitepaper: HTML5 - What Marketers Need to Know
Whitepaper: HTML5 - What Marketers Need to Know 1 3 5 7 9 11 13 15 Introduction - What is HTML5? Features: Cross Platform Features: Geo-Targeting Features: Video Features: Offline Capability The Future of HTML5 Who’s doing it? Conclusion Table of Contents
Introduction 1 There is a lot of buzz surrounding HTML5 as the future of web technology, but what exactly does this mean for marketers and content distribution? Technically, HTML5 is a markup language that allows developers to freely create interactive content without the need for additional software, such as Flash and Java browser plug-ins. Let’s take the example of Flash -- currently many videos require Flash players which What is HTML5? Source: Lynda.com Whitepaper: HTML5 - What Marketers Need to Know
2Whitepaper: HTML5 - What Marketers Need to Know poses a problem for any iOS owner. HTML5 enables any video to be viewed through the browser, without the need for Flash plug-ins. This creates more flexibility for both the end user and developers. HTML5 is used by almost 50% of developers and is projected to increase to 80% by 2015. But what does all this mean for marketers? Essentially, behind these codes and developer- language is an intuitive medium that allows marketers to better communicate and understand their customers. There is currently a disconnect between the pace at which developers are adopting HTML5 and how well marketers understand the implications of HTML5 for their brand. Yet the bottom line is that HTML5 will increase design flexibility across devices, improve end-user experiences, and reduce costs. This whitepaper explains the features of HTML5 that are relevant for marketers. HTML5 is used by almost 50% of developers, and is projected to increase to 80% within the next 3 years.
Features: Cross Platform 3 Whitepaper: HTML5 - What Marketers Need to Know HTML5 is a markup language that is compatible across all devices. For example, if a marketer decides to create a native app that’s compatible with every device, developers must create an app using a programming language that’s specific for an iPhone, Android, Blackberry, etc. Each device has unique specifications and therefore requires particular coding and expertise. Consider the costs of paying for specialized developers to create apps for each device and operating system. What about the ongoing maintenance costs of keeping apps compatible with new Percentage of Americans using HTML5-compatible browsers 2011 2012 Source: Forrester, 2013 57% 75%
devices and operating systems? And don’t forget the initial costs and time it takes to develop native apps and place them in corresponding app stores. Clearly, this becomes very costly for marketers and doesn’t necessarily mean that the apps will be downloaded and used. On the other hand, HTML5 is a single programming language that is compatible across devices. Instead of creating a native app, HTML5 empowers marketers to create app-like “web-apps” (i.e. an application that is accessed over the Internet) that can be accessed via any device with a single URL. For the end user, the experience will be comparable to a native app, including features such as customizable graphics, videos, and more. 4Whitepaper: HTML5 - What Marketers Need to Know HTML5 is a markup language that allows developers to freely create interactive content without the need for additional software, such as browser plug-ins.
Features: Location-Based Content Using a variety of location technologies (i.e. GPS, IP address, Wi-Fi, cell phone towers), HTML5 enables targeted marketing campaigns based on the customer’s location (of course, for privacy reasons users must approve their geolocation information to be shared). While location detection is not a new technology, HTML5’s geolocation capabilities are more reliable and precise than previous applications. HTML5 technology uses two methods in determining your location. First, location can be determined based on the specific cell phone towers you’re connected to through your carrier. This method is fast yet less accurate as it 5 Whitepaper: HTML5 - What Marketers Need to Know generates a user’s general proximity. For more accurate location information, HTML5 uses the GPS hardware in a user’s device. Although this method uses more power and takes longer than the first method, it provides location data that is accurate within a few meters.
Google Maps is an example of an HTML5 web app that uses geolocation to find a users’ coordinates. When Google Maps first tries to find your location, it accesses your device’s cell tower which is why the initial circle on the map is big and lacks accuracy. Simultaneously, Google Maps is also using your device’s GPS hardware to find your precise location and this data appears when the large blue circle turns into a small dot. Ultimately, HTML5 gives marketers the ability to determine the degree of location accuracy their web app requires and to consequently create marketing campaigns that are geographically-specific for their users. Consider the possibilities with this technology: notifications of deals when users are in close proximity to your store, data analysis of your customers’ geographies, or location-specific marketing campaigns that capitalize on regional differences amongst target markets. 6Whitepaper: HTML5 - What Marketers Need to Know According to a study by Verve Mobile, advertisers saw a 2x increase on click- through performance for location-based mobile campaigns in 2012.
Features: Video One of the most exciting features of HTML5 is its ability to support video without requiring third-party plugins such as Apple QuickTime, Windows Media Player or Adobe Flash. Video adoption is expected to increase significantly in the next few years with mobile video representing 66% of global mobile data traffic by 2017. According to eMarketer, 87% of marketers in the U.S. use video for content marketing and video ad spend is expected to grow to $6.3 billion by 2015. Evidently, videos play a significant role for marketers and their importance will increase in the coming years. 7 Whitepaper: HTML5 - What Marketers Need to Know As this clip describes, videos previously couldn’t integrate with HTML so companies created softwares, such as QuickTime, Flash, and Windows Media Player to enable video viewing. As such, these external plugins need to be downloaded and installed before videos could be played. HTML5 enables videos to be played straight from the browser, without these external plugins, thereby providing consistency across devices and browsers. Furthermore, videos can be aesthetically styled with customizable elements, such as setting borders and background images.
Ultimately, HTML5 provides marketers with a new avenue to implement creative and customized ideas for their multimedia campaigns. 8Whitepaper: HTML5 - What Marketers Need to Know Video & HTML5 Source: TopicSimple
Features: Offline Capability Have you ever been somewhere without WiFi or a mobile network and wished you could still access articles while being offline? HTML5 has made this possible with its offline web applications that allow users to continue using web apps and documents even when they can’t access a network. 9 Whitepaper: HTML5 - What Marketers Need to Know In technical terms, the new HTML5 offline capabilities can save files in cache and allows users to access their materials when they’re offline. Essentially, all the code that makes up a website gets saved when users visit a site, allowing the content to load immediately next time users access it.
For today’s businesses, content marketing is playing an increasingly significant role. Marketers are investing a lot of time and resources into creating blogs, whitepapers, infographics, and ultimately engaging their audiences online. With the growing increase in devices, it’s common for devices to be carried with us everywhere we go, but that doesn’t necessarily mean that the Internet is going with us too. HTML5 allows marketers to engage their audiences, regardless of whether they’re online or offline. Your audience can have access to your blog and all your resources while they’re on the subway, a plane, or in a car. Ultimately, HTML5 takes content marketing to the next level by allowing your audience to access content without connectivity limitations. 10Whitepaper: HTML5 - What Marketers Need to Know
for this technology and the multitude of devices it impacts. HTML5 will also change the face of native apps as we know it as developers begin to incorporate more HTML5 than native code into their apps. Uberflip’s CEO, Yoav Schwartz, explains that HTML5 will eventually replace native apps as the technology’s capabilities strengthen and as browsers get stronger and devices get The Future of HTML5 The current features of HTML5 show the strength and capabilities of this new web technology yet there’s even more in store for the future. It’s estimated that during 2013, there will be over 1 billion users of HTML5- enabled browsers worldwide and that the applications for these browsers will be created by over 2 million web developers that are working to advance this technology. The implications of this growth is significant for marketers since their audiences will be using this web technology to access and engage with content. By understanding the sweeping significance of HTML5 and its dominance in the future, marketers can prepare their content such that it’s optimized 11 Whitepaper: HTML5 - What Marketers Need to Know HTML5 will eventually replace native apps as the technology’s capabilities strengthen and as browsers get stronger and devices get faster Yoav Schwartz CEO @ Uberflip “ ”
faster. The IDC predicts that by 2015, 80% of all mobile apps will be based wholly or partially on HTML5. Ultimately, we’re in the midst of a change in perspective from a ‘native-app’ dominated mentality to one where web apps are a practical and effective alternative. Schwartz explains that web apps deliver a compelling experience that’s similar to native, but occurs over the browser -- and the cost savings for marketers can be big. 12Whitepaper: HTML5 - What Marketers Need to Know HTML5 vs. Native Apps Interview with Yoav Schwartz
Success Cases 13 Whitepaper: HTML5 - What Marketers Need to Know Many brands don’t like being part of someone else’s ecosystem because they might lose control of pricing and subscribers. The Financial Times recently announced “it will shut off its iPad app completely following the success of its HTML5 web site” so that it can have full control over its applications. The newspaper’s web-app was named Best Mobile Innovation for Publishing at the 2012 Global Mobile Awards. Gallery
Burrows Communications Agency created the “Ford Showroom” application for their client by utilizing HTML5. Customers can use it to quickly check inventory and car features. Burrows states that “the days of companies just wanting an iOS based application are over. Now, it’s all about cross platform and how many Android tablets and iPads you can support. The cost savings of not developing twice can add up to the hundreds of thousands...”. 14Whitepaper: HTML5 - What Marketers Need to Know Gallery
It’s no doubt that HTML5 will quickly become a web standard within the next few years. Yet the important point for marketers is that it will improve web design flexibility, enhance end-user experiences, and reduce costs. In a world that’s increasingly more dependent on different devices and screen sizes, HTML5 is exactly the technology that will keep brands competitive. Conclusion 15 Whitepaper: HTML5 - What Marketers Need to Know Curious about Uberflip? Check out our case studies to see how top brands are using our platform.
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