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For Publishers: Case Studies and Market Research for Mobile B2B Digital Marketing
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For Publishers: Case Studies and Market Research for Mobile B2B Digital Marketing

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A webinar given by Andy Swindler of Astek and Greg Krehbiel of Kiplinger for the Specialized Information Publishers Association detailing market research and case studies to support the need for a …

A webinar given by Andy Swindler of Astek and Greg Krehbiel of Kiplinger for the Specialized Information Publishers Association detailing market research and case studies to support the need for a comprehensive mobile strategy.

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  • You shouldn’t base your B2B business model on general trends, but they give you context for overall consumer behavior and media consumption, which eventually affect B2B industries
  • The average adult will spend over 5 hours per day online, on nonvoice mobile activities or with other digital media this year, compared to 4 hours and 31 minutes watching televisionThe most significant growth area is on mobile. Adults will spend an average of 2 hours and 21 minutes per day on nonvoice mobile activities 
  • Reality check
  • Publishers must see past the hype to build a meaningful mobile experience for their unique audiences

Transcript

  • 1. www.astekweb.com © 2013 Astek Consulting LLC Mobile Essentials: Making the Business Case Andy Swindler, President, Astek Greg Krehbiel, Director of Marketing Operations, Kiplinger
  • 2. www.astekweb.com © 2013 Astek Consulting LLC Mobile Trends
  • 3. www.astekweb.com © 2013 Astek Consulting LLC Mobile Growth Mobile Traffic as % of Global Internet Traffic = Growing 1.5x per Year & Likely to Maintain Trajectory or Accelerate 0% 5% 10% 15% 20% 25% 30% 12/08 12/09 12/10 12/11 12/12 12/13 12/14 %ofInternetTraffic Global Mobile Traffic as % of Total Internet Traffic, 12/08 – 5/13 (with Trendline Projection to 5/15E) 0.9% in 5/09 2.4% in 5/10 15% in 5/13 Source: StatCounter Global Stats, 5/13. Note that PC-based Internet data bolstered by streaming. 32 6% in 5/11 10% in 5/12 Trendline E E
  • 4. www.astekweb.com © 2013 Astek Consulting LLC Smartphone OS Market Share – 2 Years
  • 5. www.astekweb.com © 2013 Astek Consulting LLC iPads Outpacing iPhones 0 10,000 20,000 30,000 40,000 50,000 60,000 0 1 2 3 4 5 6 7 8 9 10 11 12 GlobalUnitShipments(000) Quarters After Launch iPad iPhone 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 0 1 2 3 4 5 6 7 8 9 10 11 12 GlobalUnitShipments(000) Quarters After Launch iPad iPhone First 12 Quarters Cumulative Unit Shipments, iPhone vs. iPad Source: Apple, as of CQ1:13 (12 quarters post iPad launch). Launch Dates: iPhone (6/29/07), iPad (4/3/10). Tablet Growth = More Rapid than Smartphones, iPad = ~3x iPhone Growth 44
  • 6. www.astekweb.com © 2013 Astek Consulting LLC How Do People Read?
  • 7. www.astekweb.com © 2013 Astek Consulting LLC Where Do People Read?
  • 8. www.astekweb.com © 2013 Astek Consulting LLC Adults to spend 2 hours and 21 minutes per day on nonvoice mobile activites DigitalSurpassing All Other Media
  • 9. www.astekweb.com © 2013 Astek Consulting LLC B2B Revenue
  • 10. www.astekweb.com © 2013 Astek Consulting LLC What’s Next? Image Source: Computersciencelab.com, Wikipedia, IBM, Apple, Google, NTT docomo, Google, Jawbone, Pebble. Technology Cycles Have Tended to Last Ten Years Technology Cycles – Still Early Cycle on Smartphones + Tablets, Now Wearables Coming on Strong, Faster than Typical 10-Year Cycle Mainframe Computing 1960s Personal Computing 1980s Desktop Internet Computing 1990s Mobile Internet Computing 2000s Mini Computing 1970s Wearable / Everywhere Computing 2014+ Others? 49
  • 11. www.astekweb.com © 2013 Astek Consulting LLC Star Trek Predicted This Shift
  • 12. www.astekweb.com © 2013 Astek Consulting LLC Mobile for Publishers
  • 13. www.astekweb.com © 2013 Astek Consulting LLC Mobile Opportunities for Publishers Content Delivery  Deliver content when and where it’s needed  Use device features to enhance content/convenience (e.g., geo location, push notifications, offline access)  Aggregation &Curation Advertising  Expand reach into new demographics  CPMs vary by device Branding  Exposure on devices and in stores  Perception of keeping up or leading Sales  Up-sell, cross-sell and bundling opportunities Continuing Education / Certification
  • 14. www.astekweb.com © 2013 Astek Consulting LLC 10 Rules of Thumb #1 Be careful with generic stats  Time spent on mobile  Sales of desktops vs. tablets  General consumer behavior is not an accurate tool to gauge value for your readers
  • 15. www.astekweb.com © 2013 Astek Consulting LLC 10 Rules of Thumb #2 Pay close attention to your behavior on various devices  “Email triage” on phone or tablet  Get recipes, check weather, web search on tablet  True productivity on laptop or desktop  What is benefit of each device for each task?
  • 16. www.astekweb.com © 2013 Astek Consulting LLC 10 Rules of Thumb #3 Don’t confuse anecdotes with data  Learn from your own experience  Listen to other people  Nobody behaves the same way  Quantitative vs. Qualitative research
  • 17. www.astekweb.com © 2013 Astek Consulting LLC 10 Rules of Thumb #4 Get your own stats  Compare web & email, for example  Align the mobile data with the medium/task  Kiplinger mobile survey experience
  • 18. www.astekweb.com © 2013 Astek Consulting LLC 10 Rules of Thumb #5 Go mobile in stages Evaluate discreet functions:  Content creation  Content curation  Email (differentiate marketing and product delivery)  Web pages (differentiate by type, audience?) • Product pages • E-commerce pages • Customer service pages • Free content vs. paid content  Forms, tools, databases
  • 19. www.astekweb.com © 2013 Astek Consulting LLC 10 Rules of Thumb #6 Learn how and when your customers use your content  What's "mobile" about this content or this function?  Are they sitting in their office, or are they on the road?  Do they need it for a presentation?  Is it part of their workflow?
  • 20. www.astekweb.com © 2013 Astek Consulting LLC 10 Rules of Thumb #7 Distinguish between Web and apps  Mobile Web = good starting point  Mobile Apps provide “better” experience • Do you need offline content access? • Do you need push notifications?  Hybrid options closing the gap, but not yet
  • 21. www.astekweb.com © 2013 Astek Consulting LLC 10 Rules of Thumb #8 Distinguish between tablet and small screens  Well-formatted websites work well on tablets  How do your readers read your content?  Do they want to read on the go?  Are you on an open source platform that has mobile plug-ins? (e.g., Wordpress/Drupal)
  • 22. www.astekweb.com © 2013 Astek Consulting LLC 10 Rules of Thumb #9 Don’t listen to the geniuses  Remember the “paperless office”?  The PDA?  The Segway?
  • 23. www.astekweb.com © 2013 Astek Consulting LLC 10 Rules of Thumb #10 Remember where you are earning your revenue  Don’t major in minors  How does mobile fundamentally impact your business model?  Is mobile a convenience or necessity?  Does it increase engagement?
  • 24. www.astekweb.com © 2013 Astek Consulting LLC Mobile Case Study: EB Medicine Market Research
  • 25. www.astekweb.com © 2013 Astek Consulting LLC Case Study: EB Medicine Goals Get in touch with readers to reveal EB Medicine’s true value proposition Translate into ideal mobile experience for subscribers
  • 26. www.astekweb.com © 2013 Astek Consulting LLC Case Study: EB Medicine Astek helped to:  Separate mobile buzz from reader reality  Ascertain & define market opportunity for mobile app  Analyze competitive apps and publications  Review technical capacity of EB website & content to support recommended mobile app  Review existing EB mobile Web solution
  • 27. www.astekweb.com © 2013 Astek Consulting LLC Case Study: EB Medicine EBMedicine.net: Mobile Visits
  • 28. www.astekweb.com © 2013 Astek Consulting LLC Case Study: EB Medicine Why Market Research?  Don’t let fear guide a critical decision  Increasing subscriber requests to be mobile  General trend of mobile device usage increasing  Survey responses reflected this: • But who is responding? • Is this data reliable for decision-making? • Are we asking the right questions?  Didn’t want to go mobile prematurely  Mobile buzz increasing at SIPA
  • 29. www.astekweb.com © 2013 Astek Consulting LLC Case Study: EB Medicine Qualitative Market Research  In-Depth Interviews of 5 ER physicians  Focus on: • How they think • How they use technology in their lives  Time, Place & Purpose • Where EB Medicine content fits in  Short vs. Long
  • 30. www.astekweb.com © 2013 Astek Consulting LLC Case Study: EB Medicine Key Findings:  Two reader settings (research & clinical)  Our greatest value is long-form in-depth content for research  Interest in short-form clinical reference  Most of our readers are on Apple (iOS) devices  Our people find apps via word-of-mouth • You must be worth talking about  Younger generations are app-centric • We get residents “hooked” young
  • 31. www.astekweb.com © 2013 Astek Consulting LLC Case Study: EB Medicine EBMedicine.net: Mobile Devices
  • 32. www.astekweb.com © 2013 Astek Consulting LLC Case Study: EB Medicine Opportunities:  Medical Reference app • Create abstracted content that is easier for reference purposes • Huge job to do it retroactively • More realistic to focus on new content  Continuing Medical Education app  Continue refining mobile Web experience
  • 33. www.astekweb.com © 2013 Astek Consulting LLC Case Study: EB Medicine Advice from Stephanie Williford:  Stick to your core value  You need to be doing something in mobile  Start small  Do your homework / learn from your readers • Now + Ongoing  Your mobile website should link to full version  Don’t annoy people! • You don’t get many second chances
  • 34. www.astekweb.com © 2013 Astek Consulting LLC Thank You! Andy Swindler, Astek andy@astekweb.com Twitter.com/aswindler Twitter.com/AstekWeb LinkedIn.com/in/AndySwindler www.astekweb.com Greg Krehbiel, Kiplinger GKrehbiel@kiplinger.com www.kiplinger.com