how digital will impact
your business models
shaun dobbin
chief executive, gomeeki

Australian Marketing Summit, May 2013
overview
.
.
. introduction
. who we are
. what we do
. who we work with
. the new multi-screen world
. what is it?
. gene...
who are gomeeki?

we are a multi-screen technology &
marketing company offering a range
of unique retail & media
propositi...
what do we do?

loyalty & data
community
commerce
acquisition
digital presence
MULTI-SCREEN & MEDIA CONSUMPTION IN AUSTRALIA: !
A ‘NEW WAVE’ TAKES SHAPE!

Understanding Cross-platform Consumer Behaviou...
Source: Google
+
+
Source: Google
Source: Google
Source: Google
Source: Google
where….

Source: inmobi
what….

Source: inmobi
this is evolving….

Source: inmobi
CASE STUDY
How an organisation can use a multi-screened solution to
increase brand loyalty and ROI
business requirement…
The Brief
Implement a digital strategy which will assist in defining
the Club as a leader in digital...
Leverage ‘the cloud’
the marketing mix…
a ‘hyper-localised’ media channel…
parraeels.com.au	
  

facebook

eDM
database
media
partnerships

twitter

leagues
club
...
leverage social media…
leverage social media…
unique, relevant content is king…

Shack Attack
leverage ‘the cloud’
real-time information…
unique data sets, GPS tracking…
multi-channel messaging…
loyalty & brand extension…
convenience and time sensitive
closing the loop…
“@TheParraEels Love
the new app! Especially
the Hindy gps!!”

40,000+
downloads

http://twitter.com

iPhone app, buzz and ...
app store visibility…
increased distribution…
the NRL FB ladder…

Ladder
high level results…

ROI
video ads

177% YOY increase in views

parraeels.com.au

20% WOW increase in page impressions

15...
key insights & learnings…
1. a committed team…
2. the experience is everything…
3. loyalty is earned…
summary…
1.  Mobility has become the dominant communication
medium on the planet. A multi-screen strategy is
imperative to...
Questions!
phone
gomeeki.com.au

shaun@gomeeki.com

+61 2 8263 0000
experts in cloud based multi-screen solutions
How Digital Will Impact Your Business Models - Australian Marketing Summit 2013.
How Digital Will Impact Your Business Models - Australian Marketing Summit 2013.
How Digital Will Impact Your Business Models - Australian Marketing Summit 2013.
How Digital Will Impact Your Business Models - Australian Marketing Summit 2013.
How Digital Will Impact Your Business Models - Australian Marketing Summit 2013.
How Digital Will Impact Your Business Models - Australian Marketing Summit 2013.
How Digital Will Impact Your Business Models - Australian Marketing Summit 2013.
How Digital Will Impact Your Business Models - Australian Marketing Summit 2013.
How Digital Will Impact Your Business Models - Australian Marketing Summit 2013.
How Digital Will Impact Your Business Models - Australian Marketing Summit 2013.
How Digital Will Impact Your Business Models - Australian Marketing Summit 2013.
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How Digital Will Impact Your Business Models - Australian Marketing Summit 2013.

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Multi-screen behaviour has moved main stream

Most consumers own, or have access to multiple forms of screen based media. This might be in the form of a TV, tablet or smartphone.

An average consumer in Australia is engaging with screen based media far more frequently and for much longer that more traditional ‘no screen’ based media such as the radio, newspapers and magazines.

TV is a major catalyst for search activities.

Think about it this way. A consumer is sitting at home watching their favourite show, an ad comes on and the closest device on hand is their smartphone to quickly search for a product or service.

TV is still a great way to drive conversions, opening up the sales funnel.

But, search is also driven by location, when consumers are out and about.

Therefore, in its simplest form, a mobile strategy, based on limited budget, might compose simply of ensuring you have a mobile optimised website, to ensure the experience of a potential customer is good enough.

Australian consumer media consumption has rapidly changed, and from what I have witnessed so far in Australia, brands have really struggled to keep up with these behaviours.

The Australian consumer is looking for convenient, relevant information.

So the average mobile web user is consuming 6.5 hours of media per day

And they’re spending more time with their mobiles (excluding calls and text) than any other form of media

This time is spent in many short sessions throughout the day

You don’t need to look as far back as the 40’s to see how differently Australian families and audiences are spending their ‘me’ time

Actually, this didn’t change too much until the late 90’s

Recent studies suggest that already over 50% of Australian consumers are multi-tasking whilst watching TV.


In today’s household, an image such as this one is more likely the norm, with various devices and ultimately competition for consumer share of mind due to the accessibility of devices available to all members of the household.

Brands are racing to identify the complementary and sequential experiences of which can add further value to their customers and drive commercial objectives such as increased engagement, sales or repeat purchases.

Your customers have a lot of options, and the challenge is how can you provide them the most value in their already busy lives?

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How Digital Will Impact Your Business Models - Australian Marketing Summit 2013.

  1. 1. how digital will impact your business models shaun dobbin chief executive, gomeeki Australian Marketing Summit, May 2013
  2. 2. overview . . . introduction . who we are . what we do . who we work with . the new multi-screen world . what is it? . general media consumption . mobility media behaviours . case study - parramatta eels . the brief . iPhone application & the cloud . social media and commerce . the outcome . buzz . high-level statistics . insights & learnings . summary & questions
  3. 3. who are gomeeki? we are a multi-screen technology & marketing company offering a range of unique retail & media propositions for all stages of the customer journey, underpinned by our award-winning technology
  4. 4. what do we do? loyalty & data community commerce acquisition digital presence
  5. 5. MULTI-SCREEN & MEDIA CONSUMPTION IN AUSTRALIA: ! A ‘NEW WAVE’ TAKES SHAPE! Understanding Cross-platform Consumer Behaviour
  6. 6. Source: Google
  7. 7. + + Source: Google
  8. 8. Source: Google
  9. 9. Source: Google
  10. 10. Source: Google
  11. 11. where…. Source: inmobi
  12. 12. what…. Source: inmobi
  13. 13. this is evolving…. Source: inmobi
  14. 14. CASE STUDY How an organisation can use a multi-screened solution to increase brand loyalty and ROI
  15. 15. business requirement… The Brief Implement a digital strategy which will assist in defining the Club as a leader in digital media. Engage fans in order to generate additional revenues and gather analytics outside of the NRL season. Engage the next generation of Club supporters.
  16. 16. Leverage ‘the cloud’
  17. 17. the marketing mix…
  18. 18. a ‘hyper-localised’ media channel… parraeels.com.au   facebook eDM database media partnerships twitter leagues club home  games  
  19. 19. leverage social media…
  20. 20. leverage social media…
  21. 21. unique, relevant content is king… Shack Attack
  22. 22. leverage ‘the cloud’
  23. 23. real-time information…
  24. 24. unique data sets, GPS tracking…
  25. 25. multi-channel messaging…
  26. 26. loyalty & brand extension…
  27. 27. convenience and time sensitive
  28. 28. closing the loop…
  29. 29. “@TheParraEels Love the new app! Especially the Hindy gps!!” 40,000+ downloads http://twitter.com iPhone app, buzz and achievements #1 most downloaded NRL club application #1 Most downloaded free sports app “Are the updates fair dinkum when they tell you about line break speeds etc from the coaching staffs GPS's? “I can finally feel like I am at the game when I can’t make it to the stadium” It's very impressive.” http://forums.leagueunlimited.com http://itunes.com.au Apple ‘featured app’ Andy Raymond demonstrated the App during his pre-game piece to camera on Fox Sports’ live telecast.  
  30. 30. app store visibility…
  31. 31. increased distribution…
  32. 32. the NRL FB ladder… Ladder
  33. 33. high level results… ROI video ads 177% YOY increase in views parraeels.com.au 20% WOW increase in page impressions 150,000+ Facebook page ‘likes’ 40,000+ iPhone app downloads
  34. 34. key insights & learnings…
  35. 35. 1. a committed team…
  36. 36. 2. the experience is everything…
  37. 37. 3. loyalty is earned…
  38. 38. summary… 1.  Mobility has become the dominant communication medium on the planet. A multi-screen strategy is imperative to your future success. 2.  Smart device applications are transforming entertainment, information and transaction based industries. 3.  A loyal supporter is not necessarily a profitable customer. The key challenge is converting loyalty into revenue, particularly in the digital world.
  39. 39. Questions!
  40. 40. phone gomeeki.com.au shaun@gomeeki.com +61 2 8263 0000
  41. 41. experts in cloud based multi-screen solutions

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