Entering the Mobile EcosystemPresented by:Alexandra Guth                    Raul Vielma561-820-3706                      5...
Mobile 101• Smartphone: An advanced phone with an operatingsystem; runs apps, requires data plan.• Feature phone: A low-en...
3
U.S. Adoption – Mobile Devices  45%                                        42%  40%  35%  30%            27%  25%         ...
West Palm Beach Adoption – Mobile Devices  35%                                                 32%  30%  25%              ...
The Landscape                % Mobile Traffic                                   4%February 2009
The Landscape                % Mobile Traffic                                   9%February 2010
The Landscape                % Mobile Traffic                                   18%February 2011
The Landscape                % Mobile Traffic                                   29%February 2012
The Landscape                % Mobile Traffic                                   40% ?February 2013
The Landscape                % Mobile Traffic                                   45% ?February 2013
The Landscape                % Mobile Traffic                                   50% ?February 2013
Palm Beach Post Mobile Traffic           March 2011                              March 2012                 13%           ...
What Makes Mobile Different ALWAYS “ON”: A typical mobile phone user carries his/her  phone for an average of 14 hours a...
Mobile Influenced Sales & Engagements                 1 in 3 mobile search queries have local intent  Search near         ...
Demographic characteristics of local mobiles                                      Total Adults:   Smartphone Owners:      ...
How locals are using their mobile devicesTexting and email remain #1 and #2 actions for smartphone users.                 ...
Mobile is Huge for Local Information Seekers  95% of smartphone users have looked for local information  77% have contac...
When Decisions Are Made                          Source: Longitudinal Economic Study Series, IRI Attitude Link, n = 1,000+...
Smartphone usage while shopping                                  Source: Comscore 2012 Mobile Future in Focus
Why Search? 92% users researched online then purchased offline – locally                                        Source: We...
Local Searches Lead to NEW Customers!                                              66% of NEW                             ...
Location, Location, Location          Of the over 17B searches every month…              1 in 5                           ...
The dynamic is changing…ADVERTISING                     MARKETING• Interruptive                  • Conversational• Non-per...
Advantages of Mobile for Local Businesses   Mobile device is typically one user (not shared)   Instant engagement   Eas...
Mobile Marketing Tactics                           26
QR CodesMost commonly used on BusinessCards, Print Ads and Direct Mailmarketing efforts: Business Cards In A Print Ad I...
QR Codes - CMG exampleCentral Texas Auto Dealer Directory     Statesman launching soon…
“Deliver coupon or offers directly to customers”                     SMS (Short Message Service)                          ...
Mobile Messaging   Mobile coupons     3-5x the redemption rate of other      coupons     Coupon options:          MMS ...
Mobile Messaging     Contests & Sweepstakes     Faster responses and more personalized      engagement     Types of cam...
Mobile Site Experience: Before                                 32
Mobile Site Experience: After                                33
Mobile Landing Pages | Mobile Site             Landing Page:                     Mobile Site:             ▀   Single page ...
Mobile Landing Pages/Mobile Sites  Features – Interactive content within a mobile siteHome Page   Slide Show   Video     L...
Top Mobile Display Advertising Categories                               Additional Categories:                            ...
Average Mobile CTRs by Industry                                  Top Mobile Ad CTRs:                                     ...
Do I Need a Mobile Site? YES!                                38
What is IdeaLab?                   39
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Mobile digital download presentation

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The Palm Beach Post presents the May 2012 Digital Download seminar "Entering the Mobile Ecosystem"

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  • Headline: Franklin Gothic Heavy 44 ptBody: Arial
  • Headline: Franklin Gothic Heavy 44 ptBody: Arial
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  • 2012 breaks the trend. It didn’t double YOY. It is only up 61%, but in all fairness we didn’t have that much weather relatively speaking.So where is it in Feb 2013?40? 45%?March Mobile Monday’s are being done the 12th and the 19th if you want to hear how the revenue folks are pivoting to deal with the shift
  • 2012 breaks the trend. It didn’t double YOY. It is only up 61%, but in all fairness we didn’t have that much weather relatively speaking.So where is it in Feb 2013?40? 45%?March Mobile Monday’s are being done the 12th and the 19th if you want to hear how the revenue folks are pivoting to deal with the shift
  • 2012 breaks the trend. It didn’t double YOY. It is only up 61%, but in all fairness we didn’t have that much weather relatively speaking.So where is it in Feb 2013?40? 45%?March Mobile Monday’s are being done the 12th and the 19th if you want to hear how the revenue folks are pivoting to deal with the shift
  • 2012 breaks the trend. It didn’t double YOY. It is only up 61%, but in all fairness we didn’t have that much weather relatively speaking.So where is it in Feb 2013?40? 45%?March Mobile Monday’s are being done the 12th and the 19th if you want to hear how the revenue folks are pivoting to deal with the shift
  • American Consumer Psyche
  • 82% of consumers use the internet for finding local businesses (Nielsen Online, 2008)
  • Mobile digital download presentation

    1. 1. Entering the Mobile EcosystemPresented by:Alexandra Guth Raul Vielma561-820-3706 561-820-4277aguth@pbpost.com rvielma@pbpost.comMay 17, 2012RealSolutions.PalmBeachPost.com
    2. 2. Mobile 101• Smartphone: An advanced phone with an operatingsystem; runs apps, requires data plan.• Feature phone: A low-end phone for calling, textmessaging or basic Web activities• SMS (Short Messaging Service)/MMS (MultimediaMessaging Service): “Text messages” and “picture/videomessages.”• Native apps vs. web apps: Native apps aredownloaded/stored on the device; web apps live on the Weband are viewed via the Internet.• Short codes: 4-6 digit numbers often used to runadvertising campaigns or subscription services; The Post’sshortcode is 72411 (PB411).
    3. 3. 3
    4. 4. U.S. Adoption – Mobile Devices 45% 42% 40% 35% 30% 27% 25% 2010 20% 2011 15% 10% 5% 0% 2010 2011 4 Source: Comscore MobiLens 3 month avg Dec 2010 and Dec 2011
    5. 5. West Palm Beach Adoption – Mobile Devices 35% 32% 30% 25% 22% 20% 2010 15% 2011 10% 5% 0% 2010 2011 5 Currently own a smartphone device (blackberry, iphone, droid, etc.) Source: Scarborough 2011R1 vs. 2012R1
    6. 6. The Landscape % Mobile Traffic 4%February 2009
    7. 7. The Landscape % Mobile Traffic 9%February 2010
    8. 8. The Landscape % Mobile Traffic 18%February 2011
    9. 9. The Landscape % Mobile Traffic 29%February 2012
    10. 10. The Landscape % Mobile Traffic 40% ?February 2013
    11. 11. The Landscape % Mobile Traffic 45% ?February 2013
    12. 12. The Landscape % Mobile Traffic 50% ?February 2013
    13. 13. Palm Beach Post Mobile Traffic March 2011 March 2012 13% 21% 13 Source: Omniture Site Catalyst March 2011 vs. March 2012, m.pbpost.com
    14. 14. What Makes Mobile Different ALWAYS “ON”: A typical mobile phone user carries his/her phone for an average of 14 hours a day. ENGAGED: US mobile subscribers sent and received on average 480 text messages per month in Q1 2010 Currently 100 million active mobile Web users in the US. YOUNG: Majority of mobile internet usage are 25 – 44 year olds – Helps fill in the valuable younger age group for the media property (as age rises for traditional paper or broadcast property) 14 Source: Mobile Marketer, Classic Guide to Mobile Advertising 8/5/2008, Nielsen Mobile, IAB
    15. 15. Mobile Influenced Sales & Engagements 1 in 3 mobile search queries have local intent Search near Find local store My Location hours Find friends Get driving nearby directions Browse Call a local What’s business Near Me Now Locate a business on maps 15 Source: Kelsey Group as presented by Google, 2011
    16. 16. Demographic characteristics of local mobiles Total Adults: Smartphone Owners: 1,524,800 489,000Male 49% 48%Female 52% 52%Adults 18 to 44 39% 55%Adults 45 to 64 32% 34%Adults 65+ 29% 11%Hispanic 16% 17%College educated 58% 66%Children < age 18 33% 49%Employed 53% 71%Retired 25% 10%Homeowners 73% 75%Household income less than $35,000 25% 18%Household income $35,000 to $74,999 39% 34%Household income $75,000 or more 36% 48%Year round 94% 98%Seasonal 6% 2% Source: 2012 Scarborough Report, Release 1 16
    17. 17. How locals are using their mobile devicesTexting and email remain #1 and #2 actions for smartphone users. #5 News/Weather/Traffic #3 Search #4 Maps #6 Social Networking 17 Household currently has a smartphone (blackberry, iphone, droid, etc.): 489,000 Source: 2012 Scarborough Report, Release 1
    18. 18. Mobile is Huge for Local Information Seekers  95% of smartphone users have looked for local information  77% have contacted a business after seeing an ad  44% actually purchased something. 18 Source: Google Ipsos – Think Insights”
    19. 19. When Decisions Are Made Source: Longitudinal Economic Study Series, IRI Attitude Link, n = 1,000+ shoppers. CPG 19 Purchase Decisions. IRI, 2009.
    20. 20. Smartphone usage while shopping Source: Comscore 2012 Mobile Future in Focus
    21. 21. Why Search? 92% users researched online then purchased offline – locally Source: WebVisible & Nielsen Online 2008 Survey 21
    22. 22. Local Searches Lead to NEW Customers! 66% of NEW customers find small businesses using search engines Source: March 2011 (USA). American Express OPEN and SEMPO "Small Business Search Marketing Survey." 22
    23. 23. Location, Location, Location Of the over 17B searches every month… 1 in 5 1 in 3 Desktop searches are related to Mobile searches are related to location location 23 Source: Internal Google Data 2011
    24. 24. The dynamic is changing…ADVERTISING MARKETING• Interruptive • Conversational• Non-personalized • Tailored / Relevant• Mass audience • 1:1• One-way • 2 way relationship• Impression / click metrics • Engagement metrics 24
    25. 25. Advantages of Mobile for Local Businesses Mobile device is typically one user (not shared) Instant engagement Easier to gain the attention of a mobile user Message stands out… less ad clutter… ownership of sponsorship message and positioning Ads may be targeted to relevant content channels Deliver message to an “on-the-go” affluent consumer Complements traditional advertising 25
    26. 26. Mobile Marketing Tactics 26
    27. 27. QR CodesMost commonly used on BusinessCards, Print Ads and Direct Mailmarketing efforts: Business Cards In A Print Ad In Direct Mail Marketing In A Storefront Window1 in every 5smartphone ownersin the U.S. scanneda QR Code Source: Comscore 2012 Mobile Future in Focus
    28. 28. QR Codes - CMG exampleCentral Texas Auto Dealer Directory Statesman launching soon…
    29. 29. “Deliver coupon or offers directly to customers” SMS (Short Message Service) 29
    30. 30. Mobile Messaging  Mobile coupons  3-5x the redemption rate of other coupons  Coupon options:  MMS coupon with barcode image  MMS with unique coupon code  Text-only (mention offer or show text at point of sale) 30
    31. 31. Mobile Messaging  Contests & Sweepstakes  Faster responses and more personalized engagement  Types of campaigns  Promote contests to subscribers  Receive contest entries from mobile users  “Text in to win”  Advertiser giveaway  Prizes can be delivered instantly  Use opt-in solicitation in reply for better ROI  Thank you for entering to win a trip to the Super Bowl! Text SA to receive weekly coupons from Sports Authority. Thx 4 entering KTVU’s Cirque du Soleil contest! Winner alerted on 1/11/13. Rules: http://bit.ly/uRFbIM Reply HELP for help, STOP to cancel. Msg&Data rates may apply 31
    32. 32. Mobile Site Experience: Before 32
    33. 33. Mobile Site Experience: After 33
    34. 34. Mobile Landing Pages | Mobile Site Landing Page: Mobile Site: ▀ Single page ▀ Up to 7 pages ▀ One feature ▀ One feature per page ▀ Click to call functionality ▀ Optional custom URL 34
    35. 35. Mobile Landing Pages/Mobile Sites Features – Interactive content within a mobile siteHome Page Slide Show Video Location/Map Form Click to Call Social Links Each page may contain one feature from these options
    36. 36. Top Mobile Display Advertising Categories Additional Categories:  Cable / Telecom  Education  Law Offices  Retail  Home Services  Travel  Lottery  Recreation  Charity 36 Source: Verve, Local Mobile Index, Q1 2011
    37. 37. Average Mobile CTRs by Industry Top Mobile Ad CTRs:  Entertainment  Retail  Financial  B2B  Travel  Careers / Recruitment  Consumer Packaged Goods  Services  Restaurant 37
    38. 38. Do I Need a Mobile Site? YES! 38
    39. 39. What is IdeaLab? 39

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