How to make print undead
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How to make print undead

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Presentation given at the AGM & holiday luncheon for the Digital Imaging Association at the boulevard club in Toront

Presentation given at the AGM & holiday luncheon for the Digital Imaging Association at the boulevard club in Toront

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  • I’m here to talk about what has happened over the last 365 days in mobile… but let’s take a second to appreciate all that has changed before that Obviously phones have evolved tremendously 20+ years since wall street 2 + years since the iphone launched Portable, Digital Information Hub …
  • Capabilities: Initiate phone calls Receive phone calls On the move Text Messaging Mobile Web that doesn’t suck Maps News Watch TV/Video Alarm clock GPS & Maps Apps for everything else!
  • And now mobile isn’t even about voice.
  • Scalability to multiple platforms Cost of maintenance Different platforms = expensive Best apps are games or super utilities. If you can’t build one, don’t.
  • QSPHONE
  • q17
  • 50% of local searches are mobile now Nearly 50% of Canadians now have a smartphone. They are using it on the go. Consumers aren’t looking for apps when they need info right now – they go to mobile search and find your crappy flash website that doesn’t work
  • Before sending that print Ad, outdoor Ad, sign, flyer, include: Qr codes URL Facebook URL Why? Makes your message actionable and more immediate. Bonus points if your site is mobile enabled for those on the go
  • Having said that, most common mistake is to mis-use the QR code. If it doesn’t go to a mobile experience, it fails. Don’t repoint to an Ad or your desktop website.
  • The web is the #1 medium for those 45 and under. SEO – make your sight findable. 50% of your traffic should be direct from search engines Clearly defined user objectives on each page. If you don’t have one, is the page necessary? 1-2 clicks to the most important info Let people buy stuff before they go somewhere else where they can

How to make print undead How to make print undead Presentation Transcript

  • Three reasons why a career in print is not a dead end (I couldn’t think of 10, but they are 3 really good ones)
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  • And don’t forget about Ninjazines
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  • Wkly Minutes Per Capita Total Canada Adults 18+ TV RADIO INTERNET NEWSPAPER MAGAZINE TOTAL NADbank 2001 and 2008, Total Canada The Internet is within one share point of Radio’s #2 rank. According to NADBank & PMB: The Internet is Canada’s #3 Weekly Time Spent Medium 2000 2008 Share 36% 33% 14% 11% 5% 100% Share 34% 27% 26% 9% 4% 100% Min 818 763 309 240 120 2,250 Min 811 647 609 220 94 2,381
  • Share of Weekly Minutes Per Capita Total Canada 18+ TV RADIO INTERNET NEWSPAPER MAGAZINE TOTAL 25-34 Share 2008 29% 26% 37% 6% 3% 100% 2000 33% 35% 19% 8% 5% 100% 35-54 Share TV RADIO INTERNET NEWSPAPER MAGAZINE TOTAL 55+ Share 2000 35% 36% 14% 10% 5% 100% 2008 42% 27% 12% 13% 5% 100% 2000 43% 31% 5% 15% 6% 100% 2008 32% 31% 25% 8% 4% 100% 18-24 Share 2008 28% 20% 44% 5% 3% 100% 2000 33% 31% 24% 7% 5% 100% NADbank 2008 Total Canada Internet shares of medium usage is growing substantially across all age groups. Adults 18-24 and 25-34 spend a larger proportion of their time with the Internet.
  • Canada is the Highest Penetrated Country We Spend the Most Time Online & Ranked 3 rd in Pages Viewedv Source: comScore, Inc., World Metrix, All Locations, Persons 15+, Dec 2010. Source: Wikipedia – List of Countries by Population, As of Feb 20111
  • K. thks. I get it. The interweb is important. I’m good to go.
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  • (thank you Bryan Segal from ComScore for letting me borrow the last 3 images!)
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  • Laptop sales are down 50%
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  • Social Networking ranked as the fastest growing category in mobile content consumption in 2010, but online retail right up there Personal Email and Weather, two frequently accessed categories, also experienced substantial growth of +39% and +45%, respectively
  • Browser vs. App: Though smartphones driving M-commerce market, consumers still opting for browser over apps Smartphone vs. Non-Smartphone: % of Users Accessing M-Commerce Sites & Apps Source: comScore MobiLens, Dec-2010 Browser Browser vs. App
  • Apps are poo
  • 31% of consumers own or use some form of smartphone or Internet-capable digital media device. This is significantly higher among higher-income consumers Smartphone Ownership and Usage Q. Do you own or use a smart phone or digital media device, such as an iPhone, iPad, Droid, Blackberry or similar device? Source: comScore Survey – January 2011 Smartphone Ownership/usage (by income)
  • Among smartphone users who’ve bought or researched products, about half say they’ve used their phones to find nearby stores Smartphone Usage For Buying/Researching Q. For which of the following have you used your smartphone? Source: comScore Survey – January 2011 29% of ‘deal of the day’ app users use their phones to access deals every day 70% of these consumers compare prices at least a couple times per month
  • Holy crap, I’m freaked out. How does this apply to my career in print not being a dead end?
  • If I were in your shoes….
  • First recognize that publishing for mobile is not what you used to think it meant
  • Print media without a clear call to action linking to digital is dead media. You can make it undead.
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  • Top 5 ways to screw it up
    • Marketers make the QR code too small. Having a small QR code on a billboard is not going to work
    • Marketers make the QR code hard to reach or scan in outdoor media
    • Give consumers a reason to scan the code. No CTA = FAIL!
    • Nothing says you don’t understand the medium like having a QR code link to a mobile version of the Ad they just read
    • Nothing says you are a dumb ass more than linking the QR code to your desktop website
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  • Before you go ahead and recommend one to your clients keep the following in mind…
    • It can be complicated. You need to build an experiential experience with the right lighting in retail to make it work right
    • It can be expensive – often more than building a promotional website as you have to build the experience not just link to it like a QR code
    • Desktop browsers support AR codes because they support flash. Mobile does not. Easily. You need to leverage HTML 5 & likely build an App
    • Be sure there is a practical reason to do it or else it becomes an expensive gimmick
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  • A few things about NFC
    • Make dead media, smart media with NFC
    • Faster than scanning a QR code
    • Soon all smartphones will come NFC enabled
    • Can link directly to payments
    • Easy to program and re-program an NFC sticker
    • Only works when in close proximity to a reader (not further away like a QR or AR code)
  • Holy crap, I’m freaked out. How will I ever remember all these terminologies? Can you recap all this for me?
  • k. thks. bye. follow me @phryl
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