Multiscreen Marketing Strategies - CommunicAsia Presentation 2013.
We are a nation of multi-screeners. Welcome to the New Multiscreen World As consumers of media, our time during the course of the day is spent swapping between devices, from the minute we wake up and check the news on our Apple iPhone or Android smartphone, to when we go to bed, consuming content such as catchup TV on our iPad tablet device. Our choice of device is driven by context, drivers such as the amount of time, location or the task we are looking to accomplish will lead us to make a decision with regards to what device might be the most suitable for use at that moment. A mobile optimised strategy is no longer a 'nice to have' with a recent Australian Interactive Media Industry Association (AIMIA) report indicating that: • Almost 60 per cent of the Australian consumers surveyed owned a tablet, up from 38 per cent in 2012. • Over 60 per cent of respondents reported using a mobile phone to compare prices online before making a purchase decision. • Just over 50 per cent of respondents reported making a successful purchase on their mobile phone. • Apple continues to dominate with iPhone and iPad the most popular handset and tablet respectively.
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Multiscreen Marketing Strategies - CommunicAsia Presentation 2013.
- 1. Multi-platform wireless strategies maurie dobbin co-founder of Gomeeki CommunicAsia201 3
- 2. experts in cloud based multi-screen solutions creating digital brand value
- 3. some of our clients….
- 4. The Australian Broadcasting Corporation (ABC) is Australia's national public broadcaster. The corporation provides television, radio, online and mobile services throughout metropolitan and regional Australia, as well as overseas through the Australia Network and Radio. We were approached by the ABC to initially develop their iPhone app before also developing their iPad app.
- 5. .Australian Broadcasting Corporation ………….…………………….…………………….…………………….…………… “The ABC is already a leading provider of digital media content in Australia. The ABC mobile suite provides another way for Australians to access reliable, quality content wherever and whenever they choose.” Chris Winter, Manager, New Services at the ABC 2,000,000+ iPhone app downloads 500,000+ iPad app downloads Rewind 2011 (best apps, Apple) Finalist 16th AIMIA Awards (best mobile product or service)
- 6. outlin e . . . . . . . . . . . . who we are . the need for a digital strategy . accommodating multiple devices . the multi-screen ecology . Quality of Experience
- 7. the opportunity and threat of digital media.... Deloitte 2012 'Short fuse big bang'
- 8. some industries need to act quickly... Deloitte 2012 'Short fuse big bang'
- 9. mobile central to a digital strategy.. http://60secondmarketer.com/blog/2011/10/18/more-mobile-phones-than-toothbrushes/
- 10. mobile broadband growing fast...
- 11. mobile is close at hand... Morgan Stanley 2007
- 12. mobile is immediate... http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies
- 15. the PC is becoming less relevant Business Insider 'The Death of the PC' Jan 2013
- 16. smartphones still in early growth..
- 17. with Asia a key market... Smartphone Penetration - Credit Suisse 20 May 2013
- 18. tablets are proliferating... Business Insider 'The Death of the PC' Jan 2013
- 19. then of course there is Google Glass.. an expected 21 million in annual sales by 2018 - Business Intelligence
- 20. wireless essential for SMEs... AT&T Small Business Tech Poll 2012
- 21. however today we live in a multi-screen world....
- 23. including video... The US Digital Video Benchmark Q1 2013
- 26. the multi-screen ecology... Google 'The New Multi-screen world' August 2012
- 27. smartphones are where it starts... Google 'The New Multi-screen world' August 2012
- 28. multi-screening usage... Google 'The New Multi-screen world' August 2012
- 29. sequential screening... Google 'The New Multi-screen world' August 2012
- 30. how we spend our time... Google 'The New Multi-screen world' August 2012
- 31. context determines device choice... Google 'The New Multi-screen world' August 2012
- 32. QoE will be critical for operators...
- 33. and critical for brands http://www.iacquire.com/blog/mobile-behavior-big-game-seating-a-study-with-surveymonkey/
- 34. the challenge... • for brands to be accessible through multiple devices • to ensure that transactions are actionable across sequential screens • to have a digital strategy that takes advantage of customer availability, location, goals and attitudes • to deliver a superior Quality of Experience
- 35. contact us gomeeki.com enquiries@gomeeki.com +61 2 8263 0000