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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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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).
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  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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