Mobile Marketing to the Rural Sector

1,564 views

Published on

Presentation given at the 12 annual marketing to the Rural Sector Conference, held in Auckland, NZ August 27-28th. This paper looks at latest consumer trends & consumer behaviour, the impact of smartphones and tablets to farmers, and developing campaigns to engage them.

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,564
On SlideShare
0
From Embeds
0
Number of Embeds
15
Actions
Shares
0
Downloads
2
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Mobile Marketing to the Rural Sector

  1. 1. Marketing to the Rural Sector Auckland August 27-28 2012! Opportunities tocommunicate with rural mobile users Brent Williams! brent@nurve.co.nz  
  2. 2. Agenda! 1. Market snapshot
trends, behaviour and influence! 2. Uptake in the rural sector! 3. Developing engagement
 with the mobile audience! 4. Ap’s & mobile sites!
  3. 3. NZ Smartphone adoption 11%!44% NZ populationUp from 20% Sept 2011 Rural populationAustralia 52% (Sept 2011 37%) Based on Google & IDCs Consumerscape 360 study
  4. 4. NZ tablet adoption7%! mid  2013   20%! Ericssons  ConsumerLab  2012  
  5. 5. Number of Kiwi subscribers to wireless broadband 2,946,260! Includes 3g connected computers
  6. 6. THE AVERAGE KIWI SMARTPHONE USER CONSUMES ! 6.2 HOURS! OF MEDIA PER DAY !MOBILE  DEVICES  &  MEDIA  CONSUMPTION  IN    NZ:  A  ‘NEW  WAVE’  TAKES  SHAPE  -­‐  2012  
  7. 7. 80%kiwi’s  use  smartphone      while  doing  other  things     Google 2012 ourmobileplanet.com!
  8. 8. 64%!use a mobilewhile also using acomputer! Google 2012 ourmobileplanet.com!
  9. 9. 63%!while watching TV! Google 2012 ourmobileplanet.com!
  10. 10. 24%! would give-away their ! TV !rather than give-away!smartphone! Google 2012 ourmobileplanet.com!
  11. 11. Key insight 1! 2! 3!FRAGMENTATION UTILITY INTEGRATION Smartphone Once people own Multi-tasking users have one, their use & means fragmented loyalty of the opportunities media device, or for integration consumption utility using habits is high cross-media campaigns
  12. 12. of smartphone owners! 65 %! mobile is primary " way of going online" How  do  you  typically  go  online  to  surf  the  web?  MOBILE  DEVICES  &  MEDIA  CONSUMPTION  IN    NZ:  A  ‘NEW  WAVE’  TAKES  SHAPE  -­‐  2012  
  13. 13. access the internet at least once a day from smartphone 56 % 51%     45%     41%     24%     Social   video  sites   emailing   search   networking  
  14. 14. Mobile is now a key access point for additional information % %! 41 ! 53 preform search ! are looking for every day! product info!
  15. 15. Where do kiwi’s search for products and services? 41% ! 25% ! 21% ! 14% !from home! on the go! at work! in store! Based on Google & IDCs Consumerscape 360 study
  16. 16. Behaviour after searching 67% .............. Visited the business 52% via website 50% via store 67% ………… Contacted the business 50% called 47% looked up directions/map ….....…. Made a purchase 39% 30% in-store 23% online 17% ….....…. Have told others 11% wrote a review 10% made recommendation Based on Google & IDCs Consumerscape 360 study
  17. 17. Response to advertising TV
 Shop/Business
 50%! 48%! 57% ! Magazines
 Poster/Billboard
Have searched! after seeing 
 39%! 35%! an ad on…! Based on Google & IDCs Consumerscape 360 study
  18. 18. Attitude to ad’s on mobile devices Comfortable with ads! Ok for ads in free apps! 30% 77%IAB  presents…understanding  the  smartphone  user  in  NZ  -­‐  3DInterac[ve  &  Great  Sites  
  19. 19. where do kiwi’s notice ads
 on their smartphones?86 %! 43% ………in an appof smartphone users notice ads! 42% ………on a website 33% ………using a search engine 20% ………watching a video 18% ………on a video website 18% ………on a retailer website Based on Google & IDCs Consumerscape 360 study
  20. 20. influence 66% mobile users say that mobile advertising 
 has influenced their purchase decision! Awareness   44%! introduce  you  to  something  new   Favourable  Opinion   25%! Provide  you  with  be^er  op[ons   Considera[on   find  something  nearby  25%   25%! 12%! reconsider  a  purchase  12%   Shopping   11%! influenced  in-­‐store  purchase   Sales   14%! buy  using  mobile  IAB  presents…understanding  the  smartphone  user  in  NZ  -­‐  3DInterac[ve  &  Great  Sites  
  21. 21. As an influence on purchase behaviour 4%   12%   22%   32%   58%   35%   37%   Mobile  has  surpassed:  print,  in-­‐store  &  desktop/laptop,     in  purchasing  behaviour  IAB  presents…understanding  the  smartphone  user  in  NZ  -­‐  3DInterac[ve  &  Great  Sites  
  22. 22. Key insights 1! 2! 3! FAST GROWTH CHANGE IN MEDIA CONSUMER CONSUMPTION BEHAVIOUR Smartphone media usage is Massive changemarket is growing HUGE in Consumer fast Behavior Driven by cheap Smartphones have Actively usingdevices (given away quickly overtaken smartphones in on plans) new most other forms of research & thedevices (iphone 5), media. influence of purchase decisions
  23. 23. iPhone?!?! Kick it in the guts Trev …those things are for townies! …mmm …I meant to say WTF, ROTFLMAO, GIB!!!!
  24. 24. 59 %!US farmers own a !smartphone ! 20%
a tablet, mostly iPad ! ! 16%
 plan to upgrade in
 the next 6 months! http://www.agweb.com/article/farmer_adoption_of_mobile_technology_on_the_rise/!
  25. 25. 23 %! Australian! Dairy farmers ! own a smartphone ! 30% 
 say they will upgrade
 in the next 12 months!Dairy Australias latest national dairy farmer survey!
  26. 26. 32 %!Kiwi Farmers! (estimate)!Based on a 11% Googleresult (or 4.8% total pop)& rural population of 14% 
 (2006 census)!
  27. 27. “          in  my  opinion,  the  iPad  will  become  one  of   the  most  valuable  tools  to  the  modern  farmer     Gary  Chambers,    farmer,  Drumheller,  Canada  
  28. 28. The smartphone is a serious
business tool!The smartphone is an industry
game-changer!
  29. 29. What’s driving it?
  30. 30. …just google “best ag apps”
  31. 31. Even .gov are getting into the act
  32. 32. Blogs, specific to needs of the mobile farmer
  33. 33. Kiwi farmers are ahead of the Pro’s Dan Smith, a sheep & beef guy who works seven different blocks in Wairarapa & Carterton. !
  34. 34. Kiwi farmers are ahead of the Pro’s“ I saw a gap in the farming market for an application that would not only save farmers time, but thousands of dollars in equipment!
  35. 35. Control Screen Vision Zone Water UseLarge, easy-to-use buttons Provides a quick view of each View daily water usage andprovide simple control of irrigation pivot’s position and detailed measure irrigation by depth,rates, or get full control with a status information volume or coveragePremier subscription
  36. 36. Key insight 1! 2! 3! GROWTH SOPHISTICATION STEREOTYPE Expect rapid Expect farmers Don’t let uptake of to quickly Barry CrumpSmartphones & understand how syndrome foolTablets in rural to use them as you intoareas over the a tool (to save complacencynext 12 months time & money)
  37. 37. The bridgeQR codes are your bridge between old and new media…
  38. 38. Design…doesnt need to be boring!!
  39. 39. … you’re only limited by your imagination
  40. 40. Image credit: http://tappinn.com/public/lookbook/#/1/
  41. 41. Image credit: http://tappinn.com/public/lookbook/#/1/
  42. 42. Image credit: http://tappinn.com/public/lookbook/#/1/
  43. 43. Image credit: http://tappinn.com/public/lookbook/#/1/
  44. 44. Image credit: http://tappinn.com/public/lookbook/#/1/
  45. 45. Key Insight 1! 2! 3! BRIDGE DESIGN ENGAGEMENT QR codes are Requires smart Make productcheap and offer thinking & information more plenty of planning but accessible opportunity for plenty of (after sale) cross media opportunities to campaigns be creative Create engagement with purchaser while in-store
  46. 46. You’re taking customers on a journey!
  47. 47. experience QR is the first step in driving people to your objective. So … •  Placement: Consider the context –  Where will people use it? –  What will be their expectation? •  Who are you trying to reach? •  What are you trying to achieve? •  Does it make sense? REMEMBER!!!" They will be using a mobile device
  48. 48. So? Where are we taking them?ap’s-ville! website!
  49. 49. The App routeThe Pro’s…! The Cons…!•  ACCESS: Can Access content •  High development cost offline (no wifi or 3g) (difficult or specialized language)•  UTILITY: Good for solving a problem or specific user need (tool) •  App store qualification•  Opportunities for advertising •  Different Aps for different devices (form factor) iPhone, different flavours of android + tablets. Focus one the one with ROI. •  Not good for dynamic information
  50. 50. The website routeThe Pro’s…! The Cons…!•  Easy to develop •  Needs access to the internet (standard & open technology) (Wifi or 3G)•  Wide Scope (solves general •  Not as good for tools/utility •  New design methods needed user needs)•  Easy to change on the fly•  Allows for campaign specific microsites
  51. 51. Responsive web sitesDepending  on  screen  size  &  orienta[on  it…   Automatically changes the size & placement of images Menu’s  are     Automatically adjusts point size of copy big       oden  using   smartphone’s  OS   It’s  FLUID  
  52. 52. Key Insight 1! Landing page must be mobile friendly 2! 3! 4! Copy, images & Landing page Keep it SIMPLE! menu’s must be must link directly to Small screen +easy to see & use persons person will be onon an smartphone/ expectation the move tablet screen (context) Needs to look GR8 on Desk Top browsers 5!
  53. 53. About Brent!Brent has been a been a previousspeaker at this confrence coveringtopics focused on digital marketing tothe Agri sector. !!He has had a long career in the mediaindustry, spanning over 20 years,working in places like London, Boston,NY & Sydney. He returned to NZ threeyears ago, working for AdPlus/Tractaand early last year formed his ownagency NURVE based in Napier. !!Brent has an MBA and post graddegree in Marketing from MGSM inSydney!!For more info see:!www.nurveco.nz!www.linkedin.com/in/br3n7 !
  54. 54. nurve.co.nz/agri2012!

×