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Harnessing Potential of iPads for Business Content
The document discusses the potential of utilizing iPads and tablets in B2B content marketing, highlighting the increased adoption and productivity benefits for businesses. It emphasizes the importance of creating a tailored content strategy that leverages the unique capabilities of tablets for deeper engagement with stakeholders. Additionally, it addresses the growth of the app economy and the necessity for businesses to invest in mobile applications to enhance content delivery and user experience.
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Harnessing Potential of iPads for Business Content
- 1. Bright Blue Day Harnessing the potential of iPad for MAG+ Seminar content business DRAFT 1 A Brighter Thinking Seminar 31st May 2012 Bedford Square, London 31st May 2012
- 2. Introduction Richard Calvert Jeremy Baldwin Richard West David Ford Bright Blue Day Bright Blue Day Mag+ Bright Blue Day The Tablet Imperative The Content App The Mag+ Experience Applying it to B2B
- 3. The Tablet Imperative RichardCalvert Bright Blue Day
- 4. Content marketing ismarketers becoming publishers; owning the media instead of renting it. Attracting and retaining customers by creating/curating valuable, compelling and relevant content to maintain or change behaviour. Joe Pulizzi, Founder of Junta42 and Content Marketing Institute quoted in B2B Content Marketing: Formats, Distribution and Measurement. October 2011
- 5. Content is keyin B2B 9 out of 10 B2B organisations market with content 51% of B2B marketers plan to increase their content marketing budgets within the next year On average marketers spend >25% of their budget on content marketing A key driver in the use of digital channels is the accessibility of technology, making the production and distribution of content cost-effective. 2012 SEO Benchmark Report, eConsultancy
- 6. Hype Cycle 2010 Garther.com Gartner.com 3D Flat panel TVs & Display Wireless Power Cloud Computing Augmented Reality Gesture Recognition Speech-to-Speech Translation 3D Printing Tablet PCs Mobile Robots Micro Blogging Location Aware Video Search Speech recognition Applications E-bookreader Electronic Paper Internet micropayment Video tele-presence Mobile application Computer-brain stores interface Public Virtual Worlds Human Augmentation Technology Trigger Peak ofinflated Pocket inflated Trough of disillusionment Slope of Plateau time Plateau of expectations expectations enlightment of productivity productivity Years to mainstream adoption < 2 years 2-5 years 5-10 years >10 years
- 7. Two years laterwe see mass adoption Tablet shipment outpacing Growth rate of iPad owners amongst mobile audience notebooks by 10:1 Germany + 50% 132m Tablet sales up to Italy 132 million in 2013 + 75% UK 44% could not be Feb Jan + 115% separated from tablet 2011 2012 France 15% of men would give up + 95% car to keep tablet Spain + 37% 25% of women would give up sex Yahoo 2012 Cisco IBSG Horizons Study
- 8. Impact on workinglife Today’s B2B buyers are adopting...mobile platforms to consume information and conduct purchase research 90% of professional owners use 95% of organisations allow it for work employee owned devices 60% use it primarily for work 76% said they were great for business 90% of said tablet increased productivity 24% of SMEs supply employees with tablet 3.3 connected devices per employee by 2014 Cisco IBSG Horizons Study
- 9. Practicality and conveniencedrive adoption
- 10. Usage throughout theday During a Typical Day, at What Times Do You Usually Use Your Device? Laptop/ Desktop Smartphone Tablet 70% 60% 50% 40% 30% 20% 10% 0% 6AM–8:59AM 9AM–11:59AM 12PM–2:59PM 3PM–5:59PM 6PM–8:59PM 9PM–11:59PM 12AM–2:59AM 3AM–5:59AM 42% of tablet users say tablets 72% of tablet users report Dual ‘allow me to explore new things’ Screen behaviour with TV 63% of tablet users in the UK 51% use a tablet to fill what agreed that it is easier to would previously have been access media content on a ‘dead time’ tablet than on a mobile or laptop/desktop IAB 2012
- 11. Tablets join worldsand shift paradigms Geography Fast Intimacy Slow Curation
- 12. Tablets offer newopportunities to engage with content in new ways • Accessing content is no longer time constrained • Content can be integrated into cross-channel, multi-screen conversations • Businesses are able to offer unique depth of engagement to better engage senior stakeholders and decision makers when and where it matters • Ability to repurpose and reuse content across audiences and locations • Deliver value across protracted sales and re-purchase cycles
- 13. We have aclear opportunity to leverage tablets to deliver compelling and effective content and services to customers, prospects and employees across an engaging and convenient digital platform.
- 14. What are theoptions? Jeremy Baldwin Bright Blue Day
- 15. The rise ofthe app economy? The growth of smartphones and tablets fuelled a whole new economy with shift from web to app platforms: $38 billion App market App economy 1 billion Android App estimated to drives half a downloads in 2011 be $38 billion million jobs in US by 2015 TechNet
- 16. The rise ofthe app economy? But whilst consumer and social apps enjoy all the buzz there is massive investment from B2B: £590K 25% 43% 42% 43% of businesses 25% growth in Average investment are currently creating Mobile Enterprise in mobile projects apps for customers Applications will rise to £590K in 42% for employees next 18 months IDC
- 17. 2 App ‘flavours’ UtilityApps Content Apps Add value by helping Apps that add value by people to do things more giving more convenient efficiently, to be more and compelling access to productive. content that drives stakeholder engagement.
- 18. Rise of thecontent app • Tablet is a natural device for ‘slow’ content like books, articles, magazines and video. • Offers convenient and enhanced experience through interactivity, rich media and connectivity. • Opportunity for B2B marketers is to create experiences dedicated to the tablet that drive deeper engagement with stakeholders.
- 19. Many are alreadytaking it...
- 20. There is aclear need for a tablet content strategy. Not just as an adjunct to web, mobile or offline plans, but as a channel in its own right.
- 21. ...but not inisolation Coherence Synchronisation Screen sharing Device shifting Complementarity Simultaneity Courtesy of Christophe Stoll
- 22. App options Many waysto create the content experiences, and this complexity makes it hard to know where to invest. But there are some clues.... OPEN CLOSED (browser/desktop) (app store) CONTENT Adapted Published Website App hybrid UTILITY Web Native App App
- 23. Choosing a platformfor content apps recency Italy PUBLISHED APP replication WEB APP UK completeness technical France Web content apps are about finding, Published content apps are designed for deeper, more distributing, organising and sharing content. considered consumption. The enjoyment and value The container is less important, the value is in comes from the complete pixel perfect experience. the content itself.
- 24. It is allabout the kind of experience you want to create. This comes from detailed understanding of audience, their expectations and needs.
- 25. We have aclear opportunity to deliver compelling, rich, interactive and connected content experiences in an efficient and measurable way that leverages existing skills and assets.
- 26. The Mag+ Experience RichardWest Mag+
- 27. A huge varierityof apps ... magplus.com
- 28. Credentials so far Digital Magazine of the Year Popular Science+ awarded by MIN Online (U.S.) Tablet App of the Year Popular Science+ awarded by MIN Online (U.S.) Innovator of the Year award Bonnier Corp (U.S.) awarded by the Publishing Executive Magazine (U.S.) magplus.com
- 29. Mag+ Philosophy It’s about recreating the 1 experience: immersive, intimate, easy. Make content that feels 2 like it was made for this device. Create a simple and flexible 3 system that lets creators do what they do best: designing pages, telling stories, connecting with readers. magplus.com
- 30. Show me magplus.com
- 31. Mag+ overview Create Produce Publish AppStore Android market Enterprise plug in produce publish Review magplus.com
- 32. Research Methods magplus.com
- 33. Corporate customers • Sandvik • Sybase • Telenor • Ericsson • SKF • Thule • IC Company • Nato • ABB • Volkswagen • Ernst & Young • Toyota • Unilever • Thule • TetraPak magplus.com
- 34. Why tablet publishing? •New market opportunities • Increased quality, package and design content • Cost effective distribution • Efficient communication (push/online/offline) • Easy to get started (test and evaluate) • Low entry of barrier (no initial cost) • Accurate information available • Engaging the customer/employee magplus.com
- 35. Application in B2Bmarketing David Ford Bright Blue Day
- 36. The app becomesa new channel? Approach can be applied to: • Existing publications • Existing communication assets • Face to face presentations • Company reports • Internal communications ...or completely new content-led services
- 37. Direct connection toyour audience Customers and prospects Deeper engagement building on-going relationships and Employees enhanced revenue aligned and productive workforce Investment community Accurate, up-to-date and detailed picture of Management corporate activity and Greater clarity and insight performance from enhanced customer and stakeholder interaction and data
- 38. Bright Blue Day Content Content Planning Production Content Experience Publish strategy Design Touchpoint Issue Planning Production
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