Multi-screen behaviour has moved main stream
Most consumers own, or have access to multiple forms of screen based media. This might be in the form of a TV, tablet or smartphone.
An average consumer in Australia is engaging with screen based media far more frequently and for much longer that more traditional ‘no screen’ based media such as the radio, newspapers and magazines.
TV is a major catalyst for search activities.
Think about it this way. A consumer is sitting at home watching their favourite show, an ad comes on and the closest device on hand is their smartphone to quickly search for a product or service.
TV is still a great way to drive conversions, opening up the sales funnel.
But, search is also driven by location, when consumers are out and about.
Therefore, in its simplest form, a mobile strategy, based on limited budget, might compose simply of ensuring you have a mobile optimised website, to ensure the experience of a potential customer is good enough.
Australian consumer media consumption has rapidly changed, and from what I have witnessed so far in Australia, brands have really struggled to keep up with these behaviours.
The Australian consumer is looking for convenient, relevant information.
So the average mobile web user is consuming 6.5 hours of media per day
And they’re spending more time with their mobiles (excluding calls and text) than any other form of media
This time is spent in many short sessions throughout the day
You don’t need to look as far back as the 40’s to see how differently Australian families and audiences are spending their ‘me’ time
Actually, this didn’t change too much until the late 90’s
Recent studies suggest that already over 50% of Australian consumers are multi-tasking whilst watching TV.
In today’s household, an image such as this one is more likely the norm, with various devices and ultimately competition for consumer share of mind due to the accessibility of devices available to all members of the household.
Brands are racing to identify the complementary and sequential experiences of which can add further value to their customers and drive commercial objectives such as increased engagement, sales or repeat purchases.
Your customers have a lot of options, and the challenge is how can you provide them the most value in their already busy lives?
How Digital Will Impact Your Business Models - Australian Marketing Summit 2013.
1. how digital will impact
your business models
shaun dobbin
chief executive, gomeeki
Australian Marketing Summit, May 2013
2. overview
.
.
. introduction
. who we are
. what we do
. who we work with
. the new multi-screen world
. what is it?
. general media consumption
. mobility media behaviours
. case study - parramatta eels
. the brief
. iPhone application & the cloud
. social media and commerce
. the outcome
. buzz
. high-level statistics
. insights & learnings
. summary & questions
3. who are gomeeki?
we are a multi-screen technology &
marketing company offering a range
of unique retail & media
propositions for all stages of the
customer journey, underpinned by
our award-winning technology
4. what do we do?
loyalty & data
community
commerce
acquisition
digital presence
5.
6.
7.
8. MULTI-SCREEN & MEDIA CONSUMPTION IN AUSTRALIA: !
A ‘NEW WAVE’ TAKES SHAPE!
Understanding Cross-platform Consumer Behaviour
24. CASE STUDY
How an organisation can use a multi-screened solution to
increase brand loyalty and ROI
25. business requirement…
The Brief
Implement a digital strategy which will assist in defining
the Club as a leader in digital media.
Engage fans in order to generate additional revenues and
gather analytics outside of the NRL season.
Engage the next generation of Club supporters.
40. “@TheParraEels Love
the new app! Especially
the Hindy gps!!”
40,000+
downloads
http://twitter.com
iPhone app, buzz and achievements
#1 most
downloaded NRL
club application
#1 Most
downloaded
free sports
app
“Are the updates fair dinkum
when they tell you about line
break speeds etc from
the coaching staffs GPS's?
“I can finally feel like I am
at the game when I can’t
make it to the stadium”
It's very impressive.”
http://forums.leagueunlimited.com
http://itunes.com.au
Apple
‘featured app’
Andy Raymond
demonstrated the App
during his pre-game piece
to camera on Fox Sports’
live telecast.
49. summary…
1. Mobility has become the dominant communication
medium on the planet. A multi-screen strategy is
imperative to your future success.
2. Smart device applications are transforming
entertainment, information and transaction based
industries.
3. A loyal supporter is not necessarily a profitable
customer. The key challenge is converting loyalty into
revenue, particularly in the digital world.