How to Increase the Time Your Customers Spend with Your Brand and Improve Business Results

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An ePaper is an increasingly important rich media format that improves the reach and resonance of online content and is increasingly used for e-commerce. This presentation is a guide to the world of digital publications. Slides were published at the presentation by Jon Lund, new media analyst and Peter Velikin, VP of Marketing at Zmags at a live webinar in June 2010.

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How to Increase the Time Your Customers Spend with Your Brand and Improve Business Results

  1. 1. How to Increase the Time Your Customers Spend with Your Brand and Improve Business Results Jon Lund, Independent Analyst and Consultant Peter Velikin, Vice President of Marketing at Zmags June 3, 2010
  2. 2. Agenda ¾ Introduction ¾ E-paper (digital publication) readers and usage statistics - Jon Lund, Independent Analyst and Consustant ¾ How to increase the effectiveness of digital publications - Peter Velikin, VP Marketing at Zmags ¾ Q&A
  3. 3. Our Presenters JON LUND helps clients build and implement successful online presence. JON LUND inspires and provokes at conferences, internal events and executive consulting sessions. JON LUND helps clients finding facts, analyzing and investigating the digital markets. PETER VELIKIN is Vice President of Marketing at Zmags, responsible for generating demand for Zmags’ innovative solutions, as well as for all aspects of marketing and business development.
  4. 4. The track record of Danish e-paper solutions: readers and usage Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  5. 5. Jon Lund JON LUND helps clients build and implement succesfull online presence. JON LUND inspires and provokes at conferences, internal events and executive consulting sessions. JON LUND helps clients finding facts, analyzing and investigating the digital markets. Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  6. 6. Denmark Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  7. 7. Denmark Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  8. 8. Denmark Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  9. 9. Denmark Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  10. 10. Denmark Denmark Population: 5,5 million Internet penetration: 83 % Broadband penetration: 76 % Hours online: 35/month Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  11. 11. Denmark E-commerce, Europe, 2009 1. DK: € 715/head (6,1 %) 2. UK: € 706 per head (9,5 %) 3. Norway: € 695 per head (6,3 %) (US: 7 %) Denmark Population: 5,5 million Internet penetration: 83 % Broadband penetration: 76 % Hours online: 35/month Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  12. 12. Methodology IAB Denmark. Panel. 9000+. Weighed on demographics. Weighed on behaviour. Best Danish data. Usage + profiles. Adults (+15 years). Top 300 websites. Outside view. Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  13. 13. Adult users, January 2010 3.000.000 #1 2.500.000 2.500.000 2.000.000 e-papers have substantial reach 1.500.000 1.000.000 # 34 ! 725.000 500.000 530.000 375.000 0 Google zmags ipaper e-papers combined Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  14. 14. ...dominated by weekly ad circulars Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  15. 15. Adult users, January 2010 2008 2009 2010 800.000 ...reaching yet more people 725.000 665.000 666.667 530.000 575.000 533.333 470.000 470.000 400.000 375.000 310.000 266.667 133.333 160.000 0 zmags ipaper e-papers combined Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  16. 16. Time spend, zmags. Minuts per user, January 2010 January 2008 January 2009 January 2010 12 11,56 ...capturing ever more time 10 9,17 8 6 5,47 4 2 0 Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  17. 17. Time spend and pageviews per visit. Seconds per pageview. zmags. January 2010 Pages per visit Seconds spend per page 60 60 50 Users flip through LOTS of pages 50 40 40 31,1 pages/visit 30 30 20 20 10 pages/visit 10 10 0 zmags epapers Average site 0 Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  18. 18. Time spend and pageviews per visit. Seconds per pageview. zmags. January 2010 Pages per visit Seconds spend per page 60 60 55,3 seconds/page 50 50 40 40 31,1 pages/visit 30 30 20 ...really fast 20 10 pages/visit 10 10,6 seconds/page 10 0 zmags epapers Average site 0 Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  19. 19. Demographics: Age 27.000 121.000 134.000 120.000 163.000 20-49 years old 160.000 overpresented by 10 percent (15-19 years old underpresented by -50 percent!) 15-19 20-29 30-39 40-49 50-59 60+ Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  20. 20. Demographics: gender 334.000 391.000 Women are slightly overpresented in terms of users Men Women Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  21. 21. Demographics: gender - hours spend 44.455 75.735 But they spend much more time Men Women Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  22. 22. Demographics: family providers, affinity Men Women Female family providers 125 123 108,5 100 91,6 75 Especially when kids are involved 50 25 0 Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  23. 23. Demographics: shopping responsibility 85.000 205.000 433.000 Most users declares themselves responsible for daily shopping Shops less frequent or never Shopping responsibility is shared equaly with others Responsible for all or most of the shopping Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  24. 24. Agenda ¾ Introduction ¾ E-paper (digital publication) readers and usage statistics (Jon Lund) ¾ How to increase the effectiveness of digital publications (Peter Velikin) • Typical uses of digital publications • Best practices to improve the effectiveness of digital publications • How to measure the performance of your digital publications • Geting started: steps to converting your documents to digital publications ¾ Q&A
  25. 25. About Zmags We enable marketers to effectively reach their target audience by converting existing offline content (catalogs, magazines, flyers, brochures, etc), into an interactive online experience. The Zmags rich media format increases the reach and resonance of online content, increases impulse purchases, up-sell, cross-sell, and conversion rates. Zmags is used by more than 2,500 companies in 50 countries, including 10% of Fortune 500 companies.
  26. 26. Who Does Zmags Help? Publishing Professionals Zmags allows Publishing professionals the opportunity to optimize their magazines, newsletters and custom publications with rich media - video, audio and hyperlinks while saving the money traditionally spent on print and distribution of static materials. Marketing & Communication Professionals Zmags allows marketers do more with less by providing a simple, inexpensive means to upgrade your static marketing material and objectively measure the impact of your marketing efforts. Catalog and Commerce Professionals Zmags adds new life and stickiness to static print catalogs by offering a rich, interactive reading experience coupled with an integrated shopping basket that helps drive conversions and resulting in revenue.
  27. 27. Zmags Customers Enjoy Measurable Benefits X Increased online readership by 50%. X Saved $50,000 in print related cost by moving to digital with Zmags. X Reached readers in 124 countries X Tripled number of pages read and boosted time spend per read X Replaced PDF with Zmags and boosted online readership by 80% X Increased click-throughs by 5x and doubled page views by adding video X Saved $300,000 in first year of operation, while increasing number of bidders by 33% X Increased average order size by 120% as compared to physical store orders by using Zmags eCommerce integration X Decreased catalog production time from 200 hours to less than 5 hours
  28. 28. Typical Use Cases ƒ Multiple types of digital publications, including online catalogs, brochures, reports, newsletters, and circulars ƒ Activate digital publications by embedding rich interactive content & features ƒ Deliver to customers electronically and expand readership with tie-in to social networking ƒ Monetize with ads and e-commerce ƒ Provide business intelligence to measure and drive reader behavior
  29. 29. Zmags Enables You to Realize the Potential of Digital Publications » » » Step 1: Create Step 2: Deliver Step 3: Manage Step 4: Analyze Create a Zmag One-click publishing Create and manage Business analytics from any PDF in to the Zmags multiple levels of such as page views minutes. hosting platform. user accounts. and click through. Select from dozens Multiple sharing Automatically host Behavioral analytics of templates or options to drive archives and back via detailed “heat create a custom awareness and issues. maps”. layout. traffic. Easily add life with Automatically Update links, ads Social analytics to rich media and adapts to one of 20 and other critical track success in interactivity. languages. components as expanding required. readership.
  30. 30. What Makes Zmags Unique? 9 Proven success of increasing our Client’s business performance 9 Dedicated experts and consultants on hand to help you achieve your business goals 9 Loaded with best practices and self service resources for simplified usability and world-class publications 9 Most mature, enterprise level solution available 9 Financially stable business with innovative leadership team
  31. 31. Free Trial Offer Do you want to see how your content will look as a digital publication? Try the Zmags Publicator for free for 30 days. Go to www.zmags.com/freeoffer to take advantage of your free offer.
  32. 32. Questions?
  33. 33. Offer for consulting services Optimize existing or future e-paper solutions Expert review - epaper usability and appeal, website-integration, search-engine visibility, social network leverage. Review + suggestions for improvements - summarized written report + Jon Lund telephone conference presentation - More details: jon-lund.com/main/epaper/ Jon Lund // www.jon-lund.com // +45 28 19 90 52 // jon@jon-lund.com // twitter: @jonlund zmags webinar, June 3, 2010
  34. 34. Thank you! Go to: www.zmags.com/freeoffer to take advantage of our free offer
  35. 35. Thank you! Go to: www.zmags.com/freeoffer to take advantage of our free offer to convert 1 document into a digital publication

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