Power of Content Marketing Conference Digital Inspirations by 1 www.ceeqoo.com Christian Graf [email protected]
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Power of Content Marketing Conference
Digital Inspirations by
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www.ceeqoo.comChristian Graf
Christian Graf
IntroductionChristian Graf !
Graf-Simpson.Publishing Former Production Manager Red Bull Media House - Digital Publishing !
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Founder of !
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Certified Usability Engineering Professional
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Why to publish digital?
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2005
2013
Christian Graf
Why to publish digital?
You want to bring your content to the audience. Wherever your audience is – on the go, at home, or in the workplace.
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Why to publish digital?
• Advertisers are increasingly spending more money on digital properties. Overall, global digital magazine advertising spend is expected to increase to $3.8 billion in 2017, when it will represent a quarter of overall advertising, up from $2.4 billion in 2012.
• Digital content revenue through consumer purchases will also increase from $275 million in 2012 to $1.4 billion in 2017.
• Digital revenues, which include all digital platforms, will edge up to $4 billion from $3.4 billion over the same time period, so they will not cover losses from print.
200%+From August 2012 to February 2013 there was a 200 % average growth in readers of digital publishing apps
More than 60 % U.S. adults now watch videos online
36 % of all U.S. adults watch news via online video
60 % 36 %
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Why to publish digital?Advertising Expenditure By Segment (2003-2012; 2003 $ in millions)
Segment CAGR 2004 – 2008 CAGR 2008 - 2012
Internet: Wired and Mobile 38.1% 19.5%
Video Games N/A 16.7%
Out-of-Home 7.2% 6.8%
Television 6.6% 5.9%
Consumer Magazines 4.4% 5.1%
Trade Magazines 3.2% 4.2%
Newspapers 2.4% 2.9%
Directories 2.0% 1.6%
Radio 1.4% 1.8%
Source: PricewaterhouseCoopers, Consumer Media Usage Survey, June 2103
Percentage Of Respondents Who Are Interested In Accessing Digital Content, By Genre
Genre % Interested In Category
Hobby 37%
Health and body 34%
Woman’s magazines 32%
PC and Games 32%
Lifestyle 29%
Sports 27%
House and Garden 26%
Teens 22%
Men’s magazines 16%
Erotic 13%
Source: PricewaterhouseCoopers Consumer Media Usage Survey, June 2013
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Why to create enhanced products?
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48%+Total Downloads
3 months after switching from replica to enhanced magazine
62%+Paid Downloads
79%+Single Issue Revenue
165%+Subscription Revenue
200%+AD Revenue
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Why to create enhanced products?
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7xSingle Issues Sold
1 year after converting from PDF-replica to enhanced magazine
4+Star App Rating
200%+AD Revenue Increase
240%+Download Increase
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Why to create enhanced products?
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4xViewing Time
As compared to static ADs, interactive ADs deliver
6xHigher Click Through to
Advertisers
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Have simple and clear advertising guidelines!
Internet Ad Spending Beat Broadcast TV for First Time Last Year
Advertising
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Monetizing the Audience
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Subscriptions • offer single Issues
and subscriptions • experiment with
combinations • make third party
deals
Lead Capture • require
registration (eg. for free content)
• develop qualified email lists advertisers are willing to buy
T-Commerce • sell back issues • sell related titles
or other relevant content
• provide in-app purchases
Advertising • create interactive
ADs that drive greater engagement brand recall and propensity to purchase
• digital AD revenue is accelerating!
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UsabilityDeliver the content for the user - in a way the user can pick it up and - in a form that suits the users actual situation
Pick up the user over different devices and scenarios. Technology is already there – GeoLocating, WiFi, NFC, iBeacon, Bluetooth, etc
Offer the user active content that might be interesting for him/her. Like Amazon or Zalando tracks behaviour.
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UsabilityMake Usability Tests
Low level test: define task - have a mini test group -see what works
invest in usability analyses like A/B testing, navigation flow, heat maps
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Mobile Website or App?It depends on the purpose
Mobile Website • responsive design -
no „mobile site“ • one way communication • buyers prefer mobile websites • Study from Siteworx shows that 65.7% of
people surveyed prefer using the Web site to downloading an app specifically for the retailerbuyers prefer mobile websites
App • be present on users device per
icon or your cover • deeper interaction with user • better engagement • stronger brand awareness • push notifications
• readers prefer apps • 26 % of consumers prefer the tablet
version of a magazine over its print counterpart
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Mobile Website or App?It depends on the purpose
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Corporate PublishingTablet sales to businesses - growing 3 times
faster than sales to consumers
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What’s next?Internet of things There areIP Addresses over the world.
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It’s not about connecting to the user, it’s about improving the way of life.
340.282.366.920.938.463.374.607.431.768.211.456
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What’s next?Internet of things
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Checklist for your success build – measure – learn
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There is no nostrum, no how to • Build a feature or function • Have good analytics • Develop further or try something else
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Checklist for your success Define your KPIs• You need key performance indicators to see if you are successful • what is the currency • click-through came up in 1994 – is this up to date?
• attention is the value!
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Checklist for your success Digital Marketing Top 101. Search Engine Optimization (also known as SEO) 2. Search Engine Marketing (Google Adwords setup and campaign) 3. Blog 4. Email Marketing 5. Social Media (Publishing, Promotion & Engagement) 6. Social Media Marketing 7. Online Video 8. Website Optimized for Viewing on a Mobile Smartphone 9. Mobile Apps – App Store Optimization (ASO) 10. Analytics and Tools
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Checklist for your success• leverage workflows and resources. We saved
75% of the effort through workflow- and process-optimising with ePaper mass conversion
• deliver engaging, emotionalising experiences • deliver wherever your users
are – on the go, at home or in the workplace
75%
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Checklist for your success• have powerful tools to drive readership and revenue (CRM)
subscriptions, qualified mailing lists, • integrate 3rd party solutions - there are thousands of APIs out
there • build – measure – learn
have great analytics to make informed decisions. See what works and what users like
• think out of the box • change the world
ask CeeQoo for help
Christian Graf
The Red Bulletin
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Power of Content Marketing Conference
Digital Inspirations by
www.ceeqoo.comChristian Graf
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