The Mobile Internet Because every customer is mobile Foad Fadaghi – Research Director & Principal Analyst for Mobility and Media, Telsyte Dan Swan – Head of Client Services & Operations, Mogeneration Ian Farmer – Digital Strategist, Webling Interactive Moderated by Paul Wallbank
Let's Talk Business - Mobile Internet 07.06.11
May 12, 2015
Two-thirds of Australians own smartphones and are accessing the web, watching video, engaging mobile apps, using location marking services, and accepting advertising in return for content.
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The Mobile InternetBecause every customer is mobile
Foad Fadaghi – Research Director & Principal Analyst for Mobility and Media, Telsyte
Dan Swan – Head of Client Services & Operations, Mogeneration
Ian Farmer – Digital Strategist, Webling Interactive
Moderated by Paul Wallbank
Foad Fadaghi - Research Director & Principal Analyst for Mobility and Media, Telsyte
Dan Swan – Head of Client Services & Operations, Mogeneration
Ian Farmer – Digital Strategist, Webling Interactive
Moderated by Paul Wallbank
The Mobile InternetBecause every customer is mobile
Tablet Digital PublishingMogeneration
Dan Swan
Why Publish to Tablet?
Tablet trends
‣ 750,000 iPads sold to date with over 1million by end of 2011
‣ PwC Forecast for 5million iPads only by 2015
‣ That’s TWO per household
‣ Android devices coming thick and fast but currently have low numbers – approximately 15-30,000 units shipped/sold
‣ The 10th billion app was downloaded in January 2011, the global app market set to be worth $25 billion by 2015 with Apple’s share 20%
‣ Evolution of data consumption; 3 of the top 10 activities on an iPad; news, magazines and books.
What publishers ask for
‣ Total control of their brand and their design
‣ Grab the opportunity in the new touch technology
‣ An easy to learn, easy to use process. Leverage skills and workflows that exist in their business already
‣ A cost effective process; with no risky large financial outlays
‣ Rich customer engagement when and where they want it
‣ ROI on digital content
‣ Mogeneration’s Oomph Digital Publishing platform answers this.
Mogeneration’s Oomph‣ Licensed publishing platform that enables traditional
publishers, corporates and agencies to create beautiful magazine style applications.
‣ Oomph brings words, photos, video, audio, location and touch experiences together using the skills and workflows that exist in your business already
‣ Simplicity - Designers not programmers – no integration needed
‣ No cost of ownership - we take care of software updates, support, new feature releases
‣ Allows you to broaden your brand, create new revenue streams and captivate and engage your audience
You’re in good company
Some of our SME’s
New World of Analytics
‣ Brings a new level of accountability to
publishing
‣ Dashboard view of length and frequency of
Sessions (per day/ week/ month)
‣ Compare App performance against existing content, against similar apps in the same category or across the whole app store
‣ Track journeys & events – what route did they take, what content did they spend the most time on
‣ Did they share info, bookmark it, go to a related website
‣ How long they spend engaging/ interacting with advertising/did they respond to the Brand and/or CTA
Marketing your App‣ Jump in – make it a priority for your whole business
‣ As with all Digital Media – use the data - measure; analyse; optimise the user content experience
‣ Leverage the HUGE digital distribution networks:
‣ Apple App store – PAID downloads & subscriptions
‣ Google Adwords – Performance driven ads
‣ Social media – Facebook, Twitter, etc all extend your brand and reinforce with CTA “Download & BUY App”
‣ Don’t forget to leverage offline media– print, radio, TV, etc to showcase your apps and content
‣ And finally… It’s all Digital… don’t let the Tablet be as the iPod was to the music industry.
Future Opportunities/ Challenges‣ Advertising – better targeting, more specific feedback for
media & sales
‣ Learn what type of content, media, CTA’s, etc works in this environment.
‣ Potential to overlay it with audit data.
‣ Create new revenue streams & advertising business models
‣ Track app subscriptions – provide discounted rates, membership discounts.
‣ Paywall creates revenue for digital data that historically was free, safe guarding your skilled workforce and content.
Foad Fadaghi – Research Director & Principal Analyst for Mobility and Media, Telsyte
Dan Swan – Head of Client Services & Operations, Mogeneration
Ian Farmer – Digital Strategist, Webling Interactive
Moderated by Paul Wallbank
The Mobile InternetBecause every customer is mobile
Webling Interactive
Mobile Marketing for SME’sStrategies for the future of mobile
Ian Farmer Strategy Director Webling
35% of Smartphone users use an app before getting out of bed
Source: Ericsson ConsumerLab study http://www.ericsson.com/thecompany/our-insights/consumerlab
ELEMENTS OF A MOBILE STRATEGY
Mobile Strategy: Branded Entertainment
Mobile Strategy: Mobile Advertising
• 75% Australians comfortable with mobile ads
• Perceived top benefits- Introduced you to
something new 56%- Helped you learn more
about something 37%
Source: “A Global Perspective on Mobile Advertising”
Consider mobile within advertising mix
Mobile Strategy: QR codes
• From print, outdoor to online• Extend communications
Mobile Strategy: Payments
• Ebay
• 2.5 million items via mobile (Aust 2010)
• One every 15 seconds or $2M / week
• 8% of Australian eBay transactions - Mobile
• Selling App - simplified experience
• Mobile commerce in Aust $155 million
• = World in 2009
04/12/2023 20
Does your business allow for m-commerce?
Mobile Strategy: Twitter
• >40% of tweets published from mobile device• Establishing relationships with key influencers• Mobile communications channel
– “Special 2 for 1 offer today only”
Mobile Strategy: Podcast / Vodcasts
• Live / pre-corded broadcasts
• Product instruction• What Mobile friendly
content do you have?• Short 2-3 mins
http://www.dailygrape.net
Mobile Strategy: Places
Mobile Strategy: Location based marketing
Engaging your existing customers and prospects to leverage online announcements to reward loyalty, and augment word of mouth marketing and referrals.
Mobile Strategy: Coupons & Deals
Specials & Last min offers
Facebook DEALS – coming soon
•Drive’s measurable foot traffic•Promotes product trial•Socialises deal redemption via facebook
CASE STUDY : McDonald’s FourSquare day Campaign
• McDonald’s randomly offered $5 and $10 gift cards to users who checked on foursquare day (4/16)
• Results:– Generated 2,865 total check-ins– Increased check-ins by 33%
SME TAKEAWAYS FOR MOBILE
Tip # 1: Mobilise your website
Have you logged into your website via your smartphone?
What core information on mobile?
Include Mobile sitemap
Review metrics
Tip # 2 Stake your claim to places pages
Tip # 3: Encourage Testimonials, Rate & Reviews
Understand that people will review you, help them
Future mobile web will be dominated by maturing recommendation engines
Tip # 4: Encourage and reward check-ins
• Is foot-traffic important for your business?
• Recognise the viral effect of the check-in
• Facebook deals launching soon in Aust
• Connect with mayors, ambassadors, leaders, duchesses, chiefs, poobahs and sheriffs.
Tip #5 Experiment while you can
• Don’t FAIL to LEARN• DO FAIL to LEARN
Ian [email protected]: @ifarmer
webling interactiveExtraordinary Brand Experiences Online
www.webling.com.au
Please join us at these upcoming Let’s Talk Business events:
Leadership Exchange – Role models for success Tuesday 19 July
Tickets can be purchased tonight at the registration desk
The Mobile InternetBecause every customer is mobile
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