Small is beautiful: #smartcontent for smartphones Marc Hartog Founder & CEO apptitudestudio.com @marchartog @apptitudemedia #smartcontent
Jul 02, 2015
Small is beautiful: #smartcontent for smartphones
Marc HartogFounder & CEOapptitudestudio.com
@marchartog@apptitudemedia#smartcontent
@marchartog@apptitudemedia#smartcontent
Hej Google . Finns det fler iPhones säljs varje sekund då det finns barn som föddes på planeten ??
1 Billion smartphones sold in 2013 (IDC)
That’s 32 smartphones per second
Which means 7.5 smartphones are born for each baby born
And that’s a LOT91% of all people on earth
have a mobile phone.
56% of people own a smart phone
50% of mobile phone users use mobile as their primary
internet source
80% of time on mobile is spent inside apps
Mobile web adoption is growing x8 faster than web adoption did in the 1990s and early 2000s
@marchartog@apptitudemedia#smartcontent
This is important in that it reflects the tempo at which you need to think@marchartog@apptitudemedia#smartcontent
Full-year app revenues forecasted to grow to $20.4 billion in 2013 and $63.5 billion in 2017
82 billion apps were downloaded worldwide in 2013growing to 200 billion+ by 2017
Local Mobile Ad Spend is going to grow from $800M to $18B by 2016
61% of people have a better opinion of brands when they offer a good mobile experience
Android selling more than iPhone But iPhone users spend more on apps
25% of international media and marketing executives see mobile as the most disruptive force in their industry
What about the other 75%? What about you?@marchartog@apptitudemedia#smartcontent
@marchartog@apptitudemedia#smartcontent
7.22 billion phones vs fewer than 7.2 billion people, Oct 7th 2014, IBTimes
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Disclaimer*
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*We are making it up as we go along!
@marchartog@apptitudemedia#smartcontent
Jobs introduces iPad
Tablets become our robot overlords
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Established1854
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BJP app development
Success of iPhone/Apps Font renditionToo much material
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Shrink it?Rethink it.
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Bite-sized chunks of content -£0.69 vs £6.99
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Same vs different? Content/frequency/purpose?
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30 magazines in WHSmiths
218 in newsstand category
‘good enough’ is not
good enough
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“a periodical publication containing articles and illustrations, often on a particular subject or aimed at a particular readership.”
A magazine is
Oxford English Dictionary
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“a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience”
Content Marketing is
American Content Marketing Institute
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“a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience”
Magazines are content marketing
“a periodical publication containing articles and illustrations, often on a particular subject or aimed at a particular readership.”
@marchartog@apptitudemedia#smartcontent
The world has gone content crazy
#everysingleminute
2.5m Facebook content shares
300,000 tweets
200m emails
48,000 iOS app downloads
72 hours video uploaded
4m google searches
That’s 72 hours, every minute
That’s 3 days a minute
of new content being created
and THAT is your competition
@marchartog@apptitudemedia#smartcontent
2. By delivering it in an amazing way:with a rich, story-telling app experience
So how do you rise above the noise?
1. By delivering amazing content: with a magazine mindset
350 years of content marketing experience1663 The world's first magazine – Erbauliche Monaths-Unterredungen (Edifying Monthly Discussions) is published in Germany
1731 The first modern general-interest magazine, The Gentleman's Magazine is published in England
1843 The Economist begins examining news, politics, business, science and the arts
1854 British Journal of Photography is published for the first time
1896 The first pulp fiction magazines are printed on cheap wood pulp paper with ragged untrimmed edges
1923 Time, the first U.S. newsmagazine, is started by Henry Luce
1953 Playboy opens with Marilyn Monroe on the cover
2010 Mama becomes the first Swedish magazine to launch on the iPad, published by Bonnier
1967 Rolling Stone demonstrates the popularity of special-interest magazines
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have pace
Shouldn’t amazing content
tell a story
educate
or simply surprise or delight the reader
in other words
(which is still the most trusted source of content media)
be just like a magazine?
and rhythm
or inform
have structure and purpose
@marchartog@apptitudemedia#smartcontent
and thatnumber
reaches 96%for those under 25
91% of adults readmagazine media
More than 170 magazine brands havethrived for more than 50 years
only 13TV programs can say the same
are magazine media brands
Magazines are #1 versus all media in reaching super influential consumers
Magazines reach more adults and teens than the top 25 primetime TV programs
Magazines outperform TV and online for critical purchase drivers
Magazines are more trusted,
inspiring and influential
than any
other media
79 of the 100 top-grossing iPad lifestyle apps
magplus.com
Profitable Digital Publishing Developing Your App Strategy
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Visibility is really hard(So, cheat)
The most powerful authentication tool
in the world*
(*ahem, built by us)
www.subs-plus.com
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Rich & targeted push notifications
Segmentation & detailed analytics
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Intelligent marketingcampaigns Track everything!
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Everyone is on their smartphones and tablets.
Recap - changing behaviour
Consumer behaviour has changed.
The smartphone and tablet is where you need to be to get your message to your audience.
@marchartog@apptitudemedia#smartcontent
The world has gone content crazy.
Recap - content bonanza
There is more content than ever before.
You need to cut through the noise by delivering amazing content in an amazing way.
Mostly badly conceived and poorly delivered.
@marchartog@apptitudemedia#smartcontent
Recap - magazine mindset Content marketers can learn from editors and publishers
Study the industry which has been doing this since 1663
You need to create quality content with pace & rhythm
@marchartog@apptitudemedia#smartcontent
Recap - deliver an amazing experienceCompliment your online channels, serve as a content hub
If you need some help, say [email protected]
Bring content to life with a deep, rich, storytelling experience
Don’t build, use technology that others invest $millions in making
What will you be wearing?
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What’s next?
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