The Palm Beach Post presents the May 2012 Digital Download seminar "Entering the Mobile Ecosystem"

1. Entering the Mobile Ecosystem
Presented by:
Alexandra Guth Raul Vielma
561-820-3706 561-820-4277
aguth@pbpost.com rvielma@pbpost.com
May 17, 2012
RealSolutions.PalmBeachPost.com

2. Mobile 101
• Smartphone: An advanced phone with an operating
system; runs apps, requires data plan.
• Feature phone: A low-end phone for calling, text
messaging or basic Web activities
• SMS (Short Messaging Service)/MMS (Multimedia
Messaging Service): “Text messages” and “picture/video
messages.”
• Native apps vs. web apps: Native apps are
downloaded/stored on the device; web apps live on the Web
and are viewed via the Internet.
• Short codes: 4-6 digit numbers often used to run
advertising campaigns or subscription services; The Post’s
shortcode is 72411 (PB411).

3. 3

4. U.S. Adoption – Mobile Devices
45% 42%
40%
35%
30% 27%
25%
2010
20%
2011
15%
10%
5%
0%
2010 2011
4
Source: Comscore MobiLens 3 month avg Dec 2010 and Dec 2011

5. West Palm Beach Adoption – Mobile Devices
35%
32%
30%
25%
22%
20%
2010
15% 2011
10%
5%
0%
2010 2011
5
Currently own a smartphone device (blackberry, iphone, droid, etc.)
Source: Scarborough 2011R1 vs. 2012R1

6. The Landscape
% Mobile Traffic
4%
February 2009

7. The Landscape
% Mobile Traffic
9%
February 2010

8. The Landscape
% Mobile Traffic
18%
February 2011

9. The Landscape
% Mobile Traffic
29%
February 2012

10. The Landscape
% Mobile Traffic
40% ?
February 2013

11. The Landscape
% Mobile Traffic
45% ?
February 2013

12. The Landscape
% Mobile Traffic
50% ?
February 2013

13. Palm Beach Post Mobile Traffic
March 2011 March 2012
13%
21%
13
Source: Omniture Site Catalyst March 2011 vs. March 2012, m.pbpost.com

14. What Makes Mobile Different
 ALWAYS “ON”:
 A typical mobile phone user carries his/her
phone for an average of 14 hours a day.
 ENGAGED:
 US mobile subscribers sent and received on
average 480 text messages per month in Q1
2010
 Currently 100 million active mobile Web users
in the US.
 YOUNG:
 Majority of mobile internet usage are 25 – 44
year olds – Helps fill in the valuable younger
age group for the media property (as age rises
for traditional paper or broadcast property)
14
Source: Mobile Marketer, Classic Guide to Mobile Advertising 8/5/2008, Nielsen Mobile, IAB

15. Mobile Influenced Sales & Engagements
1 in 3 mobile search queries have local intent
Search near Find local store
My Location hours
Find friends Get driving
nearby directions
Browse
Call a local What’s
business Near Me
Now
Locate
a business
on maps
15
Source: Kelsey Group as presented by Google, 2011

16. Demographic characteristics of local mobiles
Total Adults: Smartphone Owners:
1,524,800 489,000
Male 49% 48%
Female 52% 52%
Adults 18 to 44 39% 55%
Adults 45 to 64 32% 34%
Adults 65+ 29% 11%
Hispanic 16% 17%
College educated 58% 66%
Children < age 18 33% 49%
Employed 53% 71%
Retired 25% 10%
Homeowners 73% 75%
Household income less than $35,000 25% 18%
Household income $35,000 to $74,999 39% 34%
Household income $75,000 or more 36% 48%
Year round 94% 98%
Seasonal 6% 2%
Source: 2012 Scarborough Report, Release 1
16

17. How locals are using their mobile devices
Texting and email remain #1 and #2 actions for smartphone users.
#5 News/Weather/Traffic
#3 Search
#4 Maps
#6 Social Networking
17
Household currently has a smartphone (blackberry, iphone, droid, etc.): 489,000
Source: 2012 Scarborough Report, Release 1

18. Mobile is Huge for Local Information Seekers
 95% of smartphone users have looked for local information
 77% have contacted a business after seeing an ad
 44% actually purchased something.
18
Source: Google Ipsos – Think Insights”

19. When Decisions Are Made
Source: Longitudinal Economic Study Series, IRI Attitude Link, n = 1,000+ shoppers. CPG 19
Purchase Decisions. IRI, 2009.

20. Smartphone usage while shopping
Source: Comscore 2012 Mobile Future in Focus

21. Why Search?
92% users researched online then purchased offline – locally
Source: WebVisible & Nielsen Online 2008 Survey 21

22. Local Searches Lead to NEW Customers!
66% of NEW
customers find small
businesses using
search engines
Source: March 2011 (USA). American Express OPEN and SEMPO "Small Business Search Marketing Survey." 22

23. Location, Location, Location
Of the over 17B searches every month…
1 in 5 1 in 3
Desktop searches are related to Mobile searches are related to
location location
23
Source: Internal Google Data 2011

24. The dynamic is changing…
ADVERTISING MARKETING
• Interruptive • Conversational
• Non-personalized • Tailored / Relevant
• Mass audience • 1:1
• One-way • 2 way relationship
• Impression / click metrics • Engagement metrics
24

25. Advantages of Mobile for Local Businesses
 Mobile device is typically one user (not shared)
 Instant engagement
 Easier to gain the attention of a mobile user
 Message stands out… less ad clutter… ownership of sponsorship
message and positioning
 Ads may be targeted to relevant content channels
 Deliver message to an “on-the-go” affluent consumer
 Complements traditional advertising
25

26. Mobile Marketing Tactics
26

27. QR Codes
Most commonly used on Business
Cards, Print Ads and Direct Mail
marketing efforts:
 Business Cards
 In A Print Ad
 In Direct Mail Marketing
 In A Storefront Window
1 in every 5
smartphone owners
in the U.S. scanned
a QR Code
Source: Comscore 2012 Mobile Future in Focus

28. QR Codes - CMG example
Central Texas Auto Dealer Directory
Statesman launching soon…

29. “Deliver coupon or offers directly to customers”
SMS (Short Message Service)
29

30. Mobile Messaging
 Mobile coupons
 3-5x the redemption rate of other
coupons
 Coupon options:
 MMS coupon with barcode image
 MMS with unique coupon code
 Text-only (mention offer or show text at
point of sale)
30

31. Mobile Messaging
 Contests & Sweepstakes
 Faster responses and more personalized
engagement
 Types of campaigns
 Promote contests to subscribers
 Receive contest entries from mobile users
 “Text in to win”
 Advertiser giveaway
 Prizes can be delivered instantly
 Use opt-in solicitation in reply for better ROI
 Thank you for entering to win a trip to the Super
Bowl! Text SA to receive weekly coupons from
Sports Authority.
Thx 4 entering KTVU’s Cirque
du Soleil contest! Winner
alerted on 1/11/13. Rules:
http://bit.ly/uRFbIM
Reply HELP for help, STOP to
cancel. Msg&Data rates may
apply
31

32. Mobile Site Experience: Before
32

33. Mobile Site Experience: After
33

34. Mobile Landing Pages | Mobile Site
Landing Page: Mobile Site:
▀ Single page ▀ Up to 7 pages
▀ One feature ▀ One feature per page
▀ Click to call functionality ▀ Optional custom URL
34

35. Mobile Landing Pages/Mobile Sites
Features – Interactive content within a mobile site
Home Page Slide Show Video Location/Map Form Click to Call Social Links
Each page may contain one feature from these options

36. Top Mobile Display Advertising Categories
Additional Categories:
 Cable / Telecom
 Education
 Law Offices
 Retail
 Home Services
 Travel
 Lottery
 Recreation
 Charity
36
Source: Verve, Local Mobile Index, Q1 2011

37. Average Mobile CTRs by Industry
Top Mobile Ad CTRs:
 Entertainment
 Retail
 Financial
 B2B
 Travel
 Careers / Recruitment
 Consumer Packaged Goods
 Services
 Restaurant
37

38. Do I Need a Mobile Site? YES!
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39. What is IdeaLab?
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