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Metroland digital mobile story

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Metroland digital mobile story

  1. 1. Metroland Digital Maor Daniel – Director Business Solution 1
  2. 2. Why Metroland Digital - Mobile • Top Canadian mobile partner • Application design and development for iPhone & Android. • Mobile web development capabilities. • Expertise in SMS campaign delivery • Mobile Marketing Intelligence platform (MMI) • Campaign management • Comprehensive reporting capabilities • ROI analysis • Product based vertical solutions (SaaS) 2
  3. 3. Mobile Marketing Pyramid Smartphone Applications 70% of Smartphone users have downloaded apps Mobile Web 47% of Canadians under the age of 55 have mobile Internet access SMS Messaging 93% of Smartphone users send or receive text messages 3
  4. 4. OUR PROJECTS 4
  5. 5. Real Estate 411 – Mobile Marketing Solution Overview • Over 10,000 realtors and 250 offices use the solution • Delivers real estate information to 100% of handsets with SMS, QR Code and mobile web capabilities. • Direct connection to MLS database automates the setup and launch experience for agents. • Agent dashboard allows to edit mobile website, collects SMS leads and view usage stats. • QR Codes are automatically generated with every new listing. Technology Highlights C#, ASP .Net, jQuery, Ajax 5
  6. 6. Metroland YAP – Small Business Solutions Solution Overview • Metroland YAP - Small Business Initiative • Mobile internet optimization • Over 3,000 SMBs on system currently • 100 template designs • Online sign-up and CRM • Clickt-to-Call functionality Technology Highlights C#, ASP .Net, jQuery, Ajax 6
  7. 7. SMS Shortcode Marketing Statistics: •26 million Canadian wireless phone subscribers at the end of March 2012 • 75% of Canadian households have access to a wireless phone. • Canadians send 267.8 million text messages per day • Source: Sympatico.ca & CWTA Benefits: • Ubiquitous • Highly measurable response rates • No download requirement • Educated user base • Easy to optimize, even after a campaign is in-market • Long tail of SMS is application to person messaging 7
  8. 8. MOBILE PLATFORM CAPABILITIES 8
  9. 9. Mobile Marketing Intelligence • Ability to integrate with multiple short-codes • Real-time reporting interface • Self-service message delivery • QR Code generation • SMS keyword management • Opt-in management & user-flow - Web-based - Hand-set based • Mobile internet connectivity • Database redundancy 9
  10. 10. Online Sign Up Form • Simple form to allow user to self- segment their preferences (e.g. hockey, baseball, weather, news) • Sign-up button placed strategically throughout other digital marketing channels - Website - Email campaigns - Social media • Clicking on sign-up button brings users to the sign-up page • Opt-in flow follows CWTA guidelines • Sign-up form can be optimized for interaction from a mobile device 10
  11. 11. QR Code Generator 11
  12. 12. SMS Campaign Management Statistics • Total number of opt-ins • Granular interactions per user • Amount of push & pull messages • Interacting users’ phone numbers • Real time statistics Capabilities • Multiple secure logins • Self-serve campaign reporting and messaging • Messaging scheduling • White-label capability for agencies or brands • Past campaign logs automatically updated 12
  13. 13. MOBILE TRENDS & PREDICTIONS 2013 13
  14. 14. 48% Smartphone Penetration in Canada Ranking by OS 1. Android 36% 2. Apple 29% 3. BlackBerry 27% Smartphone owners spend on average 2.8 hours per day on their mobile device. How Canadians use their smart- phones: • 90% send and receive text messaging • 70% take photos • 70% send or read email • 54% used apps • 48% check social networking sites • 34% played games Source: The Ipsos Canadian intr@ctive Reid Report 2012 Fact Guide http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=5771 14
  15. 15. Smartphone Apps • Over 500,000 apps in the Apple App Store and Google Play • Blackberry BB10 launched on January 28, 2013 has 70,000 • “Native” apps can use inherent smartphone functionality such as GPS, Gyroscope and Accelerometer • Web based apps give the look and feel of a native app while using a mobile website to deliver content • 84% apps are related to weather information • 79% use app for social networks, Instant Messaging, or blogs • 73% use apps that link to travel, transit, mapping, or navigation information • 64% use apps for video • 61% use gaming apps including arcade, puzzles, action and casino games • 53% news apps for regional, national or international news 15
  16. 16. Tablet Devices • Canadians 2.4 hours spent on Tablets • 20% of Canadians currently own a tablet • 54% watch video, • 49% get weather info • 41% local news • 2012 was the first time that ebook sales have accounted for more revenue than hardcover books, up 28% on last year. • 10% of tablet owners watch video every day vs. 3% of smartphone owners 16
  17. 17. Mobile devices account for 20% of web traffic WEB TRAFFIC BY DEVICE TYPE • PCs, including desktops and laptops, account for 79.8 % of online traffic. • Smartphones represent 14.6 % • Tablets take 5.6 %. http://www.macobserver.com/tmo/article/mobile_devices_account_for_20_of_web_traffic_in_us_canada http://www.cellular-news.com/story/58390.php?s=h 17
  18. 18. Google Analytics to measure mobile web traffic • A lot of Google searches are done from mobile devices. • View mobile traffic for your website as a percentage of overall traffic in the Audience report. 18
  19. 19. The new Google AdWords ENHANCED CAMPAIGNS • Set up campaigns across all devices based on their location, time of day. • Track calls and app downloads as conversions in their AdWords reports. • Google is removing the device targeting functionality that is currently available. • All keywords will trigger ads across all devices. WHAT THIS MEANS • SMBs without a mobile strategy could be unintentionally seen on smartphones • SMBs will have to develop landing pages for the 'lowest common denominator’ http://www.mobilemarketer.com/cms/news/advertising/14752.html 19
  20. 20. CONNECTING WITH THE CONSUMER 20
  21. 21. Mobile Couponing – User Behavior • 90% of CPG coupons were from free standing inserts. • 10% of the overall couponing is mobile • Mobile coupons have a10% redemption rate, compared to 1% for traditional print and PC coupons • 10% of mobile phone want to receive coupons from retailers in exchange for ads. • 32% want to receive coupons to their cell phone based on where they are at the time. • 24% want to swipe their cell phone at a point of sale terminal or scanner 21
  22. 22. Mobile Coupons - Benefits Delivery Options SMS promotions retail and manufacturer apps coupon-specific apps email offers mobile barcodes Passbook Benefits Easier and less costly to set up Change offers on the go Track and monitor Segmentation Deliver based on customer location 22
  23. 23. SMS Usage • One fifth of mobile phone users (18%) have sent or received a text message from an organization in the past • On average, it takes 90 minutes to respond to an email, but 90 seconds to respond to a text message 23
  24. 24. Apple Passbook • Passbook serves as a mobile wallet to let consumers save “passes” and offers from vendors they visit on mobile web. • Passes are triggered by location to alert consumers when they are near a store and can redeem an offer. • Messages from Passbook are “pushed” to a users cellphone like an SMS message 24
  25. 25. Mobile Social • For the first time this December Facebook’s Daily active users (DAUs) were greater on mobile at 680 million then desktop at 618 million • Facebook’s mobile user base is growing at 57% a year Vs. 28% for desktop 25
  26. 26. Desktop Vs. Mobile Web KEY FEATURES • Simplified layouts and navigation optimized for the mobile screen • Prioritization and summaries of key pages and calls to action • Design that reflects existing brand and website • Faster load time for on-the-go browsing • Social media and sharing elements • Location features that helps people find and get to you (GPS) • Live links to maps, emails and phone numbers for easy conversion 26
  27. 27. Responsive Website • Responsive design provides a consistent user experience across devices. • Responsive webpages are composed of elements that size, shape, and place themselves based on the width of the browser screen. • Responsive design is key for websites with strong mobile traffic. • Google ranks sites optimized for mobile higher in mobile and desktop searches. 27
  28. 28. Mobile Web – User Expectations WHEN THINGS GO WRONG • 50% of people said that even if they like a business, they will use them less often if the website isn’t mobile-friendly • 48% said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business. WHEN THINGS GO WELL • 74% of people say they’re more likely to return to a mobile friendly site in the future. • 67% of mobile users say that when they visit a mobile-friendly site, they’re more likely to buy a site’s product or service 28
  29. 29. Responsive Website • Responsive design provides a consistent user experience across devices. • Responsive webpages are composed of elements that size, shape, and place themselves based on the width of the browser screen. • Responsive design is key for websites with strong mobile traffic. • Google ranks sites optimized for mobile higher in mobile and desktop searches. 29
  30. 30. Business Solutions What do we do? We design, develop & execute sustainable digital solutions for Metroland’s advertisers using social, mobile, web and search-based products & services and by integrating our Advertisers into our existing online properties. Who do we work with? We work with all of Metroland’s sales teams What’s our goal? Our goal is to increase Metroland’s digital revenues & profits while maximizing Advertiser ROI How do we do what we do? We analyze digital trends, competitive landscape, feedback from the field & potential partnerships to create the best digital products and services to meet the changing needs of our Advertisers. 30
  31. 31. Metroland Digital Solutions Pyramid CRM ENGAGE REACH PRESENCE 31
  32. 32. The Digital Product Mix Customer Relationship / Loyalty / Referral Content Reputation Social Media Search Engine Reporting & Creation Management Management Optimization Analytics Search Engine Flyers, Coupons & Email Video Paid Listings Banner Advertising Marketing Deals 32 Web Design Mobile Design Business Profile & Articles
  33. 33. 2013 is going to be amazing! 33

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