Mitx Slides July07 1
Transcript of Mitx Slides July07 1
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marketing sciences applied
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Chris Heitmann, EVP One to One Interactive, Managing Director OTOlabs
Stephen DiMarco, CMO Compete.com
Nick Quagliara, M.S IU School of Informatics
Jeffrey Bardzell, Ph.D.
Shaowen Bardzell, Ph.D.
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
Dan Gallagher, VP of Audience & Architecture NetworkWorld
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Disaggregated Media Landscape
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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The Disruption is Now
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Massive change in media consumption
Atomization – started with RSS
Re-aggregation by users
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Disaggregated Media Characteristics
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Consumer Controlled – Permission
Addressable
Modular – scalable by platform
Customizable – personal, timely, location
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Four Disaggregated Media Types
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Widgets
Desktop Widgets
Personal Web Widgets / Start Page Modules
Public Web Widgets
Branded Desktop Apps
Desktop communicators
ScreenMates
Email / RSS
Mobile PlatformsDesktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Desktop WidgetsYahoo Widgets | Apple Dashboard | Vista Sidebar | Google Gadgets
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Desktop Widget Example: Vail Resorts
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Personal Web Widgets / Start Page ModulesMy Yahoo! | iGoogle | Live.com | Netvibes | Pageflakes
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Public Web Widgets
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MySpace – 68mm users
Facebook – 26mm users
Blogs – 60 million identified blogs
Blogger
Typepad
Wordpress
Many more
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Public Web Widgets: Red Bull Roshambull
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Top Public Web Widgets Worldwide
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0
37.5
75.0
112.5
150.0
Slide RockYou PictureTrail PhotoBucket BunneyHeroLabs
Thousands of Users
117mm
82mm
30mm 28mm 25mm
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Branded Desktop Applications (BDAs)
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Stand-alone executable applications driven from internet data sources
Highly configurable, unlimited functionality
Desktop alerts: audio, dialogues, animated
Communicators deliver highly relevant messaging
ScreenMates bring characters to life
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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BDA Examples
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Email / RSS
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Email has nearly universal penetration
97% of online consumers
Email remains a staple of online marketing
94% of interactive marketers use email
5% average click-through since 2003
Use email to seed other platforms
RSS is foundational for widget ecology
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Mobile Platforms
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Apple iPhone
ZenZui – Microsoft Spin-out
Mobile Application Platforms
Windows Mobile
Palm
Blackberry
Brew
J2ME
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Beyond: Smart Devices, Special Platforms and Personal Media Players
Tivo
Apple TV
Emtrace WidgetStation
ModivMedia
Joost
Verizon FIOS
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Using Disaggregated Media
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This is the destination, not your website
Start with anonymous permission
Build a network, not a campaign
Think like a publisher
Build deep roots and gather data over time
Enable personalization and customization
Not just impressions but engagement
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Disaggregated Media Survey
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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6% 5%
17%
21%23%
28%
Less than once
per month
About once per
month
A couple times
per month
About once per
week
About once per
day
Multiple times
per day
44% of online consumers use desktop applications, widgets, gadgets, or modules
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online socialites (people who use social network sites) are slightly more likely (47%); only 4% of respondents have heard of “disaggregated media”
How frequently do you use desktop applications, widgets, gadgets, or modules?(July 2007 N=480 )
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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what desktop applications, widgets, gadgets, or modules do you use?
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1.Instant Messenger (AOL, Google, Yahoo, MSN)2.Google (Desktop, Toolbar)3.Yahoo (Homepage, IMVironments, Toolbar)4.Screensavers5.Mozilla Firefox Plugins
SorryDesktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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30% of daily users spend more than 3 hours per day
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32%
38%
18%
7%5%
Less than 1hour
1 – 3 hours 3 – 5 hours 5 – 10 hours More than 10hours
How many hours per day do you use desktop applications, widgets, gadgets, or modules?(July 2007 N=247)
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Both traditional and viral channels can be effective for distribution
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8%
22%
30%
2%
38%
Online banner ad search engine home website News article Friends, family , or
colleagues
How did you find out about the desktop applications, widgets, gadgets, or modules?(July 2007 N=480)
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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More people are concerned about productivity/wasting time than any other issue
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35%
45% 46%
24% 24%
Privacy Issues ComputerSpeed
Spam BecomingUnproductive
Wasting Time
How concerned are you with the following?(July 2007 N=480)
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Disaggregated Media Design
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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New Architecture, User Experience, and Best Practices
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New architecture, new usability issues
Emerging best practices
Facebook: Four successful design features
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Mental models: traditional applications
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Disaggregated media
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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A simple example: Microsoft Word
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Extending the application online: Word Help
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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An RSS aggregator
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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A simple view of disaggregated media
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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A specific case: Slide.com
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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A B
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Changes in Application Architecture Change
How do I install/uninstall?
Where do I get support?
What belongs to what?
Who has ownership?
What application state am I in?
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Emerging Best PracticesImproving the user experience in the era of disaggregated media
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Research Samples:
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Disaggregated media samples
•Google Desktop
•Screen Mates
•Interactive Wallpaper
•Facebook Applications
•Top 50 by users
•Bottom 50 by users
•Study of hundreds of Facebook
user comments and reviews
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Suggestions for design
Users should almost immediately understand the main features and goals of the application.
1) Set expectations for users
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Unexpected behaviors
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“Couple of fish have swam away and no longer appear in my tank? WTF why is this happening?”
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Unexpected behaviors
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- Virtual money disappearing (Food Fight)
- Sony Music Box user complained, “why does it say ‘morgan has added a new video to HIS’ when I'm a girl!?”
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Suggestions for design
Users should know how and where to initiate install and uninstall operations.
1) Set expectations for users
2) Installation should be easy
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Difficulty controlling application state
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“I spent 2 hours on a grafitti and when clicked I done, this message saying "Building Image..." pops out and I've already been waiting 7 hours
for it to save! DAMN! Is anyone else experiencing this?”
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Difficulty controlling application state
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“Seriously, whats up? Any attempt and button I press to remove it just does nothing.”
(regarding iLike)
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Suggestions for design
Users should know how to get answers to reasonable questions about features, installation, and customization. But don’t overdo it: No one wants to read a 75-page PDF just to use a weather widget.
1) Set expectations for users
2) Installation should be easy
3) Provide appropriate documentation
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Simple overview of key featuresand workflow
Links to more in-depth help
Links to required helperapplications
Regularly updated: Developersremain engaged with product,users
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Suggestions for design
Users like to express opinions, ask for help, and brag about their accomplishments. Offer forums, “walls,” or other simple mechanisms for such expression. Application developers can learn a lot from them.
1) Set expectations for users
2) Installation should be easy
3) Provide appropriate documentation
4) Provide outlets for user discussion
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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1
2
3
4
Users have 4 different ways tocommunicate about thisapplication:[1] extended conversation[2] one-shot statements[3] with the developer directly[4] with Facebook
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Facebook Applications
User counts*
Top Friends 8.8 million
Graffiti 4.9 million
Like 4.7 million
Fortune Cookie 4.5 million
Video 4.3 million
* Note that Facebook opened up it’s platform to 3rd party apps on May 25th.
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Fortune CookieDesktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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User Counts1772 applications
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Researcher Insights (mostly based on Facebook)Developers can interact directly with users, who effectively become beta testers
Discussion boards become social outlet
Brands alone are not sufficient to make the app popular
NFL, NBA, NHL apps
Patriots (140 users)
Colts (109 users)
Sony Music Box (1,600 users)
-Good branded apps can be successful
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Four Successful Design FeaturesInferences Based on the Top and Bottom 50 Apps in Facebook
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Four Characteristics of successful apps
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Self-expressive
Casual Games
Social
Creative
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Self-expressive
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Sharing personal beliefs
Status updates (Twitter)
Favorite bands, movies, etc.
Causes
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Casual Games
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Pick up and play
Goal-oriented gameplay
gaining status or levels
simple competitions between friends
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Social
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Exchange interactions
enhanced poke feature
sending gifts
Fun “magic” predictions
fortune cookie
horoscopes
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!
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Creative
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Mostly simple compositions from preexisting assets
Drawing apps (Graffiti)
Slide shows (Slide/Rock You)
Playlists
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Case Example:Network World iDemandCreating a new audience channel
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About NetworkWorld
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Leading IT networking media brand
Controlled circulation weekly magazine of 170K qualified subscribers audited by BPA
NWW.com has about 1.5M uniques/5M PV monthly
NWW sends out about 12m NLs per month to about 400k NL subscribers
Along with CNN & NYT named one of the 10 great websites in media by B-to-B Magazine July 2007.
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Publishing Landscape
Mailing & print production costs on the rise
Print advertising is in decline
The ability of new media to be measured is attracting more and more marketing dollars
Online’s low barrier of entry has created a crowded marketplace with more competitors
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How Magazine publishing has evolvedUp until 10 years ago…the magazine was at the center
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How Magazine publishing has evolvedIn the last 10 years…the brand is now at at the center
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Key attributes for media brands that need to be reflected in a delivery channel
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Trusted Source: Positively reinforces the brand experienceMobile/Offline: Available to those on the go…online or offlineUniquely Packaged: Content and brand brought together uniquely Personal/Custom: A targeted experience for each user Highly Topical: Enabling a content experience that is highly focused Timely: Take full advantage of the immediacy of the online High-Switching Costs: Easy to stay loyal/hard for competitorsViral: Advocacy tools that enable pass-alongs to broaden the audienceBlended Media: Blending media types into a cohesive experience Community: Enable the audience to connect with each other
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Key attributes and the various delivery channel
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Magazine Email NLs RSS NWW.com ?Trusted SourceMobile/OfflineUniquely PackagedPersonal/CustomHighly TopicalTimelyHigh-Switching CostsViralBlended MediaCommunity
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iDemand
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iDemand Results10k installs in 2 months with 80% delivery/install
6k deliveries count against our controlled circulation of 170k. Only mailing 164k magazines mailed each week with audited circ at 170k
13-15 average monthly interactions per user/month with iDemand compared to 2-3 monthly interactions per user/month on the web.
Advertising click-throughs are 3 to 4 times higher than comparable web positions
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thank you | q&a
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contact information
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One to One Interactive
529 Main StreetCharlestown, MA 02129 Phone: 617.425.7300Fax: 617.242.0632
London, UK1-2 HatfieldsLondon SE1 9PQ, UK Phone: +44.845.095.0200
General Inquiries:[email protected]
web:http://www.onetooneinteractive.com
blog:http://www.otoinsights.com
Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!