Download - Metroland digital mobile story

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Page 1: Metroland digital   mobile story

Metroland Digital

Maor Daniel – Director Business Solution

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Why Metroland Digital - Mobile

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• 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)

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Mobile Marketing Pyramid

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Smartphone

Applications

70% of Smartphone

users have downloaded apps

Smartphone

Applications

70% of Smartphone

users have downloaded apps

Mobile Web

47% of Canadians under the age of 55 have mobile

Internet access

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

SMS Messaging

93% of Smartphone users send or receive text messages

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OUR PROJECTS

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Real Estate 411 – Mobile Marketing

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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.

C#, ASP .Net, jQuery, Ajax

Technology Highlights

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Metroland YAP – Small Business Solutions

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Solution Overview

C#, ASP .Net, jQuery, Ajax

Technology Highlights

• 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

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SMS Shortcode Marketing

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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

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MOBILE PLATFORM

CAPABILITIES

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Mobile Marketing Intelligence

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• 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

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Online Sign Up Form

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• 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

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QR Code Generator

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SMS Campaign Management

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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

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MOBILE TRENDS

&

PREDICTIONS 2013

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48% Smartphone Penetration in Canada

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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

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Smartphone Apps

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• 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

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Tablet Devices

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• 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

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Mobile devices account for 20% of web traffic

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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

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Google Analytics to measure mobile web traffic

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• 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.

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The new Google AdWords

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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

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CONNECTING WITH THE

CONSUMER

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Mobile Couponing – User Behavior

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• 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

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Mobile Coupons - Benefits

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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

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SMS Usage

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• 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

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Apple Passbook

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• 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

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Mobile Social

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• 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

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Desktop Vs. Mobile Web

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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

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Responsive Website

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• 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.

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Mobile Web – User Expectations

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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

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Responsive Website

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• 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.

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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.

Business Solutions

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Metroland Digital

Solutions Pyramid

PRESENCE

REACH

CRM

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ENGAGE

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The Digital Product Mix

Web Design Mobile Design

VideoSearch Engine

MarketingBanner Advertising

Social Media

Management

Reputation

Management

Content

Creation

Paid Listings

Business Profile & Articles32

Customer Relationship / Loyalty / Referral

Flyers, Coupons &

DealsEmail

Search Engine

OptimizationReporting &

Analytics

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2013 is going to be amazing!

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