Mobile First. Mobile Now. A Look at Mobile Media Consumption
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Presentation by PR Newswire Global Director of Emerging Media – Michael Pranikoff – at the Business Development Institute B2B Mobile Leadership Forum in NYC on May 23, 2013 (#bd1 ). This presentation takes a look at the changing media consumption habits in the US and how the usage of mobile devices is changing the ways that marketers – and specifically B2B Marketers – need to think about the content that they are producing.
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Mobile First. Mobile Now. A Look at Mobile Media Consumption
- 2. Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff
- 3. PR Newswire is the global leader in innovative communications and marketing services, enabling organizations to connect and engage with their target audiences worldwide
- 4. PR NEWSWIRE’S CONTENT DISTRIBUTION NETWORK 250+ MOBILE PARTNERSHIPS SOCIAL MEDIA PRN’s social feeds + social sharing buttons GLOBAL NETWORK OF 9,000+ ONLINE NEWS SITES AUTOMATIC POSTING TO OWNED MEDIA INFRASTRUCTURE PRNEWSWIRE.COM Averages 1.5+ Million monthly unique visitors, with industry-leading search visibility 200,000+ GLOBAL MEDIA OUTLETS BROADCAST + ONLINE VIDEO DISTRIBUTION TARGETED DISTRIBUTION Find relevant influencers by Industry, region and/or topic PRN’s MEDIA SITE For registered journalists & bloggers from 27,000+ Media Outlets Content Amplification Through Our Syndication Network
- 5. We have the distribution & syndication network to AMPLIFY your content. Our products & services help you continually ENGAGE your target audiences. We have the resources to make your content more VISIBLE.
- 6. Growth = Opportunity Mobile Growth has outpaced desktop web growth 8X Smartphone sales passed PC Sales in 2012 PC 100M+ Desktop Internet 1B+ Mobile Consumer 10B+ Source: Morgan Stanley
- 9. Mobile Internet Traffic 18% USA 25%Asia 30% Africa Source: Google The New Multiscreen World – August 2012
- 10. Multi-platform Consumption Is Today’s New Reality. 1 in 3 minutes spent online is now spent beyond the PC.
- 11. 37% of ALL Media Consumption in the US was via a Mobile Device in 2012 Source: Comscore U.S. Digital Future in Focus – February 2013
- 12. TV No Longer Commands Our Attention Source: Google The New Multiscreen World – August 2012
- 13. 77% of TV Viewers Use Another Device at the same time in a typical day Source: Google The New Multiscreen World – August 2012
- 14. Source: Pocket Your Shop 91% Of Adults Have Their Phone Within Arms Reach 24/7
- 15. Time & Location Impact what we do with our mobile devices Source: Google The New Multiscreen World – August 2012
- 17. Source: Comscore U.S. Digital Future in Focus – February 2013
- 18. 3 Out Of 5 Searches Are Done Via Mobile Devices Today Source: Google The New Multiscreen World – August 2012
- 24. 14%African Americans are less likely to own tablets devices than Caucasians….but
- 25. 56%African Americans are bigger news consumers on the devices than Caucasians
- 26. 24%Hispanics are just as likely as Caucasians to own a tablet
- 27. 37%Hispanics are just as likely as Caucasians to be daily news consumers on the device
- 28. 51%Hispanics are more likely than Caucasians to own a Smartphone and to be a daily news consumer via the device.
- 29. March 2013 - 748,0000 Mobile Web site release views Up 90% over prior year Source: PR Newswire Analytics – March 2013
- 30. Since 2012 Accesses of our Multimedia Content 10% - 14% Increase Every Month Source: PR Newswire Analytics – March 2013
- 31. Making Your Content Easy For Your Direct Audience
- 32. Making Your Content Easy For Your Direct Audience The IR App from PR Newswire Easy-to-launch, solution to simplify your communications strategy to reach a mobile shareholder audience. Live in 2-3 weeks Proprietary CMS tool for easy updates Push notifications Investor sign-up/opt-in Content sharing social/email Available via Apple’s App Store, iTunes and Google Play
- 33. What Do You Need To Do To Reach Your Audience?
- 37. Use Less Words
- 39. Content Must Be Mapped To Business Objectives
- 40. Content Must Be Appealing
- 42. Plan For The Future
- 43. 1 CONVERGENCE of Paid/Earned/Owned is blurring lines between PR, Advertising & Marketing 2 SYNDICATION through a variety of channels is critical in achieving organic audience engagement. 3 AUTHORITY is created through content within context which is easily curated by your target audience and algorithms. 3 KEY TAKEAWAYS
Notas del editor
- The fast paced growth of mobile devices in the country continue to change the way that we as Americans access content. Whether that content is going to be geared toward a specific type of consumer or the everyman, people now have access to more information and services than ever before in history. The ability to walk down the street and then walk into a store to look at a product, today we can check prices for that product from anywhere in the world and check to see what others think about that product. The same can be said for professional services, highly technical products, or any other facet of B2B commerce.
- As the explosion of mobile has changed the once dominant PC world, the mobile devices themselves are continuing to diversify. While the first tablet device was produced many years before the iPad came out; when Apple released the iPad, it changed how people thought and acted with these devices just as they did when the iPod came out into the MP3 Player marketplace. Sometimes it’s not about being the first to market; it’s about understanding what the market truly needs.
- As the market has diversified and evolved in the “First World”, don’t underestimate the useage of the feature phone in other parts of the world.
- Both categories of activities on Smartphones and Tablets show how Access to Search and Access to News are important. As a marketer, we need to think about how are doing at reaching these mobile audiences. Can our content be accessed and consumed easily on these devices? Can our content be viewed easily? Shared and used? This to your own corporate websites, how much of that content is sitting on your site in heavy PDF files. This content is not easily accessed, viewed, or even found by search on mobile devices. It’s not to say that they can’t be used, but someone would really have to want that information to take the steps needed to easily view that content….and I for one don’t think that many are willing to wait around to make that happen.
- Within the realm of visual content, there are a ton of different forms you can use. With videos you can create explainer videos, interviews, product demos, behind the scenes tours and how-to's. With images you can create infographics, memes, SlideShare presentations, comics, animated GIFs and more! We love visual content because it is fun to create and people love to share it for us.
- Visual elements are so important today both in online and mobile experiences. From great images and inforgraphics to using Slidesahrepresenations or today animated GIFs, there are tons of options. Videos can work too, but you need to make sure that you are using an HTML5 video player. Short videos, interviews, product demos and more – but remember for the mobile experience, short with a call to action. Most of all, create a visual element that helps to “stop the swipe”.
- Your content should not look like textbooks when opened. Be sure to focus on "scanability" and how it looks on mobile devices because many times they will only briefly scan through your content.
- Content must be mapped to business objectives – whether you are simply looking to position yourself as a thought leader or you are looking to drive more tangible results, your content strategy must support your business objectives so that you are driving results that will have an impact on your organization.
- Content must be appealing – If your content isn’t interesting, engaging, useful or appealing to your audience, they won’t care. They won’t read it; they won’t share it; they won’t act on it. It will just be more noise.
- Content should include specific ‘Calls to Action’ – Whether the “Calls to Action” are focused on sharing the content or asking the audience to provide you with information in exchange for the content or lead to an immediate sales opportunity, CTAs are critical to measuring the results of your content marketing efforts. If you have a benchmark like State Farm did, you can measure against that.