Presentation given at the 12 annual marketing to the Rural Sector Conference, held in Auckland, NZ August 27-28th. This paper looks at latest consumer trends & consumer behaviour, the impact of smartphones and tablets to farmers, and developing campaigns to engage them.

1. Marketing to the Rural Sector
Auckland August 27-28 2012!
Opportunities to
communicate with rural
mobile users
Brent Williams!
brent@nurve.co.nz

2. Agenda!
1. Market snapshot
trends, behaviour and influence!
2. Uptake in the rural sector!
3. Developing engagement
with the mobile audience!
4. Ap’s & mobile sites!

3. NZ Smartphone adoption
11%!
44% NZ population
Up from 20% Sept 2011 Rural population
Australia 52% (Sept 2011 37%)
Based on Google & IDC's Consumerscape 360 study

4. NZ tablet adoption
7%! mid
2013
20%!
Ericsson's
ConsumerLab
2012

5. Number of Kiwi subscribers to wireless
broadband
2,946,260!
Includes 3g connected computers

6. THE AVERAGE KIWI
SMARTPHONE USER
CONSUMES !
6.2 HOURS!
OF MEDIA PER DAY !
MOBILE
DEVICES
&
MEDIA
CONSUMPTION
IN
NZ:
A
‘NEW
WAVE’
TAKES
SHAPE
-­‐
2012

7. 80%
kiwi’s
use
smartphone
while
doing
other
things
Google 2012 ourmobileplanet.com!

8. 64%!
use a mobile
while also using a
computer!
Google 2012 ourmobileplanet.com!

9. 63%!
while watching TV!
Google 2012 ourmobileplanet.com!

10. 24%!
would give-away their !
TV !
rather than give-away!
smartphone!
Google 2012 ourmobileplanet.com!

11. Key insight
1! 2! 3!
FRAGMENTATION UTILITY INTEGRATION
Smartphone Once people own Multi-tasking
users have one, their use & means
fragmented loyalty of the opportunities
media device, or for integration
consumption utility using
habits is high cross-media
campaigns

12. of smartphone owners!
65 %!
mobile is primary "
way of going online"
How
do
you
typically
go
online
to
surf
the
web?
MOBILE
DEVICES
&
MEDIA
CONSUMPTION
IN
NZ:
A
‘NEW
WAVE’
TAKES
SHAPE
-­‐
2012

13. access the internet at least once a day from smartphone
56 %
51%
45%
41%
24%
Social
video
sites
emailing
search
networking

14. Mobile is now a key access point for additional
information
% %!
41 ! 53
preform search ! are looking for
every day! product info!

15. Where do kiwi’s search for products and
services?
41% ! 25% ! 21% ! 14% !
from home! on the go! at work! in store!
Based on Google & IDC's Consumerscape 360 study

16. Behaviour after searching
67% .............. Visited the business
52% via website
50% via store
67% ………… Contacted the business
50% called
47% looked up directions/map
….....…. Made a purchase
39% 30% in-store
23% online
17% ….....…. Have told others
11% wrote a review
10% made recommendation
Based on Google & IDC's Consumerscape 360 study

17. Response to advertising
TV Shop/Business
50%! 48%!
57% !
Magazines Poster/Billboard
Have searched!
after seeing 39%! 35%!
an ad on…!
Based on Google & IDC's Consumerscape 360 study

18. Attitude to ad’s on mobile devices
Comfortable with ads! Ok for ads in free apps!
30% 77%
IAB
presents…understanding
the
smartphone
user
in
NZ
-­‐
3DInterac[ve
&
Great
Sites

19. where do kiwi’s notice ads
on their smartphones?
86 %!
43% ………in an app
of smartphone users notice ads!
42% ………on a website
33% ………using a search engine
20% ………watching a video
18% ………on a video website
18% ………on a retailer website
Based on Google & IDC's Consumerscape 360 study

20. influence
66% mobile users say that mobile advertising
has influenced their purchase decision!
Awareness
44%!
introduce
you
to
something
new
Favourable
Opinion
25%!
Provide
you
with
be^er
op[ons
Considera[on
find
something
nearby
25%
25%! 12%!
reconsider
a
purchase
12%
Shopping
11%!
influenced
in-­‐store
purchase
Sales
14%!
buy
using
mobile
IAB
presents…understanding
the
smartphone
user
in
NZ
-­‐
3DInterac[ve
&
Great
Sites

21. As an influence on purchase behaviour
4%
12%
22%
32%
58%
35%
37%
Mobile has surpassed: print,
in-­‐store
&
desktop/laptop,
in
purchasing
behaviour
IAB
presents…understanding
the
smartphone
user
in
NZ
-­‐
3DInterac[ve
&
Great
Sites

22. Key insights
1! 2! 3!
FAST GROWTH CHANGE IN MEDIA CONSUMER
CONSUMPTION BEHAVIOUR
Smartphone media usage is Massive change
market is growing HUGE in Consumer
fast Behavior
Driven by cheap Smartphones have Actively using
devices (given away quickly overtaken smartphones in
on plans) new most other forms of research & the
devices (iphone 5), media. influence of
purchase decisions

23. iPhone?!?! Kick it in the guts Trev
…those things are for townies!
…mmm
…I meant to say
WTF, ROTFLMAO,
GIB!!!!

24. 59 %!
US farmers own a !
smartphone !
20%
a tablet, mostly iPad !
!
16%
plan to upgrade in
the next 6 months!
http://www.agweb.com/article/farmer_adoption_of_mobile_technology_on_the_rise/!

25. 23 %!
Australian!
Dairy farmers !
own a smartphone !
30%
say they will upgrade
in the next 12 months!
Dairy Australia's latest national dairy farmer survey!

26. 32 %!
Kiwi Farmers!
(estimate)!
Based on a 11% Google
result (or 4.8% total pop)
& rural population of 14%
(2006 census)!

27. “
in
my
opinion,
the
iPad
will
become
one
of
the
most
valuable
tools
to
the
modern
farmer
Gary
Chambers,
farmer,
Drumheller,
Canada

28. The smartphone is a serious
business tool!
The smartphone is an industry
game-changer!

29. What’s driving it?

30. …just google “best ag apps”

31. Even .gov are getting into the act

32. Blogs, specific to needs of the mobile farmer

33. Kiwi farmers are ahead of the Pro’s
Dan Smith, a sheep & beef guy who works seven
different blocks in Wairarapa & Carterton. !

34. Kiwi farmers are ahead of the Pro’s
“ I saw a gap in the
farming market for an
application that would
not only save farmers
time, but thousands of
dollars in equipment!

35. Control Screen Vision Zone Water Use
Large, easy-to-use buttons Provides a quick view of each View daily water usage and
provide simple control of irrigation pivot’s position and detailed measure irrigation by depth,
rates, or get full control with a status information volume or coverage
Premier subscription

36. Key insight
1! 2! 3!
GROWTH SOPHISTICATION STEREOTYPE
Expect rapid Expect farmers Don’t let
uptake of to quickly Barry Crump
Smartphones & understand how syndrome fool
Tablets in rural to use them as you into
areas over the a tool (to save complacency
next 12 months time & money)

38. The bridge
QR codes are your bridge between
old and new media…

39. Design
…doesn't need to be boring!!

46. … you’re only limited by your imagination

50. Image credit: http://tappinn.com/public/lookbook/#/1/

51. Image credit: http://tappinn.com/public/lookbook/#/1/

52. Image credit: http://tappinn.com/public/lookbook/#/1/

53. Image credit: http://tappinn.com/public/lookbook/#/1/

55. Image credit: http://tappinn.com/public/lookbook/#/1/

60. Key Insight
1! 2! 3!
BRIDGE DESIGN ENGAGEMENT
QR codes are Requires smart Make product
cheap and offer thinking & information more
plenty of planning but accessible
opportunity for plenty of (after sale)
cross media opportunities to
campaigns be creative Create
engagement with
purchaser while
in-store

62. You’re taking customers on a journey!

63. experience
QR is the first step in driving people to
your objective. So …
• Placement: Consider the context
– Where will people use it?
– What will be their expectation?
• Who are you trying to reach?
• What are you trying to achieve?
• Does it make sense?
REMEMBER!!!"
They will be using a mobile device

64. So? Where are we taking them?
ap’s-ville! website!

65. The App route
The Pro’s…! The Cons…!
• ACCESS: Can Access content • High development cost
offline (no wifi or 3g) (difficult or specialized
language)
• UTILITY: Good for solving a problem
or specific user need (tool) • App store qualification
• Opportunities for advertising • Different Aps for different
devices (form factor)
iPhone, different flavours of
android + tablets. Focus
one the one with ROI.
• Not good for dynamic
information

66. The website route
The Pro’s…! The Cons…!
• Easy to develop • Needs access to the internet
(standard & open technology) (Wifi or 3G)
• Wide Scope (solves general • Not as good for tools/utility
• New design methods needed
user needs)
• Easy to change on the fly
• Allows for campaign specific
microsites

67. Responsive web sites
Depending
on
screen
size
&
orienta[on
it…
Automatically
changes the size &
placement of images
Menu’s
are
Automatically adjusts
point size of copy big
oden
using
smartphone’s
OS
It’s
FLUID

69. Key Insight
1! Landing page must be mobile friendly
2! 3! 4!
Copy, images & Landing page Keep it SIMPLE!
menu’s must be must link directly to Small screen +
easy to see & use persons person will be on
on an smartphone/ expectation the move
tablet screen (context)
Needs to look GR8 on Desk Top browsers 5!

70. About Brent!
Brent has been a been a previous
speaker at this confrence covering
topics focused on digital marketing to
the Agri sector. !
!
He has had a long career in the media
industry, spanning over 20 years,
working in places like London, Boston,
NY & Sydney. He returned to NZ three
years ago, working for AdPlus/Tracta
and early last year formed his own
agency NURVE based in Napier. !
!
Brent has an MBA and post grad
degree in Marketing from MGSM in
Sydney!
!
For more info see:!
www.nurveco.nz!
www.linkedin.com/in/br3n7 !

71. nurve.co.nz/agri2012!