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. 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
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. 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. 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
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. 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
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
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. 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. 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. 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. 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. 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
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. 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. 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. 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. 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. 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. 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. 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. 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. 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
