september 2014 mobile marketer conference
DESCRIPTION
Scott Stanchak's keynote presentation from the Mobile Marketer conference, held on September 10 in New York.TRANSCRIPT
Scott Stanchak - @ScottStanchak
Director, Mobile Marketing
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@ScottStanchak
What % of Times mobile visits is apps vs. mobile
website?
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The core purpose of The New York Times
is to enhance society by creating, collecting
and distributing high-quality news and
information.
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Times Facts
831K digital subscribers
1.26MM+ average Sunday print subscribers
8.5MM+ average homepage views in 24 hours
iOS apps rank #1 for Top Revenue in News category
Android app ranks #1 for Top Revenue in General & Business category
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Source: NYTCo.com; iTunes Connect; Google Play
Times-Line
Source: NYTCo.com
July 10, 2008iPhone App
Debut
Sept. 7, 2006Mobile.NYTimes
Launches
Jan. 1, 1996NYTimes.com
Launches
April 4, 2014NYT Now Debut
March 28, 2011Digital
Subscriptions
May 10, 2010Android App Debut
Being Where Our Readers Are
PrintPrint WebWeb Mobile WebMobile Web Mobile AppsMobile Apps PartnersPartners
NYTimesNYTimes
The Times is Mobile…
…and Mobile First
Nearly 50% of all Times digital traffic is on mobile
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There are 1.25MM+ apps on App Store
Source: Adjust – July 2014
There are 1.39MM+ apps on Google Play
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Mobile Industry
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63% of apps are discovered via App Store searchSource: Forrester & Nielson – June 2014
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85% of revenue stillresides with Apple
Source: AppAnnie – March 2014
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General News is topindexing iPhone app category
Source: ComScore – July 2014
Android: Search
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Google predicts 85.9Bmobile searches in 2015
Source: Google Insights – July 2014
Source: Search Engine Journal – February 2014
57% of users won't recommend a companywith a poor mobile site
Being Creative
Being Creative
Data Driven Decisions
Great Marketing Can’t Overcome ABad Conversion
Funnel
Great Marketing Can’t Overcome ABad Conversion Funnel
Holiday Device Sales = New User Opportunities
Great Marketing Can’t Overcome ABad Conversion Funnel
1 in 4 U.S. E-commerce Sales Came From Mobile
Source: Custora – January 2014
Black Friday Finances
iOS: $127.92 per order
Android: $105.20 per order
Source: IBM 2013 Holiday Benchmark Report
Great Marketing Can’t Overcome ABad Conversion Funnel
Word of Mouth = Holiday Sales
Great Marketing Can’t Overcome ABad Conversion Funnel
Source: Gartner – July 7, 2014
2013 2014 2015
Tablet 206,807 256,308 320,964
Mobile Phones 1.81MM 1.86MM 1.95MM
Industry Device Sales
24%
3%
25%
5%
Great Marketing Can’t Overcome ABad Conversion FunnelIndustry Operating System Growth
Source: Gartner – July 7, 2014
2013 2014 2015
Android 898,944 1.17MM 1.37MM
iOS 236,200 271,155 301,349
30%
15%
17%
11%
$400BAmount Mobile Marketing Will Generate for U.S. Economy by
2015Source: eConsultancy/Oracle Marketing Cloud - Cross-Channel Marketing Report 2014
Great Marketing Can’t Overcome ABad Conversion FunnelIndustry Time Spent vs. Investment
Source: eConsultancy/Oracle Marketing Cloud - Cross-Channel Marketing Report 2014
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Google predicts 85.9Bmobile searches in 2015
Source: Google Insights – July 2014
MOBILE ANSWER
TakeawaysMake Data Driven Decisions: ROI & Targeting
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Collaboration is Key(Product, Design, Engineering, Marketing, QA, etc.)
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Put Your Users First & Your Marketing Will Always Succeed
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Marketing Can’t Overcome a BadConversion Funnel
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Great Marketing Can’t Overcome ABad Conversion Funnel
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Google predicts 85.9Bmobile searches in 2015
Source: NYT – June 2014
16.7%
What % of Times mobile visits is apps vs. mobile
website?
Questions?
@ScottStanchak