small is beautiful: #smartcontent for smartphones

Small is beautiful: #smartcontent for smartphones

Marc HartogFounder & CEOapptitudestudio.com

@marchartog@apptitudemedia#smartcontent

http://apptitudestudio.com

Hej Google . Finns det fler iPhones säljs varje sekund då det finns barn som föddes på planeten ??

1 Billion smartphones sold in 2013 (IDC)

That’s 32 smartphones per second

Which means 7.5 smartphones are born for each baby born

And that’s a LOT91% of all people on earth

have a mobile phone.

56% of people own a smart phone

50% of mobile phone users use mobile as their primary

internet source

80% of time on mobile is spent inside apps

Mobile web adoption is growing x8 faster than web adoption did in the 1990s and early 2000s


This is important in that it reflects the tempo at which you need to think@marchartog@apptitudemedia#smartcontent

Full-year app revenues forecasted to grow to $20.4 billion in 2013 and $63.5 billion in 2017

82 billion apps were downloaded worldwide in 2013growing to 200 billion+ by 2017

Local Mobile Ad Spend is going to grow from $800M to $18B by 2016

61% of people have a better opinion of brands when they offer a good mobile experience

Android selling more than iPhone But iPhone users spend more on apps

25% of international media and marketing executives see mobile as the most disruptive force in their industry

What about the other 75%? What about you?@marchartog@apptitudemedia#smartcontent

7.22 billion phones vs fewer than 7.2 billion people, Oct 7th 2014, IBTimes


Disclaimer*


*We are making it up as we go along!


Jobs introduces iPad

Tablets become our robot overlords


Established1854


BJP app development

Success of iPhone/Apps Font renditionToo much material

Shrink it?Rethink it.


Bite-sized chunks of content -£0.69 vs £6.99


Same vs different? Content/frequency/purpose?



30 magazines in WHSmiths

218 in newsstand category

‘good enough’ is not

good enough


“a periodical publication containing articles and illustrations, often on a particular subject or aimed at a particular readership.”

A magazine is

Oxford English Dictionary


“a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience”

Content Marketing is

American Content Marketing Institute


“a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience”

Magazines are content marketing

“a periodical publication containing articles and illustrations, often on a particular subject or aimed at a particular readership.”


The world has gone content crazy

#everysingleminute

2.5m Facebook content shares

300,000 tweets

200m emails

48,000 iOS app downloads

72 hours video uploaded

4m google searches

That’s 72 hours, every minute

That’s 3 days a minute

of new content being created

and THAT is your competition

2. By delivering it in an amazing way:with a rich, story-telling app experience

So how do you rise above the noise?

1. By delivering amazing content: with a magazine mindset

350 years of content marketing experience1663 The world's first magazine – Erbauliche Monaths-Unterredungen (Edifying Monthly Discussions) is published in Germany

1731 The first modern general-interest magazine, The Gentleman's Magazine is published in England

1843 The Economist begins examining news, politics, business, science and the arts

1854 British Journal of Photography is published for the first time

1896 The first pulp fiction magazines are printed on cheap wood pulp paper with ragged untrimmed edges

1923 Time, the first U.S. newsmagazine, is started by Henry Luce

1953 Playboy opens with Marilyn Monroe on the cover

2010 Mama becomes the first Swedish magazine to launch on the iPad, published by Bonnier

1967 Rolling Stone demonstrates the popularity of special-interest magazines


have pace

Shouldn’t amazing content

tell a story

educate

or simply surprise or delight the reader

in other words

(which is still the most trusted source of content media)

be just like a magazine?

and rhythm

or inform

have structure and purpose


and thatnumber

reaches 96%for those under 25

91% of adults readmagazine media

More than 170 magazine brands havethrived for more than 50 years

only 13TV programs can say the same

are magazine media brands

Magazines are #1 versus all media in reaching super influential consumers

Magazines reach more adults and teens than the top 25 primetime TV programs

Magazines outperform TV and online for critical purchase drivers

Magazines are more trusted,

inspiring and influential

than any

other media

79 of the 100 top-grossing iPad lifestyle apps

magplus.com

Profitable Digital Publishing Developing Your App Strategy


Visibility is really hard(So, cheat)

The most powerful authentication tool

in the world*

(*ahem, built by us)

www.subs-plus.com


http://www.subs-plus.com

Rich & targeted push notifications

Segmentation & detailed analytics


Intelligent marketingcampaigns Track everything!



Everyone is on their smartphones and tablets.

Recap - changing behaviour

Consumer behaviour has changed.

The smartphone and tablet is where you need to be to get your message to your audience.


The world has gone content crazy.

Recap - content bonanza

There is more content than ever before.

You need to cut through the noise by delivering amazing content in an amazing way.

Mostly badly conceived and poorly delivered.


Recap - magazine mindset Content marketers can learn from editors and publishers

Study the industry which has been doing this since 1663

You need to create quality content with pace & rhythm


Recap - deliver an amazing experienceCompliment your online channels, serve as a content hub

If you need some help, say [email protected]

Bring content to life with a deep, rich, storytelling experience

Don’t build, use technology that others invest $millions in making

mailto:[email protected]

What will you be wearing?


What’s next?