How Mobile Can Transform Local Media
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Tuesday, January 10, 2012
“By the end of 2012 we expect the install base of smart phones to be equal to portable PCs.”[1]
- Lars Goransson, Group VP/GM at IDC Canada
[1] Mobile still vital to Canada’s 2012 growth: IDC
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Tuesday, January 10, 2012
“... [the iPad] has already become the fastest adopted electronic device in history”
(http://gigaom.com/2012/01/07/dunlap-paypal-payment-predictions)
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Why hasn’t local media joined the party?
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1 high costs of ownership
Sourcing, designing, building and supporting multiple mobile devices and form factors can cost up to $150K an app per smartphone device.
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2 loss of editorial freedom
Local media are more likely to present alternative viewpoints whose content may violate guidelines or policies of a platform vendor.
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3 low ROI on mobile adsAlmost half of all mobile ads are viewed by mistake. With local media unable to produce content as often as mass media, traditional advertising strategies have produced poor results.
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How can local media win on mobile?
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“...there’s better long-term potential in a huge audience through a browser than a limited audience through an app.”
-Khoi Vinh, former design director, New York Times
Tuesday, January 10, 2012
33% of Facebook and 50% of Twitter users access content from a mobile device...
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..yet only 12% of local Canadian media has a mobile-optimized website.
http://www.flickr.com/photos/johanl/4375773612/sizes/l/in/photostream/
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And remember...
[1] Mobile still vital to Canada’s 2012 growth: IDC
[2] CWTA Industry Facts
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...app content platforms are not a mobile strategy.
http://www.flickr.com/photos/blakespot/4773693893/sizes/l/in/photostream/
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[1] Mobile still vital to Canada’s 2012 growth: IDC
[2] CWTA Industry Facts
App platforms don’t contribute to organizational learning, don’t provide in-house support and won’t provide any competitive differentiation.
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Context-specific content allows local media to insert itself between the buyer and the seller, converting intent (offering discounts) to purchase (collecting payments).
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Shopcatch aggregates location-specific, time-limited discounts and special offers. Consumers can follow specific retailers or offers.
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The next evolution of the relationship between media and retailers will be marked by the widespread adoption of mobile payments.
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For mass media, the overheads of researching, creating, editing, producing and approving content are unsuitable for real-time, crowd-sourced citizen journalism.
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For individuals, local media outlets are an ideal platform to create, update and support content.
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“Why should I let some young kid with a phone write restaurant reviews on our reputable, trusted platform?” -- media executives everywhere
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Because she’s already creating content on her phone...
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[1] Mobile still vital to Canada’s 2012 growth: IDC
[2] CWTA Industry Facts
Local media no longer owns the means of content production. They are no longer solely content creators.
But local media can still be relevant in digital if they act as content curators.
Tuesday, January 10, 2012
[1] Mobile still vital to Canada’s 2012 growth: IDC
[2] CWTA Industry Facts
Which leads us to the last point...
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Print is a visual medium...
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... whereas mobile is a tactile medium.
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The methods of monetizing print content translate poorly on mobile devices.
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Consider other features of the medium as part of a complete mobile strategy.
Contacts: Sharing and connecting
Camera: Photos and videos
GPS: Location-aware
Notifications: Always-on
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1 embrace ‘local’ web
2
3
Summary
treat local businesses as partners
let citizens contribute to platform
4 embrace the mobile medium
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Resources
• Meeker Says Majority Of Pandora’s And Twitter’s Traffic Is Mobile; Square Transactions Grew 20,000% (http://techcrunch.com/2011/10/18/meeker-mobile-pandora-twitter-square)
• The New Yorker uses mobile app as tour guide (http://www.mobilemarketer.com/cms/news/media/10658.html)
• Altimeter Analyst Rebecca Lieb Riffs on Digital Marketing Today and What’s Ahead (http://www.pulsepoint.com/2011/12/altimeter-analyst-rebecca-lieb-riffs-on-digital-marketing-today-and-what%E2%80%99s-ahead)
• Citizen Journalism, Live From Disney World (http://blogs.wsj.com/buzzwatch/2008/05/08/citizen-journalism-live-from-disney-world)
• An Excellent Example of Citizen Journalism: Twisney (http://www.scottmonty.com/2008/05/excellent-example-of-citizen-journalism.html)
• Khoi Vinh: Publishers Should Be Developing for the Mobile Web Instead of Making Replica Apps (http://www.betabeat.com/2011/07/22/khoi-vinh-publishers-should-be-developing-for-the-mobile-web-instead-of-making-replica-apps/)
• On Twitter People Want to Follow Personal Versus Official Accounts of Journalists (http://thenextweb.com/twitter/2011/12/20/on-twitter-people-want-to-follow-personal-versus-official-accounts-of-journalists/)
• Goings On About Town App (http://www.newyorker.com/online/blogs/goingson/2011/08/goings-on-about-town-app.html)
• Half Of Mobile Ads Clicked By Mistake (http://www.informationweek.com/news/software/bi/229200047)
• New Data: 33% of Facebook Posting is Mobile (danzarrella.com/new-data-on-mobile-facebook-posting.html)
Tuesday, January 10, 2012
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