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Growth Through Digital
Stefan Bardega
MediaCom
Trends for growth
1. Mobile
2.Search
3.Data
1. Mobile
22%Of the UK ONLY
access the
internet via mobile
Source: Comscore
85 apps downloaded but only 5-10 used per
week
Source: Flurry Analytics Q1 2012
App ‘retention’ is therefore difficult
Source: Flurry Analytics
Only 4% of apps make it
through to month 12…
Travel apps especially hard to maintain…this
means mobile websites must be optimised
Source: Flurry Analytics
But only 54% are optimised
48%
4%2%
Mobile optimised site Tablet specific site Responsive webdesign
SOURCE: IAB Mobile Travel Audit 2013 Top 60 in category
Mobile optimisation might generate £24m revenue
or 480 jobsTotal Mobile Visits 8,700,000
£24M opportunity
Optimised visits4,698,000
Optimised visits4,002,000
54% Optimised 46% Non-optimised
Actions234,900
Actions120,060
5% conversion 3% Conversion
Revenue £70,470,000 Revenue £36,018,000
£300 Revenue PP £300 Revenue PP
2. Search
Search is a critical part of most journeys
65% of travellers go research online before
deciding where or how to travel
56% say they always start travel booking
process with a search
25% of traffic to travel category is generated
by search
Source: Google
But search is going to change
SuggestAnswer Anticipate
Answering
Suggesting
Suggesting
Universal search based on knowledge graph
Google Now – the voice activated
recommendation engine for mobile devices
Evolution of search, what does it mean ?
• Context becomes more important
• Voice commands change queries
• Longer queries mean more variations
• The long tail gets longer
• Personalisation
• Requires tailored content approach
• How to scale this – need to become a publisher and a utility
3. Data
Average person generates 5k digital
touchpoints per month
Source:Comscore, Mobilens & MediaCom estimate 2013
There are 3 key opportunities for data
Driving 75% improvement in results
Partnerships Location Real-time
Fusing 1st data with Facebook
1st Party
Database
Location data powering services
Location Based Offers Guided Tours using
‘check in’ data
Telematics
Wearables
Real time data enables more relevant responses:
content / messages /advertising /service
Real Time
Social Media Response Times
Real Time
Dynamic Location Advertising
1. Mobile
2.Search
3.Data
Thank You !
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