analysis of digital trends by stefan bardega, media.com
TRANSCRIPT
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Growth Through Digital
Stefan Bardega
MediaCom
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Trends for growth
1. Mobile
2.Search
3.Data
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1. Mobile
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22%Of the UK ONLY
access the
internet via mobile
Source: Comscore
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85 apps downloaded but only 5-10 used per
week
Source: Flurry Analytics Q1 2012
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App ‘retention’ is therefore difficult
Source: Flurry Analytics
Only 4% of apps make it
through to month 12…
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Travel apps especially hard to maintain…this
means mobile websites must be optimised
Source: Flurry Analytics
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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
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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
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2. Search
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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
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But search is going to change
SuggestAnswer Anticipate
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Answering
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Suggesting
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Suggesting
Universal search based on knowledge graph
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Google Now – the voice activated
recommendation engine for mobile devices
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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
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3. Data
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Average person generates 5k digital
touchpoints per month
Source:Comscore, Mobilens & MediaCom estimate 2013
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There are 3 key opportunities for data
Driving 75% improvement in results
Partnerships Location Real-time
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Fusing 1st data with Facebook
1st Party
Database
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Location data powering services
Location Based Offers Guided Tours using
‘check in’ data
Telematics
Wearables
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Real time data enables more relevant responses:
content / messages /advertising /service
Real Time
Social Media Response Times
Real Time
Dynamic Location Advertising
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1. Mobile
2.Search
3.Data
Thank You !