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Small is beautiful: #smartcontent for smart devices
Marc HartogFounder & CEOapptitudestudio.com
@marchartog@apptitudemedia#smartcontent
@marchartog@apptitudemedia#smartcontent
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
@marchartog@apptitudemedia#smartcontent
This is important in that it reflects the tempo at which you need to think@marchartog@apptitudemedia#smartcontent
7.22 billion phones vs fewer than 7.2 billion people, Oct 7th 2014, IBTimes
@marchartog@apptitudemedia#smartcontent
@marchartog@apptitudemedia#smartcontent
@marchartog@apptitudemedia#smartcontent
Disclaimer*
@marchartog@apptitudemedia#smartcontent
*We are making it up as we go along!
@marchartog@apptitudemedia#smartcontent
@marchartog@apptitudemedia#smartcontent
Established1854
@marchartog@apptitudemedia#smartcontent
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BJP app development
Success of iPhone/Apps Font renditionToo much material
@marchartog@apptitudemedia#smartcontent
05 JanuaryAdobe
BJP Adobe dummy
12 AprilMag+
18 AprilStockholm
Odd socks
Confidential – Not for external use
Confidential – Not for external use
2WEEKS
KIT CHECKLIST
SOFTWARE INSTALLED HTML5 FUNCTIONS BONNIER CONTRACT
MAG+TOOLS MAG+TOOLS
BJP PREVIEW ISSUE
PREVIEW ISSUES X3
BJP FIRST FULL ISSUETO ITUNES
BJP SECOND FULL ISSUE TO ITUNESX3 CA, IE & RISK FIRST FULL ISSUE
TO ITUNES
BEGIN DETAILED PLANS X3 CA, IE & RISK
BEGIN BJP FIRST ISSUE
DEVELOP DUMMIES
BRAINSTORMS X3CA, IE & RISK
BJP ISSUE TESTED WITH ADS ETC
TRAINING SCHEDULE X3 CA, IE & RISK
REVISED FLATPLANS X3 CA, IE & RISK
REAL ISSUE WITH ADS X3 CA, IE & RISK
TESTED ISSUES X3 CA, IE & RISK
ITUNES CONTRACT& DOCUMENTATION
INTERACTIVEADS MAKE UP
POC X4BJP, CA, IE & RISK
INITIAL PRESENTATIONS X3CA, IE & RISK
3MONTHS
6MONTHS
Initial presentation
Initiatediscussion Brainstorm
Workflow/ownership
Storyboard app issue
Detailedplanning
A rough guide to mag+Six key areas
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Shrink it?Rethink it.
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Bite-sized chunks of content -£0.69 vs £6.99
@marchartog@apptitudemedia#smartcontent
Same vs different? Content/frequency/purpose?
@marchartog@apptitudemedia#smartcontent
@marchartog@apptitudemedia#smartcontent
@marchartog@apptitudemedia#smartcontent
30 magazines in WHSmiths
218 in newsstand category
‘good enough’ is not
good enough
@marchartog@apptitudemedia#smartcontent
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
@marchartog@apptitudemedia#smartcontent
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
magplus.com
Profitable Digital Publishing Developing Your App Strategy
@marchartog@apptitudemedia#smartcontent
Visibility is really hard(So, cheat)
The most powerful authentication tool
in the world*
(*ahem, built by us)
www.subs-plus.com
@marchartog@apptitudemedia#smartcontent
Rich & targeted push notifications
Segmentation & detailed analytics
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@marchartog@apptitudemedia#smartcontent
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.
@marchartog@apptitudemedia#smartcontent
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.
@marchartog@apptitudemedia#smartcontent
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
@marchartog@apptitudemedia#smartcontent
Recap - deliver an amazing experienceCompliment your online channels, serve as a content hub
If you need some help, say hello@apptitudemedia.co.uk
Bring content to life with a deep, rich, storytelling experience
Don’t build, use technology that others invest $millions in making
@marchartog@apptitudemedia#smartcontent
@marchartog@apptitudemedia#smartcontent
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