Upload
cebit-australia
View
752
Download
2
Embed Size (px)
DESCRIPTION
Citation preview
2nd June 2011Sydney Convention & Exhibition Centre
WebForward Conference 2011
Creative Commons Logo
Utilising Mobile marketing – should you write an app?
Julian PetersonOnline Director
Time Out – au.timeout.com
Julian PetersonTime Out
Creative Commons Logo 2 / 14
Introduction
• Clearing out – I found a 2007 marketing plan – no mobile and no social
• Beyond the hype – mobile is everywhere – overtaking PC sales and usage
• Think past the fads – devices will come and go• How does mobile suit you and your aims?• Mobile (like social) is part of an overall strategy
Julian PetersonTime Out
Creative Commons Logo 3 / 14
Who is here?
• Publishing• Government• Advertising or marketing agency• Small company• Large company• Other
Julian PetersonTime Out
Creative Commons Logo 4 / 14
Who has an app or mobile site?
• An iPhone app• Another app• A mobile site• None of the above
Julian PetersonTime Out
Creative Commons Logo 5 / 14
Time Out Sydney & Melbourne
Arts, entertainment, nightlife and food. Magazine, website and weekly newsletter.
Now 3 years old in Sydney and recently launched webites in Melbourne, Adelaide, Brisbane and Perth.
"Lucky publisher" - our content works just as well (or better) in digital. Our readers and our advertisers are moving online with us.
Mobile is going to grow for us - restaurant & bar reviews plus happening events. But we DON'T want to deploy a disappointing product.
Julian PetersonTime Out
Creative Commons Logo 6 / 14
Time Out Sydney & Melbourne
Rather than sell banners into the app, we partnered with Smirnoff who sponsored the whole app.
We review bars and events - they are sold in bars and sponsor events - a perfect match.
We adapted the Time Out London app for use in Sydney and Melbourne -London's also sponsored by Smirnoff and downloaded over 350,000 times.
TigerSpike who wrote all of the apps are based in Sydney.
We released Sydney in October and Melbourne in November.
Julian PetersonTime Out
Creative Commons Logo 7 / 14
Time Out Sydney & Melbourne
Julian PetersonTime Out
Creative Commons Logo 8 / 14
Time Out Sydney & Melbourne
Julian PetersonTime Out
Creative Commons Logo 9 / 14
Good- Sponsorship guaranteed a ROI and no financial risk.- Our 12 month KPIs were smashed in 3 months- At launch our Melbourne app was producing more pages than the site- Sophisticated app was deployed for $0
Challenges- Resources – internal and $ - like anything digital there is an ongoing obligation to resource- Update is required and these days, expected – even if free- Reaction to the advertising- Comments in the app store about the app - even though its better than the Sydney site! No reply. Many rival developers.
Julian PetersonTime Out
Creative Commons Logo 10 / 14
Julian PetersonTime Out
Creative Commons Logo 11 / 14
Julian PetersonTime Out
Creative Commons Logo 12 / 14
The Guardian – website (& iPad)
Julian PetersonTime Out
Creative Commons Logo 13 / 14
The Guardian – app and m. site
Julian PetersonTime Out
Creative Commons Logo 14 / 14
Thanks and keep in touch
• Julian PetersonOnline Director – Time [email protected]