Mobile Marketing, a copy of the presentation delivered by Mark Challinor, Telegraph Media Group from the CIM Peterborough, Digital Marketing Boot Camp held on 25th May 2011 at Perkins Innovation Centre

1. Phones or shoes?
Double the 2-5 year olds
can play with a smartphone app (19%)…
…than can tie their shoes (9%)
2010 AVG study

2. Mobile Marketing
A new interaction and revenue stream … lessons from the news publishing industry
Mark Challinor, Director of Mobile and Interactive Services, Telegraph Media Group

3. 1

4. UK quality newspaper market
Average Daily Readership (000's)
2,000
1,800
1,751
1,600
1613
1,400
1,200
(000's)
1,000 1130
800
600
556
400
391
200
0
es
ph
es
n
t
en
ia
m
m
ra
rd
nd
Ti
Ti
g
a
le
pe
e
Gu
l
ia
Te
Th
de
nc
e
ily
In
Th
na
Da
e
Fi
Th
Source: NRS Oct 09 – Sep 10

5. Europe
Newspapers: 2,398
North America
Newspapers: 1,577
Middle East
Newspapers: 272 Asia
Newspapers: 5,071
Africa
Newspapers: 400
Latin America South Pacific
Newspapers: 1,400
Newspapers: 89
2

6. INMA: Our focus in 2011
Theme: practicalities of transition from “news on paper” to multi-media
1. Culture change,
processes to support
transition
2. Paid content
opportunities in
“passion niches”
3. Integrating advertising
sales
4. Reallocation of
marketing
5. Revenue opportunities
with mobiles/tablets

7. Are we aware of where our customers
are or are moving to?
We envision literally, a billion people
getting inexpensive, browser-based
touch-screen devices over the next
few years”
Eric Schmidt, CEO, Google, 2011

8. Environment: Mass Market Factors?
• Individual mobility up
• Sense of community changes: change from geography to
interests (25 yr old London/NYC)
• Consuming more media, but in smaller bites
• Multi-task activities more than ever
• Technology transforming the market
esp. net, mobile

9. Mobile Attributes
• Ubiquitous “Always On” Access - Reach your
audience in the right place at the right time – they
always have their mobile phone with them
• Viral – 1 in 4 forward campaign participants “refer a
friend”
• Actionability/ Interactivity
– adds a level of interactivity to marketing,
regardless of the media, that no other technology
can…and allows the consumer to act on impulse – no
need to make a call, tear something out, go online
etc.
• Measurability
– campaigns can be tracked
and monitored

10. Mobile Attributes
• Qualified Respondents – by “texting in,
consumers are expressing a clear interest in
your product or brand – these lists if used
creatively and responsibly will be an
extremely valuable and effective way to
reach your audience for years. (With
number portability people may very well
keep the same mobile number for their
entire lives).
• Low Cost – given the high conversion rates
and the relative low cost of using mobile,
consumer acquisition costs can be much
lower in the mobile space
• High Conversion Rates – we have seen
conversion rates on text campaigns as high
as 80% . On average, conversion rates for
text have been dramatically higher than print
or online (up to 10% )

11. Telegraph mobile strategy
Build customer interaction
Data collection opportunity
Objectives/Advantages to Generate new revenue
mobile marketing strategy Facilitate content collection & distribution
Added value to advertisers
Provide bridge to younger audiences
Brand association new technology

12. Mobile at The Telegraph 2010 into 2011
Free mobile internet site 2m unique users a month
(Telegraph.co.uk)
300,000+ News app downloads
Free iPhone apps (e.g. News,
World Cup, Crosswords Lite) 280,000+ World Cup app downloads
Paid apps (e.g. Fantasy Fantasy Football app #2 in the paid
Football, Crosswords Full) download chart (250,000+ teams)
Sponsored apps (e.g. F1,
TaylorMade Golf, Jaguar) Commercially-lucrative potential
Tablets: iPad v1 Free. 126,000 downloads. Sponsored

13. Tablets (esp. iPad): next mobile frontier
 iPad launched in the UK in "iPads will save
June 2010 (not years ago!) newspapers, they
really will.”
 +500k in market now…
growing fast
 Telegraph v.1 app launched in
Sep 2010 (free…now!)
 Strategy for iPad is core to our
future business model - Keith Weed, CMO, Unilever

14. 6x longer ad interactions
30 seconds: the average time a
user is interacting with an
online ad on the iPad
6x: it‟s six times longer than
he/she is spending on the same
ad on a desktop pc.
Pintroll & Ad Marvel Report via BizReport.com 2010

15. Compare the no. of days it took to
reach 1m units sold!
iPad 2 sold ½m in first weekend!

16. Further measurement:
analytics package
• 1. About the User
• Visits, sessions, visitors
• 2. About the App
• Article or views and product
type,
outbound links, conversions,
media plays by media type
(ie video) and title
• 3. About the Device
• Device O.S., connection type

17. Results and feedback
iPad consumers don‟t just want the web
 Consumers want a highly-
curated experience on their
tablet devices
 Not just a website
 Real-time news is not important
 Will go to other sources for
that
 There are some „newspaper‟
essentials before they will pay
e.g. crossword
 Personalisation is perceived as
an added benefit
August 2010 data: IAB.

18. So what now?

19. Telegraph iPad v2
 iPad Version 2, out now.
– deeper, much more of the
newspaper
– Interactive graphics and
video
– include crossword and
other essentials
– paid-for…or free…

20. The product…
• £9.99 per month for new App Store customers
– „Bedrock‟ of digital subscriptions
• £1.19 for a daily edition
– First paper to offer this
• The Telegraph iPad edition
– Not the newspaper
• FREE for print subscribers

21. The key issues
• Learning from V.1 has informed product development
– We have taken the time to get this right; our free app has been a great asset
– Daily edition makes app accessible and provides a great sampling opportunity
• App is added value for existing subscribers
– We‟re committed to giving subscribers access to Telegraph when/how they want it
– Builds upon value strategy started with our loyalty programme last year
• Research indicates that the iPad is complementary to the newspaper, not
a substitute
– We have an iPad edition with digital features e.g. video, animation
– Supplements, lifestyle content not in the iPad edition: print completes package at
weekend

22. Some proof points
• There are more over 55s with iPads than under 35s
– Resonates with Telegraph audience
• 25% of iPad owners say their iPad usage has been additional to
their current media consumption i.e. not at the expense of other
media
– The iPad generates more reading occasions.
• 50% of owners share their iPad with other members of their family
– Understanding household consumption patterns is vital (2 per h/hold).
“Fair use policy”
Source: YouGov survey of iPad owners, Feb 2011

23. Already popular feature
• Night Reading Mode…

24. Normal Reading Mode

25. Night Reading Mode

26. But let‟s not forget the basics…
e.g. the importance of SMS still!
• The first commercial text message
was sent in December 1992.
• Today, the number of text messages
sent and received everyday, exceeds
the population of the planet!

27. Sponsored ads by SMS
MiD DAY provides content via
news alerts to subscriber base
(twice a day).
• Challenge: to create subscriber
base for news alerts, marketable
to advertisers for rev gen.
• Revenue is generated via
advertiser messages at the end
of every news alert sent.
• The service was extensively
promoted by MiD DAY through
print, radio, online.

28. When would you expect mobile usage?
office after work
Travel to
way to work
get up work
at home
Relevance for mobile advertisers
morning forenoon afternoon evening
SMS push messaging

29. Reality!
• Big Brother
• X-Factor
• Dancing with the Stars
• I‟m a Celebrity…
• Soapstar Superstar!
• Etc.

31. ABOVE THE
LINE
PR &
ON-
PACK PROMOS
PROSPECTS &
CUSTOMERS
DIGITAL
MOBILE
PARTNERSHIP
MARKETING
360 degree approach

32. Four Stage Process
• INTERACTION
• DATABASE
• CONTENT
• REVENUE
• USUALLY IN THIS
ORDER!

33. What Other Mobile Services will we
be able to Offer in the Future?

34. The Mobile Future!
• Location based services (www.socialight.com)
• Couponing/ticketing/bar coding
• 3G/4G development (LTE…faster web, video,
voice)
• Enhanced Ad services (“click to call” ads etc)
• Augmented Reality (CGI v reality)
• “Pay for it” services (www.buymeabeer.com)
• Mobile social
• Mobile payment systems…

36. The Mobile Opportunity
• Mobile can add a new dimension to your marketing
• It can rejuvenate products and markets
• It can enhance positioning, brand or service
• It can provide a new, modern way, for customers to interact
• It can generate a powerful segmented, usable database
• It can be an excellent content
distribution method
• It can be a revenue stream
• But…do have a strategy!

37. The Telegraph media family
SMARTPHONE Breaking news, utility or fun
Luxurious, complete, older
NEWSPAPER demographic (weekday),
lifestyle (weekend)
Highly curated, once-a-day,
TABLET aimed at time-poor,
younger demographic
WEB Search-driven; archive and
multi-media

38. Key takeaways/lessons?
• Think about your future audiences and where they will be.
• Talk to mobile experts who can guide you. Remember it‟s a new
space for everyone. Don‟t be afraid to experiment.
• Have a mobile strategy!
• Keep abreast of new developments: new ideas/trends
• Dominate your market with relevant apps/mobile services
• Focus on mobile optimisation of all the content in your ecosystem.
• Be relevant!
• Do something!

39. Thanks for listening!
mark.challinor@telegraph.co.uk
Twitter: @challinor