Presentation Digital Inspiration by CeeQoo made by Christian Graf Simpson during Power of Content Marketing Conference in Warsaw 22.05.2014

1. Power of Content
Marketing Conference
Digital Inspirations by
1
www.ceeqoo.com
Christian Graf
cg@ceeqoo.com

2. Christian Graf
Introduction
Christian Graf
!
Graf-Simpson.Publishing
Former Production Manager Red Bull Media House -
Digital Publishing
!
!
Founder of
!
!
Certified Usability Engineering Professional
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3. Christian Graf 3
Why to publish digital?

4. Christian Graf 4
2005
2013

5. Christian Graf
Why to publish digital?
You want to bring your content to the audience.
Wherever your audience is – on the go, at
home, or in the workplace.
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6. Christian Graf 6
Why to publish digital?
• Advertisers are increasingly spending more money on digital properties. Overall, global
digital magazine advertising spend is expected to increase to $3.8 billion in 2017,
when it will represent a quarter of overall advertising, up from $2.4 billion in 2012.
• Digital content revenue through consumer purchases will also increase from $275
million in 2012 to $1.4 billion in 2017.
• Digital revenues, which include all digital platforms, will edge up to $4 billion from $3.4
billion over the same time period, so they will not cover losses from print.
200%+
From August 2012 to
February 2013 there was a
200 % average growth in
readers of
digital publishing apps
More than 60 %
U.S. adults now
watch videos online
36 % of all U.S. adults
watch news via online
video
60 % 36 %

7. Christian Graf 7
Why to publish digital?
Advertising Expenditure By Segment (2003-2012; 2003 $ in millions)
Segment CAGR 2004 – 2008 CAGR 2008 - 2012
Internet: Wired and Mobile 38.1% 19.5%
Video Games N/A 16.7%
Out-of-Home 7.2% 6.8%
Television 6.6% 5.9%
Consumer Magazines 4.4% 5.1%
Trade Magazines 3.2% 4.2%
Newspapers 2.4% 2.9%
Directories 2.0% 1.6%
Radio 1.4% 1.8%
Source: PricewaterhouseCoopers, Consumer Media Usage Survey, June
2103
Percentage Of Respondents Who Are Interested In
Accessing Digital Content, By Genre
Genre % Interested In
Category
Hobby 37%
Health and body 34%
Woman’s magazines 32%
PC and Games 32%
Lifestyle 29%
Sports 27%
House and Garden 26%
Teens 22%
Men’s magazines 16%
Erotic 13%
Source: PricewaterhouseCoopers Consumer Media Usage
Survey, June 2013

8. Christian Graf
Why to create enhanced
products?
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48%+
Total Downloads
3 months after switching from replica to enhanced magazine
62%+
Paid Downloads
79%+
Single Issue Revenue
165%+
Subscription Revenue
200%+
AD Revenue

9. Christian Graf
Why to create enhanced
products?
9
7x
Single Issues Sold
1 year after converting from PDF-replica to enhanced magazine
4+
Star App Rating
200%+
AD Revenue Increase
240%+
Download Increase

10. Christian Graf
Why to create enhanced
products?
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4x
Viewing Time
As compared to static ADs, interactive ADs deliver
6x
Higher Click Through to
Advertisers

11. Christian Graf
Have simple
and clear
advertising
guidelines!
Internet Ad Spending Beat Broadcast TV for First
Time Last Year
Advertising
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12. Christian Graf
Monetizing the Audience
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Subscriptions
• offer single Issues
and subscriptions
• experiment with
combinations
• make third party
deals
Lead Capture
• require
registration (eg.
for free content)
• develop qualified
email lists
advertisers are
willing to buy
T-Commerce
• sell back issues
• sell related titles
or other relevant
content
• provide in-app
purchases
Advertising
• create interactive
ADs that drive
greater
engagement
brand recall and
propensity to
purchase
• digital AD
revenue is
accelerating!

13. Christian Graf
Usability
Deliver the content for the user
- in a way the user can pick it up and
- in a form that suits the users actual situation
Pick up the user over different devices and scenarios.
Technology is already there – GeoLocating, WiFi, NFC,
iBeacon, Bluetooth, etc
Offer the user active content that might be interesting
for him/her. Like Amazon or Zalando tracks behaviour.
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14. Christian Graf
Usability
Make Usability Tests
Low level test: define task - have a mini test group -
see what works
invest in usability analyses like
A/B testing, navigation flow,
heat maps
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15. Christian Graf
Mobile Website or App?
It depends on the purpose
Mobile Website
• responsive design -
no „mobile site“
• one way communication
• buyers prefer mobile websites
• Study from Siteworx shows that 65.7% of
people surveyed prefer using the Web site to
downloading an app specifically for the
retailerbuyers prefer mobile websites
App
• be present on users device per
icon or your cover
• deeper interaction with user
• better engagement
• stronger brand awareness
• push notifications
• readers prefer apps
• 26 % of consumers prefer the tablet
version of a magazine over its print
counterpart
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16. Christian Graf
Mobile Website or App?
It depends on the purpose
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17. Christian Graf
Corporate Publishing
Tablet sales to businesses - growing 3 times
faster than sales to consumers
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18. Christian Graf
What’s next?
Internet of things
There are
IP Addresses over the world.
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It’s not about connecting to the user, it’s about
improving the way of life.
340.282.366.920.938.463.374.607.431.768.211.456

19. Christian Graf
What’s next?
Internet of
things
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20. Christian Graf
Checklist for your success
build – measure – learn
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There is no nostrum, no how to
• Build a feature or function
• Have good analytics
• Develop further or try something else

21. Christian Graf
Checklist for your success
Define your KPIs
• You need key performance indicators to see if you are successful
• what is the currency
• click-through came up in 1994 – is this up to date?
• attention is the value!
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22. Christian Graf
Checklist for your success
Digital Marketing Top 10
1. Search Engine Optimization (also known as SEO)
2. Search Engine Marketing (Google Adwords setup and campaign)
3. Blog
4. Email Marketing
5. Social Media (Publishing, Promotion & Engagement)
6. Social Media Marketing
7. Online Video
8. Website Optimized for Viewing on a Mobile Smartphone
9. Mobile Apps – App Store Optimization (ASO)
10. Analytics and Tools
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23. Christian Graf 23
Checklist for your success
• leverage workflows and resources. We saved
75% of the effort through workflow- and
process-optimising with ePaper mass conversion
• deliver engaging, emotionalising experiences
• deliver wherever your users
are – on the go, at home or
in the workplace
75%

24. Christian Graf 24
Checklist for your success
• have powerful tools to drive readership and revenue (CRM)
subscriptions, qualified mailing lists,
• integrate 3rd party solutions - there are thousands of APIs out
there
• build – measure – learn
have great analytics to make informed decisions. See what works
and what users like
• think out of the box
• change the world
ask CeeQoo for help

25. Christian Graf
The Red Bulletin
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26. Power of Content
Marketing Conference
Digital Inspirations by
www.ceeqoo.com
Christian Graf
cg@ceeqoo.com