for publishers: case studies and market research for mobile b2b digital marketing

www.astekweb.com © 2013 Astek Consulting LLC

Mobile Essentials: Making the Business Case

Andy Swindler, President, AstekGreg Krehbiel, Director of Marketing Operations, Kiplinger


Mobile Trends


Mobile Growth


Smartphone OS Market Share – 2 Years


iPads Outpacing iPhones


How Do People Read?


Where Do People Read?


Adults to spend 2 hours and 21 minutes per day on nonvoice mobile activites

Digital Surpassing All Other Media


B2B Revenue


What’s Next?


Star Trek Predicted This Shift


Mobile for Publishers


Mobile Opportunities for PublishersContent Delivery

Deliver content when and where it’s needed Use device features to enhance content/convenience

(e.g., geo location, push notifications, offline access) Aggregation & Curation

Advertising Expand reach into new demographics CPMs vary by device

Branding Exposure on devices and in stores Perception of keeping up or leading

Sales Up-sell, cross-sell and bundling opportunities

Continuing Education / Certification


10 Rules of Thumb #1Be careful with generic stats Time spent on mobile Sales of desktops vs. tablets General consumer behavior is not an accurate

tool to gauge value for your readers


10 Rules of Thumb #2Pay close attention to your behavior on various devices “Email triage” on phone or tablet Get recipes, check weather, web search on

tablet True productivity on laptop or desktop What is benefit of each device for each task?


10 Rules of Thumb #3Don’t confuse anecdotes with data Learn from your own experience Listen to other people Nobody behaves the same way Quantitative vs. Qualitative research


10 Rules of Thumb #4Get your own stats Compare web & email, for example Align the mobile data with the medium/task Kiplinger mobile survey experience


10 Rules of Thumb #5Go mobile in stages

Evaluate discreet functions: Content creation Content curation Email (differentiate marketing and product delivery) Web pages (differentiate by type, audience?)

• Product pages• E-commerce pages• Customer service pages• Free content vs. paid content

Forms, tools, databases


10 Rules of Thumb #6Learn how and when your customers use your content What's "mobile" about this content or this

function? Are they sitting in their office, or are they on

the road? Do they need it for a presentation? Is it part of their workflow?


10 Rules of Thumb #7Distinguish between Web and apps Mobile Web = good starting point Mobile Apps provide “better” experience• Do you need offline content access?• Do you need push notifications?

Hybrid options closing the gap, but not yet


10 Rules of Thumb #8Distinguish between tablet and small screens Well-formatted websites work well on tablets How do your readers read your content? Do they want to read on the go? Are you on an open source platform that has

mobile plug-ins? (e.g., Wordpress/Drupal)


10 Rules of Thumb #9Don’t listen to the geniuses Remember the “paperless office”? The PDA? The Segway?


10 Rules of Thumb #10Remember where you are earning your revenue Don’t major in minors How does mobile fundamentally impact your

business model? Is mobile a convenience or necessity? Does it increase engagement?


Mobile Case Study: EB Medicine

Market Research


Case Study: EB Medicine GoalsGet in touch with readers to reveal EB Medicine’s true value propositionTranslate into ideal mobile experience for subscribers


Case Study: EB MedicineAstek helped to: Separate mobile buzz from reader reality Ascertain & define market opportunity for

mobile app Analyze competitive apps and publications Review technical capacity of EB website &

content to support recommended mobile app Review existing EB mobile Web solution


Case Study: EB MedicineEBMedicine.net: Mobile Visits


Case Study: EB MedicineWhy Market Research? Don’t let fear guide a critical decision Increasing subscriber requests to be mobile General trend of mobile device usage increasing Survey responses reflected this:

• But who is responding?• Is this data reliable for decision-making?• Are we asking the right questions?

Didn’t want to go mobile prematurely Mobile buzz increasing at SIPA


Case Study: EB MedicineQualitative Market Research In-Depth Interviews of 5 ER physicians Focus on:• How they think• How they use technology in their lives

Time, Place & Purpose

• Where EB Medicine content fits in Short vs. Long


Case Study: EB MedicineKey Findings: Two reader settings (research & clinical) Our greatest value is long-form in-depth content

for research Interest in short-form clinical reference Most of our readers are on Apple (iOS) devices Our people find apps via word-of-mouth

• You must be worth talking about Younger generations are app-centric

• We get residents “hooked” young


Case Study: EB MedicineEBMedicine.net: Mobile Devices


Case Study: EB MedicineOpportunities: Medical Reference app• Create abstracted content that is easier for

reference purposes• Huge job to do it retroactively• More realistic to focus on new content

Continuing Medical Education app Continue refining mobile Web experience


Case Study: EB MedicineAdvice from Stephanie Williford: Stick to your core value You need to be doing something in mobile Start small Do your homework / learn from your readers• Now + Ongoing

Your mobile website should link to full version Don’t annoy people!• You don’t get many second chances


Thank You!

Andy Swindler, [email protected]/aswindlerTwitter.com/AstekWeb

LinkedIn.com/in/AndySwindlerwww.astekweb.com

Greg Krehbiel, [email protected]

www.kiplinger.com

for publishers: case studies and market research for mobile b2b digital marketing

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