Overview of Mobile Marketing for The Womens Circuit

1
Overview of Mobile Marketing for
The Womens Circuit

• March 8, 2007
• james_at_cincinnati.com

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Cincinnati.Coms Overall Strategy
3
Local Internet Market

• Nearly 7 out of 10 of Greater Cincinnati and
  Northern Kentucky adults use the Web regularly.
• 893,478 adults
• Ahead of U.S. averages
• 66 of adults use the Web regularly.
• More than 4 out of 10 local Web users used
  Cincinnati.Com in the past 30 days.
• 7 of 10 adults use the Web for local store
  purchasing.
• More than 100 million Americans get news from the
  Web every day.

Base NDM Adults 18 Visited Cincinnati.Com
network past 30 days (Cincinnati.Com, WCPO.com,
Enquirer.com, Cincypost.com)
Source Scarborough 2006, Release 1
4
Cincinnati.Com Is

• 1 online reach in Greater Cincinnati.
• An umbrella for 51 brands
• 4 daily newspapers
• 31 free weeklies
• 16 online-only brands
• Traffic
• 48M views/month
• 5.5M visits/month
• 3.7M users/month
• A partnership of Gannett, Scripps.
• Targeting ads by ZIP, age, gender.

5
Media Comparison

• Cincinnati.Com reaches 42 of local Internet
  users more than any other local Web site

Base NDM Adults 18 Internet Users are adults
who accessed the internet in the past 30 days
Visited Cincinnati.Com Network (Cincinnati.Com,
WCPO.com, Enquirer.com, or Cincypost.com) in past
30 days Visited Channel Cincinnati.com/WLWT.com,
WKRC.com Fox19.com DaytonDailyNews.com,
WB64.net, Journal-News.com, MiddletownJournal.com
in the past 30 days Source Scarborough 2005,
Rel 2
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Cincinnati.Coms Audience

• Married women 25 years
• Household income 75K
• College educated

GENDER
AGE
INCOME
EDUCATION
KKY 75K 153 Adults w/kids 127 College-educ.
139
Base NDM Adults 18 Visited Cincinnati.Com
network (Cincinnati.Com, WCPO.com, Enquirer.com,
or Cincypost.com) in the past 30 daysSource
Scarborough Research 2005 Release 2, Cincinnati
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Rapid Traffic Growth
11 gain in 1 year. 30 gain in 2 years.
Forecast
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Rapid Audience Growth

• Reach increased 7 last year.
• Rapid gains among adults w/high income (index of
  153).
• More women are turning to Cincinnati.Com more
  often.
• Rapid growth among parents (index of 127.)

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Hyper-Local Strategy

• Home pages for 239 communities in Ohio, Ky., Ind.
• Content from users, all sources.
• User items published (06)
• Submitters 7,961
• Stories 6,514
• Photos 4,552
• Total 11,066

10
Private Label Products

• CincinnatiUSA.com our largest private label.
• Is produced for the CincinnatiUSA Regional
  Tourism Network (501c3).
• Is official tourism promotion Web site for the
  region.
• Empowers users to plan trips, find and book
  hotels, find places to eat and drink, purchase
  tickets, etc.

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Multimedia Content

• New video channel features video stories from
  Enquirer, USATODAY.com.
• Video ad spots run inside and outside video
  channel.
• Enquirer newsroom producing video, audio, Flash
  to accompany stories on a daily basis.

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Social Networking Models

• Online community with high reach and frequency
• Uses content from all media sources
• Leverages user-submitted content
• Social networking

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Demographic Targeting
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Targeting Examples

• A hospital wishes to reach males and females with
  news of its expanded cardiac care facility. Their
  online campaigns target
• Adults over 45 years of age
• ZIP codes near the hospital
• Gender-specific creatives
• A pizza restaurant owner wants to reach Elder
  High School students within a three-mile radius
  of her restaurant. Her online campaigns target
• Visitors under age 19 site-wide in ZIPs near the
  school
• Readers of Cincinnati.Com's Prep Sports channel

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Targeting Examples

• A communications company wants to promote its
  prepaid wireless products to young adults in the
  urban core and also to parents in the suburbs.
  Their online campaigns
• Promote the hip features of the product to
• Users 24 and under
• City ZIP codes
• CiN Weekly readers
• Promotes the economy of the product to
• Users 40 and over
• ZIPs in the suburbs
• A month in advance of baseball seasons Open Day
  in Cincinnati, a downtown hotel wants to
  out-of-towners planning their visit. Online
  campaigns target
• Louisville, Indianapolis, Nasvhille, Columbus
• Sports and Reds channels

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Cincinnati.Coms Mobile Products and Strategies
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Why Use Mobile?

• Young, upscale, active users
• Elusive 18-24 year-old market
• Elusive non-Web, non-print consumers
• Reaches users in off hours
• Connect with customers 24/7
• Create one-to-one relationships with customers
• Deliver compelling and entertaining advertising
• Direct response

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Who are Local Mobile Users?

• More Than 6 out of 10 Adults (866,661 Adults)
  Subscribe to a Wireless/Cellular Phone

Base NDM Adults 18that subscribe to a
wireless/cellular phone serviceSource 2005
Scarborough, Release 2
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Adults 18-24

• 7 of 10 currently subscribe to a mobile plan
• Are 80 More Likely to be planning to switch cell
  providers in the next 12 months than the average
  adult
• 116 More Likely to be planning to buy a cell
  phone in the next 12 months

Base NDM Adults 18 Subscribe to a wireless
cell phone service planning to switch
wireless/cell phone providers in the next 12
months planning to buy a wireless cell phone
service in the past 12 months Source 2005
Scarborough, Release 2
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Local Carrier Share
Market-leading Cincinnati Bell Wireless losing
customers to national carriers.
Wireless/Cell Phone Carrier Currently Use
-15
-6
25
-1
8
51
49
-80
Red Percentage Number Percentage of Change 2004
Vs. 2005
Base NDM Adults 18 who use a cell phone
carrier wireless/cell phone carriers currently
use Source Scarborough, 2004 Release 2, 2005
Release 2
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Local Handset Share
Samsung and Motorola have grown market share
substantially from 2004 to 2005.
Wireless/Cell Phone Handset Brand Currently Use
-20
49
20
52
-60
-38
37
-25
N/A
11
Red Percentage Number Percentage of Change 2004
Vs. 2005
Base NDM Adults 18 by wireless/cell phone
handset brand currently use Source Scarborough,
2004 Release 2, 2005 Release 2
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Local Internet Share
From 2004 to 2005, the Number of Households with
a Wireless Internet Connection Increased by 333
Type of Internet Connection Household Uses2004
vs. 2005
-21
6
38
N/A
333
N/A
Red Percentage Number Percentage of Change 2004
Vs. 2005
Base NDM Adults Type of Internet Connection
HHLD uses Source 2005 Scarborough, Release 2
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Mobile Products, Strategies

• Mobile-formatted websites (WAP)
• Mobile alerts (opt-in SMS messages)
• SMS queries (responses to queries via SMS)
• Helping advertisers who are new to mobile

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Mobile-formatted Websites

• Umbrella site
• Unifies content from all areas of Cincinnati.Com
  Network
• Organizes content by TOPIC, NOT by provider.
• Classifieds, Enquirer, Post, WCPO, CiN Weekly,
  etc.
• Searchable
• Support for Web-enabled
  personalization

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Mobile-formatted Websites

• News products Enquirer example
• Continuously updated
• Dynamically senses, formats for all handsets
• Will feature local and national advertising
• Part of a national ad
  sales network

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Mobile-formatted Websites

• Local Classifieds New product
• All classifieds
• Searchable
• Browseable
• Rich data
• Search tools
  for cars, jobs

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Opt-in SMS Messages

• Breaking News
• CiN Weekly events, offers
• CincinnatiUSA.com offers
• Sports news (by team)
• Sports scores (by team)
• Traffic alerts (by route, time)
• Weather forecast (by ZIP)
• Severe weather alerts
• Daily jokes

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Helping Novice Advertisers

• Mobile advertising segment Web in 1994
• Most companies dont have mobile-formatted
  websites or mobile strategies

• Typical strategy
• Impart wisdom and give good, honest advice.
• Dont sell mobile to the wrong customers.
• Package mobile with non-mobile to ensure ROI.
• Encourage experimentation.
• Manage expectations.

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Helping Novice Advertisers

• Mobile banner

• Landing page

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Web vs. Mobile Traffic

• Traditional Web analytics systems wont work well
• Best technique Analysis of server logs

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Web vs. Mobile Traffic

• Web usage heavily commercial, professional,
  daytime
• Mobile usage off hours, non-Web audiences

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Mobile Site Considerations

• Mobile websites are branded by their utility, not
  through logos or designs
• Mobile address must be memorable.
• Should leverage, or relate to, Web address.
• Remember Users are, or often perceive themselves
  to be, paying for access to your site.

• Is it easy to tap on standard keypads?
• http//m.cincinnati.com can be 14 to 64 taps
  depending on keypad and browser
• Seek out promotional partnerships.

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SMS Considerations

• Should be 125 characters or less.
• Should be infrequent.
• Remember users perceive (and usually are) paying
  to receive messages.
• If recurring, users should control timing of
  receipt.
• Links may not be clickable (depends on carrier).
• Branding difficult Many users wont remember
  sender.
• Novelty overcomes intrusiveness (recipients
  thankful).
• Unsubscribe rates still extremely low.

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Humble Origins
ABOVE Bell 1960s prototype. LEFT Motorolas
Martin Cooper with the DynaTAC 8000X in 1983.
Cooper made the first analogue mobile phone call
in 1973. RIGHT Handsets from the late 1980s to
early 2000s.
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Apples iPhone

• Phone PDA GPS iPod