How MailOnline is building an insights business

MailOnline is joining the ranks of a growing number of publishers keen to deepen partnerships with brands and agencies by offering more strategic — and valuable — services. The publisher has started offering key clients access to its live on-site surveying tool, Pulse, to help them make more sense of its digital audience of 29 million monthly uniques in the U.K. (over half of the U.K.’s digital population), according to comScore.

In the last few months, MailOnline has run hundreds of reader surveys on topics like views on brands or current events. The publisher will soon make its real-time analytics available to clients so they can see which articles are trending. It will also profile specific reader groups, so clients can ask questions like, “When are people most likely to read about mortgages?” or “What content are mothers reading apart from content about babies?” before spending money on campaigns.

“We’re pivoting our business; we want to be seen as a strategy and insights resource to clients,” said Bedir Aydemir, product marketing and insight director at MailOnline. “The idea is that we’re adding value before the client has spent any money.”

Digital advertising has been moving away from targeting based on broad demographic segments to more granular, interest-based targeting. Mail Advertising, the commercial division for Mail Newspapers and MailOnline within parent company DMG Media, is the driving force behind becoming an insight partner. According to SimilarWeb, over a third of MailOnline’s visitors come to it directly, making the publisher somewhat less vulnerable than others to the duopoly’s dominance. This also gives MailOnline a rich, enticing data set.

Speaking on stage at One Vizeum in London this week, Roland Agambar, CMO at parent company DMG Media said that the publisher has profiled 3.5 million of its readers. In this database, each customer has around 300 fields of data, including first-party data related to their viewing habits, engagement and transaction data — it sells everything from home goodsto travel cruises — enhanced with third-party data from partners like Netmums and Nectar. The publisher is close to having a single-customer view, and the business is starting to make use this database, said Agambar.

Database customers are separated into three segments depending on how valuable they are. MailOnline has a few thousand high-value customers, each of which spends about £4,000 ($5,400) a year with the publisher. It has a million customers in the low-value bucket. Messages are tailored to different levels accordingly; for instance, the publisher is in the process of understanding what message would nudge someone who visits the site infrequently to make a purchase or sign up to one of its newsletters.

Aydemir said MailOnline is starting to build what it calls a “next-best action engine,” which will automatically serve readers an action aimed to resonate best with them, whether that’s an ad from an ad client or an ad directing them to its property search service. “It might be serving them fewer ads, even though that’s counterintuitive,” he said, “but we want them to communicate with us more regularly.”

According to Aydemir, because MailOnline has scale, it offers guarantees of 1 million on-platform views for branded-content video, and it hasn’t had to buy traffic from social platforms or media distribution on other sites to match clients’ reach goals. Aydemir said clients are increasingly asking for more social distribution. This week in the U.S., it launched DailyMailTV, opening up another potential distribution channel for advertiser content.

Audience data is the backbone of any publisher, but using it for more commercial advantages is nascent, according to Dan Chapman, head of digital at Mediacom. “With a publisher’s understanding of their customers through analytics and research panels, they are in a great space to start stealing share in insight-driven creative concepting and production,” he said. A growing number of publishers are using this data commercially: Recently, ESI Media started delivering real-time article engagement data to advertising agencies.

MailOnline’s whole business is understanding the monetary value of customer data in ways that weren’t possible five years ago, said Agambar. One way this plays out is that Aydemir and memebers of his team now move around the company, collaborating with different departments to help them understand the value of customer data.

“We want to work in a partnership type of way with clients, but we need to be flexible,” said Dominic Williams, chief investment officer at Mail Advertising. “We’re a brand that still needs to evolve.”

[“Source-digiday”]

UK AIMS TO BECOME BEST PLACE TO START AND GROW A DIGITAL BUSINESS

Image result for UK AIMS TO BECOME "BEST PLACE TO START AND GROW A DIGITAL BUSINESS"

The UK Government has set out its strategy to grow the economic contribution of digital businesses from £118bn to £200bn by 2025 in a wide-ranging document aiming to make the UK the best place to start and grow a digital business.

The raft of objectives covering infrastructure, education, data and security, public services and other areas aims to accelerate growth of the UK’s estimated 200,000 digital enterprises which are believed to support 1.4m UK jobs.This includes fast-growing digital centres in Southhampton, West Cornwall and Dundee and key northern cities, as well as the the biggest cluster of digital businesses in London and south east. Digital sectors also attracted a record £1.57bn of equity finance in 2015, more than four times the level of 2011.

The report lists six UK sectors in which the country is globally leading – artificial intelligence, cyber security, Fin  Tech, gaming, virtual reality, and Gov Tech – and other sectors, such as advertising and design, in which a fusion of digital and creative expertise give the UK an international lead. Developing areas such as the Internet of Things, Autonomous Vehicle Technologies, Health Tech and Ed Tech are seen as providing further opportunities.

As part of its seven strand digital strategy, the Government aims to:

  • Improve digital infrastructure by completing the rollout of 4G and superfast broadband, and giving every individual, business and premise the right to request  affordable high speed brodband;
  • Establish a new digital skills partnership and adopt the recommendations of a review to ensure computer science students have up to date, real world skills;
  • Use its Autumn 2016 pledge to invest £4.7bn in R&D funding by 2020-21 to ensure British business benefits from scientific and technological breakthroughs;
  • Support the work of a new Productivity Council to encourage appropriate use of technologies across the economy;
  • Support the National Cyber Security Centre and introduce new active cyber defence approach;
  • Implement the Government Transformation Strategy, including by working towards 25m GOV.UK users by 2020;
  • Act to make the UK a world-leading, data-driven economy, including by implementing the EU’s General Data Protection Regulation by May 2018.

The strategy applies the framework set out by the UK Government’s Industrial Strategy green paper, published in January 2017.

Announcing the digital strategy, the Secretary of State for Culture, Media and Sport, the Rt Hon Karen Bradley MP said:“This Digital Strategy applies this framework to the digital economy across the whole country. It will boost our world-leading digital sectors and overcome barriers to growth and innovation, creating more of the high-skilled, high paid jobs of the future. It will deliver the first-class digital infrastructure and advanced skills base that businesses across the country need to be able to take advantage of digital tools.”

[Source:- thecreativeindustries]

Is Your Business App On Android? Here’s Why It Had Better Be

Global Domination? Gartner Says the Android Market Share is 86 Percent of Mobile Devices

Planning a new app for your small business? Make sure you build it on Google’s (NASDAQ:GOOGL) Android, since that’s where you’re most likely to find your customers.

According to a new Gartner report, Android is dominating the smartphone marketplace with a whopping 86.2 percent share in the second quarter of 2016.

Android Dominates Smartphone Business

Android’s topnotch performance came from demand for mid- to lower-end smartphones in emerging markets, and also from premium smartphones.

It’s also important to note that a number of big Android players, such as Samsung with the Galaxy S7, have launched high-end devices to attract customers. Moreover, Chinese smartphone brands like Oppo and Huawei are entering into the market with more reasonably priced devices.

Robert Cozza, research director at Gartner said, “Google is evolving the Android platform fast, which allows Android players to remain at the cutting edge of smartphone technology.”

“Facing a highly commoditized smartphone market, Google’s focus is to further expand and diversify the Android platform with additional functionalities, like virtual reality, enabling more-intelligent experiences and reach into wearables, connected home devices, in-car entertainment and TV.”

Chinese Manufacturers Quickly Climbing the Ladder

One of the factors in Android’s success has clearly been the proliferation of lower cost smartphones — particularly from Chinese manufacturers — which us the mobile operating system. Chinese brand Huawei, for instance, showed solid growth with 30,670 units sold in the second quarter of 2016.

Other Chinese brands that made it to the list of the world’s top 10 phone vendors are Oppo and Xiaomi.  At 129 percent, Oppo reported the highest growth in the second quarter.

Anshul Gupta, research director at Gartner commented, “Features such as an anti-shake camera optimized for selfies, and rapid charge technology, helped Oppo carve a niche market for itself and boost sales in a highly competitive and commoditized smartphone market.”

Apple Continues Its Downward Spiral

Another factor in Android’s success has been the decline of Apple, and by extension its iOS mobile operating system.

The company posted a 7.7 percent decline in the second quarter as sales took a hit in North America and Western Europe.  More worrying is the fact that Apple reported its worst decline in Greater China and mature Asia/Pacific regions. Sales in these regions took a 26 percent tumble.

These declines help explain the decline of iOS from a 14.6 percent share of the market in Q2 of 2015 to a 12.9 percent share in Q2 of 2016.

Other operating systems, most notably Windows and Blackberry, also saw declines: Windows from 2.5 percent in Q2 of 2015 to 0.6 percent in Q2 of 2016 and Blackberry from 0.3 pecent in Q2 of 2015 to 0.1 percent in Q2 of 2016.

What This Means for Your Business

From a small business owner’s perspective, the message is fairly clear: most of your customers are most likely using Android devices.

What’s also clear is that the smartphone market is regaining its pace. A Canalys report found global smartphone shipment edging upward in the second quarter. According to the Gartner report, global smartphone sales saw a 4.3 percent growth over the same period in 2015.

For your business, it’s therefore a good idea to develop a solid mobile marketing strategy that can help you connect with customers.

Android Nougat Photo via Shutterstock

More in: Google

[“source-smallbiztrends”]

Nokia Introduces 6 Inch Phone with Business Functionality

new 6 inch phone0

Nokia’s new Lumia 1520 may be a big investment. The 6-inch phablet available in red, white, yellow, or black will have a suggested retail price of $749 and will be available soon. Nokia wants you to sign up to learn when the device will be available in stores.

But the phone/tablet hybrid seems to include considerable functionality for the price.

For example, the Lumia 1520’s full 1080p HD screen resolution and updated version of Windows Phone 8 help take full advantage of the largest display on a Nokia phone yet. There is room for a third column of Live Tiles, the go-to spaces on Windows Phone for your most used apps, content and functions.

Here’s a quick overview of the device’s specs from TechBuffalo:




Nokia’s New 6 Inch Phone has Business Capabilities Too

The screen on the Lumia 1520 is large enough for you to run business apps like Microsoft Office, which is included with the new phone. At the Nokia World event in Abu Dhabi, Nokia CEO and soon-to-be head of Microsoft’s devices division Stephen Elop demonstrated running and editing an Excel spreadsheet on the new phablet.

The phone also offers considerable memory: 7 GB in the cloud via Microsoft’s SkyDrive and 32GB of internal memory extended to 64GB with added external memory.

The phone also has a 20MP Pure View camera has an enhanced sensor that Nokia says works well even in low-light settings.

A Budget Option

If the Lumia 1520 is still too expensive for your business budget, Nokia also unveiled a lower cost option this week. The Lumia 1320 Windows Phone offers comparative specs at less than half the price.

Features include:

  • A 6-inch, 720p HD screen.
  • A less powerful rear-mounted 5MP camera.
  • Ability to run Microsoft Office.
  • A recommended retail price of $339.

Could either of these phones function as your mobile office?

Image: Nokia

[“source-smallbiztrends”]