Leveraging the combined strength of IPC brands across all platforms
TECHNOLOGY HAS EXPLODED More iphones and ipads are sold globally than babies are born SOURCE: APPLE
CONSUMERS EXPECTATIONS HAVE CHANGED I m not at all tech savvy I ve got a mobile phone, but it would be useless in an emergency as it takes me far too long to find what I want, whether making a call or trying to text. The more modern the technology, the more trouble I have working it My iphone, it has everything I need, it s my MP3 player, my list of contacts, my diary, my internet connection, my alarm clock, my camera. I don t know of any other bit of kit that would replace this and it fits in my pocket 2008 2013 SOURCE: IPC ORIGIN PANEL
ADVERTISERS EXPECTATIONS HAVE CHANGED TOO Traditional Media Campaign: Traditional Media: TV Magazines Newspapers Radio Cinema Outdoor Internet 2008 2013 PLUS Social Media Mobile Tablet Apps Digital Edition
CONNECTING WITH CONSUMERS MORE THAN EVER IPC 6. 5 23 4 3.3 million million million million Readers Emails every Twitter Facebook month followers likes 2 6. 7. 6. million million million Unique mobile visits Unique website visits 3 2 App shell downloads SOURCE: NRS Jan-Dec 13, IPC Digital Analytics
CONSUMERS NOW INTERACT WITH OUR BRANDS 10 times per second Producing 250,000,000 interactions per year across 60 BRANDS
UNDERSTANDING OUR CONNECTED CONSUMERS
HOW, WHEN, WHERE AND WHY DO CONSUMERS CONNECT WITH OUR BRANDS? 3,543 respondents online 84 hours online diaries 14 hours face to face interviews 4.5 hours telephone interviews
LET S TAKE A LOOK...
OUR CONSUMERS ARE CONSTANTLY CONNECTED VIA MULTIPLE PLATFORMS
ALWAYS KEEPING UP TO DATE Over 4 in 10 of our consumers connect with our brands SEVERAL TIMES A DAY I can catch up with the latest trends and styles in between issues It s more immediate and good to be able to get what you are looking for
TRADITIONAL PRINT HABITS REMAIN I took a screengrab of a recipe just to make sure I had it saved and it was easy to have on my phone whilst I was cooking MEMORY BANKING I also like to cut things out of magazines and keep them in a folder for future reference - recipes, designs and inspiring ideas etc. I also like to pass on magazines to friends
SEAMLESSLY MIXING OLD & NEW PLATFORMS Zara video
CORE BRAND ATTRIBUTES EXTEND ACROSS ALL PLATFORMS QUALITY CONTENT INHERENT TRUST 82% AGREE 78% AGREE their brand has quality content across all platforms. their brand contains interesting content. I have read Look for so long that I know what to expect and the quality that will always be at the forefront of the magazine I trust NME the most, as I feel it has the most authority for UK alternative music of all sorts
MAGAZINE BRANDS ARE ENDURING BUT SOME THINGS HAVE CHANGED
TRADITIONAL ME TIME HAS EVOLVED OUR BRANDS NOW FULFIL DIFFERENT NEEDS AT DIFFERENT TIMES OF THE DAY Different times of the day will often dictate the platform I use
3 NEW MIND STATES 1. CATCH UP TIME 2. FOCUS TIME 3. DOWN TIME
CATCH UP TIME GETTING UP TO SPEED Apps, Social Media 6AM NOON
FOCUS TIME TIME DEPRIVED Apps, Social Media, Website, Print NOON 6PM
DOWN TIME ESCAPISM Apps, Social Media, Website, Print, Digital Edition 6PM MIDNIGHT
THROUGHOUT THE DAY
WHEREVER CONSUMERS ARE Depending where I am depends on the platform I use Print Home Work Commute Holiday Out & About Digital Edition Website Apps Social Media
BRAND AFFINITY INCREASES WITH TOUCHPOINTS 10.0 8.3 1 PLATFORM 2 PLATFORMS 3 PLATFORMS 4 PLATFORMS 5 PLATFORMS
CONSUMERS NAVIGATE THROUGH OUR CONTENT ACROSS DIFFERENT PLATFORMS
THE PLATFORM JOURNEY Digital Edition Website Apps Print Social Media
JOURNEYS DIFFER BY MAGAZINE BRAND
AFTER USING THE NME APP 71% Will go on to search for more information online Talk about and discuss with family & friends through social media 42% 61% Will visit our magazine brand website Buy something online 45% 53% Talk about something they have seen with family/friends 47% Seek inspiration for purchases
AFTER READING THE MARIE CLAIRE PRINT MAGAZINE 67% Talk about something they have seen with friends and family Buy something in-store 47% 59% Seek inspiration for purchases Show family and friends 52% 56% Read about products and visit their website 54% Search for more information online
HOW CAN ADVERTISERS BENEFIT?
MAGAZINE BRANDS INFLUENCE THROUGHOUT THE PURCHASE JOURNEY SPARK Almost 9 in 10 get ideas from print SEARCH 67% have searched for more information online from digital edition SHOP 2 in 5 purchased something instore/online from digital platforms SHARE 64% have shared from our print brands
SPARKING AN IDEA 4 in 5 find ideas from our brands 1 in 2 seek inspiration for purchases from our brands I picked this article up via my newsfeed on Twitter. It caught my eye and so I went and read the article. The article was on weight loss and it gave me some new ideas to try after reading it as I am trying to shift a few pounds before my holiday at the moment
SPARKING AN IDEA Danielle video
GENERATING SEARCH 1 in 2 visit the advertised brands website for further information 4 in 5 search for inspiration for decorating their home An advert I remember in a IPC magazine was for sofa.com. It caught my eye as it was a rich colour fabric and very contemporary. I visited their website and called to find out prices etc.
CREATING A SALE 2 in 5 have bought something online or in-store as a result of something they have seen in our brands In regards to the magazine, it will almost always make me end up looking at new designers/shops that they have written pieces on, so I can keep up and see what the next few things to come along will be From InStyle magazine I would likely purchase something as a result of the expert advice offered
CREATING A SALE Victoria video
GENERATING WORD OF MOUTH Over 1 in 2 have recommended something from our brands I use apps like snapchat and what s app to interact with friends about products and clothes. I would take a facebook photo to talk to friends about what I have read in magazines and online I interact with the magazine by taking photos of something I think a friend would like and sending this over to her on email
PURCHASE JOURNEY HOME SPARK 8 in 10 women seek inspiration for their homes from our brands 95% SEARCH 67% of consumers go online to search for more information 69% SHOP 42% buy an item in-store after seeing them in our brands 56% SHARE Over 1 in 2 will recommend items they have seen 60%
PURCHASE JOURNEY BEAUTY SPARK 58% use our brands for inspiration for a beauty product 75% SEARCH 40% have used our brands to find out more information on beauty products 60% SHOP 1 in 2 have tried a beauty product after seeing it recommended in an IPC brand 58% SHARE 45% have talked to friends & family about beauty products they ve seen in our brands 47% SOURCE: IPC BEAUTY RESEARCH
PURCHASE JOURNEY FOOD SPARK 6 in 10 use IPC brands to inspire their food shopping 58% SEARCH 1 in 2 search for more information after seeing a new food product in print or online 42% SHOP 4 in 10 have purchased food they ve seen in print or online 40% SHARE 1 in 2 have recommended food products to friends & family 46% SOURCE: IPC FOOD FOR THOUGHT
THINGS TO REMEMBER
MAGAZINE BRANDS are strong and enduring deliver quality, deeply trusted content across all platforms fulfil different needs, in different places, throughout the day are integral to all stages of the purchase journey
CONSUMERS CONNECT WITH IPC S MULTI-PLATFORM MAGAZINE BRANDS we re already on a journey with our consumers - let us take you with us