#CIPRSM#CIPRSM
Using Mobile As Part ofYour
Marketing Strategy
Phil Hakim, Senior Account Manager, Edelman
@phillyhak
27th ...
#CIPRSM#CIPRSM
Why Mobile Matters
#CIPRSM#CIPRSM
Mobile is EVERYONE
6
billion
4.5 billion
2
billion
MOBILE
SUBSCRIPTIONS TOOTHBRUSHES
ACCESSTO
INTERNET
#CIPRSM#CIPRSM
Mobile is GLOBAL
135%
114%
108%
80%
87%
#CIPRSM#CIPRSM
Mobile is BEHAVIOUR
ATWORK
EMAIL
PRODUCTIVITY
IN STORE
VOUCHERS
SHOWROOMING
AT HOME
M-COMMERCE
DUAL SCREENI...
#CIPRSM#CIPRSM
Mobile is THE WEB
#CIPRSM#CIPRSM
Mobile is SOCIAL
100%25%70%80%
24%33%27%32%
#CIPRSM#CIPRSM
Mobile is BIGGERTHAN PRINT
7
15
43
26
10
25
11
42
22
1
0
5
10
15
20
25
30
35
40
45
50
Print Radio TV Intern...
#CIPRSM#CIPRSM
Mobile is DATA
• Always on, always with us
• Real time and contextual
• Personalised and relevant
• Locatio...
#CIPRSM#CIPRSM
Mobile isn’t ALWAYS MOBILE
PC use peaks after
lunch between 2-
5pm
Smartphone use begins to
increase betwee...
#CIPRSM#CIPRSM
Mobile is SEARCH
1.LOCAL– for example, you are inVictoria and need to find the nearest
coffee shop
2.FAST– ...
#CIPRSM#CIPRSM
Mobile is (not all about) APPS
700,000 apps
30bn downloads
600,000
apps
25bn
downloads
15,000 apps
Unknown
...
#CIPRSM#CIPRSM
SoWhat?
#CIPRSM#CIPRSM
Mobile touches everything we do
PAID MEDIA
Advertising that is
placed and bought by
us
• Paid search
• Soci...
#CIPRSM#CIPRSM
PAID MEDIA
Advertising that is
placed and bought by
us
• Paid search
• SocialAdvertising
• TVAdvertising
• ...
#CIPRSM#CIPRSM
Mobile Search
#CIPRSM#CIPRSM
Desktop vs. Mobile Search PAID
#CIPRSM#CIPRSM
3 things to remember
1. CONTEXTUAL – 45% of mobile searches are conducted to make
an immediate decision (e....
#CIPRSM#CIPRSM
#CIPRSM#CIPRSM
Mobile search drives conversion
How?
• Mobile shortens the conversion funnel for brands
• 70% of mobile sea...
#CIPRSM#CIPRSM
The opportunity
1. Target mobile and desktop users separately
– They behave differently (remember: context,...
#CIPRSM#CIPRSM
NativeAdvertising
• Lack of standards
– Unifying standards on ad size, creative and
placement
– Fragmentati...
#CIPRSM#CIPRSM
Mobile Social Behaviour
#CIPRSM#CIPRSM
The growth in mobile social
33%
33%
36%
47%
48%
59%
Europe
Latin
America
North America
Global
Middle East
A...
#CIPRSM#CIPRSM
Mobile social is the growth
37,033
152,226
22,620
78,388
42,366
74,274
0 20,000 40,000 60,000 80,000 100,00...
#CIPRSM#CIPRSM
Mobile optimizing our content
25%70%80%
• 140 characters mean
content is inherently
mobile friendly
• Image...
#CIPRSM#CIPRSM
Focus on
Mobile newsfeed =the most
engaging place on Facebook
• Visual posts
• Post length
• Time of day
• ...
#CIPRSM#CIPRSM
An example: Nike
Text – the post is text light (mobile
posts should be less than 100
chracterd
Image – The ...
#CIPRSM#CIPRSM
Mobile App Development
#CIPRSM#CIPRSM
Creating successful apps is hard
There are over 900,000 apps in the iTunes app store and over
700,000 in Go...
#CIPRSM#CIPRSM
Creating your app
Strategic Planning Smart Design Marketing Optimise
• Clear function and
utility
• Audienc...
#CIPRSM#CIPRSM
Strategic planning
1. Clear Utility and Functionality
– What is the one hero function or
your app?
– What i...
#CIPRSM#CIPRSM
Smart design
Native Web Based Apps Hybrid Apps
Description An application designed to
run on a single OS (i...
#CIPRSM#CIPRSM
Native iOS to Hybrid - DistributionHTML5 to Native - UX
#CIPRSM#CIPRSM
App Store Optimisation
iTunes
• Users primarily find apps via searching the charts, featured apps or extern...
#CIPRSM#CIPRSM
Marketing your app
‘If you build it, they MIGHT come’
APP STORE VIDEO WEBSITE SOCIAL SEARCH PR
• App store ...
#CIPRSM#CIPRSM
Optimise, optimise, optimise
‘An app is for life, not for just for Christmas’
OPERATIONAL
ANALYTICS
MARKETI...
#CIPRSM#CIPRSM
Mobile Myth Busters
#CIPRSM#CIPRSM
A. 87% of US consumers prefer apps over websites and
mobile websites
B. 67% of US consumers prefer apps ove...
#CIPRSM#CIPRSM
A. 87% of US consumers prefer apps over websites and
mobile websites
B. 67% of US consumers prefer apps ove...
#CIPRSM#CIPRSM
A. 45% of UK consumers use their smartphone in store to
find more information out about products
B. 55% of ...
#CIPRSM#CIPRSM
A. 45% of UK consumers use their smartphone in store to
find more information out about products
B. 55% of ...
#CIPRSM#CIPRSM
A. 31% of Kenyan GDP is spent via mobile devices
B. 10% of Kenyan GDP is spent via mobile devices
C. 50% of...
#CIPRSM#CIPRSM
A. 31% of Kenyan GDP is spent via mobile devices
B. 10% of Kenyan GDP is spent via mobile devices
C. 50% of...
#CIPRSM#CIPRSM
A. UK smartphone penetration is 64%
B. UK smartphone penetration is 54%
C. UK smartphone penetration is 44%...
#CIPRSM#CIPRSM
A. UK smartphone penetration is 64%
B. UK smartphone penetration is 54%
C. UK smartphone penetration is 44%...
#CIPRSM#CIPRSM
A. 25% of people check Facebook on their smartphone
before getting out of bed
B. 50% of people check Facebo...
#CIPRSM#CIPRSM
A. 25% of people check Facebook on their smartphone
before getting out of bed
B. 50% of people check Facebo...
#CIPRSM#CIPRSM
Thank you for attending
Find out more at cipr.co.uk/social-summer
SOCIAL
SUMMER
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CIPR Social Summer - Phil Hakim

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CIPR Social Summer - Phil Hakim

  1. 1. #CIPRSM#CIPRSM Using Mobile As Part ofYour Marketing Strategy Phil Hakim, Senior Account Manager, Edelman @phillyhak 27th June 2013 SOCIAL SUMMER
  2. 2. #CIPRSM#CIPRSM Why Mobile Matters
  3. 3. #CIPRSM#CIPRSM Mobile is EVERYONE 6 billion 4.5 billion 2 billion MOBILE SUBSCRIPTIONS TOOTHBRUSHES ACCESSTO INTERNET
  4. 4. #CIPRSM#CIPRSM Mobile is GLOBAL 135% 114% 108% 80% 87%
  5. 5. #CIPRSM#CIPRSM Mobile is BEHAVIOUR ATWORK EMAIL PRODUCTIVITY IN STORE VOUCHERS SHOWROOMING AT HOME M-COMMERCE DUAL SCREENING AT PLAY SOCIAL GAMES
  6. 6. #CIPRSM#CIPRSM Mobile is THE WEB
  7. 7. #CIPRSM#CIPRSM Mobile is SOCIAL 100%25%70%80% 24%33%27%32%
  8. 8. #CIPRSM#CIPRSM Mobile is BIGGERTHAN PRINT 7 15 43 26 10 25 11 42 22 1 0 5 10 15 20 25 30 35 40 45 50 Print Radio TV Internet Mobile Time Spent Ad Spend %TimeSpentinMedia/%ofAdSpend
  9. 9. #CIPRSM#CIPRSM Mobile is DATA • Always on, always with us • Real time and contextual • Personalised and relevant • Location based • Call and text message • Browsing history • Social Media Use • App Use EXAMPLE DATA BENEFITS
  10. 10. #CIPRSM#CIPRSM Mobile isn’t ALWAYS MOBILE PC use peaks after lunch between 2- 5pm Smartphone use begins to increase between 5 – 7pm as we commute home Tablet use peaks in the evening at 8pm as we relax in front of theTV Smartphone use is also it’s highest in the evening – when we are at home!
  11. 11. #CIPRSM#CIPRSM Mobile is SEARCH 1.LOCAL– for example, you are inVictoria and need to find the nearest coffee shop 2.FAST– mobile searches are completed in under an hour vs. over a week for desktop 3.ACTION – mobile searches are ready to take action
  12. 12. #CIPRSM#CIPRSM Mobile is (not all about) APPS 700,000 apps 30bn downloads 600,000 apps 25bn downloads 15,000 apps Unknown downloads 150,000 apps 1bn downloads
  13. 13. #CIPRSM#CIPRSM SoWhat?
  14. 14. #CIPRSM#CIPRSM Mobile touches everything we do PAID MEDIA Advertising that is placed and bought by us • Paid search • SocialAdvertising • TVAdvertising • Native Advertising EARNED MEDIA Communication about a brand that we can’t control • Word of mouth • Forums and blogs • Social – Facebook and Twitter OWNED MEDIA Branded communication on our own channels • Brand websites • Email marketing • Facebook page • Mobile apps
  15. 15. #CIPRSM#CIPRSM PAID MEDIA Advertising that is placed and bought by us • Paid search • SocialAdvertising • TVAdvertising • Native advertising OWNED MEDIA Branded communication on our own channels • Brand websites • Email marketing • Facebook page • Mobile apps MOBILE Mobile touches everything we do EARNED MEDIA Communication about a brand that we can’t control • Word of mouth • Forums and blogs • Social – Facebook and Twitter
  16. 16. #CIPRSM#CIPRSM Mobile Search
  17. 17. #CIPRSM#CIPRSM Desktop vs. Mobile Search PAID
  18. 18. #CIPRSM#CIPRSM 3 things to remember 1. CONTEXTUAL – 45% of mobile searches are conducted to make an immediate decision (e.g. ‘where is the nearest coffee shop?) 2. IMMEDIATE– 63% of mobile search triggered actions occur within 1 hour of initial search 3. ACTION – 73% of mobile searches result in action (e.g. a purchase or visiting a store) PAID
  19. 19. #CIPRSM#CIPRSM
  20. 20. #CIPRSM#CIPRSM Mobile search drives conversion How? • Mobile shortens the conversion funnel for brands • 70% of mobile searchers lead to action within an hour • 67% of searchers are more likely to make a purchase if your site is mobile optimised • 61% of searchers will leave a website if they don’t find what they want straight away User sees aTV ad or billboard Conducts a mobile search Makes a purchase Google, 2012
  21. 21. #CIPRSM#CIPRSM The opportunity 1. Target mobile and desktop users separately – They behave differently (remember: context, immediate and action) 2. Optimise your website – Google will prioritise mobile websites – Mobile searches are impatient – 80% of mobile searchers will leave a site after two pages if not mobile optimised 3. Add location into the mix – Mobile search is local – think about geo-targeting – This is now possible down to the level of a specific location or shop 4. Think about your keywords – Mobile searchers are action orientated – E.g. ‘best sandwiches inVictoria’ – surprise them with an offer – Link our ATL to mobile – people see my ad, people search! 5. Have a Google + profile – Having a well populated profile (with location, user reviews et) will affect the authority of your listing within the mobile search results page – For brands, a well populated page means you rank higher in on the SERP
  22. 22. #CIPRSM#CIPRSM NativeAdvertising • Lack of standards – Unifying standards on ad size, creative and placement – Fragmentation of devices • Targeting and tracking issues – Cross platform – Privacy issues surrounding location data • Intrusion – Small screen on a mobile device – Intrusion • NativeAd Format – Platform level standards – Targeting capability – Feels like actual content You don’t need to design ads that look like editorial content, great content is your ad
  23. 23. #CIPRSM#CIPRSM Mobile Social Behaviour
  24. 24. #CIPRSM#CIPRSM The growth in mobile social 33% 33% 36% 47% 48% 59% Europe Latin America North America Global Middle East Africa Asia Pacific % of people using mobile to access social media sites • 67% of growth comes from mobile - Mobile social networking accounts for 67% of the growth in social networking use • 1/3 of all social networking time is spent in mobile apps • OTT messaging (e.g.WhatsApp) accounts for 41 million messages a day • Mobile only social networks are growing – Instagram,Vine, Snapchat EARNED
  25. 25. #CIPRSM#CIPRSM Mobile social is the growth 37,033 152,226 22,620 78,388 42,366 74,274 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 Twitter Facebook MobileWeb Mobile App PC
  26. 26. #CIPRSM#CIPRSM Mobile optimizing our content 25%70%80% • 140 characters mean content is inherently mobile friendly • Images and videos automatically downgraded for mobile • Mobile and desktop inherently different • New newsfeed should fix • Content should be optimised as mobile first • Growth in mobile driving overall growth • YouTube Mobile is second most visited mobile video website in the US • Videos should be optimised for mobile
  27. 27. #CIPRSM#CIPRSM Focus on Mobile newsfeed =the most engaging place on Facebook • Visual posts • Post length • Time of day • Optimise links 65B mobilenews feedstory impressions daily 45% ofcommentsonmobile happeninnews feed 65% Of mobilelikeshappen innewsfeed
  28. 28. #CIPRSM#CIPRSM An example: Nike Text – the post is text light (mobile posts should be less than 100 chracterd Image – The image is optimised for mobile and desktop newsfeed (not desktop timeline) Time of Day – 21.40, 30/04/2013 • Post went live with final whistle • 40% of sports fans are engaged on social media while watching sports
  29. 29. #CIPRSM#CIPRSM Mobile App Development
  30. 30. #CIPRSM#CIPRSM Creating successful apps is hard There are over 900,000 apps in the iTunes app store and over 700,000 in Google Play – competition is tough! 900,000 & 700,000 91% 20-40 apps Of the Interbrand top 100 brands have apps but <4% of those have featured in the top 100 UK apps The average number of apps on the typical smartphone, a ¼ of which are only ever opened once OWNED
  31. 31. #CIPRSM#CIPRSM Creating your app Strategic Planning Smart Design Marketing Optimise • Clear function and utility • Audience behaviours • Native vs. Hybrid • UX • App Store Optimisation • Wider Marketing Tactics • Analyse, refine and optimise
  32. 32. #CIPRSM#CIPRSM Strategic planning 1. Clear Utility and Functionality – What is the one hero function or your app? – What is your objective? 2. Understand your audience – What is the use case for your app? – It is a smartphone or tablet play? – Who is your audience? E.g. CEOs, students – Demographics 3. Do you need to build an app? – Think about the use case and whether there is an applicable alternative – Mobile web optimisation – Mobile social etc. UK iTunesTop Free – June, 2013 UK iTunesTop Paid – June, 2013
  33. 33. #CIPRSM#CIPRSM Smart design Native Web Based Apps Hybrid Apps Description An application designed to run on a single OS (iOS = ObjectiveC, Android = Java) A web based app written in HTML5 HTML5,CSS, JavaScript apps built with a native wrapper Pros • Fast • Most reliable • Most responsive UX • Native device functionality • Will run on any device with a browser • Great for static content • Can be put into app stores • Better performance • Can access phone features • Easier to port cross platform Cons • Only work on a single OS/device • Expensive • Longer development cycle • Limited functionality • Poorer user experience • Often unreliable • Cannot be downloaded through app stores • User experience still not as good as native apps
  34. 34. #CIPRSM#CIPRSM Native iOS to Hybrid - DistributionHTML5 to Native - UX
  35. 35. #CIPRSM#CIPRSM App Store Optimisation iTunes • Users primarily find apps via searching the charts, featured apps or external referral • Rank drives organic discovery • This makes the use of media at launch pivotal – it is vital to drive an early spike to drive downloads to get to the top of the charts and therefore increase organic downloads • More visibility means better chart positioning means more downloads • Keyword and image optimisation of mobile listing vital Google Play • 75%* of organic downloads in the Play Store originate from a user search • 50%* originate from a brand search and 25%* from a more generic search • Google indexes the entire app description meaning as a marketing tool, the quality of description is important • More so than in the app store, the app title and keyword frequency in the app description is pivotal for discovery • Although rank is still important. Google’s rank algorithm is skewed in favour of apps with a high user retention • The more net installs (uninstalls are tracked) the higher the rank your app could achieve
  36. 36. #CIPRSM#CIPRSM Marketing your app ‘If you build it, they MIGHT come’ APP STORE VIDEO WEBSITE SOCIAL SEARCH PR • App store optimization and management of submission • Bloggers & App Review sites • Specialised columns – Shortlist and Guardian • Targeted ads at mobile users from key demographics • MUST HAVE • Google Play, YouTube, Social, PR • Targeted Native advertising • Facebook ad install units • Promoted tweets • App landing page on website Mobile pop up – prompting users to download app
  37. 37. #CIPRSM#CIPRSM Optimise, optimise, optimise ‘An app is for life, not for just for Christmas’ OPERATIONAL ANALYTICS MARKETING ANALYTICS CUSTOMER EXPERIENCE Operational analytics are key to ensuring we retain an audience. 98% of people will delete an app that freezes, crashes or is consistently slow. Unfortunately even with proper testing, spotty coverage or improper settings can also hurt app performance Example tools: Crashalytics, Bug Sense, Critterism, Google Analytics (to a degree) Mobile real estate is limited as is user attention span (usually <10 minutes), therefore understanding user journeys and optimizing content and layout based on that is vital. Working within such limited parameters means every screen and every click matters! Example tools: MixPanel, Critterism, Apigee Mobile Analytics Marketing analytics enable us to understand the performance of an app or website in real time in order to achieve our goals. This could be to build better apps, improve our targeting, improve advertising or monetize our audience Example tools: Omniture, Flurry, Google Analytics,
  38. 38. #CIPRSM#CIPRSM Mobile Myth Busters
  39. 39. #CIPRSM#CIPRSM A. 87% of US consumers prefer apps over websites and mobile websites B. 67% of US consumers prefer apps over websites and mobile websites C. 57% of US consumers prefer websites and mobile websites over apps Question one
  40. 40. #CIPRSM#CIPRSM A. 87% of US consumers prefer apps over websites and mobile websites B. 67% of US consumers prefer apps over websites and mobile websites C. 87% of US consumers prefer websites and mobile websites over apps Answer one
  41. 41. #CIPRSM#CIPRSM A. 45% of UK consumers use their smartphone in store to find more information out about products B. 55% of UK consumers use their smartphone in store to find more information out about products C. 65% of UK consumers use their smartphone in store to find more information out about products Question two
  42. 42. #CIPRSM#CIPRSM A. 45% of UK consumers use their smartphone in store to find more information out about products B. 55% of UK consumers use their smartphone in store to find more information out about products C. 65% of UK consumers use their smartphone in store to find more information out about products Answer two
  43. 43. #CIPRSM#CIPRSM A. 31% of Kenyan GDP is spent via mobile devices B. 10% of Kenyan GDP is spent via mobile devices C. 50% of Kenyan GDP is spent via mobile devices Question three
  44. 44. #CIPRSM#CIPRSM A. 31% of Kenyan GDP is spent via mobile devices B. 10% of Kenyan GDP is spent via mobile devices C. 50% of Kenyan GDP is spent via mobile devices Answer three
  45. 45. #CIPRSM#CIPRSM A. UK smartphone penetration is 64% B. UK smartphone penetration is 54% C. UK smartphone penetration is 44% Question four
  46. 46. #CIPRSM#CIPRSM A. UK smartphone penetration is 64% B. UK smartphone penetration is 54% C. UK smartphone penetration is 44% Answer four
  47. 47. #CIPRSM#CIPRSM A. 25% of people check Facebook on their smartphone before getting out of bed B. 50% of people check Facebook on their smartphone before getting out of bed C. 75% of people check Facebook on their smartphone before getting out of bed Question five
  48. 48. #CIPRSM#CIPRSM A. 25% of people check Facebook on their smartphone before getting out of bed B. 50% of people check Facebook on their smartphone before getting out of bed C. 75% of people check Facebook on their smartphone before getting out of bed Answer five
  49. 49. #CIPRSM#CIPRSM Thank you for attending Find out more at cipr.co.uk/social-summer SOCIAL SUMMER
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