Integrating
Mobile Into the
Marketing Mix

Digital Marketing Show
28th November 2013
The smartphone majority has now arrived in UK
Penetration at 72% in 2013

Source: Deloitte Consumer Review: 5th edition, M...
The smartphone is our constant companion
Multi-functionality makes it a game changer
My shopping
channel

My camera /
reco...
Alongside smartphones, tablet adoption growing
Third of UK population now uses tablets

Source: eMarketer, Oct 2013

Julia...
Multi-screen audiences are becoming the norm
At home and on-the-go consumers shifting screens

Julian@WeAreFetch.com

@WeA...
Audiences shifting between screens throughout day

Share of Audience

Device Usage Throughout the Day

Online

TV Peak Tim...
Time spent with mobile growing rapidly
Share of time spent per day with major media by US adults
Other
MOBILE AS %
DIGITAL...
Mobile can no longer be seen as simply an afterthought
TV

POS

Radio

Live

Print

Online

OOH

Mobile

Julian@WeAreFetch...
Mobile has now got to be integral to marketing mix
POS

Print

Online

OOH

Radio

TV

Live

Julian@WeAreFetch.com

@WeAre...
Mobile should be integrated with desktop
Desktop
ecosystem

Multi-channel digital
ecosystem

Mobile
ecosystem

+

=

Julia...
Mobile can be integrated with TV
Extending TV ads to mobile screens
In VoD players

In YouTube

In rich media ads

Julian@...
Mobile can be integrated with TV
Adding second screen call-to-action to TV ads
Hashtag

Audio-tag (Shazam)

QR code??

Not...
Mobile can be integrated with TV
Adding second screen engagement to TV ads

Red Bull Supernatural Snowboarding app
http://...
Mobile can be integrated with radio
Extending audio broadcast advertising & audio-tagging

Sonic Notify

untapTV

Shazam

...
Mobile can be integrated with print
Adding second screen AR content to print ads / content

Julian@WeAreFetch.com

@WeAreF...
Mobile can be integrated with print
Combining iPad and print ad to create another dimension

Lexus ipad ad Video
https://w...
Mobile can be integrated with OOH
Adding mobile interactivity to posters & digital billboards

Julian@WeAreFetch.com

@WeA...
Mobile can be integrated with OOH
Adding mobile interactivity to posters & digital billboards

Feeding apples to the pig –...
Mobile can be integrated with live events
Adding deeper engagement via companion apps
BBC at Glastonbury app

Ticketing / ...
Mobile can be integrated at POS
Enabling mobile coupons, payments & wallets in-store

Julian@WeAreFetch.com

@WeAreFetch
Mobile can be integrated at POS
NFC-enabled beer fonts

Julian@WeAreFetch.com

@WeAreFetch
Mobile can be integrated with product / packaging
Image recognition AR app
Heineken Star AR app unlocks content

Heinz Ket...
What steps should
marketers take?
Marketers need to understand their target audience’s use
of mobile / multi-screen
Forrester’s Mobile Mind Shift Index
Devi...
Marketers need to understand the role mobile can
play along the path to purchase

Evaluation &
preference

Awareness &
con...
Marketers need to have dedicated mobile experts
within their multi-disciplinary teams
Creative
PR /
Experiential

Media

C...
Marketers need to act now!

Julian@WeAreFetch.com

@WeAreFetch
Thank you

Need to talk?
Julian@WeAreFetch.com
Julian Smith | Head of Strategy & Innovation | Julian@WeAreFetch.com

@WeAr...
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Integrating Mobile into the Marketing Mix by Julian Smith

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Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

Published in: Marketing, Business, Technology
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Integrating Mobile into the Marketing Mix by Julian Smith

  1. 1. Integrating Mobile Into the Marketing Mix Digital Marketing Show 28th November 2013
  2. 2. The smartphone majority has now arrived in UK Penetration at 72% in 2013 Source: Deloitte Consumer Review: 5th edition, May 2013 Julian@WeAreFetch.com @WeAreFetch
  3. 3. The smartphone is our constant companion Multi-functionality makes it a game changer My shopping channel My camera / recorder My social network My TV My game console My fitness tracker My wallet My diary / organiser My alarm / clock My map / sat nav My phone My calculator Julian@WeAreFetch.com @WeAreFetch
  4. 4. Alongside smartphones, tablet adoption growing Third of UK population now uses tablets Source: eMarketer, Oct 2013 Julian@WeAreFetch.com @WeAreFetch
  5. 5. Multi-screen audiences are becoming the norm At home and on-the-go consumers shifting screens Julian@WeAreFetch.com @WeAreFetch
  6. 6. Audiences shifting between screens throughout day Share of Audience Device Usage Throughout the Day Online TV Peak Time (6pm – 10:30 pm) Tablet Mobile Late Night (12am – 7am) Early Morning (7am – 10am) Daytime (10am – 5pm) Early Evening (5pm – 8pm) Prime (8pm – 12am) Connect with consumers on their preferred device at different time of day, even during TV peak time (when 62% of UK internet users accessed a second screen while watching TV). Sources: UK Digital Future in Focus, comScore, Feb 2013. eMarketer, Aug 2013
  7. 7. Time spent with mobile growing rapidly Share of time spent per day with major media by US adults Other MOBILE AS % DIGITAL = 12% DIGITAL AS % TOTAL = 30% 3.6% 22.0% Print Radio 7.1% TV Other digital Online 13.4% Mobile (non voice) 19.4% DIGITAL AS % TOTAL = 44% 22.6% 20.7% 3.9% MOBILE AS % DIGITAL = 45% 19.2% 4.1% 4.4% 5.0% 40.9% 40.4% 39.2% 37.4% 14.9% 7.7% 13.9% 13.0% 11.9% 7.0% 6.5% 5.5% 5.4% 4.1% 4.5% 2.8% 2010 2011 2012 2013 Source: eMarketer, July 2013 Julian@WeAreFetch.com @WeAreFetch
  8. 8. Mobile can no longer be seen as simply an afterthought TV POS Radio Live Print Online OOH Mobile Julian@WeAreFetch.com @WeAreFetch
  9. 9. Mobile has now got to be integral to marketing mix POS Print Online OOH Radio TV Live Julian@WeAreFetch.com @WeAreFetch
  10. 10. Mobile should be integrated with desktop Desktop ecosystem Multi-channel digital ecosystem Mobile ecosystem + = Julian@WeAreFetch.com @WeAreFetch
  11. 11. Mobile can be integrated with TV Extending TV ads to mobile screens In VoD players In YouTube In rich media ads Julian@WeAreFetch.com @WeAreFetch
  12. 12. Mobile can be integrated with TV Adding second screen call-to-action to TV ads Hashtag Audio-tag (Shazam) QR code?? Not to be recommended! Julian@WeAreFetch.com @WeAreFetch
  13. 13. Mobile can be integrated with TV Adding second screen engagement to TV ads Red Bull Supernatural Snowboarding app http://www.youtube.com/watch?v=7ftyEUIYcJ8 Julian@WeAreFetch.com @WeAreFetch
  14. 14. Mobile can be integrated with radio Extending audio broadcast advertising & audio-tagging Sonic Notify untapTV Shazam Chirp.io Julian@WeAreFetch.com @WeAreFetch
  15. 15. Mobile can be integrated with print Adding second screen AR content to print ads / content Julian@WeAreFetch.com @WeAreFetch
  16. 16. Mobile can be integrated with print Combining iPad and print ad to create another dimension Lexus ipad ad Video https://www.youtube.com/watch?v=lyvg6p0LQUg Julian@WeAreFetch.com @WeAreFetch
  17. 17. Mobile can be integrated with OOH Adding mobile interactivity to posters & digital billboards Julian@WeAreFetch.com @WeAreFetch
  18. 18. Mobile can be integrated with OOH Adding mobile interactivity to posters & digital billboards Feeding apples to the pig – Compassionate farming https://www.youtube.com/watch?v=j1DrcQq_qzs Julian@WeAreFetch.com @WeAreFetch
  19. 19. Mobile can be integrated with live events Adding deeper engagement via companion apps BBC at Glastonbury app Ticketing / entrance Guides / maps Lady Gaga app Set / Play list Find your friend Exclusive content / offers untapTV app UGC / Social sharing Julian@WeAreFetch.com Audience participation @WeAreFetch
  20. 20. Mobile can be integrated at POS Enabling mobile coupons, payments & wallets in-store Julian@WeAreFetch.com @WeAreFetch
  21. 21. Mobile can be integrated at POS NFC-enabled beer fonts Julian@WeAreFetch.com @WeAreFetch
  22. 22. Mobile can be integrated with product / packaging Image recognition AR app Heineken Star AR app unlocks content Heinz Ketchup AR app unlocks recipes Julian@WeAreFetch.com @WeAreFetch
  23. 23. What steps should marketers take?
  24. 24. Marketers need to understand their target audience’s use of mobile / multi-screen Forrester’s Mobile Mind Shift Index Device ownership + Access frequency + Location diversity MMSI Perpetuals 50-60 40-50 Roamers Unshifted segments Immersers Adapters Shifted segments 60+ 30-40 Dabblers 20-30 Disconnecteds 0-20 Julian@WeAreFetch.com @WeAreFetch
  25. 25. Marketers need to understand the role mobile can play along the path to purchase Evaluation & preference Awareness & consideration Experience & participate Arrival & conversion Loyalty & advocacy Julian@WeAreFetch.com @WeAreFetch
  26. 26. Marketers need to have dedicated mobile experts within their multi-disciplinary teams Creative PR / Experiential Media CLIENT Promotions / Shopper Mobile Digital / Social Julian@WeAreFetch.com @WeAreFetch
  27. 27. Marketers need to act now! Julian@WeAreFetch.com @WeAreFetch
  28. 28. Thank you Need to talk? Julian@WeAreFetch.com Julian Smith | Head of Strategy & Innovation | Julian@WeAreFetch.com @WeAreFetch

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