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Integrating Mobile into the Marketing Mix by Julian Smith
 

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)

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

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    Integrating Mobile into the Marketing Mix by Julian Smith Integrating Mobile into the Marketing Mix by Julian Smith Presentation Transcript

    • 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, May 2013 Julian@WeAreFetch.com @WeAreFetch
    • 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
    • Alongside smartphones, tablet adoption growing Third of UK population now uses tablets Source: eMarketer, Oct 2013 Julian@WeAreFetch.com @WeAreFetch
    • Multi-screen audiences are becoming the norm At home and on-the-go consumers shifting screens Julian@WeAreFetch.com @WeAreFetch
    • 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
    • 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
    • Mobile can no longer be seen as simply an afterthought TV POS Radio Live Print Online OOH Mobile Julian@WeAreFetch.com @WeAreFetch
    • Mobile has now got to be integral to marketing mix POS Print Online OOH Radio TV Live Julian@WeAreFetch.com @WeAreFetch
    • Mobile should be integrated with desktop Desktop ecosystem Multi-channel digital ecosystem Mobile ecosystem + = Julian@WeAreFetch.com @WeAreFetch
    • 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
    • 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
    • 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
    • Mobile can be integrated with radio Extending audio broadcast advertising & audio-tagging Sonic Notify untapTV Shazam Chirp.io Julian@WeAreFetch.com @WeAreFetch
    • Mobile can be integrated with print Adding second screen AR content to print ads / content Julian@WeAreFetch.com @WeAreFetch
    • 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
    • Mobile can be integrated with OOH Adding mobile interactivity to posters & digital billboards Julian@WeAreFetch.com @WeAreFetch
    • 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
    • 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
    • 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 Ketchup AR app unlocks recipes Julian@WeAreFetch.com @WeAreFetch
    • What steps should marketers take?
    • 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
    • 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
    • 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
    • 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 @WeAreFetch