The Mobile Shift
The change to Mobile Advertising.
Mobile Landscape
• Evolution of Mass Media
• The printing press was invented 574 years ago
• The telephone 144 years ago
•...
What is Mobile?
Your customers are
already connected to
mobile technology
81% of consumers have a smartphone
and televisio...
Strategic Role of Mobile
ATTRACT – INTERACT -TRANSACT
Four primary Mobile Opportunities
1. Engagement
2. Relationships
3. ...
Trends and Behaviors
Gen X (born between 1965 and
1980) are highly connected –
60% use Smartphones.
Millennial’s (1981+) a...
Trends and Behaviors
Gen Xers, for example—defined as people born between 1965 and 1980—88.8% were
monthly internet users ...
Trends and Behaviors
45%
of Internet users between
18 and 29
use mobile search
daily.
(Icebreaker Consulting)
The Buying Process
There is a specific thought process that a
consumer goes through when shopping
• Awareness
• Considerat...
Solutions for you Business
Of the estimated
30 billion annual mobile searches,
about
12 billion
are
local searches
(Search...
Solutions for your Business
7. Use MOBILE SITE REDIRECTS. Give your mobile site visitors an option to go back to the deskt...
Push Versus Pull Media
ATL is a type of advertising through media such
as television, cinema, radio, print, and out-of-
ho...
Responsive Website
77%of
mobile searches
occur at home or work
even if a PC is nearby
and readily available
(Search Engine...
Including a
city name
in mobile ads increases click-through
rates by
as much as
200%
(MediaPost)
Mobile App
• Internationa...
Attract – Interact – Transact
Shopping searches are
2X
more likely to be performed
in-store
(Google Mobile Ads)
Local mobi...
Attract – Interact – Transact
46%
mobile users say they are unlikely
to return to a website they had
trouble accessing fro...
Attract – Interact – Transact
43%
of all
online banking
activity
in the U.S. now occurs on
smartphones &
tablets.
(xAd/Tel...
Core Pillars of a Local Mobile Strategy
71%
of consumers standing in a retail
store with a smartphone use it for
product c...
Core Pillars of a Local Mobile Strategy
81%
of conversions
(defined as store visits, calls or
purchases)
triggered by mobi...
Core Pillars of a Local Mobile Strategy
Mobile Email
Email is still viewed as the workhorse of the digital marketing indus...
Convergence of Social Media & Mobile
Nearly 90%of
time spent on
Twitter
in August 2013 was on a
mobile device.
(comScore)
...
Summary of Key Points
Of U.S. mobile users seeking
automotive content,
21%
of Millennials accessed
automotive content near...
Contact Us
Korena Keys
www.KeyMediaSolutions.com
Korena@KeyMediaSolutions.com
605-421-8088
The Mobile Shift
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The Mobile Shift

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The advertising landscape is changing and mobile marketing is starting to become a major player. Read KeyMedia Solutions' guide to understanding the media shifts and why mobile is changing advertising.

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The Mobile Shift

  1. 1. The Mobile Shift The change to Mobile Advertising.
  2. 2. Mobile Landscape • Evolution of Mass Media • The printing press was invented 574 years ago • The telephone 144 years ago • The color television 61 years ago • Computers 30 years ago • The internet 23 years • Smartphones 17 years... • Tablets 5 years... • Convergent devices; the era of automation – in fact I was meeting with a client just this week and they were telling me about new thermostats they offer that actually CALL the home owner and service technician if the furnace is not working properly. The same will soon be true of most household appliances (the refrigerator that keeps a grocery list for you), automobiles (right now I can start my car from a half a world away and cars can parallel park for you), and clothing that will monitor you heart rate and blood sugar. Consumers are adapting to “cheap” mobile technology 8 times faster than they adapted to expensive PC computer technology in the 1990s and early 2000s. Moore’s Law of Action “The computer in your cell phone today is a million times cheaper and a thousand times more powerful and about hundred thousand times smaller [than the one computer at MIT in 1965]…” Believe it or not consumers’ expectations outpace technology!
  3. 3. What is Mobile? Your customers are already connected to mobile technology 81% of consumers have a smartphone and television 74% of consumers have a smartphone and laptop/PC Today, there are more mobile devices in the world than there are people. The 1st mass marketed cell phone was available in 1983. Grown to 50 million connected devices in the last 10 years • Phones (feature phones vs. smart phones) • Tablets • Digital Designer Wear (google Glass, FitBit, Bluetooth) • The Internet of Things (the era of automation) The Internet of Things (IoT) is a blanket term used to describe our increasingly connected world. Refrigerators, thermostats, cars, smoke detectors, watches, glasses, and just about every other appliance you can think of is being connected to the Internet to provide remote access or to monitor and collected data. • Pill-shaped microcameras are used to view the human digestive tract and send back images to pinpoint dicease. • Precision farming equipment connected to remote satellites and ground sensors can monitor crop conditions and adjust the way section is farmed (spreading extra fertilizer on areas that need more nutrients). • Billboards in Japan “watch” passing cars, making instant decisions on individual profiles, and instantly change displayed messages based on those assumptions. • Interestingly – this past February a television & refrigerator were believed to be the source of a malicious email attack. Although as of yesterday the facts are still being disputed…
  4. 4. Strategic Role of Mobile ATTRACT – INTERACT -TRANSACT Four primary Mobile Opportunities 1. Engagement 2. Relationships 3. Direct Response 4. Sales Conversion • Multi-screen Usage - The Bermuda triangle of marketing data • The PC may be dying, but tablet growth is peaking • Smart phone growth is staggering – fueled by innovations and accessibility There were more desktop Internet users from 2007-2012 than Mobile internet users. (Business Insider) In 2013, they begin to level out, which foresees the Mobile Internet usage surpassing Desktop in 2014. Almost 20% of all global web traffic is through mobile phones – the world is switching its primary Internet source to mobile.
  5. 5. Trends and Behaviors Gen X (born between 1965 and 1980) are highly connected – 60% use Smartphones. Millennial’s (1981+) are similar to Gen X – 63% use mobile web at least monthly. Although 80% of Boomers are regular internet users, they are slower to adapt to mobile web.
  6. 6. Trends and Behaviors Gen Xers, for example—defined as people born between 1965 and 1980—88.8% were monthly internet users as of December 2012, according to eMarketer estimates. Gen Xers are also highly connected on the go, with nearly 95% using mobile phones, and 60.3% of that group using smartphones. In 2012, 38.4 million Gen Xers, or 62.2% of Gen X mobile users, used the mobile internet at least monthly. That accounts for three in 10 mobile internet users in the US. Millennials take online activity up a notch—though on mobile their profile is very similar to that of Gen Xers: 92.3% used a mobile phone in 2012, among whom 63.2% used the mobile web and slightly fewer used smartphones. Baby boomers, born between 1946 and 1964, do not reach quite such high levels of activity as their younger counterparts, but they aren’t far behind. Nearly eight in 10, or 59.9 million baby boomers, were regular internet users in 2012—and they were even more likely to use mobile phones, though mobile internet and smartphone uptake were slow compared to other groups. Digital video is even more popular than social sites with boomers. Nearly six in 10 boomer internet users downloaded or streamed video at least monthly in 2012, though growth has already begun to flatten. Additionally, household income plays into mobile usage and smartphone ownership.
  7. 7. Trends and Behaviors 45% of Internet users between 18 and 29 use mobile search daily. (Icebreaker Consulting)
  8. 8. The Buying Process There is a specific thought process that a consumer goes through when shopping • Awareness • Consideration • Preference • Action • Loyalty Today the process buyers face now include: • Peer reviews • User-generated content • Competitive alternatives • The “I got to have it now” feeling 60%of mobile users expect a website to load in less than 3 seconds (Gomez – What Mobile Users Want) 46%of showrooming shoppers still ended up making their purchase in-store. (Source: Pew, 2013)
  9. 9. Solutions for you Business Of the estimated 30 billion annual mobile searches, about 12 billion are local searches (Search Engine Land) 40% of website visitors will click another mobile result if a site is not mobile friendly (Icebreaker Consulting) Ten Best Practices for a Mobile Site 1. BE THUMB FRIENDLY – this may seem like an obvious point, but you want to make sure your mobile site/ads are easy for those with big hands to navigate and use. 2. Design for VISIBILITY – you’ve put a lot of time and through into your content – make sure it can be read at arm’s length. 3. Put some thought into your NAVIGATION – make sure there is a hierarchy to the menu items and vertical scrolling to get all the information needed. Make sure that your phone number, address, and contact info is in the forefront. 4. ACCESSIBILITY will make or break your success. Your mobile site should work across all devices and handheld orientations. 5. Make it easy to CONVERT! Put a priority on information that will lead to a conversion or sale. 6. Be proud of your LOCAL roots… include functionality such as maps and phone numbers that allow people find you and walk into your store.
  10. 10. Solutions for your Business 7. Use MOBILE SITE REDIRECTS. Give your mobile site visitors an option to go back to the desktop version if they would like (but also make it easy to return to the mobile site if they are not enjoying the experience. It is all about options. 8. BE QUICK! Help you site visitors by making the page quick to load and copy easy to scan. 9. Make the user experience between your desktop site and mobile site SEAMLESS. Your customers should not feel as if it is two different user experiences or two different companies. Be as consistent as possible (this is where responsive design outweighs a mobile site or app). 10. Finally – LISTEN AND LEARN from your customers. The best mobile websites are user-centric; they are built based on their customers comments, opinions, and desired ways of connecting. Website Analysis – take a critical look at your website. And if you can’t be objective find someone who can. • What do you want your website visitor to do when they visit your website? Can they do that within 20 seconds and without having to search your site? • Does your website navigation make it easy for your visitors to find what they are looking for quickly? • How does your website look on a tablet? How about a smart phone? Do you have to scroll or expand the view to read the text? Does it format correctly? • Is your website optimized for search engines? That includes paid and non-paid search. Do you have clear headlines? Are all of your images tagged?
  11. 11. Push Versus Pull Media ATL is a type of advertising through media such as television, cinema, radio, print, and out-of- home to promote brands or convey a specific offer. This type of communication is conventional in its nature and is considered impersonal to customers (mass media). Below the line advertising seeks to reach a consumer (instead of a mass audience) directly rather than through an intermediary, such as would be the case with a commercial during a television show. This type of advertising is often centered on specific localities and is used to promote products that a consumer will want to see in person. It can be coupled with in-store sales help in order to explain the features of the product (brochures/rack cards). *Talk Digital
  12. 12. Responsive Website 77%of mobile searches occur at home or work even if a PC is nearby and readily available (Search Engine Land) Mobile website (mWeb) • Performance is essential and the best way to deliver higher engagement • Balance design with functionality requirements • Ease to use is a priority for a consumer • Use a design that will catch a consumers’ eyes and manipulate it to fit multiple devices • Almost everyone has encountered sites that are not mobile optimized • Half of them feel frustrated or annoyed
  13. 13. Including a city name in mobile ads increases click-through rates by as much as 200% (MediaPost) Mobile App • International Business Times wrote in 2013 over 100 billion apps were downloaded from the Apple app store across the planet • The New York Daily News reports that the average person checks there phone once every 6.3 minutes, mostly to view apps • opportunity for frequent engagement built around Service, Entertainment, Information, Distraction Hybrid App • To take advantage of the benefits of both mWeb and apps and negate the disadvantages, it is possible to combine the two into what is known as a hybrid app. • There will always be small changes that must be made to make the app compatible on all platforms, but this combination significantly minimizes the amount of customization necessary.
  14. 14. Attract – Interact – Transact Shopping searches are 2X more likely to be performed in-store (Google Mobile Ads) Local mobile searches (85.9 billion) are projected to exceed desktop searches (84 billion) for the first time in 2015 (eMarketer) Attract Content Strategy = Engagement • Usability/connectivity/cross channel performance • Research - competitive analysis, website metrics, industry insights, current customer preferences • Listen – monitor conversations, compare KPI’s Media Strategy = Transactions • Owned – company website, branded content, social channels, point of sale, packaging • Earned – Blogs, directories, email, PR channels and other earned channels promote awareness and brand advocacy • Purchased - Targeted mobile advertising campaigns generate high volume
  15. 15. Attract – Interact – Transact 46% mobile users say they are unlikely to return to a website they had trouble accessing from their phone (Gomez) Professional services websites not optimized for mobile are 24% more likely to have mobile visitors bounce. (Televox) Interact Understand the mobile consumer mindset • Repetitive – these individuals often seek same type of information & pattern remains the same. They want their information and that’s it (think sports scores, stock market, or the weather forecast). • Bored – people that are killing time – they are seeking entertainment, social media, or a distraction. • Urgent – this group has an immediate need, one that is typically time or location sensitive. They are making quick decisions around credibility, accuracy and relevance because they feel they have to.
  16. 16. Attract – Interact – Transact 43% of all online banking activity in the U.S. now occurs on smartphones & tablets. (xAd/Telmetrics) Transact How do you capture your share of this mobile commerce? • Build a value chain with data points to capture key performance metrics (what stimulus drove the user to the mobile moment?) • Identify conversion metrics along the journey • Monitor the KPI’s to conversion; they are likely to change frequently. Best practice – the correct way to execute on mobile • Insights and context • Development • Creative considerations • Testing, Analysis, Optimization • Repeat
  17. 17. Core Pillars of a Local Mobile Strategy 71% of consumers standing in a retail store with a smartphone use it for product comparisons; 51% check reviews. More importantly 48% of US shoppers are open to receiving personalized offers on their devices while in the store. (Usablenet Inc., 2013) SoLoMo - Social + Local + Mobil These three aspects will go hand-in-hand… most mobile users view their device as very personal and NOT as a marketing communication device. As businesses, we need to tread lightly as to not insult mobile users. We also need to be sure we take the time to understand the audience we are trying to connect with and the best way to connect with them. There are a multiple ways in which we can utilize the mobile devices to engage and interact with potential clients. Mobile Search We have had a lot of facts and statistics throughout the workbook as it relates to mobile search marketing (in this section we are referring to paid search and not organic search). This is a critical element and one that is growing in importance each day. Did you know that within the hospitality industry specifically, that most hotel searches conducted on a mobile PHONE results in reservations for the same day or next day? On the opposite end, most searches conducted on tablets result in reservations 1-3 months out. • 74% of individuals search on a mobile device using a search engine • Key drivers of mobile search success • The type of device used • The location (of the device or the home) • Keyword
  18. 18. Core Pillars of a Local Mobile Strategy 81% of conversions (defined as store visits, calls or purchases) triggered by mobile search occur within 5hours. (Google – Creating Moments That Matter) Mobile Display Mobile Ad Formats • Interstitial Banners: Make your brand stand out with an interactive ad that appears inside apps and gives users a full-screen experience • Image Banners: get your brand noticed with static or animated image banners as users are browsing through content on their smartphones Targeting Capabilities • Basic elements: Who, What, When, Where, Why • Micro Targeting: by device or connection, by content, or retargeting Text Message Marketing (SMS) Text messaging is still the largest mobile marketing channel by revenue • 95 - 98% of text messages are read within minutes of receipt • 86% of consumers send or receive a text message every week • 30% of consumers interact with a brand via text message • 2.12 Trillion text messages are sent every year Be sure that you database has been vetted and have opted in to receive your messages. There are some easy ways to grow your database – either through purchased lists or asking customers and individuals to opt in. Every message you send should have a strategy behind it – be careful not to annoy or offend your customers.
  19. 19. Core Pillars of a Local Mobile Strategy Mobile Email Email is still viewed as the workhorse of the digital marketing industry – and mobile is following suit. Over half of all email is now opened on a mobile device. We expect email will flip from a desktop PC-focused channel to a mobile-first channel in 2014. Expect a big shift in email marketing, where optimization for mobile phones will be prioritized. Driven by the success metrics of email opened on the phone, the PC experience will become a secondary consideration. Be sure your email campaigns are optimized for mobile readability!! They must load quickly, reformat the design, and have large areas for clicking. • Immediacy – in all mobile messaging, you want to create a sense of urgency… tell me I have to do it now as I may not be able to do it tomorrow. • Simplicity – do not complicate the issues. Your ads, texts, and emails should have ONE primary focus. You can go into more detail on the landing page for the campaign. • Context & Relevance – the context of the ad message is critical – the placement should be relevant and timely in order to deliver the best results.
  20. 20. Convergence of Social Media & Mobile Nearly 90%of time spent on Twitter in August 2013 was on a mobile device. (comScore) 3 tips for effective mobile advertising 1. Currently, only a few select third-party Twitter clients support Twitter ad formats, including Promoted Accounts, Promoted Tweets, and Promoted Trends (hashtags). This will change in 2014. 2. Facebook Ads show ads based solely on friends' "Likes" and other targeting options; accordingly, desktop ads are much more relevant, including retargeting ads for companies with which the user has already interacted online. That's because of the advanced features available through FBX. 3. We know that users are more likely to engage with content that resonates with them, and given what we know about the increase of mobile app usages, engagement rates increasing, and mobile ad spend increasing, we predict that FBX will go mobile. As users continue to make mobile their device of choice, expect FBX revenues to increase exponentially. • Start with a goal make it is aligned with your business objectives and is measurable • Micro-targeting mobile offers a variety of targeting capabilities • Compelling creative our devices are personal, make sure your ad is compelling rather than interruptive Trial, optimize, adapt: continue to measure and alter throughout
  21. 21. Summary of Key Points Of U.S. mobile users seeking automotive content, 21% of Millennials accessed automotive content nearly every day. 31% accessed auto content once a week 48% accessed this content at least 3X per month. (comScore) The Mobile Landscape • Internet usage shifting to mobile devices from wired devices • There are now more mobile devices in the US than people. • Transition from wired to mobile devices Customer Behaviors Are Changing • Know your customers – digital behavior varies • Power of Local Searches • Consumer expect more from their mobile experience It’s Not Too Late • Analyze your website, customer profile, and data! • Develop Your Mobile Strategy (Attract – Interact – Transact) • Test, Monitor, Analyze, and do it again.
  22. 22. Contact Us Korena Keys www.KeyMediaSolutions.com Korena@KeyMediaSolutions.com 605-421-8088

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