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Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
Mobile   the next steps 15092013
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Mobile the next steps 15092013

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Mobile, big data, retail, mobile campaigns, apps

Mobile, big data, retail, mobile campaigns, apps

Published in: Marketing, Business, Technology
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  • 1. Mobile – The Next Steps Mark Wilmont @MarkWilmont Amstelveen, 15th September 2013
  • 2. Why mobile? • In Netherlands, every 2nd phone is a smartphone. • Most importantly 2 in 3 of our key demographic own a smart device • More than 35% of web visits are mobile only • 94% of the Smartphone owners use an app daily • Amazon sells $6b worth of stuff through mobile, almost 15% of their entire revenue
  • 3. Why mobile? In the nearby future the potential of mobile as a product and as a marketing tool is huge Source: http://www.tomorrowmobile.nl/alle-mobile-marketing-introducties-op-een-rij/
  • 4. Mobile strategy Comprehensive Phase III Phase II Phase I Source: Havas Media/Forrester A. Experimental strategy B. Device strategy Foundation C. Channel strategy
  • 5. Phase I: Foundation “If your information is not available on a small screen, it doesn’t exist for all the people that rely on their mobile phones for access.”
  • 6. Phase I: Foundation
  • 7. Phase I: Foundation Mobile context: The reality • Advertisers communicate their URL through TV • 86% of people use mobile internet while watching television • Many advertisers do not have mobile site • 30% of searches for restaurants comes from mobile • Most restaurant websites are horribly useless through mobile Source: Marketresponse
  • 8. Phase I: Foundation • 79% of smartphone users uses their mobile in a shop for product research • 15% of searches for financial and insurance content comes from mobile • 77% of mobile searches are from home or work Source: Marketresponse
  • 9. Phase I: Foundation
  • 10. Phase I: Foundation Four reasons why not to develop an app, and one reason why an advertisers should! #1 An app is not an idea #2 There are too many platforms #3 The consumer doesn’t want the advertisers app #4 App development is expensive BUT Consumer time spend on apps on mobile phones: 80% ! Source: @leeuwenrob
  • 11. Phase II: Advertising
  • 12. Current state mobile advertising in the Netherlands Bron: Deloitte IAB Report Online Adspend H1 2013
  • 13. Current state mobile advertising in the Netherlands Bron: Deloitte IAB Report Online Adspend H1 2013
  • 14. Consumer decision journey - channels Mobile SEA Active evaluation Social Display Display 4 Social LOYALTY 1 2 3 AWARENESS CONSIDERATION PURCHASE 5 ADVOCACY Mobile/Facebook app Post purchase experience Mobile/Facebook app
  • 15. Mobile KPIs KPI Score Measurement Awareness + Impressions, cost per impression, target audience reach Engagement ++ Engagement, interaction, finished video view, click to call, click to calendar and so on Action + Cost per click, CTR, download, cost per download, bounce rate, time (have to work with mobile rich media partners), sales (if the banner is on a mobile site and refers to a mobile site) Retention ++ Returning users of the app, time spend in the app, lifetime value Source: Havas Media (desk research)
  • 16. Phase II: Advertising – mobile and big data
  • 17. Phase II: Advertising Big data is off great influence on mobile advertising
  • 18. Phase II: Advertising – location based advertising • Big Data makes it possible for mobile ads to target hyper-local. • This is interesting because localized mobile campaigns perform two to three times as good as standard campaigns. • The promise of mobile advertising is enormous, since consumers have their smartphone with them all day.
  • 19. Phase II: Advertising – location based advertising Location-based advertising (LBA) is a new form of advertising that integrates mobile advertising with location based services. The technology is used to pinpoint consumers location and provide location-specific advertisements on their mobile devices Source: Wikipedia
  • 20. Phase II: Advertising – Location based advertising An overview of the most effective location based targeting strategies. Source: TomorowMobile.nl / Business Insider, BI Intelligence Full Report.
  • 21. Phase II: Advertising - Location based advertising • Geo aware: This are personalized ads based on location information • Geo Fenced Ads: These are ads that focus on all users within a preset radius of a company with the same advertising message • Designated Market Area: Are city or postcode related location targeting campaigns • Audience Location Based Targeting: Location Targeting can be combined with anonymous data on demographics, purchase intent or other behavioral data Source: TomorowMobile.nl / Business Insider, BI Intelligence Full Report.
  • 22. Source: Verve Mobile, February 2013
  • 23. Source: Mobext.com
  • 24. Source: Mobile Marketeer & GWI
  • 25. Mobile commerce: Who are the consumers Source: aimia.com + tomorrowmobile.nl
  • 26. Mobile commerce: What do consumers buy? • Clothes and accessories (39%) • Tickets (24%) • Books (not e-books) (23%) • Meals (22%) • Electronics (22%) • Daily offerings (21%) Source: MarketingCharts
  • 27. “People are using the smartphone in the store as a complement to what they’re doing. When you start to view the smartphone as a complement to the purchase cycle, and as retailers understand that, that number will only increase.” Bill Dinan (Telmetrics)
  • 28. Phase II: advertising – in the retail industry • 21% of consumers conducted a mobile search before making an offline purchase • 44% check prices in store • 73% of mobile searches are at home • 42% of mobile searches are at store • Reason of search: price comparison 34% • 47% annual increase in mobile purchase research Source: mobilemarketing.nl
  • 29. Phase II: Advertising – Second screen advertising Second Screen • Programs are increasingly watched "on demand" and a second screen is added to a program • Program makers and broadcasters want to fascinate the viewer and increase the perception around the program • The second screen is a valuable addition or an unnecessary distraction? Source: mobilemarketing.nl
  • 30. Phase II: Advertising – Second screen advertising Second screen advertising • The use of a second screen during major events live on television. • Consumer involvement by giving away incentives on the second screen • Consumer involvement by offering a game on the second screen
  • 31. Phase II: Advertising – Second screen advertising • Bringing together Ecommerce in television content. For example, the digital offering items that can be seen currently on television • Sponsoring the second screen extras • Encourage social interaction to communicate • Enabling real-time interactivity Source: mobilemarketing.nl
  • 32. Phase II: Advertising – Second screen advertising Shazam While watching tv commercials added advertiser information comes at the consumers smartphone while using Shazam. The viewer is redirected to a mobile landing page with a contest, action, game or other incentive
  • 33. Phase III: Comprehensive strategy “Mobile as a bridge for all online and offline activities and campaigns”
  • 34. Phase III: Comprehenisve strategy car industry– Sales force app
  • 35. Phase III: Comprehenisve strategy car industry – after sales app
  • 36. Phase III: Comprehenisve strategy financial industry– app for a specific target group
  • 37. Phase III: Comprehenisve strategy financial industry – Investor & media relations app
  • 38. Phase III: Comprehenisve strategy leisure industry– Investor & media relations app
  • 39. Phase III: Comprehenisve strategy fast moving products– alcohol test app (Beck’s beer)
  • 40. Phase III: Comprehenisve strategy – Loyalty programs
  • 41. Phase III: Comprehenisve strategy – Loyalty programs
  • 42. Phase III: Comprehenisve strategy – Loyalty programs
  • 43. Phase III: Comprehenisve strategy – Loyalty programs
  • 44. Interesting branded apps Source: Mashable.com
  • 45. Interesting branded apps Source: Mashable.com
  • 46. Interesting branded apps Source: Mashable.com
  • 47. Thank you. Mark Wilmont @MarkWilmont

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