Matt Mc Gowan - Incisive Media - SearchCongress Barcelona 2013

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Matt Mc Gowan - Incisive Media - Mobile Marketing & Measuremen, a Snapshot - SearchCongress Barcelona 2013

Matt Mc Gowan - Incisive Media - Mobile Marketing & Measuremen, a Snapshot - SearchCongress Barcelona 2013

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  • With mobile trending up and to the right, marketers cannot take a “check the box” mentality to mobile. Not with all mobile metrics: from apps created (600,000+ on Google Play alone) to revenue generated for entrepreneurs (projected: $46 billion by 2016 according to ABI Research). Mobile needs to be fleshed out as part of everyone’s strategy. That’s why Google Analytics has teamed up with ClickZ to understand the current mobile marketing and measurement landscape, and where it’s going next.
  • With mobile trending up and to the right, marketers cannot take a “check the box” mentality to mobile. Not with all mobile metrics: from apps created (600,000+ on Google Play alone) to revenue generated for entrepreneurs (projected: $46 billion by 2016 according to ABI Research). Mobile needs to be fleshed out as part of everyone’s strategy. That’s why Google Analytics has teamed up with ClickZ to understand the current mobile marketing and measurement landscape, and where it’s going next.
  • Marketers are overall still new to mobile marketing initiatives, with varying levels of experience. Mobile marketers with experience across tactics have an edge over their peers, who mostly have not been involved in more than one type of mobile initiative yet.
  • If you've built a mobile app, which types of apps have you built? (check all that apply)
  • NOTES: visualize a divide in this slide (perhaps with a Google- colored rift in the screen between these two areas.1 Including pay-per-download, in-app purchase, subscriptions and in-app advertising.Source: ABI research, eMarketer.com, comscore, Flurry, Gartner, IHS Screen Digest, internet search.
  • Marketers are planning a mix of mobile tactics in the next year, with more than half (52%) planning the creation of mobile-optimized sites. Developing apps still lags behind, indicating continued opportunity to create a highly-adopted app and be ahead of the curve.
  • A “mobile divide” is emerging between the 73% marketers embracing mobile marketing and the 26% who don’t yet focus spending here.
  • Marketers are projected to focus spends on tools and advertising as opposed to talent, with 68% of marketers planning to increase spending there (and just 32% planning to increase spends on human resources).
  • Manager- 28 %Owner/chief executive officer- 26 %Analyst- 17 %Director- 13 %Associate coordinator- 10 %Vice president- 4 %Chief marketing officer- 2 %

Transcript

  • 1. Mobile Marketing &Measurement: A SnapshotMatt McGowan, MDIncisive MediaFebruary 2013 @matt_mcgowan Google Confidential and Proprietary 1
  • 2. Intro to research Mobile is changing marketing, and brands need to quickly move mobile from an experimental tactic to a practice area that takes center-stage. Industry indicators are increasing: from apps created (1MM+ in Apple App Store, 600k+ in Google Play, 20k+ in Windows Store) to revenue generated for entrepreneurs (projected: $46 billion by 2016 according to ABI Research). We believe mobile marketing and measurement need to be an integral part of every brand’s strategy, not an afterthought. That’s why ClickZ.com teamed up with Google Analytics to research marketers globally – across all types and sizes of organizations – to understand today’s mobile marketing and measurement landscape and where it’s headed next.Sources Google, ClickZ.com, ABI Research @matt_mcgowan Google Confidential and Proprietary 2
  • 3. 3 GRANDE take-a-ways I. For most Mobile = Mobile-optimized websites a. more than ½ of marketers focus on websites, instead of a broader mix of strategy and tactics (branding, ad campaign, apps) b. The few (mobile savvy) are winning at expense of most II. ½ of all apps created are brand & content focused a. Not consumer centric, low engagement, short shelf life b. Apps that are more engaging: gaming, loyalty, social are often overlooked by advertisers III. Mobile measurement & interpretation: an emerging skill a. Skill set, technology and regulation b. Those who do measure see opportunity to increase spendSources Google, ClickZ.com, ABI Research @matt_mcgowan Google Confidential and Proprietary 3
  • 4. Current Mobile Landscape @matt_mcgowan Google Confidential and Proprietary 4
  • 5. Current State of MobileMobile-optimized sites are still the most used tactic Mobile initiatives brands have developed: 50%optimized sites 36% strategies 35% 34% applications advertising campaigns Many brands approaching mobile tactically, or in silos from other digital efforts. Opportunity exists for brands to develop strategies and integrate execution with other tactics.Research question: Which of the following mobile initiatives have you developed? (check all that apply) @matt_mcgowan Google Confidential and Proprietary 5Data based on 2318 respondents.
  • 6. Current State of Mobile Integrating mobile technology is still new territory How brands use mobile to improve local Not yet using any mobile integration services / technologies 53% Personalization of content based on location 26% Customized advertising messages 21% Integrating location with social data 19% more than 50% of brands are not Specials or offers based on proximity Other 3% 18% yet integrating mobile technologies or servicesResearch question: How are you using mobile services / technologies to provide a better local experience? (check all that apply) @matt_mcgowan Google Confidential and Proprietary 6Data based on 2318 respondents.
  • 7. Current State of Mobile Branded & content make up ½ of apps created Types of mobile apps marketers have built: Branded apps: 27% Two types of apps: branded and content together make up Content apps: 23% 50% of the total apps marketers are creating. Service / support apps: 21% This is likely due to simplicity to Social apps: 12% develop, however brands should also explore utility- Entertainment / gaming- related apps: 9% focused applications that provide a benefit to consumers Loyalty apps: 8% and inspire repeat use.Research question: If youve built a mobile app, which types of apps have you built? (check all that apply) @matt_mcgowan Google Confidential and Proprietary 7Data based on 2318 respondents.
  • 8. Current State of Mobile17% target a non-mobile experience in mobile ads Where marketers currently spend mobile advertising budgets: Brand advertising and awareness dominates mobile advertising with 45% spending a majority of their budget here. A surprising 17% of mobile advertising is targeting a non- mobile site or experience. These two indicators point to opportunity for marketers to establish mobile conversion goals in addition to awareness, as well as provide a mobile-optimized experience for all mobile ads.Research question: If youre engaged in mobile advertising, on what do you spend a majority of your advertising budget? @matt_mcgowan Google Confidential and Proprietary 8Data based on subset of 1471 survey respondents who participate in mobile advertising.
  • 9. Current State of MobileFluency in measuring mobile apps is an emerging skill Extremely we measure our mobile apps 6% Sophisticated integrated with other initiatives we measure apps in a comprehensive 12% Advanced manner but the data is in a silo 23% Intermediate we measure our apps but feel like were not seeing the whole picture we’re starting to measure apps and 36% Novice are just learning we’re not really sure where to start with 23% No understanding mobile app measurementResearch question: Rate your sophistication of using mobile analytics to measure a mobile app. @matt_mcgowan Google Confidential and Proprietary 9Data based on 2318 respondents.
  • 10. Current State of MobileMarketers want to measure full app lifecycle Metrics that matter to marketers: 71% Engagement / 56% Revenue generated 51% Advertising metrics revenue generated from in-app or usage of apps from apps spent on acquisition 55% Insights into app 38% Cross-device 32% Crash reporting / marketplaces tracking troubleshoot information & downloads of apps Research question: What mobile metrics are important when choosing a mobile app analytics solution? (check all that apply) @matt_mcgowan Google Confidential and Proprietary 10 Data based on 2318 respondents.
  • 11. Current State of Mobile Top mobile measurement challenges faced Measuring mobile ad effectiveness 39% Measuring ad effectiveness is the number one challenge for Measuring mobile consumption of content marketers in mobile, and presents an opportunity for 27% brands to ensure they are following a best practices Measuring mobile websites approach to mobile ads: such as ensuring ads are campaign- 19% tagged properly and establishing mobile conversions. Measuring mobile apps 15%Research question: What is your largest mobile measurement challenge at the moment? @matt_mcgowan Google Confidential and Proprietary 11Data from 1806 survey respondents who face challenges with mobile measurement.
  • 12. Current State of Mobile Reporting mobile results is new for many How marketers report mobile site & app metrics present a measurement dashboard to 17% stakeholders tracking a holistic set of metrics 18% have a dashboard, but would like it to be more robust 25% share successes as they happen, but lack formalized dashboard don’t yet report on / are not yet 42% accountable for mobile metrics Although 42% of marketers aren’t yet accountable for mobile metrics, an encouraging 1/3rd of marketers are already sharing internal dashboards to prove mobile marketing accountability.Research question: How do you report / share mobile site or app metrics? @matt_mcgowan Google Confidential and Proprietary 12Data based on 2318 respondents.
  • 13. A glimpse into where we’re going in the future @matt_mcgowan Google Confidential and Proprietary 13
  • 14. The Future: What’s Next For MobileA new digital divide is emerging betweenThose fluent in the ability totake advantage of mobilethrough effective data-driven decisions. Those still marketing to a static, wired world. @matt_mcgowan Google Confidential and Proprietary 14
  • 15. The Future: What’s Next For Mobile 87% of marketers are planning to increase their emphasis in mobile for the next year.Research question: How do you forecast your emphasis on mobile marketing / measuring mobile change in the next year? @matt_mcgowan Google Confidential and Proprietary 15Data based on 2182 respondents.
  • 16. The Future: What’s Next For MobileMore than ½ of marketers focusing on sites, but a broadmix of tactics is planned Planned mobile marketing tactics next year Create a phone and/or tablet Integrate mobile Engage in mobile Developing a Marketing aoptimized website with social advertising mobile app mobile app 52% 49% 48% 41% 39%Research question: What mobile marketing tactics do you intend to implement in the next year? (choose all that apply @matt_mcgowan Google Confidential and Proprietary 16Data based on 2182 respondents
  • 17. The Future: What’s Next For Mobile Data is helping marketers decide: 53% of marketers who analyzed mobile metrics say there is a lot of opportunity in mobile and plan to increase spending. Increase spending Keep the same Decrease spending We’re not yet focusing any spending on mobile there is a lot of opportunity we’re already allocating we’re not seeing here the right amount any value 53% 20% 1% 26%Research question: Based on what youve learned from your mobile analytics, how do you plan to change your budget on mobile marketing in next year? @matt_mcgowan Google Confidential and Proprietary 17Data based on 2182 respondents.
  • 18. The Future: What’s Next For Mobile Tools and technologies are sought more than talent: 68% plan to increase technology and ad investments, 32% in talent. Planned areas of focus for marketers Increase Increase amount Hire / outsource Hire / outsource additional investment in spent on mobile additional marketing / technology advertising developer talent analyst talent 38% 30% 18% 14%Research question: If you plan to increase budget dedicated to mobile, in what areas do you plan to focus? @matt_mcgowan Google Confidential and Proprietary 18Data based on 1671 respondents planning to increase emphasis on mobile
  • 19. Demographics of respondents @matt_mcgowan Google Confidential and Proprietary 19
  • 20. DemographicsRespondent level in organization CMO VP Associate 2% coordinator 4% 10% Marketing Manager 28% Director 13% 17% Analyst 26% Owner/Chief executive officerResearch question: Which of the following best describes your level in your organization? @matt_mcgowan Google Confidential and Proprietary 20Data based on 2318 respondents.
  • 21. DemographicsDigital specializations (besides mobile) alsopracticed by respondents 75% 71% SEO /PPC 49% Social Media 34% Website Marketing Video Testing 44% 60% 16% Viral 39% Display Email Marketing Mobile Advertising Marketing MarketingResearch question: Which digital marketing specializations do you practice? (check all that apply) @matt_mcgowan Google Confidential and Proprietary 21Data based on 2318 respondents.
  • 22. DemographicsSurvey respondents’ mobile apps / marketing efforts fallinto the following industries Technology Retail Media/ Travel entertainment 14% 14% 6% 11% Business (B2B) 30% Finance 5% Public Sector 3% Food/Drink 3%Research question: Which vertical does your application or mobile marketing best fall into? @matt_mcgowan Google Confidential and Proprietary 22Data based on 2318 respondents.
  • 23. DemographicsSize of the 2318 brands researched (employees) 1381 387 176 153 143 26% 78 0 -100 100 - 500 1,000 - 5,000 10,000+ 500 - 1,000 5,000 - 10,000Research question: How many employees are at your company? @matt_mcgowan Google Confidential and Proprietary 23Data based on 2318 respondents.
  • 24. Insummary Majority of marketers (87%) Savvy organizations are moving plan to increase emphasis fast in mobile, gaining more on mobile during expertise integrating social / 2013, belief in channel is location data with mobile in rapidly growing stronger. addition to measuring across channels. For example, 26% of brands are already customizing mobile experiences based on Mobile measurement is new location data. for most: more than half (59%) of marketers are either novice or completely inexperienced. While mobile advertising remains a challenge to measure, this is solvable by assigning specific, measurable mobile conversions to campaigns in Advertisers need to create apps order to better understand ROI which will be used repeatedly from mobile and unlock the value and provide a high level of of the channel. utility. Most still focus on branded or content-driven apps which are not customer-centric. @matt_mcgowan Google Confidential and Proprietary 24
  • 25. Connect with, or follow Google Analytics, ClickZ.com &incisivecreate for the latest research, trends and tips onanalytics Blog: analytics.blogspot.com Blog: ClickZ.com G+: +GoogleAnalytics G+: +ClickZ Twitter: @GoogleAnalytics Twitter: @ClickZ Matt McGowan E: matt.mcgowan@incisivemedia.com T: +1 917 720 6243 @matt_mcgowan @matt_mcgowan Google Confidential and Proprietary 25