Thinking Mobile First

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ad:tech London 2012

Thinking Mobile First

Why a mobile first marketing strategy is the only route to success in 2013.

Ross Sleight, Chief Strategy Officer, Somo

Published in: Business
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Thinking Mobile First

  1. 1. THINKING MOBILE FIRSTROSS SLEIGHTCHIEF STRATEGY OFFICER COPYRIGHT & CONFIDENTIAL
  2. 2. INTRODUCING SOMOWorld’s largest independent mobile marketing companyEurope’s fastest growing mobile company – GP Bullhound94 dedicated mobile expertsGlobal service through local offices EMEA, US and APACStrategy & innovation, creative and production, media, reporting & tracking
  3. 3. BACK IN 2002 DIGITAL WAS SIMPLE COPYRIGHT & CONFIDENTIAL
  4. 4. BY 2008 SOCIAL MEDIA STARTED TO CHANGE THIS COPYRIGHT & CONFIDENTIAL
  5. 5. 2009 2010 2011 2012 THE YEAR OF MOBILE COPYRIGHT & CONFIDENTIAL
  6. 6. CONTEXT – 2012 THE YEAR OF MOBILESource: LOCOG COPYRIGHT & CONFIDENTIAL
  7. 7. USAGE –MARKETING NOT MATCHING CUSTOMER BEHAVIOUR COPYRIGHT & CONFIDENTIAL
  8. 8. MOBILE CREATES ADDITIONAL COMPLEXITY COPYRIGHT & CONFIDENTIAL
  9. 9. LEADING TO MASS AUDIENCE FRAGMENTATION COPYRIGHT & CONFIDENTIAL
  10. 10. VELOCITY - MACRO SHIFTSNEW PLATFORMS NEW OPERATING SYSTEMS NEW ECOSYSTEMS
  11. 11. COPYRIGHT & CONFIDENTIAL
  12. 12. 3 REASONS TO THINK MOBILE FIR COPYRIGHT & CONFIDENTIAL
  13. 13. SAME CHANNELS TO REACH MULTI SCREEN CONSUMERS COPYRIGHT & CONFIDENTIAL
  14. 14. DIFFERENT CUSTOMER BEHAVIOUR ACROSS SCREENS COPYRIGHT & CONFIDENTIAL
  15. 15. CUSTOMERS ARE USING MOBILE TO RESEARCH AND PURCHASE ON OTHER PLATFORMS 31% 39% 24% of smartphone users of smartphone users of smartphone users have purchased a have researched have researched product or service on their mobile on their mobile on their mobile then bought on PC then bought in StoreSource: Google Our Mobile Planet 2012 COPYRIGHT & CONFIDENTIAL
  16. 16. CONSUMERS USE MOBILE AS DIRECT RESPONSE FOR ALL MEDIA Dual QR screen AR Audio triggers Search Product or QR codes price info AR / audio COPYRIGHT & CONFIDENTIAL
  17. 17. SUMMARYMOBILE IS DISRUPTIVE BECAUSE IT CHALLENGESCONVENTIONAL THINKINGIF CUSTOMER IS MULTI-SCREEN DUE TO MOBILEBRANDS NEED TO BE MULTI SCREENMOBILE IS NOT AN ADJUNCT TO ONLINETHINK MOBILE FIRST COPYRIGHT & CONFIDENTIAL
  18. 18. COPYRIGHT & CONFIDENTIAL

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