Mobile Marketing 2014

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An overview of the rise of mobile, mobile marketing and key trends to look for in 2014.

An overview of the rise of mobile, mobile marketing and key trends to look for in 2014.

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  • 1. MOBILE MARKETING 2014
  • 2. WHY WHY MOBILE?
  • 3. MOBILE PENETRATION
  • 4. MOBILE BROADBAND PENETRATION
  • 5. MOBILE SUBSCRIPTIONS
  • 6. “The trend has been that mobile was winning. It’s now won.” –ERIC SCHMIDT, EXECUTIVE CHAIRMAN, GOOGLE
  • 7. MOBILE
  • 8. 63,395,574 54,861,245 36,000,000 82,109,000
  • 9. 87% 39% SMARTPHONE USERS SEARCH FOR LOCAL INFORMATION VIA THEIR PHONE SMARTPHONE USERS HAVE MADE A PURCHASE VIA THEIR PHONE 62% SMARTPHONE PENETRATION AS A PERCENTAGE OF THE POPULATION
  • 10. • 1 in 7 people worldwide own a smartphone • The average person in the UK has access to 5.4 devices • 1 in 4 online searches are conducted with mobile devices • In one day, more smartphones are activated than babies are born
  • 11. • 48% of marketers intend to increase mobile spend in 2014 • Mobile traffic in 2013 grew to 58% of all online traffic, an increase of 42% over 2012 • Sales completed via mobile devices grew 63% year over year, and exceeding 45% of total online sales
  • 12. • 80.8% of users read email on mobile devices • 4.2 billion people use mobile devices to access social media • 91% of all people on Earth have a mobile phone, and 50% of mobile phone users use their phone as their primary method of getting online
  • 13. MOBILE IS THE ONLY SHOW IN TOWN…
  • 14. MOBILE MARKETING
  • 15. “Growth will be fuelled by improved market conditions, such as provider consolidation, measurement standardisation and new targeting technologies, along with a sustained interest in the mobile medium from advertisers.” –STEPHANIE BAGHDASSARIAN, DIRECTOR, GARTNER
  • 16. UK MOBILE AD SPEND (£BN)
  • 17. GLOBAL MOBILE AD SPEND ($BN)
  • 18. “Two years ago Facebook and Twitter had no mobile ad business. Today the companies earn between a third and half, respectively, of all revenues from mobile ads.” – CLARK FREDRICKSEN, VP, EMARKETER
  • 19. GOOGLE • Earned 42% of all ad revenue in the US via mobile • Google services are the top web property on smartphones, reaching 87 percent of the mobile audience through apps and mobile browsing
  • 20. FACEBOOK • Facebook's UK digital display ad spend was £279m in 2013 • Mobile advertising accounted for approximately half of total digital income • As of January 2014, 53% of ad revenue driven by mobile • Facebook controlled 16% of the global mobile ad market in 2013
  • 21. TWITTER • Mobile ad revenues up from £1m in 2011 to £44m in 2013 • Acquisition of MoPub strengthens the mobile ad market
  • 22. APPLE • iOS continues to be the mobile platform driving the most global mobile advertising revenue, 50% in the second quarter of 2013 • The iPhone accounted for 36% of ad revenue while Android phones accounted for just under 28%. • iBeacon roll-out has commenced
  • 23. WHAT WE LEARNED IN 2013
  • 24. 46% …of users won’t come back to a website that didn’t load properly on their screen the first time round
  • 25. 50% …of all mobile searches lead to a purchase
  • 26. 57% …of users won’t recommend companies with a poor mobile presence
  • 27. 59% …of users find mobile ads “useful”
  • 28. 60% …of Twitter’s ad revenue that will come from mobile ads in 2014
  • 29. 70% …of customers welcome mobile ads …of mobile searches lead to action within 1 hour …of online searches lead to action within 1 month
  • 30. 85% …of users prefer native apps to mobile websites
  • 31. 60% …of users prefer the mobile web over apps when researching products and prices online
  • 32. PREDICTIONS FOR 2014
  • 33. PROGRAMMATIC
  • 34. LOCATION
  • 35. VIDEO
  • 36. MICROCONTENT
  • 37. FRICTIONLESS
  • 38. CUSTOMERS IN 2014
  • 39. CROWDSHAPED
  • 40. WEBSITE
  • 41. APPS
  • 42. ECOSYSTEM
  • 43. DIGITAL STRATEGY
  • 44. CONTINUOUS IMPROVEMENT