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MOBILE MARKETING 2014
WHY

WHY MOBILE?
MOBILE PENETRATION
MOBILE BROADBAND PENETRATION
MOBILE SUBSCRIPTIONS
“The trend has been that
mobile was winning.
It’s now won.”
–ERIC SCHMIDT, EXECUTIVE CHAIRMAN, GOOGLE
MOBILE
63,395,574

54,861,245

36,000,000

82,109,000
87%

39%

SMARTPHONE USERS SEARCH
FOR LOCAL INFORMATION VIA
THEIR PHONE

SMARTPHONE USERS HAVE
MADE A PURCHASE VIA THEIR
P...
• 1 in 7 people worldwide

own a smartphone
• The average person in the

UK has access to 5.4
devices
• 1 in 4 online sear...
• 48% of marketers intend to

increase mobile spend in
2014
• Mobile traffic in 2013 grew

to 58% of all online traffic,
a...
• 80.8% of users read email

on mobile devices
• 4.2 billion people use

mobile devices to access
social media
• 91% of al...
MOBILE IS THE ONLY SHOW IN TOWN…
MOBILE MARKETING
“Growth will be fuelled by improved market
conditions, such as provider consolidation,
measurement standardisation and new...
UK MOBILE AD SPEND (£BN)
GLOBAL MOBILE AD SPEND ($BN)
“Two years ago Facebook and Twitter had no
mobile ad business. Today the companies earn
between a third and half, respecti...
GOOGLE

• Earned 42% of all ad

revenue in the US via
mobile
• Google services are the top

web property on
smartphones, r...
FACEBOOK

• Facebook's UK digital display

ad spend was £279m in 2013
• Mobile advertising accounted

for approximately ha...
TWITTER

• Mobile ad revenues up

from £1m in 2011 to £44m
in 2013
• Acquisition of MoPub

strengthens the mobile ad
marke...
APPLE

• iOS continues to be the mobile

platform driving the most global
mobile advertising revenue, 50% in
the second qu...
WHAT WE LEARNED IN 2013
46%
…of users won’t come back to a website that didn’t load
properly on their screen the first time round
50%
…of all mobile searches lead to a purchase
57%
…of users won’t recommend companies with a poor
mobile presence
59%
…of users find mobile ads “useful”
60%
…of Twitter’s ad revenue that will come from mobile ads
in 2014
70%
…of customers welcome mobile ads
…of mobile searches lead to action within 1 hour
…of online searches lead to action w...
85%
…of users prefer native apps to mobile websites
60%
…of users prefer the mobile web over apps when
researching products and prices online
PREDICTIONS FOR 2014
PROGRAMMATIC
LOCATION
VIDEO
MICROCONTENT
FRICTIONLESS
CUSTOMERS IN 2014
CROWDSHAPED
WEBSITE
APPS
ECOSYSTEM
DIGITAL STRATEGY
CONTINUOUS IMPROVEMENT
Mobile Marketing 2014
Mobile Marketing 2014
Mobile Marketing 2014
Mobile Marketing 2014
Mobile Marketing 2014
Mobile Marketing 2014
Mobile Marketing 2014
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Mobile Marketing 2014

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

Published in: Marketing
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Transcript of "Mobile Marketing 2014"

  1. 1. MOBILE MARKETING 2014
  2. 2. WHY WHY MOBILE?
  3. 3. MOBILE PENETRATION
  4. 4. MOBILE BROADBAND PENETRATION
  5. 5. MOBILE SUBSCRIPTIONS
  6. 6. “The trend has been that mobile was winning. It’s now won.” –ERIC SCHMIDT, EXECUTIVE CHAIRMAN, GOOGLE
  7. 7. MOBILE
  8. 8. 63,395,574 54,861,245 36,000,000 82,109,000
  9. 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. 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. 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. 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. 13. MOBILE IS THE ONLY SHOW IN TOWN…
  14. 14. MOBILE MARKETING
  15. 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. 16. UK MOBILE AD SPEND (£BN)
  17. 17. GLOBAL MOBILE AD SPEND ($BN)
  18. 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. 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. 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. 21. TWITTER • Mobile ad revenues up from £1m in 2011 to £44m in 2013 • Acquisition of MoPub strengthens the mobile ad market
  22. 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. 23. WHAT WE LEARNED IN 2013
  24. 24. 46% …of users won’t come back to a website that didn’t load properly on their screen the first time round
  25. 25. 50% …of all mobile searches lead to a purchase
  26. 26. 57% …of users won’t recommend companies with a poor mobile presence
  27. 27. 59% …of users find mobile ads “useful”
  28. 28. 60% …of Twitter’s ad revenue that will come from mobile ads in 2014
  29. 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. 30. 85% …of users prefer native apps to mobile websites
  31. 31. 60% …of users prefer the mobile web over apps when researching products and prices online
  32. 32. PREDICTIONS FOR 2014
  33. 33. PROGRAMMATIC
  34. 34. LOCATION
  35. 35. VIDEO
  36. 36. MICROCONTENT
  37. 37. FRICTIONLESS
  38. 38. CUSTOMERS IN 2014
  39. 39. CROWDSHAPED
  40. 40. WEBSITE
  41. 41. APPS
  42. 42. ECOSYSTEM
  43. 43. DIGITAL STRATEGY
  44. 44. CONTINUOUS IMPROVEMENT
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