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Marketing across multiple platforms - the challenges and opportunities - SASCon 2012
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Marketing across multiple platforms - the challenges and opportunities - SASCon 2012

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Marketing across multiple platforms - the challenges and opportunities - my panel slides from the session at SASCon 2012

Marketing across multiple platforms - the challenges and opportunities - my panel slides from the session at SASCon 2012

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  • 1. Marketing across multiple platforms - thechallenges and opportunitiesIncreasingly search is not confined to desktops with more searchestaking place on mobiles and tablets than ever before. We explore whatthose opportunities are and how they can be maximised. @robweatherhead @ady_a @cobblers #SASCon
  • 2. Multi- platform opportunitiesRob WeatherheadHead of Digital Operationsrob.weatherhead@medicom.com
  • 3. The stats bit….. 1.2 billion mobile Web 5.9 billion mobile subscribers (87% of the world population) users worldwide More than 55m iPads sold worldwide, and around 5m in the UK Mobile broadband outnumbers fixed Mobile devices account for 8.49% of global Website hits. broadband 2:1 PayPal expects to see $7 billion in mobile payments in 2012 M-commerce isBrowsing by device: predicted to reach US$119 April 2011 April 2012 billion in 2015 Desktop 95.26% 91.44% Mobile 4.43% 7.30%
  • 4. What about search? 51% of smart phone users across the globe would be classified as „heavy search users‟ on their mobile phone In the UK 58% of smartphone users have used their device for a product level search Search the 2nd most frequent activity on a tablet In the western world, no country has less than a 33% figure for smart phone users who are heavy searchers Mobile searches have quadrupled in the last year, for many items one in seven searches are now mobileIn the UK that would be 15% of the population „heavy searchusers on smartphones‟, in Singapore 37% of the population
  • 5. Multi platform opportunities right place, right time, right message, right device
  • 6. People are attached to their mobiles33% sex55% caffeine63% chocolate22% toothbrush20% computer54% exercise70% alcohol43% shoes22% partner
  • 7. Target by time of day……..and state of mind
  • 8. Allowing action where itpreviously wasn‟t available 71 percent of smartphone users that see TV, press or online ad, do a mobile search
  • 9. Engaging with „the sloucher‟ “most people aren‟t mobile when they‟reusing it (tablet). Most of them are, in fact, on the couch,watching TV, in the kitchen or in bed.”
  • 10. Reach more of your audience Percentage of mobile web users who never of infrequently use the desktop web 22% 25% 70% 30% 59% 44% 57% Source: mobithinking
  • 11. Engage at different levelsbased on usage Exploration Excavation Mission Source: bing
  • 12. The multi-platform opportunity• The opportunity is pretty big and is only going to get bigger!• Different devices are used for different stages of the user journey - but search is done on them all• A multiplatform approach enables you to reach more people, more of the time• Multiplatform is essential as more people are mobile only web users• You cant walk into a store with a desktop!• People are attached to their devices which builds trust by association• Mobile enables activation of other channels
  • 13. Rob WeatherheadHead of Digital Operationsrob.weatherhead@medicom.com

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