Somo - Investing in a Mobile Strategy (UK specific)

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Defining Somo's (the full service mobile marketing agency - http://www.somoagency.com) approach to developing mobile strategies for brands.

UK specific content.

Presented by Ross Sleight, Chief Strategy Officer of Somo, at The Future Digital Strategies conference in London on 16th November 2011

Published in: Technology, Business

Somo - Investing in a Mobile Strategy (UK specific)

  1. 1. Investing in a mobile strategyPresented by: Presented on:Ross Sleight – Chief Strategy Officer 16th November 2011 Somo Ltd - Copyright & Confidential
  2. 2. Ross Sleight – Somo Chief Strategy Officerwww.somoagency.com Somo Ltd - Copyright & Confidential
  3. 3. Agenda 1. Strategy Construct 2. Customer Journey 3. Universal Truths Somo Ltd - Copyright & Confidential
  4. 4. Defining mobile strategies ROI Usage Somo Ltd - Copyright & Confidential
  5. 5. Usage – smartphone penetration Smartphone OS Growth in the UK 6000 700% 634% Smartphone Users (000) 600% 5000 % Year-on Year Growth 500% 45% / 22M 4000 400% 3000 300%UK Smartphone Penetration 200% 2000 100% 46% 59% 1000 -10% 0% -32% 0 -100% Apple Google Symbian RIM Microsoft May-10 May-11 YoY Growth Source: Comscore Somo Ltd - Copyright & Confidential
  6. 6. Usage – smartphone growth Dec 2010 Sept 2011 Jan 2012 26% 45% 60%? 12.6M 22M 27.5M? Source: Comscore / Somo estimates Somo Ltd - Copyright & Confidential
  7. 7. Usage - tablets 4% / 2M 35% / 17M UK Tablet Penetration Predicted UK Tablet Jun 2011 Penetration 2015 Source: Forrester / Huffington Post Somo Ltd - Copyright & Confidential
  8. 8. Usage – Mobile Web and App Usage 43% 21.8 M of Mobile subscribers use Apps Mobile Web users every month 24 45% times a day using mobile media of Mobile subscribers use Mobile Web Source: Comscore / MMA
  9. 9. Time spent on Media - US• Mobile now fourth media after TV, Online and Radio Source: E-marketeer 9
  10. 10. Usage – defining audiences Top Down What % of my audience own mobiles (and what OS)? How are they using them? Importance of mobile for my business What % of my website traffic comes from mobile (and what OS)? What are they doing on site? Bottom Up Somo Ltd - Copyright & Confidential
  11. 11. “Yeah…mobile…must do something there…” 79% Of Google’s largest advertisers do not have a mobile optimised site (Apr 2011) Source: Google Think Mobile
  12. 12. “Yeah…mobile…must do something there…” £16.5 bn £4.1 bn UK Total UK Online Advertising Advertisin £83M Spend g Spend UK Mobile Advertising Spend 2% of online spend / 0.5% of total advertising spend Source: IAB
  13. 13. Defining mobile strategies Context ROI Usage Somo Ltd - Copyright & Confidential
  14. 14. Context Bored now Repetitive now Urgent now (Consume now)
  15. 15. Context – Mobile is Social Top UK Mobile Sites By Total Minutes Spent eBay Orange Sites• 40% of Mobile web Samsung Group usage in UK is on Vodafone Group BBC Sites Facebook Microsoft Sites AccuWeather Sites Yahoo Sites Google Sites Facebook 0 500 1000 1500 2000 2500 3000 Source: Comscore Somo Ltd - Copyright & Confidential
  16. 16. Context – Mobile is LocationSource: Comscore / Google Source: Google Think Mobile / Comscore
  17. 17. Dual screen (TV and mobile/tablet) Watching TV whilst using Watching TV whilst using Mobile Internet - Gender Mobile Internet - Age 45+, 9%• 43% of UK mobile internet browsers access mobile web whilst watching Under TV Female 25, 31% 35% 35-• Usage is biased 44, 26% younger and Male more male 65% 25- 34, 34% Source: On Demand Research June 201 Somo Ltd - Copyright & Confidential
  18. 18. Capitalising on dual screen behaviour Why do you use your mobile whilst watching TV? 70% 60% 65% 50% 56%• Users are employing 53% 40% mobile internet when 43% 39% 30% prompted by content 20% or ads on TV 10% 0% Fills time in Look up Im addicted Its fun Look up the advert something to my phone something break mentioned on after seeing TV an advert on TV Source: On Demand Research June 2011 Somo Ltd - Copyright & Confidential
  19. 19. Context – mobile research in store• Mobile is increasingly used to research prices and information in store 50% 45% 40% 45% 35% 38% 38% 30% 25% 20% 24% 22% 15% 10% 5% 0% Ever used mobile to Used mobile to find Used mobile to Used an app to Used coupons or research a product location / opening check prices of scan barcodes on vouchers on mobile hours products / services products to compare prices Source: IAB Mcommerce research Sep 201 Somo Ltd - Copyright & Confidential
  20. 20. Context – mobile research in store 45% of mobile users accessed Diesel Madrid store have a QR code Autotrader mobile for every product for Facebook sharing on forecourt (Jan 2011) Somo Ltd - Copyright & Confidential
  21. 21. Mobile augmenting traditional media• VW Norway AR enabled print ads to test drive specific VW innovations Somo Ltd - Copyright & Confidential
  22. 22. Mobile augmenting traditional media• Tesco UK AR campaign for press ads including recipes• Heinz Tomato Ketchup introduces on pack AR again for recipes Somo Ltd - Copyright & Confidential
  23. 23. Mobile augmenting traditional media • Tesco Homeplus South Korea mCommerce OOH activity Somo Ltd - Copyright & Confidential
  24. 24. Defining mobile strategies Context ROI Usage Velocity Somo Ltd - Copyright & Confidential
  25. 25. Source: Joachim Wtewael - The Battle Between the Gods and the Titans
  26. 26. Velocity – OS upgrade opportunities Apple iOS 5 upgrade for Android 4.0 Ice Cream Sandwich iPhone, iPad and iPod Touch (smartphones and tablets) Somo Ltd - Copyright & Confidential
  27. 27. Velocity – new platforms – Windows Phone 7 Somo Ltd - Copyright & Confidential
  28. 28. Velocity – new platforms – Android Tablets Somo Ltd - Copyright & Confidential
  29. 29. Velocity – new entrants in market Somo Ltd - Copyright & Confidential
  30. 30. Velocity – Facebook cross platform app distribution Somo Ltd - Copyright & Confidential
  31. 31. Velocity – sector changes Somo Ltd - Copyright & Confidential
  32. 32. Mobile Strategy– the need for an agile roadmap Somo Ltd - Copyright & Confidential
  33. 33. Setting Objectives What do you want to achieve? How does mobile help my business succeed? What KPI’s do I set?
  34. 34. Friction FreeCustomer Journey Source : Mckinsey
  35. 35. Customer Journey - Consideration Brand Perception / Propensity to purchase but also Performance related Mobile site visits
  36. 36. Customer Journey – Active Evaluation Brand Extension but alsoDirect Revenue generation
  37. 37. Customer Journey – Moment of PurchaseFriction free mCommerce but also Loyalty loop
  38. 38. Customer Journey – Post Purchase Experience Deep brand engagement for loyalists but alsoEvent Support for mass market
  39. 39. Hybrid KPI setting• Identify where mobile can remove barriers in customer journey• Define Primary KPI to measure the success of this objective• Define secondary KPI’s to measure additional effects of activity• Measure Hard (Performance) and Soft (Brand) Somo Ltd - Copyright & Confidential
  40. 40. Universal Truths Somo Ltd - Copyright & Confidential
  41. 41. Universal truths – Integrate M-Commerce E-Commerce Stores 41
  42. 42. Universal truths – Do not port 42
  43. 43. Universal Truths – Utility wins Somo Ltd - Copyright & Confidential
  44. 44. Universal truths – Not either/or High Engagement App ? Native Open Web Requirements ? Mobile Web Low Engagement Somo Ltd - Copyright & Confidential
  45. 45. Universal Truths – Measurement is hard Apple App Store Lands on app store User clicks on ad Apptimiser Opens application ™ Redirects through ApptimiserTM Somo Ltd - Copyright & Confidential
  46. 46. Summary• Usage / Contexts / Velocity to identify ROI• Where can mobile remove barriers on Customer Journey ?• Hybrid objective/KPI setting• Integration into marketing mix Somo Ltd - Copyright & Confidential
  47. 47. Thank you Contact: Ross Sleight ross@somoagency.com +44 (0) 7956 227 920

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