Mobile Marketing isn't Optional by Anthony Quigley

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Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

Published in: Marketing, Business, Technology
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Mobile Marketing isn't Optional by Anthony Quigley

  1. 1. Anthony Quigley Founder & Managing Director @AnthonyQuigley @dmigroup http://ie.linkedin.com/in/anthonyquigley Google me!
  2. 2. Mobile is Integral to our Lives Mobile everywhere and growing •Over 62% of UK people now own a smartphone •Globally, mobile devices will outnumber PCs this year Mobile now integral to our everyday lives •6 out of 10 mobile users feel compelled to use their devices at least once an hour (1 in 7 every 10 minutes) •7 out of 10 mobile users have their phones next to their bed •4 out of 10 primetime TV viewers also consume content on phones and tablets while watching TV
  3. 3. Japan’s Mobile Queries Exceed Desktop Queries Today
  4. 4. WHY MOBILE
  5. 5. 5 Questions 4 Biz Owners 1. How does mobile challenge my value proposition? 2. How does mobile impact your digital destinations? 3. Am I adapting to mobile? 4. How should our marketing and infrastructure adapt to mobile? 5. How can we connect with a modern, multiscreen audience?
  6. 6. 01… How does mobile challenge my value proposition?
  7. 7. 91% SMART PHONE Users internet usage on the mobile phone 90% of these people have taken action as a result Source: Google Ipsos “Our Mobile Planet, UK” Study, October 2013
  8. 8. USE SMART PHONES to check prices at other locations 68% of male 57% of female Source: Insight Express, 4Q 2012
  9. 9. USE SMART PHONES to check prices at other locations Physical Retail Premises Becoming Virtual Showrooms
  10. 10. AMAZON Shoppers can scan in-store barcodes to create comparative price lists “The four walls of the store have become porous.”
  11. 11. “The four walls of the store have become porous”
  12. 12. Your Customers have gone Mobile How are you Going to Engage with them?
  13. 13. 02… How does mobile impact your digital destinations?
  14. 14. 55% How does your site appear to your mobile visitors Source: Sterling Brands & SmithGeiger, June 2013 say a poor mobile experience hurts their opinion of a brand 79% will turn to a competitor’s site after a bad mobile experience
  15. 15. Your Priority is to Build the Best Mobile Site HowToGoMo.com
  16. 16. 03… How is your business adapting to mobile?
  17. 17. Engage Mobile Evangelist(s)
  18. 18. Ask Yourself …. Is mobile a key metric? How often do you review? What department reviews? Who know what % traffic comes thru mobile? Who views the competitions investment in mobile? Is IT or Marketing the driver? Are you leading or following with mobile? Which decisions would change if business owners were given timely mobile data? Who is responsible for testing mobile? Have YOU viewed your own site on various mobile devices?
  19. 19. 04… How should your marketing and infrastructure adapt to mobile?
  20. 20. NO PHONE
  21. 21. STARWOOD HOTELS “Hyperlocal” mobile search campaign tripled mobile traffic “Increased ROI 20X, increased bookings by 20%, and tripled mobile traffic.”
  22. 22. Try Searching for Your Brand on a Mobile Experience your business as your client does
  23. 23. 05… How do we connect in a multi-screen environment?
  24. 24. The vast majority of our media interactions are screen based 90% of all media interactions are screen based 10% of all media interactions are non-screen based 33
  25. 25. There are two modes of multi-screening Sequential Usage Moving from one device to another at different times to accomplish a task Simultaneous Usage Using more than one device at the same time for either a related or an unrelated activity Multi-tasking - Unrelated activity Complementary Usage - Related activity
  26. 26. Multi-screen contexts http://youtu.be/mHrW0owZPFw

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