connector June 2014 ©
Conor Lynch
MOBILE MARKETING – BE RESPONSIVE TO
CHANGING CONSUMER BEHAVIOUR
connector June 2014 ©
15 YEARS ONLINE MARKETING
94
connector June 2014 ©
SERVICES
connector June 2014 ©
LIVING IN A HYPERCONNECTED WORLD
connector June 2014 ©
To follow consumers in the
explosion in usage of tablets &
smartphones
For building awareness, custo...
connector June 2014 ©
WHAT IS THE INTERNET OF THINGS?
SocialMedia.ie June 2012 ©Connector June 2014 ©
285 million tablets worldwide
at the end of 2013
Smartphone Users Worldwid...
connector June 2014 ©
The consumer is in control, well informed, well connected and with so much
choice. Consumers expecta...
SocialMedia.ie June 2012 ©Connector June 2014 ©
CROSS MEDIA BEHAVIOUR
connector June 2014 ©
More and more people access the
web through mobile devices. As
mobile devices become more
popular, t...
connector June 2014 ©
SMARTPHONE USAGE
Google/Nielsen Nov 2013
connector June 2014 ©
GOOGLE MOBILE PLANET
h#p://think.withgoogle.com/mobileplanet/en/	
  
connector June 2014 ©
MOBILE WEBSITE V MOBILE APP
Source - Digital ExcelOBJECTIVES AUDIENCE PLAN ANALYTICS
connector June 2014 ©
WHY MOBILE?UNDERSTAND YOUR CUSTOMER
connector June 2014 ©
BUYING STARTS ON MOBILE
HotelCloud Sept 2013
connector June 2014 ©
IT STARTS WITH SEARCH
Google/Nielsen Nov 2013
connector June 2014 ©
ALL THROUGH THE SALES CYCLE
SocialMedia.ie June 2012 ©Connector June 2014 ©
People use smartphones for:
o  Finding store location (41% )
o  Tracking a...
connector June 2014 ©
50% of searches on
Google are on Mobile
SMARTPHONES & SEARCH
connector June 2014 ©
What is it?
Text ads contain three lines of text
and a URL that links to your
website.
Why you'd use...
connector June 2014 ©
http://www.google.ie/ads/mobile
GOOGLE MOBILE ADS
connector June 2014 ©
OPTIMISE YOUR WEBSITE
Not Mobile
Optimised?
Part Mobile
Optimised
Fully Mobile
Optimised
connector June 2014 ©
We used to make a new site for
each device.
Instead you have one site that
resizes itself based on t...
connector June 2014 ©
Your webpage is made up of
multiple elements.
Depending on the device, the site
resizes the element,...
connector June 2014 ©
MOBILE RESPONSIVE THEMES
connector June 2014 ©
MOBILE RESPONSIVE WEBSITES
connector June 2014 ©
DUDA MOBILE
connector June 2014 ©
DIGITAL SHOPLIFTING
connector June 2014 ©
M-COMMERCE – SUMUP & SQUARE
connector June 2014 ©
IDENTIFY YOUR INFLUENCERS
connector June 2014 ©
LEAD GENERATION ON TWITTER
connector June 2014 ©
MOBILE WEBSITE VS APPS
connector June 2014 ©
• Social Media
• Photo Gallery
• Map
• Newsfeed
• Voting/Polls/Competitions
• Special Offer Coupon
•...
connector June 2014 ©
MOBILE WEBSITE V MOBILE APP
Source - Localytics
SocialMedia.ie June 2012 ©Connector June 2014 ©
TYPES OF MOBILE APPS
connector June 2014 ©
MOBILE APP BUILDERS
connector June 2014 ©
http://ow.ly/tur8b
NEXT UP - WEARABLE TECHNOLOGY
connector June 2014 ©
THE AUGMENTED REALITY SHOW
connector June 2014 ©
http://ow.ly/w6A7n
RE-ENGINEERING ENGINEERING
connector June 2014 ©
RE-IMAGINE THE SALES PROCESS
http://ow.ly/ysO1L
connector June 2014 ©
http://ow.ly/tuqsK
REINVENTING RECRUITMENT
connector June 2014 ©
MOBILE VIDEO WITH SOCIALCAM
75% OF PEOPLE WATCH VIDEO ON MOBILE
connector June 2014 ©
connector June 2014 ©
Tesco, an early pioneer of mobile shopping has increased sales with
a campaign to print numerous ite...
connector June 2014 ©
http://www.youtube.com/watch?v=mHrW0owZPFw
CHEVY GAME TIME APP
connector June 2014 ©
SOUNDWAVE APP
Soundwave tracks what users
are listening to in their native
music apps, as well as th...
connector June 2014 ©
TOP MOBILE MARKETINGS TRENDS
•  Increased Personalization and Customization of Messages
•  Location-...
connector June 2014 ©
MOBILE APP AWARDS
connector June 2014 ©
FREE DIGITAL & MOBILE AUDIT
connector June 2014 ©
CLIENTS
connector June 2014 ©
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Mobile marketing be responsive to changing consumer behaviour' | Conor Lynch -

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Enterprise Ireland - eMarketing Event - Kilkenny - June 2014

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Mobile marketing be responsive to changing consumer behaviour' | Conor Lynch -

  1. 1. connector June 2014 © Conor Lynch MOBILE MARKETING – BE RESPONSIVE TO CHANGING CONSUMER BEHAVIOUR
  2. 2. connector June 2014 © 15 YEARS ONLINE MARKETING 94
  3. 3. connector June 2014 © SERVICES
  4. 4. connector June 2014 © LIVING IN A HYPERCONNECTED WORLD
  5. 5. connector June 2014 © To follow consumers in the explosion in usage of tablets & smartphones For building awareness, customer acquisition, customer retention & mCommerce Mobile apps will grow to a $55.7bn industry by 2015 Connected devices expected to jump to 50 billion by 2022 WHY MOBILE MARKETING?
  6. 6. connector June 2014 © WHAT IS THE INTERNET OF THINGS?
  7. 7. SocialMedia.ie June 2012 ©Connector June 2014 © 285 million tablets worldwide at the end of 2013 Smartphone Users Worldwide will total 1.75 Billion in 2014   WE’VE GONE MAD FOR MOBILE
  8. 8. connector June 2014 © The consumer is in control, well informed, well connected and with so much choice. Consumers expectations are rising and they will continue to seek user friendly products and services that simplify their lives and add status.  Consumers seek engagement from open and transparent organisations. Consumer experience will be a key differentiator among competitors. Build communities and you will have new ambassadors. Connect consumers to each other and you connect them to your brand. CHANGING CONSUMER BEHAVIOUR
  9. 9. SocialMedia.ie June 2012 ©Connector June 2014 © CROSS MEDIA BEHAVIOUR
  10. 10. connector June 2014 © More and more people access the web through mobile devices. As mobile devices become more popular, this is set to increase. 82% of people searching new products/services did it on their mobiles in Ireland (Google 2012) MOBILE DEVICES, NOT PCs Monetate Nov 2013 Desktop / Laptop Tablet Smartphone
  11. 11. connector June 2014 © SMARTPHONE USAGE Google/Nielsen Nov 2013
  12. 12. connector June 2014 © GOOGLE MOBILE PLANET h#p://think.withgoogle.com/mobileplanet/en/  
  13. 13. connector June 2014 © MOBILE WEBSITE V MOBILE APP Source - Digital ExcelOBJECTIVES AUDIENCE PLAN ANALYTICS
  14. 14. connector June 2014 © WHY MOBILE?UNDERSTAND YOUR CUSTOMER
  15. 15. connector June 2014 © BUYING STARTS ON MOBILE HotelCloud Sept 2013
  16. 16. connector June 2014 © IT STARTS WITH SEARCH Google/Nielsen Nov 2013
  17. 17. connector June 2014 © ALL THROUGH THE SALES CYCLE
  18. 18. SocialMedia.ie June 2012 ©Connector June 2014 © People use smartphones for: o  Finding store location (41% ) o  Tracking a products photo for opinions and product review (31%) o  Checking prices ( 29%) o  Checking a product's availability (27%) o  Redeeming vouchers (17%) Good site experience is likely to convince people to purchase (67%) whereas a bad site may not only discourage people but also keep they away from your brand (61%) Source: www.marketingweek.co.uk/Pictures/web/b/a/m/ mgraphBIIG.jpg SMARTPHONES USAGE IN BUYING
  19. 19. connector June 2014 © 50% of searches on Google are on Mobile SMARTPHONES & SEARCH
  20. 20. connector June 2014 © What is it? Text ads contain three lines of text and a URL that links to your website. Why you'd use it • You can customize your text ads to be mobile-optimized to drive a better response from mobile users. • Reach users across all platforms and devices. Details • Text ads appear on Google.com and the Google Display Network. MOBILE ADVERTISING
  21. 21. connector June 2014 © http://www.google.ie/ads/mobile GOOGLE MOBILE ADS
  22. 22. connector June 2014 © OPTIMISE YOUR WEBSITE Not Mobile Optimised? Part Mobile Optimised Fully Mobile Optimised
  23. 23. connector June 2014 © We used to make a new site for each device. Instead you have one site that resizes itself based on the device that’s accessing it. The site resizes itself based on the device accessing it, so your users get an optimal experience, regardless of how they’re accessing it, be it phone, tablet or PC. Mashable called 2013 the Year of Responsive Web Design ONE SITE MULTIPLE DEVICES
  24. 24. connector June 2014 © Your webpage is made up of multiple elements. Depending on the device, the site resizes the element, stacking them in order or most important to least important. Unimportant elements are hidden on smaller devices, making it less cluttered and easier to use. Menus turn into select boxes, the entire site changes to suit the device accessing it. HOW IT WORKS
  25. 25. connector June 2014 © MOBILE RESPONSIVE THEMES
  26. 26. connector June 2014 © MOBILE RESPONSIVE WEBSITES
  27. 27. connector June 2014 © DUDA MOBILE
  28. 28. connector June 2014 © DIGITAL SHOPLIFTING
  29. 29. connector June 2014 © M-COMMERCE – SUMUP & SQUARE
  30. 30. connector June 2014 © IDENTIFY YOUR INFLUENCERS
  31. 31. connector June 2014 © LEAD GENERATION ON TWITTER
  32. 32. connector June 2014 © MOBILE WEBSITE VS APPS
  33. 33. connector June 2014 © • Social Media • Photo Gallery • Map • Newsfeed • Voting/Polls/Competitions • Special Offer Coupon • Ticketing • Push Notifications • Geo-Fencing • Data capture / Lead generation • Purchase / mCommerce • Mobile analytics • Advanced features using phone sensors MOBILE APP FEATURES
  34. 34. connector June 2014 © MOBILE WEBSITE V MOBILE APP Source - Localytics
  35. 35. SocialMedia.ie June 2012 ©Connector June 2014 © TYPES OF MOBILE APPS
  36. 36. connector June 2014 © MOBILE APP BUILDERS
  37. 37. connector June 2014 © http://ow.ly/tur8b NEXT UP - WEARABLE TECHNOLOGY
  38. 38. connector June 2014 © THE AUGMENTED REALITY SHOW
  39. 39. connector June 2014 © http://ow.ly/w6A7n RE-ENGINEERING ENGINEERING
  40. 40. connector June 2014 © RE-IMAGINE THE SALES PROCESS http://ow.ly/ysO1L
  41. 41. connector June 2014 © http://ow.ly/tuqsK REINVENTING RECRUITMENT
  42. 42. connector June 2014 © MOBILE VIDEO WITH SOCIALCAM 75% OF PEOPLE WATCH VIDEO ON MOBILE
  43. 43. connector June 2014 ©
  44. 44. connector June 2014 © Tesco, an early pioneer of mobile shopping has increased sales with a campaign to print numerous items from their supermarket and post them on subway walls. Included are a photo, price, and a QR code for each item. The customers scanned the QR code of the items they wanted to buy, then the items are delivered right to their doorsteps. http://youtu.be/nJVoYsBym88 TESCO MOBILE
  45. 45. connector June 2014 © http://www.youtube.com/watch?v=mHrW0owZPFw CHEVY GAME TIME APP
  46. 46. connector June 2014 © SOUNDWAVE APP Soundwave tracks what users are listening to in their native music apps, as well as through streaming services like Spotify and Rdio. This information appears in the Soundwave feed as it happens, providing a window onto what friends and others that you follow are listening to right now.
  47. 47. connector June 2014 © TOP MOBILE MARKETINGS TRENDS •  Increased Personalization and Customization of Messages •  Location-Based Marketing (Geo-Targeting) •  Narrowcasting •  Multimedia Messaging Service and Rich Media Messaging •  Even Shorter Content (Micro-Content) •  The Gamification of Mobile Ads Will Continue •  Wearable Technology •  Mobile Ad formats •  Rising Mobile Currency •  Mobile Big Data
  48. 48. connector June 2014 © MOBILE APP AWARDS
  49. 49. connector June 2014 © FREE DIGITAL & MOBILE AUDIT
  50. 50. connector June 2014 © CLIENTS
  51. 51. connector June 2014 ©

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