Mobile the next steps 15092013

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Mobile, big data, retail, mobile campaigns, apps

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Mobile the next steps 15092013

  1. 1. Mobile – The Next Steps Mark Wilmont @MarkWilmont Amstelveen, 15th September 2013
  2. 2. Why mobile? • In Netherlands, every 2nd phone is a smartphone. • Most importantly 2 in 3 of our key demographic own a smart device • More than 35% of web visits are mobile only • 94% of the Smartphone owners use an app daily • Amazon sells $6b worth of stuff through mobile, almost 15% of their entire revenue
  3. 3. Why mobile? In the nearby future the potential of mobile as a product and as a marketing tool is huge Source: http://www.tomorrowmobile.nl/alle-mobile-marketing-introducties-op-een-rij/
  4. 4. Mobile strategy Comprehensive Phase III Phase II Phase I Source: Havas Media/Forrester A. Experimental strategy B. Device strategy Foundation C. Channel strategy
  5. 5. Phase I: Foundation “If your information is not available on a small screen, it doesn’t exist for all the people that rely on their mobile phones for access.”
  6. 6. Phase I: Foundation
  7. 7. Phase I: Foundation Mobile context: The reality • Advertisers communicate their URL through TV • 86% of people use mobile internet while watching television • Many advertisers do not have mobile site • 30% of searches for restaurants comes from mobile • Most restaurant websites are horribly useless through mobile Source: Marketresponse
  8. 8. Phase I: Foundation • 79% of smartphone users uses their mobile in a shop for product research • 15% of searches for financial and insurance content comes from mobile • 77% of mobile searches are from home or work Source: Marketresponse
  9. 9. Phase I: Foundation
  10. 10. Phase I: Foundation Four reasons why not to develop an app, and one reason why an advertisers should! #1 An app is not an idea #2 There are too many platforms #3 The consumer doesn’t want the advertisers app #4 App development is expensive BUT Consumer time spend on apps on mobile phones: 80% ! Source: @leeuwenrob
  11. 11. Phase II: Advertising
  12. 12. Current state mobile advertising in the Netherlands Bron: Deloitte IAB Report Online Adspend H1 2013
  13. 13. Current state mobile advertising in the Netherlands Bron: Deloitte IAB Report Online Adspend H1 2013
  14. 14. Consumer decision journey - channels Mobile SEA Active evaluation Social Display Display 4 Social LOYALTY 1 2 3 AWARENESS CONSIDERATION PURCHASE 5 ADVOCACY Mobile/Facebook app Post purchase experience Mobile/Facebook app
  15. 15. Mobile KPIs KPI Score Measurement Awareness + Impressions, cost per impression, target audience reach Engagement ++ Engagement, interaction, finished video view, click to call, click to calendar and so on Action + Cost per click, CTR, download, cost per download, bounce rate, time (have to work with mobile rich media partners), sales (if the banner is on a mobile site and refers to a mobile site) Retention ++ Returning users of the app, time spend in the app, lifetime value Source: Havas Media (desk research)
  16. 16. Phase II: Advertising – mobile and big data
  17. 17. Phase II: Advertising Big data is off great influence on mobile advertising
  18. 18. Phase II: Advertising – location based advertising • Big Data makes it possible for mobile ads to target hyper-local. • This is interesting because localized mobile campaigns perform two to three times as good as standard campaigns. • The promise of mobile advertising is enormous, since consumers have their smartphone with them all day.
  19. 19. Phase II: Advertising – location based advertising Location-based advertising (LBA) is a new form of advertising that integrates mobile advertising with location based services. The technology is used to pinpoint consumers location and provide location-specific advertisements on their mobile devices Source: Wikipedia
  20. 20. Phase II: Advertising – Location based advertising An overview of the most effective location based targeting strategies. Source: TomorowMobile.nl / Business Insider, BI Intelligence Full Report.
  21. 21. Phase II: Advertising - Location based advertising • Geo aware: This are personalized ads based on location information • Geo Fenced Ads: These are ads that focus on all users within a preset radius of a company with the same advertising message • Designated Market Area: Are city or postcode related location targeting campaigns • Audience Location Based Targeting: Location Targeting can be combined with anonymous data on demographics, purchase intent or other behavioral data Source: TomorowMobile.nl / Business Insider, BI Intelligence Full Report.
  22. 22. Source: Verve Mobile, February 2013
  23. 23. Source: Mobext.com
  24. 24. Source: Mobile Marketeer & GWI
  25. 25. Mobile commerce: Who are the consumers Source: aimia.com + tomorrowmobile.nl
  26. 26. Mobile commerce: What do consumers buy? • Clothes and accessories (39%) • Tickets (24%) • Books (not e-books) (23%) • Meals (22%) • Electronics (22%) • Daily offerings (21%) Source: MarketingCharts
  27. 27. “People are using the smartphone in the store as a complement to what they’re doing. When you start to view the smartphone as a complement to the purchase cycle, and as retailers understand that, that number will only increase.” Bill Dinan (Telmetrics)
  28. 28. Phase II: advertising – in the retail industry • 21% of consumers conducted a mobile search before making an offline purchase • 44% check prices in store • 73% of mobile searches are at home • 42% of mobile searches are at store • Reason of search: price comparison 34% • 47% annual increase in mobile purchase research Source: mobilemarketing.nl
  29. 29. Phase II: Advertising – Second screen advertising Second Screen • Programs are increasingly watched "on demand" and a second screen is added to a program • Program makers and broadcasters want to fascinate the viewer and increase the perception around the program • The second screen is a valuable addition or an unnecessary distraction? Source: mobilemarketing.nl
  30. 30. Phase II: Advertising – Second screen advertising Second screen advertising • The use of a second screen during major events live on television. • Consumer involvement by giving away incentives on the second screen • Consumer involvement by offering a game on the second screen
  31. 31. Phase II: Advertising – Second screen advertising • Bringing together Ecommerce in television content. For example, the digital offering items that can be seen currently on television • Sponsoring the second screen extras • Encourage social interaction to communicate • Enabling real-time interactivity Source: mobilemarketing.nl
  32. 32. Phase II: Advertising – Second screen advertising Shazam While watching tv commercials added advertiser information comes at the consumers smartphone while using Shazam. The viewer is redirected to a mobile landing page with a contest, action, game or other incentive
  33. 33. Phase III: Comprehensive strategy “Mobile as a bridge for all online and offline activities and campaigns”
  34. 34. Phase III: Comprehenisve strategy car industry– Sales force app
  35. 35. Phase III: Comprehenisve strategy car industry – after sales app
  36. 36. Phase III: Comprehenisve strategy financial industry– app for a specific target group
  37. 37. Phase III: Comprehenisve strategy financial industry – Investor & media relations app
  38. 38. Phase III: Comprehenisve strategy leisure industry– Investor & media relations app
  39. 39. Phase III: Comprehenisve strategy fast moving products– alcohol test app (Beck’s beer)
  40. 40. Phase III: Comprehenisve strategy – Loyalty programs
  41. 41. Phase III: Comprehenisve strategy – Loyalty programs
  42. 42. Phase III: Comprehenisve strategy – Loyalty programs
  43. 43. Phase III: Comprehenisve strategy – Loyalty programs
  44. 44. Interesting branded apps Source: Mashable.com
  45. 45. Interesting branded apps Source: Mashable.com
  46. 46. Interesting branded apps Source: Mashable.com
  47. 47. Thank you. Mark Wilmont @MarkWilmont

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