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TMK.edu Mobile Presentation: August 2015

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Presented by Josh Engroff: August 19, 2015

This presentation provides an introduction to the general concept and principles of analysis, as well as the strategic benefits that can be realized from its fundamental applications. In it, we examine some informative cases illustrating the value organizations have been able to achieve by embracing and practicing diligent analytics. Additionally we share some of the most practical tools, techniques and methods commonly employed in manipulating and analyzing data in pursuit of pivotal underlying insights that fuel superior decision-making.

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TMK.edu Mobile Presentation: August 2015

  1. 1. TMK.edu : MOBILE August 19, 2015
  2. 2. THE GROWTH OF MOBILE CONTINUES TO BE STAGGERING
  3. 3. IN 2000, THERE WERE 0.5 BILLION PEOPLE ONLINE AND 0 SMARTPHONES 3 3.5 3.0 2.5 2.0 1.5 0.0 1.0 0.5 20001995 People Online (billion) People Online Smartphones Source: ITU, a16z
  4. 4. IN 2014, THERE WERE 3 BILLION PEOPLE ONLINE AND 2 BILLION SMARTPHONES 4 3.5 3.0 2.5 2.0 1.5 0.0 1.0 0.5 20001995 People Online Smartphones 2014 People Online (billion) Source: ITU, a16z
  5. 5. IN THE NEXT 5 YEARS, ANOTHER 1 BILLION PEOPLE WILL COME ONLINE... THROUGH SMARTPHONES 5 Source: ITU, a16z 5 4 3 2 0 1 20001995 2014 People Online (billion) 2020 People Online Smartphones
  6. 6. BY 2020, 80% OF ADULTS ON EARTH WILL HAVE A SMARTPHONE 6 Source: World Bank, GSMA, a16z 8 7 6 5 4 0 3 2 ADULTSPOPULATION 2014 Growth to 2020 PCs Global Population (billion) 1 SMARTPHONESMOBILETV AUDIENCE
  7. 7. THE SMARTPHONE INDUSTRY ALREADY DWARFS THE PC INDUSTRY 7 Source: Gartner, Apple, Google, a16z PCs iOS & Android Quarterly Shipments (million) 300 250 200 150 100 0 50 MARCH 95 MARCH 97 MARCH 99 MARCH 01 MARCH 03 MARCH 05 MARCH 07 MARCH 09 MARCH 11 MARCH 13
  8. 8. WE ARE AT THE BEGINNING OF THE POST-PC ERA OF CONNECTIVITY AND MOBILE IS DRIVING IT BUT WHY HAS MOBILE SEEN SUCH GROWTH?
  9. 9. A SMARTPHONE IS A SUPERCOMPUTER IN YOUR POCKET 9 A NEW IPHONE HAS 625 TIMES MORE COMPUTING POWER THAN A 1995 PENTIUM PROCESSOR Source: Apple, Intel, a16z APPLE SOLD 25 TIMES MORE PROCESSING POWER DURING iPHONE LAUNCH WEEKEND THAN EXISTED IN ALL THE PCS ON EARTH IN 1995
  10. 10. SMARTPHONES SELL TO EVERYONE (YES, EVERYONE) AND AS INCOME FALLS, THE UTILITY OF MOBILE INCREASES 10 Source: Ericsson, McKinsey Sub-Saharan Africa Population Coverage (%) 80% 70% 60% 50% 40% 0% 30% 20% CELLULAR COVERAGE 10% 3G COVERAGE NOW 3G COVERAGE BY 2019 ELECTRICITY MOBILE USERS
  11. 11. BUT A SMARTPHONE IS ALSO INHERENTLY DIFFERENT AND MORE USEFUL THAN A PC 11 Source: Apple, Intel, a16z PERSONAL SOCIAL GOES EVERYWHERE SENSORS, CAMERAS, GPS, PAYMENTS AND IS THE ENABLER OF THE INTERNET OF THINGS
  12. 12. MOBILE HAS CHANGED HOW WE INTERACT WITH CONTENT
  13. 13. TODAY, OUR MOBILE ECOSYSTEM HAS EXPANDED TO ALL OF THIS 13 CONSIDERATION BANK/BUY/GIVE GET SMARTER EAT/DRINK COMMUNICATE READ/WATCH/LISTEN GAME TRAVEL ZOCDOC MD LIVE AETNA MY FITNESS PAL DOC ON DEMAND WEB MD KAISER PERMANENTE FITBIT LIVE HEALTHIER STITCHER SPOTIFY PANDORA FLIPBOARD NETFLIX NYTIMES YOUTUBE FACEBOOK YOUTUBE GMAIL INSTAGRAM WHATSAPP TWITTER SKYPE SNAPCHAT GOOGLE+ VINE PINTEREST LINKEDIN LINE CHASE CAPITAL ONE MINT VENMO PAYPAL GOOGLE WALLET SEARCH GOOGLE MAPS GOOGLE TRANSLATE GOOGLE DRIVE EVERNOTE WEATHER CHANNEL CAMERA DROPBOX SEAMLESS YELP OPEN TABLE STARBUCKS FOOD NETWORK MY RECIPE BOOK UBER KAYAK HOTELS TRAVELOCITY WAZE SHOP FRUIT NINJA ANGRY BIRDS CANDY CRUSH GILT AMAZON FANDANGO EBAY ETSY GROUPON
  14. 14. READ 14 Source: Reuters Institute Digital News Report 2014, Venturebeat 50%37% 50% OF U.S. MOBILE POPULATION USE THEIR DEVICE TO READ NEWS ONCE A WEEK 65% OF ALL EMAILS IN THE U.S. GET OPENED ON A MOBILE DEVICE FIRST GLOBAL U.S % of emails opened by platform Other Mobile
  15. 15. WATCH 15 Source: Ooyala Global Video Index Report Q3 2014 Digital Video Views Occurring On Mobile (%) 50% 2012 0% 25% 2013 2014 2015 GLOBAL VIEWERS WATCHING VIDEO VIA TABLETS & SMARTPHONES ACCOUNTED FOR 30% OF ALL VIDEO VIEWS IN 2014 (AND EXPECTED TO REACH 50% IN 2015)
  16. 16. LISTEN 16 Source: 2015 Edison Research: The Infinite Dial. Base: Population +12 Digital Audio Content: Traditional Radio Programs via Online (i.e. wNYC), Audio Content Available Only Online (i.e. Pandora, Serial) ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11 ‘12 ‘13 ‘14 ‘15 53% 47% 45% 39% 34% 27%27% 21%20%21% 15% 16%17% 12% 7% 5% 53% OF THE U.S. POPULATION LISTENS TO DIGITAL AUDIO CONTENT MONTHLY 73% LISTEN VIA MOBILE DEVICES Listened To Any Digital Audio Content* (%)
  17. 17. COMMUNICATE 17 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14 4Q14 31% 35% 37% 41% 43% 45% 47% 47% START JOB SEARCH ON MOBILE 86% 70% Job Seekers (%)LinkedIn Traffic on Mobile (%) WILLING TO APPLY ON MOBILE Source: LinkedIn, CareerBuilder
  18. 18. 18 COMMUNICATE LINKEDIN JOB SEARCH RESUME BUILDER JOBR
  19. 19. BUY 19 MOBILE NOW ACCOUNTS FOR 50% OF ALL E-COMMERCE TRAFFIC, AND MILLENNIALS ARE THE DRIVING FORCE Source: IBM Digital Analytics Report, Adobe 2014 Mobile Consumer Survey
  20. 20. 20 STARBUCKS APPLE PAY AMAZON BUY
  21. 21. BANK 21 Source: eMarketer, Adobe 2014 Mobile Consumer Survey Mobile Elite: Segment making up 22% of online U.S. adults and the furthest along on the mobile mind shift: “They connect frequently on multiple devices from multiple locations and use a variety of applications.” Most Engaged Financial Services on Mobile Device 8 OF 10 BANKING CUSTOMERS SAY MOBILE BANKING IS IMPORTANT TOP 3 MOBILE FINANCIAL SERVICES 1. REVIEWING BANK ACCOUNT BALANCES 2. CONDUCTING BANK TRANSACTIONS 3. MAKING PERSON TO PERSON PAYMENTS
  22. 22. BANK 22 MOVEN VENMO BANK OF AMERICA
  23. 23. WHAT DO BRANDS NEED TO KNOW?
  24. 24. BRANDS THAT UNDERSTAND ALL OF THEIR AUDIENCE’S MOBILE TOUCH POINTS HAVE AN ADVANTAGE 24 $ UNITED
  25. 25. BRANDS THAT DESIGN GREAT MOBILE EXPERIENCES WIN 25 UBER AMERICAN EXPRESS SQUARE REGISTER
  26. 26. 26 BRANDS THAT DELIVER PERSONALIZED EXPERIENCES ARE MORE CONNECTED WITH THEIR USERS FEEDLY APPLE iOS STITCHER
  27. 27. BRANDS THAT INTEGRATE INTO OTHER APPS CAN FIND SUCCESS 27 Shopping Assistant Private Chef Grocery Getter Personal Banker TENCENT WECHAT (CHINA ONLY) FACEBOOK MESSENGER
  28. 28. EXPERIENCES MATTER, EVEN WITH ADS
  29. 29. BRANDS WHO TAKE ADVANTAGE OF AD PLATFORM CAPABILITIES CREATE UNIQUE AD FORMATS AND EXPERIENCES 29 Creative should be more than repurposing traditional desktop banner ads; it should leverage the mobile platform and the unique app capabilities that it’s appearing in (e.g., swiping, accelerometer, gyroscope, GPS, etc.) Video content needs to be adapted for the mobile audience so that it grabs users’ attention within a few seconds Location data is the cookie of mobile and it can unlock unique targeting capabilities and drive new behavioral insights NATIVE/DYNAMIC VIDEO LOCATION
  30. 30. NATIVE 30 TWITTER QUARTZ LINKEDIN PANDORA
  31. 31. DYNAMIC 31 WESTIN
  32. 32. VIDEO 32 INSTAGRAM VINE
  33. 33. LOCATION 33 MCDONALD’S
  34. 34. HOW DO BRANDS MEASURE MOBILE EFFECTIVENESS?
  35. 35. THREE COMPLEMENTARY METHODS THAT BRANDS CAN USE TO MEASURE 35 Mobile App Mobile Web PAID MEDIA CROSS-DEVICEPROPRIETARY APP
  36. 36. CROSS-MEDIA ATTRIBUTION 36 product: Online Campaign Ratings (OCR) Cross-Platform Campaign Ratings (XCR) OCR: next-day view of online & mobile audience XCR: unduplicated cross-platform reach
  37. 37. CROSS-MEDIA ATTRIBUTION 37 product: PIQ PrimeTime HH set-top box data from Rentrak is merged with location analytics from PlaceIQ Target consumers when they are mobile and on-the-go, based on their TV viewership
  38. 38. RETAIL ATTRIBUTION 38 connect: target: determine: determine: TV viewing data to mobile devices in same HH Those TV viewers when they are near retail Whether consumers actually visit the stores Whether store visits resulted in purchases
  39. 39. SUMMARY 39 Smartphones are always with us The digital experience has become overwhelmingly mobile, social, and personal Mobile connects digital & physical (experiences, media, devices) Every brand has mobile moments with its customers (good or bad) New platforms drive new experiences which, in turn, create new expectations 1: 2: 3: 4: 5:
  40. 40. THANK YOU

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