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Mobile Marketing Strategy :
A quick guide for CMOs & Digital
Agencies
By: Piyush Agarwal
A Digital Media & Marketing Exper...
Setting the context..
By Piyush AggarwalBy Piyush Agarwal
For most of the CMOs,
Mobile still is nothing short of an ancient puzzle.
By Piyush AggarwalBy Piyush Agarwal
There is just too much to fathom, process & prioritise
By Piyush AggarwalBy Piyush Agarwal
Indian CMOs seems to be spending a lot more
on social media than mobile.
Source: Ficci-KPMG, Media Industry Report
2015
Vi...
WARC Survey shows that 35% of advertisers would increase
their mobile advertising spend by 50% or more by 2020
Source:"WAR...
When it comes to mobile, very few CMOs
know, where to put their marketing dollars?
Hence, it is important for CMOs
& marketing organisations to
take the baby steps.
Understanding The
Mobile Trends
By Piyush AggarwalBy Piyush Agarwal
173
232
286
342
399
2014 2015 2016 2017 2018
Mobile Internet Users Growth In India
Mobile Internet Users Linear (Mobile In...
16-24s in India now spend over 3.5 hours per day online on a mobile, more
than 3x longer than the oldest group.
There is a...
Industry verticals that are truly innovating in Mobile
India
APAC
Wearing apparel
Motor and auto
Drink and beverage
Financ...
Most of the mobile usage in India is happening in or through the
social media apps.
Source:"WARC"Asial"Survey,"2015"
By Pi...
In Mobile, content becomes king again, as display loses its
significance
Source:"GWI"(Global"Web"Indiex),"2015"
INDIA 2015...
Surprisingly, gaming apps are the most downloaded in Asia but
Indian mobile owners are glued to social media.
Source:"Flur...
How to create your
Mobile First Strategy?
By Piyush AggarwalBy Piyush Agarwal
Mobile Strategy Framework for CMOs
Mobile Social
(FB/Twitter/Instagram)
Mobile Search
(Organic + Paid)
Banner
Mobile Displ...
Mobile Led Searches
Mobile Targeted
Paid Campaign
Mobile Responsive
Emailer Design Mobile Responsive
UI/UX Design
Mobile S...
Executive Summary
Majority of the mobile
growth in India is still
coming from feature
phones.
Young Millennial are
spendin...
― A.D. Posey
Thought of the day
“Perspective is the key to everything.”
About Author
Pro Digital & Media Strategist
Biddable Media Expert (Social, Search &
Programmatic)
Committed towards Digita...
Upcoming SlideShare
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Mobile Marketing - A quick guide for chief marketing officer and digital agencies

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Even after witnessing such a phenomenal growth, Mobile marketing is still an enigma for most of the CMOs. Here is a quick guide on mobile marketing to help the C-level teams to build priorities for their mobile first strategy.

Published in: Internet

Mobile Marketing - A quick guide for chief marketing officer and digital agencies

  1. 1. Mobile Marketing Strategy : A quick guide for CMOs & Digital Agencies By: Piyush Agarwal A Digital Media & Marketing Expert By Piyush AggarwalBy Piyush Agarwal
  2. 2. Setting the context.. By Piyush AggarwalBy Piyush Agarwal
  3. 3. For most of the CMOs, Mobile still is nothing short of an ancient puzzle. By Piyush AggarwalBy Piyush Agarwal
  4. 4. There is just too much to fathom, process & prioritise By Piyush AggarwalBy Piyush Agarwal
  5. 5. Indian CMOs seems to be spending a lot more on social media than mobile. Source: Ficci-KPMG, Media Industry Report 2015 Video , 7% Video , 12% Search, 38% Search, 30% Display, 29% Display, 23% Mobile, 10% Mobile, 14% Social, 13% Social, 18% Email, 3% Email, 3% FY13 FY14 Channel Wise Digital Ad Spend Mix Video Search Display Mobile Social Email By Piyush AggarwalBy Piyush Agarwal
  6. 6. WARC Survey shows that 35% of advertisers would increase their mobile advertising spend by 50% or more by 2020 Source:"WARC"Asial"Survey,"2015" By Piyush AggarwalBy Piyush Agarwal
  7. 7. When it comes to mobile, very few CMOs know, where to put their marketing dollars?
  8. 8. Hence, it is important for CMOs & marketing organisations to take the baby steps.
  9. 9. Understanding The Mobile Trends By Piyush AggarwalBy Piyush Agarwal
  10. 10. 173 232 286 342 399 2014 2015 2016 2017 2018 Mobile Internet Users Growth In India Mobile Internet Users Linear (Mobile Internet Users) While the growth is happening in the mobile internet users, majority of that growth is coming through the low end feature phones. Source:"KPMG,"India"Digital"Report,"2015" By Piyush AggarwalBy Piyush Agarwal
  11. 11. 16-24s in India now spend over 3.5 hours per day online on a mobile, more than 3x longer than the oldest group. There is a direct co-relation of mobile consumption with user’s age. User’s Age Source:"GWI"(Global"Web"Indiex),"2015" By Piyush AggarwalBy Piyush Agarwal
  12. 12. Industry verticals that are truly innovating in Mobile India APAC Wearing apparel Motor and auto Drink and beverage Financial services Food Media and publishing Leisure and entertainment Travel, transport and tourism Retail Telecoms 39% 26% 38% 28% 34% 37% 30% 33% 23% 19% 23% 22% 23% 24% 22% 36% 18% 13% 16% 11% Source:"WARC"Asial"Survey,"2015" By Piyush AggarwalBy Piyush Agarwal
  13. 13. Most of the mobile usage in India is happening in or through the social media apps. Source:"WARC"Asial"Survey,"2015" By Piyush AggarwalBy Piyush Agarwal
  14. 14. In Mobile, content becomes king again, as display loses its significance Source:"GWI"(Global"Web"Indiex),"2015" INDIA 2015 2020 Display 69% 52% Social marketing 49% 42% Content 35% 44% Search 31% 32% SMS marketing 28% 8% App development 26% 39% Coupons or discounts 19% 31% Loyalty schemes 13% 31% APAC 2015 2020 Display 70% 44% Social marketing 49% 49% Content 33% 49% Search 33% 29% App development 28% 33% Coupons or discounts 25% 33% SMS marketing 21% 6% Loyalty schemes 12% 37% • There is little difference between the most favoured mobile channels in India and the rest of the region, with display (including in-app) advertising the most common today. • Display advertising is also expected to lose some significance over this period, falling from 69% adoption in India today to 52% in five years, although it will still be the most-used channel. • Content, including native and ‘advertorial’, is expected to see adoption rates rise strongly over the coming years. By Piyush AggarwalBy Piyush Agarwal
  15. 15. Surprisingly, gaming apps are the most downloaded in Asia but Indian mobile owners are glued to social media. Source:"Flurry"Analy+cs,"2015" By Piyush AggarwalBy Piyush Agarwal Source: Quettra Mobile App Landscape: India Insights June 2015 Top Apps in India
  16. 16. How to create your Mobile First Strategy? By Piyush AggarwalBy Piyush Agarwal
  17. 17. Mobile Strategy Framework for CMOs Mobile Social (FB/Twitter/Instagram) Mobile Search (Organic + Paid) Banner Mobile Display (Programmatic vs Non Programmatics) In-App WAP Mobile UI / UX Video + Native Image Mobile Analytics WAP (Unique User, Traffic, Engagement, Leads, Revenue), APP (App downloads, App Usage Duration, Repeat User, Total Sessions, Revenue Per Session) Text Defining Consumer Journey Deciding Platforms Choosing Marketing Channels Creating Content Measurement To define your mobile priorities, you have to go through every stage sequentially. By Piyush AggarwalBy Piyush Agarwal
  18. 18. Mobile Led Searches Mobile Targeted Paid Campaign Mobile Responsive Emailer Design Mobile Responsive UI/UX Design Mobile SEO eCoupons, QR codes, AR/VR In-App Marketing, App Notifications, App Usage Mapping Mobile First Strategy With Consumer Journey The real deal is to identify the most relevant touch points for your mobile first strategy. By Piyush AggarwalBy Piyush Agarwal
  19. 19. Executive Summary Majority of the mobile growth in India is still coming from feature phones. Young Millennial are spending majority of their digital life on mobile only. Social Media Apps are the most consumed content on Mobile in India Mobile Display is losing its share to Mobile Search in India To define your mobile first strategy, you must identify the touch points in the consumer journey. By Piyush AggarwalBy Piyush Agarwal
  20. 20. ― A.D. Posey Thought of the day “Perspective is the key to everything.”
  21. 21. About Author Pro Digital & Media Strategist Biddable Media Expert (Social, Search & Programmatic) Committed towards Digital Transformation Passionate Blogger Marketing Communications Expert Startups Specialist Connect: Blog : www.piyushaggarwal.me Twitter : @iampiyusha LinkedIn : in.linkedin.com/in/piyushaggarwal

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