Future of Mobile Seminar

1. Mobile Marketing – Tips & Tricks
16th of June 2015 Sam Stals

2. Online Marketing Consultant
@The Reference
Online presence
Inbound marketing
User onboarding
Customer Experience
Converion Rate Optimization
Hi there!

3. Over 25% of internet traffic is mobile.
Source: StatCounter, BI Intelligence Estimates (Business Insider)

4. 5%
38%
25%
12%
20%19%
43%
22%
10%
4%
Print TV Web Radio Mobile
Ad Spending VS Consumer Time Spent
Source: Mary Meeker, IAB, eMarketer, Business Insider - 2013 U.S. Ad Spending VS Consumer Time Spent By Media

5. US Adults: Average time spent per day

6. Referral
Retention
Activation
Acquisition
Revenue
Brand Ambassadors
Customer Experience
User Onboarding
Inbound Marketing
Customer Life Value
CRM

7. Mobile ad spending to hit
$100B in 2016 and become
the biggest digital ad market
Source: eMarketer – Worldwide ad spending

8. Mobile doesn’t work.
Weeeh weeh weeh.

10. Context
Experience
Channels
KPI’s

11. It's not 'a moment', it's 'moments'
It’s on-the-go & continuous along the consumer
decision journey
Think about your users’ triggers
Context

12. Channels
Be where you need to be (and test)
Keep on your mobile goggles

13. Experience
Be relevant & provide a mobile experience fitting
the users needs

14. KPI’s
Understand the difference between desktop &
mobile KPI’s
React & analyze accordingly

15. Mobile advertising, a contextual
(advertising) experience

16. Mobile advertising, a contextual
(advertising) experience

17. 86%
155%
53%
increase in
ad recall for
branded pins
increase in ad
recall for takeover
ads
Navigational
lift increase
Source: Adweek, March 24th 2015, With Turn-by-Turn Directions, Google’s Waze App Wants to Win Mobile Advertising

18. Clicks to Bricks

19. Source: http://www.marcresearch.com/pdf/Mobile_InStore_Research_Study.pdf
8 in 10 smartphone shoppers use mobile in-store
to help with shopping.
Mobile search is thé starting point.
Frequent mobile shoppers spend 25% more
in-store than people who occasionally use a
mobile phone to help with shopping.

20. Focus on context-ready landing pages

21. Source: http://mobiforge.com/research-analysis/mobile-user-behaviour-statistics-2014
Focus on positive mobile experience
33%of tablet users are less likely
to purchase online if they
experience poor site
performance
85%of users expect pages to
load on mobile devices as
fast, or faster than they load
on desktops.

22. #Mobilegeddon
This update:
• Affects only search
rankings on mobile
devices
• Affects search results
in all languages
globally
• Applies to individual
pages, not entire
websites

23. What about Mobile Video?

24. Smartphones are the #1 device to reach millenials
19%
Tablet
56%
Computer
81%
TV
91%
Smartphones

25. Source: Google/Ipsos, Brand Building on Mobile Survey (U.S.), February 2015
Millennials are 2x more
likely to be focused
while watching video on
their smartphones VS on
TV.

26. Source: Google/Ipsos, Brand Building on Mobile Survey (U.S.), February 2015
People who view video’s
on their phones are 1,4
times as likely to watch
ads as those who view
videos on desktops or
TV’s.

27. Source: Google/Ipsos, Brand Building on Mobile Survey (U.S.), February 2015
They’re also more
inclined to share (1,8
times as likely) or turn
to their peers in person
(1,6 times as likely) to
talk about the video

29. Socialbakers

30. Referral
Retention
Activation
Acquisition
Revenue
Brand Ambassadors
Customer Experience
User Onboarding
Inbound Marketing
Customer Life Value
CRM

31. What about mobile applications?

32. People spend about 30 hours per month
inside apps.
Relevant in generating awareness &
revenue.
Even more important to create an uplift in
retention by building deeper relationships
with customers.
Source: Nielsen, "Smartphones: So Many Apps, So Much Time," July 2014.

33. Placement Impressions Clicks CTR
Amount
Spent
CPC Actions CPA
News Feed on
Desktop
Computers
185.065 2.543 1,37% € 1.260,69 € 0,50 2807 € 0,45
News Feed on
Mobile Devices
184.650 5.007 2,71% € 1.003,06 € 0,20 3842 € 0,26
Don’t forget to be where your users are
Source: Facebook Ads Reporting, Automotive, March – May ‘15

34. 46% of mobile teenage
internet users in Belgium who
are active snapchat users
Don’t forget to be where your users are

35. App discovery doesn’t just happen in the app
store.
People are finding out about apps in all kinds of
instances while using their smartphones.
When they're engaged in an app, searching
for another specific app, watching a YouTube
video, or even surfing a mobile website
Source: Thinkwithgoogle.com

36. Source: Google/Ipsos, Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps (U.S.), May 2015.
Search ads are effective in driving app downloads
Types of ads that prompted app downloads among app users
whose download was influenced by ads on a smartphone:

37. Source: Google/Ipsos, Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps (U.S.), May 2015.
How many times are people using your app?

38. What about (mobile) analytics?

39. That’s why we correlate data-sets
Unfortunately, technology doesn’t
allow us to match data sets to
discover true mobile effectiveness

40. The Customer Journey

41. Source: Google, The Mobile Connection: Making mobile work for brands
The Customer Journey

42. Cross device analytics

43. Mobile is getting pretty friggin’ huge.
It’s all about context & experience.
Small changes in channels & KPI’s.
Be present where your users are.
Don’t forget your mobile app usage.
.. or mobile video for that matter.
Correlate datasets to understand performance.
Key Takeaways

44. Don’t forget. It’s not a new channel,
just a different device.

45. Sam Stals
sstals@reference.be
+32 497 67 12 48
@sam_stals