...an introduction to mobile marketing

1. Introduction to digital marketing
7
an introduction… to mobile marketing

2. What we’ll cover…
What is mobile marketing
The customer journey
Mobile marketing tools

3. Remember… all of this is just ‘marketing’
paid, owned and earned media are prevalent
mobile marketing is marketing
digital marketing is marketing
optimisation is paramount

4. …who has a smartphone?
Deloitte, 2020

5. Why mobile marketing is important…
Marketo, iab.uk, 2019
Increasing fragmentation of media
Increased demand for immediacy in communications
Increased demand for personalised content
71% check every 30 minutes, 27% check every 5 minutes!

7. Why mobile…
…always on, always with
…79% for all but 2 hours of each waking day
IDC, 2019, adobe, 2020
…52% of all internet access in the UK is via mobile
…57% of all users prefer to use their mobile devices
…however, poor mobile experience is impacting on dwell time

8. Why mobile…
Average Time Spent Online Per Day by Age and Gender
Comscore, 2020

9. Why mobile…
Share of internet minutes across devices
Comscore, 2020

11. Google, 2019
Best practice mobile design requires…
always accessible home page
Short menus
Prominent CTA
Prominent search
able to pick up on other devices
expandable images

12. Mobile SEO…
…local results are more common, 5 mile radius drive action
High ranking mobile SEO results give a competitive advantage
4.4% average CTR, 1% higher than desktop
…responsive design, dynamic content, quick load speed, readable, no interstitials or flash

13. Optimising mobile content
‘bite, snack and meal’ approach
All users are task-focused, distracted and have no time for fluff and filler
(Campaign, 2018)
Patel, 2018, Google, 2018, eMarketer, 2018
Video content consumption grew by 103% from 2016-2017

14. designing for mobile… optimising for thumbs and eyes

15. …using voice-based assistants on mobile
Deloitte, 2019

16. Mobile social media
…again, optimisation of content is key
…usage is all driven by native apps (90%+)
facebook, comScore, 2018
Messaging platforms account for 92% of time on mobile

17. Share of leading mobile apps for individuals in the UK in 2019
32%
18%
11%
10%
9%
8%
6% 6% 6%
5%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Facebook WhatsApp Messenger Twitter Instagram Google Maps Snapchat YouTube Amazon eBay
Shareofrespondents
Statista, 2019

18. …mobile email
…the key is a responsive layout… what size is the screen?
…use ‘progressive disclosure’ Read more…
…the shorter the better!
CampaignMonitor.com, 2019
…have a short, informative and recognisable subject line
…have mobile-ready landing pages

19. 1. From Name and Subject Line
2. Preheader – tease!
3. Content – short, to the point 6. Attachments – only if vital
5. Call to Action - CTA
4. P.S. – Post Script CTA

20. IAB, 2020
UK Digital ad spend in 2018 across mobile and desktop…
…66% of display ad spend is on mobile (£3.5Billion)
…81% of smartphone display is video and native (51% video, 30% native)
…76% of all video ad spend is on mobile (£1.2Billion)
…71% of all smartphone display is served in a social environment (£2.4Billion)

21. Browser-based… text, static, pop-ups, video, social
Permission-based… SMS, MMS, email
Mobile advertising…
In-app… push notification, in-app message, image, text, video (banner)
70% recall ads delivered via mobile platforms that day (iab, 2018)

22. Mobile and traditional media…
Multiscreen campaigns are highly effective for FMCG brands…
Supported by mobile advertising following the same creative, targeting those who have
been exposed to the TV ad…
TV is still king for achieving reach and driving awareness
…50 percent higher purchase intent and 15 percent higher interest in product
InMobi, Unilever, MindShare, 2019

23. applications (apps)…
…native apps, web apps and progressive web apps
…1 in 4 are found through search, ads drive downloads
…a good app needs to add value
…customers value the experience not the features
…the best apps are constantly tweaked and updated
apptentive, google, 2018

24. app development…

25. Consumer Decision Model
Problem/ Need Recognition
Information search
Pre-purchase evaluation
Consumption
Post-purchase evaluation
Blackwell, Miniard et. al., 2001
Purchase

26. the customer journey…
acquisition, conversion, retention
reach, act, convert, engage
reach, engage, activate, nurture

27. …customer journey mapping

28. Remember Google’s Zero Moment of Truth?

29. The future of mobile…
…AI and machine learning are becoming more prominent
…predictive text, security, voice search, location, product
preferences, dynamic pricing, personalised content
…what happens when there’s no screen?
5G, bendable, faster, more secure, better connected (web 4.0)

30. Voice search…
Voice searches average 7 words, text searches average 3
Voice search results load 52% faster than the average web page
It is predicted 50% of searches will be voice-based this year

32. Key takeaways…
Mobile marketing is marketing
All content requires optimisation for mobile platforms
It is a key tool for customer engagement
AI is leading the way in the future of mobile

33. http://uk.idc.com/, accessed 14.03.2018
https://www.comscore.com/Insights/Presentations-and-
Whitepapers/2017/UKOM-Insights-UK-Digital-Market-Overview-June-
2017, accessed 14.03.2018
https://medium.com/@ForrestKnight/ios-app-development-process-zero-
to-app-store-e504a699cfbd accessed 14.03.2018
https://www.statista.com/statistics/412257/mobile-social-penetration-
rate-region/ accessed 14.03.2018
https://www2.deloitte.com/uk/en/pages/technology-media-and-
telecommunications/articles/mobile-consumer-survey.html accessed
14.03.2018
study_id23651_mobile-apps-in-the-united-kingdom-statista-dossier.pdf,
2018
Definitive-Guide-to-Mobile-Marketing-Marketo.pdf, 2018
The new rules of marketing & PR: how to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach
buyers directly / Fifth edition. Meerman Scott, David, John Wiley & Sons,
Inc., 2015
Customer-centric marketing: Supporting sustainability in the digital age
Richardson, N., James, J., and Kelley, N., Kogan Page, 2015
Mobile marketing: how mobile technology is revolutionizing marketing,
communications, and advertising / Rowles, Daniel., Kogan Page, 2014