Creating a mobile strategy for me, myself and i, by mobilesquared

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Should brands use existing mobile consumer data to shape their mobile strategy or look at people's behaviour away from mobile as a means of expanding mobile time

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Creating a mobile strategy for me, myself and i, by mobilesquared

  1. 1. @mobilesquared The year of mobile me (me being) Nick Lane
  2. 2. Mobile Insight Specialists www.mobilesquared.co.uk @mobilesquared
  3. 3. Fast Stats What are the UK mobile users up to? UK m-commerce stats @mobilesquared
  4. 4. The Mobile Is the greatest relationship you have on a daily basis It knows your passwords It knows all your intimate secrets You’re together for 16+ hours per day You sleep with it You stroke it more than 50 times a day It knows your favourite things It knows where you like to eat You take it everywhere You take it to the toilet You play with it watching TV But how personal is your mobile? @mobilesquared
  5. 5. Shaping fashion Not even arctic conditions can stop you from using your smartphone
  6. 6. The Mobile What? Mobile is fundamentally a “time-driven” mechanism @mobilesquared
  7. 7. The Mobile Minute @mobilesquared
  8. 8. The Mobile Minute As a brand you have less than 1 minute to make sure your app/site is THE preferred destination @mobilesquared
  9. 9. Appstraction App considerations? Session length External distractions Ongoing interactions Time of day @mobilesquared
  10. 10. Appstraction exemplified Breadth of apps used on a frequent basis is growing
  11. 11. Activation Our natural filter Actions predetermined by time of day @mobilesquared
  12. 12. 0300 0600 0900 1200 1500 1800 2100 2400 COMMUNICATION INFORMATION Daily app usage UTILITY ENTERTAINMENT OTHERS
  13. 13. OTHERS ENTERTAINMENT INFORMATION COMMUNICATION The app usage fortress UTILITY Only brands that really know ME will be allowed in 0300 0600 0900 1200 1500 1800 2100 2400
  14. 14. App usage by attention Do you base your brand strategy by app attention? Active apps by category 0600-0900 0900-1200 1200-1500 Communication @mobilesquared 1500-1800 Information Utility Entertainment 1800-2100 2100-2400
  15. 15. Infotainment is key Entertainment and Information dominate daily usage App usage by time Brand opportunities vary throughout the day 0600-0900 0900-1200 1200-1500 Communication @mobilesquared 1500-1800 Information Utility Entertainment 1800-2100 2100-2400
  16. 16. Points of Engagement Do you really understand behaviour? Entertainment Information 48% Information Entertainment 26% 24% Communication Utility 0300 0600 0900 3% Utility 1200 1500 1800 2100 2400
  17. 17. Opportunity or intrusion? How well do you know me? Entertainment Is this void an 48% Information Entertainment 26% opportunity or an intrusion? Information 24% Communication Utility 0300 0600 0900 3% Utility 1200 1500 1800 2100 2400
  18. 18. Brand distraction? We need to consider every users’ daily routine When should a brand communicate? 14% 12% For the majority of sectors, between 0900-1500 is the optimum time for a brand to communicate 10% 8% Brands are not utilising the total mobile opportunity 6% 4% 2% 0% 0700-0900 0900-1200 1200-1500 1500-1700 Brand says @mobilesquared Consumer says 1700-1900 1900-2400 0000-0700
  19. 19. Consumers want to hear from brands The Activity Gap The Activity Gap @mobilesquared
  20. 20. Mobile matters We need to consider the every users’ daily routine What is your marketing mix? Mobile messaging Online/search/PPC/display 33% of brands have a mobile site Social 20% of brands have a mobile app Apps 3% use augmented reality Direct mail 26% use QR codes Outdoor 65% have an opted-in mobile database Radio Phone Print TV Email 0% @mobilesquared 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  21. 21. Mobile matters We need to consider the every users’ daily routine What is your marketing mix? Mobile messaging Online/search/PPC/display There is a disconnect between mobile’s prominence in Social Apps our daily lives, and the importance placed by brands as Direct mail a means of communicating Outdoor Radio Phone Print TV Email 0% @mobilesquared 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  22. 22. Is data enough? We need to consider the every users’ daily routine How do you create your mobile strategy? • 24.3% of businesses know their mobile customers’ age, gender, location & preferences • 36% of businesses only know their mobile number Device data Mobile behaviour 3rd party data Preferences / likes The missing data: Brands need to understand the mobile user on a personal level to truly deliver a compelling experience @mobilesquared
  23. 23. The 3Ms What is the mobile campaign that has influenced you? Making Mobile Memorable @mobilesquared
  24. 24. Mobile is personal @mobilesquared Which brands have successfully understood how consumers’ use of mobile can bring them closer to brands, making them more loyal than ever before? Which brands have successfully understood MY use of mobile to bring those brands closer to ME, and increasing my LOYALTY?
  25. 25. Genius
  26. 26. Intrusive Virgin EMI launch of the Avicii single ‘Wake Me Up’ @mobilesquared
  27. 27. A missed delivery How well do companies actually know you? Tonight the Champions League is back so why don’t you enjoy a tasty Domino’s Pizza. Its 2-41 tonight so call XXXXXX-XXX @mobilesquared
  28. 28. Mobile motto The ultimate challenge for every brand is the 3Es Make my life Easier! Make my life more Efficient! Make my life more Entertaining! @mobilesquared
  29. 29. That’s me done Don’t be shy, get in touch Nick Lane, chief analyst @ mobilesquared nick@mobilesquared.co.uk www.mobilesquared.co.uk Tel: +44 (0) 1344 747 311 @mobilesquared

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