Somo - Creating compelling Mobile Strategies (US content specific)

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Presentation on developing mobile strategies presented at Mobile Squared event in NYC December 2011

US Content specific (stats)

Presented by Ross Sleight, Chief Strategy Officer, Somo.

Somo are a global full service mobile marketing agency. To find out more please visit http://www.somoagency.com

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Somo - Creating compelling Mobile Strategies (US content specific)

  1. 1. Creating compelling mobile strategiesPresented by: Presented on:Ross Sleight – Chief Strategy Officer 7th December 2011 Somo Ltd - Copyright & Confidential
  2. 2. Ross Sleight – Somo Chief Strategy Officerwww.somoagency.com Somo Ltd - Copyright & Confidential
  3. 3. Usage ROI Somo Ltd - Copyright & Confidential
  4. 4. Usage – smartphone penetration 39% / 90MUS Smartphone Penetration 50% YOY growth Source: Comscore Somo Ltd - Copyright & Confidential
  5. 5. Usage – Mobile Web and App Usage 34% 84.5 M of Mobile subscribers use Apps Mobile Web users every month 24 36% times a day using mobile media of Mobile subscribers use Mobile Web Source: Comscore / MMA
  6. 6. 1 year ago Today No Typical Users? Source: talkandroid.com Somo Ltd - Copyright & Confidential
  7. 7. Usage - tablets 2.6 people 11% / 26M US Tablet Penetration 67M reach? Sept 2011 Tablets reach more people due to family usage Source: Pew Research Centre / US Census bureau / Somo estimates Somo Ltd - Copyright & Confidential
  8. 8. Time spent on Media - US• Mobile media now fourth media for daily engagement time after TV, Online and Radio Source: E-marketeer 8
  9. 9. “Yeah…mobile…must do something there…” 79% Of Google’s largest advertisers do not have a mobile optimised site (Apr 2011) Source: Google Think Mobile
  10. 10. “Yeah…mobile…must do something there…” $131 bn 2010 $26 bn US Total US Online Advertising Advertisin $650 M g Spend US Mobile Spend Advertising Spend 2.5% of online spend / 0.5% of total advertising spend Source: IAB / Kantar media
  11. 11. ContextUsage ROI Somo Ltd - Copyright & Confidential
  12. 12. Contexts Bored now Repetitive now Urgent now (Consume now)
  13. 13. Context – Mobile is Social 31% / 72M 17% / 40M Of mobile Of mobile subscribers ever subscribers access access social social network network in month EVERY DAY via via mobile mobile Source: Comscore Somo Ltd - Copyright & Confidential
  14. 14. Context – Mobile is Location awareSource: Comscore / Google Source: Google Think Mobile
  15. 15. Context – Mobile is Dual Screen 40% 29% of smartphone users look up info from TV 42% programme of Tablet users 19% Use their device look up info from whilst watching TV advert DAILY Source: Nielsen Oct 11 Somo Ltd - Copyright & Confidential
  16. 16. Context – Mobile research in store 45% of mobile users accessed Diesel Madrid store have a QR code Autotrader mobile for every product for Facebook sharing on forecourt (Jan 2011) Somo Ltd - Copyright & Confidential
  17. 17. Context- augmenting traditional media • Tesco Homeplus South Korea mCommerce OOH activity Somo Ltd - Copyright & Confidential
  18. 18. ContextUsage Velocity ROI Somo Ltd - Copyright & Confidential
  19. 19. Source: Joachim Wtewael - The Battle Between the Gods and the Titans
  20. 20. Velocity – OS upgrade opportunities Apple iOS 5 upgrade for Android 4.0 Ice Cream Sandwich iPhone, iPad and iPod Touch (smartphones and tablets) Somo Ltd - Copyright & Confidential
  21. 21. Velocity – new platforms – Windows Phone 7 Somo Ltd - Copyright & Confidential
  22. 22. Velocity – new platforms – Android Tablets Somo Ltd - Copyright & Confidential
  23. 23. Velocity – new entrants in market Somo Ltd - Copyright & Confidential
  24. 24. Velocity – Facebook cross platform app distribution Somo Ltd - Copyright & Confidential
  25. 25. Velocity – sector changes Somo Ltd - Copyright & Confidential
  26. 26. ContextUsage Velocity ROI Somo Ltd - Copyright & Confidential
  27. 27. Mobile Strategy– the need for an agile roadmap Somo Ltd - Copyright & Confidential
  28. 28. Context ConsiderationUsage Post Purchase Evaluation Velocity Purchase Somo Ltd - Copyright & Confidential
  29. 29. Brand Perception /Consideration Propensity to purchase Audi Bird PlusRich HTML5 ad Performance related Mobile site visits
  30. 30. Evaluation Glamour Brand Apps Brand Extension PlusDirect Revenue generation
  31. 31. Purchase Dominos Pizza AppsFriction free mCommerce Plus Upsell / Loyalty loop
  32. 32. Post Purchase Audi Le Mans App Deep brand engagement for loyalists PlusEvent Support for mass market
  33. 33. Summary• Usage / Contexts / Velocity to identify ROI• Where can mobile remove barriers on Customer Journey ?• Hybrid objective/KPI setting• Integration into marketing mix Somo Ltd - Copyright & Confidential
  34. 34. Ross Sleight – Somo Chief Strategy Officer Thank you ross@somoagency.comwww.somoagency.com Somo Ltd - Copyright & Confidential

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