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Mobile Marketing isn't Optional by Anthony Quigley
This document discusses how mobile devices have become integral to everyday life and business. It notes that over 62% of people in the UK own smartphones, and that mobile devices will outnumber PCs globally this year. It then asks business owners 5 questions about how mobile is challenging their value proposition, impacting their digital destinations, how they are adapting to mobile, how their marketing and infrastructure should change, and how to connect with audiences across multiple screens. Each question is followed by tips, statistics and recommendations for businesses to better engage with customers in the mobile environment.
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Mobile Marketing isn't Optional by Anthony Quigley
- 2. Anthony Quigley Founder &Managing Director @AnthonyQuigley @dmigroup http://ie.linkedin.com/in/anthonyquigley Google me!
- 3. Mobile is Integralto our Lives Mobile everywhere and growing •Over 62% of UK people now own a smartphone •Globally, mobile devices will outnumber PCs this year Mobile now integral to our everyday lives •6 out of 10 mobile users feel compelled to use their devices at least once an hour (1 in 7 every 10 minutes) •7 out of 10 mobile users have their phones next to their bed •4 out of 10 primetime TV viewers also consume content on phones and tablets while watching TV
- 4. Japan’s Mobile QueriesExceed Desktop Queries Today
- 5.
- 6. 5 Questions 4Biz Owners 1. How does mobile challenge my value proposition? 2. How does mobile impact your digital destinations? 3. Am I adapting to mobile? 4. How should our marketing and infrastructure adapt to mobile? 5. How can we connect with a modern, multiscreen audience?
- 7. 01… How does mobile challengemy value proposition?
- 10. 91% SMART PHONE Users internet usage onthe mobile phone 90% of these people have taken action as a result Source: Google Ipsos “Our Mobile Planet, UK” Study, October 2013
- 11. USE SMART PHONES to checkprices at other locations 68% of male 57% of female Source: Insight Express, 4Q 2012
- 12. USE SMART PHONES to checkprices at other locations Physical Retail Premises Becoming Virtual Showrooms
- 14. AMAZON Shoppers can scanin-store barcodes to create comparative price lists “The four walls of the store have become porous.”
- 15. “The four walls ofthe store have become porous”
- 16. Your Customers have gone Mobile How areyou Going to Engage with them?
- 17. 02… How does mobileimpact your digital destinations?
- 18. 55% How does your site appear toyour mobile visitors Source: Sterling Brands & SmithGeiger, June 2013 say a poor mobile experience hurts their opinion of a brand 79% will turn to a competitor’s site after a bad mobile experience
- 20. Your Priority is toBuild the Best Mobile Site HowToGoMo.com
- 21. 03… How is yourbusiness adapting to mobile?
- 22.
- 23. Ask Yourself …. Ismobile a key metric? How often do you review? What department reviews? Who know what % traffic comes thru mobile? Who views the competitions investment in mobile? Is IT or Marketing the driver? Are you leading or following with mobile? Which decisions would change if business owners were given timely mobile data? Who is responsible for testing mobile? Have YOU viewed your own site on various mobile devices?
- 24. 04… How should your marketingand infrastructure adapt to mobile?
- 26.
- 27. STARWOOD HOTELS “Hyperlocal” mobilesearch campaign tripled mobile traffic “Increased ROI 20X, increased bookings by 20%, and tripled mobile traffic.”
- 28. Try Searching for Your Brand ona Mobile Experience your business as your client does
- 29. 05… How do weconnect in a multi-screen environment?
- 30. The vast majorityof our media interactions are screen based 90% of all media interactions are screen based 10% of all media interactions are non-screen based 33
- 31. There are twomodes of multi-screening Sequential Usage Moving from one device to another at different times to accomplish a task Simultaneous Usage Using more than one device at the same time for either a related or an unrelated activity Multi-tasking - Unrelated activity Complementary Usage - Related activity
- 33.
Editor's Notes
- #4 Mobile is integral to our lives. Here are 5 data points to that affect, and you are reading 5 more every morning when you open your email and check out your industry newsletters.
- #5 Japan has always been ahead of the game in mobile and so looking at what is happening there is in some ways like looking into the crystal ball of what is going to happen here and around the world. And what is happening there is that the mobile and desktop lines are actually going to cross. This has happened in a few instances already, but the data suggests this is going to start happening on a more permanent basis very soon.
- #6 It is clear that Mobile represents a sociological shift in how users relate to both the digital and physical world. So my hope is that you are no longer actually asking, "Why should I invest in mobile?" but instead asking, "How should I invest in mobile?” and working with your clients to determine the best mobile strategy. The way we like to look at an overall mobile strategy is by way of these 5 questions.
- #7 Here’s a quick overview of the 5 questions we’ll be walking through.
- #8 To start, let’s pose the first question, “How does mobile change our value proposition?”
- #11 Anecdote: San Francisco taxi driver using Square (late to the airport, click to call ad, old and shabby taxi, no sign of credit card reader, quite skeptical, then… he pulled out Square widget and voila, the transaction was completed). This is just an example of how disruptive mobile can be at every level – even for a taxi driver that now can use this nimble technology to process electronic payments). Transition: We know that the mobile consumer is connected everywhere she goes, we know that she’s right around the corner from your store—and this raises pretty fundamental questions for your value proposition. So I want to start with an example of a client who really gets it--that shows an appreciation for the fact that the consumer environment and consumer usage pattern have changed…and that is hotels.com.
- #12 Both Hotels.com’s mobile website and the extreme marketing they utilize to promote it (their ads feature a video of a man literally booking a room from his mobile device while skydiving) both demonstrate their firm grasp of their basic value proposition to business travelers: the ability to book rooms quickly and easily.
- #13 Your future customers are literally around the corner, and mobile can get them in your door. 89% of smartphone users have searched for local info, 61% called a business after searching, 59% visited in person, and 90% of these users acted within 24 hours. Our own data suggests that about 44% of all web searches have local intent. Store Locators: a valuable addition to almost any mobile-enabled website.
- #14 Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 59% of men and 45% of women say they use smartphones in-store to check prices at other stores.
- #15 Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 59% of men and 45% of women say they use smartphones in-store to check prices at other stores.
- #17 Retailers have no choice but to react to this highly disruptive “showrooming,” which turns physical locations into showrooms for products destined to be purchased online or via mobile. Apps like Amazon’s Price Check let shoppers take product snapshots or scan barcodes to generate comparative price lists from multiple retailers. IDC Retail Insights summed it up nicely in a recent Wall Street Journal article: “The four walls of the store have become porous.” 39% of walk-out incidents -- the moments when shoppers leave without making a purchase -- were influenced by smartphone usage according to one study. And this trend will only increase as the information advantage shifts ever further in the direction of the buyer. Over the 2011 holiday season, for instance, Amazon promoted Price Check by offering $5 off any purchase made by scanning a product in-store and then buying it from Amazon via mobile.
- #18 Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 59% of men and 45% of women say they use smartphones in-store to check prices at other stores.
- #19 Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 59% of men and 45% of women say they use smartphones in-store to check prices at other stores.
- #20 To start, let’s pose the first question, “How does mobile change our value proposition?”
- #21 Mobile customers are task oriented—they are trying to solve a problem whether that is finding a restaurant, in stock item, they are trying to solve a problem and they want to start with you. What’s happening on mobile is that they may be brand loyal to start—but not brand loyal it you don’t offer them the right experience. New kind of bounce rate—from your brand to an entirely different brand. So what do you do about it—you build a mobile website… Otherwise not only will users jump to the competition, but a poor mobile experience tarnishes your brand. Your mobile site will differ from your desktop site not just because of the size of the device, but because the mobile context reveals a different mindset for your consumers. Visitors to your mobile site may be at a different point of the purchase funnel. How does your site appear to mobile users? Are you making it easy for them to connect with you or putting obstacles between them and what they seek?
- #23 Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 59% of men and 45% of women say they use smartphones in-store to check prices at other stores.
- #24 To start, let’s pose the first question, “How does mobile change our value proposition?”
- #25 Our recommendation, at its most basic level, is a simple one: We encourage the appointment of a Mobile Champion within your organization. This person should gather a cross-functional mobile task force to work to determine your company’s approach for each of the questions listed. Benchmark your competition, understand how your customers use mobile through focus groups and surveys, set aside budget, talk to your agency partners, and brainstorm internally.
- #26 Mobile customers are task oriented—they are trying to solve a problem whether that is finding a restaurant, in stock item, they are trying to solve a problem and they want to start with you. What’s happening on mobile is that they may be brand loyal to start—but not brand loyal it you don’t offer them the right experience. New kind of bounce rate—from your brand to an entirely different brand. So what do you do about it—you build a mobile website… Otherwise not only will users jump to the competition, but a poor mobile experience tarnishes your brand. Your mobile site will differ from your desktop site not just because of the size of the device, but because the mobile context reveals a different mindset for your consumers. Visitors to your mobile site may be at a different point of the purchase funnel. How does your site appear to mobile users? Are you making it easy for them to connect with you or putting obstacles between them and what they seek?
- #27 To start, let’s pose the first question, “How does mobile change our value proposition?”
- #31 Click-to-call ads now drive a majority of mobile search bookings for Starwood Hotels, whose “hyperlocal” mobile search campaign, which delivered a click-to-call phone number and map to the nearest Starwood hotel right in the search ad, multiplied mobile paid search ROI by 20, increased month-on-month mobile bookings by 20% and tripled overall mobile traffic.
- #32 Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 59% of men and 45% of women say they use smartphones in-store to check prices at other stores.
- #33 To start, let’s pose the first question, “How does mobile change our value proposition?”
- #34 More time on Mobile than Print and X together!
- #35 There are two main modes of multi-screening: Sequential screening where we move between devices. Simultaneous screening where we use multiple devices at the same time. TRANSITION Multi-screen contexts. Since mobile devices are always on and always with us, consumers are increasingly multi-tasking with mobile even while engaged with other media. With the insight that consumers are increasingly engaging with their smartphones and tablets while watching TV, Chevy introduced their Game Time app, effectively hijacking the Super Bowl by adding a second screen. This app gave viewers a reason to engage with Chevy for the entire game and watch their ads closely for the chance to win prizes including a free car.[ video]