Digiday and Yahoo! Present: Mobile Daily Habits, Moving Marketers Forward
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Digiday and Yahoo! Present: Mobile Daily Habits, Moving Marketers Forward
- 1. DAILY MOBILE HABITS: MOVING MARKETERS FORWARD
- 2. Goldilocks and the Mobile Ads
- 3. Giselle Abramovich, Senior Editor, Brands Brian McClary, Digital Marketing Manager Stephanie Kovner-Bryant, CEO of SKG Consulting, formerly of Unilever
- 4. 83% go online daily 60% go online daily 45% go online daily Source: Yahoo!
- 5. iPhone and Android, iPad Dominate the Mobile Market iPad 45 % Android 47% iPhone 34% Source: Yahoo!
- 6. 43%67% My device is critical to my daily life:
- 7. More than 50%say their mobile devices makes them browse the internet more. Source: Yahoo!
- 8. Iusemymobile devicetoaccess shopping relatedinformation Thereโs been explosive growth in leveraging our mobile devices for shopping informationโฆ Beauty and Personal Care 20 M 2010 47 M2012 Packaged Food and Beverage 20 M 2010 40 M2012 Automotive ? 2010 47 M2012 Source: Yahoo!
- 9. Whatโs Your Biggest Challenge in Mobile? โMarketers know that mobile plays a large role in the day-to-day lives of consumers. But the key is to understand when and where they use it in order to develop a unique and engaging experience.โ - Adam Kmiec, director of global digital marketing, Campbell Soup
- 10. Mobile Shopping Begins At Home, Then Continues At Home On the Go In Store Waiting in line 84 % 36 % 54 % 46%
- 11. Mobile Devices Extend the Shopping Process 75%of mobile owners 77%of tablet owners say they go home to do more shopping on their PC
- 12. Whatโs Your Biggest Challenge in Mobile? โCustomers want to be able to search for an item and buy it right away or move on. They are looking for a simple and direct path to accomplish that task. Retailers and brands, throw everything at them, including coupons ultimately putting a roadblock between the customer and what they want to achieve.โ -Bill Loller, vp of smarter commerce group, IBM
- 13. The reality is, there is still hesitation for one-click buying I feel comfortable using my mobile phone as a 'wallet' when I use it to pay for products or services THE MOBILE WALLET I typically store account information on my mobile device (e.g., within apps, other programs) I am open to making purchases on the mobile web regardless of how cheap or expensive the product or service is MOBILE 23% TABLET 30% MOBILE 30% TABLET 38% MOBILE 31% TABLET 44%
- 14. The reality is, there is still hesitation for one-click buying I am hesitant to give my credit card information over the mobile web SECURITY If my mobile phone is stolen or lost, Iโm worried that banking-credit card information stored on my device is not secure or safe MOBILE 59% TABLET 50% MOBILE 52% TABLET 53%
- 20. 85%of consumers say they prefer mobile apps to the mobile web. Source: eMarketer
- 23. When mobile shoppers arrive, sites are disappointing and paying is even worse Disappointed companies donโt have optimized site SITE EXPERIENCE Disappointed companies donโt have application I am less likely to re-visit a brandโs site if it wasn't optimized for my mobile device the first time I visited it MOBILE 44% TABLET 50% MOBILE 38% TABLET 47% MOBILE 38% TABLET 44% Source: Yahoo!
- 24. When mobile shoppers arrive, sites are disappointing and paying is even worse Filling out forms on my mobile phone is difficult BUYING STUFF Brands-Manufacturers-Retailers have not made it easy to redeem coupons on my mobile device while in-store I am sometimes unsuccessful at making payments using my mobile device MOBILE 61% TABLET 46% MOBILE 36% TABLET 37% MOBILE 27% TABLET 26% Source: Yahoo!
- 26. Relevant, personalized & engaging ads are popular ad tactics among mobile shoppers Ads which are relevant to my interests/background 49% WOULD CAPTURE MY ATTENTION 52% 52% 49% 54%Ads which are relevant to my current location or local area Ads which offer coupons/promotions Ads that provide a lot of detailed information Ads that offer me something in return (i.E., Coupon, voucher, sweepstakes) Source: Yahoo!
- 27. DOโข Include mobile as part of an integrated plan โข Think of the consumerโs experience first โข Do remember that mobile users want snackable info โข Do optimize your website
- 28. DONโT โข Build an app just to build an app โข Build a full website with rich content for mobile โข Update consumers more than once a day โข Make mobile ads complicated
Editor's Notes
- Steve Open:Good morning! My name is Steve Schuler and I lead mobile ad products marketing at Yahoo! We all have busy schedules and so I really appreciate you making time to join our call.As you can see the map on this page highlights Yahoo!โs world headquarters in Sunnyvale California, where Iโm talking to you from now.But, what you likely also notice is the large air field right down the street from our office. Thatโs Moffett Air Force Base. The Yahoo! campus is often buzzed by planes, helicopters and even blimps, but I think the most interesting thing about this base is that it is also home to the NASA Ames Research Facility and NASAโs Kepler mission.The Kepler space telescope is charged with the unique task of discovering โGoldilocks Planetsโ โ as in Goldilocks and the Three Bears - in other solar systems. Meaning planets like Earth that are the right distance from their respective sun so that the surface temperature is not too hot, or too cold, but just right for supporting life. This serves as a fitting analogy for our mobile conversation todayFor a number of years the top question I was asked was: โwhy should brands consider mobile advertising as part of their media strategy?โBut in the past 12 months Iโve noticed a shift. Now the top question is: โwhat kind of mobile advertising is just right for my brand?โIn other words what is the โGoldilocksโ strategy for mobile advertisingWith 95 Million monthly US Smartphone and Tablet users, thatโs 80% reach into the US Smartphone and tablet audience, I think Yahoo! is an ideal platform for any mobile marketing campaign โ we are truly the only mobile publisher at the heart of peopleโs daily habits.But, when it comes to designing a mobile campaign that just right to accomplish your objectives, things get a little more nuanced. Thatโs why Iโm so pleased that we have two digital marketing experts on the line today.Iโve shared some Yahoo! mobile marketing insights and examples with Stephanie and Brian and Iโm sure we can all draw some lessons from their experience. Iโm excited to learn more about the โjust rightโ mobile solutions that have worked for these marketers.Giselle โ take it away
- Welcome message
- Of consumers who own these devicesโฆ
- Differences in mobile use vs. tablet? Stephanie, both are used for research, but tablet is more of a magazine experience.
- Question to speakers: How has increase in mobile usage affected your marketing over the past two years?Brian: Mobile traffic increase, HTML 5 optimized sites.Stephanie: Mobile should not be an afterthought.
- Giselle will introduce biggest challenge concept. Panelists will react.Stephanie has said that mobile is for the quick hit, not the download
- Just because you can take your device on the go, doesnโt mean mobile is used primarily out of home. Owners use their devices at home much of the time, mostly in front of the TV or in the living room, where there is a lean back atmosphere. 18 percent of mobile phone owners and 15 percent of tablet owners admit to taking their device into the bathroom.How do you see people using mobile differently based on where they are?Brian: PC for window stickers, mobile for SEO, in-showroom research and price comparison, etc.Stephanie: Shorter purchase funnel. Recipe research at home, location and availability research on the go, product info/coupons in-store
- Reaction to quote:Stephanie disagreed.Brian?And Yahoo! Data reflects otherwise.
- Just 31 percent of mobile users and 44 percent of tablet users are comfortable making a purchase on the mobile web, regardless of price.
- Question: Promising vs. Disappointing technologies.
- Giselle: Vicks case study.To Brian, Stephanie: How are you using geolocation to drive people into dealerships, stores?
- Brian: Likes Shazam, but doesnโt think itโs a realistic use case
- Stephanie: QR Codes Good and BadAlso, a lot of promising tech is traditional: creative ad retargeting, sequential messaging that moves with consumers across devices.
- Stephanieโs examples of great apps.Apps are for loyalists. Consumers are committing to your brand, but you have to build something that is going to keep consumers coming back.
- Fordโs mustang customizer can be done on PC, tablet or mobileBrian: You sometimes talk about you have to create content that fits the screen, but this is an example of an engagement that works across platforms. How did Ford adapt this engagement for a mobile app?
- Could preference for apps be due to poor mobile site design?Mobile users expect a mobile optimized site. Fewer are disappointed when companies donโt have an app.
- What do consumers expect from mobile advertising? How are you using mobile advertising? For branding, for customer acquisition?Comscore says mobile ad spend reach $2.6 billion in 2012. But online ad spend was at $100 billion. What needs to happen for mobile to catch up?
- Steve Close:Thank you to Deanna Zammit and DigiDay for producing a great eventThanks to our moderator and panelistsGiselle AbramovichBrian McClaryStephanie Kovner-BryantAnd thanks to you for joining us todayPlease email me if youโd like more information on NASAโs Kepler mission or on mobile advertising with Yahoo! that is just right for your business.