This document discusses the rise of mobile devices and changing consumer behavior. It notes that mobile apps will grow to a $55.7 billion industry by 2015 and connected devices are expected to jump to 50 billion by 2022. It emphasizes that marketers need to be responsive to changing consumer behavior and follow consumers as usage of tablets and smartphones explodes. It provides tips on mobile marketing, like optimizing websites to be responsive for multiple devices and using platforms like Google mobile ads.

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Conor Lynch
MOBILE MARKETING – BE RESPONSIVE TO
CHANGING CONSUMER BEHAVIOUR

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15 YEARS ONLINE MARKETING
94

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SERVICES

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LIVING IN A HYPERCONNECTED WORLD

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To follow consumers in the
explosion in usage of tablets &
smartphones
For building awareness, customer
acquisition, customer retention &
mCommerce
Mobile apps will grow to a $55.7bn
industry by 2015
Connected devices expected to
jump to 50 billion by 2022
WHY MOBILE MARKETING?

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WHAT IS THE INTERNET OF THINGS?

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285 million tablets worldwide
at the end of 2013
Smartphone Users Worldwide
will total 1.75 Billion in 2014
WE’VE GONE MAD FOR MOBILE

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The consumer is in control, well informed, well connected and with so much
choice. Consumers expectations are rising and they will continue to seek
user friendly products and services that simplify their lives and add status.
Consumers seek engagement from open and transparent organisations.
Consumer experience will be a key differentiator among competitors.
Build communities and you will have new ambassadors. Connect consumers
to each other and you connect them to your brand.
CHANGING CONSUMER BEHAVIOUR

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CROSS MEDIA BEHAVIOUR

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More and more people access the
web through mobile devices. As
mobile devices become more
popular, this is set to increase.
82% of people searching new
products/services did it on their
mobiles in Ireland (Google 2012)
MOBILE DEVICES, NOT PCs
Monetate Nov 2013
Desktop / Laptop
Tablet
Smartphone

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SMARTPHONE USAGE
Google/Nielsen Nov 2013

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GOOGLE MOBILE PLANET
h#p://think.withgoogle.com/mobileplanet/en/

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MOBILE WEBSITE V MOBILE APP
Source - Digital ExcelOBJECTIVES AUDIENCE PLAN ANALYTICS

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WHY MOBILE?UNDERSTAND YOUR CUSTOMER

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BUYING STARTS ON MOBILE
HotelCloud Sept 2013

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IT STARTS WITH SEARCH
Google/Nielsen Nov 2013

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ALL THROUGH THE SALES CYCLE

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People use smartphones for:
o Finding store location (41% )
o Tracking a products photo for opinions
and product review (31%)
o Checking prices ( 29%)
o Checking a product's availability (27%)
o Redeeming vouchers (17%)
Good site experience is likely to convince
people to purchase (67%) whereas a bad site
may not only discourage people but also keep
they away from your brand (61%)
Source: www.marketingweek.co.uk/Pictures/web/b/a/m/
mgraphBIIG.jpg
SMARTPHONES USAGE IN BUYING

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50% of searches on
Google are on Mobile
SMARTPHONES & SEARCH

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What is it?
Text ads contain three lines of text
and a URL that links to your
website.
Why you'd use it
• You can customize your text ads
to be mobile-optimized to drive a
better response from mobile users.
• Reach users across all platforms
and devices.
Details
• Text ads appear on Google.com
and the Google Display Network.
MOBILE ADVERTISING

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http://www.google.ie/ads/mobile
GOOGLE MOBILE ADS

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OPTIMISE YOUR WEBSITE
Not Mobile
Optimised?
Part Mobile
Optimised
Fully Mobile
Optimised

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We used to make a new site for
each device.
Instead you have one site that
resizes itself based on the device
that’s accessing it.
The site resizes itself based on the
device accessing it, so your users
get an optimal experience,
regardless of how they’re accessing
it, be it phone, tablet or PC.
Mashable called 2013 the Year of
Responsive Web Design
ONE SITE MULTIPLE DEVICES

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Your webpage is made up of
multiple elements.
Depending on the device, the site
resizes the element, stacking them
in order or most important to least
important.
Unimportant elements are hidden
on smaller devices, making it less
cluttered and easier to use.
Menus turn into select boxes, the
entire site changes to suit the
device accessing it.
HOW IT WORKS

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MOBILE RESPONSIVE THEMES

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MOBILE RESPONSIVE WEBSITES

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DUDA MOBILE

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DIGITAL SHOPLIFTING

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M-COMMERCE – SUMUP & SQUARE

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IDENTIFY YOUR INFLUENCERS

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LEAD GENERATION ON TWITTER

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MOBILE WEBSITE VS APPS

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• Social Media
• Photo Gallery
• Map
• Newsfeed
• Voting/Polls/Competitions
• Special Offer Coupon
• Ticketing
• Push Notifications
• Geo-Fencing
• Data capture / Lead generation
• Purchase / mCommerce
• Mobile analytics
• Advanced features using phone sensors
MOBILE APP FEATURES

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MOBILE WEBSITE V MOBILE APP
Source - Localytics

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TYPES OF MOBILE APPS

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MOBILE APP BUILDERS

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http://ow.ly/tur8b
NEXT UP - WEARABLE TECHNOLOGY

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THE AUGMENTED REALITY SHOW

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http://ow.ly/w6A7n
RE-ENGINEERING ENGINEERING

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RE-IMAGINE THE SALES PROCESS
http://ow.ly/ysO1L

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http://ow.ly/tuqsK
REINVENTING RECRUITMENT

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MOBILE VIDEO WITH SOCIALCAM
75% OF PEOPLE WATCH VIDEO ON MOBILE

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Tesco, an early pioneer of mobile shopping has increased sales with
a campaign to print numerous items from their supermarket and
post them on subway walls. Included are a photo, price, and a QR
code for each item. The customers scanned the QR code of the
items they wanted to buy, then the items are delivered right to their
doorsteps.
http://youtu.be/nJVoYsBym88
TESCO MOBILE

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http://www.youtube.com/watch?v=mHrW0owZPFw
CHEVY GAME TIME APP

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SOUNDWAVE APP
Soundwave tracks what users
are listening to in their native
music apps, as well as through
streaming services like Spotify
and Rdio.
This information appears in the
Soundwave feed as it happens,
providing a window onto what
friends and others that you
follow are listening to right now.

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TOP MOBILE MARKETINGS TRENDS
• Increased Personalization and Customization of Messages
• Location-Based Marketing (Geo-Targeting)
• Narrowcasting
• Multimedia Messaging Service and Rich Media Messaging
• Even Shorter Content (Micro-Content)
• The Gamification of Mobile Ads Will Continue
• Wearable Technology
• Mobile Ad formats
• Rising Mobile Currency
• Mobile Big Data

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MOBILE APP AWARDS

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FREE DIGITAL & MOBILE AUDIT

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CLIENTS

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