This document discusses mobile marketing fundamentals. It covers several topics:
1) Consumer behavior trends show mobile's influence at every stage of the customer journey and four key moments where brands can connect with consumers.
2) Mobile is more than just handsets, with growing connected devices like wearables, automobiles, and IoT impacting mobile marketing.
3) Measurement is critical for mobile marketing success, though complete measurement is difficult; the right information and partner can help provide the needed insights.
Check out this presentation by Modo Lab's VP of User Experience, Eric Kim, as he looks back on mobile advancements of the past year and how your team should be looking forward to the next.
Last year, mobile outpaced the desktop internet usage and in the year ahead of us, it is expected that mobile ad spend will top $100 billion worldwide, which accounts for 51% of the total digital market.
Despite this incredible growth and a consumer behaviour that is screaming for better interaction with brands, a lot of companies are still hesitant, when it comes to investing in mobile and respond to their consumer needs.
In this webinar we go in depth with, how to take advantage of mobile advertising the best way and market to the consumer in the moment of need.
We also talk about, how to measure and optimise mobile advertising the best way and keep track of the performance.
The days of guidebooks, maps, and other printed stuff have been replaced by Mobile Apps for Tourism and Travel Industry that come with functionalities.
Mobile marketing: why you can no longer do without itmob.is.it
Top reasons and ideas for convincing your customers they need a mobile strategy and your mobile marketing services. Free and white-label presentation you can use as you want and where you want it.
Check out this presentation by Modo Lab's VP of User Experience, Eric Kim, as he looks back on mobile advancements of the past year and how your team should be looking forward to the next.
Last year, mobile outpaced the desktop internet usage and in the year ahead of us, it is expected that mobile ad spend will top $100 billion worldwide, which accounts for 51% of the total digital market.
Despite this incredible growth and a consumer behaviour that is screaming for better interaction with brands, a lot of companies are still hesitant, when it comes to investing in mobile and respond to their consumer needs.
In this webinar we go in depth with, how to take advantage of mobile advertising the best way and market to the consumer in the moment of need.
We also talk about, how to measure and optimise mobile advertising the best way and keep track of the performance.
The days of guidebooks, maps, and other printed stuff have been replaced by Mobile Apps for Tourism and Travel Industry that come with functionalities.
Mobile marketing: why you can no longer do without itmob.is.it
Top reasons and ideas for convincing your customers they need a mobile strategy and your mobile marketing services. Free and white-label presentation you can use as you want and where you want it.
Content Marketing World 2011
“Taking Your Content Mobile: Content Tips for Smartphones, iPads, Tablets and the Next New Thing”
Morgan Stewart, CEO, Trendline Interactive
The proliferation of smartphones, iPads, and tablets are driving increased expectations among consumers—now they expect great content while they are on the go. But before you run off and develop a new app, join Morgan Stewart as he shares insights from recent research conducted for ExactTarget on how consumers consume marketing content on mobile devices, what they do as a result, and how approaching mobile as a platform instead of a channel is helping marketers improve their marketing results across the board
Breaking Bad? How Mobile Operators can make Good & Monetize the App EconomyColin JG Miles
My attempt at fusing complex metaphors for Over-The-Top (OTT) content consumerism -- and the massive impact of the mobile App Economy. Hopefully, so Mobile Operators can easily understand (and benefit from) or at least open up to, the dramatic change sweeping them into places where consumers now wish to go; more especially in an "All You Can App" world. Can they embrace the new chemicals that fuel the World's increasing App Addiction?
Originally presented in Toronto at Proforma's Lunch n' Learn held at the PPPC show on 01/30/2015. Enjoy a 90-minute Lunch and Learn presentation series on the Digital Evolution of Marketing and find out how you can maximize your marketing with the power of digital media.
Mobile Video: The Next Level of Mobile VideoPurplegator
With the growth of the mobile web comes advances in technology and the emergence of mobile trends. Today consumers are confronted with advertising on every platform - and increasingly on mobile. With the adoption of mobile video and rich media advertisements, using video and other rich media can be a way to make your business stand out. The window of opportunity is wide open; learn what you could be doing to engage your consumers with a memorable experience.
In this presentation, we discuss:
THE GROWTH OF MOBILE RICH MEDIA. The numbers are staggering - smartphone & tablet users consume more web video than anyone else. Learn about the many ways they are watching.
MOBILE AD BUYING & TARGETING. With so many platforms and outlets, how do you choose where to advertise - and how do you reach your ideal customers without breaking the bank?
WEB VIDEO PRODUCTION. In addition to our media buying, ATS Mobile is a full-service production house for video & rich media. Let us help you develop & execute your idea.
Don't get left behind as your competitors engage on the mobile platform. Let industry experts Jim Marnie & Michael Candelori show you the cutting edge of web marketing and how you can start implementing it TODAY.
Cord Cutting — the act of canceling cable TV subscriptions in favor of directly delivered video options such as Netflix and Sling — is an increasingly popular trend. There is no doubt we will start seeing waves of people who hit their twenties who haven’t experienced cable or broadcast television and whose media preferences are more driven by YouTube and Snapchat than traditional music labels, TV stations, or movie studios.
What are the media experiences that make most sense as consumption patterns change? What are the UX and product challenges facing these services whose users increasingly live in a multi-screen world? Join Andrew Smith, L4 Digital’s Director of Product Management, to talk about the issues, challenges, and opportunities in the changing field of media experience.
InMobi undertook a survey of mobile developers across the world in an attempt to understand the ever-changing ecosystem better. The State of Mobile App Developers 2016 report is drawn from over 1000+ respondents across 155 countries.
Content Marketing World 2011
“Taking Your Content Mobile: Content Tips for Smartphones, iPads, Tablets and the Next New Thing”
Morgan Stewart, CEO, Trendline Interactive
The proliferation of smartphones, iPads, and tablets are driving increased expectations among consumers—now they expect great content while they are on the go. But before you run off and develop a new app, join Morgan Stewart as he shares insights from recent research conducted for ExactTarget on how consumers consume marketing content on mobile devices, what they do as a result, and how approaching mobile as a platform instead of a channel is helping marketers improve their marketing results across the board
Breaking Bad? How Mobile Operators can make Good & Monetize the App EconomyColin JG Miles
My attempt at fusing complex metaphors for Over-The-Top (OTT) content consumerism -- and the massive impact of the mobile App Economy. Hopefully, so Mobile Operators can easily understand (and benefit from) or at least open up to, the dramatic change sweeping them into places where consumers now wish to go; more especially in an "All You Can App" world. Can they embrace the new chemicals that fuel the World's increasing App Addiction?
Originally presented in Toronto at Proforma's Lunch n' Learn held at the PPPC show on 01/30/2015. Enjoy a 90-minute Lunch and Learn presentation series on the Digital Evolution of Marketing and find out how you can maximize your marketing with the power of digital media.
Mobile Video: The Next Level of Mobile VideoPurplegator
With the growth of the mobile web comes advances in technology and the emergence of mobile trends. Today consumers are confronted with advertising on every platform - and increasingly on mobile. With the adoption of mobile video and rich media advertisements, using video and other rich media can be a way to make your business stand out. The window of opportunity is wide open; learn what you could be doing to engage your consumers with a memorable experience.
In this presentation, we discuss:
THE GROWTH OF MOBILE RICH MEDIA. The numbers are staggering - smartphone & tablet users consume more web video than anyone else. Learn about the many ways they are watching.
MOBILE AD BUYING & TARGETING. With so many platforms and outlets, how do you choose where to advertise - and how do you reach your ideal customers without breaking the bank?
WEB VIDEO PRODUCTION. In addition to our media buying, ATS Mobile is a full-service production house for video & rich media. Let us help you develop & execute your idea.
Don't get left behind as your competitors engage on the mobile platform. Let industry experts Jim Marnie & Michael Candelori show you the cutting edge of web marketing and how you can start implementing it TODAY.
Cord Cutting — the act of canceling cable TV subscriptions in favor of directly delivered video options such as Netflix and Sling — is an increasingly popular trend. There is no doubt we will start seeing waves of people who hit their twenties who haven’t experienced cable or broadcast television and whose media preferences are more driven by YouTube and Snapchat than traditional music labels, TV stations, or movie studios.
What are the media experiences that make most sense as consumption patterns change? What are the UX and product challenges facing these services whose users increasingly live in a multi-screen world? Join Andrew Smith, L4 Digital’s Director of Product Management, to talk about the issues, challenges, and opportunities in the changing field of media experience.
InMobi undertook a survey of mobile developers across the world in an attempt to understand the ever-changing ecosystem better. The State of Mobile App Developers 2016 report is drawn from over 1000+ respondents across 155 countries.
a brief review of nail diseases by, Dr. Mohammad Baghaei Mohammad Baghaei
The nail organ is an integral component of the digital tip. It is a highly versatile tool that protects the fingertip, contributes to tactile sensation by acting as a counterforce to the fingertip pad, and aids in peripheral thermoregulation via glomus bodies in the nail bed and matrix. Because of its form and functionality, abnormalities of the nail unit result in functional and cosmetic issues ...
Content – How to Plan and Create Success by Rasmus Fisker, MediaCom Beyond Ad...Komfo
Rasmus will give you a view into the strategic and creative planning process of MediaCom Beyond Advertising. This will include frameworks and cases on how to tackle the challenge of producing the right content at the right time. Stop by to get inspired on how to develop your own content strategy, and hopefully take home a tip or two.
El Plan de Impulso de la Economía Social y Solidaria en Barcelona tiene por objeto ofrecer una mirada socioeconómica transformadora de la realidad urbana y pretende contribuir a reducir las desigualdades sociales y territoriales, al tiempo que promueve una economía al Servicio de las personas y de la justicia social. Comprende un diagnóstico, el proceso de elaboración y el conjunto de actuaciones que se desea llevar a cabo en la ciudad a lo largo de los próximos años.
Webinar - Bringing Game Changing Insights with Graph DatabasesDataStax
For many important problems, such as fraud detection, search, personalization, recommendation, and user authorization, data generated by graph databases are often easier and more efficient than other alternatives. Join our partner, Expero, to learn how applying user-centered strategies and leveraging the latest UI tools to your graph database can bring game-changing insights, finding critical concepts, clusters and relationships out of once-disconnected data.
View recording: https://youtu.be/sP2YpwmyHbg
Explore all current and on-demand DataStax webinars: http://www.datastax.com/resources/webinars
آیا استفاده از روغن های طبیعی همانند روغن هویج به عنوان ضد آفتاب مناسب است ؟ Mohammad Baghaei
مطالعات نشان می دهد که روغنهای طبیعی مواد مناسبی برای بلاک نمودن اشعه یوی وی نمی باشند. در این مطالعات که در سال 2016 صورت گرفته مشخص شده است پس از تابش اشعه یو وی به روغنهای آلوئه ورا ، کانولا، سیترونلا ، نارگیل ، زیتون و سویا هیچ اثرات بلاک کنندگی اشعه از این روغنها مشاهده نشده است و مشخص شده است SPF ایجادی با استفاده از این روغنها تنها در حد عدد 1 می باشد. این تحقیقات نشان می دهد که این
Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan AnhTuấn Anh Phan
In order to understand mobile user behavior & insight in Asean & Emerging Market in 2016.
Why mobile?
In fact, users think mobile is just mobile, their smartphone
08 critical points for each Marketer in order to develop mobile marketing strategy
The combination of: Mobile Connects Everything + Consumer Decision Journey + Gamification = Mobile Advocacy Journey
For mobile, it's all about interactive + relative
IAM11 - WHAT’S NEXT IN MOBILE EXPERIENCES by mobtzu - mobile apps for brandsThe Valley
What's next in mobile experiences?
Mobiel wordt door steeds meer organisaties ingezet en wordt een vast onderdeel in de marketing strategie. In de sessie ‘The Next Generation in mobile’ vertelt Jerry Lieveld, founder & managing director van mobtzu aan de hand van pakkende cases wat we komende tijd op mobiel gebied kunnen verwachten en welke nieuwe mogelijkheden er voor merken ontstaan.
It’s a great step forward, but mobile-first design is no substitute for genuinely mobile-centric planning. Here’s how to put your brand at the heart of the handset.
Consumers demand brands that are always open and always available. Integrating mobile communications into your marketing mix gives customers a brand they can connect with anytime, any place. By fully embracing mobile, your brand can:
- Drive a constant dialogue
- Create effective cross-channel program management
- Deliver new customer connection opportunities
- Extend existing relationships
As Premier Google Partners, Google representatives visited 1SEO.com Digital Agency for a Partners Connect Event. Speaking on micro-moments, attendees learned about how to effectively market in today's mobile world.
Your site may be Mobile friendly, but is it User friendly? Over 50% of searches are performed on a mobile device. Do you know your audience and the metrics of your mobile users? Are you serving up an enjoyable user experience that’s tailored to that audience? You may be missing many opportunities to capitalize on this informative data.
In this discussion, we’ll uncover some important principals of why the mobile experience matters. We’ll touch on improving conversions, utilizing data analytics, and getting inside your user’s head.
As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in this rapidly evolving landscape.
Mobile has forever changed what we expect of brands. It's fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each is a critical opportunity for brands to shape our decisions and preferences.
Micromoments guide to winning shift to mobileChad Blenkin
Author - Google
Guide to winning the shift to mobile
This document was created by Google and is being shared for information purposes. Google owns all copyrights.
Google Micromoments Guide to Winning the Shift to MobileBite Sized Media
It’s essential for brands to meet consumers in their moments of need. But how you meet them is equally important. If a brand’s message isn’t useful or relevant, people will simply move on to another brand. Here’s how marketers can create a strategy based on usefulness.
This session was hosted by Digital Vidya @SMW Bangalore.
Know more here: http://socialmediaweek.org/bangalore/2015/03/05/social-media-and-mobile-made-for-each-other/
Social Media & Mobile | Made for each otherSocial Panga
Social Media and mobile go hand in hand when it comes to customer engagement for your product or service. A lack of focus in any of these fields can lead to loss of customers for you. Go through this presentation by Himanshu Arora, Co-founder social panga and make sure you have your mobile strategy in place along with your social media strategy
Similar to Mobile Moments 2016 - Ben Phillips - Media Com (20)
Acquiring and Engaging Customers with Your Mobile AppSwrve_Inc
Presentation Given By Kevin McCarthy, Google. As many as 25 percent of application users open an app once and then never return. So how does a mobile app stand out? This session will discuss how brands and retailers should be marketing their mobile apps, measuring their success and optimizing their efforts towards maximizing lifetime value for their users. With some of the latest retail case studies and apps UX research, Google will demonstrate how to engage with mobile in the next crucial moments after an app is developed.
Presentation by Alex Sion, Moven. Why mobile has already changed everything regarding everyday commerce, money and the world of banking. Who wins, who looses and how competition for customer engagement could play out. How traditional banks and fintech players can collaborate to win.
Presentation given by Howard Hunt, Meredith Excelerated Marketing. There appears to be a contrast in how marketers understand the role of their apps versus other business driving vehicles. This light hearted talk will expose gaps in managing digital customer experiences and serve to leave you wondering whether you’re doing it right yourself.
Presentation given by John Ore, Business Insider. For digital native brands, social distribution is almost a requirement to reach your audience where they are most comfortable. Being mobile-first is crucial in embarking on a successful social distribution effort.
Mobile Commerce in the Age of Connected DevicesSwrve_Inc
Presentation given by Karen Pascoe, Mastercard. The Internet of Things is bringing in a wave of innovation, and many of those devices will be connected for commerce. MasterCard has been working to transform the digital payments landscape, securely and at scale. Karen will cover a range of devices that are already payment enabled, what this looks like over time and what this means for consumers.
Resuscitating Your Omni-Channel Though MobileSwrve_Inc
Your customers are now mobile first, but your marketing isn't. Improve omni-channel engagement by putting mobile in the center of your engagement strategy.
Mobile: Shaping the First-screen Customer ExperienceSwrve_Inc
It’s been said many times: mobile is eating the world. As a result the digital customer journey as we know it is not only outdated, perhaps it has become irrelevant. In an era where consumers check their smartphones 150 times a day, and where 87% of millennials admit that they have their smartphone at their side all the time, perhaps it’s time for marketers to rethink the customer journey and invest in a customer engagement model that is centered around the customers’ first screen, the mobile phone.
2. 01
Be bolder with
mobile
You’d expect me to say this
02
Consumer
Behaviour & Trends
03
Mobile is not just a handset
Connected devices
04
Measurement is
EVERYTHING
Basics & Solutions
5. Copy and paste desktop strategies to mobile
Source:MediaCom - BLINK
6. Marketers need to recognise that they are
consumers too, and their behaviour – even
if they are not the primary target group –
should help inform what they do
professionally.
Source:MediaCom - BLINK
7. • Video is increasingly
consumed on mobile.
• 98% consumed in portrait.
• 90% viewed on mute mode.
• 94% people skip pre-roll ads.
Vertical video had an
80% higher
completion rate than
the same copy in
Landscape
Video should reflect
viewing behavior
Think vertical, short & silent
8. In theory, Apple phones
will tracks balances of
your credit/debit cards,
then target ads to you
based on the information
Apple have filed a patent to serve you
ads based on what you can actually
afford
9. 10%
11%
12%
13%
18%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
Case Studies
Research
Accoutability / Effectiveness
Better Stats
More Knowledge
Source: IAB Mobile Hoop Survey
IAB Survey: Top 5 things needed to promote mobile advertising
10. Mobile considerations
BUSINESS OBJECTIVES
COMMUNICATION
OBJECTIVES
UNDERSTAND YOUR
AUDIENCE
IDENTIFY MOBILE
TOUCHPOINTS
MOBILE
WEB
FUTURE
TECHNOLOG
Y
MOBILE
APPS
SOCIAL
INTEGRATIO
NCROSS-
MEDIA
TOUCHPOIN
TS
OWNDEDPAID EARNED
TRACK ANALYSE OPTIMISE
1. Define Goals
2. Research
3. Plot
Presence
4. Fuel Sharing
5. Learn & Improve
+ =
14. The first generation to use mobile as their
first screen is now approaching adulthood,
and brands need to be able to connect and
engage with what will be a highly influential
group.
Source:MediaCom - BLINK
15. Mobile is influential in every stage of the customer journey
1 2 3 4 5
57%
Browse the internet
or use apps on their
phone everyday2
PASSIVE TRIGGER EVALUATE ACT POST
Source: 1 Google – How Micro Moments Study Australia (June 2015), 2 MediaCom Pulse/Fairfax
68%
Have used their
phone to search for
a product in
store…1
66%
…of them said the
search helped them
choose a different
product1
91%
of smartphone users
turn to their phone for
ideas while doing a
given task1
59%
sent a picture of a
product to
family or friends2
16. Four key moments of need… four key opportunities for brands
I WANT TO
KNOW
I WANT TO GO I WANT TO DO I WANT TO BUY
17. Four key moments of need… four key opportunities for brands
I WANT TO
KNOW
I WANT TO GO I WANT TO DO I WANT TO BUY
WHEN DO CONSUMERS
REACH OUT TO YOUR BRAND
ON MOBILE?
18. Four key moments of need… four key opportunities for brands
I WANT TO
KNOW
Curiosity
Information
Inspiration
I WANT TO BUY
Convert
Product Info
Facilitate Sale
I WANT TO DO
Content
Instruction
How To Info
I WANT TO GO
Consideration
Connect To
Physical Store
Source: Google Consumer Surveys, Trends & Micro-moment data (2015)
21. Wearables have the
potential to automatically
collect data & deliver
payment solutions as
you enter a store
(e.g. based on previous
purchase/usage)
Wearables & connected
devices will help to drive
mobile payment
23. Records brushing activity
Warns if you’re brushing too
hard or for long enough
Tracks whether brushing
habits have improved.
Use your smartphone as a
“remote control” to customize
your brush to your needs
Set your target session length
& selecting your preferred
modes.
Oral B Smart Series
Bluetooth enabled
toothbrush
24. Bovine Biometrics
Herd Management
Fertility notifications
Lost & Found
Pedometers
A recent report
by Beecham
Research suggests the
IoT could be the key to
helping the farming
industry meet the
challenge of increasing
food production by 70%
to feed the 9.6 billion
global population
expected by 2050.
The Internet of Cows
Source Mark Anderson the Equinox blog
27. Complete Mobile Measurement Is
Difficult, but not Impossible
You just need the right Information
& the right Partner
28. There are ‘only’
about 8
million
possible
chromosome
combinations…
Your app signature is
more distinctive than your
DNA
1M
apps across
App Store &
Google Play
20
Average apps
per person
410x1093
possible combinations of
apps per platform
x =
Transformation is happening at an unprecedented pace and it’s accelerating.
It is more complicated. There are more options, more specialisms, more people to talk to, and growing client demands.
Passive 1. How present is the brand within the category?
2. How is the brand perceived in comparison to other brands in the category? Client proprietary brand equity tracking, BrandZ , Media spend + investment data, Comscore, Statista
Trigger 3. What are the key trigger moments within this category - location, lifestyle/circumstance, distress/replacement etc.?
4. Who tends to engage with the category and does this differ by brand? Client or 3rd party Qual./Quant. research.
Evaluate 5. How dominant is the brand within the category post trigger?
6. What proportion of potential consumers consider the brand?
7. How attractive/appealing is the brand and what levels of engagement does it generate in comparison to category averages?
8. Who is the brand competitive with/what are the most closely related competitors?
9. What are the most important reviewers within the category?
10. How many brands tend to be considered and evaluated?
11. Who influences purchases within this category? Google Search Volumes, web site visits, time on site, clicks, comments, Facebook likes, YouTube subscriptions, Twitter engagement. Client qual./quant. research. Community+ tool, Comscore etc.
Decision/Act 12. What proportion of those who enter the category buy the brand?
13. What proportion of those who evaluate the brand go on to buy? BrandZ, Market share, digital conversion metrics
Post-Purchase 15. How positive are people about the brand after purchase?
16. How likely are people to talk about the category?
17. How loyal are customers compared to category and brand? Sentiment/comment/Buzz volume. Client and/or third party research
And that’s because mobile isn’t becoming the central point of lives – it already is.
There are 31 million mobile accounts in Australia – 1.3 for every person in the country.