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Mobile Monday Switzerland #40 - Richard Otto presentation on Mobile Marketing
The document discusses the evolution and current state of mobile marketing, highlighting its relevance and the various tools used by marketers since 2005. Key findings include budget allocation trends, the priorities for future mobile marketing, and consumer attitudes towards branded apps. It emphasizes the need for improved targeting and better understanding of the ROI to facilitate growth in mobile marketing efforts.
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Mobile Monday Switzerland #40 - Richard Otto presentation on Mobile Marketing
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- 2. • Working inMobile Marketing & - Advertising industry since 2005 • (Co)-author of several Online Marketing books and ‘Verdwenen Merken’ (Lost Brands) (launch June ‘15) • Founder of newsblog MobileMarketing.nl (in 2013 aquired by Dutch publisher Adfo Groep) • Manager of Linkedin Group: Mobile Marketing & -Advertising (170.000+ members) • Founder of Mobile Marketing Nederland • …and mobile marketing A small introduction:
- 4. “Mobile Marketing isa set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network”. What is mobile marketing?
- 5.
- 6. “Not the Device,but the Usage qualifies if it’s mobile marketing”
- 7. “Not the Device,but the Consumer qualifies if it’s mobile marketing” Quantified Self
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- 9. From advertisment tobranded utiliy
- 10. From advertisment tobranded utiliy
- 11.
- 12. 90% of allrespondents are using ‘mobile’ as a marketing activity
- 13. 1 11-15% 16-20% 21-25%25% Unknow/ Can’t say Which percentage of the total marketing budget is being spend on mobile? 30% 0-5% 6-10% 2%
- 14. 0 10 20 30 40 50 60 70 Experimental On adhoc basis Integrated in the marketingmix How is mobile marketing included in the marketingmix? 68% 14% 20%
- 15. How much hasthe mobile budget changed over the past 12 months? 30%
- 16. How much willthe mobile budget change the next 12 months? 28% 26% 41% 6%
- 17. #1 Which MobileTools are being used?
- 18. #2 Which MobileTools are being used? 0 10 20 30 40 50 60 2013 2014 In 2 years
- 19. Facts • SMS, QRen AR for marketing usage has collapsed • Marketeers did not use apps as much as the year before. The usage for the coming 2 years will be constant • At the end of 2014 not many marketeers already used Bluetooth/beacons, but the expectations for next 2 year are high • NFC for marketing usage is still not a big thing.
- 20. Where do youspend your mobile display advertising budget?
- 21. And how doyou spend your mobile advertising budget? Fixed 15% CPC 36% CPM 31% CPL 6% CPD 4% Don’t know 9%
- 22. Which mobilee devicewill get the highest priority in the near future?
- 23. 3. Wearables 7% 2.Tablets 39% 1. Smartphones 54% Which mobile device will get the highest priority in the near future?
- 24. Which main objectivedo marketeers want to achieve with mobile marketing? 41 Stimulation of sales in general 39% Create Engagement 43% Support of specific promotions 28% Branding 35% Innovation 12% Differentiation with competition 6% CRM 10% Loyalty 12% Other 4%
- 25. Facts: 41 • ‘Innovation and‘competitive differentiation’ are not hot topics anymore • ‘Loyalty’ and ‘Mobile Coupons’ are getting more important • ‘Stimulation in sales’ and ‘Engagement creation’ will also be getting more important for marketeers
- 26. - Unclarity aboutreach 44% - Unclarity about effectiness/ROI 44 % - No budget 22 % - To expensive 11% - Lack of standard formats 11 % - Lack of knowledge about mobile possibilities 11 %
- 27. What needs tohappen in your opinion to make mobile marketing grow faster ? More (succesful) cases Better targeting possiblities. Frequentcy cap with multi screen targeting There must be a clearer link between investment and ROI . It is now (still) a channel that is a part of the journey , and not necessarily the channel where the sale is begin made. Easing regulations Apple (iPad / iPhone) Thinking 'Mobile First' is focussing on customer and device; not the processes More knowledge about mobile within the organisation In many cases, mobile is not yet part of all client processes. Now often adhoc or standalone . Must be included by the Media Agencies
- 29. So what aboutthe consumers?
- 30. n=1.043 Dutch consumers 73% have downloaded one or more apps from brands or advertisers.
- 31. SMS, Push Notificationsand screen take- overs are the least appreciated mobile advertising tools.
- 32. 49% understands thatfor free content consumption mobile advertising is necessary.
- 33. Main reasons todownload a 'branded app' are 'Added value' (39%), 'Access to getting information' (35%), or 'To buy something' (21%).
- 34. 29 % havesmore positive brand attitude after the use of an app. For 64% the attitude towards brands remained neutral.
- 35. For 46% abad app is a reason to change from company/provider/brand
- 36. Thanks! Join my linkedingroup here!