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Mobile Marketing
User behavior & insights
How to surf the wave?
Mobileday 2016
Phan Tuan Anh – Strategic Planning Director
Ecomobi.com
Outline
1. Why MOBILE?
2. Mobile user demographic, behavior & insights
3. The next big move on Mobile Marketing
WHY MOBILE?
Why MOBILE? Mobile phone ownership
The modern mobile-phone era dates back only to the 70’. In just 50 years, they’ve gone
from suitcase size novelty to ubiquity.
More than 4 billion of 6 billion people on earth now have a mobile phone.
In 2017, the number of mobile users forecast up to nearly 5,1 billion.
Mobile is indispensable in the digital age, and our mobile devices are portals through
which we connect with everything and everyone.
Why MOBILE? Smartphone ownership
Forecast to 2020, the total of feature phones shipments is just approximately one fifth to
smartphone in global scale.
In another hands, global smartphone internet traffic to icrease tenfold by 2019
Why MOBILE? Mobile Marketing Budget
Mobile marketing is now the game changer and more influence in the near future.
The challenge for Brands now is not only use mobile display ad but how to create new
methodology/strategic for long-term connected with end-consumer via internet through
mobile based.
Why MOBILE? Mobile Application on the rise
Over the past few years, smartphones and tablets have completely changed the way we
interact with media. We may still be listening to the radio, read the news and or watch
television shows, but more and more often we’re doing it on our mobile devices or, to be
more precise, within apps.
When the first iPhone was released in 2007, there was no App Store and the idea of a
phone doing all of the stuff today’s smartphones are capable of seemed ludicrous to say
the least.
Ever since Apple introduced the App Store in 2008, app usage has been growing and it
continues to do so until today.
Why MOBILE? Mobile Application on the rise
The latest data from Yahoo's Flurry analytics shows that 90 percent of consumer's
mobile time is spent in apps. The Web Just Lives in It. This is a key insight as
companies decide whether to develop mobile apps or create mobile device specific
apps.
Why MOBILE? Mobile Application advantages
WPP’s mobile ad platform Medialets found that during the first half of 2015, in-app click-
through rates averaged 0.56% globally, compared to 0.23% for mobile Web ads.
Applications help advertiser to deep down understand their user behaviors & routine.
When are those things come together, it becomes really powerful for advertiser.
Authenticate users
Manage users and identity providers
Authorize access
Securely access cloud resources
Synchronize data
Sync user prefs accross devices
Analyze User Behavior
Track active users,
engagement, retention
Run Business Logic
Run stateless custom code without managing
servers
Store and share media
Store user-generated photos, media and share
them
Deliver media
Automatically detect mobile devices, deliver
content quickly globaly
Send push notifications
Bring users back to your app by sending
message reliably
Store shared data
Stores and query fast noSQL data accross users
and devices
Stream real-time data
Collect real-times clickstream logs and take
actions quickly
Why MOBILE? Pros & Cons of Mobile Marketing
- Instant result
- Easy to work with
- Convenient to use
- Tracking users responsed
- Huge viral potential
- Mass Communication
made easy
- Micro blogging benefits
- Platform too diverse
- Privacy issues
- Navigation on a mobile
phone
MOBILE USER
DEMOGRAPHIC,
BEHAVIOR & INSIGHTS
- Marketers oftens think mobile as an
entire catergory of non-computer:
smartphones, tablet, smartwatch, e-
reader, smartband and so on…
- Constrastingly, consumers tend to think
mobile as single device: their
smartphone.
- 85% of consumers said that mobile
devices are a central part of everyday life
– and 90% of those aged 18 – 24 agreed.
- On average, consumer said that they
spend approximately 3.3hrs a day on
their smartphones.
- At an greater rate, 89% said that mobile
devices allow them to stay up to date
with loved ones and social events. Their
mobile devices signifies connectivity to
all that’s going on in their world.
Mobile user demographic, behavior & insights
Mobile is indispensable in the digital age, and our
mobile devices are portals through which we
connect with everything and everyone.
Whether it’s a tablet or, more typically, our
smartphones, these mobile devices give us access
to our social and business lives on demand.
Mobile user demographic, behavior & insights
Along with acting as our commute companions, research shows that we use our
smartphones intermittently throughout the day. However, it looks as though many of us
save tablet time for evenings and nights – specifically 8pm to 9pm. A study by Device
Research delved even deeper and found that 51% of all tablet use took place in front of
a television.
Mobile user demographic, behavior & insights
Whereas smartphones are our on-the-go devices, research indicates that we tend to
leave our tablets at home, using them primarily in the living room and the bedroom.
Mobile user demographic, behavior & insights
The challenge and opportunity lies with the mobile advertisers to create compelling,
cross-channel campaigns that recognize how, why and where tablet audiences use their
devices within the three- device ecosystem
Mobile user demographic, behavior & insights
Male consumers use smartphones at
a significantly higher frequency for
getting news alerts than female
consumers (72% vs. 54%).
When comparing daily usage of their
smartphones, younger consumers
aged 18-34 will listen to music 19%
more often when compared to total
consumers (65% vs. 46%) and nearly
50% more than consumers aged
55+.
Mobile user demographic, behavior & insights
Young consumers aged from 18 – 24
tend to use/interact (with) their
smartphone in significant high
frequency.
In typical day, 39% of 18-24 y/o
users interact with their smartphone
very often, the interval between
two interactions nearly 15
minutes.
Mobile user demographic, behavior & insights
Opt-in channel Usage Usefulness
Location sharing 71% 73%
Push notifications 64% 80%
Email from Brands 64% 95%
Business specific app 60% 92%
Text messages 54% 91%
Liked or follow a Brand on social media 53% N/A
Scanned a coupon or QR code 43% 90%
Mobile user demographic, behavior & insights
Consumers are divided in their feelings about location sharing. On one side of the
debate, some people are reluctant to share their location information with brands; 63%
of consumers who don’t use this feature simply don’t want to share their location. An
additional 35% say they don’t want to participate because it decreases battery life.
On the other hand, 76% of those who actually use location-sharing say it helps them
receive more meaningful content, and 73% rate this feature as useful, as shown above.
Mobile user demographic, behavior & insights
Push notifications (also called push mesages, in-app
messages, or in-app alerts) are messages that
brands can send to consumers once they’ve
download their mobile app. These message can take
the form of alerts, reminders to resume shopping if a
cart is abandoned, deals or offers (included location-
based), and more.
The top reason that consumers opt into push
notifications is for coupon and deals.
Push messages are often personally tailored to that
user, providing individualized alerts about
banking, flight, purchase, and other information. For
that reason, push notifications’ ability to serve
highly personalized alerts, push messages are
effective in engaging consumers immediately.
Mobile user demographic, behavior & insights
Business-Specific Apps as an app that
isn’t a gaming or utility app. Six in ten
consumers have downloaded a business-
specific app in the past six months, and of
those who have, 65% say it’s a more
convenient way to access information.
As depicted in the chart above, other
consumers feel they don’t need quick
access to info (46%); don’t want to pay
for an app (45%); don’t believe it provides
more meaningful content (25%); or feel
that the app doesn’t provide more
conveniently accessed information (24%).
Of those who do use business-specific apps, 92% say they’re usefull.
Similar to push notifications, consumers are warming up to the idea of immediate, personalized messages through
SMS. Females are particularly more likely to use text messages to receive coupons or deals (83% of females vs.
68% of male consumers).
In some cases (like scanned coupons or QR codes), people may not know how to activate these mobile
relationships. Brands must overtly explain how to opt in, the frequency of communications, and above all, why
opting in will be of service.
Mobile user demographic, behavior & insights
Mobile user demographic, behavior & insights
Focus on Invitation, not
Interruption
• You must have a unique
approach to stand out with
users. Winning mobile
strategies offer the right mix
of customer-centric service
and utility
Cultivate owned
experiences, not paid
media
• You truly own your app, and
it allows you to contact your
most loyal users anytime,
anywhere, as well as spark
engagement in their
moments of need to turn
them into loyal brand
advocates
Utilize precision
targeting, mobile is not
a broadcast medium
• If you are saying the same
thing to everyone,
consumers will quickly tune
you out. You need to full a
vital purpose for each
consumer in their life, and
you need to reach the right
people with the right
message at the right time
Location is a Profile,
not a place
•Balance in-the-moment,
location-based opportunities
to engage users based on a
total profile made up of their
historical data
Creates moments that
Matter, instead of rely on
reach and frequency
• Drive moments that matter
and your message will
resonate with your user
• Use this information to
better serve and target them
with meaningful experiences
going forward
Today’s conversations are
Consumer-Controlled, not
Brand-controlled
• By giving consumers the
ability to choose what they
are most interested in,
brands can empower them
to control how they’re
approached, creating a
symbiotic loop of relevance
and understanding between
brands and consumers
Commucation accross
multi-screens
• Today’s consumers jump
from smart-watches to
tablets to phones, all in the
span of a few hours.
Optimize your app to create
a seamless experience
across all devices
• Marketers must be
thoughtful about what types
of experiences consumers
want to have on each device,
and keep in mind the
limitations of screen size and
the likely context of users.
Emphasize Relationships,
not Transactions
• Traditional marketing has
previously been very
transaction-focused. But
mobile is about more than
just spurring a one-off
purchase
— it’s a long game. Mobile is
about building a relationship
• This means not only getting
the consumer to download
your app, but getting them
to keep it and use it
frequently, by offering
exceptional service and
relevant benefits
THE NEXT MOVE
The Next Move – Mobile Connect Everything (MCE)
Likability
Intention
Contact
Purchase
Loyalty
Mobile Connects Everything
Awareness
Create a strong bond between consumers and brand
over mobile digital market and activities.
The Next Move – Consumer Decision Journey (CDJ)
Consumer
Awareness
Consideration
Engagement
Retention
Advocate
Brand’s advocates
Interactions are two-way, always on response
Interactions are sequenced to form an
egagement/consumer journey
Depends on users choice, there’re differents
journey for each segment/type of consumer
The Next Move – CDJ mixes MCE on User flow
The user flow based on Consumer Decision Journey
mixing with Mobile Connect Everything
The Next Move – The Gamification Theory (The Heart of all interactions)
ONLINE/MOBILE USERS IS DEFINED AS ONE OR TWO TYPES OF GAMER’S
CHARACTERISTIC
Each gamer type has profiled as S.A.K.E and each one has one or more motivations to
play. Once formed up, they’re willing to challenge each other and day to day interact for
training and level up
The Next Move – The Application Retention & User Loyalty Journey
Create the Brand’s application that provides various of journey for each type of
consumer; design the journey based on creatively arragement of functions that helps the
app usage frequency & retention highly performed; understand the users demographic &
player’s type to create the strong re-activities that help build up the closely relationship.
GOAL AND
CHALLENGES
The Next Move - The Mobile Advocacy Journey
Create an AUTOMATE ENGINE that works for consumer INTERACTS & PROFILING
Thank you!

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Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan Anh

  • 1. Mobile Marketing User behavior & insights How to surf the wave? Mobileday 2016 Phan Tuan Anh – Strategic Planning Director Ecomobi.com
  • 2. Outline 1. Why MOBILE? 2. Mobile user demographic, behavior & insights 3. The next big move on Mobile Marketing
  • 4. Why MOBILE? Mobile phone ownership The modern mobile-phone era dates back only to the 70’. In just 50 years, they’ve gone from suitcase size novelty to ubiquity. More than 4 billion of 6 billion people on earth now have a mobile phone. In 2017, the number of mobile users forecast up to nearly 5,1 billion. Mobile is indispensable in the digital age, and our mobile devices are portals through which we connect with everything and everyone.
  • 5. Why MOBILE? Smartphone ownership Forecast to 2020, the total of feature phones shipments is just approximately one fifth to smartphone in global scale. In another hands, global smartphone internet traffic to icrease tenfold by 2019
  • 6. Why MOBILE? Mobile Marketing Budget Mobile marketing is now the game changer and more influence in the near future. The challenge for Brands now is not only use mobile display ad but how to create new methodology/strategic for long-term connected with end-consumer via internet through mobile based.
  • 7. Why MOBILE? Mobile Application on the rise Over the past few years, smartphones and tablets have completely changed the way we interact with media. We may still be listening to the radio, read the news and or watch television shows, but more and more often we’re doing it on our mobile devices or, to be more precise, within apps. When the first iPhone was released in 2007, there was no App Store and the idea of a phone doing all of the stuff today’s smartphones are capable of seemed ludicrous to say the least. Ever since Apple introduced the App Store in 2008, app usage has been growing and it continues to do so until today.
  • 8. Why MOBILE? Mobile Application on the rise The latest data from Yahoo's Flurry analytics shows that 90 percent of consumer's mobile time is spent in apps. The Web Just Lives in It. This is a key insight as companies decide whether to develop mobile apps or create mobile device specific apps.
  • 9. Why MOBILE? Mobile Application advantages WPP’s mobile ad platform Medialets found that during the first half of 2015, in-app click- through rates averaged 0.56% globally, compared to 0.23% for mobile Web ads. Applications help advertiser to deep down understand their user behaviors & routine. When are those things come together, it becomes really powerful for advertiser. Authenticate users Manage users and identity providers Authorize access Securely access cloud resources Synchronize data Sync user prefs accross devices Analyze User Behavior Track active users, engagement, retention Run Business Logic Run stateless custom code without managing servers Store and share media Store user-generated photos, media and share them Deliver media Automatically detect mobile devices, deliver content quickly globaly Send push notifications Bring users back to your app by sending message reliably Store shared data Stores and query fast noSQL data accross users and devices Stream real-time data Collect real-times clickstream logs and take actions quickly
  • 10. Why MOBILE? Pros & Cons of Mobile Marketing - Instant result - Easy to work with - Convenient to use - Tracking users responsed - Huge viral potential - Mass Communication made easy - Micro blogging benefits - Platform too diverse - Privacy issues - Navigation on a mobile phone
  • 12. - Marketers oftens think mobile as an entire catergory of non-computer: smartphones, tablet, smartwatch, e- reader, smartband and so on… - Constrastingly, consumers tend to think mobile as single device: their smartphone. - 85% of consumers said that mobile devices are a central part of everyday life – and 90% of those aged 18 – 24 agreed. - On average, consumer said that they spend approximately 3.3hrs a day on their smartphones. - At an greater rate, 89% said that mobile devices allow them to stay up to date with loved ones and social events. Their mobile devices signifies connectivity to all that’s going on in their world. Mobile user demographic, behavior & insights Mobile is indispensable in the digital age, and our mobile devices are portals through which we connect with everything and everyone. Whether it’s a tablet or, more typically, our smartphones, these mobile devices give us access to our social and business lives on demand.
  • 13. Mobile user demographic, behavior & insights Along with acting as our commute companions, research shows that we use our smartphones intermittently throughout the day. However, it looks as though many of us save tablet time for evenings and nights – specifically 8pm to 9pm. A study by Device Research delved even deeper and found that 51% of all tablet use took place in front of a television.
  • 14. Mobile user demographic, behavior & insights Whereas smartphones are our on-the-go devices, research indicates that we tend to leave our tablets at home, using them primarily in the living room and the bedroom.
  • 15. Mobile user demographic, behavior & insights The challenge and opportunity lies with the mobile advertisers to create compelling, cross-channel campaigns that recognize how, why and where tablet audiences use their devices within the three- device ecosystem
  • 16. Mobile user demographic, behavior & insights Male consumers use smartphones at a significantly higher frequency for getting news alerts than female consumers (72% vs. 54%). When comparing daily usage of their smartphones, younger consumers aged 18-34 will listen to music 19% more often when compared to total consumers (65% vs. 46%) and nearly 50% more than consumers aged 55+.
  • 17. Mobile user demographic, behavior & insights Young consumers aged from 18 – 24 tend to use/interact (with) their smartphone in significant high frequency. In typical day, 39% of 18-24 y/o users interact with their smartphone very often, the interval between two interactions nearly 15 minutes.
  • 18. Mobile user demographic, behavior & insights Opt-in channel Usage Usefulness Location sharing 71% 73% Push notifications 64% 80% Email from Brands 64% 95% Business specific app 60% 92% Text messages 54% 91% Liked or follow a Brand on social media 53% N/A Scanned a coupon or QR code 43% 90%
  • 19. Mobile user demographic, behavior & insights Consumers are divided in their feelings about location sharing. On one side of the debate, some people are reluctant to share their location information with brands; 63% of consumers who don’t use this feature simply don’t want to share their location. An additional 35% say they don’t want to participate because it decreases battery life. On the other hand, 76% of those who actually use location-sharing say it helps them receive more meaningful content, and 73% rate this feature as useful, as shown above.
  • 20. Mobile user demographic, behavior & insights Push notifications (also called push mesages, in-app messages, or in-app alerts) are messages that brands can send to consumers once they’ve download their mobile app. These message can take the form of alerts, reminders to resume shopping if a cart is abandoned, deals or offers (included location- based), and more. The top reason that consumers opt into push notifications is for coupon and deals. Push messages are often personally tailored to that user, providing individualized alerts about banking, flight, purchase, and other information. For that reason, push notifications’ ability to serve highly personalized alerts, push messages are effective in engaging consumers immediately.
  • 21. Mobile user demographic, behavior & insights Business-Specific Apps as an app that isn’t a gaming or utility app. Six in ten consumers have downloaded a business- specific app in the past six months, and of those who have, 65% say it’s a more convenient way to access information. As depicted in the chart above, other consumers feel they don’t need quick access to info (46%); don’t want to pay for an app (45%); don’t believe it provides more meaningful content (25%); or feel that the app doesn’t provide more conveniently accessed information (24%). Of those who do use business-specific apps, 92% say they’re usefull.
  • 22. Similar to push notifications, consumers are warming up to the idea of immediate, personalized messages through SMS. Females are particularly more likely to use text messages to receive coupons or deals (83% of females vs. 68% of male consumers). In some cases (like scanned coupons or QR codes), people may not know how to activate these mobile relationships. Brands must overtly explain how to opt in, the frequency of communications, and above all, why opting in will be of service. Mobile user demographic, behavior & insights
  • 23. Mobile user demographic, behavior & insights Focus on Invitation, not Interruption • You must have a unique approach to stand out with users. Winning mobile strategies offer the right mix of customer-centric service and utility Cultivate owned experiences, not paid media • You truly own your app, and it allows you to contact your most loyal users anytime, anywhere, as well as spark engagement in their moments of need to turn them into loyal brand advocates Utilize precision targeting, mobile is not a broadcast medium • If you are saying the same thing to everyone, consumers will quickly tune you out. You need to full a vital purpose for each consumer in their life, and you need to reach the right people with the right message at the right time Location is a Profile, not a place •Balance in-the-moment, location-based opportunities to engage users based on a total profile made up of their historical data Creates moments that Matter, instead of rely on reach and frequency • Drive moments that matter and your message will resonate with your user • Use this information to better serve and target them with meaningful experiences going forward Today’s conversations are Consumer-Controlled, not Brand-controlled • By giving consumers the ability to choose what they are most interested in, brands can empower them to control how they’re approached, creating a symbiotic loop of relevance and understanding between brands and consumers Commucation accross multi-screens • Today’s consumers jump from smart-watches to tablets to phones, all in the span of a few hours. Optimize your app to create a seamless experience across all devices • Marketers must be thoughtful about what types of experiences consumers want to have on each device, and keep in mind the limitations of screen size and the likely context of users. Emphasize Relationships, not Transactions • Traditional marketing has previously been very transaction-focused. But mobile is about more than just spurring a one-off purchase — it’s a long game. Mobile is about building a relationship • This means not only getting the consumer to download your app, but getting them to keep it and use it frequently, by offering exceptional service and relevant benefits
  • 25. The Next Move – Mobile Connect Everything (MCE) Likability Intention Contact Purchase Loyalty Mobile Connects Everything Awareness Create a strong bond between consumers and brand over mobile digital market and activities.
  • 26. The Next Move – Consumer Decision Journey (CDJ) Consumer Awareness Consideration Engagement Retention Advocate Brand’s advocates Interactions are two-way, always on response Interactions are sequenced to form an egagement/consumer journey Depends on users choice, there’re differents journey for each segment/type of consumer
  • 27. The Next Move – CDJ mixes MCE on User flow The user flow based on Consumer Decision Journey mixing with Mobile Connect Everything
  • 28. The Next Move – The Gamification Theory (The Heart of all interactions) ONLINE/MOBILE USERS IS DEFINED AS ONE OR TWO TYPES OF GAMER’S CHARACTERISTIC Each gamer type has profiled as S.A.K.E and each one has one or more motivations to play. Once formed up, they’re willing to challenge each other and day to day interact for training and level up
  • 29. The Next Move – The Application Retention & User Loyalty Journey Create the Brand’s application that provides various of journey for each type of consumer; design the journey based on creatively arragement of functions that helps the app usage frequency & retention highly performed; understand the users demographic & player’s type to create the strong re-activities that help build up the closely relationship. GOAL AND CHALLENGES
  • 30. The Next Move - The Mobile Advocacy Journey Create an AUTOMATE ENGINE that works for consumer INTERACTS & PROFILING
  • 31.