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Mobile Marketing in 2014

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My slidedeck from presentations given at Best Internet conferences in Vilnius and Tallinn.

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Mobile Marketing in 2014

  1. 1. Mobile Marketing in 2014 A talk by Helen Keegan ©Helen Keegan 2014. All rights reserved. Images used under Creative Commons Licence
  2. 2. Who’s here? • Helen Keegan: experience – 14 years in mobile media, advertising & marketing – 5 years b2b marketing – 10 years fashion retail – Blogs at http://technokitten.com – Tweet me @technokitten – Organiser of knowledge and networking events covering mobile around the world: • Heroes of the Mobile Fringe Festival in Barcelona http://mobileheroes.net • Swedish Beers Mobile Networking http://swedishbeers.org • Panel sessions, dinners, demo sessions and more • You?
  3. 3. Ask questions! This is your session. Get the most out of it  Photograph licensed under the Open Parliament Licence v1.0 / Creative Commons
  4. 4. SETTING THE SCENE
  5. 5. It’s big • Subscriptions (2013) – 7 billion & rising • In regular usage ~4bn – China > 1 billion – India 950 million • Mobile devices now exceed traditional computers in unit sales and revenue – 70% of US device sales are now smartphones • Don’t believe me? Check out Chetan Sharma Consulting and Mary Meeker for more big numbers!
  6. 6. No going back • Mobile has become the single most important digital channel for engaging consumers In 3 to 5 years, with few exceptions, if a company is not doing the MAJORITY of its digital business on mobile, it is going to be irrelevant. Source: Chetan Sharma Consulting
  7. 7. Still don’t believe me? In 2013… • Paypal does $7 billion in mobile transactions • Google makes more than $5 billion in mobile revenues • Twitter is 60% mobile • Square does $5 billion in commerce transaction volume • Angry birds approaches 1 billion downloads • Fandango sells a quarter of its tickets on mobile, Expedia does > $1 billion in mobile commerce • 40% of Kenya’s GDP comes from mobile money • Millennial Media IPO at $2 billion, Instagram bought for $1 billion Source: Chetan Sharma Consulting
  8. 8. Mobile now accounts for ALL online retail growth Source Mobile Entertainment Magazine http://mobile-ent.biz/news/read/mobile-now-accounts-for-all-online-retail-growth/022426
  9. 9. A glimpse into your future as marketers MOBILE MARKETING GROWTH
  10. 10. 35 30 25 20 15 10 5 0 Mobile Marketing Growth US 2012 2015 US $ Billions Predicted growth $10.5bn Overheads Advertising Direct Response CRM $30.4bn $19.8 bn $10.6bn Overheads=agency fees, PR fees, media measurement, metrics services Source: MMA Economic Impact Study 2013
  11. 11. Employment Impact of Mobile Marketing: USA Year Number of jobs 2012 524,000 2015 1,400,000 Growth rate 44% Source: MMA Economic Impact Study 2013
  12. 12. Employment Growth Source: MMA Economic Impact Study 2013
  13. 13. Mobile: essential skill
  14. 14. THAT’S THE GOOD NEWS
  15. 15. The bad news… • Customers are ahead. They are already mobile. • Lacking skills and experience • Making it up as we go along
  16. 16. WHAT DOES THE MOBILE LANDSCAPE LOOK LIKE HERE?
  17. 17. Source: We Are Social European Digital Landscape 2014
  18. 18. Source: We Are Social European Digital Landscape 2014
  19. 19. Source: We Are Social European Digital Landscape 2014
  20. 20. Source: We Are Social European Digital Landscape 2014
  21. 21. Source: We Are Social European Digital Landscape 2014
  22. 22. Source: We Are Social European Digital Landscape 2014
  23. 23. Source: We Are Social European Digital Landscape 2014
  24. 24. Source: We Are Social European Digital Landscape 2014
  25. 25. Source: We Are Social European Digital Landscape 2014
  26. 26. Source: We Are Social European Digital Landscape 2014
  27. 27. Source: We Are Social European Digital Landscape 2014
  28. 28. And in Estonia Source: We Are Social European Digital Landscape 2014
  29. 29. Source: We Are Social European Digital Landscape 2014
  30. 30. Source: We Are Social European Digital Landscape 2014
  31. 31. And in Lithuania Source: We Are Social European Digital Landscape 2014
  32. 32. Source: We Are Social European Digital Landscape 2014
  33. 33. And in Latvia Source: We Are Social European Digital Landscape 2014
  34. 34. Source: We Are Social European Digital Landscape 2014
  35. 35. Source: We Are Social European Digital Landscape 2014
  36. 36. What does this mean? • The Baltic States are a little behind the rest of Europe • You have a little time to catch up but not much • The numbers will only get bigger • The internet is getting faster, cheaper, more accessible on mobile
  37. 37. GfK Retail and Technology • Track everything you need to understand how your products are really performing in the retail and technical consumer goods markets: – what products are selling, when, where and for how much – detailed understanding of your global and local market trends, from a macro view, right down to product level. – online and offline outlets, on a monthly and even weekly basis. – Data used with permission from GfK
  38. 38. • NFC brings in a new age of payments • 4G brings in video • Devices are getting cheaper • Access costs are reducing
  39. 39. THE MOBILE PHONE IS OUR WORLD
  40. 40. Phone or toothbrush?
  41. 41. http://checkyapp.com
  42. 42. Yet… • Only 8% of UK SMEs have a mobile-optimised website • Estimated £122bn in lost sales in the UK Source Pitney Bowes 2013
  43. 43. A NEW ERA – COMPETITION FROM UNEXPECTED PLACES
  44. 44. Small companies can get global reach
  45. 45. Jamal Edwards http://www.youtube.com/watch?v=0cKpvwlSGOI
  46. 46. Google is supporting • State of the art facilities • Free to use for YouTube vloggers • Engineers on site to help
  47. 47. WE LIVE IN EXCITING TIMES
  48. 48. I have heard all the excuses before… • The screen is too small • Our webstats aren’t showing mobile usage • We don’t need it • It’s too expensive • Our website is just fine
  49. 49. A glimpse into your future as marketers MOBILE MARKETING GROWTH
  50. 50. 35 30 25 20 15 10 5 0 Mobile Marketing Growth US 2012 2015 US $ Billions Predicted growth $10.5bn Overheads Advertising Direct Response CRM $30.4bn $19.8 bn $10.6bn Overheads=agency fees, PR fees, media measurement, metrics services Source: MMA Economic Impact Study 2013
  51. 51. Employment Impact of Mobile Marketing: USA Year Number of jobs 2012 524,000 2015 1,400,000 Growth rate 44% Source: MMA Economic Impact Study 2013
  52. 52. In the UK - 2014 Source: Practicology
  53. 53. Do you want to lead or follow?
  54. 54. What is a mobile strategy for a…. • Security company? • Local restaurant? • Pact coffee?
  55. 55. DON’T FORGET THE BASICS
  56. 56. Email marketing is dead. Long live email marketing • 36% open rate on mobile in 2012 • 65% January 2014 • Email is now a mobile first environment
  57. 57. A quick comparison Standard email (Amazon) Image Credit: Cezary Pietrzak Mobile-optimized email (Square) Image Credit: Cezary Pietrzak Source: http://venturebeat.com/2013/09/04/email-mobile-marketers/
  58. 58. Be careful it doesn’t look like this!
  59. 59. Tips for optimising email for mobile • Optimise for the small screen – 3 seconds before tune-out • Create bite-sized content – Long form is less effective on mobile – You may need to give the option to read more – Test what works for you • Snappy subject line – 30 characters on iOS • Links – Fewer please, more targeted – They must work on mobile! • Pictures – Don’t rely on them – Poor bandwidth – Load times • Consider mobile usage patterns – Mobile does not always imply mobility TEST and then TEST again! More tips: http://venturebeat.com/2013/09/04/email-mobile-marketers/
  60. 60. SMS IS NOT DEAD!
  61. 61. Reasons to love SMS • Works on every phone • Cheap • Convenient • Fast
  62. 62. Some ideas • Be relevant • Be useful • Say thank you • Ask for feedback
  63. 63. Useful Practical advice: Contact the driver Result: I feel safe and looked after
  64. 64. Customer service done well Useful advice Comes across as helpful Result: Customer delight!
  65. 65. No return path. Grrrr. I visited once. Now I can’t stop the messages Waste of my time Waste of Salt Cave’s time Additional issue about the telephone number – how much will it cost me?
  66. 66. Relevancy….?
  67. 67. Messaging channels • Twitter • Facebook • Whatsapp • Viber • Skype • Email • Whatever the customer prefers….
  68. 68. Mobile marketing • Does not have to be complicated • Does not have to be expensive • Simple, personal, relevant, service • Not just about advertising
  69. 69. INNOVATIONS IN MOBILE MARKETING
  70. 70. AVOCARROT
  71. 71. What is avocarrot? • A mobile ad network for indie developers who care about user experience. • Instantly make money from your free apps using native ads that don't spam your users and does not interrupt the user experience • Shows only quality ads to users that provide real value. Users get discounts from shops they love or suggestions for apps that they might find interesting. • Average eCPM over the last six months was $2
  72. 72. REINVENTING THE CAPTCHA
  73. 73. What does Future Ad Labs do? • Innovative ad formats that offer far more than anything else out there • Turn sources of frustration on the web into delightful experiences • Generating incremental new revenue streams for websites
  74. 74. PlayCaptcha 300 million opportunities to generate revenue daily
  75. 75. Some of the brands using this Click here to play Click here to play Click here to play Click here to play Click here to play Click here to play
  76. 76. PlayRoll Click here to play 100 million opportunities to generate revenue daily
  77. 77. Proven results 91% Agreed that our games are more engaging than banner ads* *Source: OnDevice Independent Research, 2014
  78. 78. Global mobile panels & research www.ondeviceresearch.com London Dubai Singapore @ondevice ondeviceresearch.com +44 (0)20 7278 6627
  79. 79. We use the mobile internet to gain access to consumer opinions at any time, place or country
  80. 80. Nearly everyone has a mobile phone People keep it with them at all times and this creates new opportunities for market research.
  81. 81. The benefits of mobile research Speed – results in days, not weeks or months Reach – nearly all consumers have a mobile device Data quality – In-the-moment beats alternatives Cost – most cost-effective method in the emerging markets
  82. 82. Our surveys work on any internet connected device
  83. 83. 19 million mobile surveys in 72 countries
  84. 84. Try out one of our surveys now… bit.ly/ondevicedemo
  85. 85. LET’S TALK ABOUT APPS
  86. 86. Small app, BIG IMPACT • In one city: San Francisco – population 826k • Reduce petrol spend (estimate $360k) • Reduce air pollution • Save drivers time Source: MMA Economic Impact Study 2013
  87. 87. https://www.park-now.com/
  88. 88. BEWARE! MOBILE APP ≠ MOBILE STRATEGY
  89. 89. Apps are all well and good… • Can be expensive to build • Need to be supported and maintained • Marketing and PR requirement • App-store optimisation • Platform choice • App-store choice It’s where smartphone customers are spending most of their time
  90. 90. DESIGN WITH USERS IN MIND
  91. 91. Bill Cosby from The Cosby Show ‘I don’t know the key to success but the key to failure is to try and please everybody’
  92. 92. Process • Identify customer(s) • Prioritise • Delve deeper • Brainstorm solutions • Rapid prototyping • Choose which to develop further
  93. 93. HAS ANYONE GOT THIS RIGHT?
  94. 94. Starbucks & NFC • 12m active users in US and Canada of the Starbucks mobile app • 6 million payments made by mobile every week • 15% transactions in its US stores this • Hit $1 billion in mobile payments in 2013 (And that’s before Apple Pay and its 0.15% of every transaction)
  95. 95. Loop.aero • Flight magazine in print • Management buyout • Reimagined the title specifically for iPad • Took 8 months to create Nov 2011: stopped all print publications
  96. 96. Loop.aero • Expanded: English, Chinese and German • Advertisers have transitioned – rich media works well for the sector. Longevity of adverts • Create apps as a sideline for advertisers and sponsors • All creative and tech done in-house • On 70k iPads globally and growing by 2,000 a week. • Highest growth in China
  97. 97. MD of FT.com: The web app has been 'successful beyond our wildest dreams'
  98. 98. Rob Grimshaw, MD FT.com “Publishers are only just getting used to the desktop but the audience has moved on.” “It is vital we make a commercial success out of mobile.”
  99. 99. Let’s talk about Domino’s The ultimate mobile brand? With thanks to Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
  100. 100. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
  101. 101. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
  102. 102. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
  103. 103. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
  104. 104. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
  105. 105. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
  106. 106. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
  107. 107. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
  108. 108. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
  109. 109. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
  110. 110. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
  111. 111. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
  112. 112. TIPS ON APP MARKETING
  113. 113. Don’t leave planning for this until last! • It needs its own marketing plan • App-store optimisation • Advertising • Social sharing • Email marketing • PR • App store choice • Money talks For more on this topic, read Peggy-Anne Salz ‘Apponomics’ published by InMobi. It’s free!
  114. 114. CONCLUSIONS
  115. 115. • The speed of change is not slowing down • Skills gap must be addressed • Innovation please! • Experiment, fail fast, try again • The opportunity to lead is NOW
  116. 116. Contact Helen Keegan technokitten@gmail.com @technokitten http://technokitten.com http://mobileheroes.net http://swedishbeers.org +44 794 053 8802

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