Mobile Marketing Statistics 2017 | University of Denver | Bob Bentz

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Mobile Marketing Statistics 2017

Communication 4318 – Bob Bentz, Adjunct

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Author President

About the Instructor – Bob Bentz

University of Denver Communications 4318

Mobile Marketing BobBentz.com

1 – Mobile IntroYour Mobile is Your Digital DNA

University of Denver Communications 4318

Mobile Marketing BobBentz.com

The Smartphone Made Marketing Mobile

University of Denver Communications 4318

Mobile Marketing BobBentz.com

What We are Doing on our Smartphones

University of Denver Communications 4318

Mobile Marketing BobBentz.com

MOBILE BOOM: Time Spent with Media

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Among users of each medium,

RADIO

Source: Nielsen

Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016

653708 724 703

907 902836 836 834 837 844 846

weekly minutes per adult user, SMARTPHONE INTERNET (APP/WEB)weekly minutes per adult user, RADIO

University of Denver Communications 4318

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Mobile (smartphone + tablet combined) overtook

desktops in online video plays in Q2*.

DIGITAL VIDEO

Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 20160%

20%

40%

60%

80%

22% 25%30%

34%

42% 44% 45% 46% 48% 51%

Source: Ooyala | *Separately, mobile devices are set to top fixed devices in video viewing time this year.

(Mobile + tablet share of digital video plays, Ooyala platform)

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 20160%

10%

20%

30%

40%

50%

60%

28% 30% 32% 31% 30% 32%37% 41% 43%

9% 9%10% 9% 8% 8%

9%9% 8%

37% 39%42% 40% 38% 40%

46%50% 51%

Tablet

Smartphone

Mobile Total

Mobile devices are now responsible for a majority of email clicks.

EMAIL

Source: Experian Marketing Services(mobile share of email clicks, Experian clients)

University of Denver Communications 4318

Mobile Marketing BobBentz.com

2 – Advantages of MobileThe Closest a Brand Can Get to its Customer

University of Denver Communications 4318

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Mobile Marketing Benefits

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Mobile Marketing Benefits

University of Denver Communications 4318

Mobile Marketing BobBentz.com

3 – Mobile WebA Tsunami of Internet Traffic Has Gone Mobile

University of Denver Communications 4318

Mobile Marketing BobBentz.com

More Time on Mobile Web than Desktop

University of Denver Communications 4318

Mobile Marketing BobBentz.com

How Is This Still Possible?

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Responsive Design

University of Denver Communications 4318

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SEO: Now Need to Optimize for Voice Search

University of Denver Communications 4318

Mobile Marketing BobBentz.com

4 – Text Message MarketingThe Workhorse of Mobile Marketing

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Business Use of SMS

University of Denver Communications 4318

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Fridays are Best for Text

University of Denver Communications 4318

Mobile Marketing BobBentz.com

OTT Messaging Apps

University of Denver Communications 4318

Mobile Marketing BobBentz.com

5 – Social MediaEvery Social Media Network is Different

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Mobile Marketing BobBentz.com

Social Media Sites by Visits

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Social Media Users by Demo

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Age Distribution of Major Social Media Sites

University of Denver Communications 4318

Mobile Marketing BobBentz.com

If you want to Reach Teens & Young Adults

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Not 4 Grandma: SnapChat Use by Age Group

University of Denver Communications 4318

Mobile Marketing BobBentz.com

If you want to Reach Millennials

University of Denver Communications 4318

Mobile Marketing BobBentz.com

More adults now use social networks on tablets than on PCs.

SOCIAL MEDIA

Source: Nielsen(% reach among US adult population)

Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016

25.5%23.8% 24.1%

27.1% 28.3%30.6%

28.8%32.4%

30.6% 29.6% 29.9% 29.2%

Tablet social networking reachPC social networking reach

University of Denver Communications 4318

Mobile Marketing BobBentz.com

We learned early this year that a majority of Facebook’s monthly active users access via mobile only*.

FACEBOOK

Source: Facebook | *Yes, technically this isn’t a 2016 milestone, but it was first reported this year, so…

(% of Facebook MAUs that are mobile-only)

Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016

27%30%

34%38% 40%

44%47%

52% 54% 56%59%

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Facebook is the Gorilla in the Room for SMB

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Social Media Use by Businesses

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Social Media is Driving Local Sales

University of Denver Communications 4318

Mobile Marketing BobBentz.com

6 - Mobile AdvertisingRight Consumers, Right Place, Right Moment, Right Device

University of Denver Communications 4318

Mobile Marketing BobBentz.com

A majority of clicks on search ads now come from mobile devices*.

PAID SEARCH

Source: Merkle | *Separately, mobile is now reportedly the primary source of Google ad revenues.

(mobile share of search ad clicks, Merkle clients)

Q3 2015 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 20160%

10%

20%

30%

40%

50%

60%

20% 21% 24% 24% 27%33%

39% 39%

18% 18%18% 17%

16%

15%

14% 14%

38% 39%42% 41% 43%

48%53% 53%

Tablet

Smartphone

Mobile Total

University of Denver Communications 4318

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Rocket Growth

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Digital Advertising Surpassed TV in 2016

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Advertising Spend by Medium 2016-2019

University of Denver Communications 4318

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Social Media Ad Revnue Per Person

University of Denver Communications 4318

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When Will Mobile Get Its Fair Share?

University of Denver Communications 4318

Mobile Marketing BobBentz.com

If a Picture is Worth a Thousand Words…

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Video Anticipated to Provide Greatest Growth

University of Denver Communications 4318

Mobile Marketing BobBentz.com

The Mobile Ad Blocking Threat is Real

University of Denver Communications 4318

Mobile Marketing BobBentz.com

7 – Mobile AppsA Walking Billboard in your Customer’s Pocket

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Mobile Marketing BobBentz.com

Smartphone apps now account for a MAJORITY of all time spent online in the US.

DIGITAL MEDIA TIME

Source: comScore

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul0%

20%

40%

60%

41.2%45.5%

50.1%

(Smartphone app share of all digital media time)

2014 2015 2016

University of Denver Communications 4318

Mobile Marketing BobBentz.com

App Store Optimization is Critical

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Digital Time Spent Growing from Apps

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Almost All Spend Most Digital Time with Apps

University of Denver Communications 4318

Mobile Marketing BobBentz.com

What Type of Apps are We Using?

University of Denver Communications 4318

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Most Popular Social Media Apps

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Top Apps Today

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Android Users More Likely to Opt-In to Push

University of Denver Communications 4318

Mobile Marketing BobBentz.com

8 – Mobile CommerceAn Omnichannel Approach Will Most Likely Succeed

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The Evolution of Retail

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Retail Has Gone Online

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Globally, mobile devices are now the primary drivers of e-commerce traffic.

E-COMMERCE

Source: Monetate

(% share of e-commerce website visits, by device)

Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 20160%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

24.1% 30.0% 33.0% 36.6% 40.3%

14.5%13.8% 13.6% 13.0% 12.0%

61.4% 56.2% 53.3% 50.4% 47.7% Desktop

Tablet

Smartphone

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Shop by Mobile but Often Buy by Desktop

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Shop by Mobile but Often Buy by Desktop

University of Denver Communications 4318

Mobile Marketing BobBentz.com

WHY DO THINK MOBILE PURCHASES ARE TRAILING IN THE USA?

E-COMMERCE

Source: Criteo(mobile share of e-commerce transactions, Criteo platform)

JapanUK

South KoreaAustraliaGermany

NetherlandsUS

SpainItaly

FranceBrazil

Russia0% 10% 20% 30% 40% 50% 60%

52%50%

48%42%

37%37%

35%34%

30%27%

23%22%

Q2 2015

Q2 2016

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Influenced by Mobile, Bought at Brick & Mortar

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Retail Mobile Strategies Used

University of Denver Communications 4318

Mobile Marketing BobBentz.com

9 – The Future of MobileRelevance Raises Response

University of Denver Communications 4318

Mobile Marketing BobBentz.com

The Connected Car

University of Denver Communications 4318

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Virtual Reality

University of Denver Communications 4318

Mobile Marketing BobBentz.com

RelevanceRaisesResponse.com

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Contact Us

Bob@Purplegator.com610-688-6000http://linkedin.com/in/bobbentzTwitter - @BobBentz @Purplegator @RelevanceRaises