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Mobile – The Next StepsMark Wilmont @MarkWilmont
Amstelveen, 15th September 2013
Why mobile?
• In Netherlands, every 2nd phone is a smartphone.
• Most importantly 2 in 3 of our key demographic own a smart device
• More than 35% of web visits are mobile only
• 94% of the Smartphone owners use an app daily
• Amazon sells $6b worth of stuff through mobile, almost 15% of their entire revenue
Why mobile?
In the nearby future the potential of mobile as a product and as a marketing tool is huge
Source: http://www.tomorrowmobile.nl/alle-mobile-marketing-introducties-op-een-rij/
Mobile strategy
Comprehensive
A. Experimental strategy
B.Device
strategy
C.Channel strategy
FoundationPhase I
Phase II
Phase III
Source: Havas Media/Forrester
Phase I: Foundation
“If your information is not available on a small screen, it doesn’t exist for all the people that rely on their mobile phones for access.”
Phase I: Foundation
Phase I: Foundation
Mobile context: The reality
• Advertisers communicate their URL through TV• 86% of people use mobile internet while watching television• Many advertisers do not have mobile site
• 30% of searches for restaurants comes from mobile• Most restaurant websites are horribly useless through mobile
Source: Marketresponse
Phase I: Foundation
• 79% of smartphone users uses their mobile in a shop for product research
• 15% of searches for financial and insurance content comes from mobile
• 77% of mobile searches are from home or work
Source: Marketresponse
Phase I: Foundation
Phase I: Foundation
Four reasons why not to develop an app, and one reason why an advertisers should!
#1 An app is not an idea#2 There are too many platforms#3 The consumer doesn’t want the advertisers app#4 App development is expensive
BUT
Consumer time spend on apps on mobile phones: 80% !Source: @leeuwenrob
Phase II: Advertising
Current state mobile advertising in the Netherlands
Bron: Deloitte IAB Report Online Adspend H1 2013
Current state mobile advertising in the Netherlands
Bron: Deloitte IAB Report Online Adspend H1 2013
LOYALTY
Active evaluation
Post purchase experience
4
ADVOCACY5
1AWARENESS
2CONSIDERATION
3PURCHASE
Display
SEA
Display Social
Mobile/Facebook app
Mobile/Facebook
app
Social
Mobile
Consumer decision journey - channels
Mobile KPIs
KPI Score Measurement
Awareness + Impressions, cost per impression, target audience reach
Engagement ++ Engagement, interaction, finished video view, click to call, click to calendar and so on
Action + Cost per click, CTR, download, cost per download, bounce rate, time (have to work with mobile rich media partners), sales (if the banner is on a mobile site and refers to a mobile site)
Retention ++ Returning users of the app, time spend in the app, lifetime value
Source: Havas Media (desk research)
Phase II: Advertising – mobile and big data
Phase II: Advertising
Big data is off great influence on mobile advertising
Phase II: Advertising – location based advertising
• Big Data makes it possible for mobile ads to target hyper-local.
• This is interesting because localized mobile campaigns perform two to three times as good as standard campaigns.
• The promise of mobile advertising is enormous, since consumers have their smartphone with them all day.
Phase II: Advertising – location based advertising
Location-based advertising (LBA) is a new form of advertising that integrates mobile advertising with location based services. The technology is used to pinpoint consumers location and provide location-specific advertisements on their mobile devices
Source: Wikipedia
Phase II: Advertising – Location based advertising
An overview of the most effective location based targeting strategies.
Source: TomorowMobile.nl / Business Insider, BI Intelligence Full Report.
Phase II: Advertising - Location based advertising
• Geo aware: This are personalized ads based on location information
• Geo Fenced Ads: These are ads that focus on all users within a preset radius of a company with the same advertising message
• Designated Market Area: Are city or postcode related location targeting campaigns
• Audience Location Based Targeting: Location Targeting can be combined with anonymous data on demographics, purchase intent or other behavioral data
Source: TomorowMobile.nl / Business Insider, BI Intelligence Full Report.
Source: Verve Mobile, February 2013
Source: Mobext.com
Source: Mobile Marketeer & GWI
Mobile commerce: Who are the consumers
Source: aimia.com + tomorrowmobile.nl
Mobile commerce: What do consumers buy?
• Clothes and accessories (39%)• Tickets (24%)• Books (not e-books) (23%)• Meals (22%)• Electronics (22%)• Daily offerings (21%)
Source: MarketingCharts
“People are using the smartphone in the store as a complement to what they’re doing. When you start to view the smartphone as a complement to the purchase cycle, and as retailers understand that, that number will only increase.” Bill Dinan (Telmetrics)
Phase II: advertising – in the retail industry
• 21% of consumers conducted a mobile search before making an offline purchase• 44% check prices in store• 73% of mobile searches are at home • 42% of mobile searches are at store• Reason of search: price comparison 34%• 47% annual increase in mobile purchase research
Source: mobilemarketing.nl
Phase II: Advertising – Second screen advertising
Second Screen
• Programs are increasingly watched "on demand" and a second screen is added to a program
• Program makers and broadcasters want to fascinate the viewer and increase the perception around the program
• The second screen is a valuable addition or an unnecessary distraction?
Source: mobilemarketing.nl
Phase II: Advertising – Second screen advertising
Second screen advertising
• The use of a second screen during major events live on television.
• Consumer involvement by giving away incentives on the second screen
• Consumer involvement by offering a game on the second screen
Phase II: Advertising – Second screen advertising
• Bringing together Ecommerce in television content. For example, the digital offering items that can be seen currently on television
• Sponsoring the second screen extras
• Encourage social interaction to communicate
• Enabling real-time interactivity
Source: mobilemarketing.nl
Phase II: Advertising – Second screen advertising
Shazam
While watching tv commercials added advertiser information comes at the consumers smartphone while using Shazam. The viewer is redirected to a mobile landing page with a contest, action, game or other incentive
Phase III: Comprehensive strategy
“Mobile as a bridge for all online and offline activities and campaigns”
Phase III: Comprehenisve strategy car industry– Sales force app
Phase III: Comprehenisve strategy car industry – after sales app
Phase III: Comprehenisve strategy financial industry– app for a specific target group
Phase III: Comprehenisve strategy financial industry – Investor & media relations app
Phase III: Comprehenisve strategy leisure industry– Investor & media relations app
Phase III: Comprehenisve strategy fast moving products– alcohol test app (Beck’s beer)
Phase III: Comprehenisve strategy – Loyalty programs
Phase III: Comprehenisve strategy – Loyalty programs
Phase III: Comprehenisve strategy – Loyalty programs
Phase III: Comprehenisve strategy – Loyalty programs
Interesting branded apps
Source: Mashable.com
Interesting branded apps
Source: Mashable.com
Interesting branded apps
Source: Mashable.com
Thank you.Mark Wilmont@MarkWilmont