Mobile Marketing in 2014

Mobile Marketing in 2014

A talk by Helen Keegan©Helen Keegan 2014. All rights reserved.

Images used under Creative Commons Licence

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?

http://technokitten.com/

http://mobileheroes.net/

http://swedishbeers.org/

Ask questions!

This is your session. Get

the most out of it

Photograph licensed under the Open Parliament Licence v1.0 / Creative Commons

SETTING THE SCENE

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!

No going back• Mobile has become the single most important

digital channel for engaging consumers

Source: Chetan Sharma Consulting

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.

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

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

http://mobile-ent.biz/news/read/mobile-now-accounts-for-all-online-retail-growth/022426

MOBILE MARKETING GROWTHA glimpse into your future as marketers

2012 20150

5

10

15

20

25

30

35

Mobile Marketing Growth US

OverheadsAdvertisingDirect ResponseCRM

Predicted growth

US

$ Bi

llion

s

$10.5bn

$30.4bn

$19.8 bn

$10.6bn

Source: MMA Economic Impact Study 2013

Overheads=agency fees, PR fees, media measurement, metrics services

Employment Impact of Mobile Marketing: USA

Year Number of jobs

2012 524,0002015 1,400,000

Growth rate 44%


Employment Growth


Mobile: essential skill

THAT’S THE GOOD NEWS

The bad news…

• Customers are ahead. They are already mobile.

• Lacking skills and experience• Making it up as we go along

WHAT DOES THE MOBILE LANDSCAPE LOOK LIKE HERE?

Source: We Are Social European Digital Landscape 2014











And in Estonia




And in Lithuania



And in Latvia




• 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

What does this mean?

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

SMART-MOBILEPHONES Panelmarket EE, LV, LT, FI, SE Jan 10-Dec 10 - Jul 14

Sales Ths. Units,%

© GfK 2014 - All rights reserved | 9/2014

PRJ 89639 - RG 4052444 - RP 23125543 - ID 427580444

MOBILEPHONE

SMARTPHONE

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10-

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LT LV EE FI SE

12

88

26

74

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38

62

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14

86

30

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Smartphones Panelmarket EE, LV, LT, FI, SE Jan 13-Jun 13 - Jul 14

Sales Ths. Units,%


PRJ 89639 - RG 4052444 - RP 23125545 - ID 427580446

3G

4G

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LT LV EE FI SE

151 187 82 26 25 22 27 73 93 34 10 14 17 19 87 97 33 10 11 16 13 446 528 181 50 65 59 66 775 666 236 56 76 63 70

12 39 21 9 11 10 14 13 25 15 5 7 8 10 14 41 21 8 9 11 11 248 390 188 58 77 71 97 640 1.073 520 166 220 192 205

Absolute 3G

Absolute 4G

7

86

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73

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68

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64

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82

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25

Smartphones Panelmarket EE, LV, LT, FI, SE Jan 13-Jun 13 - Jul 14

Sales Ths. Units,%


PRJ 89639 - RG 4052444 - RP 23125544 - ID 427581459

NO NFC

NFC

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LT LV EE FI SE

108 134 50 18 17 15 19 58 78 42 10 15 17 20 64 82 37 11 11 16 13 412 541 229 60 86 83 101 993 1.040 404 114 154 136 139

67 104 56 17 20 18 24 32 48 27 7 9 12 14 41 60 30 8 10 12 11 292 385 170 49 63 58 76 422 700 372 108 142 121 139

Absolute NO NFC

Absolute NFC

38

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Estonia January 2014 - June 2014


PRJ 90423 - RG 4022681 - RP 23088411 - ID 426975467

CONTACTS

Heiko [email protected]: +372 52 51 511

ESTONIA

• NFC brings in a new age of payments• 4G brings in video• Devices are getting cheaper• Access costs are reducing

THE MOBILE PHONE IS OUR WORLD

Phone or toothbrush?

http://checkyapp.com

Yet…

• Only 8% of UK SMEs have a mobile-optimised website

• Estimated £122bn in lost sales in the UK

Source Pitney Bowes 2013

A NEW ERA – COMPETITION FROM UNEXPECTED PLACES

Small companies can get global reach

Jamal Edwards

http://www.youtube.com/watch?v=0cKpvwlSGOI

http://www.youtube.com/watch?v=0cKpvwlSGOI

Google is supporting• State of the art facilities• Free to use for YouTube

vloggers• Engineers on site to help

WE LIVE IN EXCITING TIMES

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

MOBILE MARKETING GROWTHA glimpse into your future as marketers

2012 20150

5

10

15

20

25

30

35

Mobile Marketing Growth US

OverheadsAdvertisingDirect ResponseCRM

Predicted growth

US

$ Bi

llion

s

$10.5bn

$30.4bn

$19.8 bn

$10.6bn


Overheads=agency fees, PR fees, media measurement, metrics services

Employment Impact of Mobile Marketing: USA

Year Number of jobs

2012 524,0002015 1,400,000

Growth rate 44%


In the UK - 2014

Source: Practicology

Do you want to lead or follow?

What is a mobile strategy for a….

• Security company?• Local restaurant?• Pact coffee?

DON’T FORGET THE BASICS

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

A quick comparison

Source: http://venturebeat.com/2013/09/04/email-mobile-marketers/

Standard email (Amazon)Image Credit: Cezary Pietrzak

Mobile-optimized email (Square)Image Credit: Cezary Pietrzak

Be careful it doesn’t look like this!

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/

SMS IS NOT DEAD!

Reasons to love SMS

• Works on every phone• Cheap• Convenient• Fast

Some ideas

• Be relevant• Be useful• Say thank you• Ask for feedback

Useful

Practical advice:Contact the driver

Result:I feel safe and looked after

Customer service done well

Useful adviceComes across as helpful

Result: Customer delight!

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?

Relevancy….?

Messaging channels

• Twitter• Facebook• Whatsapp• Viber• Skype• Email• Whatever the customer prefers….

Mobile marketing

• Does not have to be complicated• Does not have to be expensive• Simple, personal, relevant, service• Not just about advertising

INNOVATIONS IN MOBILE MARKETING

AVOCARROT

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

REINVENTING THE CAPTCHA

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

PlayCaptcha

300 million opportunities to generate revenue daily

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

http://s3-eu-west-1.amazonaws.com/playcaptcha-demos/itv/thismorning/heinz.html

http://s3-eu-west-1.amazonaws.com/playcaptcha-demos/itv/thismorning/heinz.html

http://s3-eu-west-1.amazonaws.com/playcaptcha-demos/itv/thismorning/cillitbang.html

http://s3-eu-west-1.amazonaws.com/playcaptcha-demos/itv/thismorning/cillitbang.html

http://s3-eu-west-1.amazonaws.com/playcaptcha-demos/itv/thismorning/kitkat.html

http://s3-eu-west-1.amazonaws.com/playcaptcha-demos/itv/thismorning/kitkat.html

http://demo.futureadlabs.com/games/renault

http://demo.futureadlabs.com/games/finish

http://demo.futureadlabs.com/games/vanish

PlayRoll

100 million opportunities to generate revenue daily

Click here to play

http://showcase.futureadlabs.com/muzu.html

Proven results

*Source: OnDevice Independent Research, 2014

91%Agreed that our games are more engaging than

banner ads*

London Dubai Singapore @ondevice ondeviceresearch.com +44 (0)20 7278 6627

Global mobile panels & researchwww.ondeviceresearch.com

We use the mobile internet to gain access to consumer opinions at any time, place or country

Nearly everyone has a mobile phone

People keep it with them at all times and this creates new opportunities for market 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

The benefits of mobile research

Our surveys work on any internet connected device

19 million mobile surveys in 72 countries

Try out one of our surveys now…

bit.ly/ondevicedemo

LET’S TALK ABOUT APPS

Small app, BIG IMPACT

• In one city: San Francisco – population 826k• Reduce petrol spend (estimate $360k)• Reduce air pollution• Save drivers time


https://www.park-now.com/

BEWARE! MOBILE APP ≠ MOBILE STRATEGY

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

DESIGN WITH USERS IN MIND

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’

Process

• Identify customer(s)• Prioritise• Delve deeper• Brainstorm solutions• Rapid prototyping• Choose which to develop further

HAS ANYONE GOT THIS RIGHT?

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)

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

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

MD of FT.com: The web app has been 'successful beyond our wildest dreams'

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.”

Let’s talk about Domino’s

The ultimate mobile brand?

With thanks to Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s

Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s












TIPS ON APP MARKETING

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!

CONCLUSIONS

• 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

Contact Helen Keegan

[email protected]

@technokitten

http://technokitten.comhttp://mobileheroes.net http://swedishbeers.org

+44 794 053 8802

mailto:[email protected]

http://technokitten.com/

http://mobileheroes.net/

http://swedishbeers.org/

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