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A new wave of mobile marketing

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A new wave of mobile marketing

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  1. THE NEW WAVE OF MOBILE MARKETING 31.03.14 ...........................................................................................................

  2. What is ‘mobile’?

  3. "There is no other device that is as personal, as pervasive, and provides the opportunity for proximity as mobile” – Forbes, April 2013

  4. “ ”

  5. ‘MOBILE’ IS NOW A MISNOMER…. ..................................................................................................................................................................................................

  6. 1/3rd of smartphone owners and 2/5th of tablet owners consider mobile devices their most important source for info (xAd/Telmetrics) 94% of adults own/use a mobile phone (Ofcom) 71% smartphone penetration in the U.K (comScore) 82% of phones purchased are now smartphones (comScore) 15% live in a mobile only household (Ofcom) 84% use Smartphone while shopping (Google) We look at our phones an average of 150 times / day (MMA) Access to the Internet using a mobile phone more than doubled between 2010 and 2013, from 24% to 53% MOBILE: THE GREAT ENABLER ..................................................................................................................................................................................................

  7. 21% of UK respondents claim to go to bed with their mobile phone (YouGov, Aug 2013) WHERE AND WHEN ARE WE USING IT? ..................................................................................................................................................................................................

  8. WHAT ARE WE USING IT FOR? ..................................................................................................................................................................................................

  9. .................................................................................................................................................................................................................................................................................................................................................................................................... Google

  10. MOBILE HELPS PEOPLE TO ‘FIND TIME’ ….and fill time! ..................................................................................................................................................................................................

  11. CHANGING SHOPPING BEHAVIOUR .................................................................................................................................................................................................. Source: JWT, Rebooting Retail, Aug 2013

  12. THE GROWTH OF SECOND SCREENING ..................................................................................................................................................................................................

  13. What does this mean for marketers?

  14. MOBILE MARKETING SPEND IS GROWING ..................................................................................................................................................................................................

  15. How can we use mobile?

  16. MOBILE MARKETING – THE OPTIONS .................................................................................................................................................................................................. • Push Notifications: • Message sent from a native app to the home screen or lock screen SMS MMS Email Voice

  17. MOBILE MARKETING – THE OPTIONS Bluetooth Beacons (location-based) The world of apps

  18. IM VOLUMES WILL OVERTAKE SMS THIS YEAR ..................................................................................................................................................................................................

  19. SMS REVENUES & VOLUMES ALSO FORECASTED TO DECREASE .................................................................................................................................................................................................. 6.4bn users 6.1bn users 2.5bn users 1.7bn users 5.8bn users 0.9bn users Portio Research, August 2013

  20. SMS average open rate = 98% SMS average click through = 19% Email average open rate = 22% Email average click through = 4.2% BUT SMS REACH SHOULD NOT BE UNDERESTIMATED .................................................................................................................................................................................................. The average response time to an email: 90 minutes. For a text message, it's 90 seconds (Source: MMA, 2011) There are 3.2bn unique mobile subscribers that can send and receive SMSes (Deloitte, Nov 2013) Source:  Frost & Sullivan 2010 & Epsilon 2009 reports SMS is great for: local marketing - restaurant promos, alerts while at an event marketing, reminders/appointments, payment confirmation, shipping/delivery details, service outage notifications, critical & time sensitive updates

  21. INTRUSIONS AND PRIVACY STILL BIG ISSUES .................................................................................................................................................................................................. People are more concerned with mobile phone data privacy; less concerned about usage for advertising – as long as it’s solicited from a brand they use / trust Source: YouGov (Feb 2012)

  22. ....................................................................................................................................................................................................................................................................................................................................................................................................

  23. ....................................................................................................................................................................................................................................................................................................................................................................................................

  24. ....................................................................................................................................................................................................................................................................................................................................................................................................

  25. Social Media What social networks do you use?

  26. Snapchat, Vine, Instagram ..................................................................................................................................................................................................

  27. THE NEW KIDS ON THE BLOCK

  28. We Heart It

  29. “somewhere between a blog and a tweet post”

  30. JELLY

  31. HOW ARE BRANDS USING JELLY?

  32. 86% of internet users have never published a blog post or tweet* *Potluck research

  33. IS SECRECY THE NEXT PHASE OF SOCIAL MARKETING?

  34. KEY TAKEOUTS 1. Mobile is always ‘on’: • Finding and filling time, feeding our impulsive impatience • Most common device for second screening (not just in front of TV) • Personal, pervasive, opportunity for proximity We are still using SMS and email to stay in touch, keep informed but IM and Apps are starting to gain momentum as key way to communicate, especially for Millennials 2. Exciting new developments using mobile data (Weve & iBeacons use of SoLoMo) help brands to be more targeted, relevant and timely 3. The diversification of social media platforms is something brands need to be mindful of & keep ahead of the curve – especially when appealing to younger audiences 4.

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