mobile marketing in 2014
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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?
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
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%
Source: MMA Economic Impact Study 2013
Employment Growth
Source: MMA Economic Impact Study 2013
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
Source: We Are Social European Digital Landscape 2014
Source: We Are Social European Digital Landscape 2014
Source: We Are Social European Digital Landscape 2014
Source: We Are Social European Digital Landscape 2014
Source: We Are Social European Digital Landscape 2014
Source: We Are Social European Digital Landscape 2014
Source: We Are Social European Digital Landscape 2014
Source: We Are Social European Digital Landscape 2014
Source: We Are Social European Digital Landscape 2014
Source: We Are Social European Digital Landscape 2014
And in Estonia
Source: We Are Social European Digital Landscape 2014
Source: We Are Social European Digital Landscape 2014
Source: We Are Social European Digital Landscape 2014
And in Lithuania
Source: We Are Social European Digital Landscape 2014
Source: We Are Social European Digital Landscape 2014
And in Latvia
Source: We Are Social European Digital Landscape 2014
Source: We Are Social European Digital Landscape 2014
Source: We Are Social European Digital Landscape 2014
• 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
Jan
10-
Dec
10
Jan
11-
Dec
11
Jan
12-
Jun 12
Jul 12-
Dec
12
Jan
13-
Jun 13
Jul 13-
Dec
13
Jan
14-
Mar
14
Apr
14-
Jun 14
Jul
14
Jan
10-
Dec
10
Jan
11-
Dec
11
Jan
12-
Jun 12
Jul 12-
Dec
12
Jan
13-
Jun 13
Jul 13-
Dec
13
Jan
14-
Mar
14
Apr
14-
Jun 14
Jul
14
Jan
10-
Dec
10
Jan
11-
Dec
11
Jan
12-
Jun 12
Jul 12-
Dec
12
Jan
13-
Jun 13
Jul 13-
Dec
13
Jan
14-
Mar
14
Apr
14-
Jun 14
Jul
14
Jan
10-
Dec
10
Jan
11-
Dec
11
Jan
12-
Jun 12
Jul 12-
Dec
12
Jan
13-
Jun 13
Jul 13-
Dec
13
Jan
14-
Mar
14
Apr
14-
Jun 14
Jul
14
Jan
10-
Dec
10
Jan
11-
Dec
11
Jan
12-
Jun 12
Jul 12-
Dec
12
Jan
13-
Jun 13
Jul 13-
Dec
13
Jan
14-
Mar
14
Apr
14-
Jun 14
Jul
14
LT LV EE FI SE
12
88
26
74
35
65
38
62
49
51
52
48
57
43
59
41
61
39
14
86
30
70
36
64
40
60
53
47
53
47
60
40
65
35
66
34
15
85
33
67
45
55
55
45
58
42
64
36
68
32
73
27
69
31
28
72
46
53
62
37
71
29
75
24
77
23
77
23
80
20
82
17
42
58
69
30
82
18
81
19
82
16
82
16
83
15
86
13
85
14
Smartphones Panelmarket EE, LV, LT, FI, SE Jan 13-Jun 13 - Jul 14
Sales Ths. Units,%
© GfK 2014 - All rights reserved | 9/2014
PRJ 89639 - RG 4052444 - RP 23125545 - ID 427580446
3G
4G
Jan
13-
Jun 13
Jul 13-
Dec
13
Jan
14-
Mar 14
Apr
14
May
14
Jun
14
Jul
14
Jan
13-
Jun 13
Jul 13-
Dec
13
Jan
14-
Mar 14
Apr
14
May
14
Jun
14
Jul
14
Jan
13-
Jun 13
Jul 13-
Dec
13
Jan
14-
Mar 14
Apr
14
May
14
Jun
14
Jul
14
Jan
13-
Jun 13
Jul 13-
Dec
13
Jan
14-
Mar 14
Apr
14
May
14
Jun
14
Jul
14
Jan
13-
Jun 13
Jul 13-
Dec
13
Jan
14-
Mar 14
Apr
14
May
14
Jun
14
Jul
14
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
16
79
20
78
26
73
30
68
31
67
33
64
15
82
20
74
28
63
31
59
28
61
28
58
30
56
14
83
29
69
38
58
42
53
43
54
40
57
43
52
35
63
42
57
50
48
53
45
52
43
51
42
55
38
45
55
62
38
69
31
75
25
74
26
75
25
74
25
Smartphones Panelmarket EE, LV, LT, FI, SE Jan 13-Jun 13 - Jul 14
Sales Ths. Units,%
© GfK 2014 - All rights reserved | 9/2014
PRJ 89639 - RG 4052444 - RP 23125544 - ID 427581459
NO NFC
NFC
Jan
13-
Jun 13
Jul 13-
Dec
13
Apr
14-
Jun 14
Apr
14
May
14
Jun
14
Jul
14
Jan
13-
Jun 13
Jul 13-
Dec
13
Apr
14-
Jun 14
Apr
14
May
14
Jun
14
Jul
14
Jan
13-
Jun 13
Jul 13-
Dec
13
Apr
14-
Jun 14
Apr
14
May
14
Jun
14
Jul
14
Jan
13-
Jun 13
Jul 13-
Dec
13
Apr
14-
Jun 14
Apr
14
May
14
Jun
14
Jul
14
Jan
13-
Jun 13
Jul 13-
Dec
13
Apr
14-
Jun 14
Apr
14
May
14
Jun
14
Jul
14
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
62
44
56
53
47
48
52
55
45
55
45
55
45
36
64
38
62
39
61
40
60
37
63
40
60
40
60
39
61
42
58
45
55
43
57
49
51
43
57
47
53
42
58
42
58
43
57
45
55
42
58
41
59
43
57
30
70
40
60
48
52
49
51
48
52
47
53
50
50
Estonia January 2014 - June 2014
© GfK 2014 - All rights reserved | 9/2014
PRJ 90423 - RG 4022681 - RP 23088411 - ID 426975467
CONTACTS
Heiko Heraheiko.hera@gfk.comDirect: +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
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
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%
Source: MMA Economic Impact Study 2013
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
PlayRoll
100 million opportunities to generate revenue daily
Click here to play
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
Source: MMA Economic Impact Study 2013
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
Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s
Source: 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
technokitten@gmail.com
@technokitten
http://technokitten.comhttp://mobileheroes.net http://swedishbeers.org
+44 794 053 8802
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