integrating mobile into the marketing mix by julian smith
DESCRIPTION
Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)TRANSCRIPT
Integrating
Mobile Into the
Marketing Mix
Digital Marketing Show
28th November 2013
[email protected] @WeAreFetch
The smartphone majority has now arrived in UKPenetration at 72% in 2013
Source: Deloitte Consumer Review: 5th edition, May 2013
[email protected] @WeAreFetch
The smartphone is our constant companionMulti-functionality makes it a game changer
My phone
My diary /
organiser
My camera /
recorder
My social
network
My calculator
My alarm /
clock
My wallet
My game
console
My TV
My shopping
channel
My map /
sat nav
My fitness
tracker
[email protected] @WeAreFetch
Alongside smartphones, tablet adoption growingThird of UK population now uses tablets
Source: eMarketer, Oct 2013
[email protected] @WeAreFetch
Multi-screen audiences are becoming the norm
At home and on-the-go consumers shifting screens
Audiences shifting between screens throughout day
Sh
are
of
Au
die
nc
e
Late Night
(12am – 7am)
Early Morning
(7am – 10am) Daytime
(10am – 5pm)
Early Evening
(5pm – 8pm) Prime
(8pm – 12am)
TV Peak Time
(6pm – 10:30 pm)
Online
Mobile
Tablet
Device Usage Throughout the Day
Connect with consumers on their preferred device at different time of day, even during TV peak time (when 62% of UK internet users
accessed a second screen while watching TV).
Sources: UK Digital Future in Focus, comScore, Feb 2013. eMarketer, Aug 2013
[email protected] @WeAreFetch
Time spent with mobile growing rapidlyShare of time spent per day with major media by US adults
7.0% 5.5% 4.1% 2.8%
7.7%6.5% 5.4% 4.5%
14.9%13.9%
13.0%11.9%
40.9%40.4%
39.2%37.4%
3.9%4.1%
4.4%5.0%
22.0%22.6%
20.7%
19.2%
3.6% 7.1%13.4%
19.4%
2010 2011 2012 2013
Other Print Radio TV Other digital Online Mobile (non voice)
Source: eMarketer, July 2013
DIGITAL AS %
TOTAL = 30%
MOBILE AS %
DIGITAL = 12%
DIGITAL AS %
TOTAL = 44%
MOBILE AS %
DIGITAL = 45%
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Mobile can no longer be seen as simply an afterthought
TV Radio Print OOH
POS Live Online Mobile
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Mobile has now got to be integral to marketing mix
TV
OOHRadio
Live
Online
POS
[email protected] @WeAreFetch
Mobile should be integrated with desktop
Desktop
ecosystem
Multi-channel digital
ecosystemMobile
ecosystem
+ =
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Mobile can be integrated with TVExtending TV ads to mobile screens
In VoD players In YouTube In rich media ads
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Mobile can be integrated with TVAdding second screen call-to-action to TV ads
Hashtag Audio-tag (Shazam) QR code??
Not to be
recommended!
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Mobile can be integrated with TVAdding second screen engagement to TV ads
Red Bull Supernatural Snowboarding app
http://www.youtube.com/watch?v=7ftyEUIYcJ8
[email protected] @WeAreFetch
Mobile can be integrated with radioExtending audio broadcast advertising & audio-tagging
Shazam Chirp.io
Sonic Notify untapTV
[email protected] @WeAreFetch
Mobile can be integrated with printAdding second screen AR content to print ads / content
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Mobile can be integrated with print
Combining iPad and print ad to create another dimension
https://www.youtube.com/watch?v=lyvg6p0LQUg
Lexus ipad ad Video
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Mobile can be integrated with OOHAdding mobile interactivity to posters & digital billboards
[email protected] @WeAreFetch
Mobile can be integrated with OOHAdding mobile interactivity to posters & digital billboards
Feeding apples to the pig – Compassionate farming
https://www.youtube.com/watch?v=j1DrcQq_qzs
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Mobile can be integrated with live eventsAdding deeper engagement via companion apps
BBC at Glastonbury app Lady Gaga app untapTV app
Ticketing / entrance
Guides / maps
Set / Play list Exclusive content /
offers UGC / Social
sharing
Audience
participationFind your
friend
[email protected] @WeAreFetch
Mobile can be integrated at POSEnabling mobile coupons, payments & wallets in-store
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Mobile can be integrated with product / packagingImage recognition AR app
Heinz Ketchup AR app unlocks recipesHeineken Star AR app unlocks content
What steps should marketers take?
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Marketers need to understand their target audience’s use of mobile / multi-screen
Forrester’s Mobile Mind Shift IndexDevice ownership + Access frequency + Location diversity
MMSI
Shifted
segments
Perpetuals 60+
Immersers 50-60
Adapters 40-50
Unshifted
segments
Roamers 30-40
Dabblers 20-30
Disconnecteds 0-20
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Marketers need to understand the role mobile can play along the path to purchase
Awareness & consideration
Evaluation & preference
Arrival & conversion
Experience & participate
Loyalty & advocacy
[email protected] @WeAreFetch
Marketers need to have dedicated mobile experts within their multi-disciplinary teams
Promotions /
Shopper
Media
Digital /
Social
Creative
Mobile
PR /
Experiential
CLIENT
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Thank you
Julian Smith | Head of Strategy & Innovation | [email protected]
Need to talk?