mobile marketing and advertising - the new first screen
DESCRIPTION
SMTulsa 2014 mobile marketing and advertising presentationTRANSCRIPT
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Welcome to the New First Screen
Mobile Advertising and Marketing
Millard Brown Study
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“The future is mobile”
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“The future is mobile”
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Finland
Estonia Norway
National emergency alert
Voting Tax returns via SMS
Spain
SMS signatures legal
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2025
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1.3 1.4
4
2.7
1.5
6.8
0
1
2
3
4
5
6
7
8
Landlinesubscribers
Televisions Radioreceivers
Internetusers
Computers Mobilesubscribers
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Mobile Moment (June 2014)
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48 hours
Of video are uploaded to YouTube ever minute
300M
photos are uploaded to Facebook everyday
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Average Time with Major Media
19%
19%
5% 37%
12%
3% 2% 3%
Online Mobile Digital TV Radio Newspapers Magazines Other
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WHAT IS YOUR CURRENT AD SPEND ON MOBILE?
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Digital Identity is Worthless –
Digital Footprint is Priceless
(Tony Fish)
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5.1B Global SMS (text) users
1.1B 218M
Facebook users Twitter users
Monthly Active Users
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Text May Not Be Sexy, BUT…..
• 90% of all text messages read within 3 minutes of delivery
• 95% within the 1st 15 minutes • Over 99% read by the recipient
SinglePoint Conversational Advertising
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SMS versus email
90 min to respond to an email
90 sec to respond to a SMS
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Text May Not Be Sexy, BUT….. • 90% of all text messages read within 3 minutes of delivery • 95% within the 1st 15 minutes • Over 99% read by the recipient
SinglePoint Conversational Advertising
• Text: – CTR 14.06% Conversion 8.22%
• Email: – CTR 6.64% Conversion 1.73% (average 33% change yearly)
• Internet Display – CTR 0.76% Conversion 4.43%
• Direct Mail – Response 1.4-3.4% (Conversion < 1%)
DMA 2010 Response Rate Trend Report
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Mobile Barcodes
• QR (Quick Response) Code: 1992 – Denso-Wave (Toyota)
• Additional storage capacity accommodates a variety of data beyond numbers: – Text – Hyperlink – Telephone number (Phone call) – Email (Send message) – Contact entry (vCard or meCard)
30 characters 3,296 alphanumeric 1,000 characters
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Tesco HomePlus QR Shopping (South Korea)
• Nov 2010 – Jan 2011 • 10,287 online store via mobile • Members rose 76% • Online sales 130%
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QR Codes
Pros • Can link to your web site
Cons • Can lose buyers
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QR Codes
Pros • Can be a great way to
promote your business or campaign
Cons • You can link to a porn site
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QR Codes
Pros • Can be beautiful
Cons • Require a signal
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QR Codes
Pros • Can be placed anywhere
Cons • A 3-story drop can be costly
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• 79% of users read email – higher than those who use it to make calls (Adobe)
• More email read on a mobile than on desktop
email client or webmail (Litmus)
• 56% of mobile purchases motivated by marketing
inspired by email
• Conversion rates 2x that of desktop
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Augmented Reality • Yelp
– See restaurants – Click to get ratings and
reviews
• Zagat RETINA – Can interact & virtually
walk down the street – Click to get full review and
details
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AR Pages in Tesco Magazine
Click-through rate (average)
Click-through rate (best)
15%
60%
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Volkswagen Beetle
• Utilizes – standard billboards, – bus shelters, – traditional print-based media property
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Mobile-based searches
Smartphone users have searched for local info
25%
95%
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Understand Your User • The local mobile user
– Your future customers are literally around the corner and mobile can get them in your door
– 75% of mobile searches trigger a follow-up action – 1.89 average number of follow-up actions per mobile search
– 94% of smartphone users search for location info
– 51% visited a store
– 48% called a store
– 29% made a purchase in-store and did so quickly
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Mobile searches at home or work
On the go
77%
17%
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Of consumers won’t bother with a non-mobile optimized web site or
will turn to a competitor
Of users say they won’t recommend a business with a poorly designed
mobile site
76%
57%
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McDonald’s Interactive Billboard
• Photo Catch – Using cell phone camera – Get one free
• Pick & Play – No app – picknplay.se – Geo-location – Play on big screen in real-
time – Last 30 sec get digital
coupon w/directions
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WHAT DO YOU THINK OF ADVERTISING
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When mobile specific features are used, these rates are even higher
Desktop Mobile
CTR (Click Through Rate)
0.08% 0.35%
Interaction Rate 1.94% 15.60%
Awareness Lift 2.00% 5.00%
Purchases Intent Lift
1.00% 4.00%
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Location-Based Ads
• Geofencing
• Geo-conquesting
• Geo-behavioral
• Retargeting
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Location-Based Ads
• Nearly 70% of smartphone access is spent out of the home or on-the-go
SenseNetworls/YP 2014
In Person
77%
23%
Where purchases are made (IBM)
89%
65% 65% 57%
Restaurant Retail
Immediacy of Consumer NeedsLooking for business within 5 miles
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Insights
Restaurant • Proximity • Timing • KISS • Plan metrics that matter
Retail • Geo-fencing might be too
late • Sometimes location doesn’t
matter • Target people not places • Get smart about mobile
coupons – geo-conquest
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Location-Based Service
• Check in • Find friends • Share on social networks (FREE word of mouth) • Unlock rewards
20,000,000
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Location-Based Service
• Launched in 2009 • 3 million check-ins/day • 5 billion check-ins • 11 languages
20,000,000
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Shopkick (Proximity Marketing)
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SCVNGR – Buffalo Wild Wings • Take pics of friends,
sauciest wing in the basket, fans of rival teams, crowd going wild…
• Rewards for completed challenges included: – $5 off (3 points), – a free Coca-Cola (20
points) and – free wings (30 points)
• Could share to Facebook & Twitter
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Results • Players generated 20,000+ challenges • There were 184,000 unique players • 1 in 3 players returned to play again • 100 million social impressions via
Facebook and Twitter. • On average, a player spent 90
seconds per challenge, meaning that BWW saw the equivalent of 3.6 years of brand engagement in its locations during the campaign.
Now has an established database of 184,000 people for its next campaign
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18B Apps downloaded
in 2011
45B Apps downloaded
in 2012
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Time on Smartphone
Apps 64%
Other 36%
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App Half-Life (The Dirty Little Secret)
0
1
2
3
4
5
6
7
8
News Health,business,
communication
Shopping,media, lifestyle,
travel
Social Games
Lose half of users within 3 months of reaching peak number of monthly active users
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North Face (China) • Stake virtual claim • Live score kept on web &
outdoor electronic board • 18 days
• > 2 million unique visitors to web
• > 651,000 red flags planted • Champion > 4,000
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Web App Browser Requires connection Somewhat limited capability Static Interface
Installed Can work offline Full phone features Interactive
Speed
Development Costs
App Store
Approval Process
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NFS is at a really early stage,
but the possibilities are limitless
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People Aren’t Waiting
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Bluetooth Low Energy (BLE) v NFC
• 33-164 feet
• iPhone
• 75% of market in 18 months
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Macy’s / American Eagle
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“Put your best people on mobile.”
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Cannot put them down
0
5
10
15
20
25
30
35
40
45
Britons Americans Italians
Time (hours)
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2 out of 3 people look at phones while driving
What billboard?
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Mobile Marketing Strategy
33% of marketers have no defined strategy
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Mobile: The Next Mass Media
Legacy • Print • Cinema • TV • Radio • Internet
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Mobile: The Next Mass Media
Legacy • Print • Cinema • TV • Radio • Internet
MOBILE • Permanently carried • Always connected • Built-in payment • Augmented reality • Audience measurement • Capture social context of
consumption
• and finally…
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Mobile is Personal
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NOW, WHAT ABOUT THAT MOBILE MARKETING BUDGET?