the state of the industry: mobile marketing in …...mobile video and social advertising are the...
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The State of The Industry:
Mobile Marketing in Turkey 2017
Demographics
Chapter 1
© Copyright WARC 2017. All rights reserved. State of the Industry: Mobile Marketing in Turkey
All respondents
Respondent company types
3
32% of respondents are brand-side marketers, working in-house.
44% came from agencies, and the remainder from technology vendors, consultants and media owners.
Commentary
Q: What type of company do you work for? 2017 n=73, 2016 n=93
39% 31%
3% 11%
5% 3% 7%
32% 26%
7% 11%
7% 7% 11%
Client-side (in house) marketing
Media agency
Creative agency
Specialist mobile agency
Media owner /
publisher
Technology enabler
Other
2016 2017
© Copyright WARC 2017. All rights reserved. State of the Industry: Mobile Marketing in Turkey
Client-side respondents
Respondent sectors
4
Respondents from the client-side were based across the sectors shown, with a third almost working on household and domestic.
Commentary
5%
5%
5%
5%
14%
18%
23%
27%
Wearing apparel
Pharmaceutical and healthcare
Food
Business and industrial
Other
Retail
Financial services
Household and domestic
Q: In which sector or industry do you work? n=22
Mobile strategy, budgets and integration
Chapter 2
© Copyright WARC 2017. All rights reserved. State of the Industry: Mobile Marketing in Turkey
Key Insights
For the majority of marketers, mobile budgets are expected to increase over the next year
Over the longer term, the proportion spending more than 25% of their budget on mobile will more than double by 2022
6
Mobile budgets have increased since last year, with 25% now spending more than a quarter of their budget on mobile
© Copyright WARC 2017. All rights reserved. State of the Industry: Mobile Marketing in Turkey
All respondents
Marketers spending over 25% of their budget on mobile has increased 6x since last year
7
Since last year, mobile budget allocations have increased. A quarter of respondents in Turkey are now spending more than 25% of their marketing budget on mobile.
Commentary
Q: What percentage of your, or your clients' typical, overall marketing budget is being allocated to mobile marketing and advertising? 2016 n=68, 2017 n=60
37%
25% 25%
9%
4%
26%
18%
11% 12%
25%
0-5% 6-10% 11-15% 16-25% More than 25%
2016 2017
© Copyright WARC 2017. All rights reserved. State of the Industry: Mobile Marketing in Turkey
All respondents
Increasing mobile budget allocation is set to continue
8
Budgets are expected to grow or remain steady over the next year in Turkey.
Of those expecting budgets to increase, 73% expect an increase of up to 25%, and 2% expect their budget to increase by more than 100% over the next year.
Commentary
Q: How do you expect your mobile marketing budget to change over the next 12 months? 2016 n=68, 2017 n=65
91% 85%
9% 11%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2016 2017
Decrease
Stay the same Increase
© Copyright WARC 2017. All rights reserved. State of the Industry: Mobile Marketing in Turkey
In five years’ time, over 60% of marketers will spend more than a quarter of their budget on mobile
9
Asked to predict their allocation of budget to mobile in five years’ time, 61% expect more than a quarter of their budgets to be spent on mobile, compared to only 3% allocating less than 5% to the channel.
Commentary
3% 8%
16% 11%
61%
0-5% 6-10% 11-15% 16-25% More than 25%
Q: What percentage of your (or your clients’) overall marketing budget do you expect to be allocated to mobile marketing and advertising in five years’ time? n=61
All respondents
Mobile tactics and technologies
Chapter 3
© Copyright WARC 2017. All rights reserved. State of the Industry: Mobile Marketing in Turkey
Key Insights Social media is the most frequently used media channel with mobile; Facebook is the most used platform
Mobile search is the most popular form of mobile advertising. Mobile-based branded content has the most potential
Mobile video and social advertising are the focus for 2017
Location data and video are at the core of mobile growth in 2017
11
© Copyright WARC 2017. All rights reserved. State of the Industry: Mobile Marketing in Turkey
Social media is the most frequently-used media channel with mobile, with the biggest decline in TV
12
Social platforms are used widely (97%) alongside mobile in campaigns, followed by desktop search and display being used by 52%.
Recent innovations from Facebook and Instagram, such as Facebook Pages and Instagram Business Profiles, have brought new opportunities for marketers to reach larger audiences via their mobile phones.
Of those who selected social media, 96% said they had used Facebook for mobile marketing, followed by Instagram (82%), Twitter (80%), YouTube (77%) and Snapchat has been used by 9%.
Nb. Desktop search and display read ‘Online (including search)’ in 2016 survey.
Commentary
Q: In your experience, which media channels are used most frequently with mobile? 2016 n=93, 2017 n=58
2%
2%
7%
12%
47%
52%
97%
3%
3%
11%
16%
79%
82%
85%
Other
Out of Home
In-store
TV
Desktop search and display
Social media
2016
2017
All respondents
© Copyright WARC 2017. All rights reserved. State of the Industry: Mobile Marketing in Turkey
All respondents
Mobile search and in-app advertising are the most popular now, with branded content set to be biggest in five years’ time
13
Over the next year, marketers in Turkey are focusing on mobile search (41%), in-app mobile display advertising (41%) and mobile web display advertising (41%) with significantly fewer prioritizing loyalty schemes (16%).
Asked what they expected to be focusing on in five years’ time, branded content will become the focus. This is likely a reflection of the expectation that screens and devices will become increasingly suited for consuming longer-form content, and mobile-optimised websites the norm.
After content, mobile search and apps are expected to be a continued focus, and mobile-based loyalty schemes are expected to rise significantly in the priorities of marketers, from 16% to 32% by 2022.
Commentary
Q: Which types of mobile marketing and advertising are you/your clients focusing most on in your marketing activities in 2017 and in five year’s time? n=56
8%
32%
21%
21%
34%
55%
21%
34%
39%
4%
16%
18%
18%
29%
38%
41%
41%
41%
Other
Mobile-based loyalty schemes
Mobile-based coupons or discounts
Our own mobile-optimised site(s)
Our own mobile app(s)
Mobile-based branded content
Mobile web display advertising
In-app mobile display advertising
Mobile search
2017
2022
© Copyright WARC 2017. All rights reserved. State of the Industry: Mobile Marketing in Turkey
All respondents
Mobile video and social advertising are the focus for 2017
14
In Turkey, mobile video advertising is a focus for 87% of respondents, followed by 66% using mobile social advertising .
Commentary
Q: Specifically for mobile advertising, which of the following are you/your clients planning to focus on in 2017? n=38
3%
3%
13%
21%
26%
32%
40%
66%
87%
Other
Push messaging
Mobile gaming advertising
Mobile rich media advertising
Mobile–based location targeting
Mobile banner advertising
Mobile search advertising
Mobile social advertising
Mobile video advertising
© Copyright WARC 2017. All rights reserved. State of the Industry: Mobile Marketing in Turkey
All respondents
Whilst location data is still at the core, 360° videos, mobile wallet and VR are close behind
15
This year, almost 60% of marketers will use location data as part of their mobile marketing strategy.
Live streaming from mobile has increased in significance for marketers in Turkey. 39% of respondents are planning to use live streaming this year, compared to 24% saying the same last year.
Chatbots and the IoT and smart home were added as options for this year’s survey.
Commentary
Q: Are you/your clients planning to use any of the following and their associated mobile technologies in 2017? 2016 n=83, 2017 n=52
4%
12%
33%
35%
35%
37%
39%
40%
42%
44%
48%
58%
0%
17%
45%
23%
30%
24%
23%
16%
43%
54%
Other
NFC
Beacons
QR codes
Augmented Reality
IoT and smart home
Live streaming from mobile
Chatbots
Virtual reality
Mobile wallet
360° videos on mobile
Location data
2016 2017
Barriers and challenges
Chapter 4
© Copyright WARC 2017. All rights reserved. State of the Industry: Mobile Marketing in Turkey
Key Insights Content creation, privacy and metrics & measurement are the key challenges for marketers
Mobile marketing effectiveness is measured through engagement metrics like sharing and video completion rates
Budgets and skills have become less of a barrier to mobile marketing in Turkey over the past 12 months
17
© Copyright WARC 2017. All rights reserved. State of the Industry: Mobile Marketing in Turkey
All respondents
Content creation for mobile is a problem for marketers
18
The biggest barrier to the growth of mobile in Turkey is content creation for mobile, according to 29% of marketers surveyed.
Mobile marketing in the region also appears to be held back by privacy concerns and measurement; 28% and 26% said each respectively was a barrier to growth in the region.
Missing data for 2016 are where options were added to refresh the 2017 survey.
Commentary
Q: In your opinion, what are the biggest barriers to the growth of mobile marketing and advertising in Turkey? 2016 n=68, 2017 n=65
7%
12%
22%
12%
16%
24%
28%
27%
34%
28%
31%
22%
2%
3%
9%
11%
12%
12%
14%
17%
19%
20%
22%
23%
23%
26%
28%
29%
Evangelism
Other
Data pricing
Guidelines and best practices
Poor quality mobile apps
Skills
Internal challenges and silos
Education
Fragmentation of mobile ecosystem
Lack of mobile friendly sites
Ad fraud
Ad blocking
Budgets
Metrics and measurement
Consumer privacy concerns
Content creation for mobile
2017
2016
© Copyright WARC 2017. All rights reserved. State of the Industry: Mobile Marketing in Turkey
All respondents
Mobile marketing effectiveness is measured through engagement
19
Metrics and measurement are the biggest barriers to growth, indicating that work needs to be done on tracking the metrics shown on this chart.
Engagement metrics are used by the biggest proportion of marketers in Turkey (81%) to measure mobile marketing effectiveness, followed by 60% of the respondents tracking behavioural metrics.
Those measuring business metrics like ROI number less than half of respondents, at 36%.
Marketers in Turkey are more likely than those in EMEA and North America to use engagement metrics to measure effectiveness, but less likely to use business and attitudinal metrics.
Commentary
Q: Which of the metrics below do you or your clients most use to measure mobile marketing effectiveness? n=58
16%
17%
36%
47%
60%
81%
10%
22%
45%
57%
60%
65%
7%
21%
46%
49%
66%
69%
Communications metrics (i.e. PR value)
Attitudinal metrics (i.e. awareness, image and other brand KPIs based on surveys)
Business metrics (i.e. ROI, incremental sales, profit, LTV)
Audience delivery metrics (i.e. impression delivered by target group, or viewable
impressions)
Behavioural metrics (i.e post click engagement, traffic to sites etc)
Engagement metrics (i.e. video completion rates, social sharing, CTR etc)
North America EMEA Turkey
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This report is based on an online survey of 597 marketing professionals, carried out in March and April 2017.
The survey link was disseminated to WARC and MMA lists, and respondents received a complimentary copy of the report in addition to being entered into a prize draw.
This report contains the response of those based in Turkey, and were a mix of client-side, agency and technology vendor marketers.
About WARC
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The MMA is the world’s leading global non-profit trade association composed of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.
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Chris Babayode MD, EMEA [email protected]