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Exploring The State of Mobile Marketing Anthony Nicalo @tonynicalo [email protected]
43

Exploring the state of mobile marketing in an omnichannel world

Oct 21, 2014

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Marketing

Slides for a presentation shared at the 2013 Mobile Cincy conference. An exploration of the current state of mobile marketing across brands and retailers from small to enterprise. With mobile devices the primary way more and more people use the internet, everything from search and email to content and native advertising are impacted by mobile. Here is a visual tour of some of the best and worst practices in 2013.
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Page 1: Exploring the state of mobile marketing in an omnichannel world

Exploring The State of Mobile Marketing

Anthony Nicalo @tonynicalo

[email protected]

Page 2: Exploring the state of mobile marketing in an omnichannel world

RoadmapNumbers

Search

Email

Instagram

Twitter

Vine

Page 3: Exploring the state of mobile marketing in an omnichannel world

The Numbers

7 Billion. Today, there are more mobile-internet devices than people

77% of mobile searches happen at home or work

2015: Mobile internet traffic surpasses desktop

Page 4: Exploring the state of mobile marketing in an omnichannel world

63 : 1Mobile site visitors use the store

locator 63 times for every one mcommerce purchase

The Numbers

84% of all multi-screen shoppers use mobile

Page 5: Exploring the state of mobile marketing in an omnichannel world

The Numbers

74% of mobile shoppers make their purchases in a physical location

Page 6: Exploring the state of mobile marketing in an omnichannel world

Search

73% of mobile searches trigger additional action and conversion.

Page 7: Exploring the state of mobile marketing in an omnichannel world

Search: Olay

Page 8: Exploring the state of mobile marketing in an omnichannel world

Find a store fails on mobileSearch: Olay

Page 9: Exploring the state of mobile marketing in an omnichannel world

Search: Secret

Page 10: Exploring the state of mobile marketing in an omnichannel world

Search: Secret

Page 11: Exploring the state of mobile marketing in an omnichannel world

No results on mobileSearch: Secret

Page 12: Exploring the state of mobile marketing in an omnichannel world

although results on desktop

Search: Secret

Page 13: Exploring the state of mobile marketing in an omnichannel world

Email

Page 14: Exploring the state of mobile marketing in an omnichannel world

Email: Nike

Page 15: Exploring the state of mobile marketing in an omnichannel world

Email: Montgomery Inn

Page 16: Exploring the state of mobile marketing in an omnichannel world

Instagram

80 million users

Page 17: Exploring the state of mobile marketing in an omnichannel world

Instagram: Bestie

Page 18: Exploring the state of mobile marketing in an omnichannel world

Instagram: Bestie

Page 19: Exploring the state of mobile marketing in an omnichannel world

Instagram: Simplicity Hair Oil

Page 20: Exploring the state of mobile marketing in an omnichannel world

Instagram: Starbucks

Page 21: Exploring the state of mobile marketing in an omnichannel world

Instagram: Starbucks

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Instagram: Best Made Co

Page 23: Exploring the state of mobile marketing in an omnichannel world

Instagram: Sweaty Bands

Page 24: Exploring the state of mobile marketing in an omnichannel world

Instagram: Sweaty Bands

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Twitter

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Twitter: Lonely Planet

Page 27: Exploring the state of mobile marketing in an omnichannel world

Twitter: Lonely Planet

Page 28: Exploring the state of mobile marketing in an omnichannel world

Twitter: Kroger

Page 29: Exploring the state of mobile marketing in an omnichannel world

Twitter: Kroger

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Twitter: Adidas

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Twitter: Adidas

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Vine

40 million users

Page 33: Exploring the state of mobile marketing in an omnichannel world

Vine: Burt’s Bees

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Vine: Marc Jacobs

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Vine: Warners Bras

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Vine: Warners Bras

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Vine: Benefit Cosmetics

Page 38: Exploring the state of mobile marketing in an omnichannel world

Vine: Benefit Cosmetics

Page 39: Exploring the state of mobile marketing in an omnichannel world

Bonus: Zac Posen

Page 40: Exploring the state of mobile marketing in an omnichannel world

Bonus: Zac Posen

Page 41: Exploring the state of mobile marketing in an omnichannel world

Bonus: Epic Fail

Page 42: Exploring the state of mobile marketing in an omnichannel world

ResourcesContext around user behavior

http://pewinternet.org/Reports/2012/Just-in-time.aspx

3 out of 4 may be a stretch - 72%http://marketingland.com/google-survey-what-users-want-from-mobile-sites-22606

Apps vs Mobile Search (in-store behavior)http://www.google.com/think/research-studies/mobile-in-store.html

Information needs and practices of active mobile Internet users http://dl.acm.org/citation.cfm?id=1710035.1710085

Mobile influence http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/RetailDistribution/us_retail_Mobile-Influence-Factor_062712.pdf

Page 43: Exploring the state of mobile marketing in an omnichannel world

Anthony Nicalo @tonynicalo

[email protected]

Exploring The State of Mobile Marketing