Introduction to Mobile Marketing (2015)

Mobile marketing

23.4.2015

Why mobile marketing is important?

• Mobile-only internet usage is becoming more prevalent, driven largely by Millennials

• Meanwhile, the 55-years-and older consumer segment is actually the fastest growing faction of mobile users

Mobile – not only media of Millennials

Source: comScore - http://www.comscore.com/Insights/Presentations-and-Whitepapers/2015/2015-US-Digital-Future-in-Focus

Media consumption on mobile devices is on the rise

Mobile devices now account for over half of all TV and radio programme requests on BBC iPlayer

Source: BBC - http://downloads.bbc.co.uk/mediacentre/iplayer/iplayer-performance-mar15.pdf

Time spent on: desktop vs mobile

People spent more time on mobile than desktop

Source: comScore - http://www.comscore.com/Insights/Presentations-and-Whitepapers/2015/2015-US-Digital-Future-in-Focus

Time spent on: TV vs mobile

• People spent more time on mobile than TV• Mobile is not anymore only second screen, it is becoming the first screen

Source: Business Insider - http://uk.businessinsider.com/chart-of-the-day-americans-spend-more-time-using-mobile-devices-than-tv-2014-11

Use of Facebook

• Mobile-only users are 38% of FB MAUs

• It looks like some time this year they'll pass half of the base

Marketing investments on mobile

• Mobile is growing faster than all other digital advertising formats in the US• Brand Advertisers have begun to invest on mobile, especially in the last year

• Facebook's mobile ad revenue is already over 70% of total ad revenue

• Q1, '15: 73%

• Q4, '14: 69%

• Q4, '13: 43%

• Q4, '12: 23%

Source: Business Insider - http://www.businessinsider.my/facebooks-mobile-ad-business-is-three-quarters-of-total-revenue-2015-4

Differences between mobile marketing and traditional digital marketing

Differences between mobile marketing and traditional digital marketing

• Usage of mobile is different than desktop

– Partly due to the size of the screen

– Use of mobile consists of several short sessions

Differences between mobile marketing and traditional digital marketing

• Usage of mobile

• Analytics & Attribution

– Challenging to connect a user between different devices (for example, a user’s use of laptop and tablet)

– Measuring is almost entirely based on last click attribution

• Getting idea in the bigger picture of how different marketing activities performs is a bit more challenging

• Highlights measurement of immediate actions

Differences between mobile marketing and traditional digital marketing

• Usage of mobile

• Analytics & Attribution

Not rocket science - Mobile marketing applies the same

principles as traditional digital marketing

Basic terms

• Impression: ad displayed to user once• CTR - Click-through-rate: Percentage of impressions resulting in

clicks on the ad• CVR - Conversion rate: Percentage of clicks resulting measured

action• CPM: Cost per mille (thousand impressions)• CPC: Cost per click• CPI: Cost per install• CPA, CPL, et. Cost per action, lead, etc.• ROI: (Return - Spend) / Spend

Channels & Players

Source: http://www.mobrulers.com/mobile-monetization-landscape-2015/

Channels & Players

• Present, only a small number of players• The business is developing rapidly and new players coming

in the business all the time• A large proportion of players are same as in the traditional

digital marketing• For example, Facebook, Twitter, Google, etc.

Source: http://www.mobrulers.com/mobile-monetization-landscape-2015/

Integrated marketing communications

• IMC's importance is emphasized• Do not focus only on mobile marketing - When different

channels and activities support each other the result is greater than the simple sum of its parts– Cliche, but true and implementation can prove to be surprisingly

challenging

• Not only mobile advertising, focus to the whole mobile experience: website, apps, etc.– Unfortunately, too often still mobile add points to the landing page,

which is not optimized for mobile devices

Future

• Mobile payment

– Increase of mobile payments are likely to increase role of mobile marketing

– Breakthrough takes still a moment

Future

• Videos– Mobile video watching is exploding

– On mobile devices duration of video views are really short

Source: Adobe - http://www.cmo.com/content/dam/CMO_Other/ADI/Inaugural-Video-Benchmark-Report/Digital-Video-Benchmark-2014-Inaugural-Yearly-RPT.pdf

Future

• Wearable technologies - more data of users and opportunities for marketers

Future

Internet of things: Smartphone as the control hub of internet of things

Source: Strategy Analytics - https://www.strategyanalytics.com/default.aspx?mod=pressreleaseviewer&a0=5609

Thanks

• Twitter: @Tapiotuomola

• Tapiotuomola.blogspot.fi

• Linkedin.com/tapiotuomola