Mobile - The Next Steps januari 2014

Mobile

ABN AMRO

Mark Wilmont

[email protected]

January, 2014

Index

• Introduction Mark Wilmont

• Introduction TO20

• Introduction TomorrowMobile.nl

• Mobile The Nest Steps

Inhoud:

- Introductie

To20

- Voorbeeld

en

campagne

s

- Wat is

Why mobile?

• In Netherlands, every 2nd phone is a smartphone.

• Most importantly 2 in 3 of our key demographic own a

smart device

• More than 35% of web visits are mobile only

• 94% of the Smartphone owners use an app daily

• Amazon sells $6b worth of stuff through mobile, almost

15% of their entire revenue

Why mobile?

In the nearby future the

potential of mobile as a

product and as a

marketing tool is huge

Source: http://www.tomorrowmobile.nl/alle-mobile-marketing-introducties-op-een-rij/

Phase I: Foundation

“If your information is not available on a small

screen, it doesn’t exist for all the people that rely on

their mobile phones for access.”

Phase I: Foundation

Phase I: Foundation

Mobile context: The reality

• Advertisers communicate their URL through TV

• 86% of people use mobile internet while watching

television

• Many advertisers do not have mobile site

• 30% of searches for restaurants comes from mobile

• Most restaurant websites are horribly useless

through mobile

Source: Marketresponse

Phase I: Foundation

• 79% of smartphone users uses their mobile in a shop

for product research

• 15% of searches for financial and insurance content

comes from mobile

• 77% of mobile searches are from home or work

Source: Marketresponse

Phase I: Foundation

Phase I: Foundation

Four reasons why not to develop an app, and one reason why an

advertisers should!

#1 An app is not an idea

#2 There are too many platforms

#3 The consumer doesn’t want the advertisers app

#4 App development is expensive

BUT

Consumer time spend on apps on mobile phones: 80% !

Source: @leeuwenrob

Phase II: Advertising

Current state mobile advertising in the Netherlands

Bron: Deloitte IAB Report Online Adspend H1 2013

Current state mobile advertising in the Netherlands

Bron: Deloitte IAB Report Online Adspend H1 2013

Phase II: Advertising – mobile and big data

Phase II: Advertising – location based advertising

• Big Data makes it possible for mobile ads to target

hyper-local.

• This is interesting because localized mobile

campaigns perform two to three times as good as

standard campaigns.

• The promise of mobile advertising is enormous, since

consumers have their smartphone with them all day.

Phase II: Advertising – location based advertising

Location-based advertising (LBA) is a new form of advertising

that integrates mobile advertising with location based

services. The technology is used to pinpoint consumers

location and provide location-specific advertisements on

their mobile devices

Source: Wikipedia

Phase II: Advertising – Location based advertising

An overview of the most

effective location based

targeting strategies.

Source: TomorowMobile.nl / Business Insider, BI Intelligence Full Report.

Mobile commerce: Who are the consumers

Source: aimia.com + tomorrowmobile.nl

Mobile commerce: What do consumers buy?

• Clothes and accessories (39%)

• Tickets (24%)

• Books (not e-books) (23%)

• Meals (22%)

• Electronics (22%)

• Daily offerings (21%)

Source: MarketingCharts

“People are using the smartphone in the store as a

complement to what they’re doing. When you start to view

the smartphone as a complement to the purchase cycle,

and as retailers understand that, that number will only

increase.” Bill Dinan (Telmetrics)

Phase II: Advertising – Second screen advertising

Second Screen

• Programs are increasingly watched "on demand" and a

second screen is added to a program

• Program makers and broadcasters want to fascinate the

viewer and increase the perception around the program

• The second screen is a valuable addition or an

unnecessary distraction?

Source: mobilemarketing.nl

Phase II: Advertising – Second screen advertising

Second screen advertising

• The use of a second screen during major events live on

television.

• Consumer involvement by giving away incentives on the

second screen

• Consumer involvement by offering a game on the second

screen

Phase II: Advertising – Second screen advertising

• Bringing together Ecommerce in television content. For

example, the digital offering items that can be seen currently on

television

• Sponsoring the second screen extras

• Encourage social interaction to communicate

• Enabling real-time interactivity

Source: mobilemarketing.nl

Phase III: Comprehensive strategy

“Mobile as a bridge for all online and offline

activities and campaigns”

Phase III: Comprehenisve strategy car industry– Sales force app

Phase III: Comprehenisve strategy car industry – after sales app

Phase III: Comprehenisve strategy financial industry– app for a specific target group

Phase III: Comprehenisve strategy financial industry – Investor & media relations app

Phase III: Comprehenisve strategy leisure industry– Investor & media relations app

Phase III: Comprehenisve strategy – Loyalty programs

Phase III: Comprehenisve strategy – Loyalty programs