Thinking Mobile First

COPYRIGHT & CONFIDENTIAL

THINKING MOBILE FIRST

ROSS SLEIGHTCHIEF STRATEGY OFFICER

INTRODUCING SOMO

World’s largest independent mobile marketing company

Europe’s fastest growing mobile company – GP Bullhound

94 dedicated mobile experts

Global service through local offices EMEA, US and APAC

Strategy & innovation, creative and production, media, reporting

& tracking


BACK IN 2002 DIGITAL WAS SIMPLE


BY 2008 SOCIAL MEDIA STARTED TO CHANGE THIS

2009 2010 2011 2012 THE YEAR OF MOBILE



CONTEXT – 2012 THE YEAR OF MOBILE

Source: LOCOG


USAGE –MARKETING NOT MATCHING CUSTOMER BEHAVIOUR


MOBILE CREATES ADDITIONAL COMPLEXITY


LEADING TO MASS AUDIENCE FRAGMENTATION

VELOCITY - MACRO SHIFTS

NEW PLATFORMS NEW ECOSYSTEMSNEW OPERATING SYSTEMS



3 REASONS TO THINK MOBILE FIRST


SAME CHANNELS TO REACH MULTI SCREEN CONSUMERS


DIFFERENT CUSTOMER BEHAVIOUR ACROSS SCREENS


CUSTOMERS ARE USING MOBILE TO RESEARCH AND PURCHASE ON OTHER PLATFORMS

31%

of smartphone usershave purchased a product or service

on their mobile

39%

of smartphone usershave researched on their mobile

then bought on PC

24%

of smartphone usershave researched on their mobile

then bought in Store

Source: Google Our Mobile Planet 2012


CONSUMERS USE MOBILE AS DIRECT RESPONSE FOR ALL MEDIA

Dual screenAudio

triggers

SearchQR codes

QRAR

Product or price infoAR / audio


SUMMARY

MOBILE IS DISRUPTIVE BECAUSE IT CHALLENGES CONVENTIONAL THINKING

IF CUSTOMER IS MULTI-SCREEN DUE TO MOBILEBRANDS NEED TO BE MULTI SCREEN

MOBILE IS NOT AN ADJUNCT TO ONLINE

THINK MOBILE FIRST


Thinking Mobile First

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