Mobile – The Next StepsMark Wilmont @MarkWilmont

Amstelveen, 15th September 2013

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/

Mobile strategy

Comprehensive

A. Experimental strategy

B.Device

strategy

C.Channel strategy

FoundationPhase I

Phase II

Phase III

Source: Havas Media/Forrester

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

LOYALTY

Active evaluation

Post purchase experience

4

ADVOCACY5

1AWARENESS

2CONSIDERATION

3PURCHASE

Display

SEA

Display Social

Mobile/Facebook app

Mobile/Facebook

app

Social

Mobile

Consumer decision journey - channels

Mobile KPIs

KPI Score Measurement

Awareness + Impressions, cost per impression, target audience reach

Engagement ++ Engagement, interaction, finished video view, click to call, click to calendar and so on

Action + Cost per click, CTR, download, cost per download, bounce rate, time (have to work with mobile rich media partners), sales (if the banner is on a mobile site and refers to a mobile site)

Retention ++ Returning users of the app, time spend in the app, lifetime value

Source: Havas Media (desk research)

Phase II: Advertising – mobile and big data

Phase II: Advertising

Big data is off great influence on mobile advertising

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.

Phase II: Advertising - Location based advertising

• Geo aware: This are personalized ads based on location information

• Geo Fenced Ads: These are ads that focus on all users within a preset radius of a company with the same advertising message

• Designated Market Area: Are city or postcode related location targeting campaigns

• Audience Location Based Targeting: Location Targeting can be combined with anonymous data on demographics, purchase intent or other behavioral data

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

Source: Verve Mobile, February 2013

Source: Mobext.com

Source: Mobile Marketeer & GWI

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 – in the retail industry

• 21% of consumers conducted a mobile search before making an offline purchase• 44% check prices in store• 73% of mobile searches are at home • 42% of mobile searches are at store• Reason of search: price comparison 34%• 47% annual increase in mobile purchase research

Source: mobilemarketing.nl

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 II: Advertising – Second screen advertising

Shazam

While watching tv commercials added advertiser information comes at the consumers smartphone while using Shazam. The viewer is redirected to a mobile landing page with a contest, action, game or other incentive

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 fast moving products– alcohol test app (Beck’s beer)

Phase III: Comprehenisve strategy – Loyalty programs

Phase III: Comprehenisve strategy – Loyalty programs

Phase III: Comprehenisve strategy – Loyalty programs

Phase III: Comprehenisve strategy – Loyalty programs

Interesting branded apps

Source: Mashable.com

Interesting branded apps

Source: Mashable.com

Interesting branded apps

Source: Mashable.com

Thank you.Mark Wilmont@MarkWilmont