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THE NEW WAVE OF MOBILE MARKETING

31.03.14

What is ‘mobile’?

"There is no other device that is as personal, as pervasive, and provides the

opportunity for proximity as mobile”

– Forbes, April 2013

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‘MOBILE’ IS NOW A MISNOMER….

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MOBILE: THE GREAT ENABLER

94% of adults own/use a mobile phone (Ofcom)

71% smartphone penetration in the U.K (comScore)

82% of phones purchased are now smartphones (comScore)

15% live in a mobile only household

(Ofcom)

1/3rd of smartphone owners and 2/5th of tablet owners consider mobile devices their most

important source for info (xAd/Telmetrics)

We look at our phones an average of 150 times / day (MMA)

Access to the Internet using a mobile phone more than doubled

between 2010 and 2013, from 24% to 53%

84% use Smartphone while shopping (Google)

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WHERE AND WHEN ARE WE USING IT?21% of UK respondents claim to go to bed with their mobile phone (YouGov, Aug 2013)

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WHAT ARE WE USING IT FOR?

Google

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MOBILE HELPS PEOPLE TO ‘FIND TIME’….and fill time!..................................................................................................................................................................................................

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CHANGING SHOPPING BEHAVIOUR

Source: JWT, Rebooting Retail, Aug 2013

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THE GROWTH OF SECOND SCREENING

What does this mean for marketers?

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MOBILE MARKETING SPEND IS GROWING

How can we use mobile?

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MOBILE MARKETING – THE OPTIONS

Push Notifications: •Message sent from a native app to the home screen or lock screen

SMS MMS Email Voice

MOBILE MARKETING – THE OPTIONS

The world of apps

Bluetooth Beacons (location-based)

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IM VOLUMES WILL OVERTAKE SMS THIS YEAR

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SMS REVENUES & VOLUMES ALSO FORECASTED TO DECREASE

2013 2015 20170

20

40

60

80

100

120

140

160

SMS IM

Portio Research, August 2013

5.8bn users

6.4bn users

6.1bn users

0.9bn users

2.5bn users

1.7bn users

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BUT SMS REACH SHOULD NOT BE UNDERESTIMATED

• SMS average open rate = 98%• SMS average click through = 19%• Email average open rate = 22%• Email average click through = 4.2%

Source: Frost & Sullivan 2010 & Epsilon 2009 reports

The average response time to an email: 90 minutes. For a text message, it's 90 seconds (Source: MMA, 2011)

There are 3.2bn unique mobile subscribers that can send and receive SMSes (Deloitte, Nov 2013)

SMS is great for: local marketing - restaurant promos, alerts while at an event marketing, reminders/appointments, payment confirmation, shipping/delivery details, service outage notifications, critical & time sensitive updates

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INTRUSIONS AND PRIVACY STILL BIG ISSUES

Source: YouGov (Feb 2012)

People are more concerned with mobile phone data privacy; less concerned about usage for advertising – as long as it’s solicited from a brand they use / trust

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Social Media

What social networks do you use?

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Snapchat, Vine, Instagram

THE NEW KIDS ON THE BLOCK

..................................................................................................................................................................................................We Heart It

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“somewhere between a blog and a tweet post”

..................................................................................................................................................................................................JELLY

..................................................................................................................................................................................................HOW ARE BRANDS USING JELLY?

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86% of internet users have never published a blog post or tweet*

*Potluck research

IS SECRECY THE NEXT PHASE OF SOCIAL MARKETING?

..................................................................................................................................................................................................KEY TAKEOUTS

Mobile is always ‘on’:– Finding and filling time, feeding our impulsive impatience– Most common device for second screening (not just in front of TV)– Personal, pervasive, opportunity for proximity

1.

2.

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4. The diversification of social media platforms is something brands need to be mindful of & keep ahead of the curve – especially when appealing to younger audiences

We are still using SMS and email to stay in touch, keep informed but IM and Apps are starting to gain momentum as key way to communicate, especially for Millennials

Exciting new developments using mobile data (Weve & iBeacons use of SoLoMo) help brands to be more targeted, relevant and timely