Creating a mobile strategy for me, myself and i, by mobilesquared
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The year of (me being) Nick Lane me @mobilesquared
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Should brands use existing mobile consumer data to shape their mobile strategy or look at people's behaviour away from mobile as a means of expanding mobile time
Transcript of Creating a mobile strategy for me, myself and i, by mobilesquared
The year of mobile
(me being) Nick Lane
me
@mobilesquared
Mobile Insight Specialists
www.mobilesquared.co.uk
@mobilesquared
Fast Stats
What are the UK mobile users up to?
@mobilesquared
UK
m-co
mm
ercestats
Is the greatest relationship you have on a daily basis
@mobilesquared
The Mobile
It knows your passwords
You sleep with itYou’re together for 16+ hours per day
You play with it watching TV
It knows your favourite things
It knows where you like to eat
You stroke it more than 50 times a day
You take it everywhere
You take it to the toilet
It knows all your intimate secrets
But how personal is your mobile?
Shaping fashion
Not even arctic conditions can stop you from using your smartphone
The Mobile What?
@mobilesquared
Mobile is fundamentally a “time-driven” mechanism
@mobilesquared
The Mobile Minute
As a brand you have less than 1 minute to make sure your app/site is THE preferred destination
@mobilesquared
The Mobile Minute
Appstraction
App considerations?
@mobilesquared
Session length
External distractions
Ongoing interactions
Time of day
Appstraction exemplified
Breadth of apps used on a frequent basis is growing
Activation
Our natural filter
@mobilesquared
Actions predetermined by
time of day
0300 0600 0900 1200 1500 1800 2100 2400
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ICA
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The
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Only brands that really know ME will be allowed in
App usage by attention
Do you base your brand strategy by app attention?
@mobilesquared
0600-0900 0900-1200 1200-1500 1500-1800 1800-2100 2100-2400
Active apps by category
Communication Information Utility Entertainment
Infotainment is key
Entertainment and Information dominate daily usage
@mobilesquared
0600-0900 0900-1200 1200-1500 1500-1800 1800-2100 2100-2400
App usage by time
Communication Information Utility Entertainment
Brand opportunities vary throughout the day
0300 0600 0900 1200 1500 1800 2100 2400
Communication
Utility Utility
Entertainment Entertainment
Points of Engagement
Do you really understand behaviour?
48%
26%
24%
3%
Information Information
0300 0600 0900 1200 1500 1800 2100 2400
Communication
Utility Utility
Entertainment Entertainment
Opportunity or intrusion?
How well do you know me?
48%
26%
24%
3%
Information Information
Is this void an
opportunity or
an intrusion?
Brand distraction?
We need to consider every users’ daily routine
@mobilesquared
For the majority of sectors, between 0900-1500 is the
optimum time for a brand to communicate
0%
2%
4%
6%
8%
10%
12%
14%
0700-0900 0900-1200 1200-1500 1500-1700 1700-1900 1900-2400 0000-0700
When should a brand communicate?
Brand says Consumer says
Brands are not utilising the
total mobile opportunity
The
Act
ivit
y G
ap
@mobilesquared
Co
nsu
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rs w
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to h
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The Activity Gap
Mobile matters
We need to consider the every users’ daily routine
@mobilesquared
33% of brands have a mobile site
20% of brands have a mobile app
3% use augmented reality
26% use QR codes
65% have an opted-in mobile database
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
TV
Phone
Radio
Outdoor
Direct mail
Apps
Social
Online/search/PPC/display
Mobile messaging
What is your marketing mix?
Mobile matters
We need to consider the every users’ daily routine
@mobilesquared
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
TV
Phone
Radio
Outdoor
Direct mail
Apps
Social
Online/search/PPC/display
Mobile messaging
What is your marketing mix?
There is a disconnect between mobile’s prominence in
our daily lives, and the importance placed by brands as
a means of communicating
Is data enough?
We need to consider the every users’ daily routine
@mobilesquared
How do you create your mobile strategy?
Device data
Mobile behaviour
3rd party data
Preferences / likes
• 24.3% of businesses know their mobile customers’ age,
gender, location & preferences
• 36% of businesses only know their mobile number
The missing data: Brands need to understand the mobile user on a personal level to truly deliver a compelling experience
@mobilesquared
The 3Ms
What is the mobile campaign that has influenced you?
Making
Mobile
Memorable
Which brands have successfully understood MY use of mobile to bring those brands closer to
ME, and increasing my LOYALTY?
Which brands have successfully understood how consumers’ use of mobile can bring them closer to brands, making them more loyal than ever before?
Mobile is personal@mobilesquared
Genius
Intrusive
Virgin EMI launch of the Avicii single ‘Wake Me Up’
@mobilesquared
A missed delivery
How well do companies actually know you?
@mobilesquared
Tonight the Champions League is back so why don’t you enjoy a tasty Domino’s Pizza. Its 2-4-1 tonight so call XXX-XXX-XXX
@mobilesquared
Mobile motto
The ultimate challenge for every brand is the 3Es
Make my life Easier!
Make my life more Efficient!
Make my life more Entertaining!
@mobilesquared
[email protected] www.mobilesquared.co.uk Tel: +44 (0) 1344 747 311
That’s me done
Don’t be shy, get in touch
Nick Lane, chief analyst @ mobilesquared
