Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan Anh

Mobile MarketingUser behavior & insightsHow to surf the wave?

Mobileday 2016Phan Tuan Anh – Strategic Planning Director

Ecomobi.com

Outline

1. Why MOBILE?

2. Mobile user demographic, behavior & insights

3. The next big move on Mobile Marketing

WHY MOBILE?

Why MOBILE? Mobile phone ownership

The modern mobile-phone era dates back only to the 70’. In just 50 years, they’ve gone from suitcase size novelty to ubiquity.More than 4 billion of 6 billion people on earth now have a mobile phone.

In 2017, the number of mobile users forecast up to nearly 5,1 billion.Mobile is indispensable in the digital age, and our mobile devices are portals through which we connect with everything and everyone.

Why MOBILE? Smartphone ownership

Forecast to 2020, the total of feature phones shipments is just approximately one fifth to smartphone in global scale.

In another hands, global smartphone internet traffic to icrease tenfold by 2019

Why MOBILE? Mobile Marketing Budget

Mobile marketing is now the game changer and more influence in the near future.

The challenge for Brands now is not only use mobile display ad but how to create new methodology/strategic for long-term connected with end-consumer via internet through mobile based.

Why MOBILE? Mobile Application on the rise

Over the past few years, smartphones and tablets have completely changed the way we interact with media. We may still be listening to the radio, read the news and or watch television shows, but more and more often we’re doing it on our mobile devices or, to be more precise, within apps.When the first iPhone was released in 2007, there was no App Store and the idea of a phone doing all of the stuff today’s smartphones are capable of seemed ludicrous to say the least.Ever since Apple introduced the App Store in 2008, app usage has been growing and it continues to do so until today.

Why MOBILE? Mobile Application on the rise

The latest data from Yahoo's Flurry analytics shows that 90 percent of consumer's mobile time is spent in apps. The Web Just Lives in It. This is a key insight as companies decide whether to develop mobile apps or create mobile device specific apps.

Why MOBILE? Mobile Application advantages

WPP’s mobile ad platform Medialets found that during the first half of 2015, in-app click-through rates averaged 0.56% globally, compared to 0.23% for mobile Web ads.Applications help advertiser to deep down understand their user behaviors & routine. When are those things come together, it becomes really powerful for advertiser.

Authenticate usersManage users and identity providers

Authorize accessSecurely access cloud resources

Synchronize dataSync user prefs accross devices

Analyze User BehaviorTrack active users,engagement, retention

Run Business LogicRun stateless custom code without managing servers

Store and share mediaStore user-generated photos, media and share them

Deliver mediaAutomatically detect mobile devices, deliver content quickly globaly

Send push notificationsBring users back to your app by sending message reliably

Store shared dataStores and query fast noSQL data accross users and devices

Stream real-time dataCollect real-times clickstream logs and take actions quickly

Why MOBILE? Pros & Cons of Mobile Marketing

- Instant result- Easy to work with- Convenient to use- Tracking users responsed- Huge viral potential- Mass Communication made easy- Micro blogging benefits

- Platform too diverse- Privacy issues- Navigation on a mobile phone

MOBILE USER DEMOGRAPHIC,

BEHAVIOR & INSIGHTS

- Marketers oftens think mobile as an entire catergory of non-computer: smartphones, tablet, smartwatch, e-reader, smartband and so on…

- Constrastingly, consumers tend to think mobile as single device: their smartphone.

- 85% of consumers said that mobile devices are a central part of everyday life – and 90% of those aged 18 – 24 agreed.

- On average, consumer said that they spend approximately 3.3hrs a day on their smartphones.

- At an greater rate, 89% said that mobile devices allow them to stay up to date with loved ones and social events. Their mobile devices signifies connectivity to all that’s going on in their world.

Mobile user demographic, behavior & insights

Mobile is indispensable in the digital age, and our mobile devices are portals through which we connect with everything and everyone.

Whether it’s a tablet or, more typically, our smartphones, these mobile devices give us access to our social and business lives on demand.


Along with acting as our commute companions, research shows that we use our smartphones intermittently throughout the day. However, it looks as though many of us save tablet time for evenings and nights – specifically 8pm to 9pm. A study by Device Research delved even deeper and found that 51% of all tablet use took place in front of a television.


Whereas smartphones are our on-the-go devices, research indicates that we tend to leave our tablets at home, using them primarily in the living room and the bedroom.


The challenge and opportunity lies with the mobile advertisers to create compelling, cross-channel campaigns that recognize how, why and where tablet audiences use their devices within the three- device ecosystem


Male consumers use smartphones at a significantly higher frequency for getting news alerts than female consumers (72% vs. 54%).

When comparing daily usage of their smartphones, younger consumers aged 18-34 will listen to music 19% more often when compared to total consumers (65% vs. 46%) and nearly 50% more than consumers aged 55+.

Mobile user demographic, behavior & insightsYoung consumers aged from 18 – 24 tend to use/interact (with) their smartphone in significant high frequency.

In typical day, 39% of 18-24 y/o users interact with their smartphone very often, the interval between two interactions nearly 15 minutes.


Opt-in channel Usage Usefulness

Location sharing 71% 73%

Push notifications 64% 80%

Email from Brands 64% 95%

Business specific app 60% 92%

Text messages 54% 91%

Liked or follow a Brand on social media 53% N/A

Scanned a coupon or QR code 43% 90%


Consumers are divided in their feelings about location sharing. On one side of the debate, some people are reluctant to share their location information with brands; 63% of consumers who don’t use this feature simply don’t want to share their location. An additional 35% say they don’t want to participate because it decreases battery life.

On the other hand, 76% of those who actually use location-sharing say it helps them receive more meaningful content, and 73% rate this feature as useful, as shown above.


Push notifications (also called push mesages, in-app messages, or in-app alerts) are messages that brands can send to consumers once they’ve download their mobile app. These message can take the form of alerts, reminders to resume shopping if a cart is abandoned, deals or offers (included location-based), and more.

The top reason that consumers opt into push notifications is for coupon and deals.

Push messages are often personally tailored to that user, providing individualized alerts about banking, flight, purchase, and other information. For that reason, push notifications’ ability to serve highly personalized alerts, push messages are effective in engaging consumers immediately.


Business-Specific Apps as an app that isn’t a gaming or utility app. Six in ten consumers have downloaded a business-specific app in the past six months, and of those who have, 65% say it’s a more convenient way to access information.

As depicted in the chart above, other

consumers feel they don’t need quick access to info (46%); don’t want to pay for an app (45%); don’t believe it provides more meaningful content (25%); or feel that the app doesn’t provide more conveniently accessed information (24%).

Of those who do use business-specific apps, 92% say they’re usefull.

Similar to push notifications, consumers are warming up to the idea of immediate, personalized messages through SMS. Females are particularly more likely to use text messages to receive coupons or deals (83% of females vs. 68% of male consumers).

In some cases (like scanned coupons or QR codes), people may not know how to activate these mobile relationships. Brands must overtly explain how to opt in, the frequency of communications, and above all, why opting in will be of service.



Focus on Invitation, not Interruption

• You must have a unique approach to stand out with users. Winning mobile strategies offer the right mix of customer-centric service and utility

Cultivate owned experiences, not paid

media• You truly own your app, and

it allows you to contact your most loyal users anytime, anywhere, as well as spark engagement in their moments of need to turn them into loyal brand advocates

Utilize precision targeting, mobile is not a

broadcast medium• If you are saying the same

thing to everyone, consumers will quickly tune you out. You need to full a vital purpose for each consumer in their life, and you need to reach the right people with the right message at the right time

Location is a Profile, not a place

•Balance in-the-moment, location-based opportunities to engage users based on a total profile made up of their historical data

Creates moments that Matter, instead of rely on reach and

frequency

• Drive moments that matter and your message will resonate with your user

• Use this information to better serve and target them with meaningful experiences going forward

Today’s conversations are Consumer-Controlled, not

Brand-controlled

• By giving consumers the ability to choose what they are most interested in, brands can empower them to control how they’re approached, creating a symbiotic loop of relevance and understanding between brands and consumers

Commucation accross multi-screens

• Today’s consumers jump from smart-watches to tablets to phones, all in the span of a few hours. Optimize your app to create a seamless experience across all devices

• Marketers must be thoughtful about what types of experiences consumers want to have on each device, and keep in mind the limitations of screen size and the likely context of users.

Emphasize Relationships, not Transactions

• Traditional marketing has previously been very transaction-focused. But mobile is about more than just spurring a one-off purchase— it’s a long game. Mobile is about building a relationship

• This means not only getting the consumer to download your app, but getting them to keep it and use it frequently, by offering exceptional service and relevant benefits

THE NEXT MOVE

The Next Move – Mobile Connect Everything (MCE)

Likability

IntentionContact

Purchase

Loyalty

Mobile Connects Everything

Awareness

Create a strong bond between consumers and brand over mobile digital market and activities.

The Next Move – Consumer Decision Journey (CDJ)

Consumer

Awareness

Consideration

Engagement

Retention

Advocate

Brand’s advocates

Interactions are two-way, always on response

Interactions are sequenced to form an egagement/consumer journey

Depends on users choice, there’re differents journey for each segment/type of consumer

The Next Move – CDJ mixes MCE on User flow

The user flow based on Consumer Decision Journey mixing with Mobile Connect Everything

The Next Move – The Gamification Theory (The Heart of all interactions)

ONLINE/MOBILE USERS IS DEFINED AS ONE OR TWO TYPES OF GAMER’S CHARACTERISTIC

Each gamer type has profiled as S.A.K.E and each one has one or more motivations to play. Once formed up, they’re willing to challenge each other and day to day interact for training and level up

The Next Move – The Application Retention & User Loyalty Journey

Create the Brand’s application that provides various of journey for each type of consumer; design the journey based on creatively arragement of functions that helps the app usage frequency & retention highly performed; understand the users demographic & player’s type to create the strong re-activities that help build up the closely relationship.

GOAL AND CHALLENGES

The Next Move - The Mobile Advocacy Journey

Create an AUTOMATE ENGINE that works for consumer INTERACTS & PROFILING

Thank you!

Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan Anh

Mobile

Transcript of Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan Anh