mobile marketing isn't optional by anthony quigley
Post on 19-May-2015
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Anthony Quigley
Founder & Managing Director
@AnthonyQuigley@dmigrouphttp://ie.linkedin.com/in/anthonyquigley
Google me!
Mobile everywhere and growing•Over 62% of UK people now own a smartphone•Globally, mobile devices will outnumber PCs this year
Mobile now integral to our everyday lives•6 out of 10 mobile users feel compelled to use their devices at least once an hour (1 in 7 every 10 minutes)•7 out of 10 mobile users have their phones next to their bed•4 out of 10 primetime TV viewers also consume content on phones and tablets while watching TV
Mobile is Integral to our Lives
Japan’s Mobile Queries Exceed Desktop Queries
Today
WHY MOBILE
5 Questions 4 Biz Owners1. How does mobile challenge my value
proposition?
2. How does mobile impact your digital destinations?
3. Am I adapting to mobile?
4. How should our marketing and infrastructure adapt to mobile?
5. How can we connect with a modern, multi-screen audience?
01… How does mobile challenge my value proposition?
SMARTPHONE
Users
internet usage on the mobile phone
of these people have taken action as a result
90%
91%
Source: Google Ipsos “Our Mobile Planet, UK” Study, October 2013
of male
of female
57%
68%
USE SMARTPHONES
to check prices at other locations
Source: Insight Express, 4Q 2012
Physical Retail Premises Becoming Virtual Showrooms
USE SMARTPHONES
to check prices at other locations
AMAZONShoppers can scan in-
store barcodes to create comparative price lists
“The four walls of the store have become porous.”
“The four walls of the store have become porous”
Your Customers have gone Mobile
How are you Going to Engage with them?
02… How does mobile impact your digital destinations?
How does yoursite
appear to your
mobile visitors
say a poor mobile experience hurts their opinion of a brand
will turn to a competitor’s site after a bad mobile experience
79%
55%
Source: Sterling Brands & SmithGeiger, June 2013
Your Priority is to Build the Best Mobile Site
HowToGoMo.com
03… How is your business adapting to mobile?
Engage Mobile Evangelist(s)
Is mobile a key metric?How often do you review?
What department reviews?Who know what % traffic comes thru mobile?
Who views the competitions investment in mobile?Is IT or Marketing the driver?
Are you leading or following with mobile?Which decisions would change if business owners were
given timely mobile data?Who is responsible for testing mobile?
Have YOU viewed your own site on various mobile devices?
Ask Yourself ….
04… How should your marketing and infrastructure adapt to mobile?
NO PHONE
STARWOOD HOTELS“Hyperlocal” mobile search
campaign tripled mobile traffic
“Increased ROI 20X, increased bookings by 20%, and tripled
mobile traffic.”
Try Searching for Your Brand on a Mobile
Experience your business as your client does
05… How do we connect in a multi-screen environment?
33
90%
10%
of all media interactions are screen based
The vast majority of our media interactions are screen based
of all media interactions are non-screen based
Sequential UsageMoving from one device to
another at different times to accomplish a task
Simultaneous UsageUsing more than one device at the same time
for either a related or an unrelated activity
Multi-tasking - Unrelated activity Complementary Usage - Related activity
There are two modes of multi-screening
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