the many faces of mobile marketing in 2016• the humble sms • marketers are using the channel...
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The Many Faces of Mobile Marketing In 2016
A Marketer’s View from the UK
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A UK Marketer’s Perspective
• 30 years experience of direct marketing
• Over the last 15 years, specialising in digital with particular emphasis on email, mobile, online media and data.
• Spanning marcomms suppliers, agencies, consultancy and client side
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Everyone has a mobile
84% 88%
84%
74%
49%
17%
16-24 25-34 35-44 45-54 55-64 65+
UK Smartphone Ownership - 2014 (Source – Ofcom)
89% 84%
78% 76% 72%
Messaging Search email Taking photos Checking theweather
Top 5 Services On Mobile (Source – Mobile Squared/TextLocal)
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TODAY
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The Year Of Mobile Marketing
Or
The Years of ‘Follow The Audience’ Marketing
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Sales Promotion Content Messaging Social Search Advertising Gaming mCommerce
In August 2015, smartphones
overtook laptops as the
primary device for British
internet access. Two-thirds of
Britons now own a
smartphone, which they use
for nearly two hours a day to
get online. (Source – Ofcom, 2015)
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A third of Britons
buy from their
mobile and on
average they are
researching
purchases five times
per day
Sales via
smartphones and
tablets grew by
31% in the last six
weeks of 2015
On average there
are more than 8
devices per UK
household used
to go online
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Where Are Brands Today?
• Almost 60% are optimising their website for mobile or using responsive design
• Almost half are operating a mobile app • Almost 40% are optimising their email
programmes for mobile……. • Over 10% are doing none of these • Most are struggling to measure – particularly
across channels (less than a third of marketers use cross channel/device tracking); a quarter of marketers with apps don't even measure the number of downloads and 60% don't measure recurrent usage
• Most are learning (Source – eConsultancy/Adobe Quarterly Digital Intelligence Briefing for Europe March 2015)
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ADVERTISING ‘The UK mobile ad market is definitely leading the pack in Europe’
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Advertising
• 30% of all UK digital ad spend in 2015 was for mobile
• UK mobile ad spend grew by £1bn and accounted for 78% of all digital ad spend growth in 2015
• 60% of display ads are traded programmatically
• Spend on Native ad content (such as advertorials) rose by almost 50%
• There is still much to do in identifying the best formats, creatives, CTA’s and – perhaps most importantly – in planning for the role of mobile in cross device journeys.
(All stats source – IAB/PwC)
Source - MMA
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Brand Example - Google
• Mobile ads were built with dynamic content that changes based on the user's location, time of day and 23 other live data points
Results – 12.5% increase in brand lift
A reach of 30% more people three times more frequently
A 30% lower CPM
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Brand Example - Costa
• Local targeting drives ads based not only on Costa’s store locations but also on their competitors’ locations.
Results – 82% increase in reach
32% increase in Click Through rate
60% lower Cost per Thousand
impressions
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SEARCH ‘More than half of all UK searches come from mobile devices’
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Mobile Search
• Not surprisingly, 88% of all ‘near me’ searches are from mobile devices. This type of search is growing at more than 145% per year (Source – Google)
• Mobile search needs to be planned on the basis of knowing the key moments and providing the most useful information in that context
• App content can now help in search results
• Despite fewer non paid ads appearing, it’s still important to get the SEO basics right. Content must be relevant, useful and authoritative and the page must load well on mobile – Google demands it……..
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RETAIL ‘UK consumers are now making more online purchases via mobile than desktop’
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Retail
• 33% of all online sales came via tablet.
• 66% of traffic to retailer’s websites came via mobile devices
• Mobile often plays a key role even if it isn’t where the sale actually happens.
Source – Adobe Deloitte Global Mobile Survey 2015 (All stats source – IMRG Capgemini Quarterly Benchmarking Report Q4 2015)
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Brand Example - Asos
• Asos uses Snapchat both for awareness and engagement. It also goes further however in distributing discounts that drive sales – it's real commerce.
• Social content during 2015 Fashion Week was viewed more than 20m times by UK, German, French and Australian consumers.
Key Stats –
60% of site traffic from mobile
Almost 50% of orders via mobile
6.2m app downloads in 6 months
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MESSAGING ‘WhatsApp is now used to deliver 50 per cent more messages than are sent each day as SMS’
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Dialogue or Interruption?
• Like email and SMS, this channel started life as solely a personal P2P way of communication but things are changing.
• Facebook’s recent move to open up its Messenger platform to ‘bots’ that simulate conversations based on artificial intelligence, could now make it a channel for advertising and commerce.
• But beware…………
• 55% of people surveyed found mobile advertising generally annoying and disruptive (Source - Statista)
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Brand Example – Medicins San Frontier
• Sharing news of an actual attack on a hospital in Afghanistan using video and comments from a Doctor who was there.
• This is important content to an engaged and committed audience
• Other brands such as Staples are using bots to create customer service support – again that’s good for the user.
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We Must Never Forget……………
• The humble SMS
• Marketers are using the channel today
• By 2017 it is estimated that more marketers will be using SMS than are using email. This growth rate is higher than apps and social media; QR codes are actually in decline.
• By 2017 it is estimated that almost half of businesses will have a mobile database in excess of 10,00 names.
45%
37%
20% 20%
45%
Offers,discounts and
promotions
Appointmentreminders
Orderconfirmations
Delivery andservice
confirmations
Alerts andannouncements
UK Marketers' Use of SMS
(Source Mobile - Squared/TextLocal, 2016)
(Source - Ofcom)
(Source Mobile - Squared/TextLocal, 2016)
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Brand Example – English National Opera
• Promoting last minute ticket availability to opted in consumers
Results –
£8000 gross profit from directly generated sales
1600% Return On Investment
Source – TextLocal
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ENTERTAINMENT & LEISURE
‘Providers such as Netflix have made TV watching even more convenient for smartphone & tablet users’
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When You Want; Where You Want
• As well as transforming the habits of traditional TV viewers……..
• Mobile is creating new generations (‘cord-nevers’ and ‘cord-cutters’) to whom paying for premium content and viewing ads within it are no problem.
Source – Adobe 2015
47%
54%
Provided email address forpremium content
Want to subscribe to premiumcontent supported by ads
UK Consumers
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Brand Example – Chester Zoo • Mobile optimised ecommerce site
• Development of an app that provides animal information, event notification, location based proximity information (via beacons) and Bluetooth updates to encourage specific visits and to provide conservation messages
Results – 233% increase in mobile
ticket sales
500% increase in app usage over industry average
Source – Code Computerlove/SiteCore
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WEB & APPS ‘The vast majority of mobile internet usage in the UK is via app (81%) rather than browser (19%)’
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The Consumer’s Choice
Source – Ofcom, 2015
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Making It Work For The Brand
• 27% of users use apps only once
• 64% of users churn in the first month; by the third month it is up to 83%
• Average opt in rate for push messaging is 52%
• Average click though rate for push messaging is 8.5% and for in app messages is 16.5%
• Users who opt in to push messaging launch apps more than twice as often as those who don't
Apps may be popular with consumers but do they really create a relationship/dialogue with brands?
Data Source – Localytics, EMEA, 2015
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CROSSING THE CHANNELS
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A Multi Channel Lesson From America
A mobile journey that starts with Amazon also starts with the app
A mobile journey that starts with another app usually involves Amazon being sandwiched by Facebook
An online mobile journey usually starts and ends with Google – with Amazon sandwiched in the middle
Source – Forrester, 2015
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SUCCESSFULLY CONQUERING MOBILE
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Planning For Success
• Think about the role of mobile in a consumer’s use of it to (Source = Forrester) –
- Communicate - Consume - Transact • Think about what the consumer wants and
what the brand wants – this will help identify the areas where you meet
- research and browse = advertising - buy = mcommerce - engage = content/apps/social - maintain/serve = apps/social
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Obviously, Generations matter
Source – Ofocm, 2015
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ON THE HORIZON
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A VIEW OF BRITAIN TODAY IN HUNGARY