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THE NEW WAVE OF MOBILE MARKETING

31.03.14

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"There is no other device that is as personal, as pervasive, and provides the opportunity for proximity as mobile”

– Forbes, April 2013


and provides the opportunity for proximity as mobile”


Mobile is now a misnomer
‘MOBILE’ IS NOW A MISNOMER…. and provides the opportunity for proximity as mobile”

..................................................................................................................................................................................................


Mobile the great enabler

1/3 and provides the opportunity for proximity as mobile” rd of smartphone owners and 2/5th of tablet owners consider mobile devices their most important source for info

(xAd/Telmetrics)

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)

84% use Smartphone while shopping (Google)

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%

MOBILE: THE GREAT ENABLER

..................................................................................................................................................................................................


Where and when are we using it

21% of UK respondents claim to go to bed with their mobile phone (YouGov, Aug 2013)

WHERE AND WHEN ARE WE USING IT?

..................................................................................................................................................................................................


What are we using it for
WHAT ARE WE USING IT FOR phone (?

..................................................................................................................................................................................................


....................................................................................................................................................................................................................................................................................................................................................................................................

Google


Mobile helps people to find time
MOBILE HELPS PEOPLE TO ‘FIND TIME’..................................................................................................................................................................................................

….and fill time!

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Changing shopping behaviour
CHANGING SHOPPING BEHAVIOUR..................................................................................................................................................................................................

..................................................................................................................................................................................................

Source: JWT, Rebooting Retail, Aug 2013


The growth of second screening
THE GROWTH OF SECOND SCREENING..................................................................................................................................................................................................

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What does this mean for marketers
What does this mean for marketers?..................................................................................................................................................................................................


Mobile marketing spend is growing
MOBILE MARKETING SPEND IS GROWING..................................................................................................................................................................................................

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How can we use mobile?..................................................................................................................................................................................................


Mobile marketing the options
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 options1
MOBILE MARKETING – THE OPTIONS..................................................................................................................................................................................................

Bluetooth Beacons (location-based)

The world of apps


Im volumes will overtake sms this year
IM VOLUMES WILL OVERTAKE SMS THIS YEAR..................................................................................................................................................................................................

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Sms revenues volumes also forecasted to decrease
SMS REVENUES & VOLUMES ALSO FORECASTED TO DECREASE..................................................................................................................................................................................................

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6.4bn users

6.1bn users

2.5bn users

1.7bn users

5.8bn users

0.9bn users

Portio Research, August 2013


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%

BUT SMS REACH SHOULD NOT BE UNDERESTIMATED

..................................................................................................................................................................................................

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)

Source:  Frost & Sullivan 2010 & Epsilon 2009 reports

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


Intrusions and privacy still big issues
INTRUSIONS AND PRIVACY STILL BIG ISSUES..................................................................................................................................................................................................

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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

Source: YouGov (Feb 2012)


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Social media
Social Media..................................................................................................................................................................................................

What social networks do you use?


Snapchat vine instagram
Snapchat, Vine, Instagram..................................................................................................................................................................................................

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The new kids on the block
THE NEW KIDS ON THE BLOCK..................................................................................................................................................................................................


We heart it
We Heart It..................................................................................................................................................................................................


“somewhere between a blog and a tweet post”..................................................................................................................................................................................................


Jelly
JELLY..................................................................................................................................................................................................


How are brands using jelly
HOW ARE BRANDS USING JELLY?..................................................................................................................................................................................................




Key takeouts
KEY TAKEOUTS tweet*

1.

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

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

2.

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

3.

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

4.


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