The State of The Industry: Mobile Marketing in Turkey 2017

Transcription

1 The State of The Industry: Mobile Marketing in Turkey 2017

2 Chapter 1 Demographics

3 Respondent company types 39% 32% 31% 26% 32% of respondents are brand-side marketers, working in-house. 44% came from agencies, and the remainder from technology vendors, consultants and media owners. 3% 7% 11% 11% 5% 7% 7% 3% 7% 11% Client-side (in house) marketing Media agency Creative agency Specialist mobile agency Media owner / publisher Technology enabler Other All respondents Q: What type of company do you work for? 2017 n=73, 2016 n=93 3

4 Respondent sectors Household and domestic Financial services Retail 18% 23% 27% Respondents from the client-side were based across the sectors shown, with a third almost working on household and domestic. Other 14% Business and industrial Food Pharmaceutical and healthcare Wearing apparel 5% 5% 5% 5% Client-side respondents Q: In which sector or industry do you work? n=22 4

5 Chapter 2 Mobile strategy, budgets and integration

6 Key Insights Mobile budgets have increased since last year, with 25% now spending more than a quarter of their budget on mobile For the majority of marketers, mobile budgets are expected to increase over the next year Over the longer term, the proportion spending more than 25% of their budget on mobile will more than double by

7 Marketers spending over 25% of their budget on mobile has increased 6x since last year 37% 26% 25% 25% 25% Since last year, mobile budget allocations have increased. A quarter of respondents in Turkey are now spending more than 25% of their marketing budget on mobile. 18% 11% 9% 12% 4% 0-5% 6-10% 11-15% 16-25% More than 25% All respondents Q: What percentage of your, or your clients' typical, overall marketing budget is being allocated to mobile marketing and advertising? 2016 n=68, 2017 n=60 7

8 Increasing mobile budget allocation is set to continue 100% 90% 80% 70% 60% 9% 5% 11% Decrease Budgets are expected to grow or remain steady over the next year in Turkey. Of those expecting budgets to increase, 73% expect an increase of up to 25%, and 2% expect their budget to increase by more than 100% over the next year. 50% 40% 91% 85% Stay the same Increase 30% 20% 10% 0% All respondents Q: How do you expect your mobile marketing budget to change over the next 12 months? 2016 n=68, 2017 n=65 8

9 In five years time, over 60% of marketers will spend more than a quarter of their budget on mobile 61% Asked to predict their allocation of budget to mobile in five years time, 61% expect more than a quarter of their budgets to be spent on mobile, compared to only 3% allocating less than 5% to the channel. 3% 8% 16% 11% 0-5% 6-10% 11-15% 16-25% More than 25% All respondents Q: What percentage of your (or your clients ) overall marketing budget do you expect to be allocated to mobile marketing and advertising in five years time? n=61 9

10 Chapter 3 Mobile tactics and technologies

11 Key Insights Social media is the most frequently used media channel with mobile; Facebook is the most used platform Mobile search is the most popular form of mobile advertising. Mobile-based branded content has the most potential Mobile video and social advertising are the focus for 2017 Location data and video are at the core of mobile growth in

12 Social media is the most frequently-used media channel with mobile, with the biggest decline in TV Social media Desktop search and display TV 47% 52% 79% 85% 82% 97% Social platforms are used widely (97%) alongside mobile in campaigns, followed by desktop search and display being used by 52%. Recent innovations from Facebook and Instagram, such as Facebook Pages and Instagram Business Profiles, have brought new opportunities for marketers to reach larger audiences via their mobile phones. In-store Out of Home Print 16% 12% 11% 7% 3% 2% Of those who selected social media, 96% said they had used Facebook for mobile marketing, followed by Instagram (82%), Twitter (80%), YouTube (77%) and Snapchat has been used by 9%. Nb. Desktop search and display read Online (including search) in 2016 survey. All respondents 3% Other 2% Q: In your experience, which media channels are used most frequently with mobile? 2016 n=93, 2017 n=58 12

13 Mobile search and in-app advertising are the most popular now, with branded content set to be biggest in five years time All respondents Mobile search In-app mobile display advertising Mobile web display advertising Mobile-based branded content Our own mobile app(s) Our own mobile-optimised site(s) Mobile-based coupons or discounts Mobile-based loyalty schemes Other 4% 8% 18% 21% 18% 21% 29% 34% Q: Which types of mobile marketing and advertising are you/your clients focusing most on in your marketing activities in 2017 and in five year s time? n=56 16% 21% 41% 34% 32% 41% 39% 41% 38% 55% Over the next year, marketers in Turkey are focusing on mobile search (41%), in-app mobile display advertising (41%) and mobile web display advertising (41%) with significantly fewer prioritizing loyalty schemes (16%). Asked what they expected to be focusing on in five years time, branded content will become the focus. This is likely a reflection of the expectation that screens and devices will become increasingly suited for consuming longer-form content, and mobile-optimised websites the norm. After content, mobile search and apps are expected to be a continued focus, and mobilebased loyalty schemes are expected to rise significantly in the priorities of marketers, from 16% to 32% by

14 Mobile video and social advertising are the focus for 2017 Mobile video advertising 87% Mobile social advertising Mobile search advertising 40% 66% In Turkey, mobile video advertising is a focus for 87% of respondents, followed by 66% using mobile social advertising. Mobile banner advertising 32% Mobile based location targeting 26% Mobile rich media advertising 21% Mobile gaming advertising 13% Push messaging 3% Other 3% All respondents Q: Specifically for mobile advertising, which of the following are you/your clients planning to focus on in 2017? n=38 14

15 Whilst location data is still at the core, 360 videos, mobile wallet and VR are close behind All respondents Location data 360 videos on mobile Mobile wallet Virtual reality Chatbots Live streaming from mobile IoT and smart home Augmented Reality QR codes Beacons NFC Other 0% 4% 37% 30% 35% 23% 35% 45% 33% 17% 12% 54% 58% 43% 48% Q: Are you/your clients planning to use any of the following and their associated mobile technologies in 2017? 2016 n=83, 2017 n=52 16% 23% 24% 42% 40% 39% 44% This year, almost 60% of marketers will use location data as part of their mobile marketing strategy. Live streaming from mobile has increased in significance for marketers in Turkey. 39% of respondents are planning to use live streaming this year, compared to 24% saying the same last year. Chatbots and the IoT and smart home were added as options for this year s survey. 15

16 Chapter 4 Barriers and challenges

17 Key Insights Content creation, privacy and metrics & measurement are the key challenges for marketers Mobile marketing effectiveness is measured through engagement metrics like sharing and video completion rates Budgets and skills have become less of a barrier to mobile marketing in Turkey over the past 12 months 17

18 Content creation for mobile is a problem for marketers Content creation for mobile Consumer privacy concerns Metrics and measurement All respondents Budgets Ad blocking Ad fraud Lack of mobile friendly sites Fragmentation of mobile ecosystem Education Internal challenges and silos Skills Poor quality mobile apps Guidelines and best practices Data pricing Other Evangelism 3% 2% 7% 12% 16% 11% 12% 9% Q: In your opinion, what are the biggest barriers to the growth of mobile marketing and advertising in Turkey? 2016 n=68, 2017 n=65 12% 12% 14% 17% 20% 19% 29% 22% 28% 31% 26% 28% 23% 34% 23% 22% 22% 24% 27% 28% The biggest barrier to the growth of mobile in Turkey is content creation for mobile, according to 29% of marketers surveyed. Mobile marketing in the region also appears to be held back by privacy concerns and measurement; 28% and 26% said each respectively was a barrier to growth in the region. Missing data for 2016 are where options were added to refresh the 2017 survey. 18

19 Mobile marketing effectiveness is measured through engagement Engagement metrics (i.e. video completion rates, social sharing, CTR etc) Behavioural metrics (i.e post click engagement, traffic to sites etc) Audience delivery metrics (i.e. impression delivered by target group, or viewable impressions) 69% 65% 66% 60% 60% 49% 57% 47% 81% Metrics and measurement are the biggest barriers to growth, indicating that work needs to be done on tracking the metrics shown on this chart. Engagement metrics are used by the biggest proportion of marketers in Turkey (81%) to measure mobile marketing effectiveness, followed by 60% of the respondents tracking behavioural metrics. Business metrics (i.e. ROI, incremental sales, profit, LTV) Attitudinal metrics (i.e. awareness, image and other brand KPIs based on surveys) 21% 22% 17% 46% 45% 36% North America EMEA Turkey Those measuring business metrics like ROI number less than half of respondents, at 36%. Marketers in Turkey are more likely than those in EMEA and North America to use engagement metrics to measure effectiveness, but less likely to use business and attitudinal metrics. 7% Communications metrics (i.e. PR value) 10% 16% All respondents Q: Which of the metrics below do you or your clients most use to measure mobile marketing effectiveness? n=58 19

20 More from WARC About the study This report is based on an online survey of 597 marketing professionals, carried out in March and April The survey link was disseminated to WARC and MMA lists, and respondents received a complimentary copy of the report in addition to being entered into a prize draw. This report contains the response of those based in Turkey, and were a mix of client-side, agency and technology vendor marketers. About WARC WARC.com is an online service offering advertising best practice, evidence and insights from the world s leading brands. WARC helps clients grow their businesses by using proven approaches to maximise advertising effectiveness. WARC s clients include the world s largest advertising and media agencies, research companies, universities and advertisers. About the MMA The MMA is the world s leading global nonprofit trade association composed of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Contact the MMA Chris Babayode MD, EMEA chris@mmaglobal.com Contact Us London 85 Newman Street London W1T 3EU United Kingdom +44 (0) enquiries@warc.com Washington DC 2233 Wisconsin Ave NW Suite 535 Washington DC United States americas@warc.com Singapore 20A Teck Lim Road Singapore asiapacific@warc.com