Mobile first digital agency. Founded in full-time specialists, based in Soho London. Acquired by Omnicom in February 2014
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1 Where I m from.. Mobile5 Mobile first digital agency Founded in full-time specialists, based in Soho London Acquired by Omnicom in February 2014
2 What we think about Mobile first brand strategy & insights Connected Creativity Digital experience & service design Data analytics mcrm and loyalty
3 THE 8 BIGGEST LIES IN MOBILE TODAY
4 LIE #8
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6 WOW, What a Great app idea
7 WOW, What a Great app idea
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9 ANGRY BEANS!
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12 Hey, Did you get my Friend Request?!
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15 Consumer: I want / I need Brand objectives
16 HELP ME TO HAVE FUN BE HELPFUL
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19 Mobile as a service layer The on-demand economy
20 When you get it really right Starbucks mobile transactions now account for 20 percent of all in-store sales more than 9 million mobile transactions a week and a 4 percent increase in foot traffic Source: h*p:// massive- mobile- app- momentum/#.vbiilhjibzi,
21 Apps for context and utility
22 An app can fundamentally change your business, but when coming up with an app concept.. it s not just about YOU
23 LIE #7
24 KEVIN COSTNER HAS THE BEST APPROACH TO APP PROMOTION
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28 As of July 2015: Around 1,600,000 apps Around 1,500,000 apps
29 Don t be a Zombie Zombie app: An app that DOESN T RANK in the top 300 organic results in any app store category
30 Zombie invasion!!! Source: *h*ps:// undead- app- store.pdf 2014 Apps Zombies Zombie % Jan 889, , % Feb 923, , % March 955, , % April 995, , % May 1,041, , % June 1,085, , % July 1,129, , % Aug 1,173, , % Sept 1,240,571 1,011, % Oct 1,279,282 1,049, % Nov 1,325,250 1,090, % Dec 1,372,371 1,136, %
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34 The antidotes Increase your download volume Increase your quantity of Ratings / Reviews Improve your Rating / Review quality Increase your App engagement rates (How engaged are the people using your app? How frequently do they use your app?) Reduce your Uninstall rate (How much customer churn does your app experience?) Increase your download growth velocity (How have daily download counts increased over time?) Improve your keyword density of the app s homepage
35 A great app doesn t mean a successful app Building a promotional plan into your app plans is key
36 LIE #6
37 Mobile is the Second Screen
38 Mobile is the Second Screen
39 The New Normal,
40 Source *Google Consumer Surveys, U.S., May 2015, *Eighty-four percent of smartphone and tablet owners use their devices as a second screen while they watch TV,
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43
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45 We are all Meerkats
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48 Source *Google Consumer Surveys, U.S., May 2015, *Eighty-four percent of smartphone and tablet owners use their devices as a second screen while they watch TV,
49 Eighty-four percent of TV owners use THEIR TV AS A SECOND SCREEN whilst they use their Smartphone or tablet,
50 LIE #5
51 We re going to install ibeacons across all our stores
52 We re going to install ibeacons across all our stores
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54 You won t
55 LIE #4
56 Mobile advertising is only effective at driving app downloads
57 Mobile advertising is only effective at driving app downloads
58 *Percentage point uplift in Brand Metrics for Desktop Vs Mobile Ads *Source: *comscore BSL and mbsl Benchmarks, U.S., 2014
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60 *UK H Mobile Spend compared to H Mobile: 1.08 billion +51.2% Mobile display: million % Mobile search: million % Mobile standard display: million + 31% Mobile content & native: million + 67% Mobile video: million + 107% Source: *IAB/PWC Digital Adspend Figures Launch H1 2015
61 *US Share of Mobile Ad spend in 2015 by Vertical Source: MarketingCharts.com / Data source: *emarketer
62 Source: The Nielsen Company *Mobile views prompting action
63 The lack of measurement is a HUGE issue Source: Forrester micromoments guide to winning shift to mobile downloads study
64 Mobile advertising works for brands, but creativity, appropriate investment levels and measurement is key,
65 LIE #3
66 Apps Vs Web: Apps WIN!
67 Apps Vs Web: Apps WIN!
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69 Source: Comscore
70 Source: Comscore
71 Source: Comscore
72 Source: Comscore
73 So Apps win, right? Let s all make APPS!!!!!
74 Source: The Nielsen Company
75 Source: Millward Brown
76 Source: Thinkwithgoogle: mobile app marketing insights
77 Source: Comscore
78 Source: The Nielsen Company Regardless of what phone you have
79 Source: Comscore
80 So what about Mobile web?
81 Source: Comscore
82 Source: Comscore Visiting more, but spending less time
83 Source: Comscore Sites: more visitors, less time
84 Equal number of visitors to the top 30 Sites / Apps Source: Millward Brown
85 Sites are for dating
86 Apps are for marriage
87 Source: Millward Brown
88 ..more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan. Source:
89 Source: Millward Brown
90 Source: Millward Brown
91 Define the primary role of each mobile channel! Acquisition!! Loyalty!
92 Pre-empting the audience mentality by search term! Category! term!! Brand! term!
93 Smart mobile search: Red Roof Inn
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95 Mobile sites are as important as Mobile apps, but play a different role in the customer journey Define what these roles are for your brand and then execute magnificently
96 LIE #2
97 Mobile is the sole responsibility of the marketing department
98 Mobile is the sole responsibility of the marketing department
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112 Share Price
113 2015 Source: UK-population-download-its-mobile-app.html
114 Finance Insights Ops Retail CRM IT Marke`ng Commercial
115 Finance Insights Ops Retail CRM IT Marke`ng Commercial
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119 Mobile Marketing is the responsibility of the marketing department Mobile is the responsibility of the whole business
120 LIE #1
121 Nobody Buys anything on Mobile
122 Nobody Buys anything on Mobile
123 Mobile conversion rates are really low on our site so people obviously don t buy on their Mobile phones Let s not spend much on Mobile advertising directing them there
124 mcommerce in the US: 30% of all ecom sales Source: Criteo State of Mobile commerce Report Sept 2015
125 Which is BELOW the global average Source: Criteo State of Mobile commerce Report Q3 2015
126 mcommerce is huge across all categories 1 in 3 transactions across Mobile, Travel and Luxury are performed on a mobile device Source: Criteo State of Mobile commerce Report Sept 2015
127 Source: Criteo State of Mobile commerce Report Sept 2015 It s not just tablets
128 Source: Criteo State of Mobile commerce Report Q3 2015
129 Source: kpcb.com/internettrends 2 hours more time online since 2010
130 People ARE buying on Mobile
131 They re just NOT BUYING FROM YOU on Mobile Source: AnotherOstrichwithacamera
132 DO NOT BE AN OSTRICH
133 Source: You re not alone
134 The Three Pillars of mcommerce 1. PROPER optimisation 2. Mobile Checkout 3. Smart search strategy
135 1. Proper Site optimisation
136 1. Proper Site optimisation
137 2. Checkouts for Mobile
138 2. Checkouts for Mobile
139 Source: ThinkwithGoogle 3. Smart Search Strategy
140 3. Smart Search Strategy 15% of in-store activities involve conducting smartphone searches about a product or for a price comparison **27% of websites are misconfigured for smartphone searches, which leads to an expected drop in traffic of 68% Source: *ThinkwithGoogle / **Brightedge Mobile Share report
141 So People are buying on mobile
142 You have to tidy your house before you invite people to visit
143 So..
144 #8. Wow, what a great app idea #7. Kevin Costner has the best approach to app promotion #6.Mobile is the 2 nd Screen #5.We re going to install ibeacons across all our stores #4.Mobile Ads only work for app downloads #3. Apps Vs Web: Apps win #2. Mobile is the sole responsibility of the marketing team #1. Nobody buys anything on Mobile
145 Thank
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