The Many Faces of Mobile Marketing In 2016 A Marketer s View from the UK
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
Everyone has a mobile UK Smartphone Ownership - 2014 (Source Ofcom) 84% 88% 84% 74% 49% 17% 16-24 25-34 35-44 45-54 55-64 65+ Top 5 Services On Mobile (Source Mobile Squared/TextLocal) 89% 84% 78% 76% 72% Messaging Search email Taking photos Checking the weather
TODAY
The Year Of Mobile Marketing Or The Years of Follow The Audience Marketing
Sales Promotion Content Messaging Social Search Advertising Gaming 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) mcommerce
On average there are more than 8 devices per UK household used to go online 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
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)
ADVERTISING The UK mobile ad market is definitely leading the pack in Europe
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
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
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
SEARCH More than half of all UK searches come from mobile devices
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..
RETAIL UK consumers are now making more online purchases via mobile than desktop
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. (All stats source IMRG Capgemini Quarterly Benchmarking Report Q4 2015) Source Adobe Deloitte Global Mobile Survey 2015
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
MESSAGING WhatsApp is now used to deliver 50 per cent more messages than are sent each day as SMS
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)
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.
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. (Source - Ofcom) UK Marketers' Use of SMS 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% (Source Mobile - Squared/TextLocal, 2016) Offers, discounts and promotions Appointment reminders Order confirmations Delivery and service confirmations Alerts and announcements (Source Mobile - Squared/TextLocal, 2016)
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
ENTERTAINMENT & LEISURE Providers such as Netflix have made TV watching even more convenient for smartphone & tablet users
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. 47% Provided email address for premium content UK Consumers 54% Want to subscribe to premium content supported by ads Source Adobe 2015
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
WEB & APPS The vast majority of mobile internet usage in the UK is via app (81%) rather than browser (19%)
The Consumer s Choice Source Ofcom, 2015
Making It Work For The Brand Apps may be popular with consumers but do they really create a relationship/dialogue with brands? 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 Data Source Localytics, EMEA, 2015
CROSSING THE CHANNELS
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
SUCCESSFULLY CONQUERING MOBILE
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
Obviously, Generations matter Source Ofocm, 2015
ON THE HORIZON
A VIEW OF BRITAIN TODAY IN HUNGARY