Making mobile matter
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The document discusses the growing importance of mobile marketing, highlighting that mobile usage is rapidly increasing and is expected to become the primary mode of internet access. It presents data on smartphone penetration, mobile advertising effectiveness, and the need for businesses to develop strategies that leverage mobile devices to engage consumers. Additionally, it emphasizes that understanding consumer behavior and optimizing mobile experiences are crucial for success in today's digital landscape.
Making mobile matter
- 1. 2nd Mobile Marketing event 5/2/2014 Powered by:
- 2. MAKING MOBILE MATTER Georgia Zacharaki | Digital Account Director at Tempo OMD Hellas
- 3. For consumers everything will be mobile first (If it isn’t already) 3
- 4. The importance of ‘mobility’ is recognised by digital thought leaders 4
- 5. Mobile accounting for an increasing share of total internet time +130% +66 % +57% US +77% +47% Europe Source: Media Usage Morgan Stanley Asia Africa S. America +87% globally YoY
- 6. Mobile is predicted to become the primary point of internet access this year 2.000 Mobile users Desktopusers Smartphones 1.500 1.000 500 Global Device Sales Internet Users (mm) 2.500 PCs 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 0 2007 2008 Source: Morgan Stanley, Mary Meeker 2009 2010 2011 2012 2013 2014 2015
- 7. Mobile is already the second most used media channel 7
- 8. Greece outperform in Smartphone penetration 48% 80% Smartphone ownership 60% 40% 20% 0% UK Spain Italy Germany France Greece 44% Smartphone ownership in Europe SOURCE: Mediascope IAB Europe 8
- 9. Recession do not affect tablets penetration 8% of Greeks own a Tablet (vs. 9% in EU) Source : IAB Europe, Mediascope 9
- 10. Mobile internet users are a dynamic target with buying power 45% 55% Upper Middle Lower 145 100 61 1.800 (mean HH income) +8% vs. Total Population 24,9% 10,6% 8,6% Higher 131 Secondary 98 Primary 51 5,3% 15-17 18-24 25-34 35-44 45-54 54-64 idx Source : Focus Bari, Web ID 29,9% 20,8% 146 162 127 97 56 36 10
- 11. Today’s ‘Digital’ encompasses so much
- 13. New devices give rise to new behaviours Shared, or used at work Personal Semi-portable at best Taken everywhere Web and web search Web and web search, apps, social, location, NFC, ……. 13
- 14. New devices have changed consumer behaviours THE SAGE SOURCE: OMD Insights THE LOVER THE WIZARD
- 15. Understanding how different screens interact with our lives In our latest research we looked at the role of smartphones vs other devices and their influence across the consumer path to purchase OMD Insights 15
- 16. The Mobile Opportunity, personalised but scalable Communicate through a device that is personal in a way that is relevant to consumers context and makes them think you understand their needs and wants but do it at scale.
- 17. Mobile as an advertising channel
- 18. Mobile makes up 10% of digital spend SOURCE: IAB / Digital Adspend 2012
- 19. Unlock mobile opportunities Mobile offers advertisers rich opportunity but with a smaller margin for error ! 19
- 20. Majority of top 100 advertisers have a mobile optimized website 79% 73% 71% 70% 50% FMCG SOURCE: IAB / Mobile Optimization Study 2013 Retail Media Automotive Finance 36% Technology & Telecoms
- 21. Understanding the relationship between mobile and other channels is key 21
- 22. Mobile is effective at shifting brand metrics +40% in Purchase Consideration + 29% in Brand Favorability Source: Dynamic Logic
- 23. Mobile can be more effective than digital ! Source: Nielsen IAG, category (40 measured brands) 23
- 24. Mobile out-performs TV as well ! Source:TV Standard Ad Sourcs: Nielsen IAG
- 26. Stage 1: Understand your consumer What are my consumers using mobile devices to do? How does this vary by device / location / need-state? What are your consumers expecting from you in mobile? 26
- 27. Stage 2: Differentiate your business through mobile How are your competitors using mobile? Does mobile provide opportunity to offer new services? 27
- 28. Stage 3: Create a mobile strategy that Optimizes the role of different screens across the consumer journey Online advertising most effective for building awareness Mobile drives consideration and recommendation 28
- 29. Stage 4: Deliver an optimised mobile experience 29
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