Somo - Creating compelling Mobile Strategies (US content specific)
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The document presents insights into mobile strategy by highlighting smartphone and tablet penetration, mobile media usage, and advertising trends. It emphasizes the importance of mobile optimization for brands, necessary due to the increasing engagement with mobile devices and social media. The summary concludes with a call for a flexible mobile strategy that integrates usage contexts and encourages evaluation of return on investment (ROI).
Somo - Creating compelling Mobile Strategies (US content specific)
- 1. Creating compelling mobile strategies Presented by: Presented on: Ross Sleight – Chief Strategy Officer 7th December 2011 Somo Ltd - Copyright & Confidential
- 2. Ross Sleight – Somo Chief Strategy Officer www.somoagency.com Somo Ltd - Copyright & Confidential
- 3. Usage ROI Somo Ltd - Copyright & Confidential
- 4. Usage – smartphone penetration 39% / 90M US Smartphone Penetration 50% YOY growth Source: Comscore Somo Ltd - Copyright & Confidential
- 5. Usage – Mobile Web and App Usage 34% 84.5 M of Mobile subscribers use Apps Mobile Web users every month 24 36% times a day using mobile media of Mobile subscribers use Mobile Web Source: Comscore / MMA
- 6. 1 year ago Today No Typical Users? Source: talkandroid.com Somo Ltd - Copyright & Confidential
- 7. Usage - tablets 2.6 people 11% / 26M US Tablet Penetration 67M reach? Sept 2011 Tablets reach more people due to family usage Source: Pew Research Centre / US Census bureau / Somo estimates Somo Ltd - Copyright & Confidential
- 8. Time spent on Media - US • Mobile media now fourth media for daily engagement time after TV, Online and Radio Source: E-marketeer 8
- 9. “Yeah…mobile…must do something there…” 79% Of Google’s largest advertisers do not have a mobile optimised site (Apr 2011) Source: Google Think Mobile
- 10. “Yeah…mobile…must do something there…” $131 bn 2010 $26 bn US Total US Online Advertising Advertisin $650 M g Spend US Mobile Spend Advertising Spend 2.5% of online spend / 0.5% of total advertising spend Source: IAB / Kantar media
- 11. Context Usage ROI Somo Ltd - Copyright & Confidential
- 12. Contexts Bored now Repetitive now Urgent now (Consume now)
- 13. Context – Mobile is Social 31% / 72M 17% / 40M Of mobile Of mobile subscribers ever subscribers access access social social network network in month EVERY DAY via via mobile mobile Source: Comscore Somo Ltd - Copyright & Confidential
- 14. Context – Mobile is Location aware Source: Comscore / Google Source: Google Think Mobile
- 15. Context – Mobile is Dual Screen 40% 29% of smartphone users look up info from TV 42% programme of Tablet users 19% Use their device look up info from whilst watching TV advert DAILY Source: Nielsen Oct 11 Somo Ltd - Copyright & Confidential
- 16. Context – Mobile research in store 45% of mobile users accessed Diesel Madrid store have a QR code Autotrader mobile for every product for Facebook sharing on forecourt (Jan 2011) Somo Ltd - Copyright & Confidential
- 17. Context- augmenting traditional media • Tesco Homeplus South Korea mCommerce OOH activity Somo Ltd - Copyright & Confidential
- 18. Context Usage Velocity ROI Somo Ltd - Copyright & Confidential
- 19. Source: Joachim Wtewael - The Battle Between the Gods and the Titans
- 20. Velocity – OS upgrade opportunities Apple iOS 5 upgrade for Android 4.0 Ice Cream Sandwich iPhone, iPad and iPod Touch (smartphones and tablets) Somo Ltd - Copyright & Confidential
- 21. Velocity – new platforms – Windows Phone 7 Somo Ltd - Copyright & Confidential
- 22. Velocity – new platforms – Android Tablets Somo Ltd - Copyright & Confidential
- 23. Velocity – new entrants in market Somo Ltd - Copyright & Confidential
- 24. Velocity – Facebook cross platform app distribution Somo Ltd - Copyright & Confidential
- 25. Velocity – sector changes Somo Ltd - Copyright & Confidential
- 26. Context Usage Velocity ROI Somo Ltd - Copyright & Confidential
- 27. Mobile Strategy– the need for an agile roadmap Somo Ltd - Copyright & Confidential
- 28. Context Consideration Usage Post Purchase Evaluation Velocity Purchase Somo Ltd - Copyright & Confidential
- 29. Brand Perception / Consideration Propensity to purchase Audi Bird Plus Rich HTML5 ad Performance related Mobile site visits
- 30. Evaluation Glamour Brand Apps Brand Extension Plus Direct Revenue generation
- 31. Purchase Dominos Pizza Apps Friction free mCommerce Plus Upsell / Loyalty loop
- 32. Post Purchase Audi Le Mans App Deep brand engagement for loyalists Plus Event Support for mass market
- 33. Summary • Usage / Contexts / Velocity to identify ROI • Where can mobile remove barriers on Customer Journey ? • Hybrid objective/KPI setting • Integration into marketing mix Somo Ltd - Copyright & Confidential
- 34. Ross Sleight – Somo Chief Strategy Officer Thank you ross@somoagency.com www.somoagency.com Somo Ltd - Copyright & Confidential