The Importance of Integrating Mobile
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The document discusses the importance of integrating mobile into marketing strategies. It notes that mobile internet usage is growing rapidly and will soon surpass desktop usage. Marketers need to design websites for mobile, optimize campaigns for mobile, and harness new opportunities from understanding shifting mobile behaviors. The key is having a comprehensive mobile strategy that makes the consumer experience seamless across platforms and devices. Data and innovation should also be part of the strategy to create value for audiences.
The Importance of Integrating Mobile
- 1. #mobilelegend The importance of integrating mobile.
- 2. Introducing the single biggest opportunity for brands.
- 3. The balance of power shifts. Mobile Internet Users vs Desktop Internet Users. Projection 2007 – 2015. 2000 1500 Internet users (MM) 1000 500 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 Mobile Internet users Desktop Internet users Source: Morgan Stanley
- 4. Rapid adoption of mobile technology. First 3 quarters cumulative unit shipments. iPod vs iPhone vs iPad. 20000 15000 Global Unit Shipments (000) iPad 10000 iPhone iPod 5000 0 Q1 Q2 Q3 Quarters after launch. Source Google Think Mobile Feb 2011
- 5. Mobile multimedia use is exploding.
- 7. Engaging niche communities. We’re creating content, sharing content, asking opinion, telling our stories.
- 8. Blending reality. Digital life Physical life
- 9. Life is a game. We’re turning the real world into a social board game, and applying gaming principles to everyday life.
- 10. Location-based value. Location-based social networks and review sites means consumers are powerfully informed.
- 11. Mobile becomes our social super-charger. Japanese social networking trends show how quickly mobile can overtake desktop Internet access. Q2 2006 Q2 2010 14% 15% 86% 85% Mixi Desktop page views Mixi Mobile page views Source: Morgan Stanley
- 12. Mobile prime times. 28% of 18-34yr Facebook uses check Facebook before getting out of bed, whilst the iPad is warm and cuddly with 20% of user time in bed. Source: http://www.wallblog.co.uk/2010/10/26/how-mobile-changes-user-behaviour/ http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/ and Google Think Mobile Feb 2011.
- 13. Marketplace and consumer trends summary. • Mobile becomes the most important device. • Smartphones are mainstream (and soon most will be ‘smart’) • Cross-platform is where it’s at • Mobile multimedia use is exploding • We’re media juggling with multiple devices • New mobile behaviours = powerful new opportunities.
- 15. 1. Design your website for mobile. Prioritise content and keep the experience simple.
- 16. 2. Integrate and optimise for mobile. Mobile is not just another channel. Advertising Events Social Brand POS DM Promotions Website
- 17. The connective layer. Advertising Events Social Mobile Brand POS DM Promotions Website
- 18. 3. Harness the potential. Have a strategy. Understanding audience mobile behaviours is key. Messaging Mobile Web Mobile Apps Mobile Ads L.B.S. SMS Websites Native Apps Internet Facebook Deals MMS Search Web Apps In-app Foursquare Geo-fenced QR / Barcodes In-game SCVNGR Push notifications Augmented Reality Proximity ShopKick Bluetooth BBM NFC
- 19. 4. Create Value. Information Utility Contextual & permission based Personal Reward Entertainment Inspired by: Steve Sponder, Chief Digital Officer, Five by FIve.
- 20. 5. Make the experience seamless. Design for the consumer journey, extend and enrich the brand experience at the point interest is peaked.
- 21. 6. Have a mobile data strategy. Puma leverages mobile technologies for insight and CRM.
- 22. 7. Be bold and Innovate. Faithless, Take That and Being Human partner with Shazam. Honda create ‘Jazz’ app to enrich TV campaign.
- 24. POS & products are mobile. Dom Pérignon’s Andy Warhol tribute champagne include designer QR codes to access exclusive content. While Gatwick and Pepsi use Stickybits.
- 25. Data is mobile.
- 27. Inspirational ideas are mobile. The Nike Chalkbot posted over 36,000 user generated messages and helped raise $4m over the event with a 46% increase in sales for Livestrong.
- 28. Inspirational ideas are mobile. The Nike Chalkbot posted over 36,000 user generated messages and helped raise $4m over the event with a 46% increase in sales for Livestrong.
- 29. 8. Summary. Have a mobile strategy. • Design your website for mobile • Integrate and optimise campaigns for mobile • Create (contextual) value for your audience • Design for the consumer journey, make the experience seamless • Have a mobile data strategy • Be bold.
- 30. Thank you. Continue the conversation. Simon Windsor simon.windsor@fivebyfiveuk.com @siwindsor 02380 828 527 Mark Scott mark.scott@fivebyfiveuk.com 02380 828 514
Editor's Notes
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- #7: \nAudiences are shifting their attention to consume and engage live experiences using TV and mobile devices, plus social media - ie GetGlue\n\nAnd increasingly broadcasters and advertisers will create content that's based around multiple devices (and their inherent benefits) and social engagement.\n\nThe BBC is actively trialling this now for Autumn Watch\n\n
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- #11: In Dec 2010 7.5m unique uk users spend a total of 2.5b minutes on FB \n5.6 hours per month on average.\n
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- #13: \nConsumers are using mobile on their terms, demonstrating new behaviours.\n\nI’m a heavy mobile user and it certainly matches my behaviour.\n\nLet’s now fast forward a couple of years: Even without the arrival of IPTV, but even more so if it is widely adopted, we’ll see a convergence of the different media platforms with the internet being the underlying “operating system” and the mobile being the connecting device between the different channels of engagement. Some specific changes for example: Peak time viewing shifts, Event TV, Social TV\n\n
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- #21: To quickly recap:\n\nMobile multi-media usage is high, all the signs say this is set to accelerate rapidly, and consumer expectations of brands on mobile are increasing also\n\nIt is not enough to repurpose or serve up content designed for the PC\n\nSkoda could have done so much more to engage us and enrich the brand experience, to capture data and move consumers along the path to purchase but all they did....\n
- #22: Mobile is ENABLER to developing deeper relationships with consumers over time. Providing actionable insights, real time data and therefore real-time dialogue with consumers.\n\nPuma goes beyond product marketing, leveraging mobile technologies as a tool for insight and CRM.\n\n
- #23: \nOne example of TV and mobile working together to drive deeper engagement is the....\n\nFaithless added the Shazam logo to their TV ad. Users could tag it through Shazam and be able to buy their tickets through their mobile. \n\nTake That are used Shazam as a means of competition entry: when fans heard their new single, The Flood, they could tag it on Shazam and were automatically entered into their Golden Tickets competition. Fans will also receive updates when the track and their new album become available on itunes.\n\nQR codes have even started to appear on TV. Essex Girls. Not sure this is right but it’s a sign of the times.\n\n
- #24: Increasingly, marketers are breaking down barriers between "online" and "offline," and mobile can be the glue between the two. \n\nThe mobile allows consumers to interact with traditional channels and to use their phone to share cool experiences in the moment. \n\nThe posters invite fans or passers by alike to 'check in' using Facebook's Places feature. Checking in to Cheryl's poster could land a lucky fan tickets to see The X Factor.\n\nCinema: Mobile interaction with films; Last Call\n
- #25: While the Dom Pérignon Andy Warhol tribute champagne used QR Code to deliver exclusive content.\n\nSource: http://2d-code.co.uk/dom-perignon-qr-code/\n\n
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- #28: You may remember Chalkbot from the 2009 Tour de France, travelling ahead of the pack, Chalkbot posted over 36,000 user generated messages and helped raise $4 million over the event with a 46% sales increase for Livestrong!\n\nUsers submitted 40 character messages by SMS, Twitter, Web Banners and the Nike Livestrong website. Each message would be send to the Chalkbot, printed on a section of the course, instantly photographed, tagged with GPS coordinates and then emailed to the person who submitted it. I think this still has to be one of the best event campaigns I’ve ever seen.\n\n
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