Thinking Mobile First

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ad:tech London 2012 Thinking Mobile First Why a mobile first marketing strategy is the only route to success in 2013. Ross Sleight, Chief Strategy Officer, Somo

Transcript of Thinking Mobile First

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THINKING MOBILE FIRST

ROSS SLEIGHTCHIEF STRATEGY OFFICER

INTRODUCING SOMO

World’s largest independent mobile marketing company

Europe’s fastest growing mobile company – GP Bullhound

94 dedicated mobile experts

Global service through local offices EMEA, US and APAC

Strategy & innovation, creative and production, media, reporting

& tracking

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BACK IN 2002 DIGITAL WAS SIMPLE

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BY 2008 SOCIAL MEDIA STARTED TO CHANGE THIS

2009 2010 2011 2012 THE YEAR OF MOBILE

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CONTEXT – 2012 THE YEAR OF MOBILE

Source: LOCOG

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USAGE –MARKETING NOT MATCHING CUSTOMER BEHAVIOUR

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MOBILE CREATES ADDITIONAL COMPLEXITY

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LEADING TO MASS AUDIENCE FRAGMENTATION

VELOCITY - MACRO SHIFTS

NEW PLATFORMS NEW ECOSYSTEMSNEW OPERATING SYSTEMS

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3 REASONS TO THINK MOBILE FIRST

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SAME CHANNELS TO REACH MULTI SCREEN CONSUMERS

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DIFFERENT CUSTOMER BEHAVIOUR ACROSS SCREENS

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CUSTOMERS ARE USING MOBILE TO RESEARCH AND PURCHASE ON OTHER PLATFORMS

31%

of smartphone usershave purchased a product or service

on their mobile

39%

of smartphone usershave researched on their mobile

then bought on PC

24%

of smartphone usershave researched on their mobile

then bought in Store

Source: Google Our Mobile Planet 2012

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CONSUMERS USE MOBILE AS DIRECT RESPONSE FOR ALL MEDIA

Dual screenAudio

triggers

SearchQR codes

QRAR

Product or price infoAR / audio

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SUMMARY

MOBILE IS DISRUPTIVE BECAUSE IT CHALLENGES CONVENTIONAL THINKING

IF CUSTOMER IS MULTI-SCREEN DUE TO MOBILEBRANDS NEED TO BE MULTI SCREEN

MOBILE IS NOT AN ADJUNCT TO ONLINE

THINK MOBILE FIRST

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