Integrating Mobile into the Marketing Mix by Julian Smith
-
Upload
digitalmarketingshow -
Category
Marketing
-
view
183 -
download
1
description
Transcript of Integrating Mobile into the Marketing Mix by Julian Smith
![Page 1: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/1.jpg)
Integrating
Mobile Into the
Marketing Mix
Digital Marketing Show
28th November 2013
![Page 2: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/2.jpg)
[email protected] @WeAreFetch
The smartphone majority has now arrived in UKPenetration at 72% in 2013
Source: Deloitte Consumer Review: 5th edition, May 2013
![Page 3: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/3.jpg)
[email protected] @WeAreFetch
The smartphone is our constant companionMulti-functionality makes it a game changer
My phone
My diary /
organiser
My camera /
recorder
My social
network
My calculator
My alarm /
clock
My wallet
My game
console
My TV
My shopping
channel
My map /
sat nav
My fitness
tracker
![Page 4: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/4.jpg)
[email protected] @WeAreFetch
Alongside smartphones, tablet adoption growingThird of UK population now uses tablets
Source: eMarketer, Oct 2013
![Page 5: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/5.jpg)
[email protected] @WeAreFetch
Multi-screen audiences are becoming the norm
At home and on-the-go consumers shifting screens
![Page 6: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/6.jpg)
Audiences shifting between screens throughout day
Sh
are
of
Au
die
nc
e
Late Night
(12am – 7am)
Early Morning
(7am – 10am) Daytime
(10am – 5pm)
Early Evening
(5pm – 8pm) Prime
(8pm – 12am)
TV Peak Time
(6pm – 10:30 pm)
Online
Mobile
Tablet
Device Usage Throughout the Day
Connect with consumers on their preferred device at different time of day, even during TV peak time (when 62% of UK internet users
accessed a second screen while watching TV).
Sources: UK Digital Future in Focus, comScore, Feb 2013. eMarketer, Aug 2013
![Page 7: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/7.jpg)
[email protected] @WeAreFetch
Time spent with mobile growing rapidlyShare of time spent per day with major media by US adults
7.0% 5.5% 4.1% 2.8%
7.7%6.5% 5.4% 4.5%
14.9%13.9%
13.0%11.9%
40.9%40.4%
39.2%37.4%
3.9%4.1%
4.4%5.0%
22.0%22.6%
20.7%
19.2%
3.6% 7.1%13.4%
19.4%
2010 2011 2012 2013
Other Print Radio TV Other digital Online Mobile (non voice)
Source: eMarketer, July 2013
DIGITAL AS %
TOTAL = 30%
MOBILE AS %
DIGITAL = 12%
DIGITAL AS %
TOTAL = 44%
MOBILE AS %
DIGITAL = 45%
![Page 8: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/8.jpg)
[email protected] @WeAreFetch
Mobile can no longer be seen as simply an afterthought
TV Radio Print OOH
POS Live Online Mobile
![Page 9: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/9.jpg)
[email protected] @WeAreFetch
Mobile has now got to be integral to marketing mix
TV
OOHRadio
Live
Online
POS
![Page 10: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/10.jpg)
[email protected] @WeAreFetch
Mobile should be integrated with desktop
Desktop
ecosystem
Multi-channel digital
ecosystemMobile
ecosystem
+ =
![Page 11: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/11.jpg)
[email protected] @WeAreFetch
Mobile can be integrated with TVExtending TV ads to mobile screens
In VoD players In YouTube In rich media ads
![Page 12: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/12.jpg)
[email protected] @WeAreFetch
Mobile can be integrated with TVAdding second screen call-to-action to TV ads
Hashtag Audio-tag (Shazam) QR code??
Not to be
recommended!
![Page 13: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/13.jpg)
[email protected] @WeAreFetch
Mobile can be integrated with TVAdding second screen engagement to TV ads
Red Bull Supernatural Snowboarding app
http://www.youtube.com/watch?v=7ftyEUIYcJ8
![Page 14: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/14.jpg)
[email protected] @WeAreFetch
Mobile can be integrated with radioExtending audio broadcast advertising & audio-tagging
Shazam Chirp.io
Sonic Notify untapTV
![Page 15: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/15.jpg)
[email protected] @WeAreFetch
Mobile can be integrated with printAdding second screen AR content to print ads / content
![Page 16: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/16.jpg)
[email protected] @WeAreFetch
Mobile can be integrated with print
Combining iPad and print ad to create another dimension
https://www.youtube.com/watch?v=lyvg6p0LQUg
Lexus ipad ad Video
![Page 17: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/17.jpg)
[email protected] @WeAreFetch
Mobile can be integrated with OOHAdding mobile interactivity to posters & digital billboards
![Page 18: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/18.jpg)
[email protected] @WeAreFetch
Mobile can be integrated with OOHAdding mobile interactivity to posters & digital billboards
Feeding apples to the pig – Compassionate farming
https://www.youtube.com/watch?v=j1DrcQq_qzs
![Page 19: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/19.jpg)
[email protected] @WeAreFetch
Mobile can be integrated with live eventsAdding deeper engagement via companion apps
BBC at Glastonbury app Lady Gaga app untapTV app
Ticketing / entrance
Guides / maps
Set / Play list Exclusive content /
offers UGC / Social
sharing
Audience
participationFind your
friend
![Page 20: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/20.jpg)
[email protected] @WeAreFetch
Mobile can be integrated at POSEnabling mobile coupons, payments & wallets in-store
![Page 22: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/22.jpg)
[email protected] @WeAreFetch
Mobile can be integrated with product / packagingImage recognition AR app
Heinz Ketchup AR app unlocks recipesHeineken Star AR app unlocks content
![Page 23: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/23.jpg)
What steps should marketers take?
![Page 24: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/24.jpg)
[email protected] @WeAreFetch
Marketers need to understand their target audience’s use of mobile / multi-screen
Forrester’s Mobile Mind Shift IndexDevice ownership + Access frequency + Location diversity
MMSI
Shifted
segments
Perpetuals 60+
Immersers 50-60
Adapters 40-50
Unshifted
segments
Roamers 30-40
Dabblers 20-30
Disconnecteds 0-20
![Page 25: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/25.jpg)
[email protected] @WeAreFetch
Marketers need to understand the role mobile can play along the path to purchase
Awareness & consideration
Evaluation & preference
Arrival & conversion
Experience & participate
Loyalty & advocacy
![Page 26: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/26.jpg)
[email protected] @WeAreFetch
Marketers need to have dedicated mobile experts within their multi-disciplinary teams
Promotions /
Shopper
Media
Digital /
Social
Creative
Mobile
PR /
Experiential
CLIENT
![Page 28: Integrating Mobile into the Marketing Mix by Julian Smith](https://reader033.fdocuments.us/reader033/viewer/2022052900/555a2424d8b42a900d8b46ff/html5/thumbnails/28.jpg)
[email protected] @WeAreFetch
Thank you
Julian Smith | Head of Strategy & Innovation | [email protected]
Need to talk?