Mobile Marketing - A quick guide for chief marketing officer and digital agencies

Mobile Marketing Strategy : A quick guide for CMOs & Digital

AgenciesBy: Piyush Agarwal

A Digital Media & Marketing Expert

By Piyush AggarwalBy Piyush Agarwal

http://www.piyushaggarwal.me


Setting the context..



For most of the CMOs, Mobile still is nothing short of an ancient puzzle.



There is just too much to fathom, process & prioritise



Indian CMOs seems to be spending a lot more on social media than mobile.

Source: Ficci-KPMG, Media Industry Report 2015

Video , 7% Video , 12%

Search, 38% Search, 30%

Display, 29% Display, 23%

Mobile, 10% Mobile, 14%

Social, 13% Social, 18%

Email, 3% Email, 3%

FY13 FY14

Channel Wise Digital Ad Spend Mix

Video Search Display Mobile Social Email



WARC Survey shows that 35% of advertisers would increase their mobile advertising spend by 50% or more by 2020

Source:"WARC"Asial"Survey,"2015"



When it comes to mobile, very few CMOs know, where to put their marketing dollars?

Hence, it is important for CMOs & marketing organisations to

take the baby steps.

Understanding The Mobile Trends



173

232

286

342

399

2014 2015 2016 2017 2018

Mobile Internet Users Growth In India

Mobile Internet Users Linear (Mobile Internet Users)

While the growth is happening in the mobile internet users, majority of that growth is coming through the low end

feature phones.

Source:"KPMG,"India"Digital"Report,"2015"



16-24s in India now spend over 3.5 hours per day online on a mobile, more than 3x longer than the oldest group.

There is a direct co-relation of mobile consumption with user’s age.

User’s Age

Source:"GWI"(Global"Web"Indiex),"2015"



Industry verticals that are truly innovating in Mobile

India APAC

Wearing apparel

Motor and auto

Drink and beverage

Financial services

Food

Media and publishing

Leisure and entertainment

Travel, transport and tourism

Retail

Telecoms 39%

26%

38%

28%

34%

37%

30%

33%

23%

19%

23%

22%

23%

24%

22%

36%

18%

13%

16%

11%




Most of the mobile usage in India is happening in or through the social media apps.




In Mobile, content becomes king again, as display loses its significance

Source:"GWI"(Global"Web"Indiex),"2015"

INDIA 2015 2020

Display 69% 52%

Social marketing 49% 42%

Content 35% 44%

Search 31% 32%

SMS marketing 28% 8%

App development 26% 39%

Coupons or discounts 19% 31%

Loyalty schemes 13% 31%

APAC 2015 2020

Display 70% 44%

Social marketing 49% 49%

Content 33% 49%

Search 33% 29%

App development 28% 33%

Coupons or discounts 25% 33%

SMS marketing 21% 6%

Loyalty schemes 12% 37%

• There is little difference between the most favoured mobile channels in India and the rest of the region, with

display (including in-app) advertising the most common today.

• Display advertising is also expected to lose some significance over this period, falling from 69% adoption in

India today to 52% in five years, although it will still be the most-used channel.

• Content, including native and ‘advertorial’, is expected to see adoption rates rise strongly over the coming

years.



Surprisingly, gaming apps are the most downloaded in Asia but Indian mobile owners are glued to social media.

Source:"Flurry"Analy+cs,"2015"


Source: Quettra Mobile App Landscape: India Insights June 2015

Top Apps in India


How to create your Mobile First Strategy?



Mobile Strategy Framework for CMOs

Mobile Social (FB/Twitter/Instagram)

Mobile Search (Organic + Paid)

Banner

Mobile Display (Programmatic vs Non

Programmatics)

In-App WAP

Mobile UI / UX

Video + Native Image

Mobile Analytics WAP (Unique User, Traffic, Engagement, Leads, Revenue),

APP (App downloads, App Usage Duration, Repeat User, Total Sessions, Revenue Per Session)

Text

Defining Consumer Journey

Deciding Platforms

Choosing Marketing Channels

Creating Content

Measurement

To define your mobile priorities, you have to go through every stage sequentially.



Mobile Led Searches

Mobile Targeted Paid Campaign

Mobile Responsive Emailer Design Mobile Responsive

UI/UX Design

Mobile SEO

eCoupons, QR codes, AR/VR

In-App Marketing, App Notifications,

App Usage

Mapping Mobile First Strategy With Consumer Journey

The real deal is to identify the most relevant touch points for your mobile first strategy.



Executive Summary

Majority of the mobile growth in India is still coming from feature

phones.

Young Millennial are spending majority of

their digital life on mobile only.

Social Media Apps are the most

consumed content on Mobile in India

Mobile Display is losing its share to Mobile Search in

India

To define your mobile first strategy, you must identify the

touch points in the consumer journey.



― A.D. Posey

Thought of the day

“Perspective is the key to everything.”

About AuthorPro Digital & Media Strategist Biddable Media Expert (Social, Search & Programmatic) Committed towards Digital Transformation Passionate Blogger Marketing Communications Expert Startups Specialist

Connect: Blog : www.piyushaggarwal.me Twitter : @iampiyusha LinkedIn : in.linkedin.com/in/piyushaggarwal


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Mobile Marketing - A quick guide for chief marketing officer and digital agencies

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