The Many Faces of Mobile Marketing In 2016

A Marketer’s View from the UK

A UK Marketer’s Perspective

• 30 years experience of direct marketing

• Over the last 15 years, specialising in digital with particular emphasis on email, mobile, online media and data.

• Spanning marcomms suppliers, agencies, consultancy and client side

Everyone has a mobile

84% 88%

84%

74%

49%

17%

16-24 25-34 35-44 45-54 55-64 65+

UK Smartphone Ownership - 2014 (Source – Ofcom)

89% 84%

78% 76% 72%

Messaging Search email Taking photos Checking theweather

Top 5 Services On Mobile (Source – Mobile Squared/TextLocal)

TODAY

The Year Of Mobile Marketing

Or

The Years of ‘Follow The Audience’ Marketing

Sales Promotion Content Messaging Social Search Advertising Gaming mCommerce

In August 2015, smartphones

overtook laptops as the

primary device for British

internet access. Two-thirds of

Britons now own a

smartphone, which they use

for nearly two hours a day to

get online. (Source – Ofcom, 2015)

A third of Britons

buy from their

mobile and on

average they are

researching

purchases five times

per day

Sales via

smartphones and

tablets grew by

31% in the last six

weeks of 2015

On average there

are more than 8

devices per UK

household used

to go online

Where Are Brands Today?

• Almost 60% are optimising their website for mobile or using responsive design

• Almost half are operating a mobile app • Almost 40% are optimising their email

programmes for mobile……. • Over 10% are doing none of these • Most are struggling to measure – particularly

across channels (less than a third of marketers use cross channel/device tracking); a quarter of marketers with apps don't even measure the number of downloads and 60% don't measure recurrent usage

• Most are learning (Source – eConsultancy/Adobe Quarterly Digital Intelligence Briefing for Europe March 2015)

ADVERTISING ‘The UK mobile ad market is definitely leading the pack in Europe’

Advertising

• 30% of all UK digital ad spend in 2015 was for mobile

• UK mobile ad spend grew by £1bn and accounted for 78% of all digital ad spend growth in 2015

• 60% of display ads are traded programmatically

• Spend on Native ad content (such as advertorials) rose by almost 50%

• There is still much to do in identifying the best formats, creatives, CTA’s and – perhaps most importantly – in planning for the role of mobile in cross device journeys.

(All stats source – IAB/PwC)

Source - MMA

Brand Example - Google

• Mobile ads were built with dynamic content that changes based on the user's location, time of day and 23 other live data points

Results – 12.5% increase in brand lift

A reach of 30% more people three times more frequently

A 30% lower CPM

Brand Example - Costa

• Local targeting drives ads based not only on Costa’s store locations but also on their competitors’ locations.

Results – 82% increase in reach

32% increase in Click Through rate

60% lower Cost per Thousand

impressions

SEARCH ‘More than half of all UK searches come from mobile devices’

Mobile Search

• Not surprisingly, 88% of all ‘near me’ searches are from mobile devices. This type of search is growing at more than 145% per year (Source – Google)

• Mobile search needs to be planned on the basis of knowing the key moments and providing the most useful information in that context

• App content can now help in search results

• Despite fewer non paid ads appearing, it’s still important to get the SEO basics right. Content must be relevant, useful and authoritative and the page must load well on mobile – Google demands it……..

RETAIL ‘UK consumers are now making more online purchases via mobile than desktop’

Retail

• 33% of all online sales came via tablet.

• 66% of traffic to retailer’s websites came via mobile devices

• Mobile often plays a key role even if it isn’t where the sale actually happens.

Source – Adobe Deloitte Global Mobile Survey 2015 (All stats source – IMRG Capgemini Quarterly Benchmarking Report Q4 2015)

Brand Example - Asos

• Asos uses Snapchat both for awareness and engagement. It also goes further however in distributing discounts that drive sales – it's real commerce.

• Social content during 2015 Fashion Week was viewed more than 20m times by UK, German, French and Australian consumers.

Key Stats –

60% of site traffic from mobile

Almost 50% of orders via mobile

6.2m app downloads in 6 months

MESSAGING ‘WhatsApp is now used to deliver 50 per cent more messages than are sent each day as SMS’

Dialogue or Interruption?

• Like email and SMS, this channel started life as solely a personal P2P way of communication but things are changing.

• Facebook’s recent move to open up its Messenger platform to ‘bots’ that simulate conversations based on artificial intelligence, could now make it a channel for advertising and commerce.

• But beware…………

• 55% of people surveyed found mobile advertising generally annoying and disruptive (Source - Statista)

Brand Example – Medicins San Frontier

• Sharing news of an actual attack on a hospital in Afghanistan using video and comments from a Doctor who was there.

• This is important content to an engaged and committed audience

• Other brands such as Staples are using bots to create customer service support – again that’s good for the user.

We Must Never Forget……………

• The humble SMS

• Marketers are using the channel today

• By 2017 it is estimated that more marketers will be using SMS than are using email. This growth rate is higher than apps and social media; QR codes are actually in decline.

• By 2017 it is estimated that almost half of businesses will have a mobile database in excess of 10,00 names.

45%

37%

20% 20%

45%

Offers,discounts and

promotions

Appointmentreminders

Orderconfirmations

Delivery andservice

confirmations

Alerts andannouncements

UK Marketers' Use of SMS

(Source Mobile - Squared/TextLocal, 2016)

(Source - Ofcom)

(Source Mobile - Squared/TextLocal, 2016)

Brand Example – English National Opera

• Promoting last minute ticket availability to opted in consumers

Results –

£8000 gross profit from directly generated sales

1600% Return On Investment

Source – TextLocal

ENTERTAINMENT & LEISURE

‘Providers such as Netflix have made TV watching even more convenient for smartphone & tablet users’

When You Want; Where You Want

• As well as transforming the habits of traditional TV viewers……..

• Mobile is creating new generations (‘cord-nevers’ and ‘cord-cutters’) to whom paying for premium content and viewing ads within it are no problem.

Source – Adobe 2015

47%

54%

Provided email address forpremium content

Want to subscribe to premiumcontent supported by ads

UK Consumers

Brand Example – Chester Zoo • Mobile optimised ecommerce site

• Development of an app that provides animal information, event notification, location based proximity information (via beacons) and Bluetooth updates to encourage specific visits and to provide conservation messages

Results – 233% increase in mobile

ticket sales

500% increase in app usage over industry average

Source – Code Computerlove/SiteCore

WEB & APPS ‘The vast majority of mobile internet usage in the UK is via app (81%) rather than browser (19%)’

The Consumer’s Choice

Source – Ofcom, 2015

Making It Work For The Brand

• 27% of users use apps only once

• 64% of users churn in the first month; by the third month it is up to 83%

• Average opt in rate for push messaging is 52%

• Average click though rate for push messaging is 8.5% and for in app messages is 16.5%

• Users who opt in to push messaging launch apps more than twice as often as those who don't

Apps may be popular with consumers but do they really create a relationship/dialogue with brands?

Data Source – Localytics, EMEA, 2015

CROSSING THE CHANNELS

A Multi Channel Lesson From America

A mobile journey that starts with Amazon also starts with the app

A mobile journey that starts with another app usually involves Amazon being sandwiched by Facebook

An online mobile journey usually starts and ends with Google – with Amazon sandwiched in the middle

Source – Forrester, 2015

SUCCESSFULLY CONQUERING MOBILE

Planning For Success

• Think about the role of mobile in a consumer’s use of it to (Source = Forrester) –

- Communicate - Consume - Transact • Think about what the consumer wants and

what the brand wants – this will help identify the areas where you meet

- research and browse = advertising - buy = mcommerce - engage = content/apps/social - maintain/serve = apps/social

Obviously, Generations matter

Source – Ofocm, 2015

ON THE HORIZON

A VIEW OF BRITAIN TODAY IN HUNGARY