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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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