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Marketing across multiple platforms - the challenges and opportunities - my panel slides from the session at SASCon 2012
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Increasingly search is not confined to desktops with more searches
taking place on mobiles and tablets than ever before. We explore what
those opportunities are and how they can be maximised.
Marketing across multiple platforms - the challenges and opportunities
@robweatherhead@ady_a@cobblers
#SASCon
The stats bit…..
PayPal expects to see $7 billion in mobile payments in 2012
More than 55m iPads sold worldwide, and around 5m in the UK
Browsing by device:
April 2011 April 2012
Desktop 95.26% 91.44%
Mobile 4.43% 7.30%
5.9 billion mobile subscribers (87% of the world population)
1.2 billion mobile Web users worldwide
Mobile devices account for 8.49% of global Website hits.
Mobile broadband outnumbers fixed broadband 2:1
M-commerce is predicted to reach US$119 billion in 2015
What about search?51% of smart phone users across the globe would be classified as ‘heavy search users’ on their mobile phone
In the western world, no country has less than a 33% figure for smart phone users who are heavy searchers
In the UK that would be 15% of the population ‘heavy search users on smartphones’, in Singapore 37% of the population
In the UK 58% of smartphone users have used their device for a product level search
Mobile searches have quadrupled in the last year, for many items one in seven searches are now mobile
Search the 2nd most frequent activity on a tablet
Multi platform opportunities
right place, right time, right message, right device
People are attached to their mobiles
33% sex 55% caffeine63% chocolate 22% toothbrush20% computer54% exercise70% alcohol 43% shoes 22% partner
Target by time of day ……..and state of mind
Allowing action where it previously wasn’t available
71 percent of smartphone users that see TV, press or online ad, do a
mobile search
Engaging with ‘the sloucher’
“most people aren’t mobile when they’re
using it (tablet). Most of them
are, in fact, on the couch,
watching TV, in the kitchen or
in bed.”
Reach more of your audience
Source: mobithinking
Percentage of mobile web users who never of infrequently use the desktop web
25%70%
59%
57%
44%
22%
30%
Engage at different levels based on usage
Exploration Excavation Mission
Source: bing
The multi-platform opportunity• The opportunity is pretty big and is only going
to get bigger!• Different devices are used for different stages
of the user journey - but search is done on them all
• A multiplatform approach enables you to reach more people, more of the time
• Multiplatform is essential as more people are mobile only web users
• You cant walk into a store with a desktop!• People are attached to their devices which
builds trust by association• Mobile enables activation of other channels
Rob WeatherheadHead of Digital [email protected]
