Mobile marketing and measurement snapshot by John Barnes - Incisive Create Mobile Strategies

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1 Google Confidential and Proprietary

Mobile Marketing &

Measurement Snapshot

Fall, 2012

Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

Contents

Executive summary

Intro to research

Current mobile landscape

Future of mobile marketing & measurement

Respondent demographics

1

2

3

4

5


Executive summary of research findings

A majority of marketers

(87%) are planning to

increase emphasis on

mobile during 2013, belief

in channel is rapidly growing

stronger.

While a majority are planning to

increase emphasis, mobile

measurement is new for

many: more than half (59%) of

marketers are either novice or

completely inexperienced.

Savvy organizations starting to

move faster in mobile, gaining

more expertise integrating social

/ location data with mobile and

measuring across channels. For

example, 26% of brands are

already customizing mobile

experiences based on location

data.

Opportunity for brands to create

apps which will be used

repeatedly and provide a high

level of utility. Many brands still

focused on branded or content-

driven apps which are not

necessarily customer-centric.

While mobile advertising remains

a challenge to measure, this is

solvable by assigning specific,

measurable mobile

conversions to campaigns in

order to better understand ROI

from mobile and unlock the value

of the channel.


Mobile is changing marketing, and brands need to

quickly move mobile from experimental tactic to a

practice area that takes center-stage.

Industry indicators are increasing: from apps

created (600,000+ on Google Play alone) to

revenue generated for entrepreneurs (projected:

$46 billion by 2016 according to ABI Research).

We believe mobile marketing and measurement

need to be an integral part of every brand’s

strategy, not an afterthought.

That’s why Google Analytics has teamed up with

ClickZ to research marketers globally – across all

types and sizes of organizations – to understand

today’s mobile marketing and measurement

landscape and where it’s headed next.

Intro to research

Sources Google, ABI Research


Current Mobile Landscape


Mobile-optimized sites are still the most used tactic

Research question: Which of the following mobile initiatives have you developed? (check all that apply)

Data based on 2318 respondents.

Many brands approaching mobile tactically,

or in silos from other digital efforts.

Opportunity exists for brands to develop

strategies and integrate execution with

other tactics.

50% optimized sites

36% strategies

35% advertising

campaigns

34% applications

Current State of Mobile

Mobile initiatives brands

have developed:


Integrating mobile technology is still new territory

53%

26%

21%

19%

18%

3%

Not yet using any mobile integrationservices / technologies

Personalization of content based onlocation

Customized advertising messages

Integrating location with social data

Specials or offers based onproximity

Otherof brands are not

yet integrating mobile

technologies or services

50% more than


Research question: How are you using mobile services / technologies to provide a better local experience? (check all that apply)


How brands use mobile to improve local


Branded & content make up ½ of apps created

Types of mobile apps marketers have built:

Two types of apps: branded

and content together make up

50% of the total apps

marketers are creating.

This is likely due to simplicity to

develop, however brands

should also explore utility-

focused applications that

provide a benefit to consumers

and inspire repeat use.

Branded apps:

Content apps:

Service / support apps:

Social apps:

Entertainment / gaming-

related apps:

Loyalty apps:

27%

23%

21%

12%

9%

8%


Research question: If you've built a mobile app, which types of apps have you built? (check all that apply)\



17% target a non-mobile experience in mobile ads

Where marketers currently spend mobile advertising budgets:

Research question: If you're engaged in mobile advertising, on what do you spend a majority of your advertising budget?

Data based on subset of 1471 survey respondents who participate in mobile advertising.

Brand advertising and awareness

dominates mobile advertising with

45% spending a majority of their

budget here. A surprising 17% of

mobile advertising is targeting a non-

mobile site or experience.

These two indicators point to

opportunity for marketers to

establish mobile conversion goals in

addition to awareness, as well as

provide a mobile-optimized

experience for all mobile ads.



Fluency in measuring mobile apps is an emerging skill

6%

12%

23%

36%

23%

Extremely Sophisticated

Advanced

Intermediate

Novice

No understanding

we’re starting to measure apps and

are just learning

we measure our apps but feel like we're not

seeing the whole picture

we measure apps in a comprehensive

manner but the data is in a silo

we measure our mobile apps

integrated with other initiatives

we’re not really sure where to start with

mobile app measurement


Research question: Rate your sophistication of using mobile analytics to measure a mobile app.



Marketers want to measure full app lifecycle

71% Engagement /

usage of apps

Metrics that matter to marketers:

56% Revenue generated

from apps

51% Advertising metrics

55% Insights into app

marketplaces

revenue generated from in-app or

spent on acquisition

& downloads

of apps

38% Cross-device

tracking

32% Crash reporting /

troubleshoot

information


Research question: What mobile metrics are important when choosing a mobile app analytics solution? (check all that apply)



Top mobile measurement challenges faced

Research question: What is your largest mobile measurement challenge at the moment?

Data from 1806 survey respondents who face challenges with mobile measurement.

Measuring ad effectiveness is

the number one challenge for

marketers in mobile, and

presents an opportunity for

brands to ensure they are

following a best practices

approach to mobile ads: such

as ensuring ads are campaign-

tagged properly and

establishing mobile conversions.

39%

Measuring mobile consumption of content

Measuring mobile websites

Measuring mobile apps

Measuring mobile ad effectiveness

27%

19%

15%



Reporting mobile results is new for many

42%

25%

18%

17%

don’t yet report on / are not yet accountable for mobile metrics

present a measurement dashboard to stakeholders tracking a holistic set of metrics

share successes as they happen, but lack formalized dashboard

have a dashboard, but would like it to be more robust

How marketers report mobile site & app metrics

Although 42% of marketers aren’t yet accountable for mobile metrics, an

encouraging 1/3rd of marketers are already sharing internal dashboards to

prove mobile marketing accountability.

Research question: How do you report / share mobile site or app metrics?




Integrating mobile technology is still new territory

53%

26%

21%

19%

18%

3%

Not yet using any mobile integrationservices / technologies

Personalization of content based onlocation

Customized advertising messages

Integrating location with social data

Specials or offers based onproximity

Otherof brands are not

yet integrating mobile

technologies or services

50% more than


Research question: How are you using mobile services / technologies to provide a better local experience? (check all that apply)


How brands use mobile to improve local


A glimpse into where we’re going in the future


A new digital divide is emerging between

The Future: What’s Next For Mobile

Those still marketing to a

static, wired world.

Those fluent in the ability to

take advantage of mobile through effective data-driven decisions.


of marketers are planning to

increase their emphasis in mobile

for the next year.

Research question: How do you forecast your emphasis on mobile marketing / measuring mobile change in the next year?



87%


More than ½ of marketers focusing on sites, but a broad

mix of tactics is planned

Research question: What mobile marketing tactics do you intend to implement in the next year? (choose all that apply

Data based on 2182 respondents

Create a phone

and/or tablet

optimized website Integrate mobile

with social Engage in mobile

advertising Developing a

mobile app Marketing a

mobile app

52% 49% 48%

41% 39%


Planned mobile marketing tactics next year


Increase spending

Data is helping marketers decide: 53% of marketers who analyzed

mobile metrics say there is a lot of opportunity in mobile and plan to

increase spending.

Keep the same Decrease spending We’re not yet

focusing any

spending on mobile

there is a lot of opportunity

here

we’re already allocating

the right amount

we’re not seeing

any value

26% 1% 20% 53%


Research question: Based on what you've learned from your mobile analytics, how do you plan to change your budget on mobile marketing in next year?



Tools and technologies are sought more than talent:

68% plan to increase technology and ad investments, 32% in talent.

Increase

investment in

technology

38%

Increase amount

spent on mobile

advertising

30% 18%

Hire / outsource

additional

developer talent

Hire / outsource additional

marketing / analyst talent

14%


Research question: If you plan to increase budget dedicated to mobile, in what areas do you plan to focus?

Data based on 1671 respondents planning to increase emphasis on mobile

Planned areas of focus for marketers


Demographics of respondents


Respondent level in organization

Research question: Which of the following best describes your level in your organization?


Demographics

Marketing Manager

Owner/Chief

executive officer Analyst

Director

Associate

coordinator

VP CMO

2% 4%

10%

13%

17%

28%

26%


Digital specializations (besides mobile) also

practiced by respondents

Demographics

SEO /SEM Social Media

Marketing

Email

Marketing Display

Advertising

Website

Testing

Mobile

Marketing

Viral

Marketing

Video

16%

34%

39%

49%

44% 60%

71% 75%

Research question: Which digital marketing specializations do you practice? (check all that apply)



Survey respondents’ mobile apps / marketing efforts fall

into the following industries

Research question: Which vertical does your application or mobile marketing best fall into?


Demographics

Business (B2B)

30%

Retail

14%

Media/

entertainment

11%

Travel

6%

Finance

5% Public Sector

3%

Technology

14%

Food/Drink

3%


Size of the 2318 brands researched (employees)

Research question: How many employees are at your company?


Demographics

26%

1381

387

176 153 143

78

0 -100 100 - 500 1,000 - 5,000 10,000+ 500 - 1,000 5,000 - 10,000


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