Mobile Marketing – Tips & Tricks
16th of June 2015 Sam Stals
Online Marketing Consultant @The Reference
Online presence
Inbound marketing
User onboarding
Customer Experience
Converion Rate Optimization
Hi there!
Over 25% of internet traffic is mobile.
Source: StatCounter, BI Intelligence Estimates (Business Insider)
Print TV Web Radio Mobile
5%
38%
25%
12%
20%19%
43%
22%
10%
4%
Ad Spending VS Consumer Time Spent
Source: Mary Meeker, IAB, eMarketer, Business Insider - 2013 U.S. Ad Spending VS Consumer Time Spent By Media
US Adults: Average time spent per day
Referral
Retention
Activation
Acquisition
Revenue
Brand Ambassadors
Customer Experience
User Onboarding
Inbound Marketing
Customer Life Value
CRM
Mobile ad spending to hit $100B in 2016 and
become the biggest digital ad market
Source: eMarketer – Worldwide ad spending
Mobile doesn’t work.Weeeh weeh weeh.
Context
Experience
Channels
KPI’s
It's not 'a moment', it's 'moments'It’s on-the-go & continuous along the consumer decision journeyThink about your users’ triggers
Context
Channels
Be where you need to be (and test)Keep on your mobile goggles
Experience
Be relevant & provide a mobile experience fitting the users needs
KPI’s
Understand the difference between desktop & mobile KPI’sReact & analyze accordingly
Mobile advertising, a contextual (advertising) experience
Mobile advertising, a contextual (advertising) experience
86%
155%
53%increase in ad recall
for branded
pins
increase in ad recall for
takeover ads
Navigational lift
increase
Source: Adweek, March 24th 2015, With Turn-by-Turn Directions, Google’s Waze App Wants to Win Mobile Advertising
Clicks to Bricks
Source: http://www.marcresearch.com/pdf/Mobile_InStore_Research_Study.pdf
8 in 10 smartphone shoppers use mobile in-store to help with shopping.
Mobile search is thé starting point.
Frequent mobile shoppers spend 25% more in-store than people who occasionally use a mobile phone to help with shopping.
Focus on context-ready landing pages
Source: http://mobiforge.com/research-analysis/mobile-user-behaviour-statistics-2014
Focus on positive mobile experience
33%of tablet users are less likely
to purchase online if they experience poor site
performance
85%of users expect pages to
load on mobile devices as fast, or faster than they load
on desktops.
#Mobilegeddon
This update:• Affects only search
rankings on mobile devices
• Affects search results in all languages globally
• Applies to individual pages, not entire websites
What about Mobile Video?
Smartphones are the #1 device to reach millenials
19%Tablet
56%Compute
r
81%TV
91%Smartphones
Source: Google/Ipsos, Brand Building on Mobile Survey (U.S.), February 2015
Millennials are 2x more likely to be focused
while watching video on their smartphones VS on
TV.
Source: Google/Ipsos, Brand Building on Mobile Survey (U.S.), February 2015
People who view video’s on their phones are 1,4 times as likely to watch ads as those who view videos on desktops or
TV’s.
Source: Google/Ipsos, Brand Building on Mobile Survey (U.S.), February 2015
They’re also more inclined to share (1,8
times as likely) or turn to their peers in person (1,6 times as likely) to talk about the video
Socialbakers
Referral
Retention
Activation
Acquisition
Revenue
Brand Ambassadors
Customer Experience
User Onboarding
Inbound Marketing
Customer Life Value
CRM
What about mobile applications?
People spend about 30 hours per month inside apps.
Relevant in generating awareness &
revenue.
Even more important to create an uplift in
retention by building deeper relationships with customers.
Source: Nielsen, "Smartphones: So Many Apps, So Much Time," July 2014.
Placement Impressions Clicks CTR Amount Spent CPC Actions CPA
News Feed on Desktop
Computers185.065 2.543 1,37% € 1.260,69 € 0,50 2807 € 0,45
News Feed on Mobile Devices 184.650 5.007 2,71% € 1.003,06 € 0,20 3842 € 0,26
Don’t forget to be where your users are
Source: Facebook Ads Reporting, Automotive, March – May ‘15
46% of mobile teenage internet users in Belgium who are active snapchat
users
Don’t forget to be where your users are
App discovery doesn’t just happen in the app store.
People are finding out about apps in all kinds of instances while using their smartphones.
When they're engaged in an app, searching for another specific app, watching a YouTube video, or even surfing a mobile website
Source: Thinkwithgoogle.com
Source: Google/Ipsos, Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps (U.S.), May 2015.
Search ads are effective in driving app downloadsTypes of ads that prompted app downloads among app users whose download was influenced by ads on a smartphone:
Source: Google/Ipsos, Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps (U.S.), May 2015.
How many times are people using your app?
What about (mobile) analytics?
That’s why we correlate data-sets
Unfortunately, technology doesn’t allow us to match data
sets to discover true mobile effectiveness
The Customer Journey
Source: Google, The Mobile Connection: Making mobile work for brands
The Customer Journey
Cross device analytics
Mobile is getting pretty friggin’ huge.
It’s all about context & experience.
Small changes in channels & KPI’s.
Be present where your users are.
Don’t forget your mobile app usage.
.. or mobile video for that matter.
Correlate datasets to understand performance.
Key Takeaways
Don’t forget. It’s not a new channel, just a different device.
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