Mobile marketing - Tips & tricks - Faces of content

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  1. 1. Mobile Marketing Tips & Tricks 16th of June 2015 Sam Stals
  2. 2. Online Marketing Consultant @The Reference Online presence Inbound marketing User onboarding Customer Experience Converion Rate Optimization Hi there!
  3. 3. Over 25% of internet traffic is mobile. Source: StatCounter, BI Intelligence Estimates (Business Insider)
  4. 4. 5% 38% 25% 12% 20%19% 43% 22% 10% 4% Print TV Web Radio Mobile Ad Spending VS Consumer Time Spent Source: Mary Meeker, IAB, eMarketer, Business Insider - 2013 U.S. Ad Spending VS Consumer Time Spent By Media
  5. 5. US Adults: Average time spent per day
  6. 6. Referral Retention Activation Acquisition Revenue Brand Ambassadors Customer Experience User Onboarding Inbound Marketing Customer Life Value CRM
  7. 7. Mobile ad spending to hit $100B in 2016 and become the biggest digital ad market Source: eMarketer Worldwide ad spending
  8. 8. Mobile doesnt work. Weeeh weeh weeh.
  9. 9. Context Experience Channels KPIs
  10. 10. It's not 'a moment', it's 'moments' Its on-the-go & continuous along the consumer decision journey Think about your users triggers Context
  11. 11. Channels Be where you need to be (and test) Keep on your mobile goggles
  12. 12. Experience Be relevant & provide a mobile experience fitting the users needs
  13. 13. KPIs Understand the difference between desktop & mobile KPIs React & analyze accordingly
  14. 14. Mobile advertising, a contextual (advertising) experience
  15. 15. Mobile advertising, a contextual (advertising) experience
  16. 16. 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, Googles Waze App Wants to Win Mobile Advertising
  17. 17. Clicks to Bricks
  18. 18. 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 th starting point. Frequent mobile shoppers spend 25% more in-store than people who occasionally use a mobile phone to help with shopping.
  19. 19. Focus on context-ready landing pages
  20. 20. 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.
  21. 21. #Mobilegeddon This update: Affects only search rankings on mobile devices Affects search results in all languages globally Applies to individual pages, not entire websites
  22. 22. What about Mobile Video?
  23. 23. Smartphones are the #1 device to reach millenials 19% Tablet 56% Computer 81% TV 91% Smartphones
  24. 24. 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.
  25. 25. Source: Google/Ipsos, Brand Building on Mobile Survey (U.S.), February 2015 People who view videos on their phones are 1,4 times as likely to watch ads as those who view videos on desktops or TVs.
  26. 26. Source: Google/Ipsos, Brand Building on Mobile Survey (U.S.), February 2015 Theyre 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
  27. 27. Socialbakers
  28. 28. Referral Retention Activation Acquisition Revenue Brand Ambassadors Customer Experience User Onboarding Inbound Marketing Customer Life Value CRM
  29. 29. What about mobile applications?
  30. 30. 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.
  31. 31. Placement Impressions Clicks CTR Amount Spent CPC Actions CPA News Feed on Desktop Computers 185.065 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 Dont forget to be where your users are Source: Facebook Ads Reporting, Automotive, March May 15
  32. 32. 46% of mobile teenage internet users in Belgium who are active snapchat users Dont forget to be where your users are
  33. 33. App discovery doesnt 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
  34. 34. 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 downloads Types of ads that prompted app downloads among app users whose download was influenced by ads on a smartphone:
  35. 35. 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?
  36. 36. What about (mobile) analytics?
  37. 37. Thats why we correlate data-sets Unfortunately, technology doesnt allow us to match data sets to discover true mobile effectiveness
  38. 38. The Customer Journey
  39. 39. Source: Google, The Mobile Connection: Making mobile work for brands The Customer Journey
  40. 40. Cross device analytics
  41. 41. Mobile is getting pretty friggin huge. Its all about context & experience. Small changes in channels & KPIs. Be present where your users are. Dont forget your mobile app usage. .. or mobile video for that matter. Correlate datasets to understand performance. Key Takeaways
  42. 42. Dont forget. Its not a new channel, just a different device.
  43. 43. Sam Stals sstals@reference.be +32 497 67 12 48 @sam_stals