Marketing across multiple platforms - the challenges and opportunities - SASCon 2012

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

Multi-

platform

opportunities

Rob WeatherheadHead of Digital Operationsrob.weatherhead@medicom.com

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 Operationsrob.weatherhead@medicom.com