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Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)
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Integrating
Mobile Into the
Marketing Mix
Digital Marketing Show
28th November 2013
[email protected] @WeAreFetch
The smartphone majority has now arrived in UKPenetration at 72% in 2013
Source: Deloitte Consumer Review: 5th edition, May 2013
[email protected] @WeAreFetch
The smartphone is our constant companionMulti-functionality makes it a game changer
My phone
My diary /
organiser
My camera /
recorder
My social
network
My calculator
My alarm /
clock
My wallet
My game
console
My TV
My shopping
channel
My map /
sat nav
My fitness
tracker
[email protected] @WeAreFetch
Alongside smartphones, tablet adoption growingThird of UK population now uses tablets
Source: eMarketer, Oct 2013
[email protected] @WeAreFetch
Multi-screen audiences are becoming the norm
At home and on-the-go consumers shifting screens
Audiences shifting between screens throughout day
Sh
are
of
Au
die
nc
e
Late Night
(12am – 7am)
Early Morning
(7am – 10am) Daytime
(10am – 5pm)
Early Evening
(5pm – 8pm) Prime
(8pm – 12am)
TV Peak Time
(6pm – 10:30 pm)
Online
Mobile
Tablet
Device Usage Throughout the Day
Connect with consumers on their preferred device at different time of day, even during TV peak time (when 62% of UK internet users
accessed a second screen while watching TV).
Sources: UK Digital Future in Focus, comScore, Feb 2013. eMarketer, Aug 2013
[email protected] @WeAreFetch
Time spent with mobile growing rapidlyShare of time spent per day with major media by US adults
7.0% 5.5% 4.1% 2.8%
7.7%6.5% 5.4% 4.5%
14.9%13.9%
13.0%11.9%
40.9%40.4%
39.2%37.4%
3.9%4.1%
4.4%5.0%
22.0%22.6%
20.7%
19.2%
3.6% 7.1%13.4%
19.4%
2010 2011 2012 2013
Other Print Radio TV Other digital Online Mobile (non voice)
Source: eMarketer, July 2013
DIGITAL AS %
TOTAL = 30%
MOBILE AS %
DIGITAL = 12%
DIGITAL AS %
TOTAL = 44%
MOBILE AS %
DIGITAL = 45%
[email protected] @WeAreFetch
Mobile can no longer be seen as simply an afterthought
TV Radio Print OOH
POS Live Online Mobile
[email protected] @WeAreFetch
Mobile has now got to be integral to marketing mix
TV
OOHRadio
Live
Online
POS
[email protected] @WeAreFetch
Mobile should be integrated with desktop
Desktop
ecosystem
Multi-channel digital
ecosystemMobile
ecosystem
+ =
[email protected] @WeAreFetch
Mobile can be integrated with TVExtending TV ads to mobile screens
In VoD players In YouTube In rich media ads
[email protected] @WeAreFetch
Mobile can be integrated with TVAdding second screen call-to-action to TV ads
Hashtag Audio-tag (Shazam) QR code??
Not to be
recommended!
[email protected] @WeAreFetch
Mobile can be integrated with TVAdding second screen engagement to TV ads
Red Bull Supernatural Snowboarding app
http://www.youtube.com/watch?v=7ftyEUIYcJ8
[email protected] @WeAreFetch
Mobile can be integrated with radioExtending audio broadcast advertising & audio-tagging
Shazam Chirp.io
Sonic Notify untapTV
[email protected] @WeAreFetch
Mobile can be integrated with printAdding second screen AR content to print ads / content
[email protected] @WeAreFetch
Mobile can be integrated with print
Combining iPad and print ad to create another dimension
https://www.youtube.com/watch?v=lyvg6p0LQUg
Lexus ipad ad Video
[email protected] @WeAreFetch
Mobile can be integrated with OOHAdding mobile interactivity to posters & digital billboards
[email protected] @WeAreFetch
Mobile can be integrated with OOHAdding mobile interactivity to posters & digital billboards
Feeding apples to the pig – Compassionate farming
https://www.youtube.com/watch?v=j1DrcQq_qzs
[email protected] @WeAreFetch
Mobile can be integrated with live eventsAdding deeper engagement via companion apps
BBC at Glastonbury app Lady Gaga app untapTV app
Ticketing / entrance
Guides / maps
Set / Play list Exclusive content /
offers UGC / Social
sharing
Audience
participationFind your
friend
[email protected] @WeAreFetch
Mobile can be integrated at POSEnabling mobile coupons, payments & wallets in-store
[email protected] @WeAreFetch
Mobile can be integrated at POSNFC-enabled beer fonts
[email protected] @WeAreFetch
Mobile can be integrated with product / packagingImage recognition AR app
Heinz Ketchup AR app unlocks recipesHeineken Star AR app unlocks content
What steps should marketers take?
[email protected] @WeAreFetch
Marketers need to understand their target audience’s use of mobile / multi-screen
Forrester’s Mobile Mind Shift IndexDevice ownership + Access frequency + Location diversity
MMSI
Shifted
segments
Perpetuals 60+
Immersers 50-60
Adapters 40-50
Unshifted
segments
Roamers 30-40
Dabblers 20-30
Disconnecteds 0-20
[email protected] @WeAreFetch
Marketers need to understand the role mobile can play along the path to purchase
Awareness & consideration
Evaluation & preference
Arrival & conversion
Experience & participate
Loyalty & advocacy
[email protected] @WeAreFetch
Marketers need to have dedicated mobile experts within their multi-disciplinary teams
Promotions /
Shopper
Media
Digital /
Social
Creative
Mobile
PR /
Experiential
CLIENT
[email protected] @WeAreFetch
Marketers need to act now!
[email protected] @WeAreFetch
Thank you
Julian Smith | Head of Strategy & Innovation | [email protected]
Need to talk?