Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

Mobile marketing tips & tricks - faces of content

•Download as PPTX, PDF•
•

This document provides tips and tricks for mobile marketing. It notes that over 25% of internet traffic is now mobile and mobile ad spending will hit $100B in 2016. Some key points covered include focusing on the user experience and context for mobile, testing channels like social media and search ads, understanding mobile-specific KPIs, optimizing for mobile-first landing pages, using mobile video and apps to engage customers, and analyzing cross-device data to understand performance. The document emphasizes that mobile is becoming a huge part of marketing and is about delivering the right experience to users on their preferred devices and contexts.

1 of 45
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)
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
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.
Mobile marketing tips & tricks - faces of content
Context Experience Channels KPI’s
It's not 'a moment', it's 'moments' It’s on-the-go & continuous along the consumer decision journey Think 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’s React & 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% Computer 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
Mobile marketing tips & tricks - faces of content
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 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 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 downloads Types 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.
Sam Stals sstals@reference.be +32 497 67 12 48 @sam_stals

More Related Content

Mobile marketing tips & tricks - faces of content

Editor's Notes

  1. Online Marketing Consultant @The Reference Focus op eCommerce, CRO, inbound marketing & strategische ondersteuning. Google Analytics Qualified individual Google AdWords Certifid professional
  2. Fun – 1 op 5 mobiel/ 1 op 5 tablet BRP – 1 op 2 mobiel
  3. Media-consumption is through the roof.
  4. Desktop is shrinking slightly. Other is going up (wearables FTW!). A big chunk of the time on mobile is spent on mobile applications
  5. Customer Lifecycle model Acquisition, focus op aantrekken van nieuwe users dmv. uitgebreide data-driven inbound marketingmix Activation, bedoelt op het overtuigen van deze nieuwe bezoekers dmv. aangepaste content & offerings Retention, focus op user experience tactics om terugkerende bezoekers aan te moedigen Referral, verwijst naar idee dat onze eigen klanten onze marketing voor hun rekening zullen nemen. Revenue, focus op monitization & rented branding van de eigen brand ambassadors If you want to actually grow your business, actually acquire new customers, engage with audiences who are not already deeply loyal, you are going to have to use Search, YouTube, Email, Affiliates, Display on desktop sites & mobile sites.
  6. In 2015: Mobile ad spending will be $ 68 bilion In 2016: Mobile ad spending will exceed spending on desktop In 2019: Mobile ad spending is expected to reach $ 195 bilion
  7. Mobile is different. It’s about Context Finding the right channels for the right message Delivering an experience whilst keeping the mobile user in mind Measuring KPI’s to test assumptions
  8. In plaats van 3 keer naar een autodealer te gaan, wordt je 100 x geconfronteerd met de boodschap, al te vaak via mobile (omdat dit continu is)
  9. Fundamenteel verschil in kanaal gebruik tussen desktop & mobile
  10. Mobile specific LP’s based on user needs
  11. In plaats van 3 keer naar een autodealer te gaan, wordt je 100 x geconfronteerd met de boodschap, al te vaak via mobile (omdat dit continu is)
  12. Example #1 Import traffic satus real-time into UA using API. Optimize mobile bids, based on traffic jams. Import weather data using AdWords scripts. Optimize mobile bids, based on weather Context - Stuck in traffic Channels – What I got on me, i.e. my smartphone and its search engine Experience – Solution, relevant to my problem KPI’s – Micro KPI, time on site/ get directions/ ...
  13. Example #2 Location-based mobile advertising Ong. 2 jaar geleden dat Goolg Waze heeft overkocht. Waze: ‘s werelds grootste op community gebaseerde verkeers- en navigatie app. 2 Format Branded pins (hoe ver weg van een winkel) Takeover ads (interstitials) Context - Stuck in traffic Experience – Solution, relevant to my problem Channels – What I got on me, i.e. my smartphone KPI’s – Micro KPI, time on site/ get directions/ ...
  14. Relevante context koppelen à commercieel aanbod.
  15. What about the clicks to bricks story? What about showrooming? Ook hier speelt mobile een rol in: 82% of smartphone users turn to their phone to influence a purchase decision while in a store. Vriend ging naar Mediamarkt een tv kopen. Verkoper zei dat de tv in kwestie hier 300€ goedkoper was dan online. O really? Nop, it wasn’t. Be prepared for this.
  16. Use mobile for in-store meaning: Find location Find hours Make price comparisons Find promo’s Browse If you do have brick stores, make sure you are aware of this and take action: Focus advertising budget with specific marcom messages in & around your brick stores. Counter this showrooming aspect with online kiosks
  17. Mobile retail visits => openingsuren/ adres/ ...
  18. Mobile friendly. Which takes us to #Mobilegeddon
  19. On April 21, 2015, Google will release a significant new mobile-friendly ranking algorithm that’s designed to give a boost to mobile-friendly pages in Google’s mobile search results. Is it important to have a mobile friendly site? Yes. Maybe not so much for search engines, but definetely for your users.
  20. Mobile Video Take YouTube as an example. 50% of global viewership on Youtube comes from mobile devices.
  21. % of smartphone owning 18-34 year olds reported to use each device to watch video content. Source: Google & IPSOS
  22. mobile isn't the second or third screen. It's the first.
  23. Smartphone users are more likely to watch and share ads and content from brands
  24. Smartphone users are more likely to watch and share ads and content from brands So use Youtube as a tactic for your mobile ads. Still not convinced? Well then there’s this one thing.
  25. Brand Lift measures the actual impact of your campaign on brand awareness, ad recall and brand interest. Brand Lift deploys surveys using best-in-class methodology to request feedback directly from thousands of respondents in real-world settings. We automatically isolate a randomized control group that was not shown your ad and an exposed group that did see your ad. After asking the same question to both groups, we can accurately determine the lift attributed to your campaign.
  26. YouTube is good, but don’t forget Facebook!
  27. Customer Lifecycle model Acquisition, focus op aantrekken van nieuwe users dmv. uitgebreide data-driven inbound marketingmix Activation, bedoelt op het overtuigen van deze nieuwe bezoekers dmv. aangepaste content & offerings Retention, focus op user experience tactics om terugkerende bezoekers aan te moedigen Referral, verwijst naar idee dat onze eigen klanten onze marketing voor hun rekening zullen nemen. Revenue, focus op monitization & rented branding van de eigen brand ambassadors People are also spending time on individual apps of companies they frequently do business with. You can do amazing things with me, deepen brand loyalty for example.
  28. Up till now, it was all about mobile websites/ responsive sites/ If you want to actually grow your business, actually acquire new customers, engage with audiences who are not already deeply loyal, you are going to have to use Search, YouTube, Email, Affiliates, Display on desktop sites & mobile sites. Apps are huge.
  29. Hoeveelheid users gigantisch op Facebook. Creatieve ruimte voor commerciële boodschap pak groter dan pakweg in-app advertising of mobile display advertising.
  30. Share of mobile teen internet users in selected countries who are active Snapchat users as of 1st quarter 2015 This statistic gives information on the percentage of mobile teenage internet users in selected countries who are active Snapchat users. As of the first quarter of 2015, the Snapchat penetration rate among U.S. teen internet users was 38 percent. In contrast, 52 percent of teen internet users in Ireland accessed the mobile chatting app. Snapchat for contests Or maybe a form of webcare
  31. https://www.thinkwithgoogle.com/articles/mobile-app-marketing-insights.html
  32. Source: Google/Ipsos, Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps (U.S.), May 2015.
  33. In-app deeplinking to reengage today’ s users. App engagement & re-engagement is key.
  34. Measure site visits. Measure mobile traffic & micro-conversions (f.e. ‘Get Directions or Click to Call). Find correlations between offline & online data.
  35. Don’t forget: mobile happens on a continuous basis