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.
2. Online Marketing Consultant
@The Reference
Online presence
Inbound marketing
User onboarding
Customer Experience
Converion Rate Optimization
Hi there!
3. Over 25% of internet traffic is mobile.
Source: StatCounter, BI Intelligence Estimates (Business Insider)
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
17. 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
22. #Mobilegeddon
This update:
• Affects only search
rankings on mobile
devices
• Affects search results
in all languages
globally
• Applies to individual
pages, not entire
websites
24. Smartphones are the #1 device to reach millenials
19%
Tablet
56%
Computer
81%
TV
91%
Smartphones
25. 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.
26. 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.
27. 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
32. 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.
33. 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
34. 46% of mobile teenage
internet users in Belgium who
are active snapchat users
Don’t forget to be where your users are
35. 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
36. 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:
37. 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?
43. 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
Online Marketing Consultant @The Reference
Focus op eCommerce, CRO, inbound marketing & strategische ondersteuning.
Google Analytics Qualified individual
Google AdWords Certifid professional
Fun – 1 op 5 mobiel/ 1 op 5 tablet
BRP – 1 op 2 mobiel
Media-consumption is through the roof.
Desktop is shrinking slightly. Other is going up (wearables FTW!).
A big chunk of the time on mobile is spent on mobile applications
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.
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
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
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)
Fundamenteel verschil in kanaal gebruik tussen desktop & mobile
Mobile specific LP’s based on user needs
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)
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/ ...
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/ ...
Relevante context koppelen à commercieel aanbod.
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.
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
Mobile retail visits => openingsuren/ adres/ ...
Mobile friendly. Which takes us to #Mobilegeddon
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.
Mobile Video
Take YouTube as an example.
50% of global viewership on Youtube comes from mobile devices.
% of smartphone owning 18-34 year olds reported to use each device to watch video content.
Source: Google & IPSOS
mobile isn't the second or third screen. It's the first.
Smartphone users are more likely to watch and share ads and content from brands
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.
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.
YouTube is good, but don’t forget Facebook!
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.
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.
Hoeveelheid users gigantisch op Facebook.
Creatieve ruimte voor commerciële boodschap pak groter dan pakweg in-app advertising of mobile display advertising.
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
Source: Google/Ipsos, Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps (U.S.), May 2015.
In-app deeplinking to reengage today’ s users.
App engagement & re-engagement is key.
Measure site visits.
Measure mobile traffic & micro-conversions (f.e. ‘Get Directions or Click to Call).
Find correlations between offline & online data.
Don’t forget: mobile happens on a continuous basis