Integrating Mobile into the Marketing Mix by Julian Smith

Integrating

Mobile Into the

Marketing Mix

Digital Marketing Show

28th November 2013

Julian@WeAreFetch.com @WeAreFetch

The smartphone majority has now arrived in UKPenetration at 72% in 2013

Source: Deloitte Consumer Review: 5th edition, May 2013

Julian@WeAreFetch.com @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

Julian@WeAreFetch.com @WeAreFetch

Alongside smartphones, tablet adoption growingThird of UK population now uses tablets

Source: eMarketer, Oct 2013

Julian@WeAreFetch.com @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

Julian@WeAreFetch.com @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%

Julian@WeAreFetch.com @WeAreFetch

Mobile can no longer be seen as simply an afterthought

TV Radio Print OOH

POS Live Online Mobile

Julian@WeAreFetch.com @WeAreFetch

Mobile has now got to be integral to marketing mix

TV

OOHRadio

Print

Live

Online

POS

Julian@WeAreFetch.com @WeAreFetch

Mobile should be integrated with desktop

Desktop

ecosystem

Multi-channel digital

ecosystemMobile

ecosystem

+ =

Julian@WeAreFetch.com @WeAreFetch

Mobile can be integrated with TVExtending TV ads to mobile screens

In VoD players In YouTube In rich media ads

Julian@WeAreFetch.com @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!

Julian@WeAreFetch.com @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

Julian@WeAreFetch.com @WeAreFetch

Mobile can be integrated with radioExtending audio broadcast advertising & audio-tagging

Shazam Chirp.io

Sonic Notify untapTV

Julian@WeAreFetch.com @WeAreFetch

Mobile can be integrated with printAdding second screen AR content to print ads / content

Julian@WeAreFetch.com @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

Julian@WeAreFetch.com @WeAreFetch

Mobile can be integrated with OOHAdding mobile interactivity to posters & digital billboards

Julian@WeAreFetch.com @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

Julian@WeAreFetch.com @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

Julian@WeAreFetch.com @WeAreFetch

Mobile can be integrated at POSEnabling mobile coupons, payments & wallets in-store

Julian@WeAreFetch.com @WeAreFetch

Mobile can be integrated at POSNFC-enabled beer fonts

Julian@WeAreFetch.com @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?

Julian@WeAreFetch.com @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

Julian@WeAreFetch.com @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

Julian@WeAreFetch.com @WeAreFetch

Marketers need to have dedicated mobile experts within their multi-disciplinary teams

Promotions /

Shopper

Media

Digital /

Social

Creative

Mobile

PR /

Experiential

CLIENT

Julian@WeAreFetch.com @WeAreFetch

Marketers need to act now!

Julian@WeAreFetch.com @WeAreFetch

Thank you

Julian Smith | Head of Strategy & Innovation | Julian@WeAreFetch.com

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