Mobile Monday Switzerland #40 - Richard Otto presentation on Mobile Marketing

Mobile Marketing

• Working in Mobile Marketing & -Advertising industry since 2005

• (Co)-author of several Online Marketing books and ‘Verdwenen Merken’ (Lost Brands)(launch June ‘15)

• Founder of newsblog MobileMarketing.nl(in 2013 aquired by Dutch publisher Adfo Groep)

• Manager of Linkedin Group: Mobile Marketing & -Advertising (170.000+ members)

• Founder of Mobile Marketing Nederland

• …and mobile marketing

A small introduction:

“Mobile Marketing is a set of practices that enables organizations to communicate and engagewith their audience in an interactive and relevant manner through any mobile device or network”.

What is mobile marketing?

Is tablet mobile?

“Not the Device, but the Usage qualifies if it’s mobile marketing”

“Not the Device, but the Consumer qualifies if it’s mobile marketing”

Quantified Self

Re invent

From advertisment to branded utiliy

From advertisment to branded utiliy

Mobile Marketing Monitor

90% of all respondents are using

‘mobile’ as a marketing activity

1

11-15% 16-20% 21-25% 25% Unknow/

Can’t say

Which percentage of the total marketing budget

is being spend on mobile?

30%

0-5% 6-10%

2%

0

10

20

30

40

50

60

70

Experimental On ad hocbasis

Integrated inthe

marketingmix

How is mobile marketing included in the marketingmix?

68%

14%

20%

How much has the mobile budget changed over the past 12 months?

30%

How much will the mobile budget change the next 12 months?

28%

26%

41%

6%

#1 Which Mobile Tools are being used?

#2 Which Mobile Tools are being used?

0

10

20

30

40

50

60

2013

2014

In 2 years

Facts

• SMS, QR en AR for marketing usage has collapsed

• Marketeers did not use apps as much as the year before. The usage for the coming 2 years will be constant

• At the end of 2014 not many marketeers already used Bluetooth/beacons, but the expectations for next 2 year are high

• NFC for marketing usage is still not a big thing.

Where do you spend your mobile display

advertising budget?

And how do you spend your mobile

advertising budget?

Fixed 15%

CPC 36%

CPM 31%

CPL 6%

CPD 4%

Don’t know 9%

Which mobilee device will get the highest priority in the near

future?

3. Wearables 7%

2. Tablets 39%

1. Smartphones 54%

Which mobile device will get the highestpriority in the near future?

Which main objective do marketeers want to achieve with mobile marketing?

41

Stimulation of sales in general 39%

Create Engagement 43%

Support of specific promotions 28%

Branding 35%

Innovation 12%

Differentiation with competition 6%

CRM 10%

Loyalty 12%

Other 4%

Facts:

41

• ‘Innovation and ‘competitivedifferentiation’ are not hot topics anymore

• ‘Loyalty’ and ‘Mobile Coupons’ are getting more important

• ‘Stimulation in sales’ and‘Engagement creation’ will also begetting more important formarketeers

- Unclarity about reach 44%

- Unclarity about effectiness/ROI 44 %

- No budget 22 %

- To expensive 11%

- Lack of standard formats 11 %

- Lack of knowledge about mobile

possibilities 11 %

What needs to happen in your opinion to make mobile marketing grow faster ?

More (succesful)

cases

Better targeting possiblities.

Frequentcy cap with multi

screen targeting

There must be a clearer link between

investment and ROI . It is now (still) a

channel that is a part of the journey ,

and not necessarily the channel

where the sale is begin made.

Easing regulations Apple (iPad /

iPhone)

Thinking 'Mobile First' is

focussing on customer and

device; not the processes

More knowledge about mobile

within the organisation

In many cases, mobile is not

yet part of all client

processes. Now often adhoc

or standalone .

Must be included by the

Media Agencies

So what about the consumers?

n=1.043 Dutch consumers

73 % have downloaded one or

more apps from brands or

advertisers.

SMS, Push Notifications and

screen take- overs are the least

appreciated mobile advertising

tools.

49% understands that for

free content consumption

mobile advertising is

necessary.

Main reasons to download a 'branded app'

are 'Added value' (39%), 'Access to getting

information' (35%), or 'To buy something'

(21%).

29 % haves more positive brand attitude

after the use of an app. For 64% the

attitude towards brands remained

neutral.

For 46% a bad app is a

reason to change from

company/provider/brand

Thanks!

Join my linkedin group here!