The State of The Industry: Mobile Marketing in …...Mobile video and social advertising are the focus for 2017 14 In Turkey, mobile video advertising is a focus for 87% of respondents,

The State of The Industry:

Mobile Marketing in Turkey 2017

Demographics

Chapter 1

© Copyright WARC 2017. All rights reserved. State of the Industry: Mobile Marketing in Turkey

All respondents

Respondent company types

3

32% of respondents are brand-side marketers, working in-house.

44% came from agencies, and the remainder from technology vendors, consultants and media owners.

Commentary

Q: What type of company do you work for? 2017 n=73, 2016 n=93

39% 31%

3% 11%

5% 3% 7%

32% 26%

7% 11%

7% 7% 11%

Client-side (in house) marketing

Media agency

Creative agency

Specialist mobile agency

Media owner /

publisher

Technology enabler

Other

2016 2017


Client-side respondents

Respondent sectors

4

Respondents from the client-side were based across the sectors shown, with a third almost working on household and domestic.

Commentary

5%

5%

5%

5%

14%

18%

23%

27%

Wearing apparel

Pharmaceutical and healthcare

Food

Business and industrial

Other

Retail

Financial services

Household and domestic

Q: In which sector or industry do you work? n=22

Mobile strategy, budgets and integration

Chapter 2


Key Insights

For the majority of marketers, mobile budgets are expected to increase over the next year

Over the longer term, the proportion spending more than 25% of their budget on mobile will more than double by 2022

6

Mobile budgets have increased since last year, with 25% now spending more than a quarter of their budget on mobile


All respondents

Marketers spending over 25% of their budget on mobile has increased 6x since last year

7

Since last year, mobile budget allocations have increased. A quarter of respondents in Turkey are now spending more than 25% of their marketing budget on mobile.

Commentary

Q: What percentage of your, or your clients' typical, overall marketing budget is being allocated to mobile marketing and advertising? 2016 n=68, 2017 n=60

37%

25% 25%

9%

4%

26%

18%

11% 12%

25%

0-5% 6-10% 11-15% 16-25% More than 25%

2016 2017


All respondents

Increasing mobile budget allocation is set to continue

8

Budgets are expected to grow or remain steady over the next year in Turkey.

Of those expecting budgets to increase, 73% expect an increase of up to 25%, and 2% expect their budget to increase by more than 100% over the next year.

Commentary

Q: How do you expect your mobile marketing budget to change over the next 12 months? 2016 n=68, 2017 n=65

91% 85%

9% 11%

5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2016 2017

Decrease

Stay the same Increase


In five years’ time, over 60% of marketers will spend more than a quarter of their budget on mobile

9

Asked to predict their allocation of budget to mobile in five years’ time, 61% expect more than a quarter of their budgets to be spent on mobile, compared to only 3% allocating less than 5% to the channel.

Commentary

3% 8%

16% 11%

61%

0-5% 6-10% 11-15% 16-25% More than 25%

Q: What percentage of your (or your clients’) overall marketing budget do you expect to be allocated to mobile marketing and advertising in five years’ time? n=61

All respondents

Mobile tactics and technologies

Chapter 3


Key Insights Social media is the most frequently used media channel with mobile; Facebook is the most used platform

Mobile search is the most popular form of mobile advertising. Mobile-based branded content has the most potential

Mobile video and social advertising are the focus for 2017

Location data and video are at the core of mobile growth in 2017

11


Social media is the most frequently-used media channel with mobile, with the biggest decline in TV

12

Social platforms are used widely (97%) alongside mobile in campaigns, followed by desktop search and display being used by 52%.

Recent innovations from Facebook and Instagram, such as Facebook Pages and Instagram Business Profiles, have brought new opportunities for marketers to reach larger audiences via their mobile phones.

Of those who selected social media, 96% said they had used Facebook for mobile marketing, followed by Instagram (82%), Twitter (80%), YouTube (77%) and Snapchat has been used by 9%.

Nb. Desktop search and display read ‘Online (including search)’ in 2016 survey.

Commentary

Q: In your experience, which media channels are used most frequently with mobile? 2016 n=93, 2017 n=58

2%

2%

7%

12%

47%

52%

97%

3%

3%

11%

16%

79%

82%

85%

Other

Print

Out of Home

In-store

TV

Desktop search and display

Social media

2016

2017

All respondents


All respondents

Mobile search and in-app advertising are the most popular now, with branded content set to be biggest in five years’ time

13

Over the next year, marketers in Turkey are focusing on mobile search (41%), in-app mobile display advertising (41%) and mobile web display advertising (41%) with significantly fewer prioritizing loyalty schemes (16%).

Asked what they expected to be focusing on in five years’ time, branded content will become the focus. This is likely a reflection of the expectation that screens and devices will become increasingly suited for consuming longer-form content, and mobile-optimised websites the norm.

After content, mobile search and apps are expected to be a continued focus, and mobile-based loyalty schemes are expected to rise significantly in the priorities of marketers, from 16% to 32% by 2022.

Commentary

Q: Which types of mobile marketing and advertising are you/your clients focusing most on in your marketing activities in 2017 and in five year’s time? n=56

8%

32%

21%

21%

34%

55%

21%

34%

39%

4%

16%

18%

18%

29%

38%

41%

41%

41%

Other

Mobile-based loyalty schemes

Mobile-based coupons or discounts

Our own mobile-optimised site(s)

Our own mobile app(s)

Mobile-based branded content

Mobile web display advertising

In-app mobile display advertising

Mobile search

2017

2022


All respondents

Mobile video and social advertising are the focus for 2017

14

In Turkey, mobile video advertising is a focus for 87% of respondents, followed by 66% using mobile social advertising .

Commentary

Q: Specifically for mobile advertising, which of the following are you/your clients planning to focus on in 2017? n=38

3%

3%

13%

21%

26%

32%

40%

66%

87%

Other

Push messaging

Mobile gaming advertising

Mobile rich media advertising

Mobile–based location targeting

Mobile banner advertising

Mobile search advertising

Mobile social advertising

Mobile video advertising


All respondents

Whilst location data is still at the core, 360° videos, mobile wallet and VR are close behind

15

This year, almost 60% of marketers will use location data as part of their mobile marketing strategy.

Live streaming from mobile has increased in significance for marketers in Turkey. 39% of respondents are planning to use live streaming this year, compared to 24% saying the same last year.

Chatbots and the IoT and smart home were added as options for this year’s survey.

Commentary

Q: Are you/your clients planning to use any of the following and their associated mobile technologies in 2017? 2016 n=83, 2017 n=52

4%

12%

33%

35%

35%

37%

39%

40%

42%

44%

48%

58%

0%

17%

45%

23%

30%

24%

23%

16%

43%

54%

Other

NFC

Beacons

QR codes

Augmented Reality

IoT and smart home

Live streaming from mobile

Chatbots

Virtual reality

Mobile wallet

360° videos on mobile

Location data

2016 2017

Barriers and challenges

Chapter 4


Key Insights Content creation, privacy and metrics & measurement are the key challenges for marketers

Mobile marketing effectiveness is measured through engagement metrics like sharing and video completion rates

Budgets and skills have become less of a barrier to mobile marketing in Turkey over the past 12 months

17


All respondents

Content creation for mobile is a problem for marketers

18

The biggest barrier to the growth of mobile in Turkey is content creation for mobile, according to 29% of marketers surveyed.

Mobile marketing in the region also appears to be held back by privacy concerns and measurement; 28% and 26% said each respectively was a barrier to growth in the region.

Missing data for 2016 are where options were added to refresh the 2017 survey.

Commentary

Q: In your opinion, what are the biggest barriers to the growth of mobile marketing and advertising in Turkey? 2016 n=68, 2017 n=65

7%

12%

22%

12%

16%

24%

28%

27%

34%

28%

31%

22%

2%

3%

9%

11%

12%

12%

14%

17%

19%

20%

22%

23%

23%

26%

28%

29%

Evangelism

Other

Data pricing

Guidelines and best practices

Poor quality mobile apps

Skills

Internal challenges and silos

Education

Fragmentation of mobile ecosystem

Lack of mobile friendly sites

Ad fraud

Ad blocking

Budgets

Metrics and measurement

Consumer privacy concerns

Content creation for mobile

2017

2016


All respondents

Mobile marketing effectiveness is measured through engagement

19

Metrics and measurement are the biggest barriers to growth, indicating that work needs to be done on tracking the metrics shown on this chart.

Engagement metrics are used by the biggest proportion of marketers in Turkey (81%) to measure mobile marketing effectiveness, followed by 60% of the respondents tracking behavioural metrics.

Those measuring business metrics like ROI number less than half of respondents, at 36%.

Marketers in Turkey are more likely than those in EMEA and North America to use engagement metrics to measure effectiveness, but less likely to use business and attitudinal metrics.

Commentary

Q: Which of the metrics below do you or your clients most use to measure mobile marketing effectiveness? n=58

16%

17%

36%

47%

60%

81%

10%

22%

45%

57%

60%

65%

7%

21%

46%

49%

66%

69%

Communications metrics (i.e. PR value)

Attitudinal metrics (i.e. awareness, image and other brand KPIs based on surveys)

Business metrics (i.e. ROI, incremental sales, profit, LTV)

Audience delivery metrics (i.e. impression delivered by target group, or viewable

impressions)

Behavioural metrics (i.e post click engagement, traffic to sites etc)

Engagement metrics (i.e. video completion rates, social sharing, CTR etc)

North America EMEA Turkey

WARC.com is an online service offering advertising best practice, evidence and insights from the world’s leading brands. WARC helps clients grow their businesses by using proven approaches to maximise advertising effectiveness.

WARC’s clients include the world’s largest advertising and media agencies, research companies, universities and advertisers.

London 85 Newman Street London W1T 3EU United Kingdom +44 (0) 20 7467 8100 [email protected] Washington DC 2233 Wisconsin Ave NW Suite 535 Washington DC 20007 United States +1 202 778 0680 [email protected] Singapore 20A Teck Lim Road Singapore 088391 +65 3157 6200 [email protected]

This report is based on an online survey of 597 marketing professionals, carried out in March and April 2017.

The survey link was disseminated to WARC and MMA lists, and respondents received a complimentary copy of the report in addition to being entered into a prize draw.

This report contains the response of those based in Turkey, and were a mix of client-side, agency and technology vendor marketers.

About WARC

Contact Us About the study

More from WARC

The MMA is the world’s leading global non-profit trade association composed of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.

About the MMA

Contact the MMA

Chris Babayode MD, EMEA [email protected]

Documents

The State of The Industry: Mobile Marketing in …...Mobile video and social advertising are the focus for 2017 14 In Turkey, mobile video advertising is a focus for 87% of respondents,