Integrating Mobile into the Marketing Mix by Julian Smith

Integrating

Mobile Into the

Marketing Mix

Digital Marketing Show

28th November 2013

[email protected] @WeAreFetch

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

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


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


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

Source: eMarketer, Oct 2013


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


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%


Mobile can no longer be seen as simply an afterthought

TV Radio Print OOH

POS Live Online Mobile


Mobile has now got to be integral to marketing mix

TV

OOHRadio

Print

Live

Online

POS


Mobile should be integrated with desktop

Desktop

ecosystem

Multi-channel digital

ecosystemMobile

ecosystem

+ =


Mobile can be integrated with TVExtending TV ads to mobile screens

In VoD players In YouTube In rich media ads


Mobile can be integrated with TVAdding second screen call-to-action to TV ads

Hashtag Audio-tag (Shazam) QR code??

Not to be

recommended!


Mobile can be integrated with TVAdding second screen engagement to TV ads

Red Bull Supernatural Snowboarding app

http://www.youtube.com/watch?v=7ftyEUIYcJ8

http://www.youtube.com/watch?v=7ftyEUIYcJ8


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

Shazam Chirp.io

Sonic Notify untapTV


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


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

https://www.youtube.com/watch?v=lyvg6p0LQUg


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


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

https://www.youtube.com/watch?v=j1DrcQq_qzs


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


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


Mobile can be integrated at POSNFC-enabled beer fonts


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?


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


Marketers need to understand the role mobile can play along the path to purchase

Awareness & consideration

Evaluation & preference

Arrival & conversion

Experience & participate

Loyalty & advocacy


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

Promotions /

Shopper

Media

Digital /

Social

Creative

Mobile

PR /

Experiential

CLIENT


Marketers need to act now!


Thank you

Julian Smith | Head of Strategy & Innovation | [email protected]

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