8. Why mobile?
• In the Netherlands, every 2nd phone is a smartphone.
• More than 35% of web visits are mobile only
• 94% of the Smartphone owners use an app daily
• Amazon sells $6b worth of stuff through mobile, almost
15% of their entire revenue
• In the Netherlands mobile advertising is still relatively
small, 6.6% of total display advertising
9. Why mobile?
In the nearby future the
potential of mobile as a
product and as a
marketing tool is huge
Source: http://www.tomorrowmobile.nl/alle-mobile-marketing-introducties-op-een-rij/
12. Phase I: Foundation
“If your information is not available on a small
screen, it doesn’t exist for all the people that rely on
their mobile phones for access.”
14. Phase I: Foundation
Mobile context: The reality
• Advertisers communicate their URL through TV
• 86% of people use mobile internet while watching
television
• Many advertisers do not have mobile site
• 30% of searches for restaurants comes from mobile
• Most restaurant websites are horribly useless
through mobile
Source: Marketresponse
15. Phase I: Foundation
• 79% of smartphone users uses their mobile in a shop
for product research
• 15% of searches for financial and insurance content
comes from mobile
• 77% of mobile searches are from home or work
Source: Marketresponse
17. Phase I: Foundation
Four reasons why not to develop an app, and one reason why an
advertisers should!
#1 An app is not an idea
#2 There are too many platforms
#3 The consumer doesn’t want the advertisers app
#4 App development is expensive
BUT
Consumer time spend on apps on mobile phones: 80% !
Source: @leeuwenrob
23. Phase II: Advertising – location based advertising
• Big Data makes it possible for mobile ads to target
hyper-local.
• This is interesting because localized mobile
campaigns perform two to three times as good as
standard campaigns.
• The promise of mobile advertising is enormous, since
consumers have their smartphone with them all day.
24.
25. Phase II: Advertising – Location based advertising
An overview of the most
effective location based
targeting strategies.
Source: TomorowMobile.nl / Business Insider, BI Intelligence Full Report.
28. Mobile commerce: What do consumers buy?
• Clothes and accessories (39%)
• Tickets (24%)
• Books (not e-books) (23%)
• Meals (22%)
• Electronics (22%)
• Daily offerings (21%)
Source: MarketingCharts
29. “People are using the smartphone in the store as a
complement to what they’re doing. When you start to view
the smartphone as a complement to the purchase cycle,
and as retailers understand that, that number will only
increase.”
Bill Dinan (Telmetrics)
30. Phase II: advertising – in the retail industry
• 21% of consumers conducted a
mobile search before making an
offline purchase
• 44% check prices in store
• 73% of mobile searches are at
home
• 42% of mobile searches are at
store
• Reason of search: price
comparison 34%
• 47% annual increase in mobile
purchase research
Source: mobilemarketing.nl
31.
32. Phase II: Advertising – Second screen advertising
Second Screen
• Programs are increasingly watched "on demand" and a
second screen is added to a program
• Program makers and broadcasters want to fascinate the
viewer and increase the perception around the program
• The second screen is a valuable addition or an
unnecessary distraction?
• Second screen brings new advertising options for
broadcasters and advertisers
33. Phase III: Comprehensive strategy
“Mobile as a bridge for all online and offline
activities and campaigns”
