ad:tech London 2012
Thinking Mobile First
Why a mobile first marketing strategy is the only route to success in 2013.
Ross Sleight, Chief Strategy Officer, Somo
2. INTRODUCING SOMO
World’s largest independent mobile marketing company
Europe’s fastest growing mobile company – GP Bullhound
94 dedicated mobile experts
Global service through local offices EMEA, US and APAC
Strategy & innovation, creative and production, media, reporting & tracking
3. BACK IN 2002 DIGITAL WAS SIMPLE
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4. BY 2008 SOCIAL MEDIA STARTED TO CHANGE THIS
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5. 2009 2010 2011 2012 THE YEAR OF MOBILE
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6. CONTEXT – 2012 THE YEAR OF MOBILE
Source: LOCOG COPYRIGHT & CONFIDENTIAL
15. CUSTOMERS ARE USING MOBILE TO RESEARCH AND PURCHASE ON OTHER
PLATFORMS
31% 39% 24%
of smartphone users of smartphone users of smartphone users
have purchased a have researched have researched
product or service on their mobile on their mobile
on their mobile then bought on PC then bought in Store
Source: Google Our Mobile Planet 2012 COPYRIGHT & CONFIDENTIAL
16. CONSUMERS USE MOBILE AS DIRECT RESPONSE FOR ALL
MEDIA
Dual QR
screen AR
Audio
triggers
Search Product or
QR codes price info
AR / audio
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17. SUMMARY
MOBILE IS DISRUPTIVE BECAUSE IT CHALLENGES
CONVENTIONAL THINKING
IF CUSTOMER IS MULTI-SCREEN DUE TO MOBILE
BRANDS NEED TO BE MULTI SCREEN
MOBILE IS NOT AN ADJUNCT TO ONLINE
THINK MOBILE FIRST
COPYRIGHT & CONFIDENTIAL