Introduction to mobile marketing strategy

1. DIGITAL TRANSFORMATION
Marketing to mobile consumers
Jeremy Swinfen Green, Director, Mosoco Ltd
jeremy@mosoco.co.uk

2. MOBILE CONSUMERS

3. Mobile consumers
The basic data
› 93% of UK adults own a mobile phone and 80% are smartphones
› 71% of adults have a smartphone
› 60% of adults use mobile search at least once a week
› UK has 33 million tablet users
› 65% of internet users have a tablet, around half of which are Apple iPads
Sources: Offcom 2014, Google 2015, IMRG 2015

4. Mobile consumers
When is a mobile a mobile?
› Smartphones are used away from home and office more than tablets: are
pocketable while tablets are merely portable

5. Mobile consumers
What drives mobile commerce?
› Smartphones and tablets account for 45% of ecommerce traffic
o 30% of online sales are through tablets, 10% are through smartphones
› Tablets convert far better than smartphones:
o Conversion rates: smartphones = 1%; tablets = 5%; desktop 6%
o But order values are similar

6. MOBILE MARKETING

7. Mobile marketing
Why does 20% of digital marketing spend go to mobiles?
› Because more consumers use mobiles to access the web than use PCs
o Half of all emails are opened on mobile devices
› You know who the consumer is
o Smartphones are more likely to be truly personal devices than PCs which often get
shared
o Tablets get shared more than smartphones but less than PCs
› You know where the consumer is
› You can deliver local content based on the street or area they are in
› You can even deliver hyper local content in places such as stores and hotels
› You can deliver marketing content at any time – consumers are likely to
have mobile devices with them all the time – even when they are in bed!

8. Mobile marketing
Mobile websites
› At the least you need a responsive or an adaptive website so people can
easily access your website on mobile devices
o Over half of online access is from a mobile device
o It’s also important if you want to be found on mobile search
› You may want to consider a special mobile website (.mobi) with content
designed for mobile users
› But with most mobile devices used in static locations (home or office) you should be
careful about this
› You can also create a mobile App
› They don’t need an internet connection: great for people when they are travelling
› You will need to think carefully about distributing it: ; app store optimisation; via your
website, online and in-app advertising

9. Mobile marketing
SMS and MMS
› SMS (short message service) is the “basic” mobile format
o 90% of SMS messages are read within 90 seconds
o Often use a “short code” (5 or 6 digit number) to make response easy, although these
can be expensive
› MMS (multimedia message service) can contain a timed slideshow of
images, text, audio and video
› But…
o Consumer use of SMS is falling away in favour of web based messaging
o Consumers can opt out of receiving SMS or MMS at any time

10. Mobile marketing
Mobile display advertising
› Mobile display advertising accounts for 31% of digital display advertising
› 40% 0f mobile display is automated (programmatic)
› Mobile ecommerce is growing and accounts for 40% of online sales
› Social media sites are pivotal to mobile display as the majority of social
media activity takes place on mobiles
› Twitter users spend 6 times longer on mobiles than they do on PCs
› Social media sites have moved to force brands to pay for advertising rather than get
free exposure on their platforms
› “Native” advertising formats, where the advertisement masquerades as
editorial, are increasingly common

11. Mobile marketing
Proximity marketing
› Online can target advertising to local areas but mobile marketing can
deliver more accurate geo-targeting
› Sending coupons to be people near a particular store is the most valuable type of geo-
targeting
› “Geo-fencing” is a technique where people can be sent a message when they enter or
leave a particular location such as a hotel, casino or store
› People have to opt in to this type of marketing but this means that they can
be sent more personalised messages based perhaps on earlier behaviour
› Mobile marketers point to location as being a key advantage for mobile
marketing: but it is only listed as important by 20% of clients (Experian 2013)

12. Mobile marketing
Beacons
› Interactive “beacons” can be used to send messages to people in a store as
they approach within a few feet of the beacon
› This allows “hyper-local” marketing turning a shelf end into an interactive opportunity
› Beacons can also be powerful where people are “trapped” for a while e.g.
bus stops, sports arenas
› The danger is that sending too many messages to consumers, always a
temptation, will have a negative effect on them

13. Mobile marketing
Content marketing
› Content marketing – the provision by brands of content that valued by the
recipient – is common in mobile marketing
o This is partly because of the size restrictions on display advertising
o It is also because when people on mobile devices are away from home they may be
bored and content can alleviate this
o Alternatively people away from home may be less familiar with the location and
content can provide useful information
› Content marketing has been around for years (advertorials, infomercials)
and experience teaches that the information has to be genuinely useful for
it to work

14. Mobile marketing
Using the camera
› The cameras on mobile devices can be used by marketers in two ways:
› QR codes or two dimensional bar codes can be used as a way of sending
people to a product page deep within a website
› As they are fiddly to use there is little point in using them to send people to your
home page
› Augmented reality (e.g. Blippar and eyei) where pointing the camera at an
object such as packaging causes additional information to be displayed on
the users phone screen

15. Mobile marketing
Wearables
› Wearables are mobile devices just as phones are but very limited screen
size means that any marketing content needs to be “glanceable”
› More powerful marketing opportunities may be “content marketing” in the
form of branded wearable apps for fitness etc

16. Mobile marketing
Multichannel marketing
› An important marketing challenge is to track consumers across channels so
that the effect of different touchpoints can be attributed
o Basic requirement: track people across different sites (e.g. from Search to Facebook to
website)
o Especially important to track traffic from online to a store
o Also track individuals across devices (e.g. PC, mobile) to enable personalisation
› Some companies (e.g. ad serving company DoubleClick) claim to be able to
track people across online devices; other methods include:
o Forcing people to sign in to websites (not a good idea)
o Offering vouchers to track people from online to retail
o Creating channel specific URLs (people often ignore these without an incentive)
o Research (e.g. in-store questionnaires)

17. THANK YOU
Jeremy Swinfen-Green, Charlotte Childs
hello@mosoco.co.uk
07855 341 589