This document outlines a three phase mobile strategy: 1) Foundation - establish a mobile-optimized website as mobile usage grows. 2) Advertising - leverage location data and second screen viewing to target ads. This is a big opportunity as mobile influences purchases. 3) Comprehensive strategy - use apps across industries to enhance customer experiences from sales to loyalty. Examples include automotive after-sales support and branded alcohol apps. The mobile potential is large if companies adopt these strategies.

1. Mobile – The Next Steps
Mark Wilmont
@MarkWilmont
Amstelveen, 15th September 2013

2. Why mobile?
• In Netherlands, every 2nd phone is a smartphone.
• Most importantly 2 in 3 of our key demographic own a
smart device
• 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

3. 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/

4. Mobile strategy
Comprehensive
Phase III
Phase II
Phase I
Source: Havas Media/Forrester
A.
Experimental
strategy
B.
Device
strategy
Foundation
C.
Channel
strategy

6. 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.”

7. Phase I: Foundation

8. 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

9. 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

10. Phase I: Foundation

11. 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

12. Phase II: Advertising

13. Current state mobile advertising in the Netherlands
Bron: Deloitte IAB Report Online Adspend H1 2013

14. Current state mobile advertising in the Netherlands
Bron: Deloitte IAB Report Online Adspend H1 2013

15. Consumer decision journey - channels
Mobile
SEA
Active evaluation
Social
Display
Display
4
Social
LOYALTY
1
2
3
AWARENESS
CONSIDERATION
PURCHASE
5
ADVOCACY
Mobile/Facebook
app
Post purchase experience
Mobile/Facebook
app

16. Mobile KPIs
KPI
Score
Measurement
Awareness
+
Impressions, cost per impression, target audience
reach
Engagement
++
Engagement, interaction, finished video view, click to
call, click to calendar and so on
Action
+
Cost per click, CTR, download, cost per download,
bounce rate, time (have to work with mobile rich media
partners), sales (if the banner is on a mobile site and
refers to a mobile site)
Retention
++
Returning users of the app, time spend in the app,
lifetime value
Source: Havas Media (desk research)

17. Phase II: Advertising – mobile and big data

18. Phase II: Advertising
Big data is off great influence on mobile advertising

19. 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.

21. Phase II: Advertising – location based advertising
Location-based advertising (LBA) is a new form of advertising
that integrates mobile advertising with location based
services. The technology is used to pinpoint consumers
location and provide location-specific advertisements on
their mobile devices
Source: Wikipedia

22. 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.

23. Phase II: Advertising - Location based advertising
• Geo aware: This are personalized ads based on location
information
• Geo Fenced Ads: These are ads that focus on all users within
a preset radius of a company with the same advertising
message
• Designated Market Area: Are city or postcode related
location targeting campaigns
• Audience Location Based Targeting: Location Targeting can
be combined with anonymous data on demographics, purchase
intent or other behavioral data
Source: TomorowMobile.nl / Business Insider, BI Intelligence Full Report.

24. Source: Verve Mobile, February 2013

25. Source: Mobext.com

27. Source: Mobile Marketeer & GWI

28. Mobile commerce: Who are the consumers
Source: aimia.com + tomorrowmobile.nl

29. 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

30. “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)

31. 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

33. 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?
Source: mobilemarketing.nl

34. Phase II: Advertising – Second screen advertising
Second screen advertising
• The use of a second screen during major events live on
television.
• Consumer involvement by giving away incentives on the
second screen
• Consumer involvement by offering a game on the second
screen

35. Phase II: Advertising – Second screen advertising
• Bringing together Ecommerce in television content. For
example, the digital offering items that can be seen currently on
television
• Sponsoring the second screen extras
• Encourage social interaction to communicate
• Enabling real-time interactivity
Source: mobilemarketing.nl

36. Phase II: Advertising – Second screen advertising
Shazam
While watching tv commercials
added advertiser information
comes at the consumers
smartphone while using Shazam.
The viewer is redirected to a
mobile landing page with a
contest, action, game or other
incentive

37. Phase III: Comprehensive strategy
“Mobile as a bridge for all online and offline
activities and campaigns”

39. Phase III: Comprehenisve strategy car industry– Sales force app

40. Phase III: Comprehenisve strategy car industry – after sales app

41. Phase III: Comprehenisve strategy financial industry– app for a specific target group

42. Phase III: Comprehenisve strategy financial industry – Investor & media relations app

43. Phase III: Comprehenisve strategy leisure industry– Investor & media relations app

44. Phase III: Comprehenisve strategy fast moving products– alcohol test app (Beck’s beer)

46. Phase III: Comprehenisve strategy – Loyalty programs

47. Phase III: Comprehenisve strategy – Loyalty programs

48. Phase III: Comprehenisve strategy – Loyalty programs

49. Phase III: Comprehenisve strategy – Loyalty programs

52. Interesting branded apps
Source: Mashable.com

53. Interesting branded apps
Source: Mashable.com

54. Interesting branded apps
Source: Mashable.com

57. Thank you.
Mark Wilmont
@MarkWilmont