This document summarizes a talk on mobile marketing in 2014. Some key points: - Mobile usage and subscriptions continue to grow rapidly worldwide, with over 7 billion subscriptions in 2013. - Mobile has become the dominant digital channel for engaging consumers, and companies that do not have a mobile strategy will become irrelevant. - Mobile marketing spending is predicted to grow significantly, reaching $30 billion in the US by 2015. This will create over 1 million new jobs. - Examples of companies that have successful mobile strategies include Starbucks, Domino's Pizza, and news publications like the Financial Times that optimized for mobile.

1. Mobile Marketing in 2014
A talk by Helen Keegan
©Helen Keegan 2014. All rights reserved.
Images used under Creative Commons Licence

2. Who’s here?
• Helen Keegan: experience
– 14 years in mobile media, advertising & marketing
– 5 years b2b marketing
– 10 years fashion retail
– Blogs at http://technokitten.com
– Tweet me @technokitten
– Organiser of knowledge and networking events
covering mobile around the world:
• Heroes of the Mobile Fringe Festival in Barcelona
http://mobileheroes.net
• Swedish Beers Mobile Networking http://swedishbeers.org
• Panel sessions, dinners, demo sessions and more
• You?

3. Ask
questions!
This is your
session. Get
the most
out of it 
Photograph licensed under the Open
Parliament Licence v1.0 / Creative Commons

4. SETTING THE SCENE

5. It’s big
• Subscriptions (2013)
– 7 billion & rising
• In regular usage ~4bn
– China > 1 billion
– India 950 million
• Mobile devices now exceed traditional computers in
unit sales and revenue
– 70% of US device sales are now smartphones
• Don’t believe me? Check out Chetan Sharma
Consulting and Mary Meeker for more big
numbers!

6. No going back
• Mobile has become the single most important
digital channel for engaging consumers
In 3 to 5 years, with few exceptions,
if a company is not doing the
MAJORITY of its digital business on
mobile, it is going to be irrelevant.
Source: Chetan Sharma Consulting

7. Still don’t believe me? In 2013…
• Paypal does $7 billion in mobile transactions
• Google makes more than $5 billion in mobile
revenues
• Twitter is 60% mobile
• Square does $5 billion in commerce transaction
volume
• Angry birds approaches 1 billion downloads
• Fandango sells a quarter of its tickets on mobile,
Expedia does > $1 billion in mobile commerce
• 40% of Kenya’s GDP comes from mobile money
• Millennial Media IPO at $2 billion, Instagram
bought for $1 billion
Source: Chetan Sharma Consulting

8. Mobile now accounts for ALL online
retail growth
Source Mobile Entertainment Magazine
http://mobile-ent.biz/news/read/mobile-now-accounts-for-all-online-retail-growth/022426

9. A glimpse into your future as marketers
MOBILE MARKETING GROWTH

10. 35
30
25
20
15
10
5
0
Mobile Marketing Growth US
2012 2015
US $ Billions
Predicted growth
$10.5bn
Overheads
Advertising
Direct Response
CRM
$30.4bn
$19.8 bn
$10.6bn
Overheads=agency fees,
PR fees, media
measurement, metrics
services
Source: MMA Economic Impact Study 2013

11. Employment Impact of Mobile
Marketing: USA
Year Number of
jobs
2012 524,000
2015 1,400,000
Growth rate 44%
Source: MMA Economic Impact Study 2013

12. Employment Growth
Source: MMA Economic Impact Study 2013

13. Mobile: essential skill

14. THAT’S THE GOOD NEWS

15. The bad news…
• Customers are ahead. They are already
mobile.
• Lacking skills and experience
• Making it up as we go along

16. WHAT DOES THE MOBILE
LANDSCAPE LOOK LIKE HERE?

17. Source: We Are Social European Digital Landscape 2014

19. Source: We Are Social European Digital Landscape 2014

20. Source: We Are Social European Digital Landscape 2014

21. Source: We Are Social European Digital Landscape 2014

22. Source: We Are Social European Digital Landscape 2014

23. Source: We Are Social European Digital Landscape 2014

24. Source: We Are Social European Digital Landscape 2014

25. Source: We Are Social European Digital Landscape 2014

26. Source: We Are Social European Digital Landscape 2014

27. Source: We Are Social European Digital Landscape 2014

28. Source: We Are Social European Digital Landscape 2014

29. And in Estonia
Source: We Are Social European Digital Landscape 2014

30. Source: We Are Social European Digital Landscape 2014

31. Source: We Are Social European Digital Landscape 2014

32. And in Lithuania
Source: We Are Social European Digital Landscape 2014

33. Source: We Are Social European Digital Landscape 2014

35. And in Latvia
Source: We Are Social European Digital Landscape 2014

36. Source: We Are Social European Digital Landscape 2014

37. Source: We Are Social European Digital Landscape 2014

38. What does this mean?
• The Baltic States are a little behind the rest of
Europe
• You have a little time to catch up but not
much
• The numbers will only get bigger
• The internet is getting faster, cheaper, more
accessible on mobile

39. GfK Retail and Technology
• Track everything you need to understand how
your products are really performing in the retail
and technical consumer goods markets:
– what products are selling, when, where and for how
much
– detailed understanding of your global and local
market trends, from a macro view, right down to
product level.
– online and offline outlets, on a monthly and even
weekly basis.
– Data used with permission from GfK

44. • NFC brings in a new age of payments
• 4G brings in video
• Devices are getting cheaper
• Access costs are reducing

45. THE MOBILE PHONE IS OUR WORLD

46. Phone or toothbrush?

51. http://checkyapp.com

53. Yet…
• Only 8% of UK SMEs have a mobile-optimised
website
• Estimated £122bn in lost sales in the UK
Source Pitney Bowes 2013

54. A NEW ERA – COMPETITION FROM
UNEXPECTED PLACES

55. Small companies can get global reach

56. Jamal Edwards
http://www.youtube.com/watch?v=0cKpvwlSGOI

57. Google is supporting
• State of the art facilities
• Free to use for YouTube
vloggers
• Engineers on site to help

58. WE LIVE IN EXCITING TIMES

59. I have heard all the excuses before…
• The screen is too small
• Our webstats aren’t showing mobile usage
• We don’t need it
• It’s too expensive
• Our website is just fine

60. A glimpse into your future as marketers
MOBILE MARKETING GROWTH

61. 35
30
25
20
15
10
5
0
Mobile Marketing Growth US
2012 2015
US $ Billions
Predicted growth
$10.5bn
Overheads
Advertising
Direct Response
CRM
$30.4bn
$19.8 bn
$10.6bn
Overheads=agency fees,
PR fees, media
measurement, metrics
services
Source: MMA Economic Impact Study 2013

62. Employment Impact of Mobile
Marketing: USA
Year Number of
jobs
2012 524,000
2015 1,400,000
Growth rate 44%
Source: MMA Economic Impact Study 2013

64. In the UK - 2014
Source: Practicology

65. Do you want to lead or follow?

66. What is a mobile strategy for a….
• Security company?
• Local restaurant?
• Pact coffee?

67. DON’T FORGET THE BASICS

68. Email marketing is dead. Long live
email marketing
• 36% open rate on mobile in 2012
• 65% January 2014
• Email is now a mobile first environment

69. A quick comparison
Standard email (Amazon)
Image Credit: Cezary Pietrzak
Mobile-optimized email (Square)
Image Credit: Cezary Pietrzak
Source: http://venturebeat.com/2013/09/04/email-mobile-marketers/

70. Be careful it doesn’t look like this!

71. Tips for optimising email for mobile
• Optimise for the small
screen
– 3 seconds before tune-out
• Create bite-sized content
– Long form is less effective on
mobile
– You may need to give the
option to read more
– Test what works for you
• Snappy subject line
– 30 characters on iOS
• Links
– Fewer please, more targeted
– They must work on mobile!
• Pictures
– Don’t rely on them
– Poor bandwidth
– Load times
• Consider mobile usage
patterns
– Mobile does not always
imply mobility
TEST and then TEST again!
More tips: http://venturebeat.com/2013/09/04/email-mobile-marketers/

72. SMS IS NOT DEAD!

73. Reasons to love SMS
• Works on every phone
• Cheap
• Convenient
• Fast

74. Some ideas
• Be relevant
• Be useful
• Say thank you
• Ask for feedback

75. Useful
Practical advice:
Contact the driver
Result:
I feel safe and looked after

76. Customer service done well
Useful advice
Comes across as helpful
Result: Customer delight!

77. No return path. Grrrr.
I visited once.
Now I can’t stop the messages
Waste of my time
Waste of Salt Cave’s time
Additional issue about the
telephone number – how
much will it cost me?

78. Relevancy….?

79. Messaging channels
• Twitter
• Facebook
• Whatsapp
• Viber
• Skype
• Email
• Whatever the customer prefers….

80. Mobile marketing
• Does not have to be complicated
• Does not have to be expensive
• Simple, personal, relevant, service
• Not just about advertising

81. INNOVATIONS IN MOBILE
MARKETING

82. AVOCARROT

83. What is avocarrot?
• A mobile ad network for indie developers who care
about user experience.
• Instantly make money from your free apps using native
ads that don't spam your users and does not interrupt
the user experience
• Shows only quality ads to users that provide real value.
Users get discounts from shops they love or suggestions
for apps that they might find interesting.
• Average eCPM over the last six months was $2

85. REINVENTING THE CAPTCHA

86. What does Future Ad Labs do?
• Innovative ad formats that offer far more than
anything else out there
• Turn sources of frustration on the web into
delightful experiences
• Generating incremental new revenue streams
for websites

87. PlayCaptcha
300 million opportunities to generate revenue daily

88. Some of the brands using this
Click here to
play
Click here to
play
Click here to
play
Click here to play Click here to play Click here to play

89. PlayRoll
Click here to play
100 million opportunities to generate revenue daily

90. Proven results
91% Agreed that our games
are more engaging than
banner ads*
*Source: OnDevice Independent Research, 2014

91. Global mobile panels & research
www.ondeviceresearch.com
London Dubai Singapore @ondevice ondeviceresearch.com +44 (0)20 7278 6627

92. We use the mobile
internet to gain access
to consumer opinions at
any time, place or country

93. Nearly everyone has a
mobile phone
People keep it with them at all
times and this creates new
opportunities for market
research.

94. The benefits of mobile research
Speed – results in days, not weeks or months
Reach – nearly all consumers have a mobile device
Data quality – In-the-moment beats alternatives
Cost – most cost-effective method in the emerging markets

95. Our surveys work on
any internet
connected device

96. 19 million
mobile surveys in
72 countries

97. Try out one of our surveys now…
bit.ly/ondevicedemo

98. LET’S TALK ABOUT APPS

99. Small app, BIG IMPACT
• In one city: San Francisco – population 826k
• Reduce petrol spend (estimate $360k)
• Reduce air pollution
• Save drivers time
Source: MMA Economic Impact Study 2013

100. https://www.park-now.com/

101. BEWARE!
MOBILE APP ≠ MOBILE STRATEGY

102. Apps are all well and good…
• Can be expensive to build
• Need to be supported and maintained
• Marketing and PR requirement
• App-store optimisation
• Platform choice
• App-store choice
It’s where smartphone customers are
spending most of their time

103. DESIGN WITH USERS IN MIND

104. Bill Cosby from The Cosby Show
‘I don’t know the key to success but the key to
failure is to try and please everybody’

105. Process
• Identify customer(s)
• Prioritise
• Delve deeper
• Brainstorm solutions
• Rapid prototyping
• Choose which to develop further

106. HAS ANYONE GOT THIS RIGHT?

107. Starbucks & NFC
• 12m active users in US and Canada of the
Starbucks mobile app
• 6 million payments made by mobile every
week
• 15% transactions in its US stores this
• Hit $1 billion in mobile payments in 2013
(And that’s before Apple Pay and its 0.15%
of every transaction)

108. Loop.aero
• Flight magazine in print
• Management buyout
• Reimagined the title specifically for iPad
• Took 8 months to create
Nov 2011: stopped all print
publications

110. Loop.aero
• Expanded: English, Chinese and German
• Advertisers have transitioned – rich media works
well for the sector. Longevity of adverts
• Create apps as a sideline for advertisers and
sponsors
• All creative and tech done in-house
• On 70k iPads globally and growing by 2,000 a
week.
• Highest growth in China

111. MD of FT.com: The web app has been
'successful beyond our wildest dreams'

112. Rob Grimshaw, MD FT.com
“Publishers are only just getting used to the
desktop but the audience has moved on.”
“It is vital we make a commercial success out of
mobile.”

113. Let’s talk about Domino’s
The ultimate mobile brand?
With thanks to Mobile
Marketing Magazine and Paul
Francis, Head of eCommerce,
Domino’s

114. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s

115. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s

116. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s

117. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s

119. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s

120. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s

121. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s

122. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s

123. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s

124. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s

125. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s

127. Source: Mobile Marketing Magazine and Paul Francis, Head of eCommerce, Domino’s

128. TIPS ON APP MARKETING

129. Don’t leave planning for this until last!
• It needs its own marketing plan
• App-store optimisation
• Advertising
• Social sharing
• Email marketing
• PR
• App store choice
• Money talks
For more on this topic, read
Peggy-Anne Salz ‘Apponomics’
published by InMobi. It’s free!

130. CONCLUSIONS

131. • The speed of change is not slowing down
• Skills gap must be addressed
• Innovation please!
• Experiment, fail fast, try again
• The opportunity to lead is NOW

132. Contact Helen Keegan
technokitten@gmail.com
@technokitten
http://technokitten.com
http://mobileheroes.net
http://swedishbeers.org
+44 794 053 8802