mobile marketing be responsive to changing consumer behaviour' | conor lynch -

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Conor Lynch

MOBILE MARKETING – BE RESPONSIVE TO CHANGING CONSUMER BEHAVIOUR

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15 YEARS ONLINE MARKETING

94

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SERVICES

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LIVING IN A HYPERCONNECTED WORLD

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To follow consumers in the explosion in usage of tablets & smartphones For building awareness, customer acquisition, customer retention & mCommerce Mobile apps will grow to a $55.7bn industry by 2015 Connected devices expected to jump to 50 billion by 2022

WHY MOBILE MARKETING?

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WHAT IS THE INTERNET OF THINGS?

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285 million tablets worldwide at the end of 2013 Smartphone Users Worldwide will total 1.75 Billion in 2014  

WE’VE GONE MAD FOR MOBILE

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The consumer is in control, well informed, well connected and with so much choice. Consumers expectations are rising and they will continue to seek

user friendly products and services that simplify their lives and add status. 

Consumers seek engagement from open and transparent organisations. Consumer experience will be a key differentiator among competitors.

Build communities and you will have new ambassadors. Connect consumers

to each other and you connect them to your brand.

CHANGING CONSUMER BEHAVIOUR

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CROSS MEDIA BEHAVIOUR

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More and more people access the web through mobile devices. As mobile devices become more popular, this is set to increase. 82% of people searching new products/services did it on their mobiles in Ireland (Google 2012)

MOBILE DEVICES, NOT PCs

Monetate Nov 2013

Desktop / Laptop Tablet

Smartphone

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SMARTPHONE USAGE

Google/Nielsen Nov 2013

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GOOGLE MOBILE PLANET

h#p://think.withgoogle.com/mobileplanet/en/  

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MOBILE WEBSITE V MOBILE APP

Source - Digital Excel OBJECTIVES AUDIENCE PLAN ANALYTICS

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WHY MOBILE? UNDERSTAND YOUR CUSTOMER

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BUYING STARTS ON MOBILE

HotelCloud Sept 2013

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IT STARTS WITH SEARCH

Google/Nielsen Nov 2013

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ALL THROUGH THE SALES CYCLE

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People use smartphones for:

o  Finding store location (41% ) o  Tracking a products photo for opinions

and product review (31%) o  Checking prices ( 29%) o  Checking a product's availability (27%) o  Redeeming vouchers (17%)

Good site experience is likely to convince people to purchase (67%) whereas a bad site may not only discourage people but also keep they away from your brand (61%)

Source: www.marketingweek.co.uk/Pictures/web/b/a/m/

mgraphBIIG.jpg

SMARTPHONES USAGE IN BUYING

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50% of searches on Google are on Mobile

SMARTPHONES & SEARCH

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What is it? Text ads contain three lines of text and a URL that links to your website. Why you'd use it • You can customize your text ads to be mobile-optimized to drive a better response from mobile users. • Reach users across all platforms and devices. Details • Text ads appear on Google.com and the Google Display Network.

MOBILE ADVERTISING

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http://www.google.ie/ads/mobile

GOOGLE MOBILE ADS

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OPTIMISE YOUR WEBSITE

Not Mobile Optimised?

Part Mobile Optimised

Fully Mobile Optimised

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We used to make a new site for each device. Instead you have one site that resizes itself based on the device that’s accessing it. The site resizes itself based on the device accessing it, so your users get an optimal experience, regardless of how they’re accessing it, be it phone, tablet or PC. Mashable called 2013 the Year of Responsive Web Design

ONE SITE MULTIPLE DEVICES

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Your webpage is made up of multiple elements. Depending on the device, the site resizes the element, stacking them in order or most important to least important. Unimportant elements are hidden on smaller devices, making it less cluttered and easier to use. Menus turn into select boxes, the entire site changes to suit the device accessing it.

HOW IT WORKS

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MOBILE RESPONSIVE THEMES

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MOBILE RESPONSIVE WEBSITES

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DUDA MOBILE

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DIGITAL SHOPLIFTING

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M-COMMERCE – SUMUP & SQUARE

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IDENTIFY YOUR INFLUENCERS

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LEAD GENERATION ON TWITTER

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MOBILE WEBSITE VS APPS

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• Social Media • Photo Gallery • Map • Newsfeed • Voting/Polls/Competitions • Special Offer Coupon • Ticketing • Push Notifications • Geo-Fencing • Data capture / Lead generation • Purchase / mCommerce • Mobile analytics • Advanced features using phone sensors

MOBILE APP FEATURES

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MOBILE WEBSITE V MOBILE APP

Source - Localytics

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TYPES OF MOBILE APPS

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MOBILE APP BUILDERS

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http://ow.ly/tur8b

NEXT UP - WEARABLE TECHNOLOGY

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THE AUGMENTED REALITY SHOW

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http://ow.ly/w6A7n

RE-ENGINEERING ENGINEERING

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RE-IMAGINE THE SALES PROCESS

http://ow.ly/ysO1L

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http://ow.ly/tuqsK

REINVENTING RECRUITMENT

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MOBILE VIDEO WITH SOCIALCAM 75% OF PEOPLE WATCH VIDEO ON MOBILE

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Tesco, an early pioneer of mobile shopping has increased sales with a campaign to print numerous items from their supermarket and post them on subway walls. Included are a photo, price, and a QR code for each item. The customers scanned the QR code of the items they wanted to buy, then the items are delivered right to their doorsteps.

http://youtu.be/nJVoYsBym88

TESCO MOBILE

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http://www.youtube.com/watch?v=mHrW0owZPFw

CHEVY GAME TIME APP

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SOUNDWAVE APP

Soundwave tracks what users are listening to in their native music apps, as well as through streaming services like Spotify and Rdio. This information appears in the Soundwave feed as it happens, providing a window onto what friends and others that you follow are listening to right now.

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TOP MOBILE MARKETINGS TRENDS

•  Increased Personalization and Customization of Messages •  Location-Based Marketing (Geo-Targeting) •  Narrowcasting •  Multimedia Messaging Service and Rich Media Messaging •  Even Shorter Content (Micro-Content) •  The Gamification of Mobile Ads Will Continue •  Wearable Technology •  Mobile Ad formats •  Rising Mobile Currency •  Mobile Big Data

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MOBILE APP AWARDS

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FREE DIGITAL & MOBILE AUDIT

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CLIENTS

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