making mobile matter
DESCRIPTION
A presentation by Georgia Zacharaki, Digital Account Director, Tempo OMD Hellas This presentation was part of the 2nd Mobile Marketing event by Warply. Top executives from leading brands, media agencies and Greek media presented trends of the mobile industry and real examples of how they engage their customers and capitalize on the shift towards a mobile-first reality. The event was powered by: Warply Microsoft Innovation center Nespresso Papadopoulou BiscuitsTRANSCRIPT
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2nd Mobile Marketing event
5/2/2014
Powered by:
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MAKING MOBILE MATTER
Georgia Zacharaki | Digital Account Director at Tempo OMD Hellas
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For consumers everything will be mobile first
(If it isn’t already)
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The importance of ‘mobility’ is recognised by digital thought leaders
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Mobile accounting for an increasing share of total internet time
+57%
+130%
+66 % +77%
+47%
US Europe Asia Africa S. America
Source: Media Usage Morgan Stanley
+87% globally YoY
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0
500
1.000
1.500
2.000
2.500
2007 2008 2009 2010 2011 2012 2013 2014 2015
Inte
rne
t U
se
rs (
mm
)
Mobile users
Desktopusers
Mobile is predicted to become the primary point of internet access this year
Source: Morgan Stanley, Mary Meeker
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Glo
ba
l D
ev
ice
Sa
les
PCs
Smartphones
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Mobile is already the second most used media channel
7
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8 SOURCE: Mediascope IAB Europe
48%
Smartphone ownership
Greece outperform in Smartphone penetration
44% Smartphone ownership in Europe
0%
20%
40%
60%
80%
UK Spain Italy Germany France Greece
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Recession do not affect tablets penetration
9
8% of Greeks own
a Tablet (vs. 9% in EU)
Source : IAB Europe, Mediascope
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Mobile internet users are a dynamic target with buying power
55% 45% Upper
Middle
Lower
145
100
61
Higher
Secondary
Primary
131
98
51
15-17 18-24 25-34 35-44 45-54 54-64
8,6%
24,9% 29,9%
20,8%
10,6% 5,3%
idx 146 162 127 97 56 36
1.800 (mean HH income)
+8% vs. Total Population
Source : Focus Bari, Web ID 10
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Today’s ‘Digital’ encompasses so much
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and that changes everything!
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New devices give rise to new behaviours
13
Shared, or used at work Personal
Semi-portable at best Taken everywhere
Web and web search Web and web search, apps, social, location, NFC, …….
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New devices have changed consumer behaviours
THE LOVER
THE WIZARD
THE SAGE
SOURCE: OMD Insights
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In our latest research we looked at the role of smartphones vs other devices and their influence across
the consumer path to purchase
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Understanding how different screens interact with our lives
OMD Insights
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The Mobile Opportunity, personalised but scalable
Communicate through a device that is personal in a way that is relevant to consumers context and makes them think you understand their needs and wants but do it at scale.
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Mobile as an advertising channel
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Mobile makes up 10% of digital spend
SOURCE: IAB / Digital Adspend 2012
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Unlock mobile opportunities
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Mobile offers advertisers rich opportunity but with a smaller margin for error !
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Majority of top 100 advertisers have a mobile optimized website
79%
73% 71% 70%
50% 36%
FMCG Retail Media Automotive Finance Technology
& Telecoms
SOURCE: IAB / Mobile Optimization Study 2013
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Understanding the relationship between mobile and other channels is key
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Source: Dynamic Logic
Mobile is effective at shifting brand metrics
+ 29% in Brand Favorability
+40% in Purchase Consideration
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Mobile can be more effective than digital !
23 Source: Nielsen IAG, category (40 measured brands)
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Mobile out-performs TV as well !
Source:TV Standard Ad Sourcs: Nielsen IAG
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Mobile Thought Process
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Stage 1: Understand your consumer
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What are my consumers using mobile devices to do?
How does this vary by device / location / need-state?
What are your consumers expecting from you in mobile?
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Stage 2: Differentiate your business through mobile
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Does mobile provide opportunity to offer new services?
How are your competitors using mobile?
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Stage 3: Create a mobile strategy that Optimizes the role of different screens across the consumer journey
Online advertising
most effective for
building awareness
Mobile drives
consideration and
recommendation
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Stage 4: Deliver an optimised mobile experience
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