mobile day 2015 - unpacking the digital consumer - gfk

29
1 © GfK Belgium | 20 October 2015 | Mobile Day Unpacking the digital consumer The impact of TV, digital and mobile campaigns on consumer sales Bert Hendrickx, GfK Belgium, October 2015

Upload: bloovi

Post on 15-Jan-2017

1.224 views

Category:

Marketing


0 download

TRANSCRIPT

1© GfK Belgium | 20 October 2015 | Mobile Day

Unpacking the digital consumerThe impact of TV, digital and mobile campaigns on consumer sales

Bert Hendrickx, GfK Belgium, October 2015

2© GfK Belgium | 20 October 2015 | Mobile Day

A COFFEE AND A SMARTPHONETODAY, ARE JUST THE CIGARETTE AND NEWSPAPER OF 20 YEARS AGO.

3© GfK Belgium | 20 October 2015 | Mobile Day

I CHEATED

4© GfK Belgium | 20 October 2015 | Mobile Day

On-the-go traffic generator

Shared entertainment hub

Productivity workhorse

5© GfK Belgium | 20 October 2015 | Mobile DayIt’s not about separate use

6© GfK Belgium | 20 October 2015 | Mobile Day

Bigger screensdrive market growth Mid-range

segment under

pressure

4G forAlways On

Rise of APAC

7© GfK Belgium | 20 October 2015 | Mobile Day

Mobile instore #1Advice

31%

20-29y

51%

8© GfK Belgium | 20 October 2015 | Mobile Day

Mobile instore #2Pictures

25%

20-29y

40%

9© GfK Belgium | 20 October 2015 | Mobile Day

Mobile instore #3Price comparison

21%

20-29y

28%

10© GfK Belgium | 20 October 2015 | Mobile Day

Slow adaptation ofmobile payment

42% Gimmick

33% Clunky

49% Security

11© GfK Belgium | 20 October 2015 | Mobile DaySource: GfK Online Access Panel (Belgium), N = 7926, january 2015 | image: http://www.mobile-for.be

1 in 3 Belgian consumers used SMS payment in 2014

12© GfK Belgium | 20 October 2015 | Mobile Day

1945

13© GfK Belgium | 20 October 2015 | Mobile Day

2015

14© GfK Belgium | 20 October 2015 | Mobile Day

Let‘s pay with a Selfie

15© GfK Belgium | 20 October 2015 | Mobile Day

Source: BeCommerce Market Monitor

Penetration of mobile purchases (Q2 2015)

Smartphone

+1pts from Q1

11%

Tablet

+1pts from Q1

15%

16© GfK Belgium | 20 October 2015 | Mobile Day

Source: BeCommerce Market Monitor – Q2 2015 | Average basket size per device per purchase

Changing purchase behavior per device

€ 111

€ 104

€ 50

17© GfK Belgium | 20 October 2015 | Mobile Day

Global Marketing Budgets by Medium (GMI september)

Source: Warc GMI September

18© GfK Belgium | 20 October 2015 | Mobile Day

Two major challenges for measurement

Click-based optimisation and measurement leads to poor resource allocation

Most existing measurement uses cookies which do not work in mobile apps

19© GfK Belgium | 20 October 2015 | Mobile Day

PEOPLE-BASED MARKETING MEASUREMENT IS CRUCIAL AS CONSUMERS TOGGLE DEVICES

20© GfK Belgium | 20 October 2015 | Mobile Day

Desktop / laptop

TV, radio, print

Smartphone, tablet

People-based measurement

21© GfK Belgium | 20 October 2015 | Mobile Day

Finding the FBID in GfK’s HTML traces

22© GfK Belgium | 20 October 2015 | Mobile Day

Uplift factor: increased likelihood of purchase after controlling for promotion, loyalty and demographics

The impact of different channels on reach and sales

TV

Facebook

Facebook mobile

Analysis of 7 FMCG campaigns in 2015

23© GfK Belgium | 20 October 2015 | Mobile Day

1.12

Facebook sells FMCG in a comparable way to TV

Overall impact on sales

Uplift factor: increased likelihood of purchase after controlling for promotion, loyalty and demographics

1.26

24© GfK Belgium | 20 October 2015 | Mobile Day

ENGAGING FORMAT

ENGAGED AUDIENCE?

26© GfK Belgium | 20 October 2015 | Mobile Day

Uplift factor: increased likelihood of purchase after controlling for promotion, loyalty and demographics

Uplift factor among people exlusively reached by TV or Facebook

1,03 1,94

27© GfK Belgium | 20 October 2015 | Mobile Day

7 FMCG campaigns

Uplift factor: increased likelihood of purchase after controlling for promotion, loyalty and demographics

Mobile impact higher than Facebook average

1 2 3 4 5 6+1

1.1

1.2

1.3

1.4

1.5

1.6

1.7

Facebook Mobile

Facebook

TV

Impressions per week

Uplif

t Fac

tor

1,21

1,46

1,70

28© GfK Belgium | 20 October 2015 | Mobile Day

#MOBILEDAY2015

@Bloovi

@BHENDRICKX88

@GfK Include mobile to increase campaign reach and impact.

It’s not about mobile only: device switching behavior comes naturally.

Mobile disrupts both digital and traditional shopper behavior.

123

Key take aways