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Thinking Mobile First

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Lucy James
Lucy James

ad:tech London 2012 Thinking Mobile First Why a mobile first marketing strategy is the only route to success in 2013. Ross Sleight, Chief Strategy Officer, Somo

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THINKING MOBILE FIRST ROSS SLEIGHT CHIEF STRATEGY OFFICER COPYRIGHT & CONFIDENTIAL
INTRODUCING SOMO World’s largest independent mobile marketing company Europe’s fastest growing mobile company – GP Bullhound 94 dedicated mobile experts Global service through local offices EMEA, US and APAC Strategy & innovation, creative and production, media, reporting & tracking
BACK IN 2002 DIGITAL WAS SIMPLE COPYRIGHT & CONFIDENTIAL
BY 2008 SOCIAL MEDIA STARTED TO CHANGE THIS COPYRIGHT & CONFIDENTIAL
2009 2010 2011 2012 THE YEAR OF MOBILE COPYRIGHT & CONFIDENTIAL
CONTEXT – 2012 THE YEAR OF MOBILE Source: LOCOG COPYRIGHT & CONFIDENTIAL
USAGE –MARKETING NOT MATCHING CUSTOMER BEHAVIOUR COPYRIGHT & CONFIDENTIAL
MOBILE CREATES ADDITIONAL COMPLEXITY COPYRIGHT & CONFIDENTIAL
LEADING TO MASS AUDIENCE FRAGMENTATION COPYRIGHT & CONFIDENTIAL
VELOCITY - MACRO SHIFTS NEW PLATFORMS NEW OPERATING SYSTEMS NEW ECOSYSTEMS
COPYRIGHT & CONFIDENTIAL
3 REASONS TO THINK MOBILE FIR COPYRIGHT & CONFIDENTIAL
SAME CHANNELS TO REACH MULTI SCREEN CONSUMERS COPYRIGHT & CONFIDENTIAL
DIFFERENT CUSTOMER BEHAVIOUR ACROSS SCREENS COPYRIGHT & CONFIDENTIAL
CUSTOMERS ARE USING MOBILE TO RESEARCH AND PURCHASE ON OTHER PLATFORMS 31% 39% 24% of smartphone users of smartphone users of smartphone users have purchased a have researched have researched product or service on their mobile on their mobile on their mobile then bought on PC then bought in Store Source: Google Our Mobile Planet 2012 COPYRIGHT & CONFIDENTIAL
CONSUMERS USE MOBILE AS DIRECT RESPONSE FOR ALL MEDIA Dual QR screen AR Audio triggers Search Product or QR codes price info AR / audio COPYRIGHT & CONFIDENTIAL
SUMMARY MOBILE IS DISRUPTIVE BECAUSE IT CHALLENGES CONVENTIONAL THINKING IF CUSTOMER IS MULTI-SCREEN DUE TO MOBILE BRANDS NEED TO BE MULTI SCREEN MOBILE IS NOT AN ADJUNCT TO ONLINE THINK MOBILE FIRST COPYRIGHT & CONFIDENTIAL
COPYRIGHT & CONFIDENTIAL

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Thinking Mobile First

  • 1. THINKING MOBILE FIRST ROSS SLEIGHT CHIEF STRATEGY OFFICER COPYRIGHT & CONFIDENTIAL
  • 2. INTRODUCING SOMO World’s largest independent mobile marketing company Europe’s fastest growing mobile company – GP Bullhound 94 dedicated mobile experts Global service through local offices EMEA, US and APAC Strategy & innovation, creative and production, media, reporting & tracking
  • 3. BACK IN 2002 DIGITAL WAS SIMPLE COPYRIGHT & CONFIDENTIAL
  • 4. BY 2008 SOCIAL MEDIA STARTED TO CHANGE THIS COPYRIGHT & CONFIDENTIAL
  • 5. 2009 2010 2011 2012 THE YEAR OF MOBILE COPYRIGHT & CONFIDENTIAL
  • 6. CONTEXT – 2012 THE YEAR OF MOBILE Source: LOCOG COPYRIGHT & CONFIDENTIAL
  • 7. USAGE –MARKETING NOT MATCHING CUSTOMER BEHAVIOUR COPYRIGHT & CONFIDENTIAL
  • 8. MOBILE CREATES ADDITIONAL COMPLEXITY COPYRIGHT & CONFIDENTIAL
  • 9. LEADING TO MASS AUDIENCE FRAGMENTATION COPYRIGHT & CONFIDENTIAL
  • 10. VELOCITY - MACRO SHIFTS NEW PLATFORMS NEW OPERATING SYSTEMS NEW ECOSYSTEMS
  • 12. 3 REASONS TO THINK MOBILE FIR COPYRIGHT & CONFIDENTIAL
  • 13. SAME CHANNELS TO REACH MULTI SCREEN CONSUMERS COPYRIGHT & CONFIDENTIAL
  • 14. DIFFERENT CUSTOMER BEHAVIOUR ACROSS SCREENS COPYRIGHT & CONFIDENTIAL
  • 15. CUSTOMERS ARE USING MOBILE TO RESEARCH AND PURCHASE ON OTHER PLATFORMS 31% 39% 24% of smartphone users of smartphone users of smartphone users have purchased a have researched have researched product or service on their mobile on their mobile on their mobile then bought on PC then bought in Store Source: Google Our Mobile Planet 2012 COPYRIGHT & CONFIDENTIAL
  • 16. CONSUMERS USE MOBILE AS DIRECT RESPONSE FOR ALL MEDIA Dual QR screen AR Audio triggers Search Product or QR codes price info AR / audio COPYRIGHT & CONFIDENTIAL
  • 17. SUMMARY MOBILE IS DISRUPTIVE BECAUSE IT CHALLENGES CONVENTIONAL THINKING IF CUSTOMER IS MULTI-SCREEN DUE TO MOBILE BRANDS NEED TO BE MULTI SCREEN MOBILE IS NOT AN ADJUNCT TO ONLINE THINK MOBILE FIRST COPYRIGHT & CONFIDENTIAL