Keynote from Mobile Impact Day conference. Key questions: So what are the consumers really doing with their phones? What's the best mobile strategy approach for marketers? What are the best use case and mobile campaign examples in the past 2 years? How to be a good mobile marketer? What are the key patterns in mobile marketing in 2016? Attention is the only currency in mobile.

1. How does mobile consumer
behaviour impact marketers'
decisions? Bartek Pucek
Mobile Impact Day

2. 6.8B people on the planet
4B of them use smartphones
Only 3.5B use a toothbrush

3. 91% of adults have their smartphone
within arm’s reach 24/7
Source: Morgan Stanley

4. 9 out of 10 mobile searches lead to action,
half lead to purchase
Source: Morgan Stanley

5. 74% users use their smartphone to help shopping
Source: Impigermobile

6. on board
Everybody want’s to be

7. Everybody want’s to be onboard
EVERYBODY
4.5M apps in App Store and Google Play,
thousands new added daily (Statista 2016)

8. So what are the consumers
really doing with their phones?

9. Using them much more than we think
(Source: dscout Inc.)

10. 90% of 18-29 year olds sleep with their smartphones
(Source:Forrester,dscoutInc.)

11. All day long!
(Source:dscoutInc.)

12. Constantly checking and looking
(Source:dscoutInc.)

13. Attention is the only
marketing currency of mobile

15. New mobile attention grabbers are trying to join the party
16

16. Competing for the same 24h every day
17
6am 6am8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am

17. There are some
clear patterns

18. Key mobile triggers ‘16
• Video (VOD, short, snaps)
• Camera (photos, filters)
• Messaging
• Emoji/stickers/keyboards
• Geolocation
• Time relevance (multichannel)
• Audio
• Celebrity endorsement

19. Messaging by M&Ms (Messaging pattern)
• With each press of an M&M’s candy
key a different M&M’s character
appears along with click sound that
literally say “click”
• The M&M’s keyboard also features
animated GIFs featuring bits of iconic
commercials

21. Blockbuster Box (video pattern)

23. Taco Bell – Cinco de Mayo (filters pattern)
• The filter performed extremely well.
It was viewed 224 Million times.
That’s an absolutely incredible
number. They paid an estimated
$750,000 for 24 hours of that filter.

24. " 40% of millennials say they
would rather communicate via pictures than words"
Shoemoji by Foot Locker (emoji pattern)

26. Google Map Ads (geolocation pattern)
• 9 out of 10 mobile searches lead to
action, half lead too purchase
(Source: Searchengineland)

27. Asia Insurance (multichannel pattern)

28. Anghami – the Spofity of Middle East (audio pattern)
598,735 Streams
• Since February 22 ,60 % more playlist
with similar content
50,437 Unique Users
• Unique engaged users on this
playlist, since February 22
5,396 Followers
• Users who added this playlist to their
personal libraries, since February 22
50 Min
• Average time spend on this Playlist

29. Mobile Strike (celebrity endorsement pattern)

31. Key takeaways:
• Leverage big players and strong brands
• Always look for mobile patterns
• Targeting
• Video is the most consumed content
• Use cross-device, multichannel campaigns
• Context of time and place
• Mobile is a channel, not a strategy
• Watch Asia for new product & marketing trends

32. One thing that mobile hasn’t changed
is the process of solving problems
Solving problem comes from identifying actionable
consumer insights, business objectives, and the
message to communicate

33. Thank you and have a great day!
Bartek Pucek