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warc trends mobile marketing (summary version) >> Find the right mobile strategy for your brand © Copyright Warc 2012. All rights reserved. Warc Trends >> Mobile Marketing Executive summary This is a summary version of Warc’s Mobile Marketing Trend Report Click here to download the full version T his report is based on the rapid evolution of mobile technology, and the enthusiasm with which it has been embraced. These developments have transformed mobile as a marketing channel. Mobile marketing spend across the world is starting to rise significantly. In the right circumstances, mobile can be a powerful tool. The rise of smartphones and tablets has deepened the relationship between consumers and their devices. The connectivity and technology they give to consumers are helping to drive several consumer trends, including ‘smart boredom’ and ‘gamification’. They also transform mobile as a marketing channel. Mobile had always had reach (the sheer number of handsets in circulation) and location (the fact that phones go wherever the consumer goes) in its favour. Now it has much more besides. One of the iPhone’s achievements was to abolish the idea that the ‘mobile web’ had to be a different, lower-grade experience compared to the PC-based web. Smartphones have opened up areas like mobile search and mobile social networking like never before. Added to this is the © Copyright Warc 2012. All rights reserved. bundle of technology that comes in a modern phone – cameras, voice and image recognition, QR code readers, GPS, and a host of new features. Mobile check-ins are useful loyalty Gilt City tracks iPad-based sales Barclaycard turned an ad into an app Apps make the difference For marketers, mobile’s breakthrough came in 2008, when Apple launched the App Store. Apps provided brands with a new ‘way in’ to mobile that was easy for consumers to use, and relatively cheap to make. Apps are still an important feature of the mobile marketing landscape. Heineken developed the Star Player app to activate a sponsorship, and charity DePaul’s iHobo showed that apps could work well for not-for-profit organisations. However, it’s become clear that for every successful branded app, there are many failures. Brands have to think carefully about what they want an app to do, and in what context it will be used. All of this means that mobile is a far more versatile marketing tool than it ever was in the past. Increasingly, it is being used as a brandbuilding channel. Youth-focused brands such as Axe/Lynx have recognised the power of mobile for several years, but the growing penetration of smartphones among older Mobile is dramatically changing the way people are shopping and exchanging information Heather Hopkins Freeland, CMO, Gilt City www.warc.com Warc Trends >> Mobile Marketing Executive summary (continued) This is a summary version of Warc’s Mobile Marketing Trend Report Click here to download the full version demographics is creating new opportunities for brands such as IBM. New ad platforms such as Apple’s iAds may offer new ways to put engaging content in front of consumers. Mobile is also becoming a crucial loyalty tool for brands including Coca-Cola – some have reconfigured their loyalty schemes around mobile. Mobile is particularly powerful when used alongside real-life events. M-commerce is small but growing, and technology such as near-field communication may make contactless payment via mobiles a reality in the near future. But it’s clear mobile does more than just enable transactions. It has a role throughout the path to purchase, whether consumers want to search for a product, read reviews, or look for coupons. Companies such as Kraft and Korea’s Home Plus have applied these insights For marketers in some of the world’s emerging markets, mobile will be more important as a channel than the PC-based internet. Mobile offeris consumers outside the major cities their first taste of the internet. As a result, mobile has huge potential for marketers looking to reach these emerging consumer classes. The most interesting examples are © Copyright Warc 2012. All rights reserved. 4% Mobile’s predicted share of global adspend by 2015 Source: Gartner when brands find creative ways to use simple technology such as SMS. For example, Vim in Vietnam put SMS at the heart of a campaign to build toilets in schools. Planning mobile campaigns With all this in mind, how should a marketer plan for mobile? First, they must be sure a mobile solution is right for their audience – that the technology is in the right DePaul saw success with an app hands, and that mobile will offer something new. S econd, they should ask what mobile can add – is it just extra reach, or are they using it to enhance other aspects of their marketing? F inally, they should think carefully about metrics. There is no catchall measure of mobile ROI; marketers are better off thinking about how to join up the imperfect measures that do exist with their own brand health scores. Axe used mobile to build its brand in Japan www.warc.com Warc Trends >> Mobile Marketing At a glance Consumers and mobile This is a summary version of Warc’s Mobile Marketing Trend Report Click here to download the full version key insights 1 Smartphones have enabled ‘digitally enhanced downtime’, by making information and entertainment available to consumers on their commute, for example. 2 T ablets are changing the game again, providing enhanced content options and becoming the ‘new second screen’. 3 martphone penetration varies S by consumer demographic (particularly age) and by the infrastructure of the market they live in. 4 M arketers must understand how their audience uses mobile devices if they are to build a credible mobile strategy. Different audiences require different approaches. © Copyright Warc 2012. All rights reserved. Mobile enables you to reach the best friend of 2 billion consumers worldwide William Ogle, CMO Motorola Mobility www.warc.com Warc Trends >> Mobile Marketing At a glance Mobile-led consumer trends This is a summary version of Warc’s Mobile Marketing Trend Report Click here to download the full version 1 2 3 4 Smart boredom Mobile allows consumers to use ‘downtime’, such as commutes, more productively – for example, accessing news or completing small online tasks while on the move. The play ethic The ‘gamification’ trend is wider than just mobile, but mobile technology takes it to a new level. Consumers can fill spare moments with gaming (a form of ‘smart boredom’). And location-based features of phones allow brands to set up games that cross into the real world – mobile-driven treasure hunts, for example. The quantified self Consumers are able to use mobile applications and technology to gather data on themselves, analyse it, and track progress toward goals. For example, if somebody is training for a marathon, they can use GPS technology to track how far their training runs are taking them and how fast they are going. This gathering and processing of real-time data has applications in all sorts of areas, including healthcare and finance. Multi-screen viewing Media consumption behaviour is being transformed by multiscreen viewing. Connected mobiles and tablets increase consumers’ ability to comment on TV content, or to track down information related to it, in real time. They can even watch two things at once. © Copyright Warc 2012. All rights reserved. www.warc.com Warc Trends >> Mobile Marketing Data snapshot Rise of smartphones This is a summary version of Warc’s Mobile Marketing Trend Report smartphone usage across five key markets KEY FACTS Smartphone penetration is What smartphone users do with their mobiles (%) US UK 73 France 64 87 Click here to download the full version 29 72 85 82 Germany 28 71 82 68 Online video 79 85 82 17 Japan 59 65 28 Social networking 75 45 In stores Purchasing growing rapidly. It stood at 38% in late 2011, with the UK on 45%, France 38%, and Germany 23%. ata from Google and Ipsos D shows that smartphone owners use their phones for a more diverse array of activities than non-smartphone users. The research reveals very high usage in areas such as online video and social networking. A sizable minority use phones to make purchases, Source: Google/Ipsos, quoted on Warc October 2011; original study by Google and Ipsos However, one issue facing mar- keters is fragmentation of the smartphone market. Although Apple dominates the headlines, Google’s Android operating system has the biggest market share in the US, and RIM retains a chunk of the market. Microsoft is attempting to catch up through a deal with Nokia. US smartphone platform share January 2012 (%) Apple 29.5 Google 48.6 RIM 15.2 Microsoft 4.4 Symbian 1.5 Palm 0.8 © Copyright Warc 2012. All rights reserved. Source: comScore www.warc.com Warc Trends >> Mobile Marketing At a glance Mobile’s new formats This is a summary version of Warc’s Mobile Marketing Trend Report Click here to download the full version KEY INSIGHTS 1 Mobile’s strengths are scale, location, connectivity and the sophisticated technology that comes in modern phones. Understanding how to combine these strengths is key. 2 ew forms of display ads, mobile N search and social networking, and technology such as image recognition are finally leading to increased mobile marketing budgets. 3 martphones are transforming formats S such as couponing and search, alongside new ‘mobile-led’ formats such as augmented reality or QR codes. 4 Marketers should be looking at the emerging area of m-commerce, which is expanding rapidly in both developed and developing markets. © Copyright Warc 2012. All rights reserved. Mobile is now an opportunity to engage consumers in a targeted and contextual manner Stephanie Baghdassarian, research director, Gartner www.warc.com Warc Trends >> Mobile Marketing Data snapshot Mobile adspend This is a summary version of Warc’s Mobile Marketing Trend Report Mobile Advertising Revenue by Region KEY FACTS Gartner expects mobile to grow Worldwide 2008-2015 ($ millions) North America 304.3 2010 Asia/Pacific and Japan Total 1,627.1 Click here to download the full version Western Europe 257.1 868.8.1 Rest of the World 196.9 701.7 2011 ey to growth are new formats K such as in-app advertising, video and paid-for mobile search. These have only become serious options thanks to the rise of smartphones. Formats such as SMS are not expected to grow as quickly. 569.3 Total 3,309.9 from an average of 0.5% of total ad budgets in 2010 to more than 4% by 2015. Asia-Pacific and Japan could secure $1.6 billion in revenues this year, rising to $6.9 billion in 2015. The Asian spend is mainly driven by Japan; despite a huge mobile audience, China’s mobile ad market remains tiny, due partly to infrastructure issues. 1,628.5 410.4 Tech giants such as Apple and 5,791.4 2015 5,131.9 Total 20,610.0 6,925.0 2,761.7 Google are fighting over this space. Apple launched its iAd mobile advertising platform in 2010, while Google acquired mobile ad network AdMob in 2009 for $750 million. Source: Gartner, quoted by Warc News June 2011 © Copyright Warc 2012. All rights reserved. www.warc.com Warc Trends >> Mobile Marketing At a glance Channel planning This is a summary version of Warc’s Mobile Marketing Trend Report Click here to download the full version key insights 1 Mobile has a number of roles within the media mix: it can expand a brand’s marketing reach, be a response channel or enhance other media activity. 2 T here are clear links between mobile and other media. Mobile can play a key central role in a campaign, but is often best used in combination – as The Economist found in an Indian initiative. 3 lack of clear mobile metrics and a A fragmented mobile industry have held clients back from investing. Neither of these issues will be resolved soon. 4 L ike social media, mobile is a not a one-dimensional channel with a single use; it’s a platform that can be used differently, depending on client objectives. © Copyright Warc 2012. All rights reserved. Brands should look for ‘mobile moments’: opportunities to augment their work with utility, immediacy and contextuality, and align it with business objectives Scott Seaborn, Head of Mobile Technologies, Ogilvy Group UK www.warc.com Warc Trends >> Mobile Marketing Data snapshot Marketers’ concerns This is a summary version of Warc’s Mobile Marketing Trend Report Click here to download the full version marketers’ views on mobile KEY FACTS When channel planning in Marketers’ views on issues facing mobile (%) 21 31 21 39 29 42 38 44 24 22 9 Lack of standardised metrics 6 Lack of standardised formats 40 34 43 33 30 21 21 7 Device OS fragmentation 9 12 Privacy issues Lack of global mass-market inventory 38 28 13 13 Lack of agency expertise Limited opportunity for creativity Importance: High mobile, marketers face a number of issues. One is the lack of standardised metrics. In a US survey of marketers, 69% said this was of high or medium importance in determining their investment in the channel. 15 17 Medium high Medium low Low Marketers’ goals for mobile (%) Increase brand awareness 93 Increase engagement 86 83 Drive sales in general 86 Support for specific promotions Customer relationship marketing 77 second issue is the sheer A fragmentation of the mobile landscape. Will a campaign work on different types of phone, or different types of network? In the same US study, 72% said that operating system fragmentation was an issue of high or medium importance. Marketers now have multiple goals for mobile, and most see it as a tool for awareness, engagement, sales and loyalty. he same survey found that T almost 50% of companies do not have mobile as part of their formal marketing programme, or they do it on an ad-hoc basis because they feel they should. Source: Interactive Advertising Bureau (US), ‘Marketer Perspectives on Mobile Advertising’, quoted on Warc July 2011 © Copyright Warc 2012. All rights reserved. www.warc.com Warc Trends >> Mobile Marketing Read more on mobile in the full report This is a summary version of Warc’s Mobile Marketing Trend Report Featured case studies 1 Contents 1 Wyeth Gold, Hong Kong 4 2 Lynx, UK Click here to download the full version 2 Warc’s Mobile Marketing Trend Report features eight chapters. Each offers analysis, case studies, data and action points. 3 Johnnie Walker, US 1T he Consumer Landscape 4 Land Rover, Austria 2N ew Marketing Opportunities 5 Vim, Vietnam Technogy and consumer trends The options open to brands 5 6 The Economist, India 3A pps: Mobile’s Game-Changer Creating successful apps 4M obile as a Brand-Builder Mobile’s role in brand campaigns 5M obile as a Loyalty Tool Adding value to CRM activity 6M obile as a Sales Driver The new path to purchase 3 7M obile in Emerging Markets 6 Reaching new consumers 8M obile Channel Planning Where does mobile fit in? Download the full report ENJOY JOHNNIE WALKER® RESPONSIBLY DRINKIQ.COM THE JOHNNIE WALKER, BLUE LABEL AND KEEP WALKING WORDS, THE STRIDING FIGURE DEVICE AND ASSOCIATED LOGOS ARE TRADE MARKS © JOHN WALKER & SONS 2011. © Copyright Warc 2012. All rights reserved. www.warc.com More from Warc… IN THE WARC TRENDS SERIES CONTACT US 2012 TOOLKIT Warc’s detailed look at 10 key challenges facing marketers around the world. Includes case studies and data to back up the trends, plus action points for marketers. Download the report CASE FINDER Pinpoint the exact case study you need by searching Warc’s unrivalled database of award-winning cases, organised by campaign objective, country, industry sector, audience, media channels, budget and campaign. Find a case. BEST PRACTICE GUIDES The Warc Best Practice series is an essential collection of guides to major marketing issues. They offer a perfect introduction and overview of any unfamiliar issue. Read more. 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