Guide to Marketing on Mobile
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Transcript of Guide to Marketing on Mobile
YOUR CUSTOMERS ARE
ADDICTEDTO MOBILE[DATA STUDY]
Consumer behavior has completed a major shift.
Your customers have forgotten about desktop computers…
Now, they are addicted to mobile.
Overview:1. What are the trends in internet usage? 2. Marketers’ major mobile mistake 3. How to win mobile marketing
Internet Trends
#1
Mobile internet usage now surpasses time spent on desktop/laptop computers.
Since 2008, individual internet usage has doubled from 2.7 hrs/day to 5.6 hrs/day.
+207% increase in internet usage
2.2 hours per day
In 2008, adults used desktops for:
80% of total digital media usage
2.4 hours per day
In 2015, adults use desktops for:
42% of total digital media usage
DESKTOP
0.3 hours per day
In 2008, adults used mobile for:
12% of total digital media usage
2.8 hours per day
In 2015, adults use mobile for:
51% of total digital media usage
MOBILE
KPCB Internet Trends 2015
Ho
urs
per
Day
0
1
2
3
4
5
6
2008 2009 2010 2011 2012 2013 2014 2015YTD
2.82.6
2.3
1.6
0.8
0.40.3
0.3
2.42.42.32.52.62.42.32.2
0.40.30.30.30.30.40.30.2
Other Connected Devices Desktop / Laptop Mobile
Time Spent per Adult User per Day with Digital Media, USA, 2008 - 2015YTD
DATA
2.73.0 3.2
3.7
4.3
4.95.3
5.6
Consumer’s eyes are glued to their phones.
Marketers’ major mistake with mobile
#2
People are attached to mobile, but marketers aren’t acting like it.
Millennials are dependent on their phones.
of millennials say:87%“My smartphone never leaves my side, day or night.”
KPCB Internet Trends 2015
KPCB Internet Trends 2015
Millennial Smartphone Behavior, USA, 2014
DATA
My smartphone never leaves my side, night
or day
When I wake up, the first thing I do is
reach for my smartphone
I spend more than two hours every day
using my smartphone
In the next five years, I believe everything
will be done on mobile devices
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
87%
80%
78%
60%
But marketers are stuck in the past, spending way too
much on print and not enough on mobile.
% o
f To
tal M
edia
Co
nsu
mp
tion
Tim
e o
r A
dve
rtis
ing
Sp
end
ing
0%
10%
20%
30%
Print Mobile
8%
18%
24%
4%
Time Spent Ad Spend
KPCB Internet Trends 2015
% of time in media vs. % of advertising spending, USA, 2014
DATA
$25B+ Opportunity
in USA
←
How to win mobile marketing
#3
Learn to speak the new language of mobile; use authentic photos to engage your audience.
To win mobile marketing, you need to copy the behavior of
your customers.
92% of people use their smartphone to take photos.
(that’s more than any other activity!)
Pew Research Center
Study of Smartphone users in 2014, Samsung
DATA
What do use your smartphone for?
Taking photos
Text messaging
Internet browsing
Sending photos
Emailing
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
76%
80%
84%
91%
92%
% of Total Respondants
87% of millennials use their smartphone camera at least
once per week, usually sharing to social media.
KPCB Internet Trends 2015
Millennial Smartphone Camera Usage, USA, 2014
DATA
How often do you use your smartphone camera?
At least once a day
Every other day
At Least once a week
Never
0% 11.25% 22.5% 33.75% 45%
2%
21%
22%
44%
% of Total Respondants
KPCB Internet Trends 2015
Millennial Smartphone Camera Usage, USA, 2014
DATA
For what things do you use your smartphone camera?
Pictures/videos to post on social media
0% 10% 20% 30% 40% 50% 60% 70% 80%
76%
To adapt your marketing to reach these mobile addicts,
the most important thing is to…
Use authentic, engaging photos.
Learn from how your customers act on mobile.(taking and sharing photos of real life with friends)
Avoid fake, staged stock photos that miss the mark.
Perform better by using authentic photos to make your marketing feel natural in your
customer’s social feeds.
Authentic, Real-World Stock Photography
USE BETTER PHOTOS
All photos sourced from Twenty20.
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Authentic, Real-World Stock Photography
USE BETTER PHOTOS