Reinventing Marketing for the Mobile Era 1

Reinventing Marketing for the Mobile Era B A R R Y H O U L I H A N , D A V I D F E R N A N D E Z

J U N E 2 0 1 3

Experience Mobile

Reinventing Marketing for the Mobile Era

Reinventing marketing, one brand at a time

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Agenda

1.Consumer Data 2.Business Landscape 3.Best Practice

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Reinventing Marketing for the Mobile Era

Consumer Data: The Case for Mobile Mobile devices facilitate consumer interactions with your brand at any time or place convenient to them

Consumer Data

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Reinventing Marketing for the Mobile Era

Consumer Data| Mobile Penetration and Use Grows

Smartphone Penetration [EU5]

Oct

2012

Oct

2011

Source comScore MobiLens Dec 2012

54,6%

63,2% 62,3%

51,4% 51,2%

48,4%

53,8%

41,6%

48,4% 48,1%

38,1%

42,1%

34,2%

41,8% Source Kantar Worldpanel ComTech Feb 2013

Smartphone Sales by OS [Spain]

92,1% 0,9% 4,4% 1,0%

• Mobile devices have rapidly become an

integral part of our everyday lives.

• Smartphone use is a global phenomenon

• Android becomes the dominant smartphone

operating system

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Reinventing Marketing for the Mobile Era

Consumer Data| Tablets Become The Screen of Choice

Tablet Penetration [EU5]

2013

2012

Source eMarketer Nov 2012

17,8%

19,7%

21,2%

16,4% 15,9%

16,5%

23,7%

12,3% 12,7%

15,6%

11,2% 10,2%

11,9%

17,3%

Source eMarketer Nov 2012

Tablets Users 2010/2016 [Spain]

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Reinventing Marketing for the Mobile Era

Consumer Data| Tablets Become The Screen of Choice

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Reinventing Marketing for the Mobile Era

Consumer Data| Marketers Need to Cater for a Multichannel World

Multi-device user journeys Many consumer purchase decisions cross multiple devices, and Google

research shows that smartphones are the easiest to start online activities

10%

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Reinventing Marketing for the Mobile Era 8

Agenda

1.Consumer Data 2.Business Landscape 3.Best Practice

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Reinventing Marketing for the Mobile Era

Business Landscape

Business Landscape: The Mobile Opportunity As smartphone penetration rapidly increases and more brands add mobile to their strategy, you probably don’t want to be left behind

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Reinventing Marketing for the Mobile Era

Business Landscape| The Changing Business Landscape

How mobile is your brand? What share of your marketing

effort is devoted to mobile?

What do you know about the

impact of mobile?

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Reinventing Marketing for the Mobile Era 11

1.Consumer Data 2.Business Landscape 3.Best Practice

Agenda

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Reinventing Marketing for the Mobile Era

Best Practice

Best Practice: The Mobile Advice Some practical advice on how to get the most of mobile channel without starting from scratch and leveraging our knowledge

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Reinventing Marketing for the Mobile Era

Best Practice| Five Steps to Mobile Success

Are you mobile-ready? We have put together this mobile checklist to help you assess

your own organization and how mobile-ready you are

1. Carry out a mobile audit

2. Test and improve the mobile customer journey

3. Communicate a unique value proposition for your brand on mobile

4. Divert budget for mobile improvements

5. Schedule regular monitoring of how well you’re performing

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Reinventing Marketing for the Mobile Era

Best Practice| Measurement for Mobile

What are you measuring? Different channels should have different measurements of

success and this is paralleled in online vs mobile metrics

1. Create mobile-specific goals

2. Have in place a suitable analytics solution and dedicate resources to it

3. Make sure your analytics are correctly tagged

4. Look at landing pages, exit pages and keywords to identify user intent

5. Reassess your KPIs frequently

6. Finally, but most importantly, use your insight to drive change

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Reinventing Marketing for the Mobile Era

Best Practice| Mobile Tactics for your Marketing Funnel

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Recap

1.Consumer Data 2.Business Landscape 3.Best Practice

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Reinventing Marketing for the Mobile Era 17

It’s been a pleasure. Be sure to visit www.velti.com for more information and to read our blog on mobile marketing insights.