Mobile marketing be responsive to changing consumer behaviour' | Conor Lynch -

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Marketing

Published on June 27, 2014

Author: EnterpriseIreland

Source: slideshare.net

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Enterprise Ireland - eMarketing Event - Kilkenny - June 2014

connector June 2014 © Conor Lynch MOBILE MARKETING – BE RESPONSIVE TO CHANGING CONSUMER BEHAVIOUR

connector June 2014 © 15 YEARS ONLINE MARKETING 94

connector June 2014 © SERVICES

connector June 2014 © LIVING IN A HYPERCONNECTED WORLD

connector June 2014 © To follow consumers in the explosion in usage of tablets & smartphones For building awareness, customer acquisition, customer retention & mCommerce Mobile apps will grow to a $55.7bn industry by 2015 Connected devices expected to jump to 50 billion by 2022 WHY MOBILE MARKETING?

connector June 2014 © WHAT IS THE INTERNET OF THINGS?

SocialMedia.ie June 2012 ©Connector June 2014 © 285 million tablets worldwide at the end of 2013 Smartphone Users Worldwide will total 1.75 Billion in 2014   WE’VE GONE MAD FOR MOBILE

connector June 2014 © The consumer is in control, well informed, well connected and with so much choice. Consumers expectations are rising and they will continue to seek user friendly products and services that simplify their lives and add status.  Consumers seek engagement from open and transparent organisations. Consumer experience will be a key differentiator among competitors. Build communities and you will have new ambassadors. Connect consumers to each other and you connect them to your brand. CHANGING CONSUMER BEHAVIOUR

SocialMedia.ie June 2012 ©Connector June 2014 © CROSS MEDIA BEHAVIOUR

connector June 2014 © More and more people access the web through mobile devices. As mobile devices become more popular, this is set to increase. 82% of people searching new products/services did it on their mobiles in Ireland (Google 2012) MOBILE DEVICES, NOT PCs Monetate Nov 2013 Desktop / Laptop Tablet Smartphone

connector June 2014 © SMARTPHONE USAGE Google/Nielsen Nov 2013

connector June 2014 © GOOGLE MOBILE PLANET h#p://think.withgoogle.com/mobileplanet/en/  

connector June 2014 © MOBILE WEBSITE V MOBILE APP Source - Digital ExcelOBJECTIVES AUDIENCE PLAN ANALYTICS

connector June 2014 © WHY MOBILE?UNDERSTAND YOUR CUSTOMER

connector June 2014 © BUYING STARTS ON MOBILE HotelCloud Sept 2013

connector June 2014 © IT STARTS WITH SEARCH Google/Nielsen Nov 2013

connector June 2014 © ALL THROUGH THE SALES CYCLE

SocialMedia.ie June 2012 ©Connector June 2014 © People use smartphones for: o  Finding store location (41% ) o  Tracking a products photo for opinions and product review (31%) o  Checking prices ( 29%) o  Checking a product's availability (27%) o  Redeeming vouchers (17%) Good site experience is likely to convince people to purchase (67%) whereas a bad site may not only discourage people but also keep they away from your brand (61%) Source: www.marketingweek.co.uk/Pictures/web/b/a/m/ mgraphBIIG.jpg SMARTPHONES USAGE IN BUYING

connector June 2014 © 50% of searches on Google are on Mobile SMARTPHONES & SEARCH

connector June 2014 © What is it? Text ads contain three lines of text and a URL that links to your website. Why you'd use it • You can customize your text ads to be mobile-optimized to drive a better response from mobile users. • Reach users across all platforms and devices. Details • Text ads appear on Google.com and the Google Display Network. MOBILE ADVERTISING

connector June 2014 © http://www.google.ie/ads/mobile GOOGLE MOBILE ADS

connector June 2014 © OPTIMISE YOUR WEBSITE Not Mobile Optimised? Part Mobile Optimised Fully Mobile Optimised

connector June 2014 © We used to make a new site for each device. Instead you have one site that resizes itself based on the device that’s accessing it. The site resizes itself based on the device accessing it, so your users get an optimal experience, regardless of how they’re accessing it, be it phone, tablet or PC. Mashable called 2013 the Year of Responsive Web Design ONE SITE MULTIPLE DEVICES

connector June 2014 © Your webpage is made up of multiple elements. Depending on the device, the site resizes the element, stacking them in order or most important to least important. Unimportant elements are hidden on smaller devices, making it less cluttered and easier to use. Menus turn into select boxes, the entire site changes to suit the device accessing it. HOW IT WORKS

connector June 2014 © MOBILE RESPONSIVE THEMES

connector June 2014 © MOBILE RESPONSIVE WEBSITES

connector June 2014 © DUDA MOBILE

connector June 2014 © DIGITAL SHOPLIFTING

connector June 2014 © M-COMMERCE – SUMUP & SQUARE

connector June 2014 © IDENTIFY YOUR INFLUENCERS

connector June 2014 © LEAD GENERATION ON TWITTER

connector June 2014 © MOBILE WEBSITE VS APPS

connector June 2014 © • Social Media • Photo Gallery • Map • Newsfeed • Voting/Polls/Competitions • Special Offer Coupon • Ticketing • Push Notifications • Geo-Fencing • Data capture / Lead generation • Purchase / mCommerce • Mobile analytics • Advanced features using phone sensors MOBILE APP FEATURES

connector June 2014 © MOBILE WEBSITE V MOBILE APP Source - Localytics

SocialMedia.ie June 2012 ©Connector June 2014 © TYPES OF MOBILE APPS

connector June 2014 © MOBILE APP BUILDERS

connector June 2014 © http://ow.ly/tur8b NEXT UP - WEARABLE TECHNOLOGY

connector June 2014 © THE AUGMENTED REALITY SHOW

connector June 2014 © http://ow.ly/w6A7n RE-ENGINEERING ENGINEERING

connector June 2014 © RE-IMAGINE THE SALES PROCESS http://ow.ly/ysO1L

connector June 2014 © http://ow.ly/tuqsK REINVENTING RECRUITMENT

connector June 2014 © MOBILE VIDEO WITH SOCIALCAM 75% OF PEOPLE WATCH VIDEO ON MOBILE

connector June 2014 ©

connector June 2014 © Tesco, an early pioneer of mobile shopping has increased sales with a campaign to print numerous items from their supermarket and post them on subway walls. Included are a photo, price, and a QR code for each item. The customers scanned the QR code of the items they wanted to buy, then the items are delivered right to their doorsteps. http://youtu.be/nJVoYsBym88 TESCO MOBILE

connector June 2014 © http://www.youtube.com/watch?v=mHrW0owZPFw CHEVY GAME TIME APP

connector June 2014 © SOUNDWAVE APP Soundwave tracks what users are listening to in their native music apps, as well as through streaming services like Spotify and Rdio. This information appears in the Soundwave feed as it happens, providing a window onto what friends and others that you follow are listening to right now.

connector June 2014 © TOP MOBILE MARKETINGS TRENDS •  Increased Personalization and Customization of Messages •  Location-Based Marketing (Geo-Targeting) •  Narrowcasting •  Multimedia Messaging Service and Rich Media Messaging •  Even Shorter Content (Micro-Content) •  The Gamification of Mobile Ads Will Continue •  Wearable Technology •  Mobile Ad formats •  Rising Mobile Currency •  Mobile Big Data

connector June 2014 © MOBILE APP AWARDS

connector June 2014 © FREE DIGITAL & MOBILE AUDIT

connector June 2014 © CLIENTS

connector June 2014 ©

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