1. Reinventing Marketing for the Mobile Era 1
Reinventing Marketing for the Mobile EraB 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

2. Reinventing Marketing for the Mobile Era 22
Agenda
1.Consumer Data
2.Business Landscape
3.Best Practice

3. Reinventing Marketing for the Mobile Era 33
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

4. Reinventing Marketing for the Mobile Era 44Reinventing 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

5. Reinventing Marketing for the Mobile Era 55Reinventing 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]

6. Reinventing Marketing for the Mobile Era 66Reinventing Marketing for the Mobile Era
Consumer Data| Tablets Become The Screen of Choice

7. Reinventing Marketing for the Mobile Era 77Reinventing 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%

8. Reinventing Marketing for the Mobile Era 8
Reinventing Marketing for the Mobile Era 8
Agenda
1.Consumer Data
2.Business Landscape
3.Best Practice

9. Reinventing Marketing for the Mobile Era 99
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

10. Reinventing Marketing for the Mobile Era 1010Reinventing 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?

11. Reinventing Marketing for the Mobile Era 11
Reinventing Marketing for the Mobile Era 11
1.Consumer Data
2.Business Landscape
3.Best Practice
Agenda

12. Reinventing Marketing for the Mobile Era 1212
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

13. Reinventing Marketing for the Mobile Era 1313Reinventing 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

14. Reinventing Marketing for the Mobile Era 1414Reinventing 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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Best Practice| Mobile Tactics for your Marketing Funnel

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

17. Reinventing Marketing for the Mobile Era 17
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.