Keynote Presentation on Mobile Marketing at "Change Your Mindset Conference at the Hilton Molino Stucky in Venice Italy May 2013. Hosted by PR Technolgies.
9. greg@gregstuart.com Twitter.com/gregstuart
9
Russian’s Agree – Mobile is a Must Have
“How Much do You Agree with the Following Statements”
(Russia Oct 2012)
10
35
24
21
10
46
39
66
0% 50% 100%
I Would Rather Give up Desktop than my
Smartphone
My Smartphone produces Information of
Interest to me
I Would Give Up TV than my Smartphone
I Never Leave the House without
Smartphone
Strongly Disagree Somewhat Disagree Neither Somewhat Agree Totally Agree
87%
63%
81%
11. greg@gregstuart.com Twitter.com/gregstuart
11
Smartphone
Owners
Mobile First
consumers
I use my phone when I feel
uncomfortable, just to relax or avoid
having to talk to other people
51% 69%
There is something exciting about
checking my smartphone... there is
always the possibility that I will find
something interesting
45% 63%
There is no other thing I own that I
feel closer to 28% 44%
Essential to So Much of Consumers’ Lives
12. greg@gregstuart.com Twitter.com/gregstuart
12
Smartphone
Owners
Mobile First
consumers
My smartphone is the first thing I
touch when I wake up in the
morning... and the last thing that I
use before I go to bed at night
63% 84%
I check my phone all the time, even
when I only have one minute to spare 54% 71%
I use my smartphone everywhere,
even in the restroom 51% 70%
Essential to So Much of Consumers’ Lives
18. greg@gregstuart.com Twitter.com/gregstuart
18
Truth is: Mobile is the
Connective Tissue* to All Media
From TV to social media, mobile
strengthens and supports other media
channels to react and respond to
consumer expectations
* тельная ткань
24. greg@gregstuart.com Twitter.com/gregstuart
24
Recommended Optimized Share
Mobile Marketing is 7%
While the average optimized mix in mobile is 7%, that figure likely is lower for
low involvement brands and higher purchase funnel (LIHP), but higher for high
involvement brands and lower purchase funnel (HILP).
Product Category Campaign Goal
Low Involvement High Involvement
Higher Purchase
Funnel
Lower Purchase
Funnel
(CPG,
Entertainment,
etc.)
(Auto, Finance, etc.)
(Awareness,
Familiarity)
(Consideration,
Purchase Intent)
Optimized
Percent of
Mobile in Mix
5% 9% 5% 8%Avg. Mobile
7%Mobile ad units included: Ads in Mobile Web (Display Ads), Ads in Apps,
Mobile Video Ads, Mobile Games Ads, Mobile Social, Tablets
25. greg@gregstuart.com Twitter.com/gregstuart
25
What Drives This?
1. Ad Effectiveness of Mobile
2. + Cost
3. + Smart Phone Penetration (37% in U.S.)
(reach & frequency in essence)
Russia percent SmartPhones is 29%!!
(Soon to be 38%!!!)
26. greg@gregstuart.com Twitter.com/gregstuart
26
Simple Framework of Opportunities via
Mobile as a…
1. Mass Advertising &
Communications Channel
2. Loyalty & Relationship Building
Channel (Apps at the center)
3. Instant Personal Communications
Channel (immediacy & messaging)
27. greg@gregstuart.com Twitter.com/gregstuart
27
But Mobile has a Number of
Unique Advantages
1. Mobile is Personal
(one person per phone)
2. Mobile is Pervasive
(everywhere, all the time)
3. Mobile has Proximity
(tracking location)
31. greg@gregstuart.com Twitter.com/gregstuart
31
The REAL POWER of Change
* Approx. $200 Million Budget
0%
20%
40%
60%
80%
100%
Base
Plan
2.5%
Online
6%
Online
Equal to +$1,350,000,000
in U.S. Truck sales$$$TraditionalMedia
(TV,Magazines)