warc trends mobile marketing (summary version) >> Find the right mobile strategy for your brand © Copyright Warc 2012. All rights reserved. Warc Trends >> Mobile Marketing Executive summary his report is based on the rapid bundle of technology that comes in a This is a evolution of mobile technol- modern phone – cameras, voice and summary togy, and the enthusiasm with image recognition, QR code readers, Mobile is version of which it has been embraced. These GPS, and a host of new features. dramatically Warc’s Mobile developments have transformed mo- changing Marketing bile as a marketing channel. Mobile apps make the difference the way Trend Report marketing spend across the world For marketers, mobile’s breakthrough is starting to rise significantly. In the came in 2008, when Apple launched people are right circumstances, mobile can be a the App Store. Apps provided brands shopping Click here to powerful tool. Mobile check-ins are useful loyalty with a new ‘way in’ to mobile that download the The rise of smartphones and was easy for consumers to use, and and ex- full version tablets has deepened the relation- relatively cheap to make. changing ship between consumers and their Apps are still an important feature information devices. The connectivity and tech- of the mobile marketing landscape. Heather Hopkins nology they give to consumers are Heineken developed the Star Player Freeland, CMO, helping to drive several consumer app to activate a sponsorship, and gilt city trends, including ‘smart boredom’ charity DePaul’s iHobo showed that and ‘gamification’. They also trans- apps could work well for not-for-profit form mobile as a marketing channel. organisations. However, it’s become Mobile had always had reach (the clear that for every successful brand- sheer number of handsets in circu- ed app, there are many failures. lation) and location (the fact that Gilt City tracks iPad-based sales Brands have to think carefully about phones go wherever the consumer what they want an app to do, and in goes) in its favour. Now it has much what context it will be used. more besides. All of this means that mobile is One of the iPhone’s achievements a far more versatile marketing tool was to abolish the idea that the than it ever was in the past. Increas- ‘mobile web’ had to be a different, ingly, it is being used as a brand- lower-grade experience compared building channel. Youth-focused to the PC-based web. Smartphones brands such as Axe/Lynx have recog- have opened up areas like mobile nised the power of mobile for several search and mobile social networking years, but the growing penetration like never before. Added to this is the Barclaycard turned an ad into an app of smartphones among older © Copyright Warc 2012. All rights reserved. www.warc.com Warc Trends >> Mobile Marketing Executive summary (continued) demographics is creating new oppor- when brands find creative ways to hands, and that mobile will offer This is a tunities for brands such as IBM. New use simple technology such as SMS. something new. summary ad platforms such as Apple’s iAds 4% For example, Vim in Vietnam put second, they should ask what mo- version of may offer new ways to put engaging Mobile’s pre- SMS at the heart of a campaign to bile can add – is it just extra reach, Warc’s Mobile content in front of consumers. dicted share of build toilets in schools. or are they using it to enhance Marketing Mobile is also becoming a crucial global adspend other aspects of their marketing? by 2015 Trend Report loyalty tool for brands including Planning mobile campaigns Finally, they should think care- Coca-Cola – some have reconfigured Source: Gartner With all this in mind, how should a fully about metrics. There is no their loyalty schemes around mobile. marketer plan for mobile? catchall measure of mobile ROI; Click here to Mobile is particularly powerful when marketers are better off thinking download the used alongside real-life events. First, they must be sure a mobile about how to join up the imperfect full version M-commerce is small but growing, solution is right for their audience measures that do exist with their and technology such as near-field – that the technology is in the right own brand health scores. communication may make contact- less payment via mobiles a reality in the near future. But it’s clear mobile does more than just enable transac- tions. It has a role throughout the path to purchase, whether consumers want to search for a product, read reviews, or look for coupons. Compa- nies such as Kraft and Korea’s Home Plus have applied these insights For marketers in some of the world’s emerging markets, mobile will be more important as a channel than the PC-based internet. Mobile offeris consumers outside the major cities their first taste of the internet. As a result, mobile has huge poten- tial for marketers looking to reach these emerging consumer classes. The most interesting examples are DePaul saw success with an app Axe used mobile to build its brand in Japan © Copyright Warc 2012. All rights reserved. www.warc.com Warc Trends >> Mobile Marketing At a glance Consumers and mobile key insigHts This is a summary Smartphones have enabled ‘digitally Mobile version of 1 enhanced downtime’, by making enables you Warc’s Mobile information and entertainment avail- to reach the Marketing able to consumers on their commute, best friend Trend Report for example. of 2 billion Click here to consumers Tablets are changing the game again, download the worldwide full version 2 providing enhanced content options william ogle, and becoming the ‘new second screen’. CMO motorola mobility Smartphone penetration varies 3 by consumer demographic (particularly age) and by the infrastructure of the market they live in. Marketers must understand how their 4 audience uses mobile devices if they are to build a credible mobile strategy. Different audiences require different approaches. © Copyright Warc 2012. All rights reserved. www.warc.com Warc Trends >> Mobile Marketing At a glance Mobile-led consumer trends smart boredom This is a summary 1 Mobile allows consumers to use ‘downtime’, such as commutes, more version of productively – for example, accessing news or completing small online Warc’s Mobile tasks while on the move. Marketing Trend Report The Play etHic The ‘gamification’ trend is wider than just mobile, but mobile technology Click here to 2 download the takes it to a new level. Consumers can fill spare moments with gaming full version (a form of ‘smart boredom’). And location-based features of phones allow brands to set up games that cross into the real world – mobile-driven treasure hunts, for example. The quantiFied selF 3 Consumers are able to use mobile applications and technology to gather data on themselves, analyse it, and track progress toward goals. For example, if somebody is training for a marathon, they can use GPS technology to track how far their training runs are taking them and how fast they are going. This gathering and processing of real-time data has applications in all sorts of areas, including healthcare and finance. multi-screen viewing 4 Media consumption behaviour is being transformed by multiscreen viewing. Connected mobiles and tablets increase consumers’ ability to comment on TV content, or to track down information related to it, in real time. They can even watch two things at once. © Copyright Warc 2012. All rights reserved. www.warc.com Warc Trends >> Mobile Marketing Data snapshot Rise of smartphones smartphone usage across Five key markets KEY FACTS This is a summary what smartphone users do with their mobiles (%) Smartphone penetration is version of growing rapidly. It stood at 38% us uk France germany Japan Warc’s Mobile in late 2011, with the UK on 45%, France 38%, and Germany 23%. Marketing 73 64 72 71 79 Trend Report Data from Google and Ipsos 87 85 82 85 59 shows that smartphone own- Click here to ers use their phones for a more download the 82 68 82 65 75 diverse array of activities than full version non-smartphone users. The research reveals very high 29 28 17 28 45 usage in areas such as online video and social networking. A Online video Social networking In stores Purchasing sizable minority use phones to make purchases, Source: Google/Ipsos, quoted on Warc October 2011; original study by Google and Ipsos However, one issue facing mar- us smartphone platform share January 2012 (%) keters is fragmentation of the smartphone market. Although Apple dominates the headlines, Google’s Android operating system has the biggest mar- Apple 29.5 ket share in the US, and RIM retains a chunk of the market. Google 48.6 Microsoft is attempting to catch up through a deal with Nokia. RIM 15.2 Microsoft 4.4 Symbian 1.5 Palm 0.8 Source: comScore © Copyright Warc 2012. All rights reserved. www.warc.com Warc Trends >> Mobile Marketing At a glance Mobile’s new formats KEY INSIGHTS This is a summary Mobile’s strengths are scale, location, Mobile is version of 1 connectivity and the sophisticated tech- now an Warc’s Mobile nology that comes in modern phones. opportunity Marketing Understanding how to combine these to engage Trend Report strengths is key. consumers Click here to in a targeted New forms of display ads, mobile download the and contex- search and social networking, and full version 2 tual manner technology such as image recognition Stephanie are finally leading to increased mobile Baghdassarian, marketing budgets. research director, Gartner Smartphones are transforming formats 3 such as couponing and search, along- side new ‘mobile-led’ formats such as augmented reality or QR codes.