Velti Mobile Whitebook 2013.pdf - IAB UK

More documents

Recommendations

Info

Mobile Whitebook 2013 Forewords From Velti As a business we aim to innovate, explore and share groundbreaking best practice to ensure that we help our clients capitalise efficiently on the mobile channel. The mobile landscape is complex and our team of dedicated strategic planners and analysts are committed to sharing both internal and external knowledge to advance your own marketing strategies in 2013. Just two in 10 of our sample* stated that they are 100% mobile, while a significant 45% of respondents stated that they need to do more or From Econsultancy Over the past few years, a cliché within marketing has been “This is the year of the mobile”, or more recently in a desperate plea for attention, “This year is really the year of the mobile”. In my opinion, such comments are not helpful. They present mobile as a transient consumer trend or fashionable term which can be dropped into conversation to win budgets and convince organisations to take action. The reality is that mobile is now already entrenched within consumer behaviours and decision making. Over half the population in the UK and the US own a smartphone and 65% of all online activities begin on a smartphone.1 With PC sales plummeting, don’t do anything on the channel. This means that there is still much work to be done in our industry to assist brands in their mobilisation efforts and revenue growth activities. We look forward to hearing about your plans and ideas for the channel of choice in 2013. Best Regards Barry Houlihan General Manager Velti Western Europe mobile devices are already the default way for most consumers to access and gain information on digital products and services. Despite this, the research revealed by Velti in this document shows that the majority of marketers are spending 5% or less of their efforts on mobile. I hope the data, insights and best practice tips presented in this document will spur you and your organisation to take action and take advantage of the opportunity presented by the new digital landscape. Andrew Warren-Payne Senior Research Analyst Econsultancy ** http://services.google.com/fh/files/misc/multiscreenworld_final.pdf * 400 survey respondents randomly sampled and polled across all sectors in the UK 6 www.velti.co.uk
Consumer Data: The Case for Mobile Mobile Whitebook 2013 Mobile devices facilitate consumer interactions with your brand at any time or place convenient to them, and with over 14,000 different smart devices and tablets in use, interactions on the mobile channel are increasingly critical moments in the customer journey. Ensuring that these experiences remain positive should be at the centre of your mobile strategy. Consumer expectation has soared in recent years. Consumers now demand brands to be uniformly presented regardless of access points and oversight has meant many brands falling behind their full potential. The successful implementation of many brands’ mobile strategies (including Facebook and Amazon) has been a positive step in the right direction for the industry. However, despite undeniable adoption of smart devices by global consumers, marketers have been relatively slow to fully realise the potential of the opportunity presented. With the imminent rollout of 4G services, the ever-increasing presence of a variety of devices and screen sizes, Tablet, Phablet (ie. phones so large they are almost like tablets, such as the Samsung Galaxy Note) and even Laplets (Laptop/Tablet hybrids such as Windows Surface), it is vital to understand the role these devices play and how to best adapt your marketing strategy to become truly multi channel. The connected consumer now uses a variety of devices to research and complete even simpler purchases. They expect a great brand experience on every channel, platform or device, and they expect to be able to switch between them seamlessly. Anything less is a poor brand experience. Many brands state they have tried mobile but customers only use it to brand their product not purchase. Chances are what this really means is that most brands have not been optimised for mobile. www.velti.co.uk 7
Page 1 and 2: In partnership with Mobile Whiteboo
Page 3 and 4: Mobile Whitebook 2013 Contents 4 In
Page 5: Mobile Whitebook 2013 About Velti V
Page 9 and 10: Tablets become the screen of choice
Page 11 and 12: Tablet behaviour is different to th
Page 13 and 14: Selling effectively means reaching
Page 15 and 16: The actions of GAFA shape the way c
Page 17 and 18: Respondents: 180 How mobile is your
Page 19 and 20: Respondents: 171 How significant do
Page 21 and 22: Five steps to mobile success As the
Page 23 and 24: Measurement for mobile One hindranc
Page 25 and 26: Mobile Whitebook 2013 Case Studies
Page 27 and 28: Samsung Hope Relay The Challenge To
Page 29 and 30: Mobile Whitebook 2013 How to Contac

Velti Mobile Whitebook 2013.pdf - IAB UK

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?