Addressing the mobility by tapping into human experience
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Loads was said about mobile. It is the future, it is now, it is irrelevant, it is .... Exactly what it is? I think mobile is how people live their lives in a busy, hectic, always-on-the-go world. Yesterday's consumers are today's Participants. We do not have the mission of informing uninformed anymore. Participants expect seamless experience across all channels, it requires integrated planning and management. How to do that? By tapping into human experience...
Addressing the mobility by tapping into human experience
- 1. 1 Marta Klepka, CEE Digital Director Addressing the mobility by tapping into human experience
- 2. 2 But why?
- 5. 5 New environment requires new thinking
- 7. 7 Cause they change behaviour
- 8. 8 Informing uninformed is rare in connected world
- 9. 9 Address the mobility by tapping into human experience
- 10. 10 OTHER 10% 36% 43% 4% 3% 4% Participants are screen agnostics Mobile = how people live their lives in a busy, hectic, always-on-the-go world. Humancentric approach to mobile
- 11. 11 Addressing the mobility MOBILITY Personali sed Always on Local Motivatin g Adaptive Convers ational Right message Right time Right place Right stymuli Agile Sharable
- 12. 12 Always on
- 13. 13 Local Device 2eb3ec743d3487af2fab23507689 Impressions 11/24 4:43:45 PM 11/24 4:44:45 PM Device 2eb3ec743d3487af2fab23507689 Impressions 11/24 3:59:22 PM 11/24 3:59:51 PM 11/24 3:59:19 PM 11/24 4:00:26 PM 11/24 4:23:33 PM
- 14. 14 Motivational
- 15. 15 #1 Twitter Number one trending topic on Twitter 48 hrs. PM Sunday Juan Montoyas car crashes on National TV and Tide Powder is used to clean it up Monday Night People begin tweeting, posting and sharing pictures Tuesday Action plan, campaign is born, photos are bought, legal cooperates, Tide is able to respond and engage AM Saturday USA Today breaks story of Tide Nascar spot 2:30 - SAT RACE BEGINS 3:35 - SAT Spot Airs Adaptive
- 16. 16 Who should win Samsun RO Conversational Conversational
- 17. 17 Personalised
- 18. 18 Mobile slowly proves itself in CEE
- 19. 19 88% 77% 75% 71% 70% 70% 64% 57% 54% 36% 21% 16% 11% 13% 15% 7% 30% 14% 7% 3% 3% 2% 5% 1% DK IL LV LT BG CZ SK HU Internet Mobile phone/smartphone Tablet Source: gemiusAudience, Danske Medier Internet and mobile device penetration
- 20. 20 0% 5% 10% 15% 20% 25% 30% 35% 1.2012 2.2012 3.2012 4.2012 5.2012 6.2012 7.2012 8.2012 9.2012 10.2012 11.2012 12.2012 1.2013 2.2013 3.2013 4.2013 CZ DK LV LT BG SK HU PL 31% 20% 12% 5,2% Source: gemiusTraffic, gemiusRanking Shareofpageviews Mobile traffic share
- 21. 21 0% 2% 4% 6% 8% 10% 12% Phones Tablets PC Source: gemiusTraffic, working day Shareofpageviews Daily usage of various platforms in Czech Republic
- 22. 22 123 % MOBILE P. 6m MOBILE WEB USERS 45% MOBILE FACEBO OK USERS 1/7 SEARCH ES FROM MOBILE 25% PUBLIS HER TRAFFI C 25% SMARTP HONE P. *P= Penetration, Estimated for 2013, Source: Breeze Mobile Mobile in Romania
- 23. 23 90%browse weekly 91%search on mobile 44%visited a brand page Smartphone Usage in Romania 23%use more than 22 apps Source: IAB Mediascope 2012
- 24. 24 Oh, we need to learn!
- 25. 25 1. Mobile &tablet optimised sites/ apps 2. Dynamic creatives and sites 3. Local SEO 4. Mobile optimised SEM 5. Facebook mobile different formats, click to download 6. Location based campaigns also SMS, MMS 7. Display targeting to mobile devices, OS, etc, programmatic on mobile 8. Other useful technologies such as NFC Seems complex, especially if integrated
- 26. 26 It all goes down to tapping into human experience
- 27. 27 Harlem Shake