emma crowe somo
DESCRIPTION
Emma Crowe at Somo - presentation at Mobile Travel & Tourism Summit 2014TRANSCRIPT
Somo Copyright & Confidential Somo Copyright & Confidential
2nd April
Emma Crowe, SVP Client Strategy Josh Dale, Innovation Executive
@somoglobal
Somo Copyright & Confidential 2
@somoglobal
Somo Copyright & Confidential
Unprecedented velocity of adoption
Marketers being left behind – consumer driven environment.
3
Source: Celtra
@somoglobal
Somo Copyright & Confidential 4
Source: Comscore Dec 2013
Own a smartphone (33.5m people) Own a tablet (12.3m people own, but
more use the device)
@somoglobal
Somo Copyright & Confidential
@somoglobal
Tablet
Mobile
Desktop
12am – 7am 7am – 10am 10am – 5pm 5pm – 8pm 8pm – 12am
Tablets popular
at night
Mobile brightens
the commute
PCs dominate
working hours
Somo Copyright & Confidential 6
Lean back. High
Consumption and
engagement
Always on.
Location aware.
Staccato usage
Lean forward.
Focused engaged
@somoglobal
Somo Copyright & Confidential
Source: eMarketer, Aug 2013
UK mobile ad spend to top £2bn this year, overtaking newspaper ad revenue forecasts
@somoglobal
Somo Copyright & Confidential
Source: PhoCusWright 2013/Comscore 2013/BI Intelligence 2013
More people are using mobile as part of their travel experience, with wearable devices seeing increased growth as the go-to device for exploring travellers.
@somoglobal
of UK online travel sales will be mobile by 2015 - $40
biillion .
time spent on travel-related sites in US
wearable units sold predicted to be sold by
2018 .
Somo Copyright & Confidential
Social
DR TV
Desktop
PR & Events
Mobile
Mobile is becoming an extension to your customer day to day lives, using their devices both in silo and in conjunction with other platforms.
@somoglobal
Somo Copyright & Confidential
Ad
Sp
en
d
Ad
Sp
en
d
Ad
Sp
en
d
Ad
Spend Pro
pe
nsity to
drive
sa
le
Pro
pe
nsity to
drive
sa
le
Pro
pensity
to d
rive
sale
Pro
pe
nsity to
drive
sa
le
Op
po
rtun
ity to
sca
le
Op
po
rtun
ity to
sca
le
Op
po
rtun
ity to
sca
le
Op
po
rtu
nity to
sca
le
CURRENT SPEND FOCUS
PROPENSITY TO DRIVE A SALE
OPPORTUNITY TO SCALE
Pro
pensity to
drive d
irect
insta
ll
Pro
pensity
to d
rive
direct in
sta
ll
Pro
pe
nsity to
drive
dire
ct in
sta
ll
PROPENSITY TO DRIVE A DIRECT
INSTALL
DEPOSIT LOYALTY AWARENESS CONSIDERATION
...Where is the biggest opportunity to drive acquisition sales?
@somoglobal
Somo Copyright & Confidential
The impact of new brands moving into the space can be seen in the shifts per
media format
Video is one of the largest growth areas due to its ability to be used across the
customer journey
@somoglobal
Somo Copyright & Confidential
Engaged, generating content, or taking actions e.g. play, buy, etc.
only consuming content not interacting
Mobile can be used both to amplify and activate tradition marketing such as TV:
Second screening is common practice with 41% of all TV viewers second screening daily while watching TV
TV
Tablet Smartphone
@somoglobal
Somo Copyright & Confidential
Amplify through paid media
13
Tablet
Mobile
Desktop
12am – 7am 7am – 10am 10am – 5pm 5pm – 8pm 8pm – 12am
Wake up
Travel to
work Home
Lunch Break
Travel Out with
friends
• Expectation is exclusive
and personalised
• Creative/
• messaging needs to be
relevant in context device
and channel
@somoglobal
Somo Copyright & Confidential
@somoglobal
• Be specific about what success means for you • Track it & optimise against it • Know who your target audience is • Your marketing plan needs to consider: - Device segmentation - Time - Context - Target audience • Consistent and relevant creative and messaging • Above all -- integration
Somo Copyright & Confidential Somo Copyright & Confidential 15
@somoglobal
Somo Copyright & Confidential
www.somoglobal.com
@somoglobal
GET IN TOUCH.
Somo Copyright & Confidential