It’s a mobile world 9+1 learnings to build a path to success

113,9% MOBILE PENETRATIONRomania... 27% GOOGLE SEARCHES ARE FROM MOBILE PHONES Romania... 50.3% OF ECOMMERCE WEBSITE TRAFFIC COMES THROUGH A MOBILE DEVICE Europe... 60% OF MOBILE CONSUME

IT’S  AN  “M”  WORLD

9+1  Learnings  to  Build  a  Path  to  Success

Stefanos Karagos – Information  Scientist  – XPLAIN.co Mobifest -­ Bucharest  – May  2015

LET’S  GET  TO  KNOW  EACH  OTHER  

I  BELIEVE  IN  THE  GOD  OF   DATA  AND  MARKETING

:-­)

hello!

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LAST  3  MONTHS  ACHIEVEMENTS

LAY’S  GLOBAL  DIGITAL  STRATEGY

BEST  APPROACH  TO  CONSIDERATION  

IN  AUTOMOTIVE  INDUSTRY

BEST  ONLINE  BUSINESS  MODEL  

IN  SHOPPING  CENTERS

No More Spam :-)

WHAT  ABOUT  YOU?

let’s  be  interactive

HOW  MANY  OF  YOU  VISIT FB  VIA  MOBILE?

Every  Day

DO  YOU  GOOGLE  VIA  MOBILE?

TOOK  A  SELFIE  THE  LAST  MONTH?

Welcome To Facts!

#

7  IMPORTANT  STATS

because  you  don't  need  to  know  more!

Sources:  Ancom,  Nielsen,  Ipsos,  Google,  Facebook,  XPLAIN,  Monetate,  Kantar  -­ 2014  

113,9%  MOBILE  PENETRATION

Romania

3 RD COUNTRY  IN  EU  

IN  TERMS  OF  4G  COVERAGE

7.8  million   hours  spoken  daily  in  2014

27%  GOOGLE  SEARCHES  

ARE  FROM  MOBILE  PHONES

Romania

50.3%  OF  ECOMMERCE  WEBSITE  

TRAFFIC  COMES  THROUGH  A  MOBILE   DEVICE

Europe

60%  OF  MOBILE  CONSUMERS  USE  THEIR   MOBILE  DEVICE  AS  THEIR  PRIMARY  OR   EXCLUSIVE  INTERNET  DEVICE

Global

Global

LET’S  AGREE

WE  ARE  FULL  OF  BUZZ  WORDING

1

SO  LET’S  STOP  THE  BUZZ  WORDING

THERE  IS   NOT   MOBILE  MARKETING

AS  THERE  NEVER  WAS  

LAPTOP  MARKETING

MARKETING  DOESN'T  HAVE  FLAVORS

twitter  marketing,  ecommerce  marketing,  facebook  marketing,  mobile   marketing  etc

MARKETING  HAS  OBJECTIVES

MARKETING  IS  ALL  ABOUT   COMMUNICATION

MARKETING  IS  ALL  ABOUT  REAL  LIFE

AND  YES,  TODAY  WE  ARE  USING   MOBILES  EVERY  MINUTE

PUNCH   HIM   NOW!

THERE  IS  NOT  OFFLINE  AND  ONLINE  

COMMUNICATION

2

I  KNOW!  MOST  OF  TRADITIONAL   MARKETERS  SAY  SO

BECAUSE  THEY  ARE  TRADITIONAL!

REAL  LIFE  IS  AN  AMAZING  MIX  OF   TOUCH  POINTS

from  TV  to  FB  News  Feed

and  from  Outdoor  to  my  Watch

MOBILES  ARE  THE  BIGGEST  

COMMUNICATION  PLATFORM  IN  THE  

HUMAN  HISTORY!

3

IT  STARTED  AS  A  HUMAN  TO  HUMAN   COMMUNICATION  PLATFORM

(BRANDS  ENTERED  THE  FIELD  AFTER   YEARS)

IT  CAN  BE  UTILIZED  IN  REAL  TIME

IT  CAN  BE  USED  AS  A  TWO  WAYS   COMMUNICATION  TOOL

IT  CAN  BE  YOUR  DISASTER  TOO

Because  most  of  the  Marketers  think  that  is  Sexy  to  “Spam  like  a  TVC!”

STOP  THE  BLA BLA!

LET’S  BE  PRACTICAL!

[I'LL  TELL  YOU  WHAT  I  HAVE  LEARNED   FROM  RUNNING  MORE  THAN  130  

BRANDS  IN  30  COUNTRIES]

NO  FIREWORKS  TODAY!

Before  Any  Fancy  things  You  Need  To  Secure  your  Digital  Presence!  

THE  MANDATORY  CHECKLIST

to  survive  in  the  M  world

OPTIMIZE  YOUR  WEB  SITE  

MOBILEGEDON IS  HERE!

Google  ignores  non-­mobile  optimized  sites

78%  of  the  Romanian  Websites  Are  not  Optimized  

for  Google’s  New  Algorithm!  

1.

Check  Your  Web  Page  here:

google.com/webmasters/tools/mobile-­friendly

OPTIMIZE  YOUR    ADS  FOR  MOBILE  

CONSUMPTION!

Ads  that  are  not  designed  for  mobiles  have  170%  less  performance

71%  of  the  FB  Ads  doesn't  have  a  Mobile  Version!

2.

OPTIMIZE  YOUR  TRADITIONAL  TVC

FOR  THE  5"  PITCH

Be  Relevant  at  a  Glance!

3.

OPTIMIZE  YOUR  CONTENT  FOR  

CONSUMPTION  ON  THE  GO

Video  Content  and  text  with  less  than  110  characters  are  more  visible

4.

OPTIMIZE  YOUR  EMAIL  CAMPAIGNS  AND  

THE  LANDING  PAGES

eMail is  the  best  way  for  better  conversion  these  days

5.

TRIGGER  MOBILE  GENERATED  CONTENT   FOR  YOUR  MARKETING  EFFORTS

Instagram  can  be  your  Facebook  Page  partner

6.

UTILIZE  ZMOT  IN  YOUR  MARKETING  

PLANS

Search  through  mobile  is  a  Key  Source  of  Information

7.

VIDEO  CONTENT  IS  ON  THE  RISE  

OPTIMIZE  IT  BEFORE  USE  IT!

On  Facebook  Non  Promoted  Video  Content  has  even  double  Reach  vs  

Promoted  Posts  with  Photos.

8.

DO  NOT  CREATE  ANOTHER  ONE  

USELESS  APP  BECAUSE  YOUR  

COMPETITORS  HAVE  ONE.

Only  8  applications   have  been  used  by  the  Romanian  Consumer  in  the  

last  30  days

9.

IT'S  NOT  ABOUT  THE  SCREEN  SIZE  

IS  ABOUT  YOUR  BRAND'S  RELEVANCE  

SIZE!

Less  Space  is  not  an  Issue,  Irrelevant  Content  is

10.

YES,  MOBILE  IS  A  VITAL  PILLAR  

OF  YOUR  MARKETING  PLAN.

AND  YES  IT’S  A  VITAL  SOURCE  OF   CONSUMER  INSIGHTS

THROUGH  MOBILE  DATA  YOU  CAN  

UNDERSTAND  

THE  PEOPLE  WHO   MATTER  TO  YOU,  

SO  YOU  CAN  BE   WHAT  MATTERS  

TO  THEM!

WHAT  ARE  YOU  WAITING  FOR?

YES,  IT’S  A  MOBILE  WORLD!

Full  of  Opportunities  for  those  who  Strategize  before  tactics.

STRATEGIZE  OR  DIE  HARD