Mobile advertising is set to overtake newspaper expenditure in the UK this year and globally in 2016 – a year earlier than previously predicted, according to the latest forecasts from ZenithOptimedia.
According to the report, Advertising Expenditure Forecasts, mobile advertising will grow 38 per cent in 2016 to US$71 billion (£47.3 billion), while newspaper advertising will shrink by 4 per cent to US$68 billion.
New Zealand Mobile AdSpend figures are rather less impressive – the medium currently represents just 3% of interactive adspend, according to IABNZ/PwC figures – but Mobile AdSpend in NZ is showing 132% year on year growth as at Q2 2015.
Now would be a really good time to upskill yourself on Mobile.
NZ Smartphone Usage is now nearly universal.
Those statistics in themselves are impressive, but what’s more significant is how the increasingly ubiquitous smartphones are changing Kiwi behaviour.
According to Google’s “Our Mobile Planet” study:
- 54% of Kiwi smartphone users search on their smartphones every day
- 65% search for product information, 51% for info about restaurants, pubs and bars and 42% for travel info
- 81% read or send email via their smartphones
- 73% access social networks on mobile
- 59% keep up with the latest news via smartphone
- 69% watch videos on their phones
And when it comes to local, the smartphone is in its element:
- 89% of smartphone users have looked for local info on their mobiles
- 87% have taken action as a result (70% visited the business while 41% actually bought something)
So what do these statistics mean for Kiwi businesses? In his book “The Third Screen“, Chuck Martin points out that “the world gone mobile is not a simple story of technological change, it is a story of fundamental shifts in consumer behaviour that are forever changing the practice of marketing and how you should view its application with your business”.
To help you to understand and master the challenges of the new mobile environment, we’ve created a ten-part online training course:
The Principles & Practice of Mobile Marketing
Here’s what the course covers:
Lesson One: Understanding The Mobile Consumer & The New Mobile Environment
Consumers’ expectations have changed dramatically in recent years. Now that so many have become so quickly accustomed to anywhere anytime access to information and services in their moment of need, you’d better be ready and able to fulfil those expectations – or see your business slip away to those who can.
In this first lesson, we explore:
- the changing behaviours of untethered consumers (according to eMarketer, more than 2 hours a day, 20 percent of consumer time, is now being spent on mobile)
- the switch from Real Time to All The Time Instant Gratification and the implications for Kiwi marketers
- the “snacking” behaviour of the new mobile consumer, who will watch short video clips while waiting for a bus or check email on the way to a meeting
- new instant messaging behaviour, chatting with friends halfway around the world through applications such as Viber
In marketing-speak, we’ve moved from one-to-many mass marketing to highly personalised one-to-one. If you’re going to move into the consumer’s personal mobile space, you’d better be ready to switch from interruption marketing to far more inclusive communications methods.
Lesson Two: Mobile-Optimised Websites, Email, Video, Content
If you’ve ever tried in vain to touch and click on a small link on a page not optimised for mobile, then you’ll understand what we’re talking about when we tell you that your communications with your mobile-enabled customers need to be in formats that work for small screens and big thumbs. Similarly, if you’ve been obliged to work your way agonisingly through an online registration form, carefully hunting and pecking the right keys on a tiny onscreen keyboard, just to find out shipping costs, you’ll understand why simplified logins are essential (and why new services such as MapMyID are springing up to offer easy mobile form-filling using previously-supplied information).
In Lesson Two we examine:
- how best to modify your materials to make them responsive to the demands of the hundreds of different models of smartphones out there, across multiple operating systems
- reviewing your website processes to make them mobile-friendly
- adding click-to-call and instant messaging capabilities
- considering location-aware services to guide consumers to your nearest outlet or office
- the new importance of the first few words in email subject lines (typically that’s all that consumers have to judge whether or not to open your email)
- the return of small, fast-loading images
- short video clips, optimised for fast downloading and stutter-free viewing
Lesson Three: Mobile Search
Google is reporting more than 1000% growth in search on mobile devices in the past three years. With more and more users relying on mobile search and research indicating that around 73% of mobile searches turn into action, it’s essential for marketers to understand and master mobile search.
In this lesson, you’ll learn about:
- why the first few positions on search results are more vital than ever in a small-screen world
- advanced mobile search advertising options such as including maps or “click to call” buttons featured in your search results
- ads contingent on location-based criteria such as physical location that the search is made from (eg searching for “hotels” while in Wellington)
- inferred intent (eg searching for “hotels” after having previously searched for “trip to Wellington” and “best deals flights Wellington”)
- developing mobile ad copy that changes based on time of day or location of the searcher
- the search implications of the new breed of voice-triggered search facilitators, such as Siri and Google Now
- Google Voice Search
- the search implications of image recognition technologies such as Google Goggles
Lesson Four: Mobile Messaging
The humble SMS text-messaging facility has been joined on smartphones by a new breed of mobile messaging apps, such as Instagram, Snapchat, Viber and Tango. These new image- and video-based services have in many cases taken over the key functionality of email, enabling consumers to quickly talk amongst themselves and share their lives in real time.
In Lesson Four, we talk about:
- the appeal, especially to Millennials, of these sorts of private messaging services
- the marketing implications and opportunities
- privacy considerations, taking into account both NZ’s Unsolicited Electronic Messages Act and the US’s new Telephone Consumer Protection Act
- common messaging metrics, which include those similar to email campaign metrics, such as open rate, click-through rates, and response rates
Lesson Five: Location-Based Marketing
More than 30% of all internet searches are local (and include the location in their search); and 73% of online activity is related to local content. Not surprisingly, mobile provides rich opportunities for marketers to turn much of this local interest into activity: 82% of local searches result in an in-store visit, phone call or purchase.
In Lesson Five, we examine a number of location-based topics, including:
- the possibilities and pitfalls of QR Codes
- how technologies such as NFC (as used in bus passes and credit cards that are simply waved at payment terminals) and even Bluetooth enable marketers to tailor messages to consumer locations
- the combined power of preference, presence, permission and proximity
- how marketers are using augmented reality to drive engagement
- push notifications (eg consumers opting in to receive special offers when they are in close proximity to your location)
- what geofencing is and how it can be used effectively
- the power of truly local search
Lesson Six: The changing face of Social & Mobile
More than 1.3 billion Facebook users (88% of the social network’s monthly active user base) now connect to the social network through their mobile devices. And US$2.9 Billion, 76% of Facebook’s Q2 2015 revenues, came from mobile. Sixty percent of Twitter users are on mobile. Social and Mobile are closely entwined. As eMarketer noted recently, “the key opportunity for marketers in the shift toward mobile is that mobile users not only log in more frequently, but they also spend more total time on social media sites. As devices integrate social media more deeply, such as by making it easier to upload photos from a mobile phone to a social site, it strengthens the mobile-social virtuous circle.”
In Lesson Six, you’ll discover:
- why the links you share across social media channels now need to be optimised for mobile
- how your connections are viewing your social media updates through mobile apps (and the implications for your content)
- how to choose the best days and times to post social media messages, now that your recipients are consuming most via mobile
- design implications for social mobile posts
Lesson Seven: Mobile Advertising
Why advertise on mobile? In a nutshell, it’s where the eyeballs are. As an article in The Atlantic reported, “consumers are spending 10% of their media attention on their mobile devices while the medium only commands a mere 1% of total ad-spend.”
In Lesson Seven, we talk about:
- how Google and Facebook already make it easy for you to use their platforms to reach their users on mobile
- how dedicated services such as Snakk Media will smooth your path as well
- what you should know about mobile ad networks, ad exchanges and “the natives” (companies that are trying to find a native approach to mobile advertising)
- the types of inventory currently available for mobile advertising (and which may be right for you)
- key mobile advertising trends to watch for in the year ahead
Lesson Eight: Mobile Apps
At the beginning of 2012, according to an eConsultancy/Experian study, 67% of ad agencies and 57% of marketers surveyed were already planning to make use of mobile apps and technologies. Three years on, what has the industry learned and what examples and case studies are available?
In Lesson Eight, we examine:
- what apps can do for marketers
- how brands are using apps effectively
- what you need to consider before you brief an app developer
- the key tactical questions to consider: how will you build, manage, run, deploy and secure any apps?
- conversion rates for in-app promotions, by format and by category
- the privacy implications inherent in the data you collect about app users
Lesson Nine: Mobile Commerce
Mobile commerce has transformed the way that consumers shop. As we’ve already indicated, consumers have been quick to use their mobile phones for shopping. Sometimes, they do so when they’re in a retail store; however more than 60% of those who buy via their mobile device also do so within the comfort of their own home, a trend PayPal has dubbed “couch commerce”. Consumers have even been known to browse via mobile and then complete the purchase instore.
In Lesson Nine, we delve into mobile commerce in depth, reporting on:
- the 10 most important ways in which consumers are using their mobile phones to shop online more effectively
- mobile commerce strategies used by online retailers
- the ways in which mobile message alerts from retailers impact shopping decisions
- mobile shopping apps
- the most popular categories for mobile payments
- paying via mobile and booking by mobile
- processing payments via mobile, and using tablets & mobile devices at POS
Lesson Ten: Mobile Analytics & The Future of Mobile
Finally, in Lesson Ten we look at the numbers and peer into the future. We turn our attention first to mobile analytics, and discuss how they can be used, what should be measured and what tools exist to help you track and crunch. Then we look at some of the attention-getting developments of today and tomorrow, including:
- the BYOD (Bring Your Own Device) trend and its implications for security and privacy within your business
- location-based sensor fusion and the opportunities likely to arise as a result
- the most interesting devices of 2016 – they won’t come in a box, they’ll be wearable, connectable, and maybe even fashionable
- the likelihood that your phone will know what you want before you do – push messaging (from the likes of Google Now, MindMeld and Urban Airship) will employ your past behaviour to predict your next move
- the steps you can (and must) take to reinvent your business processes for mobile
COURSE CREATION AND TUTORING
This course has been created and is tutored by Michael Carney.
WHO SHOULD TAKE THE COURSE
Any Business Owner, Manager, Marketing, Advertising, PR or Communications professional who wants to keep up with the latest developments in the Mobile Marketing sphere.
This course begins on Monday October 5 2015.
This ten-part eCourse is available for $597 +GST. However we offer a special $100 Early Bird Discount for bookings received and payment made by midnight on Monday September 28. Pay only $497 +GST for this course!
Bookings are confirmed on receipt of payment, which can be by cheque, bank deposit or credit card. We can raise an invoice in advance if you need it.
You will be billed in the name of Netmarketing Services Limited.
If you would prefer to pay by cheque or bank deposit, or require an invoice, please send an email to firstname.lastname@example.org with your requirements.
WHAT HAPPENS NEXT?
You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password, along with an Enrolment Key for the Mobile Marketing eCourse.