dmexco 2013 is over.
The growth trend of the digital marketing show is impressive and continues to write a promising history.
Visitors: 26.300 – increase by 16% compared to 2012
Exhibitors: 742 – means over 164 exhibitors more than 2012
International attendance: approx. 25% of visitors and of exhibitors
Satisfied visitors: More than 80% were happy with the event and exhibitor presentations
Future of Digital Marketing
1. „The era of digital marketing is over. It’s almost dead. It’s now just brand building.“ Marc Pritchard, P&G http://bit.ly/15eHlWR (Tweet by Armando Alves) – Watch Closing Keynote Day 1
Future of the Moment
2. „Twitter is a reflection of our individual and shared moments, which is why it gives all of us, including brands, the opportunity to engage and to act. In short, it allows us to be in the moment.“ (Quote by Katie Stanton) – Watch Closing Keynote Day 2
In another year as a co-moderator of the dmexco conference program, it was a great honor to moderate
the „Women Leadership Table“ for the second time – this year Denise Colella (Maxifier), Noelia Fernández Arroyo (Yahoo!), Anne Frisbie (InMobi) and Ashley Swartz (Furious Minds) attended. Thank you ladies, you were smart and know why analytics, mobile, social, and content seed the future of brand success.
The moderation of the panel „Realtime Branding“ (Social Media) was a great pleasure for me. Here we had Sarah Wood (Unruly), Surjit Chana (IBM), Brian Goffman (LinkedIn), Holger Luedorff (Foursquare) and Markus Spiering (Flickr/Yahoo!) at the dmexco bar table. Learnings? If there was a network with a limitation of 50 words, they would be able to manage it perfectly. Just watch the debate until the end to get their expert view on what you as a marketer should invest in to leverage social media.
The challenges for brand marketers haven’t changed massively since 2012. Big Data is still rocking and not yet fully understood in companies in terms of how to make use of it in the future. In case they are seeing the benefit, they still need to hope for a value chain between publishers, agencies and the LUMAscape players to cope with the evolution of adtechnology – and some will still try to find an agency to manage the data for them. Marketing and cloud services might become a new opportunity to analyse and measure the data for a clever strategy between going to market with long-term „content strategy“ (community, monitoring, pull) and the short-term „campaign“ (banner, SEO, push) approach – whether in social commerce, mobile or social. The digital future will remain exciting – stay tuned.
Looking forward to the next dmexco in Cologne, September, 10. and 11., 2014 – CU there!
In prepapration of the first dmexco Night Talks moderation in Hamburg on „Mobile: The new first screen: reach, engage, measure, monetize“, sometimes studies fly into my mailbox which are reaching me just at the right time.
InMobi released their second wave research report on Mobile Media Consumption at Mobile World Congress. It covers some on-going overview on 14 countries on how we consume mobile content these days, and it obviously underlines the rapid growth of mobile media and the benefits of mobile advertising around the globe.
From a global perspective, mobile has reached the sweet spot in media consumption. It will generate its growth in the coming year predominantly via social media, search/download apps and search activities. In the 14 countries, humans spent from 7 hour media consumption (apart from other channels)…
1. Mobile 1,8 hours
2. PC 1,6 hours
3. TV 1,5 hours
The research piece shows that 50% of the average global mobile web users primarily use their mobiles now to go online. The average mobile web person uses 6.5 apps throughout a 30-day period.
But what does this mean for marketers?
The study states that globally, 54% of users discover mobile ads via apps, 40% on a search engine, 27% on a retailer website and 23% on a video website. It also makes clear that mobile is the touchpoint for finding new products and services. 3 out of 4 say mobile advertising has opened doors to something new. Almost every second say mobile ads have influenced them to buy mobile (46%) and almost the same amout (45%) say that mobile has mobile ads have influenced their purchase decision.
When seeing mobile ads, it is not that users don’t take any actions. It is actually the other way round. Mobile ads let users downloaded an app (80%), visit the advertiser’s website (67%), visit the store/retailer/business for additional information (52%), locate an advertiser on map (45%), or even take an immediate phone call (37%).
While I still have some marketers from media houses and brands in my ears, saying that apps and mobile ads don’t seem to be the right marketing approach, it seems they just did not find the right content approach to their users. The mobile commerce world is growing at speed of light and innovative retailers and brands should be well-prepared for it – and ideally have at least a click-to-call solution on their mobile website. It is not surprising that in these 14 countries 80% retailers say they plan to get the right approach to mobile in 2013.
How about you? Are you prepared for the mobile sales and marketing development? What experiences do you have so far with mobile ads?
PS: If you are interested in attending the dmexco discussion in Hamburg, please book your seat here.
dmexco 2012 is over – the pure numbers show the trend of the digital marketing show…
Visitors: 22.200 – increase by 15% compared to 2011
Exhibitors: 578 – means over 135 exhibitors more than 2011
International attendance: 25% of visitors and 20% of exhibitors
The challenges for marketers are increasing. They have to face the explosion of data and how to make use of it in the future. They have to find clever data experts and technical specialists in order to cope with the evolution of adtechnology – or to find the right agency to manage the data for them. They have to evaluate the balanced strategy between going to market with long-term „content strategy“ (community, monitoring, pull) and the short-term „campaign“ (banner, SEO, push) approach – whether in local commerce, mobile or social. They have to, have to, have to… Well, I could continue this list of tweets.
However, it is better to share the tweets refering to the most tweeted keynotes from some international speakers that we had in the conference program.
…and in case someone might ask why I am still smiling. Just read this tweet and you know why… THX so much, Timo!
In my third year as a co-moderator, it was a great special pleasure to have the honour to moderate
the Women Leadership Panel with Colleen DeCourcy (Socialistic), Sarah Wood (Unruly) and Stephanie Fierman (Mediacom). Thank you ladies, you were smart and terrific!
Also, challenging the panel with the CEOs Jack Klues (Vivaki), Randall Rothenburg (IAB) and Nick Emery (Mindshare Worldwide) on the relevance of big data for the media and marketing business. Learnings? Restrict them to 5 minute intros and expect them to take 10. Allow for 140 character answer and get blog posts. Thank you gentlemen, you were brilliant in big data digging!
Looking forward to the next dmexco in Cologne, September, 18. and 19, 2013 – CU there!
The digital environment is chaining very fast, based on the evolution of the modern mobile devices which are offering new opportunities and challenges, depending on whether at home or at work. Some forecasts already proclaim the death of the desktop. Today, mobile devices like tablets and smartphones change the daily lives of Europeans, and the way we use our mobile devices was explained in one of my last posts. .
A recent study by comScore, Inc. and Telefónica Germany called Connected Europe -published during DLD Conference today- shows some five developments and gives an outlook where the mobile evolution is heading to. The study was based on a survey of mobile subscribers age 13+ and their primary device. These are the key findings the study is coming up with…
Smartphones and Tablets make PC more and more redundant.
Reasons: Lower hardware costs, increased subsidies, and aggressive operator price plans. A majority of non-computer web traffic comes from smartphones (65%) and especially tablets (25%) are picking up momentum in the EU5 (France, Germany, Italy, Spain and the United Kingdom).
Mobile Media is booming.
Reason: Ubiquitous 3G/4G networks delivering mobile ready content to multiple screens (PC, Smartphone, Tablets). 75% of the EU5 use mobile media users in October 2011 which is an increase by 62% in the past year.
Apple connected use wins in fragmented EU5 market across ecosystems.
Reason: However, there are powerful competitors (Nokia and Google), Apple’s iOS has the top spot when combining smartphones, tablets and other devices: 30% share of connected devices in use! Nokia’s Symbian and Google’s Android win in terms of the highest market share among smartphone.
iPad boost Apple’s market power.
Reason: iPad enthusiasm is not limited to Apple enthusiasts. Users of other phones such as LG (86% more likely) and Motorola (72% more likely) were overrepresented amongst iPad owners, as compared to their respective shares of the smartphone market. Obviously, iPhone owners were quite likely to have an iPad (66 times more likely).
Mobile commerce is increasing and changing expectations for the retail industry.
Reason: Smartphone users are massive mobile shoppers and push retail with double or triple digit growth rates across European countries. Just look at the use of modern mobile devices and their apps in the Prime Time and you won’t be surprised anymore.
According to the study, Germany had the fastest growing (increase of 112% year on year) user base and witnessed the quickest adoption of emerging technologies, such as QR codes. Interesting to me were two facts…
a) Men are still more likely to have a tablet than a smartphone compared to women, whether this is based on business issue or interest the study did not give an answer…
b) Smartphone and tablet is not an issue of income aspects. 65,4% of a household income under 40K EUR have a smartphone and 56% own a tablet.
Would you agree that calling a smartphone and a tablet your own will become as important as having a TV in the past?
However, this might sound as if only the young generation is shopping via their mobiles, the study makes clear that also older age groups are purchasing mobile with an increasing amount: 14% of 35-54 year-olds and 9% of over 55s year-olds also plan to get their presents for Christmas by using their mobile.
„The fact that a third of young adults are planning to buy their Christmas gifts via their mobile device is proof that the year of mobile-commerce is finally upon us. The fact that most mobile shoppers will do so directly via a retailer’s app is also strong proof that brands wishing to contend in the mobile-commerce arena must do more than simply provide a mobile optimised website,“ says Melanie McKinney, Publisher, UTalkMarketing.
The survey questioned 1,300 UK consumers and found that iPhone users are the most likely to make a Christmas purchase via their device. 42% said they will make a Christmas purchase via their iPhone devices. 31% of those that say they will make a Christmas purchase via their mobile will use a BlackBerry and 27% will do so via an Android phone.
However, the advent of HTML 5 is near, apps are the retail channels of choice for the survey’s respondents. 88% of mobile shoppers will only make a purchase this Christmas if their retailer of choice has a transactional app. Only 12% of mobile shoppers will make a purchase directly from a retailer’s mobile-optimised website.
„The results of this survey are a clear indication that retailers cannot ignore the mobile-commerce wave. They need to adapt to and embrace the changing ways consumers now shop,“ states McKinney.
Poor shops on the streets… The study is a good proof that mobile commerce is on it’s way towards mainstream. Also, the tablet movement, especially with the increasing use of iPads these days, will change consumer habits to go shopping in the future. Another YouGov survey released earlier this week suggests that 84% of consumers will buy at least one gift online this year with a third saying they will buy all of their gifts online. However, marketers have to be clear about the fact that more than a quarter of consumers (26%) are concerned about privacy issues when it comes to shopping via mobile according to the uTalkMarketing survey.
One of the latest research projects „Keeping Up with the Mobile Consumer“ by Retail Systems Research (RSR) which was sponsored by Google and SAP Research, states that retailers are eager to engage with consumers via their personal mobile devices, but focus their efforts on driving customers to stores, rather than on mobile commerce. The study offers some orientation and recommendations for successful mobile strategies for retailers (and brands).
The research studied of 83 qualified retailers in the summer of 2011 and divideds the respondents in best performers – Retail Winners – and other performers. It states that 79% ackowledge that a cut and paste version of a full eCommerce site is simply not a viable mobile strategy. It also shows that the „Winners“ are somewhat ahead of the market, however it is early days in mobile ecommerce.
For Retail Winners the future of mobile ecommerce is not only an extension of their website to the mobile channel (77% vs. 88% of all others). Most retailers look to outside advertising agencies with mobile experience – 31% to 18% of the Winners.
The best performers take a broader view of what mobile really looks like as it relates to how consumers use mobility, the study suggests. Winners focuse much more on the ability to write once and deploy across multiple mobile platforms than are average and underperformers (73% vs. 35%).
„Overall, 51% of respondents say that their mobile sales will grow significantly in the next 3 years, and another 42% expect at least some growth, if not a significant amount. And while the top mobile channel capabilities for our retail survey respondents include search for merchandise and receive coupons/offers, Retail Winners tell us they are laser-focused on using mobile to help the purchase process,“ Nikki Baird, Managing Partner, RSR Research
According to the study for the Winner retailers the main challenge is that consumers are using mobile as part of their shopping experience and that they need to be there and they see (92 vs 81 of others). 42% (versus 29%) see significant online traffic from mobile sources which they need to respond to. Even the Winners (38%) admit that mobile technology is evolving too quickly and they cannot keep up with the pace of innovation (48% of others).
„There’s going to be a lot of trial and error, and even though not all new endeavors will be successful, it’s important to remember that the consumer already wants to use the device she has in her purse; even if a new tactic falls short, she’ll be eager to try it, and she’ll likely reward you for trying,“ Steve Rowen, co-author of the report.
Generally speaking, the study shows all retailers are aware of the common and future status of mobile. They recognize the opportunities that mobile devices offer to them, their capabilities, and the shoppers’ willingness to use them. However, it is still difficult for them to predict the best retailers understand that „the next big thing“.
Some weeks ago, I have written about the changing world of mobile payment and how the future could look like. Some major players in the world want a world without cash and Google does so, too. They announced their Android app Google Wallet some months ago which could easily replace the credit cards in the future if people will trust and rely on the power of one of the major internet players. And in times where mobile commerce is taking more market share from desktops, it is not a surprising approach to think about the future payment methods.
Many payments are done via credit or debit cards these days, smartphones have become our shopping companion. And while I have mentioned the future of loyalty cards merging with Social Media more than a year ago, many people already combine their loyalty cards and their cedit card provider. Now, just imagine you could also pay all your shopping products with one simple app?! Tap, pay, go – next shop, next purchase! No little snippets of paper for each payment. And, all out of one hand… (at least for those of you who want to give Google access to all your data)…
Adzag has published a nice video which illustrates the future of mobile wallet payment…
By 2015 mobile web access will outpace desktop access according to IDC’s latest mobile research. The future of mobile payment –whether through Google or some other company- seems to be not far away if you look at the different ways of mobile payment options today. Techcrunch doubts the NFC hype though and we will see what the future brings. Nevertheless, it is much easier if you imagine that every shopping activity you do, generates one business contact card with customer service details for you on every purchase. The digital wallets are not far away anymore and they could make our lives much easier. Don’t you think…?
Mobile commerce is definitely on the rise, and some technological trends seem to be making an impact on this fast development in the future. According to data from the Global Consumer Survey from MEF, the global community for mobile content and commerce, consumers embrace mobile commerce globally: 91% in UK and 79% in Brazil have used their mobile device for commerce, to either research or purchase a product.
The MEF’s Global Consumer Survey commissioned OnDevice Research was conducted in nine countries across five continents, and polled 8,530 respondents. The findings showed that the number of people getting engaged in mobile commerce did not drop below 72% in any of the markets surveyed.
The research shows that 82% of UK respondents access the mobile web on a daily basis – Brasil was even higher with 84%. It seems that the opportunity to have a mobile device with internet access at hand, takes the importance and necessity to have access and use to desktops to go shopping online. 41% of Brazilians and 34% of UK respondents access the internet on their PCs less often than 18 months ago.
„This global research clearly demonstrates that consumers across the world are embracing mobile as a key access point for their content and commerce needs. (…). It also illustrates that mobile is an essential platform for companies wishing to drive consumer engagement and monetise their goods, services and digital products“. Andrew Bud, Global Chairman, MEF
The only issue people have with mobile commerce is the lack in trust in security. The study says that over a quarter of North American consumers would buy more often on their mobile if they trusted the security. Nevertheless, 38% have already purchased via their smartphones. Mobile banking gains ground in some countries (32% in Singapore regularly check their balance on a wireless device, and 18% pay bills). No doubt about that. However, most people globally will probably wait with mobile commerce some more years. No matter which payment method will be the future but definitely for sums of 100 USD and above. Don’t you think?