How to start in mobile marketing? See advice form specialists from MEC Interaction Poland.

1. MOBILE MARKETING
How to start?

2. CONTENTS
1 The role of mobile in media mix 3
2 Understanding the consumer 6
3 How to read results of mobile campaigns 11
4 What to remember when briefing your agency 14
5 Mobile search patterns 16
6 Social networks go mobile 20
1

3. SMARTPHONES IN POLAND
38
Poles
mln
1/3
have
50
every third Pole
is using a
smartphone
mln
mobiles
sex age place of residence
3,4 % city
60+ 4,4% up to 10 thous.
3,1 % 55-59
7,5 %
47
3,7 % 50-54 city
71
10-20 thous.
5,3 % 45-49
%
6,8 % 8,7% city
50-100 thous.
40-44
10,3% %
11,9% city
100-200 thous.
35-39 have their first
9,7% 12,6% smartphone
women
city
30-34 20-50 thous.
12,7% city
22,7%
68
200-500 thous.
53 25-29 18,4%
%
city %
500+ thous.
20,5 % have
a smartphone
20-24
25,4% for less than
a year
12,9%
men
source: Internet w komórce
15-19 village 2012, MEC Analytics & Insight
2

4. THE ROLE OF MOBILE
IN MEDIA MIX Would choose daily
use of mobile phone
Mobile marketing experiences growing trend. More than
over daily use of
50 million mobile phones were in use across Poland in the .............................
first quarter of 2012, which yields penetration at the level of if forced to choose
135%. There are already more than 10 million smartphones,
70 %
and forecasts estimate sales to reach almost 25 million de-
vices over the next 4 years. This means that as early as in Alcohol
2013 half of the Polish population will have a device in their
pockets that will not only allow surfing the Web, but will be
used as a wallet, ticket, loyalty card, map, game console and
63 % Chocolate
a video player, not to mention car keys.
33 % Sex
22%
Seeing the use of the mobile channel in the brand commu-
nication strategy only from the angle of its dynamic growth Toothbrush
and ever more powerful capabilities carries a considerable
risk that you will start from the end, i.e. from the imple-
mentation. In such a case, it may turn out that the only plan you have come up with is to
create an application… Certainly, no one says that such an application will bring no limited
effects, but in itself it can be more of an implementation concept than an element of an
integrated approach. Therefore, you will miss the latent potential of the mobile channel. It
is essential to know how to define realistic objectives to be delivered by the mobile channel
in the media mix. How to do that?
The mobile channel is more than just another medium. Owing to its special attributes,
it offers a potential to integrate other activities. It allows creating synergies between all
other channels of communication. Those characteristics have been successfully exploited
for nearly 10 years now on the Internet. When considering the role of the mobile channel in
the media mix, it is important to adopt a similar approach as used for the other channels of
communication. However, you should also have at the back of your mind its unprecedented
3

5. potential for reaching consumers in
the right place and at the right time,
and for integrating the other media.
You should always think about the
communication strategy as a whole
combined of the perfectly harmoni-
sed media. Then you can be sure that
nothing has been overlooked.
When you work on the strategy, you
think in the long term, beyond one
campaign or activation. You plan how
the particular media will reinforce
and complement each other in the
media mix. The same holds for the
mobile channel. If you consider it still
at the first stage of planning, you will
not get an impression that it has been
‘attached’ at the last minute as an
extension of the online campaign. But
above all, that helps to create a sound and consistent strategy.
85
The mobile channel can work perfectly together with of world’s population
the other media, for example, as a direct response % is already covered by
channel. On the Internet, conversion is measured, for commercial wireless
instance, by analysing the number of visitors to the we- signals, only
80
bsite or buyers of the product, etc. But it is hardly possi- is covered by the
ble to direct a consumer to a website from a billboard in % electrical grid!
the street. The more so if there is a risk that before the
consumer finally gets to their computer, they will see
several other offers on their way and forget all about
yours. Does it mean a lost customer? Not necessarily so. Thanks to mobile devices, they
can check out your offer while they are on the bus, or waiting for the traffic lights to change
or for a train to come. They will simply scan a QR code or send
Average users a free text message. The mobile channel enables interaction
look at their phone and response initiated by another medium. With a mobile pho-
150
ne, such response can be instant. No other medium can do that
anywhere near as well.
It is worthwhile considering how consumers use mobile devi-
times a day! ces and how this affects their consumption of the other media.
Research studies such as “Internet w komórce” [Internet in the
Mobile] developed by MEC Analytics & Insight research unit or
4

6. Our Mobile Planet by IPSOS, Google and MMA, offer many valuable insights into the habits
of the target group, e.g. how they use their mobile phones, for how long, or how much time
they spend with their phones. It is worth knowing where your target uses mobile devices:
at work, while shopping, when travelling? And how: surfing the Web, using apps or per-
haps sending text messages? The mobile channel may come as a missing element in the
strategy, bringing unique capabilities that no other medium can deliver; or alternatively, it
will link the other media to achieve the objectives of the campaign.
Why is it so important? If you are aware how crucial a role the mobile channel plays, both in
the media mix and in the life of your target group, you can identify the purposes it is to fulfil
in the integrated media approach with confidence. Those purposes can be accomplished
through development of a mobile website or application, or by generation of a certain num-
ber of downloads for it. To achieve your goals you can also use rich media formats, videos
or QR codes. However, remember that an app or a QR code cannot be the goal in itself.
Considering the mobile channel at the very start of the communication strategy building
process will help you avoid a mobile false start.
Remember about
Do not think the integrating
about the mobile potential of
Do not forget! channel separate the mobile
from other media channel for
communication
Think about the
mobile channel as
What is novelty
a medium, except Different goals
today may be
that a special one, require different
the next year’s
when identifying tools
standard
its role in the
strategy
5

7. UNDERSTANDING
THE CONSUMER
To fully comprehend the role of the mobile channel in the communication strategy and
to ensure that it is optimally used, we have to understand how this medium is used by
consumers: for how long, how often, under what circumstances, with what other media,
for what purpose? The growing volume of accurate market data in Poland expands our
understanding of the soaring group of mobile users, and it facilitates effective access to
this target group of consumers.
The “Mobile Internet 2012” report published in May 2012 by Analytics & Insight, the rese-
arch department of the MEC media agency, and the “Our Mobile Planet” project, a share
initiative of Google, IPSOS and the Mobile Marketing Association (MMA), provide intere-
sting insights into the mobile market and the behaviour of mobile device users. The pre-
sented data significantly contributes to our understanding of the possibilities offered by
the mobile channel in Poland.
In statistical terms, there are an average of 1.35 mobile phones per consumer in Poland.
This does not imply that every person owns a smartphone with Internet access and appli-
cation downloading options. Every third Polish consumer owns a smartphone. The rema-
ining two-thirds cannot be reached via mobile applications or mobile Internet campaigns.
Despite the above, the mobile channel could be a useful tool in communicating with the
latter group of consumers if we switch to other services, such as SMS or IVR (Interactive
Voice Response). Smartphones are not only teenage gadgets. More than half of smart-
phone users are people from the 25–49 age group, mostly educated consumers with net
monthly earnings in excess of PLN 2400. From the marketer’s point of view, this is a highly
attractive target group with high purchasing power. 75% of consumers are using their first
ever smartphone, and more than a half of them made the purchase in the past year. The
smartphone market is still relatively fresh, and we have to keep that in mind when plan-
ning marketing activities.
Wikipedia defines a smartphone as a portable telephone that combines the functions of a
mobile phone and a pocket computer. According to the INTERNET STANDARD definition, a
smartphone is a multifunctional device equipped with a touch screen, QWERTY keyboard
6

8. or both. For most users, a smartphone is a mul-
tifunctional telephone which supports Internet
access and application use. Those are the main
differences between a smartphone and a feature
phone.
Most people associate smartphones with iPho-
nes, but Apple products account for less than 7%
of smartphones on the Polish market. Android
devices have the highest share of the market.
The leading smartphone supplier in Poland is
Samsung (32%). Sony (formerly Sony Ericsson)
has a 15% market share, HTC – 8%, and LG – 6%.
Nokia phones continue to have a high 30% share
of the Polish market which decreased from 42% in June 2011. The above statistics indicate
that communication strategies cannot be limited to iPhones. Blackberry, a highly popular
brand in the US and Great Britain, is a niche product in Poland (2% share). This information
will come in handy when developing mobile applications.
What importance do users attach to their phones? Ac-
cording to survey results, smartphones are more likely
to be used at home (97% of respondents) than in out-
-of-home locations (84%) regardless of the age group.
Most consumers use their smartphones together with
other media: they listen to music while browsing the
Internet on another device, watching TV or films, re-
ading magazines and newspapers. This shows that the
telephone is compatible with television as well as other
media. Around 75% of consumers use their phones at
work. More than half never leave home without their
phones, and two-thirds declare to use them while shopping! The mobile channel is an
excellent tool for reaching consumers when they are making purchase decisions at the
shelf. Mobile users need fast access to important information, such as product prices in
other stores in order to compare them. Consumers expect fast and easy access to websi-
tes on their mobile phones.
The knowledge of consumer behaviours and mobile phone usage habits is key to the ef-
fective use of the mobile channel in the media mix. Information about the way different
media are consumed by the target group enable us to select the appropriate communi-
cation tools and effectively plan our campaigns. This is why consumer behaviours have
to be surveyed before planning mobile channel activities. There is a growing number of
comprehensive reports, including the “Mobile Internet 2012” by Analytics & Insight, “Our
Mobile Planet” by Google, IPSOS and MMA, or “Mobile Exposure” by Orange. A dedicated
survey of our target group could also be a good idea.
7

9. WHAT USERS SAY
63 %
I expect that websites should be as
easy to use as on computer.
56 %
I use smartphone to get information when I am
away from computer.
60 52
I’m modern and I should
I use smartphone to
have Internet access in
% pass time while waiting. % my mobile.
41 58
I have nothing against I don’t leave
advertising on smartphone, as home without
long as it links to my needs. % % smartphone.
36 43
I use smartphone
I use smartphone to answer
to get relevant
% % questions quickly.
information.
33
I want to use mobile internet and other
smartphone’s features without being
% seen easily.
39 24
I use smartphone to get the most I would rather
relevant information, for others give up on TV than
% I use computer. % smartphone.
I use smartphone to avoid missing
out on things when I’m on the go. 31 %
source: Our Mobile Planet
20 %
I prefer smartphone over press
for reading news.
8

10. SMARTPHONES IN POLAND
32 %
2
2
%
%
Smartphones
by brand
6 %
29 %
8 %
source: Internet w komórce
2012, MEC Analytics & Insight 15 %
What do we use What other things we do Where do we use
smartphones for? in the meantime? smartphones?
45% 59% 97
browsing listen to
the Internet music
%
at home
private
e-mail 43% use the
Internet 37%
reading
news, portals 34% watch
television 30% 84 %
outdoor
Facebook 33% watch
movies 27% 74 %
at work
location
services 27% do not do
other things 24%
66%
timetables 25 % read
newspaper 20% in a store
YouTube
21% play
16 % 64 %
weather games
+ on the go
listening to
20% read
14% 48%
music, radio a book at restaurant
source: Internet w komórce
2012, MEC Analytics & Insight source: Our Mobile Planet source: Our Mobile Planet
9

11. KEY INSIGHTS
69% of users browse Smartphones
the Internet, but only 35% are not only iPhones!
declare to be using mobile More than 50% of phones
applications are Android devices
Smartphones are not only about When developing an application,
mobile applications. Brand presence keep in mind that smartphones run
in the mobile channel also involves a different operating systems, the
mobile website, text messages, QR most popular being Android and
codes and augmented reality! Windows Phone 7.
Smartphone users QR codes enhance
are more likely to notice the mobile experience
and accept ads
More than 85% of smartphone users
84% of smartphone users notice are familiar with QR codes. Nearly
mobile ads, mostly in applications two-third know what QR codes do.
and web browsers. 41% of 20% have installed QR code
smartphone owners do not object to applications, and 15% have used
mobile ads in return for benefits. such applications at least once.
iPhone owners are more Mobile browsers
active phone users are the future
iPhone users consume More than half of mobile Internet
more applications, they are more users browse with Google.
likely to be able to afford them 44% declare to make a purchase
and they are more likely to be directly after finding the right
Facebook users. information!
10

12. HOW TO READ RESULTS
OF MOBILE CAMPAIGNS
The mobile channel is growing, above all, thanks to its capability of reaching the consumer
directly in the right place at the right time. It allows to collect unique data that no other
medium, whether digital or even more so traditional one, can deliver. And yet, a question
comes up: When is a mobile campaign successful? How to measure the effectiveness of a
text messaging campaign? Where to find out if your application works?
First of all, you need to consider what data and indicators of the campaign you want. What
should and can you measure in your mobile marketing activities? Then, of course, you have
to produce solutions that will deliver the desired metrics. Once you know what will be the
indicator of success and you can measure it, you will be able to determine your return on
investment.
As with any other medium, a mobile campaign without clearly identified objectives is sim-
ply a budget spending and not an investment. The indicators of success you adopt should
derive from the objectives that you set for the mobile channel. The factors considered as
measures of success will be different for an image campaign and for data collection to
populate a database. You can hardly evaluate a mobile banner ad campaign, bulk SMS and
mobile app marketing using the same criteria. What you have to do in the first place is to
agree with your mobile partner what role the mobile channel is to play in your media mix.
What can be measured? The specific attributes of mobile devices offer opportunities for
measurement not to be matched by any other channel of communication so far, be it tradi-
tional or digital. Like with the Internet, you are able to analyse traffic to the mobile website,
not only as regards the number of visits, but also the quality of such visits, namely the time
spent on the website, navigation throughout the website, most visited tabs, return visitor
rate and more. You can learn quite a lot about users themselves, not just what region they
come from (mobile phones make it possible to locate their bearers with an accuracy down
to a few metres!) or what browser they use, but also what mobile phone model they own
11

13. and which provider they are with. When it comes to mobile apps, owing to the analytics
tools, you can go one step further. You can find out how users use the apps, what they value
most about them and which ones they recommend to friends. The time and place of app
use will offer an insight into how consumers use your app. The demographic data collected
in the application can be compared with the user’s habits to create an invaluable profile in
the database.
An application can be used to engage consumers with the brand, build loyalty or drive sa-
les. However, the very process of app development is only the beginning. The crucial thing
is to encourage consumers to download. Once they have your app in their smartphones,
establishing a close relationship and dialogue with consumers through the app become
key issues. Data by GfK NOP shows that a UK smartphone user downloaded 15 applica-
tions on average in 2010, keeping around 12 of them and using less than five. At the same
time, data by IAB UK indicates that 85% of applications downloaded in 2010 were used only
once! That is why it is so important to collect data on users and the application itself. This
data will let you understand how consumers use your app and get to know its strengths
and weaknesses. Such an insight allows you to make even more of the mobile application
to achieve the campaign objectives.
With access to and a thorough analysis of the de-
tailed data from a campaign, you can optimise your
activities. This is immensely important because
adjusting the communication to the ever changing
conditions helps allocate resources effectively. The
mobile channel offers great opportunities to make
quick and efficient changes basing on the obtained
data. You can, for instance, change creations in the
campaign or remove the least effective placements.
A data analysis may also demonstrate a need to re-
build the mobile site or to modify the registration process, etc. For mobile applications,
you can find out which elements of your app are most appealing from the consumer’s
perspective and which ones are not used at all. This knowledge is valuable inasmuch as it
allows you to analyse your activities on an on-going basis.
A proper selection of effectiveness criteria for mobile marketing activities and appropriate
tools for measuring indicators are of great importance. They make the mobile channel
more transparent and easier to manage, but above all less risky and more effective in
achieving the communication objectives. No matter if your activities are aimed at building
image, collecting contacts or driving transactions, access to suitable data, possibility to
analyse it an optimise the activities on a day-to-day basis definitely increase the significan-
ce of the mobile channel in the media mix.
12

14. WHAT CAN BE MEASURED?
Just like with online campaigns, you will find it useful to measure
push/pull activities
performance of the particular creations, i.e. views, reach, hits, suc-
cessful hits, conversions, interactions with the banner (watching the video, adding the vi-
deo to favourites, clicking “Like” on Facebook, downloading a mobile coupon, making a
call, sending a text message from the website and the like). If you use text messaging
(SMS), multimedia messaging (MMS) or interactive voice messaging (IVR), for instance,
in your CRM, it is of key importance that the effectiveness of the particular messages be
analysed. You will study which message generates greatest feedback (responses, phone
calls), what time of the day and even under what weather conditions! It is essential to test,
measure and analyse all activities. The appropriate data will make it possible for you to
optimise your media plan on the spot, remove ineffective placements and focus on those
tools which deliver best results. It is best to learn as you go and review your knowledge
as you progress.
mobile website Although a mobile website should be smaller and easier to browse
than an Internet site, its analytics should be at least as detailed. Cer-
tainly, you need to measure the basic parameters, such as visits, views, users, bounce
rate, time spent on the site, traffic sources and their quality (number of views and time
spent on the site). However, it is worth considering an in-depth analysis. Depending on
the purposes that your mobile website is to fulfil, you can count actions, e.g. filled-in con-
tact forms, downloaded mobile coupons, downloaded apps, bookmarked pages (added
as screen icons), and initiated phone calls. Always try to track the traffic flow within the
website (on the particular pages) and interactions, i.e. videos played, “Likes”, addresses
checked on the map, events added to the calendar, subscriptions, etc. Your web content
will determine what to measure.
applications Tracking this tool is the key to gain knowledge about users and your
communication. App download by a consumer is not everything. On
the contrary, it is only the beginning. 75% apps are deleted within 90 days of installation.
Therefore, it is vital that your application is as good as possible – only such apps will stay
longer in the consumer’s phone memory. A cool idea and perfect implementation is not
enough. An application usage analysis is what matters. How often do users run your ap-
plication? At what time intervals? How long are the sessions? What time of the day do they
take place and what days of the week? How do users navigate through the app and which
functions do they use? Such knowledge will help us discover what to place particular em-
phasis on when developing an application, and what can be dispensed with, if anything. You
can also analyse the operations being done through your application, e.g. form completion,
purchases made, services provided (in particular the kind of services), etc. What you me-
asure will depend on the intended purpose of your application. Different elements will be
relevant to Citi mobile banking and to a VISA promotional app. In this case, you will focus
on the utility issues and attempt to improve the utility of bank transfers or the recording
process of VISA card transactions. Still different parameters will be measured for a recipe
journal app, by Winiary. Here you will look at what users search for, what recipes are most
popular, whether the shopping list feature is used, what products are missing, etc.
13

15. WHAT TO REMEMBER
WHEN BRIEFING YOUR AGENCY
ON MOBILE MARKETING
A brief is fundamental to a good relationship between the client and the agency. This also
holds true for marketing activities in the mobile channel. The briefing process is more
than just handing over or reading a brief. It is a dialogue that should bring us to a point
where both sides are sure they are working towards the same goal.
Joint work on the brief, i.e. discussions, counterarguments, deliberations, an in the end,
joint development of the final version are all crucial parts of the process. Without them,
it may turn out that the agency has come up with ideas that come short of the client’s
expectations. At the stage of briefing, certain questions should arise. All of them are equ-
ally important. Some of them may prove to change the initial assumptions and form of
the brief. When developing a brief on mobile marketing activities, you have to remember
about the basics, such as the objectives of the campaign, the recommended budget, the
timing and duration, and relevance of the activities for the business. The most important
part is the objectives. There is no brief without defined objectives. They let the agency
understand the concept behind their work. But this is where many briefs end. Quite wrong.
It is worth adding information that will help the agency place the campaign in the market
context. Information about your brand, its market positioning and the market itself (its
specific features and level of development) are key. The more understanding of the client’s
business and its challenges the agency has, the better ideas it will offer. Any data on the
competition in the category is also of importance. Most agencies are able to obtain part of
this information on their own, however, it is often the client who has more extensive ana-
lyses at their disposal. They are worth sharing – information provided to the agency works
for the client at all times.
Context of the campaign is another thing to keep in mind. First of all, what is the objecti-
ve of mobile efforts? If they are to be part of a broader initiative, consider identifying an
overall strategy for traditional and digital media. Placing the mobile channel in the wider
context will help better understand its role in the media mix. Depending on the context,
that role can vary. Most important of all, the mobile channel must support the activities
14

16. and integrate the other media. Integration does not mean that mobile efforts have to rely
on material delivered by the other media. Their role in the media mix is different. However,
incorporating creative concepts of other activities in the brief to make the whole thing con-
sistent is a good idea. A set of guidelines for brand identification and the permitted degree
of optimisation for small screens are of great significance. Not every logo will look good
on a mobile phone.
Where mobile marketing activities involve driving sales, special offers and coupon deals,
you need to look at the mechanisms and technical aspects of the campaign, like coupon
redemption policies, the related challenges and potential threats, the details of a deal, the
number of products, etc. All this will help the agency better develop concepts of activities.
Assessment criteria for mobile marketing activities are a vital part of the brief. When a
campaign is successful and how to measure the success? What tools to use to make it
happen? You need to be aware that despite the rapid market growth, still not everything
is measurable. Conclusions and experiences of past campaigns, if any, are also of great
merit. Obviously, the agency will have such knowledge if it contributed to the previous
activities. Briefs often fail to provide the agency with sufficient data on the target group. It
is essential to define who the intended audience of your message is. Mere demographics
of the group is not enough. What you need for sound mobile marketing planning is also in-
formation about the attitudes and behaviours, as well as lifestyles of consumers. Another
data set to be considered is the mobile media usage habits of the audience, i.e. what type of
handset they own, when and how they use it, how they behave on the mobile Internet, e.g.
what websites they visit, what their search trends are, and what types of applications they
use, etc. The understanding of the factors that determine the choice of tools will allow to
plan the activities better. You will also find it worthwhile to identify any potential barriers
and restrictions that may hinder outreach to the de-
signated target group.
In principle, briefing on mobile marketing activities
is much the same as on the other media. The only
thing you ought to remember is the specific nature
of the mobile channel and the fact that it does not
exist in a vacuum. It works best when combined with
the other media and this is how it should be treated:
as a support and reinforcement of the other activi-
ties. It is very important to realise what role mobile
devices are to play in the media mix. This will help
you create a good brief which, in the hands of the agency, with a strong strategy in place,
will translate into a media success of the brand. Therefore, a mobile brief should be part of
the brief on the overall communication strategy. When writing a brief, do not put the final
full stop at once. Let questions, challenges and doubts arise. Briefing needs to be viewed
as a process resulting in the client and the agency being absolutely sure they are aiming
for the same goal.
15

17. MOBILE
SEARCH PATTERNS
Hans Vestberg, CEO Ericsson, observed that the number of smartphones activated every
minute is higher than the number of births worldwide. Such a rapid increase in the number
of devices and the growing speed of wireless Internet calls for new solutions that effecti-
vely manage resources and facilitate navigation. The mobile browser market is developing
dynamically.
Google is probably the most recognized browser in the world. According to statistical data,
the Mountain View giant had more than a 90% share of the mobile browser market at
the beginning of 2012. The increase in mobile search volume in the past three years was
similar to that previously noted on the market of traditional browsers. Mobile net traffic
increased five-fold in the last two years alone, so we can expect a staggering number of
mobile searches in 2–3 years. The mobile browser market is expanding more smoothly,
and it seems to be insensitive to seasonal fluctuations which affect desktop search engi-
nes. Due to their mobile nature, smartphones and tablets are used continuously, including
during holidays. A survey of mobile search patterns indicates that smartphones and desk-
top computers are complementary. Whereas desktop search volumes show a significant
drop on weekends, mobile Google reports the highest number of queries on those days.
An analysis of daily search volumes produces a similar trend – smartphone owners use
their devices when they do not have access to a desktop computer, i.e. on the way to work,
during lunch or while shopping. If we go back to the beginnings of mobile browsers, we can
see how search keywords have evolved. Initially, most keywords were highly generalized,
including weather forecasts, game scores or the location of the nearest restaurant. Today,
most search phrases typed into mobile Google are complete questions comprising four,
five and more words. This evolution in search patterns can be directly attributed to tech-
nological progress. Contemporary phones with large touch screens and fast and stable
operating systems support convenient and intuitive browsing. Google will continue to de-
velop its product to make the most of mobile search potential. Recently added applications
include voice search, image recognition (Google Goggles), browser shortcuts for quick
search of local restaurants, accurate key word suggestion and a browser
16

18. history analytical tool. Google has also developed a face recognition application for mobile
search. Google invests heavily in new mobile search solutions. Sponsored links redirect
the user to mobile websites, they can initiate connections, send text messages or direct
the user to a mobile application store. In the near future, search engines will probably
support face recognition and tagged object detection. The rapid growth of mobile Internet,
mobile websites and applications will necessitate new solutions for managing mobile web
data. Search engines will also play a key role in mobile communications. The mobile web
market is still a relatively fresh territory, and application developers should hurry up to
get a share of this highly promising market.
WHAT IS NEW IN MOBILE SEARCH ENGINES?
Mobile search volume grows rapidly
The rapid increase in the number of smartphones, mobile web users and, consequently,
the expansion of mobile content (websites and applications) call for new data management
and access optimization solutions.
In 2010, a total of 300 million smartphones were sold worldwide, and mobile data usage
doubled. The global mobile search volume on Google increased five-fold in the last 24
months. A few hundred million keywords are typed every day. This is the best time to tap
into the emerging opportunities.
Mobile and desktop web traffic differs in respect of usage hours
People use mobile Internet to search for the same things, but
they do it on different days of the week or at different hours.
Smartphones enable users to search for a restaurant, bar,
55 %
general search
museum or a shop on the spot and at a given moment, which
is why the highest number of mobile searches is reported at 41%
nights and on weekends – from out-of-home locations. By product search
contrast, desktop Internet traffic is highest during working
hours, except for the lunch break. Several years from now, 29%
the number of mobile searches will probably outpace desktop travel search
traffic volume. Mobile search engines have a growing number
25 %
source: w w w.ourmobileplanet.com
of specific keywords and phrases. In the United States, every
restaurant/bar search
third search for the word “flowers” on Mother’s Day came from
mobile phones. According to Google statistics, mobile users 22%
type in shorter search phrases (2–3 words on average) and job search
make 50% more typing mistakes than on a desktop computer.
16 %
flat/house search
17

19. actions after local
Mobile searches – buy here and now!
source: www.ourmobileplanet.com
searches
Until now, web users searched for information in order to make 49%
direct purchases only through e-stores and on-line services. visited website
In conventional stores, there was a time interval between the 39%
moment of search and the purchase. called business
Mobile users can search products and compare them even at
the shelf. Local searches account for a half of all mobile sear-
35 %
looked up on map
ches. For marketers, this means that they can access consu-
mers when the latter are searching for brand information with 33%
made online purchase
the intent of making a purchase.
32%
visited business
Marketers recognize the advantages of mobile browsing
24%
made in-store purchase
Consumers use mobile search engines when they want to make
17%
a purchase. 70% of direct purchases from mobile devices are read or wrote review
made within 1 hour after the search. By comparison, desktop
11%
users make a purchase within 1 month after searching a given
added to favorites
product. This should not come as a surprise – mobile users who
search for a local restaurant are highly likely to visit the venue 11%
within 1 hour. recommended to friends
Those who are planning to eat out on the weekend will probably search for a restaurant on a
desktop computer. The local and immediate nature of mobile searches and the consumers’
willingness to make a purchase will make mobile devices increasingly important brand
communication tools in the near future. Many users switch from desktop to mobile search
engines. Google has developed a mechanism that combines both channels – synchronized
desktop and mobile search history. Geolocation and the click-2-call option are the
unquestioned advantages of mobile search engines. According to Google, half a million
advertisers worldwide use the click-2-call feature. Google has also introduced an option
for checking the availability of a given product in the nearest.
More mobile searches mean higher rates
The prices in mobile search engines are determined by keywords and phrases, but they
are highly competitive with those offered by desktop search engines. For now. According
to Google, dedicated mobile campaigns get 11.5% more clicks on average than hybrid cam-
paigns (desktop and mobile). This indicates that mobile optimized campaigns are more
effective than other types of marketing communication.
With a steady increase in the number of smartphones, mobile search volume will probably
18

20. surpass the traffic from desktops in several years. Mobile search engines will implement
new search solutions for consumers and advertisers. The former will get more accurate
and faster search results, and the latter will
have improved access to the former. This im-
plies higher rates.
70% of searches lead to action within:
1 HOUR - mobile searches
Mobile websites improve the quality score 1 MONTH - desktop computer searches
As of September 2011, Google Mobile is not
merely an addition to the popular search engine. Google announced that the service will
improve the quality score of desktop search results?
So why is mobile website quality important? Advertisers with a higher quality score pay
less per click, and their adds are displayed higher in search results. This means more
website traffic at a lower price. A record high increase in the number of smartphones and
mobile browsers implies more searches, more clicks and more mobile website visits. For
this reason, efforts should be made to provide consumers with a positive mobile website
experience. What does it mean? Enter the name of any top 10 Polish brand in mobile Go-
ogle and visit the product website. If it is not mobile optimized, the visit will probably end
within seconds. Potential clients hoping to buy a product on your website should not be
discouraged from doing so.
Mobile coupons will replace group purchases?
According to Google, two-thirds of Polish
smartphone owners use their devices while
shopping. 18% of them use mobile browsers
to compare product prices. Every sixth user
admits to having changed their purchasing
decision based on mobile information.
In the era of super offers, it should not come
as a surprise that 41% of phone owners do
not object to mobile advertising in the form
of special offers or benefits. Mobile coupons
are used by every seventh smartphone
owner. This opens a huge market of phone
users willing to receive ads in return for co-
upons. Even if m-coupons do not completely
oust group purchases from the market, they
will significantly limit their popularity.
19

21. SOCIAL NETWORKS
GO MOBILE
91% of American phone owners visit social networking websites, compared to only 79% of
desktop users. An average American spends nearly 3 hours daily on mobile Internet, ma-
inly on social networking websites. Are mobile users more community oriented? It seems
that social networks have finally found their natural environment – devices which have
been developed for the primary purpose of communication and which pave the way for the
development of new communication tools.
The term “mobile social media” denotes the use of the following services via a mobile
phone:
-- social network platforms and applications for communicating with friends and sharing
content, including in real time,
-- social network games,
-- mobile commerce services based on geolocation.
A mobile phone is not just a new medium which enables community members to use social
networking websites in the same way as in the case of laptops and desktop computers.
Geolocation (information on the current location of a mobile phone user) opens a whole
new world of marketing opportunities through social media. In the coming years, marke-
ters will search for innovative solutions that combine social networks with geolocation
options, i.e. solutions that connect the real world with the virtual universe. The first at-
tempts to reach the above goal include mobile commerce campaigns based on gamifica-
tion and applications which support basic social networking functions.
The leading players on the global social media market, including Facebook, Google, Twit-
ter, Groupon and Foursquare, have engineered their own mobile commerce strategies and
geolocalized offers. Marketers rely on the potential of social networks to provide users
who log into a particular service (Facebook, Foursquare) with unique offers. Mobile users
receive bonuses during a promotional offer or they are rewarded continuously for their
20

22. loyalty to the brand (Foursquare). Facebook accepts mobile payments for service credits.
Brands use social networking websites to communicate changes in their product offer
(Twitter), advertise services, places and offers in a given category, products recommen-
ded by network members (Foursquare) or special offers available in the customer’s cur-
rent location (Groupon). Consumers can find out more about the product by scanning its
bar code and checking its price in an online store.
Many advertisers move one step further, and they
take advantage of the gamification phenomenon. In Nearly 500 million people worldwide
this process, gaming mechanisms are included in
use Facebook on mobile.
daily activities. Combined with geolocation and so-
More than 2,5 million people in
cial networking applications in mobile phones, ga-
Poland. They are on average twice
mification creates new opportunities for innovative
as active as desktop users.
campaigns. “Happiness in Numbers”, a game deve-
loped by Coca-Cola to boost its summer campaign,
is an example of the above. Customers were asked to perform specific tasks by logging
into a given location, taking photographs and posting them on a social networking website.
The users were awarded points which could be exchanged for prizes.
Applications that rely on basic social networking functions are the simplest solutions
which integrate mobile devices with social media. They provide users with practical tools
for improved communication with other network members, including personal content
sharing (messages, photographs). The Heineken Open’er 2011 pocket guide is an excellent
example of an application that draws upon the human need to share experiences with
others in real time. Smartphone owners could use the application to post concert photos
and comments on fanpages. Locations were identified by GPS tracking and they were sto-
red in memory to enable users to find their friends in the campsite. This example shows
that mobile solutions will be fused with social network applications in the future.
Geolocation options and mobile social media will undoubtedly revolutionize social networ-
king platforms. They will pave the way to even more creative and innovative advertising.
Marketers will have to translate those innovations into engaging communication tools
which are compatible with the social networking environment and consumer behaviour.
21

23. SUMMARY
Five most important things every marketer should remember
Understanding and identifying the role of the mobile channel in the overall communication
1 strategy is fundamental to its use.
Use of the mobile channel in the communication strategy allows better use of the other media
2 and synergy effects.
The mobile channel makes it possible to reach out to those consumers who have never been
3 reached with the message before.
The mobile channel, unlike the other media, allows to reach the user in the right place and at
4 the right time at once.
With interaction and direct response mechanisms, the mobile channel inspires traditional
5 media to be more active and dynamic.
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