Marketing across multiple platforms - the challenges and opportunities - my panel slides from the session at SASCon 2012

1. Marketing across multiple platforms - the
challenges and opportunities
Increasingly search is not confined to desktops with more searches
taking place on mobiles and tablets than ever before. We explore what
those opportunities are and how they can be maximised.
@robweatherhead
@ady_a
@cobblers
#SASCon

2. Multi-
platform
opportunities
Rob Weatherhead
Head of Digital Operations
rob.weatherhead@medicom.com

3. The stats bit…..
1.2 billion mobile Web 5.9 billion mobile subscribers
(87% of the world population)
users worldwide
More than 55m iPads sold worldwide, and around
5m in the UK
Mobile broadband
outnumbers fixed
Mobile devices account for 8.49% of global
Website hits.
broadband 2:1
PayPal expects to see $7 billion in mobile payments
in 2012 M-commerce is
Browsing by device: predicted to
reach US$119
April 2011 April 2012 billion in 2015
Desktop 95.26% 91.44%
Mobile 4.43% 7.30%

4. What about search?
51% of smart phone users across the globe
would be classified as „heavy search users‟ on
their mobile phone
In the UK 58% of smartphone users have
used their device for a product level search Search the 2nd most frequent
activity on a tablet
In the western world, no country has less than a 33% figure for
smart phone users who are heavy searchers
Mobile searches have quadrupled in
the last year, for many items one in seven
searches are now mobile
In the UK that would be 15% of the population „heavy search
users on smartphones‟, in Singapore 37% of the population

5. Multi platform opportunities
right place, right time,
right message, right device

6. People are attached to their mobiles
33% sex
55% caffeine
63% chocolate
22% toothbrush
20% computer
54% exercise
70% alcohol
43% shoes
22% partner

7. Target by time of day
……..and state of mind

8. Allowing action where it
previously wasn‟t available
71 percent of smartphone users
that see TV, press or online ad, do a
mobile search

9. Engaging with „the sloucher‟
“most people
aren‟t mobile
when they‟re
using it (tablet).
Most of them
are, in fact, on
the couch,
watching TV, in
the kitchen or
in bed.”

10. Reach more of your audience
Percentage of mobile web users who never of infrequently use
the desktop web
22%
25%
70% 30%
59%
44%
57%
Source: mobithinking

11. Engage at different levels
based on usage
Exploration Excavation Mission
Source: bing

12. The multi-platform opportunity
• The opportunity is pretty big and is only going
to get bigger!
• Different devices are used for different stages
of the user journey - but search is done on
them all
• A multiplatform approach enables you to reach
more people, more of the time
• Multiplatform is essential as more people are
mobile only web users
• You cant walk into a store with a desktop!
• People are attached to their devices which
builds trust by association
• Mobile enables activation of other channels

13. Rob Weatherhead
Head of Digital Operations
rob.weatherhead@medicom.com