I was delighted to give a keynote presentation at the B2B Marketing Expo 2016. 21st Century Mobile Engagement Ad-blockers, app fatigue and engaging with mobile first consumers. Ad-blockers have been in use for some time, but 2016 is when the proverbial hit the fan. The advertising model of ‘spray and pray’ doesn’t work on mobile devices, and mobile first consumers are interacting with brands how they want to, rather than vice-versa. This presentation examines mobile engagement trends, and shares techniques to reach todays tech-savvy consumers, despite ad-blockers and app fatigue.

1. @OisinLunny @OpenMarket

5. Source:
Benedict
Evans

6. @wearesocialsg • 16
ACTIVE
INTERNET USERS
TOTAL
POPULATION
ACTIVE SOCIAL
MEDIA USERS
MOBILE
CONNECTIONS
ACTIVE MOBILE
SOCIAL USERS
FIGURE REPRESENTS MOBILE
SUBSCRIPTIONS, NOT UNIQUE USERS
FIGURE BASED ON ACTIVE USER
ACCOUNTS, NOT UNIQUE INDIVIDUALS
FIGURE BASED ON ACTIVE USER
ACCOUNTS, NOT UNIQUE INDIVIDUALS
FIGURE REPRESENTS TOTAL REGIONAL
POPULATION, INCLUDING CHILDREN
FIGURE INCLUDES ACCESS VIA
FIXED AND MOBILE CONNECTIONS
JAN
2016 A SNAPSHOTOF THE REGION’SKEY DIGITAL STATISTICAL INDICATORS
MILLION MILLION MILLION MILLION MILLION
• Sources: Population: UN, US Census Bureau; Internet: ITU, InternetWorldStats, CIA, national government ministries and industry associations;
• Social & Mobile Social: Facebook, Tencent, VKontakte, LiveInternet.ru, Nikkei, VentureBeat, Niki Aghaei; Mobile: GSMA Intelligence.
838
URBANISATION: 73%
616
PENETRATION: 73%
393
PENETRATION: 47%
1,102
vs POPULATION: 132%
305
PENETRATION: 36%
DIGITAL IN EUROPE

7. Source:
We
Are
Social
@wearesocialsg • 26
SHARE OF WEB TRAFFIC BY DEVICE
SHARE OF WEB
PAGE VIEWS:
LAPTOPS & DESKTOPS
SHARE OF WEB
PAGE VIEWS:
MOBILE PHONES
SHARE OF WEB
PAGE VIEWS:
TABLETS
SHARE OF WEB
PAGE VIEWS:
OTHER DEVICES
• Source: StatCounter, Q1 2016. Main figures show the share of total web page requests originating from each type of device.
BASED ON EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED
YEAR-ON-YEAR: YEAR-ON-YEAR: YEAR-ON-YEAR: YEAR-ON-YEAR:
JAN
2016
56% 39% 5% 0.1%
-9% +21% -21% -10%

8. Source:
We
Are
Social
@wearesocialsg • 21
NORTH
AMERICA
CENTRAL
AMERICA
SOUTH
AMERICA
AFRICA
MIDDLE
EAST
WEST
EUROPE
EAST
EUROPE
EAST
ASIA
OCEANIA
CENTRAL
ASIA
SOUTH
ASIA
SOUTHEAST
ASIA
GLOBAL
AVERAGE:
INTERNET USE
JAN
2016
• Sources: ITU, InternetWorldStats, CIA, national government ministries and industry bodies; UN, US Census Bureau for population data.
46%
88%
60%
29%
53%
83%
64%
54%
68%
44%
40%
27%
41%
REGIONAL INTERNET PENETRATION FIGURES

9. Source:
We
Are
Social
@wearesocialsg • 32
NORTH
AMERICA
CENTRAL
AMERICA
SOUTH
AMERICA
AFRICA
MIDDLE
EAST
WEST
EUROPE
EAST
EUROPE
EAST
ASIA
OCEANIA
CENTRAL
ASIA
SOUTH
ASIA
SOUTHEAST
ASIA
GLOBAL
AVERAGE:
SOCIAL MEDIA USE
JAN
2016
• Sources: Facebook; Tencent; VKontakte, LiveInternet.ru, Nikkei, VentureBeat, Niki Aghaei; UN, US Census Bureau for population data.
31%
59%
50%
11%
26%
48%
45%
48%
45%
40%
6%
11%
37%
TOTAL ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK INEACHCOUNTRY, COMPARED TO POPULATION

10. Source:
We
Are
Social
@wearesocialsg • 48
NORTH
AMERICA
CENTRAL
AMERICA
SOUTH
AMERICA
AFRICA
MIDDLE
EAST
WEST
EUROPE
EAST
EUROPE
EAST
ASIA
OCEANIA
CENTRAL
ASIA
SOUTH
ASIA
SOUTHEAST
ASIA
GLOBAL
AVERAGE:
MOBILE CONNECTIONS
JAN
2016
• Sources: GSMA Intelligence; UN, US Census Bureau for population data.
99%
104%
121%
82%
123%
124%
139%
99%
108%
88%
109%
77%
124%
THE NUMBER OF MOBILE CONNECTIONSCOMPARED TO POPULATION

12. Source:
Moroch

13. THERE IS NO MOBILE STRATEGY
JUST STRATEGY IN A MOBILE WORLD

15. Yourdonorsarechanging
Source:
KPCB

16. Don’t call – just text
Convenience trumps privacy
Establish transparency
Omni-channel is the way to go
Make it personal

19. communications
mobile
enterprise

20. OpenMarket is a mobile technology company that helps
enterprises improve communications

21. We believe in - the right message, at the right
time, through the right channel
There are 5 channels to communicate with
consumers on mobile

26. Empowered customers have given rise to a new era
Source:
Forrester

27. Source:
Forrester

29. Watch
the
video:
YouTube

30. Read
more:
Digital
MarkeCng
Magazine

31. App Fatigue!

32. Read
more
/
watch
video:
Retail
Week

33. Read
more:
Retail
Week

34. Read
more:
Retail
Week

35. Read
more:
Retail
Week

36. Read
more:
Retail
Week

37. Read
more:
Retail
Week

38. Read
more:
Retail
Week

40. Read
more:
LinkedIn

41. Read
more:
The
Guardian

42. Read
more:
The
Guardian

43. Read
more:
LinkedIn

45. Text: Oisin
To: 88600

46. customer

47.
experience
mobile
enterprise

48. Our mobile engagement technology helps
enterprises enhance customer experience

49. TEXT HERE
ABOUT US
16 Years Experience
400+ Enterprise
Customers
Award winning
customer service
and technology
Over 1 billion mobile
messages per month
2-way connectivity in
77 countries
A division of Amdocs
(NASDAQ : DOX)

50. Use SMS

51. 1 2 3AI
Streamline operations,
delight customers, deliver
superior experiences.
SMS
6 billion humans using
mobile messaging - SMS
is the global language.
Personalisation
The growth of social media
highlights the importance of
personalisation.

52. 1 2 3Apps
An app is not a strategy
Don’t overestimate your
destination value.
Spray and Pray
Spray and Pray misses the
target - don’t broadcast
to mobile devices.
Bad CX
The trend is towards zero
tolerance for a bad CX.

53. Thank you!
@OisinLunny @OpenMarket