2015: the year of mobile strategy

by Beatrice Bottoni

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On March 10th 2015 we attended the first in a series of Google’s workshops “Food for the mobile thinking”, dedicated to strategic departments of media agencies.

As you will have easily guessed, the meeting was focused on mobile and its strategic role in the advertising activities, going from data scenario to key topics such as multi-screen behavior, performance and impact of the various mobile ads formats along the consumer decision path.

Workshop’s goal was therefore to offer some suggestions to guide your customers to redesign their mobile strategy and to outline the most appropriate KPIs to monitor these activities.

Starting from the Italian mobile scenario, we were pleased to note that many of the points discussed have been already covered in our scenario document we shared with you in this post.

Focus of the workshop was therefore the question: “Is 2015 the “year of mobile“?smartphone-584701_640

Definitely, but with a clarification: the year of mobile is to be meant as the year in which it is necessary to develop a strategic approach to mobile, focusing in particular on the analysis of the consumer behavior, which thus becomes the heart around which to build your strategy.

This mobile strategy should not be adapted from a pre-existing strategy, but developed starting from the consumer and from the insights concerning his needs and habits related to these devices.

In order to understand who really these users are, let’s start from numbers: we are talking about more than 28 million users connected from a smartphone, 14 million are connected via wifi and 18 millions through 3G networks.

What are the characteristic behaviors that arise from the use of these devices?

Our scenario also confirms a good inclination to buy from Mobile (2 users out of 3 have made a purchase from smartphone last month) and their behavior is more and more multi-screen: according to Google, 63% of mobile users are cross- device visitors.

It has become clear that any online purchase process goes through multiple devices, and if it is true that 2 out of 3 users have made a purchase from smartphone last month, 26% of users have instead made a purchase using both devices.

Mobile then it is not only the instrument through which consumers finalize a purchase, but it necessarily serves as enhancer of other points of contact: the buying process can indeed start from these devices, through which 70% of users search information about products to purchase.

Information search on these devices may also have a significant impact on your offline business, as can indeed drive customers to your physical store and influence their purchases: 17% of smartphone users are indeed looking for the location of a physical store, while 13% perform in-store search about products.

Coming to the use of mobile devices in conjunction with other devices, another growing trend is second-screen behavior: the use of mobile devices while watching television. 8 Italians users  out of 10 use indeed other devices while watching TV (9 out of 10 if we consider the young audience of “millenials”).

Another issue concerns the massive use of apps from mobile devices (86% of the time spent on mobile is on apps **). In case you are planning to launch an app, you have to keep in mind that 95% of downloaded apps will be uninstalled within a month; will be thus necessary to re-engage users (both in terms of contents and adv).

But now we come to a matter that is the “hotspot” for us: once I designed my strategy considering users cross-device behavior, I need to measure the results of my activities. I have to consider that users interact with my digital property from desktop, mobile and tablet or directly from my app.

Moreover, as we have seen, after searching online your products, users maybe search for the address of your physical shop and finalize there their purchase; in this case, on Analytics you will not see a conversion, despite the online channel has significantly contruibuited to it.

How can we then have a complete picture of the (online + offline) behavior of our users?

As we already explained in this post, one of the benefits of using Universal Analytics is that you can monitor users as unique, even if they navigate from different browsers or devices, associating each user with a user ID. This user ID can be combined with your site’s login or with the identifier of the client in your CRM system in order to monitor online activity. This way, for example, by scanning the loyalty card or a coupon at the time of an in-store purchase you will be able to tie that conversion to pre-purchase online activity.

(Globalwebindex, % of internet users, Italy Q3-Q4 2014).

**(Flurry, April 2014, US).