Google analytics john barnes - mobile marketing & measurement research report
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The document summarizes key findings from research on current and future trends in mobile marketing and measurement. The main points are: 1) A majority (87%) of marketers plan to increase emphasis on mobile in 2013 due to growing belief in the channel's potential. 2) Mobile measurement is new for many marketers, with over half having little experience. Measuring mobile ad effectiveness is a key challenge. 3) While apps and mobile sites are common tactics, integrated mobile strategies are less developed. Location data use is also emerging. 4) Data is helping marketers see opportunity in mobile, with 53% planning increased spending based on metrics. 5) Looking ahead, marketers will
Google analytics john barnes - mobile marketing & measurement research report
- 1. Mobile Marketing & Measurement Snapshot Fall, 2012 John Barnes Google Confidential and Proprietary 1
- 2. Contents 1 Executive summary 2 Intro to research 3 Current mobile landscape 4 Future of mobile marketing & measurement 5 Respondent demographics Google Confidential and Proprietary 2
- 3. Executive summary of research findings Savvy organizations starting to A majority of marketers move faster in mobile, gaining (87%) are planning to more expertise integrating social increase emphasis on / location data with mobile and mobile during 2013, belief measuring across channels. For in channel is rapidly growing example, 26% of brands are stronger. already customizing mobile experiences based on location While a majority are planning to data. increase emphasis, mobile measurement is new for many: more than half (59%) of marketers are either novice or While mobile advertising remains completely inexperienced. a challenge to measure, this is solvable by assigning specific, measurable mobile conversions to campaigns in Opportunity for brands to create order to better understand ROI apps which will be used from mobile and unlock the value repeatedly and provide a high of the channel. level of utility. Many brands still focused on branded or content- driven apps which are not necessarily customer-centric. Google Confidential and Proprietary 3
- 4. Intro to research Mobile is changing marketing, and brands need to quickly move mobile from experimental tactic to a practice area that takes center-stage. Industry indicators are increasing: from apps created (600,000+ on Google Play alone) to revenue generated for entrepreneurs (projected: $46 billion by 2016 according to ABI Research). We believe mobile marketing and measurement need to be an integral part of every brand’s strategy, not an afterthought. That’s why Google Analytics teamed up with ClickZ to research marketers globally – across all types and sizes of organizations – to understand today’s mobile marketing and measurement landscape and where it’s headed next. Sources Google, ABI Research Google Confidential and Proprietary 4
- 5. Current Mobile Landscape Google Confidential and Proprietary 5
- 6. Current State of Mobile Mobile-optimized sites are still the most used tactic Mobile initiatives brands have developed: 50%optimized sites 36% strategies 35% 34% applications advertising campaigns Many brands approaching mobile tactically, or in silos from other digital efforts. Opportunity exists for brands to develop strategies and integrate execution with other tactics. Research question: Which of the following mobile initiatives have you developed? (check all that apply) Google Confidential and Proprietary 6 Data based on 2318 respondents.
- 7. Current State of Mobile Integrating mobile technology is still new territory How brands use mobile to improve local Not yet using any mobile integration services / technologies 53% Personalization of content based on location 26% Customized advertising messages 21% Integrating location with social data 19% more than 50% of brands are not Specials or offers based on proximity Other 3% 18% yet integrating mobile technologies or services Research question: How are you using mobile services / technologies to provide a better local experience? (check all that apply) Google Confidential and Proprietary 7 Data based on 2318 respondents.
- 8. Current State of Mobile Branded & content make up ½ of apps created Types of mobile apps marketers have built: Branded apps: 27% Two types of apps: branded and content together make up Content apps: 23% 50% of the total apps marketers are creating. Service / support apps: 21% This is likely due to simplicity to Social apps: 12% develop, however brands should also explore utility- Entertainment / gaming- related apps: 9% focused applications that provide a benefit to consumers Loyalty apps: 8% and inspire repeat use. Research question: If you've built a mobile app, which types of apps have you built? (check all that apply) Google Confidential and Proprietary 8 Data based on 2318 respondents.
- 9. Current State of Mobile 17% target a non-mobile experience in mobile ads Where marketers currently spend mobile advertising budgets: Brand advertising and awareness dominates mobile advertising with 45% spending a majority of their budget here. A surprising 17% of mobile advertising is targeting a non- mobile site or experience. These two indicators point to opportunity for marketers to establish mobile conversion goals in addition to awareness, as well as provide a mobile-optimized experience for all mobile ads. Research question: If you're engaged in mobile advertising, on what do you spend a majority of your advertising budget? Google Confidential and Proprietary 9 Data based on subset of 1471 survey respondents who participate in mobile advertising.
- 10. Current State of Mobile Fluency in measuring mobile apps is an emerging skill Extremely 6% Sophisticated we’re not really sure where to start with mobile app measurement 12% Advanced we’re starting to measure apps and are just learning 23% Intermediate we measure our apps but feel like we're not seeing the whole picture 36% Novice we measure apps in a comprehensive manner but the data is in a silo 23% No understanding we measure our mobile apps integrated with other initiatives Research question: Rate your sophistication of using mobile analytics to measure a mobile app. Google Confidential and Proprietary 10 Data based on 2318 respondents.
- 11. Current State of Mobile Marketers want to measure full app lifecycle Metrics that matter to marketers: 71% Engagement / 56% Revenue generated 51% Advertising metrics revenue generated from in-app or usage of apps from apps spent on acquisition 55% Insights into app 38% Cross-device 32% Crash reporting / marketplaces tracking troubleshoot information & downloads of apps Research question: What mobile metrics are important when choosing a mobile app analytics solution? (check all that apply) Google Confidential and Proprietary 11 Data based on 2318 respondents.
- 12. Current State of Mobile Top mobile measurement challenges faced Measuring mobile ad effectiveness 39% Measuring ad effectiveness is the number one challenge for Measuring mobile consumption of content marketers in mobile, and presents an opportunity for 27% brands to ensure they are following a best practices Measuring mobile websites approach to mobile ads: such as ensuring ads are campaign- 19% tagged properly and establishing mobile conversions. Measuring mobile apps 15% Research question: What is your largest mobile measurement challenge at the moment? Google Confidential and Proprietary 12 Data from 1806 survey respondents who face challenges with mobile measurement.
- 13. Current State of Mobile Reporting mobile results is new for many How marketers report mobile site & app metrics present a measurement dashboard to 17% stakeholders tracking a holistic set of metrics 18% have a dashboard, but would like it to be more robust 25% share successes as they happen, but lack formalized dashboard don’t yet report on / are not yet 42% accountable for mobile metrics Although 42% of marketers aren’t yet accountable for mobile metrics, an encouraging 1/3rd of marketers are already sharing internal dashboards to prove mobile marketing accountability. Research question: How do you report / share mobile site or app metrics? Google Confidential and Proprietary 13 Data based on 2318 respondents.
- 14. Current State of Mobile Integrating mobile technology is still new territory How brands use mobile to improve local Not yet using any mobile integration services / technologies 53% Personalization of content based on location 26% Customized advertising messages 21% Integrating location with social data 19% more than 50% of brands are not Specials or offers based on proximity Other 3% 18% yet integrating mobile technologies or services Research question: How are you using mobile services / technologies to provide a better local experience? (check all that apply) Google Confidential and Proprietary 14 Data based on 2318 respondents.
- 15. A glimpse into where we’re going in the future Google Confidential and Proprietary 15
- 16. The Future: What’s Next For Mobile A new digital divide is emerging between Those fluent in the ability to take advantage of mobile through effective data-driven decisions. Those still marketing to a static, wired world. Google Confidential and Proprietary 16
- 17. The Future: What’s Next For Mobile 87% of marketers are planning to increase their emphasis in mobile for the next year. Research question: How do you forecast your emphasis on mobile marketing / measuring mobile change in the next year? Google Confidential and Proprietary 17 Data based on 2182 respondents.
- 18. The Future: What’s Next For Mobile More than ½ of marketers focusing on sites, but a broad mix of tactics is planned Planned mobile marketing tactics next year Create a phone and/or tablet Integrate mobile Engage in mobile Developing a Marketing a optimized website with social advertising mobile app mobile app 52% 49% 48% 41% 39% Research question: What mobile marketing tactics do you intend to implement in the next year? (choose all that apply Google Confidential and Proprietary 18 Data based on 2182 respondents
- 19. The Future: What’s Next For Mobile Data is helping marketers decide: 53% of marketers who analyzed mobile metrics say there is a lot of opportunity in mobile and plan to increase spending. Increase spending Keep the same Decrease spending We’re not yet focusing any spending on mobile there is a lot of opportunity we’re already allocating we’re not seeing here the right amount any value 53% 20% 1% 26% Research question: Based on what you've learned from your mobile analytics, how do you plan to change your budget on mobile marketing in next year? Google Confidential and Proprietary 19 Data based on 2182 respondents.
- 20. The Future: What’s Next For Mobile Tools and technologies are sought more than talent: 68% plan to increase technology and ad investments, 32% in talent. Planned areas of focus for marketers Increase Increase amount Hire / outsource Hire / outsource additional investment in spent on mobile additional marketing / technology advertising developer talent analyst talent 38% 30% 18% 14% Research question: If you plan to increase budget dedicated to mobile, in what areas do you plan to focus? Google Confidential and Proprietary 20 Data based on 1671 respondents planning to increase emphasis on mobile
- 21. Demographics of respondents Google Confidential and Proprietary 21
- 22. Demographics Respondent level in organization CMO VP Associate 2% coordinator 4% 10% Marketing Manager 28% Director 13% 17% Analyst 26% Owner/Chief executive officer Research question: Which of the following best describes your level in your organization? Google Confidential and Proprietary 22 Data based on 2318 respondents.
- 23. Demographics Digital specializations (besides mobile) also practiced by respondents 75% 71% SEO /SEM 49% Social Media 34% Website Marketing Video Testing 44% 60% 16% Viral 39% Display Email Marketing Mobile Advertising Marketing Marketing Research question: Which digital marketing specializations do you practice? (check all that apply) Google Confidential and Proprietary 23 Data based on 2318 respondents.
- 24. Demographics Survey respondents’ mobile apps / marketing efforts fall into the following industries Technology Retail Media/ Travel entertainment 14% 14% 6% 11% Business (B2B) 30% Finance 5% Public Sector 3% Food/Drink 3% Research question: Which vertical does your application or mobile marketing best fall into? Google Confidential and Proprietary 24 Data based on 2318 respondents.
- 25. Demographics Size of the 2318 brands researched (employees) 1381 387 176 153 143 26% 78 0 -100 100 - 500 1,000 - 5,000 10,000+ 500 - 1,000 5,000 - 10,000 Research question: How many employees are at your company? Google Confidential and Proprietary 25 Data based on 2318 respondents.
- 26. Connect with Google Analytics & ClickZ for the latest research, trends and tips on analytics Blog: analytics.blogspot.com Blog: ClickZ.com G+: +GoogleAnalytics G+: +ClickZ Twitter: @GoogleAnalytics Twitter: @ClickZ John Barnes E: [email protected] T: +44 (0)20 7316 9007 Twitter: @johnmnbarnes Google Confidential and Proprietary 26
Editor's Notes
- #2: Good afternoon.My name is Tara Walpert Levy and I lead our Ads Marketing team at Google. It’s funny; I’ve spent most of my career in television and if you had told me five years ago, even three years, ago, how integral the web would become to how we consume video, I wouldn’t have believed it. I mean, back then, even just a few years ago, you couldn’t reliably load a multimedia page much less an episode of Modern Family.Many of you in this audience may have been a little quicker to catch on than I was. And most of you at this point likely believe that the revolution that is taking place in media – and in video in particular -- means you have new opportunities to build even stronger relationships with your or your client’s customers. The question of the day – at least it’s the question I wake up with most mornings -- is how. Right now, I’m sure many of you feel like you’re constantly working to make what you do work for the web. Insert example What we really want to do at Google is to make the web work for you. So over the next 20 minutes, I’m going to share how we think about making online video work for you from a marketer’s perspective.
- #5: With mobile trending up and to the right, marketers cannot take a “check the box” mentality to mobile. Not with all mobile metrics: from apps created (600,000+ on Google Play alone) to revenue generated for entrepreneurs (projected: $46 billion by 2016 according to ABI Research). Mobile needs to be fleshed out as part of everyone’s strategy. That’s why Google Analytics has teamed up with ClickZ to understand the current mobile marketing and measurement landscape, and where it’s going next.
- #7: Marketers are overall still new to mobile marketing initiatives, with varying levels of experience. Mobile marketers with experience across tactics have an edge over their peers, who mostly have not been involved in more than one type of mobile initiative yet.
- #9: If you've built a mobile app, which types of apps have you built? (check all that apply)
- #17: NOTES: visualize a divide in this slide (perhaps with a Google- colored rift in the screen between these two areas.1 Including pay-per-download, in-app purchase, subscriptions and in-app advertising.Source: ABI research, eMarketer.com, comscore, Flurry, Gartner, IHS Screen Digest, internet search.
- #19: Marketers are planning a mix of mobile tactics in the next year, with more than half (52%) planning the creation of mobile-optimized sites. Developing apps still lags behind, indicating continued opportunity to create a highly-adopted app and be ahead of the curve.
- #20: A “mobile divide” is emerging between the 73% marketers embracing mobile marketing and the 26% who don’t yet focus spending here.
- #21: Marketers are projected to focus spends on tools and advertising as opposed to talent, with 68% of marketers planning to increase spending there (and just 32% planning to increase spends on human resources).
- #23: Manager- 28 %Owner/chief executive officer- 26 %Analyst- 17 %Director- 13 %Associate coordinator- 10 %Vice president- 4 %Chief marketing officer- 2 %