10ème Baromètre du Marketing Mobile : Wearables = 1,5 millions d’unités prévues (soit près de 4 fois plus qu’en 2014)

La Mobile Marketing Association France publie la neuvième édition du Baromètre trimestriel du Marketing Mobile, en partenariat avec comScore, GfK, Médiamétrie. 

Cette nouvelle édition du Baromètre Trimestriel de la Mobile Marketing Association France s’enrichit de nombreux nouveaux indicateurs et met en évidence l’importance du Mobile sous un jour nouveau : 

Pour la seule année 2015, plus de 25 millions de Smartphones et Tablettes vont être vendus en France : un record de ventes absolu pour le Mobile, 
Avec près de 1,5 millions d’unités prévues (soit près de 4 fois plus qu’en 2014) les wearables (accessoires portables intelligents) font une entrée remarquée sur le marché du Mobile, 
Les 20 applications les plus utilisées dépassent toutes désormais les 4,5 millions d’utilisateurs uniques et poussent le Mobile vers le statut de premier média digital et bientôt toutes catégories, 
Le Mobile joue un rôle de plus en plus important dans les expériences d’achat, avec, par exemple, 8 millions de Français qui prennent des photos de produit en magasin ! 

« 2015 se révèle être une année à la fois de prise de pouvoir et de renouveau pour le mobile : montée en puissance de tous les indicateurs de ventes, de pénétration et de monétisation, renouveau car de nouveaux supports (wearables…) et de nouveaux usages (Commerce Mobile) viennent créer de toutes nouvelles opportunités pour les marques » précise Philippe Dumont, Rapporteur de la Commission Application et Site Mobile de la Mobile Marketing Association France. 

Le Baromètre du Marketing Mobile, élaboré en collaboration avec les instituts comScore, GfK et Médiamétrie, est mis à jour trimestriellement et est composé d’une trentaine d’indicateurs clés. 

Le Baromètre du Marketing Mobile a pour objectif de décrypter de manière indépendante les usages et de quantifier l’importance du mobile pour des dizaines de millions de Français. Il présente notamment les dynamiques clés du marché, le profil des Français qui utilisent régulièrement leur Smartphone et leur Tablette et permet ainsi aux entreprises de mieux évaluer les opportunités de développer leur présence sur ce média. 

Le Baromètre du Marketing Mobile est disponible gratuitement sur le site de la Mobile Marketing Association France www.mmaf.fr sous forme d’infographie dans la rubrique « Actualités MMA France ». Il est possible de s’abonner au Baromètre du Marketing Mobile complet dans la rubrique « Publications » ou directement depuis le lien raccourci : http://nq.st/mmaf 

Le temps passé sur mobile dépasse celui sur PC au Royaume-Uni – JDN

Le temps passé sur mobile dépasse celui sur PC au Royaume-Uni – JDN.

En 2011, un adulte britannique passait 31 minutes par jour en moyenne sur les devices mobiles (smartphone, tablette…). En 2015, il y consacrera 2 heures et 26 minutes par jour, soit 5 fois plus qu’en 2011, selon les estimations de budget temps média au UK publiées par eMarketer. Pour la première année, le temps passé sur mobile dépassera le temps passé en ligne via les ordinateurs (2h13min) qui continue de progresser légèrement (+3 minutes/an).
Le temps passé sur smartphone devrait encore gagner +17 minutes cette année et dépasser le temps dévolu au média radio (1h31min vs 1h23min). Le temps passé sur tablette a, quant à lui, dépassé en 2014 le temps consacré à la presse (37min vs 20min) et devrait atteindre 48min en 2015. La télévision devrait rester le premier média consommé, avec un temps passé quotidien de 3h12min, en recul de 2 minutes vs 2014.

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Temps passé par média © eMarketer

En additionnant le temps passé par média, sans dédupliquer les phénomènes de multi-tasking, un Britannique aura, en 4 ans, consacré deux heures de plus aux médias majeurs : 9h34min en 2015 vs 7h38min en 2011.
Le cumul des médias digitaux représente désormais près de la moitié du budget temps média : 48,6% en 2015, contre moins d’un tiers en 2011 (31,7%).

 

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Temps passé par média par jour © eMarketer

Three-fourths of the world’s mobile data traffic will be video by 2019

11 massive predictions about the future of mobile and mobile data | memeburn.

At this stage, telling anyone that we live in a mobile world seems more or less pointless. Our phones are hardwired into our daily lives and, for many of us, can seem more like artificial limbs than everyday devices. They’ve changed the world too. Web designers now think about how you’ll experience a site on a phone or tablet before they think about how you’ll see it on a desktop.

Apps meanwhile have gone from single function curiosities to powerful tools that allow us to do everything from hailing private cars to making investments on the fly.

Given that we’ve come so far since the first cellphone call was made 42 years ago, where are we likely headed to next?

Well, global networking powerhouse Cisco has lifted the cloth on its crystal ball and offered up its predictions for where mobile and mobile data are going in the next few years. And if it’s anywhere near right, then we’re in for some astonishing growth in both spaces.

1. Global mobile data traffic will increase nearly tenfold between 2014 and 2019

Mobile data traffic will grow at a compound annual growth rate (CAGR) of 57% from 2014 to 2019, reaching 24.3 exabytes per month by 2019.

Cisco Exabytes

2. By 2019 there will be nearly 1.5 mobile devices for every person on the planet

There will be 11.5 billion mobile-connected devices by 2019, including M2M modules—exceeding the world’s projected population at that time (7.6 billion).

Cisco devices

3. Mobile network connection speeds will increase more than twofold by 2019

The average mobile network connection speed (1.7 Mbps in 2014) will reach nearly 4.0 megabits per second (Mbps) by 2019. By 2016, average mobile network connection speed will surpass 2.0 Mbps.

4. By 2019, 4G will be 26% of connections, but 68% of total traffic

By 2019, a 4G connection will generate 10 times more traffic on average than a non-4G connection.

<center<Cisco 4G traffic

5. By 2019, more than half of all devices connected to the mobile network will be “smart” devices

Globally, 54% of mobile devices will be smart devices by 2019, up from 26 percent in 2014. The vast majority of mobile data traffic (97 percent) will originate from these smart devices by 2019, up from 88% in 2014.

6. By 2019, 54% of all global mobile devices could potentially be capable of connecting to an IPv6 mobile network

More than 6.2 billion devices will be IPv6-capable by 2019.

7. Nearly three-fourths of the world’s mobile data traffic will be video by 2019

Mobile video will increase 13-fold between 2014 and 2019, accounting for 72% of total mobile data traffic by the end of the forecast period.

Cisco Video

8. By 2019, mobile-connected tablets will generate nearly double the traffic generated by the entire global mobile network in 2014

The amount of mobile data traffic generated by tablets by 2019 (3.2 exabytes per month) will be 1.3 times higher than the total amount of global mobile data traffic in 2014 (2.5 exabytes per month).

9. The average smartphone will generate 4.0 GB of traffic per month by 2019

That’s a fivefold increase over the 2014 average of 819 MB per month. By 2019, aggregate smartphone traffic will be 10.5 times greater than it is today, with a CAGR of 60 percent.

10. By 2016, more than half of all traffic from mobile-connected devices (almost 14 exabytes) will be offloaded to the fixed network by means of Wi-Fi devices and femtocells each month

Without Wi-Fi and femtocell offload, total mobile data traffic would grow at a CAGR of 62 percent between 2014 and 2019, instead of the projected CAGR of 57 percent.

11. The Middle East and Africa will have the strongest mobile data traffic growth of any region with a 72% CAGR

This region will be followed by Central and Eastern Europe at 71 percent and Latin America at 59 percent.

By 2019, 70% of the world’s population will use mobile devices (Cisco)

The rapidly growing popularity of wearable devices will lead to a surge in volume of mobile traffic, Cisco is predicting.

Cisco forecasts that 578 million wearable devices will be in use around the globe by 2019, up from 109 million last year. That’s a fivefold increase, but the resulting mobile data traffic will increase by a factor of 18 — though most of that traffic will be channeled through smartphones, the networking giant claimed Tuesday in its annual look ahead at traffic trends.

Some wearables, like the upcoming Apple Watch, require using a smartphone to transmit data. But the devices on average already generate six times more traffic per month than a basic handset, Cisco said. Its high-end example of a wearable is a GoPro video cameras, which can generate about 5 MB of mobile data traffic per minute when live streaming.

Overall, there will be 11.5 billion mobile connections by 2019. Of those, 8.3 billion will come from personal mobile devices such as smartphones, tablets and laptops, which Cisco claimed will see a resurgence as they take on more features found in tablets.

The remaining 3.2 billion connections will come from machine-to-machine communications. Cisco places wearable devices like smartwatches, wireless wearable cameras and fitness trackers in this category.

By 2019, Cisco predicts, more than 69 percent of the world’s population will use mobile devices. That’s around 5.2 billion people out of a forecasted population of 7.6 billion, Cisco said.

Not surprisingly, the increase in mobile users will cause global wireless data traffic to rise, with Cisco predicting a tenfold increase by 2019. Last year global wireless data traffic tallied 30 exabytes. That figure should reach 292 exabytes by 2019, Cisco claimed.

To put 292 exabytes in perspective, that is the equivalent of the Earth’s population posting more than two daily video clips to YouTube, or 23 images to Instagram, every a day for a year.

Mobile carriers won’t depend solely on their cellular networks to handle this traffic. Instances of offloading, where traffic is passed off from cellular networks to Wi-Fi and small-cell networks, will increase to 54 percent, Cisco said. Last year, 46 percent of mobile data traffic was offloaded this way.

Traffic from cloud services like Netflix, Spotify and YouTube will account for 90 percent of total mobile data traffic, growing from 2 exabytes per month in 2014 to 21.8 exabytes per month by 2019. People should be able to access these services with faster mobile speeds, which will increase to an average of 4Mbps by 2019 from 1.7Mbps in 2014.

42% of Organic Search Visits Now Coming Via Mobile Devices (US)

According to the Digital Marketing Report Q4 2014, a quarterly digital marketing analysis produced by search marketing agency Merkle|RKG, mobile devices are now delivering 42% of the organic search traffic across the three major search engines: Google, Yahoo and Bing.

The report also notes that mobile organic traffic grew 54% in the fourth quarter of 2014 from the same time period one year ago.  In addition, more than half (52%) of all visits to social media sites are from mobile devices(smart phones and tablets).

To anyone paying attention to consumer habits these days, this should come as no surprise.  Nor should it be any surprise that you are missing out on a big chunk of traffic for your website if you don’t optimize it for mobile.

Here are some more reasons you need to go mobile with your online marketing presence:

Mobile users are different.  Mobile users want information in quick, digestible bites so your mobile design should match how they will be using your site.  For more law firms, it is essential to provide an easy way to contact you — a click-to-call button that the user needs to merely tap to initiate a phone call.  You want to include essential information only on your mobile site, and keep the design simple.  Good load speed is critical — 57% of mobile users will abandon your site if they have to wait three seconds for it to load, according to research by Strangeloop Networks.

SEO.  Search engines are now penalizing sites that are not optimized for mobile, so you could see your search rankings suffer if you don’t have a mobile site that works on iOS and Android platforms (smart phones and tablets).

Lead conversion.  Mobile users are much more inclined to take action than desktop users, so your calls-to-action should be highly conspicuous on your mobile site.  If you are using email marketing for lead conversion, realize that 26% of all email is opened on a mobile phone and 11% is opened on a tablet.

Engagement.  Mobile users accessing a standard website will not engage when they have to pinch or zoom to find your content.  If you provide them with a good mobile experience, they are much more likely to return to your site later on a desktop (Google reports that 90% of people move between devices to accomplish a goal).

Loss to competition.  Google says that 41% of mobile users will go to a competitor’s site after a bad mobile experience!

2015: Year of the mobile customer journey – Walmart: 70 percent of sales for Cyber Monday were on smartphones

2015: Year of the mobile customer journey – Luxury Daily – Columns.

By Dan Hodges

The dominant theme for 2015 will be the effect of mobile on the customer journey. Here are five predictions for 2015.

1. Smartphones will be the dominant platform to affect the customer journey: On a global basis, smartphone penetration is projected by the GSMA to grow to 45 percent in 2015 from 38 percent in 2014.

In the United States, smartphone penetration is projected to grow to 69 percent from 64.2 percent in 2014, per the GSMA. The rise of smartphones in the United States is on the ascension and is projected to grow to 73 percent by 2020.

2. The power of proximity: Proximity-powered applications and operating systems such as Samsung’s Proximity have the power to create a direct relationship between brands and consumers.

The power of mobile is in the relevancy of the message delivered to the consumer. Marketers who use this power will succeed in 2015.

3. The consumer behavior shift: The use of service apps has fundamentally changed consumer behavior and expectations.

Consumers use smartphones apps to get what they want, when they want it, forming a new behavior.

A shopper who goes into a department store with a certain product in mind to buy and finds it is not there quickly becomes enraged.

Smart retailers have invested in-store associate training and inventory systems to help ensure the customer need is met. Apps such as Uber, Open Table, Waze, Tripit raise the bar for every category in customer service and convenience, sooner or later.

4. More disruption: The emergence of Xiaomi from China in 2010, which has now become the fourth largest smartphone maker in the world, is another sign of a disruption at work. Xiaomi has replaced Samsung in China as the market leader.

5. Mobile payments gain traction: Walmart reported that 70 percent of sales for Cyber Monday were on smartphones. Starbucks pick-up-and-place-your-order is just the beginning the shift to how consumers use smartphones.

Brands that provide superior customer service, reduced purchase friction will be winners in the $142 billion mobile payment marketplace, according to Forrester Research.

Dan Hodges is managing director of Consumers in Motion Group, a New York-based strategic consultancy offering business, marketing, and technology services. 

By 2018, 25% of CMOs and CIOs will have a shared road map for marketing technology

FRAMINGHAM, Mass.: IDC Reveals CMO / Customer Experience Predictions for 2015 | Business Wire | Rock Hill Herald Online.

The predictions from the IDC FutureScape for CMO/Customer Experience are:

1. 25% of high-tech Chief Marketing Officers (CMOs) will be replaced every year through 2018.

2. By 2017, 25% of marketing organizations will solve critical skill gaps by deploying centers of excellence.

3. By 2017, 15% of B2B companies will use more than 20 data sources to personalize a high-value customer journey.

4. By 2018, one in three marketing organizations will deliver compelling content to all stages of the buyer’s journey.

5. In 2015, only one in five companies will retool to reach line of business (LOB) buyers and outperform those selling exclusively to IT.

6. By 2016, 50% of large high-tech marketing organizations will create in-house agencies.

7. By 2018, 20% of B2B sales teams will go “virtual,” resulting in improved pipeline conversion rates.

8. By 2017, 70% of B2B mobile customer apps will fail to achieve ROI because they lack customer value add.

9. By 2018, 25% of CMOs and CIOs will have a shared road map for marketing technology.

10. By 2018, 20% of B2B CMOs will drive budget increases by attributing campaign results to revenue performance.

“CMOs must overcome the gravitational pull from the past, now. The tools of disruption, such as cloud-based marketing technology, predictive analytics, content marketing, and social media, are marching towards mainstream. IDC is confident that these ten decision imperatives pinpoint the nerve center of the marketing disruption. They represent opportunities for CMOs who are willing to step up to the next stage of leadership. Right focus will ensure that all the hard work will result in true transformation, and not just turmoil,” said Kathleen Schaub, Vice President with IDC’s CMO Advisory Service.

 

Branding is not enough: 8 points for digital marketing engagement – diginomica

Branding is not enough – 8 points for digital marketing engagement – diginomica.

December 5, 2014 By 

Source: http://diginomica.com/2014/12/05/branding-not-enough-8-points-digital-marketing-engagement/

SUMMARY: Digital marketers are under increasing pressure to deliver ROI. But at Argyle’s digital marketing leadership event in Boston, there were encouraging signs. Here are eight takeaways .

Extract:

1, Go where your customers are, even if that means paying for visibility.  It’s one thing to hear a startup complain about the lack of organic reach on Facebook. But when a digital executive from the Boston Celtics says that Facebook is now a pay-for-play platform for brands, we’d best pay attention:

This Celtics executive (Peter Stringer) did not abandon Facebook, however. Instead, the Celtics doubled down on paid Facebook placements, once they determined that their videos received vastly more exposure on Facebook than their own site (the contrast was 2-3,000 video views on their site versus 60-100,000 per video on Facebook). As Stringer put it, and I paraphrase, “I don’t care if my own web site traffic goes down, as long as I keep my audience.”

2. Branding is falling short as a marketing goal, supplanted by a view of improving the “customer journey” with measurable data to prove it.  For the marketers assembled, branding as a goal was low on the priority list. The conference survey of marketing goals for 2015 had branding in dead last with only 3 percent citing it as a priority when I took my screen shot. In first place? “Better leveraging data to understand your customer” at a whopping 64 percent.

But the end goal isn’t just understanding the customer – it’s about using that data to provide a higher caliber of experience. During my podcast with SDL’s Howard Beader, he put it this way:

Customer experience is really about how customers are creating relationships with their customers. How they’re able to help their customers move from anonymous to known, known to customer and ultimately customer to advocate throughout that customer journey.

3. Mobile is non-negotiable, and now includes the complete transaction. Now that mobile is becoming a dominant platform, not just for Facebooking but for completing transactions, the stakes of the mobile experience are much higher.  During a presentation titled “Why mobile matters more than your web site,” IBM Canada’s Warren Tomlin shared the latest Black Friday mobile stats, including:

  • Users on Apple iOS accounted for 21.9 percent of all Black Friday sales
  • Mobile web traffic exceeded PC web traffic on Thanksgiving Day
  • The average smart phone user checks their phone 150 times a day

Tomlin’s most persuasive comment, however, was: “Two of the banks we work with the closest care more about whether their mobile platform goes down than their own web site.” The Celtics’ Peter Stringer shared plans to emphasize mobile streaming and video, given that smart phones are now getting larger and more tablet-like with every release.

4. Even companies in regulated industries can re-invent marketing with the right content and social guidelines. One of the more memorable sessions of the day was the first, a “Fireside chat” with two executives from State Street Corporation. Despite operating in a heavily-regulated financial services industry, State Street found a way to help turn its employees into public advocates and succeed with ventures on LinkedIn (75,000 followers), YouTube, and Facebook. They also launched their own Ted talk partnership, Ted@StateStreet, with significant views driven by employee presentations.

By sourcing their own employees for stories and videos, State Street proved the excuse that “content is hard” is weak. It’s more about building a culture that supports employee content creation with sensible guidelines – thus eliminating the fear of repercussions. And as State Street joked, “With an advertising budget of 375 dollars, we have to be scrappy.”

5. It’s all about “programmatic” marketing, delivering personalization at scale. While the presenters did a nice job of avoiding buzzwords-du-jour, the “programmatic” phrase popped up a few times. At some marketing shows, programmatic borders on an obsession. Simply defined, programmatic is the attempt by digital marketers to bake their customer data into algorithms that automatically trigger actions based on pre-definined business rules.

The ultimate goal? Move beyond segmenting groups to segmenting individuals, where each person receives just the promotions and content they need in just the right moment (including real-time geo-locational triggers). The technology to accomplish this type of personalization has improved, but there’s a big catch:

6. Personalization across channels won’t be possible without an improved marketing-IT relationship. Most of the programmatic success stories I’m hearing about are tied to one software initiative or one channel (such as improving sell-throughs by implementing “abandoned shopping cart” triggers). But the so-called “customer experience” is rarely tied to one channel. Maintaining that level of data visibility across channels remains a very sticky wicket. That means you can’t just buy a marketing cloud and start automating web behavior triggers. There needs to be a relationship with IT to pull the channel interactions together.

7. Digital marketing ROI needs big improvement – attribution tracking can help.  Digital analytics are great at measuring clicks, but this does not always translate into a precise trail of the factors that resulted in a purchase. As a result, marketers continue to struggle to demonstrate the ROI of digital ventures. Improving the corporate awareness of the informed buyer and the role of search in purchasing decisions can help, but search is not the only factor.

One possible way forward was presented by Kathy Bachmann of MarketShare. MarketShare is addressing the problem at attribution. Typically, marketers attempt to set up triggers that are influenced by the various “attribution” factors that result in a sale (e.g. email newsletter link, social recommendation, on-site FAQs and product demos).

What MarketShare found, however, is that the amount of digital attribution factors go beyond what marketers typically measure. If they can prove this, they can make a powerful case for an increased digital marketing budget as resources are re-allocated to emphasize the touch points driving sales. Typically, digital marketing is under-attributed by 20-30 percent according to MarketShift’s data.  Bachmann shared this slide which shows the range of attribution factors that are factored into their algorithm:

MarketShare attribution

The point of crunching the attribution data is to determine which touch points genuinely result in consumer responses and business outcomes. Taking an algorithmic approach to attribution beats the heck out of the rudimentary means of tracing and weighing attribution many firms use. Bachmann cited Citrix as a customer example that has achieved a five percent lift in sales by utilizing this approach.

8. The battle for attention is not just against your competition, but against any form of consumable entertainment your buyers have access to. To win attention, content doesn’t need to have cinematic production qualities, but it does have to be deeply relevant to the target audience – enough to override their endless pings and distractions. As Victor Lee from Hasbro put it in his closing keynote, “I’ll be interested – if you’ll be interesting.”

Top 3 Mobile Advertising US (2014): Google (37%) Facebook (18%) Twitter (4%)

Publicité mobile : Yahoo ! dépassera Twitter en 2016 aux Etats-Unis.

En 2014, Google trustera aux Etats-Unis plus du tiers (37,2%) des revenus publicitaires sur mobile, devant Facebook (17,62%) et, bien plus loin, Twitter (3,56%), selon une étude réalisée par eMarketer. Derrière un intouchable duo de tête, Yahoo! se positionne à quelques encâblures de Twitter, avec 3,18% des revenus pubs mobiles outre-Atlantique. A l’horizon 2016, Facebook et Twitter devraient perdre un peu de terrain, avec respectivement 33,21% et 14,64% du marché, alors que Yahoo dépasseraient cette fois Twitter (4,19% vs 3,77%).

Toujours selon l’étude eMarketer, LinkedIN devrait enregistrer aux Etats-Unis une croissance de ses revenus pubs mobiles de plus de 800% en 2014 vs 2013 quand Amazon afficherait plus de 600%, Facebook 118,4% et Twitter 111,4%. Google devrait quant à lui se « contenter » de +75,8%. Si en 2015 LinkedIN poursuivra sa progression (+111,3%), Amazon ne serait pas en reste en 2015 et 2016 (+85,1% et +62,6%) quand Facebook et Twitter montreraient un ralentissement dans la progression de ces revenus pubs mobiles.

Le mobile, en progression de 76%, dépasse le display classique aux USA selon le rapport Iab PwC – Offremedia

Le mobile, en progression de 76%, dépasse le display classique aux USA selon le rapport Iab PwC – Offremedia.

Le 22/10/2014

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Le marché publicitaire digital atteint un sommet historique aux USA pour le 1er semestre 2014 avec 23,1 milliards de dollars de recettes selon le rapport IAB élaboré avec PwC. Cela représente une hausse de +15% par rapport au premier semestre 2013. Le mobile progresse de +76%, pour atteindre 5,3 milliards de dollars. Il représente désormais 23% du total digital. La vidéo progresse de 13%.
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Le social est estimé à 2,9Md$ avec une croissance moyenne de +54% depuis 2012.

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