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marketers 
don’t adapt 
anette.mellbye@aftenposten.no
Det pleide å være enkelt
MOBILE IS EATING THE WORLD 
Benedict Evans
”Technology cycles have tended to 
last ten years” 
Mary meeker
#1 
FORSTÅR IKKE 
BRUKERNE
Marketers don't adapt to mobile.
200 
150 
100 
50 
0 
MILEPÆL: AMERIKANERNE BRUKER MER TID PÅ MOBIL 
ENN PÅ TV 
Q1 2012 Q1 2013 Q1 2014 Q1 20142 
Mobile Devices TV 
http://www.businessinsider.com/chart-of-the-day-americans-spend-more-time-using-mobile-devices-than-tv-2014-11
150 
GJENNOMSNITTlLIG ANTALL 
GANGER EN SMART-TELEFONBRUKER 
SJEKKER 
MOBILEN I PR DAG 
MARY MEEKER, Internet-guru!
+ + 
DREVEt frem av mobil
GÅR GLIPP AV ET ENORMT POTENSIAL 
% of Time Spent in Media vs. % of adevertising Spending, Usa 2013 
22% 
28% 
20% 
4% 
30 
25 
20 
15 
10 
5 
0 
INTERNET MOBILE 
TIME SPENT AD SPENT 
MOBIL 
MULIGHET
#2 
LEVERER IKKE 
GENUINE MOBILE 
BRUKEROPPLEVELSER
L. Wroblewski 
1200 
1150 
1100 
1050 
1000 
950 
900 
850 
800 
750 
700 
650 
600 
550 
500 
450 
400 
350 
300 
250 
200 
150 
100 
50 
0 
PC 
29 ÅR 
1985 1986 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
1200 
1150 
1100 
1050 
1000 
950 
900 
850 
800 
750 
700 
650 
600 
550 
500 
450 
400 
350 
300 
250 
200 
150 
100 
50 
0 
TABLET & MOBIL 
29 ÅR 
PC 
6 ÅR 
1985 1986 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 
L. Wroblewski
MYE Å LÆRE MYE Å AVLÆRE
TOUCH SKJERM 
Med overalt 
GEO 
KAMERA 
Gyro 
PERSONLIG 
FRIKSJONSFRI TILGANG 
BETALING 
SOSIAL PLATTFORM
TOUCH SKJERM
Marketers don't adapt to mobile.
GEO
Marketers don't adapt to mobile.
Marketers don't adapt to mobile.
#3 
Tracker feil 
KPI’er
40 % AV DE SOM STARTET Å 
SHOPPE PÅ MOBILEN, ENDTE MED Å 
KONVERTERe PÅ PC. 
(Comstore/Ebay study)
Sekundærhandlinger som kart/ 
retning, ring opp eller ”mer info” er 
bedre indikator på oppmerksomhet, 
engagement eller kjøpsintensjon, enn 
click-through. 
xAd, Nielsen and Placed., okt 2014
Mobilen viktig for awareness og research 
OPPMERKSOMHET VURDERING KJØP 
PASSIV VURDERING AKTIV evaluering ENDELIG BESLUTNING
Læringspunkt 
VÆR STERKT TIL STEDE PÅ PLATTFORMEN 
FOLK FLEST BRUKER ALLER MEST. 
Avlær desktoplogikk. JOBB KREATIVT. 
UTNYTT MULIGHETER OG DATA I MOBILEN. 
DEFINER NYE KPI’ER. ENGAGEMENT BEDRE 
MÅL ENN KLIKK. BRUK RICH MEDIA!
MOBILE IS NOW
30%
TAKK! 
anette.mellbye@aftenposten.no

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Marketers don't adapt to mobile.

  • 1. marketers don’t adapt anette.mellbye@aftenposten.no
  • 2. Det pleide å være enkelt
  • 3. MOBILE IS EATING THE WORLD Benedict Evans
  • 4. ”Technology cycles have tended to last ten years” Mary meeker
  • 5. #1 FORSTÅR IKKE BRUKERNE
  • 7. 200 150 100 50 0 MILEPÆL: AMERIKANERNE BRUKER MER TID PÅ MOBIL ENN PÅ TV Q1 2012 Q1 2013 Q1 2014 Q1 20142 Mobile Devices TV http://www.businessinsider.com/chart-of-the-day-americans-spend-more-time-using-mobile-devices-than-tv-2014-11
  • 8. 150 GJENNOMSNITTlLIG ANTALL GANGER EN SMART-TELEFONBRUKER SJEKKER MOBILEN I PR DAG MARY MEEKER, Internet-guru!
  • 9. + + DREVEt frem av mobil
  • 10. GÅR GLIPP AV ET ENORMT POTENSIAL % of Time Spent in Media vs. % of adevertising Spending, Usa 2013 22% 28% 20% 4% 30 25 20 15 10 5 0 INTERNET MOBILE TIME SPENT AD SPENT MOBIL MULIGHET
  • 11. #2 LEVERER IKKE GENUINE MOBILE BRUKEROPPLEVELSER
  • 12. L. Wroblewski 1200 1150 1100 1050 1000 950 900 850 800 750 700 650 600 550 500 450 400 350 300 250 200 150 100 50 0 PC 29 ÅR 1985 1986 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
  • 13. 1200 1150 1100 1050 1000 950 900 850 800 750 700 650 600 550 500 450 400 350 300 250 200 150 100 50 0 TABLET & MOBIL 29 ÅR PC 6 ÅR 1985 1986 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 L. Wroblewski
  • 14. MYE Å LÆRE MYE Å AVLÆRE
  • 15. TOUCH SKJERM Med overalt GEO KAMERA Gyro PERSONLIG FRIKSJONSFRI TILGANG BETALING SOSIAL PLATTFORM
  • 18. GEO
  • 21. #3 Tracker feil KPI’er
  • 22. 40 % AV DE SOM STARTET Å SHOPPE PÅ MOBILEN, ENDTE MED Å KONVERTERe PÅ PC. (Comstore/Ebay study)
  • 23. Sekundærhandlinger som kart/ retning, ring opp eller ”mer info” er bedre indikator på oppmerksomhet, engagement eller kjøpsintensjon, enn click-through. xAd, Nielsen and Placed., okt 2014
  • 24. Mobilen viktig for awareness og research OPPMERKSOMHET VURDERING KJØP PASSIV VURDERING AKTIV evaluering ENDELIG BESLUTNING
  • 25. Læringspunkt VÆR STERKT TIL STEDE PÅ PLATTFORMEN FOLK FLEST BRUKER ALLER MEST. Avlær desktoplogikk. JOBB KREATIVT. UTNYTT MULIGHETER OG DATA I MOBILEN. DEFINER NYE KPI’ER. ENGAGEMENT BEDRE MÅL ENN KLIKK. BRUK RICH MEDIA!
  • 27. 30%