what is mobile marketing?

What is Mobile Marketing?

Media Strategist | Alex.Guibord@Gmail.comAlex Guibord

What is Mobile Marketing?

o Mobile marketing: activating marketing programs/campaigns via mobile platforms so consumers can interact with brands using mobile devices

o Advance your marketing objectives using mobile devices, platforms, technologies, strategies and tactics

Why Study Mobile Marketing?

o Connected mobile devices are an integral part of our daily lives

o Consumer behaviour evolved dramatically in the last few years and will continue to do so

o Tablets didn’t exist pre-2010

o Smartphone adoption growing rapidly— from 15% in early 2011 to 50% in late 2012!

Why Study Mobile Marketing?

o Mobile offers utility, social connection, entertainment, reference, shopping and more

o Mobile creative solutions leverage the innate qualities of mobile: swipe, tap and gamification

o Brands and marketers must adapt as well – but you need to understand how quickly that change will evolve and in what way

Mobile Marketing Milestones

– iPhone launches on 2.5G and Wi-Fi

– iPad, the first tablet computer is released – Instagram launches

– Google Wallet launches in the US

– Facebook’s mobile audience becomes majority – Mobile RTB launches in Canada – Canadian smartphone penetration exceeds 50%

2010

2011

2012

2007

Where Does Mobile Marketing Fit?

o Mobile is social, commercial, location-based and entertaining all in one

o It allows consumers to have interactive experiences with their devices

Mobile is Part of Digital

o Digital encompasses all internet connected devices and experiences including:

— Online through PCs, laptops, gaming consoles, portable gaming devices, smartphones and tablets

o Mobile is a subset of digital, on which many of the same platforms, brands, content and social media are available

— Only consumers use these differently on a mobile device than they do “online”

Mobile Web Traffic Growth

Source: comScore Device Essentials, U.S. (June 2011 – June 2012)

Weekly Media Time Spend (Canadian Adults 18+)

Source: BBM, comScore, NADbank and PMB (2000); BBM and eMarketer (2012)

Where Does Mobile Marketing Fit?

o Americans spent 26% of their daily media time with mobile devices in Q2 2012

o Are Canadians any different?

Source: InMobi & On Device Research, Mobile Media Consumption Research (Q2 2012), Sample size: 1,055

Where Does Mobile Marketing Fit?

o Mobile should not be planned in isolation from other marketing initiatives

o It is the one medium that can activate all media

o Start thinking mobile first!— Do not ask yourself: “Will mobile work for this campaign?”— Ask yourself: “What element of mobile works for this campaign?”

@AlexGuibord