the future of mobile marketing is now
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Mobile marketing presentation from Billings Chamber Business Showcase 2011TRANSCRIPT
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The Future of Mobile Marketing...is Now
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Mobile Will Be Bigger Than Desktop Internet
in 5 YearsGartner – 2013
Morgan Stanley – 2015
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Schedule
• Industry Stats• Mobile Apps and Banners• SMS / Text messaging campaigns• QR codes• What’s the future…
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• 52% of local businesses are planning to engage in some type of mobile marketing
• 36% of those local businesses plan to devote more than 20% of their ad budgets to mobile efforts
Borrell Associates “Main Street Goes Mobile” 2011
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Cellphone vs Computer
• 85% own a cell phone • 76% percent who have
a computer. • 8-29 year olds 96%
own a cell phone.
Pew Research Center
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Smartphones
• Smartphones expected to grow 41% this year and
• Tablet adoption expected to continue to rise
Borrell and Associates Main Street Marketing Report 2011
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Smartphones
• 87% access the internet or email on their handheld,
• 68% on a typical day. • 25% mostly go online
using their phone,
http://pewinternet.org/Reports/2011/Smartphones.aspx
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Mobile Apps Data• 300,000 mobile apps have been
developed in the last three years IDC (December 2010)
• In 2010 these 300,000+ applications were downloaded 10.9 billion times.
• IDC predicts that global downloads will reach 182.7 billion in 2015 and will be worth US$35 billion.
• $7.3 billion in direct revenue from apps in 2011 Canalys (June 2011)
• rising to $36.7 billion by 2015..
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In 2011 Q2 introduced KTVQ.COM mobile web application. Q2 offers the free mobile web application within the Android marketplace & iTunes App store.
HOMESTORY PAGES
SPORTS WEATHER
300 x 50 Banner
• Over 2,100 KTVQ.com Mobile Web App downloads.
• 31,400 Mobile web app views on average a month (Sections: Home, Videos, Sports, Weather, etc)
• Historically, we are seeing a 10x higher click-through rate on the mobile sponsorships than traditional web banner ads.
EXAM
PLE
KTVQ Mobile Web App:
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US Mobile Advertising Spend
• $790 million in 2010• $4 billion in 2015• An increase of 406%
June 23 from BIA/Kelsey.
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Local mobile advertising spending
• $404 million in 2010• $2.8 billion in 2015• An increase of 600%
June 23 from BIA/Kelsey.
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SMS / Text Messaging
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SMS / Text
• 90% of the U.S population owning cell phones,
• 98% of those phones being SMS-enabled out of the box
according to CTIA’s semi-annual wireless industry survey
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• 90% of all text messages are read within three minutes of their delivery,
• 99% of all text messages are read by the recipient,”
whitepaper on conversational advertising [PDF] by SinglePoint.
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Ktvq.com 3203 3rd Ave North, Billings MT 59101 406-252-5611
Text Campaigns
Alerts: Text for specified mobile alerts Text-2win (Sweepstakes): Text to win Text-2win + Auto Alert: Text to win and for
specified mobile alerts Text-2vote: Text in to place vote Text request: Text to give comment or
question Text-4info: Text for more details/info
Mobile campaigns can come in many Call-to-Action options:
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Ktvq.com 3203 3rd Ave North, Billings MT 59101 406-252-5611
MOBILE MARKETING CAMPAIGNKTVQ TESTIMONIAL
Q2 Offered & promoted an Elton John Ticket giveaway using the Text-2win + Auto Alert tool.
945 people texted in 171 people opted out
774 people remained in the Q2Deals database to receive future offers from Q2
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Ktvq.com 3203 3rd Ave North, Billings MT 59101 406-252-5611
ALERTSMOBILE MARKETING CAMPAIGNS
Alerts:
Campaign that is compelling and relevant to the viewer.
Potential subscribers must be told the frequency of the alerts.
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Source: http://www.mobilemarketingwatch.com/infographic-the-united-states-of-text-message-spam-17603/
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Experience it Yourself
• Take out your phone• Short code: 95730• Keyword: T2W
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QR Codes
• URLs• Text• Phone numbers• SMS
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• 14 million scanned in June alone
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QR Readers
• Android – QR Droid
• iPhone– QR Reader for
iPhone - By TapMedia Ltd
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QR generator
http://qrcode.kaywa.com/
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MyToy.de• LEGO built colourful, 3-D
codes that took people to their website, where they could purchase the very bricks used to make the QR codes.
• According to online tracking, 49% of all MyToy.de visitors were achieved through this campaign.
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The Future
• Focus on GEO location• Mobile Video• Mobile social interaction – Google Goggles• Mobile Payments
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Questions