understanding mobile marketing
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Understanding Mobile MarketingTRANSCRIPT
Understanding Mobile Marketing
The MobileLandscape
Yes its big, but this is just the beginning.
4The Mobile Channel has Mass ReachThe Mobile Landscape
5
The Mobile LandscapeThere Are More Mobile Subscribers Than Internet Users
ITU 2009Internet World Stats December 2009
ComScore February 2010
Globally:4.6 Billion mobile subscribers
1.8 Billion Internet users
United States:234 million mobile subscribers
221 million Internet users
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The Mobile LandscapeMass Market Adoption
Device Capabilities + 3G Plus Network Speeds + Flat Rate Data Plans = Mass Market Value Adoption
60% of US Smartphone Users are on an Unlimited Data Plan Compared to 14% for Feature Phones ComScore January 2010
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The Mobile LandscapeSmartphones Are Becoming The Standard
Nielsen 2010
2008 Q2
2008 Q3
2008 Q4
2009 Q1
2009 Q2
2009 Q3
2009 Q4
2010 Q1
2010 Q2
2010 Q3
2010 Q4
2011 Q12011 Q2
2011 Q3
1013 14
16 1719
2124
2731
35
40
4549
9087 86
84 8381
7976
7369
65
60
5551
Feature Phone Smartphone
Projected.....
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The Mobile LandscapeMobile 3G+ Adoption is Accelerating
Global 3G+ Penetration US 3G & Above Adoption: 52% Morgan Stanley 2009
% 3G & Above Penetration
0%
10%
20%
30%
40%
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The Mobile LandscapeValuable Mobile Activity is Increasing
eMarketer May 2010
2008 2009 2010 2011 2012 2013 2014
16.7%
22.3%
27.6%
32.3%
36.4%
40.6%
44.1%
US Mobile Internet Penetration
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The Mobile LandscapeValuable Mobile Activity is Increasing
AdMob May 2010
Number of Apps Per User Per Month
0
3.75
7.5
11.25
15
Paid Apps
Free Apps
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The Mobile LandscapeValuable Mobile Activity is Increasing
Facebook August 2010Twitter September 2010
Social +Mobile
16%
84%
30%
70%145 million 500 million
% from mobile devices
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The Mobile LandscapeValuable Mobile Activity is Increasing
Mashable 2010
Texting has surpassed email, phone, and face-to-face conversation as the
main communication vehicle for 12 - 17 girls.
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The Mobile LandscapeMobile to Lead by 2015
Morgan Stanley 2009
1960 1970 1980 1990 2000 2010 2020
1MM+ Units
10MM+ Units
100MM+ Units
1B+ UnitsUsers
10B+ Units?
Mainframe
Minicomputer
PC
DesktopInternet
MobileInternet
Not Just Phones
iPadKindleTabletPDAsIn CarGPS
Mobile VideoHome Entertainment
Game SystemsWireless Applications
Music Players
Mobile = Next Gen Digital
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The Mobile LandscapeEmergence of iPads and Other Tablets
Apple June 2010
Being followed by Google, HP and Microsoft.
Over 3 million iPads sold in first 80 days.
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The Mobile LandscapeEmergence of iPads and Other Tablets
Best Buy CEO Claims iPad Cannibalizing Notebook
Sales By 'As Much As 50%'*
*Best Buy later retreated the claim
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The Mobile LandscapeEmergence of iPads and Other Tablets
Tablets Will Outsell Netbooks By 2012, Desktops By 2013
The Roleof Mobile
Understand the value to the consumer and the brand
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The Role of MobileBranded Mobile Activity Drives to Business Objectives
Marketing DiscoveryProduct
EvaluationPurchase
CustomerService
RevenueGeneration
•Branding•Lead Gen
•Search Inventory•Configuration
•Reviews•Product Info•Share
•Cost Compare•Payment•Finance
•Owner Services•FAQs•Product Support•Service Reminders
CostSavings
•Efficient targeted marketing
•Inventory•Access
•Self Serve•Info Source for
Staff
•Access Financials•Confirm
Purchase
•Payment Reminders•Alerts
CustomerConnivence
•New product alerts & availability
•Store Locations•Suggestions
•Price Compare•Internet in Hand•Shopping Assist
•Budget Calculator
•Previous Purchase
•Access Accounts
•Reminders•Budgeting
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The Role of MobileBranded Mobile Activity Offers Value to Consumers
eMarketer March 2010
Users are Seeking Branded Value
Use of free application
Receive coupons for nearby stores
Make faster payments while on the move
Receive directions to nearby merchant with products
Find nearby merchants carrying product
Receive text message alerts about sales on product
Receive relevant promo offers or ads based on location
32%
26%
22%
21%
21%
14%
11%
20
The Role of MobileImmediate Drivers for Brands
So What?
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The Role of MobileImmediate Drivers for Brands
Mobile Device Access
Mobile Access &Optimization
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The Role of MobileImmediate Drivers for Brands
Mobile Device Access
RelevantUtility
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The Role of MobileImmediate Drivers for Brands
Mobile Device Access
Location Awareness
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The Role of MobileImmediate Drivers for Brands
Mobile Device Access
Location Awareness
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The Role of MobileImmediate Drivers for Brands
Mobile Device Access
Mobile Offers
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The Role of MobileImmediate Drivers for Brands
Mobile Device Access
Social Integration
=
BrandAwareness
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The Role of MobileImmediate Drivers for Brands
Approachto Mobile
Start with theconsumer.
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Approach to MobileSteps to Developing a Mobile Program
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Approach to MobileSteps to Developing a Mobile Program
The ConsumerBegin with demographic data and customer profiles of the target, and from data partners to gather basic information about their mobile behavior.
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Approach to MobileSteps to Developing a Mobile Program
The Value PropositionAll mobile initiatives should be tailored to fit the space where customer needs and the brand’s business objectives intersect.
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Approach to MobileSteps to Developing a Mobile Program
The Mobile Experience
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Approach to MobileSteps to Developing a Mobile Program
Connect & Activate
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Approach to MobileSteps to Developing a Mobile Program
Measure & ReportMeasuring success includesthe ongoingevaluations ofboth objective,quantifiable andsubjectiveanalytical levels.
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Approach to MobileKey Items to Consider
• Identify consumer value proposition in the mobile channel • Group solutions by relevant mobile offerings
• Integrate and activate mobile channel into campaign activity • Compare mobile to other digital channel performance
• Launch mobile program to push offers to consumers• Associated to SMS activity, driving to mobile web
• Ensure mobile features are relevant to the users’ location
• Optimize a response for mobile originated searches
• Provide mobile call to action at purchase decision point
• Help connect customers to each other around the experience• Allow users to share experiences through Twitter and Facebook
Q&A
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