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The unstoppable rise ofmobile marketing.
april2011
@nihalmehta
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mobile is
putting nearly everything withinthe arms reach of desire
along the customers journey
3
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Can you
imagine livingwithout it?
Why mobile?
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6.8 billion people
5+ billion mobile
subscriptions 3+ Billion unique
US 277 millionsubscriptions
233 million unique
The rest of the world cant
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ConvergenceEconomyMarketing
opportunitiesSpeed
HandsetsData tariffs
Industry promotion
The drivers for growth
Consumer behavior
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more than a phonemobile is a cornerstone to the daily
lives to the vast majority
7
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is about convenience
&needmobile is an access point
Consumer channel choice
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Mobile 3rd Most Used MediaChannel
Source: Microsoft Advertising Mobile Consumer Vertical Study - TheFutureofMobile Advertising, Nov. 11,2009
Average number of hours per week spent with:
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PrintRecordings
CinemaRadio
TVInternetMobile
The 7th mass media
Source: TomiAhonen (2010)
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The convergence of media
TV Radio Recordings Comms. Print Cinema
Source: Ahonen (2007)
Internet
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The many paths of mobile
Content
Source: comScore (Feb. 2010)
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U.S. Text Messaging Growth
0
20
40
60
80
100
120
140
160
Dec00Dec01
Dec02Dec03
Dec04Dec05
4.6 9.7
18.7
48.1
110.4
152.6
Source: CTIA Semi-Annual Wireless Survey; Tomi Ahonen,2010
Worldwide est: 5.5 trillion messages in 2010
(Billionsofmessages)
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ChaCha is #1 in Mobile SMSSearch
14Source: Nielsen. July, 2010
1.8+ million answers daily, representing 63% of domestic SMS answers market
Growing at a rate of over 12% week over week in mid 2010
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15
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Mobile App Proliferation
Source: Sharma Consulting (2010)
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Social Networking has surpassed
emailing
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Mobile Social Networking
~80mm by 2015
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Mobile Users Access a WideRange ofContent
49%
44%
36%
34%
31%
29%
24%
22%
21%
21%
20%
18%
18%
17%15%
13%
13%
12%
12%
12%
weather
search
news
maps
sports information
entertainment news
movie information
stock quotes or financial news
bank accounts
tech news
restaurant information
traffic reports
business directories
general referenceclassifieds
television guides
gaming information
electronic payments
auction sites
online retail
Top 20 Mobile Content Categories
Reach Among Active Users
(Browsing, Apps, SMS), April 2010, US
Product:comScore MobiLens
Data: Threemonthaverageending April2010
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Customers want to use their mobile phone in store to help themresearch and buy
Please rate how useful the different pieces of information
would be to you when you are shopping in store. (% very
helpful)
Feb Communispace In Store Mobile Experience Survey
ItisnotallItisnotall
aboutabout
commercecommerce
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MobileInternet Growth
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MobileInternet Growth
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MobileInternet Growth
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Myriad of DevicesFeature
20% - 25% of theUS Market
75% - 80% of theUS Market
Smartphone
Connected in other ways
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Tomorrow (U.S.)
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Future of mobile platforms
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The Long View - Deloitte Predictions - Mobile Media World
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Android is now top selling smartphoneglobally (Q4 2010)
28
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Growth in Mobile Media ParallelsIncreased Tech Fragmentation
1168 handsets in US alone
40 handsets with installed base >1 million
195 smartphone models
Multiple smartphone platforms with multiple OS versions
RIM, Android, Apple, Windows, WebOs, Palm, Symbian, Meego,Bada
No standard user interaction model
Source: comScore 2010
Vast array of different medium for unique user experiences
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Defining Mobile Marketing
Mobile Marketing is a set of practices thatenables organizations to communicate and engage
with their audience in an interactive and relevant
manner through any mobile device or network.(Mobile Marketing Association, 2009)
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Two Approaches to MobileMarketing
Direct Mobile Marketing (push/pull marketing)
Marketer Initiated (push)
e.g. SMS, MMS, Voice alerts (requires consumer opt-in & consent)
Consumer Initiated (pull)
Search,A
pplications, Mobile Web, etc.
Mobile and Mobile-enhanced Products and Services
Mobile capabilities may also be integrated in with the marketersproduct, customer services or related offers, where mobile can be an enablingvalue added capability or the primary services channel.
Mobile Enabled Cross Media, Integrated, Marketing
Mobile enhancement of traditional media & retail environments requiringconsumer initiated interaction with the marketing initiative (print, TV, radio, outdoormedia, direct mail, email, point-of-sale, Internet, mobile Internet, etc.)
Mobile AdvertisingTA9
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ConsumerAcceptance
One in Five U.S. Adult Consumers Now
Using Mobile Commerce (MMA, 2010)
17% purchase applications, ringtonesand other content
6% receive coupons or discounts 6% purchase physical goods or non-
mobile content or services
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Soft Drink Mobile Ad Displays are 3.2 timesmore likely to be found in the Entertainment
Publisher vertical; followed by Search
Source: Ad Metrix Mobile June2010
*
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Marketer Engagement
We see Tide as the authority in stain removal, and weve had stain solutionson our Web site for some time, and we wanted to extend out of home to reachconsumers. The iPhone application allowed us to do that, offering on-the-go
tips at consumers fingertips. Were really looking at the iPhone as anextension of our stain-removal realm, not focusing on one demographic or
another, but trying to make our brand more accessible. Anyone whos lookingto remove a stain can use the app and find out how to get it out..
Amanda Treevy, Tide at Procter & Gamble (Mobile Marketer, November
13, 2009)
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Acquisition
Retention
Brand Building
Mobile Advertising
Direct ResponsePermission MarketingSamplingCompetitionsOn-pack
Up-sellSelfServiceCustomerCaremCRM
Mobile InternetGamesBranded Utilities
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Mobileadvertising
DirectResponse
Permission SamplingCompeti-
tionsOn-pack
ACQUISITION
Increased use of mobile internet
Increase in available inventory
Pressure on marketing budgets
New formats richer experience
Merger & acquisition
Commercial success
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Upsell Self-service CRM
RETENTION
Growing consumer acceptance andexpectation
The on-demand consumer
Mobile as an access point
Cost effectiveness
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games utilities promotion
BRANDBUILDING
Growth of app stores
Instant interaction with consumers
Consumer expectation
Permanent brand presence
New formats richer experience
Better understanding of the advantages of mobile
Commercial success
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Point ofSales DisplayPromotions
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Code Promotion 2D, QR MSFT Tag
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Billboards Packaging
Print Material
Signs
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Mobile Couponing & Discounting
Source: MoneyMailer,mDot Networks
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Physical & Digital Integration
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Newspaper insert
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Loyalty Programs
Promocodeundercap
Common Short Code
and instructions onbottle
Webportalmanagement Results
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LBS and Social Media
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VW GTi Real Racing app for 10 model
$500,000 spend
5m plus downloads
More cars sold
Brand Building VW GTI Launch
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POS Redemption: Customer and QR Codes
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Source: http://bit.ly/9ZTqM5 (Target, Aug. 8,2010)
Source: http://bit.ly/cJ5R0T
(Starbucks, Aug. 8,2010)
Source: http://bit.ly/aB5ECJ
(NeoMedia, Aug. 8,2010)
Source: http://bit.ly/d5quIU
(bCode, Aug. 8,2010)
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Text 4 Offer
Local cleaning service sponsored alloutgoing messages for a text to winfor Brad Paisley tickets
RESULTS: 700 text responded withCLEAN with over 80% close rate(560+ new customers)
Daisy Maids signed up to sponsor allticket giveaways through the end of
the year
Source: Hip Cricket
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OMNITURE SITE CATALYST:(All Devices)
55k visitors (March) 340k mobile views 450 orders
Consumer Engagement: Results Priorto Launching Mobile Optimized Experience
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OMNITURE SITE CATALYST:(All Devices)
117,142k visitors (May) 497k mobile views 908 orders
6
Consumer Engagement: Results PostLaunching Mobile Optimized Experience
Ste e Madden Facebook Like
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ABOUT THE
PROMO:Steve Maddens Facebook fan held a
competition between 2 different shoes.(ex. Caryssa vs. Trinitie shoe). The first shoe to 1,000 Facebook likes winsand all Facebook fans are offered a significantdiscount on that shoe for24 hours.
GOALS
Drive mobile site awareness.To make the mobile site more like a socialplatform and let people share what they like.
RESULTS
A viral product promotion that:Increased mobile site traffic 30% within 24hours.Gained hundreds more Facebook fans within24 hours.
* Thiscampaignwasfeatured in MobileMarketer.com:
http://www.mobilemarketer.com/cms/news/commerce/6567.html
Steve Madden Facebook PageSteve Madden Mobile Site
Steve Madden: Facebook LikePromotion
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Carrabbascurrently offers Specials to their Mayors on Foursquare at all 232 locations
Foursquare @ Carrabbas Italian Grill
Source: WebsterLewin, MMA Forum,2010
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6,987 total check-ins
178 mayors, nationwide
NY and FL are the mostcompetitive regions for the
competition of Mayors
Metrics include: Check-ins by time of day Gender Where people are
coming from
Redemption Analytics
L ti E bl d Ad
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Location Enabled Ads:SMSAlerts & Banners
55
Source: Placecast
Source: Navteq
Info and price comparison
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Info and price comparison(w/application) - UPC
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Example: Redlaser (www.redlaser.com)
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Kraft iFood Assistant: LeveragingMobile Media
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http://link.brightcove.com/services/player/bcpid1543292789?bctid=111702111001
iPadiPhone
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ESPN: Best of Breed
ESPN is the Clear Leader in Mobile Sports
#1 Sports Mobile Website: 11M uniques/month #1 Sports Alerts Service: 200M+ messages/month iPhone / iPad Apps (free and paid) 11MM downloads Mobile TV>1,000 live events/games in 2010
Th Gl b M il T ki M bil
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The Globe Mail Taking MobileSeriously
Created dedicated mobileteam to innovate and focuson the space
Experimented withadvertising placements andpackages
Increased speed of productlaunches
BlackBerry app iPad app
Source: Mobile Innovation Week (2010)
If b ild it th ill
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If you build it they will come
503% increase inmobile traffic insingle year
(monthly pageviews)
Mobile revenue229% of plan
More than 250Kdownloads ofiPhone app
Source: Mobile Innovation Week (2010)
And the re j st getting started
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And theyre just getting started
Mobile growth a formal company priority incoming year
Increased focus on new products
Anticipate growth in 2011 to exceed 2010 bysignificant margin
Source: Mobile Innovation Week (2010)
Mobile Affects Every Customer
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Mobile Affects Every CustomerInteraction
Source: MMA Mobile & Retail Webinar (June2010)
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Mobile is the New Portable Store
m.bestbuy.com BBY phone app BBY android app
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Understanding the role of mobile in themarketing mix
Take advantages of the new contextualbenefits of mobile; need, location & time
Dealing with consumers as individuals
Ensuring relevance
Issues for marketers
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5 conclusions1. Mobile is about customer engagement: acquisition,
retention and brand building.
2. Map the customer journey and all the touch points
3. Mobile allows consumers to act at the point of impulse
4. Mobile works best when integrated into campaignsfrom the start
5. You will all be mobile marketers