Mobile marketing - Mikko Hakkarainen / N2
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From the hype to the everyday.
MOBILE MARKETING
Mikko Hakkarainen, StrategistN2 Helsinki
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The most profound technologies are those that disappear.
“ - Mark Weiser, XEROX Parc
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A little bit of the hype to get started.
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11
Source: Time Magazine 2012 (The Wireless Issue)Image: Flickr (CC Sweetie187)
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0101010101010101010101001010101010101010101010101010101010101011010101010101010101010101010101010101010101001010101010101010101010101010101010101010101
x 2Source: Cisco 2012Image: Flickr (CC netzanette)
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NEXT YEAR
No. 2
Source: Google 2011, Gartner 2010Image: Flickr ( kelp CC)
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30%
Source: Velti 2012: The Mobile Opportunity
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YEARS5IN
http://www.craveonline.com/tv/reviews/145722-the-tonight-show-with-conan-obrien-week-one
Image: http://www.craveonline.com/tv/reviews/145722-the-tonight-show-with-conan-obrien-week-one
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85%of the world
will be covered by
3Gor4G
Source: Sony Ericsson 2012Image: Flickr (CC carlaarena)
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US ad spend on mobile in 2012
US ad spend on mobile
in 2016*
1%
5%
* Should be over 10% based on ROI analyses
Source: eMarketing 2012, Marketing Evolution 2012Image: Flickr (CC Sergio Lora)
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Billion smartphones3
Source: Advertising Age 2012
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And hopefully...
Image: Flickr (CC Fabio Maroni)
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Image: Flickr (CC freefotouk)
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Mobile users will do everything and anything desktop users will do, provided it’s presented in a usable way.
“- Brad Frost, WebVisions Chicago 2012
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And yes. Even buying.
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%%%
BuyBuyBuy
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So, the user is ready, is your brand?
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wtfmobileweb.com
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Text
Source: http://picturesofpeoplescanningqrcodes.tumblr.com/
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If the user is ready to do anything on mobile.
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You have to choose wisely what you want them to do.
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Prioritize and simplify.
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What do your customers expect to get on mobile?
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• Check account balances
• Operating hours for brick ’n’ mortar
• Transfer money
• Check flight status
• Check-in for flight
• Search hotels, car rentals
• Get directions and check operating hours
• Contact the store
• Make a purchase
Source: Google 2012
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And when do they expect you to be there?
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Successful mobile marketing is figuring out how and when you can be relevant to the user in their everyday.
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Let’s look at some examples.
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You can help them save time.
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Source: http://www.forbes.com 10.1.2012
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Or help them kill time.
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How could your brand help people when they’re bored?
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You can try to be socially relevant.
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A solution for Facebook’s
mobile misery?
Source: Techchrunch 18.9.2012
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Or at least contextually relevant.
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Or you can just surprise people and make them smile.
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WWF: Earth Hour
Source: Mobiento.com
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Shazam &
as a
Source: http://www.simplyzesty.com/mobile/how-shazam-are-leading-the-mobile-revolution/
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Whatever you do...
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Remember the potential:
• Context aware• Location aware• Data-soaked• Always on / Always with• Personal
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• Personal