State of Mobile Marketing in 2012
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CMA – Mobile Marketing
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MOBILE STATE OF THE NATIONCaptions
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Evolution of the Phone
1900 - innovation 1983 - portability 2009 – smart phone
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Mobile User Stats
2009 – Users by Gender52% females
48% male
Average mobile useris 32 yrs old
Mobile media usageDominated by males at
65%
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Change in Mobile Landscape
• Data plans are driving revenue growth• Voice is no longer the killer app
– 22% decrease last year in just voice calls• Apps have shifted use patterns
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Market Enablers
• Just as the Internet took off with broadband the same too will happen with mobile
• 3 key market enablers in mobile1. Smart technology2. 3G, 4G networks3. The data plans
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Social & Mobile• In UK, is the most popular mobile
Internet site• Social networking account for 47% of time
spent on the Internet• Facebook users more engaged on their mobile
than their PC• usage is almost 2x greater on a
mobile device than PC• MySpac e is down 10 million users on PC,
but growing users on mobile – its sticky
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Mobile Multimedia Stats
• 10% of mobile users have a touch screen– These users more likely to use multimedia
• Majority of gamers on touch screens – iPhone• 15% increase in photo usage on mobile• Video is low usage but will grow• 42% growth in app usage (33-47 million users
in US in 2009 alone)– Games, email, IM, maps, weather– Local based apps most popular - relevant
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Key Take Aways
• Opportunity in Canada for mobile marketing• Mobile = intense user pattern – could be great
for brands• Upscale users on mobile – great advertiser
audience
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DIGITAL MARKETING MIX PHILOSOPHY
Gadoua MultiGo & Wonder+ Case study
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70/20/10 Rule
WebsiteLanding Pages
Paid AdvertisingSEO
Social Media
Mobile
Traditional Online Emerging Platforms Future Investment
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Digital Marketing Campaign
Website
Online Banners, PPC
Landing Pages
Social Media (pages, ads)
Mobile (website, ads)
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Mobile Campaigns
• Mobile website should be at the foundation of your mobile campaign– Should be specific to the campaign
• Ads need to have strong call-to-action not just brand promotion
• Any messaging should drive audience back to mobile website
• As part of the rest of your online channels – complimentary, does not replace
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MOBILE BUSINESS MODELS
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Mobile in the KING
1.5 Billion1.3
Billion
4 Billion
1.4 Billion
23 million mobile users in Canada
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What has changed?
• Pace of the innovation is staggering• Location based content & services• Ad serving elements• Mobile has become a marketing extension• Networks are growing and improving• High speed bandwidths are better supported• Mobile users are well ahead of brands
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Advantages of Mobile
• Mobile brings location and targeting• Customer intelligence• Interactive advertising• Immediate results• Mobile users more willing to “expose”
themselves (location details) unlike online
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The Potential of Mobile
• Mobile ecosystem has to mature a little but it is moving fast
• Access through a mobile device to the Internet will surpass online PC access
• The market is already here• Mobile is an extension of the digital network• Analytics is instantaneous and powerful
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MOBILE APPS
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Considerations
• Who is your target audience• What is your goal• What is your budget• Which device
– Blackberry: less apps, more opportunity– iPhone: easiest for development, great feedback– Android: low usage
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Marketing of Apps
• Mobile website• Mobile banners• Other online channels• Advertising on app store• Promote to database• “House ads” on own site• PR, blogs
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Questions?Jamshaid (Jam) Hashmi1888 678 7588 x 1278 Toll [email protected] http://ca.linkedin.com/in/jamshaidhashmi www.facebook.com/jamshaidhashmi www.twitter.com/jamshaidhashmi