The Impact on Traditional Advertising of Mobile and Tablets
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THE IMPACT OF MOBILE & TABLET Prepared by: Jailum Bhandar, Amaan Fazal, Lilia Gloria, Brianna Lake, & Justin Wong
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This presentation discusses the impact that mobile phones and tablets have had on traditional marketing methods. We conclude that while mobile/tablet marketing is on the rise, traditional advertising presents too large an opportunity to ignore.
Transcript of The Impact on Traditional Advertising of Mobile and Tablets
THE IMPACT OF MOBILE & TABLET
Prepared by: Jailum Bhandar, Amaan Fazal, Lilia Gloria, Brianna Lake, &
Justin Wong
AGENDA
• Objectives• Background• Mobile Marketing• Advertising• Ecommerce/Mcommerce• Apps• Security• Conclusion
OBJECTIVES
As the popularity of mobile phones and tablets grow, spells the end for traditional marketing channels
BACKGROUND
• SMS • Technology advances + price lowers• Small to large
ADVERTISING ON MOBILE + TABLET
• Advertising– disruptive, invasive, and in the way• Ad budgets expected to increase from $2.3
billion to $21 billion• Cost-effective, easy to measure, easy to
personalize
ADVERTISING ON MOBILE + TABLET
• iAd (2010)• Initially not well received• With better quality; users more responsive• Still viewed as in the way
ADVERTISING ON MOBILE + TABLET
• Mobile Bandit• Location-based advertising• Opt-in• 57% of consumers expecting the advertising
company to be within a 5-mile radius• Canadians 18+ > 25 hours of TV per week per
capita in the first half of 2013
ADVERTISING ON MOBILE + TABLET
• Deductions:– Customers still prefer opt-in, personalized
advertisement– Canadians 18+ > 25 hours of TV per week per
capita in the first half of 2013– Customers needs are changing with respect to
medium, but old methods are not dead
E-COMMERCE + M-COMMERCE
• $200 billion industry in the US
• Gives companies a global reach
E-COMMERCE + M-COMMERCE
5 trends that show how e-commerce is taking over traditional retailing:
1. Voluntary conversion2. Losing cost structure3. Free delivery and returns4. Subscription Commerce5. Fit without the fitting room
APPS
41 APPS
2HRS. + 38 MINS.Segmentation
Types of Apps
• Add convenience• Offer unique value• Provide social value• Offer incentives• Entertain
Push Notifications
• Sends a message to the user • Quadruple mobile engagement and double
retention• Too pushy• Less is more
LOYALTY PROGRAMS + RETAIL APPS
• 91% are willing to download a corresponding app
• Costs
• Opt in
Retail Apps
• Product information
• Act as a checkout
• Some are designed to have a traditional feel
SECURITY + PRIVACY
• Only 48% consider data security & privacy & 42% for tablets
• Companies who want to foster ecommerce/mcommerce need to factor in security
• Less than half of the devices tested had some type of protection
SECURITY + PRIVACY
• Sensitive on how markets manage their personal information
• Detrimental consequences for marketers
• Market rejection, regulatory enforcement actions, loss of data flow, or costly litigation
• Disclose their privacy practices
CONCLUSION
• Mobile devices are not all created equal
• Marketing spending is drastically shifting to digital
• Consumers will be spending more time on their mobile
devices, presents a great opportunity for advertisers
• E-commerce allows companies to have a global reach
• While its benefits and effectiveness cannot be denied, it
would not be accurate to say traditional marketing is
going away
THANK YOU
ANY QUESTIONS?
