What is Mobile Marketing?
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Here's an introduction to mobile marketing in a Canadian context!
Transcript of What is Mobile Marketing?
What is Mobile Marketing?
o Mobile marketing: activating marketing programs/campaigns via mobile platforms so consumers can interact with brands using mobile devices
o Advance your marketing objectives using mobile devices, platforms, technologies, strategies and tactics
Why Study Mobile Marketing?
o Connected mobile devices are an integral part of our daily lives
o Consumer behaviour evolved dramatically in the last few years and will continue to do so
o Tablets didn’t exist pre-2010
o Smartphone adoption growing rapidly— from 15% in early 2011 to 50% in late 2012!
Why Study Mobile Marketing?
o Mobile offers utility, social connection, entertainment, reference, shopping and more
o Mobile creative solutions leverage the innate qualities of mobile: swipe, tap and gamification
o Brands and marketers must adapt as well – but you need to understand how quickly that change will evolve and in what way
Mobile Marketing Milestones
– iPhone launches on 2.5G and Wi-Fi
– iPad, the first tablet computer is released – Instagram launches
– Google Wallet launches in the US
– Facebook’s mobile audience becomes majority – Mobile RTB launches in Canada – Canadian smartphone penetration exceeds 50%
2010
2011
2012
2007
Where Does Mobile Marketing Fit?
o Mobile is social, commercial, location-based and entertaining all in one
o It allows consumers to have interactive experiences with their devices
Mobile is Part of Digital
o Digital encompasses all internet connected devices and experiences including:
— Online through PCs, laptops, gaming consoles, portable gaming devices, smartphones and tablets
o Mobile is a subset of digital, on which many of the same platforms, brands, content and social media are available
— Only consumers use these differently on a mobile device than they do “online”
Mobile Web Traffic Growth
Source: comScore Device Essentials, U.S. (June 2011 – June 2012)
Weekly Media Time Spend (Canadian Adults 18+)
Source: BBM, comScore, NADbank and PMB (2000); BBM and eMarketer (2012)
Where Does Mobile Marketing Fit?
o Americans spent 26% of their daily media time with mobile devices in Q2 2012
o Are Canadians any different?
Source: InMobi & On Device Research, Mobile Media Consumption Research (Q2 2012), Sample size: 1,055
Where Does Mobile Marketing Fit?
o Mobile should not be planned in isolation from other marketing initiatives
o It is the one medium that can activate all media
o Start thinking mobile first!— Do not ask yourself: “Will mobile work for this campaign?”— Ask yourself: “What element of mobile works for this campaign?”
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