Presented by:Noah ElkineMarketer Senior Analyst
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Mobile Marketing Trends, Insights and Best Practices
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J U L Y 2 0 1 0
Mobile Marketing Trends, Insights and Best Practices
Noah Elkin Senior Analyst
Agenda
Users, devices and usage patterns: 7 key trends
“App-opportunity” knocks
Industry case examples and best practices:
– Automotive
– Financial services
– Consumer products and retail
Key takeaways
Q & A
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1) Mobile usage has become pervasive
2) Mobile devices have experienceddramatic evolution
2007 20101987
3) Device market is shifting in favor of smartphones
Which platform will win the increasingly competitive smartphone race?
Smartphone owners are voracious media consumers
4) Increased ownership of smart devices is driving mobile Internet growth
5) Communication modes are undergoing a significant shift
Social networks are becoming the primary way mobile users exchange information
Nexus of mobile and social is increasingly about one key attribute: LOCATION, LOCATION, LOCATION
In mobile marketing, location leads to relevance
Frequent social network access is linked to above-average mobile content consumption
6) The base of mobile content users will continue to see strong growth
Mobile gaming, music and video revenues will more than double from 2010 to 2014…
…but the ad-driven component will grow fourfold
7) The iPad and other tablet-style devices are changing the meaning of mobility
Tablet buyers are wealthier, better-educated and more connected than the average US adult
Bigger screens promise more immersive experiences
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“App-ortunity” knocks...Will brands answer?
Apps created by brands
Apps sponsored by brands
Apps supported by ads
Apps sold by brands
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Games, music, social networking, weather and maps lead in app usage
Volkswagen Group gets its game on
2008 2009
Pandora app is music to Infiniti’s ears
Nissan shifts gears with inaugural iAd
Buick works to update its image with exclusive sponsorship of WSJ iPad app
“One of the things we wanted to do is contemporize the way people think about this brand. In some respects, you are the company you keep.”—Craig Bierley, director, advertising and promotions, Buick/GMC, in an interview with eMarketer, May 21, 2010
Best practices: Automotive mobile marketing
1)Make it accessible.
2)Align strategies with quantifiable user behavior and preferences.
3)Associate brand, messaging and objectives with the right device platforms and mobile channels.
4)Use other channels to market mobile assets.
5)Use mobile to develop and deepen relationships.
Mobile banking combines utility, marketing and loyalty
Citibank connects the dots
App Web
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Third-party web/mobile apps can drive innovation and marketing opportunities
Best practices: Mobile banking
1)Focus on customers’ existing needs first.
2)Make it unique.
3)Emphasize security.
4)Convey the value.
Kraft succeeds in selling a branded mobile app
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GILT mobilizes service and value with invitation-only luxury goods sales
Tiffany & Co. rings in a new iPhone app
Best practices: Consumer products
1)Understand the rationale for an app.
2)Link app development to consumer needs, not brand needs.
3)Set realistic ROI goals.
4)Track consumer engagement.
5)Maintain, refresh, enhance.
Final thought: Mobile web is becoming more app-like in appearance and experience
Key takeaways
Evolving device and network landscape will continue to play a decisive role in mobile marketing.
Adding value means providing consumers with a measure (and measurable degree) of utility, relevance and fun.
Design for customers: Mobile apps and experiences should focus on facilitating consumers’ existing behaviors while providing an on-ramp to more advanced activities.
Pay close attention to the growing nexus of mobile and social.
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eMarketer Mobile Coverage
Learn more about mobile marketing with eMarketer Total Access.
Recent Reports: Kids and Teens: Mobile Everywhere
Mobile Shopping from In-Store: A Potential Game Changer
Hispanic Mobile Users and Usage
Automotive Mobile Marketing Shifts Gears
Mobile Banking: Financial Services Firms Look to Cash In
Mobile Apps and Consumer Product Brands
BRIC Mobile: Emerging Markets Mature
Boomers and Mobile Usage
All reports are available to Total Access clients.
Visit: www.emarketer.com/productsCall: 800-405-0844 Email: [email protected]
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Measurement Solutions from AdobeMatthew Langie | August 2010
Omniture, An Adobe Company
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe and Omniture:
Measure & optimize any online experience across any platform and any device
Adobe and Omniture:Measure & optimize any online experience
across any platform and any device
Adobe and Omniture:Measure & optimize any online experience
across any platform and any device
Mobile Channels
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Sitesm.nbc.com
Mobile Channels
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile SMSBest Buy
Mobile Channels
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile AppsESPN
Mobile Value Proposition
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Collect the right data
Mobile Value Proposition
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Collect the right data Data-driven Decisions
Mobile Value Proposition
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Collect the right data Data-driven Decisions Compelling Experiences
Quick Wins – Site Content
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Business Questions:
Most popular pages?
How deep do visitors go in mobile site?
Which mobile pages most frequently influence success?
Metrics:
Page views
Time spent on site
Time spent on page
Key Wins:
Optimize site design, navigation
Improve site usability
Stronger content affinities within site
Quick Wins – Site Content
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Business Questions:
Most popular pages?
How deep do visitors go in mobile site?
Which mobile pages most frequently influence success?
Metrics:
Page views
Time spent on site
Time spent on page
Key Wins:
Optimize site design, navigation
Improve site usability
Stronger content affinities within site
EngagementMobile Standard
Site Site
Best Experience
Optimization Upside
1.9 1.0 Mobile Site 90%
1.0 2.6Standard
Site 160%
Success Story
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Issue:
Building mobile app was expensive proposition
Needed one source for analytics
Success Story
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Issue:
Building mobile app was expensive proposition
Needed one source for analytics
Key Results:
Track & compare user behavior and lead generation across three platforms: Web, mobile Web and iPhone
Track phone leads from iPhone app
App converts at twice the rate of Web site!
iPhone channel: Positive ROI ahead of plan
Adobe Scene7 Mobile Commerce Survey – August 2010
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key findings
• Over 80% planning or have deployed an m-commerce website v. 8% downloadable application-only strategy
• Four key areas of execution: 1) promotions, 2) commerce, 3) product information display, 4) branding
• Full-screen image zoom & videos most effective ways to browse/display products
For the complete report: www.scene7.com/MCommerce2010 For the complete report: www.scene7.com/MCommerce2010
Thank you for tuning in to the eMarketer Webinar:
Mobile Marketing Trends, Insights and Best Practices
Twitter Hashtag – #eMwebinar
Questions & Answers
Sponsored by:
Presented by:Noah ElkineMarketer Senior Analyst
Registrants will receive a copy of the slide deck and the playback link in a follow up email within 24 hours of this presentation.
eMarketer Mobile Coverage
Learn more about mobile marketing with eMarketer Total Access.
Recent Reports: Kids and Teens: Mobile Everywhere
Mobile Shopping from In-Store: A Potential Game Changer
Hispanic Mobile Users and Usage
Automotive Mobile Marketing Shifts Gears
Mobile Banking: Financial Services Firms Look to Cash In
Mobile Apps and Consumer Product Brands
BRIC Mobile: Emerging Markets Mature
Boomers and Mobile Usage
All reports are available to Total Access clients.
Visit: www.emarketer.com/productsCall: 800-405-0844 Email: [email protected]
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