Burson-Marsteller and Proof Integrated Communications examined whether Fortune 50 companies offer mobile-optimized websites, mobile applications, SMS/text messaging, or two-dimensional barcodes known ...
Burson-Marsteller and Proof Integrated Communications examined whether Fortune 50 companies offer mobile-optimized websites, mobile applications, SMS/text messaging, or two-dimensional barcodes known as QR (quick response) codes to communicate externally. This is the latest in Burson-Marsteller’s series of Evidence-Based research studies.
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Fortune 50 Use of Mobile: If You’ve Got It, Flaunt ItPresentation Transcript
B-M Evidence-Based Communications presents:Fortune 50 Use of Mobile: If You’ve Got It, Flaunt It
Mobile is positioned to be the dominant channelfor both internal and external corporate communications.
Fortune 50 Use of Mobile 62% of Fortune 50 companies have a mobile website or application… …but only 39% of those with a mobile presence make it readily known on their websites
Mobile-Optimized Websites 38% of the Fortune 50 have mobile-optimized websites B2B-oriented organizations can Costco’s mobile website State Farm’s allows consumers also benefit from maintaining enables simplified browsing to get insurance quotes, mobile-optimized websites. which is conducive to a report accidents and locate Dow Chemical’s mobile website mobile-sized screen. Users can repair facilities easily is targeted specifically make purchases, initiate and from it’s mobile-optimized to investor relations, renew memberships home page. with information and options and sign up for text message that are relevant to alerts on the mobile website. on-the-go shareholders.
Mobile Applications Fortune 50 Companies with Mobile Applications 58% While the Android’s market share is quickly catching up to that of the iPhone and Blackberry, companies are of Fortune 50 still focused on building apps for the iPhone. corporations have mobile applications *83% of iPhone apps are also iPad compatible I’m catching you! Android RIM iPhone Microsoft Blackberry Windows 533% Mobile change* 19% 30% Market -6% 28% -19% Share Q3 change* 15% 17% change* change* 2010*Market share increase, Q3 2009 v. Q3 2010, Nielsen
Transactions, Not Just Information 43% of companies’ mobile websites/apps allow for transactions/interaction with stakeholders. Walgreens allows customers to Home Depot enables refill prescriptions by scanning the shopping via mobile. barcode with their smartphones. Bank of America lets customers transfer funds and pay bills with their smartphones.
SMS/Text Message Marketing …but only 70% 22% of adults use of Fortune 50 SMS/text messaging companies use SMS/text messaging Walmart sends alerts about Target sends text alerts that Johnson & Johnson’s text4baby promotions and notifications about include bar codes for provides timely updates to photo/prescription pick-up redeeming promotions. promote moms’ and babies’ health
Take a Picture: QR Codes To use a QR code, download a QR code reader to your smartphone and scan the two-dimensional image below. of Fortune 50 This QR code will take you to companies are using the Burson-Marsteller Blog. QR codes* Verizon used QR codes to promote applications using the DROID. Fortune 50 companies that use *QR codes are two-dimensional barcodes that are encrypted with information. Consumers scan the QR codes often include them in ads codes with mobile phones and in return receive any to deliver additional content to a information ranging from photos to product data. stakeholder’s smartphone.
Mobilize! Methodology The Burson-Marsteller & Proof research teams looked at the Fortune 50 corporations’ use of mobile tools and communications, including optimized mobile website presence and application deployment on the Dip Your Toe in the Mobile Waters by Developing Android, BlackBerry, iPhone and iPad. The team also examined the companies’ communication of mobile activities and SMS programs, as a Mobile-Optimized Website: well as the companies’ use of QR codes. Data was collected between Our State of Mobile Communications research October 25 and November 5, 2010. showed that one-half of U.S. adults will have a smartphone by 2011. Businesses that are not Other Burson-Marsteller/Proof Digital Research: interacting with stakeholders via mobile are missing a • The State of Mobile Communications huge opportunity to connect. • Fortune Global 100 Social Media Study • Asia Pacific Social Media Check-up Do More Than Push Out Your Same, Tired • Latin America Social Media Check-up Content: • U.S. Advocacy Groups Use of Twitter Mobile includes voice, images and video – not just words. Deliver location-based content and enable Bill Kemp transactions that are unique to mobile. Take U.S. Digital Chair advantage of the fact that you can reach stakeholders 212.614.4909 william.kemp@proofic.com anytime and anywhere. B.L. Ochman Managing Director, Emerging Media @BMGlobalNews If You’ve Got It, Flaunt It: 212.614.4984 b.l.ochman@proofic.com Once you have a mobile presence, let everyone know. Chris Gee Advertise it on your homepage and tell stakeholders Managing Director, Digital Media via email. Anywhere you mention your social media 212.614.5093 chris.gee@proofic.com presence, make sure your mobile offerings are mentioned also. Zach Ambrose @ProofTweets Manager, Digital Media 212.614.4119 zach.ambrose@proofic.com
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