Why Marketers Should Think Mobile


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2011 may very well be the year of mobile for marketers. A number of factors are combining to make mobile as key and exciting a marketing platform as online was in the early 2000's.

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Why Marketers Should Think Mobile

  1. 1. Why and How Marketers Should be Thinking about Mobile Advertising October 2010 Jean-Guillaume PAUMIER
  2. 2. 1 - W hy marketers should think Mobile?
  3. 3. Five billion phones means there are more than three times as many phones as personal computers
  4. 4. #1 - Mobile technology is finally mature enough
  5. 5. Source: ComScore MobiLens , June 2010  , Select Mobile Behaviors in Japan, United States and EU5 (UK, DE, FR, ES and IT), Total Mobile Audience Age 13+ If SMS and photography are still the primary usage, Internet and apps are now also key as smartphone penetration grows. #2 - Mobile phone usage is diversifying
  6. 6. #3 - In 2014, Mobile Internet will outstrip desktop access
  7. 7. Source: http://blog.nielsen.com/nielsenwire/online_mobile/who-is-buying-the-ipad-and-will-they-also-buy-an-iphone/ #4 - Early adopters of smartphones: A golden demographic Smartphone profile : 25-36 years old, +100K USD income
  8. 8. Source: Distimo, 8/10 Proportion of free (blue) to paid apps (green) in US smartphone platforms (August, 2010) #5 - Unlike Internet, mobile users are willing to pay for content
  9. 9. “ Mobile is on an annualized run rate of over $1 billion . This means the people who are accessing our products and services through their mobile phones are adding a $1 billion annually to our existing revenue streams. Clearly, this is the future of search in the Internet , more people in more countries coming online from these smartphones. Our mobile search queries have grown five times over the past couple of years. And of course, a lot more of those queries are now coming from Android phones.” In October 2010, Google's SVP of product Jonathan Rosenberg announced that Google would make $1 billion in top-line mobile ad revenue on an annualized basis. #6 - Mobile advertising and commerce market booming Over $60 Million in 2010 Commitments from Leading Global Brands for iAds launch M&S first major UK high street retailer to launch a transactional mobile site, with functionality including purchasing items for collection in-store.
  10. 10. <ul><li>The technology is available now </li></ul><ul><li>Users have integrated these possibilities </li></ul><ul><li>Smartphones growth is booming across the world </li></ul><ul><li>Mobile marketing and m-commerce show similar growth potential and excitement to online in early 2000’s </li></ul>#7 - So what are we waiting for?
  11. 11. 2 – H ow to implement a mobile advertising strategy?
  12. 12. # Step 1: Understand specifics of mobile If mobile can increasingly be another platform for Internet, it would be a mistake to just extend digital marketing to mobile. Indeed, mobile is a different beast which is capable of many unique features. So it is key for marketers to grasp the specific benefits of mobile. But what makes it so unique?
  13. 13. Personal
  14. 14. Engaging
  15. 15. Simple
  16. 16. Mobility
  17. 17. # Step 2a: Integrating mobile in centre of the media mix
  18. 18. <ul><ul><li>“ Mobile makes traditional media interactive and online, mobile” </li></ul></ul><ul><ul><li>IAB Guide to Mobile advertising </li></ul></ul># Step 2b: Integrating mobile in centre of the media mix
  19. 19. # Step 2c: Integrating mobile in centre of the media mix <ul><li>Text </li></ul><ul><li>MMS </li></ul><ul><li>Phone / Text polls </li></ul><ul><li>Call </li></ul><ul><li>Display </li></ul><ul><li>Search </li></ul><ul><li>Click to Call </li></ul><ul><li>App </li></ul><ul><li>Text coupons </li></ul><ul><li>KR Code - Bluetooth </li></ul><ul><li>Geotargeting </li></ul><ul><li>Augmented Reality </li></ul><ul><li>Text coupons </li></ul><ul><li>KR Code - Call </li></ul>
  20. 20. <ul><li>Create mobile-specific messaging that: </li></ul><ul><ul><li>Is Personal (geo-targeting) </li></ul></ul><ul><ul><li>Benefits the user (Coupon) </li></ul></ul><ul><ul><li>Is Engaging (Innovative, Viral, Social) </li></ul></ul><ul><li>Ensure mobile is integrated beyond advertising: </li></ul><ul><ul><li>M-commerce enabled </li></ul></ul><ul><ul><li>Sites are mobile friendly (from WAP to Smartphones) </li></ul></ul><ul><ul><li>Data handling strategy </li></ul></ul># Step 3: Creating Mobile advertising strategy
  21. 21. # Step 4: Selecting relevant Mobile strategies to fit briefs Source : IAB Guide to Mobile, Peter Fyfe, Head of Mobile & Emerging Platforms, MediaCom Beyond Advertising
  22. 22. # Step 5: Evaluating and Measuring campaigns <ul><li>Evaluating campaigns: </li></ul><ul><ul><li>Similar to online metrics (response and engagement metrics, site uplifts) </li></ul></ul><ul><ul><li>Brand impact measurements </li></ul></ul><ul><li>Measurement challenges: </li></ul><ul><ul><li>Lack of cookies to track exposure </li></ul></ul><ul><ul><li>Diversity of mobile formats and platforms </li></ul></ul><ul><ul><li>Decreasing survey response rate </li></ul></ul>Source : IAB Guide to Mobile, LAURIE KIRSCHNER, head of insights, YAHOO!
  23. 23. Thank You Visit our blog at: http://www.b1.com/blog Twitter: @BannerCorp Email: [email_address]