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Why Marketers Should Think Mobile
 

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.

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 Why Marketers Should Think Mobile Presentation Transcript

    • Why and How Marketers Should be Thinking about Mobile Advertising October 2010 Jean-Guillaume PAUMIER
    • 1 - W hy marketers should think Mobile?
    • Five billion phones means there are more than three times as many phones as personal computers
    • #1 - Mobile technology is finally mature enough
    • 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
    • #3 - In 2014, Mobile Internet will outstrip desktop access
    • 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
    • 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
    • “ 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.
      • The technology is available now
      • Users have integrated these possibilities
      • Smartphones growth is booming across the world
      • Mobile marketing and m-commerce show similar growth potential and excitement to online in early 2000’s
      #7 - So what are we waiting for?
    • 2 – H ow to implement a mobile advertising strategy?
    • # 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?
    • Personal
    • Engaging
    • Simple
    • Mobility
    • # Step 2a: Integrating mobile in centre of the media mix
        • “ Mobile makes traditional media interactive and online, mobile”
        • IAB Guide to Mobile advertising
      # Step 2b: Integrating mobile in centre of the media mix
    • # Step 2c: Integrating mobile in centre of the media mix
      • Text
      • MMS
      • Phone / Text polls
      • Call
      • Display
      • Search
      • Click to Call
      • App
      • Text coupons
      • KR Code - Bluetooth
      • Geotargeting
      • Augmented Reality
      • Text coupons
      • KR Code - Call
      • Create mobile-specific messaging that:
        • Is Personal (geo-targeting)
        • Benefits the user (Coupon)
        • Is Engaging (Innovative, Viral, Social)
      • Ensure mobile is integrated beyond advertising:
        • M-commerce enabled
        • Sites are mobile friendly (from WAP to Smartphones)
        • Data handling strategy
      # Step 3: Creating Mobile advertising strategy
    • # Step 4: Selecting relevant Mobile strategies to fit briefs Source : IAB Guide to Mobile, Peter Fyfe, Head of Mobile & Emerging Platforms, MediaCom Beyond Advertising
    • # Step 5: Evaluating and Measuring campaigns
      • Evaluating campaigns:
        • Similar to online metrics (response and engagement metrics, site uplifts)
        • Brand impact measurements
      • Measurement challenges:
        • Lack of cookies to track exposure
        • Diversity of mobile formats and platforms
        • Decreasing survey response rate
      Source : IAB Guide to Mobile, LAURIE KIRSCHNER, head of insights, YAHOO!
    • Thank You Visit our blog at: http://www.b1.com/blog Twitter: @BannerCorp Email: [email_address]