Understanding
Mobile Marketing
Joe Grigsby
Director of Emerging Media
jgrigsby@vml.com
The Mobile
Landscape
        Yes its big,
        but this is just
        the beginning.
The Mobile Landscape
The Mobile Channel has Mass Reach   4
The Mobile Landscape
There Are More Mobile Subscribers Than Internet Users                                5




          ...
The Mobile Landscape
  Mass Market Adoption                                                                               ...
The Mobile Landscape
Smartphones Are Becoming The Standard                                                                ...
The Mobile Landscape
Mobile 3G+ Adoption is Accelerating                                                                8
...
The Mobile Landscape
Valuable Mobile Activity is Increasing                                                      9




US ...
The Mobile Landscape
Valuable Mobile Activity is Increasing                           10




     15
                     ...
The Mobile Landscape
Valuable Mobile Activity is Increasing                                                 11




       ...
The Mobile Landscape
Valuable Mobile Activity is Increasing              12




   Texting has surpassed
 email, phone, an...
The Mobile Landscape
Mobile to Lead by 2015                                                                               ...
The Mobile Landscape
Emergence of iPads and Other Tablets                                            14




              ...
The Mobile Landscape
  Emergence of iPads and Other Tablets   15




      Best Buy CEO Claims iPad
       Cannibalizing N...
The Mobile Landscape
Emergence of iPads and Other Tablets     16




Tablets Will Outsell Netbooks By 2012,
Desktops By 20...
The Role
of Mobile
        Understand the
        value to the
        consumer and
        the brand
The Role of Mobile
 Branded Mobile Activity Drives to Business Objectives                                                 ...
The Role of Mobile
Branded Mobile Activity Offers Value to Consumers                                        19




Users a...
The Role of Mobile
Immediate Drivers for Brands   20




So
What?
The Role of Mobile
Immediate Drivers for Brands   21




 Mobile Device
   Access




Mobile
Access &
Optimization
The Role of Mobile
Immediate Drivers for Brands   22




Relevant
 Mobile Device
   Access

Utility
The Role of Mobile
Immediate Drivers for Brands   23




Location
 Mobile Device
   Access

Awareness
The Role of Mobile
Immediate Drivers for Brands   24




Location
 Mobile Device
   Access

Awareness
The Role of Mobile
Immediate Drivers for Brands   25




Mobile Offers
 Mobile Device
   Access
The Role of Mobile
Immediate Drivers for Brands       26




Social Integration
 Mobile Device
   Access




             ...
The Role of Mobile
Immediate Drivers for Brands   27




Brand
Awareness
Approach
to Mobile
        Start with the
        consumer.
Approach to Mobile
Steps to Developing a Mobile Program   29
Approach to Mobile
Steps to Developing a Mobile Program   30




The Consumer
Begin with
demographic data and
customer pro...
Approach to Mobile
Steps to Developing a Mobile Program   31




The Value Proposition
All mobile initiatives
should be ta...
Approach to Mobile
Steps to Developing a Mobile Program   32




The Mobile Experience
Approach to Mobile
Steps to Developing a Mobile Program   33




Connect & Activate
Approach to Mobile
Steps to Developing a Mobile Program   34




Measure & Report
Measuring
success includes
the ongoing
e...
Approach to Mobile
Key Items to Consider                                                  35




•   Identify consumer val...
Q&A



      ?
thank you
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Understanding Mobile Marketing

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  • 68% mobile + social











































  • Understanding Mobile Marketing

    1. 1. Understanding Mobile Marketing
    2. 2. Joe Grigsby Director of Emerging Media jgrigsby@vml.com
    3. 3. The Mobile Landscape Yes its big, but this is just the beginning.
    4. 4. The Mobile Landscape The Mobile Channel has Mass Reach 4
    5. 5. The Mobile Landscape There Are More Mobile Subscribers Than Internet Users 5 Globally: 4.6 Billion mobile subscribers 1.8 Billion Internet users United States: 234 million mobile subscribers 221 million Internet users ITU 2009 Internet World Stats December 2009 ComScore February 2010
    6. 6. The Mobile Landscape Mass Market Adoption 6 Device Capabilities + 3G Plus Network Speeds + Flat Rate Data Plans = Mass Market Value Adoption ComScore 60% of US Smartphone Users are on an Unlimited Data Plan Compared to 14% for Feature Phones January 2010
    7. 7. The Mobile Landscape Smartphones Are Becoming The Standard 7 Projected..... 90 87 86 84 83 81 79 76 73 69 65 60 55 51 49 45 40 35 31 27 24 21 19 16 17 13 14 10 20 20 20 20 20 20 20 20 20 20 20 20 20 20 08 08 08 09 09 09 09 10 10 10 10 11 Q 11 Q 11 Q Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 1 2 3 Feature Phone Smartphone Nielsen 2010
    8. 8. The Mobile Landscape Mobile 3G+ Adoption is Accelerating 8 40% 30% 20% 10% 0% % 3G & Above Penetration Global 3G+ Penetration US 3G & Above Adoption: 52% Morgan Stanley 2009
    9. 9. The Mobile Landscape Valuable Mobile Activity is Increasing 9 US Mobile Internet Penetration 40.6% 44.1% 36.4% 32.3% 27.6% 22.3% 16.7% 2008 2009 2010 2011 2012 2013 2014 eMarketer May 2010
    10. 10. The Mobile Landscape Valuable Mobile Activity is Increasing 10 15 Free Apps Paid Apps 11.25 7.5 3.75 0 Number of Apps Per User Per Month AdMob May 2010
    11. 11. The Mobile Landscape Valuable Mobile Activity is Increasing 11 % from mobile devices Social + Mobile 30% 16% 84% 145 million 500 million 70% Facebook August 2010 Twitter September 2010
    12. 12. The Mobile Landscape Valuable Mobile Activity is Increasing 12 Texting has surpassed email, phone, and face-to- face conversation as the main communication vehicle for 12 - 17 girls. Mashable 2010
    13. 13. The Mobile Landscape Mobile to Lead by 2015 13 Mobile = Next Gen Digital Mobile Not Just Phones Internet iPad Kindle Desktop Tablet Internet PDAs In Car GPS PC 10B+ Mobile Video Units? Home Entertainment 1B+ Units Game Systems Minicomputer Users Wireless Applications 100MM+ Units Music Players Mainframe 10MM+ Units 1MM+ Units 1960 1970 1980 1990 2000 2010 2020 Morgan Stanley 2009
    14. 14. The Mobile Landscape Emergence of iPads and Other Tablets 14 Over 3 million iPads sold in first 80 days. Being followed by Google, HP and Microsoft. Apple June 2010
    15. 15. The Mobile Landscape Emergence of iPads and Other Tablets 15 Best Buy CEO Claims iPad Cannibalizing Notebook Sales By 'As Much As 50%'* *Best Buy later retreated the claim
    16. 16. The Mobile Landscape Emergence of iPads and Other Tablets 16 Tablets Will Outsell Netbooks By 2012, Desktops By 2013
    17. 17. The Role of Mobile Understand the value to the consumer and the brand
    18. 18. The Role of Mobile Branded Mobile Activity Drives to Business Objectives 18 Product Customer Marketing Discovery Purchase Evaluation Service Revenue •Branding •Search Inventory •Reviews •Cost Compare •Owner Services Generation •Lead Gen •Configuration •Product Info •Payment •FAQs •Share •Finance •Product Support •Service Reminders Cost •Efficient •Inventory •Self Serve •Access Financials •Payment Reminders Savings targeted •Access •Info Source for •Confirm •Alerts marketing Staff Purchase Customer •New product •Store Locations •Price Compare •Budget •Reminders Connivence alerts & •Suggestions •Internet in Hand Calculator •Budgeting availability •Shopping Assist •Previous Purchase •Access Accounts
    19. 19. The Role of Mobile Branded Mobile Activity Offers Value to Consumers 19 Users are Seeking Branded Value Use of free application 32% Receive coupons for nearby stores 26% Make faster payments while on the move 22% Receive directions to nearby merchant with products 21% Find nearby merchants carrying product 21% Receive text message alerts about sales on product 14% Receive relevant promo offers or ads based on location eMarketer March 2010 11%
    20. 20. The Role of Mobile Immediate Drivers for Brands 20 So What?
    21. 21. The Role of Mobile Immediate Drivers for Brands 21 Mobile Device Access Mobile Access & Optimization
    22. 22. The Role of Mobile Immediate Drivers for Brands 22 Relevant Mobile Device Access Utility
    23. 23. The Role of Mobile Immediate Drivers for Brands 23 Location Mobile Device Access Awareness
    24. 24. The Role of Mobile Immediate Drivers for Brands 24 Location Mobile Device Access Awareness
    25. 25. The Role of Mobile Immediate Drivers for Brands 25 Mobile Offers Mobile Device Access
    26. 26. The Role of Mobile Immediate Drivers for Brands 26 Social Integration Mobile Device Access =
    27. 27. The Role of Mobile Immediate Drivers for Brands 27 Brand Awareness
    28. 28. Approach to Mobile Start with the consumer.
    29. 29. Approach to Mobile Steps to Developing a Mobile Program 29
    30. 30. Approach to Mobile Steps to Developing a Mobile Program 30 The Consumer Begin with demographic data and customer profiles of the target, and from data partners to gather basic information about their mobile behavior.
    31. 31. Approach to Mobile Steps to Developing a Mobile Program 31 The Value Proposition All mobile initiatives should be tailored to fit the space where customer needs and the brand’s business objectives intersect.
    32. 32. Approach to Mobile Steps to Developing a Mobile Program 32 The Mobile Experience
    33. 33. Approach to Mobile Steps to Developing a Mobile Program 33 Connect & Activate
    34. 34. Approach to Mobile Steps to Developing a Mobile Program 34 Measure & Report Measuring success includes the ongoing evaluations of both objective, quantifiable and subjective analytical levels.
    35. 35. Approach to Mobile Key Items to Consider 35 • Identify consumer value proposition in the mobile channel • Group solutions by relevant mobile offerings • Integrate and activate mobile channel into campaign activity • Compare mobile to other digital channel performance • Launch mobile program to push offers to consumers • Associated to SMS activity, driving to mobile web • Ensure mobile features are relevant to the users’ location • Optimize a response for mobile originated searches • Provide mobile call to action at purchase decision point • Help connect customers to each other around the experience • Allow users to share experiences through Twitter and Facebook
    36. 36. Q&A ?
    37. 37. thank you
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