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Why the oft-predicted mobile boom didn’t happen until now
Brands that focus on branding found the lack of a rich, attractive experience a negative
Programs were difficult to execute
The experiences that could be generated weren’t user friendly
Gaining access to sizeable opt-in audiences presented challenges
Topline developments that led us to where mobile is today
Smartphones, especially the iPhone, are changing the dynamics of mobile use and in turn how to use mobile to market and advertise
Brands are seeing the advantage in having unparalleled access to the consumer throughout the day, including during purchasing decisions, when the mobile web is frequently used to research reviews and prices
While texting and picture taking are the most common activities and functions that have existed the longest on mobile phones, e-mail, internet access, and playing music are not uncommon among A18-29 (demo is closest break to W18-34 in the study)
Source: Pew Internet & American Life Project, April 2009
Mobile Consumers Source: IDC Press Release, December 2008, Nielsen MarketSight.,Mobile Media Marketplace USA, April 2009 .
Total Wireless subscribers grew +4% from 2008 to 2009, while wireless penetration is up +2%
In the United States 17.5% of all mobile owners are using the Web (up more than +25% in the past year)
With the mobile evolution’s rapid growth, Pew Internet & American Life Project reports 85% of people with Web enabled mobile phones access the web regularly, surprisingly more than they do on any other vehicle
Source: Pew Internet & American Life Project, April 2009
Why Wireless On Mobile Device Is Important A18-29 find their wireless devices to be most important for accessing information and staying in touch with people; however, with social media expanding rapidly, we expect continued growth in users finding it a need to express themselves by sharing content and posting online regularly Source: Pew Internet & American Life Project, April 2009
They love their cell phone so much they would find it easier to give up television or the internet than their phone
FACT In a Pew Internet study 77% of experts and 81% of all respondents “mostly agreed” that in the year 2020 “The Mobile phone is the primary connection tool for most people in the world.” Source: Pew Internet & American Life Project. Future of the Internet III. Source: Pew Internet & American Life Project, December 2007
Source: CTIA, eMarketer, May 2009 With mobile usage now pervasive, eMarketer forecasts that the subscriber population is approaching its saturation point. They forecast penetration will near 100% by 2013, reflected in a modest 2.7% annual growth rate in the number of subscribers between 2008 and 2013. Mobile Use Will Continue To Grow
Users can send gift cards from phone (requires separate area of advertiser’s gift card section of website)
Advertiser will know who received mobile gift cards and can send them offers / reminders
Can be the preferred brand of the truly last minute shopper
Go to website / mobile site and enter amount, credit card number and phone number into specified fields Text is sent to recipient letting them know that they have just received a mobile gift card from person and for how much Recipient goes to store, makes purchase and enters the unique code into the POS system Printed receipt shows remaining balance You have received a gift card for $50
New technology which uses the the mobile device’s GPS, camera and digital compass to overlay real-time data onto live video
The feature is compatible with the iPhone 3GS, which contains the necessary digital compass for properly assessing the device's orientation
Yelp, the business / restaurant review site, was the first to utilize AR with an “easter egg” called Monocle that allows users to view business ratings overlaid on a video stream from their iPhone's camera
How Advertisers Can Use This To Their Advantage:
Establish itself with the latest technology to lead to interaction with brand
Point at any location / street sign and it points to nearest store
Mobile advertising provides the means to reach consumers as they access the Web to read news, check the weather, learn about products, play games, access social networking sites, get directions, listen to music, and watch video. The rapid growth of this activity provides marketers with a valuable new advertising medium.
President Obama notified 2.9 million supporters that he had chosen Joe Biden as his running mate via SMS messaging .
Participants were also able to receive campaign updates and advance notice about local Obama events and appearances
“ Whack ‘em All”, an iPhone game app , is one example of a Performance advertiser that has leveraged mobile advertising. “Whack ‘em All” placed advertising on the mobile Web and inside other iPhone apps. In this example, consumers were shown “Whack ‘em All” ads while playing the Tap Tap Revenge game app. “Whack ‘em All” ads linked directly to Apple’s App Store, where consumers could download the app.
M-commerce allows users to purchase straight from their mobile devices
Downloadable items such as ringtones and games have been sold directly from service providers on M-commerce sites for a long time
More recently, with the growing popularity of smartphones which have rich, detailed Web browsers and easy-to-use keyboards, mobile web customers are using their mobile wireless devices to purchase physical items such as apparel, food, school supplies, etc.
Companies best suited for an e-commerce application:
Do not require lengthy and in-depth decision making (appeal to impulsive buying behavior )