The Mobile Consumer: A New Behavior

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Hugh Jedwill, CEO of Mobile Anthem and Ross Alumnus, talks about new consumer behaviors created by the ubiquitous mobile device. Their readiness to engage brands through this new marketing channel is the biggest opportunity of the decade.

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The Mobile Consumer: A New Behavior

  1. 1. Mobile: A New BehaviorRoss Boston Alumni Association
  2. 2. @mobilebrandingOverview Intro Did You Know? The Challenge Mobile Background Anthem Insights Case Studies Mocial Conclusion
  3. 3. @mobilebrandingBackground: Did You Know? That was in Sep.’09. As of April, it’s now 3,000!
  4. 4. @mobilebrandingBackground: Presenter - Building Brands22
  5. 5. @mobilebrandingAbout Us Mobile Anthem • Creative agency connecting brands to their mobile consumers. • POD: Measurement. Tie brand objectives and metrics to the emerging Mobile Marketing industry. • POD: Consumer first. Brand second. Mobile third. • Our mobile tech capabilities includes: • Mobile strategy • Mobile coupons • CRM • Mobile Websites • SMS (Text) alerts/interactions • Mobile ad placement • MMS videos/engagements • Ringtones, Wallpapers • Mobile phone accessories • Location Based Services (skins, mirrors, phone dangles) • Mobile<-->Web data
  6. 6. The Challenge
  7. 7. @mobilebrandingLots of Mobile Banners
  8. 8. @mobilebrandingLots of Apps 300,000 iPhone Apps 100,000 Google Apps 10,000 RIM 1,000 Windows
  9. 9. @mobilebrandingThe Three Blind Men & The Elephant
  10. 10. @mobilebrandingWhy Mobile Isn’t Strategic Yet Apps with no purpose Enough mobile banners What else can be done with $1M? Strategy vs. Shiny Object Measurement
  11. 11. @mobilebrandingDivineException
  12. 12. @mobilebrandingMobile Background
  13. 13. @mobilebrandingBackground: Mass Market Moments 1973 - Martin Cooper’s 1st mobile call - US 1979 - First cellular phone network - Japan +14 yrs, 1987 - Gordon Gecko - US 1993 - First SMS data services - Finland* +9 yrs, 2002 - American Idol - US 1999 - First mobile internet - Japan +8 yrs, 2007 - First iPhone - US 2005 - E911 Mandate - US +5 yrs, 2010 - Foursquare “greed is good”
  14. 14. @mobilebrandingWhat is Mobile? Is it size? Features? Activities?
  15. 15. @mobilebrandingMobile Background Mobile Marketing is any outreach to consumers that engages them through their mobile phone • iPhone Apps to mCommerce to Burberry cases • Its own marketing channel • Extends the reach of other marketing channels • Mostly Permission-based Confusion in early stages • Marketing Medium like TV, Internet • More than just a website or app • Like the Internet 15 years ago
  16. 16. @mobilebrandingMobile Background: Permission Mobile Marketing requires a consumer OPTS-IN. Only those interested in your brand or offer respond. • Consumers already at Consideration • Builds trust and loyalty • Drives/influence purchase Thanks for becoming an adidas Chicago VIP. Look out for your chance to win $1000 and events at the Water Tower Place Performance Store. Rply END to stop mgs
  17. 17. @mobilebrandingMobile Background - Internet 2010
  18. 18. @mobilebrandingMobile Background - Internet 1996
  19. 19. @mobilebrandingSize of the MarketGlobal Sales of Technology (in billions units) - 2008 0 0.3 0.5 0.8 1.0Mobile Phones Computers TV’s iPodsGame Consoles* TomiAhonen Almanac 2010
  20. 20. @mobilebranding Size of the Market - Global Human population4.0 Mobile phone subs Internet users Landline phones3.0 TV sets Banking accounts 2.0 1.0 Emerging 0 Industrialized * TomiAhonen Almanac 2010
  21. 21. @mobilebranding Size of the Market - Global Human population4.0 Mobile phone subs Internet users Landline phones3.0 TV sets Banking accounts 2.0 1.0 Emerging 0 Industrialized * TomiAhonen Almanac 2010
  22. 22. @mobilebrandingThe Promise:The Right Message to the Right Person “half the money I spend on advertising is wasted; the trouble is I don’t know which half” - John Wanamaker Mobile allows you to deliver the right message to the right person
  23. 23. @mobilebranding TV PRINT RadioOOH Internet MOBILE PR In-Store On- Events pack
  24. 24. Text ANTHEM to 41411 @mobilebrandingMobile Behaviors 85 % of Americans have a cell phone 93% of 18-29 yr olds 83% of 17 yr olds 73% of 13 yr olds 58% of 12 yrs olds And at least one 3 yr old
  25. 25. Text ANTHEM to 41411 @mobilebrandingWhy Behaviors? Knowing THAT people do something Knowing HOW people do something Knowing WHY people do something
  26. 26. Text ANTHEM to 41411 @mobilebranding WHAT Consumers Are Doing Mobile Content Usage 70% FMA ‘10 Avg 60% MJJ ‘10 Avg 50% 40% 30% 20% 10% Music Social Games 0% Apps mWeb Text3 Month Avg. Ending Jul. 2010 vs. 3 Month Avg. Ending Apr. 2010, Total U.S. Mobile Subscribers Ages 13+Source: comScore MobiLens
  27. 27. Text ANTHEM to 41411 @mobilebranding “Mobile” Behaviors __% of Britains sleep with their phone1 What Time is it? What’s in Your Purse/Pocket? 30 minutes vs 30 seconds2 Motivated-by-Mobility vs. Ok-with-Stationary31. BBDO study of global mobile phone use, 20052. Tomi Ahonen, Almanac 20103. Pew Internet & American Life Project, “The Mobile Difference - Tech User Types“ March 2009
  28. 28. Text ANTHEM to 41411 @mobilebranding What Time is it? 73%Nokia Global Survey, 2006
  29. 29. Text ANTHEM to 41411 @mobilebrandingWhat’s in Your Purse?
  30. 30. Text ANTHEM to 41411 @mobilebrandingWhat’s in Your Pockets?
  31. 31. Text ANTHEM to 41411 @mobilebrandingDead Battery Anxiety
  32. 32. Text ANTHEM to 41411 @mobilebranding HOW: 30 Minutes vs. 30 Seconds Planned vs. Unplanned Sitting Standing/Walking Create Consume Big display Small display Keyboard and mouse Keypad and camera Concentrate Multi-task Email SMS PC/Laptop Cellphone1. Tomi Ahonen, Almanac 2010
  33. 33. Text ANTHEM to 41411 @mobilebrandingWHY Do Consumers Want Mobile Mktg? Theory of Reasoned Action0.5 0.4 0.3 0.1 0 Social Norms Utility Mobile Savvy Attitude Info-SeekingDRIVING CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORKAND EMPIRICAL STUDY, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005. n=1028
  34. 34. Text ANTHEM to 41411 @mobilebranding Motivated by Mobility: 39% Positive attitude... 8 and improving 8 Hard to give up mobile... and getting harder to 7 9 Segmentation: Digital Collaborators 8% 7 Ambivalent Networkers 7% Media Movers 7% Roving Nodes 9% Digital Collab Mobile Newbies 8% Ambiv Networkers Media Movers Roving Nodes Mobile Newbies1. Pew Internet & American Life Project, The Mobile Difference, March 2009
  35. 35. Text ANTHEM to 41411 @mobilebrandingMotivated by Mobility
  36. 36. Text ANTHEM to 41411 @mobilebrandingBehaviors are not always good...
  37. 37. Text ANTHEM to 41411 @mobilebrandingA Lot of “Really” Moments
  38. 38. Text ANTHEM to 41411 @mobilebranding OK with Stationary: 61% No mobile pull 13 Technology plateau 14 Segmentation: Desktop Veterans 13% Drifting Surfers 14% 10 14 Information Encumbered 10% Tech Indifferent 10% 10 Off the Network 14% Desktop Veterans Drifting Surfers Info Encumbered Tech Indiff Off Network1. Pew Internet & American Life Project, The Mobile Difference, March 2009
  39. 39. Text ANTHEM to 41411 @mobilebrandingOK with Stationary
  40. 40. Text ANTHEM to 41411 @mobilebrandingCase StudiesComplete IMC OOH Multi-Channel Experiential IVR WOM 2D Codes Games-Dealerships Movies Causes Print-Mobile-Store AugReality
  41. 41. Text ANTHEM to 41411 @mobilebrandingConclusionsUnique benefits for your brand clients • Anyone, Anywhere, Anytime, Always-on • Personal: The phone is an extension of the person • Big! Just ads: $0.9B in 2007 to $6.5B in 2012*Differentiates the brand/business • Access: be in the consumer’s pocket 24/7 • Immediacy: activate when your brand is Top-of-Mind • It’s the elephant in the room* eMarketer, 2008
  42. 42. THANK YOU!Hugh Park JedwillCEO/FounderText “anthem” to 41411 for business card312.912.2837 (m)@mobilebranding

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