B-M Evidence-Based Communications presents: Fortune 50 Use of Mobile: If You ’ve Got It, Flaunt It
Mobile is positioned to be the dominant channel for both internal and external corporate communications. ( )
Fortune 50 Use of Mobile of Fortune 50 companies have a mobile website or application… 62% of those with a mobile presence make it readily known on their websites 39% … but only
of the Fortune 50 have mobile-optimized websites 38% Mobile-Optimized Websites B2B-oriented organizations can also benefit from maintaining mobile-optimized websites. Dow Chemical ’s mobile website is targeted specifically to investor relations, with information and options that are relevant to on-the-go shareholders. Costco ’s mobile website enables simplified browsing which is conducive to a mobile-sized screen. Users can make purchases, initiate and renew memberships and sign up for text message alerts on the mobile website. State Farm ’s allows consumers to get insurance quotes, report accidents and locate repair facilities easily from it ’s mobile-optimized home page.
While the Android ’s market share is quickly catching up to that of the iPhone and Blackberry, companies are still focused on building apps for the iPhone.
Mobile Applications 58% of Fortune 50 corporations have mobile applications 15% 19% 28% 30% I ’m catching you! 17% change* Microsoft Windows Mobile Android iPhone RIM Blackberry -6% change * 533% change * Market Share Q3 2010 -19% change * *Market share increase, Q3 2009 v. Q3 2010, Nielsen *83% of iPhone apps are also iPad compatible Fortune 50 Companies with Mobile Applications
Transactions, Not Just Information Walgreens allows customers to refill prescriptions by scanning the barcode with their smartphones. Home Depot enables shopping via mobile. Bank of America lets customers transfer funds and pay bills with their smartphones. 43% of companies ’ mobile websites/apps allow for transactions/interaction with stakeholders.
Walmart sends alerts about promotions and notifications about photo/prescription pick-up Johnson & Johnson ’s text4baby provides timely updates to promote moms’ and babies’ health SMS/Text Message Marketing Target sends text alerts that include bar codes for redeeming promotions. of Fortune 50 companies use SMS/text messaging … but only of adults use SMS/text messaging 70% 22%
To use a QR code, download a QR code reader to your smartphone and scan the two-dimensional image below. This QR code will take you to the Burson-Marsteller Blog. *QR codes are two-dimensional barcodes that are encrypted with information. Consumers scan the codes with mobile phones and in return receive any information ranging from photos to product data. Fortune 50 companies that use QR codes often include them in ads to deliver additional content to a stakeholder ’s smartphone. Take a Picture: QR Codes of Fortune 50 companies are using QR codes* Verizon used QR codes to promote applications using the DROID.
Bill Kemp Managing Director, U.S. Digital Practice 212.614.4909 [email_address] B.L. Ochman Managing Director, Emerging Media 212.614.4984 [email_address] Chris Gee Managing Director, Digital Media 212.614.5093 [email_address] Zach Ambrose Manager, Digital Media 212.614.4119 [email_address] Methodology The Burson-Marsteller & Proof research teams looked at the Fortune 50 corporations ’ use of mobile tools and communications, including optimized mobile website presence and application deployment on the Android, BlackBerry, iPhone and iPad. The team also examined the companies’ communication of mobile activities and SMS programs, as well as the companies’ use of QR codes. Data was collected between October 25 and November 5, 2010.
Dip Your Toe in the Mobile Waters by Developing a Mobile-Optimized Website:
Our State of Mobile Communications research showed that one-half of U.S. adults will have a smartphone by 2011. Businesses that are not interacting with stakeholders via mobile are missing a huge opportunity to connect.
Do More Than Push Out Your Same, Tired Content:
Mobile includes voice, images and video – not just words. Deliver location-based content and enable transactions that are unique to mobile. Take advantage of the fact that you can reach stakeholders anytime and anywhere.
If You ’ve Got It, Flaunt It:
Once you have a mobile presence, let everyone know. Advertise it on your homepage and tell stakeholders via email. Anywhere you mention your social media presence, make sure your mobile offerings are mentioned also.
Mobilize! Other Burson-Marsteller/Proof Digital Research: