Marketing In The Mobile World                 Presentation by:                 Andrea Hoffman                  David Larso...
Why Mobile?        In 2014, mobile Internet usage will overtake         desktop Internet usage (est.)        SMART PHONE...
Why Mobile?    MOBILE HOURS - Average     Americans spend 2.7 hours a     day “socializing” on a mobile     device.    M...
Power of Texting   Over 90% of texts from SMS messaging campaigns    are read by recipients--- higher than email open rat...
Let’s look at 3 Mobile Segments Recruitment Retail Technology
Recruiting through Mobile   20% percent of job seekers use their smartphone to    look for jobs   People search for jobs...
Mobile Career Site
Engage Candidates through Text   Text SCJOBS to HIREME (447363) to receive job    updates   Opt-In or Opt-Out   Recruit...
Case StudyVegas.com             CHALLENGE                 Mobile visitors weren’t staying very long                 Boun...
Case StudyVegas.com             RESULTS                22% lower bounce                 rate                16% more pag...
Case StudyTaco BellCHALLENGE 2008 – Flash-based website useless to mobile  visitors 2009 – Launched mobile site to find ...
Case StudyTaco Bell             RESULTS              A month after launch, Taco               Bell’s mobile traffic doubl...
Mobile – Return on Investment“Where are the eyeballs?”
HTML 5   FLASH Website adoption (According to Adobe)       85% of the most-visited web sites use Flash,       75% of we...
MINORITY REPORT
Augmented Reality Technology   Virtual information superimposed on    real world events/locations
Retail: Mobile to Replace Wallet?“The wallet will be dead in 2015”  - PayPal• Near field communication (NFC)  devices allo...
Current Mobile Payment Providers
More on Retail Price  comparison apps   Allow shoppers in store locations to    quickly find out if they can get a bette...
“The ability to check prices on your mobile phonewhen you’re in a physical retail store is changing theway people shop,” S...
We have come a LONG WAY…
Don’t Get Left Behind   Mobile is the future   Optimize your company website for Mobile   Integrate Mobile into your ma...
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Marketing in a Mobile World

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A presentation I did with my teammates: David Larson, Carrie Murphy, David Schwartz, and Ben Serio. Presentation for my MBA Management Marketing class, Arizona State University.

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  • Open questions up to audience about their usage of mobile phones
  • Love your smart phone? Debating a tablet? Gone app crazy? Check out these stats on the mobile market …Statistics: Mobile Marketing – 71% of smartphone users that see TV, press or online ad, do a mobile search for more information.Mobile – ½ of searches are done via a mobile device: smartphone,tablet, etc.Mobile – 86% use their mobile devices (smartphone/tablet) in conjunction with watching TV. My question, aren’t most of them watching TV on their mobile device too?Mobile Use – 61% use their mobile devices to play games.Mobile Use – Almost 50% use for social networking. Like it, Share it, Tweet it, + it.
  • Statistics: Mobile Hours Portion – examples includes instant messaging, social media apps, SMS, etc.Mobile Use Portion – Also in mobile use is a 61% in games, 55% for weather, and 50% for maps and searching.Mobile Apps Portion – Demand for downloaded mobile apps is expected to peak next year in 2013Windows Picture – The new windows phone and their metro interface which heavily promotes social interactions and a hub for information sharing
  • Apr 29th 2011 According to data released by the vertical search engine for jobs called LinkUp, 20 percent of job seekers use their smartphone to look for jobs. LinkUp reported that mobile traffic jumped to 20.8% of overall first quarter traffic, up from 1.1% the same period a year ago.
  • Make sure career site is also optimized for mobile 1st before next steps
  • Many companies doing it….one example
  • Reference:Marketing Sherpa’s Top 5 Mobile Marketing Case Studies & How-Tos: Proven marketing strategies to take full advantage of mobile’s growing influence, 2011
  • Reference:Marketing Sherpa’s Top 5 Mobile Marketing Case Studies & How-Tos: Proven marketing strategies to take full advantage of mobile’s growing influence, 2011
  • Reference:Marketing Sherpa’s Top 5 Mobile Marketing Case Studies & How-Tos: Proven marketing strategies to take full advantage of mobile’s growing influence, 2011.
  • Reference:Marketing Sherpa’s Top 5 Mobile Marketing Case Studies & How-Tos: Proven marketing strategies to take full advantage of mobile’s growing influence, 2011.
  • Mobile Marketing – Search ads and location ads (paid-for positioning on maps and augmented reality apps) will deliver the highest revenue, while video/audio ads will see the fastest growth through 2015.Mobile Search Engine and Advertising – Google’s gross revenue from mobile advertising is over US$1 billion per year.
  • Talk about the power of advertising promotions around locations
  • Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data.Think Minority ReportCompanies are working on games in which characters will appear to move around real environments.
  • Explain NFC - ear field communication (NFC) devices allows for mobile payment . For example, Google Wallet allows consumers to store credit card information in a virtual wallet and then use an NFC-enabled device at terminals that also accept MasterCard PayPass transactions
  • Look here for breakdown of some of the providers - http://mashable.com/2011/07/08/the-future-of-mobile-payments-infographic/
  • Price comparison apps Allow shoppers in store locations to quickly find out if they can get a better price online Compare prices by scanning a bar code, snapping a picture of a product, speaking its name into the phone or typing the name. Offline retailers’ worst nightmare. Takes away offline retailers’ biggest advantage: once shoppers have driven to the store, they have added incentive to make a purchase
  • Amazon is also trying crowdsourcing: recruiting shoppers to collect prices in offline stores so it can try to beat them.
  • Final thoughts here
  • What take aways can we provide to class based on marketing material? Statistics:Mobile Web – The number of people accessing the mobile Internet is growing fast and is expected to overtake the PC as the most popular way to get on the Web withinfive years.Mobile Hours – Average Americans spend 2.7 hours a day “socializing” on a mobile device (i.e. instant messaging, social media apps, SMS, etc.).My thought…that’s all?Mobile Marketing – But 79% of large online advertisers still do not have a mobile optimized site.Mobile Apps – 1 in 4 mobile apps once downloaded is never used again.In short, Mobile devices, mobile marketing, and mobile apps are not going away. My advice, get in while it’s hot…!
  • Transcript of "Marketing in a Mobile World"

    1. 1. Marketing In The Mobile World Presentation by: Andrea Hoffman David Larson Carrie Murphy David Schwartz Ben Serio
    2. 2. Why Mobile?  In 2014, mobile Internet usage will overtake desktop Internet usage (est.)  SMART PHONES - “Of the world’s 4 billion mobile phones in use, 1.08 billion are smartphones.”Sahota, Pam (2011), 15 Incredible Mobile Statistics, Socialnomics: World ofMouthFor Social Good, www.socialnomics.net
    3. 3. Why Mobile? MOBILE HOURS - Average Americans spend 2.7 hours a day “socializing” on a mobile device. MOBILE USE - Almost 50% use for social networking is done through mobile MOBILE APPS – Over 300,000 mobile apps have been developed in 3 years, while the best downloaded 10.9 billion times. Sahota, Pam (2011), 15 Incredible Mobile Statistics, Socialnomics: World of Mouth For Social Good, www.socialnomics.net
    4. 4. Power of Texting Over 90% of texts from SMS messaging campaigns are read by recipients--- higher than email open rate By 2012, 10 trillion text messages will be sent & delivered globallySource: www.punchkickinteractive.com
    5. 5. Let’s look at 3 Mobile Segments Recruitment Retail Technology
    6. 6. Recruiting through Mobile 20% percent of job seekers use their smartphone to look for jobs People search for jobs on their phone….at work
    7. 7. Mobile Career Site
    8. 8. Engage Candidates through Text Text SCJOBS to HIREME (447363) to receive job updates Opt-In or Opt-Out Recruiters promote specific positions, job fairs, employment videos
    9. 9. Case StudyVegas.com CHALLENGE  Mobile visitors weren’t staying very long  Bounce rate of mobile visitors was higher  7% of site’s traffic came from mobile visitors  Would tailored content improve their experience? CAMPAIGN 1. Limit scope of test to prove concept 2. Design pages for mobile visitors 3. Detect devices, split traffic & monitor results
    10. 10. Case StudyVegas.com RESULTS  22% lower bounce rate  16% more page views  4% higher conversion rate Results proved that serving mobile visitors increased stickiness
    11. 11. Case StudyTaco BellCHALLENGE 2008 – Flash-based website useless to mobile visitors 2009 – Launched mobile site to find menus & nearby locationsCAMPAIGN1. Visitors’ goals are a priority2. Size matters3. Design details are important4. Brand should be consistent5. Site maintenance required
    12. 12. Case StudyTaco Bell RESULTS  A month after launch, Taco Bell’s mobile traffic doubled “without any real promotion”  Now team is meeting mobile visitors’ needs & has made the brand’s information available to more mobile consumers
    13. 13. Mobile – Return on Investment“Where are the eyeballs?”
    14. 14. HTML 5 FLASH Website adoption (According to Adobe)  85% of the most-visited web sites use Flash,  75% of web video is viewed using the Flash Player,  98% of enterprises rely on the Flash Player, and  70% of web games are made in Flash.[1]  Flash Mobile Development Killed (11/9/2011) DOES NOT WORK ON APPLE HTML 5 to replace Adobe Flash  Native to all browsers (no more plug in required)  Playback of all video, audio, 3d graphics, vector graphics  Allow marketers to create dynamic multi-media 1) "The Truth About Flash". Adobe Systems. http://www.adobe.com/choice/flash.html.
    15. 15. MINORITY REPORT
    16. 16. Augmented Reality Technology Virtual information superimposed on real world events/locations
    17. 17. Retail: Mobile to Replace Wallet?“The wallet will be dead in 2015” - PayPal• Near field communication (NFC) devices allows for mobile payment
    18. 18. Current Mobile Payment Providers
    19. 19. More on Retail Price comparison apps  Allow shoppers in store locations to quickly find out if they can get a better price online  Compare prices by scanning a bar code, snapping a picture of a product, verbal commands Brick & mortars’ worst nightmare
    20. 20. “The ability to check prices on your mobile phonewhen you’re in a physical retail store is changing theway people shop,” Sam Hall, director of AmazonMobile, said in a statement. “Price transparencymeans that you can save money on the products youwant, and that’s a great thing for customers.”
    21. 21. We have come a LONG WAY…
    22. 22. Don’t Get Left Behind Mobile is the future Optimize your company website for Mobile Integrate Mobile into your marketing strategy to accentuate (not replace) other marketing tactics Use Analytic packages to track ROI: Google analytics, Splunk, Taleau- (tracks pages/visit, average time on site, % new visits) Desired results will be based on company’s needs Technology is changing very quickly!
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