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WHAT PR PROFESSIONALS NEED
TO KNOW ABOUT MOBILE
Presented by Kathryn Koegel, Chief of Insights
Introductions: Kathryn Koegel
       Contributor to Ad Age
       Primary researcher with work
        accepted by ARF and ESOMAR
       Consultant on digital marketing
        strategy
       Cited by: NY Times, Wall Street
        Journal, eMarketer, Media Post,
        Mobile Marketer, Internet
        Retailer, DM News
       Currently working on reports on
        Mobile Couponing and Mobile
        Commerce



2
What does mobile mean to PR
professionals?
   Mobile is:
     Exciting – consumers love this
     Hot – and exceptionally press worthy
     Social – it amplifies everything social
     Activational – it can enhance any marketing
The Excitement
Stats you need to know
Wireless internet usage will soon
        surpass wired
Global mobile vs. desktop internet user projection
Internet users in millions




                                                     Mobile web
                                                     usage will
                                                     surpass
                                                     ‘tethered’ usage
                                                     in less than
                                                     three years




Source: Morgan Stanley, April 2010
Almost ¼ of all US households now
    have no landline
 U.S. Household Cellular-Only Penetration
 The CDC reported in May 2010 that the number was now 24.5%, with 40% of consumers 18-
 34 having no landline

                                                                                                     24.5%


                                                                                              21%
                                                                                   18%
              15%                                 15%




              2006                               2007                              2008       2009   2010*

Source: Nielsen, 2006-2009; *For 2010, Centers for Disease Control and Prevention, May 2010
Never before has technology adoption
          happened so fast
                                      New Computing Cycles - 10x more Devices                               PCs
                      New= Reduce Usage Friction Via Better Processing Power + Improved User                TVs
                        Interface + Smaller Form Factor + Lower Prices + Expanded Services                  Cars
               1,000,000                                                                        Mobile      Radios
                                                                                               Internet     Phones
                100,000
                                                                              Desktop                       Gaming
                                                                              Internet                      Tablets
                 10,000
                                                                                                            Appliances
                  1,000                                             PC
                                                                                                        10B+
    Millions




                    100
                                                                                                       Units???
                                                   Minicomputer                        1B+
                                                                                      Units/
                     10                                             100MM+            Users
                       Mainframe                                     Units/
                                                         10MM+
                      1          1MM+                                 Users
                                                          Units/
                                 Units/                   Users
                      0           Users

                       1960                 1970          1980     1990        2000             2010              2020


Source; Mary Meeker, Morgan Stanley, 2010
There are a lot of devices out there
         that can connect to the Internet
       Cell phone                                                              85%

          Desktop                                                        59%
         computer

          Laptop                                                   52%
         computer

      mp3 player                                             47%


   Game console                                            42%


  e-Book reader                 5%


Tablet computer                4%




Source: Pew, Americans and their Gadgets, September 2010
Smartphones will be the majority in US
           by Q2 of next year
  Consumers are armed with in-store portable computers/potential coupon delivery devices
                                                                                             FEATURE PHONE    SMARTPHONE
 Projected Smartphone Penetration
        90% 87% 86%
                    84% 83%
                                                        81% 79%
                                                                77% 75%
                                                                          72%
                                                                                69%
                                                                                      66%
                                                                                            63%                     54%
                                                                                                  60% 57%
                                                                                                          54% 49%
                                                                                                          46%
                                                                                                      43%     51%
                                                                                            37%   40%
                                                                                      34%                           46%
                                                                                31%
                                                                          28%
                                                                23% 25%
                                                        19% 21%
                         16%                 17%
                 13% 14%
        10%




Based on survey data and projections. Source: Nielsen
Who’s mobile and behaviors
Mobile phones have higher US
         penetration in some demos than Internet


                                                                          Mobile phone     Internet
                                                                          penetration1   penetration2

                 Gen Y (18-24)                                                85%           91%

                 Gen X (25-44)                                                85%           85%

             Younger boomers                                                  81%           79%

                Older boomers                                                 76%           72%




Source: 1-Insight Express 4Q 2010 Digital Consumer Portrait. 2-Pew 2010
Minorities are especially enthusiastic
          about mobile
African-Americans and Latinos lead non-Hispanic whites in use of mobile data applications,
including early-adopter activities like purchasing via the phone


                                                                         White, non-                         Hispanic (English-
                                                            All adults                 Black, non-Hispanic
                                                                          Hispanic                               speaking)

   Own a cell                                                 82%           80%               87%                  87%


   Send/receive text messages                                 72%           68%              79%*                  83%*


   Access Internet                                            38%           33%              48%*                  51%*


   Use a social-networking site                               23%           19%              33%*                  36%*


   Purchase product                                           11%           10%               13%                  18%




* Statically significant difference. Source: Pew Research
42.4% of US mobile phone users use
         their phones for media
The number of people who are using voice only has declined 17.2% year on year, while
mobile media usage has grown 23%


                                  Just Voice:
                                   28.5%

                                                                                                                               Mobile
                                                                                                                               Media:
                                                                                                                           42.4%



                 SMS (and not
                 Mobile Media:
                      29.1%


Mobile Media = Connected Media (except SMS) in MobiLens, defined as used phone browser, applications, or downloaded content.
Three-month average ending September 2010 Country: US, N=32,044 Source: comScore MobiLens
Mobile media activities have reached
            critical mass
  U.S. mobile media usage (past 30 days), Q4 2010
                                                          ALL SUBSCRIBERS              FEATURE PHONE OWNERS                   SMARTPHONE OWNERS


       152.3 M               90.8M                83.2 M               71.8 M              52.4 M                50.0 M                 42.3 M
            86%
                                                           80%                  77%
       66%                                                                                           62%
         60%                          61%
                                                                                                                                            50%
                           39%                  36%                                                                       40%
                             32%                                     31%
                                                     20%                                  23%                  22%
                                                                            14%                                  15%                18%
                                                                                                 8%                                    7%

          Text                Picture           Mobile Internet             Email        App Downloads            Text Alerts       Location-Based
     Messaging/SMS           Messaging                                                                                                 Services
Note: Location based services here refers to using anything from GPS on a phone to weather and entertainment info that are plotted to
location – not specficically a “check in” service

 Source: Nielsen
What people do on their phones is
             predictive by age and gender
Younger users buy ringtones, create their own ringtones and listen to music; mobile internet
services (browsing, apps and e-mail) skew 60%-65% male
                                                     Demographics of Mobile Media Activities
           60%

                                                  Purchased                                                     Higher on chart = more female
                                                                                                                Further to right = older
                                                   ringtone                                                     Size of bubbles = # of users
           55%
                      Made own                              Social
                       ringtone                            networki
                                                                    Ringback                         MobileUnlimited
% Female




                                                              ng
                                                                                                           Data Plan
                                                                                                 App Media
           50%
                                                   Listened
                                                   to music
           45%                                            Purchased Played
                                                            game games                                    Browser
                                                                                                 E-mail
           40%
                 25        26             27              28             29 Median Age
                                                                                   30            31        32         33            34          35


 Three-month average ending September 2010. Country: U.S., N=32,044. Source: comScore MobiLens
Apps are so cool…but in terms of
         reach of the US population, limited
 Apps reach just 24% of the U.S. population, according to
 Pew and Nielsen


                                                                    All adults



                                                                82% use cell phones



                                                                   35% have apps

                                                                        24%
                                                                      use apps




Source: Pew/Nielsen, The Rise of Apps Culture, September 2010
On the mobile web, search is tops,
         followed by email and social
Top genres for mobile browsing
                                                     Search                                                                                  48.7%

                                           Personal e-mail                                                                            44.3%
                                        Social Networking                                                                            43.0%
                                                  Weather                                                                 35.8%
                                                      News                                                              34.0%
                                        Sports information                                                      29.2%
                                       Entertainment news                                                     27.6%
                                                          IM                                                  27.6%
                           Photo or video sharing service                                             22.5%
                                              Work e-mail                                        21.1%
                                                      Maps                                       20.7%
                                                                                                                      NEWS AND WEATHER GENRES
                                                 Tech news                                     19.5%
                                                                                                                      COMMUNICATING AND SHARING
                           Stock quotes or financial news                                     18.9%
                                                                                                                      OTHER
                                        Movie information                                     18.6%
                                             Bank accounts                                   17.6%




Three-month average ending October 2010. Country U.S., N=32,397. Source: comScore MobiLens
For apps, weather is tops followed by
           maps and social
  Location-aware services like weather, maps, restaurant information, movie information, traffic
  reports are all in the top 10
                       Weather                                                                                                                  25.8%
                          Maps                                                                                                          23.8%
            Social Networking                                                                                              20.0%
              Personal e-mail                                                                                      17.1%
                          Search                                                                           13.8%
                          News                                                                     12.2%
            Sports information                                                             10.1%
                  Work e-mail                                                         9.2%
       Restaurant information                                                        8.9%
            Movie information                                                       8.5%
                Traffic reports                                                  8.2%
           Entertainment news                                                   8.1%
                Bank accounts                                                   8.1%
Photo or video sharing service                                                  8.1%
Stock quotes or financial news                                               7.1%
                                                                                                                           LOCATION-BASED SERVICES
                    Tech news                                         5.6%
                                                                                                                           E-MAIL
          Business directories                                        5.6%
                                                                                                                           OTHER
           Gaming information                                      4.9%
            General reference                                     4.7%
             Television guides                                    4.7%


  Three-month average ending September 2010 Country: U.S., N=32,044 Source: comScore MobiLens
The young and mobile are using those
    phones while shopping




Source: Chadwick Martin Bailey, Consumer Pulse, March 2011, n = 1491, base = smartphone owners
Comparison shopping, checking for
  locations and discounts most common




Source: Chadwick Martin Bailey, Consumer Pulse, March 2011
Smartphones enable consumers to do a
    variety of shopping research in store




Source: Chadwick Martin Bailey, Consumer Pulse, March 2011
The Hot Stuff
Mobile can be do many things…
Mobile phones are sexy and personal

   Phones are extension of
    personal style
   Much more 1to 1
    communication with
    marketers than TV, radio
    or Internet
   Ads on them have higher
    impact than on the Internet
   Consumers focus more on
    the screens
Product Check-ins: People scan products and
collect points…
   This man won 1,000 “Karma” points for CauseWorld (consumers donate points to
    charity) program operated by Shopkick
Shopkick app: Consumers earn points just by
walking into a store
Geo-Fencing: Messages can be triggered by
 location
Geō-fence noun : a field around any location set to trigger a personalized
marketing message to a consumer entering or exiting the defined area.
                                         How it’s created:
                                         • Upload location addresses
                                         • Proprietary translator creates a “Place Profile”
                                         • Program the desired geo-fence around a
                                           location
                                       Flexibility:
                                       • Geo-fences can be created around any
                                         location
                                       • Add, remove & optimize geo-fences

                                       Geo-fencing Strategy:
                                       • Based on program objectives, trade areas, and
                                         customer demographic/psychographic profiles
How this works…
                                Geo-fence is           Dynamic message
 Consumer Opts-In
                                 triggered                delivered




  Customer opts-in to           Customer is out        She/he receives an
  alerts program                shopping in a retail   SMS alert on mobile
  through your                  area, office area      Message presents a
  –   Web site                  during lunch time,     personalized offer
  –   Social Network            sporting event,        Dynamic message-
  –   SMS or email program      concert, or any        promotional, branding,
  –   Web or mobile banner                             sponsorship or a
                                other location POI
  –   Inside store locations:                          reminder
      window signage, POS       Triggers the geo-      Option to leverage
      cards, receipts, etc.     fence set by brand     digital assets & WAP
Companies doing LBS messaging




             Acquisition                      Retention

• Carrier’s subscribers         • White label program for brands

• Portal with multiple brands   • Integrate into CRM or loyalty
                                  programs
• Carrier owns the audience
Loopt and Virgin America: A PR Coup with
a Taco Truck Activation




                                           EMAIL
                                           promo
                                           code
QR codes can unlock games, coupons,
link to more info
Burger Kind rich media ads reveal
promotion and tap to map
Subway: play a
game, find a location
Checkin’ in for Choos
Starbucks mobile payment system now
nationwide
Anybody can still build a top app: Eighth
grader Robert Nay unseats Angry Birds
Dennis Crowley: Dodgeball &
    Foursquare founder and PR maven
   Is this man 23 or 35?
   Are you his PR person?
Pay attention to anything at
South by Southwest
   But display healthy skepticism
   It is a bubble just like Sillicon
    Valley and Sillicon Alley
   Will both men and women do
    this? And do it again?
   How much work does it take?
   How will it scale for marketers?
   Is there a real marketing
    application?
Should your brand be mobile?
Well the world is going there….
Key considerations
   Are you customers mobile?
   Balancing desire for smartphone cool with reach
       Is your customer an iPhone person or are they happy with
        their feature phone?
   WAP optimization often overlooked
       Essential for all with consumer facing brand, retail locations
   Branded app…or not
     What can be done to enhance your brand, encourage
      people to interact with it?
     Don’t go for the fun gimmick
What PR professionals typically
encounter with mobile
• The pressure to make top app lists
• Social – even more and faster – 24/7 access to
  consumer reviews
• Activation and LBS
Branded apps die every day
   75% of all apps gets deleted within 90 days of download
    – Flurry analytics
   Apps have to be marketed just like any other product
       PR and making top lists is great but won’t last long…
       Click to download ad buys work brilliantly and are cheap
   Come up with a real measurement and content strategy:
       Is PR generation the primary goal?
       Are 10K downloads worth it for a mass market brand?
       Look at Not just downloads but usage
       How are you refreshing that content?
       Do you understand how people use the app?
       Does the app also embrace unique attributes of tablets?
Social moves that much faster
   How do you understand the conversation when it
    moves so fast?
   What is the value of a like or a share?
   No excuse for no measurement
   Measurement tools:
     Cymphony

     Radian6

     ScoutLabs

     Trendrr
The sexy stuff that can get so much
press…
   LBS
       It’s more a PR than a reach play but go for it
   Social Couponing and Flash Sales
       The Groupon and Gilt phenomenon
       But how long can it last now that everyone is doing it?
   Activation of Promotions
       Done more in ROW, but why?
       Any promotion can go mobile
       Any outdoor can trigger more information – lead people to a
        new destination
   Data
       In the absence of it in mobile, any piece of research can get
        press – especially as it relates to tablets
My favorite mobile activation/PR
stunt/sampling program




       http://www.youtube.com/watch?v=eXI8doq1k5Y
Resources
   IAB Mobile Center of Excellence
       Research and creative examples
   Mobile Marketing Association
       Standards
   GSMA Awards archive:
       Best mobile programs from around the world
   Stats:
     Comscore: semi-annual update on US usage
     Nielsen: US usage, new research on multi-screen behavior
     Pew: impact on news consumption, teen usage
Questions?




To understand more about mobile from a
marketer’s perspective: Quarterly Series
from Ad Age on Mobile Marketing
http://adage.com/whitepapers/

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Mobile Marketing Slide Deck

  • 1. WHAT PR PROFESSIONALS NEED TO KNOW ABOUT MOBILE Presented by Kathryn Koegel, Chief of Insights
  • 2. Introductions: Kathryn Koegel  Contributor to Ad Age  Primary researcher with work accepted by ARF and ESOMAR  Consultant on digital marketing strategy  Cited by: NY Times, Wall Street Journal, eMarketer, Media Post, Mobile Marketer, Internet Retailer, DM News  Currently working on reports on Mobile Couponing and Mobile Commerce 2
  • 3. What does mobile mean to PR professionals?  Mobile is:  Exciting – consumers love this  Hot – and exceptionally press worthy  Social – it amplifies everything social  Activational – it can enhance any marketing
  • 5. Wireless internet usage will soon surpass wired Global mobile vs. desktop internet user projection Internet users in millions Mobile web usage will surpass ‘tethered’ usage in less than three years Source: Morgan Stanley, April 2010
  • 6. Almost ¼ of all US households now have no landline U.S. Household Cellular-Only Penetration The CDC reported in May 2010 that the number was now 24.5%, with 40% of consumers 18- 34 having no landline 24.5% 21% 18% 15% 15% 2006 2007 2008 2009 2010* Source: Nielsen, 2006-2009; *For 2010, Centers for Disease Control and Prevention, May 2010
  • 7. Never before has technology adoption happened so fast New Computing Cycles - 10x more Devices PCs New= Reduce Usage Friction Via Better Processing Power + Improved User TVs Interface + Smaller Form Factor + Lower Prices + Expanded Services Cars 1,000,000 Mobile Radios Internet Phones 100,000 Desktop Gaming Internet Tablets 10,000 Appliances 1,000 PC 10B+ Millions 100 Units??? Minicomputer 1B+ Units/ 10 100MM+ Users Mainframe Units/ 10MM+ 1 1MM+ Users Units/ Units/ Users 0 Users 1960 1970 1980 1990 2000 2010 2020 Source; Mary Meeker, Morgan Stanley, 2010
  • 8. There are a lot of devices out there that can connect to the Internet Cell phone 85% Desktop 59% computer Laptop 52% computer mp3 player 47% Game console 42% e-Book reader 5% Tablet computer 4% Source: Pew, Americans and their Gadgets, September 2010
  • 9. Smartphones will be the majority in US by Q2 of next year Consumers are armed with in-store portable computers/potential coupon delivery devices FEATURE PHONE SMARTPHONE Projected Smartphone Penetration 90% 87% 86% 84% 83% 81% 79% 77% 75% 72% 69% 66% 63% 54% 60% 57% 54% 49% 46% 43% 51% 37% 40% 34% 46% 31% 28% 23% 25% 19% 21% 16% 17% 13% 14% 10% Based on survey data and projections. Source: Nielsen
  • 10. Who’s mobile and behaviors
  • 11. Mobile phones have higher US penetration in some demos than Internet Mobile phone Internet penetration1 penetration2 Gen Y (18-24) 85% 91% Gen X (25-44) 85% 85% Younger boomers 81% 79% Older boomers 76% 72% Source: 1-Insight Express 4Q 2010 Digital Consumer Portrait. 2-Pew 2010
  • 12. Minorities are especially enthusiastic about mobile African-Americans and Latinos lead non-Hispanic whites in use of mobile data applications, including early-adopter activities like purchasing via the phone White, non- Hispanic (English- All adults Black, non-Hispanic Hispanic speaking) Own a cell 82% 80% 87% 87% Send/receive text messages 72% 68% 79%* 83%* Access Internet 38% 33% 48%* 51%* Use a social-networking site 23% 19% 33%* 36%* Purchase product 11% 10% 13% 18% * Statically significant difference. Source: Pew Research
  • 13. 42.4% of US mobile phone users use their phones for media The number of people who are using voice only has declined 17.2% year on year, while mobile media usage has grown 23% Just Voice: 28.5% Mobile Media: 42.4% SMS (and not Mobile Media: 29.1% Mobile Media = Connected Media (except SMS) in MobiLens, defined as used phone browser, applications, or downloaded content. Three-month average ending September 2010 Country: US, N=32,044 Source: comScore MobiLens
  • 14. Mobile media activities have reached critical mass U.S. mobile media usage (past 30 days), Q4 2010 ALL SUBSCRIBERS FEATURE PHONE OWNERS SMARTPHONE OWNERS 152.3 M 90.8M 83.2 M 71.8 M 52.4 M 50.0 M 42.3 M 86% 80% 77% 66% 62% 60% 61% 50% 39% 36% 40% 32% 31% 20% 23% 22% 14% 15% 18% 8% 7% Text Picture Mobile Internet Email App Downloads Text Alerts Location-Based Messaging/SMS Messaging Services Note: Location based services here refers to using anything from GPS on a phone to weather and entertainment info that are plotted to location – not specficically a “check in” service Source: Nielsen
  • 15. What people do on their phones is predictive by age and gender Younger users buy ringtones, create their own ringtones and listen to music; mobile internet services (browsing, apps and e-mail) skew 60%-65% male Demographics of Mobile Media Activities 60% Purchased Higher on chart = more female Further to right = older ringtone Size of bubbles = # of users 55% Made own Social ringtone networki Ringback MobileUnlimited % Female ng Data Plan App Media 50% Listened to music 45% Purchased Played game games Browser E-mail 40% 25 26 27 28 29 Median Age 30 31 32 33 34 35 Three-month average ending September 2010. Country: U.S., N=32,044. Source: comScore MobiLens
  • 16. Apps are so cool…but in terms of reach of the US population, limited Apps reach just 24% of the U.S. population, according to Pew and Nielsen All adults 82% use cell phones 35% have apps 24% use apps Source: Pew/Nielsen, The Rise of Apps Culture, September 2010
  • 17. On the mobile web, search is tops, followed by email and social Top genres for mobile browsing Search 48.7% Personal e-mail 44.3% Social Networking 43.0% Weather 35.8% News 34.0% Sports information 29.2% Entertainment news 27.6% IM 27.6% Photo or video sharing service 22.5% Work e-mail 21.1% Maps 20.7% NEWS AND WEATHER GENRES Tech news 19.5% COMMUNICATING AND SHARING Stock quotes or financial news 18.9% OTHER Movie information 18.6% Bank accounts 17.6% Three-month average ending October 2010. Country U.S., N=32,397. Source: comScore MobiLens
  • 18. For apps, weather is tops followed by maps and social Location-aware services like weather, maps, restaurant information, movie information, traffic reports are all in the top 10 Weather 25.8% Maps 23.8% Social Networking 20.0% Personal e-mail 17.1% Search 13.8% News 12.2% Sports information 10.1% Work e-mail 9.2% Restaurant information 8.9% Movie information 8.5% Traffic reports 8.2% Entertainment news 8.1% Bank accounts 8.1% Photo or video sharing service 8.1% Stock quotes or financial news 7.1% LOCATION-BASED SERVICES Tech news 5.6% E-MAIL Business directories 5.6% OTHER Gaming information 4.9% General reference 4.7% Television guides 4.7% Three-month average ending September 2010 Country: U.S., N=32,044 Source: comScore MobiLens
  • 19. The young and mobile are using those phones while shopping Source: Chadwick Martin Bailey, Consumer Pulse, March 2011, n = 1491, base = smartphone owners
  • 20. Comparison shopping, checking for locations and discounts most common Source: Chadwick Martin Bailey, Consumer Pulse, March 2011
  • 21. Smartphones enable consumers to do a variety of shopping research in store Source: Chadwick Martin Bailey, Consumer Pulse, March 2011
  • 22. The Hot Stuff Mobile can be do many things…
  • 23. Mobile phones are sexy and personal  Phones are extension of personal style  Much more 1to 1 communication with marketers than TV, radio or Internet  Ads on them have higher impact than on the Internet  Consumers focus more on the screens
  • 24. Product Check-ins: People scan products and collect points…  This man won 1,000 “Karma” points for CauseWorld (consumers donate points to charity) program operated by Shopkick
  • 25. Shopkick app: Consumers earn points just by walking into a store
  • 26. Geo-Fencing: Messages can be triggered by location Geō-fence noun : a field around any location set to trigger a personalized marketing message to a consumer entering or exiting the defined area. How it’s created: • Upload location addresses • Proprietary translator creates a “Place Profile” • Program the desired geo-fence around a location Flexibility: • Geo-fences can be created around any location • Add, remove & optimize geo-fences Geo-fencing Strategy: • Based on program objectives, trade areas, and customer demographic/psychographic profiles
  • 27. How this works… Geo-fence is Dynamic message Consumer Opts-In triggered delivered Customer opts-in to Customer is out She/he receives an alerts program shopping in a retail SMS alert on mobile through your area, office area Message presents a – Web site during lunch time, personalized offer – Social Network sporting event, Dynamic message- – SMS or email program concert, or any promotional, branding, – Web or mobile banner sponsorship or a other location POI – Inside store locations: reminder window signage, POS Triggers the geo- Option to leverage cards, receipts, etc. fence set by brand digital assets & WAP
  • 28. Companies doing LBS messaging Acquisition Retention • Carrier’s subscribers • White label program for brands • Portal with multiple brands • Integrate into CRM or loyalty programs • Carrier owns the audience
  • 29. Loopt and Virgin America: A PR Coup with a Taco Truck Activation EMAIL promo code
  • 30. QR codes can unlock games, coupons, link to more info
  • 31. Burger Kind rich media ads reveal promotion and tap to map
  • 32. Subway: play a game, find a location
  • 34. Starbucks mobile payment system now nationwide
  • 35. Anybody can still build a top app: Eighth grader Robert Nay unseats Angry Birds
  • 36. Dennis Crowley: Dodgeball & Foursquare founder and PR maven  Is this man 23 or 35?  Are you his PR person?
  • 37. Pay attention to anything at South by Southwest  But display healthy skepticism  It is a bubble just like Sillicon Valley and Sillicon Alley  Will both men and women do this? And do it again?  How much work does it take?  How will it scale for marketers?  Is there a real marketing application?
  • 38. Should your brand be mobile? Well the world is going there….
  • 39. Key considerations  Are you customers mobile?  Balancing desire for smartphone cool with reach  Is your customer an iPhone person or are they happy with their feature phone?  WAP optimization often overlooked  Essential for all with consumer facing brand, retail locations  Branded app…or not  What can be done to enhance your brand, encourage people to interact with it?  Don’t go for the fun gimmick
  • 40. What PR professionals typically encounter with mobile • The pressure to make top app lists • Social – even more and faster – 24/7 access to consumer reviews • Activation and LBS
  • 41. Branded apps die every day  75% of all apps gets deleted within 90 days of download – Flurry analytics  Apps have to be marketed just like any other product  PR and making top lists is great but won’t last long…  Click to download ad buys work brilliantly and are cheap  Come up with a real measurement and content strategy:  Is PR generation the primary goal?  Are 10K downloads worth it for a mass market brand?  Look at Not just downloads but usage  How are you refreshing that content?  Do you understand how people use the app?  Does the app also embrace unique attributes of tablets?
  • 42. Social moves that much faster  How do you understand the conversation when it moves so fast?  What is the value of a like or a share?  No excuse for no measurement  Measurement tools:  Cymphony  Radian6  ScoutLabs  Trendrr
  • 43. The sexy stuff that can get so much press…  LBS  It’s more a PR than a reach play but go for it  Social Couponing and Flash Sales  The Groupon and Gilt phenomenon  But how long can it last now that everyone is doing it?  Activation of Promotions  Done more in ROW, but why?  Any promotion can go mobile  Any outdoor can trigger more information – lead people to a new destination  Data  In the absence of it in mobile, any piece of research can get press – especially as it relates to tablets
  • 44. My favorite mobile activation/PR stunt/sampling program http://www.youtube.com/watch?v=eXI8doq1k5Y
  • 45. Resources  IAB Mobile Center of Excellence  Research and creative examples  Mobile Marketing Association  Standards  GSMA Awards archive:  Best mobile programs from around the world  Stats:  Comscore: semi-annual update on US usage  Nielsen: US usage, new research on multi-screen behavior  Pew: impact on news consumption, teen usage
  • 46. Questions? To understand more about mobile from a marketer’s perspective: Quarterly Series from Ad Age on Mobile Marketing http://adage.com/whitepapers/