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The Impact on Traditional Advertising of Mobile and Tablets
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The Impact on Traditional Advertising of Mobile and Tablets

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This presentation discusses the impact that mobile phones and tablets have had on traditional marketing methods. We conclude that while mobile/tablet marketing is on the rise, traditional advertising …

This presentation discusses the impact that mobile phones and tablets have had on traditional marketing methods. We conclude that while mobile/tablet marketing is on the rise, traditional advertising presents too large an opportunity to ignore.

Published in Business , Technology
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  • 1. THE IMPACT OF MOBILE & TABLET Prepared by: Jailum Bhandar, Amaan Fazal, Lilia Gloria, Brianna Lake, & Justin Wong
  • 2. AGENDA • • • • • • • • Objectives Background Mobile Marketing Advertising Ecommerce/Mcommerce Apps Security Conclusion
  • 3. OBJECTIVES As the popularity of mobile phones and tablets grow, spells the end for traditional marketing channels
  • 4. BACKGROUND • SMS • Technology advances + price lowers • Small to large
  • 5. MOBILE MARKETING Video
  • 6. ADVERTISING ON MOBILE + TABLET • Advertising– disruptive, invasive, and in the way • Ad budgets expected to increase from $2.3 billion to $21 billion • Cost-effective, easy to measure, easy to personalize
  • 7. ADVERTISING ON MOBILE + TABLET • • • • iAd (2010) Initially not well received With better quality; users more responsive Still viewed as in the way
  • 8. ADVERTISING ON MOBILE + TABLET • • • • Mobile Bandit Location-based advertising Opt-in 57% of consumers expecting the advertising company to be within a 5-mile radius • Canadians 18+ > 25 hours of TV per week per capita in the first half of 2013
  • 9. ADVERTISING ON MOBILE + TABLET • Deductions: – Customers still prefer opt-in, personalized advertisement – Canadians 18+ > 25 hours of TV per week per capita in the first half of 2013 – Customers needs are changing with respect to medium, but old methods are not dead
  • 10. E-COMMERCE + M-COMMERCE • $200 billion industry in the US • Gives companies a global reach
  • 11. E-COMMERCE + M-COMMERCE 5 trends that show how e-commerce is taking over traditional retailing: 1. 2. 3. 4. 5. Voluntary conversion Losing cost structure Free delivery and returns Subscription Commerce Fit without the fitting room
  • 12. APPS 41 APPS 2HRS. + 38 MINS. Segmentation
  • 13. Types of Apps • • • • • Add convenience Offer unique value Provide social value Offer incentives Entertain
  • 14. Push Notifications • Sends a message to the user • Quadruple mobile engagement and double retention • Too pushy • Less is more
  • 15. LOYALTY PROGRAMS + RETAIL APPS • 91% are willing to download a corresponding app • Costs • Opt in Retail Apps • Product information • Act as a checkout • Some are designed to have a traditional feel
  • 16. SECURITY + PRIVACY • Only 48% consider data security & privacy & 42% for tablets • Companies who want to foster ecommerce/mcommerce need to factor in security • Less than half of the devices tested had some type of protection
  • 17. SECURITY + PRIVACY • Sensitive on how markets manage their personal information • Detrimental consequences for marketers • Market rejection, regulatory enforcement actions, loss of data flow, or costly litigation • Disclose their privacy practices
  • 18. CONCLUSION • Mobile devices are not all created equal • Marketing spending is drastically shifting to digital • Consumers will be spending more time on their mobile devices, presents a great opportunity for advertisers • E-commerce allows companies to have a global reach • While its benefits and effectiveness cannot be denied, it would not be accurate to say traditional marketing is going away
  • 19. THANK YOU ANY QUESTIONS?