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eMarketer Breakfast - 9.28.2011
1. September 14, 2011 N E W Y O R K N Y Mobile Marketing: Trends, Stats andBest Practices Mobile Marketing: Trends, Stats andBest Practices Geoffrey Ramsey @geofframsey
2. What we’lllook atthis afternoon… Part I: Mobile Landscape – Consumer View Part II: Mobile Landscape – Marketer View Part III: A New Mindset for Marketing: Magnetic Content Part IV: Five Mobile Marketing Strategies Identify and Understand your Mobile Audience Employ Precise Targeting Consider Geo-Location Technology Make it Measurable and Actionable with Mobile Couponing Use Mobile as an Additive, Integrated Channel Think Before You App! Part V:Mobile Measurement
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4. 3.8 B mobile users (55%)Source: eMarketer, 2011 (supported by ABI; BITKOM; Informa; ITU); US Census Bureau, Dec, 2011
5. In many countries, mobile is the 2nd most accessed media, after television viewing In China, 57% penetration = 763 million mobile users In some countries, mobile is #1: Colombia Estonia Latvia Saudi Arabia Russia #2 Turkey #2 China #2 Egypt #2 Mexico #2 Hong Kong #2 Venezuela #2 Indonesia #2 Australia #2 Chile #2 Sources: TNS; TGI; Roy Morgan; Sinomonitor; Synovate; GfK; PARC/TGI, 2010
6. Newspapers: 30 mins Magazines: 20 mins Mobile: 50 mins Internet: 2 hrs, 35 mins TV: 4 hrs, 24 mins
8. UK……...... 42% Spain…….. 41% Italy……… 38% France…… 32% Germany…. 29% --comScore, 2011 US smartphone penetration? (% of US mobile users with a smartphone) comScore Deloitte InsightExpress BIGresearch eMarketer Nielsen Pew Source: eMarketer, 2011; various as noted
10. While only 1/5 of mobile users conduct searches on their phones, 60% of smartphone owners do (Ipsos; ComScore)
11. While over 1/5 (21%) of mobile users are social… Zokem, 2011 Edison Research, 2011 eMarketer, 2011 comScore, 2011 … among smartphone owners, it’s closer to 40% Polaris, 2011
12. tablet iPadpenetration will pass 8% this year, and reach nearly 13% next year 4X growth inpenetration vs. 2010
15. Global execs see multiple devices and platforms as a key trend impacting their business
16. ½ of marketers have mobile in their upcoming advertising plans… “Among ANA members, 62% are using mobile” 51% 51% Source: IAB survey conducted by Ovum among 300 US firms, 2011 Source: Chief Marketer survey among 681 B2B and B2C marketers, 2011
17. “Over the next 2 years, how will you change your mobile ad spending?” Increase 72% Over 1/3 say they plan toincrease spending by50% or more Stay same 26% 1% Decrease July 2011 study conductedamong 200 US firms that usemobile advertising
19. Spending Growth in 2011 65% --eMarketer, 2011 ? 2011 Growth Rate forMobile Ad Spending IDC………………….. 117% eMarketer…………… 65% MAGNAGLOBAL…… 57% BIA/Kelsey…………... 51% ZenithOptimedia…… 45% $1.2 B
20. B2B marketers are spending even less, proportionately, in mobile = 2.2% of total B2B digital ad spending 2009 2014
21. = 4.1% of total digital ad spending = 8.9% of total digital ad spending Global Mobile Ad Spending* $3.5 Billion China** $445 Million Brazil**...... $24 Million Argentina***...... $1 Million = 3.4% of total digital ad spending U.S. Mobile Ad Spending** $1.1 Billion Russia**...... $20 Million UK**** $215 Million = 3.0% of total digital ad spending Source: *PricewaterhouseCoopers ($3.6 B); MAGNA ($3.4 B); Gartner ($3.3 B); **eMarketer, 2011; ***PricewaterhouseCoopers; ****GroupM ($230 M); PwC ($213 M); MAGNA ($202 M)
22. Why marketers love mobile marketing… “Mobile is not a silver bullet” --Wendy Clark, SVP, Coca-Cola Company “Mobile works best when it plays a supportive, additive role to other media.”
26. Part III A New Mindset for Marketing: Magnetic Content
27. The classic interruption/disruption model of advertising is waning… We interrupt this programming to sellyou stuff! We interruptthis programto sell you stuff “We need to create experiences, not just sponsor content.” --Frank Cooper, CMO, Pepsi “Marketers are focusing on creating Magnetic Content – so entertaining, relevant, informative or useful – it demands the consumer’s time and attention.” “Advertising is no longer about blasting the most messages to the most people. Instead, it’s about this: Ideas that spread, win.” --Seth Godin
31. Five Criteria for Magnetic Content Is the content Unique? Is it Useful? Is it Well Executed? Is it Fun? Does it make good use of the channelin which it appears?
34. Part IV Six Essential Mobile Marketing Strategies Identify and Understand your Mobile Audience Employ Precise Targeting Consider Geo-Location Technology Use Mobile as an Additive, Integrated Channel Make It Actionable with Mobile Couponing Think Before You App!
35. #1. Identify and Understand Your Mobile Audience (41% Get It) (56% are Clueless)
36. #2. Precise Targeting is Essential… Because it’s Personal Adhere to strict opt-in, permission marketing policies Because it’s Possible Work with top mobile ad networks who have access to rich subscriber data from carriers Store this information in a database so you can create real-time campaigns segmented by interests, intentions and even location
40. “Less than 10%*of mobile/online adults use location services to check-in” --Pew (5%); comScore (7%); InsightExpress (11%); SNL Kagan (14%); Beyond (17%) Location-Based Services Geoff Ramsey @ eM Breakfast Presenting Right this second Carl Fremont @ eM Breakfast Feeling skeptical 2 mins ago “But there’s exciting opportunities, too” Noah Elkin @ Starbucks Emailing on my Android 3 mins ago “Doesn’t foursquare have only have about 10 million users?”
41. “The company with the richest social graph and the most extensive geo-location information has the upper hand in providing a better value proposition to the consumer.” --Noah Elkin, Mobile Analyst, eMarketer Space Time = intent While in stores, consumers are using their phones to compare prices, evaluate products and check inwith trusted friends… …This creates richopportunities to reach consumers just when they are at the point of making a decision.
42. Checking in is motivated by the prospect of value exchange: getting useful information and finding deals
43. #4. Make it measurable and actionable with mobile couponing 25%
44. #5. Use mobile as an additive, integrated channel…… to alert consumers to your Magnetic Content
45. Use mobile as an additive, integrated channel…… to track, measure and enhance other media efforts 50% of those redeeming coupons were new customers
46. Remember, you’re not just competing with other marketers, you’re competing with thousands of app developers for the consumers’ time and attention #6. Think before you app! Think about the consumers’ needs Think Utility, Think Fun!
48. The ROI Challenge… Chief Marketer Survey: 51% of mobile marketers are relying on clicks to measure campaign success! MMA/Google/Ipsos Survey, 2011: 41% of global marketers said they were not investing in mobile because of uncertainty about ROI King Fish Media Survey, 2011: 63% of US marketers either a) hadn’t measured the ROI of their mobile campaigns or b) simply had no idea what it was
51. Multiple devices, carriers and operating systems Only about a 1/3 of marketers are integrating mobile with their cross-platform media strategies 37% 29%* Source: IAB survey conducted by Ovum, based on average of seven industry categories, June, 2011 Source: Chief Marketer survey among 681 B2B and B2C marketers, May, 2011
