eMarketer Webinar: Smart Devices: Phones, Tablets & More--Opportunities for Marketers
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eMarketer Webinar: Smart Devices: Phones, Tablets & More--Opportunities for Marketers

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Join eMarketer Principal Analyst Noah Elkin and learn where marketers can find opportunities to reach the new breed of mobile consumer.

Join eMarketer Principal Analyst Noah Elkin and learn where marketers can find opportunities to reach the new breed of mobile consumer.

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  • Thank you to everyone for joining us for this morning. We ’ve got a pretty packed agenda. We ’re going to start off by setting the context for the mobile marketing opportunity, looking at 7 key mobile usage and device trends. What we’re starting to see, unlike in past years, is the combination of a critical mass of users, with the right kinds of devices, and using those devices in ways that make them more receptive to marketers and content. Part of this is the degree to which the category of mobility has changed thanks to the evolution of devices. Your audience is not just using phones but now, thanks to the arrival of the iPad, they ’re now using tablets as well. So we ’ll take a look at some of those trends and what the implications are for targeting this changing breed of always-on consumer. We ’ll also take a look at the mobile marketing landscape. And because much of the engagement on mobile devices is being driven by applications, we’ll look at where the opportunities lie for reaching consumers through apps. Then we ’ll focus on some specific examples and best practices across 3 key industries – automotive, consumer products and retail We ’ll conclude with some key takeaways and then we’ll segue into the Q&A.
  • The bottom line:  Smartphone owners still represent a minority of mobile users, but their ranks are growing at a faster pace than feature phone owners. Consumer interest in acquiring smarter mobile devices is rising, particularly in emerging markets, where smartphones represent many users’ primary mobile internet access device. Marketers should closely monitor these trends over the next 12 to 18 months.
  • The bottom line:  Smartphone owners still represent a minority of mobile users, but their ranks are growing at a faster pace than feature phone owners. Consumer interest in acquiring smarter mobile devices is rising, particularly in emerging markets, where smartphones represent many users’ primary mobile internet access device. Marketers should closely monitor these trends over the next 12 to 18 months.
  • Among consumers ages 6 to 12, the iPad ranked first, nearly double the rate of all consumers – 31%.
  • Thank you to everyone for joining us for this morning. We ’ve got a pretty packed agenda. We ’re going to start off by setting the context for the mobile marketing opportunity, looking at 7 key mobile usage and device trends. What we’re starting to see, unlike in past years, is the combination of a critical mass of users, with the right kinds of devices, and using those devices in ways that make them more receptive to marketers and content. Part of this is the degree to which the category of mobility has changed thanks to the evolution of devices. Your audience is not just using phones but now, thanks to the arrival of the iPad, they ’re now using tablets as well. So we ’ll take a look at some of those trends and what the implications are for targeting this changing breed of always-on consumer. We ’ll also take a look at the mobile marketing landscape. And because much of the engagement on mobile devices is being driven by applications, we’ll look at where the opportunities lie for reaching consumers through apps. Then we ’ll focus on some specific examples and best practices across 3 key industries – automotive, consumer products and retail We ’ll conclude with some key takeaways and then we’ll segue into the Q&A.
  • Thank you to everyone for joining us for this morning. We ’ve got a pretty packed agenda. We ’re going to start off by setting the context for the mobile marketing opportunity, looking at 7 key mobile usage and device trends. What we’re starting to see, unlike in past years, is the combination of a critical mass of users, with the right kinds of devices, and using those devices in ways that make them more receptive to marketers and content. Part of this is the degree to which the category of mobility has changed thanks to the evolution of devices. Your audience is not just using phones but now, thanks to the arrival of the iPad, they ’re now using tablets as well. So we ’ll take a look at some of those trends and what the implications are for targeting this changing breed of always-on consumer. We ’ll also take a look at the mobile marketing landscape. And because much of the engagement on mobile devices is being driven by applications, we’ll look at where the opportunities lie for reaching consumers through apps. Then we ’ll focus on some specific examples and best practices across 3 key industries – automotive, consumer products and retail We ’ll conclude with some key takeaways and then we’ll segue into the Q&A.
  • Thank you to everyone for joining us for this morning. We ’ve got a pretty packed agenda. We ’re going to start off by setting the context for the mobile marketing opportunity, looking at 7 key mobile usage and device trends. What we’re starting to see, unlike in past years, is the combination of a critical mass of users, with the right kinds of devices, and using those devices in ways that make them more receptive to marketers and content. Part of this is the degree to which the category of mobility has changed thanks to the evolution of devices. Your audience is not just using phones but now, thanks to the arrival of the iPad, they ’re now using tablets as well. So we ’ll take a look at some of those trends and what the implications are for targeting this changing breed of always-on consumer. We ’ll also take a look at the mobile marketing landscape. And because much of the engagement on mobile devices is being driven by applications, we’ll look at where the opportunities lie for reaching consumers through apps. Then we ’ll focus on some specific examples and best practices across 3 key industries – automotive, consumer products and retail We ’ll conclude with some key takeaways and then we’ll segue into the Q&A.
  • Mobile was used by 29% of US ad agencies in Q4 2010.
  • Our value proposition focuses on providing solutions to measure and collect the right data from mobile sites and mobile apps, providing a single place to access key analytics about your mobile visitors and their level of engagement, and providing products for optimizing mobile content to achieve business success.
  • With SiteCatalyst, Adobe provides “one place” to measure, analyze and optimize integrated data from mobile channels and other online channels such as web, search and email. Organizations save time and money by eliminating the need to integrate data from multiple data sources (e.g., mobile only analytics vendor or free solutions). Also, SiteCatalyast can measure any mobile content including mobile optimized websites, native mobile applications, and video on leading media sites such as ESPN and NBC. SiteCatalyst provides measurement and tracking of any mobile device including feature phones, Smartphones, and Tablets. In addition, via Adobe Test and Target, marketers can optimize mobile content for specific audiences and help you improve key metrics related to conversions and revenue.
  • Challenge MyNewPlace helps consumers who are looking for a new rental apartment or home by connecting renters with apartment owners or property managers. Because building an iPhone app is a high investment for a small company, MyNewPlace wanted to accurately measure the app’s use and effectiveness to be sure it was worth the continued investment. After measuring the app’s initial download and usage, the company needed the ability to continually optimize the iPhone app, web, and mobile web experience that it was offering its customers. Results • 26% increase in conversion on mobile optimized website • iPhone app shown to convert at nearly double the rate of the website • Ability to measure phone leads initiated by iPhone app (click to call) • Achieved ROI ahead of anticipated Schedule “ With Adobe SiteCatalyst, we can track and compare user behavior and lead generation across our three platforms—web, mobile web, and iPhone.” Kenneth Cluff, CTO and VP of Engineering, MyNewPlace

eMarketer Webinar: Smart Devices: Phones, Tablets & More--Opportunities for Marketers eMarketer Webinar: Smart Devices: Phones, Tablets & More--Opportunities for Marketers Presentation Transcript

  • Presented by: Noah Elkin Principal Analyst @noahelkin F E B R U A R Y 2 4 2 0 1 1 Smart Devices: Phones, Tablets and More—Opportunities for Marketers Sponsored by:
  • Agenda
    • Growth trends: smartphones and tablets
    • Rising competition: devices and operating systems
    • Evolving usage patterns
    • Marketing and advertising implications
    • Key takeaways
    • Q & A
    Twitter: #eMwebinar
  • Growth Trends: Smartphones View slide
  • The number of US smartphone users will rise by nearly 50% from 2011 to 2015 View slide
  • Asia-Pacific and Western Europe lead the world in total smartphone users
  • US smartphone ownership is growing more quickly among recent phone buyers Twitter: #eMwebinar
  • The trend toward purchasing smartphones is also evident outside the US
  • Smartphone buyers want a device that is part of larger mobile media ecosystem
  • Growth Trends: Tablets
  •  
  • Apple’s iPad and onslaught of Android tablets will push global sales up five-fold by 2012
  • The iPad owns the tablet market…for now Twitter: #eMwebinar
  • US will account for the majority of near-term tablet demand
  • Tablet awareness and purchase intent are healthy, particularly among younger consumers
  • Death of the ereader appears to be premature
  • Rising Competition in Devices and Operating Systems
  • Apple’s iOS will remain the dominant US smartphone platform in 2011, but Android will pull ahead in 2012 Twitter: #eMwebinar
  • Android increasingly popular among recent smartphone purchasers
  • Android is the most popular smartphone platform among younger adults
  • On a global level, Android will also gain ground by 2014 Twitter: #eMwebinar
    • Nokia to forego Symbian and MeeGo in favor of Windows Phone 7 OS on smartphones
    • Nokia to adopt Microsoft advertising on mobile devices
    • Google reaction:
    Can the Nokia-Microsoft strategic alliance disrupt the mobile ecosystem?
  • Tablets constitute an additional front in the same OS platform battle
  • Evolving Usage Patterns
  • Smartphone owners represent 80% of all US mobile internet users
  • Disparity between smartphone and feature phone users is growing Twitter: #eMwebinar
  • Mobile social networking is more prevalent among US smartphone users Source: comScore, “2010 Mobile Year in Review,” Feb 2011
  • Smartphone users in emerging markets over-index for many key retail activities Source: Accenture, “Retail Applications of Mobile,” Dec 2010
  • Tablets have quickly become daily fixtures for many activities
  • Opportunity for tablets in the enterprise is growing Source: ChangeWave Research, Dec 2011
  • Marketing and Advertising Implications
  • Global executives see multiple platform usage as a key trend affecting their business
  • Marketers see advertising opportunities on a range of smart devices Twitter: #eMwebinar
    • From a user experience perspective, both bring something to the table. Apps are effective at providing mobile users with an encapsulated experience that filters out the variables of browsing the web. Browsers, on the other hand, are universal, and give marketers more latitude to experiment with different ad formats.
    • As the mobile browser experience more closely resembles that of the desktop, browsing the web from a mobile device may become more “app-like” in user experience. Co-existence will lead to convergence between the two.
    • Most research indicates that smartphone owners are equally active in using the web and apps.   An October 2010 survey by Frank N. Magid Associates, for example, found web browsing and app usage to be neck-and-neck (80% and 77%, respectively). 
    Contest of apps vs. browsers will not result in an either/or outcome
  • Growth in free apps outpaced that of paid apps across every OS platform in 2010
  • Paid app prices are decreasing…
  • … while in-app purchases are emerging as a more important revenue stream for developers and brands
  • To get noticed, brands should market their apps across multiple channels
  • Smartphone users are more likely to recall seeing ads…
  • … but variations in other brand metrics between smartphone and feature phone users are minimal Twitter: #eMwebinar
  • Tablet owners are more receptive to a range of advertising formats
    • Mobile platform competition remains fierce. The US mobile market looks like a two-horse race between Apple and Android, as BlackBerry’s lead slips away.
    • Android is the growth story everywhere. Android is the fastest-growing mobile platform, and its growth is coming largely at the expense of incumbents such as RIM/BlackBerry in the US and Nokia/Symbian elsewhere.
    • Tablets will extend OS competition into a new market segment. Not quite computers, not quite mobile devices, tablets could disrupt both segments . As new tablet introductions accelerate over the next 12 months, they will redouble competition between the primary OS platforms.
    • One size does not fit all. Smartphones and tablets serve different purposes. Focusing on the distinctions between platforms and form factors will lead to payoffs in user experience .
    Key takeaways
  • Ray Pun | Senior Manager, Product Marketing Mobile Solutions Overview
  • Mobile Value Proposition Collect the right data Compelling Experiences Data-driven Decisions
  • Benefits of Mobile Solutions Mobile Sites Mobile Apps Video Feature Phone Smart Phone Tablet Online Marketing Suite A (CONTROL) B (ALTERNATE) Mobile Sites Mobile Apps Video
  • MyNewPlace: Success Story
    • Challenge:
    • Accurately measure the usage of its first iPhone app to validate continued investment
    • Continuous optimization of the iPhone app, web, and mobile web experience that is being offered to customers
    “ With Adobe SiteCatalyst, we can track and compare user behavior and lead generation across our three platforms: web, mobile web, and iPhone app.” CTO and VP of Engineering MyNewPlace
    • Results:
    • iPhone app shown to convert at nearly 2 times the rate of the website
    • 26% increase in conversion on mobile optimized website
    • Ability to measure “click to call” phone leads initiated by iPhone app
    • Achieved ROI ahead of schedule
  •  
  • Smart Devices: Phones, Tablets and More — Opportunities for Marketers Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com /products or contact us: (800) 405-0844 or [email_address] Presented by: Noah Elkin Principal Analyst, eMarketer, Inc. @noahelkin Twitter Hashtag: #eMwebinar Sponsored by :