Start of Mobile Marketing - June 2012


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A really quick review of the state of mobile marketing from the Global Head of the Mobile Marketing Association. Slapped together in 2 hours to manage your expectations.

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  • The Future is NowLets demystify they future.
  • TRANSITION: This phase, the Marriage phase, is the that golden nugget of your SEM efforts and is the bright future for digital and mobile advertisingOnce consumers have traveled this far down the purchase funnel, they have taken in as much information from everything around them and your advertising and are ever so close to that final point of redemptionIn fact, 90% of mobile phone users use search, and a near majority of Smartphone users, 46%, use mobile to compare prices in store and 36% of searchers make in-store visitsBut once you have them in store or restaurant, how do you close them? How do you ensure you continue to have a continuous touch point with that consumers… especially that in store, they are more than likely on a mobile deviceOne way is through scanning technology… like a QR Scanner or MS Tag. Utilizing one of the newest features of mobile search, the phone camera, users are now scanning the bar codes of your products to compare prices or snapping a shot of your cereal box to get the nutritional informationWhether you see redemption as Scanning a Coupon, reading a barcode or just having someone walk through the door... closing out the purchase funnel is the key to driving successful local revenuesBing as a decision engine is a great opportunity to get your message in front of consumers one last time
  • Flurry estiamtes that time spent is as muchas 23%
  • In Q3 2011, we saw mobile advertising outperform Internet ads in average brand metric deltas. Mobile outperformed Internet in brand awareness by nearly 5 to 1 and in message association by nearly 6 to 1. We also saw mobile ads outstrip internet ads in purchase intent (nearly 3 to 1), aided brand awareness (nearly 3 to 1) and brand favorability (more than 2 to 1). 
  • Start of Mobile Marketing - June 2012

    1. 1. Greg Stuart Global CEO Mobile Marketing Association 631 702 0682Mobile Marketing Association
    2. 2. Mobile Marketing Association
    3. 3. U.S. Newspaper (Print) Advertising vs. Internet Advertising Spending, U.S. Advertising Spend ($MM)Source: KPCB, Note: *America’s first newspaper ad appeared in 1704 in a Boston local newspaper, per AdAge. InternetMobile Marketing Associationadvertising includes online newspaper advertising. Source: Print newspaper ad spending per Newspaper Association of America(NAA); Internet ad spending per Interactive Advertising Bureau.
    4. 4. 1. It’s a Mobile World 2. Consumers Adoption/Activity 3. Mobile as Marketing ChannelMobile Marketing Association 4
    5. 5. Mobile Marketing Association
    6. 6. Making mobile marketing an indispensible part of a marketer’s mixMobile Marketing Association
    7. 7. Mobile Marketing Association
    8. 8. 36% 31% 83% Motivations Messaging Media Yes, It’s That Bad, and WorseMobile Marketing Association
    9. 9. A Clarion Call* to Marketers for Change Clarion Call * A clarion call is a powerful request for action or an irresistible mandate. Frequently used in a religious context, or in a political context, in that a politician issues a challenge for action from the public.Mobile Marketing Association
    10. 10. But What ifMarketers title Take slide Don’t the Call?Mobile Marketing Association
    11. 11. It’s a Mobile World Welcome!Mobile Marketing Association
    12. 12. 5.9 Billion Mobile Subscriptions Worldwide 92.9% of developed world compared to 53.5% use Internet (17.5% WW)Mobile Marketing Association 12
    13. 13. First 8 Quarters Cumulative Unit Shipments, iPod vs. iPhone vs. iPadMobile Marketing Association iPad launch). Source: KPCB, Apple, as of CQ1:12 (8 quarters post
    14. 14. Mobile Marketing Association
    15. 15. First 13 Quarters Cumulative Global Android & iPhone Unit ShipmentsMobile Marketing Association as of Q4:11. Source: KPCB, Gartner, Morgan Stanley Research,
    16. 16. Worldwide feature phones Still lead the pack! But in U.S. only 50% of market is feature phonesMobile Marketing Association 16
    17. 17. % of USA Adults Who Own Tablet Computers or eReaders, 4/09 – 1/12computers or eReaders (%)USA Adults that own tabletMobile Marketing Association Source: Pew Research Center, 1/12.
    18. 18. Global Smartphone vs. Mobile Phone Subscriptions, Q4:11 7000 6.1B Mobilephone Global Subscriptions (MM) Subscriptions 6000 5000 4000 3000 953M 2000 Smartphone Subscriptions 1000 0 Smartphone Mobile PhoneSource: Mobile phone subscriptions per Informa (as of Q4:11), Smartphone subscriptions estimate based on Morgan StanleyResearch’s estimated smartphone user as % of total mobile user at the end of 2011 (16%). Note: While there are 1B global 3GMobile Marketing Associationsubscribers as of Q4:11, not all of them were smartphone users. One user may have multiple mobile subscriptions, thereforeactual user #s may be lower than subscriber #s.
    19. 19. Nearly Ubiquitous High-Speed Wireless Access in Developed Countries• Unprecedented Global Technology Innovation• Ultra Competitive Markets for Mobile Operating Systems + Devices• Broadly Accepted ‘Social Graphs’ / Information Transparency• Fearless (& Connected) Entrepreneurs• Difficult ‘What Do I Have to Lose’ Economic Environment for Many• Available (& Experienced) Capital• Fearless (& Connected) Consumers• Inexpensive Devices / Access / Services (Apps)• Ability to Reach Millions of New Users in Record (& Accelerating) Time• ‘Social Emerging as Starting Distribution Point for Content,’ (Brian Norgard, Chill)• Aggressive (and Informed) ‘On My Watch’ Executives at ‘Traditional’ Companies• Unprecedented Combo of Focus on Technology AND Design• Nearly ‘Plug & Play’ Environment For Entrepreneurs – Marketplaces / Web Services / Distributed Work / Innovative Productivity Tools / Low ‘Start Up’ Cost• Beautiful / Relevant / Personalized / Curated Content for ConsumersMobile Marketing AssociationSource: KPCB
    20. 20. Mobile Marketing Association 20
    21. 21. Texting Use App 74% sent SMS Posting Browsing Scanning 52% used App Playing Watching 48% browed Searching web Listening 10% scanned Researching QR code Checking In 26% used Redeeming connected Buying device Source: comScore Jan ‘12 3 month ave.Mobile Marketing Association 21
    22. 22. Most accessible mobile technology globally 8 Trillion text 6.5 Billion text sent messages daily in the U.S. sent world wide (CTIA 2011) in 2011 (Portio Research) * A2P roughly generates $10/person on the planet by 2016!Mobile Marketing Association
    23. 23. Mobile Marketing AssociationSource: ComScore MobilLems, 3 mon, avg ending Dec.-2011 vs. Dec-2010;
    24. 24. Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011Base: Smartphone Users (5013).Q. In general, which of the following media-related activities do you do while also using the Internet on your smartphone?Mobile Marketing Association 24
    25. 25. There is a LOT that Consumers Do with Their Smartphone Among Smartphone Users A13+ Mobile Media in Past 30 Days Pct. Use Text messaging/SMS 87% Mobile internet 82% Email 77% Picture messaging/MMS 60% Application (App) downloads 60% Location-based Services 52% Game downloads 43% Picture downloads 36% Content uploads 36% Text alerts 40% Streaming audio 35% Instant messaging 30% Mobile video 27% Pre-installed games 34% Wallpaper/Screensaver downloads 23% Full-track music downloads 21% Ringtone downloads 22% Online games 19% Video messaging 17% VoIP 7% Source: Nielsen Mobile Media Marketplace, Population US A13+ Mobile Subscribers, Q3 2011; Base: Smartphone UsersMobile Marketing Association 25
    26. 26. 1 in 3 mobile search queries have local intent Search near Find local My Location store hours Find friends Get driving nearby directions Browse Call a local What’s business Near Me Now Locate a business Source: Kelsey Group as presented by Google, 2o11 on mapsMobile Marketing Association
    27. 27. Converting Local Intent to In-Store Engagement 90% Use mobile search 70% Of shoppers use In 1 Month 84% search as part of their shopping activity vs. 46% Of Smartphone users compare prices in stores 70% In 1 Hour Source: Bing for mobile 2010 Source: Essential Research, 2009; Yahoo Mobile Search Webinar, April 2011Mobile Marketing Association
    28. 28. DEVICES HAVE DIFFERENT ‘BIORYTHMS’  Source: comScore Custom Analysis, January 24, 2012Mobile Marketing Association
    29. 29. Global Mobile vs. Desktop Internet User 2000 Projection, 2007 – 2015E 1600 Internet Users (MM) 1200 800 400 Mobile Internet Users 0 2007E 2008E 2009E 2010E 2011E 2012E 2013E 2014E 2015E Source: Morgan Stanley ResearcMobile Marketing Association Greg Stuart, CEO; +1 631.702.06
    30. 30. “If your plans don’t include Mobile then your plans are not finished.” Wendy Clark SVP Integrated Marketing Coca ColaMobile Marketing Association
    31. 31. “Mobile Marketing is a set of practices that enable organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.” (Mobile Marketing Association, 2009)Mobile Marketing Association 31
    32. 32. TV Radio Recordings Comms. Print Cinema Internet Source: Ahonen (2007)Mobile Marketing Association
    33. 33. Mobile Marketing Association 33
    34. 34. 34 Target customer journey DIGITAL TOUCHPOINTS Mobile Account Updates Coupons Opt-in Daily App Deals Promotion AWARENESS ENGAGEMENT TRANSACTION LOYALTY traditional consumer mobile in-store mobile mobile advertising sponsorship promotion incentives & mobile database VIP/rewardsadvertising activation activation activation coupons marketing marketing program In-store signage/QR code In-store promotion Sales Circular OFFLINE TOUCHPOINTS ©2012 Vibes. All Rights Reserved. Confidential Source: Vibes, 2012
    35. 35. 35 Starbucks customer journey DIGITAL TOUCHPOINTS Social Mobile integration Opt-in Augmented reality Coupons App promo QR codes Mobile wallet AWARENESS ENGAGEMENT TRANSACTION LOYALTY traditional consumer mobile in-store mobile mobile advertising sponsorship promotion incentives & mobile database VIP/rewardsadvertising activation activation activation coupons marketing marketing program Print Signage In-store Rewards OFFLINE TOUCHPOINTS ©2012 Vibes. All Rights Reserved. Confidential Source: Vibes, 2012
    36. 36. Mobile Marketing Association
    37. 37. Mobile’s USP? Personal Pervasive ProximityMobile Marketing Association 37
    38. 38. Share of Average Time Spent per Day with Select Media by US Adults vs. Ad Spending Share, 2011 % of total 45 42.5%42.2% 40 Time spent share 35 30 25.9% 25 21.9% 20 14.6% 15% 15 10.9v 10.1% 9.7% 10 5 4% 2.8% 0.9% 0 TV Internet Radio Mobile Newspapers Magazines Note: Time spent with the internet excludes internet access via mobile, but online ad spending includes mobile internet ad spending due to this, the total of the ad spending shares for all media adds up to more than 100%. Source: eMarketer, December 2011Mobile Marketing Association
    39. 39. Average Brand Metric Details for Mobile and Online Campaigns +1.2 Purchase Intent +4.7 Online +1.4 Brand Favorability Mobile +3.1 +2.2 Message Association +12.1 +4.2 Ad Awareness +19.9 +2.1 Aided Brand Awareness +5.9 0 5 10 15 20 25 Source: Dynamic Logic Market norms for online, last 3 years through Q1/2011, N=2,437 campaigns, n=3,259,336 respondents. AdIndex for Mobile norms through Q3/2011, N=165 campaigns, n=125,471 respondents. Delta = Exposed-ControlMobile Marketing Association Greg Stuart, CEO; +1 631.702.06
    40. 40. Ford F-150 Case Study slide title “Most Important Car Launch in Ford’s History.” Bill FordMobile Marketing Association 40
    41. 41. Brand Metric: Purchase Consideration Relative Relative (top 2 box) Cost Index Cost TV 1104 $11.04 Magazine 456 $4.56 Roadblock 100 $1.00 Online 135 $1.35 Interpretation: If it cost Roadblock $1 (indexed at 100) to increase purchase consideration, then it cost $1.35 for Online, $4.56 for magazine and $11.04 to TV to achieve the same increase.Mobile Marketing Association
    42. 42. 100% Equal to +$1,350,000,000 80% Traditional Media $$$ in U.S. Truck sales Cost of Portal Home Page (TV, Magazines) 60% Take-Over ad in study: $500,000 40% Cost of Portal Home Page Take-Over ad today: 20% $2,500,000 0% Base 2.5% 6% Priceless! Plan Online Online * Approx. $200 Million BudgetMobile Marketing Association
    43. 43. Internet Media Revenue Growth Over Time Greg Stuart Joins the IABMobile Marketing Association
    44. 44. It’s a Mobile WorldMobile Marketing Association
    45. 45. Interested in Joining the MMA…. +1 631 702 0682 Thank You!Mobile Marketing Association
    46. 46. • MMA New York Forum – New York (June 11 – 13) • MMA CEO/CMO Summit – Dominican Republic (July 15 – 17) • Advertising Week Mobile Summit & Global Expo – New York (October 2-3) • The SMARTIES – New York (October 3) • MMA LATAM Forum - Miami (November 28 – 29) • Visit for more details on future events and webinarsMobile Marketing Association