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The Mobile Marketing Maturation Curve
 

The Mobile Marketing Maturation Curve

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Forrester Research mobile analyst Melissa Parrish takes you on a guided tour of how brand marketers are going from experimentation to executing high-impact, rich media mobile marketing campaigns.

Forrester Research mobile analyst Melissa Parrish takes you on a guided tour of how brand marketers are going from experimentation to executing high-impact, rich media mobile marketing campaigns.

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    The Mobile Marketing Maturation Curve The Mobile Marketing Maturation Curve Presentation Transcript

    • Making Leaders SuccessfulEvery Day
    • The Mobile Marketing MaturationCurveMelissa Parrish, Senior Analyst@MelissaRParrish
    • Agenda The incredible rate of mobile adoption How marketers are evolving to meet customer needs Recommendations
    • Agenda The incredible rate of mobile adoption How marketers are evolving to meet customer needs Recommendations
    • In 2010, 17% of the US cellphone-owning population had a smartphone
    • Today it’s over 50%, and growing
    • The Mobile Technographics Profile • • • • • • •© 2012 Forrester Research, Inc. Reproduction Prohibited
    • Agenda The incredible rate of mobile adoption How marketers are evolving to meet customer needs Recommendations
    • Mobile search & display will be an $8bnindustry by 2016
    • By mid-year 2013, most marketers plan to beusing mobile in their marketing programs“What best describes your company’s use of mobile in its marketing program?” Currently using 36% Plan to use in the next 12 months 31% No plans to use 33% Base: 232 global interactive marketers Source: Forrester Research Interactive Marketing Executive Panel Survey, Q2 2012
    • Budget“What will be your companys total marketing budget in 2012 for each ofthe follow channels? (Please select one.)” I dont know 46% Less than $50,000 21% $50,000 to $149,999 13% $500,000 to $749,999 5% $250,000 to $499,999 5% $5 million or more 3% $2,000,000 to $2,999,999 3% $1,000,000 to $1,999,999 3% $150,000 to $249,999 3%
    • Four Steps to Mobile Marketing MaturityBrands go through the following steps as their mobilemarketing practices mature:1. Novices: trying out new tactics2. Experimenters: “mobilizing” existing programs3. Practitioners: strategically focusing on mobile consumers4. Leaders: creating multi-touch-point programs with mobile at the centerBut before all of this, comes the foundation….
    • Foundation
    • Foundation• A mobile website is table-stakes today• Most brands see 12-18% of web traffic coming from mobiledevices– even if they don’t intend to serve a mobile audience• Mobile websites contribute to discovery and provide depth for awider mobile audience than do apps
    • Example: Nike’s mobile website showsmassive depth
    • NovicesAren’t looking for any particularoutcome, just want to playEmphasis is on learning about thesingle tactic being usedSmall test-budgets are applied toindividual short-term testsSetting expectations is key
    • Example: Kraft foods tested shortcodes for sampling Kraft foods tested short codes for the German launch of a new instant coffee product Short codes and keywords were incorporated into print and TV ads to allow consumers to request product samples via mobile 500,000 consumers requested samples via the short code
    • Experimenters Look for ways to make existing interactive programs more mobile-friendly Creative is adjusted and links are directed to mobile presences Budget comes from the overall interactive campaign Success is measured by comparing mobile results to non- mobile results
    • Example: Paramount Pictures extendsShrek campaign to mobileExtended the display campaign bytaking advantage of new mobilebrowser technologies and ad unitsParamount measured CTR across allchannels to determine success ofoverall interactive campaignMobile CTR was 30x higher than thesame campaign on PCs
    • PractitionersHave made the decision tospecifically engage mobilecustomersStrategically plan programs forthe mobile deviceMobile-specific budget is appliedKPI’s are established accordingto what you know about yourmobile customers
    • Example: VW launches the Golf GTI on mobileVW worked with their agency todevelop a comprehensive,digital-only launch of the GolfGTI with mobile assets at thecore of the campaign6 million game downloads485 million impressions97% lower cost per sale versustraditional new auto rolloutplans
    • Leaders Mobile is part of your brand’s DNA, with support and expertise across the company Strategic marketing development focuses on multi-touch-point strategies with mobile at the core Now you start to think of mobile as the connective tissue between online and offline experiences
    • Example: FedEx mobile servesbusinesses and consumers Consumers can track packages via a variety of mobile tools FedEx business shippers have immediate access to their accounts on any device– including over the phone-- all synced with real time data Sales agents have an enterprise app equipped with customer data and sales collateral to answer questions and close deals quickly and efficiently
    • Agenda The incredible rate of mobile adoption How marketers are evolving to meet customer needs Recommendations© 2012 Forrester Research, Inc. Reproduction Prohibited
    • Don’t wait– but be strategic in yourapproachYour customers are already in mobile– you need to at least starttesting the channelDon’t skip any maturity stages. You need to go through each of themand roll what you learn into the next stage, but…Focus on becoming practitioners as quickly as you comfortably canBefore starting any program, understand what your audience isdoing in mobile first, then set your objectives before you pick a techto play with
    • Thank youMelissa Parrishmparrish@forrester.com@MelissaRParrish