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Why Main Street Is So Hyped                   About Mobile MarketingJanuary 27, 2012    Mobile Insider Summit, Key Largo, ...
Twitter          #mpmis      @goborrell           © 2012 Borrell Associates Inc.
Our Foundation: ResearchDetermining how much local advertisers actually spend is extremely difficult but incredibly import...
Research Components Advertisers    Spending: Database of 15 million companies    Receipts: Database of 5,200 online med...
Advertising Trends
A Great Retailer Once Said…www.borrellassociates.com                                                “Half the money I spen...
Historic Trends                                Big-Pictureskeptical of ROI                                                ...
Media’s Disruptive History                                Micro Trendswww.borrellassociates.com                           ...
© 2012 Borrell Associates Inc. All Rights Reserved.www.borrellassociates.com
By 2016, 88% off all local                                                        Local Mobile Advertising                ...
Sizing the Local Advertising Sales Forcewww.borrellassociates.com2: This is local-only direct sales reps and excludes nati...
Under Siege: One Pitch EVERY Business Day…                            …but only 1-2 spoken with per week                  ...
SMBs Getting a Fast Education                            Source question: Has yourwww.borrellassociates.com               ...
Likelihood High for SMBs’ Use of Mobile                            Source question: How likelywww.borrellassociates.com   ...
Social Media
Current Use of Social Sites by U.S. (SMBs)                                                 Q: Does your company maintain a...
Spending Intent for Online Ad Categories                             Q: On which types of online advertising do you expect...
Metrics for Measuring Success                                Q: How do you measure the success of social marketing program...
The Nitty Gritty
SMBs’ Plans to Spend on Mobile Marketing                                Question: What percent of the advertising budget a...
SMBs’ Mobile Efforts Don’t Always Involve $                                  Question: Do you plan to use in mobile market...
Mobile Ad $ Forecast by Delivery Mechanism                                                               (All Projections ...
Mobile Ad $ Forecast by Delivery Mechanism                                                               (All Projections ...
Promotions
How Businesses Spend Marketing Dollarswww.borrellassociates.com                            Source: Borrell Associates, 201...
Promotions Spending: Total vs. Onlinewww.borrellassociates.com                            Source: Borrell Associates, 2012...
Promotions Spending                                                               (All Projections in $ Billions)www.borre...
Proximity Marketing                                                               (All Estimates and Projections in $ Mill...
Mobile Discounts/Deals Forecast                                                               (All Estimates and Projectio...
Recommendations For local marketers, find an expert For agencies & media, become an expert Think social, not Amway Thi...
Speakers from:       Valpak      Placecast       Gannett       Gray TV      McClatchy        AT&T Yellow Pages Group   Des...
Questions?Download this presentation atwww.borrellassociates.com/keylargo
Thank you!Gordon Borrell, CEOPhone: 757-221-6641Email: gborrell@borrellassociates.comTwitter: goborrell        Download th...
Borrell mobile insider summit
Borrell mobile insider summit
Borrell mobile insider summit
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Borrell mobile insider summit

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  • The agency approach is important for two reasons. First, look at these numbers. The average SMB now gets 25 sales pitches per month and takes only 7 of them. So it’s getting harder and harder to get in the door – especially if you’re just pushing one product. You pretty much need a wedge – a gimmick to get in the door, and we think that hook is what we call the agency approach. Why is that important?
  • Transcript of "Borrell mobile insider summit"

    1. 1. Why Main Street Is So Hyped About Mobile MarketingJanuary 27, 2012 Mobile Insider Summit, Key Largo, Fla.
    2. 2. Twitter #mpmis @goborrell © 2012 Borrell Associates Inc.
    3. 3. Our Foundation: ResearchDetermining how much local advertisers actually spend is extremely difficult but incredibly important in this time of shifting ad dollars. We do it better than anyone else.
    4. 4. Research Components Advertisers  Spending: Database of 15 million companies  Receipts: Database of 5,200 online media companies  Verification & Forecasting: Panel of 10,000+ businesses Consumers  Scarborough, Claritas  Ongoing surveys of web users
    5. 5. Advertising Trends
    6. 6. A Great Retailer Once Said…www.borrellassociates.com “Half the money I spend on advertising is wasted. Trouble is, I don’t know which half." John Wanamaker 1838-1922
    7. 7. Historic Trends Big-Pictureskeptical of ROI Trendswww.borrellassociates.com  Advertisers always  Omnipresent cycle of “new media” disruptions  New media peels growth away from old media…  …And never kills off its primary competitor
    8. 8. Media’s Disruptive History Micro Trendswww.borrellassociates.com  Radio advertising: 1920  Television advertising: 1950 (30 years)  Cable advertising: 1980 (30 years)  Internet advertising: 1995 (17 years)  Mobile advertising: 2010 (15 years)
    9. 9. © 2012 Borrell Associates Inc. All Rights Reserved.www.borrellassociates.com
    10. 10. By 2016, 88% off all local Local Mobile Advertising online advertising will be delivered on a mobile device. © 2012 Borrell Associates Inc. All Rights Reserved.www.borrellassociates.com
    11. 11. Sizing the Local Advertising Sales Forcewww.borrellassociates.com2: This is local-only direct sales reps and excludes national sales forces and third-party sellers. © 2012 Borrell Associates Inc.
    12. 12. Under Siege: One Pitch EVERY Business Day… …but only 1-2 spoken with per week Sales approaches 25 Sales pitches taken per month 7www.borrellassociates.com per month In an average month, with how many advertising sales people do you speak, in person or on the phone, among these incoming efforts? Survey date: Q1-2 2011 N = 5,112© 2012 Borrell Associates Inc.
    13. 13. SMBs Getting a Fast Education Source question: Has yourwww.borrellassociates.com company been pitched by any vendors to conduct mobile-based advertising or marketing campaigns or campaigns with mobile elements in the past 12 months? Source question: Have you conducted any advertising or marketing campaigns using mobile platforms in the past 12 months? Total Responding: 10,250© 2012 Borrell Associates Inc. All Rights Reserved.
    14. 14. Likelihood High for SMBs’ Use of Mobile Source question: How likelywww.borrellassociates.com is it that you will incorporate mobile elements in your advertising and marketing efforts to reach potential customers during the coming year? Total Responding: 10,250© 2012 Borrell Associates Inc. All Rights Reserved.
    15. 15. Social Media
    16. 16. Current Use of Social Sites by U.S. (SMBs) Q: Does your company maintain a Social Network site or page?www.borrellassociates.com Have Source: Borrell 2011 SMB Survey, as of August, 2011 N=4,271
    17. 17. Spending Intent for Online Ad Categories Q: On which types of online advertising do you expect to spend money in [the coming year]?www.borrellassociates.com Source: Borrell Inc. 2011 SMB Survey, as of August, 2011 N=4271
    18. 18. Metrics for Measuring Success Q: How do you measure the success of social marketing programs you have attempted?www.borrellassociates.com Which are your key metrics? Source: Borrell Associates SMB Study, Jan-Aug. 2011 N=4271
    19. 19. The Nitty Gritty
    20. 20. SMBs’ Plans to Spend on Mobile Marketing Question: What percent of the advertising budget at your company will be devoted towww.borrellassociates.com mobile advertising or marketing efforts in 2011? Source: Borrell Associates, 2011. N=484 © 2012 Borrell Associates Inc.
    21. 21. SMBs’ Mobile Efforts Don’t Always Involve $ Question: Do you plan to use in mobile marketing? Do you expect to spend moneywww.borrellassociates.com on mobile marketing Source: Borrell Associates, 2011. N=484 © 2012 Borrell Associates Inc.
    22. 22. Mobile Ad $ Forecast by Delivery Mechanism (All Projections in $ Millions)www.borrellassociates.com Source: Borrell Associates, 2012 © 2012 Borrell Associates Inc.
    23. 23. Mobile Ad $ Forecast by Delivery Mechanism (All Projections in $ Millions)www.borrellassociates.com Source: Borrell Associates, 2012 © 2012 Borrell Associates Inc.
    24. 24. Promotions
    25. 25. How Businesses Spend Marketing Dollarswww.borrellassociates.com Source: Borrell Associates, 2012 © 2012 Borrell Associates Inc.
    26. 26. Promotions Spending: Total vs. Onlinewww.borrellassociates.com Source: Borrell Associates, 2012 © 2012 Borrell Associates Inc.
    27. 27. Promotions Spending (All Projections in $ Billions)www.borrellassociates.com Source: Borrell Associates, 2012 © 2012 Borrell Associates Inc.
    28. 28. Proximity Marketing (All Estimates and Projections in $ Millions)www.borrellassociates.com Source: Borrell Associates, 2012 © 2012 Borrell Associates Inc.
    29. 29. Mobile Discounts/Deals Forecast (All Estimates and Projections in $ Millions)www.borrellassociates.com Source: Borrell Associates, 2012 © 2012 Borrell Associates Inc.
    30. 30. Recommendations For local marketers, find an expert For agencies & media, become an expert Think social, not Amway Think frequency, not reach Use a package of products, not just one
    31. 31. Speakers from: Valpak Placecast Gannett Gray TV McClatchy AT&T Yellow Pages Group Deseret Media Yahoo CBS Local Yodle Centro Morris Comm. Mobile Mktg. Assoc.And 30+ more speakers!
    32. 32. Questions?Download this presentation atwww.borrellassociates.com/keylargo
    33. 33. Thank you!Gordon Borrell, CEOPhone: 757-221-6641Email: gborrell@borrellassociates.comTwitter: goborrell Download this presentation at www.borrellassociates.com/keylargo
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