Mobile Marketing Overview - New Mexico American Marketing Association
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Mobile Marketing Overview - New Mexico American Marketing Association

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Overview of mobile marketing including mobile web and app basics, mobile search, mobile display, and mobile email for the New Mexico American Marketing Association.

Overview of mobile marketing including mobile web and app basics, mobile search, mobile display, and mobile email for the New Mexico American Marketing Association.

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Mobile Marketing Overview - New Mexico American Marketing Association Mobile Marketing Overview - New Mexico American Marketing Association Presentation Transcript

  • MOBILEMARKETINGLUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013 1
  • ABOUT MELUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013NMAMA MOBILE MARKETING 2 #NMAMA / @MICHAELJBARBER
  • MICHAEL BARBERDirector, Digital Strategy | COHNcohnmarketing.commichaeljbarber.com@michaeljbarberNMAMA MOBILE MARKETING 3 #NMAMA / @MICHAELJBARBER
  • NMAMA MOBILE MARKETING 4 #NMAMA / @MICHAELJBARBER
  • THE MOBILEREVOLUTIONLUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013NMAMA MOBILE MARKETING 5 #NMAMA / @MICHAELJBARBER
  • THE MOBILE REVOLUTION “ Mobile Is The Future, And Theres No Such Thing As Communication Overload. ” Eric Schmidt, Google ChairmanNMAMA MOBILE MARKETING 6 #NMAMA / @MICHAELJBARBER
  • THE MOBILE REVOLUTION Mainframe 1 million units sold in first ten yearsNMAMA MOBILE MARKETING 7 #NMAMA / @MICHAELJBARBER
  • THE MOBILE REVOLUTION Minicomputer 10 million units sold in first ten yearsNMAMA MOBILE MARKETING 8 #NMAMA / @MICHAELJBARBER
  • THE MOBILE REVOLUTION PC 100 million units sold in first ten yearsNMAMA MOBILE MARKETING 9 #NMAMA / @MICHAELJBARBER
  • THE MOBILE REVOLUTION Desktop Internet 1+ billion in first ten yearsNMAMA MOBILE MARKETING 10 #NMAMA / @MICHAELJBARBER
  • THE MOBILE REVOLUTION Mobile Internet 10 billion sold in first ten yearsNMAMA MOBILE MARKETING 11 #NMAMA / @MICHAELJBARBER
  • THE MOBILE REVOLUTION Smartphones 1.75 billion sold in 2012NMAMA MOBILE MARKETING 12 #NMAMA / @MICHAELJBARBER
  • THE MOBILE REVOLUTION Tablets 84 million iPads sold in first two yearsSource: Apple September 2012 KeynoteNMAMA MOBILE MARKETING 13 #NMAMA / @MICHAELJBARBER
  • THE MOBILE REVOLUTION Galaxy S3 10 million sold since July; 30 million by December 2012Source: SamsungNMAMA MOBILE MARKETING 14 #NMAMA / @MICHAELJBARBER
  • THE MOBILE REVOLUTION iPhone 5 •2 million in first 24 hours •10+ million sold the first week •50 million by December 2012Source: Apple, JPMorganNMAMA MOBILE MARKETING 15 #NMAMA / @MICHAELJBARBER
  • This is not a bubble, it is a revolution.NMAMA MOBILE MARKETING 16 #NMAMA / @MICHAELJBARBER
  • Don’t believe me? Trust Marmite.NMAMA MOBILE MARKETING 17 #NMAMA / @MICHAELJBARBER
  • Marmite = My GrandmaNMAMA MOBILE MARKETING 18 #NMAMA / @MICHAELJBARBER
  • NMAMA MOBILE MARKETING 19 #NMAMA / @MICHAELJBARBER
  • But, we have a problem.NMAMA MOBILE MARKETING 20 #NMAMA / @MICHAELJBARBER
  • 70% of businesses don’t even have a mobile website. GoogleNMAMA MOBILE MARKETING 21 #NMAMA / @MICHAELJBARBER
  • HOW DO WESOLVE THIS?LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013 22
  • AGENDAUnderstand the Understand the Understand tools What’s next?audience tech that make thisMobile trends and The technology easierstatistics driving the Tools to make revolution adoption easierNMAMA MOBILE MARKETING 23 #NMAMA / @MICHAELJBARBER
  • MOBILE TRENDSAND STATSLUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013 24
  • SMARTPHONE PENETRATION Entering the late inningsSource: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 25 #NMAMA / @MICHAELJBARBER
  • SMARTPHONE PENETRATION BY AGE Consumers of today & tomorrow driving growth.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 26 #NMAMA / @MICHAELJBARBER
  • SMARTPHONE PENETRATION BY GENDER Men driving growth.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 27 #NMAMA / @MICHAELJBARBER
  • SMARTPHONE PENETRATION BY ETHNICITY Majorities are being reached across ethnicities.NMAMA MOBILE MARKETING 28 #NMAMA / @MICHAELJBARBER
  • OPERATING SYSTEM (2012) Android wins, Apple grows.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 29 #NMAMA / @MICHAELJBARBER
  • OPERATING SYSTEM (2011 vs. 2012) iOS & Android grow, Blackberry tumbles.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 30 #NMAMA / @MICHAELJBARBER
  • OPERATING SYSTEM BY GENDER Balance across the sexes.NMAMA MOBILE MARKETING 31 #NMAMA / @MICHAELJBARBER
  • OPERATING SYSTEM BY AGE Similar across age groups.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 32 #NMAMA / @MICHAELJBARBER
  • SMARTPHONE MARKETSHARE TAKEAWAYS • More than 50% of the US population is now using a smartphone • No major penetration differences between genders • Slight penetration differences across ethnicities • Significant penetration differences across age, specifically 50+ • Android has the largest smartphone marketshare across all ages, genders, and ethnicities (smartphone only).NMAMA MOBILE MARKETING 33 #NMAMA / @MICHAELJBARBER
  • This is only half the story.NMAMA MOBILE MARKETING 34 #NMAMA / @MICHAELJBARBER
  • TABLET MARKET STATS iPad has revolutionized & cannibalized this product category.NMAMA MOBILE MARKETING 35 #NMAMA / @MICHAELJBARBER
  • TABLET MARKET STATS Lots of growth in the 7” market, hence iPad mini.Source: iHS iSuppli ResearchNMAMA MOBILE MARKETING 36 #NMAMA / @MICHAELJBARBER
  • TABLET MARKET STATS Category is growing quickly, but iOS will continue to lead.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 37 #NMAMA / @MICHAELJBARBER
  • TABLET MARKET STATS •17 million iPads sold April-June 2012; 84 million total iPads sold all time •More iPads sold than any PC manufacturer sold PC’s this year •7” market is driving growth this year (Kindle), iPad mini •Android & Windows will grow, but iOS will continue to have the largest marketshare for now. •91% of all tablet web traffic comes from iPads •Tablet (iPad) is driving post PC eraNMAMA MOBILE MARKETING 38 #NMAMA / @MICHAELJBARBER
  • THE APP STORES A tale of two, and maybe a third. 700,000 600,000 Unknown iOS apps Android apps number 250,000 250(ish) Amazon apps iPad apps Tablet appsNMAMA MOBILE MARKETING 39 #NMAMA / @MICHAELJBARBER
  • MOBILECHANGESCONSUMPTIONPATTERNSLUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013NMAMA MOBILE MARKETING 40 #NMAMA / @MICHAELJBARBER
  • WEB TRAFFIC 50% via mobile devices by this year.NMAMA MOBILE MARKETING 41 #NMAMA / @MICHAELJBARBER
  • EMAIL Daily usage of mobile email over 50%.NMAMA MOBILE MARKETING 42 #NMAMA / @MICHAELJBARBER
  • SOCIAL 91% of mobile users consume social media on their deviceNMAMA MOBILE MARKETING 43 #NMAMA / @MICHAELJBARBER
  • SEARCH 62% of users search on their smartphone, daily. GOOGLE/NIELSEN MOBILE SEARCH http://www.google.com/think/research-studies/ MOMENTS REPORT creating-moments-that-matter.htmlSource: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 44 #NMAMA / @MICHAELJBARBER
  • APPS • Average iOS user engages with 100 apps per month • 36 billion apps will be downloaded this year • 136 billion apps will be downloaded in 2017 • Users spend on average 94 minutes per day on mobile appsSource: Apple, Google, Mobile MarketingNMAMA IABAssociation, MOBILE MARKETING 45 #NMAMA / @MICHAELJBARBER
  • ALWAYS ON And, always with us.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 46 #NMAMA / @MICHAELJBARBER
  • DAILY LIVES Usage is ubiquitous.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 47 #NMAMA / @MICHAELJBARBER
  • USAGE IS GOING UP Consumers say they are shifting their habits.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 48 #NMAMA / @MICHAELJBARBER
  • BUSINESS INTERACTION Consumers use mobile to begin & end their interaction.Source: Google, Mobile Marketing Association, IABNMAMA MOBILE MARKETING 49 #NMAMA / @MICHAELJBARBER
  • APP & SITE TECHLUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013 50
  • MOBILE APP TECHNOLOGYNMAMA MOBILE MARKETING 51 #NMAMA / @MICHAELJBARBER
  • MOBILE APP TECHNOLOGY The options create confusion. HTML5 Software Development Kit (SDK)NMAMA MOBILE MARKETING 52 #NMAMA / @MICHAELJBARBER
  • HTML5 Just the next iteration of HTML, the backbone of the web. • A set of browser specs by 2 standard groups: W3C (World Wide Web Consortium) and WHAT (Web Hypertext Application Technologies) • Brings capabilities of web apps closer to those of native apps • UI tools, off-line storage, 2D graphics, plugin-free video/audio, geo location, speed and communicationNMAMA MOBILE MARKETING 53 #NMAMA / @MICHAELJBARBER
  • SOFTWARE DEVELOPMENT KIT Native experiences built for specific operating systems. • Mobile operating systems with set development standards • Two-types: free and open-source or proprietary and closed source • Provide access to APIs (ability to make things do things) • Push notificationsNMAMA MOBILE MARKETING 54 #NMAMA / @MICHAELJBARBER
  • THE KEY DIFFERENCE Cross-platform Operating system specific (e.g. capability Android app works only on Android devices)NMAMA MOBILE MARKETING 55 #NMAMA / @MICHAELJBARBER
  • HTML5 Pitched as the future of web apps.NMAMA MOBILE MARKETING 56 #NMAMA / @MICHAELJBARBER
  • MANY BENEFACTORS, NO CLEAR LEADER All pushing and hyping HTML5 for their own unrelated reasons Apple looking to move the web away from Flash Google searching for more ways to commoditize complements Facebook aiming to break-down Apple/Google silos and distance Adobe Microsoft to onboard web developers onto Windows 8 Mobile operators hoping to regain control lost to native platforms Qualcomm aiming to create a competitive advantage for its chips Brands looking use web as a low-cost way to go cross-device and cross-screen Adobe aiming to sell tools that facilitate web-to-native hybrid appsNMAMA MOBILE MARKETING 57 #NMAMA / @MICHAELJBARBER
  • HASN’T PLATEAUED YET HTML5 is just past the peak of expectations. • Fragmentation across platforms (iOS, Android, BlackBerry, Windows Phone) • Challenged to compete with native user experience • Lack of distribution channels and monetization for web appsNMAMA MOBILE MARKETING 58 #NMAMA / @MICHAELJBARBER
  • FRAGMENTATION HTML5 doesn’t work the same across all platforms. HTML5 Test Score iOS 5.1 324 BlackBerry OS 7 273 Android 4.0 273 Bada 2.0 268 Android 3.2 235 Android 2.3 189 Amazon Silk 1.0 174 Windows Phone 7.5 (Mango) 138 0 50 100 150 200 250 300 350 Source: html5test.com, April 2012.NMAMA MOBILE MARKETING 59 #NMAMA / @MICHAELJBARBER
  • HTML5 Facebook pushed HTML5 and stumbledNMAMA MOBILE MARKETING 60 #NMAMA / @MICHAELJBARBER
  • HTML5 Positives & negatives, good for non-Facebooks. Positives • Cross-browser/platform • Ease of distribution • Access to native features • Search engine relevance Negatives • No push notifications • No native experiences • Less ability to massively scaleNMAMA MOBILE MARKETING 61 #NMAMA / @MICHAELJBARBER
  • MOBILE WEBSITE OPTIONSNMAMA MOBILE MARKETING 62 #NMAMA / @MICHAELJBARBER
  • MOBILE WEBSITE OPTIONS m{dot} 2 Separate Sites - 1 mobile, 1 desktop • Mobile-specific site tailored for a specific environment • More affordable • Requires maintenance on both sites • Different URLs • Risk of content duplicationNMAMA MOBILE MARKETING 63 #NMAMA / @MICHAELJBARBER
  • MOBILE WEBSITE OPTIONS Dynamic serving 1 Site - Device dictates content served • Site tailored for a specific environment - smartphone, tablet • No risk of content duplication • Requires maintenance on both sitesNMAMA MOBILE MARKETING 64 #NMAMA / @MICHAELJBARBER
  • MOBILE WEBSITE OPTIONS Responsive 1 site • Responds to the screen size • Updates happens across both sites • Same URLs • Google likes this option • More intensive design processNMAMA MOBILE MARKETING 65 #NMAMA / @MICHAELJBARBER
  • MOBILE WEB APPS/TOOLS MobifyNMAMA MOBILE MARKETING 66 #NMAMA / @MICHAELJBARBER
  • MOBILE WEB APPS/TOOLS MojabaNMAMA MOBILE MARKETING 67 #NMAMA / @MICHAELJBARBER
  • MOBILE WEB APPS/TOOLS MojabaNMAMA MOBILE MARKETING 68 #NMAMA / @MICHAELJBARBER
  • MOBILE WEB APPS/TOOLS TiggziNMAMA MOBILE MARKETING 69 #NMAMA / @MICHAELJBARBER
  • USE WORDPRESS? Consider responsive themes. The Theme FoundryNMAMA MOBILE MARKETING 70 #NMAMA / @MICHAELJBARBER
  • EMAILNMAMA MOBILE MARKETING 71 #NMAMA / @MICHAELJBARBER
  • EMAIL More emails read on mobile than webmail.NMAMA MOBILE MARKETING 72 #NMAMA / @MICHAELJBARBER
  • EMAIL Design options & tips • Responsive available • Single-column option • Email providers have responsive templates available • Design with clear sections • Make buttons/CTAs thumb-friendly • Font size 18+ looks greatNMAMA MOBILE MARKETING 73 #NMAMA / @MICHAELJBARBER
  • PAID ADS: SEARCH &DISPLAYNMAMA MOBILE MARKETING 74 #NMAMA / @MICHAELJBARBER
  • PAID MOBILE ADS Tips & insights • PPC • Same character lengths • Consider targeting options (geo, demo, retargeting) • Click to call options available • LANDING PAGES MUST BE MOBILE FRIENDLY • Display/banner • Clear CTA • Images help • LANDING PAGES MUST BE MOBILE FRIENDLYNMAMA MOBILE MARKETING 75 #NMAMA / @MICHAELJBARBER
  • PAID MOBILE ADS Mobile ad networks http://www.flickr.com/photos/fidelman/5282509966/NMAMA MOBILE MARKETING 76 #NMAMA / @MICHAELJBARBER
  • PAID MOBILE ADS Mobile ad network types Premium& Premium& Blind& Blind& networks& Blind& Blind& Known& inventory& inventory& inventory& Less&than& More& Focus&on& premium& premium& premium& sites& sites& publishers& Variety&of& CPC&op6ons& pricing& CPM&model& models&NMAMA MOBILE MARKETING 77 #NMAMA / @MICHAELJBARBER
  • SMS / TEXT MESSAGINGNMAMA MOBILE MARKETING 78 #NMAMA / @MICHAELJBARBER
  • SMS, YEP STILL WORTH IT Tips & insights • Still have 40% of the market on feature phones • SMS great for immediacy (coupons, surveys) • Conversion can be epic • Relatively inexpensive • Cost drivers are number of messages, shared/ dedicated shortcode, and vanity keywordNMAMA MOBILE MARKETING 79 #NMAMA / @MICHAELJBARBER
  • SMS / TEXT MESSAGING Comparison to push notifications http://5thfingerblog.files.wordpress.com/2012/05/smsvsapps.jpgNMAMA MOBILE MARKETING 80 #NMAMA / @MICHAELJBARBER
  • SMS / TEXT MESSAGING ProvidersNMAMA MOBILE MARKETING 81 #NMAMA / @MICHAELJBARBER
  • AMAZING! NOWWHAT?LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013NMAMA MOBILE MARKETING 82 #NMAMA / @MICHAELJBARBER
  • STEP 1 Immediately focus any current digital planning around mobile. • Ensure any upcoming website redesign is mobile first • Begin testing other mobile-optimized opportunities across other digital efforts (e.g. email, search marketing, display/ad campaigns)NMAMA MOBILE MARKETING 83 #NMAMA / @MICHAELJBARBER
  • STEP 2 Determine short & long-terms objectives. • What are we trying to do? • Increase brand awareness • Increase sales • Increase retention • How will mobile make us money? • Focus on ROI • How do we get to market quickly? • How do we build long-term value?NMAMA MOBILE MARKETING 84 #NMAMA / @MICHAELJBARBER
  • STEP 3 Develop customer, client, and employee survey. • Leverage current customer database as well as other consumer research tools such as Google Insights • Find the insights to interest and adoption • You need to answer? What will make people interact and talk about the app/site?NMAMA MOBILE MARKETING 85 #NMAMA / @MICHAELJBARBER
  • STEP 4 Understand where your customers are and what they want. • Review web analytics for baseline understanding • Leverage current customer database as well as other consumer research tools such as Google Insights • Find the insights to interest and adoption • Need to answer? • What will make people interact and talk about the app/ site? • How can we start dialogues with current and prospective customers via mobile? • How can we make their lives easier? • What information do they need on the go?NMAMA MOBILE MARKETING 86 #NMAMA / @MICHAELJBARBER
  • STEP 5 Develop mobile marketing brief or incorporate within yearly marketing plan. • Bring together goals, insights, and customer needs with yearly tactics and budget • Work with agency partners to build this togetherNMAMA MOBILE MARKETING 87 #NMAMA / @MICHAELJBARBER
  • WANT TO LEARNMORE?LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013NMAMA MOBILE MARKETING 88 #NMAMA / @MICHAELJBARBER
  • RESOURCES • Amex Open Forum - http://www.openforum.com/ • Mobile Marketer - http://www.mobilemarketer.com/ • Mashable Mobile - http://mashable.com/mobile/ • #mobile on TwitterNMAMA MOBILE MARKETING 89 #NMAMA / @MICHAELJBARBER
  • QUESTIONS?LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013 90