Mobile Marketing #DIM Lecture 7
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Mobile Marketing #DIM Lecture 7

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...an introduction to the mobile medium...

...an introduction to the mobile medium...

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Mobile Marketing #DIM Lecture 7 Presentation Transcript

  • 1. 7
  • 2. learning objectives... evaluate the benefits and limitations of the technology
  • 3. increased awareness and enlightenment in a crowded and cluttered environment. reach customers at the point of evaluation/decision-making
  • 4. 34.47 million smartphone users (41%)
  • 5. http://www.mycleveragency.com/wp-content/uploads/2012/06/Desktop-v-Mobile-1.jpg, 2012
  • 6. Mobile search... To enhanced visual searches via AR
  • 7. social is mobile... 43% interact with brands via mobile social content…
  • 8. 3 billion ad requests a day… a variety of formats and platforms available… worth $2.5billion a year
  • 9. 27% of all emails are opened on mobile 70% delete emails that don’t work on mobile immediately http://masstransmit.com/broadcast_blog/22-amazing-mobile-email-marketing-statistics/, 2012 http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats 2012 http://litmus.com/blog/anatomy-mobile-email/anatomy-mobile-email-24-1000px 2012
  • 10. why mobile...
  • 11. send time-related messages when most likely to affect their behaviour e.g. when people are leaving work to remind them to stop on the way home link your m-comms to your other marketing communications… integration and synergy is key to all good campaigns
  • 12. monitor social networks, blogs and twitter ad impressions, clickthroughs and conversions sharing
  • 13. they feel their company size is too small to benefit
  • 14. 2010 Global 2011 2012 2013 2014 2015 13,976,859 31,860,295 78,855,662 188,375,368 487,426,725 788,324,804 Asia Pacific 2,448,932 6,768,196 20,543,294 67,012,433 240,350,642 420,277,951 Latin America 1,329,853 4,040,217 12,720,259 26,665,349 49,199,321 71,548,055 North America 2,615,787 4,218,310 6,550,322 14,257,565 38,783,886 55,646,710 Western Europe 5,237,113 10,348,319 21,163,143 33,524,429 58,670,609 83,364,841 441,060 1,021,441 3,322,664 10,780,236 21,462,108 31,876,998 1,156,893 3,140,746 8,252,679 20,303,462 38,480,441 58,717,045 747,221 2,323,065 6,303,302 15,831,895 40,479,719 66,893,204 Japan Central and Eastern Europe Middle East and Africa
  • 15. References • http://www.dma.org.uk/sites/default/files/PDF/Research/Mobile_Social_Media_Brands_Infographic _May2012.pdf [accessed 30th October 2012] • Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2006), Internet Marketing: Strategy, Implementation and Practice (3rd Edition), Prentice Hall • DMA(2009) Mobile Marketing Best Practice Guidelines- Direct Marketing Association (UK) Ltd. January 2009. Available from http://www.dma.org.uk/information/inf-practice.asp [accessed 16-0811] • http://www.scribd.com/doc/49869383/KPCB-Top-Mobile-Internet-Trends-by-Mary-Meeker-andMatt-Murphy (Accessed 10.2.2011) • Tocmag online article http://news.bbc.co.uk/1/hi/technology/6340103.stm#4 [accessed 31-07-11]