Mobile Marketing in 2012

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Presentation given to the Cleveland AMA on September 21, 2011

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  • http://www.morganstanley.com/institutional/techresearch/pdfs/Internet_Trends_041210.pdf
  • http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011
  • http://news.cnet.com/8301-1035_3-20103230-94/android-to-overtake-apple-in-app-downloads/
  • http://news.cnet.com/8301-1035_3-20103230-94/android-to-overtake-apple-in-app-downloads/
  • http://www.circle44mobile.com/wp-content/uploads/2011/08/Mobile-Web-Survey-Q2-2011.pdf
  • http://www.circle44mobile.com/2011/02/10/do-i-need-a-mobile-website-or-an-app/
  • http://www.circle44mobile.com/2011/02/10/do-i-need-a-mobile-website-or-an-app/
  • http://www.circle44mobile.com/2011/08/08/measuring-mobile/
  • Mobile Marketing in 2012

    1. 1. Mobile Marketing <br />in 2012<br /> Mobile Marketing in 2012 <br />
    2. 2. Mobile Marketing is…<br />marketing and communications to customers or constituents on portable devices wherever they may be.<br /> Mobile Marketing in 2012 <br />2<br />
    3. 3. Source: Morgan Stanley<br /> Mobile Marketing in 2012 <br />3<br />
    4. 4. Source: Source: Katy Huberty, Ehud Gelblum, Morgan Stanley Research (via Kleiner Perkins Caufield & Byers)<br /> Mobile Marketing in 2012 <br />4<br />
    5. 5. Projected number of iOS app downloads in 2012<br />Source: Ovum<br />6 billion<br />Mobile Marketing in 2012 <br />5<br />
    6. 6. Projected number of Android app downloads in 2012<br />Source: Ovum<br />8 billion<br />Mobile Marketing in 2012 <br />6<br />
    7. 7. The percentage of the US top 1000 brands that have a mobile-friendly website<br />Source: Circle44 Mobile<br />52%<br />Mobile Marketing in 2012 <br />7<br />
    8. 8. Where to start?<br /> Mobile Marketing in 2012 <br />8<br />
    9. 9. Mobile Strategy Considerations<br />Four questions to consider:<br /><ul><li>Where is your user?</li></ul> (travelling, at home, at work)<br /><ul><li>What do they need?</li></ul> (location, information, entertainment)<br /><ul><li>What devices do they have?</li></ul> (smartphone, tablet, laptop)<br /><ul><li>What content do you have already?</li></ul> (white papers, PowerPoint, video)<br /> Mobile Marketing in 2012 <br />9<br />
    10. 10. App vs. Website?<br /> Mobile Marketing in 2012 <br />10<br />
    11. 11. App Advantages<br /><ul><li>Frequent use
    12. 12. Rapid content switching
    13. 13. Access to phone hardware
    14. 14. Maps
    15. 15. Install/update events
    16. 16. Design consistency
    17. 17. Monetization</li></ul> Mobile Marketing in 2012 <br />11<br />
    18. 18. Mobile-Website Advantages<br /><ul><li>Search Engine Optimization
    19. 19. One-time use
    20. 20. Universal access
    21. 21. Campaign payoff</li></ul> Mobile Marketing in 2012 <br />12<br />
    22. 22. Where are my customers?<br /> Mobile Marketing in 2012 <br />13<br />
    23. 23. Promoting an App<br /><ul><li>SMS
    24. 24. Mobile Banner
    25. 25. Email
    26. 26. Mobile Search
    27. 27. News / PR
    28. 28. Offline Advertising</li></ul> Mobile Marketing in 2012 <br />14<br />
    29. 29. Did it work?<br /> Mobile Marketing in 2012 <br />15<br />
    30. 30. Measuring Mobile Marketing<br /><ul><li>Mobile Interaction</li></ul>(page views, downloads)<br /><ul><li>Mobile Conversions</li></ul>(purchase, key actions )<br /><ul><li>Buzz / Branding</li></ul>(PR, social media)<br /> Mobile Marketing in 2012 <br />16<br />
    31. 31. For more information, contact:<br />Scott Chapin<br />Analytics and Mobile Strategist<br />Circle44 Mobile<br />scott@circle44mobile.com<br />216 325 1981<br /> Mobile Marketing in 2012 <br />17<br />

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