What is Mobile Marketing?


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Here's an introduction to mobile marketing in a Canadian context!

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What is Mobile Marketing?

  1. 1. What is Mobile Marketing? Media Strategist | Alex.Guibord@Gmail.com Alex Guibord
  2. 2. What is Mobile Marketing? o Mobile marketing: activating marketing programs/campaigns via mobile platforms so consumers can interact with brands using mobile devices o Advance your marketing objectives using mobile devices, platforms, technologies, strategies and tactics
  3. 3. Why Study Mobile Marketing? o Connected mobile devices are an integral part of our daily lives o Consumer behaviour evolved dramatically in the last few years and will continue to do so o Tablets didn’t exist pre-2010 o Smartphone adoption growing rapidly — from 15% in early 2011 to 50% in late 2012!
  4. 4. Why Study Mobile Marketing? o Mobile offers utility, social connection, entertainment, reference, shopping and more o Mobile creative solutions leverage the innate qualities of mobile: swipe, tap and gamification o Brands and marketers must adapt as well – but you need to understand how quickly that change will evolve and in what way
  5. 5. Mobile Marketing Milestones – iPhone launches on 2.5G and Wi-Fi – iPad, the first tablet computer is released – Instagram launches – Google Wallet launches in the US – Facebook’s mobile audience becomes majority – Mobile RTB launches in Canada – Canadian smartphone penetration exceeds 50% 2010 2011 2012 2007
  6. 6. Where Does Mobile Marketing Fit? o Mobile is social, commercial, location- based and entertaining all in one o It allows consumers to have interactive experiences with their devices
  7. 7. Mobile is Part of Digital o Digital encompasses all internet connected devices and experiences including: — Online through PCs, laptops, gaming consoles, portable gaming devices, smartphones and tablets o Mobile is a subset of digital, on which many of the same platforms, brands, content and social media are available — Only consumers use these differently on a mobile device than they do “online”
  8. 8. Mobile Web Traffic Growth Source: comScore Device Essentials, U.S. (June 2011 – June 2012)
  9. 9. Weekly Media Time Spend (Canadian Adults 18+) Source: BBM, comScore, NADbank and PMB (2000); BBM and eMarketer (2012)
  10. 10. Where Does Mobile Marketing Fit? o Americans spent 26% of their daily media time with mobile devices in Q2 2012 o Are Canadians any different? Source: InMobi & On Device Research, Mobile Media Consumption Research (Q2 2012), Sample size: 1,055
  11. 11. Where Does Mobile Marketing Fit? o Mobile should not be planned in isolation from other marketing initiatives o It is the one medium that can activate all media o Start thinking mobile first! — Do not ask yourself: “Will mobile work for this campaign?” — Ask yourself: “What element of mobile works for this campaign?”
  12. 12. @AlexGuibord