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Mobile Marketing


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Marketing in a smartphone world.
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Mobile Marketing

  1. 1. Hello, are you there?Marketing in a smartphone worldWhite paper | June 2011
  2. 2. Shikatani Lacroix is a leading branding and design firm located inToronto, Canada. The company commissions assignments from allaround the world, across CPG, retail and service industries, helpingclients achieve success within their operating markets. It does this byenabling its clients’ brands to better connect with their consumersthrough a variety of core services including corporate identity andcommunication, brand experience design, packaging, naming andproduct design.About the AuthorJean-Pierre Lacroix, R.G.D., President and Founder ofShikatani LacroixJean-Pierre (JP) Lacroix provides leadership and direction to hisfirm, which was founded in 1990. He has spent the last 30 yearshelping organizations better connect their brands with consumersin ways that impact the overall performance of their business. Mr.Lacroix was the first to coin and trademark the statement “TheBlink Factor” in 1990, which today is a cornerstone principle to howbrands succeed in the marketplace. JP has authored several papers,has been quoted in numerous branding and design articles and, in2001, he co-authored the book “The Business of Graphic Design,”which has sold over 10,000 copies. JP can be reached and you can follow his blog and Articles and BooksBelonging Experiences...Designing Engaged BrandsBusiness of Graphic DesignWhite paper | June 2011 | Mobile Marketing | 1
  3. 3. Is mobile marketing changing the game?Our firm was recently asked to help an organization elevate theironline presence which included the development of a locationbased mobile application that would allow customers to makepurchases via their smartphones. The need for a mobileapplication uncovered some interesting insights that differ fromthe online world most firms have been living within.Online platforms have been merging and integrating while thecost of developing fully dynamic and CRM enabled websites havedecreased significantly. The same cannot be said regarding thedevelopment of mobile enabled applications with the need fordifferent programming platforms between iPhone, Android andBlackBerry smartphones. The complexity raises the issue ofwhether the investment is worth the opportunity.This white paper will leverage some recent research and insightson the industry, namely:1. Where is the smartphone heading?2. What are the key opportunities within mobile marketing?3. What are the strategies available to organizations?White paper | June 2011 | Mobile Marketing | 2“Mobile is a highlymeasurablemedium and asbrand marketersare being asked toprove the ROIeffectiveness,strong case studiesare now beingdeveloped whichshow how mobileis outperformingonline as well asother traditionalmediums”Interpublic R/GA 2009
  4. 4. The industry is on a steep growth trajectoryIf you are a marketer, the ability to effectively reach your targetmarket, prior or during the moment of truth, is one of the mostcritical factors that will drive marketing ROI. Based on statisticsfrom The International Telecommunication Union (October 2010),featured in the MobiThinking website, there are 5.3 billion mobileusers, 77% of the world’s population, with 90% of the world nowliving areas with access to a mobile network. Mobile growth isbeing driven by India and China, with the world’s most populatedcountries having the most mobile subscriptions:• China: 747.4 million subscribers in 2009, growing to 1,311.7million in 2014 (eMarketer, February 2010)• India: 525.2 million subscribers in 2009, growing to 853.0million in 2014 (eMarketer, February 2010)• USA: 292.8 million subscribers in June 2010 (CTIA).The leading mobile manufacturers by market penetration areSamsung (24.8%), LG (20.9%) and Motorola (16.7%), according toComScore (February 2011), with a total of 302.6 million unitsshipped in 2010, a 74.4% increase from 2009. The marketplacedoes shift when comparing the smartphone segment, with theranking in order of market share being lead by Nokia (33.1%), RIM(16.1%), Apple (15.7%), followed by Samsung, HTC and other wellestablished brands. Based on a recent Gartner report (2011),Android is forecasted to become the number one smartphoneoperating system in 2011, with an estimated 468 million unitssold, a 57.7% increase from 2010 — not a bad feat considering itwas only launched in 2009. Other operating systems includeBlackBerry (13.4%), iOS (19.2%), Symbian (19.2%) and WindowsMobile (5.6%).White paper | June 2011 | Mobile Marketing | 3Mobile marketing statistics5.3 billion mobilesubscribers (77% of the worldpopulation) in 2010Half a billion peopleaccessed mobile internetworldwide in 20096.1 trillion SMS messagessent in 201010 trillion SMS messagesprojected by 2013$1 billion in annual mobilerevenues for Google300,000 mobile apps10.9 billion appdownloads1 billion people will accessfinancial services by mobile by2015$2 billion worth ofmerchandise sold via mobile in2010
  5. 5. The rise of the smartphone as a platform for accessing the webwill see it overtake the computer as the primary conduit to onlinenetworks within five years. It is interesting to note that more than530 million users browsed the mobile web in 2010, with thatnumber expecting to grow to 1 billion by 2013. In manydeveloping countries, the majority of mobile web users aremobile-only (70% in Egypt and 85% in Africa) versus developednations such as the U.S. which only has 25% of mobile-only users.Gartner (March 2010) also predicts that in 2011, over 85% ofhandsets shipped globally will include some form of a browser. Akey factor that will be driving the use of smartphones to accessthe internet will be the growth of unlimited plans from theleading carriers who are trying to compete by reducing theirchurn and gaining longer term contracts.In Canada, based on a Neilson Q1 2009 study, 21% of Canadianmobile subscribers use their cell phone to browse the internet,consistent with the U.S. market. Top categories accessed via themobile web include: portals, e-mail, weather, news and currentevent, and searches. Consumers who use mobile media tend tobe younger (47% are 18 to 34), male (54%), and have kids. Thissegment is dominated by early adopters, 39% of which usesearch engines to access mobile media.White paper | June 2011 | Mobile Marketing | 4“In the lasttwelve months,customersaround theworld haveordered morethan US$1 billionof products fromAmazon using amobile device."Jeff Bezos, founder and CEO (July 2010)
  6. 6. Other interesting statistics featured on the 60 Second Marketerwebsite (• The average person has their cellphone within reach 14hours a day.  Impiger Mobile• 90% of text messages are read within three minutes ofbeing delivered.  Singlepoint• Nine out of 10 mobile searches lead to action, over halflead to purchase.  Google• 79% of smartphone users use their phone to help withshopping, with 74% ultimately making a purchase as aresult.  GoogleWhite paper | June 2011 | Mobile Marketing | 5
  7. 7. The opportunities for mobile marketingBased on a variety of studies and statistics, mobile marketingoutperforms other types of media. In the area of coupon usage,mobile coupons through websites such as Groupon generate 10times higher redemption rates than print. And mobile ads performtwo to three times better than online ads in key metrics such asbrand favorability, awareness and purchase intent (Insight Express).Interesting that 70% of mobile searches lead to action within onehour as opposed to online searches, 70% of which lead to actionwithin one month (Microsoft).As a good friend once told me: if you want to catch fish, you need togo where the fish are. The smartphone market is rapidly growing tobecome one of the most effective channels for marketers — and thenumbers speak for themselves. According to the U.K. InteractiveAdvertising Bureau, mobile ad spend grew by 32% in 2009. By theend of 2011, the global mobile advertising market will be valued atover $16 billion (M:Metrics, Common Short Codes: Cracking theMobile Marketing Code).White paper | June 2011 | Mobile Marketing | 6
  8. 8. Smart marketers who have embraced mobile marketing haveleveraged four key strategies, namely:The mobile websiteMore and more marketers are noticing that traffic to their onlineproperties is being driven by smartphones. To capitalize on thistrend, marketers are designing mobile sites that leverage their onlinepresence while making browsing easier for mobile phone users.According to web design and development, there are key rules you need to follow whencreating a mobile website:• Simplify the options: When it comes to mobile websites,simplicity is key due to a lack of space on the screen and internetconnections that tend to be slower.• White space: Due to the smaller screen size, typefaces tend to beharder to read on coloured backgrounds or over compleximages. Leveraging the white space to allow for ease ofnavigation will make the experience positive for visitors.• Lack of images: Due to bandwidth issues, heavy reliance onimages will reduce the speed of the browser and its conveniencefor the user. Keeping images to a minimum will allow fasterdownload times and ease of navigation.• Sub-domain: Although there exists an opportunity to use .mobidomains, it is more common to see mobile versions of a websiteas• Prioritized content: Based on the need to easily navigate mobilesites, the content will need to be prioritized based on the typicalneeds of the user. For restaurant chains, it may mean accessingthe location of the restaurant and viewing the menu is morecritical than the background story and other supportingelements of the site.White paper | June 2011 | Mobile Marketing | 7
  9. 9. Creating a mobile appWith the rise of mobile app downloads and increased usage bysmartphone users, it’s important that you consider the developmentof a mobile application for your organization, but only if theapplication makes sense for your brand and your target market. Ourexperience has shown that it’s best to start with the platform that isused most frequently by your intended audience, such as iOS, andthen evolve the programming to Android and Blackberry to reducethe development costs associated with developing an applicationacross three platforms.A mobile app needs to explore a different user interface and newcontent as they are typically focused on a narrow user benefit. Forexample, one of our clients, Cineplex Entertainment, has launched anapp that allows users to select the theatre and movie nearest to theirsmartphone’s GPS location. Cineplex has created a platform thatincludes all of its competitors, ensuring their brand becomes thesource for all things related to movie theatres in Canada.Advertising on mobile devicesAccording to Wikipedia, mobile phone content advertising is thepromotion of ring tones, games and other mobile phone services.Such services are usually subscription-based where subscribersuse the short message service (SMS) system to sign up. Anothermethod is broadcasting messages to the mobile phones idlescreen, enabling the mobile operators or advertisers to reachmillions of people in real time.A new trend in mobile phone content advertising is the "ad-supported" mobile phone service model. Mobile virtual networkoperators (MVNOs) such as Virgin Mobile USA, Xero Mobile andBlyk offer, or plan to offer, free or subsidized mobile phoneservice in exchange for subscribers viewing a number of targetedadvertisements that are relevant to the subscriber.White paper | June 2011 | Mobile Marketing | 8
  10. 10. In fact, the Mobile Entertainment Forum (MEF) carried out asurvey of its members in 2006 where 81% of respondentsexpected successful advertising models to cut prices or fund theconsumption of entertainment content on mobile phones.Another new approach to mobile content advertising is the useof viral marketing. Through specially designed programs, userscan send recommendations for mobile content they enjoy to theircontact lists.The growth of mobile couponsIn 2005, only 12% of the population used digital coupons. Nowthat number has nearly doubled. Approximately 22% of the U.S.population is currently using digital coupons, almost a quarter ofthe total U.S. population ( March 2010, Target launched the first scannable mobile couponprogram. The opt-in program provides Target shoppers with acustomized webpage on their mobile phones, with all offersscannable at checkout via a single barcode. The new program isessentially a text message-driven sale. Guests can opt-in to theprogram on their PC at, on their phone or by texting COUPONS to 827438 (TARGET). Afteropt-in, guests receive a text message with a link to a mobile webpage that contains multiple offers, all accessible through a singlebarcode. Offers are single use and expire on the date listed.Other mobile coupons are customarily issued by retailers ormanufacturers of consumer packaged goods to be used in retailstores as part of a sales promotion. They are often distributedthrough WAP Push over SMS or MMS, or other mobile means. Thecustomer redeems the coupon at store or online. In some cases,when the customer redeems the mobile coupon at store, retailersforward the redemption to a clearinghouse for final processing.White paper | June 2011 | Mobile Marketing | 9
  11. 11. Strategies for mobile marketingIn a new world of the citizen “i”, the marketing industry isrealizing that today’s customer wants customized messaging thatfits their exact needs when they need it most. This has createdthe opportunity to develop location-based offers that aretriggered by the proximity of the customer to the given retaileror product. I have outlined a few potential strategies thatorganizations can leverage today:1. Change your online focus to mobileWith the increase of mobile web users and their need forspeed and access to content, you will need to devise anonline strategy that is mobile focused. Your initial approachshould consider a mobile web platform that supports yourconventional web presence while being simpler to use andnavigate. Your second initiative might consist of thedevelopment of an app that works on one or more of thethree major platforms (iOS, Android and Blackberry) andprovides highly interactive and informative content. A greatexample of a successful mobile strategy is Nike. While itswebsite features information about its products, its Nike+GPS app tracks your mileage and keeps a record of yourperformance using your iPhone, iPad or iPod Touch.2. Leverage QR codesQR (Quick Response) codes are now being introduced asthe number of camera equipped smartphones increasesignificantly. QR codes are matrix barcodes that consumerscan scan using their smartphone to gain instant access to aspecific website where responses can be tracked andmeasured, allowing companies to modify their marketinginitiatives. QR codes can be used offline and online; its mostprevalent use today is on exterior billboards and on printedposters found in retail establishments.White paper | June 2011 | Mobile Marketing | 10
  12. 12. 3. Participate in mobile coupon initiativesYour organization may have historically moved away fromconventional couponing due to their low redemption andusage rates. In addition, conventional couponing appealed toan older demographic which may have limited its appealamongst the younger generation who have a high disposableincome and can easily be swayed by offers. Mobile drivencoupons provide the opportunity to appeal to a wideconsumer segment, both young and old, while allowing ahigher level of convenience of use at store level. Companiessuch as Starbucks and Target are supporting this initiativewith location-based platforms that provide the coupon ascustomers are making buying decisions, which is where theopportunity to sway the purchase decision is at its highest.4. Build an SMS opt-in networkA key to all online and offline marketing programs is to createa sense of community where dialogue can occur andconsumers can become advocates for their favourite brands.It is imperative that marketers leverage the power of theirdatabases to determine who has an SMS account and howbest to reach the smartphone segment. Opt-in programs thatlink to an incentive or allow the sharing of information is acritical element to building your mobile community. Considerall facets of your marketing mix to drive opt-in participationby consumers in order to allow for more effectivesegmentation of the marketing message and offer.White paper | June 2011 | Mobile Marketing | 11
  13. 13. 5. Integrate with other mediumsThe goal of any marketing initiative is to grow sales andbrand loyalty. Recently I wrote about an new emerging trendin marketing that goes far beyond conventional thinking andsupports the fundamentals of mobile marketing. Brand viBEsor vertically integrated brand engagement strategiesunderlines the importance of leveraging an integratedmarketing communication program around “one big idea”that has a social premise at its core.Your organization should consider how all facets of themarketing mix, from online to offline, can help build brandengagement and customer loyalty. Significant considerationshould be given to how mobile marketing will play a pivotalrole in driving sales and building a branded community.6. Make it funThe biggest trend today is the use of gaming principles toengage customers. Just offering an incentive is no longerenough to effectively build your brand. How that offer isdelivered and the process the customer follows to receive itis becoming a critical factor for success. Brands such as AXEare using gaming principles and technology to engage theiraudience and create greater participation. As you consideryour mobile marketing initiatives, how will you make theentire experience fun? You need to ask yourself one keyquestion: why should someone spend time on your site orapp when they can enjoy playing games on theirsmartphone?White paper | June 2011 | Mobile Marketing | 12
  14. 14. Global mobile statistics, 2011Tagga Agency Platform: Bridging the Gap, The five key factors in mobile marketing, Statistics in Mobile Marketing, 2010ConclusionThe rise of mobile marketing is very exciting and will providemarketers with a new form of brand engagement that ismeasurable and highly effective. It is important that a mobileonline presence be established as consumers move away fromconventional web access through computers toward the growingtrend of accessing the web via smartphones. With 5G networksbeing launched as this white paper is being published, mobilecarriers are also realizing the potential of this new form ofmarketing and brand engagement as a means to build brandloyalty to their networks.White paper | June 2011 | Mobile Marketing | 13
  15. 15. For more information, contact:Jean-Pierre Lacroix, PresidentShikatani Lacroix387 Richmond Street EastToronto, OntarioM5A 1P6Telephone: 416-367-1999Email: jplacroix@sld.comWhite paper | June 2011 | Mobile Marketing | 14