3. “Mobile Marketing is how businesses communicate
with consumer’s on their mobile devices, with their
explicit permission, at the right time, at the right
place while providing relevant value.”
-Kim Dushinski
5. Smartphone Usage Facts
› 48% Never turn their phone off 1
› 33% Would rather give up TV 2
› 80% Visit social networks 2
› 94% Users look for local information 2
› 90% Take action as a result 2
› 64% of Smartphones used for shopping 2
› 80% Users don’t leave home with out them 2
› 35% Have made purchases on their device 2
› 64% Sleep with their phone – in bed or at bedside 1
› Half of them check their device at least once at night!1
1 – MMA, 2 - Google
6. Tablet Platform
› Apple still dominating
› Android adoption up – split between Android and Amazon
› Little traction for Windows – but just launched
7. Tablet Usage Facts
› 29% of US adults own a tablet 1
› 79% of usage at home 2
› 77% owners use everyday 3
› 53% consume news daily 3
› 9% of daily media interactions 2
› 63% of usage motivated by entertainment 2
› Most often a starting point for shopping and trip planning2
Source: 1 – PEW, 2 – Google, 3 - Hubspot
22. KPIs
World Federation of Advertisers and Warc – most tracked KPIs:
1. Activity (requests/registrations)
2. Direct visits/visitors to website
3. Clicks
4. General brand metrics (awareness etc.)
5. Dwell time
6. Bounce rate
7. Reach
8. Engagement activity
9. Brand loyal metrics
10. No. of conversions/registrations
23. Key Take Aways
• Mobile not just good idea – mandatory for
future
• Think mobile first in planning and design
• Mobile is a channel – so don’t silo - integrate
• Start building the case for ROI
• Marketing – start with 10% of budget
• Begins with users –both external and internal