5 Breakaway Mobile Marketing Insights

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Our survey of smartphone users reveals why most aren't using location-based apps, how social networking affects mobile marketing opportunities, and actionable insights for you to gain a competitive edge.

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5 Breakaway Mobile Marketing Insights

  1. 1. 5 Breakaway Mobile Marketing Insights<br />Will Reese Ph.D., Director of the Digital Futures Group<br />Jamie Beckland, Manager of Emerging Media<br />March 29, 2011<br />
  2. 2. 5 Breakaway Mobile Marketing Insights<br />What is geo-location and why does it matter?<br />Introducing our study<br />5 Insights <br />Find your social story<br />Engage social network updaters<br />Earn the interest and trust of a network<br />Sponsor real world customer interactions<br />Test incentives<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  3. 3. What is geolocation?<br />A new form of social network <br />updating…<br />…where people broadcast <br />where they are, and when… <br />… as they attend events…<br />... or perform transactions.<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  4. 4. What is geolocation?<br />A new form of social network <br />updating…<br />CONNECTION<br />…where people broadcast <br />where they are, and when… <br />UNDERSTANDING<br />PARTICIPATION<br />… as they attend events…<br />... or perform transactions.<br />RELEVANCE<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  5. 5. Why does it matter?<br />Right place, right time.<br />Help consumers where and when they want help. <br />Drive purchase at POS.<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  6. 6. Adoption Momentum<br />In a comparable period (2006 – 2008) Twitter reached only only 1m users<br />Why does it matter? | Our Study| 5 Insights<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />Foursquare reached 7.5 million users March 2011, up 1.5 million from January<br />
  7. 7. Growing market enthusiasm<br />Mayor of Austin, TX declares 4/16/11 “Foursquare Day”<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />Why does it matter? | Our Study| 5 Insights<br />
  8. 8. Geolocation will take off soon.<br />Why does it matter? | Our Study| 5 Insights<br />Today<br />Early majority<br />Early adopters<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  9. 9. Our Study<br />February 2011<br />437 smartphone users<br />5 geolocation apps<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  10. 10. We’re on the verge.<br />Usage incidence for location-based apps(n=437 smartphone users)<br />Why does it matter? | Our Study | 5 Insights<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />Awareness of location-based apps(n=437 smartphone users)<br />
  11. 11. 1. Find your social story.<br />Check-ins are NOT just coupons. <br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />“What is the most important benefit of these apps to the people who use them?” (n=253)<br />Why does it matter? | Our Study | 5 Insights<br />
  12. 12. 2. Engage social network updaters.<br />Users(n=171). <br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />“How frequently do you contribute updates to social network services?”<br />Why does it matter? | Our Study | 5 Insights<br />Non-users(n=266)<br />
  13. 13. 2. Engage social network updaters.<br />Building social media presence should precede your moving into geo-location.<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />Why does it matter? | Our Study | 5 Insights<br />
  14. 14. 2. Engage social network updaters.<br />Users of dedicated apps sees themselves as influential. <br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />“Others seek my opinion on new mobile services like location-based apps” (n=159 users)<br />Why does it matter? | Our Study | 5 Insights<br />
  15. 15. 2. Engage social network updaters.<br />Facebook Places is likely to prevail.<br />Successful engagement will signal early majority. <br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />Active users 2010 year end.<br />Why does it matter? | Our Study | 5 Insights<br />
  16. 16. 3. Earn the interest and trust of a network.<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />Why does it matter? |Our Study |5 Insights<br />Networking tools lets you stoke advocacy of your closest customers. <br />Data uploaded to Nike Plus site by user Pete Harris (and friends)<br />http://www.flickr.com/photos/harrip/450350018/sizes/m/in/photostream/<br />
  17. 17. 3. Earn the interest and trust of a network.<br />Geolocation lets you stoke advocacy of your closest customers. Other digital touchpoints reinforce the message.<br />Facebook updates by a Nike Plus user (and friends), names altered<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />Why does it matter? |Our Study |5 Insights<br />
  18. 18. 3. Earn the interest and trust of a network.<br />The chief barriers today are lack of clear benefit, and privacy fears.<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />“The benefit you cited hasn’t led you to use any of these apps. How come?”(n=73 knowledgable non-users)<br />Why does it matter? | Our Study | 5 Insights<br />
  19. 19. 3. Earn the interest and trust of a network.<br />Not knowing why you need the info makes it harder for them to share.<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />Information merchants are thought to have already, compared to what users think is reasonable for them to have.(n=171 users)<br />Why does it matter? | Our Study | 5 Insights<br />
  20. 20. 4. Sponsor real-world customer interactions.<br />The ideal: networks provide advice and discovery. Facilitate this.<br />“What is the most important benefit of these apps to you, personally?”(n=253)<br />Why does it matter? | Our Study | 5 Insights<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  21. 21. 5. Test incentives.<br />Prototype and test which incentives inspire commitment. Then help people “opt-in.”<br />Why does it matter? | Our Study | 5 Insights<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />
  22. 22. The key breakaway mobile marketing insight<br />Geolocal is geosocial.<br />You’ll want to be there.<br />We will email participants of the webinar copies of our full report for their use. The webinar will be available on the White Horse web site. <br />Questions? Comments? Let’s connect.<br />wreese@whitehorse.com, @willreese | jbeckland@whitehorse.com, @beckland<br />Thank you!<br />| ©2011 White Horse Productions, Inc. Content may not be reused without permission.<br />

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