The Growing Opportunity in Mobile Marketing and Advertising presented at AAF Inland Empire


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Presented at AAF Inland Empire's monthly luncheon by Claus Enevoldsen, Director of Interactive Marketing at Freedom Communications. To learn more, visit

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  • Copy and steal everything. I did. From eMarketer, industry experts, etc.. And I encourage you to do the same. Please share and join in during the presentation.
  • Please whip out your phone!
  • Another study call out iPhone users for “Elitists” and Android users for “Independent Geeks”
  • Almost 60% of mobile users are ripe. I will show you some stats that speak to the opportunity and growth.
  • 246 Million users or 80% of population. This is growing! But what’s really important is what they are doing with their phones.
  • Younger demos are skewing higher, but look at the overall trend.
  • Where is the opportunity? It really is in smartphones. We are close to this line, around 30% of all phones are smartphones. Think about this. The iPhone was introduced in 2007 and in a matter of 4 years, smartphones will overtake feature phones! (or dumb phones).
  • Furthermore, by 2013 internet access by mobile overtake desktop. And the reason for that is two-fold: there will be more smartphones than computers and you have your phone with you at all times.
  • The average mobile mktg campaign will triple by 2011. This is spread out on: display banner ads, texting, search.
  • Mobile is not a product, it’s a unique and equal media channel. And the advantage is that it’s the most intimate channel, you carry it with you at all times.
  • Target an affluent and educated market segment Access to an engaged audience Access to limited ad positions Limited ad inventory means larger share of voice
  • While there was no gender difference in the number of texts sent each day, there was variation by ethnicity and race: Black and Hispanic texters send and receive more messages on average than their white counterparts. Same with smartphones btw, Hispanics were early adopters. Many didn’t have desktops and internet access at home, smartphones were the gateway.
  • Texting is not necessarily an age thing anymore. It’s about lifestyle. Adults warming up to texting could be good for messaging-based marketing efforts, especially since most Americans still have feature phones, not smartphones. However, 57% of adult mobile users told Pew they had received spam or unwanted text messages—and based on the experience of email marketers, this could include opt-in messages that the users simply no longer want to receive. On a device as personal as the mobile phone, which has the potential to annoy users with unwanted disruption, marketers must keep messaging relevant and always wanted.
  • Apple opened a brand new industry in 2008. There is a new era called curated content. In fact web usage is declining. People spend more and more time on apps.
  • But this doesn’t tell us anything about engagement. In fact, only 20% of iPhone users return to a free app after downloading it. After a month, only 5% return to a free app.
  • Start with a mobile website no matter what. What’s the purpose of your app? How many downloads can you really get? And will they come back? How many apps do you have on your phone? How many do you use? Are you ready to develop for all app platforms? (Start with iPhone and Android). If you do, there are companies like
  • Lots of opportunities for advertisers. I was at Rubios in Redlands checking in (so I can become mayor). It said “special nearby”. It was for a dentist giving me $50 off any visit. I might actually go there. Mobile + Location = Relevance
  • The Growing Opportunity in Mobile Marketing and Advertising presented at AAF Inland Empire

    1. 1. The Growing Opportunity in Mobile Marketing and Advertising September 9, 2010 Presented by Claus Enevoldsen Director, Interactive Marketing Freedom Communications [email_address] @CEnevoldsen
    2. 2. Agenda <ul><li>The growing mobile opportunity </li></ul><ul><li>The mobile marketing tools available </li></ul><ul><li>App versus wap </li></ul><ul><li>The convergence of social and mobile </li></ul><ul><li>Case studies </li></ul><ul><li>Resources </li></ul><ul><li>Q & A </li></ul>
    3. 3. Introduction C.A.S.E
    4. 4. Mobile is about being connected at any time and from anywhere, whether it’s from a phone, iPod, eReader, tablet or any other mobile device
    5. 5. How do you use your phone? How Do You Use Your Phone?
    6. 6. Who are you? Base: Adult cell phone owners Source: Experian Simmons Fall 2009 NCS/NHCS
    7. 7. You are not alone! Base: Adult cell phone owners Source: Experian Simmons Fall 2009 NCS/NHCS
    8. 8. Mobile usage is pervasive 1987
    9. 9. Mobile for all ages Sources: Experian Simmons Fall 09, 08, 07 06 National Consumer Study
    10. 10. Smartphones are quickly emerging Convergence point Q3 2011
    11. 11. Access to the internet by mobile will overtake desktop by 2013 (Morgan Stanley, 2010) &quot;Scott Beale / Laughing Squid&quot;
    12. 12. Show me the money
    13. 13. Almost 9 out of 10 people use mobile media at home where there are plenty of other media choices * Source: Study by Orange UK
    14. 14. Mobile behavior Source: ROI Research, Inc & Microsoft “Future of Mobile”, November 2009
    15. 15. Mobile Marketing Products
    16. 16. SMS Branding Mobile Display Banners Mobile Web Site Mobile Search PPC Information Database Marketing Mobile App
    17. 17. Psst… now is the time to show them the fancy video Claus
    18. 18. Engage Click to Call Click to App Store Click to Opt-in Click to Buy Click to Landing Page Click to Map Click to Download Click to Video
    19. 19. <ul><li>Publishers (like Freedom Communications) </li></ul><ul><li>AdMob </li></ul><ul><li>JumpTap </li></ul><ul><li>Millenial Media </li></ul><ul><li>iAd </li></ul><ul><li>Yume (video) </li></ul><ul><li>ScanScout (video) </li></ul>Where to place ads?
    20. 20. OMG LOL TTYL
    21. 21. What is SMS <ul><li>Communication tool </li></ul><ul><li>Database marketing, similar to E-mail marketing </li></ul><ul><li>It’s the most direct way to connect with your target audience </li></ul>
    22. 22. Adults are catching up
    23. 23. Few calls = Few texts
    24. 24. Text VVDPSPORTS to 56654 Text DPAPP to 56654 Text “key word” to 56654 Double opt-in ensures quality of database Link to website optimized for mobile gives immediate leads
    25. 25. SMS Marketing Ideas <ul><li>Mobile couponing and loyalty program acquisition </li></ul><ul><li>List building (email or mobile) </li></ul><ul><li>Use in traditional media as a call-to-action mechanism (and analytics tool to measure response) </li></ul><ul><li>Brand engagement tool (voting, contests, polling) </li></ul><ul><li>Sale-related notifications, product updates and deal alerts </li></ul><ul><li>In-event or on-site marketing and audience interactions (concerts, conferences) </li></ul>
    26. 26. <ul><li>Before Event </li></ul><ul><li>Short code was incorporated in all vehicles (print, radio, email) </li></ul><ul><li>Directed to mobile Website, where you could donate </li></ul><ul><li>At Event </li></ul><ul><li>You could text and vote for your favorite dance couple </li></ul>Results Donations increased dramatically Close to 200 votes during the event Database of around 50 subscribers <ul><li>Objectives </li></ul><ul><li>List building </li></ul><ul><li>Audience interaction </li></ul>
    27. 27. <ul><li>Mobile Websites </li></ul>
    28. 28.
    29. 29.
    30. 30.
    31. 31. High expectations… little patience
    32. 32.
    33. 34.
    34. 35.
    35. 36.
    36. 37. Two years after launch, the iTunes App Store hit a quarter-million apps (The Android Market has more than 40,000 apps) By 2013 6.7 billion app downloads will garner $4.2 billion in app revenue The Yankee Group, September 2009
    37. 38. <ul><ul><li>79% Games </li></ul></ul><ul><ul><li>78% Entertainment </li></ul></ul><ul><ul><li>57% Weather </li></ul></ul><ul><ul><li>55% Music </li></ul></ul><ul><ul><li>43% News </li></ul></ul><ul><ul><li>42% Utilities </li></ul></ul><ul><ul><li>35% Social Networking </li></ul></ul><ul><ul><li>33% Navigation </li></ul></ul><ul><ul><li>32% Finance </li></ul></ul><ul><ul><li>29% Travel </li></ul></ul><ul><ul><li>29% Lifestyle </li></ul></ul><ul><ul><li>28% Reference </li></ul></ul><ul><ul><li>27% Productivity </li></ul></ul><ul><ul><li>23% Sports </li></ul></ul>MobileOrchard, 2009 What type of apps are downloaded?
    38. 39. Platform Advantages <ul><li>Power of the store </li></ul><ul><li>Native experience </li></ul><ul><li>Offline browsing </li></ul><ul><li>Trend toward curated experience </li></ul><ul><li>Optimized for search </li></ul><ul><li>Full control </li></ul><ul><li>Platform agnostic </li></ul><ul><li>Flexible and nimble </li></ul>App Wap
    39. 40. Are Apps Right For You?
    40. 41. Nexus of mobile and social is increasingly about one key attribute: LOCATION, LOCATION, LOCATION - Noah Elkin, eMarketer Senior Analyst
    41. 42. Mobile + Location = Relevance
    42. 43. Resources <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>@Cenevoldsen </li></ul><ul><li>@AAFInlandEmpire </li></ul>
    43. 44. ?