Mobile Marketing Slide Deck


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Mobile Marketing Slide Deck

  1. 1. WHAT PR PROFESSIONALS NEEDTO KNOW ABOUT MOBILEPresented by Kathryn Koegel, Chief of Insights
  2. 2. Introductions: Kathryn Koegel  Contributor to Ad Age  Primary researcher with work accepted by ARF and ESOMAR  Consultant on digital marketing strategy  Cited by: NY Times, Wall Street Journal, eMarketer, Media Post, Mobile Marketer, Internet Retailer, DM News  Currently working on reports on Mobile Couponing and Mobile Commerce2
  3. 3. What does mobile mean to PRprofessionals? Mobile is:  Exciting – consumers love this  Hot – and exceptionally press worthy  Social – it amplifies everything social  Activational – it can enhance any marketing
  4. 4. The ExcitementStats you need to know
  5. 5. Wireless internet usage will soon surpass wiredGlobal mobile vs. desktop internet user projectionInternet users in millions Mobile web usage will surpass ‘tethered’ usage in less than three yearsSource: Morgan Stanley, April 2010
  6. 6. Almost ¼ of all US households now have no landline U.S. Household Cellular-Only Penetration The CDC reported in May 2010 that the number was now 24.5%, with 40% of consumers 18- 34 having no landline 24.5% 21% 18% 15% 15% 2006 2007 2008 2009 2010*Source: Nielsen, 2006-2009; *For 2010, Centers for Disease Control and Prevention, May 2010
  7. 7. Never before has technology adoption happened so fast New Computing Cycles - 10x more Devices PCs New= Reduce Usage Friction Via Better Processing Power + Improved User TVs Interface + Smaller Form Factor + Lower Prices + Expanded Services Cars 1,000,000 Mobile Radios Internet Phones 100,000 Desktop Gaming Internet Tablets 10,000 Appliances 1,000 PC 10B+ Millions 100 Units??? Minicomputer 1B+ Units/ 10 100MM+ Users Mainframe Units/ 10MM+ 1 1MM+ Users Units/ Units/ Users 0 Users 1960 1970 1980 1990 2000 2010 2020Source; Mary Meeker, Morgan Stanley, 2010
  8. 8. There are a lot of devices out there that can connect to the Internet Cell phone 85% Desktop 59% computer Laptop 52% computer mp3 player 47% Game console 42% e-Book reader 5%Tablet computer 4%Source: Pew, Americans and their Gadgets, September 2010
  9. 9. Smartphones will be the majority in US by Q2 of next year Consumers are armed with in-store portable computers/potential coupon delivery devices FEATURE PHONE SMARTPHONE Projected Smartphone Penetration 90% 87% 86% 84% 83% 81% 79% 77% 75% 72% 69% 66% 63% 54% 60% 57% 54% 49% 46% 43% 51% 37% 40% 34% 46% 31% 28% 23% 25% 19% 21% 16% 17% 13% 14% 10%Based on survey data and projections. Source: Nielsen
  10. 10. Who’s mobile and behaviors
  11. 11. Mobile phones have higher US penetration in some demos than Internet Mobile phone Internet penetration1 penetration2 Gen Y (18-24) 85% 91% Gen X (25-44) 85% 85% Younger boomers 81% 79% Older boomers 76% 72%Source: 1-Insight Express 4Q 2010 Digital Consumer Portrait. 2-Pew 2010
  12. 12. Minorities are especially enthusiastic about mobileAfrican-Americans and Latinos lead non-Hispanic whites in use of mobile data applications,including early-adopter activities like purchasing via the phone White, non- Hispanic (English- All adults Black, non-Hispanic Hispanic speaking) Own a cell 82% 80% 87% 87% Send/receive text messages 72% 68% 79%* 83%* Access Internet 38% 33% 48%* 51%* Use a social-networking site 23% 19% 33%* 36%* Purchase product 11% 10% 13% 18%* Statically significant difference. Source: Pew Research
  13. 13. 42.4% of US mobile phone users use their phones for mediaThe number of people who are using voice only has declined 17.2% year on year, whilemobile media usage has grown 23% Just Voice: 28.5% Mobile Media: 42.4% SMS (and not Mobile Media: 29.1%Mobile Media = Connected Media (except SMS) in MobiLens, defined as used phone browser, applications, or downloaded content.Three-month average ending September 2010 Country: US, N=32,044 Source: comScore MobiLens
  14. 14. Mobile media activities have reached critical mass U.S. mobile media usage (past 30 days), Q4 2010 ALL SUBSCRIBERS FEATURE PHONE OWNERS SMARTPHONE OWNERS 152.3 M 90.8M 83.2 M 71.8 M 52.4 M 50.0 M 42.3 M 86% 80% 77% 66% 62% 60% 61% 50% 39% 36% 40% 32% 31% 20% 23% 22% 14% 15% 18% 8% 7% Text Picture Mobile Internet Email App Downloads Text Alerts Location-Based Messaging/SMS Messaging ServicesNote: Location based services here refers to using anything from GPS on a phone to weather and entertainment info that are plotted tolocation – not specficically a “check in” service Source: Nielsen
  15. 15. What people do on their phones is predictive by age and genderYounger users buy ringtones, create their own ringtones and listen to music; mobile internetservices (browsing, apps and e-mail) skew 60%-65% male Demographics of Mobile Media Activities 60% Purchased Higher on chart = more female Further to right = older ringtone Size of bubbles = # of users 55% Made own Social ringtone networki Ringback MobileUnlimited% Female ng Data Plan App Media 50% Listened to music 45% Purchased Played game games Browser E-mail 40% 25 26 27 28 29 Median Age 30 31 32 33 34 35 Three-month average ending September 2010. Country: U.S., N=32,044. Source: comScore MobiLens
  16. 16. Apps are so cool…but in terms of reach of the US population, limited Apps reach just 24% of the U.S. population, according to Pew and Nielsen All adults 82% use cell phones 35% have apps 24% use appsSource: Pew/Nielsen, The Rise of Apps Culture, September 2010
  17. 17. On the mobile web, search is tops, followed by email and socialTop genres for mobile browsing Search 48.7% Personal e-mail 44.3% Social Networking 43.0% Weather 35.8% News 34.0% Sports information 29.2% Entertainment news 27.6% IM 27.6% Photo or video sharing service 22.5% Work e-mail 21.1% Maps 20.7% NEWS AND WEATHER GENRES Tech news 19.5% COMMUNICATING AND SHARING Stock quotes or financial news 18.9% OTHER Movie information 18.6% Bank accounts 17.6%Three-month average ending October 2010. Country U.S., N=32,397. Source: comScore MobiLens
  18. 18. For apps, weather is tops followed by maps and social Location-aware services like weather, maps, restaurant information, movie information, traffic reports are all in the top 10 Weather 25.8% Maps 23.8% Social Networking 20.0% Personal e-mail 17.1% Search 13.8% News 12.2% Sports information 10.1% Work e-mail 9.2% Restaurant information 8.9% Movie information 8.5% Traffic reports 8.2% Entertainment news 8.1% Bank accounts 8.1%Photo or video sharing service 8.1%Stock quotes or financial news 7.1% LOCATION-BASED SERVICES Tech news 5.6% E-MAIL Business directories 5.6% OTHER Gaming information 4.9% General reference 4.7% Television guides 4.7% Three-month average ending September 2010 Country: U.S., N=32,044 Source: comScore MobiLens
  19. 19. The young and mobile are using those phones while shoppingSource: Chadwick Martin Bailey, Consumer Pulse, March 2011, n = 1491, base = smartphone owners
  20. 20. Comparison shopping, checking for locations and discounts most commonSource: Chadwick Martin Bailey, Consumer Pulse, March 2011
  21. 21. Smartphones enable consumers to do a variety of shopping research in storeSource: Chadwick Martin Bailey, Consumer Pulse, March 2011
  22. 22. The Hot StuffMobile can be do many things…
  23. 23. Mobile phones are sexy and personal Phones are extension of personal style Much more 1to 1 communication with marketers than TV, radio or Internet Ads on them have higher impact than on the Internet Consumers focus more on the screens
  24. 24. Product Check-ins: People scan products andcollect points… This man won 1,000 “Karma” points for CauseWorld (consumers donate points to charity) program operated by Shopkick
  25. 25. Shopkick app: Consumers earn points just bywalking into a store
  26. 26. Geo-Fencing: Messages can be triggered by locationGeō-fence noun : a field around any location set to trigger a personalizedmarketing message to a consumer entering or exiting the defined area. How it’s created: • Upload location addresses • Proprietary translator creates a “Place Profile” • Program the desired geo-fence around a location Flexibility: • Geo-fences can be created around any location • Add, remove & optimize geo-fences Geo-fencing Strategy: • Based on program objectives, trade areas, and customer demographic/psychographic profiles
  27. 27. How this works… Geo-fence is Dynamic message Consumer Opts-In triggered delivered Customer opts-in to Customer is out She/he receives an alerts program shopping in a retail SMS alert on mobile through your area, office area Message presents a – Web site during lunch time, personalized offer – Social Network sporting event, Dynamic message- – SMS or email program concert, or any promotional, branding, – Web or mobile banner sponsorship or a other location POI – Inside store locations: reminder window signage, POS Triggers the geo- Option to leverage cards, receipts, etc. fence set by brand digital assets & WAP
  28. 28. Companies doing LBS messaging Acquisition Retention• Carrier’s subscribers • White label program for brands• Portal with multiple brands • Integrate into CRM or loyalty programs• Carrier owns the audience
  29. 29. Loopt and Virgin America: A PR Coup witha Taco Truck Activation EMAIL promo code
  30. 30. QR codes can unlock games, coupons,link to more info
  31. 31. Burger Kind rich media ads revealpromotion and tap to map
  32. 32. Subway: play agame, find a location
  33. 33. Checkin’ in for Choos
  34. 34. Starbucks mobile payment system nownationwide
  35. 35. Anybody can still build a top app: Eighthgrader Robert Nay unseats Angry Birds
  36. 36. Dennis Crowley: Dodgeball & Foursquare founder and PR maven Is this man 23 or 35? Are you his PR person?
  37. 37. Pay attention to anything atSouth by Southwest But display healthy skepticism It is a bubble just like Sillicon Valley and Sillicon Alley Will both men and women do this? And do it again? How much work does it take? How will it scale for marketers? Is there a real marketing application?
  38. 38. Should your brand be mobile?Well the world is going there….
  39. 39. Key considerations Are you customers mobile? Balancing desire for smartphone cool with reach  Is your customer an iPhone person or are they happy with their feature phone? WAP optimization often overlooked  Essential for all with consumer facing brand, retail locations Branded app…or not  What can be done to enhance your brand, encourage people to interact with it?  Don’t go for the fun gimmick
  40. 40. What PR professionals typicallyencounter with mobile• The pressure to make top app lists• Social – even more and faster – 24/7 access to consumer reviews• Activation and LBS
  41. 41. Branded apps die every day 75% of all apps gets deleted within 90 days of download – Flurry analytics Apps have to be marketed just like any other product  PR and making top lists is great but won’t last long…  Click to download ad buys work brilliantly and are cheap Come up with a real measurement and content strategy:  Is PR generation the primary goal?  Are 10K downloads worth it for a mass market brand?  Look at Not just downloads but usage  How are you refreshing that content?  Do you understand how people use the app?  Does the app also embrace unique attributes of tablets?
  42. 42. Social moves that much faster How do you understand the conversation when it moves so fast? What is the value of a like or a share? No excuse for no measurement Measurement tools:  Cymphony  Radian6  ScoutLabs  Trendrr
  43. 43. The sexy stuff that can get so muchpress… LBS  It’s more a PR than a reach play but go for it Social Couponing and Flash Sales  The Groupon and Gilt phenomenon  But how long can it last now that everyone is doing it? Activation of Promotions  Done more in ROW, but why?  Any promotion can go mobile  Any outdoor can trigger more information – lead people to a new destination Data  In the absence of it in mobile, any piece of research can get press – especially as it relates to tablets
  44. 44. My favorite mobile activation/PRstunt/sampling program
  45. 45. Resources IAB Mobile Center of Excellence  Research and creative examples Mobile Marketing Association  Standards GSMA Awards archive:  Best mobile programs from around the world Stats:  Comscore: semi-annual update on US usage  Nielsen: US usage, new research on multi-screen behavior  Pew: impact on news consumption, teen usage
  46. 46. Questions?To understand more about mobile from amarketer’s perspective: Quarterly Seriesfrom Ad Age on Mobile Marketing