Mobile Marketing B O N U S1 P D F


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Mobile Marketing B O N U S1 P D F

  1. 1. MOBILE MARKETING LEADERSHIP BONUS REPORT 1 (C) 2010 All rights reserved.
  2. 2. Legal Notice COPYRIGHT: Copyright 2010 and HowMark Mobile, LLC. All rights reserved. LIMITS OF LIABILITY / DISCLAIMER OF WARRANTY: This report is NOT legal or accounting advice. You need to do your own due-diligence to determine if the content of this report is right for YOUR business. No earnings claims are being made anywhere in this report or in the marketing of this report. The publisher of this report is not liable for any damages or losses associated with the content in this report. In English: You are a business person, I am a business person – you need to be responsible for your own marketing and actions online. 2 (C) 2010 All rights reserved.
  3. 3. Mobile Marketing 2010 In opening the Mobile Marketer's Mobile Outlook 2009, Mickey Alam Khan wrote: “Several trends are emerging as mobile matures into a medium that, while not without flaws, is a more palatable option than other marketing channels in use. The emphasis, however, should be on mobile’s complementary nature – it gives legs to other channels, including retail, online, television, print, coupons, radio, outdoor, direct mail and insert media. “Top of the trends list is the consumer’s growing comfort with consuming news and content on mobile phones, along with exchanging SMS text messages, shopping for products and services, checking email, playing games, conducting mobile banking transactions and searching for retail locations or driving directions. “Indeed, the mobile channel’s use as a location-enabling tool is quickly becoming evident to brands, ad agencies, retailers and, most importantly, consumers.” 3 (C) 2010 All rights reserved.
  4. 4. People had been predicting the boom of mobile since 2007. And they had all the reasons to believe that the golden age of mobile was indeed upon us. On September 18, 2008, Nielsen released a report which indicated, among others, that active mobile Internet users were on the rise in the U.S., with the May 2008 figure almost double that from two years earlier. The report also indicated that, at the time, 60% of mobile internet users were found to be likely to accept mobile advertising. The report also pointed out the following: 1. according to CTIA, the wireless industry trade group, there were 254 4 (C) 2010 All rights reserved.
  5. 5. million US mobile subscribers in the first quarter of 2008 2. according to Nielsen, 144 million (57%) US mobile subscribers were “data users” in the first quarter of 2008 (“data users” are defined as those subscribers who used their phone for any data use, be that SMS text messaging or accessing the mobile Internet) 3. 95 million or 37 percent of all US mobile subscribers paid for access to the mobile Internet, either as part of a subscription or transactionally 4. 40 million subscribers (15.6 percent in May 2008) were active users of mobile Internet services, using those services at least once on a monthly basis 5. Mobile Internet use accounted for $1.7 billion in revenue in the first quarter of 2008 (2007 saw a total of $5 billion in mobile Internet use revenue) A month after Nielsen released its report, ComScore released its own indicating that the response rate for SMS advertising (particularly those for food, restaurants and fashion) among Europeans was growing. 5 (C) 2010 All rights reserved.
  6. 6. However, things didn't happen exactly the way marketers saw it would. In his article “Will 2010 Be the Real Year of Mobile?” (December 10, 2009), Jason Steinberg laid down the possible reasons why the past three years didn't turn out to be the year(s) of mobile as many have predicted. Steinberg writes: “There are 270 million mobile subscribers in the U.S. Ninety-one percent of them keep their phone within three feet of themselves 24 hours a day, 365 days per week. Thirty-three percent would rather lose their wallet than their phone. And, most tantalizing, there are 29.1 million smartphone users waiting to be engaged with our marketing. Surely, this is a medium that is ready to explode with an influx of ad dollars. 6 (C) 2010 All rights reserved.
  7. 7. “But no, it isn't. Although the graph lines are going up, mobile advertising is still lagging behind the robust predictions of years past. Let's look at the reasons why.” One of the reasons that Steinberg raised is that mobile (known as the seventh mass media) is just too complex. The mobile world is flooded with too many platforms, too many browsers, and too many markup languages. We have, for operating systems, RIM, Microsoft, Apple, Palm, Symbian, Danger, and Android. For browsers, we have Safari, Opera, Fennec, the native OS browsers for RIM, Android, Windows, and about 15 or so lesser known ones. Add to those the various markup languages, the countless devices, and the varying specifications--all these makes for a production nightmare for advertisers. There are just too many things to consider to make mobile marketing easily scalable. Steinberg also thinks that there's a lack of planning tools. Steinberg says: “Too often, a lack of proper measurements have eliminated otherwise promising channels from marketing mixes.” According to Steinberg, the planning tools that were currently available were still in their early stages of development. These include tools from Millennial Media, Nielsen, and comScore, among others. Steinberg says: “New tools must be sold to clients before they are accepted in the planning process. These aren't 7 (C) 2010 All rights reserved.
  8. 8. standard fare at agencies, nor do they provide the robustness of their online or analog counterparts.” Steinberg also thinks that, although the charts are showing huge numbers, the scale still isn't quite there—there are still a lot of mobile subscribers (sixty- eight percent) who have not yet accessed the Internet on their mobile device. Because of this, many marketers resort to SMS in their attempts to connect with their audience. And here's where it gets even worse... at the time, thirty- five percent of mobile users weren't texters also. Another reason is that mobile is a challenging and limiting platform. Mobile is very good for catching all the mobile users' attention because there's no clutter in the mobile space. One page, one ad... that surely makes for a very high click-through rate and recall. However, advertising decisions are largely influenced by the “wow” factor. “If a Flash banner ad is a hard sell compared to a TV spot, how is a mobile ad going to compete?" Steinberg writes. "I've yet to meet a creative director who gets truly excited about mobile display advertising. This affects the ability to sell it, resulting in the mobile budget being cut.” Lastly, the infrastructure is still lacking. Although it has more than a quarter of a century's worth of history behind it, mobile is still very new, especially when it comes to marketing. As such, many of the basic components that media 8 (C) 2010 All rights reserved.
  9. 9. buyers rely on to track their activities are still non-existent. To make up for that, media buyers have to expend more of their resources (manpower, time, and money) just to get the information they need. For example, they need to collect basic campaign results from a wide range of sources from ad servers, ad networks, portals, niche sites, and vendors. Additionally, the lack of standardization across partners limits the depth of reporting. “Limited integration of third-party ad-serving often means that if it hasn't been seen with our own eyes, it's impossible to even verify that a campaign ran.” However, Steinberg sees the light at the end of the tunnel. After all, mobile devices are continuously evolving and all the problems are actively being addressed. The marketing potentials of mobile lie in the fact that there's nothing else other than mobile devices that could enable marketers to: “...close the loop between consumer action and out-of-home advertising, provide location-based messaging, or engagement on the go. And if a consumer invites your brand into their life via a branded app, that's worth all the hassles and more.” “If ever there was a cutting-edge medium bursting with potential for a forward thinking brand to play in, mobile is it. And the rules haven't yet been written. I'm looking forward to expanding the space. 9 (C) 2010 All rights reserved.
  10. 10. “Maybe 2010 will be the year of mobile after all.” And, it seems, he's not the only one who thinks so. In opening the Mobile Marketer's Mobile Outlook 2010, Mickey Alam Khan wrote: “It is quite clear from recent market activity – Google buying AdMob and Apple absorbing Quattro Wireless, Apple iPad and Google Nexus One launches, eBay’s record $500 million in mobile commerce last year – that mobile is no longer considered a niche medium. “Buoyed by results of mobile campaigns initiated last year, many brands are expected to ramp up their spending from six figures to seven. Richard Ting, mobile chief at No. 1 interactive agency R/GA, projects that mobile budgets will grow this year between 100 percent and 150 percent.” and 10 (C) 2010 All rights reserved.
  11. 11. “Retailers and marketers will discover fresh uses of SMS, mobile sites, applications and mobile coupons to drive traffic in-store. Opted-in SMS databases will continue to build.” Richard Ting, VP/executive creative director of mobile & emerging platforms at R/GA (and also one of the contributing writers for Mobile Marketer's Mobile Outlook 2010), predicts that mobile budgets will grow by 100 to 150% in 2010. The increase in budget, according to Ting, will be due to funding of better planning, strategy, creative work and analytics which should allow for more quality and integrated work to take place in the medium. Along with the budget, Ting also predicts the doubling in mobile staff size and number of projects that agencies will produce by the end of the year. Additionally, Ting predicts that retailers will continue to leverage mobile to convert shoppers into buyers. He went on to provide statistical evidence to support his claim. “The statistical evidence so far is staggering. According to a recent Deloitte survey, 55 percent of users said that they will use their mobile device to find store locations and 45 percent of users will use their devices to research prices.” Ting says. 11 (C) 2010 All rights reserved.
  12. 12. The Deloitte survey he was pertaining to is one that was released on November 11, 2009. A portion of it reads: “The mobile phone is another emerging digital tool for the holidays and is expected to be used by nearly one in five consumers (19 percent) to assist with their holiday shopping. Those consumers plan to find store locations (55 percent), research prices (45 percent), find product information (40 percent), get discounts and coupons (32 percent) and read reviews (31 percent). One in four (25 percent) even expect to make a holiday purchase with their phone.” The Deloitte survey aside, there's indeed evidence that mobile response rates are higher than online norms. During the Mobile Ad Summit, Phil Armstrong (senior vice president of digital media at Bank of America, Charlotte, NC.) who was one of the panelists, mentioned that mobile ad campaigns had in some cases doubled the response rates achieved by online campaigns. “We’re able to target leveraging contextual search and using display ads to drive people to our mobile site, and we’re seeing numbers that blow online response and click-through rates away,” said Armstrong. “We learned by trial advertising within other mobile applications.” 12 (C) 2010 All rights reserved.
  13. 13. “In certain applications we’re seeing double the response rates we see from online,” he said. “For us, our mobile ad campaigns are very targeted.” “By adopting mobile, we ask “Did that change consumer behavior, did it bring us more customers and bring us more deposits?’ and the answer is yes,” Mr. Armstrong said. On February 4, 2010, InsightExpress, a leading digital marketing research firm, released the results of its Mobile InsightNorms study conducted during the fourth quarter of 2009. The report included a comparison of mobile media types and verticals. The firm's findings indicated that mobile campaign norms were 4.5 to 5 times higher than online norms against measures of unaided awareness, aided awareness, ad awareness, message association, brand favorability and purchase intent. 13 (C) 2010 All rights reserved.
  14. 14. The study also found that among the three different mobile media types (Mobile Internet, SMS and Mobile video), Mobile Internet is currently the most effective. As InsightExpress's press release puts it: “Mobile Internet campaigns resulted in increases of 9 percentage points for unaided awareness, 9 percentage points for aided awareness and 24 percentage points for ad awareness. SMS is also effective at increasing upper level purchase funnel metrics such as awareness measures. SMS campaigns generated increases of 5 percentage points for unaided awareness, 10 percentage points for aided awareness and 18 percentage points for ad awareness.” 14 (C) 2010 All rights reserved.
  15. 15. Furthermore, the study also examined mobile brand metric norms by vertical (CPG, Entertainment, Automotive, Travel, Technology and Retail), comparing mobile norms to online norms. The findings are as follows:  Mobile CPG Purchase Intent effect is 3 times higher than online CPG Purchase Intent  Mobile Entertainment Purchase Intent effect is 4 times higher than 15 (C) 2010 All rights reserved.
  16. 16. online Entertainment Intent  Mobile Travel Purchase Intent effect is 5 times higher than online Travel Purchase Intent  Mobile Technology Purchase Intent effect is 7 times higher than online Technology Purchase Intent  Mobile Automotive Purchase Intent effect is 4 times higher than online Automotive Purchase Intent  Mobile Retail Purchase Intent effect is 8 times higher than online Retail Purchase Intent 16 (C) 2010 All rights reserved.
  17. 17. During the Mobile Ad Summit, Phil Armstrong (senior vice president of digital media at Bank of America, Charlotte, NC.) who was one of the panelists, mentioned that mobile ad campaigns had in some cases doubled the response rates achieved by online campaigns. “We’re able to target leveraging contextual search and using display ads to drive people to our mobile site, and we’re seeing numbers that blow online response and click-through rates away,” said Armstrong. “We learned by trial advertising within other mobile applications.” 17 (C) 2010 All rights reserved.
  18. 18. “In certain applications we’re seeing double the response rates we see from online,” he said. “For us, our mobile ad campaigns are very targeted.” What You Need To Know To Succeed in Mobile Advertising in 2010 In November 2009, AdMob released a report indicating that iPhone and Android users currently account for 82% of US mobile web traffic. There's no doubt that the two platforms have radically changed the marketplace. 18 (C) 2010 All rights reserved.
  19. 19. Here are the things you need to know about how iPhone and Android have changed mobile advertising and why you, the marketers, need to make the call now. 19 (C) 2010 All rights reserved.
  20. 20. Your customers are on more than one carrier – A complete mobile marketing strategy must consider reaching audiences subscribed with all the various mobile carriers (e.g., Verizon, Sprint, AT&T, and T-Mobile). Marketing begins and ends with numbers - The mobile marketing platform has lagged behind the web in terms of the ability to provide advertisers with critical metrics and control to measure and optimize their ad campaigns. Expect Google’s acquisition of AdMob to have tremendous implications for mobile advertising. AdMob serves ads for more than 15,000 mobile sites and applications worldwide and openly shares the mountain of actionable data they are collecting. AdMob has announced that it is supporting the Palm Pre/Web OS phones, demonstrating their cross-platform capabilities. You don’t necessarily need to have an app - A recent WhitePages and MediaVest study showed that advertising performance is just as strong on the mobile web as it is on an app. The downside of apps is that consumers need to upgrade to get new versions of the apps, while a mobile site can simply be updated. A mobile site does not necessitate the consumers to do anything for it to update, all the burden is on you, the marketer, and that is good. As long as mobile carriers can scale their 3G networks to meet demands, the future of wireless is very likely to go back to the mobile web. Location demands persistence and endurance - While location will be a key driver in the future of mobile advertising, the mobile industry will need to overcome a few challenges in order for location-based marketing to truly take off. One, the popularity of applications requires persistence and the ability to 20 (C) 2010 All rights reserved.
  21. 21. run more than one application at a time (Apple needs to wake up on this one). And two, battery drain from frequent GPS/location requests and poor cell tower coverage. A different call to action - The key to the success of any marketing campaign is to make it easy for the consumer to react. For one, easy click-to-call actions have been seen to have contributed to +5% conversion results for advertisers. It does NOT end here . . . This Report Is ONLY The Beginning: 21 (C) 2010 All rights reserved.