Mobile marketing may sound like the latest buzzword, but Arienne Holland of Raven breaks down the real truth. Adapted from her live presentation at Digital East 2014, this slideshow teaches you 3 of the most common misconceptions about mobile marketing — and how to correct your thinking. 1. Get the national data on mobile usage and advertising spend. 2. See what one brand discovered about its most popular marketing channels for mobile devices. 3. Learn why to set priorities based on mobile conversions.

1. MOBILE
MISCONCEPTIONS
AND THE
REAL TRUTH

2. Arienne Holland
Director of Marketing and Customer Experience
@ArienneHO

3. You’re thinking
about it all wrong.

4. I N T H E A B S E N C E O F DATA , H I P P O S M A K E D E C I S I O N S
P H OTO : H E AT H .W I N D C L I F F V I A C O M P F I G H T C C

5. P H OTO : H E AT H .W I N D C L I F F V I A C O M P F I G H T C C
(C R A P. I A M T H E H I P P O ! )

6. P H OTO : H E AT H .W I N D C L I F F V I A C O M P F I G H T C C
E I T H E R WAY, F I N D O U T T H E FAC T S

7. Misconception:
Mobile marketing is
the latest buzzword.

8. Real truth:
Mobile devices are
a way of life.

9. A M E R I C A N S W I T H M O B I L E P H O N E S
A M E R I C A N S
W I T H O U T
M O B I L E P H O N E S
S O U R C E : P E W R E S E A R C H C E N T E R I N T E R N E T P R O J E C T S U R V E Y, J A N U A RY 2 0 1 4

10. A M E R I C A N S W I T H M O B I L E P H O N E S
A M E R I C A N S
W I T H O U T
M O B I L E P H O N E S
S O U R C E : P E W R E S E A R C H C E N T E R I N T E R N E T P R O J E C T S U R V E Y, J A N U A RY 2 0 1 4
9 OUT OF 10

11. A M E R I C A N S W I T H M O B I L E P H O N E S
A M E R I C A N S
W I T H O U T
M O B I L E P H O N E S
S O U R C E : P E W R E S E A R C H C E N T E R I N T E R N E T P R O J E C T S U R V E Y, J A N U A RY 2 0 1 4
284.5 MILLION ADULTS

12. 7 5 % A D M I T TO U S I N G A C E L L P H O N E I N T H E B AT H RO O M
P H OTO : M AC A RO N * M AC A RO N ( E S T B L E U 2 0 0 7 ) V I A C O M P F I G H T C C

13. P H OTO : M AC A RO N * M AC A RO N ( E S T B L E U 2 0 0 7 ) V I A C O M P F I G H T C C
YO U K N O W YO U D O.

14. S O U RC E : P E W R E S E A RC H C E N T E R I N T E R N E T P RO J E C T S U R V E Y, N OV E M B E R 2 0 1 2 A N D JA N UA R Y 2 0 1 4
W H AT D E V I C E S A M E R I C A N S H AV E
Mobile Phone
Desktop or Laptop
Tablet
eBook Reader
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
32%
42%
78%
90%

15. Mobile Phone
Desktop or Laptop
Tablet
eBook Reader
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
32%
42%
78%
90%
S O U RC E : P E W R E S E A RC H C E N T E R I N T E R N E T P RO J E C T S U R V E Y, N OV E M B E R 2 0 1 2 A N D JA N UA R Y 2 0 1 4
W H AT D E V I C E S A M E R I C A N S H AV E
58%Smartphone

16. Where the people go,
the money goes.

17. Internet
Broadcast TV
Cable TV
Newspaper
Radio
Magazine
Out of Home
Video Game
Cinema
$0 $5 $10 $15 $20 $25 $30 $35 $40 $45
S O U RC E : I N T E R AC T I V E A DV E RT I S I N G B U R E AU ( I A B ) I N T E R N E T A DV E RT I S I N G R E V E N U E R E P O RT, A P R I L 2 0 1 4
2 0 1 3 U. S . A DV E RT I S I N G R E V E N U E

18. Internet
Broadcast TV
Cable TV
Newspaper
Radio
Magazine
Out of Home
Video Game
Cinema
$0 $5 $10 $15 $20 $25 $30 $35 $40 $45
S O U RC E : I N T E R AC T I V E A DV E RT I S I N G B U R E AU ( I A B ) I N T E R N E T A DV E RT I S I N G R E V E N U E R E P O RT, A P R I L 2 0 1 4
2 0 1 3 U. S . A DV E RT I S I N G R E V E N U E
$42.8 BILLION

19. S O U RC E : I A B I N T E R N E T A DV E RT I S I N G R E V E N U E R E P O RT, A P R I L 2 0 1 4
2%3%
4%
6%
7%
Mobile
17%
Display
19%
Search
43%
Search
Display
Mobile
Digital Video
Classifieds
Lead Generation
Rich Media
Sponsorship
2 0 1 3 U. S .
I N T E R N E T
A DV E RT I S I N G
F O R M AT S

20. S O U RC E : I A B I N T E R N E T A DV E RT I S I N G R E V E N U E R E P O RT, A P R I L 2 0 1 4
2%3%
4%
6%
7%
Mobile
17%
Display
19%
Search
43%
Search
Display
Mobile
Digital Video
Classifieds
Lead Generation
Rich Media
Sponsorship
2 0 1 3 U. S .
I N T E R N E T
A DV E RT I S I N G
F O R M AT S
$7.1 BILLION

21. Misconception:
I need to start mobile
advertising ASAP.

22. Real truth:
I need to look at my
analytics ASAP.

23. S O U RC E : P E W R E S E A RC H C E N T E R I N T E R N E T P RO J E C T S U R V E Y, M AY 2 0 1 3
W H AT A M E R I C A N S D O O N M O B I L E P H O N E S
Texts
Internet
Email
Apps
Video Calls
0% 15% 30% 45% 60% 75% 90%

24. Mobile-friendly websites
Mobile-only websites
Ads on mobile websites
Ads on mobile search engines
Text messaging
What I can do with
feature phones
}

25. Mobile-friendly websites
Mobile-only websites
Ads on mobile websites
Ads on mobile search engines
Text messaging
Apps
Ads within apps
Mobile-optimized websites
Location-based messaging
QR codes
What I can do with
feature phones
What I can do with
smartphones
}
}

26. Websites
Search engines
Social media networks
Emails
Ads on websites
Ads on search engines
Ads on social networks
Ads on emails
eCommerce
What I’m already doing,
or supposed to be doing,
or forgot to be doing
}

27. M I N D S P LO S I O N !
P H OTO : B I C H UA S ( E . C A RTO N ) V I A C O M P F I G H T C C

28. Start with
what you have.

29. Website
Blog
Email
0% 5% 10% 15% 20% 25%
M O B I L E P O P U L A R I T Y
B Y M A R K E T I N G C H A N N E L

30. Website
Blog
Email
0% 5% 10% 15% 20% 25%
M O B I L E P O P U L A R I T Y
B Y M A R K E T I N G C H A N N E L

32. Now what?

33. Misconception:
Mobile experience
is the top priority.

34. Real truth:
Mobile conversion
is the top priority.

35. Website
Blog
0% 5% 10% 15% 20% 25%
M O B I L E P O P U L A R I T Y
B Y M A R K E T I N G C H A N N E L

37. Website
Blog
0% 20% 40% 60% 80% 100%
S H A R E O F $ $ C O N V E R S I O N S F RO M M O B I L E
B Y M A R K E T I N G C H A N N E L

39. What if you have
no conversion data?

41. P H OTO : L A R S P LO U G M A N N V I A C O M P F I G H T C C
I T ’ S O K TO O P T I M I Z E F O R E X P E R I E N C E

42. P H OTO : E R V I N S S T R AU H M A N I S V I A C O M P F I G H T C C
I T ’ S B E T T E R TO O P T I M I Z E F O R C O N V E R S I O N S

43. 3 simple, important
truths

44. Mobile is not a buzzword,
it’s a way of life. If you’re an
online marketer, mobile will
change your business.

45. Analyze any existing channels
first. You may not be prepared
— or need — to spend money on
mobile ads yet.

46. Keep it all about the Benjamins.
Great mobile experiences are
important. Mobile conversions
are top priority.

47. P H OTO : D E R R I E L S T R E E T P H OTO G R A P H Y V I A C O M P F I G H T C C
< < <

48. Ask me anything!
!
@arienneHO
linkedin.com/in/arienneholland
arienneholland@gmail.com