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OCTOBER 18, 2 0 1 2




                      Mobile Marketing
                      Trends, Insights and
                ...
There are three faces of mobile today
Does ‘mobile’ always mean ‘on the go’?
What we’ll look at today…


  Device adoption: Feature phones,
   smartphones and tablets
  Behaviors: Mobile is more th...
The 3 Faces of Mobile
Feature Phones
Smartphones
Tablets



                  ©2012 eMarketer Inc.
Smartphones
are moving
to the
mainstream,
passing 50%
penetration
among US
mobile
phone users
between
2012 and
2013



   ...
Smartphones are driving growth of
mobile internet use




                                    ©2011 eMarketer Inc.
Smartphone
penetration
is high
across nearly
all
demographic
groups, but
several
groups
stand out




                ©201...
The feature phone user base is shrinking
but still comprises millions of users




                                     ©2...
2012 is
proving to
be the year
of the
tablet




              Twitter – #eMwebinar   ©2012 eMarketer Inc.
Apple’s iPads continue to dominate the
 tablet market




Twitter – #eMwebinar
Tablet users
are often
older and
wealthier




               ©2012 eMarketer Inc.
The three
mobile user
groups
are not
mutually
exclusive




              ©2012 eMarketer Inc.
Behaviors:
Mobile means more
than ‘on the go’
The mobile
phone is
always
within reach,
whether at
home or
‘on the go’




                ©2012 eMarketer Inc.
Smartphones
are constant
companions,
while tablets
are ‘couch
and pillow’
devices




                ©2012 eMarketer Inc.
Smartphone
users are
task-oriented
but
frequently
snack on
mobile
content




                ©2012 eMarketer Inc.
What is on
the snack
list?

games
social
networking
music
video




             ©2012 eMarketer Inc.
Tablet users lead the way in mobile
content consumption
Tablet users
are a
leisure-
minded
group,
looking to be
entertained




                ©2012 eMarketer Inc.
Tablet users’ attention is often divided
between television and tablet




                                       ©2012 eM...
Mobile users toggle between devices
 with ease


                   “A picture of sequential and
                   simult...
Will marketing practices change as a
result of mobile devices?




                                       ©2012 eMarketer ...
Mobile Marketing
Outlook:
Spending
Tactics
Brand examples


                   ©2012 eMarketer Inc.
Mobile marketing budgets are still small
Budgets
do not
align with
time spent
on mobile




             ©2012 eMarketer Inc.
Marketers are confident spending will
increase




                                        ©2012 eMarketer Inc.
Mondelez International, for one, will make
a bold mobile move

           “We are planning to invest 10 percent
          ...
2012 mobile
marketing
plans are
skewed
toward
mobile apps
and
QR Codes




              Twitter – #eMwebinar
            ...
Consumers
are spending
more time
with apps
than with
the mobile
web




               Twitter – #eMwebinar
              ...
There are significant upsides to apps,
but there are downsides too


Upside                           Downside
Encapsulat...
Which do you choose?




                       ©2012 eMarketer Inc.
QR Codes: Marketers keep hitting ‘go,’
but adoption is slow




                                         ©2012 eMarketer I...
Barcode content often falls short of
 consumer expectations

Marketers give information   Consumers want rewards




     ...
Valuable content, a clear call to action
and repetition are critical


 “Shape Magazine did a sweepstakes for
 their 30th ...
Mobile Advertising:
Mobile paid search
Mobile display




                      ©2012 eMarketer Inc.
Local search
universally
prompts
action
among
smartphone
users




               ©2012 eMarketer Inc.
Mobile paid search delivers a better return
 on investment than desktop search




Twitter – #eMwebinar                   ...
Marketers will spend the most on mobile
paid search for the next three years




                                    ©2012...
Mobile
display
spending
will triple
by 2014




              ©2012 eMarketer Inc.
Mobile display offers new ways to
interact with and measure ads


“We can use video and allow people to play with our
vehi...
Mobile ad spending growth is strong but is
only a fraction of total media spending




                                   ...
Key Takeaways


Strategically…
Plan for multiple mobile device usage:
Smartphone and tablet audiences will grow significa...
Key Takeaways


Tactically…
Tailor tactics to unique mobile behaviors:
Smartphones are precision tools and constant compa...
What is Adobe CQ Mobile?

      Adobe CQ Mobile empowers digital marketers to design
      engaging experiences across mob...
Deliver optimal experiences
                                                          across mobile devices

             ...
Mobile as part of a multi-channel marketing strategy


                                                                   ...
Connect With Us To Learn More




adobe.com/go/adobe_cq_mobile
enterpriseADM@adobe.com
+1.888-649-2990
Follow us @AdobeWEM...
Q&A Session                 Learn more about mobile marketing with
                              an eMarketer corporate su...
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eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 1 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 2 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 3 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 4 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 5 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 6 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 7 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 8 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 9 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 10 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 11 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 12 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 13 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 14 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 15 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 16 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 17 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 18 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 19 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 20 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 21 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 22 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 23 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 24 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 25 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 26 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 27 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 28 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 29 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 30 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 31 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 32 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 33 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 34 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 35 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 36 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 37 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 38 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 39 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 40 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 41 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 42 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 43 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 44 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 45 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 46 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 47 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 48 eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices Slide 49
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eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices

  1. 1. OCTOBER 18, 2 0 1 2 Mobile Marketing Trends, Insights and Best Practices Sponsored by: Cathy Boyle Senior Analyst ©2011 eMarketer Inc.
  2. 2. There are three faces of mobile today
  3. 3. Does ‘mobile’ always mean ‘on the go’?
  4. 4. What we’ll look at today…  Device adoption: Feature phones, smartphones and tablets  Behaviors: Mobile is more than ‘on the go’  Trends: Marketers’ focus, spending outlook and brand examples Twitter – #eMwebinar ©2011 eMarketer Inc.
  5. 5. The 3 Faces of Mobile Feature Phones Smartphones Tablets ©2012 eMarketer Inc.
  6. 6. Smartphones are moving to the mainstream, passing 50% penetration among US mobile phone users between 2012 and 2013 ©2012 eMarketer Inc.
  7. 7. Smartphones are driving growth of mobile internet use ©2011 eMarketer Inc.
  8. 8. Smartphone penetration is high across nearly all demographic groups, but several groups stand out ©2012 eMarketer Inc.
  9. 9. The feature phone user base is shrinking but still comprises millions of users ©2011 eMarketer Inc.
  10. 10. 2012 is proving to be the year of the tablet Twitter – #eMwebinar ©2012 eMarketer Inc.
  11. 11. Apple’s iPads continue to dominate the tablet market Twitter – #eMwebinar
  12. 12. Tablet users are often older and wealthier ©2012 eMarketer Inc.
  13. 13. The three mobile user groups are not mutually exclusive ©2012 eMarketer Inc.
  14. 14. Behaviors: Mobile means more than ‘on the go’
  15. 15. The mobile phone is always within reach, whether at home or ‘on the go’ ©2012 eMarketer Inc.
  16. 16. Smartphones are constant companions, while tablets are ‘couch and pillow’ devices ©2012 eMarketer Inc.
  17. 17. Smartphone users are task-oriented but frequently snack on mobile content ©2012 eMarketer Inc.
  18. 18. What is on the snack list? games social networking music video ©2012 eMarketer Inc.
  19. 19. Tablet users lead the way in mobile content consumption
  20. 20. Tablet users are a leisure- minded group, looking to be entertained ©2012 eMarketer Inc.
  21. 21. Tablet users’ attention is often divided between television and tablet ©2012 eMarketer Inc.
  22. 22. Mobile users toggle between devices with ease “A picture of sequential and simultaneous device usage is emerging, and marketers need to make progress around understanding how the devices relate and how to use them in combination.” —Jason Spero, head of global mobile sales and strategy at Google Twitter – #eMwebinar ©2012 eMarketer Inc.
  23. 23. Will marketing practices change as a result of mobile devices? ©2012 eMarketer Inc.
  24. 24. Mobile Marketing Outlook: Spending Tactics Brand examples ©2012 eMarketer Inc.
  25. 25. Mobile marketing budgets are still small
  26. 26. Budgets do not align with time spent on mobile ©2012 eMarketer Inc.
  27. 27. Marketers are confident spending will increase ©2012 eMarketer Inc.
  28. 28. Mondelez International, for one, will make a bold mobile move “We are planning to invest 10 percent of our global marketing budget in mobile activations and channels across the entire consumer journey.” —Bonin Bough, vice president of global media and consumer engagement at Mondelez International Mondelez International comprises the global snacking and food brands of the former Kraft Foods Inc., including billion-dollar brands such as Nabisco and Oreo biscuits, Trident gum, Cadbury and Milka chocolate ©2012 eMarketer Inc.
  29. 29. 2012 mobile marketing plans are skewed toward mobile apps and QR Codes Twitter – #eMwebinar ©2012 eMarketer Inc.
  30. 30. Consumers are spending more time with apps than with the mobile web Twitter – #eMwebinar ©2012 eMarketer Inc.
  31. 31. There are significant upsides to apps, but there are downsides too Upside Downside Encapsulated experience Multiple versions for dominant Size and functionality of the app platforms device Separate app store approvals High level of engagement Ongoing updates for each version More time spent with brand Overcoming fragmentation User retention ©2012 eMarketer Inc.
  32. 32. Which do you choose? ©2012 eMarketer Inc.
  33. 33. QR Codes: Marketers keep hitting ‘go,’ but adoption is slow ©2012 eMarketer Inc.
  34. 34. Barcode content often falls short of consumer expectations Marketers give information Consumers want rewards ©2012 eMarketer Inc.
  35. 35. Valuable content, a clear call to action and repetition are critical “Shape Magazine did a sweepstakes for their 30th anniversary issue, and they had 400,000 mobile entries through the use of these [QR] codes. You have to tell consumers what to do. And you need to tell them what they will get from it—it has to be something that’s worth it.” —Roger Matus, executive vice president of mobile marketing and technology services company, Nellymoser ©2012 eMarketer Inc.
  36. 36. Mobile Advertising: Mobile paid search Mobile display ©2012 eMarketer Inc.
  37. 37. Local search universally prompts action among smartphone users ©2012 eMarketer Inc.
  38. 38. Mobile paid search delivers a better return on investment than desktop search Twitter – #eMwebinar ©2012 eMarketer Inc.
  39. 39. Marketers will spend the most on mobile paid search for the next three years ©2012 eMarketer Inc.
  40. 40. Mobile display spending will triple by 2014 ©2012 eMarketer Inc.
  41. 41. Mobile display offers new ways to interact with and measure ads “We can use video and allow people to play with our vehicles. The medium is even stronger when you factor in measurability. The platform combines a level of interactivity and a level of measurability that existed in the desktop space but is further enhanced in the tablet space.” —Tom Penich, media communications manager for BMW ©2012 eMarketer Inc.
  42. 42. Mobile ad spending growth is strong but is only a fraction of total media spending ©2012 eMarketer Inc.
  43. 43. Key Takeaways Strategically… Plan for multiple mobile device usage: Smartphone and tablet audiences will grow significantly and the percentage of consumers who use both devices will be sizeable. Expect simultaneous and sequential device usage: Messaging needs to be consistent and response across digital channels needs to be anticipated. Reconcile time spent with mobile vs. mobile spend: Track your mobile traffic and predict when your audience will become a mobile majority. Adjust budgets accordingly. ©2012 eMarketer Inc.
  44. 44. Key Takeaways Tactically… Tailor tactics to unique mobile behaviors: Smartphones are precision tools and constant companions. Tablets are entertainment hubs and shopping centers. Both are frequently used at home. Apps and mobile web are complementary tactics, not necessarily a choice. Consumers expect rewards from QR Codes. Mobile ad spending is on the rise: Mobile paid search generates high CTRs and mobile display ads offer new ways to engage and measure ad effectiveness. ©2012 eMarketer Inc.
  45. 45. What is Adobe CQ Mobile? Adobe CQ Mobile empowers digital marketers to design engaging experiences across mobile devices, increasing customer loyalty and acquisition through a consistent and relevant experience. © 2012 Adobe Systems Incorporated. All Rights Reserved.
  46. 46. Deliver optimal experiences across mobile devices Adobe CQ MOBILE © 2012 Adobe Systems Incorporated. All Rights Reserved.
  47. 47. Mobile as part of a multi-channel marketing strategy PCs MOBILE APPS device-specific features © 2012 Adobe Systems Incorporated. All Rights Reserved.
  48. 48. Connect With Us To Learn More adobe.com/go/adobe_cq_mobile enterpriseADM@adobe.com +1.888-649-2990 Follow us @AdobeWEM © 2012 Adobe Systems Incorporated. All Rights Reserved.
  49. 49. Q&A Session Learn more about mobile marketing with an eMarketer corporate subscription Mobile Marketing Trends, Insights and More than 120 eMarketer reports are Best Practices published each year. The following are a few recent ones you may be interested in:  The Smartphone Class: Connected Consumers Transform US Commerce and Culture  App-etite for Engagement: Marketing Beyond the Browser  QR Codes: Marketers Keep Hitting ‘Go,’ but Cathy Boyle Consumer Adoption Still Slow  Location-Based Marketing: Driving Sales in a You will receive an email ‘What’s Around Me’ World tomorrow with a link to view the deck and  Tablet Advertising: Volumes and Engagement webinar recording. Levels Jump Up Sponsored by: To learn more: www.emarketer.com/products Adobe 800-405-0844 or webinars@emarketer.com ©2012 eMarketer Inc.
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