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eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices


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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 examplesTwitter – #eMwebinar ©2011 eMarketer Inc.
  5. 5. The 3 Faces of MobileFeature PhonesSmartphonesTablets ©2012 eMarketer Inc.
  6. 6. Smartphonesare movingto themainstream,passing 50%penetrationamong USmobilephone usersbetween2012 and2013 ©2012 eMarketer Inc.
  7. 7. Smartphones are driving growth ofmobile internet use ©2011 eMarketer Inc.
  8. 8. Smartphonepenetrationis highacross nearlyalldemographicgroups, butseveralgroupsstand out ©2012 eMarketer Inc.
  9. 9. The feature phone user base is shrinkingbut still comprises millions of users ©2011 eMarketer Inc.
  10. 10. 2012 isproving tobe the yearof thetablet Twitter – #eMwebinar ©2012 eMarketer Inc.
  11. 11. Apple’s iPads continue to dominate the tablet marketTwitter – #eMwebinar
  12. 12. Tablet usersare oftenolder andwealthier ©2012 eMarketer Inc.
  13. 13. The threemobile usergroupsare notmutuallyexclusive ©2012 eMarketer Inc.
  14. 14. Behaviors:Mobile means morethan ‘on the go’
  15. 15. The mobilephone isalwayswithin reach,whether athome or‘on the go’ ©2012 eMarketer Inc.
  16. 16. Smartphonesare constantcompanions,while tabletsare ‘couchand pillow’devices ©2012 eMarketer Inc.
  17. 17. Smartphoneusers aretask-orientedbutfrequentlysnack onmobilecontent ©2012 eMarketer Inc.
  18. 18. What is onthe snacklist?gamessocialnetworkingmusicvideo ©2012 eMarketer Inc.
  19. 19. Tablet users lead the way in mobilecontent consumption
  20. 20. Tablet usersare aleisure-mindedgroup,looking to beentertained ©2012 eMarketer Inc.
  21. 21. Tablet users’ attention is often dividedbetween 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 GoogleTwitter – #eMwebinar ©2012 eMarketer Inc.
  23. 23. Will marketing practices change as aresult of mobile devices? ©2012 eMarketer Inc.
  24. 24. Mobile MarketingOutlook:SpendingTacticsBrand examples ©2012 eMarketer Inc.
  25. 25. Mobile marketing budgets are still small
  26. 26. Budgetsdo notalign withtime spenton mobile ©2012 eMarketer Inc.
  27. 27. Marketers are confident spending willincrease ©2012 eMarketer Inc.
  28. 28. Mondelez International, for one, will makea 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 mobilemarketingplans areskewedtowardmobile appsandQR Codes Twitter – #eMwebinar ©2012 eMarketer Inc.
  30. 30. Consumersare spendingmore timewith appsthan withthe mobileweb Twitter – #eMwebinar ©2012 eMarketer Inc.
  31. 31. There are significant upsides to apps,but there are downsides tooUpside DownsideEncapsulated experience Multiple versions for dominantSize and functionality of the app platformsdevice 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 expectationsMarketers give information Consumers want rewards ©2012 eMarketer Inc.
  35. 35. Valuable content, a clear call to actionand 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 needto tell them what they will get from it—it has to besomething that’s worth it.”—Roger Matus, executive vice president of mobile marketing andtechnology services company, Nellymoser ©2012 eMarketer Inc.
  36. 36. Mobile Advertising:Mobile paid searchMobile display ©2012 eMarketer Inc.
  37. 37. Local searchuniversallypromptsactionamongsmartphoneusers ©2012 eMarketer Inc.
  38. 38. Mobile paid search delivers a better return on investment than desktop searchTwitter – #eMwebinar ©2012 eMarketer Inc.
  39. 39. Marketers will spend the most on mobilepaid search for the next three years ©2012 eMarketer Inc.
  40. 40. Mobiledisplayspendingwill tripleby 2014 ©2012 eMarketer Inc.
  41. 41. Mobile display offers new ways tointeract with and measure ads“We can use video and allow people to play with ourvehicles. The medium is even stronger when youfactor in measurability.The platform combines a level of interactivity and alevel of measurability that existed in the desktopspace 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 isonly a fraction of total media spending ©2012 eMarketer Inc.
  43. 43. Key TakeawaysStrategically…Plan for multiple mobile device usage:Smartphone and tablet audiences will grow significantly andthe percentage of consumers who use both devices will besizeable.Expect simultaneous and sequential deviceusage: Messaging needs to be consistent and responseacross digital channels needs to be anticipated.Reconcile time spent with mobile vs. mobilespend: Track your mobile traffic and predict when youraudience will become a mobile majority. Adjust budgetsaccordingly. ©2012 eMarketer Inc.
  44. 44. Key TakeawaysTactically…Tailor tactics to unique mobile behaviors:Smartphones are precision tools and constant companions.Tablets are entertainment hubs and shopping centers. Bothare frequently used at home.Apps and mobile web are complementarytactics, not necessarily a choice.Consumers expect rewards from QR Codes.Mobile ad spending is on the rise: Mobile paidsearch generates high CTRs and mobile display ads offernew 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 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 MarketingTrends, 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 aYou 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: Adobe 800-405-0844 or ©2012 eMarketer Inc.