SMBs: Why they're so hyped about mobile

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This is Gordon Borrell's keynote presentation to Media Post's Mobile Insider Summit in Key Largo on Jan. 27, 2012. It includes research showing marketplace pressure to buy digital advertising, combined with high interest among SMBs in mobile, causing high likelihood that mobile ad sales will flourish in 2012 and beyond.

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SMBs: Why they're so hyped about mobile

  1. 1. Why Main Street Is So Hyped About Mobile MarketingJanuary 27, 2012 Mobile Insider Summit, Key Largo, Fla.
  2. 2. About this presentationThe following presentation was made by CEOGordon Borrell at Media Post’s Mobile InsiderSummit at the Ocean Reef Club in KeyLargo, Fla., on Jan. 27, 2012. © 2012 Borrell Associates Inc.
  3. 3. Our Foundation: ResearchDetermining how much local advertisers actually spend is extremely difficult but incredibly important in this time of shifting ad dollars. We do it better than anyone else.
  4. 4. Research Components Advertisers  Spending: Database of 15 million companies  Receipts: Database of 5,200 online media companies  Verification & Forecasting: Panel of 10,000+ businesses Consumers  Scarborough, Claritas  Ongoing surveys of web users
  5. 5. Advertising Trends
  6. 6. A Great Retailer Once Said…www.borrellassociates.com “Half the money I spend on advertising is wasted. Trouble is, I don’t know which half." John Wanamaker 1838-1922
  7. 7. Historic Trends Big-Pictureskeptical of ROI Trendswww.borrellassociates.com  Advertisers always  Omnipresent cycle of “new media” disruptions  New media peels growth away from old media…  …And never kills off its primary competitor
  8. 8. Media’s Disruptive History Micro Trendswww.borrellassociates.com  Radio advertising: 1920  Television advertising: 1950 (30 years)  Cable advertising: 1980 (30 years)  Internet advertising: 1995 (17 years)  Mobile advertising: 2010 (15 years)
  9. 9. NOTE: This slide is animated to show dramatic change in 2012-2016. To download it with animation © 2012 Borrell Associates Inc. All Rights Reserved. go to www.borrellassociates.com/keylargowww.borrellassociates.com
  10. 10. By 2016, 88% off all local Local Mobile Advertising online advertising will be delivered on a mobile device. © 2012 Borrell Associates Inc. All Rights Reserved.www.borrellassociates.com
  11. 11. SMBs Getting a Fast Education Source question: Has yourwww.borrellassociates.com company been pitched by any vendors to conduct mobile-based advertising or marketing campaigns or campaigns with mobile elements in the past 12 months? Source question: Have you conducted any advertising or marketing campaigns using mobile platforms in the past 12 months? Total Responding: 10,250© 2012 Borrell Associates Inc. All Rights Reserved.
  12. 12. Likelihood High for SMBs’ Use of Mobile Source question: How likelywww.borrellassociates.com is it that you will incorporate mobile elements in your advertising and marketing efforts to reach potential customers during the coming year? Total Responding: 10,250© 2012 Borrell Associates Inc. All Rights Reserved.
  13. 13. The Nitty Gritty
  14. 14. SMBs’ Plans to Spend on Mobile Marketing Question: What percent of the advertising budget at your company will be devoted towww.borrellassociates.com mobile advertising or marketing efforts in 2011? Source: Borrell Associates, 2011. N=484 © 2012 Borrell Associates Inc.
  15. 15. SMBs’ Mobile Efforts Don’t Always Involve $ Question: Do you plan to use in mobile marketing? Do you expect to spend moneywww.borrellassociates.com on mobile marketing Source: Borrell Associates, 2011. N=484 © 2012 Borrell Associates Inc.
  16. 16. Mobile Ad $ Forecast by Delivery Mechanism (All Projections in $ Millions)www.borrellassociates.com Source: Borrell Associates, 2012 © 2012 Borrell Associates Inc.
  17. 17. Mobile Ad $ Forecast by Delivery Mechanism (All Projections in $ Millions)www.borrellassociates.com Source: Borrell Associates, 2012 © 2012 Borrell Associates Inc.
  18. 18. Promotions
  19. 19. How Businesses Spend Marketing Dollarswww.borrellassociates.com Source: Borrell Associates, 2012 © 2012 Borrell Associates Inc.
  20. 20. Promotions Spending: Total vs. Onlinewww.borrellassociates.com Source: Borrell Associates, 2012 © 2012 Borrell Associates Inc.
  21. 21. Promotions Spending (All Projections in $ Billions)www.borrellassociates.com Source: Borrell Associates, 2012 © 2012 Borrell Associates Inc.
  22. 22. Proximity Marketing (All Estimates and Projections in $ Millions)www.borrellassociates.com Source: Borrell Associates, 2012 © 2012 Borrell Associates Inc.
  23. 23. Mobile Discounts/Deals Forecast (All Estimates and Projections in $ Millions)www.borrellassociates.com Source: Borrell Associates, 2012 © 2012 Borrell Associates Inc.
  24. 24. Recommendations For local marketers, find an expert For agencies & media, become an expert Think social, not Amway Think frequency, not reach Use a package of products, not just one
  25. 25. Thank you!Gordon Borrell, CEOPhone: 757-221-6641Email: gborrell@borrellassociates.comTwitter: goborrell Download this presentation at www.borrellassociates.com/keylargo

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