Business Marketing Association Presentaiton

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Presentation to Business Marketing Association on B2B Marketing for Mobile. Preliminary view on Mobile.

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  • Today I’m going to discuss three big noticeable change; the number of channels available, the language of marketing and consumer behavior. What I am not going to lead with is the changes in the technology available, although it will have a role to play
  • The mobile phone far outstrips the reach of any other media channel in the world, it is the 7th mass-mediaThe mobile phone is a global media channelCompare and contract the numbers, mobile phone usage worldwide (4.6 billion phones, 3+ billion unique mobile subscribers), to that of other mass-market consumer products, like PCs or TVs. Point how fast the mobile phone has been adopted, in just 8 years, use grew from 1 billion to 4.6 billion users, by all accounts this is adoption rate far exceeds the adoption rates of all other consumer media channels (just think how long TVs have been in the market, 60 years). Mobile penetration is the highest in developed markets, largest areas of growth will come from developing markets. http://communities-dominate.blogs.com/brands/2010/11/preview-of-mobile-stats-to-end-of-year-2010-52-billion-subscribers-350m-people-got-their-first-phone.html2.3 Billion people have only one mobile phone account and phone (61% of all people who have a mobile)1.1 Billion people have two accounts (29%)350 Million people have three or more mobile accounts (9%)
  • Please check all of the mobile marketing tactics your company is intending to implement this year. You may check more than one tactic for each marketing objective.
  • Which mobile marketing tactic will be the single most important to your company this year? Please select one.
  • Please check all of the mobile marketing tactics your company is intending to implement this year. You may check more than one tactic for each marketing objective.
  • Please rate each of the following mobile marketing tactics in terms of its importance to your company this year.
  • How would you rate your company’s ability to execute each of the following mobile marketing tactics?
  • Please rate each of the following mobile marketing tactics in terms of its importance to your company this year.
  • Business Marketing Association Presentaiton

    1. 1. Mobile Marketing Unleashed<br />Review of MMA/BMA B2B Mobile Marketing Benchmarking Study<br />BMA Unleashed, Chicago 2011<br />Greg Stuart Global CEO<br />Mobile Marketing Association<br />
    2. 2. Agenda<br />Value of Change/Adoption<br />Why Mobile Matters<br />What Makes Mobile Unique<br />MMA/BMA B2B Mobile Marketing Benchmarking Study<br />Final Thoughts<br />2<br />
    3. 3.
    4. 4.
    5. 5. $1 Billion Ad Spending Researched<br />1.1 Million EU & U.S. Consumers Surveyed<br />
    6. 6. What We Found<br />ANY additional channel adds value<br />Added 10% to 1500% gains<br />New media provide greatest ROI<br />75% of studies, most cost effective<br />There are huge opportunities that are undiscovered / under-valued<br />
    7. 7. Change is Constant<br />75% of U.S. Ad Pros expect to shiftmore than a quarterof their ad budgets away from traditionaloutlets in the next 5 years.<br />KPMG January 2009<br />
    8. 8. But Why Does Mobile Matter?<br />1. Because consumers are mobile and brands are following them<br />
    9. 9. Mobile 3rd Most Used Media Channel<br />Average number of hours per week spent with:<br />Source: Microsoft Advertising Mobile Consumer Vertical Study - The Future of Mobile Advertising, Nov. 11, 2009<br />
    10. 10. Mobile Internet Adoption Outpaces Computer Internet<br />iPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch<br />60<br />Mobile Internet<br />iPhone + iTouch<br />Launched 6/07<br />Desktop Internet<br />Netscape*<br />Launched 12/94<br />50<br />40<br />Mobile Internet<br />NTT docomo i-mode<br />Launched 6/99<br />30<br />Subscribers (MM)<br />20<br />Desktop Internet<br />AOL*<br />V2.0 Launched 9/94<br />10<br />Q1<br />Q3<br />Q5<br />Q7<br />Q9<br />Q11<br />Q13<br />Q15<br />Q17<br />Q19<br />Quarters Since Launch<br />Source: Morgan Stanley<br />
    11. 11. 2. Marketers Have a Different View This Time Around<br />“If your plans don’t include Mobile then your plans are not finished.”<br />Wendy Clark<br />SVP Integrated Marketing<br />Coca Cola<br />11<br />
    12. 12. “I skate to where the puck's going, not to where it has been.”<br />Wayne Gretsky – Ice Hockey legend <br />
    13. 13. Conan O’Brien’s View of the Future<br />
    14. 14. But What is Mobile?<br />
    15. 15. 1. Mobile is a Mass Channel<br />Industry Timeline:<br />2G / GSMA <br /> (era of the hand phone)<br />2001 2.5 / 3G introduced<br />2004 mobile tops 1 billion <br />2006 mobile tops 2 billion<br />mobile tops 3 billion<br />mobile tops 4 billion<br />mobile tops 4.6 billion (4G introduced)<br />2010 tops 5.3 billion<br />Roughly 30% of all mobile phones in Developed markets, 70% in Developing Markets. Developed Markets have penetration rates of 84+ penetration rates, in some countries over 100%, largest market growth will come from developing markets (Netsize Guide, 2010) <br />3.75 Billion Unique<br />North America:<br /><ul><li>292 million mobile subscriptions
    16. 16. 235+ million unique users</li></ul>5+ Billion Other Devices<br />Sources: <br /> - Population: U.S. Census Bureau at, March 2010 (http://www.census.gov/ipc/www/idb/worldpopinfo.php))<br /> - TVs: Nationmaster Website at October 8, 2009.<br /> - PCs: Forrester Research, June, 2007.’<br /> - Measuring the Information Society (2101). ITU. <br />* CTIA 2011 and comScore 2010<br />
    17. 17. 2. Mobile is a Collection of Channels<br />Content<br />Proximity<br />
    18. 18. Text Messaging (i.e., SMS/MMS)<br />MOST accessible mobile channel globally<br />5.7 Billion Daily in the United States (CTIA 2010)<br />6.1 Trillion texts sent worldwide in 2010 <br />
    19. 19. Mobile Web On the Rise<br />Android OS<br />Source: Sharma Consulting (2010)<br />Apple OS<br />30% Smartphone Penetration today, 50% by end of year<br />
    20. 20. The World of Apps<br />KRAFT: 2010 MMA<br />Overall Excellence<br />Award Winner<br />http://bit.ly/eamtLn <br />http://bit.ly/eamtLn <br />11 Billion Apps downloaded 2010; Expect 80 billion by 2014<br />Apple OS<br />Kraft iFood Assistant<br />Source: Chetan Sharma<br />
    21. 21. Engagement<br />Purchase<br />Relationship<br />Acquisition<br />Retention<br />Brand Building<br />+ Transactions<br />Awareness<br />Consideration<br />Consumption<br />Advocacy<br />
    22. 22. Across Every Measure – Mobile Performs<br />
    23. 23. But What Makes Mobile Different?<br />
    24. 24. Mobile’s USP<br />Personal<br />Pervasive<br />Proximity<br />23<br />
    25. 25. Personal .<br />
    26. 26. Pervasive .<br />
    27. 27. Proximity .<br />
    28. 28. On Steroids<br />Contextual Relevance<br />Who? Where? When? What?<br />
    29. 29. slide title<br />That’s All Exciting, But Where is the Market<br />
    30. 30. How Do Your Peers<br />See Mobile?<br />
    31. 31. Mobile MarketingB2B Benchmarking Study2011<br />MMA/BMA<br />Conducted among 265 senior level members of the BMA<br />
    32. 32. Introducing The MMA/BMA Benchmarking Study<br />We looked at: <br />The role of mobile in the marketing mix <br />Current uses <br />Most effective tactics<br />Anticipated spend<br />Industry needs/opportunities<br />
    33. 33. Marketers Aim Mobile Tactics At The Top of The Purchase Funnel <br />Total Mentions<br />
    34. 34. Mobile Website and Apps Considered The Most Important Mobile Tools<br />62%<br />
    35. 35. But Most Companies Don’t Have Their Own Mobile Website Or App<br />Neither App <br />Or Website<br />
    36. 36. Little Differentiation In Use Of Mobile Tactics By Marketing Objectives<br />Total Mentions<br />
    37. 37. Marketers Have Found Two Mobile Marketing Tactics Most Effective<br />Mobile Websites for: <br />Branding<br />Awareness<br />Acquisition <br />Transactions <br />Mobile Email for: <br />Loyalty/Retention <br />Customer Care <br />
    38. 38. Marketers Rank Mobile Websites Highest In Importance<br />
    39. 39. Marketers Don’t Rank Their Company’s Ability To Execute Mobile Tactics Very Highly <br />
    40. 40. Big Gap Between Importance Of Mobile Tactics And Marketers’ Ability To Execute<br />-25%<br />
    41. 41. Most Marketers Spending Less Than $100K On Mobile Marketing This Year<br />
    42. 42. Majority Of Mobile Apps & Website Users Expect To Increase Spend This Year and Next<br />Prospects Better Next Year For All Other Mobile Tactics <br />
    43. 43. Biggest Hurdles For More Spending In Mobile Marketing -- Funding and ROI<br />
    44. 44. In-Market Success With Mobile Essential For Increased Budgeting <br />
    45. 45. Key Take-Aways<br />Marketers’ attention is clearly focused on Mobile Websites, Apps and Email<br />But half don’t have Mobile Website or App<br />Mobile enjoys a range of applications with a surprising emphasis at the top of the purchase funnel <br />Clear gap between importance of mobile in the marketing mix and the ability to execute mobile tactics <br />Possibly due to low levels of spend/education<br />Spending expected to increase resulting in greater experience with mobile tactics<br />Funding is a clear barrier to understanding the medium and its ROI<br />Marketers will look first to sales linked to mobile programs and then to other forms of in-market measurement to justify investment<br />
    46. 46. A final thought…<br />…How big an impact can rapid adoption make?<br />
    47. 47. slide title<br />Ford F-150 Case Study<br />“Most Important Car Launch in Ford’s History.”Bill Ford<br />
    48. 48. But Does It Impact Sales?<br />Ford Media Mix *<br />Cost of Portal Home Page Take-Over ad in study: $500,000<br />Cost of Portal Home Page Take-Over ad today: $2,500,000<br />Priceless!<br />Traditional Media<br />(TV, Magazines)<br />$<br />$$$<br />Equal to +$1,350,000,000in U.S. Truck sales<br />Equal to $750,000,000 inU.S. Truck sales <br />* Approx. $200 Million Budget<br />
    49. 49. Who do you want to be?<br />“That’s it? B2B Marketer of the Month, August ‘97!”<br />
    50. 50. Want More? Don’t miss: MMA Forum New York <br />http://forum.mmaglobal.com<br /><ul><li>3 Days
    51. 51. Workshops
    52. 52. Roundtables
    53. 53. Over 100 speakers</li></ul>MMA Forum NY<br />June 15, 16, 17<br />@Waldorf=Astoria<br />49<br />49<br />
    54. 54. Or, Casa de Campo - Dominican RepublicJuly 24th-26th<br />50<br />
    55. 55. greg@mmaglobal.com<br />+1 631 702 0682<br />com<br />www.gregstuart.com<br />www.gregstuartspeaker.com<br />Mansavesdog.wordpress.com<br />www.twitter.com/gregstuart<br />thank you!<br />www.facebook.com/stuartnyc<br />www.veoh.com/users/gregstuart<br />www.linkedin.com/in/gregstuart<br />

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