Mobile Isn’t Just Mobile Anymore: Have You Noticed?ContentsHave you heard about the new kid (Mobile) around the media corn...
Have you heard about the new kid (Mobile) around the media corner?Have you noticed the new Kid (Mobile) around?The new kid...
Pulse of the consumer interaction is changing. Have you noticed?Beginning of the end of feature phone: TMI surveyBy afaqs!...
Top 25 Handset Hotlist for April 2012Rank April Rank March Change Brand           Model                                   ...
What Does It Mean To Me As A Marketer?What this means is that users/consumers are not just using mobile for talking & text...
A Tale of Consumer Communication TransformationYear 1950s & Before: Once upon a time, theatre was the most interesting way...
Around Year 1990s TVs got introduced & people liked being connected via the TV with the limitedchannel options that they h...
stEarly 21 Century also brought in myriad forms of cellular communication devices which wereprimarily used for talking & t...
The starting      Of   DigitalConvergence
The on-going story is not new & each one of us has lived through this story.From bedrooms to drawing rooms to restaurants ...
Why Am I Telling This Story?I wish to reiterate that ―Mobile is not just a taking device anymore; it is an ocean of apps, ...
Mobile on a gallop, stealing budgets from traditionalmediaM     obile advertising works when used as part of a cross-media...
Why invest in mobile marketing?By R. Cass BakerIn the beginning, mobile marketing was about brand building and consumer en...
4 Things Your Mobile Tells Marketersabout the User/ConsumerExcerpts from: 4 Things Your Mobile Tells Marketers About You b...
1. Likeliness to Respond (Purchase Intent)The devices we use tend to shape our behaviours, therefore adding an extra layer...
consumers download and the content they view, marketers have a better understanding of users’€ ™interest.In addition, the ...
Top 10 trends to review…1. Social Networks from Facebook to Twitter to Google+ and how they’re connecting to influencers  ...
th                                 Tuesday, 15 May 2012Thanks for your time.Kumar Gaurav+91 95604 52199Source:         Ar...
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Whitepaper 15th may mobile isn't just mobile anymore

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Mobile the growing communication media for Brands.

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Whitepaper 15th may mobile isn't just mobile anymore

  1. 1. Mobile Isn’t Just Mobile Anymore: Have You Noticed?ContentsHave you heard about the new kid (Mobile) around the media corner? ................................................. 2Pulse of the consumer interaction is changing. Have you noticed? ....................................................... 3 What Does It Mean To Me As A Marketer?......................................................................................... 5A tale of consumer communication transformation ................................................................................. 6Why Am I Telling This Story? ................................................................................................................ 11Mobile on a gallop, stealing budgets from traditional media ................................................................. 12Why invest in mobile marketing? .......................................................................................................... 13By R. Cass Baker .................................................................................................................................. 134 Things Your Mobile Tells Marketers about the User/Consumer ........................................................ 14 1. Likeliness to Respond (Purchase Intent)....................................................................................... 15 2. Preferred Ad Type ......................................................................................................................... 15 3. Consumer Preferences for Ad Content ......................................................................................... 15 4. What Ad Formats Are Best ............................................................................................................ 16Top 10 trends to review… ..................................................................................................................... 17
  2. 2. Have you heard about the new kid (Mobile) around the media corner?Have you noticed the new Kid (Mobile) around?The new kid that I am talking about shall help you answer the following questions. out of boxWhat new to do? How to grab consumers short attention Span? How to domarketing campaigns How to increase ?ROI on existing marketing spends?.... Follow the Blue Ocean Strategy...Find Greener Pastures in Mobile Marketing....If you follow the "only traditional route" approach ... You end up with the ordinary.Try Out of Box... Try Mobile―Mobile is so interesting because it combines the ability to consume and heroize brands with theability to take action,‖ said Patrick J. Moorhead, senior vice president and group management directorof mobile platforms at Draftfcb Chicago.
  3. 3. Pulse of the consumer interaction is changing. Have you noticed?Beginning of the end of feature phone: TMI surveyBy afaqs! New Delhi, May 14, 2012Section: News Category: DigitalAmong the top 25 most searched handsets, a whopping 21 models are smartphones.There seems to be a growing interest and awareness among Indian consumers about smartphones,the Handset Hotlist survey (May, 2012) suggests. In the survey, brought out by The Mobile Indian(www.themobileindian.com), 21 of the 25 handsets that made it to the list are smartphones.Almost every month, two smartphones are being launched in India and one of them is usually an entrylevel or mid-level phone. Notably, today smartphones are available in the market for as low as Rs3,000 and they offer better utility than feature phones.Before we proceed further, let us clarify the distinction between smartphones and feature phones.Smartphones provide a great user experience for fun, entertainment and games, but multiple, efficientmodes of communication are their true potential.Smartphones run on third party or proprietary operating systems such as Android, Windows Phone,Symbian, iOS, Bada, MeeGo, and BlackBerry operating systems. They are also defined by theirability to run third party software known as applications or apps, which are available at stores such asOvi, Android Market Place and iTunes.Also, smartphones show higher application use than feature phones even at the entry level. Pushemail, calendar syncing and document editing are other essentials that are supported in this categoryof phone.
  4. 4. Top 25 Handset Hotlist for April 2012Rank April Rank March Change Brand Model Price (in Rs)1 1 0 Nokia Nokia C5 03 85002 2 0 Nokia Nokia C6 110003 4 1 Samsung Samsung Galaxy Y S5360 70504 5 1 Samsung Samsung Galaxy Y Duos 89905 3 -2 Samsung Samsung Wave Y S5380 69306 6 0 Samsung Samsung Galaxy SL I9003 174507 NA new Samsung Samsung Galaxy Ace Plus 155008 7 -1 Samsung Samsung Galaxy Ace S5830 128009 NA new Samsung Samsung Galaxy Ace Duos 1279010 8 -2 Samsung Samsung Galaxy Note 3175011 11 0 Sony Sony Ericsson Xperia Arc S 2500012 12 0 Samsung Samsung Star 3 Duos 629013 10 -3 Micromax Micromax Superfone A73 730014 15 1 Apple Apple iPhone 4S 4050015 14 -1 Nokia Nokia C2 06 442416 NA new HTC HTC One V 1743517 9 -8 Nokia Nokia Asha 300 615018 NA new Nokia Nokia Asha 302 602719 NA new Nokia Nokia Lumia 800 2400020 24 4 Sony Sony Ericsson W8 910021 20 -1 Sony Sony Ericsson Xperia Neo V 1740022 22 0 Micromax Micromax Superfone A78 775023 NA new Samsung Samsung Wave 3 S8600 1470024 NA new BlackBerry BlackBerry Curve 9380 1962025 18 -7 Samsung Samsung Champ Deluxe Duo2 C3312 4790Feature phones, on the other hand, are a midway point between smartphones and basic phones.They usually have a limited proprietary operating system such as Brew or Java, and not all featurephones support third party apps.
  5. 5. What Does It Mean To Me As A Marketer?What this means is that users/consumers are not just using mobile for talking & texting but forcommunicating (using multimedia message, video, apps etc.)Mobile has evolved as a consumer’s sixth sense.The following illustration depicts the usage patterns.
  6. 6. A Tale of Consumer Communication TransformationYear 1950s & Before: Once upon a time, theatre was the most interesting way entertainment & mostof the social n business talks happened before & after the much awaited theatre shows around chai &samosa.Year 1960s onwards more vivid reel films started getting produced & movie theatres came intoexistence. Going out on a movie with family meant Diwali to kids & family.
  7. 7. Around Year 1990s TVs got introduced & people liked being connected via the TV with the limitedchannel options that they had. 4 Pm Sunday Movie Special on Doordarshan was like a paid vacation. st21 Century: The PC & Internet revolution made communication more vivid making Information + Entertainment (Infotainment), a more enjoyable experience with availability of on demand content.
  8. 8. stEarly 21 Century also brought in myriad forms of cellular communication devices which wereprimarily used for talking & texting. Youngster found a new Cupid while elderly could stay moreconnected with their distant families in the ever growing world.As we moved from basic handsets to feature rich mobile phone to smart phone, the communication rdvia Mobile has become more interesting & consumer generated and now Divya (a 3 grade Kid) justdoesn’t talk about being an astronaut to her teacher, she users FB profile pic do the talking.
  9. 9. The starting Of DigitalConvergence
  10. 10. The on-going story is not new & each one of us has lived through this story.From bedrooms to drawing rooms to restaurants to office desk, Mobile is everywhere And “Mobile is not just Mobile Anymore”
  11. 11. Why Am I Telling This Story?I wish to reiterate that ―Mobile is not just a taking device anymore; it is an ocean of apps, games,videos, chat messengers, social media connect, maps, GPS, LBS & much more‖.So I, as a user, have evolved when it comes to communicating, why are you as a brand, that I livewith, still stuck on the traditional communication methods (TV/Radio/Newspaper)
  12. 12. Mobile on a gallop, stealing budgets from traditionalmediaM obile advertising works when used as part of a cross-media campaign and dialogue.According to Berg In-sight, mobile will account for 15.2 per cent of global online ad spend in2016. The total value of the global mobile marketing and advertising market will grow from $3.4billion in 2010 at a compound annual growth rate of 37 per cent to $22.4 billion in 2016.Mobile advertising matured drastically in 2011, with more sophisticated ad units and campaignexecutions. This maturation has made consumers more open to mobile ads.According to Nielsen’s State of the Media:Consumer Usage Report, 51 per cent of consumers say that they are OK with advertising on theirdevices if it means they can access content for free.For 2012 expect to see more integration of social into mobile ads and marketing programs. Also,location will be a key aspect of mobile marketing and advertising strategy. Larger budgets will lead tohigher fill rates for publishers.
  13. 13. Why invest in mobile marketing?By R. Cass BakerIn the beginning, mobile marketing was about brand building and consumer engagement. It was aboutbright, shiny, interactive marketing designed to en-gender loyalty, awareness and brand promise. Andit was about showing innovation and life in an emerging advertising channel. Today, it is about muchmore. It has to be.Mobile’s growth According to the Interactive Advertising Bureau’s October 2011 ―State of MobileMeasurement‖ report, the growth in mobile advertising spends and consumer usage requires soundmeasurement and reliable methodologies to understand audience behaviour and ad effectiveness.As with any other marketing investment, C-level executives expect a measurable, high-value ROI inthe form of new revenue and profits. It is no longer good enough to offer applications or mobilegames, and to justify the investment in the form of fans. So why invest in mobile marketing?Invest in mobileWhile consumers are busier than ever, they also are more heavily engaged. They are on their mobiledevices day and night. And one thing is clear – when they are researching a specific product orservice from these devices, they are ready to buy. Consumers research a brand on mobile becausethey have an urgent need, and they are looking to ad-dress it while on the go. It may be scheduling animmediate home service request, signing up for a new credit card before a big vacation or evenshopping for a car.Through mobile devices, consumers can quickly assess the information they need to make adecision, making them even more determined to buy right now. If you can deliver the right mobileexperience at the right time — and in the context of a broadly integrated marketing campaign — youwin.Connecting the dotsWhen the rubber hits the road, most brands find it difficult to connect the dots between mobileengagement and sales.The reality is that revenue through mobile marketing has very little to do with mobile marketing in itsown right, and everything to do with understanding your consumers and the purchase experiencesthey desire.Increasingly, today’s consumers are turning to mobile at pivotal points in a sales process. Successdepends on guiding the consumer through a seamless, end-to-end experience — from initial mobileimpression through to Web sites and call centres — to create targeted, data-rich experiences thatdrive high-value, high-margin purchases.If you can craft the right experience from start to finish, the mobile channel is incredibly measurable,proven and successful. Without question, mobile can play a pivotal role in driving significant,incremental revenue to your business this year. Success depends on tying its impact all the waythrough to the ultimate outcome — sales.
  14. 14. 4 Things Your Mobile Tells Marketersabout the User/ConsumerExcerpts from: 4 Things Your Mobile Tells Marketers About You by Martin Hayward.Martin is the Director of Marketing at Mirror Image Internet.Unless you have been living under a rock, you know smartphones are penetrating the market at arapid pace. As with any category that experiences rapid growth, questions arise equally as fastregarding market intelligence, and how it can help achieve tangible business results.With this in mind, marketers have a new set of demographics to consider — device demographics.Traditional targeting was once based on demographic profiles and assumptions built on previouspurchase behaviour. Device demographics have helped bring an end to this predictive targeting.Instead, they deliver relevant ads to a user who has elected to belong to a specific group. In otherwords, it’s essentially basing ads on what mobile device a user has and how they interact with contenton that device.Customizing the content and experience for each mobile device type presents lucrative opportunitiesfor marketers and their brands. But it can create challenges as well. Below are four key benchmarksthat marketers should consider when optimizing device demographics to maximize ROI for theircampaigns.
  15. 15. 1. Likeliness to Respond (Purchase Intent)The devices we use tend to shape our behaviours, therefore adding an extra layer of insight into click-through habits and preferences. Tablet owners, for example, are more receptive to ads viewed ontheir device than smartphone owners. According to Nielsen Research, they are almost twice as likelyto click on an ad for more information about the business and use or request a coupon through thead. Since iPhone users are known to be disproportionately young and affluent, click-through rates formobile Apple users in this demographic are typically higher.Technology today gives marketers access to a more complete consumer profile, enabling campaignsto be more tailored to consumer preferences and relevant to their needs. With this level of insight,marketers can reach those consumers who are not only most likely to respond, but most inclined tocomplete the purchase funnel cycle, from click to buy.2. Preferred Ad TypeMobile media can take a lot of forms. For example, mobile video is becoming marketing’s hottestmedium, with roughly one-quarter of mobile device owners stating that they are more likely to viewads if there is an interesting video, and 20% preferring interactive ads. In fact, 34.8% of women trustdisplay ads (banner or video) on mobile devices, while only 29% trust SMS ads. It is important to keepthese statistics in mind when developing campaigns and selecting the right delivery method.Advertisers need to be most careful about how they are interrupting media viewing experiences andtake care to make sure the ads are effective and not disruptive.3. Consumer Preferences for Ad ContentPreferred ad type is one thing, but can mobile device technology really tell marketers anything aboutthe content you prefer? Absolutely. By determining the types of social, gaming, and utility apps
  16. 16. consumers download and the content they view, marketers have a better understanding of users’€ ™interest.In addition, the actual location of the device can be detected in real-time so that the appropriatelocation-aware ad or content can be served. An overwhelming 80% of mobile users prefer ads thatare locally relevant. In fact, three-quarters of those consumers have taken action in response toa location-specific ad, according to a recent JiWire study.This can be especially helpful for sports marketers. For example, if you live in Boston and are adedicated Red Sox fan, you’d be pretty mad if you started receiving ads for Yankees gear. Location-based mobile technology can prevent this. In addition, ads can provide a financial incentive in theform of a coupon or voucher for a business in close proximity to a user’s mobile device. This furtherenhances the convenience and therefore attractiveness of the offer to the user.4. What Ad Formats Are BestNew mobile devices are hitting the market at a rapid pace, each with a unique set of capabilities andlimitations. Delivering content to an iPhone, iPad, BlackBerry, and Android requires careful planningupfront since consumers have come to expect content that appears and performs without latency ordelay. For example, a video ad delivered to a high-definition screen on an Apple or Android device willnot have the same impact if delivered to a BlackBerry device that may not support the same videoquality. Advertisers can now detect consumers’ devices and deliver the most relevant content,ensuring it displays correctly, regardless of screen size.There’s an old adage in the marketing business that is 50 per cent of my marketing dollars arewasted, but I don’t know which 50 per cent’s. Mobile technology helps address that lack of insight intoROI, enabling on-the-go insights so marketers are able to modify strategies in real-time as campaignsare still rolling out.Source: http://mashable.com/2012/05/14/mobile-marketing-demographics/
  17. 17. Top 10 trends to review…1. Social Networks from Facebook to Twitter to Google+ and how they’re connecting to influencers and businesses2. Geo-location check-in services such as Foursquare and Facebook location updates to share locations and earn rewards or opportunities for discounts3. Crowd-sourced discounts and deals including Groupon and LivingSocial and what’s valued and why4. Social commerce services like Shopkick and Armadealo and how they create personalized experiences that are worth sharing5. Referral based solutions like Yelp, Service Magic, and Angie’s List to make informed decisions and how shared experiences can improve your business, products, and services6. Gamification platforms such as Badgeville and Fangager, and why rewarding engagement improves commerce and loyalty7. How your consumers are using mobile devices today and what apps they’re installing. Also, how they’re comparing options, reviewing experiences and making decisions while mobile8. The online presence your business produces across a variety of platforms such as tablets, smartphones, laptops and desktops. You must realize how consumers are experiencing the online presences you create and whether or not they deliver a holistic and optimized experience for each platform.9. The consumer click path based on the platform consumers are using. Are you steering experiences based on the expectations of your customers? And are you taking into consideration the device or network where the click path begins and ends? Are you integrating Facebook F- commerce and m-commerce into the journey?10. The expectations of connected consumers, what they value in each channel and platform, where they engage and how your business can improve experiences and make them worthy of sharing.No company is too big to fail or too small to succeed. Simply knowing your customer is one thing. Theconnected customer does not replace your traditional customer; they simply introduce newopportunities to grow your business. How you’re marketing, selling, and servicing customers todayare in many ways missing these important customers and thus limiting your ability for engagementand growth.Understanding how connected customers make decisions informs more meaningful strategies andultimately effective and engaging programs, products, and services. Now more than ever, the future ofbusiness isn’t created, it’s co-created.
  18. 18. th Tuesday, 15 May 2012Thanks for your time.Kumar Gaurav+91 95604 52199Source:  Articles from TOI.  The Mobile Marketer.  Excerpts from The Mobile Video Research project by Frank N. Magid Assosiates &Tremor Video http://www.mediafire.com/?ii4lb10l5gsn3hh  http://mashable.com/2012/04/30/mobile-trends-brands-marketing/  http://tribalddb.com/news/blogs/nfc-more-than-digital-wallets/  Articles from eminent industry experts.

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