Mobile marketing

407 views

Published on

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
407
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Mobile marketing

  1. 1. 110310
  2. 2. “…It’s time for marketers to rethink their approach to multichannel marketing” Forrester: Chris StutzmanSource: Forrester 2011
  3. 3. digital is increasingly becoming viewed as the cornerstone for Ideation, Engagement, Retention, and ActivationSource: Forrester 2011
  4. 4. and acts as channel for campaign: Inspiration Hub Optimizer MultiplierSource: Forrester 2011
  5. 5. If this is true (and we believeit is ), then mobile will bethe channel needed for allcampaign customer research,insights and brandedinteractions
  6. 6. Evidence
  7. 7. 1. Devices Sold  Electronics makers shipped 101M Smartphone’s during the last three months of 2010 (87% YOY increase)  PCs delivered totaled 92.1M units (3% YOY increase)  Mary Meeker and Morgan Stanley estimate that global Smartphone shipments will surpass PC shipments in 2012 (with more than 400 million Smartphones expected to be shipped)Source: Financial Times & IDC 2011 , Morgan Stanley 2010
  8. 8. 2. Time Spent 60% US Time Spent with Media 2008-2010 % Change 50% 40% 30% 20% 10% 0% Newspapers Magazine Radio TV and Video Internet Mobile Other -10% -20% -30% 2010 2009  Time spend with the mobile device has grown 56% over the last two years (average of 35% YOY)  TV and video still account for the most time spent per media (around 40% of time spend); however usage is slowly decliningSource: eMarketer 2010
  9. 9. 3. Audience Attitude Mobile vs. Online Brand Metrics  56% of consumers consider brand with Insight Express a mobile app as innovative Unaided Awareness 167%  27% of consumers with connected devices (mobile and tablets) “enjoy ads Brand Favorability 167% that have interactive features ~and 25% 100% Aided Awareness are more likely to click/interact Purchase Intent 267%  19% of users with a connected device feel as are new and interesting and like Messaging Association 250% to see what the ads can do Ad Awareness 188%  Mobile out performs online by roughly 0% 50% 100% 150% 200% 250% 300% 188% across all brand metricsSource: CTIA Wireless Industry Survey, 2010, eMarketer, Adweek 2010, eMarketer: Yankee Group 2011, Insight Express, “Mobile InsightNorms”, 2011
  10. 10. Putting mobile at the centerof every campaign, will allowbrands to capture importantbehavior data which will leadto…
  11. 11. Product Design and Upgrades  Apple Mac Lion OS  Incorporates pinch and swipe of folders for mouse pad interaction
  12. 12. Integrated Banded Opportunities  Super Sonic created branded ringtone that extended into social, offline, branded CDs, and call waiting music for call centers ~ not a single advertisement was placed – 44K plays, 17k downloads and over 4K ringtone in two weeks – Super Sonic was playing in night clubs  Gieco created and promoted ringtones within all TV media  350K downloads in 60 days
  13. 13. Advanced Campaign Integrations  Campaign integrations connecting online and offline to create robust and engaging user experiences  Gol Airlines created an PC to mobile game where the mobile device acts as a remote for PC based game play  New Zealand, “Don’t Text and Drive” – Live online texting – created a connected experience allowing the user to text and interact with online display media
  14. 14. Creating
  15. 15. Integrated Cultural Experiences  Rovio Mobile Ltd. has raised $42 million in VC funding  leverage the unlikely success story of "Angry Birds”  "Angry Birds" is expected to become available on all major videogame consoles later this year  Before Angry Birds we had 51 other game titles  Integrated into mainstream cultural within 2 years  Viral videos reaching millions of video views
  16. 16. Thank you! team iconmobile paul cowman strategist mobile +1 206 769 5062 paul.cowman@iconmobile.com

×