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Mobile Marketing Misconceptions and the Real Truth

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Mobile marketing may sound like the latest buzzword, but Arienne Holland of Raven breaks down the real truth. Adapted from her live presentation at Digital East 2014, this slideshow teaches you 3 of the most common misconceptions about mobile marketing — and how to correct your thinking.

1. Get the national data on mobile usage and advertising spend.
2. See what one brand discovered about its most popular marketing channels for mobile devices.
3. Learn why to set priorities based on mobile conversions.

For more information about online marketing, visit http://blog.raventools.com.

Published in: Marketing
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Mobile Marketing Misconceptions and the Real Truth

  1. 1. MOBILE MISCONCEPTIONS AND THE REAL TRUTH
  2. 2. Arienne Holland Director of Marketing and Customer Experience @RavenArienne
  3. 3. You’re thinking about it all wrong.
  4. 4. IN THE ABSENCE OF DATA, HIPPOS MAKE DECISIONS PHOTO: HEATH.WINDCLIFF VIA COMPFIGHT CC
  5. 5. PHOTO: HEATH.WINDCLIFF VIA COMPFIGHT CC (CRAP. I AM THE HIPPO! )
  6. 6. EITHER WAY, FIND OUT THE FACTS PHOTO: HEATH.WINDCLIFF VIA COMPFIGHT CC
  7. 7. Misconception: Mobile marketing is the latest buzzword.
  8. 8. Real truth: Mobile devices are a way of life.
  9. 9. AMERICANS WITH MOBILE PHONES AMERICANS WITHOUT MOBILE PHONES SOURCE: PEW RESEARCH CENTER INTERNET PROJECT SURVEY, JANUARY 2014
  10. 10. AMERICANS WITH MOBILE PHONES 9 OUT OF 10 AMERICANS WITHOUT MOBILE PHONES SOURCE: PEW RESEARCH CENTER INTERNET PROJECT SURVEY, JANUARY 2014
  11. 11. AMERICANS WITH MOBILE PHONES 284.5 MILLION ADULTS AMERICANS WITHOUT MOBILE PHONES SOURCE: PEW RESEARCH CENTER INTERNET PROJECT SURVEY, JANUARY 2014
  12. 12. 75% ADMIT TO USING A CELL PHONE IN THE BATHROOM PHOTO: MACARON*MACARON(EST BLEU2007) VIA COMPFIGHT CC
  13. 13. YOU KNOW YOU DO. PHOTO: MACARON*MACARON(EST BLEU2007) VIA COMPFIGHT CC
  14. 14. WHAT DEVICES AMERICANS HAVE Mobile Phone Desktop or Laptop Tablet eBook Reader 32% 42% 78% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SOURCE: PEW RESEARCH CENTER INTERNET PROJECT SURVEY, NOVEMBER 2012 AND JANUARY 2014
  15. 15. WHAT DEVICES AMERICANS HAVE Mobile Phone Desktop or Laptop Tablet eBook Reader Smartphone 58% 32% 42% 78% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SOURCE: PEW RESEARCH CENTER INTERNET PROJECT SURVEY, NOVEMBER 2012 AND JANUARY 2014
  16. 16. Where the people go, the money goes.
  17. 17. 2013 U. S . A DVERTISING REVENUE Internet Broadcast TV Cable TV Newspaper Radio Magazine Out of Home Video Game Cinema $0 $5 $10 $15 $20 $25 $30 $35 $40 $45 SOURCE: INTERACTIVE ADVERTISING BUREAU (IAB) INTERNET ADVERTISING REVENUE REPORT, A P R I L 2 0 1 4
  18. 18. 2013 U. S . A DVERTISING REVENUE Internet Broadcast TV Cable TV Newspaper Radio Magazine Out of Home Video Game Cinema $42.8 BILLION $0 $5 $10 $15 $20 $25 $30 $35 $40 $45 SOURCE: INTERACTIVE ADVERTISING BUREAU (IAB) INTERNET ADVERTISING REVENUE REPORT, A P R I L 2 0 1 4
  19. 19. 3% 2% 4% 2013 U. S . INTERNET ADVERTISING FORMATS SOURCE: IAB INTERNET ADVERTISING REVENUE REPORT, A P R I L 2 0 1 4 6% 7% Mobile 17% Display 19% Search 43% Search Display Mobile Digital Video Classifieds Lead Generation Rich Media Sponsorship
  20. 20. 3% 2% 4% 2013 U. S . INTERNET ADVERTISING FORMATS $7.1 BILLION SOURCE: IAB INTERNET ADVERTISING REVENUE REPORT, A P R I L 2 0 1 4 6% 7% Mobile 17% Display 19% Search 43% Search Display Mobile Digital Video Classifieds Lead Generation Rich Media Sponsorship
  21. 21. Misconception: I need to start mobile advertising ASAP.
  22. 22. Real truth: I need to look at my analytics ASAP.
  23. 23. WHAT AMERICANS DO ON MOBILE PHONES SOURCE: PEW RESEARCH CENTER INTERNET PROJECT SURVEY, MAY 2013 Texts Internet Email Apps Video Calls 0% 15% 30% 45% 60% 75% 90%
  24. 24. Mobile-friendly websites Mobile-only websites Ads on mobile websites Ads on mobile search engines Text messaging What I can do with feature phones }
  25. 25. Mobile-friendly websites Mobile-only websites Ads on mobile websites Ads on mobile search engines Text messaging Apps Ads within apps Mobile-optimized websites Location-based messaging QR codes What I can do with feature phones What I can do with smartphones }}
  26. 26. Websites Search engines Social media networks Emails Ads on websites Ads on search engines Ads on social networks Ads on emails eCommerce What I’m already doing, or supposed to be doing, or forgot to be doing }
  27. 27. MINDSPLOSION! PHOTO: BICHUA S ( E . C A RTON) VIA COMPFIGHT CC
  28. 28. Start with what you have.
  29. 29. Website Blog Email MOBILE POPULARITY BY MARKETING CHANNEL 0% 5% 10% 15% 20% 25%
  30. 30. Website Blog Email MOBILE POPULARITY BY MARKETING CHANNEL 0% 5% 10% 15% 20% 25%
  31. 31. Now what?
  32. 32. Misconception: Mobile experience is the top priority.
  33. 33. Real truth: Mobile conversion is the top priority.
  34. 34. Website Blog MOBILE POPULARITY BY MARKETING CHANNEL 0% 5% 10% 15% 20% 25%
  35. 35. SHARE OF $$ CONVERSIONS FROM MOBILE Website Blog BY MARKETING CHANNEL 0% 20% 40% 60% 80% 100%
  36. 36. What if you have no conversion data?
  37. 37. I T ’ S O K TO OPTIMIZE FOR EXPERIENCE PHOTO: LARS PLOUGMANN VIA COMPFIGHT CC
  38. 38. IT’S BETTER TO OPTIMIZE FOR CONVERSIONS PHOTO: ERVINS STRAUHMANIS VIA COMPFIGHT CC
  39. 39. 3 simple, important truths
  40. 40. Mobile is not a buzzword, it’s a way of life. If you’re an online marketer, mobile will change your business.
  41. 41. Analyze any existing channels first. You may not be prepared — or need — to spend money on mobile ads yet.
  42. 42. Keep it all about the Benjamins. Great mobile experiences are important. Mobile conversions are top priority.
  43. 43. PHOTO: DERRIEL STREET PHOTOGRAPHY VIA COMPFIGHT CC < < <
  44. 44. Ask me anything! ! @RavenArienne linkedin.com/in/arienneholland arienne@raventools.com

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