Mobile marketing has evolved rapidly since the introduction of smartphones in 2007. It has grown from early text and picture messaging to personalized engagement across numerous mobile channels. Marketers now have more opportunities than ever to reach customers on their ubiquitous mobile devices through SMS, apps, websites, notifications and more. However, mobile marketing is still in its early stages and will continue to change as new technologies emerge and mobile becomes even more integral to people's lives. The future of mobile marketing is unclear but it will likely involve more personalized and seamless experiences across multiple connected devices through technologies like the Internet of Things. Marketers must adapt to stay relevant in this rapidly changing mobile landscape.
Digital Marketing Trends Report 2019 & "Did You Know?" About Google, Facebook...Ioana Barbu
Digital Marketing Report covering latest trends in social media communication and digital marketing for Business to Business, Business to Consumer, eCommerce, Web design & Mobile Marketing as well as Corporate Communication.
Towards the end you will also find some "Did you know"s about the current Digital landscape, Google - the largest search engine owner in the world covering over 90% of searches globally and Facebook - still the largest mass social media platform in the world.
M-commerce (mobile commerce) is the buying and selling of goods and services through wireless handheld devices., and it is known as next-generation e-commerce.
Latest trends in Digital Marketing to help define digital technologies and marketing techniques which will give options for companies to grow their businesses.
Lead Definition: Knowing your Perfect Customer ProfileSalesOptimize
In this slideshare, we talk about the complex nature of sales leads, knowing how to identify that perfect customer, and how you can work them through the sales pipeline.
Our previous blog on lead generation: https://www.salesoptimize.com/lead-definition-knowing-your-perfect-customer-profile/
Digital Marketing And Case Study Of Banking.Ullekh Niraula
What is digital marketing and why is it such a trending term in all big and small Financial Sector. Lets look at a short study of digital marketing in the Banking sector
Marketing is changing, businesses are shifting how they think about building a customer base while community programs are already taking over. How can you leverage what you're doing in community to achieve marketing and greater business objectives?
Where marketing, business and strategy are headed next.
How do you win mindshare in a population that interacts with their mobile devices 150-200 times per day? What’s the shelf-life of apps today? Each year strategists, architects, developers, innovators, technologists and business professionals gather at MobCon to distill what mobile means today and where it’s going.
Through presentation analysis and survey techniques, we’ve culled their top insights and broken down why they matter for businesses today. Grow your strategy and engagement potential. Learn from experts obsessed with staying ahead and getting it right.
Marketing Creativity 1.0 (ADC-3342-A) with Charlie Rosner
http://www.schoolofvisualarts.edu/ceCourseFinder/app?sDay=0&sTime=0&sLoc=&sDept=&sCourse=&sInstructor=rosner&sKeyword=
Second Philippine Advertisers' Attitudes Towards Mobile Marketing 2014 Report Self-employed
Our study done in partnership with PANA to explore local marketers' attitudes to mobile marketing. Now on its second year, the study surveyed over 87 mid-to-senior marketers across industries such as FMCG, retail, pharmaceuticals, real estate, and utility and services. This is also a comparative study with the 2013 survey.
Digital Marketing Guide: Mobile Marketing for Medical Technology CompaniesGrey Matter Marketing
For most U.S. adults, a mobile device is a constant companion. You use it throughout the day, in multiple physical locations, and you also probably check it one more time before going to sleep at night.
So defining mobile as a channel, strategy or technology doesn’t quite do it justice; mobile is how we behave. It is how we live, research, document, and communicate.
The point is: if you are a marketer and are not considering how to reach your target audience on mobile, you are missing a large portion of their day.
Mobile can no longer be ignored by marketers who want to succeed and thrive in the new healthcare marketing landscape.
Digital Marketing Trends Report 2019 & "Did You Know?" About Google, Facebook...Ioana Barbu
Digital Marketing Report covering latest trends in social media communication and digital marketing for Business to Business, Business to Consumer, eCommerce, Web design & Mobile Marketing as well as Corporate Communication.
Towards the end you will also find some "Did you know"s about the current Digital landscape, Google - the largest search engine owner in the world covering over 90% of searches globally and Facebook - still the largest mass social media platform in the world.
M-commerce (mobile commerce) is the buying and selling of goods and services through wireless handheld devices., and it is known as next-generation e-commerce.
Latest trends in Digital Marketing to help define digital technologies and marketing techniques which will give options for companies to grow their businesses.
Lead Definition: Knowing your Perfect Customer ProfileSalesOptimize
In this slideshare, we talk about the complex nature of sales leads, knowing how to identify that perfect customer, and how you can work them through the sales pipeline.
Our previous blog on lead generation: https://www.salesoptimize.com/lead-definition-knowing-your-perfect-customer-profile/
Digital Marketing And Case Study Of Banking.Ullekh Niraula
What is digital marketing and why is it such a trending term in all big and small Financial Sector. Lets look at a short study of digital marketing in the Banking sector
Marketing is changing, businesses are shifting how they think about building a customer base while community programs are already taking over. How can you leverage what you're doing in community to achieve marketing and greater business objectives?
Where marketing, business and strategy are headed next.
How do you win mindshare in a population that interacts with their mobile devices 150-200 times per day? What’s the shelf-life of apps today? Each year strategists, architects, developers, innovators, technologists and business professionals gather at MobCon to distill what mobile means today and where it’s going.
Through presentation analysis and survey techniques, we’ve culled their top insights and broken down why they matter for businesses today. Grow your strategy and engagement potential. Learn from experts obsessed with staying ahead and getting it right.
Marketing Creativity 1.0 (ADC-3342-A) with Charlie Rosner
http://www.schoolofvisualarts.edu/ceCourseFinder/app?sDay=0&sTime=0&sLoc=&sDept=&sCourse=&sInstructor=rosner&sKeyword=
Second Philippine Advertisers' Attitudes Towards Mobile Marketing 2014 Report Self-employed
Our study done in partnership with PANA to explore local marketers' attitudes to mobile marketing. Now on its second year, the study surveyed over 87 mid-to-senior marketers across industries such as FMCG, retail, pharmaceuticals, real estate, and utility and services. This is also a comparative study with the 2013 survey.
Digital Marketing Guide: Mobile Marketing for Medical Technology CompaniesGrey Matter Marketing
For most U.S. adults, a mobile device is a constant companion. You use it throughout the day, in multiple physical locations, and you also probably check it one more time before going to sleep at night.
So defining mobile as a channel, strategy or technology doesn’t quite do it justice; mobile is how we behave. It is how we live, research, document, and communicate.
The point is: if you are a marketer and are not considering how to reach your target audience on mobile, you are missing a large portion of their day.
Mobile can no longer be ignored by marketers who want to succeed and thrive in the new healthcare marketing landscape.
Altimeter Group, prepared for Facebook
Rebecca Lieb, analyst
Jaimy Szymanski, senior researcher
For brands to build engagement and maintain respectful relationships with consumers, mobile strategies must
become seamlessly integrated into existing marketing strategies and customer-experience efforts. Brands will also need to ensure that strong content for mobile is coupled with an integrated media approach to keep the brand’s message, voice and identity clear.
Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan AnhTuấn Anh Phan
In order to understand mobile user behavior & insight in Asean & Emerging Market in 2016.
Why mobile?
In fact, users think mobile is just mobile, their smartphone
08 critical points for each Marketer in order to develop mobile marketing strategy
The combination of: Mobile Connects Everything + Consumer Decision Journey + Gamification = Mobile Advocacy Journey
For mobile, it's all about interactive + relative
We asked a veritable pantheon of experts, hailing from every corner of the marketing ecosystem, to join forces and share their insights and advice on the evolving role of mobile in modern marketing (spoiler: everybody agrees it's a big deal).
Get great, snackable bits of wisdom from:
CEOs
Brand marketers
Digital consultants
Journalists
Tech providers
How Smartphones Are Shaping Future Of Mobile Marketingspocto
Marketers and Advertisers across the globe have realized that the future of digital marketing lies in mobile. The digital marketers are finding tremendous success in reaching the target consumers on the small screen. Its time to build your brands around the customers by integrating the power of mobile advertising in your digital marketing strategy.
A Complete Guide to Mobile Marketing for 2014 Second EditionAdRoll
Our compendium of the newest, brightest and most actionable ideas affecting the mobile ad space has been completely updated. It’s another 50 pages of essential reading for anyone who is serious about succeeding in mobile in 2014.
Mobile Monday Switzerland #40 - Richard Otto presentation on Mobile MarketingMobileMonday Switzerland
“Mobile Marketing”
Presentation given by Richard Otto, founder of Mobile-Marketing Netherlands.
Mobile Monday Switzerland Event #40 on Mobile Context-Driven Marketing, 27th Apr 2015, Zürich.
20/20 Insights: Mobile Marketing Predictions from 20 Marketing LeadersDialogTech
We asked 20 influencers - marketers, product experts, analysts, and journalists - to share their vision of the future of mobile marketing. Scroll through their predictions, then join the conversation on Twitter using the hashtag #DT2020.
Why Should You ‘Go Mobile’? ‘Go Mobile’- Trends in 2015
Pulp Strategy | www.pulpstrategy.com.
Gaining instant brand recognition in any industry is difficult especially when you are running on tight marketing budget. Mobile marketing comes handy in such a situation. As a marketer, you can maximize your operating expenses by investing in strategies which improve your reach and encourage action.
Top 10 Digital Trends: How India will hack growth in 2016Avinash Jhangiani
Welcome to the What’s Next Trend Report 2016. Change is the only constant in life. Those who look only to the past or present might miss the future. We therefore hope that you enjoy reading this report and that it inspires you for the year ahead.
At Omnicom Media Group, we’re passionate about the intersections between consumer culture, business practices and the never ending march of technology and media. We believe these intersections are what drives the future.
This report is created by Omnicom Media Group in collaboration with MICA, Ahmedabad.
Research survey of 294 marketing and information technology decision-makers about their investments in mobile strategy including people, processes, and marketing technology. Marketing represented the majority of respondents across several industries: financial services, media and entertainment, retail and commerce, B2B high tech, and travel/hospitality.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
An introduction-to-mobile-marketing-marketo
1.
2. INTRODUCTION
Since the introduction of the iPhone in 2007, smart phones,
tablets, and mobile devices have permeated all aspects of our
lives. These devices bring communication, commerce, and
interaction to a whole new level. This creates tremendous
opportunities for marketers.
At the same time, the art of marketing is undergoing a
profound change as mass media is becoming increasingly
fragmented into highly personalized content delivered
directly to individuals.
For marketers, the process of communicating with customers
is evolving at rapid speeds. New devices, tracking methods,
dynamic content, and multiple points of content consumption
provide more opportunities than ever before. However, these
new capabilities can be confusing, and thus if poorly executed,
can lead to low customer engagement.
In this ebook you will learn:
• What is mobile marketing?
• Why is mobile marketing important?
• Who uses mobile marketing?
• How has mobile marketing evolved?
• What does the future of mobile marketing
look like?
3. WHAT IS MOBILE MARKETING
AND WHY IS IT IMPORTANT?
Defining Mobile Marketing
Mobile marketing is marketing that occurs
over a mobile device, targeted at mobile users.
It leverages mobile devices to communicate
and engage with consumers at any point in the
customer lifecycle, to drive brand value and
demand for your products or services.
The possibilities for marketers have evolved
tremendously since mobile debuted on the
marketing scene. Today you can reach your
customers on mobile devices through SMS,
email, websites, mobile apps, and
mobile notifications.
Because of the rapid introduction of mobile
marketing capabilities, we will continue to see
it evolve, creating even more pathways into a
mobile device. Mobile marketing is the process,
science, and art of reaching people through
these pathways in order to drive your
business forward.
Marketers may feel like we’ve come a long way
with mobile marketing, but we’re still in the
early stages. With mobile continuing to gain
momentum, it is more important than ever to
make it an integral part of the marketing mix.
Because you are able to communicate and
listen to consumers via a mobile device in a
variety of ways, mobile marketing does not
mean just one thing—you can send SMS/MMS
messages to your customers, create mobile
responsive websites and emails, develop apps
to engage your customer base, and more.
Plus, with new advancements in mobile and
marketing automation, you can now collect
mobile-specific insights, which helps you
engage your users in a cross-channel way.
Mobile is a diverse landscape.
3
4. WHAT IS MOBILE MARKETING
AND WHY IS IT IMPORTANT?
Why Mobile Marketing Is Important
Mobile marketing unlocks powerful
opportunities for marketers on a scale never
before seen. Unlike any other engagement
and communication channel, mobile allows
marketers to reach larger audiences in a way
that is more personalized and real-time.
Today’s typical consumer owns at least one
mobile device, and according to Marketo’s
Mobile Benchmark Survey, 49% of those
surveyed own two mobile devices. With the
rise of smart phones and tablets, the number
of mobile devices has outpaced the global
population. In 2014 the number of devices hit
7.7 billion, while the population was 7.1 billion.
According to data from Gartner, tablets alone
outnumber personal computers, with all PC
sales representing only 12% of worldwide
device shipments in 2015. Because of the
proliferation of mobile and tablet devices
among consumers, marketers must adapt.
Mobile marketing has become much more
than a trend—it has become an increasingly
important part of the market.
As you consider the journey that your customer
takes, mobile interaction is now an integral
part of it—meaning that it’s now vital to include
mobile in your marketing mix. Consumers are
attached to their mobile devices. According to
research from IDC, the typical consumer uses
her device consistently throughout her daily
activities. In fact, 79% of smartphone users have
their phone on or near them for all but two
hours of their waking day. And four out of five
smartphone users check their phones within the
first 15 minutes after waking up.
Plus, mobile marketing is universal. It takes
many forms and applies to all kinds of
businesses and marketers.
44
5. The ubiquity and proximity of the mobile
device in today’s modern culture demonstrate
why mobile has become and will continue to
be indispensable to marketers. Marketing via
mobile devices is about unlocking the
potential of a huge, expanding, captive,
and engaged audience. Mobile marketing
is modern marketing.
5
WHAT IS MOBILE MARKETING
AND WHY IS IT IMPORTANT?
2,981
5,381
7,645
PC Market Total
Mobile Phones
Other Ultramobiles
(Hybrid and Clamshell)
Tablets
2,000,0001,000,000250,000
317,648
308,472
316,689
206,807
256,308
320,964
1,806,964
1,862,766
1,946,456
World Wide Device Shipments by Segment (Thousands of Units)
2015
2013
2014
0% 10% 20% 30% 40% 50%
Mobile Usage as % of Web Usage, by Region, 5/14
% of Page Views Coming From Mobile Devices
Europe 8% 16%
North America 11% 19%
South America 6% 17%
Asia 23% 37%
Africa 18% 38%
Oceania 12% 17%
Global 14% 25%
2013
2014
Data from venture capital firm, Kleiner, Perkins,
Caulfield & Byers shows the rapid acceleration of
mobile usage, out of all web usage from 2013 to 2014
Mobile Usage Continues to Rise Rapidly at 25%
of Total Web Usage vs. 14% year over year
Gartner Data showing that tablets have overtaken PC sales. You can also see the steady, rapid growth
of mobile device shipments year over year.
Mobile Usage as % of Web Usage,
by Region, 5/14/2014
6. WHO USES MOBILE MARKETING?
It is clear that mobile marketing is a critical part of a holistic marketing mix
for many organizations. But what type of businesses can benefit from mobile
and how are they using it today and in the future?
Mobile is now one of the most powerful ways to
reach people regardless of the type of business
you operate. If you want to reach your target
audience in a personal and relevant way, you
should think about how you can engage with
them on their mobile devices.
Business Types
Because of the diversity of audiences and
the variety of use cases (both consumer
and business) that mobile devices serve,
mobile marketing can work for most types
of businesses. Just look at the overwhelming
amount of mobile communication and apps
that exist today, and you will see that there
is truly something for everyone.
The application of mobile marketing can
certainly differ based on the type of audience
you are trying to engage with and the activity
goals that you have for them. For example,
according to a 2015 study conducted by the
Content Marketing Institute and Marketing Profs,
74% of B2C marketers are looking to create
a better mobile strategy, while 58% of B2B
marketers have that in their plans. There is no
question that B2C marketers have led the way
in leveraging mobile, but with nearly 60% of
B2B marketers diving into mobile marketing,
and those numbers quickly growing, it clearly
offers an opportunity for marketers of all types.
Let’s dig into this further.
Business-to-Consumers (B2C)
B2C marketers can communicate with
consumers through mobile devices in
such a wide range of modalities.The
advancements and explosion of mobile
technology have allowed B2C marketers
more insight and flexibility to personalize
their customers’ experience.
6
7. As further proof that mobile is expanding
for B2C marketing, YouTube CEO Susan
Wojcicki confirmed at a recent conference in
California that half of all YouTube traffic comes
from smartphones and tablets. Wojcicki even
told the audience: “Mobile is super important.
I think it’s important for every business
right now”.
In small and medium sized businesses
(SMBs), we’ve seen some really creative ways
that consumer brands have used mobile
technology—from higher education, to
consumer-packaged goods, and beyond.
Even enterprise B2C companies, which have
traditionally been more wary to adopt ‘trend’
marketing across their organizations, have
started to integrate mobile and expand their
overall presence.
According to CompTIA’s 2014 annual Trends
in Enterprise Mobility study, over 70% of
organizations have made some level of
investment to build out mobility solutions.
Business-to-Business (B2B)
Whether your organization is defined as SMB
or enterprise, if you are a B2B marketer it’s
important to consider that while you are selling
to businesses, it is actual individuals who are
making the purchase decisions, and they have
come to rely on their mobile devices just as
much as any other consumer. As a result,
it’s important that you look at how you are
currently engaging with your customers and
assess how you can optimize their experience
by incorporating mobile marketing activities.
Enterprise organizations in particular are not
only incorporating apps into the organization’s
work environment, but have also begun to
develop apps specifically to support their
customers. According to data from the
VisionMobile State of the Developer Nation
2015 Report, enterprise apps break down into
five main categories:
1. Product extensions
2. Business and productivity
3. Utilities
4. Communication and social networking
5. Education and reference.
7
Based on data from
CompTIA’s 2014 Annual Study:
Trend in Enterprise Mobility
over 70% of organizations have
made some level of investment
to build out mobility solutions.
7
WHO USES MOBILE MARKETING?
8. HOW HAS MOBILE MARKETING EVOLVED?
The mobile revolution has continued to gain momentum ever since the
launch of the iPhone in 2007. From smartphones to tablets, people have
an almost insatiable capacity to adopt mobile technology and welcome
mobile marketing into their lives.
Just think about how quickly mobile has
progressed over time. Remember your first cell
phone? It doesn’t seem that long ago that you
were playing Snake and sending rudimentary
text messages to friends. In just a short amount
of time, mobile has evolved to be a central
mode of communication for consumers.
Being tied to a mobile device is now the
norm and not the exception.
The Rapid Evolution of Mobile
Mobile has experienced a rapid adoption and
transformation. In the previous section we saw
how quickly mobile devices have flourished
in the short time they have existed. Not only
have the devices themselves and our adoption
of them evolved, but the capabilities have also
advanced rapidly.
We may joke about the early days of playing
Snake on your phone, but this was introduced
less than 20 years ago on all Nokia mobile
phones in 1998. In that time, the standard
mobile phone’s capabilities have expanded to
replace almost every other peripheral device—
from maps, to calendars, to desktop computers.
In 2001 with the launch of the Blackberry by
Research In Motion, the ability to text and use
email on a mobile phone became ubiquitous.
It changed the way consumers perceived their
mobile devices and made them increasingly
reliant upon them. The launch of the iPhone
in 2007 changed the way we did all kinds of
activities, but even that launch did not introduce
apps, which debuted with the introduction
of the App Store in 2008. The launch of the
app store allowed marketers a new channel
to communicate with consumers, which
expanded again in 2009 with the launch of the
Push Notification Service. That service allowed
marketers to take advantage of new ways to
communicate with users. Then in 2010, Apple
launched its first iPad, further expanding the
variety of ways that consumers can access
information and engage with brands.
8
9. 9
19991983
GlobalUnitsShipped
(MMs)
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Global TV vs. PC (Desktop + Notebook) vs. Mobile (Smartphone + Tablet) Shipments, 1999-2013
Mobile (Smartphone + Tablet) Shipments=
4-5x Unit Volume of TV & PC... Just 10 Years Since Inception
3210
Nokia
DynaTAC
Motorla
7730
BlackBerry
C2500
LG
ZV50
Samsung
Galaxy Note
Samsung
Galaxy S III
Samsung
RAZR2
Motorola
iPhone
Apple
1,200
900
600
300
TV
PC (Desktop + Notebook)
Mobile (Smartphone + Tablet)
Smartphones
Tablets
Screen Density
<100 pixels per inch
200 pixels per inch
300 pixels per inch
400 pixels per inch
Sources:
TV unit shipments per NPD Display Search (2004-2013 data) and Phillips (1999-2003 data) PC(laptop + Desktop) and smartphone + tablet unit shipments
per Morgan Stanley Research
GSMArena.com
You can see that as mobile devices evolved,
the ways that a marketer can communicate
with their customers has multiplied. Mobile is a
frontier that marketers and organizations quickly
adopted—pushing the boundaries by creating
marketing that leveraged the capabilities of
mobile in entirely new ways.
One example of this is the wave of businesses
like Uber and OpenTable that offer services
uniquely based upon location. Mobile marketing
has made great strides in a short time, shaping
the way marketers engage with consumers and
anticipating the next step of evolution. We know
that this is only the beginning.
Mobile (Smartphone + Tablet) Shipments = 4-5x Unit Volume of TV and PC... Just 10 Years Since Inception
Global TV vs. PC (Desktop + Notebook) vs. Mobile (Smartphone + Tablet) Shipments, 1999-2013
HOW HAS MOBILE MARKETING EVOLVED?
10. THE FUTURE OF MOBILE MARKETING
Looking forward, we see that mobile marketing will not even
be mobile marketing; instead, it will simply be marketing.
Marketers have adapted over time—from mass marketing, to
digital marketing, to personalized messaging. This new era of
engagement marketing is about creating relationships with
your customers by delivering relevant, personal content. The
future of mobile marketing will help marketers accomplish this.
While marketers today think that the rise of mobile has been
meteoric, in truth, we haven’t even seen the tip of the iceberg.
Mobile will become increasingly pervasive over time, especially
as we consider the rise of the Internet of Things (IoT)—physical
objects embedded with sensors and connectivity. Mobile
connected devices that integrate seamlessly with each other
offer valuable information to you, the marketer.
Predicting how swiftly mobile will change is a bit like fortune-
telling—we know that mobile leads the way today, and it will
only become more and more central to a customer’s life and
our marketing as time marches forward. Marketers will need
to pay careful attention to incorporate the advancements into
their marketing or they will be left behind.
Mobile will drive the seamless continuation
of your customers’ journey, so it’s important
to lay the foundation for success now.