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OCTOBER 18, 2 0 1 2




                      Mobile Marketing
                      Trends, Insights and
                      Best Practices


                                        Sponsored by:



   Cathy Boyle
  Senior Analyst
                                         ©2011 eMarketer Inc.
There are three faces of mobile today
Does ‘mobile’ always mean ‘on the go’?
What we’ll look at today…


  Device adoption: Feature phones,
   smartphones and tablets
  Behaviors: Mobile is more than ‘on the go’
  Trends: Marketers’ focus, spending outlook and
   brand examples




Twitter – #eMwebinar                        ©2011 eMarketer Inc.
The 3 Faces of Mobile
Feature Phones
Smartphones
Tablets



                  ©2012 eMarketer Inc.
Smartphones
are moving
to the
mainstream,
passing 50%
penetration
among US
mobile
phone users
between
2012 and
2013



              ©2012 eMarketer Inc.
Smartphones are driving growth of
mobile internet use




                                    ©2011 eMarketer Inc.
Smartphone
penetration
is high
across nearly
all
demographic
groups, but
several
groups
stand out




                ©2012 eMarketer Inc.
The feature phone user base is shrinking
but still comprises millions of users




                                     ©2011 eMarketer Inc.
2012 is
proving to
be the year
of the
tablet




              Twitter – #eMwebinar   ©2012 eMarketer Inc.
Apple’s iPads continue to dominate the
 tablet market




Twitter – #eMwebinar
Tablet users
are often
older and
wealthier




               ©2012 eMarketer Inc.
The three
mobile user
groups
are not
mutually
exclusive




              ©2012 eMarketer Inc.
Behaviors:
Mobile means more
than ‘on the go’
The mobile
phone is
always
within reach,
whether at
home or
‘on the go’




                ©2012 eMarketer Inc.
Smartphones
are constant
companions,
while tablets
are ‘couch
and pillow’
devices




                ©2012 eMarketer Inc.
Smartphone
users are
task-oriented
but
frequently
snack on
mobile
content




                ©2012 eMarketer Inc.
What is on
the snack
list?

games
social
networking
music
video




             ©2012 eMarketer Inc.
Tablet users lead the way in mobile
content consumption
Tablet users
are a
leisure-
minded
group,
looking to be
entertained




                ©2012 eMarketer Inc.
Tablet users’ attention is often divided
between television and tablet




                                       ©2012 eMarketer Inc.
Mobile users toggle between devices
 with ease


                   “A picture of sequential and
                   simultaneous device usage is
                   emerging, and marketers need to
                   make progress around understanding
                   how the devices relate and how to
                   use them in combination.”
                   —Jason Spero, head of global mobile sales and strategy
                   at Google




Twitter – #eMwebinar                                                   ©2012 eMarketer Inc.
Will marketing practices change as a
result of mobile devices?




                                       ©2012 eMarketer Inc.
Mobile Marketing
Outlook:
Spending
Tactics
Brand examples


                   ©2012 eMarketer Inc.
Mobile marketing budgets are still small
Budgets
do not
align with
time spent
on mobile




             ©2012 eMarketer Inc.
Marketers are confident spending will
increase




                                        ©2012 eMarketer Inc.
Mondelez International, for one, will make
a bold mobile move

           “We are planning to invest 10 percent
           of our global marketing budget in mobile
           activations and channels across the
           entire consumer journey.”

           —Bonin Bough, vice president of global media and
           consumer engagement at Mondelez International




       Mondelez International comprises the global snacking and food brands
       of the former Kraft Foods Inc., including billion-dollar brands such as
       Nabisco and Oreo biscuits, Trident gum, Cadbury and Milka chocolate

                                                                       ©2012 eMarketer Inc.
2012 mobile
marketing
plans are
skewed
toward
mobile apps
and
QR Codes




              Twitter – #eMwebinar
                                     ©2012 eMarketer Inc.
Consumers
are spending
more time
with apps
than with
the mobile
web




               Twitter – #eMwebinar
                                      ©2012 eMarketer Inc.
There are significant upsides to apps,
but there are downsides too


Upside                           Downside
Encapsulated experience         Multiple versions for dominant
Size and functionality of the   app platforms
device                           Separate app store approvals
High level of engagement        Ongoing updates for each
                                 version
More time spent with brand
                                 Overcoming fragmentation
                                 User retention




                                                        ©2012 eMarketer Inc.
Which do you choose?




                       ©2012 eMarketer Inc.
QR Codes: Marketers keep hitting ‘go,’
but adoption is slow




                                         ©2012 eMarketer Inc.
Barcode content often falls short of
 consumer expectations

Marketers give information   Consumers want rewards




                                               ©2012 eMarketer Inc.
Valuable content, a clear call to action
and repetition are critical


 “Shape Magazine did a sweepstakes for
 their 30th anniversary issue, and they
 had 400,000 mobile entries through the
 use of these [QR] codes.
You have to tell consumers what to do. And you need
to tell them what they will get from it—it has to be
something that’s worth it.”

—Roger Matus, executive vice president of mobile marketing and
technology services company, Nellymoser

                                                                 ©2012 eMarketer Inc.
Mobile Advertising:
Mobile paid search
Mobile display




                      ©2012 eMarketer Inc.
Local search
universally
prompts
action
among
smartphone
users




               ©2012 eMarketer Inc.
Mobile paid search delivers a better return
 on investment than desktop search




Twitter – #eMwebinar                   ©2012 eMarketer Inc.
Marketers will spend the most on mobile
paid search for the next three years




                                    ©2012 eMarketer Inc.
Mobile
display
spending
will triple
by 2014




              ©2012 eMarketer Inc.
Mobile display offers new ways to
interact with and measure ads


“We can use video and allow people to play with our
vehicles. The medium is even stronger when you
factor in measurability.

The platform combines a level of interactivity and a
level of measurability that existed in the desktop
space but is further enhanced in the tablet space.”

—Tom Penich, media communications manager for BMW



                                                    ©2012 eMarketer Inc.
Mobile ad spending growth is strong but is
only a fraction of total media spending




                                      ©2012 eMarketer Inc.
Key Takeaways


Strategically…
Plan for multiple mobile device usage:
Smartphone and tablet audiences will grow significantly and
the percentage of consumers who use both devices will be
sizeable.
Expect simultaneous and sequential device
usage: Messaging needs to be consistent and response
across digital channels needs to be anticipated.
Reconcile time spent with mobile vs. mobile
spend: Track your mobile traffic and predict when your
audience will become a mobile majority. Adjust budgets
accordingly.
                                                      ©2012 eMarketer Inc.
Key Takeaways


Tactically…
Tailor tactics to unique mobile behaviors:
Smartphones are precision tools and constant companions.
Tablets are entertainment hubs and shopping centers. Both
are frequently used at home.
Apps and mobile web are complementary
tactics, not necessarily a choice.
Consumers expect rewards from QR Codes.
Mobile ad spending is on the rise: Mobile paid
search generates high CTRs and mobile display ads offer
new ways to engage and measure ad effectiveness.
                                                     ©2012 eMarketer Inc.
What is Adobe CQ Mobile?

      Adobe CQ Mobile empowers digital marketers to design
      engaging experiences across mobile devices, increasing
      customer loyalty and acquisition through a consistent and
      relevant experience.




© 2012 Adobe Systems Incorporated. All Rights Reserved.
Deliver optimal experiences
                                                          across mobile devices

             Adobe CQ



                     MOBILE




© 2012 Adobe Systems Incorporated. All Rights Reserved.
Mobile as part of a multi-channel marketing strategy


                                                                            PCs




                                                                       MOBILE APPS



                                                          device-specific
                                                          features




© 2012 Adobe Systems Incorporated. All Rights Reserved.
Connect With Us To Learn More




adobe.com/go/adobe_cq_mobile
enterpriseADM@adobe.com
+1.888-649-2990
Follow us @AdobeWEM


© 2012 Adobe Systems Incorporated. All Rights Reserved.
Q&A Session                 Learn more about mobile marketing with
                              an eMarketer corporate subscription
 Mobile Marketing
Trends, Insights and        More than 120 eMarketer reports are
   Best Practices           published each year. The following are a
                            few recent ones you may be interested in:

                              The Smartphone Class: Connected Consumers
                               Transform US Commerce and Culture
                              App-etite for Engagement: Marketing Beyond the
                               Browser
                              QR Codes: Marketers Keep Hitting ‘Go,’ but
   Cathy Boyle                 Consumer Adoption Still Slow
                              Location-Based Marketing: Driving Sales in a
You will receive an email      ‘What’s Around Me’ World
 tomorrow with a link to
   view the deck and          Tablet Advertising: Volumes and Engagement
   webinar recording.          Levels Jump Up


      Sponsored by:           To learn more: www.emarketer.com/products
        Adobe                   800-405-0844 or webinars@emarketer.com

                                                                       ©2012 eMarketer Inc.

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eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices

  • 1. OCTOBER 18, 2 0 1 2 Mobile Marketing Trends, Insights and Best Practices Sponsored by: Cathy Boyle Senior Analyst ©2011 eMarketer Inc.
  • 2. There are three faces of mobile today
  • 3. Does ‘mobile’ always mean ‘on the go’?
  • 4. What we’ll look at today…  Device adoption: Feature phones, smartphones and tablets  Behaviors: Mobile is more than ‘on the go’  Trends: Marketers’ focus, spending outlook and brand examples Twitter – #eMwebinar ©2011 eMarketer Inc.
  • 5. The 3 Faces of Mobile Feature Phones Smartphones Tablets ©2012 eMarketer Inc.
  • 6. Smartphones are moving to the mainstream, passing 50% penetration among US mobile phone users between 2012 and 2013 ©2012 eMarketer Inc.
  • 7. Smartphones are driving growth of mobile internet use ©2011 eMarketer Inc.
  • 8. Smartphone penetration is high across nearly all demographic groups, but several groups stand out ©2012 eMarketer Inc.
  • 9. The feature phone user base is shrinking but still comprises millions of users ©2011 eMarketer Inc.
  • 10. 2012 is proving to be the year of the tablet Twitter – #eMwebinar ©2012 eMarketer Inc.
  • 11. Apple’s iPads continue to dominate the tablet market Twitter – #eMwebinar
  • 12. Tablet users are often older and wealthier ©2012 eMarketer Inc.
  • 13. The three mobile user groups are not mutually exclusive ©2012 eMarketer Inc.
  • 15. The mobile phone is always within reach, whether at home or ‘on the go’ ©2012 eMarketer Inc.
  • 16. Smartphones are constant companions, while tablets are ‘couch and pillow’ devices ©2012 eMarketer Inc.
  • 18. What is on the snack list? games social networking music video ©2012 eMarketer Inc.
  • 19. Tablet users lead the way in mobile content consumption
  • 20. Tablet users are a leisure- minded group, looking to be entertained ©2012 eMarketer Inc.
  • 21. Tablet users’ attention is often divided between television and tablet ©2012 eMarketer Inc.
  • 22. Mobile users toggle between devices with ease “A picture of sequential and simultaneous device usage is emerging, and marketers need to make progress around understanding how the devices relate and how to use them in combination.” —Jason Spero, head of global mobile sales and strategy at Google Twitter – #eMwebinar ©2012 eMarketer Inc.
  • 23. Will marketing practices change as a result of mobile devices? ©2012 eMarketer Inc.
  • 25. Mobile marketing budgets are still small
  • 26. Budgets do not align with time spent on mobile ©2012 eMarketer Inc.
  • 27. Marketers are confident spending will increase ©2012 eMarketer Inc.
  • 28. Mondelez International, for one, will make a bold mobile move “We are planning to invest 10 percent of our global marketing budget in mobile activations and channels across the entire consumer journey.” —Bonin Bough, vice president of global media and consumer engagement at Mondelez International Mondelez International comprises the global snacking and food brands of the former Kraft Foods Inc., including billion-dollar brands such as Nabisco and Oreo biscuits, Trident gum, Cadbury and Milka chocolate ©2012 eMarketer Inc.
  • 29. 2012 mobile marketing plans are skewed toward mobile apps and QR Codes Twitter – #eMwebinar ©2012 eMarketer Inc.
  • 30. Consumers are spending more time with apps than with the mobile web Twitter – #eMwebinar ©2012 eMarketer Inc.
  • 31. There are significant upsides to apps, but there are downsides too Upside Downside Encapsulated experience Multiple versions for dominant Size and functionality of the app platforms device Separate app store approvals High level of engagement Ongoing updates for each version More time spent with brand Overcoming fragmentation User retention ©2012 eMarketer Inc.
  • 32. Which do you choose? ©2012 eMarketer Inc.
  • 33. QR Codes: Marketers keep hitting ‘go,’ but adoption is slow ©2012 eMarketer Inc.
  • 34. Barcode content often falls short of consumer expectations Marketers give information Consumers want rewards ©2012 eMarketer Inc.
  • 35. Valuable content, a clear call to action and repetition are critical “Shape Magazine did a sweepstakes for their 30th anniversary issue, and they had 400,000 mobile entries through the use of these [QR] codes. You have to tell consumers what to do. And you need to tell them what they will get from it—it has to be something that’s worth it.” —Roger Matus, executive vice president of mobile marketing and technology services company, Nellymoser ©2012 eMarketer Inc.
  • 36. Mobile Advertising: Mobile paid search Mobile display ©2012 eMarketer Inc.
  • 38. Mobile paid search delivers a better return on investment than desktop search Twitter – #eMwebinar ©2012 eMarketer Inc.
  • 39. Marketers will spend the most on mobile paid search for the next three years ©2012 eMarketer Inc.
  • 41. Mobile display offers new ways to interact with and measure ads “We can use video and allow people to play with our vehicles. The medium is even stronger when you factor in measurability. The platform combines a level of interactivity and a level of measurability that existed in the desktop space but is further enhanced in the tablet space.” —Tom Penich, media communications manager for BMW ©2012 eMarketer Inc.
  • 42. Mobile ad spending growth is strong but is only a fraction of total media spending ©2012 eMarketer Inc.
  • 43. Key Takeaways Strategically… Plan for multiple mobile device usage: Smartphone and tablet audiences will grow significantly and the percentage of consumers who use both devices will be sizeable. Expect simultaneous and sequential device usage: Messaging needs to be consistent and response across digital channels needs to be anticipated. Reconcile time spent with mobile vs. mobile spend: Track your mobile traffic and predict when your audience will become a mobile majority. Adjust budgets accordingly. ©2012 eMarketer Inc.
  • 44. Key Takeaways Tactically… Tailor tactics to unique mobile behaviors: Smartphones are precision tools and constant companions. Tablets are entertainment hubs and shopping centers. Both are frequently used at home. Apps and mobile web are complementary tactics, not necessarily a choice. Consumers expect rewards from QR Codes. Mobile ad spending is on the rise: Mobile paid search generates high CTRs and mobile display ads offer new ways to engage and measure ad effectiveness. ©2012 eMarketer Inc.
  • 45. What is Adobe CQ Mobile? Adobe CQ Mobile empowers digital marketers to design engaging experiences across mobile devices, increasing customer loyalty and acquisition through a consistent and relevant experience. © 2012 Adobe Systems Incorporated. All Rights Reserved.
  • 46. Deliver optimal experiences across mobile devices Adobe CQ MOBILE © 2012 Adobe Systems Incorporated. All Rights Reserved.
  • 47. Mobile as part of a multi-channel marketing strategy PCs MOBILE APPS device-specific features © 2012 Adobe Systems Incorporated. All Rights Reserved.
  • 48. Connect With Us To Learn More adobe.com/go/adobe_cq_mobile enterpriseADM@adobe.com +1.888-649-2990 Follow us @AdobeWEM © 2012 Adobe Systems Incorporated. All Rights Reserved.
  • 49. Q&A Session Learn more about mobile marketing with an eMarketer corporate subscription Mobile Marketing Trends, Insights and More than 120 eMarketer reports are Best Practices published each year. The following are a few recent ones you may be interested in:  The Smartphone Class: Connected Consumers Transform US Commerce and Culture  App-etite for Engagement: Marketing Beyond the Browser  QR Codes: Marketers Keep Hitting ‘Go,’ but Cathy Boyle Consumer Adoption Still Slow  Location-Based Marketing: Driving Sales in a You will receive an email ‘What’s Around Me’ World tomorrow with a link to view the deck and  Tablet Advertising: Volumes and Engagement webinar recording. Levels Jump Up Sponsored by: To learn more: www.emarketer.com/products Adobe 800-405-0844 or webinars@emarketer.com ©2012 eMarketer Inc.