This document summarizes a presentation on using mobile marketing to drive sales. Key points include: m-commerce is expected to grow significantly by 2016; mobile searches and app downloads are increasing rapidly; and location-based mobile payments and services will reach billions by 2014. The presentation also discusses the increasing crossover between desktop and mobile usage, examples of innovative mobile experiences, considerations for the mobile user journey, and the growth of B2B mobile marketing.

1. M-commerce Innovation
Briefing
9th November, 2011
Using mobile marketing to create
Presented by buzz and drive sales
James Gurd

2. Mobile’s here… no wait, it’s coming.
But it is finally here:
M-commerce only 2% of e-commerce in 2011 but expected to rise
to 7% by 2016. (Source: Forrester, June 2011)
77% world‟s population are mobile subscribers (5.3bn).
Mobile searches have quadrupled in last year – 1 in 3 searches
are local.
>300k apps developed in last 3 years and apps downloaded
10.9bn times.
M-payments will be worth US$86.1bn in 2011, up 76% vs. 2010.
(Source: Gartner, July 2011)
Global NFC m-payment transactions will reach $50bn by 2014.
(Source: Juniper, June 2011)
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3. Please note:
Sample presentation only.
Please download the full
presentation from:
http://econsultancy.com/reports/m-
commerce-innovation-briefing-9th-
nov-2011

4. The social context
The desire for immediacy and
stimulation:
We‟re restless – sitting still and doing
nothing is a rarity.
We want content to be accessible,
always.
We‟re conditioned to consume.
I’m loyal, where’s my reward?!
We want something for nothing.
Humans have an innate urge to react.
Mobile promotions can drive multi-
channel activity.
Shopkick‟s „kickbucks‟ promotion
increased store visits on Cyber Monday.
[More on Shopkick later]
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5. Desktop vs. mobile crossover imminent
Penetration of smartphones in business & private
lives
Social networking increasing 24x7 connectivity
Need to share everything e.g. Gowalla, Foursquare
Sharing with people we have never met e.g. Twitter
Desire to access information/content on the move e.g.
customer reviews, AR
Social media functionality – Facebook Connect
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6. Innovation is in the air: we’re creating
Digital marketers and agencies are learning how to engage people offline using
mobile triggers.
Pop-up store windows that enable people to interact with the products via
mobile devices e.g. Net-a-porter Window Shop via The Window Shop app for
Smartphone and iPad 2
Virtual stores in offline spaces e.g. Tesco Homeplus using QR codes to gain
market share in South Korea
Restaurants making the dining experience interactive e.g. Radisson
Edwardian using QR codes to allow diners to watch chefs preparing meals
Mobile apps to enhance the in-store retail experience e.g. Debenhams
barcode scanner
Recommended reading (if you haven’t already)
Chris Lake‟s Econsultancy blog post on Multichannel innovation: 15 brilliant
examples from 2011.
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7. Mobile stores vs. mobile apps debate
The advantage of mobile stores?
Appears inside the browser of any internet-enabled mobile device.
Accessible by 99% of web-enabled devices.
Don‟t need a user to download anything – just access the site via their
browser.
If set up correctly can detect the user‟s device and automatically format
content for optimal viewing.
The advantage of mobile apps?
 Native on devices so enable enhanced functionality
 Example is barcode and picture scanning
 Apps can be more immersive
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8. The user journey is essential
Example: Tree-Athlon
London 2010 poster on
underground platform
 You need reception for the QR
code scanner.
 Most mobile devices will have
zero reception at most London
Underground stations.
 QR code drives people to main
website, not a site optimised for
mobile.
Digital marketers need to
think through the user
journey and experience
carefully.
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9. Adding location to your updates
Throwing its hat into the mix for LBS to
keep up with consumer demand for
check-ins.
For business:
Can add a new place for each business
location.
Places can be turned into proper Facebook
pages.
For users:
Can be done via mobile and desktop.
Can check-in on your own or add friends you
are with.
Only shows on friends feeds when they have
approved the check-in if they are new to
Facebook Places.
People can disable this by turning off
“Friends can check me into places” in privacy
settings.
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10. B2B Market context
B2B mobile marketing spend in the US will
reach $106m by 2014. (Source: Forrester)
 Rapid growth from $26m in 2009.
 By 2014 there will be 90% mobile penetration and
6.5bn global mobile connections.
 Read rates of over 98% make SMS marketing a high-
value channel.
 64% business decision makers read email via mobile
devices.
Use of mobile devices: Worth reading:
 Unlike consumers, professionals must stay connected http://www.slideshare.net/ckEpipha
for time sensitive decisions. ny/b2b-mobile-marketing-10step-
starter-guide-2882873
 Smartphone due to eclipse feature phones in 2011.
 60% mobile phones supported by 3G by end of year.
 Mobile users to eclipse desktop users by 2014.
 IDC predicts that 1.2bn workers will be using mobile
enterprise phones in 2011.
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11. Please note:
Sample presentation only.
Please download the full
presentation from:
http://econsultancy.com/reports/m-
commerce-innovation-briefing-9th-
nov-2011

12. About Econsultancy
Econsultancy is a digital publishing and training group that is used by more than 200,000 internet
professionals every month.
The company published practical and timesaving research to help marketers make better decisions
about the digital environment, build business cases, find the best suppliers, look smart
in meetings and accelerate their careers.
Econsultancy has offices in New York and London, and hosts more than 100 events every year in
the US and UK. Many of the world’s most famous brands use Econsultancy to educate
and train their staff.
Some of Econsultancy’s members include:
– Google, Yahoo, Dell, BBC, BT, Shell, Vodafone, Virgin Atlantic, Barclays, Deloitte, T-
Mobile and Estée Lauder.
http://econsultancy.com/uk
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